Introduction



Promotional Event GuidelinesIntroductionThis manual presents information about the procedures required to set up and run promotional events to share information about Reason2Go volunteer experiences. Three principal topics relate to the organization and running of an R2G promotional event. You need to identify the appropriate personnel, advertise the event, and arrange the physical space.Refer to the summary to view a chart that shows the breakdown of revenue by region earned from R2G volunteer experiences. Managers should refer to this chart to identify the most popular regions to feature at promotional events.Advertising and PromotionThe R2G branch that hosts a promotional event can use several methods to advertise and promote it. Described below are three principal avenues: printed materials, media advertisements, and online including Social Media and the company website. You are encouraged to use additional methods such as special sales and joint marketing ventures with neighboring businesses related to the travel industry. Printed MaterialsPrinted materials include those used for mail-outs, counter items, and posters. Mail-outsPrepare a special mail-out to people who have already participated in an R2G volunteer experience from your branch or include a brochure describing the promotional event with a quarterly or seasonal mail-out. Simple six-panel brochures can include profiles of experience leaders, itineraries, and information about the topics covered in the promotional event.Counter ItemsCounter items include brochures, bookmarks, and flyers that anyone inquiring about an R2G volunteer experience is encouraged to take. Your branch can also distribute these items to local community groups, travel agents, and travel clubs. Bookmarks are a particularly good choice for advertising a promotional event because they are relatively inexpensive to produce and many participants will wish to either use them or keep them as reminders.PostersYour R2G branch can distribute posters throughout your target area. Good venues for posters include community centers, schools, and libraries.Online VenuesLocal radio and television stations may provide your R2G branch with relatively inexpensive air time to advertise a promotional event. Your media representative can also contact local community programs to obtain free advertising in the form of an interview with experience leaders and people who have already participated in a volunteer experience. Local newspapers may also be interested in carrying a feature article on specific volunteer experiences. WebsiteYour area of the R2G website should advertise the promotional event and include links to information about featured volunteer experiences and interviews with experience leaders and participants in volunteer experiences. You can also include links to an online shopping cart that enables customers to book a volunteer experience directly from the website. Social Media Ensure that your promotional event is posted on various social media websites, particularly Facebook, Twitter, and LinkedIn. Explore options for other social media sites. Make sure that people who attend the promotional event can rate it through the various user review websites.PersonnelA successful promotional event draws on personnel from three areas: branch management, experience leaders, and branch staff. The responsibilities associated with each of these areas are described below.Branch ManagementAs the branch manager, you make it all happen! Your principal duties are to select the volunteer experiences to feature in the promotional event, set up a promotional event committee, determine a date and time for the event, and manage the event. Following is a description of each of these duties.Volunteer Experience SelectionYour first and most important duty is selecting the volunteer experiences you plan to feature in the promotional event. The most successful events are those that focus on a specific theme or area of the world. For example, you could feature only Africa volunteer experiences or only marine conservation experiences. The criteria you apply to select the volunteer experience or experiences you plan to feature in the promotional event depend on your own preferences and on your data-driven understanding of your local market. Promotional Event CommitteeSome managers set up a promotional event committee that includes R2G staff, experience leaders, local educators, representatives from local charities, and interested members of the public. The committee reviews the descriptions of volunteer experiences and interviews participants.Date and Time SelectionAs the branch manager, you select an appropriate date and time for the promotional event. Most events are held on a weekday evening from 7:30 to 9:30 p.m. For most branches, this time period attracts the greatest number of potential customers. Another successful time period for some branches has been 2 p.m. to 4 p.m. on a Saturday afternoon. Promotional Event ManagementOnce you have selected a theme, a date, and a time for your promotional event, you are responsible for coordinating and supervising all the people involved in the event. Ultimately, the success of the event will depend upon your ability to make sure that all the required tasks are completed. Some R2G managers handle promotional events by putting together a team of staff members. Each team member then takes responsibility for one or two tasks related to the event. Regular team meetings keep everyone informed and up to date. Experience LeadersEvery R2G promotional event needs to include input from experience leaders who have led the volunteer experiences being presented. You should select experience leaders who have a proven record as dynamic and engaging presenters.Branch StaffDepending upon the popularity of the volunteer experiences and locations featured, the promotional event may require from one to ten staff members to be on hand to manage crowd control, distribute refreshments, and take bookings. In addition, the branch may need to hire agents if increased sales are anticipated. Promotional Event OrganizationEvent organization relates to three principal activities: setting up the event, booking volunteer experiences, and providing refreshments.Event SetupMost R2G branches book space at a local theater or school for a promotional event. The venue should have sufficient seating for a maximum crowd of approximately 100 people. Event DeliveryThe promotional event should include a PowerPoint presentation that requires a professional quality projection and sound system, a lectern or podium for the presenter, and a good supply of R2G brochures. Additional seating onstage may be required if the promotional event features multiple speakers such as experience leaders, participants, and R2G managers. Event ScheduleMost promotional events last for two hours with one short break. The event may also be combined with a volunteer experience launching party, particularly for new volunteer experiences.BookingsDuring the intermission and following the promotional event, audience members may wish to book a volunteer experience. Ensure that sufficient staff is on hand to meet individually each customer who wishes to make a booking. Staff should be equipped with laptops so they can confirm availability and enter bookings on the spot. Over BookingIf a volunteer experience becomes fully booked at the promotional event, branch managers should be prepared to offer additional times. Prior to the promotional event, be prepared by selecting additional times and confirming experience leader availability. You should also be prepared with a list of alternate volunteer experiences. Many R2G branches have reported phenomenal success with promotional events and been “caught out” when volunteer experiences filled up much more quickly than anticipated and alternate or additional experiences were not available.RefreshmentsYour R2G branch can choose to offer customers free coffee and a selection of cookies or baked goods. Your decision on whether to offer refreshments will depend upon the size of the crowd you expect. SummaryIf you plan to sponsor a promotional event, make sure you have sufficient personnel to assist you, a volunteer experience or experiences that will attract customers in your target market, appropriate space, and sufficient brochures. Many R2G branches regularly hold successful promotional events that contribute significantly to volunteer experience bookings. The chart below shows the breakdown of revenue by region earned from R2G volunteer experiences. For more information, contact other branch managers or call Mary Watson, VP of Sales and Marketing at head office. ................
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