Marketing, Media, Social Media, Publicity

Sample Templates and Information

Developed by:

Tracey Hull,

Disclaimer and Copyright

The information provided in this document is intended for general use only. It is not a definitive guide to marketing, it does not constitute formal advice, and does not take into consideration the particular circumstances and the needs of your organisation and event. While every effort has been made to ensure the accuracy, adequacy and completeness of this information, THA Consulting cannot be held responsible and extends no warranties as to the suitability of the information in this document for any particular purpose and for actions taken by third parties. THA Consulting recommends seeking advice from qualified and experience personnel on the legal issues affecting you before acting on any matter.

© Copyright THA Consulting, 2015. This document is protected by THA Consulting copyright, with the exception of organisations involved workshops delivered by THA Consulting who may reproduce the information for their own purposes.

Contact for THA Consulting:

Phone:0407 737 205

Email:

Website:

Contents

1.Stakeholder Communications

2.Marketing Planning

2.1Policies and Procedures

2.2Our Product

2.3Marketing Goals

2.4Key Target Markets

2.5Why will people attend, join, get involved?

2.6Issues to manage

2.7Price

2.8Image, look, feel – the brand

2.9Printing

2.10Photography, filming

2.11Key messages

3.Marketing and Communication Tools

3.1Select your Tools

3.2Marketing Tools

4.Specific Marketing Activities

4.1Website

4.2Mailing Lists – e-mail; address

4.3Other organisations and people

4.4Word of mouth

4.5Websites Listings and Apps

5.Social Media Marketing

5.1Social Media Policy

5.2Electronic Database Management (EDMs)

5.3Social Media Tools

5.4Social Media Plan

5.5Measuring Impact of Social Media

6.Media Plan

6.1Media Protocols

6.2Media Contacts

6.3Newsworthy media angles and stories

6.4Images

6.5Media Kits, Media Releases

6.6Media and Marketing Partners

6.7Leveraging Media

7.Marketing Budget

8.Sample Marketing Plan

9.Evaluating and Adjusting Your Marketing Plan

9.1Evaluation Criteria

9.2Evaluation Tools

10.Useful Marketing Resources

1.Stakeholder Communications

Identify who has an interest in the organisation, who you need to communicate with, what you need to tell them, when you will do it, how and by who.

Stakeholder / Contact / What/Message / When / Who
Council / Obtain permit
Invite Mayor to:
-
-
Invite Officer to: / By July 2015 / TH
Our major sponsor / Invites to:
-thank you function
-annual dinner
-awards night / Nov 11, 2014
Dec 3, 2014
Mar 4, 2015 / BB
BB
BB
Our support sponsors
Our funding body

2.MarketingPlanning

2.1Policies and Procedures

Document rules and procedures. E.g. media spokesperson, social media policy.

2.2Our Product

What is it you want people to know about?

What is our product?

2.3Marketing Goals

Examples:

1. Increase our membership by 10% each year for the next three years.

2. Generate greater awareness of our cause resulting in 10% increase in donations.

Examples:

1. To attract at least 1,000 people to our event of which 50% are from the local region
and 50% from Melbourne and other parts of Victoria.

2.Event to finish with an on-going operating surplus of $5,000.

3. Generate awareness of our cause/event partners/attract more event partners.

2.4Key Target Markets

Whois your target market (type of people, from where, age, lifestyle, interests)?

Primary and Secondary Target Markets

Example:

Children aged 6 - 14 who live in our community, and have an interest in playing our sport.
Parents of children aged 6 – 14 in our community…

2.5Why will people attend, join, get involved?

Examples:

-Fun

-Something to do

-Entertainment

-New experience / destination

-Specific interest

-Learn

-Social

-Family and friends

-Travel / destination

-Support (community, interest)

-Raise funds

-Family

-Participate

2.6Issues to manage

Examples:

1. Limited places are available.

2.Registrations must be received by…. (no registrations on the day).

3. All proceeds will go to charity.

2.7Price

-Prices

-Range of ticket/entry/membership options

-Special offers

-Loyalty programs

-Convenience – distribution, methods of payment

2.8Image, look, feel – the brand

-Brand should reflect your event and goals.

-The event brand/image/logo will consist of:

-Images to be used:

-Design team:

2.9Printing

Designer:Printer:

Marketing materials:(List marketing material to be produced, including signage)

Distribution Plan
Detail exactly where every poster, flier and program will be distributed, by when, by who.

2.10Photography, filming

-Photography, filming required.

-Images to be used.

