Um olhar literario: plano de comunicação para a FLIPOP

Abstract

The experimental agency Lazuli PR was hired by Grupo Companhia das Letras in 2022 in order to elaborate a communication plan for the seventh edition of the FLIPOP - Festival da Literatura POP. Having more than 35 years of experience with the publishing market, the agency's client is considered the biggest publishing company in the country, and it consists of more than 15 publishing labels from distinct literary genres. Among the labels, the publishing company Seguinte is the publishing label for young readers, and through it, a festival for young readers was stablished, and it is known as FLIPOP. The main target of the strategic actions of this communication plan is to increase FLIPOP's visibility, so it can be developed into the largest Literary Festival for Young Adult Readers in Brazil. Therefore, in this experimental project, the information gathered from the clients and the event itself has been fully studied, such as: microenvironment and macroenvironment in which the event is inserted, research implementation with prospects and with participants of previous editions. In addition, given the relevance of the communication in the event's performance, it was also analyzed information on investment efforts in this field. All the actions described in this experimental project were planned to be carried out in the seventh edition of the festival, that will take place in 2023.