Carnavalde Quebec: A New Media Marketing Plan

Tableof Contents

Carnaval de Quebec: A New Media Marketing Plan 2

Evaluation of the current social media marketing activities using the PARC principles 2

New media and social media goals 6

The definition of optimal target audience 6

Social media guidance for the target audience 8

The new media marketing strategy 9

Objectives 9

Determining the right strategy 9

Monitoring and evaluation of the marketing strategy 11

Conclusion 11

References 12


Carnavalde Quebec: A New Media Marketing Plan

Socialmedia has become a useful marketing tool that transcends conventionalconcepts and middlemen. Marketers who use the social media aremotivated by the research findings indicating that these platformsincrease the popularity of different brands, sales, and theword-of-mouth communication more than the traditional methods (Hajli,2013, p. 388). The purpose of this report is to develop a socialmedia marketing plan for Carnaval de Quebec. Carnaval de Quebec is anannual festival that is held in the City of Quebec, Canada. It isconsidered as one of the largest festivals that bring people fromdifferent cities and countries to enjoy the winter. The reportrecommends an eight Cs marketing strategy for Carnaval de Quebec.

Evaluationof the current social media marketing activities using the PARCprinciples

ThePARC principle of participation holds that organizations are expectedto interact with the community and remain conversational (Barker,2012, p. 70). Carnaval de Quebec has opened accounts in many socialmedia sites, but it is evident that the event management does notmake the maximum use of the platforms to build its brand. Carnaval deQuebec facilitates participation, especially on Facebook, where theaudience gets a chance to ask questions and receive feedback fromevent management. However, the use language other than English deniesparticipants from foreign countries a chance to interact with theorganizers of Carnaval de Quebec. Additionally, the two-waycommunication is quite limited, which is confirmed by the fact thatmost of the posts made by clients are comments that do not require aresponse from the organization.

Underthe principle of authenticity, an organization is expected to spreadinformation that is professional, truthful, and free of deception(Barker, 2012, p. 70). In addition, Carnaval de Quebec maintainsauthenticity by providing information that can be considered as beingprofessional, but it can be personable. The content posted on thesocial sites is objective, which implies that the firm does notenforce attitudes onto its audience. However, Carnaval de Quebec doesnot make social media posts regularly, which increase the risk oflosing authenticity of its brand among the users of these socialsites.

Theprinciple of resourcefulness holds that the marketer should providehelpful information (Barker, 2012, p. 70). Carnaval de Quebec hasmanaged to use the social media tools to provide its audience withuseful information, such as major events, dates, and charges forthese festivals. However, useful information is only shared on alimited number of sites, including the Facebook and Twitter.Additionally, Carnaval de Quebec rarely presents its content inEnglish, which implies that the information is only useful to alimited number of users of social media sites.

Theprinciple of credibility holds that the marketer should be able todemonstrate leadership, which is accomplished by showcasing originalideas (Barker, 2012, p. 70). Moreover, the credibility of the contentposted on the social sites is comprised of original images ofCarnaval de Quebec. Most of these images are posted on Instagram andFlickr. Most of the content posted on social sites by Carnaval deQuebec focus on informing the audience about the future events. Theamount of information that could help the management build its brandand enhance its reputation is limited.

Table 1: Evaluation of the current social media marketing activities

4 PARC Principle

Social media tool

Evaluation effectiveness of social media tool

Participatory: The management of the Carnaval de Quebec is expected to use the social media to interact with the audience, respond to questions, thank participants, and establish a two way communication.




Google+ :







Carnaval de Québec 2013 - Laurentides


A large number of likes, 52,323 on Facebook

Allow the audience to ask questions and get responses.

A two way communication


Language barrier Most of the content is not presented in English.

Less active the last post was made on 21st June 2016

A limited number of likes in other social medial media sites (such as Twitter, Instagram, LinkedIn, Flickr, and Google+) For example, there are only 708 likes and followers 2,608 on Twitter.

Authentic: The management is expected to facilitate a rapid spread of information, professionalism, avoid forced attitudes.




No forced attitude.

A balance between personable and professional information.

No deceptive content.


Lack of rapid sharing of information it takes more than two weeks to make a post in any social site.

