Target groups

Who is your target market?

Our target market is vast and varies taking into account the guests from many countries  around but we have shaped this diversity and vastness by structuring various groups to certain activities. We aim to target the community as a whole with our activities and we have narrowed it down by segmenting the community through demographics. 

The flexibility of our activities allows us to have such a vast target profile. The comedy shows that are from 7 countries every night attempt to target those people who are interested in theatre with main focus on comedy genre, including young comedy talents and actors that have a professional experience in this genre. In other words, there is no age targeted only values and attitudes related to comedy are important in this activity.

Whereas, for parties that aim to promote local bands and music activities in general, 

we shaped our target based on demographics mainly age. 

Youth varying from age 20 to 30 are our main focus with music activities.

The cultural activities aim to attract the sponsors, visitors and tourists. For example the activities that promote domestic economy try to attract sponsors for donating and helping on our domestic production.

Other cultural activities that involve ethnological culture, local gastronomy, and handicrafts aim to attract tourists and visitors because reviving these activities is the only way 

to promote the positive character of our city. 

SWOT analysis

This is my SWOT analysis for this project.

Strength

- Previous experience within the market
- A start-up project (new brand)
- Familiar and updated with socio-economic and cultural
  movements on my home town (host)
- Possibility of an outstanding outcome of the project because of the systematic 

  approach and the academic supervision

Weaknesses

- My location and communication
- Small team- big project
- First time festival
- Real nature (…and part of my Uni. project)
- My lack of presence during presentations

Opportunities

- A strong test with my future supposed market
- The opportunity of becoming an annual tradition
- Professional project for my portfolio
- It’s national vibe during 100th Anniversary of Independence

Threats

- Timing. A start-up programme without identity and big aspirations.
- Commercial vs. Academic
- Activities and other initiatives being held due to the 

  100th Anniversary of independence may lose the focus of our project
- Their position as a client and them trying to have influence on my work.
- Their limited budget depending on sponsors may cause a reduction on the 

   production of their communication material.

Design objectives

THE DESIGN OBJECTIVES/PURPOSE? WHY?

These answers come from my research and interview made with the members of team  which are organising this event.  

What is the proposition?

The Comedy Festival will offer exclusive comedy shows from 7 cities by twining the neighboring countries into a week of culture followed by many cultural activities that will develop further our city values by highlighting it’s strengths on art, culture, ethnology, 

local gastronomy and handicrafts.

What is the overall goal of the design project?

We aim to turn this festival in an annual tradition for the city. We aspire to revive the numerous cultural activities, entertainment, artistic and ethnological experiences by twinning the individual experiences of culture and art representatives. We aim to preserve our identity on culture and tradition, whereas these social values ​​are the basis for human action. Our main goal is to promote the city values by maintaining and endorsing its identity, culture and tradition. This idea is followed by sub points or secondary effects that this identity endorsement will bring such as an increased knowledge and appreciation for culture and art around the region. The festival will add a value to our artistic heritage by increasing the awareness among citizens and also by expanding the cultural tourism activities.

What are you trying to communicate and why?

By protecting the values of art and culture and encouraging their development this project serves as a medium for promoting the city and its identity transmission. Expect the comedy genre as a collaborative form, the festival will provide music and various activities that will enhance the citizens’ and visitors’ experience. 

Who are your competitors?

What do they do well and what are their weaknesses?

1. “Festival of Comedy” takes place in Mitrovica, northern of Kosovo.

2. “Comedy Days” takes place in Preseva, southern Serbia. 

Both these festivals are local and are not promoted internationally. They are local because their comedy shows come only from local city theaters. Whereas, something positive is that these festivals have established a local tradition for their activity for last 9 years.

How do you differ from competitors?

Based on our research , the theatre performances in our city do not have the needed support to develop and advance further. We want to support this collaborative form and by organizing this event with comedy shows we will give life to the theatre itself and the city in general. This festival is unique among other festivals because it focuses only on the comedy genre and what makes it more distinct is the idea that it will have a national nature, gathering teams from 7 different cities from other countries in the region and creating a sort of positive vibe of unity through our culture 

in the 100th anniversary of our state.