Event Details - Shire of Indigo
Event Marketing Plan TemplateAn event marketing plan can be an incredibly useful document that details how you will promote your event and who is responsible for each communication channel. It should also include measurements of success, so that you can plan your marketing activities more effectively in the future. A marketing plan becomes the one place to store all marketing information to ensure that all event messages are uniform.If you have any questions or need assistance in completing this plan get in touch with Indigo Shire Council’s events contact. Event DetailsEvent Name:Event Date/s:Times:Event Locations:Description of Event:Event Website:Expected Attendance:Marketing Coordinator Contact Details:Key Objectives of the EventYour objectives will guide your marketing activities so they should be specific and measurable so that they can be evaluated following the event. E.g. Increase ticket sales from 1,500 last year to 2,000 this year. Key Target AudiencesDescribe the audience/s that you want to attract to your event. You need to be able to market to these audiences, so make sure that you will be able to reach them through your marketing strategy, and within your budget. Primary Target Audience: Secondary Target Audience: Brand Story and Key MessagesUnique Selling Point50 word event description200 word event descriptionMarketing DistributionKey Stakeholder CommunicationsEvents often have an effect on a wide range of stakeholders who might not be event attendees but should be notified about the event activities regardless. These are likely to be Council, emergency services, nearby businesses, residents and the wider tourism industry.StakeholderMessageHowWhenWhoE.g. CouncilInvite the Council MayorEmail Invite1 AprilChairpersonMarketing CampaignsDetermine which messages you are going to release and in what order, this will create flow for the whole event campaign.Marketing CampaignMarketing MessageWhenDatabaseWhoE.g. Early Bird SalesEarly bird sales are now open1 MarchAllMarketing CoordinatorContent PlanIf you have an event website, it is incredibly important that you make sure the content is up to date, relevant and motivating. Often this is the first point of research for event attendees, so make sure you regularly update the content on the site.ActivityWhenWhoE.g. Add the event date1 JanMarketing Coordinator Public RelationsMedia ContactsIdentify the media publications and contacts that you will reach out to. Consider publications target audience and create an angle or story you will pitch for your event to achieve maximum cut through. Media PublicationNameAngleEmailPhoneAnalyticsYou should have a plan to increase visitation to your website and the overall awareness of your event. This can be done by measuring analytics including visits, likes, shares and more. MarketingQty NowGoal Post EventQty Post EventIncrease or DecreaseEg. Website Sessions100025002800+1800Instagram FollowersFacebook LikesEmail SubscribersMarketing SummaryOnce you have determined, who and how you will market your event to, this is where all your marketing activities will sit. Put activities in chronological order to allow easy viewing of what the next task is.ActivityPlatformDetailsWhenWhoQuoteIn KindCostPrintEg. Programs100 printed1 JuneMary$5000$515Radio2AYSignageTown EntrySocial MediaFacebookInstagramEmail MembersMail ChimpOnline CalendarsATDWWebsiteTotal$$$Budget$$$VarianceMarketing Evaluation5.1 Marketing EvaluationIllustrate how you will evaluate the success of your event and/or marketing strategies. Outline the measurement tools you will use to evaluate, and how you will track whether you achieved your event goals. 5.2 Event Evaluation SnapshotThis table provides a handy snapshot of how your event is performing (and where you want to be in the future!). It can also provide insight into how different elements of your event affect attendance, profit etc. Add details from past years where you can, and include future year objectives. Add or delete categories as appropriate to your event. DESCRIPTION20162017201820192020Total AttendanceMedia/Publicity Mentions Competitors/performersVolunteersStall holdersSponsors (Number or $ value of sponsorship)IncomeExpenditureProfitSocial Media FollowersEmail Subscribers ................
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