KKMCommunicationsPlan

By Kiara Y. Bass
In collaboration with Grand Arbor Press LLC.
Kaleidoscope Exposition and Event Management
Communications Plan

By Kiara Y. Bass
I. Overview
This plan could have not been done without the client, president of Kaleidoscope
Exposition and Event Management, Karla Krause Miller. Kaleidoscope Exposition and Event
Management focuses offers tactical planning and execution of trade shows, meeting and events.
The company focuses on the physical aspect of trade shows, meeting and events, such as booth
presentation for vendors and companies who hire the company to design their presentation space.
Krause-Miller has experience with many trade shows, conventions, meeting and events; however
Kaleidoscope Exposition and Event Management need more exposure. By viewing this plan and
viewing the suggestions created, Kaleidoscope Exposition and Event Management will broaden
their clientele and secure regular clients and gain coverage regionally and potentially nationally.

By Kiara Y. Bass
II. Positioning Statement
After editing, researching other companies positioning statements, revising, and more
editing and revising a positioning statement for Kaleidoscope Exposition and Event Management
was created. This positioning statement is simple yet informative.
“Kaleidoscope Exposition and Event Management LLC., a premiere
event management agency…”
First and foremost the positioning statement states the name and what type of business licensing
Kaleidoscope Exposition and Event Management has. Following that it describes they type of
company Kaleidoscope Exposition and Event Management, which is labeled as “a premiere
event management agency”.
This positioning statement created is versatile, not lengthy and allows for additional words to
flow accordingly.

By Kiara Y. Bass
III. Boilerplate
Similar to the positioning statement, we wanted to keep things informative but brief.
Some companies’ boilerplates are too long, which may cause lose of interest in the company.
The following boilerplate was created for Kaleidoscope Exposition and Event Management. It
was formulated to be a short paragraph, explaining the company’s experience.
“Kaleidoscope Exposition and Event Management is a premier event planning agency
based in the San Francisco Bay Area. The company was established in 2005 under Karla
Krause Miller. She has been involved with over 500 events nationally and internationally.
Her experience with events ranges from intimate board meetings to conferences with
thousands of attendees. Kaleidoscope Exposition and Event Management works with
clients to develop unique and successful events worldwide.”

By Kiara Y. Bass
IV. Objectives
Objectives were created after analyzing and researching Karla Krause Miller and
Kaleidoscope Exposition and Event Management. Krause Miller along with her company had
virtually no strong web identity on the Internet. Working with Krause Miller, a total list of
objectives was created so that Kaleidoscope Exposition and Event Management could further
expand.
Objectives for Kaleidoscope Exposition and Event Management
- Increase online presence
o Social Media
- Twitter
- YouTube Channel
- Facebook
- Company Website
- Become a known expert in business’ regional area
o Networking
- Press coverage at least once a month
o Guest blogging
o Business magazines/journals
o Radio shows
- Establish two stable clients

By Kiara Y. Bass
With the Internet being the largest search engine in the world, it has become a necessity
that businesses build a strong identity on the web. Social websites help build a foundation for
companies on the Internet. Having a company website furthers the building of a presence online.
For Kaleidoscope Exposition and Event Management to be recognized as an expert for
the San Francisco Bay Area, a lot of networking is necessary. Attending events and conference
will help establish this reputation. By having press coverage in local magazines and journals,
radio shows and guest blogging at least once a month, this will also expand the company’s
reputation. By obtaining two regular customers with help increase the clientele of Kaleidoscope
Exposition and Event Management.

By Kiara Y. Bass
V. Competitive Analysis
While creating the competitive analysis businesses that were involved with the trade
show and event planning industry that was also located in the San Francisco Bay Area were the
focal targets. A total of five businesses were analyzed and compared to Kaleidoscope Exposition
and Event Management. Based on the research done Kaleidoscope Exposition and Event
Management biggest downfall is not having web presence. Although Krause Miller does have a
LinkedIn account, more is needed for Kaleidoscope Exposition and Event Management to be
recognized. Background information on each company and their services were pulled along with
their involvement with social media.
Key Events
(http://www.keyevents.com/)
This company specializes in marketing events and destination services. They have worked
with many industries, which includes technology, pharmaceutical and biotech, and
nonprofit organizations. Their services are split into two categories: DMC services and
corporate events. Listed below are the two categories in detail.
DMC Services Corporate Events
Transportation Strategy
Incentives Branding
Special Event Management Logistics
Tours Production

