Eastern Volunteers is a volunteer resource centre located in Melbourne’s eastern suburbs, which assists community organisations in recruiting and training volunteers.
This month I conducted a training session on planning and promoting events; following the success of a similar workshop that I held last year. The half-day workshop covered the following topics:
- Developing a marketing approach for events
- Planning and executing events
- Sponsorship and Support
- Engaging the Media
- Promotional Tools
Developing a marketing approach
Events are a marketing activity and as such they need to align with organisational goals. All forms of interaction, such as attending an event, receiving promotional materials or customer service, results in an impression being formed. It is imperative that these impressions reinforce the key messages that an organisation wishes to communicate.
Events need a clearly defined purpose so that the organisation and participants are aware of the outcomes they wish to be achieve. Clear expectations also assist when evaluating the effectiveness of an event.
Do you wish to raise funds, or are you planning to raise awareness for your organisation? While there may be a crossover between purposes, there will typically be an overriding priority that defines the aim of the event.
Like any form of marketing, there is a need to understand the target market for your event. Who do you wish to attract to the event and why is it is important to reach this target market? Knowing the target market will assist in understanding the best communication tools that can be used to reach these attendees.