Communications Plan Marketing Tactics and Timing To make a campaign successful the messaging needs to have depth and breadth. To achieve this, there needs to be ample lead time for people to be persuaded to attend or get involved. While the details of a campaign may not yet be fully developed, marketing activity can begin with minimal information until all logistics are finalized.

1. Communications Plan
Marketing Tactics and Timing
To make a campaign successful the messaging needs to have depth and breadth. To achieve
this, there needs to be ample lead time for people to be persuaded to attend or get involved.
While the details of a campaign may not yet be fully developed, marketing activity can begin
with minimal information until all logistics are finalized.
DETAILS DESCRIPTION IMPORTANCE
Who Speakers Low
Who-A Sponsors Low
What Topic / Title Highest
Where Venue Medium
When Month, Day, Time High (Month); Medium (Day, Time)
Why Value Proposition (reason to go) High
How (much) Cost For Members, Non Low (set dates for early bird)
WOW What about this event will make people say "wow!"?
Campaign Communication Stages for Chicago AMA:
Note: Chicago AMA will send two emails per week.
• Tuesday emails will aggregate AMA info with CAMA programming and news.
• Friday emails will spotlight the next upcoming CAMA event. In the case of any overlap
with multiple events, set days will be assigned to give each the appropriate exposure.
Event Kick-off 10 Weeks Out
• Kick-off Conference Call held (30 min)
- Communications, Programming, Membership, Development
- Corresponding VPs, Directors and related volunteers (for transparency)
• Identify Comm Lead for Communications. Define roles. Swap contact info.
• Identify Comm Liaison for Programming. Facilitate event updates.
• Identify Comm Liaison for Development. Facilitate sponsor changes; get logos.
• Identify Comm Liaison for Membership. Facilitate ambassador assignments to non-
members who register so they are warmly welcomed and introduced to others. Possible
metric to track are the amount of converted non-members to members per event.
• Finalize these basics: title, why and when of event
• Status update on anticipated completion dates for unconfirmed event logistics
• Imagery – brainstorm about what photos, icons will reinforce messaging
• WOW factor – what about this event will make people say "wow!"?
.
Message: Save The Date 9 Weeks Out
• Webslingers will launch a unique event landing page on ChicagoAMA
• Registration page set-up (logistics need to be completely confirmed)
• G-Unit (graphics team) brainstorms on a downloadable pdf for website
• Film Crew acquires series of photos for campaign; relays to email, webslingers
• Buzz Team develops bit.ly links for tracking
• Blog Squad Post #1 – introduce the subject. Boilerplate: What is it. Why it's important
Chicago AMA Communications Plan 1 of 4

2. Message: Introduce the topic / subject area 8 Weeks Out
• Webslingers update the website; Sponsors added/updated
• Digital team sends Email #1 using content from Blog Squad Post #1. Sponsor spotlight.
- In coordination with the Comm Liaison, do we filter out those who've registered?
- Possible to add an opt-out link to emails that reads "Unable to Make this event"
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• Buzz Team posts press release; pitches & invites local media to attend
• G-Unit (graphics team) finalizes a downloadable pdf for website
• Film Crew scripts storyboard for video(s); sets up interviews (if applicable)
• Blog Squad Post #2 – Profile Industry Leaders and/or Best Practices. Pose a question at
the end of the blog to solicit input from marketers about what they are doing with regard
to this topic. Use this feedback in blog post #3.
Message: Profile Industry Leaders and/or Best Practices 7 Weeks Out
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
- Add items to industry resources (links to thought leader blogs, white papers, etc)
• Digital team sends Email #2 using content from Blog Squad Post #2. Sponsor spotlight.
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• Buzz Team completes posting press releases; follows-up on pitches / invites to media
• G-Unit (graphics team) posts a downloadable pdf for website
• Film Crew executes storyboard (interviews, B-roll). Uses graphics from G-Unit.
• Blog Squad Post #3 – Think Locally. What are local marketers doing in this arena? Use
blog #2 feedback. Solicit feedback on getting buy-in from colleagues / bosses on this
topic; obstacles to implementing this topic. Use this feedback in blog post #4.
Message: Think Locally. What local marketers are doing in this arena 6 Weeks Out
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
- Add items to industry resources (links to thought leader blogs, white papers, etc)
• Digital team sends Email #3 using content from Blog Squad Post #3. Sponsor spotlight.
• Digital & Buzz Teams brainstorm on mobile interaction before / during event
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• G-Unit brainstorms on PowerPoint slides for event commercials
• Film Crew completes video(s)
• Blog Squad Post #4 – The Priceless Art of Getting Buy-in for this topic. Use blog #3
feedback. Solicit feedback on the budget impacts of this topic; what is the cost of
implementing. Use this feedback in blog post #5.
Message The Priceless Art of Getting Buy-in & Overcoming Obstacles 5 Weeks Out
• Pricing idea: Standardize early bird cut-off as 4 weeks from event date. Highlight in wk5.
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
- Add items to industry resources (links to thought leader blogs, white papers, etc)
• Digital team sends Email #4 using content from Blog Squad Post #4. Sponsor spotlight.
• Digital & Buzz Teams continue to brainstorm on mobile interaction before / during event
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• G-Unit finalizes PowerPoint slides for event commercials
• Film Crew edits video(s)
• Blog Squad Post #5 – Budget impacts of this topic; what's the cost of implementing. Use
blog #4 feedback. Solicit feedback on the media's coverage of this topic (favorable /
unfavorable). Use this feedback in blog post #6.
Chicago AMA Communications Plan 2 of 4

