Hsl Event Marketing Plan
2315 HSL Event Marketing and Sponsorship
Promotion Plan
Brissie to the bay(BTB) is a charity cycling event which is held to raise fund for Australians who are suffering from multiple sclerosis(MS). It has been held for 23 years and it has been attracting over 5,000 riders. It provides four different courses to participants and the ticket prices is around $70 to $100. Though assessing the event by SWOT, BTB is the largest cycling event in Brisbane and it helps promoting the cycling behaviour in Brisbane. However, BTB is lack of promotion cost and capital as it is a charity event. On the other hand, relevant research found that similar sports event are on the rise, it would be a threat to BTB. However, BTB provides …show more content…
opportunity for organisation to develop communication with participants and also build a good relationship with them. BTB tends to attract local residents and day visitors as the scale of the event is small. Generally, BTB is likely to attract a wide range of age group. As a sports event, BTB tends to attract Male riders more than female. There are four promotion objectives in the promotion plan. BTB is aim to attract $10,000 sponsorship by inviting Vitamin Water to become a sponsor of the event. Setting up facebook page and updating facebook page as well as advertising on social media and print media are important strategies which will be implemented for attracting new riders. A promotional video will be recorded in order to increase event awareness. All of the promotion strategies will be used within a year of time. For the budget, advertising on media will be the largest expense of the event which costs approximately 100,000. BTB will be evaluated though conducting surveys and research as well as having focus group. It is believed that the quality of BTB will be improved regularly though evaluating the event annually.
Content
1. Event Information……………………………………………………………..1
2. Assessment of the Market Environment…………………………………....1
3. Target Market…………………………………………………………………..3
4. Objectives……………………………………………………………………….5
5. Promotion Strategies…………………………………………………………..6
6. Action Plan………………………………………………………………………9
7. Promotion Budget……………………………………………………………..12
8. Monitoring & Evaluation………………………………………………………13
9. References……………………………………………………………………..14
10. Appendices……………………………………………………………………15
1.. Event Information
Brissie to the bay(BTB) has been held for 23 years in Brisbane, which raises money to help change the lives of the thousands of Australians living with multiple sclerosis (MS).
It is an annual event which is usually held in June. In this year, the event will be held on Sunday 23 June at 5:15 in the morning. According to the record, the event has been attracting over 5,000 riders. It provides four entry types, the price of an adult is from $70 to $100. Brissie to the bay involves 4 different courses which are 10km Brissie riverside, 25km Brissie to Balmoral & back, 50km Brissie to Wynnum & back and 100km Brissie to the bay & back. All courses start and finish at Musgrave Park, South Brisbane. The course map of the event will be presented in Appendix 1. According to the course map, participants can ride around east Brisbane to willington point. Further information can be found at http://www.brissietothebay.com.au/.
2. Assessment of the Market Environment
2.1 Internal analysis: Strengths & Weaknesses
Strengths:
- BTB is a charity event which raises fund to help change the lives of the thousands of Australians living with multiple sclerosis (MS) (Brissie to the bay, 2013).
- BTB offers four different courses for riders, participants can able to join different courses from family course10km to challenging course100km.
- BTB has been held for 23 years which is well-known in Brisbane.
- BTB is the largest cycling event in Brisbane which consists of over 5,000 riders(Brissie …show more content…
to the bay, 2013). Weaknesses:
- BTB is a charity event which is lack of operation cost.
- BTB is lack of promotion due to the limitation of capital.
- Ticket price of BTB is quite expensive.
- It is easy to get hurt in sports events rather than other events
2.2 External analysis: Threats & opportunities
Threats:
- Research has identified a rise in popularity of charity sport events” (Filo, Funk, & O’Brien, 2009, p.362)
- Whether cannot be accurately foreseen
- It is necessary to obtain permission from government
Opportunities:
- BTB provides opportunities for people who love cycling
- BTB provides opportunities for host organisation to communicate with participants
- BTB helps increase awareness of cycling
- Host organisation is able to build a relationship with participants and donators though BTB
- Brisbane economy is predicted to grow to more than $215 billion (AUD) GRP by 2031(Brisbane Economic Development Plan 2012-2031, 2012), good economic environment can attract attendance.
