City of Greater Geelong Events Marketing Guide

CITY OF GREATER GEELONG
EVENTS MARKETING GUIDE

Developing opportunities for events held in the Geelong region
2008-2009 Edition
This publication is intended as a general guide to for event organisers to assist them in the marketing and promotion of their
event. Although the information contained in this publication has been researched and presented with due care and attention,
the City of Greater Geelong accepts no responsibility for any errors or omissions that may have accidentally occurred within the
publication. The City does not necessarily endorse the views expressed by contributors or other organisations contained within.
Information contained in this guide will be subject to change. For up-to-date information, please refer to the Citys website:
www.geelongaustralia.com.au or contact the Events and Marketing Services Unit on (03) 5227 0214.
INTRODUCTION
WELCOME
The Events Marketing Guide has been developed by the City of Greater Geelong to assist you, as an event
organiser, in the marketing and promotion of your event. It is intended as a companion to the Events Planning
Guide produced by the City and will assist you in the planning and implementation of your events marketing and
promotion needs.
The Guide contains four sections.
1.
Section One relates to the fundamentals of event marketing and provides you with a template to help you
develop a functional marketing plan.
2.
Section Two relates to marketing opportunities. The City has initiated a range of opportunities to assist you in
raising the profile of your event both locally and in the broader marketplace. These opportunities will be
provided by the City, a range of local suppliers and media outlets, as well as state bodies such as Tourism
Victoria.
3.
Section Three offers guidance on finding and managing sponsorship for your event.
4.
Section Four provides you with a range of templates and tools to help you market your event and includes
detailed planning information and post evaluation.
The Guide has been developed to help you make the most of your events marketing reach. Whether your event
is large or small in scale, we all know how important it is to have a strong marketing plan. How else will people
hear and learn about your event?
In using the Guide, the City will provide you with marketing assistance for many of the challenges faced by event
organisers, enabling you to plan and coordinate your own marketing and promotional event initiatives.
HOW TO USE THIS GUIDE

The City of Greater Geelongs Events Marketing Guide has been developed to help you market your event, and to
suggest events related marketing and promotional opportunities to increase public awareness of your event.
PARTS
ACTION
PART 1
Use this section of the Guide to develop the fundamentals of your events marketing plan.
PART 2
This section of the Guide provides a list of opportunities within the Geelong region (and
beyond) which may be helpful to you in finalising your marketing and promotion plan. Some
may not be suitable to your event; some may offer benefits such as a cost reduction to items
identified in your existing event marketing plan; others may be new and could further assist
you in promoting your event.
PART 3
In this section you will find some handy tips regarding sponsorship, including how to go about
finding sponsors, what you should be offering and how best to manage a sponsor relationship.
PART 4
Here you will find a range of additional tools designed to help you with your planning and
project management needs. It includes hints, tips and guidance on various aspects of
developing marketing and promotion materials, and templates which you can use as is or
adapt to your specific event needs.
GEELONG EVENTS MARKETING GUIDE

City of Greater Geelong 2005
Page 3

Page 4
In addition to using the Guide, the Citys Events and Marketing Services Unit can provide specialist skills to assist
you maximise your events marketing potential.
The Events and Marketing Services Unit
For more information on events related marketing and promotional opportunities in Geelong, please contact:
Kylie Mackey Senior Events and Marketing Officer
T: (03) 5227 0214
F: (03) 5227 0808
E: kmackey@geelongcity.vic.gov.au
E: events@geelongcity.vic.gov.au
A: 30 Gheringhap Street or PO Box 104 Geelong Victoria Australia 3220
UPDATING THE GUIDE

The Citys Events Marketing Guide will be updated regularly to ensure that we can provide you with the best
opportunities available to promote your event. The Guide has been developed in partnership with a range of
agencies and the City welcomes your comments and feedback.
A copy of the Guide can be found on the Citys website: www.geelongaustralia.com.au

Page 5
CONTENTS
INTRODUCTION......................................................................................................................................3
Welcome ..................................................................................................................................................................................... 3
How to use this Guide ................................................................................................................................................................. 3
Updating the Guide ..................................................................................................................................................................... 5
CONTENTS..............................................................................................................................................6
SECTION 1 - MARKETING PLAN ESSENTIALS.................................................................................10
MARKETING PLAN TEMPLATE ..........................................................................................................11
HELPFUL PLANNING INFORMATION ................................................................................................14
Maximising the Web .................................................................................................................................................................. 14
Effective Publicity and PR ......................................................................................................................................................... 15
Effective Advertising.................................................................................................................................................................. 16
SECTION 2 MARKETING OPPORTUNITIES....................................................................................18

Introduction................................................................................................................................................................................ 18
ADVERTISING OPPORTUNITIES ........................................................................................................19

The Geelong Advertiser ............................................................................................................................................................ 20
The Geelong News.................................................................................................................................................................... 21
The Echo ................................................................................................................................................................................... 22
The Geelong Independent ........................................................................................................................................................ 23
CENTRAL GEELONG MARKETING ....................................................................................................24

Let the City promote your event ................................................................................................................................................ 24
EVENT CALENDAR LISTING OPPORTUNITIES ................................................................................25

Make sure people know about your event! ............................................................................................................................... 25
www.geelongaustralia.com.au .................................................................................................................................................. 25
www.visitgeelong.org ................................................................................................................................................................ 26
Other Calendar listings.............................................................................................................................................................. 26
GRANTS AND FUNDING......................................................................................................................27

Where should I go to seek financial support for my event? ...................................................................................................... 27
Geelong Major Events Committee (GME)................................................................................................................................. 27
The Councillor Community Grants Program Funding ............................................................................................................... 28
Grants Programs offered via Arts and Culture .......................................................................................................................... 29
Community Arts Grants Program .............................................................................................................................................. 29
Community Festivals Grants Program ...................................................................................................................................... 30
Tourism Victoria Events Programs............................................................................................................................................ 31
MAGAZINE OPPORTUNTIES...............................................................................................................32
Forte Magazine ......................................................................................................................................................................... 32
The Geelong Times................................................................................................................................................................... 33
Geelong Business News ........................................................................................................................................................... 34
GT Magazine............................................................................................................................................................................. 35
On Pako .................................................................................................................................................................................... 36
Postcards Magazine.................................................................................................................................................................. 37
Whats On in Geelong ............................................................................................................................................................... 38
RADIO OPPORTUNITIES .....................................................................................................................39

89.3 Hot Country FM ................................................................................................................................................................. 39
93.9 Bay FM .............................................................................................................................................................................. 40
94.7 The Pulse .......................................................................................................................................................................... 41
95.5 K-Rock............................................................................................................................................................................... 42
96.3 Rhema FM......................................................................................................................................................................... 43

Page 6
VISUAL AID // SIGNAGE OPPORTUNITIES........................................................................................44

Mobile billboards ....................................................................................................................................................................... 44
City of Greater Geelong Banner Program ................................................................................................................................. 45
Over-pass Signage.................................................................................................................................................................... 46
Community Roadside billboards ............................................................................................................................................... 46
Community Billboard (Melbourne Road, North Geelong).......................................................................................................... 47
Civic Centre Car Park opportunity (Gheringhap Street, Geelong) ............................................................................................ 47
WEB BASED OPPORTUNITIES...........................................................................................................48

Web Banners............................................................................................................................................................................. 48
SECTION 3 EVENT SPONSORSHIP.................................................................................................50

What Is Sponsorship? ............................................................................................................................................................... 50
Finding a Sponsor ..................................................................................................................................................................... 50
The Sponsorship Agreement .................................................................................................................................................... 51
SECTION 4: TOOLS AND TEMPLATES ..............................................................................................54

Introduction................................................................................................................................................................................ 54
MARKETING BUDGET TEMPLATE.....................................................................................................55

POST EVENT PROMOTIONAL EVALUATION....................................................................................56
ADVERTISEMENT TEMPLATES..........................................................................................................58
SPONSORSHIP PROPOSAL CHECKLIST ..........................................................................................59
ON-LINE CALENDAR LISTINGS..........................................................................................................60

City of Greater Geelong 2008-2009
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Page 8
SECTION 1 MARKETING PLANNING

How to develop your Event Marketing Plan

Page 9
SECTION 1 - MARKETING PLAN ESSENTIALS
A successful event-marketing plan will help raise awareness and attract interest in your event. For your eventmarketing plan to work, you need to define a clear strategy and address a number of fundamental issues:
>
What are the aims and objectives of your event?

Is this a fundraising, community, special interest or celebratory occasion? Is it a one-off event, the start of
something regular or a repeat of something which has been held before?
>
Who do you want to come to your event?

Is the aim to have as many people as possible attend your event? Or are you trying to attract a certain
demographic? Appropriate marketing will enable you to pitch your event to the right people.
>
What are the key details for your event?

When will the event be staged and where? How much does it cost, if anything, to attend? What time does the
event start and finish? What services can visitors expect food and drinks, parking, public transport access
can all have an impact on whether or not people will consider attending an event. The message must be
clear.
>
Develop a functional event-marketing plan that enables you to meet specified needs and targets
Your event-marketing plan should be short, practical and to the point. It should include appropriate, relevant
facts about your event and brief goal statements and action steps for implementation.
>
Have you established a marketing and promotions budget for your event?
There is little value offering a well-organised and staged event if the marketing doesnt draw the anticipated
crowds. You need to make sure there are enough funds in your events budget for adequate marketing and
promotion.
>
Have you allocated appropriate time to plan, implement and manage your event-marketing needs?
An effective marketing plan will help you make every dollar work for you and your event!
>
Who will be responsible for your event marketing?

Do you have the resources to meet your primary objectives? Is there one team member, or a sub committee
responsible for marketing and promotions - or will you seek the support and guidance of a contractor to fulfil
these needs?
>
What tactics will you use to make sure people hear about your event?
Will you use paid advertising, letterbox drops, roadside signage, billboards, news features etc?
>
If your event requires pre-sales or bookings?

Do you have a contingency plan if sales dont meet expectations?
Do you need to change your tactics, increase the level of advertising, or undertake a special promotion/bonus
deal to attract more customers? Or might you need to cancel the event and make sure everyone knows that it
is off (and how will you communicate that message)?
Throughout the Events Marketing Guide, you will find a number of opportunities linked to these fundamentals
which will help you maximise the marketing potential for your event.

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MARKETING PLAN TEMPLATE
This template has been designed by the City to assist event organisers in preparing a functional Marketing Plan.
All public events held in the City of Greater Geelong require a Marketing Plan and events seeking funding from
the City including Geelong Major Events must include a Marketing Plan as part of their submission.
As an event organiser, you may choose to use this template, or create your own plan and layout. Refer to this
template as a guide for the areas the City requires in a Marketing Plan.
THE MARKETING PLAN TEMPLATE

PART ONE: DEVELOPING A MARKETING PLAN SUMMARY
Event Name
Event Date
Make sure your event
does not clash with
others check out our
list of events calendars
in Section 2.
Time(s)
Location
Background
How did this event
start? Is it a one-off or
regular occurrence?
Does it have a
community, charity or
commercial focus?
Event Description
Briefly describe what
will be happening
keep it to about 200
words.
Objectives
Identify the primary
objectives of your event.
What are you trying to
achieve?
Objectives should be measurable. Examples might be: to raise at least $X towards a

project; to provide an opportunity for young people to display their musical skills; to help
foster a better understanding of ethnic groups in our community etc.
1.
2.
3.

