Download - Marketing and Promotions For Special Events
Marketing and Promotions For Special Events
Presented to: 2007 Parks and Recreation Ontario Educational
Forum and Trade Show Presented by: susan sommers
+associatesWednesday, March 28, 2007
905 [email protected]. 2007
Definitions
Marketing Is: Communicating the right
message To the right audience Through the right medium At the right time
Marketing Today
Very targeted to specific groups
Less advertising Working on and off line Multi-dimensional: 5 to 7 times
Types of Events
Open House Fundraisers Recognition events Workshops, seminars, and
clinics Conferences and fairs Parades and holiday events
Goals for Special Events Generate revenue Educate the community Position you as a leader in your field Increase awareness of your
programs and services Attract new participants Gain credibility Develop media relationships Highlight sponsors
Define Your Key Markets
Current participants Past and potential participants Associations and clubs Local Community Government agencies Special Interest Groups (sports,
youth, seniors, women, etc.)
Define Your Key Markets
Sponsors and funders Volunteers Suppliers and contractors Other agencies Media Internet community
Start with Research
Look at trends, issues, and
misconceptions One on one Questionnaires Surveys Internet/e-mail
Design A Marketing Toolkit
Customize with 7 Tools: Tool #1: Branding Tool #2: Printed MaterialsTool #3: Internet sites and e-mail promotionTool #4: Corporate and Media Sponsorships and KitsTool #5: Networking/SpeakingTool #6: Trade and Consumer ShowsTool #7: Media campaigns
Tool #1: Branding Your EventsCreate Your Look Ensure it portrays your image Build recognition through signage,
business cards, portfolio, letterhead, advertising, packaging, Internet site, and show booth
Appeals to your target audience and lasts over time
Set body copy in friendly, easy to read typeface
Tool #1: Branding Your Events
Describe Your Events: Create a 20 word description
of your event __________ is a ________ thatoffers__________________ to___________.
Tool #2: Printed Materials
Tag line Should reflect your event YMCA Fundraising Event for youth
programs Tag line: “Invest in Youth”
TOOL #2: Printed Materials
Copy Tips Use point form Keep information short Avoid cliches and jargon Use plain English
Tool #2: Printed Materials
Event Brochures: Date, time and place Type of Event/goal Background Ways to register (on-line?) Donations/fundraising form Testimonials Photographs and graphics Contact information and Map
Tool #2: Printed Materials
Postcards and Posters: www.1000postcards.com New sizes Feature your work Educate clients Announce a special event Keep in touch with clients
Tool#2: Printed Materials
Distribution of printed materials Find sponsors for distribution: retailers Libraries Associations Government agencies and offices Related agencies Religious institutions
Tool #2: Printed Materials Postal walk Newspaper insert Posted on website E-mail and e-vite Mail How will you track? How will you evaluate?
Tool #3: Internet Site
Look at design: accessible, thorough, exciting, easy to use
Use the site for information and registration for special events
Descriptions and details Promote the site in all printed
materials
Tool #3: Internet Site
Home Page Backgrounder Fact Sheets Published articles FAQ’s Icon for Internet Media Room Links to other websites
Tool #3: Internet Site
Contact information Photos Upcoming Events Testimonials Call to action Awards given and received Sponsor information
Tool #3: Internet Site
On-line Media Room Archived news releases Bios Fact Sheet Story ideas List of key contacts Testimonials Recent media coverage Downloadable photos Articles
Tool #4: Sponsorships
Corporate and Media Sponsors Who are they? How can you find sponsors What can you offer sponsors? What can they offer your
event?
Tool #4: Sponsorships
Create a Sponsorship Kit Fact Sheets on organization and event Backgrounder Sponsorship Levels and Offerings Testimonials Information sheets Cover Letter Recent media coverage Business card
Tool #4: Sponsorships
Awards Win industry awards that
recognize your work Good media opportunities Media releases and photo ops
Tool #5: Networking/Speaking
Networking opportunities: Kiwanis, Rotary, etc. Industry Conferences Women’s Networking Sessions Trade and consumer shows Schools
Tool #5: Networking (is work)
Rules For Networking Rehearse a 20-word description Get out of your cocoon Set goals for yourself Trade information Listen and ask Approach a loner Exchange business cards Follow up The more you give, the more you get
Tool #6: Trade and Consumer Shows
An excellent way to promote your events, services, and programs
Hold a draw Build a data Distribute brochures and
postcards
Tool #6: Trade and Consumer Shows
Look at competitors Build action into booth Give out printed materials:
postcards, business cards, and brochures
Deliver media kits to Media Room Media sign-in table or On-site Media
Room Hold a draw
TOOL #7: Media Campaigns
Define and prioritize your key markets AND select the media that
reach themWhere do most of your markets getinformation?Get to know the media: names, titles, and deadlines
Tool #7: Media Campaigns
When To Contact the MediaBefore the event Day before: The Media
Alert/Photo Op During the event After the event
Tool #7: Media Campaigns
Organize a Media Drop Two weeks before an event Call one week ahead to find
contact Drop a kit, product, and bag Follow up three days later
Tool #7: Media Campaigns
The Media Kit: Definition:
A customized presentation that provides detailed, pertinent information to the mediaA good Media Kit explains you and your organization to an Editor or Producer when you are not there.
Tool #7: Media Campaigns
Media Kit Checklist: News release Media Alert/Photo Op Backgrounders Fact Sheet Story Ideas Photos
Tool #7: Media Campaigns
Recent Media Coverage Testimonials Sponsor information Stats and studies Products and services Published articles Business card
Measuring and Evaluating Success
Track how well the tactics and persuasive messages are altering the perception of your target audiences
Look at: advertising equivalency, tone, placement, key messages
BUILDING FOR THE FUTURE
Evaluation and Planning Did you identify the right markets for your
events? Was your brochure or postcard
effective? Did it include the right information? How would you change it?
BUILDING FOR THE FUTURE Was your special event successful? Why or
why not? Did the media respond to your materials? Did the media attend your event? Did your media campaign get you publicity? Have you added the media coverage to your
brochure or kit? Did you follow-up?
BUILDING FOR THE FUTURE Are you in a better position - financially,
sales, awareness, and support - than when you started your P.R. program?
What have you learned? What is your next step? To create a new, one-year plan