Marketing Communications Plan Template 2012

Document Sample
Marketing Communications Plan Template 2012 Powered By Docstoc
					                                Updated 28 December 2012   1




SHOW NAME
Marketing Communications Plan
[Dates of Show]
                                                                                                                                                  2


                   Exhibitor Communications                                                                                 Updated 28 December 2012

   Exhibitor
Communications     Exhibit Sales                                            Post Exhibit Sales
                   Print                                                    Sales Department
   Attendee             Prospectus Current Year                                 Confirmations Letter
Communications          Prospectus Following Year                               Press Room Publicity/Opportunities
                        Business Cards                                          Call for Photography
                        Letterhead                                              Sponsorship Solicitation Letter
Public Relations        Application and Contract                                Exhibitor Manual
                        Sales Solicitation Letter
                                                                            Sales Office
                   Email                                                         DVD/PowerPoint
                        Direct Solicitation                                     Floor Plans
                                                                                 Marketing and PR Materials/Foam Core
                        Chatty/Direct
                                                                                 Senior Management Letter to Tenants and Exhibitors
                        PR Stories/Coverage                                     Sales Office Marketing Materials/Foam Core
                        Newsletters                                             Other Properties/Events Materials
                        Industry Updates                                        Staff Photos

                   Web                                                      On-Site
                        Website with Sales Features (per template)              Senior Management Letter to Tenants and Exhibitors
                        Brand-specific URL                                      Tenant Communications from Operations
                        Access reporting for Sales Team                         Welcome Kit
                        Online Application/Download & Sales Notification        Booth Drop/Staff Letters
                        Online Prospectus
                                                                            Materials
                                                                                  Marketing Opportunities and Overview
                   Other
                                                                                  Press articles distribution
                        PowerPoint Overview                                      Marketing Manual
                                                                      3


                   Exhibitor Goals/Priorities   Updated 28 December 2012

   Exhibitor
Communications


   Attendee
Communications


Public Relations
                                                                                                          4


                   Exhibitor List Strategy                                          Updated 28 December 2012

   Exhibitor
Communications


   Attendee        List Name                    List Source(s)   Type (E-mail,   Record Count
Communications                                                   Mailing         (Total)
                                                                 Address)
Public Relations




                   TOTAL Addresses (De-Duped)
                   TOTAL E-mails (De-Duped)
                                                                                                                                5


                   Sales/Exhibitor Advertising (print/online)                                             Updated 28 December 2012

   Exhibitor
                    Desired            Description/   Audience   Timing/Frequency   Format/Forum         Add’l Notes
Communications
                    Publication/Site                                                (FP/HP/Banner        (tracking/comp vs.
                                       Message
                                                                                    Ad/Newsletter/Etc)   paid)
   Attendee
Communications


Public Relations
                                                                                                                     6


                   Sales/Exhibitor Direct Mail and Collateral                                  Updated 28 December 2012

   Exhibitor
Communications      Project   Description/   Audience/Qty   Mail      Preferred Specs/Format
                                                            Date/In
                              Message
                                                            House
   Attendee
                                                            Date
Communications


Public Relations
                                                                                                                               7


                   Sales/Exhibitor E-mails                                                               Updated 28 December 2012

   Exhibitor
Communications      Title/Subject   Description/   Audience/List   Email Date   Preferred Specs/Format
                                                                                (HTML/Text)
                                    Message
   Attendee
Communications


Public Relations
                                                                                                                 8

                   Sales/Exhibitor Web                                                     Updated 28 December 2012
                   (Site live, key content updates & programs/applications)
   Exhibitor
Communications      Content/Project   Description/   Audience    Live Date   Add’l Notes
                                      Message
   Attendee
Communications


Public Relations
                                                                                                                             9

                   Sales/Exhibitor On-Site Needs                                                       Updated 28 December 2012
                   (ex: badges, resign materials, applications, etc)
   Exhibitor
Communications       Project     Description/      Audience/Qty    RTP Date   Preferred Specs/Format
                                 Message
   Attendee
Communications


