Mint Festival: Digital Communication Campaign for Target Audience

This report provides an overview of the Mint Festival, a UK-based dance and music festival, with a focus on its digital communication campaign targeting young adults. The report details the selection of this target segment and justifies its importance, followed by an examination of the digital strategies employed, primarily social media platforms, highlighting their cost-effectiveness and broad reach. Examples of successful campaigns like #ShareACoke and Marks & Spencer's "The Alexa Collection" are used to illustrate effective multimedia channel utilization. The report further discusses methods for monitoring the campaign's success through metrics like likes, tags, comments, and shares, which reflect audience reach and awareness. In conclusion, the report encapsulates the festival's aims, target segment, and the designed digital communication strategies, along with the methods to monitor the campaign's success. Desklib provides a platform to access similar solved assignments and past papers for students.

MINT FESTIVAL

TABLE OF CONTENT
1. INTRODUCTION.
2. SELECTED TARGET SEGMENT.
3. DIGITAL COMMUNICATION CAMPAIGN TO TARGET THE SELECTED GROUP.
4. EXAMPLES.
5. HOW TO MONITOR THE SUCCESS OF CAMPAIGN.
6. CONCLUSION.
7. REFERENCES.

INTRODUCTION
 Mint Festival is the United Kingdom dance and music festival.
 It is organized at Newsaw Green Farm. Every year in month of September it is organise.
 It offers attractive dance music that extend across house.
 In year 2021 it was held on 25 September at Newsaw Green Farm.

SELECTED TARGET SEGMENT
 The selected target segment is the group of young adults.
 The person who wish to enter the festival is need to be 18 years old, below the age of 18 are not
allowed.
 The young adults are more valuable consumer than other, because they are more interested in such
festival and events as well as they influence others too.
 The selection of target audience allows the organizer to focus on development of marketing strategy.

DIGITAL COMMUNICATION CAMPAIGN TO
TARGET THE SELECTED GROUP
 Digital Communication Campaign helps in performing the task in organizes manner. It also helps
in moving towards the goal.
 Mint festival main aim is to offer the number of events with attractive dance and music.
 It has target group of young adults, and they are more engaged with social media platforms.
 Social media platforms is the cheapest form of digital marketing. It is budget friendly tool which
cost low and cover the huge number of users/audience.

EXAMPLE
 #ShareACoke is one of the best and successful campaign run by Coca-Cola to redefine the social
media image.
 It is the idea of sharing the personalized label coke.
 Marks and sparks with a launch of new clothing range “ The Alexa Collection” used the multimedia
channels to appeal the large number of audience through both online and offline.
 With this marketing campaign they used the print media, video and personal appearances.

HOW TO MONITOR THE SUCCESS OF
CAMPAIGN
 The campaign is designed with focusing on goal and objective of the Mint Festival.
 The designed digital communication campaign is monitor by the IT team and volunteers of
the event.
 The number of likes, tag, comment and share reflects the reach of the campaign and
awareness among the audience.
 Increase in reach and awareness among the audience reflects the success of campaign.

CONCLUSION
 The above discussion include the introduction about the Mint festival.
 It also give the idea about when it is organized and about its target segment.
 It also covers the designed digital communication campaign like hashtag campaign and
use of multimedia channels to target the selected segment.
 The method to monitor the success of the campaign is also discussed.

REFERENCES
 Dommett, K. and Temple, L., 2018. Digital campaigning. 71(suppl_1). pp.189-202.
 Lilleker, D.G., and et.al., 2017. Social media campaigning: Mapping the terrain.
 Paiano, A.P., and et.al., 2017. A hashtag campaign: A critical tool to transmedia
storytelling within a digital strategy and its legal informatics issues.(pp. 49-71).
Springer, Cham.
 Zenetti, G., and et.al., 2014. Search engine advertising effectiveness in a multimedia
campaign. International Journal of Electronic Commerce.18(3). pp.7-38.