Marketing Strategy
11.03.2014
Marketing highlights benefits and USP
**What you are going to do and how
-Advertising
-PR
1) Vision and Mission(more detail) say where your idea came from
2) Content and Analysis
3) Set SMART Objectives
4) SWOT Analysis
5)Positioning and Marketing Mix - PR/Media/Advertising
6) Evaluate - Successes and Likelihoods
VISION AND MISSION
Communicate clearly
Long term aim (Vision)
Describes in detail how to achieve the vision (mission)
CONCEPT AND ANALYSIS
Strong concept and purpose
Celebrating
Showcase activity
Mark historic occasion
Hosting competitive sport
Encourage visitors
Encourage community
Opening or launch
Raise community profile
Attract more customers
Convention or conference
Celebrate success
WHAT AND WHY - BACK UP EVENT CONCEPT
Consider
Unique - What
Demand
Resources
Community/authority have to buy into it
Financially viable
Sustainable - legacy
Potential for growth
ANALYSIS - Factual
Review reasons for event
Is the event still relevant?
Have the vision or mission or objectives changed?
Does it still have support?
Can you build on previous success?
What areas can be developed further?
How can interest be maintained?
Is there potential to attract new audiences?
Has marketing worked?
Need to widen scope?
Has the event reached capacity?
How will you maintain or extend the financial viability?
Should you be looking at the completely new event?
SMART
Outcomes in sequence by dates sand in what magnitude
S- where from/how many?
M- record - eg tickets
A- Capable of being reached
R- Important to event?
T- Start and completion
*Social benefits
*Community development
*Audience satisfaction
*Growth
How objectives underpin vision and mission
OBJECTIVES
Outputs and inputs
Objectives should outline intended impacts of outputs
EFFECT NOT PROCESS
Cognitive - thoughts and reflection and awareness
Affective - feelings and emotional and reaction
Connotative - behaviour and actions or change
To:
Increase
Decrease
Maintain
Outcome:
Knowledge
Feelings
Behaviour
SET MAGNITUDE OF CHANGE
SET DATE
STAKEHOLDERS
5 W's - Feasibility/viable/sustainable
*SWOT* - Comprehensive/how to implement - alternative marketing - prioritise issues
POSITIONING - unique benefits:
-Reputation
-Key elements of programme
-Special interest area
-Experience
-Unique element
-Something different or better
MARKETING MIX
Product
Price - Cost of attendance - parking/food/drinks/transport
Place
Promotion
EVALUATE
Debrief
Collecting feedback
