2013 03-04-media-and-events

Marketing and Events

Training Workshop

Copyright Syneka Marketingwww.synekamarketing.com.au

Introduction

• Syneka Marketing– Marketing plans– Social media– Website design – Professional

speaking services• We understand the

not-for-profit sector


About Alex Makin

• Community Involvement– Amnesty International– North Ringwood

Community House– Maroondah Citizens

Advice Bureau– Croydon Conservation

Society– Public Transport Users

Association• Manager of Marketing,

Eastern Volunteers• Business Owner: Syneka

Marketing• Former Councillor –

Maroondah City Council (2005-2012)07/25/12


Overview

• A Marketing Approach• Planning Events• Engaging the Media• Promotional Tools• Online Promotion• Conclusion


What is Marketing?

• Various definitions exist:–Marketing is the process of planning and

executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals.

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Marketing for Not-for-Profits

• Marketing considers how products/services can reach the desired target market

• Still applies to the not-for-profit sector– Reach potential clients– Reach potential volunteers– Reach stakeholders– Develop relationships and sponsorship– Encourage supporters and members– Increase donations and public support

• You will have multiple target markets

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How Do You Use Marketing?

• What marketing currently exists in your organisation?– Websites/social media– Brochures/leaflets– Newsletters– Media releases– Information sessions– Events– Telephone/email

correspondence• Every form of contact

leaves an impression

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Begin with a Marketing Plan

• What is a marketing plan– Supports the vision

of the organisation– Identifies objectives

to achieve this vision

– Outlines actions that will fulfil these objectives

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Know Your Strengths

• Identify your strengths – The things you do well– Existing capacity within the

organisation– Potential value you can

offer to partners

• Know your target market– Establish key messages– Demonstrate value– Build on strengths

• Eastern Volunteers• Strengths– Networking– Reach through community

organisations– Individuals– Partnerships

• History and credibility• Strong governance


Know Your Target Market

• The target market–Who are they?–Why target them?–Where are they?– How do you reach them?

• Connect target market to strengths

• This creates the value proposition

• Eastern Volunteers– Regional businesses– Small/medium businesses– Local autonomy– Value local customers

• Businesses that have an interest in community


Why Run an Event?

• What do you want to achieve?– Fundraising– Awareness– Community

Participation

• How do you measure success?


Establish Key Messages

• Consistency is critical– Inconsistent messages

create confusion• What do you want to

achieve?– What are the benefits?– How will the target

market respond?• The Target Market

– Who are they?– Why target them?– What are they?

• Demonstrate value

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Attracting Business Partnerships

• Demonstrate value to business partners– Highlight reach of

events– Do you reach a

particular demographic?

– How does the association assist business?


Benefits for Sponsors

• Consistent packages

• Complement with other benefits– Inclusion in newsletters

– Mentions in media releases

• Create further value and progression

– Differentiate packages

– Promote upgrading


Value for Sponsors

• What can value can you provide?– Presence at event– Promotional coverage– Recognition during events– Ongoing promotion

• Differences between major and minor sponsors

• How do you value these benefits?

• Will sponsors support the event in future years?


Plan Your Events

• Plan backwards – Start from the

date of the event– Plan key

milestones

• What happens if schedule is not met?


Understand Variables

• Know what cannot be controlled–Weather– VIP guests– Other events

• What contingencies exist?


Organising Events

• What organising structure should you use?– Events committee– Individual personnel

• Depends on the scale of the event

• Find the right expertise


Seeking Grants

• Find relevant funding bodies–What value does

your event provide?

– How does it align with the funding partner?


Understanding the Media

• The media is an audience for your event–Why would they

cover your event?–What is the story?

• Find a local angle


Engage the Media

• Contact the media early– Try and arrange a

photo– Speak to the

relevant journalist

• Issue a media release


Issuing Media Releases

• One page maximum– Include key facts– Include quotes– Include all event

details

• Designate media spokesperson


Writing Relevant Media Releases

• Target the right media

• Forward plan media releases– Understand

deadlines

• Contact the Journalist


Format of Media Releases

• Date of Issue (embargo?)• Title of Release• Key Paragraph


Body of Media Releases

• Include quotes from spokesperson

• Relevant and key information

• Quotes need to be quotable

• Include key event information


Concluding Media Releases

• Concluding paragraph should summarise media release• Include a summary of the organisation• Details for further comments (include mobile)• – ENDS -


Other Promotional Tools

• Use the format that is right for the event– Newsletters– Flyers– Posters– Postcards

• Develop a consistent image


Using Websites

• Using Your Website– Use online

registration– Event details– Include sponsor

details

• Optimise for search results


Extend Reach with Social Media

• A website is one method of reaching stakeholders on the Internet

• Social media is another method

• Use the strengths of each tool– Facebook enables

communities around pages– Twitter is useful for quick

updates– Youtube can engage via

video– Email tools can deliver

regular updates• Integrate each tool

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Social Media Tools - Blogging

• A blog is a website– Contains regularly

updated posts• Media Releases• Newsletters• Advice

– Can be written by many people in your organisation

– Allows comments– Integrate with social

media07/25/12


Social Media Tools - Facebook

• Facebook– 11.6 million

Australians– Build an online

community• Events• Announcements

– Branded pages for organisations

• www.facebook.com07/25/12


Inside a Facebook Page

• Organisations must use Pages

• Pages are linked to individual accounts

• Official comment should be from the page not individuals

• Can include photos• Respond to

comments


Social Media Tools - Twitter

• Twitter– 2.5 million

Australians– Good for quick

announcements• Can feed into

Facebook

– Hashtags enable conversation

• www.twitter.com

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Connecting through Twitter

• The Connect Page highlights recent interactions

• Thank people for Retweets

• Participate in relevant discussions

• Use TweetChats


Social Media Tools - LinkedIn

• LinkedIn– Used by 3 million

Australians

– Connect with business partners• Events

• Announcements

• Groups

• www.linkedin.com

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Social Media Tools - YouTube

• YouTube– 48 hours of video

uploaded every minute

– 3% of these videos are Australian

– Over 3 billion videos viewed per day

• www.youtube.com

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Social Media Tools - Pinterest

• Pinterest– Second largest social

media tool– Pin items of interest– Highly visual tool– Direct links back to

website

• www.pinterest.com

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Social Media Tools - Email

• Email is still important– Can automatically

send content from your website to subscribers

– Can reach people using several methods

– Include sharing options in email

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Using Email

• Include key message in the body of email

• If using attachments then send as a PDF

• Subject line must include essential detail

• Use an email campaign service

• www.mailchimp.com

http://www.mailchimp.com/


Critical Success Factors

• Know the Purpose of the Event

• Consistent messages and branding

• Know your target market

• Use a combination of marketing tools

• Measure results

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Conclusion

• Plan Events Early–Utilise expertise– Identify gaps in skills

• Ensure consistency– Identify key messages– Maintain consistent branding

• Identify what you want to achieve• Utilise a combination of marketing tools• Engage the media early


Further Information

• Syneka Marketing–Web: www.synekamarketing.com.au– Phone: 1300 965 989

• Alex Makin–Mobile: 0409 136 213– Email: [email protected]

http://www.synekamarketing.com.au/

mailto:[email protected]

2013 03-04-media-and-events

Business

Transcript of 2013 03-04-media-and-events