.
2.3 SWOT analysis:
Strengths
Fund raising
Largest cycling event
Well-known in Brisbane
Offers four courses
Weaknesses
Lack of promotion
Lack of capital
Easy to get hurt
Expensive ticket prices
Opportunities
Develop communication
Increase awareness of cycling
Build customer relationship
Good economic environment
Threats
- Similar events are on the rise
- Bad weather
- Obtain governments’ permission
3. Target Market
3.1 Primary Target Market
Geographically, BTB tends to attract local residents in Brisbane, day-visitors and intrastate domestic tourists. As the event scale is small, it is not likely to attract such widely dispersed market. Allen, O’Toole, Harris, and McDonnell(2008) state that “a key determinant of geographic segmentation is the potential “drawing power” of the event as a tourism attraction”. BTB has drawing power for a geographic market in Brisbane because the event has held for 23 years in Brisbane. Local residents are likely to familiar with the event more than other areas in Australia.
3.2 Secondary Target Market
Demographically, BTB is a cycling event which attracts a wide range of age group.
Generally, generation X, born between 1965 and 1980 is likely to spend money in leisure activities. Generation Y, born after 1981, which is most likely students and pre-school children, tends to attend the event as well because they are full of energy and young. For gender, BTB tends to attract Male riders more than female. According to relevant research, men are likely to do sports and watch sports games more than women. For occupation, working class to Upper middle class are targeted as well as high school and university student group. Children are encouraged to join the event with their parents. In addition, family group (2 adults plus 2 children) is also targeted which provides opportunity for participants to enjoy a family bike ride
day.
3.3 Tertiary Target Market
Apparently, BTB is designed for sports lovers and cyclists. It is likely to attract people who love sports and competition. Moreover, people who are seeking leisure experiences and better lifestyle would be targeted as well. Allen, O’Toole, Harris, and McDonnell(2008) state that segmentation of consumers is based on shared values and attitudes. Therefore, those who are socially aware and young optimists are estimated to attend BTB.
4. Objectives
4.1 Overall business objective
BTB aims to raise $1,200,000 to help change the lives of the thousands of Australians living with multiple sclerosis (MS) and promote cycling behaviour in Brisbane.
4.2 SMART promotion objectives
-To attract $10,000 of sponsorship
- To attract 1,000 new participants
- To achieve 98% ticket sales
- To attract at least 3 cycling associations or sports clubs involved with the event
5. Promotion Strategies
Link to Marketing Objective
Strategies
Rationale
1.1
To attract $10,000 of sponsorship
Invite water beverage company Vitamin Water to become sponsors of BTB
Vitamin Water is a water product which includes energy and vitamin B , C or E(Coca-Cola, 2013). It offers over 20 flavours and each flavour includes different ingredients which can supplement one’s energy. Riders of BTB are needed to be refreshed after the ride. Therefore, Vitamin Water could support Vitamin of participants
1.2
To attract 1,000 new participants
Keep updating BTB facebook page weekly and target people who “like” sports and cycling
Facebook is the most popular social network on the internet with approximately 750 million users(Wolfe,2011). Target people who had “like” Sports and cycling can reach to the target market directly. People who share and “like” the page of BTB can help increasing the awareness of the event.
Advertise on Radio, newspapers and sports magazines
Advertise on radio and newspapers are able to spread event awareness to the public though media coverage. People who interested in sports are likely to buy sports magazines, advertise those magazines can reach the target market of BTB.
Advertise on print media such as posters and flyers. Distribute 1,000 flyers all over Brisbane and place 300 posters at the bus stops and train stations.
Placing posters and distributing flyers can also promote the event to general public and increase awareness.
Offer discount once a participant invite a friend to join the event can get 90% discount on ticket.
Offer discount can encourage participant to join BTB.
Promote BTB on official webpage, twitter and youtube by uploading photos, videos and status.
Twitter and youtube are popular on the internet. Promoting BTB on social networks can reach the target market easily. Twitter and youtube enable user to write comments and share the information to their friends. Word of mouth is important for every single event(Allen, O’Toole, Harris, and McDonnell, 2008). In order to develop word of mouth, promoting the event and sharing experiences on the internet can be effective.
