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Large scale event communications

Effective communications around locally organised Jamborees, camps or projects help members understand an event, encourage members to sign up and will help involve the wider Scout and public community in your event.

This guidance covers aspects of marketing, media development and ideas of how you can communicate during the event, as well as to those watching the event from the outside.

Scout brand
Use your event to;
•    Encourage volunteering
•    Demonstrate advocacy
•    Support donations

All communications should;
•    Illustrate the Scout brand
•    Demonstrate key messages
•    Promote the event and set event expectations

•    Align your event brand to the Scouts brand.
•    Use the guidance on joint branding on the Brand Centre joint Guiding events.
•    Don’t use other brands or copyrighted material without a mutual agreements.
•    If working in partnership with other brands, look for good brand matching, clarify the mutual benefit and don’t undersell your event and the Scout brand.

Event marketing
•    Develop a plan early and develop opportunities to find numerous times and platforms to share the basic information.
•    Make use of all Scout and Guide platforms, marketing doesn't mean big budget.
•    Research your audience and use the most relevant platforms and channels.
•    Reuse existing event data if they have provided previous agreement.
•    Brainstorm whether previous marketing approaches are still relevant.
•    Use free media like Scout social media, newsletters and emails.

•    Encourage collaboration with regular/daily face to face meetings.
•    Create a team of people with specialist skills within a justifiable size.
•    Encourage cross team working with a shared working space.
•    Recruit managers (deputies or team leaders) that can lead and inspire.
•    If you have limited numbers, up skill your team to generate a variety of content.
•    While recruiting team members, identify those with existing skills and interest in developing new ones. Use the opportunity to development more communication volunteers.
•    Develop a team shift pattern to ensure you have constant productivity.
•    Look after your team with easy access to food, comfort and drinks.
•    Consider an open plan office for joint working but provide spaces for those that need to concentrate.

General team equipment
•    Encourage a collaborative working space by providing multiple file storage.
•    Consider the use of trial, free or open source software and hardware.
•    Plan for wet weather, technology issues and power shortages that arise from working in a remote location.
•    Plan for sufficient office furniture, lighting, power, internet bandwidth and that you have enough electric and network sockets.
•    Consider mobile or tablet based reporting so team members can generate photos, notes, video and audio on one device.
•    Create a working space that encourages productivity, this could be a marquee or portacabin.

•    Put together a team with access to camera kit and computer to edit and share.
•    Align your photography to the Scout and event brand.
•    Identify a process for selecting, tagging and agreed naming conventions.
•    Aim to produce content for multiple uses including marketing, PR or storytelling.
•    Develop a plan and organise a timetable for team member tasks.
•    Look into equipment insurance and event security and discuss with the team.
•    Create a disciplined photo archiving process.
•    Agree photograph usage, noting that copyright remains with the photographer.
•    Consider a photo sales provision using a dye sub photo printing to supplement your communications budget. You can buy or hire printers, printing media, bags/envelopes or frames. Investigate post event online sales. Ensure that your budget is not dependent on any income generated.
•    Consider how you can encourage youth generated photos.

•    Put together a team of people with camera and/or editing skills.
•    Align your videos to the Scout and event brand.
•    Aim to produce content for multiple use (souvenir DVD, next event marketing, PR, YouTube).
•    Hire or access professional video camera and video editing kit suited to the task.
•    Set up the ability to share content and set expectation for event based dependents.
•    Look into equipment insurance and event security.
•    Identify a process for selecting, tagging and agreed naming convention.
•    Create a disciplined video archiving process.
•    If selling video products apply for the correct PRS and PPL license.
•    Investigate DVD duplication; this can be achieved on site via a duplication machine or offsite by a duplication service.
•    Consider how you can encourage youth led video content.
•    Identify ways of sharing and repurposing content (video interviews can be turned into quotes or used as audio based interviews; web resolution photos can be grabbed from video).

