Want to learn how to create energy and excitement for your next virtual event? Get ready to create a media battle plan to drive massive registrations. Start with some media basics and then turbo-charge your strategy with the latest techniques. Olivia Scott of Omerge Alliances, and a professor at NYU, will share her best practices and show you how to create more targeted marketing campaigns. What you will walk away with: -How to craft a killer media strategy for virtual events -Best practices to build energy and buzz before your virtual event -How to identify and target key audience groups to increase registration at your event

1. 11.11.20

2. interactive workshop on creating your virtual event media
plan.
1. Apply product marketing strategy to creating a marketable event.
2. How to develop a comprehensive owned, earned & paid media plan.
3. How to select media for your goals.
4. How to place your own media, and create your own assets.
course learning outcomes:
2

3. about me
3

4. about me
4
Over the past 25 years, have developed branding and marketing programs for a number of
recognized brands and properties while working on the brand, property and agency side of
the business across varied industries, product sectors and brands in Chicago & NYC.

5. virtual event strategy
5
are you planning your first-ever virtual event?

6. virtual event marketing strategy questions
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1. why are you selling what you’re selling?
(advertisers/brand/consumers)?
2. what exactly are you selling?
3. what is your registration goal?
4. who are you targeting (audience)?
5. which media do they consume?
6. what do they need? (messaging)
WEGAMM

7. why are you selling what you’re selling?
purpose
7
is it self serving? is it to serve your audience? is it to serve
your advertiser/sponsor?
if possible, when choosing a date, aim to choose a date that
has a hashtag supporting it.
since the event will be promoting digitally, gaining the
momentum of a hashtag will benefit you greatly.
Hashtag/Special Event Calendar

8. what exactly are you selling?
what is your virtual event promise?
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1. is your event proposition unique?
2. what are you promising?
3. how is your event different from others?

9. event content takeaways
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when building the event, what do you want people to:
1. experience (what type of content)
2. say about the event
3. hashtags used

10. what is your registration goal?
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1. what is your benchmark?
2. is it realistic?
3. how will you monitor the goal?
4. whose responsibility is it to monitor your
registration goal?

11. who are you targeting (audience?)
11

12. target audience
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laser in on your target audience:
geographic | demographic | psychographic | behavioral
Demographic
• Primary: AA Women, 35-54, HHI $70K+
, college
educated, residing in major U.S. metro markets
• Secondary: AA Women interested in wellness,
fitness and mental health
Psychographic
• Women seeking wellness activities.
• Women who are busy, with family and careers
• Women who are health and wellness conscious
• Women seeking community around wellness
Geographic
New Orleans, NYC, LA,
Chicago, DMV, Detroit,
Oakland, Dallas, Houston
Behavioral
Wellness activity seekers
Experienced life, and seeking
calm in life to combat anxiety

13. target persona
13
create a target persona?
which media are they consuming?
media path their day?
• Single, Sassy, Independent
• Works as a supervisor at State Farm Insurance
• Drives an Acura TLX, earns $80K, condo owner
• Did the Big Chop 3 years ago and loves working out
• Enjoys Zumba and kickboxing
• Falling in love with her natural beauty
• Experimenting with makeup, new jewelry
• Learning about different wellness modalities is fun
• Living her BEST life with her new yoga mat, organic
juices, finally free of fast food life.
• Likes to have fun, and wants time to enjoy her life
Sharon, 37, Dallas
Sharon’s Daily Media Consumptions
Time Activity Media Consumed
6:00 AM Wakes Up Instagram
6:30 AM Gym Podcast - Workout/Inspiration
8:30 AM Drives to work Terrestrial or Sirus XM Radio
11:00 AM Work Instagram/Facebook
12:30 PM Lunch Hour
Instagram/Facebook/Google
Shopping
3:30 PM Work Instagram/Facebook
6:00 PM Drives home/errands Terrestrial or Sirus XM Radio
7:30 PM
Makes dinner/Winding
down Netflix/Hulu
9:30 PM
Watching
videos/Meditates/Prays
YouTube/Facebook/Instagram/Calm
App/TikTok
11:00 PM Bedtime Instagram/Facebook

14. target persona
14Media Storm

15. target persona
15Property of Media Storm

16. workshop: what is your target audience?
16
laser in on your target audience:
demographic | psychographic | geographic | behavioral
Demographic Geographic
BehavioralPsychographic
Target Persona Media Consumed

17. promotion strategy
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18. promotion strategy recommendation
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launch strategy:
Phase 1: Save The Date w/launch talent
Phase 2: Registration Push w/more talent (with
registration tiers)
Phase 3: Final Call Push w/just added talent
website & emails are critical to your promotions
strategy.

