Marketing and Communications Plan

Delegate Karrie Delaney 1st Annual Entrepreneur Fair

Event Name: Entrepreneur Workshop with Delegate Karrie Delaney

Event Date: April 6, 2019 Event Time: 11am- 2pm Event Price: Free
Event Venue: Holiday Inn Chantilly - 4335 Chantilly Shopping Center Chantilly, VA 20151
Event Details: Delegate Karrie Delaney is hosting her first annual Entrepreneur Fair featuring
vendors across the region speaking on how to grow a business.

1. Key Event Marketing Objectives

 Attract at least 25-50 small business owners/entrepreneurs/community leaders to the

event from within the Fairfax municipality.
 Keep the plan grassroots – using low to no cost tactics

 Attract 20 sponsors and vendors from the Fairfax localities.

o Including: Fairfax County Development Economic Authority, GMU VA Small
Business Development Center, CIT,VEDP, VA Dept of Small Business Financing
Authority, Dept of Veteran Services, Main Street Bank, Small Business
Commission, and Business Finance Group, etc.
o Generate greater community and business awareness leading to at least 2 new
sponsors each year.

 Generate greater awareness of our Entrepreneur Fair

o Broaden the type of people attending our event, with a particular focus on people
who are not currently engaged with our activity/specific age groups etc.
o Promote the assets of this event to people outside the municipality.

2. Key Target Audiences

Primary target audience:

 People who are currently small business owners, entrepreneurs, and community
leaders; aged from 22 – 66 years, men & women, from Fairfax and Loundon (within 67th
district), need a passion for business/marketing/legal careers
Secondary target audience:
 People who are not small business owners, entrepreneurs, and community leaders but
are potentially interested in it. They include people from Fairfax and neighbouring
localities.
3. Key Messages and Brand

Brand:

- The following name and logo will be used in our promotional event:
- Karrie Delaney’s First Annual Entrepreneur Fair

-
- Theme:
- “Working from the Ground Up: Fostering Entrepreneurship”
- The following images will be used to promote our event:
-
K A RRI E
D ELA N EY
6 7 T H D I ST R I C T

De v e lo p in g sk ills f o r su cce ss

ENTREPRENEUR FAIR
W ITH DELEGATE
DELANEY

2 0 19
Kar r ie D elaney is host ing her
f ir st annual Ent r epr enuer Fair
f eat ur ing vendor s acr oss t he
r egion speaking on how t o gr ow a
business. Sponsor s and vendor s
w ill join as t he w eeks come. 

6 A PRIL 2 0 19
FR O M 11A M - 2 P M
H oliday I nn Chant illy
4 3 3 5 Chant illy Shopping Cent er
Chant illy, V A 2 0 1 5 1

Key Message:
- April 6, 2019 at Holiday Inn Chantilly
- Specific messages: (Used in social postings and marketing materials)
- “Join Delegate Karrie Delaney’s first annual Entrepreneur Fair on April 6th, 2019 at the
Holiday Inn Chantilly Hotel. Free for the public to attend with free parking. Register
online or call us at (703) 996-9415 to attend.”
- “Local organizations that support potential and new entrepreneurs will be there to
answer your questions”
- “This Fair will include workshops on: advertising, micro-financing, legal questions, and
innovation”
- “Register online/call to reserve early as seats are limited”

Summary of Event:
Delegate Karrie Delaney’s Entrepreneur Fair gives a realistic overview of the basics
necessary to start a small business. The theme is “Working from the Ground Up: Cultivating
Entrepreneurship”. This Fair is designed for beginner and intermediate entrepreneurs as well as
small business owners looking to gain useful information.
We will host 2 workshop sessions that repeat. We hope individual’s gain insight of the basics
needed to start a small business and perspective from instructors who are more experienced.
Here is a loosely based Program Overview on what we hope to accomplish through our
workshops:

 Start-Up Basics
Clarify what could be a staggering burden into manageable parts, spotlighting the
fundamentals and implements steps to help get started.

 Business Concepts
Creating manageable steps on how to start a new business

 Marketing Plan
Creating outreach plans and discovering new marketing platforms

 Funding Options
Learn about funding and banking options for small businesses

4. Key Stakeholder - Communication Plan

Stakeholder What/Message How When

Council Invite Fairfax Mayor to Phone (703) 385- By March 15,
Entrepreneur Fair- David 7850 2019
Meyer
Invite Chamber of
Commerce stakeholders Email
Invite delegates from
other districts
Sponsors Approval for sponsor Draft marketing By March 15,
logo use etc. material sent for 2019
approval.
Keep up to date with
event progress.

Send invites to potential

sponsorships
 5. Marketing Activities

MARKETING TOOLS DIGITAL, ONLINE

Direct mail Social Media, Blogs, Forums

delaneyfordelegate@gmail.com Facebook, Twitter, Instagram, LinkedIn
Registration On-line advertising
Register using eventbrite, Facebook Event page Facebook, Karriedelaney.com, Twitter
PUBLICITY /PUBLIC RELATIONS MARKETING MATERIAL
Launch Marketing Material
Media releases, newsletter, sponsors Fliers, posters, banners, programs and distribution plan
COMMUNICATIONS EVALUATION
Local Politicians Media Clippings
Request inclusion in newsletters, at office etc Collate use for the following year and to evaluate
marketing
Council, Businesses
Identify opportunities for advertising, promotions,
cooperative marketing etc
Co-promoters
Identify potential partners to promote event – e.g.
sponsors, local businesses, other local delegates

5.1 Launches, announcements, public relations

Broadcast an event press release, email newsletter/save the date to potential sponsors, and
social media launch for the Entrepreneur Fair—needs to be sent out March 15th.

