We were invited to present at the Caribbean Digital Expo this year! Our presentation focused on the continued evolution and success of our UWI Fete digital campaigns.

1. Connecting with
Y.U.M.A’s
How a mature brand repositioned itself using social media

13. 5 key steps
1. Map out a strategy
2. Build the buzz
3. Increase interaction
4. Cross promote
5. Tie it all together

14. UWI Fete Case Study
• Start early
• Integrate offline and online
• Activate Influencers eg. Trinidad Carnival Diary,
Triniberry, Lime.tt, etc.
• Have a dedicated Social Media Activist
• Create custom graphics
• Say thank you
• Ask for feedback

15. Facebook Advertising

16. Facebook
Advertising
2013
Dates:
Dec/Jan 2013

17. Facebook
Advertising
2012
Dates:
Jan 2012
Impressions/Views:
10,084,699
Clicks:
14,103

18. Facebook
Advertising
2011
Dates:
Jan 2011-Feb 2011
Impressions/Views:
6,733,551
Clicks:
6,148

19. Google Advertising

20. Google
Advertising
2012
Dates:
5 Jan 2012 – 21 Jan
2012
Impressions/Views:
496,805
Clicks:
878

21. Google
Advertising
2011
Dates:
13 Jan 2011 – 5 Feb
2011
Impressions/Views:
1,640,706
Clicks:
2,303

22. Affiliate Advertising

23. Affiliate
Advertising
2012
Affiliate:
Trinidad Carnival Diary
Dates:
Tue 15th Nov 2011
Mon 16th Jan 2012
Sun 22nd Jan 2012
Thurs 26th Jan 2012

24. Affiliate
Advertising
2012
Affiliate:
TriniScene
Dates:
Feb 2011

25. Facebook Fanpage

26. Facebook
Fanpage
2013
facebook.com/uwifete
Custom Tab Features:
• About the Fete
• Performers
• Venue
• Menu
• Email Subscription
•Fan Gate
Likes
10,492

27. Facebook
Fanpage
2012
facebook.com/uwifete
Custom Tab Features:
• About the Fete
• Performers
• Venue
• Menu
• Email Subscription
• LiveStream
• Fan Gate
• Facebook Comments
Fans:
7,493
Tab Views:
11,176

28. Facebook
Fanpage
2011
facebook.com/uwifete
Custom Tab Features:
• About the Fete
• Performers
• Venue
• Menu
• Contests
• LiveStream
Fans:
4,078

29. Facebook Event

30. Facebook
Event
2013
Attendees:
2,629
Invitees:
2,129

31. Facebook
Event
2012
Attendees:
653
Invitees:
418

32. Facebook
Event
2011
Attendees:
731
Invitees:
1,675

33. Twitter

34. Twitter
2012
twitter.com/uwifetett
Features:
• Automatically reposts
Facebook Status
updates
Followers:
50

35. Email Marketing

36. Email
Marketing
2013
Organic Subscribers:
1,463
UWI Listing: 858
Open Rate: 37.8%
Click Rate: 9.1%

37. Email
Marketing
2012
Organic Subscribers:
231
UWI Listing:
889

38. Email
Marketing
2011
Organic Subscribers:
0
UWI Listing:
1,057

39. Reputation Management

40. Reputation
Management
2013
“It is without
hesitation, I the D'
Party Maco do
endorse this yearly
event, simply
because partygoers
always seems to get
their monies worth,
something all other
promoters should
note.”
This year UWI decided to take the party
all the way to the Arabian peninsula for
their 2k13 all-inclusive affair ...
YALLA! Numerous patrons went along with
the theme as they came out in their
Arabian inspired wear.
The annually themed event, as usual, went
all out to entertain partygoers; variety
seemed to be on top of organizers lists.
Patrons were offered lots to choose from
in every category, from food to music to
drinks to dessert to live
entertainment. There were foods of all
kind, from popular Uncle Sam's Bake and
Shark to Arabian themed full course
meals partygoers were left with options
evermore.
Live performances ... Check! There were
two stages, which entertained the crowd
simultaneously from different parts of the
venue. On one stage Kes the Band was
jamming out for the ‘younger’ folks, while
on the other side, calypso/soca veterans
like Black Stalin, Shadow, Ronnie
McIntosh, The Mighty Trini and David
Rudder serenading the ‘older’ folks
backed by Blaxx and Roy Cape All-
Stars. And let's not forget solid
performances by Dil-E-Nadan and KI &
3veni on the day.
Grog ... Check! Seven well stocked bars
excluding the various promotional stalls
including Grey Goose, Rum Cocktail and
Yellow Tail.
It is without hesitation, I the D' Party
Maco do endorse this yearly event, simply
because partygoers always seems to get
their monies worth, something all other
promoters should note.
Did we forget anything? Add your 2
cents below...
They Call me Mrs Fete :UWI Fete - The Review

