smart marketing for successful college organization events

SMART MARKETING FOR

2015 Leadership & Involvement Conference

SUCCESSFUL EVENTS

WHO?

WHO ARE YOU?Your organization or cause, that is.

Know who you are before you start. ?

Start with your organization’s MISSIO

N

Why are you

doing an event?

How does it relate to your

mission?

YOUR MESSA

GEshould reflect that

connection to mission.

ON POSTERSIN SOCIAL MEDIA

EVERYWHERE

Event volunteers should all know WHY the group is doing the event––

that way…

COHESIVE

Then, you are on your way to a

BRAND

BRAND

BRAND

BRAND

BRAND

BRAND

BRAND

YOUR AUDIENCE

WHO ARE YOU TRYING TO REACH?

has a better chance of embracing your message.

If you said “EVERYONE”

You’re not doing it right.

Spend some time identifying

and understanding

who theyare.

what they respond to.

QUICK EXERCISESpend 2 minutes writing a statement about the purpose of an event you have worked on in the past or plan in the future:

“We want to get more students involved in _____ by donating _____ (time, money).”

“We’re here to raise awareness of _____ and get students to _______ before ____(date).”

“We’re seeking new members who want to improve _____ on campus.”

PLANNINGSome clever know-it-all once said:

I say:FAILING TO PLANIS PLANNING TO FAIL.

START EARLY. MAKE LISTS.

ORGANIZE BY:

WHO WHAT WHERE WHEN

WHY

WHO WILL BE INVOLVED?

Use commitment forms and reminders.

Schedule time slots, don’t rely on verbal and memory alone.

Assign specific duties during event for a seamless run, not just “volunteers”

WHAT’S THE BEST LOCATION?

…for your audience?What is the most-trafficked spot on your campus?Do you need permission? Get it now, don’t wait.

WHAT ELEMENTS DO YOU NEED?

HOW LONG SHOULD IT LAST?

USE GOOGLE DOCS TO TRACK, PLAN.

PUBLICITY AND MARKETINGMaking the right choices.

WHO WHAT WHERE WHEN

Assume no one knows what you are talking about. KISS: Keep it simple smarty.Use social media for maximum reach per $.Messages should emphasize key pointsConsistency… use a single simple image or graphic to illustrate. WH

Y

HOW SHOULD YOU

REACH PEOPLE? SOCIAL MEDIA,

DIGITALFacebook event page? Almost always a good idea

Twitter account? Resist the urge to create a new one

Video to highlight or explain an issue before the event?

Other platforms for reminders day of: SnapChat, YikYak, others?

POSTERSRaise awareness for people who don’t go to the event

Will it be memorable, catchy, visual?

Regulations: Are there restrictions on posting?

If funded by fees, does it need special notice?

Bulletin Boards: need to plan, schedule ahead.

NEWS OUTLETSSomething new, different, unusual

Emotional impact

Long lead time

Does it look like action?

GUERILLAMARKETINGNot ‘Gorilla’

Chalking (get the water-soluble kind)

Beware of stickers.

Think carefully about it could affect perceptions.

Shaking a sign, costumes, props, flashmobs.

Where’s the line between annoyance and effectiveness?

LOOK AT ME

ENGAGING YOUR AUDIENCEThey don’t care.Show them why they should.What can you do to engage them?

SHOW ENTHUSIASM

with a reason

BE INCLUSIVE, BE CREATIVE. Invite

participation. Make it as low a barrier as possible.

Petition? Make it showy and colorful.

Donation? Make it visible, social and recognized.

Brainstorm. Anything goes…you can scale back after getting a great idea.

Is there an activity you can engage them in?

Offer an incentive. Enter a drawing for a chance to win a prize.

Maybe sitting at a table isn’t the best way to promote your organization.

Maybe the outreach is unconventional.

Make a commitment to talk 1-to-1 with 5 people over a week?

Volunteer to speak to your classes with instructor permission

Offbeat campaigns: Day of Silence, Blue Ribbons.

WHY NOT… 1 to 1 to a class Somethin

g else?

QUICK EXERCISE

Stand up and find a partner.

Imagine you’re staffing an event and have a short time to explain your purpose to each other.

Tell each other about the purpose of your group.

Give each other some feedback about the pitch.

THE DAY BEFORE

Confirm participation, schedules, event location Gather materials. Don’t forget supplies like tape, clips, scissors, staplerName tags make it look officialMeet with event volunteers before the event

Be set up before promoted time, Stay until the end.

EVENT DAY Record

testimonials about event, take video of people saying how great it was, or talking about the activity.

Post to social media during event—who is responsible? Don’t leave it to ‘everybody can’ –nobody will.

✔

EVENT DAYThink about post-event publicity during the event. Can you run a poll and publicize results?

Take photos that explain or illustrate, ask a volunteer to be responsible.

Track results: how many visitors, X handed out, etc. This might be important later if you will apply for grant funding.

YES NO

MAKE IT ALL BUSINESS, IN

A FRIENDLY WAY.

See a friend you haven’t seen in a while? Stick to the event, make a plan for catching up later.

Don’t block the table––this isn’t time for socializing among volunteers.

Keep focused on getting the message across.

WORST CASESCENA

RIO

THE DAY AFTER( OR WITHIN A WEEK )

Review what worked, what didn’t, and why

Follow up with anyone who had a question that wasn’t answered.

Follow up with news outlets, letter to editor thanking for coverage, note to venue host thanking for assistance.

Post photos and summary to event page

FEEDBACK?

THANK YOU. Images and inspiration courtesy of student groups at Sindecuse Health Center, Western Michigan University including: Student Health Advisory Council LINK

Theatre for Community Health LINK

Western H.E.R.O.E.S. bystander intervention program LINK

F.I.R.E. Fighting Ignorance and Rape through Education LINK

Sexual Health Peer Education LINK

GO MAKE AN IMPACT ON YOUR CAMPUS!