ΠΜΣ Πολιτιστική Διαχείριση Μάθημα: Πολιτιστικό Marketing και επικοινωνία PROJECT 04: Cult Mix Athens [Meet the people, Mix the cultures] [Αλιμπέρτη Μαρία Δημάκη Μαριάντζελα Κώνστας Ευάγγελος Νταλαμπίρας Διαμαντής Παπαγρηγορίου Έλλη]
Background Info Athens 77th liveable city in the world (source: Economist Intelligence Unit s) Athens' main tourist interest the antiquity More than 50 multicultural communities Multicultural environment brings vibrancy ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία
Our Challenge Make Athens a Liveable & Creative city Show Athens as a Cultures cross-road Bring people together & Mix cultures Eliminate the gap between key stakeholders Integrate multicultural environment into the city s vibrancy ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία
Our Product A project that runs throughout the year When: Every last Weekend of the month Where: Public & Private spaces Who: Citizens, Communities, Stakeholders What: A multi-thematic experience
Value Proposition Raise awareness of Athens multicultural communities (tolerance and acceptance) Provide tourists & locals the opportunity to see an unknown side of the city (a live vibrant cultural production) Harmonious living (combat against prejudice and discriminations) Vision: Bring multicultural communities, tourists & locals together making Athens a liveable & Sharable city ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία
Key Partners Stegi Profile, Publicity, International Audience Municipality of Athens City Branding, Tourists International Communities & Embassies Integration, Forky & PulseMapp Publicity Romantso Bios Branding, Establishment Panteion University Research ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία
Customer Segments Citizens (liveable city) Immigrants / communities (multicultural city) Tourists (vibrant city) Channels Public Space (the majority of events) Free press & Social Media (Awareness / Publicity) Municipality, Embassies, Regional Governor of Attica ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία
Cost Structure Cultural & Project Management Equipment & Facilities costs ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία Marketing Food resources costs Promotional cost & Advertising
Revenue Streams Freemium Model (some parts of the event are free) Tickets for specific actions Sponsorship & Vendors (e.g. Vodafone CU) Crowdfunding Embassies funding (running specific projects) Program: Culture for Cities & Region (2015-2017) ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία
1. Stegi GT 2. Municipality & Regional Government 3. International Communities & Embassies 4. Forky & Pulsemapp 1. Stegi -> organise+promote / 1. Multicultural cultural manager / environments (taste the project manager difference) 2. Municipality -> public spaces 3. Communities -> production / 2. Tolerance - Acceptance info 3. Racism reduction 4. Forky -> food production / 4. Safety & Peaceful living + delivery 5. BIOS -> indoors / 5. Gentrification Generation 2.0 6. Tourists: explore the other side of the city 7. Cultural ttexchange 5. Romantso/Bios 1. Human Resources 6. Panteion University 8. Citizens' networking 1. Co-Creation 2. Communities Network 1. Citizens 2. Tourists 3. Participation Experience + Entertainment 3. Immigrants / Communities 1. Public spaces 2. Social media / free press awareness 2. Physical 3. Municipality / Regional Government Copyright (STEGI) Research Skills 3. Intelectual 4. Embassies (PANTEION) 1. Management (project) + Marketing + Cultural management 2. Equipment & Facilities cost 3. Food resources cost 4. Promotional cost & Advertising 1. Premium model 2. Tickets for specific actions 3. Sponsorship & Vendors 4. Embassies funding 5. Crowdfunding 6. Culture for cites + region
Our Prototype
A true experience step by step Stegi calls the representative of the community The responsible of the community expresses the needs to be presented: (Foods, Culture products, fashion etc) Culture Manager: Filters the above demands and decides what will be included in the event Culture Manager -> Informs Project Manager Project Manager: organizes stakeholders & searches for funds Promotion: PulseMapp, social media, posters around the city, pre-event awareness MEET THE PEOPLE, MIX THE CULTURES ΠΜΣ Πολιτιστική Διαχείριση Πολιτιστικό Marketing και επικοινωνία