Webinar Marketing Your Culture Days Activity Like a Pro

Transcription

1 Webinar Marketing Your Culture Days Activity Like a Pro Presenter: Kelly Stahl, Senior Advisor, Creative Economy City of Brampton, Ontario August 10, 2015 Presented with the support of the Canada Council for the Arts Culture Days National Engagement Partner

2 Create a Marketing Strategy An effective marketing strategy will help you to define the overall direction and goals for your marketing and includes: your target market event details & unique selling points goals & objectives advertising & promotional tactics

3 Target Market Identify and define your target market who you will reach out to, and the people who might attend your event. you need to know who and where to devote your attention and resources, and how best to reach these people. You could define your target market by demographics (i.e. age, gender, employment, location) or interests (i.e. sports, culture, hobbies).

4 The Event Once you ve defined your target market, pinpoint what it is that this market wants or expects. Describe the event and what it would involve in terms of activities, services, value, pricing, and promotion. Make sure you describe in realistic detail what the target market can expect from the event, and what makes it unique. Make a list of the event s selling points.

5 Goals & Objectives Outline what you hope to achieve through the marketing and hosting of your event, and how you re going to accomplish these objectives. Objectives should be SMART, i.e. specific, measurable, achievable, realistic and time-specific. They re what you ll refer back to at the end of your event to see if it was successful.

6 Advertising & Promotion Saying the right things to the right people: Communicate the positioning of the event through key messages: Who the event is aimed at; What is special about it; Why it s a good idea to attend; When will it take place; Where will it take place; How easy it is to engage with the event? Develop the right combination of marketing tools to reach your audience.

7 Marketing Tools Some of the most commonly used event marketing tools include: Print: posters, leaflets, postcards, programmes Direct mail and print distribution Media advertising: print, radio and TV Outdoor advertising: billboards, bus sides, poster sites Media releases, promotions and activity Website/internet/e-bulletins Social Media

8 Tools & Templates

9 Action Plan & Evaluation In order to take your plan and make it a reality, you ll have to set realistic and measurable goals, by which you can monitor your progress. It also helps to assign responsibilities to keep track of activities and budgets. The action plan should set out what will be done, by when, and by who.

10 Action Plan & Evaluation The action plan should set out what will be done & by when CULTURE DAYS MARKETING PLANNER Year: 2015 Tactic 24-Aug 31-Aug 07-Sep 14-Sep 21-Sep Sept * budget * budget * budget * budget * budget * budget Total 1 8.5x11 poster * 50 * 0 * postcard * 50 * 0 * buttons * balloons * twitter * 0 * 0 * 0 * 0 * facebook * 0 * 0 * 0 * 0 * website * 0 * 0 * 0 * 0 * 0 * * 0 * direct mail * event signage * Budget:

11 Next Steps STEP ACTION CULTURE DAYS RESOURCES 1. Write your Marketing Strategy 1. Describe your target market 2. Detail event features & unique selling points 3. Define your goals & objectives 4. List marketing tactics to reach your audience 5. Fill out your marketing planner (excel spreadsheet) 2. Register your activity Register Here Tips for Activity Descriptions What's in a Name 3. Create your marketing mix using Culture Days Tips, Tools & Templates and Bright Spots Schedule feature. Marketing Materials Users Guide How to Use the Bright Spots Schedule 4. Execute your plan leading up to your event Follow your Marketing Plan! 5. During Culture Days Weekend 1. track your visitors 2. Share event activities and photos on social media 10 easy ways to Promote yourself on Social Media 6. Evaluate your success & follow up with participants! Measuring Success Maximize your Experience

12 Thank You!