Marketing and Promotions For Special Events Presented to: 2007 Parks and Recreation Ontario Educational Forum and Trade Show Presented by: susan sommers +associates Wednesday, March 28, c. 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/

Design A Marketing Toolkit Customize with 7 Tools: Tool #1: Branding Tool #2: Printed Materials Tool #3: Internet sites and promotion Tool #4: Corporate and Media Sponsorships and Kits Tool #5: Networking/Speaking Tool #6: Trade and Consumer Shows Tool #7: Media campaigns

Tool #1: Branding Your Events Create 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 ________ that offers__________________ 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:   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 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 Marketing/PR vs. advertising Pros and cons The rise of advertorials

TOOL #7: Media Campaigns Define and prioritize your key markets AND select the media that reach them Where do most of your markets get information? Get to know the media: names, titles, and deadlines

Tool #7: Media Campaigns When To Contact the Media Before the event Day before: The Media Alert/Photo Op During the event After the event

Tool #7: Media Campaigns How To Contact the Media By By telephone By mail By fax Media Drop

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 media A 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

Tool #7: Media Campaigns Media at Your Event On site Media Check in Table On site Media Room

Tool #7: Media Campaigns The Role of Advertising Advertising- Advertorials Advertising equivalency

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

ANY QUESTIONS?

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