Dragonflight Marketing

mission statement

Dragonflight is the Pacific Northwest's annual three day convention for table-top gaming (board games, minitature games, collectable card/click games, role-playing games and LAN computer games). Our mission is to build the game community amoung the greater Seattle area by providing the opportunity to play and host a variety of games, to participate in game auctions, to shop dealer tables, and to join official game developer demonstrations for game enthusiasts across the Pacific Northwest and beyond. Dragonflight is the elder sibling amoung the greater Seattle gamer community conventions such as Conquest, Emerald City Comic-Con, Penny Arcade Expo and Emerald City Gamefest. Dragonflight Home Page.

marketing plan vs. business plan

• Our business plan sells the event.
• Our marketing plan tells how we plan to sell our services to the target audience. This is the heart of our business plan. To achieve this we look at the big picture:
  • Customer, service and competitive research: The marketing process begins with research that enables us to know the market.
  • Development of strategy: For better building of our service, pricing, "packaging", and execution to meet the interests of our customer and the realities of the game convention event market.
  • Promotional efforts: Including advertising and public relations that grab attention, inspire interest, and invite customers.
  • Sales programs: Converting the interest promotional efforts into purchases backed by our delivery systems.
  • Customer Service: Building satisfaction that prompts return customers and positive word of mouth, inspiring loyalty and excitement.

goal setting

• ACHIEVE: What does Dragonflight want to attain in the future?
• CONSERVE: What does Dragonflight want to hang on to?
• ELIMINATE: What does Dragonflight want to get rid of?
• STEER CLEAR: What does Dragonflight want to avoid?

goals

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business plan

• Executive Summary: Summary of key points in business plan.
• Business Enviroment: Analysis of the game event industry locally and beyond. Describing the forces at work in the market; a in-depth description of direct and potential "competitors", discussing how to develop cooperative relationships; a close look at our customes (who they are, what they want and how they buy). Consider this the description of all that is beyond our control.
• Description: Details about departmental staff, the organization, technology, our various services. Focusing on the areas of advantage over other game conventions.
• Strategy: Detailing our road map to the future of Dragonflight. Laying out strategy for going forward, event resources, incluing analysis of opportunities, threats and uncertainties to avoid pitfalls.

value statement

This is Dragonflight's set of beliefs and principles that exist to guide the staff in event activities and the way we operate.

guide for growth questionaire

PLANNING FOR GROWTH QUESTIONNAIRE

• What is our goals for company growth over the next year? (Use revenues, profits, number of clients, market share, or any other measure that makes the most sense.)
• What is our three- and/or five-year goals for growth?
• What will it take to get Dragonflight where we want it to be? (List three or four key requirements.)
• Which of our key strengths will be most important in helping you meet our goals for growth?
• What event weakness could be most significant in limiting Dragonflight's growth?
• What are the major milestones we intend to reach along the way?

planning timeline

• Goals/Objectives:
• Actions:
• Timeline:
• Desired Outcome:

promotion strategy

Considerations

• To meet our marketing objectives, will we rely most heavily on advertising, personal presentations, sales promotions, or publicity?
• Can we communicate with our prospects and customers one-to-one using direct mail, e-mail, and personal meetings or do we need to use mass media to reach our market?
• For advertising or publicity, which media will best reach your prospect — local newspaper, radio, and TV; national/international media; business-to-business publications; special-interest publications; Web presence; outdoor ads; or others?
• Are other conventions and trade shows important for meeting distributors or consumers?
• Do we need promotional literature to attract prospects or to help move prospects to a buying decision?
• What kind of message will we convey in our communications? (Remember: consistency is the key to strong branding and sales.)
• Does our program require professional assistance from industry developers, freelancers, Web site designers, advertising or public relations firms, or media buyers?
• Name the three to five most effective ways to communicate with Dragonflight consumers in order to meet our marketing objectives.

online strategy

E-Event Value Propositions

• Write a one-sentence description of Dragonflight's e-business:
• Describe three or four of the most important features on Dragonflight's Web site:
• List three or four benefits customers receive when they visit Dragonflight's Web site:
• With the benefits customers receive when they visit Dragonflight's Web site in mind - describe the essential value that customers take away:
• Think about Dragonflight's ideal customers. What’s the best thing they can say about Dragonflight's web site and e-business?

signage & advertising materials

• Dragonflight Icons: various samples of logo images.
• Dragonflight Box Illustrations: six pen/ink illustrations for box use.
• Dragonflight Posters: samples of the posters.
• Dragonflight Flyers: samples of the flyers.
• Dragonflight T-shirt designs: sample images for shirts.

surveys, feedback & followup

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Dragonflight Marketing