UNITE

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					  UNITE
      Presented By:

The Marketing Mix
  Michigan State University
              Project Objectives
• Provide tactical suggestions for marketing literature from a
  non-technical point-of-view
• Identify creative marketing solutions for UNITE’s annual
  technology conference
• Create a detailed marketing program to be executed between
  May and October 2008
• Strategize ways that UNITE can maintain continued contact
  with it’s past attendees between conferences
• Use updated marketing tactics to increase conference
  attendance by 20%
• Use updated marketing tactics to obtain two or three new
  vendors for the October conference
                                                           2/46
                   Agenda
• Provide tactical suggestions for marketing
  literature from a non-technical point-of-view
  – Pre-Conference Brochure
  – Website
• Create a detailed marketing program to be
  executed between May and October 2008
  – Sponsorship Plan
  – Pre-Conference Marketing Schedule

                                              3/46
Pre-Conference Brochure
         Pre-Conference Brochure
                        Cover
• UNITE Logo
• Conference Information
   -   Name
   -   Date
   -   Time
   -   Location
• Website Address
• Bulleted List of Conference Benefits
                                         5/46
        Pre-Conference Brochure
               Inside Contents
• Keynote Speakers
  –   Session Title
  –   Speaker’s Name, Title, and Organization
  –   Date, Time, and Location
  –   1 to 2 Sentence Summary of Presentation
  –   Recent and Professional Picture of Speaker

• www.unite.org At Bottom Of Every Page
                                                   6/46
      Pre-Conference Brochure
            Inside Contents cont’d.
• Highlighted Sessions
  - List 3-4 Sessions per Track
  - End List With: “To See Complete List of Sessions
    on www.unite.org”
  - Color-Code Tracks
  - Remove Conference Pricing Box


                                                       7/46
        Pre-Conference Brochure
              Inside Contents Cont’d.
• Customer-Vendor Meetings
  -   Session Title
  -   Host Company Name
  -   Date, Time, and Location
  -   3-4 Sentence Summary of Event

• Generic Conference Schedule
  – Example: http://www.new-
    ag.msu.edu/issues04/pdf/IowaOrganicConf04.pdf

                                                    8/46
        Pre-Conference Brochure
            Inside Contents Cont’d.
• Entertainment and Social Event Ideas
  -   Track Dinners
  -   Cocktail Hour
  -   3-Hole Golf Scramble
  -   Silent Auction
  -   Door Prizes
  -   Discount Tickets for Surrounding Area Attractions

                                                     9/46
        Pre-Conference Brochure
                         Back Page
• Registration
   - Conference Packages
   - Pricing Tiers
   - Website
• Sponsors/Logos
• Map of Surrounding Area
   - Conference Location
   - Major Airport
   - Highlighted Area Attractions
• Make It Fun!
                                     10/46
         Pre-Conference Brochure
                       Takeaways
• Be Brief Using Bulleted Lists
• Use Pictures and Graphics
• Do Not Hesitate to Use “White Space”
    – Example:
      http://web1.msue.msu.edu/cyf/youth/cls/documents/CLS
      _conference_brochure.pdf
•   Reference Website
•   Include “In-Set” Quotes (see example above)
•   Maximize Usage of Hotel Amenities
•   Color, Color, Color!
                                                       11/46
Website
                         Website
• Website Layout: Navigation Bar
   –   Register
   –   Brochure
   –   The Event
   –   Agenda and Speakers
   –   Networking
   –   Accommodations and Pricing
   –   Sponsors
• Internet Examples




                                       13/46
                                    UNITE
                            Website
                                Register
•   Registration deadlines
•   Cost if registering ‘now’
•   Easy-to-use and thorough registration form
•   Utilize the registration form as a marketing research tool
    – How did you hear about this event?
    – Did you receive a brochure in the mail?




