Marketing Timeline and Tactics

Date of Event/ Project: January 31 - February 1, 2008, DC Convention Center Updated10/23/07

Event/ Project Name: 2008 Association Technology Conference
ager: Megan Denhardt
Matthew Arts

Marketing Plan Overview

The 2008 Association Technology Conference is the only technology event specifically for the association professional. This will be
its third year, and the design for the conference will be completely updated. This timeline will outline the tactics for creating the new
design for the conference and all materials, and all marketing tactics for registration.

New Design Development

Tactic Due Date Owner Status
Creative Brief: review brief with
team and send to designer Week of August 27, 2007 M.Arts Complete

First round: review of three design

comps, select design for further
development and submit edits to
designer Week of Sept. 10, 2007 M.Arts/CenterU Complete

Second round: initial edits to

design, review with team and
submit edits to designer Week of Sept. 17, 2007 M.Arts/CenterU Complete

Final round: review of edits and

submit any new edits to design Week of Sept. 24, 2007 M.Arts/CenterU Complete

Marketing
Note: final messages for all tactics will be added to plan once copy/messaging is finalized
Tactic Dates Sent/ Launched # Sent To Target Audience/ Notes Status

1. Previous attendees 2. All

members w/Tech 3. All GWN
Save the Date postcard drop Week of Sept. 24, 2007 12,000+ members Complete

1. Previous attendees 2. All

eSHow Marketing Website members w/Tech 3. All GWN
launched Week of August 27 12,000+ members Complete

Associations Now: full page October 2007 issue 22,000+ All ASAE & The Center members Complete

1. Previous attendees 2. All

members w/Tech 3. All GWN
Marketing Brochure Week of October 31 12,000+ members In Production

Associations Now: half page ad November 2007 issue 22,000+ All ASAE & The Center members In Production

E-mail: Attend the 2008 1. Previous attendees 2. All

Association Tech. Conf--bigger and members w/Tech 3. All GWN
better than before Week of 11/5/07 12,000+ members In Production
Section Newsletters: rotating
articles beginning same week as e- 1. Previous attendees 2. All
mail campaign and concludes up to members w/Tech 3. All GWN
one week before conference Week of 11/5/07 12,000+ members In Production

InTouch: rotating articles beginning

same week as e-mail campaign
and concludes up to one week
before conference November 2007 - January 2008 22,000+ All ASAE & The Center members Pending

Technology Section Chair Letter:

send letter to all section members
on behalf of chair encouraging their
attendances and participation with
promotion conference Week of 11/15/07 5,000 est. All Technology section members Pending

Online ads: first run on Digital

Harbor Online and Potomac Tech
Wire Week of 11/26/07 TBD Subscribers of online newsletter Pending

Reminder Postcard: drop date Same as main audience, but

reminder postcard to more targeted minus registrants and include
audience Week of 12/10/07 TBD prospects Pending
E-mail: education session 1. Previous attendees 2. All
highlights, general session and members w/Tech 3. All GWN
expo Week of 12/10/07 12,000+ members Pending

Association Now: full page December 2007 issue 22,000+ All ASAE & The Center members Pending

Conference Onsite Book: print and

send onsite books to Convention
Center Week of 1/7/08 N/A N/A Pending

E-mail: segment by audience to

highlight features of conference Week of 1/7/08 12,000+ Audience segment TBD Pending

Associations Now: half page ad January 2008 issue 22,000+ All ASAE & The Center members Pending

E-mail: conference is less than two

weeks away, don't miss only tech.
conf. for association prof. Week of 1/21/07 20,000 + est All ASAE & The Center members Pending