•    Choose the most appropriate platform or CMS for your needs.
•    Use graphical, textual, video and audio content to reflect your event.
•    Align your website to the Scout and event brand.
•    Put together a team that includes those with technical, graphical and content knowledge.
•    Set out how to support pre event marketing, detailed information and encourages event based storytelling.
•    Implement a process for gathering the event detail from the wider team and create regular updates.
•    Provide a range of engaging content to ensure it remains relevant and timely.
•    Provide a consistent amount of content for each topic area.
•    Set out the websites life cycle and identify life before, during and after the event.
•    Consider how you can incorporate youth generated content online.

Social media
•    Identify, and then use the most suitable social media platform for those attending.
•    Align your social media to the Scout and event brand.
•    Start engaging questions to build up personal social relationships with those attending by sharing, updating and interacting.
•    Create a team that can monitor, respond, plan and schedule content.
•    Consider the use of video, audio, blogs, microblogging and photos.
•    Create a good customer relationship.
•    Create opportunities for young people to generate content.
•    Identify ways of sharing and repurposing content (comments can make good stories, and video or photos make great social media).
•    Research the needs of your audience.

Broadcast Radio
•    Identify your platform of choice based on budget available, be that online, public address, FM/AM or on demand/listen again.
•    Recruit a team relevant to the size of the event including technical engineers (manages equipment), producers (organise programmes and content), presenters (adult or youth led).
•    Consider how you can incorporate youth led content into your programme.
•    Hire or access studio (mixer desk and microphone) and platform broadcast equipment suited to the task.
•    Apply for the correct music and broadcast licenses.
•    Plan for programmes that reflect the event and our Scout brand.
•    Identify ways of sharing and repurposing content (transcripts can be turned into words, print can be turned into audio).
•    Research the needs of your audience.
•    Look into opportunities to sell relevant on air advertising space.

Event newsletter/newspaper
•    Research your audience to provide a publication that is relevant and timely to readers.
•    Align your newspaper to the Scout and event brand.
•    Based on available budget and event size, consider external professional printing, onsite A3/A4 photocopied.
•    Increase your audience beyond the event itself by exploring digital online delivery methods.
•    Use graphics, articles and photography to reflect your event.
•    Provide a range of engaging content to ensure it remains relevant and timely.
•    Provide a consistent amount of content for each topic area.
•    Set up a timely and accessible distribution process.
•    Hire or access computers suited to article editing and design layout.
•    Consider how you can encourage youth led content and regular contributions.
•    Understand editorial and production processes and timescales discuss this fully and test the process if you are working with external suppliers.
•    Consider a model that encourages content producers rather than newspaper reporters to encourage content sharing; they require access to computers, phones or tablets with basic word or text editing.
•    Understand that you have a short time frame so use at least 2 machines to layout multiple pages. Don’t underestimate the time required for design.
•    Consider the use of trial, free or open source software. Professional graphic design software have long free trial versions available.
•    Look into opportunities to sell relevant advertising space in the publication.

Media development
•    Work in partnership with your County Media Development Manager.
•    Recruit a team with skills required to develop a story package that includes photos, audio/video and words.
•    Develop a plan that identifies the right media outlet for each elements of your event.
•    Work out your external key messages. Events are one of the best vehicles we have to highlight what we do.
•    Match storylines to types of outlets. Visual stories for TV or detailed for print
•    Match your event participants to media outlets; you may have a story for their home newspapers or radio.
•    Get the most out of each story. Think about the “before”, “during and “after”

General help or information
•    Develop a searchable database of event information.
•    Provide opportunities for event customers to interact with the event. This could be via email, social media, online content as well as a place to ask questions at the event.
•    Consider an event handbook, print copies for the event, digital copies before the event to increase participants’ knowledge. Use this as a space to sell advertising space to relevant organisations including activity centres, future events and relevant products and services.
•    Develop and publish a map, and provide good signage to assist with participant knowledge.
•    In your final communications, use the opportunity to encourage event participants onto their next adventure and empower event based volunteers to try new opportunities.

Further help
If you need any further support or guidance please contact communications@scouts.org.uk.


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