1

Appendix A
A1: Mood Board for the event - S148479

Figure 1: our colour palette for the festival; heavy dominance of green which is the universal colour
of veganism, but also light pastel colours that highlight the sense of positivity and joy.
Figure 2: what we aspire our festival atmosphere and decor to look like. We are mainly after a
strong outdoor ambiance.
Figure 3: how we consider our outdoor cooking sessions would unfold. We want them to be
immersive, fun and inclusive classes that allow ‘No Beef’ attendees to learn more about vegan food
all the while enjoying themselves cooking it.
Figure 4: the main hashtags we wish ‘No Beef’ attendees and employees to use throughout the
running of the event.
Figure 5: an idea of how our Q&A sessions would resemble -- a ‘main stage’ with a large audience
setting, and the social media handles of the influencers on display behind them as they interact with
the attendees.
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A2: Site map - S148479
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A3: activity schedule - S148278

Activity Description Time/duration

Live DJ Playing music popular with the 16 to 24 demographic All day.

throughout the day.

BRUNCH The day will start with an Instagram-worthy vegan 10:00 - 12:00
brunch, a popular trend on social media. Various options
will be provided on different stalls.

Q&A panel with the The influencers involved in the popular page 12:00 - 13:00
PlantBois ‘@PlantBoiis’ will begin the panels for the day, answering
and discussing questions regarding veganism as a group.

Meal prepping with Henry and Ian to give an interactive workshop showing 12:00 - 13:00
BOSH! how to bulk cook meals for the upcoming week. Focus
will be on affordability and ease.

Lunch with Watch Amesha and Bishalee make their favourite meal 13:00 - 14:00
BeetsandBobs
they had as students, with the opportunity to try samples.

Q&A with Ed to answer questions particularly regarding the 13:00 - 14:00

Earthlinged
environmental impact of veganism, and positive changes
that can be made to help the climate crisis.

LUNCH Restaurant stalls will provide an array of vegan options for 13:00 - 15:00
lunch.

One pot vegan recipe Rachel will demonstrate an easy one pot recipe from her 14:00 - 15:00
with Rachel Ama cookbook.

“Easy sweet treats” Holly will host an interactive workshop showing how to 14:00 - 15:00
with make her favourite, quick sweet treats. The focus will be
TheLittleVeganBlog on recipes requiring little baking time.

BOSH! Exclusive Henry and Ian to demonstrate the making of a new, 15:00 - 16:00
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recipe exclusive recipe for the event attendees to try

Healthy living Q&A Niomi Smart will answer questions more specifically 15:00 - 16:00
with Niomi
about sustainability practices and cruelty-free products
outside of just the vegan ‘diet’

“Ready, steady, A competition between the members of the @plantboiis. 16:00 - 17:00
vegan!” competition The objective is to create the tastiest meal in the given
amount of time: half an hour. Samples will be given to the
audience, who can then cast their vote.

The ultimate vegan Participating brands are given an opportunity to present 16:00 - 17:00
shopping list panel their products during a casual discussion about vegan
alternatives and options available for purchase at
supermarkets and online.

Q&A with Clare will answer questions regarding veganism, with a 17:00 - 18:00
LittleLondonVegan particular focus on eating out as a vegan, and her favourite
affordable vegan restaurants and options.

Vegan cocktails with Gaz demonstrates how to make both alcoholic and 17:00 - 18:00
@avantegardevegan non-alcoholic vegan alternatives to popular cocktails and
beverages. These will later be served at the bar at the after
party. 18+ only.

DINNER Restaurant stalls provide a variety of options for attendees 18:00 - 20:00
to buy a vegan dinner at the event.

“After party” Available only for attendees above 18 years old, 20:00 - 22:00
distinguished by a green wristband. Attendees under 18
will receive a blue wristband, permitting them to leave at
8pm. An opportunity to party and interact further with the
influencers.
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A4: list of influencers - S148278

Name Instagram handle Instagram Followers

Niomi @niomismart 1.4 million

Henry & Ian @bosh.tv 785k

Gaz @avantgardevegan 622k

Rachel @rachelama_ 234k

Holly @thelittleblogofvegan 171k

Clare @littlelondonvegan 132k

Jacob* @pengveganmunch 131k

Calum* @madebyblitz 81.2k

Ben* @bensvegankitchen 38.9k

Giuseppe* @_plantchef 32.6k

Ebenezer* @veganezer 27.5k

Amesha & @beetsandbobs 25k

Bishalee

Sam* @nomeatdisco 21.9k

Will* @veganfoodandplaces 14.3k

Johnny* @johnnymeatless 10.1k

CJ* @vgangreviews 5.4k

*part of the Influencer group @plantboiis - 12.4k Instagram followers

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A5: list of brands that we wish to partner with - referred to as contracted vendors - S148479