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Target Audience
People:
Describe the type(s) of

people who will attend
your event and the
types of people you will
be targeting. Consider
their general interests
(the sort of thing that
would attract them to an
event such as this) and
then detail the more
specific nature of
individuals
Males
Branding
Event name:
Does it clearly identify what the event is about? Is it easy to say and read? Is there a
slogan attached to the event name? Describe:
Identify the features that

make your event unique
or special in some way
Females
Singles
Families
Couples
N/A
Age group(s):
Under 18
18-24 years 25-39 years 40-54 years 55+
N/A
Other audience information:
Logo:
Does the event have a strong logo design? What about the color theme?
Strategies
1.
Identify 3-5 strategies that 2.

will be used to achieve
3.
the event objectives.
4.
5.
Tactics
What advertising, promotion, PR and other tools will you use?
Provide an overview of
the measures you will use
to implement your
marketing strategies.
(You should expand on
this in more detail using
the template in Section 3)
Budget
Develop a marketing
and promotion budget
for your event. What
percentage of your
overall event budget
should/can be allocated
to this?
For more detail, see the
budget spreadsheet (at
the back of this
document)
Working Capital:
Evaluate how much money you need to get the event up and running. How much have
you allocated towards marketing? Do you already have sufficient funding, do you expect
to pay out of profits - or do you need to seek grants or sponsorship?
Estimated Expenditure:
Consider the costs of things such as printing, signage, paid advertising, photos and other
promotional material etc.
Estimated Income:
Consider income from all likely sources eg: grants, sponsorship, ticket sales, donations
and sales of food and drink.

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Market Research
Market Research is an
important part of your
event planning,
especially if this is the
first time the event has
been held. You may
need to undertake a
survey or other research
to determine the likely
success of the event.
If its not a new event,
records from previous
occasions should help
you.
Economic impact
How many people are likely to attend your event? Who are they and where do they come
from (ie local people only or from further away)? How much value will the event contribute
to the local economy?
Social impact:
How will participants and the general community perceive the event? Will the event
contribute to better community relations, healthy living or some other social benefit?
At the very least, you

should focus on what is
known as the Triple
Bottom Line of your
event - Economic,
Social and
Environmental
elements.
Environmental data:
Will your event have any impact on the environment? Will the event cause any damage to
the location in which it is being held and what steps will be taken to minimise any
potential damage? Will your event use Waste Wise practices?
Risk Management
Accuracy of Information
While your overall event

plan will include a risk
assessment, you also
need to evaluate risks
associated with your
marketing and
promotion. When
developing your
marketing material,
make sure you refer
back to this list.
Ability to meet promises of service
Information about contingencies
Monitoring
Identify the steps you
will undertake to
evaluate the success of
your event.
Your success should be
measured by things
such as meeting your
objectives, the
promotion, publicity and
media attracted by your
event, any other
achievements and how
well you managed any
problems that occurred.
A Post-Event Evaluation
Template is contained in
Part 4 of this guide.

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HELPFUL PLANNING INFORMATION
One of the key elements to consider in determining marketing tactics is the audience you are trying to attract. A
community street party will require a significantly different approach from, say, a two-day music festival.
The most important thing is to be realistic about what can be achieved with whatever budget you might have.
For smaller community events, consider things such as:
>
Letter box drops in the local area
>
Advertisements in community news papers
>
Signage in local shops, community centres etc
>
Word of mouth promotion through community organisations
>
Maximise opportunities offered by regional groups and tourism bodies to extend the reach of your events
promotion.
For larger events, there are many more opportunities:

>
List your event in as many event calendars as possible
>
Advertise your event make sure people know it is on!
>
Seek editorial promotion for your event including pre event and at the event coverage
>
Develop a suit of products, tools and collateral (posters, postcards and fliers etc) to assist you raise the
profile of your event
>
Maximise opportunities offered by regional groups and tourism bodies to extend the reach of your events
promotion
>
Seek additional funding for your event this may help you increase your events promotion.
MAXIMISING THE WEB

The Internet has opened up a whole new-world of opportunity as a powerful medium for advertising and
promotion. A well-designed website can be a real asset to event organisers. Whether it is a simple information
site, which can be reached via any one of the numerous events calendar listings (see Section 4), or a fully fledged
ticketing / interactive site, it does extend your potential to reach a great number of people to your event.
However (and this is a very big but!), if you cannot be sure of maintaining a website in an effective and reliable
way, dont build a web-site.
Badly designed, out-of-date or non-functional websites will do you more harm than having none at all. You can
still utilise the on-line calendar and events sites for listing just link it to an email address for enquiries (and make
sure someone checks that address regularly and responds!

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EFFECTIVE PUBLICITY AND PR

Knowing where to find your local media isnt much use unless you have something of interest to offer them! Your
most effective tools for reaching the media will be through Media Releases preferably used in conjunction with a
follow-up phone call.
Publicity relates to the use of non-paid mediums to increase the promotion of your event, such as newspapers,
magazines, radio and television.
Today, electronic delivery of Media Releases is standard practice but the same formatting applies to both printed
and emailed versions. The type should be double-spaced. It should only be one page in length and must
contain the basics of a good news story:
>
Who is involved? (Local celebrities, high-profile visitors and performers all add interest).
>
What is the event about? (Draw attention to any unusual or special features of the event).
>
Why is it on? (Is it a fund-raiser, community get-together)?
>
Where is it being held? (People need to know how to find your event).
>
When is it on? (People need to know when).
Provide a catchy headline and include any essential information, such as where to get tickets or more information.
Make sure you are aware of the publication deadlines and get your material in early and when working with a
number of media outlets in the same general region, (such as in Geelong), it helps to make each event story
special to that publication (especially for non-daily publications).
Always put a contact name and telephone number at the end of the release including after hours numbers.
For larger events, it may be helpful to develop a Media Kit which can include photos, special features on
participants, sponsor information, even a few ready to publish items. Most newspapers and magazines today
prefer to receive their material electronically. If you are running a major event, it is well worth your effort to build
relationships with local media so that you have a better understanding of their needs. Personal contact with
journalists and radio and television producers will allow you to better tailor your approach and suggest particular
angles for the story.
Dont forget about ethnic communities or minority groups. Consider using special promotional material in their
own language or communicating through ethnic newspapers, magazines and radio. The Geelong Migrant
Resource Centre may be able to assist in this area.
Printed publicity material:
Newsletters These can be really useful for helping to promote major events, especially annual events where
you have a long-lead time. Newsletters, including progress reports on the events planning and program
development can be valuable. You may produce a regular event newsletter to be sent to everyone on the mailing
list. You may also be able to have an insert in other regular newsletters or a local newspaper.
Brochures Brochures are useful for inviting participation. They can be translated into community languages
and be distributed easily. They are also useful to give to people after speaking to groups, potential sponsors.
Event Program If you have an event program that can be printed in advance and widely distributed, it will give
people a definite idea of what is happening and when. It will also allow people time to plan to take in aspects of
the event that appeal to them.
Mail Outs and Letterbox Drops Develop a mailing list of interested parties, including all stakeholders and
community organisations that may be interested in your event. You can also rent mailing lists if you want to
target particular sectors of the business community, associations or clubs. Australia Post has a publication, The
List of Lists which is also available, which details mailing lists available for rent.
For more information contact:
>
Australia Post - Customer Liaison Section, Sales Department: Telephone 03 9655 4222
Signage and Billboards Another important method is to display signs to attract local traffic. Check with the City
regarding approvals before erecting any external signage.
Direct Mail This method relates to brochures or letters sent to potential customers through the mail. If you use
this method your message must be simple and interesting. Generally have a much wider circulation and higher
advertising costs.

Page 15
EFFECTIVE ADVERTISING
Advertising includes paid messages using different advertising media such as radio, television, newspapers,
magazines and billboards. In selecting the media for advertising, attempt to identify your market audience and
then decide the best way to attract their attention.
Repetition is, of course, fundamental to the success of any advertising program. A Harvard University Study,
some time ago, concluded that a prospect needs to see/hear a marketing message at least nine times to take
them from a state of total apathy to purchasing readiness.
One of the most worrying aspects of paid advertising is that in the daily information over-load and constant
bombardment of communication, current evidence suggests that your prospects will miss or ignore your
marketing message two out of every three times you convey it. You cannot assume that your prospects will see,
hear or otherwise experience your advertising every time you expose them to it.
That's why, if you do have the budget for a press and or radio campaign, you should think quantity (as well as
quality!) For example, if you can pay for either six full-page ads or 12 half-page ads, it's almost always better to go
for the 12 exposures. Another option may be to run a full-page ad in the publication's biggest, most popular issue
(or issues) and smaller-size ads in other editions.
When placing ads in newspapers, be certain that your ad is placed in the appropriate section of the paper. Make
sure you prepare a budget and target your audience before deciding in which paper(s) to run your ad. The
Newspaper Advertising Bureau of Australia Ltd on (02) 9955 8599 may be able to provide information to assist
with the use of this medium.
When thinking about design, a professional graphic designer may be your best option. But if you are trying to
keep the budget down and are designing your own promotional material, keep the following things in mind:
>
Keep the design simple and uncluttered.
>
Make sure any visual images reinforce the main message.
>
Watch out for negative side effectsunintended associations.
>
Feature the event brand prominently.
>
Make sure you include all the essential information: what, where, when and contact details.
>
Develop a line or slogan which helps to serve as a call to action.
Advertising Checklist
Is your message simple and clear? If your message is visually crowded, contains too much information, or
doesnt provide the information that people need, it will not be effective.
Is there a strong headline? A good headline is very important to the success of an advertisement. In print
advertising your headline is 80 per cent of the advertisement. Further, 80 per cent of readers will read no further
than the headline and if you havent got them within two seconds of seeing the ad, theyre unlikely to look any
further.
Is the advertisement relevant? Think carefully about the audience you are trying to attract to your event and use
language that speaks to those people. Make sure the ad content reflects the interests of your target market in as
fresh and original way as possible.
Does the ad demonstrate a benefit? Nothing works harder or sells better than an advertisement which shows
customer benefit.
In summary: to be effective an advertisement must:
>
Get the customer's attention within two seconds
>
Generate interest in your event
>
Create a desire to attend (or al least find out more)
>
Get the customer to take action.

