The document discusses using events as opportunities to engage audiences through various marketing tactics. It recommends ramping up promotion in the lead up to an event through branding, personalized email, and gathering content. During the event, additional content should be collected through videos, interviews and photos. In the aftermath or "valley" between events, the content can be published across channels and partnerships formed to extend engagement. Specific engaging ideas are provided for video, social media, email and tracking attendees. The key is to map out a strategic plan around peaks (events), ramps (promotional periods before events) and valleys (engagement between events) to drive ongoing participation.

1. z
Using Events as
a Springboard
for Engagement

2. nonprofittoolkit.net
Marketing training and resources
to market like a pro
drivingparticipation.com
Listen to nonprofit marketers
discuss turning engagement
into action
iriscreative.com
Strategy and creative to grow
nonprofit brands and support
internal teams
Presented by
Beth Brodovsky

3. Create
programs
your audience
wants and
needs right
now.
THE #1 FACTOR
IN MARKETING
SUCCESS:

4. KNOW YOUR AUDIENCE

5. EVENT MARKETING CYCLE
PEAK
VALLEY
RAMP UP

6. RAMP UP
Event Branding
Testimonial stories
Add processes to
gather sponsor and
vendor stories –
surveys, calls,
onsite video

7. Consistency and
repetition across
print, email, social,
web
RAMP UP

8. Email
Personalization and
segmentation
Innovation linked to
Florida inventions
Paints a picture
RAMP UP

9. Content Gathering
• Photos & Video
• Interviews
• Contests
• Collaboratory
• App Interaction
• Games and Prizes
• Document Everything
PEAK

10. VALLEY Publish and Pitch
Extend the life
of your event
with stories
and data

11. VALLEY
Collaborate
with partners
to create
content

12. Story Gathering – Collecting content from
sponsors, vendors, speakers and attendees
to use in valleys and future ramp ups.
Deep Brand Assets – Creating a distinctive
and flexible graphical look that could be used
in a variety of ways over a long period of time.
Content Marketing – Using internal & partner
platforms to engage, educate and learn in
between events.
WHAT
MAKES IT
WORK:

13. Speaker Preview
Ask speakers to record
a sneak peak video or
join you for a podcast
interview.
ENGAGING IDEAS
FOR VIDEO

14. Speaker Preview
Run a live chat on
Twitter, LinkedIn,
Facebook or a video
streaming site like
Crowdcast.
ENGAGING IDEAS FOR VIDEO

15. ENGAGING IDEAS FOR VIDEO
Video messages add powerful personalization

16. ◊
Onsite Video
Testimonials
From attendees
and speakers.
Use in the Valley
and repurpose
in next year’s
Ramp Up.
ENGAGING IDEAS FOR VIDEO

17. ENGAGING IDEAS FOR VIDEO
Tools like ThankView can provide automated personalization

18. Create Ambassadors
Speakers and Sponsors want promotion so give them content
ENGAGING IDEAS FOR SOCIAL

19. Try a Toolkit
Create
customizable
materials in
Canva
ENGAGING IDEAS FOR SOCIAL

21. ENGAGING IDEAS FOR SOCIAL
Grab Attention. Gifs create repetitive movement that can draw attention.

22. ENGAGING
IDEAS FOR
EMAIL
Welcome
Email Series
Messaging arc
post sign-up
and post
event.

23. ENGAGING
IDEAS FOR
EMAIL
Try an email forwarding
campaign.

24. ENGAGING IDEAS FOR EVERYTHING
Tracking Links – UTM Codes
UTM codes are “tags”set up in
Google Analytics to track
usage of a specific link by
adding a source, medium and
campaign.
https://ga-dev-tools.appspot.com/campaign-url-builder/
https://example.com?utm_source
=news4&utm_medium=email&ut
m_campaign=spring-summer

25. MAKE A PLAN
Map out your peaks Plot the dates of events, campaigns,
drives, seasonal sales.
Chart your ramps These are the conversion communications
you ramp up leading toward your peak.
Fill in the valleys With relationship content. Create a space
for conversation, education, engagement
and participation.

26. nonprofittoolkit.net
Marketing training
Beth S. Brodovsky, President
Iris Creative Group, Inc
beth@iriscreative.com
FocalPoint LinkedIn newsletter
https://www.linkedin.com/in/
bethbrodovsky/
Iris Creative Group
For more ideas, download this bonus resource