The first is going to be to determine the marketing targets -- likely the established targets of Australia, New Zealand and Japan, along with the new targets in Greater China and Southeast Asia.
The second step of the action plan is to ensure that all of the resources are in place. This includes human resources -- Chinese and Japanese speakers included -- and a marketing coordinator. The latter position may be a paid position, but most likely all other marketing positions will be done on a volunteer basis due to budget constraints. The third step will be to set the budget, which will be based primarily on an accounting of existing funds.
The fourth step will be to design and write the marketing. The fifth step will be to make the necessary contacts. This will include media where we hope to advertise, and tourism agencies with whom we hope to partner and design packages. The sixth step will be to execute the various plans. The final step will be to monitor the success of the plans.
7.0 Marketing Budget
The marketing budget will be dictated by the amount of funds that the Marathon has available. There may be some assistance from our sponsors with respect to in-kind donations. For example, the Gold Coast Bulletin may provide free advertising space and promotional articles; as may 90.9FM or any other media sponsor.
For radio advertising, in addition to in-kind sponsorship from 90.9 FM, we will also need to advertise in the Brisbane market and other key Australian cities. Among key marathon demographics, 2 Day in Sydney holds a strong position, Fox FM is the leader in Melbourne and in Brisbane three stations have high listenership -- B105, 97.3FM and 4 MMM (Nielsen, 2010). Television viewership can be measured as well. Seven, Nine and Ten have the largest viewership in each of the major markets (OzTAM, 2010). NBN (Nine) is already a sponsor and is likely to be a source of in-kind sponsorship.
For paid advertising, the costs would be estimated as follows. For leading radio stations, the cost is $8 CPM. Share figures do not hint at total listenership, however, making cost estimation difficult. For free-to-air television, the cost is $15 CPM, so for one ad to appear on the Nine network, with 4.391 million viewers, the cost...
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