                                                                 14/46
                                                            UNITE
                  Website
                    Brochure
• Include a downloadable version of the pre-
  conference brochure
• Ask for contact information before offering
  the brochure
• Follow up on their interest with a phone call



                                               15/46
                                            UNITE
                       Website
                         The Event
• About the Event
  – General conference concept
  – History of the conference
  – Where it will take place this year
• What’s New
  – Entice past attendees to come back for updated content
  – New vendors
  – New sessions

                                                         16/46
                                                     UNITE
                    Website
                  The Event, cont.
• Who Attends
  – UNISYS users
  – Past attendees
  – Testimonials/Feedback
• Refer a Colleague
  – Name and e-mail
  – Opt to offer discount for referral
                                            17/46
                                         UNITE
                         Website
                    Agenda and Speakers
• At a Glance
  – Limited overall agenda
  – Times, Locations, Session Titles, Dates, Speaker Name
• Key Notes
  –   Picture
  –   Name, Title, Organization
  –   Date, Time, Location, Session Title
  –   Session Description and Benefits
  –   Speaker Biography

                                                            18/46
                                                       UNITE
                        Website
               Agenda and Speakers, cont.
• Speakers
  – Organize first by session date, then by last name
  – Name, Title, Organization
  – Limit biographies                               G
• General Sessions
  – List by date and time
  – Include location, title, speaker              M
  – Appropriate audience
     • General vs. Management vs. Technical
  – Limited abstract                               T

                                                        19/46
                     Website
          Agenda and Speakers, cont.
• Track Sessions
  – By date and time
                                              G
  – Location, title, speaker
  – Appropriate audience                      M
     • General vs. Management vs. Technical
  – Limited abstract                          T
• Personal Schedule
  – Drag and drop sessions onto printable calendar
                                                     20/46
                                                  UNITE
                 Website
                  Networking
• Entertainment and social events
• Past attendee comments
• Recap of who attends




                                       21/46
                                    UNITE
                        Website
               Accommodations and Pricing
• Venue
   –   Address and general location
   –   Local attractions
   –   Pictures
   –   Website
   –   Booking information
        • Contact information
        • Special rates

Orlando Attractions                         22/46
                     Website
      Accommodations and Pricing, cont.
• Travel
  – Venue address
  – Airport location
  – Transportation to/from airport
     • Contact information
     • Special Rates



                                             23/46
                                          UNITE
                    Website
      Accommodations and Pricing, cont.
• Pricing
  –   Organized table of registration dates and fees
  –   Available discounts




                                                       24/46
                                                 UNITE
                  Website
                    Sponsors
•   Current sponsors by level
•   Benefits of sponsorship
•   How to become a sponsor




                                   25/46
                                UNITE
                         Website
                         Sponsors, cont.
•       Online interest form
    –     Contact information
    –     Immediate follow-up
    –     Mail sponsorship packet




                                              26/46
                                           UNITE
                          Website
•   Overall Appearance
    –   Common look and feel
        •   Font size
        •   Page layout
        •   Navigation
        •   Theme
    –   Secure Log-in
        •   Makes conference seem exclusive
        •   If needed, use account log-in page

                                                    27/46
                                                 UNITE
                   Website
• Website Marketing
  – Search Engine Optimization
     • Google
     • Yahoo
  – Utilize supporters’ websites
  – Include web address on all advertising and
    promotional materials



                                                    28/46
                                                 UNITE
                           Website
• Between Conferences
  – Remove prior conference site
  – Update UNITE site
     • Add link for “2008 Conference”
         –   Provide highlights
         –   Feedback from attendees
         –   Create form for submitting feedback/comments
         –   “We value your feedback”
         –   Pictures
     • Add link for “2009 Conference”
         – More information to come…
         – Do not include non-working links

                                                               29/46
                                                            UNITE
Sponsorship
                  Sponsorship
• Group All Vendors, Contributors and Financial
  Supporters into “Sponsors”
• Recognize Sponsors Whenever Possible
   – Use Sponsors’ Logos
• Tier The Sponsors According To Contribution




• Example:
  http://www.whartoncenter.com/support/default.as
  px                                           31/46
            Sponsorship Tiers
Level of
Sponsor:

Contribution:     $1,000 +              $750   $500

                •Vendor booth space
                   –12 x 12 for Gold
                   –10 x 8 for Silver
Receive:           –5 x 5 for Bronze
                •Logo Recognition on all signs
                • Publicly Announce before each event
                                                      32/46
                 Sponsorship
• Post sponsors on website and create hyperlink
• Sponsors Printed On Every Printed Media
• Signs at:
  – Facility Entrance
  – All Events
  – Track Sessions
• Print Sponsors on the back of “press pass”

