Marketing, Media, Social Media, Publicity

Sample Templates and Information

October 7 & 14th, 2014

Presented by:

Tracey Hull,

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Moira Shire CouncilMarketing, Media, Social Media,

Publicity WorkshopAGENDA1. Introductions

2. Marketing

3. Media and Publicity

4. Social Media

5. Discussion and information sharing

Disclaimer and Copyright

The information provided in this document is intended for general use only. It is not a definitive guide to marketing, it does not constitute formal advice, and does not take into consideration the particular circumstances and the needs of your organisation and event. While every effort has been made to ensure the accuracy, adequacy and completeness of this information, THA Consulting cannot be held responsible and extends no warranties as to the suitability of the information in this document for any particular purpose and for actions taken by third parties. THA Consulting recommends seeking advice from qualified and experience personnel on the legal issues affecting you before acting on any matter.

© Copyright THA Consulting, 2014. This document is protected by THA Consulting copyright, with the exception of organisations involved in the Moira Shire Council Event Workshop on October 7 & 14th, 2014 who may reproduce the information for their own purposes.Contact for THA Consulting: tracey@thaconsulting.com.au

www.thaconsulting.com.au

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Contents1. Stakeholder Communications........................................................................................................4

2. Marketing Planning........................................................................................................................5

2.1 Policies and Procedures.........................................................................................................52.2 Our Product...........................................................................................................................52.3 Marketing Goals.....................................................................................................................52.4 Key Target Markets................................................................................................................52.5 Why will people attend, join, get involved?...........................................................................62.6 Issues to manage...................................................................................................................62.7 Price.......................................................................................................................................62.8 Image, look, feel – the brand.................................................................................................62.9 Printing..................................................................................................................................62.10 Photography, filming.............................................................................................................72.11 Key messages.........................................................................................................................7

3. Marketing and Communication Tools............................................................................................8

3.1 Select your Tools....................................................................................................................83.2 Possible Tools........................................................................................................................8

4. Specific Marketing Activities........................................................................................................11

4.1 Website................................................................................................................................114.2 Mailing Lists – e-mail; address.............................................................................................114.3 Other organisations and people..........................................................................................114.4 Word of mouth....................................................................................................................114.5 Websites Listings and Apps..................................................................................................12

5. Social Media Marketing...............................................................................................................13

5.1 Social Media Policy..............................................................................................................135.2 Electronic Database Management (EDMs)..........................................................................135.3 Social Media Tools...............................................................................................................135.4 Social Media Plan.................................................................................................................145.5 Measuring Impact of Social Media.......................................................................................14

6. Media Plan...................................................................................................................................15

6.1 Media Protocols...................................................................................................................156.2 Media Contacts....................................................................................................................156.3 Newsworthy media angles and stories................................................................................156.4 Images.................................................................................................................................156.5 Media Kits, Media Releases.................................................................................................166.6 Media and Marketing Partners............................................................................................166.7 Leveraging Media.................................................................................................................16

7. Marketing Budget........................................................................................................................17

8. Sample Marketing Plan................................................................................................................17

9. Evaluating and Adjusting Your Marketing Plan............................................................................18

9.1 Evaluation Criteria...............................................................................................................189.2 Evaluation Tools...................................................................................................................18

10. Useful Marketing Resources....................................................................................................19

11. Your feedback..........................................................................................................................19

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1. Stakeholder Communications

Identify who has an interest in the organisation, who you need to communicate with, what you need to tell them, when you will do it, how and by who.

Stakeholder Contact What/Message When WhoCouncil Obtain permit

Invite Mayor to:--

Invite Officer to:

By July 2015 TH

Our major sponsor

Invites to:- thank you

function- annual dinner- awards night

Nov 11, 2014

Dec 3, 2014

Mar 4, 2015

BB

BB

BB

Our support sponsorsOur funding body

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2. Marketing Planning2.1 Policies and Procedures

Document rules and procedures. E.g. media spokesperson, social media policy.

2.2 Our Product

What is it you want people to know about?

What is our product?

2.3 Marketing Goals

1.

2.

