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What is the reputation, style and “feel” or “vibe” of the event Does it match the expectations of your target market (positioning) Is it priced appropriately How have similar events fared What are the personal benefits your audience will receive by joining you in this event How can you make it special/memorable Will it be convenient/easy to purchase, and easy to share What incentives can you create so that partners and volunteers are rewarded, and/or motivated to participate How early/often should marketing messages be delivered (promotion) Marketing Channels/Components Promo Video 3 versions (1 informational, 1 educational/motivational, 1 testmonial) Photography Need some good stock photos of families on bikes (or custom shoot) Design We will need a logo for this (SWAG, Signage, Route Maps, etc.) Collateral Brochure, Postcard, Flier, Alumni Letter, Sponsor Letter, Signs, Banner Website Event Page and Registration ( ), Banner Graphics, Sponsor Sign-‐up Social Media FB Posts (and boosts), Tweets, YouTube Promotion 7 Event (Communication) Timeline SEP OCT/NOV DEC DEC/JAN JAN FEB MAR APR Branding/Site Build, Sponsors and Influencers Engaged (contacted) Sponsor Meetings / City Permissions Granted / Routes Confirmed SWAG, Brochure, Poster Design / Registration and Sponsor Forms Outlined FB Page and Posts, Bike Shops and Churches Contacted, PR Written All Print and Marketing Collateral Finialized, Volunteers Confirmed Target Market – First Touches / Registration Open / Email Campaign EB Pricing Ends / Email Communication Ramped Up Let’s Ride (April 6) Notes / Success Keys • Reaching Influencers (Bikers, Christian Churches, Simpson Alumni in Redding)
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