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Promotion Plan

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pagojo edited this page Jan 16, 2013 · 3 revisions

Promotion Plan (draft)

(version found in gdrive as of Wednesday 16/01/13 8:49 GMT)

Scope

This is an outline of the tools, tactics and resources needed to promote EuRuKo 2013.

The addressable target audience is made of

  • Ruby developers
  • Sponsors

Note: This Promo Plan is different to the the 'Plan for handling inbound comms'

1. Projected effort

  • inbound comms bounded response time 24 hrs?
  • monitoring of social media?
  • press kit preparation?
  • blog authoring?
  • sponsor contacts?
  • FAQ creation?

2. Team responsibilities

  • Engage media contacts
  • Engage with sponsors
  • Monitor media and social media
  • Respond to inbound comms (other than social media) within 24 hours
  • Respond on Twitter, Facebook, LinkedIn with 8 hours?
  • Maintain the press kit
  • Maintain a constant dialog on social media (updates, teasers, posts)
  • Maintain FAQ if needed (with everyone's contribution)
  • Maintain blog (if decided) with everyone's contribution
  • Maintain relations with local communities

It is recommended that the team comprises of 2-3 people. Team members must be comfortable in authoring content and communicating in English with media and audiences in tandem with the committee as well as autonomously when needed. Principally, the team's responsibility will be to offload the communications overhead from the rest of the committee such that communication is a) precise, b) consistent and c) relevant. When possible the team should be a filter and funnel for the rest of team as to minimise distractions. However the team must act in accordance to the committees intend. Unavoidably the team must also act as an 'outreach team' for attracting both sponsors and delegates.

Ultimately this team should be responsible for the "message" and how well this is communicated without having the rest of the committee to constantly worry about it.

3. Where is the audience

  • github
  • twitter
  • fora
  • Facebook
  • interest groups
  • unis?
  • popular media outlets on the web

4. Tactics

  • Approach and only accept sponsors that can contribute in the overal communication, promotion and ambience
  • Maintain regular presence in social media and supply useful info to the audience
  • Engage leaders in the domain
  • Establish channels for media relations (media contact email)
  • Engage media outlets. Advertorials?
  • Press kit
  • Use github and the site to regularly engage with the audience and solicit feedback
  • Newsletter?
  • Actively ask for feedback and ideas from the community (e.g., past experiences, what to do better)
  • CFP
  • Collateral material
  • Events presence (e.g., TC Athens)
  • Competition? sponsor the competition? competition sponsor?
  • Promo of transparency and documentation produced to the community and next organiser
  • Sponsor a relevant event?
  • Run ads?
  • Local Ruby community
  • Use regional Ruby communities to promo "free" tickets
  • Uni roadshow?
  • Roadshow in general?
  • Send t-shirts to previous organisers? presenters etc?
  • Ticketing service promo?
  • personal presence on social networks (blogs etc)

5. Tools

  • Web site
  • Twitter, Facebook, LinkedIn
  • github
  • gnostix social media monitoring?
  • email
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