Marketing

There are a range of strategies you can employ to promote your event. While these strategies may vary depending on the nature of your event and your budget, your first step will be to work out who your target audience is, and how to best communicate to them. It is typically most effective to use a variety of methods to reach your audience.

  • Social media is a powerful tool that can help you reach new audiences. Consider creating an event page on Facebook and researching relevant Facebook Groups to share your event on. This can include community groups, business groups, special interest groups, etc.
  • You could approach local businesses and share a social tile or link for them to promote on their page.
  • If you run events on a regular basis, you might consider building a mailing list to keep your audience informed. Tools like Mailchimp are free and make it easy to format newsletters to your subscribers.
  • Street posters are a form of ‘ambient’ promotion that can be very effective in reaching local audiences. Consider how effective street posters are for your target audience and whether your budget can accommodate them.
  • Flyers are a cost-effective method to reach people, but they should be used in a targeted way to avoid wasting your money and paper. You may consider putting them up in local businesses that your audience frequent, on community noticeboards, or doing a mailbox drop if your event is relevant to a very localised audience.
  • Consider reaching out to community groups in your area. There are a number of active social media accounts catering for various areas throughout Yarra who could support your promotional effort. Remember to give them all the relevant information and that it is up to them whether to feature you or not. Some examples include:

Depending on the nature of your event, the City of Yarra may be able to assist in your promotion.

  • Community events taking place in the City of Yarra can be published on our Event Calendar by submitting a form on our website.
  • Events that create a business benefit may be included in the Economic Development newsletter. These events need to demonstrate a clear benefit to local businesses. For instance a street activation has a definite outcome for local businesses, as it invites people to patronise a shopping strip. Submit your event to [email protected], making sure to include all necessary information (what, where, when, who, links, photos or posters)
  • An event may also be promoted through the wider council communications if it:
    • supports a non-commercial activity
    • is either free or charges go towards a not for profit cause
    • is free of grammatical errors and spelling mistakes, as well as provides all the relevant information required
    • is appropriate or of broad interest to the Yarra community
    • does not endorse any political views.
    • Council reserves the right to refuse to promote any event or activity if it does not meet our editorial standards.

The City of Yarra also offers Small Project Grants of up to $1,000 that can be used to cover promotional costs for your event or activity. These annual grants are in high demand so make sure you discuss your application with our grant staff and apply early.