MARKETING NCAAWMaking sure your seeds get sunshine... |
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Your marketing plan is your map to how, when and where you are going to let
the campus community know about your NCAAW programs. It’s crucial to inform
your potential audience about activities as far in advance as possible. You
will want to bombard them with information concerning NCAAW, and you’ll have
to make your programs seem fun, interesting and more attractive than the
myriad of other options available on a college campus on any given night of
the week! Your marketing plan must be well thought out before you order that
first poster.
Remember - one thing at a time!
1. Target your potential audience.
Identify your target population and brainstorm
what type of advertising might capture the attention of those students. Be
aware that it is most effective to get the information out by using a mix of
traditional and non-traditional advertising methods. Yes, do the flyers, but
also chalk sidewalks and use costume characters to deliver your publicity!
Have someone parachute into your football game! Consistent themes, colors and
logos will help show the far-reaching impact of your week’s events.
2. Identify all the media that you think would be valuable to make use of in
getting the word out.
Then find out about deadlines and costs. For example,
how much lead time does the campus or local newspaper need in order to run
an ad or press release and how much does advertising space and printing cost?
Create a calendar with your committee so you won’t miss any deadlines and
make sure your promotion activities are in line with your available budget.
Make an appointment with the campus graphics and public relations department
and integrate your committee’s ideas with their expertise.
3. Determine a schedule and assign specific tasks.
Make sure the deadlines
and tasks that you have assigned are reasonable and reachable. Use a backwards
planning method of setting up your promotional campaign. In other words,
starting with opening date of your week, work your way backwards on the
calendar. Be sure if you are ordering educational or promotional materials to
distribute that you do so in plenty of time. Then record on your calendar the
expected arrival date. By doing this, even if the atmosphere gets very hectic,
the details won’t be forgotten. Assign one individual to monitor the calendar
on a daily basis.
4. Make sure your supporters are well publicized in your materials.
Be generous
in sharing credit for the week’s activities. You might even get an inexpensive
banner that features your NCAAW theme and lists the sponsors of your activities.
Then, have this banner at all of your events. Remember that each group involved
is looking to get some PR out of these events!
5. Stay on schedule.
Assign one individual to oversee each step and make
certain everyone follows through with assigned responsibilities.
6. Keep careful records of all publicity ordered.
Be meticulous in approving
any artwork before it is printed.
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