JOURN 4256 1st Edition Lecture 15Outline of Last Lecture I. Tacticsa. Media kits b. ANRc. VNR d. PSAs e. Media toursf. Guest appearances g. PlacementOutline of Current Lecture II. Eventsa. Purposeb. Typesc. Stepsd. GoalCurrent Lecture Events Purpose:-Delivers face time between consumers and brandsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Types:-Corporate-Education/career events-Social events Steps:1. What’s your goal2. Research3. Timeline/planning/budget4. Promotion5. Evaluation Goal:-What is your event about?-What’s the purpose?-What do you want your end result to be?-How are you going to achieve it?-Is it realistic?-Be specific Research:-Who is your audience?-What will the market bear?-What’s trending? Timeline/planning/budget:-Big events= big timeline-Conferences/symposia/wedding= 12-18 months-Use spreadsheets/notebooks-Budget priorities-Venue-Proximity-Cost-Size-Facilities-Transportation/parking -Food-Speakers/entertainment Promotion:-Should begin early-Save the date/invitations/RVSPs-Regular reminders-Consistent look/feel with the brand Getting the word out:-Drip-drip-drip-Paid/earned/owned-Social media-WOM/eWOM-Sponsorships Program:-Meeting schedule and printed document-Speakers-Select early-Vet if they’re any good-Consider costs-Get bios-Limitations on recording/photographing Evaluation:-Internal (the people who worked the event, etc.)-External (comment cards,
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