Plan of Media Mix to Market a Symposium
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The date for the Woodland Nature Center's annual conservation symposium is rapidly approaching. The Symposium will feature a nationally renowned author on Birds, Birdwatching and Habitat restoration. Although the overall media mix is still being determined for the Center itself, you need to market the symposium NOW. Draft a plan that outlines the media mix components you will use to market the symposium. Your goal is to use this symposium's media plan as a test for the plan you have recommended for the Center.
>Use at least three media components and include a direct marketing technique. Describe each component and why it is important to use.
>Identify one other marketing technique and explain why you will not be using it.
>Include the benchmarking and monitoring techniques that will be incorporated to measure the effectiveness of each component.
>Identify a plan to change your approach if a measurement technique indicates that a particular media is not effective.
>Estimate the overall costs for implementing the plan. How much will it cost to attract each participant (think of this in terms of advertising impressions)?
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Solution Summary
This solution explains how to write a plan for media mixes to market a symposium, addressing the media plan, media components, marketing technique and effectively monitoring, measuring and marketing.
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>Use at least three media components and include a direct marketing technique. Describe each component and why it is important to use.
The goal of this question is to assess what media would be best used to target people who would be interested in bird watching, and how to target them.
This is quite a specific group, so your first media would be to find a bird watching magazine, and publish a page add in there. This would be a great way to get your target audience, since you know that a large proportion of people who will read the magazine will be a fan of the hobby (you might get some others who read it while in a doctor's office or at a friend's house). This way, you can be specific in your message, and your message wont get lost. It will get straight to the target. You can put a url for your web page in the magazine add.
A second media would be the internet. You can advertise for your symposium on WebPages which are based on bird watching. You can have banner ads posted in their web sites, and you can direct them to your site. You can also create your own web page for the symposium, providing useful information to people. You can also pay to have a google search mention, so anyone who types in bird watching will be shown your link.
The last one would be a direct marketing technique. Hopefully over the years, you would have collected a database of names of people who are interested in bird watching, and who would attend the symposium. You can mail them a brochure, pamphlets and more info about the conference.
>Identify one other marketing technique and explain why you will not be using it.
A common tecnique is televiion ads, but I will not be using it. Bird watching is a specific group of people, and they have interest that other people in the general population are not interested in. By advertising on Tv during prime time, you are ...
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