Page 16
SECTION 2 MARKETING OPPORTUNITIES

Opportunities to further the reach of your promotional campaign
GEELONG PUBLIC EVENTS GUIDE

Page 17
SECTION 2 MARKETING OPPORTUNITIES
INTRODUCTION
This section of the Guide details a number of marketing opportunities available within the Greater Geelong
Region.
Not all of them will be appropriate for your event. but they are intended to provide event organisers with some
ideas, and contacts to assist in promoting your event.
The Marketing Opportunities section includes:
>
Advertising opportunities
>
Central Geelong opportunities
>
Event calendar listing opportunities
>
Grants and funding
>
Magazine opportunities
>
Radio opportunities
>
Tourism-based opportunities
>
Visual aid // signage opportunities
>
Web-based opportunities
While the City has collated this listing of opportunities, their inclusion should not be taken as an endorsement of
the service provider by the City. To confirm the suitability of these opportunities for your event, you should contact
the listed supplier direct to discuss your particular requirements.
ADVERTISING OPPORTUNITIES
There are a number of media outlets within the Geelong region offering a range of options for advertising. The
following details were correct at the time this Guide was updated, but all rates are subject to change and should
be used only as a guide in evaluating advertising options and developing your Events Marketing Budget.
As a general rule, you should consider placing at least three ads in each of the papers you chose to use during
your campaign but speak with the papers direct for a suggested schedule. This section deals only with those
media outlets based in the Greater Geelong area. For other Victorian media, please see the contact listing
contained in Section 4.
Newspapers: The Geelong Advertiser Group

In November 2003, the Geelong Advertiser Group joined the News Limited global newspaper network. The
Geelong Advertiser Group consists of tabloid newspapers the Geelong Advertiser, the Geelong News and the
Echo. The print area of a full page measures 38cm deep by 26.5cm wide and is divided into seven columns for
display advertising (and eight for classifieds).
In addition to standard display advertising, the Geelong Advertiser Group offers special Community Event rates
across their range of newspapers.
Applications, which address details of your event and requirements should be submitted in advance, for
assessment to:
>
The Marketing Manager, 191-195 Ryrie Street Geelong VIC 3220
For more information regarding general advertising please contact the advertising department:
191-195 Ryrie Street Geelong VIC 3220
T: (03) 5227 4303
F: (03) 5227 4385
E: adrep@geelongadvertiser.com.au
W: www.geelongadvertiser.com.au/advertising.html
For information about advertising features with Geelong Advertiser Group newspapers, please contact:
Ms Carolynne Hamilton Advertising Features Manager
T: (03) 5227 4321
F: (03) 5227 4385
E: adfeature@geelongadvertiser.com.au

Page 19
THE GEELONG ADVERTISER

>
Daily Publication (except Sunday)
>
26,573 Average Monday Friday circulation (source: Audit Bureau of Circulations June 2007)
>
47,246 Average Saturday circulation (source: Audit Bureau of Circulations June 2007)
>
Broad news focus
The Geelong Advertiser offers the following promotional rates for event marketing. The rates quoted are for mono
(black and white) advertisements. All colour (including spot and full colour) is available at a surcharge of
20% or a minimum of $208.00 (including GST). These rates are effective until 30/6/2008.
Cost per advertisement:
Size
Cost (Monday to Friday)
Cost (Saturday)
Full Page event promotion
$3,737.30
$4,670.96
Half Page event promotion
$1,868.65
$2,335.48
7 column X 10 centimetre
(banner advertisement)
$983.50
$1,229.20
(promotional event display layout)
$421.50
$528.00
For further information or to book Geelong Advertiser event advertising, contact:

The Geelong Advertiser
Mr Matt Cowdell Advertising Executive (Display Advertising)
T: (03) 5227 4306
F: (03) 5227 4385
E: adrep@geelongadvertiser.com.au
Other information:
The Geelong Advertiser have also supplied the following rate card information to assist event organisers
effectively market their event.
Most events will only qualify for the casual rate, unless there is a significant spend throughout the year. To
calculate the cost, multiply the number of centimetres by the number of columns by the rate.
For example:
2 columns X 10 centimetres X Rate ($14.05) = $281.00
Spend (advertising value)
Monday to Friday Cost inc GST
Saturday Cost inc GST
Casual & Employment
$14.05
$17.56
$0 - 3,749
$14.05
$17.56
$3,750 - $7,499
$13.05
$16.30
$7,500 - $14,499
$12.40
$15.50
$15,000 - $29,999
$11.31
$14.12
$30,000 - $59,999
$9.96
$12.45
$60,000 - $89,999
$8.88
$11.10
$90,000 - $124,999
$8.54
$10.67
$125,000+
$8.38
$10.48

Page 20
THE GEELONG NEWS

>
Published Wednesday
>
Free, weekly publication
>
73,465 circulation (source: Audit Bureau of Circulations, June 2007)
>
News / advertising focus
The Geelong News offers the following promotional rates for event marketing. The rates quoted are for full colour
advertisements. These rates are effective until 30/6/2008.
Size
Cost (Wednesday)
$3,160.08
$1,580.04
$831.60
$356.40
For further information or to book Geelong News event advertising, contact:

The Geelong News
Display Advertising
Geelong News to Level 1, 219 Ryrie Street

F: (03) 5227 4428
E: advert@geelongadvertiser.com.au
Other information:
The Geelong News have also supplied the following rate card information to assist event organisers effectively
market their event.
For example:
Wednesday Cost inc GST
Casual
$11.88
$2,500
$10.98
$5.000
$10.45
$10,000
$9.68
$20,000
$8.43
$35,000
$7.60
$50,000
$7.37
$70,000
$7.25
$100,000
$7.19
$150,000+
$7.13

Page 21
THE ECHO
>
Published Thursday
>
>
40,964 circulation (source: Audit Bureau of Circulations, June 2007)
>
News / advertising focus
The Echo produces three regional versions of their publication: Bellarine Peninsula, Surfcoast and Otway
editions. The Echo offers the following promotional rates for event marketing. The rates quoted are for full colour
advertisements. These rates are effective until 30/6/2008.
Size
Cost (Thursday)
$2,633.40
$1,316.70
$693.00
$297.00
For further information or to book Echo event advertising, contact:

The Echo
Display Advertising (all editions)
8/16 Gilbert Street Torquay VIC 3228
T: (03) 5220 5700
F: (03) 5220 5799
E: nereps@geelongadvertiser.com.au
Other information:
The Echo have also supplied the following rate card information to assist event organisers effectively market their
event.
For example:
Thursday Cost inc GST
Casual
$9.90
$2,000
$9.11
$3.500
$8.65
$6,500
$7.92
$13,000
$7.52
$24,500
$7.32
$35,500
$7.03
$47,000
$6.75
$70,000
$6.53
$114,000+
$6.27

Page 22
THE GEELONG INDEPENDENT

>
Published Friday
>
>
68,834 circulation (Geelong edition), 5,020 circulation (Torquay edition), 16,413 circulation (Bellarine edition)
>
General news / motoring/real-estate/ Living / Classifieds / Sport
>
Geelong / Bellarine Peninsula / Torquay Circulation
The Geelong Independent offers the following promotional rates for event marketing. The rates quoted are for
mono (black and white) advertisements. Process colour is available for $250 (including GST). These rates are
subject to change. Loadings apply for preferred positions and you will need to check availability.
Size
Cost (Casual Rate)
$4265.12 inc. GST
$2132.56 inc. GST
$1122.40 inc. GST
$420.90inc. GST
The Independent publishes a variety of special features throughout the year. If you mention this Events Marketing
Guide you will receive a five advertisements for the price of four deal on any same sized advertisement booked
over a five week period.
For further information or to book The Independent event advertising, contact:
Trina Currie
The Geelong Independent Display Advertising
78 Moorabool Street Geelong VIC 3220
T: (03) 5221 5200
F: (03) 5221 3322
E: advertising@geelongindependent.com.au
Other information:
The Geelong Independent have also supplied the following rate card information to assist event organisers
effectively market their event.
For example:
10 centimetres X 3 columns X Rate ($12.32) = $369.60
If you have any further queries, please contact Trina Currie

Estimated usage (annual)
Friday Cost inc GST
Casual
$14.03
250cm
$12.49
500cm
$10.48
1000cm
$9.74
2500cm
$8.97

Page 23
CENTRAL GEELONG MARKETING
LET THE CITY PROMOTE YOUR EVENT

Central Geelong Marketing implements programs to improve the way Central Geelong operates. This includes
enhancing the marketing and promotion of the businesses in Central Geelong and improving the image of Central
Geelong.
The groups objectives are to:
>
Increase the number of visitors to Central Geelong
>
Promote business activities in Central Geelong
>
To provide the businesses in the city with a central marketing focus.
Events are integral to Central Geelong, in attracting people into the precinct as well as providing other activities
for people to enjoy while visiting Central Geelong. Given this, Central Geelong Marketing is keen to hear about
events and how they can be involved. This involvement relates to events that will have an impact in Geelongs
Central Geelong (central business district) precinct.
Opportunities could include:
>
Sponsorship
>
Event partnerships
>
Promotional displays
>
Distribution and display of promotional products (in shops)
>
Promotion at the monthly Farmers Market
>
Promotion on Central Geelong Marketings website: www.centralgeelong.com.au
>
Promotion in Central Geelong communications and PR initiatives.
There are a range of promotional opportunities that could be explored.

For information about event listings or advertising, contact:
Ms Emma Clark Central Geelong Marketing
Busport, Gheringhap Street
PO Box 104 Geelong VIC 3220
T: (03) 5227 0769
F: (03) 5227 0860
E: centralgeelong@geelongcity.vic.gov.au

Page 24
EVENT CALENDAR LISTING OPPORTUNITIES
MAKE SURE PEOPLE KNOW ABOUT YOUR EVENT!

Depending upon the lead-time for your event, there are a number of opportunities for you to list your event in a
range of calendars and diary listings on a local, state or even national level.
At a minimum, events held in the Geelong region should be listed on the City of Greater Geelongs website as
well as Geelong Otway Tourisms website.
Creating a calendar listing is a cheap and usually quick marketing initiative that enables you to promote your
event to a wide audience.
WWW.GEELONGAUSTRALIA.COM.AU
The City of Greater Geelongs website can be found at: www.geelongaustralia.com.au
Information Release Form:
Simply complete the Event Information Release Form, available online or from the Events and Marketing Services
Unit to have your event included in the Citys event calendar.
Required Information
The calendar allows considerable information relating to the event to be displayed in a user-friendly format. This
calendar is database driven and includes field such as:
>
Event name
>
Contact person
>
Date(s)
>
Contact organisation
>
Description (up to 150 words)
>
Telephone
>
Target audience
>
Email address
>
Venue
>
Web address
>
Time
>
Additional information
>
Cost(s) // Ticket prices
Ultimately, the more information supplied, the more detailed your calendar listing will be.
Cost:
There are no costs associated to this service provided by the City of Greater Geelong.
For information about event listings on www.geelongaustralia.com.au, contact:
The Events and Marketing Services Unit
City Hall, 30 Gheringhap Street Geelong VIC 3220
T: (03) 5227 0804
F: (03) 5227 0808
E: events@geelongcity.vic.gov.au

Page 25
WWW.VISITGEELONG.ORG
The www.visitgeelong.org website is managed and owned by Geelong Otway Tourism. A comprehensive event
calendar can be found on the site providing information on the events being staged within the broader Geelong
region.
The aim of this website is to provide information on Geelong generally as a tourism destination including
promoting things to do and see, where to stay or visit, activities and events.
The site is recognised as a leading information source for both locals and visitors.
Being listed:
To have your event listed, contact Geelong Otway Tourism and provide them with details of your event.
(As a tip you could use the Information Release Form required for the Geelong Australia website to get a listing
on the Geelong Otway Tourism website too).
Cost:
There are no costs associated to this service provided by the Geelong Otway Tourism.
For information about event listings on www.visitgeelong.org, contact:
Geelong Otway Tourism
Busport, Level 1, 48 Brougham Street Geelong VIC 3220
T: (03) 5223 2588
F: (03) 5223 2069
E: got@geelongcity.vic.gov.au
OTHER CALENDAR LISTINGS

For further calendar listings, refer to Section 4 Tools and Templates of this Marketing Guide, which contains a
comprehensive list of online calendar opportunities.