41. Reputation
Management
2013
Once again I would put UWI
Fete as one of the best
Fetes you can choose to
patronize for the season, if
only for the excellent
development and follow
through with
theme, variety of food
options, choice of drinks
and the fact that your
contribution to the fete is
also going to a good cause.
I love the layout of the
venue and the familiar
faces you see in the crowd,
so a solid 8.5 out of 10 for
me.
Location:
Held on Campus the layout was very similar to last year,
this time we got parking on the field near to the entrance
so that was not an issue. The main food court had flooring
laid down, great improvement and seemed to be bigger
than last year’s set up so there were no long lines at any of
the food tents.
Ambiance/Décor:
The theme this year was “Yalla” and I really liked that they
tried to be cohesive with the theme from the time
you entered the venue. Complimentary scarves were given
along with your wristband which many people used
to accessorize their outfit. Hookas,henna, belly dancing
and even a decorated photo tent were all in keeping with
theme.
Bar:
Cocktails, scotch, vodka, rum, tequila shots, wine,
champagne… you name it there was a tent for it with the
exception of Nuvo! There was a deviated Johnnie Walker
bar serving Double Black, several wine tents, a Patron
Station, Grey Goose Tent, Carib Brewhouse and many
more choices at the main bar as well. I liked the variety
and the fact that you could find a drink station at any point
throughout the venue, again well laid out for ease.
Food:
Keeping with the theme Arabian was the featured dish, I
happen to love Arabian food and I also happen to LOVE
Joseph’s Restaurant so I was very happy they were one of
the options. In addition to Arabian the menu also included
Creole, Indian, bake and shark, pulled pork sandwiches,
crab stuffed dumplings, the BEST pork ribs ever, sweets
and many more other dishes I did not have the time or
inclination to sample as I was properly well stuffed!
Performances:
We arrived in time for David Rudder, a performance well
appreciated by many of the patrons. Dil E Nadan also gave
a solid showing and Kes closed the night off with his band.
The only thing caveat with the tw0 stage set up is that
Blaxx was performing at the same time as Kes so you had
to choose which stage to be at as you could not possibly
see both artistes at the same time.
Crowd Vibe:
I personally thought the crowd was mellower than last
year, possibly because it looked like there may have been
a bit less patronage for Yalla as the venue did not feel
crowded. However UWI Fete is THE networking
and socializing Fete on the calender, lots of “who is who”
spotted.
Eye Candy
Eye candy of ALL ages,it was very refreshing to see how
well decked out some of the more mature patrons turned
out as well as the younger ones.
Overall Rating:
Once again I would put UWI Fete as one of the best Fetes
you can choose to patronize for the season, if only for the
excellent development and follow through with
theme, variety of food options, choice of drinks and the
fact that your contribution to the fete is also going to a
good cause. I love the layout of the venue and the familiar
faces you see in the crowd, so a solid 8.5 out of 10 for me.
Bathroom:
Only used the ones in VIP.
-Trinidad Carnival Diary
January 18, 2013
I am a Feter – UWI Fete The Saucy Review

