taking your event into the future · flyer, poster program production: tvc, radio: digital invite:...

TAKING YOUR EVENT INTO THE

FUTURETHE 3 STEP BUSINESS PLAN | STRATEGIC DIRECTION | MARKETING + BRANDING

1KRISTAHAURITZ.COM.AU© Krista Hauritz Tourism & Events Pty Ltd

STRATEGIC DIRECTION : 3 STEP BUSINESS PLAN

WHERE HAVE WE BEEN?

SNAPSHOT

WHAT SETS US APART? [USP]

WHO ARE WE?

CONSUMER TRENDS, CHALLENGES + OPPORTUNITIES

WHERE ARE WE GOING?

OUR VISION

OUR OBJECTIVES

OUR TOP PRIORITIES ARE:

1.

1.

2.

2.

3.

3.

4.

4.

5.

5.

MAKING IT HAPPEN

OUR TOP PRIORITY ACTIONS ARE:

KRISTAHAURITZ.COM.AU© Krista Hauritz Tourism & Events Pty Ltd

ACTION PLAN

PRIORITY RESPONSIBILITYSTRATEGY/ACTION

1.

2.

3.

4.

5.

MONITORINGTIMING OUTCOMES


EXAMPLE : CHILLI FESTIVAL

WHERE HAVE WE BEEN?

FESTIVAL SNAPSHOT


WHO ARE WE?

CONSUMER TRENDS, CHALLENGES + OPPORTUNITIES

WHERE ARE WE GOING?

OUR VISION

OUR TOP PRIORITIES ARE: OUR PRIORITY ACTIONS:

1. PARTNERSHIPS: Strengthening partnerships with sponsorsand community

1. PARTNERSHIPS: Presentations to community & industry networks.Three year partnership agreements. Networking.Naming Sponsor. Community outsourcing.

2. VENUE:Securing a permanent venue for the festival

2. VENUE:Site feasibility study. Purchase of permanent venue.

3. ACCOMMODATION:Increasing accommodation capacity to cater forincreased visitors

3. ACCOMMODATION:Increase accommodation capacity with overflow campsite, tent city, glamping and packages.

4. INCREASING YIELD:Strategies to increase visitor spend on-site and in town

4. INCREASING YIELD:Develop VIP packages, VIP camping/parking.Introduce coffee vans.

5. SUCCESSION PLAN:Mentoring and recruitment strategies to increase theskills of existing team and attract new team members.

5. SUCCESSION PLAN:Mentor current volunteers in senior positions. Attractnew volunteers. Partner with sponsors’ human resources.

MAKING IT HAPPEN

Established 2001 to put the town on the map and celebrate hot chillies.

1. 8,000 visitors annually

2. Generate $1m in media publicity

3. Create a 2m economic impact

We will be an iconic event synonymous with our region, attracting national media, with visitors staying 3 nights.

Keeping a Helicoptor View of Program, People + Resources

We are the only town in Australia that grows XXXX hot chillies. We hold the national chilli eating competition and have the world record for chilli consumption. In 2018 we were featured in Gourmet Traveller for best chilli.

A non-profit organisation, we are a group of chilli lovers who volunteer to stage Australia’s annual chilli celebration.

More Aussie’s are eating chilli and travelling as a family or group to our region.

KRISTAHAURITZ.COM.AU© Krista Hauritz Tourism & Events Pty Ltd

EVENT EVALUATION SUMMARY

DESCRIPTION 2017–18 2018–19 2019–20 2020–21 2021–22 2022–23

Total attendance (break down by type if possible)

Media Publicity

Competitors/Performers

Volunteers

Stall Holders

Income

Expenditure

Profit

Merchandise

No. of Tickets Sold at Gate + online + 3rd party

Economic Impact (or Visitor Spend)

Social Media Followers

Social Media Reach

Website Unique Visits


MARKETING PLAN

OUR BRAND


WHERE ARE WE GOING?

TARGET MARKET

MARKETING OBJECTIVES

OUR TOP MARKETING PRIORITIES ARE:

1.

1.

2.

2.

3.

3.

4.

4.

5.

5.

MAKING IT HAPPEN

OUR MARKETING STRATEGIES ARE:

OUR PERSONALITY/BRAND POSITIONING:

OUR FONT IS:

10 WORD DESCRIPTION:

OUR COLOUR PALETTE IS:

OUR HERO IMAGE IS:

CALL TO ACTION:


EXAMPLE : MARKETING SCHEDULE

ACTIVITY BUDGET TOTAL [EX GST]

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

SCHOOL HOLIDAYS

BRAND COLLATERAL

Brand: logo update, images, artwork for email, word template, e-newsletter & digital creative

Website: updating (ticketing), images, day by day program

Flyer, Poster

Program

Production: TVC, radio

Digital Invite: YouTube

Signage: banners for roads, main street + at event

MEDIA + PROMOTIONS

Festival Fact Sheet

Distribution Lists: previous visitors, media, tourism

Launch

Media: story angles, media releases

Digital Media Kit

Media Direct Mail Campaign

Festival Roadshow + SALES

Hosting media during event / travel / accommodation

Travel Shows


EXAMPLE : MARKETING SCHEDULE [continued]

ACTIVITYBUDGET TOTAL

[EX GST]JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

SCHOOL HOLIDAYS

DIGITAL + SOCIAL MEDIA

E-newsletter — Mail Chimp database

Update ATDW + Online ‘What’s on’

Update Social Media Channels

Social Media Content [Creation, Posts + Monitoring]

Social Media boosting & advertising [including artwork]

ADVERTISING

TV, Press, Radio

Regional Visitor’s Guide

Destination Marketing Campaign

Digital cross promotion with other festivals


NOTES

WHY WERE WE CREATED? WHY DO WE EXIST? ACTIONS FROM TODAY

taking your event into the future · flyer, poster program production: tvc, radio: digital invite:...

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