2. 2
Table of Contents
Event Overview.............................................................................................................................. 3
Background.................................................................................................................................. 3
The Event..................................................................................................................................... 3
Key Messages.............................................................................................................................. 3
S.W.O.T Analysis............................................................................................................................. 4
Strengths ..................................................................................................................................... 4
Weaknesses................................................................................................................................. 4
Opportunities .............................................................................................................................. 4
Threats......................................................................................................................................... 4
Objectives....................................................................................................................................... 5
Event Objectives.......................................................................................................................... 5
Promotional Objectives............................................................................................................... 5
Target Market................................................................................................................................. 5
Primary: ....................................................................................................................................... 5
Secondary:................................................................................................................................... 5
Promotional Strategies .................................................................................................................. 6
Radio Advertising 6
Radio Advertising Timeline.......................................................................................................... 7
Social Media Campaign............................................................................................................... 7
Social Media Timeline............................................................................................................... 10
Key Success Factors...................................................................................................................... 10
Marketing Material and Communications Development Critical Path...................................... 10
Evaluation of Seafood Gala.......................................................................................................... 12
3. 3
Event Overview
The Niagara College Foundation was established in 1989 to promote interest in and awareness
of Niagara College. The goal is to seek and maintain funds for the improvement, development
and exclusive benefit of the college. The foundation is governed by a volunteer Board of
Directors composed of community leaders who represent the Niagara Region. The Niagara
College Foundation promotes the college’s programs, services and links to the region through:
Promoting interest and awareness of Niagara College’s role in supporting our
community.
Securing donations for facility enhancement and to benefit students, including securing
funding for scholarships, bursaries, equipment and learning resources.
Bringing the Niagara community together through our annual Seafood Gala and Golf
Classic to generate revenue to support student success.
Background
• The Seafood Gala is the Niagara College Foundation’s most successful annual
fundraising event.
• In the past 26 years the Seafood Gala has raised over $2.4 million towards equipment
and learning resources, and scholarships and bursaries to support student success.
• The event brings together more than 650 business, community and educational leaders .
The Event
• Held on Saturday April 9, 2016 at the Fallsview Casino Resort
• Seafood buffet and more
• Live entertainment (Insert what the live entertainment is when confirmed)
Key Messages
• The Niagara College Foundation Seafood Gala provides an opportunity to make a
difference by enriching students’ lives and fulfilling dreams
• You are investing in the future of the Niagara Region by providing access to outstanding
applied education and training for a changing world.
• A local network is provided to promote your organization to Niagara business and
community leaders
4. 4
S.W.O.T Analysis
Strengths
• Strong network of business relationships within the community
• Largest gala in the Niagara Region
• Student volunteers
• Past experience with event
Weaknesses
• Zero-based budget
• Short timeline
• Advertising is primarily based on relationships
• Web-based communication barriers
• Cost of tickets prohibitive to general population
Opportunities
• Niagara College campus partnerships
• New sponsors
• Social media communication strategy
Threats
Competition
Economic conditions
5. 5
Objectives
Event Objectives
• To sell 600 tickets for the 2016 Seafood Gala
• To generate a profit of $140,000
Promotional Objectives
• Secure media coverage from television, print and radio outlets
• Create and implement a successful social media campaign
Target Market
Primary:
Donors and Sponsors
• Philanthropically inclined individuals and organizations with an existing relationship with
Niagara College
• New individuals/companies with a capacity to donate and/or attend
• Prospects
Secondary:
Local VIP’s
Tertiary:
College staff, alumni, and general Niagara community members
• Individuals with a vested interest in the success of Niagara College
• Individuals with a passion for student success
6. 6
Promotional Strategies
Our goal is to promote the 2016 Seafood Gala through various media outlets including: local
radio, social media, word of mouth, and direct marketing strategies.