To record a promotional video which includes the aim of the event, event information, photos of the event and feedback of customers. The video must be creative. After editing the video, it should be posted on the webpage, YouTube, facebook, twitter and official webpage.
Video advertisement is common on the internet such as YouTube. Record a video advertisement can introduce the event in detail and promote BTB..
1.3
To achieve 98% ticket sales
Deliver e-mails and mails to event department of Griffith University, University of Queensland and Queensland University of Technology as well as corporate sector.
In order to spread awareness within the society, delivering e-mails and mails can reach the target market directly.
Contact previous participants though mails, e-mails and text messages.
Participants who had joined the event before have probability to join the event again(Allen, O’Toole, Harris, and McDonnell, 2008). Keep contacting previous participants and build a relationship with them can increase loyalty.
Merchandising such as T-shirts with BTB logo and souvenirs can be sold during the event.
It is effective to create event logo which enable participant to keep in mind what event they have gone to.
;1.4
To attract at least 3 cycling associations or sports clubs involved with the event
Deliver e-mails and mails to all cycling and sports clubs in Brisbane. For example, Cyc 'd Cycling Club, Balmoral Cycling Club and city council.
There are few cycling associations in Brisbane. Members of the clubs are likely to join BTB, which are sports and cycling lovers.
Offer discount to members of cycling association.
To increase attendance, offering discount to the target market is effective.
6. Action Plan
As BTB will be held in June 2013, this action plan is established for promotion planning in 2012.
Strategy
Responsibility to Execute
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
1.1
Invite and contact water beverage company Vitamin Water to become a sponsor of BTB
Event manager
1.2 update BTB facebook page and website
IT staff
1.3
Monitor the facebook page and website
IT staff
1.4
Advertise on Radio, newspapers and sports magazines
Operating personnel
1.5
Advertise on print media such as posters and flyers. Distribute 1,000 flyers all over Brisbane and place 300 posters
Operating personnel
1.6
Promote BTB on official webpage, twitter and youtube and monitor the page
Operating personnel
1.7
Record and edit the promotional video
IT staff
1.8
Release the Video
IT staff
1.9
Deliver e-mails and mails to universities and corporate sector
Operating personnel
2.0
Deliver e-mails and mails to all cycling and sports clubs in Brisbane.
Operating personnel
2.1
Contact previous participants though mails, e-mails and text messages.
Operating personnel
2.2
Produce Merchandising such as T-shirts and souvenirs with BTB logo
Operating Personnel
7. Budget
Items
Asset
1.1
Promotion Capital
170,000.00
1.2
Sponsorship from Vitamin Water
10,000.00
Total asset:
180,000.00
Strategy
Action
Description and Calculation / Source
Cost
1.1
Website Maintenance
$44/hour for 1hr/mouth. = $44 x 4 months (Webgrow, 2013)
$176.00
1.2
Event personnel to update
1 event personnel 18/hr x 2 hours each month x 12 months (Webgrow, 2013)
$432.00
1.3
Advertising on Radio
A single voice radio advertisement $850 x 2 per week x 4months (Nielsen, 2013)
$27,200.00
1.4
Advertising on Newspaper
Newspaper advertisement Strip $9473.75 (including GST $861.25) x 2 per month x 4 months (The Australian, 2013)
$75,790.00
1.5
Advertising on sports magazines
Sports magazines advertisement of Quarter Page $1,546.27 (including GST $140.57) x 1 per week x 4 months (Insidesport, 2013)
$24,740.32
1.6
Record a promotional video
4 event personnel 20/hr x 6 hour per day x 7 days
$3,360.00
1.7
Advertising on Flyers
Print 1,000 Flyers x $2.5 each(Newsspace, 2013)
$2,500.00
1.8
Advertising on Posters
Print 300 posters x $80 each(Newspace, 2013)
$24,000.00
1.9
Deliver mails to universities and corporate sector and loyalty customers
1,500 Mails x $2.6 each(Australia Post, 2013)
$3,900.00
2.0
Creating BTB logo
1 event personnel x $250 x 1 logo (Logoland, 2013)
$ 250.00
Total Marketing Strategy expense:
162,348.32
8. Monitoring & Evaluation
To evaluate the outcome of BTB, surveys will be conducted after the event is finished. In order to understand the customers’ needs, participants will be asked for finishing the questionnaires after the event. Participants will be asked a few questions such as which source did they get to know about the event, what are the feedbacks of the event, recommendations of the event and what contact methods do they prefer and so on. Conducting the surveys and questionnaires enables event planners and marketers to understand participant’s needs and wants as well as what they feel about the event. On the other hand, event planner could track the success of media by having focus groups and interviews. Though using these evaluation strategies, it is believed that the event can be improved regularly.
