Marketing and Promotions

For Special Events

 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/e-mail
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
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:
 www.1000postcards.com

 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
 E-mail 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:
 Clubs, 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 e-mail

 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
 The Six Ws of Special
Events
 Why? - Fundraising? Cultivation? Publicity?
 What? - Reception? Dinner? Tour?
Briefing?
 Who? - Donors? Prospects? Public?
 When? - One-time? Annual? Frequent?
 Where?- Facility? Public space? Private
home?
 Whom? - Staff? Volunteers? Professionals?
Seven Goals of Successful
Special Events
 1) Raise money
 2) Educate your constituents
 3) Motivate major donors
 4) Recruit volunteers
 5) Expand your network
 6) Market your organization
 7) Obtain key endorsements
Sources of Revenue
 Underwriters
 Sponsors
 Premium tables
 Ticket sales
 Ad sales
 Donations
 Auctions
Eight Steps to a
Successful Special Event
 Plan
 Assess risk
 Set budget
 Write case
 Set timeline
 Recruit volunteers
 Execute!
 Thank & evaluate