Stay on budget, make your deadlines and reach the right eyes and ears with this list:
❑ Review previous years’ promotional budgets and set new budget.
❑ Determine audience(s): membership, potential exhibitors, an industry or trade, general public.
❑ Develop theme and corresponding graphics.
❑ Develop a schedule for the campaign.
❑ Develop promotional materials according to tested criteria: short and forceful sentences, convincing explanation of benefits to attendees and easy means of registering.
❑ Solicit a minimum of three competitive bids for all printing, checking samples of paper stock, and samples of work.
❑ Select printer(s), taking into account whether need is for “quick” or commercial quality, ability of a single printer to handle all needs, availability of equipment for jobs.
❑ Agree with printer on schedule into which extra time is built, and monitor deadlines.
❑ Release promotional pieces, press releases and related materials in accordance with schedule, with news releases preceding membership promotional mailings.
❑ Target local, national, international media as appropriate by type: trade papers, newspapers and periodicals of general interest, radio and television tailored to market.