42. Reputation
Management
2012
“and I must add I loved that maps were
available for patrons on the day as
well”
“Wow, I know the menu was available
on UWI Fete's Facebook page for
weeks leading up to the event but I was
still impressed by the variety of food in
person.”
“Having two stages I think is brilliant,
since the stage often becomes the focal
point at a fete with patrons standing
around reserving a spot or staring at
an empty stage waiting for the
performances to begin.”
“There is this myth perpetuated that
UWI Fete is an "old people party", well
that was not the case on Sunday as
both mature and younger patrons
attended the event”
Location
Spread out over the northern grounds on Campus close to the Principal's
office the space was utilized very well for layout and flow. On entering
the gates the main food area and seating was at your left; along the right
another food area, both stages and other bars/drink stations. See map
for details (and I must add I loved that maps were available for patrons
on the day as well)
Ambiance/Decor
The theme of UWI Fete this year was Africa specifically "Zangalewa" and
there were appropriately attired dancers greeting you upon entry plus
touches of "African" print and masks in the decor. The theme even
carried out to the printed paper fans that were being handed out.
Food
Wow, I know the menu was available on UWI Fete's Facebook page for
weeks leading up to the event but I was still impressed by the variety of
food in person. I sampled the Caribbean and Italian food stations first
then later on in the night , after two performances , we went back for
Greek and Indian and in between we indulged in the "finger foods";
stuffed dumpling with crab, ribs, barbque pigtail and aloo pie from the
Debe Delicacies. Everything I had tasted great, no complaints. Kudos to
the "fancy" square disposable plates that were used.
Bar
There were two main bars where I found service to be a bit slow and we
were just waiting to get water! The Johnny Walker Green drink station (it
was way too small to be called a bar) was my spot for drinks for the day.
The only issue was it was situated in a passage way so it got crowded and
it was a small bar that was very popular so always a wait to get a drink. I
also saw an Angostura Cocktail Bar, Yellow Tail Bar, Chivas Bar and Carib
Brewery. On the map there were other bars that I missed on seeing in
person.
Performances
Again I missed Roy Cape and only saw the ending of Karma's
performance. Having two stages I think is brilliant, since the stage often
becomes the focal point at a fete with patrons standing around reserving
a spot or staring at an empty stage waiting for the performances to
begin. With the two stages there was no gathering of the crowd in any
one area so people were moving all over the grounds.
Dil E Nadan, totally surprised me as the last time I saw them live I was
not impressed. However the band was redeemed on Sunday giving a
rousing performance that the crowd enjoyed. I don't know if it was the
fact that I was up front for Kes or that the space was a bit smaller and
more intimate but I loved his set, full of energy and I really do appreciate
a Soca Artiste who can SING! Kes is proving that last year was no fluke,
very strong performance.
Crowd Vibe
There is this myth perpetuated that UWI Fete is an "old people party",
well that was not the case on Sunday as both mature and younger
patrons attended the event, a very nice mix of people who all came out
to party. As far as I could see a good time was had my many, self
included!
Eye Candy
On a scale of 1 to 10 eye candy rating would be around 8 , there were
some good looking men (and women) at this fete! Everyone who dressed
to theme looked fabulous as I saw some very interesting interpretations
of "African Wear".
Extras
The VIP area hosted stars Tatyana Ali, CCH Pounder and Lyriq Bent all of
whom I had the pleasure of meeting.
Bathroom
Andy Loos (or something of that same nature) were used. When I visited
there were no lines, they were clean, air conditioned and pretty fancy for
a mobile restroom.
Overall Rating
UWI fete gets a solid 8.5, it was a pretty good fete! The rain of Saturday
and early Sunday was both a blessing and a curse. Because of the rain
and overcast weather it was not as stiflingly humid and hot as if we had
blazing sunshine as there are not that many shaded areas at UWI. The
caveat however is that some of the areas were muddy and water logged
so that was a slight bit challenging to navigate. Other than that, I had no
major complaints and I look forward to theme 2013.
-Trinidad Carnival Diary
Thursday, January 26, 2012
They Call me Mrs Fete :UWI Fete - The Review

43. Reputation
Management
2012
“a staple of the fete season and a
mainstay in the T&T event calendar”
“The event attracted a number of
Trinibagonians who were in Trinidad
just for the weekend for one of the
most highly anticipated fetes for the
Carnival Season.”
“lauded the organizers’ ability to
maintain a classy, upscale affair while
simultaneously encompassing an
authentic T&T experience for all”
The Carnival 2012 edition of this event brought a
welcomed dosage of warmth to the university campus
on a day plagued by unseasonal rainfall. Hundreds of
fete-a-holics braved the rainy weather to come out to
this all-inclusive affair that has become a staple of the
fete season and a mainstay in the T&T event calendar.
The bmobile-sponsored UWI Fete bore the theme
“Zangalewa… It’s Time For Africa” and this theme was
quite evident throughout the grounds of the
principal’s office as several guests and performers
held nothing back in adorning the appropriate ethnic
wear inclusive of dashikis and African-patterned
dresses, skirts and head-wraps.
Although placing emphasis on the African continent
this year, the UWI fete organizers kept the fete
uniquely Trini by mixing East Indian, Arabic and
Chinese cuisine amidst the traditional African food
offerings served at the famed all-inclusive. The event
attracted a number of Trinibagonians who were in
Trinidad just for the weekend for one of the most
highly anticipated fetes for the Carnival Season.
One female patron from New York shared, “I’ve been
coming to UWI for the past 8 years and every year it
gets better. I flew into town just for this fete because
it offers a diversity that I can’t encounter at any other
party”.
Senior Counsel, Martin Daly was present at the fete
with his wife and friends and echoed similar
sentiments as he acknowledged the evolution of this
particular event over the past years and lauded the
organizers’ ability to maintain a classy, upscale affair
while simultaneously encompassing an authentic T&T
experience for all.
bmobile’s super Chutney-Soca band, Dil-E-Nadan kept
the day’s theme alive in their musical set as frontliners
Raymond Ramnarine and Derrick Seales played
African drums while vocalists Candy Hoyte and Imran
Beharry performed African folk dances. Also adding to
the entertainment was The Roy Cape All-Stars with
Blaxx, JW and Blaze, Kerwin Dubois, Karma, Lord
Nelson and Ronnie McIntosh.
Since 1990 this annual all inclusive has been the
cornerstone for the UWI Development & Endowment
Fund that awards scholarships to undergraduates.
Over 3,000 bursaries have been awarded since its’
inception.
bmobile continues to pledge its support to this event
and is also committed to the provision of scholarships
to the university and by extension the general
development of professionals in society.
- Chooseavirb.com
Friday, January 27, 2012
Trinbagonians Unite at UWI Fete 2012

