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Résumé |
Marketing And Publicity --
Event Marketing
The
Screenwriting Expo Conference and Trade Show
and
the
Clinical
Computing at Patient Bedsides In Hospitals - annual
Conferences and Trade Shows (1991-1995) sponsored by
Bill's business publication Inside Healthcare
Computing
Two
very different audiences and eras,
requiring different marketing and
promotional strategies
Marketing The Screenwriting Expo
The
Screenwriting Expo, executive-produced and marketed by Bill Donovan in
the years
2007 though 2011, drew audiences of up to 2,500 and as many as 30
exhibitors. Its target market was aspiring screenwriters.
It offered up to 300 hour-long sessions, an on-site
scene-writing
contest, a "Pitchfest" at which writers pitched their scripts to
producers and agents, and Oscar- and Emmy-winning screenwriters as
Guests of Honor. The marketing aimed to sell:
The
excitement of Hollywood! Creativity!
Sizzle! Career-making opportunities!
The
website and advertising were heavy on Hollywood imagery, the
glamor of moviemaking, and the message, "You can break into the
industry!"
The
marketing activity for the Expo included a few printed pieces:
one direct-mail promotion in 2007 (not in later years),
multiple
ads in issues of our own worldwide-circulated print
magazine,
and full-page ads in other industry
magazines.
Most of the advertising was digital: 15
to 20 email blasts to our lists over a period
of months, swaps of email blasts with partners, web
page
advertising on our magazine and screenwriting contest websites, web
ads at other screenwriting partner sites, and Facebook,
Twitter,
and
Google ads.
Here are samples of the website, email blasts, digital ads, print
display ads, and the one postal mailing:
The
website was the core of the advertising campaign. Every
advertisement, whether print or digital, pointed to the website as the
principal destination.
Click on this thumbnail to see a replica of Bill's animated,
interactive home page:
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Print Magazine Display Ads
For the Screenwriting Expo
Bill wrote the
text of the ads below and worked with our graphic artist on
their design. The one on the left is a four-page insert for
the center of
the
summer 2007 issue of our magazine, Creative Screenwriting.
The
one on the right is a one--page ad for other magazines.
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Direct mail
promotion for the
2007 Screenwriting Expo:
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Screenwriting
Expo Direct Mail Promotion
This
was a self-mailer sent to promote the 2007 Screenwriting Expo, an
international meeting of screenwriters. The piece was
designed to
be a special issue of Creative Screenwriting
Magazine in order
to take advantage of the postage discounts for media mail.
The design was Bill's idea. He guided the graphic
artist on the layout and wrote all of the content other than
the
vendor display ads and four articles which are bylined to
other
individuals. Articles credited to "Creative Screenwriting
Staff"
were
written by Bill. He copy-edited and proofread all
the
text in this 48-page advertisement.
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Press Releases:
2011 Screenwriting Expo
Press
releases for the Screenwriting Expo were a collaborative effort.
Publicists wrote the first drafts.
Bill wrote the final versions. Here are
samples
from 2011:
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Email Blasts
Bill wrote most
of the email blasts for the Expo, 10 to 12 each
year. Examples:
The link
below goes to a file of text-only email
blasts
Bill
wrote for the 2007 Screenwriting Expo:
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Google Adwords Campaign:
Screenwriting Expo:
Another
element
of the digital ad campaigns for the Expo was a series of Google Adwords
ads, aimed at
screenwriters who might not be reached by other ads.
This file contains all 44
Adwords advertisements Bill wrote and used for the Screenwriting Expo
from
2007 through 2011:
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Marketing The Annual
Hospital Bedside Computing
Conference and Trade Show, 1991-1995 |
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Bill
founded, produced, and marketed this annual meeting (1991-1995) to
bring together vendors and early hospital purchasers of information
technology for bringing computing to the bedsides of hospital
patients. It may be difficult to conceive of this today, but
in
1991, barely 1% of health care facilities had ways to capture and
display patient information at bedsides, other than in ICU monitoring
systems.
Marketing was far
different back then, too.
The
available marketing methods were direct mail, magazine
advertising, and inserts into our own business newsletter to this
audience.
This
link below to a direct mailing is being posted to illustrate Bill's
promotional range. Please keep in mind when viewing the
graphics
that this was 1994, and we were a small company with no budget for an
art director, so the design is quite basic. It's posted to
show
how Bill could write a marketing piece
about technical and medical subject matter.
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