business - timescale and costing of campaign

Buses – Greater London Routes

For a XL passenger Panel like this

It would cost £32 per advertisement for 4 weeks; we have decided to have 20 of these advertisements, one per bus, on various routes which run primarily through north London and in particular Wood Green. This will add up to a total of £640 for the 4 weeks, running from December to the start of January.

Internet – Advertise on Haringey website, also create the Business Lounge a website for itself.

On the Haringey website there will be a banner illustrating the Celebrity Bonanza event on the main page with further advertisements in the Library and Business Lounge sections of there website.

We will also create a Business Lounge website months before the event to help increase the awareness and increase accessibility to the Business Lounge.

Below The Line Promotion

Public Relations – Press Release

A press release with details of the Bonanza day will be sent to the local press to inform and invite them to the event, they may even decide to publish a report on the event telling people about it which obviously would be great publicity. This would be free.

Direct Mail – This will be sent to residents of Wood Green and surrounding areas, giving details of the Business Lounge day, and how to get there. Cost will be free. We will be able to use our own printers which come out of our budget anyway. We will also send these same letters via emails to residents/businesses.

Celebrity Bonanza Day – Microphone/Speaker, Balloons, Food + Drink, personalised gifts, printing, projector, goodie pack… etc

We will need Balloons, Food, Drink and decorations for our event, these will be purchased closer to the date but a limit of £1500 on all of the above will be allowed allocated on the following basis

Food - £400

Microphone/Speakers - £100

Projector – Free (already have)

Drink - £200

Goodie Pack - £2 each

Personalised Gifts - £200

Printing – (not included in budget)

Goodie Pack –

Everyone who visits the Bonanza day will be able to take home a gift pack so they can remember the day for a long time; every pack will include the following

• Personalised Business Lounge Pen
• Personalised Business Lounge keying
• Personalised Mini Diary
• Business Lounge leaflet
• Agenda For The Bonanza Day
• Registration Form

Each pack will cost around £2

Time scale for my campaign

May 12th 2006 –

• Brainstorm ideas for a celebration day

May 25th 2006 –

• Decide on location for event
• Decide on probable date for the event (15th December)
• Decide £10,000 will be our limit for our campaign.

June 4th 2006 –

• Brainstorm a list of possible guests for the event

June 11th 2006 –

• Decide On either Ken Livingstone or Ian Wright

June 14th 2006 –

• Finish letters
• Send letters to both Ken and Ian outlining our plans and to find out if they’re available

June 20th 2006 –

• Reply from Ian apologising that he wont be able to make the date as its during the Christmas period and has Tv work lined up, but wishes us the best with the campaign.

June 24th 2006 –

• Reply from Ken, very ecstatic about helping the local community, but will be unavailable for December 15th, he does mention he is available on at the start of January, and that he would be more than happy to do it then.
• We reschedule our event for the first Saturday in January (6th) and ring Ken to confirm his availability.
• Ken confirms as it stands he can make the 6th January.

June 28th 2006 –

• We start our promotional campaign
• Come up with 6 possibilities for our new logo to reinvent the brand
• Brainstorm other possible promotional items.

July 2nd 2006 –

• Finalise logo
• Start creating a poster, website, leaflets and other merchandising

July 14 2006 –

• Arrange to have adverts on local bus routes (Arriva + Metroline Bus services)
• And adverts on a London radio station (LBC)

July 26th 2006 –

• Decide on what will be said during our Radio advert
• Finalise costs for our bus and radio adverts

August 10th 2006 –

• Complete Posters and Leaflets etc so its ready to be mass printed

August 15th 2006 –

• Agree contracts for our bus and radio advertisements and when they will be put up.

August 29th 2006 –

• Start to create a website for the Wood Green Business Lounge

September 2nd 2006 –

• Send press release to local newspapers to alert them of the Bonanza day.
• Start to post direct mail to local residents
• Send direct mail via email to registered business lounge members.

September 20th 2006 –

• Put up large banner outside the Business Lounge
• Put up smaller posters inside the business lounge and wood green library advertising the Bonanza day event.

October 15th 2006 –

• Put leaflets out on display for people visiting the library and business lounge

November 20th 2006 –

• Arrange to have sandwiches and snacks remade for our event, via a local food store.

December 1st 2006 –

• Big day as our big promotional campaign now starts, as our advertisements and now broadcasted on radio and posters put up on north London bus routes
• Send direct mail via email and post to remind people about the event.

December 3rd 2006 –

• Agree to be shirt sponsors for local football team (Wood Green + Hendon)
• Shirts Sponsor design shipped out to the teams so they can use in their next match.

December 10th 2006 –

• Confirmation of a rough estimate of how many people will attend due to the amount of replies we have got.

December 15th 2006 –

• Put decorations up throughout the library and business lounge

December 20th 2006 –

• Confirmation that Ken Livingstone can attend

December 22nd 2006 –

• Order personalised office products for the Bonanza goodie bag

January 2nd 2006 –

• Put together the goodie bags

January 4th 2006 –

• Arrange the business lounge and library for the event, last minute decorations and posters outside

January 5th 2006 –

• Receive buffet food
• Hand out leaflets to passer-by’s outside the library/business lounge

January 6th 2006 –

• Place out food and goodie bags for members to have
• Do any last minute jobs
• Welcome all guests