By Kiara Y. Bass
Social Media
Facebook 105 likes on company page
Twitter N/A
LinkedIn Yes
Google Plus N/A
Key Events has a competitive advantage against Kaleidoscope Exposition and Event
Management solely because they have more web presents. By having a company website
with company information, clients’ testimonies, and press and media releases, it is obvious
Key Events have used the Internet as their tool to expand their business.
Pinnacle Production Group
(http://www.ppgevents.com/)
Pinnacle Production Group is another event service company. They cater to
nonprofit agencies but also have great connections with three different websites, two that
focus on weddings and one that is the planning of Bat Mitzvahs. By having these
connections promotion of the company is being circulated within the industry and San
Francisco Bay Area. However, this business does not update their Facebook page
frequently.
Social Media

By Kiara Y. Bass
Twitter N/A
LinkedIn 181 connections on company owner page
Google Plus N/A
Excalibur Event Services
(http://www.excalibureventservices.com/index.html)
This company has a lot of experience with working large scale events and with
working with corporate companies. One of the services listed is theme & décor
management, which is parallel to the craft of Kaleidoscope Exposition and Event
Management.
Twitter N/A
LinkedIn Owner of company has a page
Google Plus Yes/ 2 posts
Unparalleled Productions
(http://unparalleledproductions.com/)
Similar to Kaleidoscope Exposition and Event Management, Unparalleled

By Kiara Y. Bass
Productions has worked with the pharmaceutical, biotech and medical industries along
with the technology industry also. This company also has a lot of years of experience (over
19 years) with the meetings and events industry.
Facebook N/A
Twitter Mentioned but no account
LinkedIn Owner has an account but no company page
Google Plus N/A
Amazing Events
(www.amazingevents.com/ )
Like the other companies, this company has experience with almost every aspect of
meeting and event planning. The company approximately 30 years of experience. But there
is something different Amazing Events offer which is team building events. Amazing
Events host and plans team building events and have been recognized for their retreats by
big name media outlets such as the Wall Street Journal, People Magazine, and ABC’s
Nightline.
Facebook N/A
Twitter N/A
LinkedIn N/A
Google Plus N/A

By Kiara Y. Bass
Overall, Kaleidoscope Exposition and Event Management do not lack much from the
competition. The three main aspects that should be added to the company is building a team,
internet presence and expansion of services. Being the authority of how clients’ booths and
physical appearances at conventions and trade shows is a great and unique task in itself, however
versatility and an array of service to choose from will allow the company to come in contact with
different clientele. Having a team work instead of one person all the work will improve a lot.
Although Krause Miller has been handling everything her own, a team of people whether it be
interns or actual employees with help managing the company run more efficient. And finally as
stated before, the internet is the biggest search tool today, if there is no trace of Kaleidoscope
Exposition and Event Management existing on the web, then it will come across that it does not
exist at all.

By Kiara Y. Bass
VI. Social Media
A. Posting Schedule
Currently the only social media Kaleidoscope Exposition and Event Management is
involved with is LinkedIn. A tentative posting schedule has been created to integrate all social
media platforms (Twitter, Facebook and YouTube). Taking time out your day to make posts and
further expose Kaleidoscope Exposition and Event Management can only lead to great things. By
creating a YouTube channel, Twitter account, and Facebook page for Kaleidoscope Exposition
and Event Management, a whole different channel of people and other businesses will know
what the company stands for. Social media is the new yellow pages for this day and age.
Day of the Week Type of Post
Monday Tweet/Facebook Inspirational quote
Tuesday Link to current article about trade shows/
event planning
Wednesday Personal quick tip about trade shows
Thursday Picture or video post on event coverage
Friday Link to Kaleidoscope Exposition and Event
Management YouTube Channel

By Kiara Y. Bass
B. LinkedIn Groups
LinkedIn is the only social media site Kaleidoscope Exposition and Event Management is
active with. Joining with groups that fit the industry of choice allows for information exchange.
Below are the LinkedIn groups that are recommended for Kaleidoscope Exposition and Event
Management to connect with.
- International Special Event Society
- Business Knowledge Share-powered by American Express
- Small Business Network
- Small Biz Nation
- Small Business Online Community
- Business Knowledge Management
C. Blogs
i. Recommended Blogs

A list of blogs and magazines that Krause Miller can contribute to is listened below.
Contributing to different media outlets allows for one to share their knowledge of their industry
while gaining coverage.
List of blogs to contribute to
- Tradeshowblog.com
- Meetingsnet.com

By Kiara Y. Bass
- Eventmanagerblog.com
- Inc.com
- Sprit Magazine
- Delta airlines magazine
- American Express (open forum.com)
ii. Three Guest Blog Posts

Below are three topics Krause Miller could write a guest blog post about.
- Tradeshow Emergency Kit
- ADA Regulations
- How To Judge Trade Show Effectiveness
iii. Sample Blog Post

