VCW for BioVilla: Attracting International Professionals to Enhance Sustainability Events
Implementing a digital marketing strategy to position BioVilla as an international center for sustainability events.
How to attract international professionals to make Biovilla an international center for the organization of events, in line with Biovilla's market target?
This project utilizes the Value Creation Wheel (VCW) framework to address the challenge of attracting international professionals to BioVilla, a consumer cooperative in Portugal, to host sustainability-focused events. The project focuses on enhancing BioVilla's digital presence and creating a compelling marketing strategy.
Overview
The project began by understanding BioVilla's mission, vision, and target audience. The team conducted a TOWS analysis to identify strengths, weaknesses, opportunities, and threats. Through brainstorming, surveys, and interviews, they generated 67 event ideas and 17 filters. The POKA method helped refine these, leading to the selection of six key event types and 10 filters. The value creation funnel was used to identify the most viable event solutions.
Key Event Solutions:
Retreats (yoga, meditation, spiritual)
Workshops
Political events
Bioenergy events
Vegan cooking lessons
Martial arts lessons
Digital Marketing Strategy:
Target Market: International professionals (professors, coaches, speakers, influencers) in sustainability-related fields.
Positioning Statement: BioVilla, located in the Natural Park of Arabida, promotes social, economic, and environmental development by offering a safe and peaceful environment for international professionals to host events.
Tactics:
Advertising campaigns on Facebook and Instagram.
Social media optimization (English content, relevant hashtags, event promotion).
Website refresh (modern layout, "About Us" section, blog, video content).
Implementation:
A marketing intern will be responsible for implementing the digital marketing strategy (3-12 months).
The budget for the marketing campaign is €100 per month.
KPIs will be used to measure the success of the website improvements and social media optimization (website visits, click-through rates, likes, comments, shares, views, ROI).
Key Takeaways:
Digital Presence is Essential: Enhancing BioVilla's digital presence is crucial for attracting international professionals.
Targeted Marketing is Key: A focused marketing strategy that targets specific professionals will increase event bookings.
Content is King: Creating engaging content (videos, blog posts, social media updates) will attract and retain interest.
Partnerships are Valuable: Establishing partnerships with universities, travel agencies, and relevant organizations will expand BioVilla's reach.
Continuous Improvement: Ongoing monitoring and adjustments to the marketing strategy will ensure its effectiveness.
Conclusion:
This project demonstrates how the VCW framework can be used to develop a practical and effective marketing strategy for a sustainability-focused organization. By implementing the proposed digital marketing tactics, BioVilla can attract international professionals, increase event bookings, and solidify its position as an international center for sustainability.