Examples:

1. Increase our membership by 10% each year for the next three years.

2. Generate greater awareness of our cause resulting in 10% increase in donations.

Examples:

1. To attract at least 1,000 people to our event of which 50% are from the local region and 50% from Melbourne and other parts of Victoria.

2. Event to finish with an on-going operating surplus of $5,000.

3. Generate awareness of our cause/event partners/attract more event partners.

2.4 Key Target Markets

Who is your target market (type of people, from where, age, lifestyle, interests)?

1.

2.

Primary and Secondary Target Markets

Example:

1. Children aged 6 - 14 who live in our community, and have an interest in playing our sport.

2. Parents of children aged 6 – 14 in our community…

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2.5 Why will people attend, join, get involved?

1.

2.

Examples:

- Fun- Something to do- Entertainment- New experience / destination- Specific interest- Learn- Social

- Family and friends- Travel / destination- Support (community, interest)- Raise funds- Family- Participate

2.6 Issues to manage

1.

2.

Examples:

1. Limited places are available.

2. Registrations must be received by…. (no registrations on the day).

3. All proceeds will go to charity.

2.7 Price

- Prices- Range of ticket/entry/membership options- Special offers- Loyalty programs - Convenience – distribution, methods of payment

2.8 Image, look, feel – the brand

- Brand should reflect your event and goals. - The event brand/image/logo will consist of:- Images to be used:- Design team:

2.9 Printing

Designer: Printer:

Marketing materials: (List marketing material to be produced, including signage)

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Distribution Plan Detail exactly where every poster, flier and program will be distributed, by when, by who.

2.10 Photography, filming

- Photography, filming required.- Images to be used.- Photography brief for the event.- Photographer details.- Permission forms (for public use of images).

2.11 Key messages

1.

2.

The key messages we want to get to our target markets:

Examples:- Help us raise funds for …- Learn how to eat well in Spring.- You’re Invited - learn how to market your club and increase membership.- Learn how to keep your pets healthy and safe.- Celebrate the biggest collection of …. in Australia.

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3. Marketing and Communication Tools

Create an integrated marketing plan, selecting the “tools” that will reach your target audience. Identify potential partners/sponsors to support your marketing.

3.1 Select your Tools

Our target markets will be best reached by:

1.

2.

3.

4.

5.

Examples:

1. Emails sent to databases (email/mail) of past attendees, existing competitors etc.

2. Communicating with target audience through radio and television.

3. Placing adverts in the local paper in the sports pages.

4. Signage at town entrances

Consider ways to ensure your target market gets our information at least 6 times.

3.2 Possible Tools

Marketing Activity When Who Cost Notes

Available Budget $

Products/Services Offered

Word of Mouth(Identify how to spread word of mouth)

Database development(Collect email from as many people as possible at event and from other sources; include event details in your email signature)Loyalty/Return visitation program(Identify ways to encourage loyalty – e.g. discounts, special offers, thank you cards)Ticketing(Selling methods, online, at events, sign up days etc)

DIGITAL, ONLINEWebsite

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Marketing Activity When Who Cost Notes

(Update website and access to information)

Social Media, Blogs, Forums(Facebook, Twitter, YouTube, Instagram, LinkedIn, Blogs, forums etc)QR Code; Apps(QR on posters, adverts, fliers etc for program details, survey etc, consider event app)On-line advertising(Google ads, Facebook, via media)

SMS(SMS updates, details etc)

Direct mail (post and email) databases(Collate database for target audience; include event details in your email signature. Identify other organisations you can promote your event through)On-line Calendar listings(Event website calendars, Council, others)

PUBLICITY Free Editorial(Editorial stories, pictures, listings etc)

Launch(How will event/activity be launched, who will be invited (media & others)Functions(Thank you functions, awards etc)

Guest speaking opportunities(Identify guest speaking opportunities to promote your event to audiences and sponsors)Other Events / Promotions(Places to promote at – fliers, stand etc, shopping centre info bays, events etc)MARKETING MATERIALSMarketing Material (E.g. Fliers, posters, program, video etc. Develop distribution strategy aimed at target audience)

Signage; banners(Signs on town entrances, other locations, venue)

