Niagara College Foundation26th Annual Seafood GalaSaturday, April 09, 2016Fallsview Casino Resort

Seafood Gala Marketing PLan

2016

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Table of ContentsEvent Overview.......................................................................................................................3

Background................................................................................................................................ 3

The Event................................................................................................................................... 3

Key Messages.............................................................................................................................3

S.W.O.T Analysis......................................................................................................................4

Strengths....................................................................................................................................4

Weaknesses............................................................................................................................... 4

Opportunities.............................................................................................................................4

Threats....................................................................................................................................... 4

Objectives...............................................................................................................................5

Event Objectives.........................................................................................................................5

Promotional Objectives..............................................................................................................5

Target Market.........................................................................................................................5

Primary:......................................................................................................................................5

Secondary:................................................................................................................................. 5

Promotional Strategies............................................................................................................6

Radio Advertising 6

Radio Advertising Timeline.........................................................................................................7

Social Media Campaign..............................................................................................................7

Social Media Timeline................................................................................................................8

Key Success Factors.................................................................................................................8

Marketing Material and Communications Development Critical Path......................................8

Evaluation of Seafood Gala....................................................................................................11

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Event OverviewThe Niagara College Foundation was established in 1989 to promote interest in and awareness of Niagara College. The goal is to seek and maintain funds for the improvement, development and exclusive benefit of the college. The foundation is governed by a volunteer Board of Directors composed of community leaders who represent the Niagara Region. The Niagara College Foundation promotes the college’s programs, services and links to the region through:

Promoting interest and awareness of Niagara College’s role in supporting our community.

Securing donations for facility enhancement and to benefit students, including securing funding for scholarships, bursaries, equipment and learning resources.

Bringing the Niagara community together through our annual Seafood Gala and Golf Classic to generate revenue to support student success.

Background• The Seafood Gala is the Niagara College Foundation’s most successful annual fundraising

event.• In the past 26 years the Seafood Gala has raised over $2.4 million towards equipment

and learning resources, and scholarships and bursaries to support student success. • The event brings together more than 650 business, community and educational leaders .

The Event• Held on Saturday April 9, 2016 at the Fallsview Casino Resort• Seafood buffet and more• Live entertainment (Insert what the live entertainment is when confirmed)

Key Messages• The Niagara College Foundation Seafood Gala provides an opportunity to make a

difference by enriching students’ lives and fulfilling dreams• You are investing in the future of the Niagara Region by providing access to outstanding

applied education and training for a changing world. • A local network is provided to promote your organization to Niagara business and

community leaders

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S.W.O.T AnalysisStrengths

• Strong network of business relationships within the community• Largest gala in the Niagara Region • Student volunteers• Past experience with event

Weaknesses• Zero-based budget• Short timeline• Advertising is primarily based on relationships• Web-based communication barriers• Cost of tickets prohibitive to general population

Opportunities• Niagara College campus partnerships• New sponsors• Social media communication strategy

Threats Competition Economic conditions

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ObjectivesEvent Objectives

• To sell 600 tickets for the 2016 Seafood Gala• To generate a profit of $140,000

Promotional Objectives• Secure media coverage from television, print and radio outlets• Create and implement a successful social media campaign

Target MarketPrimary: Donors and Sponsors

• Philanthropically inclined individuals and organizations with an existing relationship with Niagara College

• New individuals/companies with a capacity to donate and/or attend • Prospects

Secondary:Local VIP’s

Tertiary:College staff, alumni, and general Niagara community members

• Individuals with a vested interest in the success of Niagara College • Individuals with a passion for student success

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Promotional StrategiesOur goal is to promote the 2016 Seafood Gala through various media outlets including: local radio, social media, word of mouth, and direct marketing strategies.

Radio Advertising105.7 Niagara’s EZ RockNiagara’s EZ Rock12 Yates St. St Catharines, ONL2R 5R2(905) 688-1057http://www.1057ezrock.com/

90.1 The Heat FMNiagara’s New Rock300 Woodlawn Rd.Welland, ONL3C 7L3(905) 735-2211 http://broadcasting.niagaracollege.ca

Television Advertising

Print Advertising

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Radio Advertising Timeline

Social Media CampaignThe aim of the social media campaign is to create buzz and generate awareness for the event. This will be done by being current and consistent with all social media posts, while engaging with all personnel that could be involved with the event. The main social media platforms that will be used are Facebook, Instagram, and Twitter. These platforms will all be managed through Hootsuite, and will utilize hashtags that will create conversation surrounding the topic of the Seafood Gala 2016. The hashtags that will be used are:

#SeafoodGala2016 #SFgala2016 #SFGala #SeafoodGala #NCFoundation #myNCStory

The scheduled posts will occur 2-3 times a week per platform and each post will send an automated link via one of the other platforms.

Twitter@ncf_giving

Facebook@Niagara College Seafood Gala

Instagram @ncfoundation

Monday 12:00PM (Facebook link) 5:00PM (link)TuesdayWednesday 3:00PM 5:00PM (Twitter link)Thursday 12:00PM (Facebook link) 5:00PM (Twitter link)FridaySaturday 1:00PM (Facebook link) 3:00PMSunday

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Social Media Content Deck

WHAT: TWITTER: FACEBOOK:Sponsorship A special thanks to _______ for

supporting #seafoodgala2016 as a ______ sponsor!

Our #seafoodgala2016 wouldn’t be complete without our very generous in-kind and live and silent auction sponsors:

List sponsors

Sponsorship Thank you @_______ for donating ____ to our live auction. https://ncseafoodgala.wordpress.com/live-auction/

Check out what ______ just donated to the silent auction! #seafoodgala2016 https://ncseafoodgala.wordpress.com/silent-auction/

Sponsorship Wow! #seafoodgala2016 has an amazing bunch of sponsors. Thank you for supporting @niagaracollege students!

