Objectives

Create a benchmark annual event for Mystic Sufism in Pakistan.

Engage with opinion makers and subject matter experts to highlight their

point of view at the event.

Market the event with the help of right partners to the right target

audience.

Derive media coverage for Rumi Love Foundation.

Immaculate event management and execution to ensure a fantastic visitor

experience.

Scope of Work

Event Marketing

Event Management

Public Relations

Design Services

Event Marketing

Radio partnership

Possible partner is radio FM 89.

Fm 89 is owned by the Dawn Group

We are looking at:

Free airtime for advertising

Editorial coverage of the event

Pre event interviews on shows

Print Media

The daily Dawn Newspaper

Dawn is the leading English newspaper of the country and the most suitable for the target audience.

We are looking at:

Advertising space

Editorial coverage

Press release coverage

Outdoor Media

We are considering partnership with a Outdoor media agency to provide us with:

Four Billborads20x10 in Clifton

Two Billboards 60 x 30 in DHA or Clifton

Two billboards of any other size within DHA and Clifton / around Sheraton

We can even look at the possibility of streamers from Mai Kolachi till Beach Luxury Hotel

Social and Digital Media

We will manage all online assets of the event including but not limited to:

Facebook

Twitter

RumiLove Foundation Website

Blogger coverage

Online news agencies

Vimeo (event videos)

Karachi Mystic Festival 2014

Theme for the year 2014

ISHQ E LA MEHDOOD

About the theme

When we talk about ISHQ-E-LA-MEHDOOD, we are not limiting the idea to the love for individuals but it expands out to the love for God binding spiritual feel to it. History tells that Sufiism and Mysticism has its origin back to the early days of Islam and even before that. The idea is not to let the theme fall in the religious band nor dominate it with the love for world. Its a Mystic festival and will let people chose which band they belong to.

Festival Logo Design

Festival Logo Design (Reversed)

Festival Logo Design (Black and White)

Creative

Rationale Everything that you feel, the sight, the hearing, all your senses in

entirety are a part of something La Mehdood (Infinite). You cantinterpret it unless you acquire the state of consciousness and bindyourself with Ishq (Love). It cannot be attained until your soulrecognizes and accepts love as the catalyst of your being, for only asoul submerged in love can follow the trails of infinity.

Every age of the world has seen awakened souls, as it is impossible tolimit wisdom to one period and place. Hence the existence of infinitelove, Ishq-e-La Mehdood.

Ishq-e-La Mehdoods logo and creative theme depicts the infinite,accepting and serene nature of Mysticism and Sufism.

Event Management

Ground Floor

Floor Plan

Floor Plan

First floor

Usher Management

2 x Program Managers

1 x Technical Manager

10 Ushers

2 x Social Media

5

Ushers

1 x Crowd Management

30 Ushers

1 x Programme Team

10 Ushers

1 x Venue Information

10 Ushers

1 x All Access

5

Ushers

1 x Media Cell

5

Ushers

Total Ushers: 100 Every team will have different color Dog tag

Hotel entrance

Hotel entrance will be branded with a large banner Branding along the boundary wall of the hotel will be

done with alternate color of banners 3rd party security will be in place with metal detectors

and walk through gates Valet service will also be provided to the guests coming

for KMF

Hotel entrance

Hotel entrance

Registration desk

A registration desk will be placed in the parking area, right in front of the entrance

Ushers will be guiding the crowd to the registration counter

3 registration counters will be places Registration desk (3 ushers) General Registrations

Media desk (2 ushers) Press kits / Media Registration

Speakers desk (2 ushers) Speakers Registration

Registration desk

Hotel parking area

Parking area will also be branded with KMF banners

Hotel parking area

Foyer area

Foyer area will be used by the crowd for entering the festival Media cell will be placed in foyer area in the form of hexagon

counters Media cell will have:

Laptops, printer, photocopier and other gadgets Social media management (Facebook, Twitter, Instagram) Website update Internet connectivity Logistics Limited access (Management , authorized personnel) Press releases and press kit for media Arrange sound bytes for media

Spokesperson coordination and media management Arrange for photographs for media

Foyer area Media cell

Main Garden Main garden area will be

covered with marquee and seating arrangement for 300 400 people

This is the most happening area of the entire festival with musical performances along with ambiance lighting

Backup generator will be there to avoid any inconvenience during the event

Crowd

Stage

Main Garden - Stage

16 feet Banner

Projection via High luminous projector

Projection via High luminous projector

Side banners with sponsor / partner logos

Side banners with sponsor / partner logos

Main Garden Stage (Night)

16 feet Banner

Projection via High luminous projector

Projection via High luminous projector

Side banners with sponsor / partner logos

Side banners with sponsor / partner logos

Stage will summon a different look at night / dark The darvish and the logo in the banner will be outlined by LEDs with strong ambiance light

Main Garden - Setup

8 Pair of speakres

Light effects at night

Marquee covered

Theatre style setup as in floor plan

Backdrop along with other elements installed

Indoor halls (Tulip, Jasmine, Aquarius)

Sessions will be conducted inside indoor halls

Halls will have a different setup according to the kind of activities

Branding for indoor halls

Indoor halls stage setup

Panel Discussion Ver 1

Indoor halls stage setup

Panel Discussion Ver 2

Indoor halls stage setup

Speech - Keynote

Indoor halls stage setup

Conversation

Indoor Setup

Sound and multimedia installed in every hall

4 ushers will be responsible for each indoor location

Theatrical style seating at sessions

Backdrop with Branding and event theme

White and blue color scheme inside the hall

Signs and schedules

Display of schedule at 10 locations size: 6 x 8

Signs for: Halls and locations

Food Court

Restrooms

Prayer Area

Information desk

Media cell

Schedule outside every room and area

Program standee outside every hall

Detail program schedule

Security

Security will be outsourced to Phoenix if not provided by hotel management

We will have metal scanners and body search available at the entrance

A security plan will be put in place after discussion between the agency and hotel management

This includes, inside and outside the venue security including valet parking space.