Community/Workplace Notice Boards/Letter box drops(Notices on notice boards; shops, letter box drops)

MEDIA Media Releases(Insert topics, dates, distribution strategy)

Television(Sponsorship, community service announcements, paid ads, news stories)Radio(Sponsorship, community service announcements, paid ads, prize giveaways, news stories, interviews)Newspapers(Sponsorship, advertising, media releases, prize giveaways, joint sponsor promotions/adverts)Magazines

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Marketing Activity When Who Cost Notes

(Identify magazines, trade publications etc for media releases, stories, pictures, advertising)Community Service Announcements(Identify opportunities with local media)

What’s On Event listings(Distribute event dates/details to event lists e.g. state, local and regional newspapers, magazines)Media Clippings(Collate media details for use the following year and to evaluate marketing plan)COMMUNICATIONSLocal Politicians(Request inclusion in newsletters etc)

Public Relations(e.g. Distribute fliers at other events, invite journalists, presentation at forums, meetings etc)Council, Tourism, Business bodies(Identify Council, tourism opportunities, advertising, tour operators, VICs, trader associations etc)Co-promoters(Identify potential partners to promote event – e.g. sponsors, local businesses)ADVERTISINGOutdoor advertising(e.g. Buses, billboards, signage, banners)

Media advertising(e.g. newspapers, radio, TV, magazines, online)

Online advertising(e.g. Facebook, via media, Google)

EVALUATIONMarket Research and Evaluation(Develop market research form/process to evaluate event)

TOTAL BUDGET

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4. Specific Marketing Activities4.1 Website

Website details: (Include login details, who is responsible etc)

- Subscribe to newsletter / join our mailing list.- Search engine optimization (SEO).- Regularly update and check content.- Include media releases.- Include important dates.- Get as many organisations as possible to include your site on their site (links).- Use google analytics to measure impact of your marketing.- Recognise your supporters.

4.2 Mailing Lists – e-mail; address

- Develop plan to grow your databases.

- Link to website, social media and use a database management system – examples:

- Campaign Monitor- Constant Contact- Mail Chimp

- Include opportunity to “share” / “forward to a friend” the email with others.

4.3 Other organisations and people

Identify other organisations who can help market your organization by including details on their website, in their newsletter, emails etc – examples:

- Sponsors / event partners/ media partners- Venues- Performers / event participants- Council (various departments)- Tourism, attractions, accommodation, business organisations; local traders- Local members of parliament- State/national bodies- Service clubs- Organisations with big networks – e.g. schools, kindergartens, hospitals

4.4 Word of mouth

- Encourage people on your database to forward your email to friends, family, work colleagues.

- Send out personal invitations.- Talk it up! Share details.- Encourage others to promote it among their family, friends, and work colleagues.

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- Identify “influencers”

4.5 Websites Listings and Apps

Develop your own list that your target audience is likely to read. There are hundreds – below is just a sample.

Organisation Website

Moira Shire Council www.moira.vic.gov.au

Sun Country on the Murray http://www.suncountryonthemurray.com.au/

Discover Murray http://www.murrayriver.com.au/

http://www.cobrambarooga.org.au/

Murray Regional Tourism http://www.visitthemurray.com.au/

Victorian government www.vic.gov.au/calendar

Visitvictoria.com www.visitvictoria.com

My.visitvictoria.com http://my.visitvictoria.com/

RACV Resorts http://www.racv.com.au/wps/wcm/connect/racv/Resorts/RACV+Resorts/RACV+Cobram+Resort/Whats+On

Events Victoria http://www.eventsvictoria.com

ABC – The Big Diary www.abc.net.au/thebigdiary

Around You http://www.aroundyou.com.au/

Eventbrite https://www.eventbrite.com.au/ (registrations, along with various others)

Our Community (nationally significant community, advocacy, awareness events only)

www.ourcommunity.com.au/calendar/

Victorian Craft Markets www.craftmarkets.com.au

Victorian Farmers Markets http://www.vicfarmersmarkets.org.au/

Agricultural Shows www.vicagshows.com.au

Markets and Fairs www.marketsandfairs.com.au

communityEVENTScalendar www.communityeventscalendar.com.au

Kidspot www.kidspot.com.au

Visit Vineyards www.visitvineyards.com

Accommodation providers List with your local accommodation and tourism operators.

