Marketing Event Planning & Execution

Builder Led Virtual Event

Timeline:

1. Alert marketing 4 weeks before the desired event date.
2. Marketing to create collateral in 3-5 days.
3. Event promotion to follow for 2-3 weeks.

https://wistia.com/learn/marketing/webinar-guide-to-getting-started

Event Needs:

• Zoom Webinar Setup (with registration to capture buyer information)
  • Requires setup through our paid company account
  • Allows for tracking and follow-up to registrants
  • Keeps all users from being on screen
• Signup/Lead generation landing page
• Slide decks for the presentation
  • Need to have content prepared to keep the audience interested
• Agenda for the call
• Who’s joining the call
• Run test call to test content, transition and flow
• Email marketing efforts to prospects
• Social ads to drive attendance
• Social posts to create interest
• Targeted outreach by the Community Managers
• Pre-webinar communication plan
  • Reminders for webinar
  • Why it’s worth their time investment
  • What’s in it for them
• Post-webinar communication plan
  • Who’s following up with attendees
  • How can we convert attendees to appointments or sales
• What’s next? Are there other events? What happens after the call?

Assets:

• Webinar signup
• Landing page
• Social graphics
• Promotional offer marketing piece
• Email marketing
• Slide decks/presentation material

Sales Expectations:

• Provide agenda
• Provide slide decks
• One-to-one event promotion by Sales Team
• Social promotion by Sales Team

Marketing Expectations:

• Zoom setup
• Landing page
• Finalize slide decks (branding, consistency)
• Social graphics
• Email marketing messages
• Public promotion – social and paid ads
• Promotion to current prospects (Hubspot)

Builder Led Event Planning & Execution

Event Type: Event hosted by the builder for overall promotion of traffic, sales and education.

Timeline:

1. Alert marketing 4 weeks before the desired event date.
2. Marketing to create collateral in 3-5 days.
3. Event promotion to follow for 2-3 weeks.

Sales Manager Expectations:

• Submit event request to Brand Manager, including:
  • Timing
  • Target audience
  • Goals for event
  • Idea of budget
  • What type of event
  • Anything that would assist in the promotion of the event
• Reach out to Silverton for sponsorship

Marketing Expectations:

• Create marketing collateral to include any or all of these elements:
  • Flyer/images
  • FB event
  • Social graphics
  • Email marketing
  • Paid ads
• Order food for events

Community Manager Expectations:

• Promotion of event to target audience
• To create event action plan outlining activities

Community-Specific Event Planning & Execution

Event Type: Event hosted by the Community Manager for Realtor, prospects or homeowners.  

Timeline:

1. Community Manager to choose date 4 weeks before the event.
2. Community Manager to alert Builder Team – Division Manager, Marketing, Sales Manager, Builders. Ensure no conflicts and add to all calendars.
3. Community Manager to work with Donna/RET for event collateral.
4. Community Manager to arrange sponsors (Silverton, KC Title).
5. Community Manager to provide collateral to Brand Manager for cross-promotion.

Sales Manager Expectations:

• Work with Community Manager on event expectations and desired outcomes.

Marketing Expectations:

• Share event (if applicable) through our channels
• Check in with CM to ensure they have everything they need – collateral, swag, etc
• Attend event to represent the builder and show our support

Community Manager Expectations:

• Promotion of event to target audience
• To create event action plan outlining activities