KKMCommunicationsPlan

By Kiara Y. Bass

In collaboration with Grand Arbor Press LLC.

Kaleidoscope Exposition and Event Management

Communications Plan

By Kiara Y. Bass


I. Overview

This plan could have not been done without the client, president of Kaleidoscope

Exposition and Event Management, Karla Krause Miller. Kaleidoscope Exposition and Event

Management focuses offers tactical planning and execution of trade shows, meeting and events.

The company focuses on the physical aspect of trade shows, meeting and events, such as booth

presentation for vendors and companies who hire the company to design their presentation space.

Krause-Miller has experience with many trade shows, conventions, meeting and events; however

Kaleidoscope Exposition and Event Management need more exposure. By viewing this plan and

viewing the suggestions created, Kaleidoscope Exposition and Event Management will broaden

their clientele and secure regular clients and gain coverage regionally and potentially nationally.

By Kiara Y. Bass


II. Positioning Statement

After editing, researching other companies positioning statements, revising, and more

editing and revising a positioning statement for Kaleidoscope Exposition and Event Management

was created. This positioning statement is simple yet informative.

“Kaleidoscope Exposition and Event Management LLC., a premiere

event management agency…”

First and foremost the positioning statement states the name and what type of business licensing

Kaleidoscope Exposition and Event Management has. Following that it describes they type of

company Kaleidoscope Exposition and Event Management, which is labeled as “a premiere

event management agency”.

This positioning statement created is versatile, not lengthy and allows for additional words to

flow accordingly.

By Kiara Y. Bass


III. Boilerplate

Similar to the positioning statement, we wanted to keep things informative but brief.

Some companies’ boilerplates are too long, which may cause lose of interest in the company.

The following boilerplate was created for Kaleidoscope Exposition and Event Management. It

was formulated to be a short paragraph, explaining the company’s experience.

“Kaleidoscope Exposition and Event Management is a premier event planning agency

based in the San Francisco Bay Area. The company was established in 2005 under Karla

Krause Miller. She has been involved with over 500 events nationally and internationally.

Her experience with events ranges from intimate board meetings to conferences with

thousands of attendees. Kaleidoscope Exposition and Event Management works with

clients to develop unique and successful events worldwide.”

By Kiara Y. Bass


IV. Objectives

Objectives were created after analyzing and researching Karla Krause Miller and

Kaleidoscope Exposition and Event Management. Krause Miller along with her company had

virtually no strong web identity on the Internet. Working with Krause Miller, a total list of

objectives was created so that Kaleidoscope Exposition and Event Management could further

expand.

Objectives for Kaleidoscope Exposition and Event Management

- Increase online presence

o Social Media

- Twitter

- YouTube Channel

- Facebook

- Company Website

- Become a known expert in business’ regional area

o Networking

- Press coverage at least once a month

o Guest blogging

o Business magazines/journals

o Radio shows

- Establish two stable clients

By Kiara Y. Bass


With the Internet being the largest search engine in the world, it has become a necessity

that businesses build a strong identity on the web. Social websites help build a foundation for

companies on the Internet. Having a company website furthers the building of a presence online.

For Kaleidoscope Exposition and Event Management to be recognized as an expert for

the San Francisco Bay Area, a lot of networking is necessary. Attending events and conference

will help establish this reputation. By having press coverage in local magazines and journals,

radio shows and guest blogging at least once a month, this will also expand the company’s

reputation. By obtaining two regular customers with help increase the clientele of Kaleidoscope

Exposition and Event Management.

By Kiara Y. Bass


V. Competitive Analysis

While creating the competitive analysis businesses that were involved with the trade

show and event planning industry that was also located in the San Francisco Bay Area were the

focal targets. A total of five businesses were analyzed and compared to Kaleidoscope Exposition

and Event Management. Based on the research done Kaleidoscope Exposition and Event

Management biggest downfall is not having web presence. Although Krause Miller does have a

LinkedIn account, more is needed for Kaleidoscope Exposition and Event Management to be

recognized. Background information on each company and their services were pulled along with

their involvement with social media.

Key Events

(http://www.keyevents.com/)

This company specializes in marketing events and destination services. They have worked

with many industries, which includes technology, pharmaceutical and biotech, and

nonprofit organizations. Their services are split into two categories: DMC services and

corporate events. Listed below are the two categories in detail.

DMC Services Corporate Events

Transportation Strategy

Incentives Branding

Special Event Management Logistics

Tours Production

By Kiara Y. Bass


Social Media

Facebook 105 likes on company page

Twitter N/A

LinkedIn Yes

Google Plus N/A

Key Events has a competitive advantage against Kaleidoscope Exposition and Event

Management solely because they have more web presents. By having a company website

with company information, clients’ testimonies, and press and media releases, it is obvious

Key Events have used the Internet as their tool to expand their business.