Page 26
GRANTS AND FUNDING
WHERE SHOULD I GO TO SEEK FINANCIAL SUPPORT FOR MY EVENT?

With such a significant annual calendar of events, the demand on corporate citizens and government groups for
support is high. Prominent local businesses and major companies are regularly targeted for financial support by
event organisers and its important to think carefully about which to approach.
Rather than automatically target the high profile corporate identities, think outside the square and consider others
who may be more willing to support your event. The other important factor is to allow plenty of lead-time, to not
only complete a funding sponsorship application, but to give the company / government body time to consider
your application within timelines.
Another tip funding bodies and government agencies usually have funding rounds throughout the year. There
are deadlines attached for submissions that are usually well in advance of funding announcements. So be
prepared and plan ahead. Dont leave it to the last minute.
Where to go?
The following websites contain information on potential funding sources that you may wish to explore:
>
www.arts.vic.gov.au
>
www.ozco.gov.au
>
www.courcommunity.com.au
>
www.philanthropy.org.au
>
www.cvtc.com.au
>
www.rav.net.au
>
www.dcita.gov.au
>
www.regionalarts.com.au
>
www.freeeza.vic.gov.au
>
www.tourismvictoria.com.au
>
www.grantslink.gov.au
>
www.vichealth.vic.gov.au
GEELONG MAJOR EVENTS COMMITTEE (GME)

The City has established a formal committee, Geelong Major Events (GME), consisting of City staff, Councillors
and members of the community, which is responsible for developing a broad range of major sporting and cultural
events in the Geelong region.
GME provides financial support to organisations that meet specific criteria and will deliver high quality major
events of community significance.
Applying for funding
To apply for GME funding, event organisers must complete the GME Funding Application Form, available online
or from the Executive Officer to GME. The GME Committee uses assessment criteria to assess all funding
applications. This criteria includes the expected economic impact, social benefits and environmental impacts of
the event.
Event organisers or people involved in the staging of hallmark or major events and festivals are able to consult
GME about their plans, to determine if support is appropriate or available.
Contacting Geelong Major Events:
Mrs Sharon Cockerell Executive Officer, Geelong Major Events
City of Greater Geelong, PO Box 104 Geelong, VIC 3220
T: 03 5227 0802
F: 03 5227 0808
E: scockerell@geelongcity.vic.gov.au

Page 27
THE COUNCILLOR COMMUNITY GRANTS PROGRAM FUNDING

The Councillor Community Grants Program was an initiative developed in 2005 and is offered to facilitate
community projects and activities undertaken by incorporated not-for-profit organisations and groups within the
City of Greater Geelong.
Ward Councillors have funds available to contribute to local community projects.
Examples of what can be funded:
>
Advertising and promotional expenses
>
Minor Capital works (subject to obtaining relevant permits and approvals)
>
Equipment purchases or rental essential to the project
>
Purchase of essential equipment
>
Relevant training for the development of specialist skills of volunteer community members
>
Support for projects and events of a minor nature
Examples of what will NOT be funded:

>
Projects which will commit future Council funds to ongoing operational funding.
>
Administration costs associated with the normal running of the organisation and its everyday functions
(including staff salaries and wages).
>
Trophies, prize money and some fundraising activities.
>
Grants to individuals
>
Grants to commercial entities
>
Groups that are not incorporated organisations or similar legal entities
>
Projects or activities that are held prior to the submission of the grant application to Council.
>
Projects or events held outside of the City of Greater Geelong region will only be funded where it is deemed
that there is a significant benefit to the municipality
>
Projects or events that would form part of any Council Departments normal business activities
>
Projects that are for an arts activity or event that would fall within another Council grant program such as
Geelong Major Events or Community Arts and Community Festivals Grant Program.
>
Organisations with outstanding arrears to the City
>
The same or similar projects will generally not be funded more than once
>
Organisations that have received any previous grant funds from Council who have not submitted an
Evaluation Form and/or acquitted the grant funds according to the Funding Agreement
>
The same organisation will generally not be funded more than once per financial year.

To apply for funding via the Councillor Community Grants Program, event organisers must complete the
application form and funding agreement, available online and from the Citys Community Development
Department. Assessment criteria will be used to assess all funding applications.
Event organisers or people involved in the staging of community events and festivals are also able to consult with
Community Development about their plans, to determine if support is appropriate or available.
Contact the Citys Community Development Department:
Mrs Lynda Hansson Administration Officer
T: 03 5227 0736
F: 03 5227 0737
E: lhansson@geelongcity.vic.gov.au

Page 28
GRANTS PROGRAMS OFFERED VIA ARTS AND CULTURE

The Citys Culture Strategy Creativity + aims to position the Geelong as a regional cultural centre of innovation
and excellence. The City is a municipality with great cultural strengths. Further, the City wants to build on these
strengths and raise the municipalitys profile as a creative region, encouraging greater participation and
strengthen the cultural sector and its contribution to the municipalitys prosperity.
The Community Festivals Grants Program and Community Arts Grants Program are City initiatives to assist not
for profit community groups and organisations achieve their creative vision.
COMMUNITY ARTS GRANTS PROGRAM

The primary aim of the Community Arts Grants Program is to encourage and strengthen the initiation,
development and delivery of arts projects and programs to increase participation in arts and cultural activities
across the municipality.
These grants are available to not-for-profit, incorporated organisations. A maximum $5,000 is available through
this grants program.
To apply for funding for the Community Arts Grants Program or the Community Festivals Grants Program, event
organisers must complete the Application Form and Funding Agreement, available online and from the Citys
Cultural Development Unit. Assessment criteria will be used to assess all funding applications.
For the 2008/09 financial year, there is one funding round:
Round 1: Applications are accepted from 6 July 2007 and close on 25 August 2008
The next funding round will commence July 2009.
Contact the Arts and Cultural Development Unit:
Mr Duncan Esler Project Officer
T: 03 5227 0773
F: 03 5222 1118
E: desler@geelongcity.vic.gov.au

Page 29
COMMUNITY FESTIVALS GRANTS PROGRAM

The primary aim of the Community Festivals Grant program is to further strengthen community festival activities
across the municipality and hence celebrate the diverse and unique identities of communities within the City of
Greater Geelong.
For the purpose of this fund a community festival is defined as:
>
>
>
>
>
>
Widely accessible and able to attract a broad level of participation and attendance.
Offering a range of experiences and activities.
Celebrating the local community identity and uniqueness of place.
Providing opportunities for arts and cultural development.
Utilising space in a creative or different manner than that which has been intended as its primary purpose i.e.
parks or a foreshore.
Ensuring community participation in the planning process.
The fund has been divided into three types:

1.
One-Off Grant: to provide funding to support one-off community events and festivals.
2.
Seeding Grant: to provide seed funding to support new and emerging community festivals which intend to
develop and/or grow.
3.
Triennial Grant: to provide support through a triennial funding agreement for established community festivals
which have been identified as having the potential to develop and/or grow. Festivals must be able to
demonstrate community development principles in planning and participation as well as providing arts and
cultural opportunities. To qualify for this grant, the festival must have a proven track record of a minimum of
three successful years of operation.
A maximum $5,000 is available through this grants program (including multi year grants).
To apply for funding for the Community Arts Grants Program or the Community Festivals Grants Program, event
organisers must complete the Application Form, available online and from the Citys Cultural Development Unit.
Assessment criteria will be used to assess all funding applications.
For the 2008/09 financial year, there is one funding round:
Round 1: Applications are accepted from 6 July 2008 and close on 25 August 2008
The next funding round will commence July 2009.
Contact the Arts and Cultural Development Unit:
Mr Duncan Esler Project Officer
T: 03 5227 0773
F: 03 5222 1118
E: desler@geelongcity.vic.gov.au

Page 30
TOURISM VICTORIA EVENTS PROGRAMS

Victoria is committed to ensuring Victoria remains Australia's events state. Tourism Victoria's Events Strategy
assists with increasing visitation, length of stay and the level of visitor satisfaction associated with events
throughout the State. Tourism Victoria's Events Program assists those events which provide or have the potential
to provide tourism-related benefits to the state.
There are two funing programs offered by Tourism Victoria:
1.
Tourism Victoria Events Program
2.
Country Victoria Events Program
Tourism Victoria Events Program

The Tourism Victoria Events Strategy assists with increasing visitation, length of stay and the level of visitor
satisfaction with events throughout the state. Tourism Victoria's Events Program assists those events which
provide, or have the potential to provide, tourism-related benefits to the State.
Objectives of the Events Program:
>
Increase the number of visitors to Melbourne and regional Victoria.
>
Enhance the quality of experience of visitors.
>
Enhance the branding and reputation of Victoria as an international and national tourism destination.
Contact for the Tourism Victoria Events Program:

Ms Leah Cioccio
Marketing Officer Events
Level 6, 55 Collins Street Melbourne VIC 3000
T: 03 9653 9831
F: 03 9653 9733
E: leah.cioccio@tourism.vic.gov.au
W: www.tourismvictoria.com.au
Country Victoria Events Program
The Country Victoria Event Program recognises that there are many events being held in regional Victoria which
do not meet the current assessment criteria for cooperative marketing assistance through Tourism Victoria. It also
recognises that some of these events have the potential to develop into significant regional events able to attract
large numbers of intrastate and interstate visitors (and to some extent international visitors, although not
essential). The Country Victoria Events Program provides funding to assist with this development.
This program targets events with a local community significance but may not be well-known outside the local
region. The program also aims to support smaller community events so that local tourism and community groups
may start to promote their region and develop an identity through events.
Contact for the Country Victoria Events Program:
Ms Tamara Ristevski
Collins Street East, Melbourne VIC 3000
T: 03 9650 8399
F: 03 9650 8543
E: events@tourism.vic.gov.au

