MARKETING STRATEGY

Promotions for Generation Y will kick-off on Saturday, April 4 with teasers advertising the name and date of the event. We believe that this approach is very effective as it will keep persons guessing and anxiously lying in wait for further information.

A combination of PR tactics that will be employed in the months and weeks leading up to the event will be used to provide publicity and public information include and are not limited to:


TELEVISION, RADIO AND PRINT PARTNERSHIPS

A radio partnership with ZIP FM (leading Youth Oriented Station) will be arranged to provide promotional suppor t for the competition via mentions, inter views and extended coverage of the competition activities, as well as an outside broadcast from the finals.

A television partner would be required to provide live/ delayed coverage of the event as well as other promotional support , such as inter views and features.

Both youth magazines, Youthlink and Teenage will be approached to provide extensive print coverage on the event, providing features on sponsors, performers and photo highlights of the event.

PRE & POST RELEASES AND INTERVIEWS

Pre releases to be circulated to all media with details of the, sponsors' participations as well as inviting the high school students to attend will be generated. Post releases announcing event details will also be disseminated.

Radio and Television inter views will also be coordinated with, sponsors and event coordinators leading up to the event, with the same along with post event highlights on television stations.

SPONSOR PROMOTION*

A special promotion can be developed surrounding the title/major sponsor's product, where footage from the event can be used to endorse the product i.e. feature in a commercial/ campaign etc.

ENDORSEMENT/ PARTNERSHIP WITH LOCAL CHILD AGENCIES

Endorsement from local child development agency/agencies will be solicited to solidify social / corporate suppor t and relevance for the programme. E.g. – PALS, Ministr y of Education and Ministr y of Youth & Culture.

ADS

Radio& TV - promoting the ticket outlets etc on TVJ, CVM, RETV, HYPE TV, FLOW

Print Placements for 4 weeks - ¼ page ads in Gleaner, Obser ver, Star, May 24 - June 21 2014.

OTHER MARKETING ACTIVITIES

• Letters addressed to principals will be disseminated to receive permission to display flyers and

posters on school grounds to support the advertising thrust

• Flyers and/or other promotional material will be placed at bus parks and various target areas & hot

spots frequented by high school students

• Special complimentary passes giveaways online and on air (radio)

• Promotions on Entertainment and Social Networking websites (Facebook,Twitter, Instagram,

WhatsApp and etc.)

• Announcements in the entertainment sections of various prominent local newspapers.

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