19. media strategy
what media does your audience consume?
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20. introduction to poe
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21. 21
introduction to poe

22. 22
paid
• Television
• Radio
• Print
• Social
• Outdoor
• Websites
• Search
• Website
• Packaging Exterior
• Email
• Social
• Shipments
• Transportation
earned
• press
• influencers
• friend shares
owned earned
• Press
• Influencers
• Friend shares
• Consumer reviews
poe example media types

23. traditional consumer purchase funnel
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24. consumer pathway
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25. consumer pathway with media channels
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11.9.09
Coupons,
POS,
Newspaper
Free Standing
Inserts, Search
& Digital Ads
(retargeting)
Email
marketing,
customer
service
interaction,
packaging
Loyalty
rewards for
purchase,
emails
Incentivize
reccos on
buying
website,
and social
posts
Print,
Press
articles (PR),
Blogger
influencers,
Website
Radio,
TV,
Social
Mass Media:
TV
Print
Outdoor
Digital Site
Takeovers
Social

26. consumer pathway media funnel - example
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27. workshop: create your media plan
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Rooted in your goal, event purpose and target
audience, please identify:
1. Articulate your POE strategy?
2. What action do you want customers to take when
you see the ad?
3. How much are you willing to spend?

28. 28
owned: step 1
Which media assets do you presently have available to your brand which you have control over
to message to your current customers?
Website
• Laced with
keywords, talent, key
message points
about event
benefits, registration
links, and email sign
up links
Emails
• Content-rich emails
• Encourage web visitors to invite
friends, given them a perk if
they share an email with you to
receive an invitation
• Send reminder/confirmation
emails (critical for Zoom)
Social (2-3x weekly,
with focus e.g.)
• Feature lives with
talent
• Offers
• Previous content
videos

29. 29
earned: step 2
Centered around press release, influencers, and partnerships, how will you create word of
mouth leveraging paid and/or owned assets?
Social
• IG Contests to win
tickets or perks
• Talent, past attendee
reviews, non-paid
microinfluencers
PR
• Trade and/or
consumer press
release
Partnerships
• Resulting media
from partnership
alignments

30. 30
paid: step 3
Google Video
• Video Ads on YouTube
Google Search
• PPC for keywords (push)
Social
• Facebook
• Twitter
• LinkedIn
• Instagram
• Pinterest*
• *Becoming more
popular given political
issues with
Facebook/IG content.
Google Display
• Drive demand (pull)

31. DIY Media Planning Tools
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Each platform will require different sizes.
https://blog.hubspot.com/marketing/ultimate-guide-social-media-image-dime
nsions-infographic
Don’t forget to allot time to create your ads.
diy tools - social unit guide

33. diy tools: creative design resource
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1. Create FREE Canva.com account
2. Navigate prompts to create the desired creative
unit you need.
canva.com

34. 34
programmatic media buying (there are more)
1. bluhorn.com
2. mediamath.com
diy tools: media buying resource

35. 35
1. Business Page
2. Manage Ads
3. + Create Ad
• Start with your goal, Awareness, Consideration
& Conversion
facebook/instagram
diy tools: media platform #1

36. 36
1. Establish Google Ads account
2. New Campaign
3. Search Ads
4. Ad Groups
5. Ad Text
1. Ad keywords
2. Think of language you use
when you search and how
people search.
3. The more people click, the
lower you are charged.
digital search
google ads
display vs search
Search - Quick Process
•Key Words
• Broad Match
• Modified Broad Match
• Phrase Match
• Exact Match*
•Audiences
•Ad Groups
•Ad Copy (3 ads per group)
•Adjustments:
• Networks
• Devices
• Bidding Strategy
•Note: Site Quality
Score/Relevance (not all
about $$)
The more specific, the more the person is
likely to buy.
diy tools: media platform #2

37. • Compelling Email Subject Line
• Personalization by First Name
• Target Audience
• Body Copy
• Web link must be active (hyperlink)
• Call-To-Action (1)
• Image
email - mailchimp.com (owned)
press releases - ereleases.com/cision.com
(earned)
37
diy tools: media tools #3 & #4

38. olivia f. scott | omerge alliances, llc
olivia@omergealliances.com | 646.325.3201
Join me on for more marketing tips!

39. Our Next Webinar - December 2nd
Creating Compelling Presentations of Your Virtual Event