Page 31
MAGAZINE OPPORTUNTIES
FORTE MAGAZINE
>
Free, Geelong based publication
>
25,000 printed fortnightly distributed throughout regional Victoria (venues, pubs, clubs etc)
>
Target demographic 17-35 year olds (youth culture)
>
Music, lifestyle and entertainment focus
Forte magazine is a music, entertainment and lifestyle street press magazine, based in Geelong. Forte
magazines target demographic is a youth culture audience, but it also appeals to readers who have an interest in
pop culture, music and the arts. The Magazine is dominated by music and youth news. As such it is ideal when
targeting a related audience. In addition to Geelong, Forte is distributed through pubs, clubs, shops and public
venues throughout regional Victoria.
Size
Cost (full colour)
Cost (black and white)
Full Page
$868
$710
Half Page (portrait)
$654
$537
Half Page (landscape or strip)
$562
$446
Quarter Page
$366
$295
Eighth Page
N/A
$159
For further information or to book Forte Magazine event advertising, contact:

Phil Hickey, Editor
Forte Publishing Pty Ltd
PO Box 1388 Geelong VIC 3220
M. 0400 054 519
W. 03 5229 7969
F: (03) 5229 0318
E1. editorial@fortemag.com.au
E2. enquiries@fortemag.com.au
W: www.fortemag.com.au/

Page 32
THE GEELONG TIMES

>
Free, fortnightly, full color magazine (Wednesday)
>
Tabloid / magazine style with a youth audience focus
>
25,000 copies distributed throughout the Geelong region including suburbs
The Geelong Times features stories and news articles that are topical and relevant to Geelong.
The Geelong Times is a good vehicle to target Geelong. However the Geelong Advertiser, and the Independent
give a greater exposure and are published more regularly.
The Geelong Times offers the following promotional rates for event marketing. The rates quoted are for colour
advertisements. The rates quoted are for colour advertisements, including GST and are valid for 2008.
Size
Cost (Wednesday)
Full Page
$2,110
Half Page
landscape or strip
$1,220
Quarter Page
portrait, horizontal or vertical
$640
Eighth Page
landscape, horizontal, or vertical
$380
Sixteenth Page
portrait or landscape
$230
Front Cover Strip Full
$930
Front Cover Strip Half
$465
Back Page
$2,600
For further information or to book the Geelong Times event advertising, contact:
Mr Mark McColl
2/105 Skene Street Newtown VIC 3220
T: (03) 5221 0416
F: (03) 5229 0318
M: 0410 582 863
E: glgtimes@pipeline.com.au

Page 33
GEELONG BUSINESS NEWS

>
Monthly publication with 5,000 subscriber base of 5,000 businesses
>
The Geelong Business News is distributed in the first week of each month
>
Promotes business opportunities
>
Full color, A4 Magazine format
>
Ad-cell Media Pty Ltd Publishers of Geelong Business News
Geelong Business News offers a range of feature and insert options. They have a subscriber base of over 5,000
businesses. Single or double sided A4 inserts cost $825; other sizes can be quoted individually by contacting the
Geelong Business News directly. These rates include GST.
The copy deadlines are the 15th day of the month prior to publication.
Size
Casual rate
Rate 6 issues or more
Full Page
$1,540
$1,320
Inside Front cover
$1,650
$1,430
Outside Back cover
$1,705
$1,485
Maxi
$880
$715
Mini
$550
$495
For further information or to book the Geelong Business News event advertising, contact:
Vinnie Kerr - Sales Executive
203 Malop Street Geelong VIC 3220
T: (03) 5221 4408
F: (03) 5229 3322
M: 0409 427 473
E: vkerr@adcell.com.au
E: advertising@geelongbusiness.com.au
W: www.geelongbusiness.com.au
Other information:
The Geelong Business News also offer Corporate Features. This consists of a multi-advertiser feature page or
pages with up to four support advertisements per page. These features are predominantly made up of editorial
and photos highlighting a business, event or achievement. (POA)
Business Profiles are also offered. A profile can create increased awareness of your business and all it has to
offer. These profiles are editorial based with extensive photographs. A profile can cover one or two pages.
The Geelong Business News also offers inserts as a promotional tool for increasing the awareness of events.

Page 34
GT MAGAZINE
>
Monthly, glossy lifestyle magazine
>
Inserted in the Saturday edition of the Geelong Advertiser
>
46,681 copies printed (every fortnight)
>
Primary distribution is within the Geelong region with secondary reaching Melbourne, Bendigo and Portland
This is Geelongs largest circulating glossy magazine inserted into the paper on the last Friday of every month in
the Geelong Advertiser (at no extra cost to the readers). There are 46,681 copies printed every month. It is
primarily an affluent home and lifestyle magazine suited to advertisers of events, home, fashion, food and stories
on interesting personalities. It is the best choice publication if needing to promote these topics and for running
editorial due to its long shelf life (at least 2 weeks) keeping in mind that the target audience is fairly specific. The
primary distribution of this magazine is within the urban areas, CBD, Surfcoast Shire and Bellarine with secondary
circulation as far as Portland, Melbourne and Bendigo.
There are discounts which apply for regular advertising in GT.
GT Magazine offers the following promotional rates for event marketing. The rates quoted are for full colour
advertisements (including GST).
Size
Casual rate
3 consecutive editions
Double Page
$4171
$3772
$3,595
$3,402
Full Page
$2196
$1985
$1,892
$1,791
Half Page
$1203
$1069
$1,018
$964
Quarter Page
$698
$620
$581
$549
2 modules
$405
$360
$331
$313
1 modules
$247
$220
$199
$188
Special Positions ($ based on casual)

Inside Front Cover (25%)
$2,745
Middle Pages (25%)
$2,745
Back Cover (30%)
$2,855
For further information or to book the GT event advertising, contact:

Matt Cowdell Account Manager
T: (03) 5227 4423
F: (03) 5227 4451
E: Matt.Cowdell@geelongnews.com.au

Page 35
ON PAKO
>
Newsletter format publication
>
A4 size focussed on news interest pieces for Geelong West and Newtown
>
2,000 copies produced monthly
2,000 copies of On Pako are distributed to businesses in the greater Pakington Street area in Geelong West and
Newtown on the first business day of each month. On Pako features a variety of stories, some Geelong West
specific, and other articles that are of general interest.
Cost per advertisement excluding GST:
Size
Cost (full colour)
Cost (black and white)
Full Page
$660
$375
Half page
$340
$225
Quarter Page
$215
$135
Eighth Page
$115
$75
Sixteenth page
$70
$40
For further information or to book On Pako, contact:

On Pako
PO Box 1388, Geelong 3220
T: (03) 5229 7969
E: advert@onpako.com.au
W: www.onpako.com.au/on_pako_magazine.asp

Page 36
POSTCARDS MAGAZINE
>
Glossy A4 full colour magazine
>
Victorias only travel, dining and lifestyle magazine
>
6 issues published per year
>
Circulation of 20,000 copies, printed bi-monthly
>
60,000+ readership
Victorias only travel, dining and lifestyle publication, PostCards Magazine is a spin-off of the highly popular
Channel Nine travel and lifestyle TV show which reaches over 60,000 regular travellers every issue. We have
firmly established who our readers are they are typically women aged 30-55 with high disposable incomes.
They are socially active and enjoy spending time with their families, as well as friends and are usually the holidayplanners and enjoy affordable, comfortable and luxurious excursions.
Cost per advertisement excluding GST:
Size
Cost (full colour)
Full Page
$1,500
Third page
$720
Region-by-Region
$320
For further information or to book Postcards Magazine, contact:

Ms Karen Feldman Features Editor and Business Development Manager
Postcards Magazine
M: (0432) 493 527
E: karen@postcradsmag.com.au
W: www.postcardsmag.com.au
Other infromation
Apart from being found in 1400 news-agencies across Victoria and some parts of SA, the magazine is also
distributed throughout many of Victorias top metro and regional hotels (for example: Hilton Melbourne Airport,
Crown Towers, Crown Promenade, & Daylesford Getaways) as well as Hudsons Coffee Shops, Rex Airlines,
Qantas Clubs, Virgin Blue Rooms and Budget Car Rentals.
PostCards Magazine is also distributed throughout the Trading Places Tourism network to over 300 club member
businesses such as restaurants, cafes, hotels and tourist attractions. Refer to www.tradingplacesconcepts.com.au
for a full listing.

Page 37
WHATS ON IN GEELONG
>
Free, monthly, colour publication
>
Promotes whats on to a tourist market as well as locals
>
25,000 copies (per month) and 38,000 copies in January during peak holiday periods
>
A4 landscape
>
Advertorial-based
>
Features information on events, accommodation tourist news, food and wine
Whats On targets tourists as well as locals, and features information on events, accommodation, tourist news,
wine and food. Its distribution covers a wide area from Mt Gambier to Bendigo and the Mornington Peninsula. It is
the best vehicle for promoting information to tourists and locals on events happening in the region. It is also a
consistently good and well priced publication.
There is also potential for getting a front cover, if we can provide a suitable story or event to the Whats On team,
but that is at their discretion, and would need to be organised months in advance.
Further, Whats on in Geelong will match advertising space booked with free editorial and web listings for event
promotions. This means that for a half page event advertisement, a half page of editorial will also be provided at
no charge to promote the event.
Size
Casual cost per month
Cost per month for two months
Full Page
$930
$883
2/3 page
$714
$678
Half page
$560
$532
Third page
$380
$360
12cm X 1 column
$270
$256
9cm X 1 column
$208
$198
6cm X 1 column
$140
$133
3cm X 1 column
$82
$82
For further information or to book the Whats on in Geelong event advertising, contact:
Ms Linda Jones
Level 3, 83 Moorabool Street Geelong VIC 3220
T: (03) 5221 2644
F: (03) 5221 0766
E: linda@whatsoningeelong.com.au
W: www.whatsoningeelong.com.au

Page 38
RADIO OPPORTUNITIES
89.3 HOT COUNTRY FM

>
Country focussed programming and music
>
Geelong based station
Hot Country FM is a Geelong based radio station. Its broadcast area covers Bannockburn Hoppers Crossing.
Country Music fans are among the most loyal and fanatical music lovers around. For the first time in many years
there will be a dedicated network of stations to serve the day to day needs of this dedicated audience.
The new 89.3 Hot Country will feed their ravenous thirst for all genres of country music with 55 minutes per hour
of non stop Hot Country hits and latest releases.
For rates, please contact 89.3 Hot ountry FM.
For further information or to book event advertising on Hot Country FM, contact:
Ms Wendy Maddock Advertising Account Manager
T: (03) 5223 2323
F: (03) 5221 3908
M: 0400 293 800
E: wmaddock@krock.com.au

