Event Planning Support Documents 2011-2012
MARKETING MATERIAL
Creating Effective Marketing Material
The following document will provide you with tips to creating effective marketing material.
Marketing material includes but is not limited to the following:
Print media (newspapers, brochures, posters)
Social media (facebook, twitter, blogging, websites)
Radio, television,
Print Media:
Headlines:
use short simple words
it should be interest provoking
it should contain an action verb
Contents:
define your unique selling proposition: what differentiates your event from others
appeal to the sense of sight, hearing, smell, taste and touch
use photos
use words that add punch
ask the reader to take the action you want, spell out what you want them to do.
Ensure consistency in various print media used
10 Point Checklist:
1___ Does it follow the five second rule? Can readers figure out what you are selling in 5 seconds or less?
2___ Does the headline make them read the rest of the ad?
3___ Does it have an interest arousing sub-heading?
4___ Is your offer clear and is it a good one?
5___ Did you differentiate yourself from the competition?
6___ Does the ad show a benefit to the reader?
7___ Is there a call to action in your ad?
8___ Is your ad too cluttered?
9___ Is there enough white space?
10___ Would you buy what you are trying to sell? (Or attend the event you are promoting?)
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Examples:
Effective posters
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Social Media:
What is social media? It is media designed to be disseminated through social interaction, created using highly
accessible and scalable publishing techniques.
- Wikipedia.org
Benefits of social medial:
Allows an ongoing conversation of what is happening right now and a steady stream of information
Encourages building relationships between contributors
Allows the opportunity for feedback
Tips on using Social Media:
Create a meaningful dialogue: create posts that will elicit interesting responses.
o Avoid repetitive posts that do not add meaning to the content
Avoid sending multiple mass messages
In regards to twitter, if people are following you make an effort to follow them as well
Update regularly and monitor for negative comments then deal with them accordingly
o Don’t avoid negative comments, approach the contributor and try to mediate the situation then
remove comment from the feed
Encourage all club members to participate, the more people who constructively participate the better
o Ensure all messages submitted from group members are consistent with the goals and
objectives of the event
Monitor progress and continuously strive to improve online presence
Radio/television:
Press releases: These are useful to send to local media outlets to inform them about your event. A press
release should contain all of the information a reporter would need to write an article on your event. The
press release can also entice the media to attend your event.
How to write a press release:
Double space lines
Strong font (Arial, Verdana), 12 point font
Top of the page and centered or left justified in capital letters – MEDIA RELEASE
Create interesting headline that grabs attention and briefly summarizes news
Dateline - state the date for release or FOR IMMEDIATE RELEASE
Introduction - know your 5 w’s and answer them in your first paragraph
o What – is the event?
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o Where – is it going to take place?
o When – is it going to happen?
o Why – is it happening?
o Who – will be there?
Body – provides further explanation and includes quotes and background information
Close – end the release with centered -30- or ###
Include media contact details
Tips for writing and sending a press release:
Keep it short, 1 page and no more than 500 words
Use facts and ensure it is newsworthy
Send it to the right person and follow up on it
Know the editors deadlines
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Example Press Release
FOR RELEASE #11-024
February 11, 2011
Young Yukon artists to perform at Halifax 2011 Canada Games
WHITEHORSE—Yukon is sending three young artists to the National Artist Program of the 2011 Canada
Winter Games in Halifax, Nova Scotia February 11 to 27.
“Yukon is very proud to support these talented individuals as members of Team Yukon,” Tourism and Culture
Minister Elaine Taylor said. “Integrating the arts with sports allows Yukon to contribute its best representatives
to the success of the games and gives the participants opportunities to raise their levels of expertise in their
individual artistic disciplines.”
Team Yukon artists Clancy McInnis (music), Jada Powell (dance) and Valerie Herdes (dance) will travel with
Yukon National Artist Program manager Andrea Simpson-Fowler and mission staff for Culture Tracey Bilsky.
“The Canada Winter Games provide the opportunity for artists as well as athletes to showcase their talents at
the national level,” Bilsky said. “Whether competing in sport or collaborating in art, these games allow Yukon
young people to shine on the national stage. In my role as Team Yukon’s mission staff for culture, I am
delighted with the creativity and energy of our culture team and look forward to supporting their work at the
games.”
The National Artist Program is the cultural component of the Canada Games. The program bridges the pursuit
of excellence between the sport and cultural worlds. Youth from across Canada present their work in
performing and visual arts through a series of workshops, lessons and collaborative exercises under the
guidance of mentors and guest artists, all experts in their chosen fields. Team Yukon’s artists will also attend a
retreat at the Ross Creek Centre for the Arts located in rural Nova Scotia, lead their own mentoring workshops
for youth from the Halifax Regional Municipality and work in an artists’ residency culminating in a gala
performance. Yukon government, through the Department of Tourism and Culture, has provided $4,100
toward travel expenses for the artists to attend the games. For more information about Halifax 2011 Canada
Games and the National Artist Program visit www.canadagames2011.ca.
-30Contact: Emily Younker Cabinet
Communications 867-633-7961
emily.younker@gov.yk.ca
Karen Keeley Communications,
Tourism and Culture 867-667-8304
karen.keeley@gov.yk.ca
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Public Service Announcements:
Local radio stations will often have an allotted community section both on their website and one that is
read on air. To make it easiest for the radio stations create a 15 or 30 second public service announcement
(PSA) to send to them. A PSA should include the who, what, when, where and why details of the event.
Examples:
15 Seconds:
Royal Tea Party “A Toast to the Children’s Wish Foundation”
Come help support the Children’s Wish Foundation at The Royal Tea Party. A fun filled day for the whole family where
there will be tea and snacks, crafts and a variety of activities for boys, girls, and parents alike!
Join us March 5th at Connaught school on Gladstone from 12 to 4pm. Find tickets and details at www.royalteaparty.ca.
30 Seconds:
Royal Tea Party “A Toast to the Children’s Wish Foundation”
Come help support the Children’s Wish Foundation at The Royal Tea Party hosted by the students of the Algonquin
College Event Management Program. A fun filled day for the whole family. There will be coffee and tea, snacks and sweets,
crafts and a variety of activities for boys, girls, and parents alike! From piñatas to story time, dress the royal part and join us
March 5th at Connaught school on Gladstone from 12 to 4pm. For tickets and details go to www.royalteaparty.ca.
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