definition of marketing
Topics: Management, Advertising, Event management, Facebook, Joe Goldblatt, Logistics / Pages: 16 (2342 words) / Published: May 21st, 2014

2315 HSL Event Marketing and Sponsorship

Promotion Plan

Brissie to the bay(BTB) is a charity cycling event which is held to raise fund for Australians who are suffering from multiple sclerosis(MS). It has been held for 23 years and it has been attracting over 5,000 riders. It provides four different courses to participants and the ticket prices is around $70 to $100. Though assessing the event by SWOT, BTB is the largest cycling event in Brisbane and it helps promoting the cycling behaviour in Brisbane. However, BTB is lack of promotion cost and capital as it is a charity event. On the other hand, relevant research found that similar sports event are on the rise, it would be a threat to BTB. However, BTB provides opportunity for organisation to develop communication with participants and also build a good relationship with them. BTB tends to attract local residents and day visitors as the scale of the event is small. Generally, BTB is likely to attract a wide range of age group. As a sports event, BTB tends to attract Male riders more than female. There are four promotion objectives in the promotion plan. BTB is aim to attract $10,000 sponsorship by inviting Vitamin Water to become a sponsor of the event. Setting up facebook page and updating facebook page as well as advertising on social media and print media are important strategies which will be implemented for attracting new riders. A promotional video will be recorded in order to increase event awareness. All of the promotion strategies will be used within a year of time. For the budget, advertising on media will be the largest expense of the event which costs approximately 100,000. BTB will be evaluated though conducting surveys and research as well as having focus group. It is believed that the quality of BTB will be improved regularly though evaluating the event annually.

Content

1. Event Information……………………………………………………………..1

2. Assessment of the Market



References: Allen, O’Toole, Harris, and McDonnell(2008). Festival & Special Event Management. Australia: John Wiley & Sons Australia, Ltd. Australia Post (2013) Brisbane Economic Development Plan (2012). Retrieved from http://www.brisbane.qld.gov.au/about-council/governance-strategy/economic-development/economic-development-program/ Brissie to the bay (2013) Filo, K., Funk, D. C., & O 'Brien, D. (2009).The meaning behind attachment: Exploring camaraderie, cause, and competency at a charity sport event. Journal of Sport Management, 23(3), 361-387. Insidesport (2012). Retrieved from http://www.insidesport.com.au/ Lahle Wolfe (2012), Women in Business Newsspace (2012). Retrieved from www.newsspace.com.au/ Nielsen( 2013) The Autralian (2013). Retrieved from http://www.theaustralian.com.au/ Webgrow (2012) Logoland (2013). Retrieved from www.logoland.com.au Appendix 1: Course Map

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