Event Marketing/PR Plan Template

The development of an effective marketing and communications plan is essential for the delivery of a successful event. The key is to match your event concept (the theme, programme, etc) with the appropriate audience (those who will attend or participate in your event). In order to do that, you must have a strong idea of what the event actually offers and to whom. You also need to have an effective plan of action and the necessary resources to implement it. This document is a marketing and PR plan template. It is not an exhaustive list of elements for inclusion within an event marketing plan; rather it is to be used as a guide, a framework around which event organisers can create their own plan. The elements contained within it are not mandatory for inclusion, but it is recommended that all marketing/PR plans being submitted in conjunction with National Programme Applications contain the following: - Summary of event Vision/Mission Target markets Objectives and Key Performance Indicators Key strategies and initiatives Marketing and PR Budgetary information

Pakistan within.

Contents
1. Marketing objectives

Overview Positioning SWOT Analysis Marketing mix - Product - Price - Place - Promotion Marketing Tools Key Strategies and Initiatives

2. Communication Strategy

3. Key Strategies

1. Marketing Objectives
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Overview Motor sports are not among the highly prioritized sports such as hockey or cricket, but in some parts of Pakistan there are events held to spread rally racing which is without any doubt a highly recognized branch of motorsports. In Pakistan events are organized on a small scale with a very small viewership. The agenda is to spread the idea throughout Pakistan and even bring it to an international scale event. Positioning The vast landscape and scenery Pakistan poses is immaculate, it is a treat for the eye but sadly many of the locals themselves are not aware of what their country holds within. Rally racing events would spread out throughout Pakistan and express the fact that despite being a country covering a comparatively small area compared to many others, but still possessing land topography like no other, from the highest peaks to flat land, from desserts to dense jungles with every type of climate. The current image of the country is a shear disappointment but an event such as this would show the world the culture, heritage and our golden land with its people and would bring about a change in the opinion of our country. Attract tourists and in turn a brighter future for this country. SWOT Analysis Strengths Unique event in calendar Attract attention, both local and foreign. Readily available landscapes. Opportunities To grow into new markets and invite in different age groups Promote tourism Improve the image of the country Weaknesses Potential for weather to affect programme Lack of awareness of the sport Small viewership Threats Clashes with other events taking place in the local area Reluctance of foreigners to participate or attend. Current security issues hurdling the event.

2. Communication Strategy Marketing Mix Product the event offers an opportunity to experience the art of offroad driving along with the scenic views. The event can expand to allow local and foreign drivers to compete in the different terrains. Special categories can also be formed for amateur drivers so that they can have their share of fun. the event offers. Can you develop the product any further? Factors to consider: Price - the cost of attending. How does the cost of attending the event add up? If appropriate, consider: Is the ticket price/entry fee at the right level for target groups? Does the price offer value for money? Is there an appropriate range of ticket/entry options? Do you need to introduce family tickets or special offers for example? Do you need to offer any price differentials to encourage attendance at particular performances? Are there any additional costs (booking fees, travel, meals, accommodation, parking) that will affect decisions to attend?

Convenience - the tickets would be put into an advance ticket distribution network by using a ticket hotline and a walk up box office, for the ease of payment credit cards would also be accepted. Promotion advertisements would be put in both, print media and digital media. Adds would be run on television and the newspaper.

Marketing Tools These are the kinds of tools intended to be used to reach the target audience. The event marketing tools include: Print: posters, leaflets, postcards, programmes, etc Direct mail and print distribution Media advertising: print, radio and TV Website/internet/e-bulletins
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Outdoor advertising: billboards, bus sides, poster sites, street dressing, etc Friends/ambassadors programmes/clubs Media releases, promotions and activity Media sponsorship

3. Key strategies

Key Strategies Summary Key initiatives Summary 1. Effectively promote the event Enhance existing website through increased marketing Establish specific promotional activity in local and national and plan detailing target markets, international press and online. times, methods etc Establish media partnerships with TDCP