- What is Marketing?
- What About Branding?
- Getting Started
- Marketing an Event: Where to Begin
- Marketing Plans
Marketing is the process of getting people interested in what you are offering—typically a product or a service. The starting point for any successful marketing effort is having a firm grasp of your ideal “customer’s” needs and what motivates them to take action. Going through the 5 W’s of marketing and answering them is a great first step toward figuring this out:
- Who is your audience?
- What does your audience want or need?
- Where can your audience be found?
- When is the best time to message your audience?
- Why would your audience be interested in what you’re offering?
A brand is whatever comes into a person’s mind—ideas, images … a gut feeling—when they think about a product, service or company. It’s the intuitive associations conjured by hearing a brand name or seeing a logo; these are usually a mix of the practical (“this hat was made in the US”) and the emotional (“this hat makes me feel young”).
A company's or institution's brand is its most valuable asset, and trust is the foundation of a strong brand. People develop trust in a brand when their expectations of the product or service it represents are reliably met.
The 5 C’s of brand building:
- Clarity — what value do you provide and to whom?
- Conversation — engage your audience in a two-way dialogue
- Community — actively nurture a sense of belonging and shared purpose
- Content — create and share content that inspires, educates and entertains
- Consistency — in your tone, visuals and across channels helps to avoid confusion
Answer these and you’re well on the way to identifying your brand:
- Who are you as an organization?
- To whom are you speaking?
- How do you want them to feel?
- What action(s) do you want them to take?
- What is your call to action?
Some first steps when you’re planning an event on campus.
- Make sure you have all of the final event details.
Pro tip: avoid scheduling your event on the same day as another similar event by cross-referencing the campus calendar and checking with relevant unit heads.
- Identify the target audience and find out how they like to be contacted.
- Identify the goal of the event.
- Formulate your call to action.
- Decide what channels you will use for promotion.
- Secure your budget.
- Prepare a marketing plan (recommended—see below).
A good marketing plan defines the objectives, strategies and tactics for a marketing campaign or event promotion. Taking the time to develop one during the early planning stages is usually a good idea. It will serve as your central reference document throughout the campaign, helping to keep track of progress and keep everyone on the same page.
- Integrated Marketing Plan Template.pdf
- Info about new email policy - Electronic Mass Communication Authorization Form.pdf