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Holding a mall event best practices final 8.5.09


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Holding a mall event best practices final 8.5.09

  1. 1. Holding a Mall Event Best Practices July, 2009
  2. 2. Content Outline <ul><li>Background </li></ul><ul><li>Planning </li></ul><ul><li>Promotion </li></ul><ul><li>Resources and tools </li></ul><ul><li>Key success drivers </li></ul><ul><li>Measurement </li></ul><ul><li>Recognition </li></ul>
  3. 3. Background <ul><li>A number of key mall events were held as part of the 2009 Be The Match Marrowthon </li></ul><ul><li>There are recruiters currently staging successful mall events </li></ul><ul><li>Best practices from these events are being shared for anyone planning a mall event </li></ul><ul><li>For planning, think – Who, What, Where, When and Why </li></ul>
  4. 4. Planning-Why <ul><li>Why are you holding this event? </li></ul><ul><ul><li>To build the registry and to raise funds </li></ul></ul><ul><li>Set goals: </li></ul><ul><ul><li>How many people do you want to recruit? </li></ul></ul><ul><ul><li>How much money do you plan to raise? </li></ul></ul><ul><ul><li>How many volunteers/volunteer hours will the event require? </li></ul></ul>
  5. 5. Planning - Who <ul><li>For a successful event, you need to know your target audience and your main partners </li></ul><ul><li>Determine your target audience: </li></ul><ul><ul><li>Are you trying to recruit young adults, a specific race or ethnicity, faith-based community, college students, etc? </li></ul></ul><ul><li>Determine who will be involved: </li></ul><ul><ul><li>Know the time commitment for you, other recruiters, volunteers, patients, families, donors and partners </li></ul></ul>
  6. 6. Planning - Who <ul><li>Involve mall merchants: </li></ul><ul><ul><li>Merchants can help get the word out, sponsor your event, make donations, or give coupons for give-aways </li></ul></ul><ul><ul><li>Conduct information sessions with merchants prior to your event; train them together at the mall’s community room, or go store to store and do 5 minute stand-up sessions; help them know how to answer basic questions about the event </li></ul></ul>
  7. 7. Planning - Who <ul><li>Volunteers are vital: </li></ul><ul><ul><li>Recruit a big volunteer base (12 or more at event) </li></ul></ul><ul><ul><li>Engage volunteers early in your planning </li></ul></ul><ul><ul><li>Give volunteers specific tasks – spreading word prior to event, staffing tables or out front engaging mall-goers </li></ul></ul><ul><ul><li>Train your volunteers ahead of time </li></ul></ul><ul><ul><li>Communicate with volunteers often </li></ul></ul>
  8. 8. Planning - Who <ul><li>Partner engagement for additional boost </li></ul><ul><ul><li>Engage local partners appropriate for your audience </li></ul></ul><ul><ul><li>Consider police, firefighters (trucks out front for tours), local celebrities, elected officials, pro athletes, media </li></ul></ul><ul><ul><ul><li>Police/firefighters have community outreach programs and with notice are happy to attend and help promote </li></ul></ul></ul><ul><ul><li>Look for philanthropic match when selecting partners </li></ul></ul><ul><ul><li>Engage partners early in your planning </li></ul></ul>
  9. 9. Planning - Who <ul><li>Patients/donors attract wanted attention: </li></ul><ul><ul><li>Searching patient stories draw local media attention (traditional and online) and pull in registry members </li></ul></ul><ul><ul><li>Work with patients willing to attend the event and share their story </li></ul></ul><ul><ul><li>Searching patient Stuart </li></ul></ul><ul><ul><li>with two new registry </li></ul></ul><ul><ul><li>Members (holding </li></ul></ul><ul><ul><li>“ Ask Me How You Can </li></ul></ul><ul><ul><li>Save My Life” sign) </li></ul></ul>
  10. 10. Planning - Who <ul><li>Assign roles: </li></ul><ul><ul><li>Divide duties if possible. For example: mall event logistics for one person, volunteer coordinator for another </li></ul></ul><ul><ul><li>A single point of contact with mall works best </li></ul></ul>
  11. 11. Planning - When <ul><li>Begin work early: </li></ul><ul><ul><li>Start planning a minimum of 6-8 weeks in advance </li></ul></ul><ul><ul><li>More complex events require 2-3 months advance work </li></ul></ul><ul><li>Timing is critical: </li></ul><ul><ul><li>Find out mall’s highest traffic day for holding your event </li></ul></ul><ul><ul><li>Ask if there is another event happening at the mall; would it be in conflict with yours, or in conjunction? </li></ul></ul><ul><ul><li>Weekends are best; Saturday usually the highest traffic </li></ul></ul><ul><ul><li>Good traffic around special holidays </li></ul></ul>
  12. 12. Planning - When <ul><li>Create event timeline and checklist: </li></ul><ul><ul><li>Utilize BWR Drive Checklist </li></ul></ul><ul><ul><li>Hold regular meetings/calls to review timeline and actions </li></ul></ul><ul><ul><li>Use weekly recap e-mails to capture actions and to-dos </li></ul></ul>
  13. 13. Planning - Where <ul><li>Work with mall/property management group: </li></ul><ul><ul><li>Find a mall suited to your target audience </li></ul></ul><ul><ul><li>Work out every detail carefully upfront </li></ul></ul><ul><ul><ul><li>Every mall has different rules, even managed by same company </li></ul></ul></ul><ul><ul><ul><li>Need high visibility location near food court or mall center, not back halls or within stores </li></ul></ul></ul><ul><ul><ul><li>Some malls won’t charge you a fee; others will </li></ul></ul></ul><ul><ul><ul><li>Some malls allow media/police/firefighters; others don’t </li></ul></ul></ul><ul><ul><ul><li>Some malls allow engaging public throughout mall; others won’t </li></ul></ul></ul>