Brand Name Website Link Product(s) sold:

Oatly https://www.oatly.com Oat milk, ‘oatgurt’ (yogurt made out of oats),

oat spread (meant to resemble whipped
cream), oat ice cream, canned drinks with oat
milk…

THIS! https://this.co Plant-based mock nuggets, meatballs, bacon

and sausages.

Booja Booja https://boojabooja.com Vegan chocolates and vegan ice cream

Tofoo Co. https://tofoo.co.uk Variants of tofu: block, crispy, silken,

scrambled, falafel…

Violife https://violifefoods.com Vegan cheese, ‘feta’, spread and cream

Quorn https://www.quorn.co.uk ‘Fake’ ham, chicken, fish filets, nuggets, and

burgers made out of quorn

Prodigy https://www.prodigysnacks.com Vegan chocolate

Perkier Foods https://perkier.co.uk/shop/ Plant-based snack bars, mainly protein

Holy Moly https://holymolydips.com Vegan dips (guacamole, salsa…)

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A6: List of vegan venues/restaurants in London that we want to set up stalls with to sell goods -
referred to as contracted vendors - S148479

Name Location Product(s) sold

Pastan 12-14 St John St, Barbican, Italian-style vegan goods, mainly pasta
London EC1M 4AY cooked in plant-based sauce

PickyWops 53 Brick Lane, London E1 Vegan pizza

6PU

Fauxmagerie 20 Cheshire St, London E2 Vegan cheese

6EH

Clean Kitchen Club 198 Camden High St, Plant-based meat, burgers and desserts
London NW1 8QP

Temple of Seitan 10 Morning Lane, Hackney, Fried vegan chicken and dips
London E9 6NA

What The Pitta The Pump Shoreditch, Vegan falafel wraps

168-175 Shoreditch High
St, London E1 6JE

GC Couture 25 Dover St, London W1S Vegan Patisserie

4LX

Unity Diner 60 Wentworth St, London Vegan ‘barbecue-style’ food

E1 7A

Eat of Eden 6 Ascot Parade Clapham Caribbean-style plant-based food

Park Road, London SW4
7EY

Oh My Gulay! Street food vendor in the Plant-based Filipino dishes

London areas

Pig Out Street food vendor in the Hotdogs and fast-food

London areas

Mame Unit 1B, 451 Wick Lane, E3 Vegan Japanese-inspired food

21B

Osu Coconuts Street food vendor in the Vegan cakes, pancakes, and ice cream
London areas

Halo Burger 105 Great Eastern Street, Plant-based burgers

London EC2A 3JD
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A7: Gantt Chart - S148479
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A8: Organisational Chart - S148479
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A9: Risk Assessment - S148278

Potential Hazard Who is at Existing Control Measures Likelihood Severity Risk Rate Preventative Measures Responsibilities
risk? Rate Rate

Weather issues - Attendees Employees, contractors and 3 6 Moderate No way to fully prevent it. Organisers -
e.g., rain could Employees volunteers to be told to wear a If the weather is extreme and will severely impact general set up
create make surfaces Contractors weather appropriate outfit the event, it will have to be cancelled by the Contracted
slippery, or heat Volunteers organisers. vendors - food
could cause If it is to be hot, make sure there is enough, free stalls
discomfort water available at the venue.
If it is to rain, then umbrellas will be provided over
the seating areas, as well as canopies over the
stages.

Food poisoning Attendees All menus to be served by 2 6 Moderate Attendees will be informed of first aid trained staff Contracted
contracted venues to be members to contact at the festival, who can arrange vendors
pre-approved by the organisers. medical assistance.
Vendors accept contractual responsibility for any
instances of food poisoning or allergic reactions.

