Communication, Marketing and Sales
All marketing communications used incorporated Roundabout's colour scheme to create a strong link between the charity and the event and improve attendee understanding of main focus of the evening.
A special discounted ticket was offered to attendees who signed up to the Roundabout Newsletter. This ticket was popular, as the target audience was compiled mostly of students; however standard tickets sold the most, due to attendees buying their ticket when they arrived on the night.
Social media platforms were used to market the event, as they were free to use and helped to reach a wider audience. Using the advert services allowed VERITAS to create a target audience, whilst controlling the price so that it wouldn't impact on financial ratios and profits. Multiple adverts were run, reaching up to 1,200 people across a period of 1 week. This resulted in more page views, however didn't increase ticket sales significantly.
In hindsight, it
would've been more
effective if marketing
had started earlier to
create more awareness
to locals. This would've
been done, were it not
for the event
concept being changed
at the end of the year,
meaning there was less
time to market as
effectively as the team
would've liked
(Castronovo & Huang,
2012).
A website was created containing all information relating to the night, including how race nights work and information about