Resourceful: The management should provide useful information demonstrate care.





Useful information, such as events and their dates is shared on Twitter, Facebook and Flickr.


Language barrier-useful information is not shared in English.

Limited information is shared social media sites, such as Google+.

Credibility: The management is expected to showcase original thoughts related to its products, build reputation, and brand trustworthiness.







Images posted on Instagram demonstrate originality


Brand building content is limited to a few sites, including Facebook and Twitter.

Newmedia and social media goals

Carnavalde Quebec will use the social media platforms to achieve two majorgoals. The first goal is to increase customer satisfaction.Organizations enhance the satisfaction of their clients by adjustingthe quality of their services and product regularly in order toensure that they meet the specific needs of the clients (Mosahab,2012, p. 72). However, an organization needs to be in contact withthe clients in order to comprehend their needs. Carnaval de Quebechas not maintained this contact since it has not been making postsfrequently. The second goal is to integrate the social media with thePR and advertising. An effective PR campaign is characterized by theability of the organization to connect with the media, remainrelevant, and target the correct audience (Michael, 2012, p. 4). Inthe past, Carnaval de Quebec failed to maintain a regular interactionwith the client and make up-to-date posts.

Table2: Specific new media and social media goals



To increase customer satisfaction

Post content that provokes the audience with an opportunity to reply.

Invite the audience to rate services on social sites.

Timely response to queries

To integrate the social media with the PR and advertising.

Become more active on social media

Target the correct audience.

Increase interactivity through a two-way communication.

Thedefinition of optimal target audience

ThePersona Development Cycle that was established by Golden (2010, p.10) and it provides three steps that should be followed in theidentification of the right personas. The first step involves theidentification of persona roles and listing the relevant personas bytheir respective responsibilities. In the present case, personas arelikely to play four major roles, including, buyers, users/visitors,deciders, or influencers. The objective of the first step is toidentify and target the key roles with messages that are tailored toinfluence the entire buying center.

Inthe second step, a list of situational triggers and needs from theperspective of personas is established (Golden, 2010, p. 10). Some ofthe key needs and triggers of personas who could be interested invisiting Carnaval de Quebec include the adventure, comfort, learningfrom new experiences, and meeting new people.

Inthe third step, messaging objectives that are consistent with thespecific needs of each of the personas are created. At this point,the social media marketer should take account of all the roles,needs, and triggers of each of the personas when developing a contentthat will be posted on the social sites.

Table1: Persona development plan

Personas and their roles

Needs and triggers

Messaging objectives

Persona: youths aged below 34 years. Roles: influencers, buyers, users/visitors, and decision makers.

Adventure Education Making friends

The persona makes up about 33 % of all Carnaval de Quebec visitors (Carnaval de Quebec, 2016, p. 1).The objectives are to inform them about The services offered by Carnaval de Quebec. The kind of people who are most likely to attend the event. Educational value of the festival.

Persona: Adults aged 35-54. Roles: buyers, users/visitors, and decision makers.

Comfort Meeting new people Winter vacations

Comprise of 39 % of all local visitors (Carnaval de Quebec, 2016, p. 1). Messaging objectives include informing the audience about new services and products, level of quality of services, prices, and why they should select Carnaval de Quebec.

Persona: Seniors aged 55 years and above

Roles: buyers, users/visitors, and decision makers.

Comfort Winter vacations

Comprise of 19 % of all local visitors (Carnaval de Quebec, 2016, p. 1). Messaging objectives include

To inform personas about the level of quality of services. Level of convenience. Cost.

Persona: International visitors and individuals living outside Quebec City. Roles: buyers, users/visitors, and decision makers.

Adventure Making new friends Learning from new experiences

About 500,000 people visit Carnaval de Quebec, but about 50 % of them come from outside Quebec City and foreign nations (Katja, 2016, 1). The messaging objectives are to inform the audience about The type of services. People who are likely to patronize the festival. Cost of services.

