Project Timeline

Commence

Ends

Platform

Type of Media

Purpose

Content

Audience

THURSDAY 18

APRIL 2020

THURSDAY 07 MAY 2020

TUESDAY 05 MAY 2020

THURSDAY 07 MAY 2020

SUNDAY 07 JUNE 2020

THURSDAY 14

MAY 2020

SUNDAY 07 JUNE 2020

SUNDAY 06 JUNE 2020

SUNDAY 07 JUNE 2020

N/A

Onward

Online archive available afterwards

Instagram

Promotional flyer (put up at universities, bars, cafes, etc.)

Promotional flyer

YouTube, Instagram IGTV, Traditional TV

Media Release

Soundcloud, Apple Podcasts, YouTube, Spotify

YouTube, Twitch, Instagram Live, Facebook Live

Owned media (social media)

Physical

Online

N/A

Podcast

Online

1. Provide information about JOMO

2. Begin a conversation in an accessible, digestible and understandable manner

3. Two-way communication and dialogue

4. Build a JOMO community

1.Information about JOMO FEST

2. Promote Event

3. Prepare to release online tickets

4. Only a few tickets will be release on the day

5. Promote JOMO, interaction, engagement

6. Gain recognition from news media and event attendees, influencers, etc.

1.Advertise the JOMO Festival.

2. Create a context and engagement for the Jomo Festival.

3. Start a conversation about Jomo.

1. Advertise the Jomo Festival.

2. Create a context and engagement for the Jomo Festival, while gaining an audience.

1. Advertise the Jomo Festival.

2.Create a context and engagement for the Jomo Festival.

3.Show the experience that audiences could gain from the festival.

1. Advertise the Jomo Festival.

2. Create a context and engagement for the Jomo Festival.

3. Create momentum for articles to discuss the Jomo Festival.

1. Create context and engagement for the Jomo Festival.

2. Spread awareness of Jomo as a concept.

3. Start a conversation about Jomo.

1. To reach, address and engage audiences that are not able to attend the event.

2. Spread awareness of Jomo to a larger audience.

1. Around 20 posts

(in-total)

2. posting every second day (more or less depending on outcomes/responses)

3. posting/re-posting stories of mindfulness, social media balance, etc

1. Posts about JOMO FEST begin

2.Promotional poster

3. Memes that resonate with target audience

JOMO stickers and JOMO FEST flyers start to appear throughout Melbourne inner city locations.

1. Flyers begin to be handed out around the Melbourne city area, in locations around train stations, universities.

2. Flyers are included in local magazines and newspapers.

3.Distributed at local businesses such as hairdressers, bars, restaurants, book stores etc.

1. The promotional video for the Jomo Festival is distributed organically via various online platforms as well as advertised on youtube, traditional broadcast, and instagram.

The media release for the Jomo Festival is distributed to various media outlets and journalists, as well as being available directly from the Headspace website.

1. Jomo Festival spokesperson appears on podcast, discussing the concept of Jomo.

2. Podcast is released across various online platforms

1. Live stream of Jomo Festival. Showing the main attractions and key events such as guided meditation and live bands.

1. Frequent Social media users (IG discovery page)

2. Millennials

3. Primary Target Audience

4. News Media

5. Influencers/opinion

leaders

1. Frequent Social media users (IG discovery page)

2. Millennials

3. Primary Target Audience

4. News Media

5. Influencers/opinion

leaders

1. Residents of Melbourne

2. Target audience living in the inner suburbs

1. Residents of Melbourne.

2. Those traveling frequently in and out of Melbourne

1. Residents of Melbourne.

2. Frequent social media users.

3. Those interested in the Jomo Festival.

4. News Media

1. Journalists /news media

2. Residents of Melbourne

3. Those wanting more information on the Jomo Festival

1. Those interested in the JOMO Festival, but are unsure what to expect or what exactly JOMO is.

2. Target audience that is unable to attend the event.

3.individuals with busy lives, listening to the podcast while commuting, etc.

4. Those interested in or wanting to learn about the concept of JOMO

1. Those unable to attend the event.

2. People who want to look back on and remember the experience.