Public Relations
                                                                                                                    10


                   Sales/Exhibitor Social Media                                                Updated 28 December 2012

   Exhibitor
Communications     Medium   Content Strategy   Growth Strategy   Frequency   Add’l Notes / Advanced Tactics
                                                                             (surveys, contents, etc)
   Attendee
Communications


Public Relations
                                                                                                                      11

                   Sales/Exhibitor Misc                                                          Updated 28 December 2012
                   (video, powerpoint, premiums, etc)
   Exhibitor
Communications     Title         Description/   Audience/List   Quantity   Mail Date   Preferred Specs/Format
                                 Message
   Attendee
Communications


Public Relations
                                                                                                                                             12


                   Attendee Communications                                                                              Updated 28 December 2012

   Exhibitor
Communications
                    Direct Mail                                          E-Mails
   Attendee               Full Brochure                                      Voice Blasts
Communications            Mini Brochures                                     Chatty Emails
                          Comp Passes                                        Auto Email Messaging
                          Opening Night Invitation                           Newsletter\
                          VIP Kits/Mailing                                   Pre-Registration Online Confirmation
Public Relations
                                                                              Online Registration Reminders
                    Website                                                   Comp Passes
                         New Creative                                        Telemarketing Call Backs
                         5-10 Updates/Events
                         Product Locator                                Cross Marketing
                         Photo Gallery                                       Boilerplate For Inclusion In Other
                         Personalized URLs - tied into email campaign        Industry Materials
                         Banners Ads for Third Party Placement               General Ad For Inclusions In Other Industry Directories
                         Online Ticketing                                    Separate Postcard Or Overrun Of Existing Postcard For
                         Online Registration                                  Distribution At Appropriate Events
                         Post Event Take Down                                Booth Space
                         Splash Page Holdover Until Next Show
                         Post Event Take Down                           Miscellaneous
                                                                               Current Shows Stationery
                    HTML Email Blasts                                          Next Year’s Stationery
                        Save the Date Consumer Version                        Show Logo
                        Show Information Consumer Version                     Show Poster
                        Its Here Consumer Version                             Advisory Committee Presentation
                        Save the Date Trade Version
                        Show Information Trade Version
                        Its Here Trade Version
                        Friends & Family
                        CGK Friends & Family
                        Newsletter
                        Show Partners
                        3rd Party HTML
                        Attributes: Forward to a Friend
                                                                                                                                                   13


                   Attendee Communications                                                                                    Updated 28 December 2012

   Exhibitor
Communications     Exhibitor Marketing to Attendees
                                                                              Public Relations
                         Personalized HTML
                                                                                    Pre-Show Press Releases
   Attendee              Banner/Logo Link To Place On Website
                                                                                    Meetings with Key Publication Editors
Communications           Separate Postcard or Overrun Of Existing Postcard
                                                                                    Speaker Interviews
                                                                                    Pitch Documents
                   Student Communications
                                                                                    Pitches to Local TV, Radio and Newspaper
                        Letters to Professors
Public Relations                                                                    Distribution of Press Contact to Exhibitors
                        List of Schools and Professors
                                                                                    Fully Equipped and Staffed Press Room during Show
                        Phone Calls to Professors
                                                                                    Photography
                        Postcards
                                                                                    Press Invitations
                        Poster
                                                                                    Press Kits Stickers
                                                                                    Media Folders/Kits
                   Advertising
                                                                                    Press Room Wall Materials
                         General Ad for Comp/Trade Publications
                         Trade Publications
                                                                              On-Site Publications and Education Materials
                         Industry Association Publications
                                                                                   Show Directory
                         Consume Publications- General
                                                                                   Catalog
                         Shelter Publications
                                                                                   Signage
                         Newspapers
                                                                                   Elevator Signage
                         TV
                                                                                   Photography
                         Radio
                                                                                   Video
                         Internet
                                                                                   On-Site Registration Form
                         Billboards- outdoor
                                                                                   Online Product Locator Kiosks
                         Taxicabs
                                                                                   Restaurant Guide
                         Buses
                                                                                   Green Guide
                         Street Banners
                                                                                   Seminars VIP Pass
                         Airport - baggage claim, exiting billboards
                                                                                   Conference Proceedings
                         Storefront windowpane advertisements
                                                                                   Student Packets
                                                                                   Show Bags
                                                                                   Promotional Items
                                                                                              14