Socialmedia guidance for the target audience

Althoughthe youths aged below 34 years do not have a lot of money that canhelp them spend more days in the Carnaval de Quebec, studies indicatethat they comprise of about 33 % of all local guests (Hill, 2013, p.1). Most importantly, about 54 % of all users of social media sitesare below 34 years (Portal, 2016, p. 1). Therefore, the main audienceof marketing plan will be the youths. The audiences are likely tointeract with the social media in three stages of their journey,including, pre-travel, during the travel, and post-travel. Studiesshow that 52 % of the travelers use information from social media toplan for their travel and 50 % make the booking using the linksprovided on the social sites (Rezdy, 2016, p. 1). Some of the aspectsthat the youths look for during the planning stage include a searchfor the suitable destination, services offered in selecteddestination, and prices. During the second stage, travelers use thesocial media to look for accommodation and share their experiencewith their followers. During the last stage, travelers sharecomprehensive stories about their destination, people they met, andlessons that they leant. About 42 % of all stories shared on Facebookare travel experiences (Rezdy, 2016, p. 1). Therefore, youngtravelers interact with the social media in all stages.

Thenew media marketing strategy


Aneffective social media marketing strategy exists to achieve a set ofpredefined objectives. The new marketing strategy for Carnaval deQuebec will help the organizers of the event achieve two majorobjectives, including the increase in client satisfaction and enhancethe PR campaign. These objectives will be achieved by addressing thelimitations that have caused infective useful of the social media inthe past. Some of these limitations include the lack two-waycommunication, failure by the organizers to give timely responses toissues raised by followers, and adequate interaction between theorganizers of Carnaval de Quebec and potential participants.

Determiningthe right strategy

Aneffective social media marketing plan should be based on the specificneeds of the targeted audience and their roles in the process ofmaking the purchasing decision. (Barker (2012, p. 12) developed an“eight Cs” plan that guide organization in establishing thesocial media marketing strategies as shown in Table 3.

Table3: Eight Cs marketing strategy for Carnaval de Quebec

Eight Cs

Recommended strategies


Organizers of Carnaval de Quebec will select the platform that is relevant to the target audience. It is evident that Facebook is the most popular platform among the Carnaval de Quebec participants.


Organizers should comprehend the rules of engaging with participants on the selected platform. Over 42 % of the travelers like telling stories about their experiences (Rezdy, 2016, p. 1). This makes Facebook the most appropriate social site. Twitter, on the other hand, has a limited number of characters that make it difficult to tell a story.


Organizers should acknowledge users of the platform and respond to their queries in a timely manner. At this stage, the organizers should establish a two-way communication, where every message posted by users is responded to.


The management of the event should establish a relationship that is mutually beneficial with the platform users. For example, the management can provide free travel advisory trips, instead of simply posting venues, price, and dates for the forthcoming event. This will help the management in increasing online presence, build rapport with platform users, and increase the brand popularity.


The management should post content, indicating how the event contributes towards building the community. This is part of the PR strategy, whereby the management will build the brand by showing users of the platform that Carnaval de Quebec is not only a money generating event, but also a community building function.


The management should establish connections with the key influencers in the travel industry, including travel agents. Establishing links with these influencers will help the management of Carnaval de Quebec reach more users, and enhance the popularity of the brand.


The management of Carnaval de Quebec should establish an online community where members get an opportunity to share their experiences about the previous events, receive customer support, and suggest ideas. This strategy will help the management increase the level of its interactivity with the platform users.


Lastly, the management should execute all the strategies in order to generate the desired outcomes, including an increase in the brand awareness and social media traffic.

Monitoringand evaluation of the marketing strategy

Thesuccess of the eight Cs marketing strategy will be evaluated one weekafter the Carnaval de Quebec festival. The determination of itseffectiveness will be based on the key indicators of success,including the change in the number of Facebook followers and thenumber of event attendants. The evaluation process will help themanagement of Carnaval de Quebec adjust the overall strategy in casethe objects are not achieved as expected.


Socialmedia has become a significant marketing tool, but it is moreeffective when marketers use it to target the young generation.Carnaval de Quebec will use the Facebook as the main platform toincrease the brand popularity and carry out its PR campaign. Thestrategy proposed in this paper will help the management of Carnavalde Quebec address the previous mistakes, including the lack of timelyresponse to concerns of platform users, limited interactivity, andinadequate PR oriented content. The eight Cs marketing strategy willhelp organizers of Carnaval de Quebec maximize the use of socialmedia.


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