Pinnacle Production Group

(http://www.ppgevents.com/)

Pinnacle Production Group is another event service company. They cater to

nonprofit agencies but also have great connections with three different websites, two that

focus on weddings and one that is the planning of Bat Mitzvahs. By having these

connections promotion of the company is being circulated within the industry and San

Francisco Bay Area. However, this business does not update their Facebook page

frequently.

Social Media

By Kiara Y. Bass



Twitter N/A

LinkedIn 181 connections on company owner page

Google Plus N/A

Excalibur Event Services

(http://www.excalibureventservices.com/index.html)

This company has a lot of experience with working large scale events and with

working with corporate companies. One of the services listed is theme & décor

management, which is parallel to the craft of Kaleidoscope Exposition and Event

Management.


Twitter N/A

LinkedIn Owner of company has a page

Google Plus Yes/ 2 posts

Unparalleled Productions

(http://unparalleledproductions.com/)

Similar to Kaleidoscope Exposition and Event Management, Unparalleled

By Kiara Y. Bass


Productions has worked with the pharmaceutical, biotech and medical industries along

with the technology industry also. This company also has a lot of years of experience (over

19 years) with the meetings and events industry.

Facebook N/A

Twitter Mentioned but no account

LinkedIn Owner has an account but no company page

Google Plus N/A

Amazing Events

(www.amazingevents.com/ )

Like the other companies, this company has experience with almost every aspect of

meeting and event planning. The company approximately 30 years of experience. But there

is something different Amazing Events offer which is team building events. Amazing

Events host and plans team building events and have been recognized for their retreats by

big name media outlets such as the Wall Street Journal, People Magazine, and ABC’s

Nightline.

Facebook N/A

Twitter N/A

LinkedIn N/A

Google Plus N/A

By Kiara Y. Bass


Overall, Kaleidoscope Exposition and Event Management do not lack much from the

competition. The three main aspects that should be added to the company is building a team,

internet presence and expansion of services. Being the authority of how clients’ booths and

physical appearances at conventions and trade shows is a great and unique task in itself, however

versatility and an array of service to choose from will allow the company to come in contact with

different clientele. Having a team work instead of one person all the work will improve a lot.

Although Krause Miller has been handling everything her own, a team of people whether it be

interns or actual employees with help managing the company run more efficient. And finally as

stated before, the internet is the biggest search tool today, if there is no trace of Kaleidoscope

Exposition and Event Management existing on the web, then it will come across that it does not

exist at all.

By Kiara Y. Bass


VI. Social Media

A. Posting Schedule

Currently the only social media Kaleidoscope Exposition and Event Management is

involved with is LinkedIn. A tentative posting schedule has been created to integrate all social

media platforms (Twitter, Facebook and YouTube). Taking time out your day to make posts and

further expose Kaleidoscope Exposition and Event Management can only lead to great things. By

creating a YouTube channel, Twitter account, and Facebook page for Kaleidoscope Exposition

and Event Management, a whole different channel of people and other businesses will know

what the company stands for. Social media is the new yellow pages for this day and age.

Day of the Week Type of Post

Monday Tweet/Facebook Inspirational quote

Tuesday Link to current article about trade shows/

event planning

Wednesday Personal quick tip about trade shows

Thursday Picture or video post on event coverage

Friday Link to Kaleidoscope Exposition and Event

Management YouTube Channel

By Kiara Y. Bass


B. LinkedIn Groups

LinkedIn is the only social media site Kaleidoscope Exposition and Event Management is

active with. Joining with groups that fit the industry of choice allows for information exchange.

Below are the LinkedIn groups that are recommended for Kaleidoscope Exposition and Event

Management to connect with.

- International Special Event Society

- Business Knowledge Share-powered by American Express

- Small Business Network

- Small Biz Nation

- Small Business Online Community

- Business Knowledge Management

C. Blogs

i. Recommended Blogs

A list of blogs and magazines that Krause Miller can contribute to is listened below.

Contributing to different media outlets allows for one to share their knowledge of their industry

while gaining coverage.

List of blogs to contribute to

- Tradeshowblog.com

- Meetingsnet.com

By Kiara Y. Bass


- Eventmanagerblog.com

- Inc.com

- Sprit Magazine

- Delta airlines magazine

- American Express (open forum.com)

ii. Three Guest Blog Posts

Below are three topics Krause Miller could write a guest blog post about.