List sponsors:

Media Sponsorship

Thrilled to have @Standard @review @tribune as our Presenting Media Sponsors! #seafoodgala2016

ANY MEDIA MENTIONS- Retweet or direct to articleOR if we are going to be broadcasted make a Post about when and where

Proceed Statements

#seafoodgala2016 Made to support the students. Come out and enjoy a night of great food, friends and entertainment https://ncseafoodgala.wordpress.com/

Proceeds from the 2016 Seafood Gala will also fund equipment and learning resources, and scholarships and bursaries to support student success. Check out our website today! https://ncseafoodgala.wordpress.com

Weekly Countdowns

Weekly countdowns for seafood gala:

1 week away until #seafoodgala20162 weeks3 weeks etc.

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Volunteers A huge shout-out to @NiagaraCollege student volunteers for #seafoodgala2016 You help make this event happen!

On behalf of the Niagara College Alumni Foundation we want to thank all of our student volunteers that made #seafoodgala2016 an amazing event

Menu Our menu has just been confirmed! Check out the delicious #seafoodgala2016 seafood buffet:https://ncseafoodgala.wordpress.com/menu/

Guests attending

___ number of guests and counting. Only ____ many to reach our goal! Thank you to all of those who are supporting our cause. #seafoodgala2016

___ number of guests and counting. Only ____ many to reach our goal! Thank you to all of those who are supporting our cause. #seafoodgala2016 http://www.niagaracollege.ca/alumni-relations/

Entertainment

______ will be a part of the #seafoodgala2016. They will be bringing the gala to life with live music. Check them out here: _______

Have a post about each musician. I.e opening entertainment and dinner entertainment.

Gala Decor Working with @Vintage_Hotels on Gala Décor

Insert photo

Guest Favour Currently working hard with @PFCniagara and @ncteachingwinery to create something exciting for our guests! #seafoodgala2016

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Social Media Timeline

Key Success Factors• Research and consistency• Maintain strong relationships with sponsors and donors• Adhere to the timeline• Continuously update social media platforms

Marketing Material and Communications Development Critical Path

Task Assigned To Date Status

Start working on invitation list Brianne McGrath, Joanne, Alison

September 2015 Complete

Update 2016 Seafood Gala website -registration form, sponsorship, content, photos, - continuing updates as they arise.

Alison, Catherine, Katherine, Fred

December 2015/January 2016

Ongoing

Review print materials required – tickets, program covers, seating chart covers, valet tickets, business cards, etc. – put in marketing ticket, schedule marketing meeting

Alison December 2015 Ongoing

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Finalize invitation list Alison, Joanne, Brianne December 2015 Ongoing

Update Facebook Page, Twitter, Instagram, etc.

Katherine January 2016 Ongoing

Develop e-invitation – to be sent out by Chimp mail – consider animated graphics – link to sponsorship and online registration

Alison, Marketing January 2016 Complete although will require changes

Request student testimonials for marketing materials, TBD use as appropriate

Alison, Helen January 2016 Ongoing

Complete final layout for marketing pieces with printer

Alison, Katherine January 2016 Ongoing

Print marketing pieces required for event TBD January 2016 TBD

Create scheduled content for social media posts using Hootsuite

Katherine January 2016 TBD

Pick up all design materials Alison January 2016 TBD

Send Catharine Seafood Gala notice for Alumni Bulletin

Alison January 2016 TBD

Send Evite to all Catherine January 2016 TBD

Distribute business cards to senior staff, Niagara College businesses and foundation board members

Alison January 2016 TBD

Create Media Release Katherine, Alison Late January 2016

TBD

Send internal notice to inside NC Alison January 2016 TBD

Produce slides for internal NC digital boards

Alison, Katherine January 2016 TBD

Produce text for external outdoor digital boards

Katherine January 2016 TBD

Create text, photo and finalize ad for eight page insert with SE Program

Alison, Katherine January 2016 TBD

Post on Niagara Region Events calendar Katherine January 2016 TBD

Continue to add Master invitation list and send out invitations

All

Call list for all Senior Management – call previous guests to remind them of event and encourage sales

Wendy

Design live and silent auction flyer to be Alison to provide February 2016 TBD

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uploaded on website and emailed to guests

information to Katherine

Update website with all live and silent auction items

Catherine Ongoing TBD

Create marketing dockets to provide details for the media release and Post Media ads

Alison TBD TBD

Send out media advisory to Cogeco for a PSA, interviews and broadcasting live from the gala. Speak with Jack in regards to start and end dates.

Alison January 2016 TBD

Research local event websites Katherine Ongoing TBD

Send PSA to local radio stations Alison, Katherine January 2016 TBD

Create content for gala program Alison, Wendy Early February TBD

Create seating chart Alison & Students March 2016 TBD

Finalize program copy and print Alison Once complete TBD

Create thank you AD Alison Once all sponsor information, volunteer names and all event details are completed

TBD

Create thank you flyer for sponsors Joanne, Alison April 2016 TBD

Create thank you flyer for volunteers and send to the volunteers

Catharine, Alison April 2016 TBD

Complete evaluation of 2016 Seafood Gala

All April 2016 TBD

Evaluation of Seafood Gala

Evaluation Criteria Evaluation

Was the activity or program adequately planned?

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Did recipients of the message understand it?

How could the strategy have been more effective?

Were all audiences reached?

Was the desired organizational objective achieved?

What unforeseen circumstances affected the success of the event?

Did the Seafood Gala fall within the budget set for it?

What steps can be taken to improve the success of similar future activities?