You’ve ordered all the supplies, scheduled the staff, and worked out the logistics and schedule for your next event. Now you have to market it!
As I write this, I’m marketing Montgomery Township’s 20th Annual Autumn Festival. With so many moving parts, there’s a lot to communicate. There are also a lot of places to put the message, and the channels of communication seem to keep stacking up. It’s enough to make my head spin, and event marketing is a major part of my job as a Public Information Coordinator.
The good news is that you don’t need to be a graphic designer or social media wizard to get the ball rolling. Below are some quick tips to put together a practical marketing plan for your programs and events.
What do you do if you don’t have a knack for marketing?
Start with what you know
Begin by simply listing the basic information:
- What is the event’s name?
- Where will it take place?
- When will it take place?
- Who is it for?
- How much does it cost?
- What is included?
- Who can people contact for more information, or where can they go to find information?
Select supporting photos
If this is a recurring event or program, select a few photos from the last time you held it. These don’t have to be professional quality, but they should showcase some of the activities that take place. People respond more to programs and events that show engaged attendees having a great time.
If you don’t have photos, pick an image or two using a program such as Canva that represent the event. Canva offers a free version to begin designing.
Design a flyer
Don’t be intimidated by the word “design.” You can use Microsoft Word, Microsoft Publisher, Canva, or any other program you are comfortable with to make the flyer. As long as it has the answers to the basic questions and a few photos or clipart graphics, your flyer will get the message across.
Pick Your Channels
This is where it gets tricky. Instead of getting into the many channels, you can use to communicate, just think of what you currently have. My recommendation is to have the following:
- Website – This is your home base where all information is available. All social media posts and email newsletters about the event should directly link back to your website or event-specific webpage.
- Social Media –Stick to one platform and do it well. If you’re comfortable expanding to more social media platforms, go for it at the right pace for your organization. If all you have is Facebook, that’s great! Despite what you hear about the decline of Facebook as a social media platform, it is still my experience that you will engage with the most members of your community on Facebook than other social media platforms.
- Email Newsletter – Ideally you have access to an email newsletter platform. Putting your information in front of people who specifically opt in to receive your updates has tremendous value and is extremely effective.
- Print Media – Many organizations are reevaluating their relationship with print media. It’s expensive to print and mail, but it does help reach the population less comfortable with using the internet. Including basic information with some direction about where to find more information can at least increase awareness of your event.
- Local news outlets – Form relationships with your local news outlets so they can publish your event on their website.
- Word of Mouth – I assure you, people are talking to their friends and family about events as you share information. In fact, this is the best marketing you can ask for!
Work with Your Communication/Public Information Office
If you have a good relationship with your coworkers responsible for Communication/Public Information, use them as a resource! Their job is to get the word out. As someone who has been on both the Recreation programming and Public Information sides, I cannot stress enough how important this relationship is if your municipality has the resources. As long as you provide accurate information for your Public Information Coordinator to work with, they can help get the message out to the public.
I hope this provides a basic overview of how to market your event using the resources you have. There’s nothing groundbreaking here. Like most other things, it’s about mastering the fundamentals.
If you have questions, reach out to me at firstname.lastname@example.org . Happy marketing!