So you’re planning a public event? Congratulations! You are doing big things and it’s time to get your supporters involved!
We at Elmore thrive on connecting our clients to their audiences. Read on below for a few considerations we evaluate when developing a communications strategy to promote your event.
First, what type of public event are you holding? Is it a larger event like a grand opening or annual festival? Or is it something hyper-local, like a community meeting or groundbreaking of a local amenity? The type and scale of the event will help guide our strategy and timing for promotion. The sooner the concept and details of the event take shape, the more time we will have to promote. Our planning lead time can be anywhere from three to 12 months, depending on the unique aspects of the event.
Promotion usually means strategically leveraging a combination of earned media, owned media, and paid media to get your event known by the right audiences. “Earned” media are news stories generated from pitching reporters; “owned” media include your website and social media channels; and “paid” media include ads, whether in print, on air, or online. Elmore can assist with your paid digital advertising strategy, and help identify a third-party partner for traditional media buying.
These outreach elements often happen in tandem, though typically, Elmore first focuses on earned media. Being able to engage with press first can add a dynamic layer of excitement and build momentum.
As the event draws nearer, we execute our digital strategy, pushing event details to your already engaged followers with a combined use of website, e-newsletter, and social media channels. We also empower event partners and sponsors to have them amplify social media posts that the event is happening. Additionally, this is the time to consider a further push to a bigger audience through ad buys.
The week of the event, we give the strongest promotional push, coordinating advance interviews and ramping up social media promotion to generate buzz. In the few days preceding the event, we determine the most engaging window of the event and invite reporters, photographers, and videographers to attend and gather footage and interviews.
On the day of the event, Elmore connects with reporters, ensuring they get visuals and interviews they need to put together impactful stories. To ensure media outlets have footage and photos of the event, even if their reporters do not attend, Elmore recommends hiring your own videographer and photographer to document the event. Elmore can then distribute those assets with a recap press release to help generate more mentions, even from outlets who did not attend the event.
Crafting the right promotional plan for your public event is critical; you cannot have a successful public event if your public does not know about it. With decades of experience promoting public gatherings bolstered by strong relationships with the press, Elmore can be your trusted partner to ensure the right audiences learn about, are excited about, and attend your event!
