1. Review previous years’ promotional budgets
2. Determine objectives and scope of program
3. Determine audience(s): membership, potential exhibitors, an industry or trade, general public.
4. Develop theme and corresponding graphics. Considerations should include purposes of individual pieces: who will receive them, tone to be conveyed, how they will be produced, how many colors will be needed, what layout format is required at each stage (from rough to comprehensive), and how much is budgeted for them.
5. Develop a schedule for the campaign.
6. Set promotional budget based on characteristics of membership, features of the venue, time of year, strength of program, and costs of attendance.
7. Develop promotional materials according to tested criteria: short and forceful sentences, convincing explanation of benefits to attendees, clear emphasis on important elements of meeting, and easy means of registering.
8. Plan for all items needed for the campaign to carry theme forward, taking into account costs of special effects like embossing or die -cutting; quality, grade, weight, and finish of paper; number of ink colors used;...
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