“No plan is perfect, yet plans are necessary if we are to avoid complete chaos.” … Edward T. Hall

1. 2 “No plan is perfect, yet plans are necessary if we are to avoid complete chaos.” … Edward T. Hall em +ps

2. Initial Considerations 2 em +ps What is the purpose of the workshop? Why are you holding the workshop? What are your goals and intentions? What do you hope to achieve? Who will be attending? What kind of venue will be the best fit? Does it justify a financial outlay?

3. Workshop Objectives 2 em +ps Always ask the questions: “What is to be accomplished as a result of this workshop?

4. Conducting a Needs Analysis 2 em +ps When designing a needs analysis, key questions to Investigate should include: Is attendance mandatory or voluntary? Who is paying the expenses for participating? What professional or educational niche do we serve? Is continuing education a requirement for the attendee’s participation?

5. Establishing Financial Goals 2 em +ps Financial goals may be: Is the workshop designed to break even? Should it produce a profit? If so, what percentage of profit is desired? Can it be budgeted at a loss? If so, how much loss?

6. Five Ps of Event Marketing- Product 2 em +ps What is the history of the workshop? What is the value of the workshop? What makes the workshop unique?

7. Five Ps of Event Marketing- Price 2 em +ps What is your financial philosophy? What is the cost of doing business? What are the financial demographics of the target audience?

8. Five Ps of Event Marketing- Place 2 em +ps Existence of related audiences. Proximately to the potential audiences. Availability of parking. Availability of public transportation. Degree to which the location fits the character of the workshop.

9. Five Ps of Event Marketing- Public Relations 2 em +ps Media releases. Publicity releases. Media kits. Phone, fax, and email information for contacts.

10. Five Ps of Event Marketing- Positioning 2 em +ps What type of workshops is the competition offering? What niche are we trying to fill? What makes us different and how can we seize upon our unique qualities to market our workshops?

11. Five Ps of Event Marketing- Positioning cont. 2 em +ps What markets will be receptive to our workshop concepts? Keep it simple!

12. Five Ws of Marketing - Why? 2 em +ps Emphasize benefits. Describe overriding reasons for the workshop. Use personal approach. Appeal to needs.

13. Five Ws of Marketing - Who? 2 em +ps Regional, state, local audience. Disciplines and interests of audience. Audience awareness of nature of event. Level of experience (novice to expert).

14. Five Ws of Marketing - When? 2 em +ps Market schedule/patterns. Time of day. Day(s) of week. Time of year.

15. Five Ws of Marketing - What? 2 em +ps Explain purpose of event. Determine and create expectations. Prioritize and identify program features. Review the “Who?” principle.

16. Advertising Considerations 2 em +ps Age. Income range. Trade or profession. Gender. Geographic location. Race. Marital status and family size.

17. Promotion Types 2 em +ps Letters. Flyers. Brochures. Postcards. Press kits. Email, list serves. Etc.

18. Press Materials 2 em +ps • Lead (Most important information) • Five Ws (Who? What? Where? • Why? When?) • Body (Elaborate on Lead) • Quotes • Background information • Additional details

19. Press Kits 2 em +ps Press release Announcements Photos Media alerts Background news and stories Biographies Folders, brochures, postcards Organizational information

20. Having a Routine 2 em +ps Daily Weekly Monthly Quarterly

21. Marketing Timelines 2 em +ps Please visit our Website download area http://emmps.wsu.edu

22. Selling – Workshop Participation 2 em +ps Sell next year’s event on-site this year. Invite past attendees to join the workshop. Include an inexpensive flyer with your invoice. Mail first marketing piece earlier. Increase the number of promotional mailings. Add a last-chance mailing. Put workshop materials on the Internet.

23. Stretching Promotional Budgets 2 em +ps Establish the design direction for the marketing campaign before production begins. Piggyback promotions with other mailings. Use economical formats. Use colors wisely. Specify house stock.

24. Promotion Workshop Attendance 2 em +ps Explain why one should attend. Show what they get for their money. Show the workshop at a glance. Tell prospective participants what they will learn. Explain why they should bring their associates. Stress the opportunity for networking.

25. 2 em +ps Projects Services

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28. 2 em +ps Extension Meeting Management and Program Support

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30. 2 em +ps Online Technology

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35. 2 em +ps Questions?