Radio Advertising
105.7 Niagara’sEZ Rock
Niagara’sEZ Rock
12 Yates St.
St Catharines,ON
L2R 5R2
(905) 688-1057
http://www.1057ezrock.com/
90.1 The Heat FM
Niagara’sNewRock
300 WoodlawnRd.
Welland,ON
L3C 7L3
(905) 735-2211 http://broadcasting.niagaracollege.ca
Television Advertising
Print Advertising
7. 7
Radio Advertising Timeline
Social Media Campaign
The aim of the social media campaign is to create buzz and generate awareness for the event.
This will be done by being current and consistent with all social media posts, while engaging
with all personnel that could be involved with the event. The main social media platforms that
will be used are Facebook, Instagram, and Twitter. These platforms will all be managed through
Hootsuite, and will utilize hashtags that will create conversation surrounding the topic of the
Seafood Gala 2016. The hashtags that will be used are:
#SeafoodGala2016 #SFgala2016 #SFGala #SeafoodGala #NCFoundation #myNCStory
The scheduled posts will occur 2-3 times a week per platform and each post will send an
automated link via one of the other platforms.
Twitter
@ncf_giving
Facebook
@Niagara College Seafood Gala
Instagram
@ncfoundation
Monday 12:00PM (Facebook link) 5:00PM (link)
Tuesday
Wednesday 3:00PM 5:00PM (Twitter link)
Thursday 12:00PM (Facebook link) 5:00PM (Twitter link)
Friday
Saturday 1:00PM (Facebook link) 3:00PM
Sunday
8. 8
Social Media Content Deck
WHAT: TWITTER: FACEBOOK:
Sponsorship A special thanksto_______ for
supporting#seafoodgala2016as a
______ sponsor!
Our #seafoodgala2016wouldn’tbe
complete withoutourverygenerous in-kind
and live andsilentauctionsponsors:
List sponsors
Sponsorship Thank you@_______ fordonating
____ to ourlive auction.
https://ncseafoodgala.wordpress.com/
live-auction/
Checkout what______ just donatedtothe
silentauction!#seafoodgala2016
https://ncseafoodgala.wordpress.com/silen
t-auction/
Sponsorship Wow!#seafoodgala2016 has an
amazingbunchof sponsors.Thankyou
for supporting@niagaracollege
students!
List sponsors:
Media
Sponsorship
Thrilledtohave @Standard@review
@tribune as our PresentingMedia
Sponsors!#seafoodgala2016
ANYMEDIA MENTIONS- Retweetordirect
to article
OR if we are goingto be broadcastedmake
a Post aboutwhenandwhere
Proceed
Statements
#seafoodgala2016Made to supportthe
students.Come outandenjoy a night
of greatfood,friendsand
entertainment
https://ncseafoodgala.wordpress.com/
Proceedsfromthe 2016 SeafoodGalawill
alsofundequipmentandlearning
resources,andscholarshipsandbursaries
to supportstudentsuccess.Checkoutour
website today!
https://ncseafoodgala.wordpress.com
Weekly
Countdowns
Weeklycountdownsforseafoodgala:
1 weekawayuntil #seafoodgala2016
2 weeks
3 weeksetc.
9. 9
Volunteers A huge shout-outto@NiagaraCollege
studentvolunteersfor
#seafoodgala2016You helpmake this
eventhappen!
On behalf of the NiagaraCollege Alumni
Foundationwe wanttothank all of our
studentvolunteersthatmade
#seafoodgala2016 anamazingevent
Menu Our menuhasjust beenconfirmed!
Checkout the delicious
#seafoodgala2016seafoodbuffet:
https://ncseafoodgala.wordpress.com/
menu/
Guests
attending
___ numberof guestsand counting.
Only____ many to reachour goal!
Thank youto all of those whoare
supportingourcause.
#seafoodgala2016
___ numberof guestsand counting.Only
____ manyto reach ourgoal! Thankyou to
all of those whoare supportingourcause.
#seafoodgala2016
http://www.niagaracollege.ca/alumni-
relations/
Entertainme
nt
______ will be a part of the
#seafoodgala2016.Theywill be
bringingthe galato life withlive music.
Checkthemout here:_______
Have a postabout eachmusician.I.e
openingentertainmentanddinner
entertainment.
