Traid Charity Event

EVENT IDEA

As primary research a questionnaire was conducted asking Nottingham Trent students if they were aware of the charity Traid and if they would be interested in an event hosted by the charity.

The results showed that brand awareness was relatively low amongst students with only 21% people knowing about the brand. Students seemed very interested in the idea of a swap shop as 83% said

they would attend a swap shop event in Nottingham.A swap shop hosted at the Orange tree pub on the 16th February was visited to provide more information on such an event. This allowed us to get a feel of how a swap shop is run and how popular an event like this could be in Nottingham.

As secondary research we looked at fashion blogs and magazines which had covered the trend of Swap shops.

Traid Charity Event

SWAP SHOP & VINTAGE FAIR

That most reflected the brands image and would raise both awareness and money would be a swap shop with a catwalk show, live music and vintage fashion stalls.

The fashion show would Traid remade clothing used to increase awareness of Traid and their products and to create a fashionable and upbeat atmosphere at the event.

The swap shop will be the main attraction at the event; with local vintage retailers and students selling alongside in exchange for a small fee.

A popular DJ will attract customers and create a cool and fashionable vibe at the event. Popular, stylish celebrities with an interest in ethical fashion were also contacted to create more awareness around the event and the association between this type of celebrity and Traid would be a good marketing tool for the charity.

People will pay a small fee to attend the event to contribute towards the £2000 we need to raise for Traid.

Traid Charity Event

RAISING BRAND AWARENESSTraid’s newsletters and leaflets will be scattered around the event to introduce the charity to unaware consumers and ensure people know why the event is taking place. A slideshow presentation will also play continuously on a projector showing consumers the work that Traid does.

TARGET MARKET

Traid Charity Event

VENUEA £5 entry charge to the upstairs event will be charged. With a capacity of 300 people, £1750 could be raised if all 300 tickets are sold at £5. The swap shop will be in the main room with the DJ’s and the vintage stalls dispersed between the main room and balcony. This allows for a flow of people across the event.

Spanky Van Dykes is a bustling bar and restaurant in Nottingham city centre. Spanky’s hosted a vintage fair in 2010 and is a hot spot for vintage wearers and students. The venue’s capacity is 500 people with an upstairs area holding 300 people.

After visiting the location and contacting the management, Spanky Van Dykes were very interested in hosting the event. It was agreed the event would take place on the 10th May from 6pm-late.

Traid Charity Event

VINTAGE FAIRVintage stores were contacted to to sell at the event for a fee of £30.

‘Vintage Obsession’, ‘White rose’ and ‘Braderie’ have agreed to sell at the event. Online vintage retailer ‘Rowdy & Rebellious’ who sell via ASOS are also keen to come and sell at the event.

These brands were all chosen for their ethical reputations and work on prolong-ing the life of clothing, which fits well with Traid’s values.

FASHION SHOW

Traid remade fashion show will feature 10 female models. The show will help to raise awareness of Traid Remade clothing and give customers an idea of what is on offer.

The fashion show clothing will be picked by Traid and then sent by recorded post two days before the event.The models used in the catwalk will be students.

Traid Charity Event

Kai Cem Narin, a photography student at Nottingham Trent whose images have featured in Vogue has agreed to be the photographer at the event.Having a photographer at the event would be a great way to capture the atmosphere and drive attention towards Facebook and twitter, where the images will be portrayed after the event. This will help drive traffic towards Traids social media sites and raise awarness of the brand.

ENTERTAINMENT

Local popular DJ group The Elementz agreed to play on the night but required a small fee of £100. Alongside The Elementz, Spanky Van Dykes have offered their in house DJ at a cost of £50. This cost can be covered from the money raised on the night of the event.

PHOTOGRAPHER

Traid Charity Event

SPONSORSHIPSeveral companies such as Capital FM, Paul Smith, Monkee Genes, WILD cloth-ing and Vitamin Water were contacted to sponsor our event. We offered a range of sponsorship options such as •Donation money to help with event costs •Donating products to be auctioned or given away •Providing discount vouchers for guests, offering 10% off their brandWILD clothing agreed to sponsor the event by giving discount vouchers to all guests.

CELEBRITYHaving a celebrity at the event would help create publicity and would attract more customers. It is important to get a fashionable and stylish celebrity who maintains a good reputation with the press and who has similar values to Traid.

Jameela Jamil a T4 presenter, was con-tacted to make an appearance and act as a stylist to two competition winners. Rosamund Hanson an English TV ac-tress, and a lover of vintage fashion was emailed and approached via Twitter. Susie Bubble a popular English blogger was also contacted. However as of yet no confirmation has been received for these celebrities to attend the event.TICKETS

Tickets will be sold prior to the event at £5 in Waverley and outside of Newton. Tickets will also be available from the bar in Spanky’s and on the door on the night. The online ticket vendor ‘company.ticket’ will also be used to sell tickets to customers online. This enables people to print their tickets off. This page can be linked to the Facebook event page allowing people to see the online event and purchase tickets immediately.

Traid Charity Event

COLLECTING CLOTHES

Collection will start a month before the event, a drop off point will be arranged for people to drop their unwanted clothing off for sorting in a university building. One token per item they donate will be given to people.Once the clothing is collected, it will be sorted and arranged into pricing cat-egories for example £1 = 1 token.

People will be able to purchase goods with tokens and money. This allows anyone to shop the swap shop and purchase.

Donation bags will be door dropped at privately rented flats within the city centre. As this area is where young affluent professionals live. Largecompanies, for example Boots and Speedos head office will be sent donation bags asking employees to donate any unwanted clothing.

These collection methods allow for a range of good quality donated clothing.

Traid Charity Event

Traid Charity Event

PRESS PACK & MARKETING

PLANBefore the event, a number of marketing methods will be used to cre-ate awareness. A press pack has been created to advertise the event to press. The press pack will be sent to local press and a national ethical magazine. It will include press releases information on the brand and 2 tickets to encourage these companies to come and cover the event.

Flyers and posters will be distributed around the University and be dis-played in Spanky Van Dykes and the vintage shops selling at the event. The posters and flyers will have QR codes on allowing people to scan to find out more information.

Social Media sites Facebook, Twitter will cover the event prior to and after the event to attract young consumers and to drive people towards the Traid brand.

A blog will be set up in the run up to the event, which will connect to both social media sites. The blog will show potential customers new donations received for the swap shop, which brands will be selling, new music from The Elementz and information about Traid.

This will help to create hype and interest around the event. Press pack and social media will be used after the event to show its success and promote Traid further.

Traid Charity Event

MEASURING SUCCESSTo measure the success of our event, we will look at the attendance and the number of tickets sold. During the event we will ask customers questions on a video camera about the event and ask them to fill in a short questionnaire after the event. Facebook and other social media sites will also help measure how successful the event has been in raising awareness from the amount of members/ followers gained.

Traid Charity Event

CONCLUSIONWe feel that our event will be successful in covering all of our objectives. Our figures show that if we sell 300 tickets as well as selling tables for independent sellers and sell donated clothes to consumers, we should make over the £2000 Traid require. Brand awareness will have increased as our swap shop ensures Traid is well advertised to consumers before, during and after the event. This swap shop and vintage fair will enable a mass amount of clothes are collected, traded and sold. Any items that are not swapped or sold will be donated to Traid.