VCW for BioVilla: Expanding Demand and Attracting International Professionals Through Enhanced Event Offerings
Identifying high-demand activities and developing a digital marketing strategy to position BioVilla as an international hub for sustainability events.
Which activities would increase the demand for Biovilla, given its target?
This project utilizes the Value Creation Wheel (VCW) framework to address two key challenges for BioVilla: identifying activities that will increase demand and attracting international professionals to host events, thereby solidifying BioVilla's position as an international sustainability center.
Overview:
The project focused on two primary questions:
Which activities would increase demand for BioVilla, given its target audience?
How to attract international professionals to make BioVilla an international center for the organization of events, in line with BioVilla's market target?
The team used the VCW to identify six key event types and developed a digital marketing strategy to attract international professionals to host them.
Phase 1: Discovering Value
The team conducted research to understand BioVilla's mission, vision, and target audience (adventurers, self-knowledge seekers, sustainability advocates).
A TOWS analysis was performed to identify BioVilla's strengths, weaknesses, opportunities, and threats.
The "5 Whys" methodology was used to delve deeper into BioVilla's needs and goals.
KPIs were established to measure project success.
Phase 2: Creating Value
Brainstorming, surveys, and interviews were used to generate 67 event ideas and 17 filters.
The POKA method was used to refine the ideas and filters.
The VCW's "outside-in" and "inside-out" views were used to generate ideas.
Phase 3: Assessing Value
The key decision-maker used the POKA method to select 56 event ideas and 10 filters.
The selected filters were ranked based on their importance.
Phase 4: Narrowing Down and Creating Concepts
The value creation funnel (VCF) was used to apply the ranked filters to the event ideas, resulting in six key event types:
Retreats (yoga, meditation, spiritual)
Workshops
Political events
Bioenergy events
Vegan cooking lessons
Martial arts lessons
A digital marketing campaign was developed to attract international professionals, including:
Targeted advertising on Facebook and Instagram.
Social media optimization (English content, relevant hashtags).
Website refresh (modern layout, "About Us" section, blog, video content).
Phase 5: Consolidating Value
A business model canvas was created.
The "3Ms" (manpower, minute, money) were defined:
Manpower: Marketing intern.
Minute: 3-12 month internship.
Money: €100 per month for the marketing campaign.
KPIs were established to measure the success of the marketing campaign.
Next steps where suggested for Biovilla.
Key Takeaways:
Identifying high-demand activities is crucial for increasing BioVilla's appeal.
A targeted digital marketing strategy is essential for attracting international professionals.
Content creation and social media optimization are vital for online visibility.
Partnerships and collaborations can expand BioVilla's reach and impact.
Consistent feedback from key decision makers is invaluable.
Conclusion:
By implementing the proposed event offerings and digital marketing strategy, BioVilla can increase demand, attract international professionals, and solidify its position as a leading international center for sustainability events.