Page 39
93.9 BAY FM
>
Commercial FM station
>
Entertainment and news
>
Geelong-based station
>
Primary Geelong news and information focus
Its broadcast covers Geelong, Surfcoast and to Lorne, Cressy, Bacchus Marsh, and out to Werribee. It offers
outside broadcasts for special events and provides excellent coverage of the Geelong region. However, it caters
to a slightly different audience than sister station, K-Rock.
Bay FMs theme is Love the Music with light, bright adult contemporary music and has strong appeal to people
aged 30-49 (skewed slightly towards females). The on air personalities devote much of their time to supporting
events in the community combined with an easy going and friendly, approachable style.
93.9 Bay FM offers the following promotional rates for on-air event marketing. The rates quoted are for 30-second
spots. These rates do not include GST. Additional charges may apply if specific time slots are requested, or for
live crosses to events.
Target
Time
Monday
Tuesday
Wednesday Thursday Friday
Saturday
Sunday
Breakfast
6:00 9:00
$99.00
$99.00
$99.00
$99.00
$99.00
$99.00
$99.00
Mornings
9:00 12:00
$94.00
$94.00
$94.00
$94.00
$94.00
$97.00
$92.00
Afternoon
12:00 16:00
$81.00
$81.00
$81.00
$81.00
$81.00
$78.00
$78.00
Drive
16:00 20:00
$87.00
$87.00
$87.00
$87.00
$87.00
$84.00
$84.00
Nights
20:00 0:00
$44.00
$44.00
$44.00
$44.00
$44.00
Mid-Dawn
0:00 6:00
$13.00
$13.00
$13.00
$13.00
$13.00
$33.00
$13.00
$13.00
For further information or to book event advertising on Bay FM, contact:

T: (03) 5223 2323
F: (03) 5221 3908
M: 0400 293 800

Page 40
94.7 THE PULSE

>
Community radio
>
Geelong news, current affairs, specialist and sport
>
Geelong current affairs focus for interviews and local information
>
Focus on local arts, music, theatre and community groups
>
Multicultural, youth and lifestyle programs
The Pulse offers the following promotional rates for on-air event marketing using a sliding cost scale. The rates
quoted are for 30-second spots. Non-profit organisations are offered a further 10 per cent discount.
Target
Time
Cost per 30 second

(pre-recorded advertisement)
Breakfast
7.00AM 9.00AM, minimum of 15 spots per week
$40
Package of ads
Run of station, minimum 15 spots per week
$30
Drive
4.00PM 6.00PM, minimum of 15 spots per week
$40
Evenings
After 6.00PM and weekends
$20
Spot placement in any

day time session
No minimum number of ads required
$40
For further information or to book event advertising on The Pulse, contact:

Mr Geoff Anderson
68-70 Little Ryrie Street Geelong VIC 3220
T: (03) 5222 5947
F: (03) 5229 6504
E: thepulse@diversitat.org.au
Other information
The Pulse has developed a new broadcast style, similar to the ABC / 3AW format and this includes a talking
with Councillors section. Between Monday to Thursday evenings, there are ethnic programs catering for 13
different nationalities.
On Friday evenings, renowned radio presenter Doug Aitkin presents the Drive Show.
From 6am to 6pm Monday to Friday we are Talking Geelong, a local version of the ABC 774 format.
Monday Thursday nights ethic programs for 13 different nationalities

Page 41
95.5 K-ROCK
>
Commercial FM station
>
Entertainment and news
>
Geelong-based and owned station
>
Broadcaster for AFL Geelong games
>
Young-modern, active audience focus
95.5 K-Rock offers the following promotional rates for on-air event marketing. The rates quoted are for 30-second
spots. These rates include the GST.
Target
Time
Monday
Tuesday
Wednesday Thursday Friday
Saturday
Sunday
Breakfast
6:00 9:00
$99.00
$99.00
$99.00
$99.00
$99.00
$99.00
$99.00
Mornings
9:00 12:00
$94.00
$94.00
$94.00
$94.00
$94.00
$97.00
$92.00
Afternoon
12:00 16:00
$81.00
$81.00
$81.00
$81.00
$81.00
$78.00
$78.00
Drive
16:00 20:00
$87.00
$87.00
$87.00
$87.00
$87.00
$84.00
$84.00
Nights
20:00 0:00
$44.00
$44.00
$44.00
$44.00
$44.00
Mid-Dawn
0:00 6:00
$13.00
$13.00
$13.00
$13.00
$13.00
$33.00
$13.00
$13.00
For further information or to book event advertising on K-Rock, contact:

T: (03) 5223 2323
F: (03) 5221 3908
M: 0400 293 800
Other information:
K0Rock is one of two stations operated locally by the Geelong Broadcasters. (The other is Bay FM).
K-Rock is broadcast throughout the Geelong region, and also covers the Surfcoast, Lorne, Cressy, Bacchus
Marsh and Werribee. It offers outdoor broadcasts for special events and provides excellent coverage of the
Geelong regions news.
It caters to a slightly different audience than Bay FM as it is seen as a modern rock music station and has
developed a style and personality that reflects the young and active lifestyle.
Energy, rock, fun and footy are what come to mind when looking to advertise or tune in as a listener to KRock.
The target demographic is all people aged 20-40. (The station has a younger skew than other Geelong station,
BayFM, with its programming reflecting this). KRock has strong associations with the areas active lifestyle events
and a strong locally based news service.

Page 42
96.3 RHEMA FM
>
Christian radio
>
Maximum 5 minutes of advertising per hour
>
Family orientated
>
Geelong news and issues
96.3 Rhema FM is a community broadcaster with licence restrictions of 5 minutes of advertising per hour with a
target audience of 30 to 40 year-old family oriented males and females. Given this, advertising spots are quite
distinctive.
Rhema FM is a listener supported and funded station and listeners have donated approximately $160,000 in the
last 12 months, and they have a very loyal and growing audience.
Rhema FM also have sponsorship packages that at affordable rates that could help promote an event.
Rhema FMs signal strength is the same as Bay FM and KRock. The following rate includes GST.
Cost per advertisement
Target
Time
Casual Rate
At any time - daily
15 second pre-recorded advertisement
$16.00
For further information or to book event advertising on Rhema FM, contact:

Mr Peter McCoy General Manager
96.3 Rhema FM
15/147 Marshalltown Road Grovedale VIC 3216
T: (03) 5241 6550
F: (03) 5241 6552
M: 0421 910 023
E: peter@rhemafm.org.au
Other information:
Rhema also have sponsorship packages that at affordable rates that could help promote an event.
Seven million people a month (according to the McNair Ingenuity Community radio national listener survey from
September 2004) listen to community radio every month.
Rhema is the only station with a 100 per cent Christian format that covers most of Southern Victoria.
Most of Rhemas sponsors are long term supporters, giving them a direct cost benefit and excellent returns, at
extremely competitive rates starting from $15 for a 30 second spot. Conditions apply.

Page 43
VISUAL AID // SIGNAGE OPPORTUNITIES
The following opportunities relate to visual aids and signage which can be used throughout the region to increase
the awareness of your event.
MOBILE BILLBOARDS
The City of Greater Geelong has three mobile billboards available for promotional use by not-for-profit
organisations or event organisers promoting non-commercial events. The mobile billboards are hired for a twoweek period, and subject to availability, and extensions may be available.
The dimensions for the mobile billboard are 6.1m long and 3.2m high and each mobile billboard is provided with a
locking device to prevent unauthorised towing.
Two hire options are available:
>
Double sided use of the Billboard
>
Single sided use of the Billboard. The reverse side of the billboard will display a generic City skin.
Four sites have been identified as suitable for the positioning of the billboards. They are:
>
Kardinia Park (LaTrobe Terrace)
>
Eastern Park at Ryrie Street or above Eastern Beach Road
>
Waterfront Geelong (The Esplanade)
>
Torquay Road turnoff (Corner Settlement Road and Corio Street intersection, Belmont)
Additional sites may be considered and approved at the Citys discretion.

All mobile billboard skin designs must carry the City of Greater Geelongs branding in a consistent footer and
conform to the Citys Style Guide. The Events and Marketing Unit, prior to production commencing, must approve
mobile billboard skin designs. Approval is dependent on compliance with the standards set.
Artwork should be submitted as a PDF.
Cost:
The cost to use the mobile billboard is inclusive for a two week period and covers the development of the event
skin, installation, rental and location charges is approximately $1,450 for a single side and $2,350 for two sides.
An organisation may only use a maximum of two billboards at one time, subject to availability. Costs can vary
depending of the length of use and number of locations required.
For further information or to book roadside billboards, contact:
City of Greater Geelong Events and Marketing Services Unit
Ms Kylie Mackey Senior Events and Marketing Officer
T: (03) 5227 0214
F: (03) 5227 0808

Page 44
CITY OF GREATER GEELONG BANNER PROGRAM

City of Greater Geelongs banner program allows for visibility, impact, promotion and recognition of your event or
program throughout the municipality. Banners are an effective means of creating a strong visual presence and
establishing an identity.
City of Greater Geelong banner poles are available for hire by organisations wishing to publicise forthcoming
events, activities, activities or campaigns considered appropriate by the City.
Banners are not to be used purely for the promotion of commercial businesses or commercial promotions.
Banners should be used to:
>
enhance the citys visual attractiveness, style and sophistication by decorating and enlivening the Geelong
region
>
reinforce the City as a major destination for events and festivals
>
convey a sense of activity and creativity
>
convey information about cultural, community, sporting, recreational or tourist events, festivals and major
activities
>
promote the Geelong region as a great place to visit, live and play.
Banner poles are available for hire at times when the City of Greater Geelong does not require them. Banners
cannot be displayed for a period of more than four weeks. The City of Greater Geelong reserves the right to
accept or reject applications. The City Banner Program operates on a non-profit basis and aims to recover
operating costs. Applications should be made as early as possible but at least three months prior to the proposed
installation date.
Design Guidelines
All costs relating to the artwork and production of banners are to be met by the hirer.
Banners are a decorative medium and not intended to be used solely to advertise products, services or
individuals. They are an adjunct to other promotional material and therefore require individual designs.
Marketing Services has a folder of approved banner designs that can be viewed on request. Please telephone
5227 0862 during business hours to arrange a viewing time.
To help make your design more effective it is recommended that:
>
graphics be simple and bold
>
text be used where it forms part of the established image of the event or logo
>
Text be large enough to be read from a distance
>
dates and venues be avoided, as they are difficult to read
>
Montages, slogans and extended text should be avoided
>
white backgrounds be avoided as they soil easily and diffuse against the greyness of the city inhibiting the
legibility of whatever image is featured.
Each banner can only have a maximum of 10% of the total area allocated for sponsors logos. Material deemed to
be inappropriate or offensive to the community at large, or to any sector of the community, will not be permitted.
The City reserves the right to refuse applications.
Banner designs must carry City of Greater Geelong Branding and conform to the Citys Style Guide.
For further information on the Citys Banner Program, contact:
City of Greater Geelong Events and Marketing Services
Ms Sarah Kearns Acting Team Leader, Marketing
T: (03) 5227 0862
F: (03) 5227 0808
E: skearns@geelongcity.vic.gov.au

