You’ve come up with the program, event, or league and you’re ready to get things moving. Don’t fall into the trap of thinking your work is done. In fact, you’re far from it. The work you do before the event will likely make or break your success. Use these tips to help set yourself up for success.
If there’s one thing I always try to avoid it is procrastination. When planning an event too often people think things just happen overnight. In fact, to plan a quality event takes weeks, months, or even years to ensure everything is in place. Before you do anything make sure you have the date and venue squared away. Other than figuring out funding for the event these two components are crucial and must be done in advance. Personally, when I program anything I’m ideally planning six months out, but depending on the event three to four weeks will work.
This is important when marketing because you should have a marketing schedule in place and know when, where, and how you plan to market your venture. Marketing is a balance. If you market too soon people will forget about the event when the time comes. if you market too late, people may have already made other plans and you missed out. Your marketing strategy will vary depending on the program intended.
For classes I teach I begin to promoting and marketing approximately one month before it begins. If I’m working with a third party, such as a parks and rec department, the marketing going out through them will vary as well. One month out and people should begin to see or hear about the program in more than one medium (audio, video, print, digital).
I’m a firm believer that only going digital (social media) is not the answer for everyone. I still use print media because it’s still an effective way of marketing. Three weeks out and I’ve begun to get print and digital media out there. The closer I get to the start date the more frequently I post about it. This is where shares, likes, and engagement is helpful to raise awareness. One thing you’ll learn through this process is that you’ll likely see the brunt of registration happen within the week leading up, but really within a 48hr window to the start of a program. People put things off to the last minute so be aware of that.
If I’m running a camp the timeline for my marketing will increase. Instead of a month to start promoting I will begin marketing a camp as early as six months to over a year ahead of time. While six months may seem excessive it’s not. Think about how you plan your summers or holidays breaks. If you have kids, they tend to fill up rather quickly. If you’re looking to put your kids in camps throughout the summer having more information to make informed decisions is important. It could be the difference between someone signing up for your program or going somewhere else. If you’re planning a camp for June-Aug I would highly recommend having your camp information and marketing together and released sometime in January.
No matter how you approach your marketing I encourage you to take the time to sit down and form a plan. Mark down when materials are going out, when they need to be printed and distributed. If you’re able to distribute print materials through schools make sure to go through their approval process, though most schools are going away from print and using digital. If you’re using social media you can target specific areas, which helps, but plan on budgeting money to get the best result.
Get out there. Make a plan. With the right moves your program will be a success.