-Photography brief for the event.

-Photographer details.

-Permission forms (for public use of images).

2.11Key messages

The key messages we want to get to our target markets:

Examples:

-Help us raise funds for …

-Learn how to eat well in Spring.

-You’re Invited - learn how to market your club and increase membership.

-Learn how to keep your pets healthy and safe.

-Celebrate the biggest collection of …. in Australia.

3.Marketing and Communication Tools

Create an integrated marketing plan, selecting the “tools” that will reach your target audience. Identify potential partners/sponsors to support your marketing.

3.1Select your Tools

Our target markets will be best reached by:

Examples:

1.Emails sent to databases (email/mail) of past attendees, existing competitors etc.

2.Communicating with target audience through radio and television.

3.Placing adverts in the local paper in the sports pages.

4.Signage at town entrances

Consider ways to ensure your target market gets our information at least 6 times.

3.2Marketing Tools

Select only those relevant to your target audience.

Marketing Activity / When / Who / Cost / Notes
Available Budget / $
Products/Services Offered
Word of Mouth
(Identify how to spread word of mouth)
Database development
(Collect email from as many people as possible at event and from other sources; include event details in your email signature)
Loyalty/Return visitation program
(Identify ways to encourage loyalty – e.g. discounts, special offers, thank you cards)
Ticketing
(Selling methods, online, at events, sign up days etc)
DIGITAL, ONLINE
Website
(Update website and access to information)
Social Media, Blogs, Forums
(Facebook, Twitter, YouTube, Instagram, LinkedIn, Blogs, forums etc)
QR Code; Apps
(QR on posters, adverts, fliers etc for program details, survey etc, consider event app)
On-line advertising
(Google ads, Facebook, via media)
SMS
(SMS updates, details etc)
Direct mail (post and email) databases
(Collate database for target audience; include event details in your email signature. Identify other organisations you can promote your event through)
On-line Calendar listings
(Event website calendars, Council, others)
PUBLICITY
Free Editorial
(Editorial stories, pictures, listings etc)
Launch
(How will event/activity be launched, who will be invited (media & others)
Functions
(Thank you functions, awards etc)
Guest speaking opportunities
(Identify guest speaking opportunities to promote your event to audiences and sponsors)
Other Events / Promotions
(Places to promote at – fliers, stand etc, shopping centre info bays, events etc)
MARKETING MATERIALS
Marketing Material
(E.g. Fliers, posters, program, video etc. Develop distribution strategy aimed at target audience)
Signage; banners
(Signs on town entrances, other locations, venue)
Community/Workplace Notice Boards/Letter box drops
(Notices on notice boards; shops, letter box drops)
MEDIA
Media Releases
(Insert topics, dates, distribution strategy)
Television
(Sponsorship, community service announcements, paid ads, news stories)
Radio
(Sponsorship, community service announcements, paid ads, prize giveaways, news stories, interviews)
Newspapers
(Sponsorship, advertising, media releases, prize giveaways, joint sponsor promotions/adverts)
Magazines
(Identify magazines, trade publications etc for media releases, stories, pictures, advertising)
Community Service Announcements
(Identify opportunities with local media)
What’s On Event listings
(Distribute event dates/details to event lists e.g. state, local and regional newspapers, magazines)
Media Clippings
(Collate media details for use the following year and to evaluate marketing plan)
COMMUNICATIONS
Local Politicians
(Request inclusion in newsletters etc)
Public Relations
(e.g. Distribute fliers at other events, invite journalists, presentation at forums, meetings etc)
Council, Tourism, Business bodies
(Identify Council, tourism opportunities, advertising, tour operators, VICs, trader associations etc)
Co-promoters
(Identify potential partners to promote event – e.g. sponsors, local businesses)
ADVERTISING
Outdoor advertising
(e.g. Buses, billboards, signage, banners)
Media advertising
(e.g. newspapers, radio, TV, magazines, online)
Online advertising
(e.g. Facebook, via media, Google)
EVALUATION
Market Research and Evaluation
(Develop market research form/process to evaluate event)
TOTAL BUDGET

4.Specific Marketing Activities

4.1Website

Website details: (Include login details, who is responsible etc)

-Subscribe to newsletter / join our mailing list.

-Search engine optimization (SEO).

-Regularly updateand check content.

-Include media releases.

-Include important dates.

-Get as many organisations as possible to include your site on their site (links).

-Use google analytics to measure impact of your marketing.

-Recognise your supporters.

4.2Mailing Lists – e-mail; address

-Develop plan to grow your databases.

