How to Create a Community Event Marketing Playbook

For Australian small businesses, community events are the heartbeat of local brand awareness. Whether you are hosting a workshop in West End or a grand opening in Chermside, a structured marketing playbook ensures you aren’t scrambling at the last minute and helps you maximise every dollar spent on promotion.

Why a Playbook Matters

Without a plan, event marketing often becomes a series of disconnected Facebook posts. A playbook turns your event into a cohesive campaign that builds anticipation, drives registrations, and fosters long-term loyalty. It allows you to delegate tasks easily and ensures that no matter who is running the show, the results remain consistent.

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Prerequisites

Before you dive into the steps, ensure you have the following:

• A defined event goal: (e.g., 50 ticket sales, 100 new email subscribers, or 200 foot-traffic visitors).
• Budget: Even a small amount for boosted posts or local flyers.
• Event Details: Date, time, venue (and any necessary council permits if held in public Brisbane spaces).
• Visual Assets: High-quality photos of your team, venue, or past events.

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Step 1: Define Your Value Proposition

Before posting on social media, you must answer: Why should a busy local attend your event? Are they learning a new skill, getting a discount, or supporting a local charity?

Step 2: Set Up Your Digital 'Home Base'

You need one central place where all information lives. For most Australian businesses, this should be a dedicated landing page on your website or a Facebook Event page. If you are selling tickets, platforms like Eventbrite or Humanitix (which directs booking fees to charity) are excellent choices for the Australian market.

Step 3: Create a Content Calendar (The 6-Week Countdown)

Don't start promoting the day before. A successful playbook follows a timeline:

• Weeks 6-4: Teasers and 'Save the Date' announcements.
• Weeks 4-2: Early bird offers and behind-the-scenes preparation.
• Week 1: Daily countdowns, FAQs, and 'Last Chance' reminders.

Step 4: Optimise Your Facebook Event Page

Facebook is still the king of local community discovery in Australia.

• Use a clear cover image (1920 x 1005 pixels).
• Ensure the location is accurately tagged (this helps Google and Facebook show it to people nearby).
• Use the 'Discussion' tab to post updates—everyone who clicked 'Interested' will receive a notification.

Step 5: Leverage Local Facebook Groups

Brisbane has vibrant community groups (e.g., "Everything Bulimba" or "Northside Mums").

• Action: Join these groups as your business profile or personal profile.
• Tip: Always check the group rules. Many only allow business posts on 'Small Business Tuesdays'.

Step 6: The 'Behind-the-Scenes' Instagram Strategy

Use Instagram Stories to show the human side of the event. Film yourself picking up supplies, setting up the venue, or unboxing event materials. This builds authentic trust with your local audience.

Step 7: Email Your Existing Database

Your current customers are your best advocates. Send a dedicated email blast. Mention that as a 'local regular', they get first dibs on tickets or a special bonus for attending.

Step 8: Physical Local Outreach

Digital is great, but physical presence still wins in local marketing.

• Print QR code flyers that link directly to your event page.
• Ask neighbouring businesses to display a flyer in exchange for you doing the same for them.
• Mention the event to every customer who walks through your door in the weeks leading up.

Step 9: Run Targeted Local Ads

Spend as little as $5–$10 a day on Facebook/Instagram ads. Target a 5-10km radius around your business location. Focus the ad copy on the 'local' aspect—use phrases like "Calling all Paddington residents!"

Step 10: The 24-Hour Reminder

The day before the event, send a final 'What to Expect' update. Include parking tips (e.g., "Best parking is in the council lot on Grey St") and a reminder of the start time. This reduces 'no-shows'.

Step 11: Execute the 'Live' Coverage

During the event, your marketing doesn't stop. Assign one staff member to take photos and post 2-3 Instagram Stories. This creates 'FOMO' (fear of missing out) for the next event you host.

Step 12: The Post-Event Thank You and Follow-up

Within 48 hours, post a gallery of photos. Thank everyone for coming and ask for feedback. This is the perfect time to invite them to join your mailing list or follow your page for the next event.

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Pro Tips for Success

• Use Local Influencers: You don't need celebrities. Reach out to a local food blogger or community leader and invite them to attend for free in exchange for a mention.
• The Power of Video: A 30-second video of you explaining the event will almost always outperform a static image on social media.
• ABN and Legitimacy: Ensure your business details are up to date on your Google Business Profile, as people will often Google your business name after seeing an event ad.

Common Mistakes to Avoid

• Ignoring Comments: If someone asks a question on your Facebook event, answer it within 4 hours. Slow responses kill momentum.
• Too Much Text on Images: Keep your social media graphics clean. Use the caption for the details.
• Forgetting the CTA: Every post must tell the user exactly what to do (e.g., "Click the link in bio to register").

Troubleshooting

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Next Steps

Now that you have your playbook structure, it’s time to fill in the dates for your next community gathering. Consistency is what builds a brand in the local Brisbane market.

Need help designing your event graphics or running targeted local ads? Contact the team at Local Marketing Group to help make your next event a sell-out success.