CCI Collective

all of this is temporary

Marketing Strategy
23rd February 2016 @ The Richmix, Bethnal Green Road,
Shoreditch, E1 6LA

1. Marketing Objectives
Summary
CCI Collective will be presenting a social commentary on the theme of
capitalism vs. post capitalism.
all of this is temporary will be an abstract night of interactive exhibitions
and live performance that, through the eyes of politically and culturally
charged underground artists, asks the question: is capitalism working? all
of this is temporary will pose the question of what it means to live in a
capitalist world and whether there is a viable alternative for the future all interpreted through installation, sculpture, image and performance.
Positioning
All of this is temporary will be positioned as a unique, one off, interesting
and engaging art exhibition. The public will be in the trendy area of
Shoreditch. The marketing must be in conjunction with this fact.
Language used must be in concurrence with the demographic we are
trying to capture; in Shoreditch this is a difficult subject as it is a very
diverse area, therefore we must dictate who we are marketing this event
to.
Benefits

Hosted at the Rich Mix Good Reputation

On a Tuesday evening Less events that could clash
Good variety of Interesting content Speakers, spoken work
artists, Artworks from a variety of artists, DJ and VJ
Interesting Subject
Unique event

Target Customer

Age: 18-45 with particular focus on Students/ Young Creative

Workers
Profession
o Media
o Technology
o Retail
o Politics

o
o
o
o

City Workers
Students
Bar or restaurant
Artists

Interests:
o Culture
o Art
o Spoken Word
o Politics
o Economics

Requirements
o Alcohol
o Interesting, Engaging an good quality Artworks and performers.
o Finish time pre-midnight (must be able to catch last train from
Shoreditch High-street)
o Reasonable Ticket Price

The majority of those targeted will work in the immediate or

surrounding areas.
Who

2. Communication Strategy
Product
A one night only art exhibiton. Journeying between two ominous
structures lurking at one end of the room, the audience will be treated to
artworks from: Slinkachu, Hal Hefner, John Karborn, Badrick++Rogers,
A.L. Crego, Alex Evans, Mohammad Namazi, Jessica Higgins, Michael
Barry, Nicola Radford, Taninonina, Amy Wood, and Fay Turner,
accompanied by an audio commentary from The White Pube. A live audiovisual performance from ODDSCENE will mark the end of the experience.
Audiences are invited to challenge themselves to fresh perspectives
through a series of live talks by journalist Mark Fisher and political
theorist Alex Williams, accompanied by performances from awardwinning poets Anthony Anaxagorou and Deanna Rodger.
Price
4 Full Price 2 With a Flyer Free Entry, if event shared on
Facebook or Twitter
Convenience of attendance

Tickets sold through Rich mix

Very close to Shoreditch high-street
Many places for cyclists to lock Bikes (Inc. Hire Cycles)
Close to target markets work
In area where target market are generally found
Programme timings work with target markets lifestyle

Promotional tools

Social Media
o Must develop appropriate #hashtag
o Create Instagram, Twitter and Facebook Pages
o Free Entry if event shared
o Work with a Charity
o Establish Media Partner (North Four?)
o Conversations with audience twitter @ing &tagging artists
o Establish a brand
o Promo Video

Print
o Flyers/Posters
Catchy Design with key information
To be distributed in areas mentioned above

Website to include:
o Line Up
o Artist Detail
o Contact/Location Info
o Promo Video

Press Release
o Target Influential Media Outlets
(Time Out/Londonist)
o Contact Event Apps
(YPlan, Dojo, Evvent)
o Pre-existing press contacts

North Four Partnership

o Reach North Fours Media Platforms to market to their audience

City University London

o Posters in the University common rooms and corridors
o Utilise SU and SU Bar

Artists/websites/social media/ blogs

o Utilise all Artistes platforms to expand knowledge and engage
their fan base

Integrating posts Instagram Facebook and Twitter Posts

3. Key Strategies
Launch Week

CCI Collective Social Media Followers (Twitter: 200?, Facebook: 150?:

Instagram 200?)

Richmix (T: 27.9k, FB: 21.7k + Newsletter

North Four FB: 1k T: 600

On Sale Week

Announce NOW ON SALE on website with links to Box offie and

other available sites to purchase. Promote option to share event for
free entry
Tweet/Facebook/Instagram NOW ON SALE
Contact Larger London Media outlets with press release
Artistes announce NOW ON SALE

Week Two

Flyer and Poster distribution

o Decided bars/pubs/cafes/venues/student halls/London Unis/
Shoreditch
Artist to re-announce and push

On-going

Twitter/Instagram/Facebook - Updates/photos/Flyer/Info/Capitalist
and post capitalist posts.
Keep artist engaged about event
Posters to stay up

Must keep social media engaged and active minimum weekly

activity

4 Facebook Posts
14 tweets/re-tweets
4 Instagram Posts

Around 1000 flyers to be distributed over a one-month period

Print

110
1000 A6 Flyers
50 A3 Posters
50 A4 Posters

Potential Partners
Shoreditch Radio
15 minute interview
North Four
Article advertising the event - online