3. Message: Budget Impacts 4 Weeks Out
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
- Add items to industry resources (links to thought leader blogs, white papers, etc)
• Digital team sends Email #5 using content from Blog Squad Post #5. Sponsor spotlight.
• Digital & Buzz Teams determines mobile interaction before / during event
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• G-Unit sends to Programming the PowerPoint slides for event commercials
• Film Crew posts video #1
• Blog Squad Post #6 – Media's coverage of this topic. Use blog #5 feedback. Solicit
feedback on benchmarking. What metrics are popular for this topic? Use this feedback in
blog post #7.
Message: Media Coverage 3 Weeks Out
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
- Add items to industry resources (links to thought leader blogs, white papers, etc)
• Digital team sends Email #6 using content from Blog Squad Post #6. Sponsor spotlight.
• Digital & Buzz Teams announces mobile interaction before / during event
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• G-Unit (graphics team) supports Webslingers and Digital Team with design expertise
• Film Crew posts video #2
• Blog Squad Post #7 – Benchmarking. Discuss metrics. Use blog #6 feedback.
Message: Benchmarks & Still Time To Register 2 Weeks Out
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
- Add items to industry resources (links to thought leader blogs, white papers, etc)
• Digital team sends Email #7 using content from Blog Squad Post #7. Sponsor spotlight.
• Digital & Buzz Teams promotes mobile interaction before / during event
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• G-Unit (graphics team) supports Webslingers and Digital Team with design expertise
• Film Crew designates video/photographers to cover event
• Blog Squad Post #8 – By The Numbers. List of numerical data related to this topic.
Message: By The Numbers & Last Chance To Save 1 Week Out
• Pricing idea: Add a modest price increase the day of event. Highlight in wk1.
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
• Digital team sends Email #8 using content from Blog Squad Post #8. Sponsor spotlight.
• Digital & Buzz Teams promotes mobile interaction before / during event
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• G-Unit (graphics team) supports Webslingers and Digital Team with design expertise
• Film Crew determines shot list for the event
• Blog Squad Post #9 – Wild Card. Any angle related to this topic.
Chicago AMA Communications Plan 3 of 4

4. Message: Final Reminder To Register The Week Of
• Pricing idea: Add a modest price increase on the day of the event? Highlight week of.
• Webslingers update the website (if needed); Sponsors added/updated
- Add excerpts from blog content on event landing page
• Digital team sends Email #9 using content from Blog Squad Post #9. Sponsor spotlight.
• Buzz Team swarms Tue & Thu on Twitter, Facebook, LinkedIn, MeetUp
• Film Crew coordinates desired protocol for filming with Programming
• Blog Squad Post #10: Cover the event and write a brief synopsis to be used for
Interface, submit to Webslingers for posting on website and to Digital for email recap.
Message: Thank You For Attending The Week After
• Pricing idea: Attendees of this event can get pre-show pricing for our next event if they
register in the next 2 weeks and complete our post-event survey
• Webslingers update the website with Blog Post #10. Acknowledge sponsors.
• Digital team sends Email #10 using content from Blog Squad Post #10. Thank sponsors.
- Get list of members / non-members who attended from Programming.
- Segment post-event emails to target non-members for membership
- Include link to post-event survey. Possible metric to emphasize is the quality of
the event so we can compare from event to event over the entire year.
- Programming will be responsible for collecting survey results and sending
testimonials to membership (for recruitment) and communications (for collateral)
• Buzz Team swarms once more to highlight the recap on Twitter, Facebook, LinkedIn
• Film Crew edits photos, video. Post items on Flickr, YouTube Channel.
Reporting to Chicago AMA Board 2 Weeks After
• Comm Lead (Communications) aggregates messaging analytics.
• Programming Comm Liaison analyzes survey results and shares the feedback
• Development Comm Liaison tallies cash, in-kind receipts; provides sponsors
screenshots of all messaging with their logo. Identifies future sponsors who emerged.
• Membership Comm Liaison reports on any membership conversions during the
promotion of this event.
Chicago AMA Communications Plan 4 of 4