Event Marketing - Assignment Example

Reading is a basic skill that is needed to have success in life. The foundation of education is based on being able to read, study, and learn on their own. Due to the importance of reading the non-profit organization Read America is planning an event to be released in five cities in the United States. The name of the event will be “Reading for Life”. The strategy used for the selection on the cities is based on selecting cities that are highly populated scattered across America. The five cities selected by the organization are Los Angeles, Miami, New York City, Chicago, and Boston.

The organization will use a consistent selection method in every city. The site chosen for the event will be a public library within each city. The largest public library in each city will be the top choice for the event. The quantity of books in the libraries represents the wealth of knowledge that can be attained by developing a study habit and incorporating reading into the weekly routine. During the event the organization will have different guess celebrity speakers talking to the kids about their experience with reading and how much it has helped their lives.

In order to attract a lot of kids to the event Read America will solicit the help of a non-profit organization called NBA Cares. NBA Cares is the National Basketball Association global community outreach initiatives that address important social issues such as education, family values, and poverty (Nba, 2011). The organization will select successful retired basketball players who are icons in each city. The retired players that will be speakers at the event are Earvin “Magic” Johnson, Alonzo Mourning, Patrick Ewing, Michael Jordan, and Larry Bird.

Magic Johnson will be the figure that will be used the most for the national public relation campaign due to the fact that he is possibly the most successful ex athlete businessman who has been to accumulate approximately $900 million in wealth since retiring due to his multiple business ventures (Mars). Each athlete will be allocated a 30 minute slot. The rest of the 90 minutes will be filled by other speakers from different industries including college professors, doctors, lawyers, scientists, and writers.

To advertise the event the organization will pursue an aggressive online strategy. The social media sensation Facebook will be used as one of the many websites that will offer advertising concerning the Reading for Life event at each of the five cities. The organization will also perform direct advertising by visiting the school districts at each of the five cities. In order for the event to reach the masses the Reading for Life event will be broadcasted live via the web through the services of the popular online broadcasting station owned by NBC, Hulu.com. The organization will seek the help of NBA Cares in order for the league to donate a one week television ad campaign advertising the event with Magic Johnson being the person showcased in the commercial.

The written press will also be used for advertising purposes. The ad in the written press will be run on month in advanced. References Mars, E. Earvin Magic Johnson. Retrieved June 19, 2011 from http://www.blackentrepreneurprofile.com/profile-full/article/earvin-magic-johnson/ Nba.com (2011). NBA Cares. Retrieved June 19, 2011 from http://www.nba.com/nba_cares/