44. Reputation
Management
2012
“You know a party bess when you and
the President of the nation in the
middle of the crowd rubbing shoulders”
“They had 2 stages, except this year
they did a better job in keeping the live
entertainment moving along with a
new band kicking off their set on one
stage as the other wrapped up theirs
on the next.”
“UWI Fete delivered everything we
have come to expect from an All
Inclusive.”
You know a party bess when you and the
President of the nation in the middle of the
crowd rubbing shoulders, cause Big Max
knows how to fete! This year UWI Fete took
us deep in heart of the Baluba to a mythical
location called "Zangalewa".
Numerous patrons went along with the theme
as they came out in their African inspired
wear. Variety seemed to be on top of
organizers lists as patrons were offered lots to
choose from in every category, from food to
music to drinks to dessert to live
entertainment. Food ... Check! Whatever you
were craving for, bet you're bottom dollar they
had IT, this event closely resembled a 5 star
cruise. My taste buds were feeling adventures
so I tried the “peanut chicken rice soup”, well
let’s just say the adventure stopped there and
stock to familiar.
Live performances ... Check! They had 2
stages, except this year they did a better job in
keeping the live entertainment moving along
with a new band kicking off their set on one
stage as the other wrapped up theirs on the
next. On the main stage, Kes the Band was
jamming out for the ‘younger’ folks (well
young at heart), while on the other side
veterans like Black Stalin, Shadow, Ronnie
McIntosh and Lord Nelson serenading the
‘older’ folks. And that wasn't all ... Karma, Roy
Cape All Stars, Dil-E-Nadan and more all
put on energetic performances on the
evening. Grog ... Check! 7 well stocked bars
excluding the various promotional stalls
including Grey Goose, Rumcocktail and
Yellow Tail.
Once again, UWI Fete delivered everything we
have come to expect from an All Inclusive. And
after journeying through China and Bollywood
in the past couple years we're excited to see
where next year's journey will take us.
-D' Party Maco, TriniJungleJuice
Sunday, January 22, 2012
U.W.I. All Inclusive 2012 "Zangalewa" Review

45. Reputation
Management
2012
“Last year I was very impressed
with UWI Fete's interactive
Facebook Page to market their
Fete Bollywood and this year I
am still pleased at their social
media presence”
“Also new is a MAP of the venue.
I am really liking the map idea,
now you can print it and study
the venue before you arrive if
you wish so no need to ask
anyone if they know where
anything is. ”
Last year I was very impressed with UWI
Fete's interactive Facebook Page to market
their Fete Bollywood and this year I am still
pleased at their social media presence.
For 2012 UWIF Fete have added, in
addition to the menu, a listing of all
the performances, times and which stage.
Rhapsody New Generation 2.00 pm to
3.00 pm Stage 1
Roy Cape All Stars: 3:00 pm to 4:00 pm
Stage 2
Karma : 4:00 pm to 5:00 pm Stage 1
Dil-e-Nadan: 5:00pm to 6:00pm Stage 2
Kes: 6:30 pm to 7:30 pm Stage 1
Shadow/Nelson/Ronnie McIntosh: 6:30
to 7:30 Stage 2
Also new is a MAP of the venue. I am really
liking the map idea, now you can print it
and study the venue before you arrive if
you wish so no need to ask anyone if they
know where anything is. I am hoping on
the day there are also maps available
when you arrive, now that would be cool!
And to maximize the all day affair there
will be two meal servings; Brunch from
12noon - 2pm and Lunch from 2pm - 6pm.
Take a look at the menu and learn some
more about this year's theme and what is
in store, I cannot wait for UWI Fete on
Sunday... Carnival diet will be on pause.
- Trinidad Carnival Diary
Monday, January 16, 2012
UWI Fete 2012 - Zangawela

