1. Review previous years’ promotional budgets

2. Determine objectives and scope of program

3. Determine audience(s): membership, potential exhibitors, an industry or trade, general public.

4. Develop theme and corresponding graphics. Considerations should include purposes of individual pieces: who will receive them, tone to be conveyed, how they’re going to be produced, what percentage colors are going to be needed, what layout format is required at each stage (from rough to comprehensive), and the way much is budgeted for them.

5. Develop a schedule for the campaign.

6. Set promotional budget supported characteristics of membership, features of the venue, time of year, strength of program, and costs of attendance.

7. Develop promotional materials consistent with tested criteria: short and forceful sentences, convincing explanation of advantages to attendees, clear emphasis on important elements of meeting, and straightforward means of registering.

8. Plan for all items needed for the campaign to hold theme forward, taking under consideration costs of computer graphics like embossing or die -cutting; quality, grade, weight, and finish of paper; number of ink colors used; time for production; and quantity required: Imitation

a. pre-meeting letters and announcements

b. preliminary programs

c. registration and housing forms

d. promotional pieces for both exhibitors and attendees

e. invitations

f. follow-up mailings

g. final agendas/program books

h. badge inserts

i. tickets

j. on-site registration materials

k. signage

l. newsletters

m. lists of registered attendees

9. Solicit a minimum of three competitive bids for all printing, checking samples of paper stock, samples of labor for other meetings, references, and explanation of other services each firm can provide. Prodigy Innovations

10. Select printer(s), taking under consideration whether need is for “quick” or commercial quality, demonstrated ability of one printer to handle all needs, availability of necessary equipment for jobs, and skill to satisfy deadlines.

11. accept as true with printer on schedule into which overtime is made , and monitor deadlines for rough layout, submission of copy, preliminary approval, completed layout, final approval of blueline, and delivery of job.

12. Promote at previous year’s meeting.

13. Release promotional pieces, press releases, and related materials in accordance with schedule, with news releases preceding membership promotional mailings.

14. Target local, national, international media as appropriate by type: trade papers, newspapers and periodicals of general interest, radio and tv tailored to plug .

15. Overall, control promotional costs through following measures:

a. Obtaining firm written bids for services

b. Providing clean, competently proofread copy to printers

c. Using standard paper sizes where in the least possible

d. Using same paper stock for several pieces

e. Piggybacking print items using same color

f. Using standard PMS ink colors

g. Reusing graphics Help Flight

h. Avoiding unnecessary computer graphics

i. Avoiding perforations in favor of dotted-line cutting guides

j. Coordinating printing til. Minimizing number of copy changesk. Setting and enforcing firm policy on overtime

* Courtesy of Professional Convention Management Association


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