The East Greenwich Community Festivals programme was initiated in 2011 by a group of local residents in collaboration with Stream Arts, the creative production charity that brings together innovative, location-specific, art practice and local people through playful experiences. Collectively, their vision was to create an Olympic-inspired legacy of community cohesion, achieved by developing a summer programme of fun and celebratory events. Inspiring individuals, community groups, local businesses and larger organisations to participate in the Festivals and deliver a diverse programme of free summer events, where the whole community could come together to have some fun. In addition, the project aimed to raise sufficient funds to invest in a local environmental improvement project by way of creating a permanent physical legacy. As the diverse programme of events took shape, the signature event was billed as a weekend-long1948 themed Festival Fête, hosted in the historic East Greenwich Pleasaunce and scheduled for the mid weekend of the Olympic Games in August 2012. The 1948 theme had been chosen since it was the year in which the last Olympics took place in London. With the programme of events complete, Lorraine was asked to develop and deploy a marketing strategy over a 12 month period to promote the event programme to partners, investors and festival-goers. Key elements of the marketing plan included:
Testimonial: Lorraine has executed a terrific marketing plan which has resulted in the inaugural 2012 programme of the East Greenwich Community Festivals being a huge success! The effective engagement of social media specialists to promote the live events was visionary and we hope that the value our festival created for the borough's 'Visit Greenwich' brand will encourage the Council to support the EGCF in the years to come. We now hope to capitalise on all of the newly built relationships to evolve the brand developed by Lorraine and her team. Particularly remarkable were the online results achieved at the 1948 Fête Finale which included 250,000 impressions on our #EGCFest hashtag with over 81,000 unique followers reached - that's not to mention the many hundreds of happy festival go-ers who enjoyed a fantastic weekend full of 1948 craziness!. Rob McNeill, Artistic Director, Stream Arts www.streamarts.org.uk/projects ![]() ![]() ![]() ![]() |
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