- Tradeshow Emergency Kit

- ADA Regulations

- How To Judge Trade Show Effectiveness

iii. Sample Blog Post

Below is a sample blog post for ADA Regulations

American Disability Act (ADA) regulations are a topic many do not discuss or is not a topic that

comes to mind when planning an event or trade show. It is important to cater to all attendees

especially those with disabilities. Being mindful of ADA regulations and taking the time to

prepare extra for those with disabilities for future trade shows and events will help better the

overall experience of those events gain more success. Check out the tips below about

incorporating ADA regulations with your events.

Stay updated

By Kiara Y. Bass


Keep informed about ADA regulations and policies at www.ada.gov. This is a federal website

that has information on the American Disability Act. The website keeps up to date on new

policies and changes within the act. PDF and printer friendly pamphlets that discuss ‘Standards

for Accessible Design’ and other factors that relate to serving those who classify within ADA

regulations.

Inquire

While scoping out venues to use for events, keep in mind what would be best for those who have

a disability. Do before hand research on venue layouts that make things easier for those with

disabilities. During appointments to view venues, ask questions on how the property handles

certain issues with those who have disabilities. Being prepared prior to an event will make things

more manageable.

Prevention

It is impossible to have every problem solved for an event or trade show, but it is always great to

have a plan A, B, and C. Keeping refrigerators on deck, first aid kits, and keeping venue staff

prepared on what to do in case of an emergency. Allow for open walk ways for those in wheel

chairs to maneuver easily and other gestures such as the latter that will be extra event for your

event.

By Kiara Y. Bass


VII. Press Releases

The two press release topics chosen for Kaleidoscope Exposition and Event Management

would be one press release focused on the launching of a company website and the other press

release focusing on the launching of a YouTube channel for Krause Miller. A sample press

release for the launching of a company website can be found in the appendix section iii.

By Kiara Y. Bass


VIII. Editorial

Below are scripted editorial pitch for Krause Miller to contribute an article or for an

editorial interview.

Dear (insert editors name),

I am contacting on behalf of my client who would like to be a contributor for your March issue

of your publication. (print/online). Based on your editorial calendar I see the main focus of that

issue is _____________. (propose the article name, interested in the article, article based on

(insert topic).

My client, (Karla Krause Miller), President of Kaleidoscope Exposition and Event Management

is an expert in the trade show and event planning industry.

We can provide you with a summary or draft of the article and would happy to send it along for

your review.

If there are any opportunities where my client will be able to be contributor or even participate in

an interview for your March issue of your publication, it will be much appreciated to be

contacted as soon as possible.

If I do not hear from you by (insert day), then I will give you a call

By Kiara Y. Bass


Sincerely,

Kiara Y. Bass

IX. Recommendations

This plan is solely suggesting from a different perspective what can help Kaleidoscope

Exposition and Event Management improve as a company. As stated before social media and the

internet is a large aspect that will make or break the company. If Kaleidoscope Exposition and

Event Management do not establish a web identity then the company could be left behind. One

person running and managing the company is also a strain. Although Krause Miller has had over

25 years of experience in the event planning and trade show industry, running a company by

herself can be very tedious and if my recommendations are taken into consideration then more

assistance will definitely be needed. Whether bringing interns on board and gaining a business

partner, everything will be easier on Krause Miller and ran more efficiently. Kaleidoscope

Exposition and Event Management is a great company that does a wonderful job at what they do

but with a few changes it can become an even better company.

By Kiara Y. Bass


X. Appendix

A. Press Kit Elements

i. fact sheet


Fact Sheet

August 2012

Overview

Kaleidoscope Exposition and Event Management is a premier event planning agency based in

the San Francisco Bay Area. The company focuses on the physical aspect and logistics of trade

shows and events.

Company Name


Founded

2005

President/ CEO

By Kiara Y. Bass


Karla Krause-Miller, CMP

Karla Krause-Miller has over 25 years experience in the exhibit and event industries involving

many aspects of program management. She has been a corporate program manager in the high

tech and medical industries. In addition to her corporate experience she was the conference

director for a global internet security conference, which drew in 15,000 attendees annually. As

director, Krause-Miller managed the operations and logistics which included: exposition hall

(with 300 exhibitors and sponsors), housing, special events, registration, promotional items,

signage and theme integration.

Since Krause-Miller has experience from both perspectives, she knows the challenges corporate

managers face as well as the best way to work with convention management to achieve success.

She specializes in understanding the client's goals and objectives and providing solutions and

resources for the best possible results.

Company Contact Information

Email: [email protected]

Phone:1.510.612.6148

Mailing Address:

P.O. Box 3525

Fremont, CA 94539

By Kiara Y. Bass


Number of Events Managed

Over 500 events managed.