-Link to website, social media and use a database management system – examples:

-Campaign Monitor

-Constant Contact

-Mail Chimp

-Include opportunity to “share” / “forward to a friend” the email with others.

4.3Other organisations and people

Identify other organisations who can help market your organization by including details on their website, in their newsletter, emails etc – examples:

-Sponsors / event partners/ media partners

-Venues

-Performers / event participants

-Council (various departments)

-Tourism, attractions, accommodation,business organisations; local traders

-Local members of parliament

-State/national bodies

-Service clubs

-Organisations with big networks – e.g. schools, kindergartens, hospitals

4.4Word of mouth

-Encourage people on your database to forward your email to friends, family, work colleagues.

-Send out personal invitations.

-Talk it up! Share details.

-Encourage others to promote it among their family, friends, and work colleagues.

-Identify “influencers”

4.5Websites Listingsand Apps

Develop yourown list that your target audience is likely to read. There are hundreds – below is just a sample.

Organisation / Website
Council
Tourism bodies
Victorian government /
Visitvictoria.com /
My.visitvictoria.com /
RACV Resorts /
Events Victoria /
ABC – The Big Diary /
Around You /
Eventbrite / (registrations, along with various others)
Our Community (nationally significant community, advocacy, awareness events only) /
Victorian Craft Markets /
Victorian Farmers Markets /
Agricultural Shows /
Markets and Fairs /
communityEVENTScalendar /
Kidspot /
Visit Vineyards /
Accommodation providers / List with your local accommodation and tourism operators.
Medianet / (paid)
Community Broadcasting Association of Australia / (to find your local radio)
Fairfax- Regional Network /
Herald Sun/Leader /

5.Social Media Marketing

Social media: E.g. Twitter, Facebook, LinkedIn, Pinterest, YouTube, blogs

Facebook – largest network – over 1 billion users.

Twitter – micro blogging – up to 140 characters plus links/pics.

Instagram, Pinterest – photos, with #tags.

YouTube – video. Can share videos on various platforms.

LinkedIn – business networking tool – images, text, video).

Google + - Googles social network (photo sharing, messages, links, notifications)

Tumblr – share text, photos, quotes, links, music, videos

Blog – online journal updated regularly.

Digg – social news site.

Flickr – photo sharing and hosting site.

5.1Social Media Policy

Rules, who can post, who checks content, who monitors, what you will re-tweet, like, how to manage controversy?

5.2Electronic Database Management (EDMs)

-Create databased from your website, emails, and social media channels.

-Blogs/emails - keep it short, do regular updates about what your are doing, special promotions, what to expect

-Consider tone - fun, get people excited.

-Tell people how to get involved.

-Get subscribers.

-Partners/Sponsors: identify how they can get your messages out.

5.3Social Media Tools

-Choose your tools….

-Identify key words: #hashtags

-Build an audience and engagement (follow others, like and engage)

5.4Social Media Plan

Scheduled
publication date / Channel
(blog, Facebook, Twitter, etc) / Title / Heading
Message (if Twitter) / Content / Aim / Keywords / Writer / Reviewer/
Publisher
1 Aug / Facebook
Twitter / Nominations open tomorrow / Nominations for the 2015 #OurAwards are now open. Go to www. for details. / Encourage nominations / #OurAwards / TH / AA
8 Aug / Facebook / Nominations flooding in / One week in and we have 10 nominations for the OurAwards. To nominate your favorite star go to www. / Encourage nominations / TH / AA
10 Aug / Facebook
Twitter / Proud supporters / #OurSponsor is pleased to be giving away a $200 voucher to one lucky nominee. Nominate your favorite star and win! www….
PIC – sponsor… / Promote sponsor
Encourage nominations / #Oursponsor
#OurAwards / TH / AA
Sponsor

Note:

-Consider tools such as Hootsuite, TweetDeck, Buffer to manage (and pre-schedule) social media.

-Ensure constant monitoring and responses

5.5Measuring Impact of Social Media

-Regularly monitor responses to activities (likes, shares, interaction, comments)

-Experiment

-Use tools such as Google Analytics, Facebook Insights (App) to measure impact.

-Adjust your plan

6.Media Plan

6.1Media Protocols

-Who is responsible for approving media releases, talking to media, etc?

-Who is spokesperson in the case of an incident/accident?

-What procedures should be followed before making a statement?

-Media database (contact details and lead times for your target media).

-Lead times required.

6.2Media Contacts

-Identify key media contacts and who will make contact (and how you willbuild relationships).