9. References
Allen, O’Toole, Harris, and McDonnell(2008). Festival & Special Event Management. Australia: John Wiley & Sons Australia, Ltd.
Australia Post (2013). Retrieved from http://auspost.com.au/parcels-mail/standard-delivery.html
Brisbane Economic Development Plan (2012). Retrieved from http://www.brisbane.qld.gov.au/about-council/governance-strategy/economic-development/economic-development-program/
Brissie to the bay (2013). Home. Retrieved from http://www.brissietothebay.com.au/
Filo, K., Funk, D. C., & O 'Brien, D. (2009).The meaning behind attachment: Exploring camaraderie, cause, and competency at a charity sport event. Journal of Sport Management, 23(3), 361-387.
Insidesport (2012). Retrieved from http://www.insidesport.com.au/
Lahle Wolfe (2012), Women in Business. Retrieved from http://womeninbusiness.about.com/
Newsspace (2012). Retrieved from www.newsspace.com.au/
Nielsen( 2013). Retrieved from http://www.nielsen.com/au/en.html
The Autralian (2013). Retrieved from http://www.theaustralian.com.au/
Webgrow (2012). Retrieved from http://www.webgrow.com.au/website-maintenance/pricing
Logoland (2013). Retrieved from www.logoland.com.au
Appendix 1: Course Map
Appendix 2: Brand Bullseye
Promotion Plan
Brissie to the bay(BTB) is a charity cycling event which is held to raise fund for Australians who are suffering from multiple sclerosis(MS). It has been held for 23 years and it has been attracting over 5,000 riders. It provides four different courses to participants and the ticket prices is around $70 to $100. Though assessing the event by SWOT, BTB is the largest cycling event in Brisbane and it helps promoting the cycling behaviour in Brisbane. However, BTB is lack of promotion cost and capital as it is a charity event. On the other hand, relevant research found that similar sports event are on the rise, it would be a threat to BTB. However, BTB provides …show more content…
opportunity for organisation to develop communication with participants and also build a good relationship with them. BTB tends to attract local residents and day visitors as the scale of the event is small. Generally, BTB is likely to attract a wide range of age group. As a sports event, BTB tends to attract Male riders more than female. There are four promotion objectives in the promotion plan. BTB is aim to attract $10,000 sponsorship by inviting Vitamin Water to become a sponsor of the event. Setting up facebook page and updating facebook page as well as advertising on social media and print media are important strategies which will be implemented for attracting new riders. A promotional video will be recorded in order to increase event awareness. All of the promotion strategies will be used within a year of time. For the budget, advertising on media will be the largest expense of the event which costs approximately 100,000. BTB will be evaluated though conducting surveys and research as well as having focus group. It is believed that the quality of BTB will be improved regularly though evaluating the event annually.
Content
1. Event Information……………………………………………………………..1
2. Assessment of the Market Environment…………………………………....1
3. Target Market…………………………………………………………………..3
4. Objectives……………………………………………………………………….5
5. Promotion Strategies…………………………………………………………..6
6. Action Plan………………………………………………………………………9
7. Promotion Budget……………………………………………………………..12
8. Monitoring & Evaluation………………………………………………………13
9. References……………………………………………………………………..14
10. Appendices……………………………………………………………………15
1.. Event Information
Brissie to the bay(BTB) has been held for 23 years in Brisbane, which raises money to help change the lives of the thousands of Australians living with multiple sclerosis (MS).
