AMA Conference 2020

Exhibition Communications Campaign Plan

Exhibition Communications Campaign Plan

This Exhibition Communications Campaign Plan template has been kindly shared by an AMA member working at a museum.

It is a sample plan for short to medium term campaigns or specific projects and aims to provide a guide to help you develop your own campaign plan.

Template snippet

Marketing Objectives
  • Primary
    [These should be focused on visitor numbers, income targets, positioning and brand related]
  • Secondary
    [There can be several of these, which should include sponsor and membership objectives, promotion of the associated events programme and retail offer]
Exhibition Marketing Creative

[Outline the creative used for the marketing campaign in terms of the design, what this is aiming to convey and how this will appeal to the target audiences.]

Pricing and Ticketing Strategy

[Include details on the pricing strategy, ticketing strategy, plus a breakdown of pricing information and the tickets on sale date, plus details of any new or bespoke concessionary tickets introduced as part of the campaign. Include any offers that you may wish to activate as part of the main campaign or as contingency planning.]

Marketing Campaign Strategy

[Include a brief introduction to the campaign, e.g. will it be both above and below the line? Will it focus on large-scale impactful activity, or smaller but more frequent activity? How is the activity phased across the campaign period? How will you inject the brand values into your campaign? How can we bring the brand to life with this campaign? Include timings and rationale as to how we understand this activity to strategically target the target audience segments, and how these channels have performed in terms of effectively attracting target audiences previously.]

Published November 2018

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