ASHA SF – events & marketing strategy Working Document

Strategy (1) GOAL More revenue from events, Focus on flagship events & continuity, Timeline? (2) MARKETING Social media, Brand, Timing & content for events : Palace in the park case study (3) ORGANIZATION Ideas, Asha Wiki (4) COLLABORATION

goal : more revenue from events Some chapters rely on Team Asha (e.g. SV), whereas others rely on events (e.g. Stanford). Asha SF has the opportunity to diversify revenue from both sources. Revenue: $51,000 Runners: ~30 Revenue: $3,400 Profit: $1,280 Attendees: ~150 Revenue: $4,800 Profit: ~$1,200 Attendees: ~100 Revenue: $63,000 Runners: 31 Revenue: $5,400 Profit: $3,100 Attendees: ~200 Revenue: ~$20,000 Profit: $14,000 Attendees: ~1,000

GOAL : Focus on Flagship events & Continuity Greater revenue for effort (both time, and number of volunteers) No volunteer burnout Builds Asha SF brand – events that cannot be missed! Opens doors to larger sponsors People mark their calendars Loyal following makes marketing easier Target these people with “early bird” Creates buzz early in the ticketing cycle A couple of events… 1 event. 2 days. Revenue > $100,000 Continuity… 1 event. 1night. Profit > $70,000

GOAL : timeline? Team Asha generates between $50,000 to $60,000 per year. This is not a goal for 2017.. ..but can Asha Events SF reach that in the next 2-3years?

MARKETING : Social media PR goes beyond marketing for events. We need continuous engagement – that’s where the newsletter comes in! We also need advocacy – sharing content builds networks, and makes our life easier! Does more = better? Will we get value from adding accounts? Facebook Twitter Instagram Asha SF Website Event-specific website Email – Constant Contact

Building the brand over time MARKETING : Brand Building the brand over time What to measure? Website metrics – Unique visitors, traffic source, page views, Clicks Social media platforms such as FB, TW, Instagram - # of posts, # of Followers, # of Engagements ( clicks, re-tweets, tweets, impressions, shares, likes) Newsletter subscribers – Growth Blogs - # of posts, # of contributors, page views Content – new content generated, syndicated Success? Increased # of followers, social media posts Increase in # of engagements – tweets, re-tweets, shares, likes, clicks, comments Eventually lead to ↑↑ supporters, donors, volunteers, customers

MARKETING : TIMING & Content FOR EVENTS Marketing timing for events Early birds start searching a month in advance. Most traffic over the last 2 weeks: we’ve seen this for Asha SF events.

Party in the palace Case Study

Post about raffles, and other sub-events

Organization : asha wiki Asha Stanford moved all their organization docs to the Wiki this year. Planning docs organized and easily available for future planning teams. Docs/ideas accessible by other Asha chapters.. share the love!

Organization : Ideas Secure event location well in advance (event lead to book 6-9 months prior) Secure event leads (multiple per event) well in advance Multiple people in-charge of sub-projects: marketing, vendors etc. Plan in phases Not all volunteers involved from the start Improved tracking of participants Use apps like Trello Hand-off meeting between teams

Collaboration Corporate sponsorship strategy… Charity partners to increase size & reach of events