  14. 14. Planning - Where <ul><ul><li>Work out every detail carefully upfront </li></ul></ul><ul><ul><ul><li>Some malls won’t allow fundraising on the premises, but will help with grants or contributions </li></ul></ul></ul><ul><ul><ul><li>Tell them you’re planning a big showing with signage, balloons, t-shirts, possible radio station remote, video, and ways to attract attention including noise-makers (one group rings cowbells and claps every time a new member joins) </li></ul></ul></ul>
  15. 15. Planning - What <ul><li>Think through planned activities to attract attention and media </li></ul><ul><ul><li>Is it the right activity? </li></ul></ul><ul><ul><li>How complex is it to organize or obtain elements? </li></ul></ul><ul><ul><li>Will mall-goers participate? </li></ul></ul><ul><ul><li>What kind of activity attracts people – competitions with Wii Fit, Guitar Hero, video games? What is best suited to a mall event? </li></ul></ul>
  16. 16. Planning - Budget <ul><li>Establish your budget: </li></ul><ul><ul><li>Plan for signage, balloons, drive supplies, refreshments for staff and volunteers, and sometimes a mall fee </li></ul></ul><ul><ul><li>Talk to mall in advance to determine if there is a charge for the mall </li></ul></ul><ul><ul><li>Before making the full ask with the mall, remember to engage them in our mission and let them know what we do and how the event relates </li></ul></ul>
  17. 17. Promotion <ul><li>Work with local media: </li></ul><ul><ul><li>Send media advisory and patient bio to local media list </li></ul></ul><ul><ul><li>Follow-up with phone calls and ask to attend event </li></ul></ul><ul><ul><li>Local media may attend, interview patient, or run PSA </li></ul></ul><ul><ul><li>Work with local radio stations to host a live remote day of and promote leading up to event; they can interview participants and may do give-aways and bring games </li></ul></ul>
  18. 18. Promotion <ul><li>Negotiate with mall to allow you to post signage at mall in advance of and during event </li></ul>Sign includes, date, time and specific event location in mall Sign also includes logos of event sponsors and supporters
  19. 19. Promotion <ul><li>Work with volunteers, patients, donors, sponsors and others to spread word about the event </li></ul><ul><ul><li>Provide contacts with social media tools, such as widgets and e-cards, and ask them to add to their social network pages such as Facebook, MySpace, LinkedIn and more </li></ul></ul><ul><ul><li>Ask contacts to ask their employers to post information on company Web sites and send out e-mails to promote the drive event </li></ul></ul><ul><li>Use the promotion tally sheet and assign someone at the drive to collect information from attendees regarding how they heard about event </li></ul>
  20. 20. Resources and Tools <ul><li>Explore which tools you want to use: </li></ul><ul><ul><li>Use tools on Recruiter Resource Center, including sales and drive tools, media advisory, patient bio template, fact sheet, key messages and promotion tally sheet </li></ul></ul><ul><ul><li>Obtain standard drive tools and budget for drive collateral such as Be The Match t-shirts for volunteers or to use as fundraisers and Be The Match lapel pins to give to those who joined, gave money, or volunteered </li></ul></ul>
  21. 21. Resources and Tools <ul><li>Work with NMDP Coordinating Center: </li></ul><ul><ul><li>Marketing can review promotion ideas and language </li></ul></ul><ul><ul><li>Note: for NMDP operated centers, all contracts must be reviewed by the NMDP contracts department before signing </li></ul></ul><ul><ul><li>RCD Ops can be a central point of contact, help you navigate resources, help with answering questions and provide general support </li></ul></ul>
  22. 22. Key Success Drivers <ul><li>Start Early </li></ul><ul><ul><li>Allow lots of time to engage volunteers, patient families, local celebrities, public officials, media and police/firefighters </li></ul></ul><ul><li>Select Date Carefully </li></ul><ul><ul><li>Timing based on factors such as mall traffic, holidays, avoiding competing events, best timing for partners </li></ul></ul><ul><li>Establish a Project/Event Manager </li></ul><ul><li>Assign a Volunteer Team Captain </li></ul>
  23. 23. Key Success Drivers <ul><li>Make Specific and Limited Asks for Each Partner </li></ul><ul><ul><li>Patients, families, donors – share their stories </li></ul></ul><ul><ul><li>Volunteers – lead a fundraising team or help at drive </li></ul></ul><ul><ul><li>Local partners – contribute funds or sponsor event </li></ul></ul>
  24. 24. Measurement <ul><li>Review results against goals </li></ul><ul><li>Make sure you know what and how you are going to measure when planning your event: </li></ul><ul><ul><li>Example: In order to determine which promotion you did was successful, use the promotion tally sheet </li></ul></ul><ul><li>Report to your manager and/or Regional Director regarding the success of your well-planned and well-implemented event! </li></ul><ul><li>Share your program’s success with RCD Ops; what you accomplished may be shared with the network through Recruiter News </li></ul>
  25. 25. Recognition <ul><li>You are not done until you have thanked everyone </li></ul><ul><ul><li>Thank volunteers, partners, mall contacts, and others for their support </li></ul></ul><ul><ul><li>A little praise goes a long way </li></ul></ul><ul><ul><li>Utilize templates from BWR </li></ul></ul><ul><li>Share your results with your partners </li></ul><ul><li>Let them know how important they are </li></ul>