It is an annual event which is usually held in June. In this year, the event will be held on Sunday 23 June at 5:15 in the morning. According to the record, the event has been attracting over 5,000 riders. It provides four entry types, the price of an adult is from $70 to $100. Brissie to the bay involves 4 different courses which are 10km Brissie riverside, 25km Brissie to Balmoral & back, 50km Brissie to Wynnum & back and 100km Brissie to the bay & back. All courses start and finish at Musgrave Park, South Brisbane. The course map of the event will be presented in Appendix 1. According to the course map, participants can ride around east Brisbane to willington point. Further information can be found at http://www.brissietothebay.com.au/.
2. Assessment of the Market Environment
2.1 Internal analysis: Strengths & Weaknesses
Strengths:
- BTB is a charity event which raises fund to help change the lives of the thousands of Australians living with multiple sclerosis (MS) (Brissie to the bay, 2013).
- BTB offers four different courses for riders, participants can able to join different courses from family course10km to challenging course100km.
- BTB has been held for 23 years which is well-known in Brisbane.
- BTB is the largest cycling event in Brisbane which consists of over 5,000 riders(Brissie …show more content…
to the bay, 2013). Weaknesses:
- BTB is a charity event which is lack of operation cost.
- BTB is lack of promotion due to the limitation of capital.
- Ticket price of BTB is quite expensive.
- It is easy to get hurt in sports events rather than other events
2.2 External analysis: Threats & opportunities
Threats:
- Research has identified a rise in popularity of charity sport events” (Filo, Funk, & O’Brien, 2009, p.362)
- Whether cannot be accurately foreseen
- It is necessary to obtain permission from government
Opportunities:
- BTB provides opportunities for people who love cycling
- BTB provides opportunities for host organisation to communicate with participants
- BTB helps increase awareness of cycling
- Host organisation is able to build a relationship with participants and donators though BTB
- Brisbane economy is predicted to grow to more than $215 billion (AUD) GRP by 2031(Brisbane Economic Development Plan 2012-2031, 2012), good economic environment can attract attendance.
.
2.3 SWOT analysis:
Strengths
Fund raising
Largest cycling event
Well-known in Brisbane
Offers four courses
Weaknesses
Lack of promotion
Lack of capital
Easy to get hurt
Expensive ticket prices
Opportunities
Develop communication
Increase awareness of cycling
Build customer relationship
Good economic environment
Threats
- Similar events are on the rise
- Bad weather
- Obtain governments’ permission
3. Target Market
3.1 Primary Target Market
Geographically, BTB tends to attract local residents in Brisbane, day-visitors and intrastate domestic tourists. As the event scale is small, it is not likely to attract such widely dispersed market. Allen, O’Toole, Harris, and McDonnell(2008) state that “a key determinant of geographic segmentation is the potential “drawing power” of the event as a tourism attraction”. BTB has drawing power for a geographic market in Brisbane because the event has held for 23 years in Brisbane. Local residents are likely to familiar with the event more than other areas in Australia.
3.2 Secondary Target Market
Demographically, BTB is a cycling event which attracts a wide range of age group.
Generally, generation X, born between 1965 and 1980 is likely to spend money in leisure activities. Generation Y, born after 1981, which is most likely students and pre-school children, tends to attend the event as well because they are full of energy and young. For gender, BTB tends to attract Male riders more than female. According to relevant research, men are likely to do sports and watch sports games more than women. For occupation, working class to Upper middle class are targeted as well as high school and university student group. Children are encouraged to join the event with their parents. In addition, family group (2 adults plus 2 children) is also targeted which provides opportunity for participants to enjoy a family bike ride
day.
3.3 Tertiary Target Market
Apparently, BTB is designed for sports lovers and cyclists. It is likely to attract people who love sports and competition. Moreover, people who are seeking leisure experiences and better lifestyle would be targeted as well. Allen, O’Toole, Harris, and McDonnell(2008) state that segmentation of consumers is based on shared values and attitudes. Therefore, those who are socially aware and young optimists are estimated to attend BTB.
