Event Plan!

1. Marketing Objectives

Overview

Here you should concisely state where the event is, where it would like to go and how it intends to get there. It may be repeat information from previous pages of your overall plan, but it should be able to stand on its own so that it doesn’t depend on the rest.

Positioning

How do you want the public to perceive your event? What is the feel? What are the benefits that your target market will get from attending? Can include (but is not limited to) the elements below:

· The reputation of the event

· The key elements of the programme

· What the special interest area is

· The kind of experience the event offers (outdoors/indoors/all day, etc)

· If there is a unique element – for example something that is specific to the own/event/ venue

· If it offers something that is different/better than other events/experiences

2. Communication Strategy

Marketing Mix – Restate your target market here and why your event appeals to them. Describe below how each of your chosen marketing tools will help reach this goal.

Marketing Tools

Here you should detail which kinds of tools you intend to use to reach your target audience.

Please include some (you may pick and choose the ones you want) of the following most commonly used event marketing tools (remember to include costs):

· Print: posters, leaflets, postcards, programmes, etc

· Direct mail and print distribution

· Media advertising: print, radio and TV

· Website/internet/e-bulletins/social media

· Outdoor advertising: billboards, bus sides, poster sites, street dressing, etc

· Word of Mouth

· Media releases, promotions and activity

· Media sponsorship

3. Budget Plan

This is an easy to read summary of how much the above plan will cost you. Make sure it is consistent with the costs listed in the Communications Strategy above.

Summary

Marketing Tool	Total Budget

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