Program Marketing Planning Guide

Event Name:XXXXX

ISUE Program Coordinator:XXXXX

Committee Members:XXXXX

Date:XXXXX

Time:XXXXX

Location:XXXXX

Registration Fee:XXXXX

PartneringOrganizations: XXXXX

  1. Primary Purpose and Description:

How does this program support Healthy People. Healthy Environments. Healthy Economies.What is the need? What are the desired outcomes; specific behavior changes that are desired? Give a brief description of the proposed event. What condition of concern does this program address? What research findings support this program/event?

  1. Target Audience:

Who is the program for? Identify specific groups of people that you want to reach, in priority order. Consider age, occupation, interests, geographic location, etc.

  1. Key Messages:

What does the audience need to know? What are the benefits of attending? Selling points? What will attendees gain from participating?Craft two or three messages in a way that will be compelling and resonate with the identified target audience(s).

  1. Marketing Goals:

List specific and measurable marketing goal(s) to be accomplished by this project - what you hope to accomplish and measurable outcomes?

Goal 1:

Goal 2:

Goal 3:

  1. Marketing Tactics:

Based on the goals you have set; identify those tactics that will appropriately and effectively promote your program. Select from the following matrix and/or add your own. Base your selection on 1) the potential to effectively reach your target audience, 2) the resources (time and budget) available, and 3) the scope or size of your program.

MARKETING TACTICS

INITIAL PREPARATION /  / Target Date / Person Responsible / Budget / Completion Date / 
Write talking points and key message statements
Prepare written copy for news release(s), web postings, email correspondence, newsletters, and other direct communications.
Design brochure, flyers, PowerPoint slides, etc.
Design program logo (if applicable)
Obtain copy and logo approval from partner organizations
Identify and update appropriate mailing lists
PRINT MATERIALS /  / Target Date / Person Responsible / Budget / Completion Date / 
Brochures
Flyers (8 ½ x 11, ¼ pg,
1/3 pg, etc.)
Posters (11 x 17 or larger)
Postcards
Business cards
Registration forms
Bookmarks
CROSS-PROMOTION /  / Target Date / Person Responsible / Budget / Completion Date / 
Share info with REED's; CPC’s; campus and program specialists. Provide PowerPoint promo slides, posters, brochures for distribution at programs, county offices
Provide materials to program partners
Identify businesses/service providers whose clients would benefit from the program, share promotional materials
Identify community events, other programs that are targeting a similar audience
EMAIL /  / Target Date / Person Responsible / Budget / Completion Date / 
Send save-the-date eBlasts to past/potential participants
Send information via email or eNewsletter with link to registration or more details
Send copy for REEDs, CPC’s, partner organizations, agencies to share with lists reaching target audience
Maintain regular communication with conference sponsors, share information that is going out to potential attendees
PRINT MEDIA /  / Target Date / Person Responsible / Budget / Completion Date / 
General press releases sent to all regional media and Extension offices for local media distribution
Pitch feature articles in local, regional, statewide newspapers/magazines – don’t forget about niche publications serving the area
Consider Free-Standing Inserts or working with the newspaper to create a special tab insert
Paid print advertising schedule (explore newspaper’s online presence, as well)
CALENDARS /  / Target Date / Person Responsible / Budget / Completion Date / 
Post event information on ISUE web calendar
Post information on media event calendars ( etc.)
ONLINE /  / Target Date / Person Responsible / Budget / Completion Date / 
Develop program/ conference website
Send news release and web link to REEDs/CPCs/OAs to add to their county websites
Share info with partner organizations, media and other websites reaching the same audience
Determine appropriate social media presence: Twitter, Facebook, YouTube, Video, Blogs, etc.
Explore online advertising opportunities to reach target audience
RADIO /  / Target Date / Person Responsible / Budget / Completion Date / 
Contact radio stations re: local interviews
Send out PSA's, talking points, media drops (with food)!
Request on-air interviews with AM radio
Paid advertising schedule (explore opportunities with the station’s online presence, as well)
TELEVISION /  / Target Date / Person Responsible / Budget / Completion Date / 
Explore feature opportunities for non-profits (i.e. KCRG morning mug-shot)
Update media event calendars with program information
Work with specialists who are featured guests of the media, or inquire about becoming one
Tap into public access television – share related video clips or slides of the program particulars
NEWSLETTERS /  / Target Date / Person Responsible / Budget / Completion Date / 
Send newsletter article(s) to organizations serving the same audience, i.e.
Farm Service Agency
Commodity groups
Libraries Schools
School newsletters
Church bulletins
Send newsletter article to Extension offices for 4-H newsletter and other county-based newsletters
Send newsletter article to other agencies, organizations
OTHER /  / Target Date / Person Responsible / Budget / Completion Date / 
Contact local banks, utility companies to see if they are willing to insert 1/3 sheet flyers in customer statements
Presence at other conferences/events?
Fairs, annual meetings, etc.
Explore movie theatre advertising opportunities
Send personal letters of invitation, follow up
Make presentations to local community clubs about the upcoming program
  1. Evaluation:

What changes or recommendations do you have for a future program of this nature? Would you recommend hosting this event again? Why?

  1. Outcomes:

Give specific measurable results for each goal established.

Goal 1:

Result:

Goal 2:

Result:

Goal 3:

Result:

  1. Impact:

Event close-out checklist: gather news articles, thank-you letters, client testimonial statements.

Telling the story /Gather information for success story and impact story – Was your primaryobjective met? Describe the impact of this project. What are some changes participants made? What are some outcomes that result from those changes? How do the outcomes benefit participants? Benefit others in the community (public value)?

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March 2013