5.2 Social Media Plan

Targets:

Analytic Current situation Goal (by event date)

Current likes on Facebook 2,393 2,500
Current Twitter followers 2,525 2,700
Social Media Plan:

Date Channel Title Content

3/1/2019 Facebook Add BOOK NOW to Facebook – link bookings system
& Twitter (Eventbrite)/ Facebook Event W/ General info
3/11/2019 Facebook Flyer for Post to FB & Twitter w/ general info --
& Twitter Entrepreneur Fair #entrepreneurship #delegatekarriedelaney
3/19/2019 Facebook Vendor Spotlight! Highlight the vendors participating in the Fair
& Twitter w/engaging pics of their logos/photos to
create buzz.
3/25/2019 Facebook Explain Working from the Ground Up: Fostering
& entrepreneur fair/ Entrepreneurship --
Twitter register today! Through interactive series of workshops and
discussion with business owners, Delegate
Karrie Delaney’s First Annual Entrepreneur
Fair will encourage beginner entrepreneurs
and small business owners to learn how to
start their own business.
They will also gain a better understanding of
what it means to be prepared and exposed
to business concepts, marketing plans,
financial projections, and funding options.
#beyourownboss #delegatekarriedelaney
#entrepreneurship
Registration is open now! * Registration
Link/Facebook event included *
4/5/2019 Facebook Countdown post One more day until Delegate Karrie
& Delaney’s first annual Entrepreneur Fair!
Twitter Don’t miss out on this transformative
experience on learning to start-up your own
business! Register online to reserve early as
seats are limited.
4/6/2019 Facebook Day of the event: Live Video on Facebook/ uploading pictures
& throughout the event
Twitter
4/7/2019 Facebook & Thank you Post Thank you to all of the vendors and
Twitter sponsors included in Delegate Karrie
Delaney’s First Annual Entrepreneur
event. Your involvement created a
space for a new generation of small
business owners and community
leaders in our region. *include pics that
didn’t upload on the day of the event
and/or a thank you sponsors/vendors
with logos flyer attached*
5.3 Printed Collateral
Collateral By When Distribution channels
200x Event By March 30, 2019 Distributed at event
Programs

5.4 Media Plan (non-paid/editorial)

Media Media Location When
Opportunity
Announcement of Local radio, Chantilly and 3/10/2019
event dates and newspaper region
registration

5.5 Marketing Partners Plan

Date Marketing Information to be
included
By Event Vendors to promote event on social Karrie Delaney
3/20/201 networks and via email to their clients Entrepreneur Fair
9 logo, basic
summary of
event; date,
where, time
By Sponsors to promote event on social networks Karrie Delaney
3/20/201 and via email to their clients. Entrepreneur Fair
9 logo, basic
summary of
event; date,
where, time

5.6 Email Marketing Strategy for Vendors

Date Marketing Information to be

included
By Announcement message for vendorship & Delegate Karrie
2/24/201 seminar speakers Delaney
9 Entrepreneur Fair
logo, basic
summary of
event; date,
where, time
By A reminder (attend the event/do action) Delegate Karrie
3/11/201 Delaney
9 Entrepreneur Fair
 reminder with
logo, basic
summary of
event; date,
where, time
By Last chance (attend event/ do action) Delegate Karrie
3/15/201 Delaney
9 Entrepreneur Fair
reminder with
logo, basic
summary of
event; date,
where, time

5.7 Email Announcement includes:

Good Morning,

It is with great pleasure that we write to invite you to be a Vendor and/or a Seminar Speaker for
Delegate Karrie Delaney’s First Annual Entrepreneur Fair on April 6 , 2019 in Chantilly, VA.
th

Staying true to her commitment by promoting business and innovation in Northern Virginia, Delegate
Karrie Delaney of the 67th House District is providing our region with space where everyday residents
can gain the skills and insights needed to grow or start their businesses.

Delegate Karrie Delaney’s Entrepreneur Fair will give participants guidance on start-up basics and will
spotlight the fundamentals needed to expand a small business. This inaugural Entrepreneur Fair aims to
provide information on the following:

 Creating manageable steps on how to start a new business

 Building strategic business plans
 Creating outreach plans and discovering new marketing platforms
 Funding and banking options for small businesses
 And much more!

Enclosed is a PDF that highlights the opportunities of becoming a vendor and/or seminar speaker. If
you’re interested, please fill out the attached form and email it back to us.

Thank you and we look forward to having you as a participant.

6. Website Event Listings

Website When
www.Eventbrite.com March 1, 2019
www. Karriedelaney.com March 1, 2019
www.facebook.com/delegatekarriedelaney March 1, 2019
www.twitter.com/karriedelaney March 1, 2019
7. How to measure success of our event
How success is measured
Social media coverage with attendees/ increased brand awareness with sponsors and vendors
Send participants a post-event survey to evaluate the success of event and ways to improve for next year
Strengthening ties with local businesses
Revenue earned through sponsorships
Registration rates – how many people registered vs. showing up

8. Possible Challenges
Possible Challenges
Receiving less money than expected from sponsors—negotiating with sponsors
Limited budget—need cost- effective ways to promote event
Lack of generating attendee traffic—need to make sure we stay on top of social media campaigning
Staying motivated throughout the weeks leading to the event—stick to social media calendar
Lack of enough vendors – make sure we are constantly contacting businesses in the area