Flavor of the Park Marketing Plan:

Event goals:

Raise non-dues revenue, bring awareness to our restaurant members

Main marketing goal:

Ticket sales, let the public know Flavor is returning, create excitement

Main obstacle:

The annual event had not been held in three years. We needed to let the community know it was coming back because they were not anticipating it, as they had been in previous years.

Target audience:

Chamber and community members

Non-paid media:

Front page story in the newspaper
Eblasts
Facebook/Instagram posts

Paid media:

Budget: $400 for social, in-kind trades for radio and newspaper

Facebook/Instagram ads
Radio ads
Newspaper ads

Initial push:

Create anticipation and excitement by teasing out “a big announcement” to be given during a Facebook Live event. During the Live event we have our ambassadors do a ribbon cutting and as the ribbon falls they part ways to reveal the Flavor banner. Everyone cheers and shows excitement for the event coming back.

Eblasts:

One designated eblast per week and ad in the weekly email newsletter, with different content each week, the four weeks leading up to the event

Social media:

One paid (with call to action for ticket sales) and three regular Facebook/Instagram posts per week with different content four weeks leading up to the event

Radio ads:

Short spots directing general public to buy tickets two weeks before event

Newspaper ads:

Two large ads, one three weeks before and one week of event inviting public to buy tickets

Results:

Highly successful. We sold more than 600 tickets, the same as our best year.