05 HOMEWORK 1:

CASE STUDY ANALYSIS OF

“TRASHed at the Coachella Music and
Arts Festival in Indio, California”

SUBMITTED BY:
Corcuera, Rachelle
Elazegui, Alyssa Jade
Jaron, Jerico
Jimenez, John Arvin
Manaig, Marrianne

SUBMITTED TO:
Professor Remilyn Cabrera

QUESTIONS:
A. In your perspective, do you think that the target audience was profiled successfully?
Why or why not?
On our group perspective, we think that the target audience was profiled successfully,
and it is based on the results of the event in which the target market of “TRASHed at the
Coachella Music and Arts Festival in Indio, California”. Some of the target audience was
profiled according to their “psychographics” and based on the event’s “desired outcome”. We
distinguished that it is profiled psychographics because based on the outcome of the event, their
audience’s personality traits were devotion, kindness, cooperation, optimism, resourcefulness.
Another is that since their target market were the “artists”, they were group also according to
what is their “interests” and lastly is the objective of the event which is to have the recycling
education and to encourage and redefine the way people view recycling and trash collection. The
event also is evident with the profiling based on their audience's desired outcomes wherein it
resulted in: Several thousand artists submitted designs, Fifty artists were selected to design
a 65- gallon recycling bin for the festival in 2012, Eighty- five thousand people attending
the festival were exposed to Global Inheritance through TRASHed and lastly is that
Numerous blogs, social media posts, twitter feeds, and newspapers shared photos of the
TRASHed exhibits, creating more awareness for Global Inheritance.

B. Which type/s of event marketing is/are used? Justify your answer.

The type of event marketing used is under the Indirect marketing wherein indirect
communication about the event just to create a marketing buzz through “Social Media”
according to the given case study of “TRASHed at the Coachella Music and Arts Festival in
Indio, California”. The event had their huge number of participants because there are numerous
blogs, social media posts, twitter feeds, and newspapers shared photos of the TRASHed exhibits,
creating more awareness for Global Inheritance. It is also said that through social media
networks, artists were informed of the contest and were asked to submit their designs.

C. In your opinion, discuss the benefits of the event on the following stakeholders:

1. Global Inheritance- The benefit of this non- profit organization is that they would be
able to inspire more people to act responsibly and create change, arrange the artistic
redesign of recycling bins, then integrates the recycle bins at high visibility events to
encourage recycling and provide additional outlets for people to appreciate the artwork.
They could help preserve and save our environment, teach discipline and have an
awareness with what innovation they can get with the recycling of trash.
2. Indio, California- When it comes to the local community of Indio California, it could
benefit from the event because of the TRASHed Art of Recyling campaign recycling
education program could redefine the way how people in their local communities view
the recycling and trash collection. Their residents would care more about their place and
environment which could help them also to prevent any floods or calamities in
connection with the trash problems. Another is that their residents would be educated
with what the event’s objective is.
3. Artists- For the artist’s benefits is that aside from showing off their talents in painting the
trash bins, there would be public acknowledgement, and an opportunity for them to be
invited with any other huge or mega painting events, they can also win those events
proposed that would help them to be profitable, famous and legendary.
4. 85, 000 attendees- These 85,000 attendees could benefit from the “TRASHed at the
Coachella Music and Arts Festival in Indio, California” through their experience in
participating and painting, education about recycling of trash, enhancing their painting
skills, gain knowledge and ideas on how to innovate trash, environmental awareness and
lastly is they would have now a different view about recycling and make it more exciting
and artistic.