Types of Events Managed

Conventions, Trade Shows, Sales Meetings, Seminars, Road Shows, Executive Meetings,

Special Events

Industries Partnered With

High Tech, Medical, Solar, Consumer

Social Networks

LinkedIn

http://www.linkedin.com/pub/karla-krause-miller-cmp/0/616/12

Executive Team

President/ CEO Karla Krause Miller, CMP

Press Contact

Cindi R. Maciolek, Grand Arbor Press, LLC

Phone: 1.702.341.5395

Email: [email protected]

By Kiara Y. Bass


ii. FAQs


Frequently Asked Questions

August 2012

Corporate

What services does your company offer?

Kaleidoscope Exposition and Event Management offers strategic planning for the management

and execution of trade shows, as well as meetings and events.

Where are you located and are you only limited to working with companies in that area\

The company is located in Silicon Valley, Calif., however we do events all around the world.

Although the agency is based in the San Francisco Bay Area. this does not mean we limit our

clientele to that area.

How many events and shows have you worked with?

Kaleidoscope Exposition and Event Management has experience with over 500 tradeshows and

events.

By Kiara Y. Bass


What industries have you worked with?

Kaleidoscope Exposition and Event Management has worked with the medical, solar, and high

tech industries. However the company is proficient to work with any client from any industry.

Do you plan the marketing agenda for conferences?

No, the agency’s main focus is on physical presentation and that the overall look for customers

booths are up to their standards.

Do you only work with major corporations?

Although Kaleidoscope Exposition and Event Management have worked with many

corporations, the company is not limited to just working with them. The company is willing to do

business with companies of all sizes, from venture-backed startups to Fortune 500 companies

and non-profit organizations.

How do you charge for your services?

Kaleidoscope Exposition and Event Management evaluates the scope of work and determines a

set fee for management and execution. This cost does not change unless the scope of work

increases.

How much time do you need to plan a successful presence at a trade show?

This varies based on the client and show. If the exhibitor already has a booth, a bare minimum of

2 months is necessary to plan a successful presentation. If the company does not have an exhibit

By Kiara Y. Bass


four to six months is necessary. Bottom line is that the less time allowed for executing, the more

money is spent. This is due to missed discount deadlines and rush charges.

Is there a limit on the size of project that you will take on?

No, Kaleidoscope Exposition and Event Management do not have a preference of size for

projects.

What are the types of projects do you do?

The agency works with projects such as the management and execution of trade shows, sales

meetings, conferences, seminar series, executive summits, road shows, and special events.

How do you handle budgeting when working with small business clients?

The company works with clients to develop a realistic budget for their trade show, meeting or

event. It is important that they realize what to expect for costs. Then the company looks for ways

to save money and negotiate discounts.

How do you work alongside ADA requirements with each venue?

Before contracting Kaleidoscope Exposition and Event Management ensures that the venue can

accommodate any special needs of attendees. Requirements may include ramps, elevators,

nutritional restrictions, refrigerators for medication and more. In some cases there may be extra

charges for signers, interpreters or other trained assistants.

By Kiara Y. Bass


iii. Press Release

Press Release

Immediate Release

For more information contact:

Karla Krause-Miller, President/CEO Cindi R. Maciolek

Kaleidoscope Exposition and Event Management Grand Arbor Press, LLC

1.510.612.6148 1.702.341.5395

[email protected] [email protected]

Kaleidoscope Exposition and Event Management Launches New Website

Corporate event planning agency shares insight on trade show experiences

San Francisco, Calif. Date- Kaleidoscope Exposition and Event Management LLC., a premiere

event management agency, announced the launch of their company website (insert URL).

The company focuses on providing expertise to ensure successful presentations and management

of trade shows and events across the globe.

By Kiara Y. Bass


In addition to photos, bios, and testimonials, the user-friendly website will include a list of

services the agency offers that will benefit customers and potential clients. The website will also

display how the company manages the strategic and logistical side of events. Trade shows,

events and seminars are just a few of the services the agency has experience in, on an

international scale. Kaleidoscope Exposition and Event Management has worked with the high

tech, medical and solar industries, but is capable of working within any industry.

Kaleidoscope Exposition and Event Management benefits clients by giving them the necessary

attention to ensure their event is a success. The company focuses not only on planning and

executing the appearance of an event, but also aiding clients in creating unique events of their

own.

“It is a great feeling to be expanding my business even further,” said Karla Krause Miller,

president. “Unveiling the website will allow us to further connect with potential clients.”

Kaleidoscope Exposition and Event Management is a premier event planning agency based in

the San Francisco Bay Area. The company was established in 2005 under Karla Krause Miller.

She has been involved with over 500 events nationally and internationally. Her experience with

events ranges from intimate board meetings to conferences with thousands of attendees.

Kaleidoscope Exposition and Event Management works with clients to develop unique and

successful events worldwide.

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