Event Marketing Plan
“You guys rocked the placement and marketing of polocrosse to a level never seen!!!!! Collectively we have hit the ball out of the park. Polocrosse devotees are thrilled (and proud) to finally see their sport marketed so slickly, and newcomers have been blown away and just wish they’d discovered the ‘polocrosse secret’ earlier. I get a bit sad that this sort of hype may not be achieved again for polocrosse.”
Process of Development
To develop a marketing strategy for a festival or event Tilma Group uses the following process. We
review relevant tourism plans and reports
consult with the client
identify current and opportunity markets that align with the event
identify, and develop visitor profiles for target markets (ideal event attendees)
identify key messages that will connect with target markets
determine the marketing objectives that the event would like to achieve
determine tactics to use to reach target markets, and when
allocate the marketing budget to the selected tactics
develop a clear action plan for implementation of the plan, including means of measuring results
share a draft marketing plan with the client for feedback and adjustment as necessary
finalise the marketing plan along with a marketing schedule and content plan for social media
We support events of all sizes with marketing plans, and can also help secure a grant to fund a marketing plan’s development.
RECENT CLIENT SUCCESS
The diversity of events we have supported with marketing plans include Warwick CelticFest, Swim Around Keppel (swim marathon), Dark Sky Awakens Coonabarabran (Star Wars festival), Tamworth’s National Rodeo Finals, Tenterfield’s Peter Allen Festival, Tennant Creek’s Desert Harmony Festival (arts festival), Goomeri Pumpkin Festival, and Ballina Prawn Festival.
☆ Adina Polocrosse World Cup
Tilma Group developed and implemented a two-year marketing strategy for this equestrian event’s $125,000 marketing budget, developed and managed the World Cup’s website, managed its public relations and social media, and provided graphic design services.
Outcomes included
50,000 attendances and 44,700 visitor nights - 80% from outside the Shire, including 21% interstate (all states) and 8% international, and 71% overnight visitors.
$10m in economic impact for the drought-affected region, including $5.8m expenditure by overnight visitors
online ticket sales of more than $100,000 to support cash flow prior to the event
millions of impressions across digital and traditional media to raise the profile of the sport, including 50,000 unique website visitors, hundreds of thousands of engagements on social media, and 500 local, state and national media mentions