Marketing and Promotions For Special Events

1. 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, 2007 905 889-6029 www.susansommers.ca susan@susansommers.ca c. 2007

2. Definitions Marketing Is: • Communicating the right message • To the right audience • Through the right medium • At the right time

3. Marketing Today • Very targeted to specific groups • Less advertising • Working on and off line • Multi-dimensional: 5 to 7 times

4. Types of Events • Open House • Fundraisers • Recognition events • Workshops, seminars, and clinics • Conferences and fairs • Parades and holiday events

5. 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

6. 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.)

7. Define Your Key Markets • Sponsors and funders • Volunteers • Suppliers and contractors • Other agencies • Media • Internet community

8. Start with Research Look at trends, issues, and misconceptions • One on one • Questionnaires • Surveys • Internet/e-mail

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

10. 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

11. Tool #1: Branding Your Events Describe Your Events: • Create a 20 word description of your event • __________ is a ________ that offers__________________ to___________.

12. Tool #2: Printed Materials Tag line • Should reflect your event • YMCA Fundraising Event for youth programs • Tag line: “Invest in Youth”

13. TOOL #2: Printed Materials Copy Tips • Use point form • Keep information short • Avoid cliches and jargon • Use plain English

14. 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

15. 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

16. Tool#2: Printed Materials Distribution of printed materials • Find sponsors for distribution: retailers • Libraries • Associations • Government agencies and offices • Related agencies • Religious institutions

17. 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?

18. 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

19. Tool #3: Internet Site • Home Page • Backgrounder • Fact Sheets • Published articles • FAQ’s • Icon for Internet Media Room • Links to other websites

20. Tool #3: Internet Site • Contact information • Photos • Upcoming Events • Testimonials • Call to action • Awards given and received • Sponsor information

21. 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

22. 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?

23. 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

24. Tool #4: Sponsorships Awards • Win industry awards that recognize your work • Good media opportunities • Media releases and photo ops

25. Tool #5: Networking/Speaking Networking opportunities: • Kiwanis, Rotary, etc. • Industry Conferences • Women’s Networking Sessions • Trade and consumer shows • Schools

26. 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

27. 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

28. 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

29. Tool #7: Media Campaigns Marketing/PR vs. advertising • Pros and cons • The rise of advertorials

30. 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

31. 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

32. Tool #7: Media Campaigns How To Contact the Media • By e-mail • By telephone • By mail • By fax • Media Drop

33. 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

34. 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.

35. Tool #7: Media Campaigns Media Kit Checklist: • News release • Media Alert/Photo Op • Backgrounders • Fact Sheet • Story Ideas • Photos

36. Tool #7: Media Campaigns • Recent Media Coverage • Testimonials • Sponsor information • Stats and studies • Products and services • Published articles • Business card

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

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

39. 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

40. 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? 

41. BUILDING FOR THE FUTURE • Was your special event successful? Why or why not? • Did the media respond to yourmaterials? • 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?

42. 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

43. ANY QUESTIONS?

44. susan sommers + associates • 905 889-6029 • Fax: 905 889-8393 • www.susansommers.ca • susan@susansommers.ca