Page 45
OVER-PASS SIGNAGE
The City, via Geelong Otway Tourism, has two overpass signs one at Stead Park and the other at The Arena
over the Princes Freeway. The overpass signs are contractually only allowed to be used for major events and
conferences that are coming to Geelong, that attract at least 50 percent non-local visitation. The signs are to
welcome these visitors to Geelong.
Overpass signage is to be used for non-commercial use only. Event sponsor logos are not allowed on the signs
as this is deemed advertising, and the signs have to stay within a set graphic format.
The over-pass signs are not to be used for local, community events, unless the event attracts a large proportion of
out of region spectators. Major community, tourism or promotional events with external significance such as the
Pako Festa, Skandia Geelong Week, UCI Womens World Cup and the Geelong Cup (horseracing) can be
deemed appropriate for use of the signage.
The costs to use the over-pass signs are:
>
Stead Park Overpass - $1,400
>
Arena Overpass - $1,400
This cost covers the production of the sign, installation onto the overpass, two traffic management controllers,
development of a Traffic Diversion Plan and removal of the sign.
The signs generally are put up two days to a week prior to the event and are taken down one day after the event.
For further information or to request an overpass sign, contact:
Geelong Otway Tourism
Ms Sharon McDowell Tourism Services
Busport, Level 1, 48 Brougham Street Geelong VIC 3220
T: (03) 5244 7119
F: (03) 5223 2069
E: smcdowell@geelongcity.vic.gov.au
COMMUNITY ROADSIDE BILLBOARDS

The City of Greater Geelong has a number of sites throughout the municipality available for the promotion of
community events. A maximum of five signs may be displayed at one time. Signage is available four weeks prior
to your event and must be removed within three days of the event concluding.
The roadside billboards measure 1,200mm x 1,200mm, with a visible area of 1,200mm x 1,100mm. All signage is
to be made of corflute, with lettering not exceeding 200mm in height or being less than 100mm in height. No
reflective materials or fluorescent paints can be used on the roadside billboards. Sponsors logos should not be
the main feature of the signs.
For information on sign site locations please ask Health and Local Laws for further details.
Eligibility criteria apply please ask Health and Local Laws for further details.
The costs of the manufacture of the signs and installation are the responsibility of the hirer.
The Citys hire fee for up to five roadside billboard sites is $65.
For further information or to book roadside billboards, contact:
Ms Judith Ollis
City of Greater Geelong Health and Local Laws
T: (03) 5227 0518
F: (03) 5227 0429
E: jollis@geelongcity.vic.gov.au

Page 46
COMMUNITY BILLBOARD (MELBOURNE ROAD, NORTH GEELONG)

The City of Greater Geelong, in collaboration with community groups and local industry, has developed a
Community Billboard intended for the purpose of creating community awareness of locally relevant social issues.
The Billboard is situated 100 metres north of North Geelong Railway Station on Public Transport Commission
(PTC) land, next to the Melbourne Road. This promotional opportunity enables non-profit making community
organisations with the ability to create awareness of their programs/issues, at a minimal cost to the organisation
involved.
This resource, in collaboration with the community, is available to successful applicants from non-profit making
community organisations/agencies.
The Community Billboards dimensions are approximately 6 metres x 3 metres.
Cost:
An approximate cost for design, installation and storage is $2,000-$3,000 depending on the design.
Designs need to be submitted on CD format. The billboards skins are reusable relevant dates can be placed
over the top of the skin and installation must be conducted by an approved City contractor.
Guidelines, selection criteria and application forms are available from Community development.
For guidelines, selection criteria and application forms, contact:
City of Greater Geelong Community Development
Ms Lynda Hansson
T: (03) 5227 0736
F: (03) 5227 0737
E: lhansson@geelongcity.vic.gov.au
CIVIC CENTRE CAR PARK OPPORTUNITY (GHERINGHAP STREET, GEELONG)

The Civic Centre Car Park, located in Gheringhap Street Geelong, has a chain mesh-fencing panel that can be
used to display signage, banners or other objects such as wreaths for event promotions.
Located opposite City Hall, the structure provides a high impact location for a variety of signage and promotional
opportunities. The installation of signage at this site must use the Citys preferred contractor and each individual
job will require a specialised quotation. The structure is made up of ten panels (two wide x five high) each
measuring 4.9m x 2.25m with a total area of 9.8m x 11.25m.
For further information or to use the Civic Centre Car-Park structure, contact:
Ms Sarah Kearns Acting Team Leader, Marketing
T: (03) 5227 0862
F: (03) 5227 0808
E: skearns@geelongcity.vic.gov.au

Page 47
WEB BASED OPPORTUNITIES
WEB BANNERS
The Citys website www.geelongaustralia.com.au is a great place to market your event. To do this on non-event
specific pages or via the calendar, web banners are used. These measure 187 X 80 pixels (or 50mm X 20mm
approximately).
Banners can be used in the lead up to an event (2-3 weeks) as well as during the event period.
For further information on web banners, contact:
Ms Kylie Mackey Senior Events and Marketing Officer
T: (03) 5227 0214
F: (03) 5227 0808

Page 48
SECTION 3 EVENT SPONSORSHIP

Attracting appropriate sponsorship for your event

Page 49
SECTION 3 EVENT SPONSORSHIP
WHAT IS SPONSORSHIP?
Sponsorship is cash paid and/or in-kind goods and/or services provided to an organisation in return for specific
commercial benefits.
For the sponsor, sponsorship can help to raise the profile of the sponsoring organisation, to sell more products or
services, to reach particular target audiences and promote a positive awareness of the organisation with
customers, potential customers and the community. For the event organiser, it can provide essential capital or
resources to enable to event to proceed.
Most sponsorship agreements are structured in the form of direct financial assistance, but some businesses
prefer to offer an in kind sponsorship, which involves the sponsor providing equipment or resources. If this is the
type of support you are offered (or looking for), make sure the goods or services will be useful, and that you
understand and legal and tax implications of this form of sponsorship. And make sure you clearly define the value
of goods and/or services and any limitations and conditions that may apply.
FINDING A SPONSOR
If you are thinking of sponsorship for your event, you should consider what value will sponsorship bring to your
event? Are you seeking:
>
additional funding so that it can go ahead;
>
sharing of the responsibility/risks;
>
support for your marketing and promotion needs;
>
goods or services as part of running the event or as promotional giveaways?
Once you clearly understand why you want a sponsor, identify potential sponsors as early as possible.
Begin by looking at organisations in the local region, preferably those with strong links to the nature and focus of
your event. (Its a good idea, if you can, to develop a relationship with them at appropriate opportunities before
tackling them about supporting you). In large organisations, sponsorship decisions are typically made by
marketing, advertising or corporate communication teams. In smaller companies, the owner is likely to make any
sponsorship decisions.
Unless you have a high-profile event of national or international interest, you are unlikely to secure sponsorship
from national or international organisations; but, if a large organisation has headquarters or a large regional
presence in the area, you could consider approaching them for support.
When you approach an organisation to gain sponsorship, they will want to know that your activities and aims are
consistent with their company. Likewise, you should thoroughly research your potential sponsors - and make sure
that you actually want to be involved with them.
Businesses will say that some of the reasons they wont consider sponsorship proposals are:
>
Insufficient (or no) research and preparation and failure to understand the business interests and objectives
of the prospective sponsor. (You need to know what the business does: theres no point in seeking the
support of a company that markets tobacco for an Anti-Smoking event or a company that markets alcohol for
a temperance occasion!)
>
Over-valuing the sponsorship proposal (under-valuing also shows a lack of professionalism)
>
Improperly addressed mail (you need to make sure it is addressed to the right person let alone the right
business and if youre approaching a number of different organisations, make sure the right proposal goes
in the right envelope!)

Page 50
Once you have determined what you want, and who you think would be appropriate sponsors, you need to take
the next steps:
>
Approach potential sponsors well before you need the proposed sponsorship months before, not weeks
and certainly NOT days before.
>
Talk to as senior a person as you can within the target sponsors organisation. Find out who manages their
sponsorship arrangements make an appointment to see them and then send an outline of what you are
seeking / offering before that meeting.
>
Dont think of sponsorship as a favour. This is a commercial agreement: the sponsor is buying a marketing
and promotion opportunity through the event being organised by your group.
>
Be realistic match the value of what you are offering to what you expect from your sponsor/s, and make the
benefits you are offering measurable. Depending upon the size of the sponsoring organisation, and the level
of support being provided, a sponsor organisation may:
>
wish to be a sole or major sponsor
>
request that their logos, slogans or graphics appear on your promotional material
>
review your budget, strategic plan or other documents
>
wish to know about current or past sponsors
>
need to approve press releases and other material
>
Once a potential sponsor expresses interest, be very clear with your offer have a draft agreement ready
that clearly defines the terms and conditions of the sponsorship agreement for both parties.
>
Provide a post-event report to your sponsor. Identify the ways in which you delivered on your agreement, be
honest about any problems and note ways in which they could be prevented. A good evaluation report will
demonstrate your professionalism and could help your sponsor feel positive about developing an on-going
relationship.
THE SPONSORSHIP AGREEMENT

A sponsorship agreement is not something to be taken lightly - either written or verbal, it is a legally binding
agreement where your group provides prearranged benefits to the sponsor, in return for an agreed level of
support (be it financial or 'in kind' support).
While you can come to a verbal agreement on a sponsorship (eg: the local butcher provides snags for a streetparty sausage sizzle and you make sure he gets a sign and a written thank-you), it is far better to create some
kind of written agreement. This can be in the form of a legal document, or written out in every-day language.
At the very least, the agreement should describe the nature of the sponsorship relationship, describe, detail the
responsibilities of both parties and include some means for addressing any problems as they occur. More
specifically, a written agreement should:
>
Specify the value (in cash and in-kind) the sponsorship
>
Specify the schedule of payments/delivery of goods/provision of services. (Many sponsors prefer to pay by
instalments, linking payments to certain milestones or achievements).
>
Clearly set out the obligations, rights, benefits and responsibilities of each party.
>
Agree a reporting process to ensure the sponsor is kept informed of your group's progress. Make sure the
desired format, frequency and standard of reporting is made clear, and check if your sponsor wants access to
your budget, strategic plan or other documents.
>
Make sure you designate one key person from each organisation to be the point of contact for sponsorship
matters.
>
Make sure the rights of existing sponsors are acknowledged in any new arrangement.
You need to recognise that either party can be sued for breach of contract if they fail to meet the promises made
in the sponsorship agreement. This is why it is vital to promise no more than you can deliver and if your group
finds itself unable to meet a sponsorship obligation, you should immediately inform your sponsor and negotiate a
new or modified agreement.

Page 51

Page 52
SECTION 4 TOOLS AND TEMPLATES

Useful tools and templates to assist you promote your event

Page 53
SECTION 4: TOOLS AND TEMPLATES
INTRODUCTION
This section of the Guide provides you with a range of tools and templates which should help you in the marketing
and promotion of your event.
The Tools and Templates section includes:
>
Marketing Budget Template
>
Post Event Promotion Evaluation
>
Advertising Templates
>
Sponsorship Proposal Checklist
>
Online Calendar Listings
Further tools and templates will be added in future version of the Citys Events Marketing Guide.

