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Meeting Promotion And Publicity Checklist*
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 will be
produced, how many colors will be needed, what layout
format is required at each stage (from rough to comprehensive),
and how much is budgeted for them.
5. Develop a schedule for the campaign.
6. Set promotional budget based on characteristics of
membership, features of the venue, time of year, strength
of program, and costs of attendance.
7. Develop promotional materials according to tested
criteria: short and forceful sentences, convincing explanation
of benefits to attendees, clear emphasis on important
elements of meeting, and easy means of registering.
8. Plan for all items needed for the campaign to carry
theme forward, taking into account costs of special
effects like embossing or die -cutting; quality, grade,
weight, and finish of paper; number of ink colors used;
time for production; and quantity required:
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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
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9.
Solicit a minimum of three competitive bids for all printing,
checking samples of paper stock, samples of work for other
meetings, references, and explanation of other services
each firm can provide.
10. Select printer(s), taking into account whether need
is for "quick" or commercial quality, demonstrated
ability of a single printer to handle all needs, availability
of necessary equipment for jobs, and ability to meet deadlines.
11. Agree with printer on schedule into which extra time
is built, 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 television tailored to market.
15. Overall, control promotional costs through following
measures:
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a.
Obtaining firm written bids for services
b. Providing clean, competently proofread copy to
printers
c. Using standard paper sizes where at all possible
d. Using same paper stock for many pieces
e. Piggybacking print items using same color
f. Using standard PMS ink colors
g. Reusing graphics
h. Avoiding unnecessary special effects
i. Avoiding perforations in favor of dotted-line cutting
guides
j. Coordinating printing times
k. Setting and enforcing firm policy on overtime
l. Minimizing number of copy changes
*
Courtesy of Professional Convention Management Association
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