Recreation & Parks in GEORGIA
MASTERINGMARKETINGMAGIC:
DEVELOPINGEFFECTIVEPROMOTION
STRATEGIESFORPROGRAMSANDEVEN
The extent of the promotional plan and marketing strategy is determined by the participation or revenue goals
BY TONYA ASHLEY, COMMUNICATIONS SPECIALIST
A key element often overlooked in planning and executing a program or event is impactful marketing and promotion strategies. The chosen marketing strategy can significantly influence program outcomes, affecting resident satisfaction, budget priorities, and economic development Reflecting on these factors during planning and evaluation can help meet expectations and ensure future initiatives' success.
The essential logistics should be well-thought out or prepared for hosting.
Before promoting your event, it’s crucial to finalize and confirm the activities and location, as these elements significantly influence potential attendees' decisions. Many programmers are often too eager to start promotion before securing all logistics. Also ensure that your event location aligns well with the theme of your event. Changing the event location after promotion has started can lead to confusion and potential attendees will decide not to attend your event
Identify a target audience.
Tailor and promote your event to a specific group to enhance success Research the most effective platforms to connect with your target audience
The program or event is still in its early stages. When potential attendees are unaware of a new event, participation decreases. Additional effort and possibly funds for promotions may be necessary, especially for expected large turnouts.
Reflect on whether the program or event is still in its early age or has become outdated. When potential attendees are unaware of a new event, participation decreases. Additional effort and possibly funds for promotions may be necessary, especially for expected large turnouts. All programs and events have a life cycle. It may be necessary to assess whether it’s worth the time, budget, and resources to continue a particular program
Participants are looking for a favorable return on their investment; they need to feel that attending your event is worthwhile To enhance attendance, consider providing incentives such as complimentary food, door prizes, free t-shirts, or simply ensuring an enjoyable experience
Consider the fact that the quality of promotional materials significantly affect attendance.
To enhance their impact, ensure flyers, banners, and posters are professional and visually appealing, using platforms like Canva or Adobe Express. Gather colleague feedback, provide clear information, and focus on aesthetics without overwhelming details Investing in quality photography and videography can capture attention and boost engagement, increasing participation rates.
Emphasize the importance of Partnerships and Sponsorships.
Partnering with a well-known organization to host an event can enhance attendance by engaging your target audience and accessing the partner's audience as well
Plan Event/Program
“A World of Cultures” – each section of the festival highlights a different culture, showcasing traditional music, dance, food, and crafts. Theme
Target Audience
County residents, with a focus on families and cultural enthusiasts
Timing and Location
The parade to follow a specific route, festival to be hosted at a widely recognized event center, during a weekend when outdoor weather is likely to be pleasant
Participation Goal
5,000 spectators, 20-30 parade floats
Promotions Plan
Create eye-catching posters, banners, flyers, and billboards placed in areas with high foot traffic Share engaging photos, videos, and reels to highlight enjoyable experiences Feature the event in the seasonal activity guide, monthly newsletter, weekly e-blast, and on promotional websites such as Cobb Travel and Tourism, Discover Atlanta, and Marietta Daily Journal Develop a landing page Include essential information, such as parking instructions and vendor opportunities, on a dedicated webpage
Partnerships/ Sponsorships
Form partnerships with local businesses and cultural groups to improve festival offerings and expand reach Provide sponsorship packages that include logo placements and promotional mentions