Allergic reaction Attendees All dishes served by contracted 3 12 High Epipens and other allergy medicine and equipment Organisers
venues to clearly state on the to be made available on-site. Contracted
menu what they contain. First aid trained employees to be on site at all times. vendors

Waste management - Attendees Appropriate recycling and waste 3 6 Moderate Ensure that bins are emptied at regular intervals, and Organisers
e.g., dangerous Employees bins to be provided across the more frequently if necessary.
accumulation that Contractors venue. Vendors to temporarily stop serving food until the
could lead to Volunteers Waste management company to be accumulation is dealt with.
contamination of given initial information such as Waste management company scheduled to collect
food the number of bins, toilets, type of bins after the event, but if necessary, on hand to
waste etc, so they can adequately collect accumulated waste during the event.
plan the collection.
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A10: Marketing Calendar - S148278

Date Activity Target Notes

- 9 months Influencer promotion Social media Sowing seed of the idea of the
users/vegans festival

- 9 months City council General audience Putting it on the council calendar

promotion

- 9 months Send promotional Students Putting it on the university event

material to universities calendar

- 8 months Influencer promotion Social media Hinting at exclusive content

users/vegans

- 7 months Ticket sales go live on General audience

Eventbrite

- 6 months Competition for free Those already Take place on the festival social
tickets interested in the media
festival

- 6 months Influencer promotion Social media To promote the ticket competition

users/vegans

- 5 months Competition winner Competition entrants

announced

- 5 months City council General audiences Reminder as part of the council

promotion events calendar

- 4 months Press releases Vegan communities Articles and reminders to be

published on popular vegan
websites such as Happy Cow

- 3 months University promotion Students Reminder for students finishing

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exams as a potential plan for the
summer

- 2 months Other influencer Influencers Influencers not taking part in the

invitations sent out programme, but invited to
increase coverage

- 1 month Final influencer Social media users “Final call” for tickets, aimed at
promotion those who may decide last minute
to come

- 1 month Begin 30 day Attendees To slowly release details of

countdown brands present, workshops taking
place etc

- 2 weeks Official event Attendees Attendees can start to plan when

schedule released they may arrive and leave, and
the workshops and sessions they
plan on going to

- 2 days Teasing venue and set Attendees As the venue is set up, teasers can
up be posted by both the official
festival social media, and
influencers, to build excitement

During Frequent social media Social media users Instagram stories and posts, and
event posts TikToks will be posted by the
festival social media team during
the event

+ 2 days Survey sent out Attendees Feedback is gathered about the

event, to inform future decisions

+ 5 days KPIs analysed Internal Survey responses, as well as KPIs

are analysed to show how the
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event went well, and how it can
be improved upon

+ 7 days Mailing list released Social media Following the coverage on social
users/vegans/attende
media, a mailing list is released
es
on which attendees and those that
wish to attend in the future can
sign up for updates on the next
No Beef. Festival
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A11: Sponsorship benefits - S148278

Sponsorship level

Benefit Bronze Silver Gold

(£X) (£X) (£X)

Acknowledgement on the event website and Eventbrite as a sponsor

of the festival

Acknowledgement of sponsorship and inclusion of company logo in

official event emails

5 free tickets to the event

Company social media handle to be tagged in all content promoting

the event

Company logo to be included in all printed media (flyers and

posters)

10 free tickets to the event

Company logo to be displayed throughout the festival design set up

Company logo to be included on official festival merchandise

A company stall at the festival

Opportunity to distribute own promotional material at the event

20 free tickets to the event


A12: City Cultural Landscape - S148278
IDENTITY Repetitive
● Winter Wonderland
● St Patrick's Day Festival
● Pride Festival
● Short Film Festival
● Exhibitions at the Tate
(e.g., Hogarth 13th Nov
- 12th Dec)
● Conventions at the
ExCeL
PULSE
15
POSITIONING
● Chelsea Flower Show
● Wimbledon
Championships
● Notting Hill Carnival
● London Marathon
● Social in the City
● VidCon
● Artists performing at
venues such as the O2
(e.g., Tom Jones)
● No Beef Festival
Unique LIFT
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A13: sponsorship grant breakdown (S148278, S148479)

ITEM COST
Venue £9,000.00
Security £3,600.00
First aid £300.00
Waste management £1,000.00
Toilets £500.00
Water and electricity £1,000.00
SPONSORSHIP GRANT* £15,400.00

*to be provided by London Councils

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Appendix B
B1: Event DNA Model - S148479

Adapted from Christian Have: Synlighed er eksistens (”Visibility means existence”), 2004
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B2: The 4 Realms of Experience - S148479

This is where we believe that the No Beef Festival would be positioned, based on Pine and
Gilmore’s 4 Realms of Experience model.

Why that spot?