Gala Decor Workingwith@Vintage_Hotelson
Gala Décor
Insertphoto
GuestFavour Currentlyworkinghardwith
@PFCniagaraand @ncteachingwinery
to create somethingexcitingforour
guests!#seafoodgala2016
10. 10
Social Media Timeline
Key Success Factors
• Research and consistency
• Maintain strong relationships with sponsors and donors
• Adhere to the timeline
• Continuously update social media platforms
Marketing Material and Communications Development Critical Path
Task Assigned To Date Status
Start working on invitation list Brianne McGrath,
Joanne, Alison
September 2015 Complete
Update 2016 Seafood Gala website -
registration form, sponsorship, content,
photos, - continuing updates as they
arise.
Alison, Catherine,
Katherine, Fred
December
2015/January
2016
Ongoing
Review print materials required – tickets,
program covers, seating chart covers,
valet tickets, business cards, etc. – put in
marketing ticket, schedule marketing
meeting
Alison December 2015 Ongoing
Finalize invitation list Alison, Joanne, Brianne December 2015 Ongoing
11. 11
Update Facebook Page, Twitter,
Instagram, etc.
Katherine January 2016 Ongoing
Develop e-invitation – to be sent out by
Chimp mail – consider animated graphics
– link to sponsorship and online
registration
Alison, Marketing January 2016 Complete
although
will
require
changes
Request student testimonials for
marketing materials, TBD use as
appropriate
Alison, Helen January 2016 Ongoing
Complete final layout for marketing
pieces with printer
Alison, Katherine January 2016 Ongoing
Print marketing pieces required for event TBD January 2016 TBD
Create scheduled content for social media
posts using Hootsuite
Katherine January 2016 TBD
Pick up all design materials Alison January 2016 TBD
Send Catharine Seafood Gala notice for
Alumni Bulletin
Alison January 2016 TBD
Send Evite to all Catherine January 2016 TBD
Distribute business cards to senior staff,
Niagara College businesses and
foundation board members
Alison January 2016 TBD
Create Media Release Katherine, Alison Late January
2016
TBD
Send internal notice toinside NC Alison January 2016 TBD
Produce slides for internal NC digital
boards
Alison, Katherine January 2016 TBD
Produce text for external outdoordigital
boards
Katherine January 2016 TBD
Create text, photo and finalize ad for
eight page insert with SE Program
Alison, Katherine January 2016 TBD
Post on Niagara Region Events calendar Katherine January 2016 TBD
Continue to add Master invitation list and
send out invitations
All
Call list for all Senior Management – call
previous guests to remind them of event
and encourage sales
Wendy
Design live and silent auction flyer to be
uploaded on website and emailed to
guests
Alison to provide
information to Katherine
February 2016 TBD
12. 12
Update website with all live and silent
auction items
Catherine Ongoing TBD
Create marketing dockets to provide
details for the media release and Post
Media ads
Alison TBD TBD
Send out media advisory to Cogeco for a
PSA, interviews and broadcasting live
from the gala. Speak with Jack in regards
to start and end dates.
Alison January 2016 TBD
Research local event websites Katherine Ongoing TBD
Send PSA to local radio stations Alison, Katherine January 2016 TBD
Create content for gala program Alison, Wendy Early February TBD
Create seating chart Alison & Students March 2016 TBD
Finalize program copy and print Alison Once complete TBD
Create thank you AD Alison Once all sponsor
information,
volunteer names
and all event
details are
completed
TBD
Create thank you flyer for sponsors Joanne, Alison April 2016 TBD
Create thank you flyer for volunteers and
send to the volunteers
Catharine, Alison April 2016 TBD
Complete evaluation of 2016 Seafood
Gala
All April 2016 TBD
Evaluation of Seafood Gala
Evaluation Criteria Evaluation
Was the activity or program
adequately planned?
Did recipients of the message
understand it?
13. 13
How could the strategy have
been more effective?
Were all audiences reached?
Was the desired organizational
objective achieved?
What unforeseen
circumstances affected the
success of the event?
Did the Seafood Gala fall
within the budget set for it?
What steps can be taken to
improve the success of similar
future activities?