Below is a sample blog post for ADA Regulations
American Disability Act (ADA) regulations are a topic many do not discuss or is not a topic that
comes to mind when planning an event or trade show. It is important to cater to all attendees
especially those with disabilities. Being mindful of ADA regulations and taking the time to
prepare extra for those with disabilities for future trade shows and events will help better the
overall experience of those events gain more success. Check out the tips below about
incorporating ADA regulations with your events.
Stay updated

By Kiara Y. Bass
Keep informed about ADA regulations and policies at www.ada.gov. This is a federal website
that has information on the American Disability Act. The website keeps up to date on new
policies and changes within the act. PDF and printer friendly pamphlets that discuss ‘Standards
for Accessible Design’ and other factors that relate to serving those who classify within ADA
regulations.
Inquire
While scoping out venues to use for events, keep in mind what would be best for those who have
a disability. Do before hand research on venue layouts that make things easier for those with
disabilities. During appointments to view venues, ask questions on how the property handles
certain issues with those who have disabilities. Being prepared prior to an event will make things
more manageable.
Prevention
It is impossible to have every problem solved for an event or trade show, but it is always great to
have a plan A, B, and C. Keeping refrigerators on deck, first aid kits, and keeping venue staff
prepared on what to do in case of an emergency. Allow for open walk ways for those in wheel
chairs to maneuver easily and other gestures such as the latter that will be extra event for your
event.

By Kiara Y. Bass
VII. Press Releases
The two press release topics chosen for Kaleidoscope Exposition and Event Management
would be one press release focused on the launching of a company website and the other press
release focusing on the launching of a YouTube channel for Krause Miller. A sample press
release for the launching of a company website can be found in the appendix section iii.

By Kiara Y. Bass
VIII. Editorial
Below are scripted editorial pitch for Krause Miller to contribute an article or for an
editorial interview.
Dear (insert editors name),
I am contacting on behalf of my client who would like to be a contributor for your March issue
of your publication. (print/online). Based on your editorial calendar I see the main focus of that
issue is _____________. (propose the article name, interested in the article, article based on
(insert topic).
My client, (Karla Krause Miller), President of Kaleidoscope Exposition and Event Management
is an expert in the trade show and event planning industry.
We can provide you with a summary or draft of the article and would happy to send it along for
your review.
If there are any opportunities where my client will be able to be contributor or even participate in
an interview for your March issue of your publication, it will be much appreciated to be
contacted as soon as possible.
If I do not hear from you by (insert day), then I will give you a call

By Kiara Y. Bass
Sincerely,
Kiara Y. Bass
IX. Recommendations
This plan is solely suggesting from a different perspective what can help Kaleidoscope
Exposition and Event Management improve as a company. As stated before social media and the
internet is a large aspect that will make or break the company. If Kaleidoscope Exposition and
Event Management do not establish a web identity then the company could be left behind. One
person running and managing the company is also a strain. Although Krause Miller has had over
25 years of experience in the event planning and trade show industry, running a company by
herself can be very tedious and if my recommendations are taken into consideration then more
assistance will definitely be needed. Whether bringing interns on board and gaining a business
partner, everything will be easier on Krause Miller and ran more efficiently. Kaleidoscope
Exposition and Event Management is a great company that does a wonderful job at what they do
but with a few changes it can become an even better company.

By Kiara Y. Bass
X. Appendix
A. Press Kit Elements
i. fact sheet

Fact Sheet
August 2012
Overview
Kaleidoscope Exposition and Event Management is a premier event planning agency based in
the San Francisco Bay Area. The company focuses on the physical aspect and logistics of trade
shows and events.
Company Name
Founded
2005
President/ CEO

By Kiara Y. Bass
Karla Krause-Miller, CMP
Karla Krause-Miller has over 25 years experience in the exhibit and event industries involving
many aspects of program management. She has been a corporate program manager in the high
tech and medical industries. In addition to her corporate experience she was the conference
director for a global internet security conference, which drew in 15,000 attendees annually. As
director, Krause-Miller managed the operations and logistics which included: exposition hall
(with 300 exhibitors and sponsors), housing, special events, registration, promotional items,
signage and theme integration.
Since Krause-Miller has experience from both perspectives, she knows the challenges corporate
managers face as well as the best way to work with convention management to achieve success.
She specializes in understanding the client's goals and objectives and providing solutions and
resources for the best possible results.
Company Contact Information
Email: karlakmiller@earthlink.net
Phone:1.510.612.6148
Mailing Address:
P.O. Box 3525
Fremont, CA 94539

