Marketing Plan for Woodford Folk Festival

Marketing Plan

Introduction
The report is based on marketing plan as marketing plan is basically a plan which stated all
things which helps to give the right direction of the event. As it define and create the systematic and
effective steps which help to give direction. It includes all the way making the event run in the right way.
As this report covers the marketing plan of Woodford folk festival as it is an annual music and cultural
festival near the semi –rural town of Woodford, 72 km north of Brisbane, Queensland, Australia. In
Australia, it is one of the biggest annual cultural events. Approximately 125000patrons attend the
festival every year. Approximately 2000 performers and 438 events are programmed featuring local,
national and international guests. This report will cover the marketing plan as it covers the goals
objectives of Woodford folk festival. It will also cover the marketing strategies and SWOT analysis which
helps to identify strength, weakness, threat, opportunity. Also it will identify all the external factors with
the help of PESTEL analysis. It will cover the marketing objectives and target market segments and
marketing plan mix also it will prepare the budget and lastly it will review monitor it.
Main Body
PHASE ONE: GOAL SETTING
Mission statement
The mission of Woodford Folk Festival is to provide the guest with excellent faculty and also to
provide the audiences wide variety of performances so that to grab large extent. And one of the biggest
missions is to grab international visitors to the festival over the next 3 years. Also its mission is to be the
largest gathering of artists and musician in Australia. And also to make each and every event successful.
International goals
It first and foremost international goals is the grab the international visitors in 3 years. And also
to include national, international, artists, musicians and presenters put on over 438 acts to an audience
of an estimated 132000 people. Also to include variety of performance and style to attract the
audiences. And make global presence of Woodford folk festival (Wong and et.al (2016)
PHASE TWO: SITUATIONAL REVIEW
Marketing strategies
Marketing strategies are basically the strategy which is overall game plan for reaching people
and turning them into customers for the product or services that the business provides. As Woodford

folk festival is one of the magical events that help in Australia. As it uses many marketing strategy
number of performances are mind-blowing and it attract number of audiences. And also its atmosphere
is both electronic and peaceful. So it uses marketing strategies to promote the event to the global level
as it promote the event on social networking sites as social networking sites are very famous among the
people. It also offers cheap tickets to the audiences and also it offers various discounts, facility and
services to satisfy the audiences to the large extent.
SWOT Analysis
Woodford folk festival as practices in Australia as it includes wide variety of performances. As
SWOT analyses help to analyses or identify the strength and weakness of the event and also it helps us
to give the opportunity of the event and it helps to overcome all the threats. It is basically the technique
which helps to manage and control the event to the large extent.
Strength
The first and foremost strength of Woodford folk festival is that is wide range of performances that are
being conducted such as it have 438 events are programmed featuring local , national and international
guests. And it has wide range of audiences who enjoy each and every cultural performance. As it take
place over six days. The second strength is that it has big brand image as it conduct its festival from 1994
and it create great buzz and also it conduct its event annually. And also the guest is very excited to be
the part of the festival and to enjoy the other
Weakness
It biggest weakness is that it conducts its event annually which is big times. the second
weakness is that to it involve folk and cultural dances and music which might be fail to grab attention of
international audiences as they might does not understand . And also youth does not like folk dances
and music. And also it might fail to access support from every one as folk music and dances are not
innovative.
Threat
The biggest threat of Woodford folk festival is from political factor as it sometime impacts the
festival in the negative manner. And also there are many events and festivals or concerts which are
taking place so many youth will prefer to attain the other event rather than the folk event. And also
with the increase of electronic and technologically performances and styles of production and creation
which are expanding has given historical performances less importance. And it also local government
hinders to conduct and manages the event (Garcia, & Middleton (2016).
Opportunity
As there are many opportunities with Woodford folk festivals is to grab international guest as it
conduct event in national and local level so it has plan to diversify and expand its festival at internal level
and make it more famous . And also it helps to introduce various new talents and entertain the
audiences to the large extent.