4. Objectives
4.1 Overall business objective
BTB aims to raise $1,200,000 to help change the lives of the thousands of Australians living with multiple sclerosis (MS) and promote cycling behaviour in Brisbane.
4.2 SMART promotion objectives
-To attract $10,000 of sponsorship
- To attract 1,000 new participants
- To achieve 98% ticket sales
- To attract at least 3 cycling associations or sports clubs involved with the event
5. Promotion Strategies
Link to Marketing Objective
Strategies
Rationale
1.1
To attract $10,000 of sponsorship
Invite water beverage company Vitamin Water to become sponsors of BTB
Vitamin Water is a water product which includes energy and vitamin B , C or E(Coca-Cola, 2013). It offers over 20 flavours and each flavour includes different ingredients which can supplement one’s energy. Riders of BTB are needed to be refreshed after the ride. Therefore, Vitamin Water could support Vitamin of participants
1.2
To attract 1,000 new participants
Keep updating BTB facebook page weekly and target people who “like” sports and cycling
Facebook is the most popular social network on the internet with approximately 750 million users(Wolfe,2011). Target people who had “like” Sports and cycling can reach to the target market directly. People who share and “like” the page of BTB can help increasing the awareness of the event.
Advertise on Radio, newspapers and sports magazines
Advertise on radio and newspapers are able to spread event awareness to the public though media coverage. People who interested in sports are likely to buy sports magazines, advertise those magazines can reach the target market of BTB.
Advertise on print media such as posters and flyers. Distribute 1,000 flyers all over Brisbane and place 300 posters at the bus stops and train stations.
Placing posters and distributing flyers can also promote the event to general public and increase awareness.
Offer discount once a participant invite a friend to join the event can get 90% discount on ticket.
Offer discount can encourage participant to join BTB.
Promote BTB on official webpage, twitter and youtube by uploading photos, videos and status.
Twitter and youtube are popular on the internet. Promoting BTB on social networks can reach the target market easily. Twitter and youtube enable user to write comments and share the information to their friends. Word of mouth is important for every single event(Allen, O’Toole, Harris, and McDonnell, 2008). In order to develop word of mouth, promoting the event and sharing experiences on the internet can be effective.
To record a promotional video which includes the aim of the event, event information, photos of the event and feedback of customers. The video must be creative. After editing the video, it should be posted on the webpage, YouTube, facebook, twitter and official webpage.
Video advertisement is common on the internet such as YouTube. Record a video advertisement can introduce the event in detail and promote BTB..
1.3
To achieve 98% ticket sales
Deliver e-mails and mails to event department of Griffith University, University of Queensland and Queensland University of Technology as well as corporate sector.
In order to spread awareness within the society, delivering e-mails and mails can reach the target market directly.
Contact previous participants though mails, e-mails and text messages.
Participants who had joined the event before have probability to join the event again(Allen, O’Toole, Harris, and McDonnell, 2008). Keep contacting previous participants and build a relationship with them can increase loyalty.
Merchandising such as T-shirts with BTB logo and souvenirs can be sold during the event.
It is effective to create event logo which enable participant to keep in mind what event they have gone to.
;1.4
To attract at least 3 cycling associations or sports clubs involved with the event
Deliver e-mails and mails to all cycling and sports clubs in Brisbane. For example, Cyc 'd Cycling Club, Balmoral Cycling Club and city council.
There are few cycling associations in Brisbane. Members of the clubs are likely to join BTB, which are sports and cycling lovers.
Offer discount to members of cycling association.
To increase attendance, offering discount to the target market is effective.
6. Action Plan
As BTB will be held in June 2013, this action plan is established for promotion planning in 2012.
Strategy
Responsibility to Execute
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
1.1
Invite and contact water beverage company Vitamin Water to become a sponsor of BTB
Event manager
1.2 update BTB facebook page and website
IT staff
1.3
Monitor the facebook page and website
IT staff
1.4
Advertise on Radio, newspapers and sports magazines
Operating personnel
1.5
Advertise on print media such as posters and flyers. Distribute 1,000 flyers all over Brisbane and place 300 posters
Operating personnel
1.6
Promote BTB on official webpage, twitter and youtube and monitor the page
Operating personnel
1.7
Record and edit the promotional video
IT staff
1.8
Release the Video
IT staff
1.9
Deliver e-mails and mails to universities and corporate sector
Operating personnel
2.0
Deliver e-mails and mails to all cycling and sports clubs in Brisbane.
