With new forms of digital marketing coming to life every day, it’s important to make sure your company’s brand and voice is consistently represented, that messages are straightforward and that each endeavor stays true to your company’s vision. From social media and email marketing, to public relations and digital communications, it’s vital to create a marketing plan and track your performance while maintaining a consistent message that’s on par with your brand.
2. #ElevateDCTamara Mendelsohn & Kelley McCormick
Agenda
Create and track a marketing plan that
is designed to maximize all of the
appropriate marketing channels, while
staying true to your brand
3. #ElevateDCTamara Mendelsohn & Kelley McCormick
What You’ll Learn Today
Build a marketing plan with an
extended lifecycle
How to integrate
PR/marketing/social media to
achieve success
See best practices on building
awareness, drive conversion, and
building engagement
7. #ElevateDCTamara Mendelsohn & Kelley McCormick
“ People need to hear and see
things 3 to 5 times for it to affect
a behavior change.”
– Herbert Krugman
8. #ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Plan
Evaluate your Assets
News value? Celebrities? Timeliness?
Build a Marketing Plan
Consider all of channels to create integrated approach: digital
presence, influencer marketing, media relations, social media
Your Calendar is KEY:
Pulse out the promotions, preview events, emails,
announcements and news coverage over an extended period
of time leading up to the event
9. #ElevateDCTamara Mendelsohn & Kelley McCormick
Sample Calendar
Pre-Event
Week #1
Pre-Event
Week #2
Pre-Event
Week #3
Pre-Event
Week #4 Event
Post-Event
Week #1
Post-Event
Week #2
Media
Relations
Announce
news
Host preview
event
Media
relations
Press release
recap +
photos
Social Media Send event
video
highlights
Invite to join
a group
Influencers Design comp
strategy /
extend invite
Host preview
reception
Meet and
greet opps
and photos
stops
Post-game
event
Digital
Presence
Cross-
Promotional
/ Charity
10. #ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Build Expectations
Explain the value proposition of your
event
Can they learn, earn or brag?
Use multiple pieces of content
11. #ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Build Curiosity
Evaluate all of your assets to drive news
coverage and social media buzz
Ask your MC, speakers, honoree to help
get the word out
Drive cross-promotional opportunities
Activate a relevant charitable component
Consider influencer marketing
What’s your comp strategy?
Host pre-event activities
12. #ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Influencer Events
Hosted events
honoring an event
honoree or emcee
can be another way
of driving influencer
awareness and
social media buzz
before the event
35. Consider the user path
The Basics
What, When, Where
The Hook
Why, Who
The Details
What to wear/bring, Transportation, Refund/Transfer
Policy, Contact Info
47. #ElevateDCTamara Mendelsohn & Kelley McCormick
During: Generate News
Imagine headlines that you want and
work to achieve them
Create productive work environment
for the media
Mult-box, wi-fi, food plus access to newsmakers
Consider green room interviews
Issue press release / hold press
conference
Hire a house photographer
Service photos along with captions and IDs
49. #ElevateDCTamara Mendelsohn & Kelley McCormick
During: Red Carpets
Purpose: clean shots of the celebrities with strong showing of
sponsor logos
Purpose: interesting
juxtaposition to tell a
story about your event
51. #ElevateDCTamara Mendelsohn & Kelley McCormick
During: Social Media
Live tweeting, Qs, blog
Encourage engagement
with app or hashtag
Build a content bank
56. #ElevateDCTamara Mendelsohn & Kelley McCormick
After: Extend Momentum
Retain and build momentum to build
brand for future events
Follow up with reporters with
release, photos and other tidbits
Playback event highlights + media
coverage through your social media
channels
57. #ElevateDCTamara Mendelsohn & Kelley McCormick
After: Diagram of a Post-Event Recap
#1: Remind
everyone about
your headliner
58. #ElevateDCTamara Mendelsohn & Kelley McCormick
After: Diagram of a Post-Event Recap
#2: Create LOTS of great
highlights content
#3: Ask them to follow you
Gallery: Aspen Ideas in Photos Catch Up on "The Top Five" Series
Our roving photographers caughtthe biggest
moments on and offstage.Take a look through
all our photos and experience some ofwhat this
year's festival had to offer.
We've chronicled the top five things you mighthave
missed from each day at Aspen. Visit each "Top 5"
postto catch up: June 26, June 27, June 28, June
29, June 30, July 1, and July 2.
View the Gallery Read more
An Equation for Happiness
Results of Marijuana Legalization: Still
Hazy
What can we learn from the happy man on the little
dirt road less taken? Arthur Brooks, PresidentofAEI,
shares his insights.
Governor John Hickenlooper caughtup with
journalistKatie Couric to discuss the effects
of legalization in the state Colorado.
Read more Read more
How to Unlock Your Inner Creative Influential Ideas: From the Audience
59. #ElevateDCTamara Mendelsohn & Kelley McCormick
After: Diagram of a Post-Event Recap
#4: Create
additional
sponsor “real
estate”
60. #ElevateDCTamara Mendelsohn & Kelley McCormick
After: Extend Momentum
You’ve created a flash community – provide
opportunity for them to stay connected
LinkedIn group, shared photo album, email sign-up
62. #ElevateDCTamara Mendelsohn & Kelley McCormick
After: Personalized Thanks
Delivered right
after the final event
Personalized
Delight and
surprise factor
63. #ElevateDCTamara Mendelsohn & Kelley McCormick
1. Integrate your marketing to
maximize buzz via 5+ touches.
There’s no silver bullet. The content is the glue.
2. Pulse your marketing during the
entire event life cycle
Before, During and After the Event
3. Measure everything.
Your conversion rate is the key for getting more from your
efforts.
In conclusion
Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).
Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).
Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).
Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).