Page 54
MARKETING BUDGET TEMPLATE
This template is intended as a guide to planning your marketing budget. It is not a conclusive list by any means,
and you will find other items you may wish to include depending upon how your event management is structured.
ITEM
QUANTITY
COST PER UNIT TOTAL
NOTES
RESEARCH
Research firm fees

Other research
TOTAL Research Costs
PAID ADVERTISING
Newspapers
Magazines
Television
Radio
Web
Billboards
Bus sides
Taxis
Postcards
Posters
Brochures
Mailings
Other
TOTAL Advertising Costs
MERCHANDISE
Caps
Stickers
T-shirts
Other
TOTAL Merchandise Costs

Page 55
POST EVENT PROMOTIONAL EVALUATION
An evaluation of the marketing and promotion of your event should be completed as soon as possible after the
event so that it can be incorporated into the overall Event Evaluation. This is especially important when post-event
debriefing is a requirement because your event has been supported by sponsorship or other grants funding.
THE POST EVENT EVALUATION TEMPLATE

EVALUATING YOUR MARKETING AND PROMOTIONAL CAMPAIGN
Objectives:
Did you meet, exceed or
miss your targets for
attendance, funds
raised etc?
Issues
Note any incidents that
impacted on your
marketing and
promotion campaign:
eg: missed deadlines,
material for letter-box
drops dumped,
advertisements not
appearing etc.
Paid Press
Advertising
List all paid press
advertisements
Number of articles
published in the
Print Media?
List where and when the
articles appeared were
they advertorial or
genuine news stories
arising from your PR
campaign and events
promotional activities
Paid Radio
Advertising
List all paid press
advertisements
Number of free
mentions on radio
Note any interviews,
free plugs or event
endorsements

Page 56
Direct Mail / Letterbox drops

Describe any direct mail
campaigns or letter-box
drops used to promote
your event. How many
items were distributed,
where and when? What
was the response?
Fliers/Brochures
Describe the fliers or
brochures used to
promote your event.
How were they
distributed? Were they
positively received?
Signage
Describe the signage
used to promote your
event. Where was it
located? How long was
it in place for? Can you
estimate the value or
impact or your event as
a result of the signage?
Posters
Describe the posters
used to promote your
event. Where were
posters used? Were
they effective in
attracting interest in
your event?
Promotion,
Publicity and Media
Overall, how did this
contribute to the overall
success of the event?
Consider all aspects
Lessons Learned:
What might you do
differently next time?
What didnt work as well
as you had hoped?

Page 57
ADVERTISEMENT TEMPLATES
The Geelong Advertiser, Geelong News and Echo are tabloid newspapers. The print area of a full page measures
38cm deep by 26.5cm wide.
There are 7 columns for Early General News (EGN) display advertising:
>
1 column
3.4 cm
>
2 columns
7.3cm
>
3 columns
11.1cm
>
4 columns
15cm
>
5 columns
18.8cm
>
6 columns
22.7cm
>
7 columns
26.5cm
There are 8 columns for classified advertising

>
1 column
3.1 cm
>
2 columns
6.4cm
>
3 columns
9.8cm
>
4 columns
13.1cm
>
5 columns
16.5cm
>
6 columns
19.8cm
>
7 columns
23.2cm
>
8 columns
26.5cm
The Geelong Independent has a slightly different format with the print area being page depth of 38 cm with page
width of 26 cm across 8 columns.
Column sizes for display advertising:
>
1 column
30 mm
>
2 columns
63 mm
>
3 columns
96 mm
>
4 columns
129 mm
>
5 columns
162 mm
>
6 columns
195 mm
>
8 columns
260 mm

Page 58
SPONSORSHIP PROPOSAL CHECKLIST
Sponsorship can be integral to the marketing and promotion of your event. In preparing a formal sponsorship
proposal for prospective sponsors to consider, you should include all relevant information relating to the event as
well as the exposure the prospective sponsor may receive.
Information you need to include:
Sponsorship Checklist
Name of organisation responsible for event
Address
Telephone number of contact person
Email Address
Position of contact person. (Make sure you nominate someone with authority to negotiate
on behalf of your group).
Explain the aims of your organisation and the event for which you are seeking
sponsorship.
Provide information on your organisations background and history. (Include information

on the role of the group and current sources of funding).
Describe your organisations structure/operations (eg: paid/voluntary staff, registered

office, loaned space or home-based etc).
Say if your group has previously received sponsorship from this business and identify
any other current or past sponsors.
Specify the target market for your event, expected numbers.
Provide a clear outline of what benefits your potential sponsor can expect.

Page 59
ON-LINE CALENDAR LISTINGS
The following websites offer various opportunities for listing events especially for community and special interest
groups. It is important to note that not site listings will be suitable to every event.
Geelong sites:
www.geelongaustralia.com.au
www.visitgeelong.org
Victorian sites:
www.tourism.vic.gov.au
www.visitvictoria.com
Other notable sites:
>
www.street-directory.com.au/sd_new/home.cgi
>
www.community.gov.au/Internet/MFMC/community.nsf/pages/home?opendocument
>
www.youth.infoxchange.net.au/
>
www.communityguide.com.au/ - Network of websites designed to help residents and visitors find information
about Australia, including events.
>
www.communityguide.com.au/community.cfm?/victoria/events/
>
www.mornington-peninsula.com/events.php
>
www.eventspool.com/cgi-bin/deep.pl - a South Australian service
>
www.abc.net.au/backyard/diary.htm
>
www.vlga.org.au/communityexchange/Comcalender.html
Community Exchange
>
www.ourcommunity.com.au/index.jsp - Practical resources and linkages between community networks, the

general public, business and government
>
www2.abc.net.au/local/melbourne/diary/index.htm - ABC Melbourne Community Diary
>
mc2.vicnet.net.au/home/radio/web/Melbournegigs.html - Melbourne and Interstate "Free" Gig Guide, for

bands and artists, venues and Agents alike.
>
www.mynextevent.com.au/ - An online event calendar that aims to list every sporting event in which the
public can participate.
>
www.onlineevents.com.au/ - The official Internet calendar of the Exhibition and Event Association.
>
www.vicnet.net.au/cgi/events/index.cgi?action=addevent - VICNET Community Events Database

Victorian
Local
Governments
Association,
Page 60
The following sites list a range of national, international and significant events which may be useful in not only
helping you to decide the best dates for your own event but may also provide listing opportunities.
Australian Government Culture and Recreation Portal Events Calendars
Provides links to Calendars that give listings of National and International events.
www.acn.net.au/events
Australian Parliamentary Library Calendar of Events and Observances
Provides links to a number of events calendars including: international years proclaimed by the UN; The earth
calendar which lists international holidays and international events; the calendar of multicultural events.
www.aph.gov.au/library/intguide/sp/calendars.htm
Calendar for Australian Schools from Education Network Australia
The purpose of this calendar is to provide information about special days/weeks/months of celebration
appropriate to Australian schools.
www.edna.edu.au/edna/noticeboards?id=1981
Days of Religious Significance for Multicultural NSW from the NSW Communities Relations Commission
www.crc.nsw.gov.au/communities/religious_days.htm
Diary of Australia 2007 - Department of Immigration and Multicultural and Indigenous Affairs
National and international events relevant to multicultural Australia.
www.immi.gov.au/multicultural/diary/index.htm
NSW Government Events Calendar
This is the official guide to events in New South Wales. This site provides essential information for people
attending special events, organising an event or volunteering for an event. As well, the event search tool lets you
search for all types and sizes of events across the state.
www.events.nsw.gov.au/scripts/runisa.dll?VisitNSWLive:Events
NSW Health Calendar
The NSW Health Calendar of Events includes events which are recognised by the NSW Department of Health as
being of international, national or state-wide interest or significance in relation to health and well-being.
www.health.nsw.gov.au/events/calendar
The Special Events Directory
A comprehensive guide to events, festivals and special days around NSW and the ACT from Information Cultural
Exchange (available in hard copy only).
www.artfiles.com.au/sed

Page 61
CITY OF GREATER GEELONG

PO BOX 104
GEELONG 3220 AUSTRALIA
GENERAL ENQUIRIES:
03 5227 0270
www.geelongaustralia.com.au
EVENTS AND MARKETING
CITY HALL
GHERINGHAP STREET
GEELONG 3220
AUSTRALIA
TELEPHONE 03 5227 0214
FACSIMILE
03 5227 0808

City of Greater Geelong Events Marketing Guide

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CITY OF GREATER GEELONG

EVENTS MARKETING GUIDE

HOW TO USE THIS GUIDE

GEELONG EVENTS MARKETING GUIDE

GEELONG EVENTS MARKETING GUIDE

UPDATING THE GUIDE

GEELONG EVENTS MARKETING GUIDE

SECTION 2 MARKETING OPPORTUNITIES....................................................................................18

ADVERTISING OPPORTUNITIES ........................................................................................................19

CENTRAL GEELONG MARKETING ....................................................................................................24

EVENT CALENDAR LISTING OPPORTUNITIES ................................................................................25

GRANTS AND FUNDING......................................................................................................................27

RADIO OPPORTUNITIES .....................................................................................................................39

GEELONG EVENTS MARKETING GUIDE

VISUAL AID // SIGNAGE OPPORTUNITIES........................................................................................44

WEB BASED OPPORTUNITIES...........................................................................................................48

SECTION 3 EVENT SPONSORSHIP.................................................................................................50

SECTION 4: TOOLS AND TEMPLATES ..............................................................................................54

MARKETING BUDGET TEMPLATE.....................................................................................................55

GEELONG EVENTS MARKETING GUIDE

GEELONG EVENTS MARKETING GUIDE

SECTION 1 MARKETING PLANNING

GEELONG EVENTS MARKETING GUIDE

SECTION 1 - MARKETING PLAN ESSENTIALS

What are the aims and objectives of your event?

Who do you want to come to your event?

What are the key details for your event?

Who will be responsible for your event marketing?

If your event requires pre-sales or bookings?

GEELONG EVENTS MARKETING GUIDE

MARKETING PLAN TEMPLATE

THE MARKETING PLAN TEMPLATE

Objectives should be measurable. Examples might be: to raise at least $X towards a

GEELONG EVENTS MARKETING GUIDE

Describe the type(s) of

Identify the features that

18-24 years 25-39 years 40-54 years 55+

Other audience information:

Identify 3-5 strategies that 2.

What advertising, promotion, PR and other tools will you use?

GEELONG EVENTS MARKETING GUIDE

At the very least, you

While your overall event

Ability to meet promises of service

Information about contingencies

GEELONG EVENTS MARKETING GUIDE

HELPFUL PLANNING INFORMATION

Letter box drops in the local area

Advertisements in community news papers

Signage in local shops, community centres etc

Word of mouth promotion through community organisations

For larger events, there are many more opportunities:

List your event in as many event calendars as possible

Advertise your event make sure people know it is on!

MAXIMISING THE WEB

GEELONG EVENTS MARKETING GUIDE

EFFECTIVE PUBLICITY AND PR

Why is it on? (Is it a fund-raiser, community get-together)?

When is it on? (People need to know when).

GEELONG EVENTS MARKETING GUIDE

Keep the design simple and uncluttered.

Make sure any visual images reinforce the main message.

Watch out for negative side effectsunintended associations.

Feature the event brand prominently.