                                               33/46
Marketing Schedule
           Marketing Schedule
• First E-Mail
  – Send out notification E-mail in advance to Pre-
    conference Brochure
     • 6 months prior
  – Send out ASAP to prospective attendees
  – Include a link to the brochure in the website




                                                      35/46
              Marketing Schedule
• Email Content
  – Basics
     •   General description of event
     •   Date, Time, and Location
     •   Refer them to the website
     •   Sound professional
           – Yet, easy to read and not too wordy
  – Focus the E-mail
     • Show the new improvements and benefits for this year’s
       conference
     • Include new tracks or sessions

                                                                36/46
           Marketing Schedule
• Email Content, cont.
  – Registration
     • Include Coupon in the E-mail
     • Write Out Actual Registration Dates and Prices
     • Direct Reference to Pricing Tiers




                                                        37/46
           Marketing Schedule
• Pre-Conference Brochure
  – Don’t send out too late
     • 5-4 months prior to conference
  – Use feedback from the website and e-mails to
    determine who should receive them
  – Try to find new targets that you can send them to




                                                   38/46
           Marketing Schedule
• Follow Ups
  – Send out Reminder Emails
     • Include updated prices and deadlines
     • Encourage them to search your website for more
       information
     • 2-3 following the Pre-Conference Brochure over the
       next month




                                                            39/46
           Marketing Schedule
• Follow Ups, cont.
  – Postcard
     • Send to actual/prospective attendees
        – Create a sense of Value
     • Highlight new attractions and benefits
        – Create a sense of excitement
     • Reminder about specific events
        – Date, Time, and Location
     • Reference website to attain feedback
     • Send out 2 months prior to Conference
                                                40/46
           Marketing Schedule
• Follow Ups, cont.
  – Newsletter E-mails
     • Send out 5 E-mails each week
       5 weeks before the
       Conference
     • Include general IT information
        – Useful for attendee yet still a
          reminder for them about the
          conference
        – Can also include: Tips on how to
          prepare and surveys

                                             41/46
                Promotion
• Advertise in Unisys’ Publications
• Supply flyers at related conferences
• Market to businesses near conference
  location
• Make personal phone calls to potential
  attendees



                                           42/46
          Marketing Integration
• Track website to gauge success of marketing
  materials
   – Number of hits
   – Websites they came from
   – Length of stay
• Utilize sponsor sites for advertising and linkage
• Use a common theme among all marketing materials
  including the pre-conference brochure, website,
  postcards and e-mails

                                                43/46
                        Resources
• Links used during presentation
   – http://www.new-
     ag.msu.edu/issues04/pdf/IowaOrganicConf04.pdf
      • Pre-Conference Brochure: generic schedule
   – http://web1.msue.msu.edu/cyf/youth/cls/documents/CLS
     _conference_brochure.pdf
      • Pre-Conference Brochure: “white space” and inset quotes
   – http://www.michsafetyconference.org/documents/brochu
     re.pdf
      • Pre-Conference Brochure: color, picture and graphic uses
   – http://www.h-net.msu.edu/~hsm/pdf/2006brochure.pdf
      • Pre-Conference Brochure: overall effect using pictures,
        brief/bulleted information, color, inset quotes, and “white space”

                                                                       44/46
                       Resources
• Links used during presentation, cont.
   – http://www.iirusa.com/events/index.xml
      • Website: Internet Examples
   – http://www.orlandoattractions.com/
      • Website: Orlando Attractions
   – http://www.google.com/about.html
      • Website: Google Search Engine Optimization
   – http://tools.search.yahoo.com/about/forsiteowners.html
      • Website: Yahoo Search Engine Optimization
   – http://www.whartoncenter.com/support/default.aspx
      • Sponsorship: Tiered levels of sponsorship


                                                         45/46
                  Thank You!
•   Aaron Dillin         dillinaa@msu.edu
•   Amy Jackson          jacks754@msu.edu
•   Brian Clark          clarkb19@msu.edu
•   Carmen Winkler       winkle26@msu.edu
•   Jackie Hochstetler   hochste6@msu.edu
•   Jennifer Perkins     perki110@msu.edu
•   Whitney Kidd         kiddwhit@msu.edu

                                       46/46

				
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