By Kiara Y. Bass
Number of Events Managed
Over 500 events managed.
Types of Events Managed
Conventions, Trade Shows, Sales Meetings, Seminars, Road Shows, Executive Meetings,
Special Events
Industries Partnered With
High Tech, Medical, Solar, Consumer
Social Networks
LinkedIn
http://www.linkedin.com/pub/karla-krause-miller-cmp/0/616/12
Executive Team
President/ CEO Karla Krause Miller, CMP
Press Contact
Cindi R. Maciolek, Grand Arbor Press, LLC
Phone: 1.702.341.5395
Email: cindi@grandarbor.com

By Kiara Y. Bass
ii. FAQs

Frequently Asked Questions
August 2012
Corporate
What services does your company offer?
Kaleidoscope Exposition and Event Management offers strategic planning for the management
and execution of trade shows, as well as meetings and events.
Where are you located and are you only limited to working with companies in that area
The company is located in Silicon Valley, Calif., however we do events all around the world.
Although the agency is based in the San Francisco Bay Area. this does not mean we limit our
clientele to that area.
How many events and shows have you worked with?
Kaleidoscope Exposition and Event Management has experience with over 500 tradeshows and
events.

By Kiara Y. Bass
What industries have you worked with?
Kaleidoscope Exposition and Event Management has worked with the medical, solar, and high
tech industries. However the company is proficient to work with any client from any industry.
Do you plan the marketing agenda for conferences?
No, the agency’s main focus is on physical presentation and that the overall look for customers
booths are up to their standards.
Do you only work with major corporations?
Although Kaleidoscope Exposition and Event Management have worked with many
corporations, the company is not limited to just working with them. The company is willing to do
business with companies of all sizes, from venture-backed startups to Fortune 500 companies
and non-profit organizations.
How do you charge for your services?
Kaleidoscope Exposition and Event Management evaluates the scope of work and determines a
set fee for management and execution. This cost does not change unless the scope of work
increases.
How much time do you need to plan a successful presence at a trade show?
This varies based on the client and show. If the exhibitor already has a booth, a bare minimum of
2 months is necessary to plan a successful presentation. If the company does not have an exhibit

By Kiara Y. Bass
four to six months is necessary. Bottom line is that the less time allowed for executing, the more
money is spent. This is due to missed discount deadlines and rush charges.
Is there a limit on the size of project that you will take on?
No, Kaleidoscope Exposition and Event Management do not have a preference of size for
projects.
What are the types of projects do you do?
The agency works with projects such as the management and execution of trade shows, sales
meetings, conferences, seminar series, executive summits, road shows, and special events.
How do you handle budgeting when working with small business clients?
The company works with clients to develop a realistic budget for their trade show, meeting or
event. It is important that they realize what to expect for costs. Then the company looks for ways
to save money and negotiate discounts.
How do you work alongside ADA requirements with each venue?
Before contracting Kaleidoscope Exposition and Event Management ensures that the venue can
accommodate any special needs of attendees. Requirements may include ramps, elevators,
nutritional restrictions, refrigerators for medication and more. In some cases there may be extra
charges for signers, interpreters or other trained assistants.

By Kiara Y. Bass
iii. Press Release
Press Release
Immediate Release
For more information contact:
Karla Krause-Miller, President/CEO Cindi R. Maciolek
Kaleidoscope Exposition and Event Management Grand Arbor Press, LLC
1.510.612.6148 1.702.341.5395
karlakmiller@earthlink.net cindi@grandarbor.com
Kaleidoscope Exposition and Event Management Launches New Website
Corporate event planning agency shares insight on trade show experiences
San Francisco, Calif. Date- Kaleidoscope Exposition and Event Management LLC., a premiere
event management agency, announced the launch of their company website (insert URL).
The company focuses on providing expertise to ensure successful presentations and management
of trade shows and events across the globe.

By Kiara Y. Bass
In addition to photos, bios, and testimonials, the user-friendly website will include a list of
services the agency offers that will benefit customers and potential clients. The website will also
display how the company manages the strategic and logistical side of events. Trade shows,
events and seminars are just a few of the services the agency has experience in, on an
international scale. Kaleidoscope Exposition and Event Management has worked with the high
tech, medical and solar industries, but is capable of working within any industry.
Kaleidoscope Exposition and Event Management benefits clients by giving them the necessary
attention to ensure their event is a success. The company focuses not only on planning and
executing the appearance of an event, but also aiding clients in creating unique events of their
own.
“It is a great feeling to be expanding my business even further,” said Karla Krause Miller,
president. “Unveiling the website will allow us to further connect with potential clients.”
Kaleidoscope Exposition and Event Management is a premier event planning agency based in
the San Francisco Bay Area. The company was established in 2005 under Karla Krause Miller.
She has been involved with over 500 events nationally and internationally. Her experience with
events ranges from intimate board meetings to conferences with thousands of attendees.
Kaleidoscope Exposition and Event Management works with clients to develop unique and
successful events worldwide.
# # #

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