For opening ceremony

Sky lanterns for closing ceremony

Mason jars for venue decor

Design

Design Invitation card

Invitation card

Design Backdrop

Backdrop 1

Design Backdrop

Backdrop 2

Design Backdrop

Backdrop 3

Design Invitation card

Program schedule - Front

Design Invitation card

Program schedule Inside Front

Design Invitation card

Program schedule Detail schedule

Design Standees

Outdoor Advertisement Billboard Design 1

Outdoor Advertisement Billboard Design 2

Outdoor Advertisement Billboard (Alternate)

Outdoor Advertisement Billboard (Alternate)

KMF Badges

ID Cards

#KMF14

Digital Engagement Plan

PHASE-WISE ENGAGEMENT PLAN

Introduction to Rumi Love Foundation and Karachi Mystic Festival 2014. The concept of Ishq-e-La Mehdood.

Conversation around Sufism and Mysticism. Information about event, speakers, conversation topics.

Contests for the Invite only sessions.

Event Coverage, Live content sharing

Event follow up

Awareness

Information

Follow-up

Invitation

Event

Phase 1

Introducing Rumi Love Foundation, KMF and concept of the theme

Reaching out to the relevant audience

Increasing awareness about the conference

Phase II

Information about Sufism and Mysticism. Introducing the line-up

of speakers and performances

Leveraging their influence to increase

interest

Information of the speakers/performers

Phase III

Introducing Facebook and Twitter contests

through Facebook Tab.

Inviting people to participate in the

contests to attend invite only sessions

Email and SMS push

Phase IV

Live event coverage

Social Media desk at the event.

Video testimonials from the participants

Pictures/quotes from the speakers

Event Hashtag: #KMF14

Phase V

Videos and pictures from the sessions

Testimonials

Success stories

PHASE-WISE ACTION PLAN

Online advertising

COMMUNICATION CHANNELS

Social Media

Online Advertising

Microsite

Facebook App

Emails & SMS push

Phase I Phase IIIPhase II Phase VPhase IV

Facebook page layout

PHASE I: AWARENESS

Objective: Introducing Karachi Mystic Festival 2014 and Rumi Love Foundation. Building on the theme of Ishq-e-La Mehdood

Communication: Engaging users through introducing the festival and later the theme of the festival.

Communication Method: Text and picture updates on all social medial platforms.

PHASE II: INFORMATION

Objective: Creating conversation around Sufism and Mysticism. Informing people about the concepts. Providing information about the event, speakers, sessions etc

Communication: Engaging through sharing Rumis and Khalil Gibrans quotes. Providing event details, speaker profiles and session topis.

Communication Method: Text and picture updates on all social medial platforms.

PHASE III: INVITATION

Objective: Increasing reach and engagement through inviting people to participate in contests on social media platforms.

Communication: Engaging users through Facebook and Twitter contests for getting a chance to attend the invite only sessions.

Communication Method: Text and picture updates on all social medial platforms, Facebook Tab, Email and SMS Push.

PHASE IV: EVENT

Objective: Live updates of the event on all social media platforms to increase the reach of the event and the cause.

Communication: Live updates of the event. Sharing of tweets, pictures, videos on all social media platforms.

Communication Method: Text and picture updates on all social medial platforms.

PHASE V: FOLLOW-UP

Objective: Keeping users engaged through post event updates, follow-up posts, feedback and testimonials.

Communication: Engaging through sharing event pictures, testimonials from speakers. Participants and organizers

Communication Method: Text and picture updates on all social medial platforms.

PR Plan

Press Engagement

November 20 Press Announcement via press conference (press release, fact sheet, event logo to be unveiled)

December 10 press release announcing guest arrival/ confirmation and event preps

December 12-13 event days

December 15thpress release with photographs

Social media coverage, ongoing

Event days coverage, on going

Design Services

Design Works

Event logo

Event FB and

social media content

Rumilove foundation website

Schedule display

Invitation cards

Backdrops

Signs and Branding

Name cards for all speakers

Outdoor Branding Standees Branding on Ushers Micboxes Backdrop for media Red Carpet backdrop/ media

wall Daily newsletter (2 days) Press kit designs

Timelines

20thOctober: presentation on event management & Marketing 1stNovember: Final presentation on event marketing & management 1st November: Confirmation on status of media partnerships 10th November: confirmation of status on sponsors 12thNovember: Presentation on Designs and Branding 15thNovember: Designing of all collaterals 25thNovember: Printing of all materials, backdrops, press kits etc 9thand 10thDecember: Training of ushers 11thDecember: Full rehearsal and quality check