Outline Marketing Strategy:

Review last year’s strategy and determine what worked and what did not

Outline marketing goals and objectives

Determine audience including attendees and sponsors

Outline types of promotions to be used:

• E-mail broadcasts
• Radio and/or television ads
• Articles
• Promotion at other events
• Newsletters
• Direct mail pieces
• Website
• Social Media
• Conference Blogs
• Inserts into renewal letters or other mailings
• Press releases

• Number of promotions
• Cost of promotions 
• Create a marketing budget
• Create a marketing timeline or schedule

Implement Marketing Strategy:

Graphics & Printing

Research and select graphic designer

Solicit bids from printers

Select printer and share marketing print schedule

Create logo based on theme

Determine how logo/theme will be woven throughout materials:

• Event promotions
• Website/Blog/Social Media
• Invitations
• Final agenda/proceedings
• Badge inserts
• Tickets
• Giveaways
• Onsite registration materials
• Signage

Mailing List & Fulfillment

• Research outside mailing list options for purchase or trade
• Request list from major sponsors to use
• Update mailing list
• Merge/purge mailing list to eliminate duplicates 
• Create codes for testing various lists
• Obtain mail lists/labels
• Research current Post Office regulations
• Determine whether you will stamp or meter mailings
• Hire fulfillment house for preparing and sending mailings

Brochures & Mail Pieces

Sponsor mail piece:

• Create sponsorship marketing piece
• Proof and print sponsor materials
• Mail sponsor materials

Initial Attendee Mailing (email blast):

Include Critical Information:

• Name of conference
• Date of conference
• Location of conference
• Registration link
• Check website for more details
• Announce keynote (if available)
• Spotlight new features

Proof and print initial mailing (email)

Send initial mailing (email)

Attendee mailer/brochure:

Include Critical Information:

• Repeat info from initial mailing (email)
• Pricing structure
• Registration information and link

Tentative Agenda:

• Tracks and sessions
• Benefits of attending
• Presenters (if available)
• Meals
• Optional tours and add-on activities
• Logistics:

Lodging information

• Name
• Address
• Phone
• Email address
• Deadlines 

Airline reservations

• Airline name
• Phone number
• Email address
• Discount codes
• How to book

Car rental information

• Company
• Phone number
• Email address
• Discount codes
• How to book

Other ground transportation

• Proof brochure
• Print or digitize brochure
• Mail, email brochure and/or provide on website

Website and Conference Blog:

• Create website with general information 
• Create online registration form or link to Internet-based registration system
• Update website with tentative agenda and logistical information
• Ensure most current information is continually added to website
• Include any twitter, Instagram or Facebook live updates and posts

Social Media:

• Create an account for your event or organization
• Create a hashtag for your event
• Set up your profile page with pertinent information as well as links to register
• Update with photos, announcements, promos 
• Post 1-2 times per day minimum
  

Public Relations: 

• Create press releases
• Create advertisements
• Target both local and national media in trade magazines, newsletters, newspapers, magazines, radio and television
• Send press releases 
• Proof ads prior to print
• Place ads
• Identify what media will be invited to attend the conference
• Create media kit 
• Register media attendees and pre-print badges
• Identify press room and specific needs such as internet or AV
• Staff press room
• Set up press conference 
• Send thank you notes to press

Other: 

• Identify need for additional marketing push or promotion
• Send list of pre-registered attendees to sponsors
• Send conference reminders and last chance emails
• Prepare conference proceedings for giveaway or sale at conference
• Create signage and banners for conference
• Obtain or create sponsor signage
• Ship programs, handouts and signage

Controlling Your Marketing Costs:

• Obtain written bids from at least three vendors
• Hold vendors to bids
• Work in advance to avoid rush charges
• Use standard paper sizes and stock
• Use standard PMS ink colors
• Avoid unnecessary effects that may increase the cost of printing (e.g. embossing, die cuts, perforations)
• Minimize changes
• Use bulk mail postage
• Thorough proofing of mailers by several individuals
• Consider trades for ads or printing
• Get sponsors to promote conference
• Use press releases whenever possible
• Use “clean” mailing lists
• Use social media outlets

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