-Consider local, regional, state, national contacts.

Key media contacts:

Name / Media / Story/Angle / Phone / Email

6.3Newsworthy media angles and stories

-Consider interesting angles, stories, photo opportunities, newsworthy items, special guests.

-Long lead media: 3 – 6 months in advance (magazines, newsletters, calendar listings etc)

-Medium lead: 1 – 2 months in advance (newspapers, magazines, emails, newsletters, calendar listings)

-Short lead: days, weeks

Topic / Angle / Media / When / Who

6.4Images

-Identify photo opportunities

-Collate images to submit to media

6.5Media Kits, Media Releases

Media Kits

-Background information

-Key purpose

-Key messages

-Sponsors, supporters and others to be recognized/acknowledged

-Images

-Contact details

Media Release

-Short, simple sentences

-Key facts in order of importance

-Key message up front

-Double spacing

-Check content, spelling (proof read)

-Contact details (for journalist and for public)

MEDIA RELEASE

What is happening (newsworthy)

To who, when and where (details, date, location)

Direct quotes from approved spokesperson

Key supporters

Ticket sales, entry price, contact details, website

Your contact details (name, phone, email)

Photos or times for photo opportunities if available.

6.6Media and Marketing Partners

-Document media partners.

-Identify other marketing partners (e.g. PR company, writer, social media expert).

6.7Leveraging Media

-Identify ways to maximize media coverage (e.g. negotiate to be included in their social media).

6.8Recognising media partners

-Document how you will recognise and reward media partners.

7.Marketing Budget

Create an excel spreadsheet.

Item / Supplier / Budget / Actual
Income
Marketing budget / $ / $
In-Kind
-Radio
-TV
-Print
-Web
-Printing
-Design / $ / $
TOTAL
Expenditure
Design
Printing
Website
Signage
Advertising:
-On-line
-Print
-TV
-Radio
Market research
Photography
TOTAL

8.Sample Marketing Plan

Consider an excel spreadsheet

Activity / Who / Jan / Feb / Mar / Apr / May / June / Jul / Aug
Website / Develop / Live / Update / Update / Update / Update / Update / Update
Blog / Date / Attraction / Cost / Book / Why / Details
Email
Facebook
Twitter
YouTube
Media sponsors / Approach / Approach / Negotiate / Agreement / Plan / Implement / Implement / Implement
Media release / Entertainment / Announcement / Attraction / x 3 / X 2
Print / Design / Design / Print / Distribution / Distribution / Distribution
Advertising
Signage

9.Evaluating and Adjusting Your Marketing Plan

9.1Evaluation Criteria

Determine the criteria will be used to evaluate your marketing plan (refer back to your goals). E.g. number of people, membership etc.

What and why are you evaluating?

-Did you achieve what you set out to? (e.g. event attendance numbers, fundraising etc).

-Did you attract your target audience?

-Did you achieve your marketing goals?

-How will the information be used? (e.g. reports, sponsors, funding bodies).

-Who do you need to participate in the evaluation of the event? E.g. participants, audience, suppliers, community, key stakeholders.

-What evaluation will each of your stakeholders require?

Outcomes that can be measured

-Numbers, attendance

-Fundraising

-Phone calls, email responses, tickets purchased

-Likes, retweets, shares, comments

-Feedback on marketing effectiveness – where people heard about organisation

9.2Evaluation Tools

Surveys and Feedback

-Ask questions re. source of information on:

Market research surveys (e.g. Survey Monkey, Survey Methods)
Feedback forms
Gate counter, postcodes
Ticket sales

-Get feedback from – stallholders, suppliers, contractor, volunteers, retailers etc

-Conduct de-briefs, formal and informal discussions

Website and social media

-Google Analytics:

-Monitor number of calls, Facebook etc as you issue media releases, your fliers etc

-Level of engagement (likes, shares, retweets, comments)

-Online feedback (comments on Facebook etc)

Mainstream media

-Record number of contacts as a result (e.g. phone calls, bookings etc)

-Monitor your website traffic (Google Analytics)

-Surveys at the event; surveys post event

-Reach of media coverage (stats available from most media)

Printed materials, posters etc

-Consider QR code

-Surveys at event, programs etc

-Feedback sessions (formal and informal)

-Distribution / take up

Publicity

-Extent of coverage obtained

-Number of contacts resulting (e.g. phone calls)

-Surveys at event/program

Key Stakeholders

-Ask key stakeholders about the marketing program

-Seek feedback on key messages – what needs to be changed