Comprehensive Marketing Plan for the Woodford Folk Festival: A Report

This report details a marketing plan for the Woodford Folk Festival, an annual cultural event in Australia. It begins with goal setting, including a mission statement focused on attracting international visitors and showcasing diverse performances. A situational review follows, examining marketing ...Read More

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.

Competitive positioning analysis
PESTEL Analyses is basically a tool that determines the external marketing factors that help to
indentify the factors which affect and influence the event. By identifying the entire factor which helps
Woodford folk festival to conduct its event in the systematic and effective way. It also helps to grab large
amount of guest. It includes many factors such as political, economic, social, legal, technological and
environmental factor which affect the Woodford folk festival to the large extent.
Political factor
It is the most important factor that affect the event as it determine how the government
decision such as tax rate , trade policies etc. so in the Woodford ford festival political factor plays an
important role as it may impose many policies which bare not in favor of the festival and also it effect
the working of the festival. And also by the interference of the government it might increase the price of
the tickets.
Economic factor
The second factor that effect the festival is economic factor. As it include gross domestic
products, inflation rate and income level. If the income level of the people is low then it will affect the
Woodford folk festival people will not able to buy the tickets of the festivals. As economic factor differ
from country. So it is very important to have stable financial condition of the people and country.
Social factor
The other factor that impacts the Woodford folk festival is social factor. As Woodford folk
festival is a local festival so the social culture impacts the festival to the large extent. As social factor
include cultural, belief, attitude, and preferences of the people. As if people do not like folk dance, music
and various performances so it affects the event to the large extent.
Technological factor
Nowadays technology is changes drastically so it is very important. As it is very important invest
in the new tool and equipment. As Woodford folk festival target is to grab international guest and for
this it is very important to promote the festival to the various social networking sites and digital platform
so to attract the international audiences. So it requires more invest in technology. Technology helps to
reach global audiences and also it is the most effective way of communication with the target audiences
and guest.
Environment factor
Environment factor plays a major role in the marketing plan as it influences it to the large
extent. As if the climatic conditions are bad and not suitable such as chances of flood, heavy rainfall then
it might reduce the number of international guests (Baverstoc , (2015)
Legal factor

Legal factor plays the major role. As if the laws and regulation are not in favor of the festival
then it will affect the Woodford festival. It is important to follow all the legal laws and regulation such as
health and safety laws as it is important to conduct the festival in the safe manner. And also it considers
the health safety issue of the employees who are working there to support the event.
PHASE THREE: STRATEGIES FORMULATION
Marketing objectives and target market segment
The marketing objective of the Woodford folk festival is to grab the international audiences to
the large extent. for these it has promote the event to the global level . it is adopt aggressive marketing
strategies to promote the event . and also it has adopt STP technique that is segmentation , targeting
and positioning which are three tool help in marketing. As segmentation help is the important element
which help to segment the market and on the other hand targeting is also the important element as it is
very important to target the market as Woodford folk festival ‘s target market is youth as they are the
one who are more excited for the event and wait for the event for one year (McDONALD, (2016).)
Marketing plan mix
Marketing mix is the most important tool or technique by which all the combination of factor
that influence the event to the large extent. it include price , product , place , promotion , physical
evidence , process and people . The entire factor has the wide range to influence the event. All the
factors are explain below-
Product – the product is the most essential element in the marketing mix. As it is the first
element of marketing mix. As the products are the core things. As basically there are four levels of
products such as core products, facilitating product, supporting product and the augmented product. As
core products are the most important product represent the focus of the business. As wood ford folk
has plan to expand their event as by this they can increase the international visitors. As it is take place at
every year. And approximately 2000 performers and 438 events and programmed featuring local
national and international guests. and also offer wide spectrum of entertainment such as circus , cabaret
, comedy , street performance , workshop , debate and more .
Price – the second most important element of marketing mix is that the price of the event as
Woodford Folk festival has very minimum price as it has very cheap tickets that are offer to the
audiences. As it is very important to keep the price low so that more number of audiences can attract.
As the event is one of the most popular events.
Place – the third element of marketing mix is that the place. As Woodford folk festival is easy
and reachable and conducts in the centre of the city. And also there is excellent transport festival. The
festival takes place over six days and night from 27 December to 1 January each year. It features wide
variety range of performances and also many artists playing over different venues within the festival

grounds. It is held near town of Woodford. The event held every one year. It start of 27 December and 1
January which is between Christmas and New year.
Promotion – as Woodford folk festival is very famous festival but they are planning to grab
international audiences. So it is very important to promote the event to the large extent. They promote
event or festival by giving ads in the newspaper or on social networking sites. It has 2680 volunteers
across 162 departments are at heart of the organization
People - people are the most important asset. As right people conduct the whole working in the
smooth manner. In the event the people are well trained and properly manage. They are motivated to
conduct the event and festival in the right manner.
Process – the next element of marketing mix is the process. As if the process is simple than the
festival will be conduct in the effect and systematic manner. And also it is important to make the process
in the easier manner.
Physical evidence - the last element is physical evidence as it directly interacts with the
audience. In these it is important to conduct and manage the event in the systematic manner. And also
it is important to provide all the services to the guest so that they feel satisfy (Lidstone &
MacLennan(2017)
PHASE FOUR: RESOURCES ALLOCATION
Budget
Expenses Cost
Operational expenses 10000
Technical expenses 10000
Decoration 5000
Artist 10000
Human resource 10000
Other 5000
Total 60000
Non financial Resources implications
There are many non financial implications such as brand preferences, customer experiences,
innovation, market share, competitiveness and staff. Brand preferences play a major role in the festival
as it is conducting its event. Non financial resources play an important role in the event. As it help to
manage and control Woodford folk festival. As employees are the heart of the company as there are
132000 people who work hard and well trained to serve best for the audiences. And also to take the
festival at international level. And also there 2680 volunteers across 162 department are the heart of
the organization and contribute to the set and day to day running of the festival. The second non

financial resources are its competitiveness that helps to work in more effective manner. As there are
many competitors of Woodford folk festivals that motivate to work even better to gain competitive
advantages. The third non- financial resources is that customers experiences as it is very important to
satisfy the customer to the large extent. And is very important to provide many services and
performances and it include all the local , international ,artists , musicians and presenters to entertain
the guest and make them feel satisfy and happy. And put all the efforts to solve their problems. The next
financial resource is innovation it is very important to improve the perform and style to grab the
audiences. It is important is spend on advance technology to improve and innovative the performance
and style (Kotler and et.al (2017)
Monitoring and reviewing
CONCLUSION
The above report has based on marketing plan is a comprehensive document or blueprint that
outlines the advertising and marketing efforts for the coming year. Within a set of time frame, it
describes business activities involved in accomplishing specific marketing objectives. It has concluded
the mission, goals and objective. Furthermore it will help to indentify all the external and internal factors
with the help of SWOT and PESTEL ANALYSES. It has also stated all the marketing strategies. It has also
articulated the entire international objective. It has also plan the budget which help to give the right
direction. It has also state non financial resources and implication. And at last it has monitor and review
the resources.

REFERENCES
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Ferreira, J. N. P. (2017). Marketing Plan of the UCInova Junior
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McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory
and practice. In The marketing book (pp. 108-142). Routledge.
Baverstock, A. (2015). How to write a marketing plan. In How to Market
Books (pp. 135-165). Routledge.
Wong, H and et.al (2016). Marketing Plan Report.
Garcia, L. A., & Middleton, M. R. (2016). Internal Marketing Plan.
Chicago