Medianet http://medianet.com.au/ (paid)

Community Broadcasting Association of Australia

http://www.cbaa.org.au/ (to find your local radio)

Fairfax- Regional Network http://www.fairfax.com.au/local-news.html

Herald Sun/Leader http://www.heraldsun.com.au/leader

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5. Social Media Marketing

Social media: E.g. Twitter, Facebook, LinkedIn, Pinterest, YouTube, blogs

Facebook – largest network – over 1 billion users.

Twitter – micro blogging – up to 140 characters plus links/pics.

Instagram, Pinterest – photos, with #tags.

YouTube – video. Can share videos on various platforms.

LinkedIn – business networking tool – images, text, video).

Google + - Googles social network (photo sharing, messages, links, notifications)

Tumblr – share text, photos, quotes, links, music, videos

Blog – online journal updated regularly.

Digg – social news site.

Flickr – photo sharing and hosting site.

5.1 Social Media Policy

Rules, who can post, who checks content, who monitors, what you will re-tweet, like, how to manage controversy?

5.2 Electronic Database Management (EDMs)

- Create databased from your website, emails, and social media channels.

- Blogs/emails - keep it short, do regular updates about what your are doing, special promotions, what to expect

- Consider tone - fun, get people excited.- Tell people how to get involved.- Get subscribers.- Partners/Sponsors: identify how they can get your messages out.

5.3 Social Media Tools

- Choose your tools…. - Identify key words: #hashtags- Build an audience and engagement (follow others, like and engage)

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5.4 Social Media Plan

Scheduledpublication date

Channel (blog, Facebook, Twitter, etc)

Title / HeadingMessage (if Twitter) Content Aim Keywords Writer

Reviewer/Publisher

 1 Aug

Facebook

TwitterNominations open tomorrow

Nominations for the 2015 #OurAwards are now open. Go to www. for details.

Encourage nominations

#OurAwards  TH AA

8 Aug FacebookNominations flooding in

One week in and we have 10 nominations for the OurAwards. To nominate your favorite star go to www.

Encourage nominations TH AA

10 Aug

Facebook

TwitterProud supporters

#OurSponsor is pleased to be giving away a $200 voucher to one lucky nominee. Nominate your favorite star and win! www….

PIC – sponsor…

Promote sponsor

Encourage nominations

#Oursponsor

#OurAwards TH

AA

Sponsor

Note:

- Consider tools such as Hootsuite, TweetDeck, Buffer to manage (and pre-schedule) social media.

- Ensure constant monitoring and responses

5.5 Measuring Impact of Social Media

- Regularly monitor responses to activities (likes, shares, interaction, comments)- Experiment- Use tools such as Google Analytics, Facebook Insights (App) to measure impact.

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- Adjust your plan

6. Media Plan6.1 Media Protocols

- Who is responsible for approving media releases, talking to media, etc? - Who is spokesperson in the case of an incident/accident? - What procedures should be followed before making a statement?- Media database (contact details and lead times for your target media).- Lead times required.

6.2 Media Contacts

- Identify key media contacts and who will make contact (and how you will build relationships).

- Consider local, regional, state, national contacts.

Key media contacts:

Name Media Story/Angle Phone Email

6.3 Newsworthy media angles and stories

- Consider interesting angles, stories, photo opportunities, newsworthy items, special guests.

- Long lead media: 3 – 6 months in advance (magazines, newsletters, calendar listings etc)

- Medium lead: 1 – 2 months in advance (newspapers, magazines, emails, newsletters, calendar listings)

- Short lead: days, weeks

Topic Angle Media When Who

6.4 Images

- Identify photo opportunities- Collate images to submit to media

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6.5 Media Kits, Media Releases

Media Kits

- Background information- Key purpose- Key messages- Sponsors, supporters and others to be recognized/acknowledged- Images- Contact details

Media Release

- Short, simple sentences- Key facts in order of importance- Key message up front- Double spacing- Check content, spelling (proof read)- Contact details (for journalist and for public)

MEDIA RELEASE

What is happening (newsworthy)

To who, when and where (details, date, location)

Direct quotes from approved spokesperson

Key supporters

Ticket sales, entry price, contact details, website

Your contact details (name, phone, email)

Photos or times for photo opportunities if available.

