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
Definitions
Marketing Is:
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Communicating the right message
To the right audience
Through the right medium
At the right time
Marketing Today
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Very targeted to specific groups
Less advertising
Working on and off line
Multi-dimensional: 5 to 7 times
Types of Events
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Open House
Fundraisers
Recognition events
Workshops, seminars, and clinics
Conferences and fairs
Parades and holiday events
Goals for Special Events
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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
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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
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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___________.
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Tool #2: Printed Materials
Tag line
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Should reflect your event
YMCA Fundraising Event for youth
programs
Tag line: “Invest in Youth”
TOOL #2: Printed Materials
Copy Tips
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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
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Find sponsors for distribution: retailers
Libraries
Associations
Government agencies and offices
Related agencies
Religious institutions
Tool #2: Printed Materials
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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
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Home Page
Backgrounder
Fact Sheets
Published articles
FAQ’s
Icon for Internet Media Room
Links to other websites
Tool #3: Internet Site
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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:
 Kiwanis, Rotary, etc.
 Industry Conferences
 Women’s Networking Sessions
 Trade and consumer shows
 Schools
Tool #5: Networking (is work)
Rules For Networking
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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
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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
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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:
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News release
Media Alert/Photo Op
Backgrounders
Fact Sheet
Story Ideas
Photos
Tool #7: Media Campaigns
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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
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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
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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
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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
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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
ANY QUESTIONS?
susan sommers +
associates
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905 889-6029
Fax: 905 889-8393
www.susansommers.ca
susan@susansommers.ca