2015 EDDY Awards Marketing Strategy

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2015 EDDY Awards Marketing Strategy


2015 EDDY Revenue Generation Goals •

Sponsors

Tables

Attendees

Overall Revenue Numbers


Integrated Marketing Campaign Approach •

Digital Marketing efforts consist of e-blasts, paid digital advertising across social media platforms (Twitter, Facebook, Linkedin & Thunderclap) and taking a strategic approach to engaging partnering organizations to provide marketing support and increase social influence by leveraging their audiences. Digital PR to penetrate new market segments by educating an unfamiliar population on LAEDC’s narrative; Engaging digerati (bloggers, V-bloggers, and online media) to spread LAEDC’s message through earned media opportunities. Traditional Marketing and PR efforts in print ads and press releases to support the event; Leveraging co-branded opportunities with the events sponsors in various mediums


2015 EDDY Campaign Roles & Responsibilities: Digital Outreach Digerati

Team 1 Focus: Digerati & Individuals • Engage grassroots social channels to gain earn exposure in new market segments

E-blasts & Social Media

Team 1 Focus: LAEDC Audience • Social engagement and influence

Social Media Advertising

MS Specific Partnering Orgs

Team 1 Focus: Penetrate New Market • Segments & Expand Social Influence • Social Media Advertising

Team 2 Focus: Market Segment Specific •Examples: Co-Working Spaces, Incubators & Digital Associations •Social Channels, Emails & In-Kind


2015 EDDY Awards –Roles & Responsibilities for Traditional Marketing Efforts LAEDC Partnering Orgs

Team 3 Focus: Traditional Partnering Orgs. • Audience penetration through social channels and email marketing • Example: TownHall, POLA etc…

EDDY Sponsor Outreach

Team 1 & Team 2 Focus: Co-branded Marketing Efforts with Sponsors • Creating sponsor driven content and/or advertising opportunities to disseminate online or traditional media

Traditional PR & Media Sponsors

Team 2 Focus: Media Audience • Press releases & media requests about the event in print


Projected Marketing Deliverables Budget Digital Outreach Budget Projections •

Social Media Advertising - $XXX to $X,XXX •

Email Lists - $X,XXX to $X,XXX •

Includes E-blast Facebook Ads, 1 Thunderclap, Twitter and Linkedin Ads 4 or 5 new market lists with a estimated target penetration of 10K -14K ppl.

Misc. Creative - $X,XXX

Traditional Marketing Projections •

Marketing Staff Time •

Estimated 30 hours per week for Team 1 and 15 staff hours a week for Team 2 & 3

60 hours a week * 5 weeks = 300 Marketing Staff Hours Pre-Event


Timeline for Marketing Action Items Digital Marketing

Traditional Marketing

Digital & Traditional PR

Digital Ads Ads on Twitter & Linkedin – Two Weeks Before Event

Traditional Partnering Organizations - Starting Oct 12

Non-Traditional Partnering Organizations - Starting Oct 12

E-Blasts Emails & E-Blast Boosts – Wednesdays, to more lists, and a second email every other week

Sponsor Outreach - Ongoing

Digerati - Ongoing

Thunderclap - 2 Weeks Prior to the Event

Traditional PR - Discuss options including Frank Mottek Interview

Social Media - Twice Daily


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