2015 EDDY Awards Marketing Strategy
2015 EDDY Revenue Generation Goals •
Sponsors
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Tables
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Attendees
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Overall Revenue Numbers
Integrated Marketing Campaign Approach •
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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 •
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Email Lists - $X,XXX to $X,XXX •
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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
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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