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Brief History : launched in October 2011 as a platform for young professionals and business owners to meet new people through playing games. Initial editions of the event grew popular with mature persons of average age 30 years. By the 6th edition the event became popular with a younger crowd aged 18 - 27 years. The 12th edition saw the implementation of a strict +21 door policy that attracted some of the initial mature crowd. After the 14th edition held in December 2013, a rebrand of the concept was decided upon to attract more of the +28 crowd. THE MINGLE REBRAND Rebranding The Mingle : the name is retained but the communication will all change to emphasize the networking and overall experience of the event. To make the activities more interactive a kind of competitive element will be added and teams from various corporates and group of people can win prizes. New elements like VIP lounges/VIP parking, exclusive booths will ensure thosewho want extra comfort are catered for. The new slogan that embodies the concept in 2014 will be “making it easier for young professionals and enterpreneurs to make new contacts and meet new people through playing games”. The Setup : The Mingle in 2014 will be all about the customer journey or experience and will have these elements as the basic requirement; a music stage with sound and lights the title sponsor lounge drinks bars first aid, fire, emergency unit inside and outside the venue security adequate WC dome or stretch tent for the rain plan lighting towers childhood and arcade games that are easy to play as individuals or as teams New elements to the setup are; four (4) sponsor experience villages to include Coca Cola and Whisky sponsor four (4) industry areas for financial services, tech, tourism, enterprenuers a food court that offers variety & BBQ VIP area and VIP a parking lot corporates and individuals can now form teams to compete in some of the activities to win great prizes two bands (sound afrique + mwai) and two mature djs a loungy atmosphere and a +21 door instead of an overall MC, team building experts Activities : There are usually many games at The Mingle but this year the number of games will remain constant but a competitive element added to ensure more interaction and an unforgettable experience created. The games are; 1. Competitive games ; katii challenge, bladaa, shake, police and robbers, karaoke 2. Arcade games ; basketball, Playstation and Wii, car rides 3. Rodeo bull, table tennis, football, volleyball, pool table, Velcro wall, quad bikes, mountain climb, merry-go-round, boxing 4. Networking games proper ; human bingo, business card raffle, lock and key Attractiveness of This Year’s Event : the difference from last year is that the games will be the center of attraction and the event will be more engaging and entertaining. From a party and drinking event, it will be all about the interactions, networking and the customer experience. Food is a major part of any event and it will get prominence by providing quality and variety with popular foods like Pizza, Shawarma, Meat Grills, Ice Cream, Indian

The Mingle 2014 Plans

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This is a short brief of what changes will be made in the Mingle editions of 2014.

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Page 1: The Mingle 2014 Plans

Brief History : launched in October 2011as a platform for young professionals andbusiness owners to meet new peoplethrough playing games. Initial editions ofthe event grew popular with maturepersons of average age 30 years. By the6th edition the event became popular with a younger crowd aged 18 - 27 years.The 12th edition saw the implementationof a strict +21 door policy that attractedsome of the initial mature crowd. After the 14th edition held in December 2013,a rebrand of the concept was decidedupon to attract more of the +28 crowd.

THE MINGLE REBRAND

Rebranding The Mingle : the name is retained but the communication will allchange to emphasize the networking and overall experience of the event. To makethe activities more interactive a kind ofcompetitive element will be added and teams from various corporates and groupof people can win prizes. New elementslike VIP lounges/VIP parking, exclusive booths will ensure thosewho want extra comfort are catered for. The new sloganthat embodies the concept in 2014 will be“making it easier for young professionalsand enterpreneurs to make new contactsand meet new people through playinggames”.

The Setup : The Mingle in 2014 will be all about the customer journey or experience and will have these elements as the basic requirement;a music stage with sound and lights the title sponsor lounge drinks bars �rst aid, �re, emergency unit inside and outside the venue security adequate WC dome or stretch tent for the rain plan lighting towers childhood and arcade games that are easy to play as individuals or as teams

New elements to the setup are; four (4) sponsor experience villages to include Coca Cola and Whisky sponsor four (4) industry areas for �nancial services, tech, tourism, enterprenuers a food court that o�ers variety & BBQ VIP area and VIP a parking lot corporates and individuals can now form teams to compete in some of the activities to win great prizes two bands (sound afrique + mwai) and two mature djs a loungy atmosphere and a +21 door instead of an overall MC, team building experts

Activities : There are usually many games at The Mingle but this year the number ofgames will remain constant but a competitive element added to ensure more interaction and an unforgettableexperience created. The games are;1. Competitive games ; katii challenge, bladaa, shake, police and robbers, karaoke2. Arcade games ; basketball, Playstation and Wii, car rides3. Rodeo bull, table tennis, football, volleyball, pool table, Velcro wall, quad bikes, mountain climb,

merry-go-round, boxing4. Networking games proper ; human bingo, business card ra�e, lock and key

Attractiveness of This Year’s Event : the di�erence from last year is that the games will be the center of attraction and the event will be more engaging and entertaining. From a party and drinking event, it will be all about the interactions, networking and the customer experience. Food is a major part of any event and it will get prominence by providing quality and variety with popular foods like Pizza, Shawarma, Meat Grills, Ice Cream, Indian

Page 2: The Mingle 2014 Plans

food being featured. This year’s event will be crafted to appeal to other market segments like Asians, Tourists, corporates and people who do not usually attend events. For The Mingle,2014 will be alla bout the customer experience; comfortable seating spaces, adequate security and a professional organization team will be guaranteed. The typical customer will be of average age 30 years.

Marketing of the Event : This year’s target is an average of 2500 per event.

Last year the event was able to partner with Nation Media through Easy FM, and this year KTN and Radio Africa group are key targets for partnership.

Social media content will focus on engaging topics like business, social life to keep the target audience glued and interested; through YouTube, Twitter and Facebook. Clever hashtags will be employed and a dedicated social media team and celebrity endorsements andcustomer testimonials featuring. New interesting graphics will communicate the message emphasizing the interactiveness of the event. Each event will enjoy three months of heavy push to ensure reaching the target audience is achieved. Events are mostly about the buzz around it and this will be created through strategic partnerships on media, merchandise and four varying campaigns.

15%OUR STATS

Ministries of Finance University StudentsGovernment o�cialsEmbassiesTourists

25%Commercial BanksInvestment BanksInsuranceReal EstateAcademia 60%

AdvertisingMid-level ManagersEnterpreneursMediaICT

(30%)

(30%)

(20%)

(20%)

26 – 30 YEARS

31 – 35 YEARS

21 – 25 YEARS

36 – 40 YEARS

(55%) (45%)

March 22ndJune 21stOctober 18thDecember 27th

2014 Dates