How To Develop a Promotional Event on Campus

Guerrilla Marketing Form

This is one of the documents from a whole collection of resources that were provided to me from now defunct VarsityBooks.com.  I was an on-campus marketing representative.  Read the full story of My Guerrilla Marketing Tactics On Campus With Varsity Books.

How to Develop a Promotional Event

  • Creative marketing events and activities can add a lot to your marketing plan. These give you the chance to create a fun and exciting buzz on campus, and give you the opportunity to gather people together in order to introduce them to VarsityBooks.com.
  • These activities do not just come into being. A lot of thought and planning must go into them.  Without the proper preparation, a great idea will not end in great results.

Following are important steps that need to happen when planning and executing an extra marketing event on your campus.

  • Brainstorm for ideas.
    • Get together with your team, and have each person come up with possible events or activities.
    • Write down all ideas at first. Narrow down to a few choices based on the feasibility of the project.
  • Analyze each of the final choices. Consider the following things.
    • Reach: How many people will be exposed to VarsityBooks.com as a result of the activity?
    • Impact: How strongly will people be exposed to VarsityBooks.com? How likely it is that they will be drawn to the site?
    • Reception: What kind of reaction and response will the consumer have from this event or activity?
    • Public Relations: Will it be possible to get free press from this event, and if so will it be positive?
    • Active vs. Passive: Will this event actively bring VarsityBooks.com to the consumer’s mind and grab their attention?
    • Location: Where will this event occur? Is the location located in a high-traffic area?
    • Timing: Will your project fit into the book-buying season? Will people will be able to attend?
    • Cost: How much will the event cost? In this category, less is more!
    • Feasibility: How likely it is that this event will happen considering time, cost, restrictions, and other factors? How much effort is involved?
  • Based on the above choose one or two ideas which you can develop in a project plan.
    • Developing more than one idea is a good idea because one may seem ideal now, but once you develop it you may find that another project may actually work better.
    • Call your coordinator and run the initial idea by him/her for input as well.
  • Fill in the project plan and fax or email it to your coordinator for final approval.

Tips on Developing a Promotional Event

  • Plan early. Try to plan your activity before the semester begins.  Make sure to allow at least a week and a half to two weeks of preparation.
  • Make sure to learn the rules for marketing on your campus if you are planning on running anything on campus. We want to make sure all the fun and games you may come up with are legal!
  • Promote the event. If you are planning an event, contest, promotion, give-away, etc, you can’t expect people to know about it unless you tell them.  During the week prior to the event, put up posters, hand out flyers, make announcements, etc. in order to get more people to attend.
  • Think about press. Is this an event where we are just sponsoring an already existing event that will handle its own press, or are you creating a whole new event or activity that you can draw press to yourself?
  • Build good relationships with community members and stores. Sometimes great promotions can be run through local vendors, or they may be willing to donate prizes.  Make sure to approach them professionally and respectfully.  Most importantly, send personal thank you notes when they assist you in any way.

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