Case Study
Vast Stream Network's Branding and Innovative Marketing for Beauty with Brains Pageant
Background
In 2013, Vast Stream Network’s event marketing and management arm launched the Beauty with Brains Pageant. This innovative initiative aimed to empower young women in Lagos State, Nigeria, by providing guidance on career paths and choices.
Objectives
The primary objectives of the Beauty with Brains Pageant were:
1. To help young women discover their innate capabilities and channel them into the right vocations and career paths.
2. To provide a platform for young women to develop their skills and confidence.
3. To promote education and career development among young women.
Target Audience
The target audience for the Beauty with Brains Pageant were young women aged 13-26, residing in the suburbs of Lagos State, Nigeria. The initiative focused on reaching out to those who may not have had access to proper mentoring or guidance on career choices.
Program Structure
The Beauty with Brains Pageant program consisted of the following components:
1. Registration and Auditions: A subsidized registration fee was offered to encourage participation. The selection process focused on inner strengths rather than physical attributes.
2. Camp Experience: Selected participants were lodged in a hotel camp for 10 days, where they underwent various training programs, including career guidance, fitness routines, and prayer sessions.
3. Grand Finale Event: The grand finale event featured catwalk sessions, singing and dancing performances, and the announcement of winners.
4.:Post-Event Activities: Post-event activities were designed and implemented to create a lasting impact on our participants and the wider community. These outreach and advocacy projects included campaigns against child labor, educational book distribution, and career guidance pep talks, all designed to promote education and personal development.
Marketing and Publicity
Vast Stream Network implemented a comprehensive marketing strategy to promote the Beauty with Brains Pageant, including:
1. Branding: A catchy logo and carefully selected colors were designed to reflect the event’s theme.
2. Website and Social Media: A dedicated website and social media handles were created to provide information and updates on the event.
3. Media Coverage: The event received coverage from prominent Nigerian newspapers, including This Day, Nation, National Daily, and The Union.
Partnerships
Vast Stream Network partnered with several individuals and organizations to support the event, including:
1. Hospitality Sector: Partnerships with Eko Five, Sky World Hotel, and Oriental Hotels Lagos.
2. Fashion Sector: Partnerships with Kay’s Apparel, Mine Innovation, and others.
3. Education Sector: Partnerships with Bulkybon Books and House of Treasure Publishers.
Impact and Legacy
The Beauty with Brains Pageant has had a lasting impact on the lives of its participants. All the winners and participants from the first edition have gone on to excel in their chosen careers. The initiative has also inspired a sense of social responsibility among its alumni, with many engaging in outreach and advocacy projects.
Conclusion
The Beauty with Brains Pageant is a testament to Vast Stream Network’s commitment to empowering young women and promoting education and career development. The initiative’s success demonstrates the potential for innovative marketing and event management strategies to drive positive social change.
By integrating innovative marketing strategies into event management, Vast Stream Network was able to create a successful and memorable event that achieved its objectives and left a lasting impact on its team, participants, and attendees.
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