Extension Meeting Management and Program Support “No plan is perfect, yet plans are necessary if...
35
Extension Meeting Management and Program Support “No plan is perfect, yet plans are necessary if we are to avoid complete chaos.” … Edward T. Hall em +ps 2
-
Upload
maximilian-sims -
Category
Documents
-
view
214 -
download
0
Transcript of Extension Meeting Management and Program Support “No plan is perfect, yet plans are necessary if...
Extension Meeting Management and Program Support
“No plan is perfect, yet plans are necessary if we are to avoid complete chaos.” … Edward T. Hall
em +ps
2
Extension Meeting Management and Program Support
Initial Considerations
What is the purpose of the workshop?Why are you holding the workshop?What are your goals and intentions?What do you hope to achieve?Who will be attending?What kind of venue will be the best fit?Does it justify a financial outlay?
em +ps
2
Extension Meeting Management and Program Support
Workshop Objectives
Always ask the questions: “What is to be accomplished as a resultof this workshop?
em +ps
2
Extension Meeting Management and Program Support
Conducting a Needs Analysis
When designing a needs analysis, key questions toInvestigate should include:Is attendance mandatory or voluntary?
Who is paying the expenses for participating?What professional or educational niche do weserve?Is continuing education a requirement for the attendee’s participation?
em +ps
2
Extension Meeting Management and Program Support
Establishing Financial Goals
Financial goals may be:
Is the workshop designed to break even?Should it produce a profit?If so, what percentage of profit is desired?Can it be budgeted at a loss?If so, how much loss?
em +ps
2
Extension Meeting Management and Program Support
Five Ps of Event Marketing- Product
What is the history of the workshop?What is the value of the workshop?What makes the workshop unique?
em +ps
2
Extension Meeting Management and Program Support
Five Ps of Event Marketing- Price
What is your financial philosophy?What is the cost of doing business?What are the financial demographics of the target audience?
em +ps
2
Extension Meeting Management and Program Support
Five Ps of Event Marketing- Place
Existence of related audiences.Proximately to the potential audiences.Availability of parking.Availability of public transportation.Degree to which the location fits the character of the workshop.
em +ps
2
Extension Meeting Management and Program Support
Five Ps of Event Marketing- Public Relations
Media releases.Publicity releases.Media kits.Phone, fax, and email information forcontacts.
em +ps
2
Extension Meeting Management and Program Support
Five Ps of Event Marketing- Positioning
What type of workshops is the competitionoffering?What niche are we trying to fill?What makes us different and how can weseize upon our unique qualities to marketour workshops?
em +ps
2
Extension Meeting Management and Program Support
Five Ps of Event Marketing- Positioning cont.
What markets will be receptive to our workshop concepts?
Keep it simple!
em +ps
2
Extension Meeting Management and Program Support
Five Ws of Marketing
- Why?
Emphasize benefits.Describe overriding reasons for the workshop.Use personal approach.Appeal to needs.
em +ps
2
Extension Meeting Management and Program Support
Five Ws of Marketing
- Who?
Regional, state, local audience.Disciplines and interests of audience.Audience awareness of nature ofevent.Level of experience (novice to expert).
em +ps
2
Extension Meeting Management and Program Support
Five Ws of Marketing
- When?
Market schedule/patterns.Time of day.Day(s) of week.Time of year.
em +ps
2
Extension Meeting Management and Program Support
Five Ws of Marketing
- What?
Explain purpose of event.Determine and create expectations.Prioritize and identify program features.Review the “Who?” principle.
em +ps
2
Extension Meeting Management and Program Support
Advertising Considerations
Age.Income range.Trade or profession.Gender.Geographic location.Race.Marital status and family size.
em +ps
2
Extension Meeting Management and Program Support
PromotionTypes
Letters.Flyers.Brochures.Postcards.Press kits.Email, list serves.Etc.
em +ps
2
Extension Meeting Management and Program Support
Press Materials
Lead (Most important information)Five Ws (Who? What? Where?Why? When?)Body (Elaborate on Lead)-Quotes-Background information-Additional details
em +ps
2
Extension Meeting Management and Program Support
Press Kits
Press releaseAnnouncementsPhotosMedia alertsBackground news and storiesBiographiesFolders, brochures, postcardsOrganizational information
em +ps
2
Extension Meeting Management and Program Support
Having a Routine
DailyWeeklyMonthlyQuarterly
em +ps
2
Extension Meeting Management and Program Support
Marketing Timelines
Please visit our Website downloadarea
http://emmps.wsu.edu
em +ps
2
Extension Meeting Management and Program Support
Selling – WorkshopParticipation
Sell next year’s event on-site this year.Invite past attendees to join the workshop.Include an inexpensive flyer with your invoice.Mail first marketing piece earlier.Increase the number of promotional mailings.Add a last-chance mailing.Put workshop materials on the Internet.
em +ps
2
Extension Meeting Management and Program Support
Stretching Promotional Budgets
Establish the design direction for the marketing campaign before production begins.Piggyback promotions with other mailings.Use economical formats.Use colors wisely.Specify house stock.
em +ps
2
Extension Meeting Management and Program Support
Promotion Workshop Attendance
Explain why one should attend.Show what they get for their money.Show the workshop at a glance.Tell prospective participants what they will learn.Explain why they should bring their associates.Stress the opportunity for networking.
em +ps
2
Extension Meeting Management and Program Support
Projects
Services
em +ps
2
Extension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program SupportExtension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program Support
OnlineTechnology
em +ps
2
Extension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program Support
em +ps
2
Extension Meeting Management and Program Support
Questions?em +ps
2
