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Media Mix for Symposium ABSTRACT This paper aims to present a media campaign for the Woodland Nature Center Annual Symposium. It entails details of a mass media publicity programme that the centre can use to market its symposium and why the suggested media should be adopted. It also highlights an action plan and how to evaluate the impact of the symposiums marketing strategies. In addition, the paper gives a way forward on what should be done incase the campaign is not materializing in its early days. Its 37 days to the inauguration of this years Woodland Nature Centers symposium.
The conference will be used as a platform to discuss the grand plan, which will revamp the Woodland Nature Center and attract more visitors than it currently, receives, by 2012. The conference will market the park with an aim of interesting and increasing its customer base while shaping it into the nations premier conservation areas. Below is an outline of a media plan that will attract the media to make the public aware of the forthcoming Woodland Nature Centers annual symposium. 1) Identify experts, activists, and professionals on environment and nature conservation. 1 / 25 - 1 / 30. 2) Distribute Woodland Nature Centers Annual Symposium press kits to local, regional and national media news editors by 1 / 28. The press kits will contain the following information; background information of the center, fact sheet on the purpose of the Woodland Center and a press statement on the forthcoming symposium, graphic material of the center which will include several photographs of the site, events at the centre, maps and video clips of the centre.
The photographs will be distributed to newspaper; magazine and radio journalist while the video clips will be handed to the television reporters. Key press will be provided with key leads on fresh and interesting story angles. 2 / 3 Organize and implement important events. 3) A breakfast with the district reporters and photographers will be held to inform the media about the symposium. Here our material especially our history, current project status and future plans will be explained to the reporters. Journalists will also get the opportunity to interact with officials from Woodland on the symposium. 1 / 31. 4) Hold a press conference on 2 / 8 with an environmentalist, a conservationist, a celebrity, an educator and an architect as key speakers on the importance of conservation of a natural park. 5) Set up television talk shows with youthful discussants on the subject and also advertise on the same media about the up coming event. The talk shows will be used to market the symposium, participants, and activities that will take place when it begins.
Some personalities are lined up to speak at the press conference will be invited to throw light where necessary, during the show. This will take place on February 9. 6) We shall also pitch radio talk shows to boost the campaign, with similar key speakers and new specialists on conservation. Radio jingles will also be used in the process, to remind people about the symposium from 1 / 27 to 2 / 27. 7) Environmental activists will be called upon to participate in charity walks of at least 1 km. This will increase awareness among the public that might not have heard the news on radio or television stations. The walk will be followed by a drama filled blockbuster event that will attract many teens and youths. During the event, musicians and drama actors will be called upon to perform and pass on the, messages about the Woodland Nature Conservation Center.
Several professionals will also speak out about the need to appreciate the center. We shall also screen photos of life at the center during the event. 8) An aggressive opinion piece campaign in the print media shall be pursued to address the importance of conservation of nature. 2 / 13 - 2 / 19. All this will be implemented to secure positive coverage. Opinions will be distributed to the districts key newspapers. 9) The opinion pieces will be complimented by more than 15 letters to the mainstream small newspapers, in support of natural conservation and indirectly raise awareness about the upcoming event. 10) E-mails will be sent to several organizations that are affected by the parks activities to remind them of the symposium on four days to the occasion (February 28). This media campaign will target its audience using a variety of media. Since diversity in communication often translates into productivity.
The campaign will use television, radio, mobile phone marketing and the Internet, because the niche in question makes maximum use of these in its day-to-day life. Media that will be used include; Television, this is an electronic communication system that broadcasts both sound and motion pictures to transmit messages to the public. This media is important in this campaign because it can help the target market visualize the park in question. It creates a memorable picture in the mind of the audience.
Television not only appeals to sight and hearing but also strengthens interests through dimensions of movement and reality of full colour. Simply because it uses the power of words and pictures. It works perfectly on the consumers psychology as a constant reminded. 1 Other forms of media to be adopted include Magazines and journals because they offer high quality in production, bring prestige to the audience and are durable besides commanding selectivity for demographic and geographic segments. 2 Although radio has no visual capacity and fragments its audience, it will be part of the campaign. This because its a low cost media compared to some other media. Radio has audio capacity, which also brings intimacy between the presenters and listeners. The presenters thus can convince the audience to try out the advertised place.
Outdoor marketing involves the use of billboards to market a product or service. This form of marketing will be part o our media mix. This is because, out door marketing is inexpensive compared to other media forms, repetition of messages to consumers and its capacity to promote products that in a given nearby location. Today most youths are hooked onto the Internet most of the time; they use it to research, for news, entertainment and reaching out to their friends.
Since most of them are consumers, our company will use all avenues to reach them online. We shall focus on websites like web web web among others. On these, banner ad and pop-ups will be used besides sending direct mail to the target market. Although very many teens and young adults are into video games, in-game marketing will not be part of this campaign.
This is because very few of them attention to the marketing in the games. In most cases, the audience is concentrates on the game they are playing and rarely care about the messages being passed on. Using such a campaign would be a waste of money. Research done by a London based company, Bunny foot on in-game marketing proved that consumers pretty much ignore or dont see the in-game ads. Their study shows that in-game ads are failing to catch the gamers attention and are failing to influence the consumer in any significant way. 3 While administering the media campaign for the symposium, a co-current evaluation scheme will be carried out to evaluate the prospect that have emerged out of the efforts. Our marketing department will employ the use of newspaper, radio, and television coupons to track the value of out advertising and communication to the target audience.
We shall also use telephone or mobile feedback to find out how we are doing in terms of communication. The number of responses we receive will be enough evidence for us to know how we are doing. From our online marketing campaign, we shall track the number of hits on our Banners and pop-ups on several website we intend to collaborate with on the issue. Our web-service provider will be asked to track our web hits through the campaign period. Linda Riley says that coupons are one of the best ways to track advertising response. Besides doing the work, they offer a small discount.
Once its realized that the media plan in not delivering as we expect, we shall hire a better-experienced creative team or advertising agency. The other alternative is to change the medium of communication. If its radio or television, we shall have to turn to the use of their televisions or radio and programs that have proved to have customers than what we might know. It would also call for improving on outwork. Positioning of our communication will also redefined where necessary depending on the type of the media. Budget: Press materials $ 50, 000 Press kits $ 5, 000 Video and Photo releases $ 2, 2000 Events $ 5, 700, 000 Press breakfast $ 1, 200, 000 Press conference $ 300, 000 Advertisement $ 3, 000, 000 Newspaper and electronic media artwork $ 710, 000 Ad placement $ 1, 500, 000 TOTAL $ 12, 487, 00 Bibliography 1.
Don Hofstrand (2006). Evaluating Alternative Types of Advertising. web 2. Mike Brass (2006).
Television Advertising- Advantages and Disadvantages. http: / web 3. Linda Riley. Is Your Advertising Working? How to Evaluate Your Ad Program. web 4.
web
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Research essay sample on Talk Shows Target Market