6.6 Media and Marketing Partners

- Document media partners.- Identify other marketing partners (e.g. PR company, writer, social media expert).

6.7 Leveraging Media

- Identify ways to maximize media coverage (e.g. negotiate to be included in their social media).

6.8 Recognising media partners

- Document how you will recognise and reward media partners.

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7. Marketing Budget

Create an excel spreadsheet.

Item Supplier Budget ActualIncomeMarketing budget $ $

In-Kind- Radio- TV- Print- Web- Printing- Design

$ $

TOTALExpenditureDesignPrintingWebsiteSignageAdvertising:

- On-line- Print- TV- Radio

Market researchPhotography

TOTAL

8. Sample Marketing Plan

Consider an excel spreadsheet

Activity Who Jan Feb Mar Apr May June Jul AugWebsite Develop Live Update Update Update Update Update UpdateBlog Date Attraction Cost Book Why DetailsEmailFacebookTwitterYouTube

Media sponsors

Approach Approach Negotiate Agreement Plan Implement Implement Implement

Media release

Entertainment

Announcement

Attraction x 3 X 2

Print Design Design Print Distribution Distribution DistributionAdvertising

Signage

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9. Evaluating and Adjusting Your Marketing Plan9.1 Evaluation Criteria

Determine the criteria will be used to evaluate your marketing plan (refer back to your goals). E.g. number of people, membership etc.

What and why are you evaluating?

- Did you achieve what you set out to? (e.g. event attendance numbers, fundraising etc).- Did you attract your target audience?- Did you achieve your marketing goals?

- How will the information be used? (e.g. reports, sponsors, funding bodies). - Who do you need to participate in the evaluation of the event? E.g. participants,

audience, suppliers, community, key stakeholders.- What evaluation will each of your stakeholders require?

Outcomes that can be measured

- Numbers, attendance- Fundraising- Phone calls, email responses, tickets purchased- Likes, retweets, shares, comments- Feedback on marketing effectiveness – where people heard about organisation

9.2 Evaluation Tools

Surveys and Feedback

- Ask questions re. source of information on:o Market research surveys (e.g. Survey Monkey, Survey Methods)o Feedback formso Gate counter, postcodeso Ticket sales

- Get feedback from – stallholders, suppliers, contractor, volunteers, retailers etc- Conduct de-briefs, formal and informal discussions

Website and social media

- Google Analytics: http://www.google.com.au/analytics/- Monitor number of calls, Facebook etc as you issue media releases, your fliers etc- Level of engagement (likes, shares, retweets, comments)- Online feedback (comments on Facebook etc)

Mainstream media

- Record number of contacts as a result (e.g. phone calls, bookings etc)- Monitor your website traffic (Google Analytics)- Surveys at the event; surveys post event- Reach of media coverage (stats available from most media)

Printed materials, posters etc

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- Consider QR code- Surveys at event, programs etc- Feedback sessions (formal and informal)- Distribution / take up

Publicity

- Extent of coverage obtained- Number of contacts resulting (e.g. phone calls)- Surveys at event/program

Key Stakeholders

- Ask key stakeholders about the marketing program- Seek feedback on key messages – what needs to be changed- Get feedback and stats from your marketing partners

Update Plan

- Update Marketing and Communications Plan as soon as possible after the evaluation to ensure issues are fresh.

- Adjust your Plan – don’t be afraid to try new tools.

10.Useful Marketing Resources

www.sportscommunity.com.au/survey

GET SOCIAL AND IMPROVE YOUR EVENT , Tourism Research Australia

The Big Lunch (UK), http://www.thebiglunch.com

Our Community, https://www.ourcommunity.com.au/marketing/

11.Your feedback

We welcome your feedback on this workshop and template. To complete a quick survey go to: http://thaconsulting.com.au/training/event-workshops/ and use the password: Workshop. Complete the Moira survey.

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