Marketing

MARKETING MISSION
Marketing is a main focus for this event because it will not be successful
if we don't have guests coming in the door. The success of this fundraiser
lies solely on our ability to bring the attendees in the door and then
convince them to donate to the organization. A cohesive marketing plan
is essential in doing this. We are focused on getting the right people in
attendance who will benefit MICA. The goal outcome of the marketing is
that we will bring in at least $3 on every $1 we spend on marketing and
ultimately raise $50,000 or more for MICA.

MARKETING STRATEGY BREAKDOWN

We have chosen to brand this event as MICA Spring Fundraiser: Lansings
heART of Gold. We will plan this event with the color gold in mind. The
key to the success of this fundraiser is getting the right people in the
door.
Marketing focus groups:

Contacts of local organizations with similar interests

o We believe that these groups will be supportive in our
endeavors to raise funds for MICA because they are invested
in the community and have a tie to the arts.
o We plan to contact the Arts Council of Greater Lansing and
the Lansing Art Gallery

Country clubs
o This is a target market because we think that country club
members are the type of attendee we desire to have at our
event. They are normally people of affluence and are often

very involved in the community.

o Some organizations we plan to reach out to include Walnut
Hills Country Club, Grand Ledge Country Club, University
Club, Falcon Golf Course, Timber Ridge Golf Club, Eagle Eye
Golf Club, and Hawk Hollow

Politically active members of the community

o We believe these members of the community will be more
inclined to donate to cultural causes

Meeting Masters will use the following marketing tactics to gain

attendees:

Email blast to MICA contacts

Social media updates about the event

o Twitter
o Facebook

Flyer distribution to target markets

Sending representatives to raise awareness

o Representatives will speak on behalf of the organization to
different groups (including country club boards and local
Lansing organizations) to raise awareness about MICAs
cause and invite them to the event

Forming a partnership with performers

o Happen Dance, Art Beat Live, and the Mayor of Lansing.

Radio advertisements
o 94.9 WMMQ

Newspaper advertisements (pre-event)

o Lansing State Journal

Press release distribution

o See the press release we have prepared in the document
below