This document provides an overview of marketing and promotion for event planning. It discusses: - The role of a marketing plan within the wider event planning process and some key activities. - Components of an effective marketing strategy, including understanding your audience, objectives, unique selling point, and managing expectations. - The S.T.P framework for segmentation, targeting, and positioning. - Elements that should be included in a marketing plan such as objectives, activities, budgets, and controls. - Different marketing collateral and ensuring messaging grabs attention, interest, desire and action from the target audience. - The importance of digital marketing, analytics, and ongoing relationship management. - Evaluating the effectiveness of the marketing campaign