46. Reputation
Management
2011
“Today I want to highlight
one Fete Fanpage on
Facebook where I am
impressed by how much
time, dedication, updates
and relevant information is
constantly, timely and
accurately shared to it's
members!”
“UWI Fete is getting my
praise today for doing an
excellent job at promoting
their Bollywood themed All
Inclusive Fete on their
Facebook Page.”
“UWI Fete really blew me
away with their special
Bollywood Tab!”
For the past few years I have noticed the growing trend of some
Carnival fetes having their own websites and Facebook groups
or Fanpage. For instance The Vale Vibe, Sunny Side Up and
Ultimate Lime all provide websites where you can purchase
tickets to their fetes. And you can find a Fanpage or Group for
Jamboree, Beach House, Island People and TRIBE among others
where information about their events can be found.
Though this use of Social Media applies to only a handful of
fetes, it has to be one of the most effective, and underused,
tools of promoting your event that is not being taken advantage
of by many. I cannot tell you how many emails I get daily asking
information about various fetes, it would be nice to be able to
direct these questions to a website or online presence where all
the information can be found!
Today I want to highlight one Fete Fanpage on Facebook where I
am impressed by how much time, dedication, updates and
relevant information is constantly, timely and accurately shared
to it's members! All this is done without having to flood my in
box with silly messages either, kudos to UWI Fete, already a
popular staple on the Carnival Calender they are taking full
advantage of Social Media on Facebook.
UWI Fete is getting my praise today for doing an excellent job at
promoting their Bollywood themed All Inclusive Fete on their
Facebook Page. Regular status updates keeps everyone in the
loop, from when tickets go on sale to who are the bands playing
at the fete. They have also included video and photographs of
past UWI Fetes on their page and when I thought I it was pretty
cool how they were showing people examples of Bollywood
style by putting together a clothing set,
UWI Fete really blew me away with their special Bollywood Tab!
The Bollywood Tab is an addition on Facebook that is wholly
created for this fete, on this tab you have options to view an
interactive page of sorts. You can learn more about the Fete,
Bands, Menu and Venue in detail:
I also like that UWI Fete is running a promotion to win Fete
Tickets and there are three different "competitions" that you
can enter. To sweeten the deal the winners will be pampered by
being treated to the "Maharaja Experience", full details of what
that entails listed below, just click to enlarge:
I wish more fetes would get on board this trend! When one is
spending so much money you really want to see what this
money is giving you! It is nice to know the menu, what is on the
drinks list, who is performing and about all the extras (in this
case a free taxi service from the fete) beforehand. Not to
mention as a possible patron you have a place where you can
ask questions, get timely answers and be interactive. So job well
done UWI Fete, I am always impressed.
-Trinidad Carnival Diary
Wednesday, January 12, 2011
Social Media Spotlight - UWI Fete Does Bollywood and
Does It Right!

47. UWI Fete dedicated website
www.uwifetett.com

48. Mobile Devices
Period 1st November 2012 to 1st March 2013
Statistics
www.uwifetett.com

49. UWI Fete is back!
– Johnny Soong

50. Trinidad and Tobago Drinks Festival

51. Website
The week of Oct 28 - Nov 3
site received 2,618 visits
9,763 unique visitors over the
3 month period - 1 Oct to 15
Dec
Traffic Sources:
31.94%- Search Traffic,
46.48% - Referral Traffic,
16.79% - Direct Traffic, 4.79% -
Campaigns

52. Email
673 Subscribers
Average Open
Rate: 37.3%
(Industry Avg:
21.7%)
Our first email
performed the
best with and
Open Rate of
54.0%

53. Social Media / Facebook
Fans: 6,141 Weekly Total Reach: 2,293
Gender: 71.7% Female / 26.4% Male
Largest group are females 25 - 34 at 23.4%

54. Social Media /
Twitter
Followers: 234
Mentions: 98

55. Advertising / Facebook
Campaign reach: 164,963
Actions: 50,793
Clicks:10,555
CTR: 0.441%

61. Contact Us
Liliana Ragbir
622-2762
peppere@peppertt.com
9 Warner Street, Newtown
Port of Spain
www.peppertt.com
Copyright © 2013 Pepper Advertising Limited. All Rights Reserved. All persons in possession or who read this document acknowledge
Pepper Advertising Limited’s ownership of the copyright and Intellectual Property.