1. ASHA SF – events & marketing strategy
Working Document

2. Strategy
(1) GOAL More revenue from events, Focus on flagship events & continuity, Timeline?
(2) MARKETING Social media, Brand, Timing & content for events : Palace in the park case study
(3) ORGANIZATION Ideas, Asha Wiki
(4) COLLABORATION

3. goal : more revenue from events
Some chapters rely on Team Asha (e.g. SV), whereas others rely on events (e.g. Stanford). Asha SF has the opportunity to diversify revenue from both sources.
Revenue: $51,000
Runners: ~30
Revenue: $3,400
Profit: $1,280
Attendees: ~150
Revenue: $4,800
Profit: ~$1,200
Attendees: ~100
Revenue: $63,000
Runners: 31
Revenue: $5,400
Profit: $3,100
Attendees: ~200
Revenue: ~$20,000
Profit: $14,000
Attendees: ~1,000

4. GOAL : Focus on Flagship events & Continuity
Greater revenue for effort (both time, and number of volunteers)
No volunteer burnout
Builds Asha SF brand – events that cannot be missed!
Opens doors to larger sponsors
People mark their calendars
Loyal following makes marketing easier
Target these people with “early bird”
Creates buzz early in the ticketing cycle
A couple of events…
1 event. 2 days. Revenue > $100,000
Continuity…
1 event. 1night. Profit > $70,000

5. GOAL : timeline?
Team Asha generates between $50,000 to $60,000 per year.
This is not a goal for
..but can Asha Events SF reach that in the next 2-3years?

6. MARKETING : Social media
PR goes beyond marketing for events.
We need continuous engagement – that’s where the newsletter comes in!
We also need advocacy – sharing content builds networks, and makes our life easier!
Does more = better? Will we get value from adding accounts?
Facebook
Twitter
Instagram
Asha SF Website
Event-specific website
– Constant Contact

7. Building the brand over time
MARKETING : Brand
Building the brand over time
What to measure?
Website metrics – Unique visitors, traffic source, page views, Clicks
Social media platforms such as FB, TW, Instagram - # of posts, # of Followers, # of Engagements ( clicks, re-tweets, tweets, impressions, shares, likes)
Newsletter subscribers – Growth
Blogs - # of posts, # of contributors, page views
Content – new content generated, syndicated
Success?
Increased # of followers, social media posts
Increase in # of engagements – tweets, re-tweets, shares, likes, clicks, comments
Eventually lead to ↑↑ supporters, donors, volunteers, customers

8. MARKETING : TIMING & Content FOR EVENTS
Marketing timing for events
Early birds start searching a month in advance. Most traffic over the last 2 weeks: we’ve seen this for Asha SF events.

9. Party in the palace
Case Study

11. Post about raffles, and other sub-events

12. Organization : asha wiki
Asha Stanford moved all their organization docs to the Wiki this year.
Planning docs organized and easily available for future planning teams.
Docs/ideas accessible by other Asha chapters.. share the love!

13. Organization : Ideas
Secure event location well in advance (event lead to book 6-9 months prior)
Secure event leads (multiple per event) well in advance
Multiple people in-charge of sub-projects: marketing, vendors etc.
Plan in phases
Not all volunteers involved from the start
Improved tracking of participants
Use apps like Trello
Hand-off meeting between teams

14. Collaboration Corporate sponsorship strategy…
Charity partners to increase size & reach of events