                   Attendee Target Audience / Goals & Priorities         Updated 28 December 2012

   Exhibitor
Communications


   Attendee
                    Primary
                    Secondary
Communications


Public Relations
                    [Please list groups/targets in order of significance]
                                                                          15


                   Attendee List Strategy Overview   Updated 28 December 2012

   Exhibitor
Communications


   Attendee
Communications


Public Relations
                                                                                                                               16


                   Attendee Advertising                                                                   Updated 28 December 2012

   Exhibitor
                    Desired            Description/   Audience   Timing/Frequency   Format/Forum         Add’l Notes
Communications
                    Publication/Site                                                (FP/HP/Banner        (tracking/comp vs.
                                       Message
                                                                                    Ad/Newsletter/Etc)   paid)
   Attendee
Communications


Public Relations
                                                                                                           17


                   Attendee Print / Direct Mail / Collateral                          Updated 28 December 2012

   Exhibitor
Communications      Project   Description/   Audience/Qty   Mail Date/In   Preferred Specs/Format
                                                            House Date
                              Message
   Attendee
Communications


Public Relations
                                                                                                                      18


                   Attendee E-mails                                                              Updated 28 December 2012

   Exhibitor
Communications      Title/Subject   Description/   Audience/List   Email Date   Preferred Specs/Format (HTML/Text)
                                    Message
   Attendee
Communications


Public Relations
                                                                                                               19


                   Attendee Web                                                           Updated 28 December 2012

   Exhibitor
Communications      Content/Project   Description/   Audience   Live Date   Add’l Notes
                                      Message
   Attendee
Communications


Public Relations
                                                                                                          20


                   Attendee On-Site / Signage                                        Updated 28 December 2012

   Exhibitor
Communications      Project   Description/   Audience/Qty   RTP Date   Preferred Specs/Format
                              Message
   Attendee
Communications


Public Relations
                                                                                                                   21


                   Attendee Miscellaneous                                                     Updated 28 December 2012

   Exhibitor
Communications      Title     Description/   Audience/List   Quantity   Mail Date   Preferred Specs/Format
                              Message
   Attendee
Communications


Public Relations




                   Examples: Videos, DVDs, voicemail blasts, custom gifts, etc.
                                                                                                                    22


                   Attendee Social Media                                                       Updated 28 December 2012

   Exhibitor
Communications     Medium   Content Strategy   Growth Strategy   Frequency   Add’l Notes / Advanced Tactics
                                                                             (surveys, contents, etc)
   Attendee
Communications


Public Relations
                                                     23


                   Media List   Updated 28 December 2012

   Exhibitor
Communications


   Attendee
Communications


Public Relations
                                                                                                               24


                   Pitch Plan                                                             Updated 28 December 2012

   Exhibitor
Communications


   Attendee        •Outline Strategy for how you plan to pitch this event/initiative to publications/media…
Communications


Public Relations
                                                                                                  25


                   Press Release Grid & Target Publications                  Updated 28 December 2012

   Exhibitor
Communications
                    Description/     Target Publications / Regions   Release Date
   Attendee         Message
Communications


Public Relations
                                                     26


                   Press Room   Updated 28 December 2012

   Exhibitor
Communications


   Attendee
Communications


Public Relations

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:3
posted:12/29/2012
language:English
pages:26