Educational: The attendees of No Beef are able to increase their skills and knowledge by absorbing
information on the vegan lifestyle, which is presented to them in an interactive way. This is mainly
achieved through the various demonstrative activities that are planned throughout the event, that
also require active participation, such as the lunch with BeetsandBobs, or the Q&A session with
Niomi Smart.
Escapist: The attendees of No Beef are active actors that shape the event as a whole, meaning that
they are immersed in the actual environment of the event and participate in it as much as the
influencers present. Activities that showcase the Escapist realm are the meal prepping session with
Bosh! and the ‘Ready, Steady, Vegan!’ competition with @plantboiis.

How we intend to move closer to the middle:

Entertainment: for the attendees to simply absorb the event as a whole, and not participate in any
activities, we could attempt to make a few of the workshop sessions simply demonstrative, and
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allow the audience to merely watch our influencer guests cook in their expertise realm without
needing to get too involved.
Esthetic: we wish for the attendees to arrive at No Beef and thanks to the decor and design, immerse
themselves in a plant-based environment in a passive manner. We intend to make this happen using
ideas from our moodboard, pushing for the colour green to be displayed as much as possible, and
having the event take place outdoors most importantly.

B3: SWOT analysis - S148278
Strengths
● High cumulative number of social
media followers of the influencers
gives the marketing plan strength
● Location that is easy to travel to
● Engages attendees for the entire day
with a variety of activities
● Opportunity for viral content,
increasing awareness of the event, and
offering more opportunity for it to
recur
Opportunities
● The target audience gives the event a
competitive advantage above others -
high engagement
● Would be one of the first major events
to take place during the summer for
students
● Although the target audience is young
adults, the content of the festival has
potential to reach wider demographics
outside of that
20
Weaknesses
● Not everyone who may wish to attend
the event, may have access, or be
active on social media, and may
therefore miss out on promotional
content
● May not have potential to become an
annually recurring event - due to
volatility of popularity on social media
● Is the agency’s first attempt at an event
- our strengths are traditionally virtual
Threats
● The outdoor location would mean the
event would be impacted by bad
weather
● Lots of competition with other vegan
festivals both in London and globally
● London is an expensive place to stay -
may put people off travelling to the
festival from afar
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B4: Budget (S148278, S148479)

Estimated/
Items Amount Actual
Venue
Location rental x3 days* £9,000.00 A
Signage £150.00 E
Water and electricity £1,000.00 E
Insurance £2,500.00 E
Total venue costs £12,650.00
Set up
Chairs & tables £1,000.00 A
Stage graphics £500.00 E
Stages £500.00 E
Venue décor £2,000.00 E
Toilets (x10) £500.00 A
Total set up costs £4,500.00
Tech
Additional lighting* £600.00 A
Additional sound system* £1,000.00 A
Total tech costs £1,600.00
Marketing
Printed materials £500.00 A
Web advertising £3,000.00 E
Total marketing costs £3,500.00
Wages
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DJ £1,000.00 A
Additional part time employees x6 £45,000.00 A
Security personnel x6** £3,600 A
First aid personnel x3** £300.00 A
Waste management £1,000.00 E
Total wages £50,900.00
TOTAL EXPENSES £73,150.00

*venue rental includes: 2 fully stocked bars with bartenders, full lighting capacity, sound system
** 1 security and first aid personnel per 500 attendees

Costs not included:

Influencer payment (for marketing posts and attendance), as well as full time staff wages are not
included, as these are payments that would need to be made by GreenFluence on an annual basis,
regardless of the project that is being undertaken by the agency. Therefore, they are not directly
related to the costs of the event.
The costs of setting up a stall, and the food and beverage costs will be covered by the vendors who
are providing these goods and services. We expect our partners to be willing to cover these costs, as
in return, they are getting heightened exposure on social media, increasing their customer base and
visibility as a company. This would ensure a return on investment.
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B5: estimated revenue (S148278, S148479)

ESTIMATED
INCOME AMOUNT /ACTUAL COMMENTS

Venue capacity = 2,600

Ticket price = £40
- 100 free tickets for volunteers, staff,
Tickets x2,500 £100,000.00 A influencers and competition winners

Venue, security, first aid, waste

Sponsorship from Council £14,300.00 A management, toilets, water and electricity
Stall hire £4,200.00 A 14 stalls x £300 for hire
Sponsorship from
HappyCow £5,000.00 E
TOTAL INCOME £123,500.00
PROFIT (INCOME -
EXPENSES) £50,350.00