Operating personnel
2.1
Contact previous participants though mails, e-mails and text messages.
Operating personnel
2.2
Produce Merchandising such as T-shirts and souvenirs with BTB logo
Operating Personnel
7. Budget
Items
Asset
1.1
Promotion Capital
170,000.00
1.2
Sponsorship from Vitamin Water
10,000.00
Total asset:
180,000.00
Strategy
Action
Description and Calculation / Source
Cost
1.1
Website Maintenance
$44/hour for 1hr/mouth. = $44 x 4 months (Webgrow, 2013)
$176.00
1.2
Event personnel to update
1 event personnel 18/hr x 2 hours each month x 12 months (Webgrow, 2013)
$432.00
1.3
Advertising on Radio
A single voice radio advertisement $850 x 2 per week x 4months (Nielsen, 2013)
$27,200.00
1.4
Advertising on Newspaper
Newspaper advertisement Strip $9473.75 (including GST $861.25) x 2 per month x 4 months (The Australian, 2013)
$75,790.00
1.5
Advertising on sports magazines
Sports magazines advertisement of Quarter Page $1,546.27 (including GST $140.57) x 1 per week x 4 months (Insidesport, 2013)
$24,740.32
1.6
Record a promotional video
4 event personnel 20/hr x 6 hour per day x 7 days
$3,360.00
1.7
Advertising on Flyers
Print 1,000 Flyers x $2.5 each(Newsspace, 2013)
$2,500.00
1.8
Advertising on Posters
Print 300 posters x $80 each(Newspace, 2013)
$24,000.00
1.9
Deliver mails to universities and corporate sector and loyalty customers
1,500 Mails x $2.6 each(Australia Post, 2013)
$3,900.00
2.0
Creating BTB logo
1 event personnel x $250 x 1 logo (Logoland, 2013)
$ 250.00
Total Marketing Strategy expense:
162,348.32
8. Monitoring & Evaluation
To evaluate the outcome of BTB, surveys will be conducted after the event is finished. In order to understand the customers’ needs, participants will be asked for finishing the questionnaires after the event. Participants will be asked a few questions such as which source did they get to know about the event, what are the feedbacks of the event, recommendations of the event and what contact methods do they prefer and so on. Conducting the surveys and questionnaires enables event planners and marketers to understand participant’s needs and wants as well as what they feel about the event. On the other hand, event planner could track the success of media by having focus groups and interviews. Though using these evaluation strategies, it is believed that the event can be improved regularly.
9. References
Allen, O’Toole, Harris, and McDonnell(2008). Festival & Special Event Management. Australia: John Wiley & Sons Australia, Ltd.
Australia Post (2013). Retrieved from http://auspost.com.au/parcels-mail/standard-delivery.html
Brisbane Economic Development Plan (2012). Retrieved from http://www.brisbane.qld.gov.au/about-council/governance-strategy/economic-development/economic-development-program/
Brissie to the bay (2013). Home. Retrieved from http://www.brissietothebay.com.au/
Filo, K., Funk, D. C., & O 'Brien, D. (2009).The meaning behind attachment: Exploring camaraderie, cause, and competency at a charity sport event. Journal of Sport Management, 23(3), 361-387.
Insidesport (2012). Retrieved from http://www.insidesport.com.au/
Lahle Wolfe (2012), Women in Business. Retrieved from http://womeninbusiness.about.com/
Newsspace (2012). Retrieved from www.newsspace.com.au/
Nielsen( 2013). Retrieved from http://www.nielsen.com/au/en.html
The Autralian (2013). Retrieved from http://www.theaustralian.com.au/
Webgrow (2012). Retrieved from http://www.webgrow.com.au/website-maintenance/pricing
Logoland (2013). Retrieved from www.logoland.com.au
Appendix 1: Course Map
Appendix 2: Brand Bullseye