REGIONAL ACTIVATION GRANTS: MARKETING AND PUBLICITY GUIDE
Your Melbourne Pride Marketing and Publicity Guide for Regional Activations.
So you’ve got your Regional Activation Grant sorted. What’s next?
The next step in delivering your project is to inform, promote and engage your audiences through marketing and publicity. This can seem like a daunting task, but really, once you know who your audience: “who do I want to participate in my activation and why?”, the marketing and publicity part is just about creating the right messaging and materials to reach them: “how can I ‘sell’ my activation to my target audience?”
To help you out, we’ve created the following tips and resources. Read on for information on how to communicate, market and publicise your event.
With such a diverse range of projects, some information below may not apply to you, but we recommend you read through and see what can help you make the most of your activation.
Remember, we’re here to help you. Our experienced team are here to support you. We want your activation to be a success, so if you have any questions, just ask our team of friendly staff.
All Melbourne Pride Marketing assets can be found here. Please read through the Handbook first to understand the use of these assets.
How to market your event
WHO, WHERE, WHAT, WHY, HOW?
WHO are they and WHERE are they from? (e.g. LGBTQIA+ people living in the City of Ballarat aged 65+)
WHAT are their behaviours? (e.g. play lawn bowls every week; enjoy going out dancing)
WHY should they come? (e.g. to meet other queer people who live in town and party together)
HOW will they know about your event? (e.g. do they listen to a local radio station? Or maybe they are avid Facebook users?)
- Event (Hero) Image: your eye-catching promo shot that captures your activation/event
- Promotional Copy: short (30-40 words) and long (200-300 word) event blurb
- Media Release: short and sweet event info for media outlets - here is a media release template to use
- Logos: Melbourne Pride and Midsumma logos will help brand your event
- A strategy on how you will reach your audience, including:
- website inclusion: Midsumma Festival website and your own
- social media strategy (Facebook, Instagram, Twitter, Tik Tok etc.)
- e-communications (emails)
- blogs, online listings
- flyers and or posters either printed or just in electronic form
- any advertising you might be able to afford (e.g.radio, posters)
- Supporting material: videos, secondary images or production/set up shots,
- Advocates – people who know you and will talk you up
- Timeline – count backwards from your activation launch and fill in the blanks with your key dates using the timeline template. Use this as a guide to where you should be at with marketing and publicity.
A Hero image (also known as "promotional" or "key" image) is one of the most important elements of success in your activation.
Think simple and clear. It's important to remember that although your show might hold a complex message or be super-edgy, the primary purpose of your event copy is to get the audiences to your show.
We are collecting existing or yet to be filmed footage by our live performers and regional projects.
Video content should capture the essence and personality of the project you’ve been working on, and hopefully connect to the theme of the event – celebrating the past / present / future of Pride in Victoria. This will look different for each project – our pool of grant recipients are working on a range of initiatives, from photography exhibitions and audiovisual installations, to Pride Parties and podcasts.
You might already have some footage – interviews with your photography subjects, excerpts from your audiovisual exhibition, a compilation of behind the scenes party footage. That’s perfect – please send it in!
If you don’t have existing footage but would like to create something, we’ve put together some tips and guidelines below to help you imagine and execute something great. Plus, we’re here to help every step of the way – please get in touch to soundboard ideas or ask for help!
Got an audio-only track? That’s great! Audio content is perfect for our Audio Described livestream, a specialised livestream for Blind and low vision audiences.
For more information on Marketing and Publicity, visit the Midsumma Marketing and Publicity Guide and scroll down to the bottom of the page for an explainer on individual elements of Marketing and Publicity strategies.