Download - Isle of Wight
Oliver, Sophie, Claire & Maria ISLE OF WIGHT RETAINER CAMPAIGN.
SITUATION & OBJECTIVES.
Understanding the brief, establishing key SMART aims and objectives to structure
and support campaign success
. S.M.A.R.T Objec-ves
AUDIENCE.
Profiling/Defining the target audiences relevant
to the campaign
Defining The Audience
1. Affluent older couples 2. Families 3. Interna-onal visitors
4. Sports enthusiasts 5. Students
Mr. and Mrs. Smith The Jones’ Ted
Reaching The Audience Affluent older couples-‐ (45+) . 63% use Facebook . 25% use TwiHer . 50% use YouTube Families-‐ (25-‐45) . 80% use Facebook . 35% use TwiHer . 70% use YouTube Interna-onal-‐ . Facebook . YouTube . Sports-‐ (18-‐45) . 85% use Facebook . 37% use TwiHer . 75% use YouTube Students-‐ (18-‐25) . 95% use Facebook . 43% use TwiHer . 89% use YouTube
Facebook TwiHer YouTube Tumblr Blog Online media
(UMPF, September 2011)
STRATEGY & TACTICS. Development and
implementation of our strategy, bringing the
campaign to life through a range of considered
digital outlets
F acebook
• Status updates • Event page • Video & images • Wall Posts • Friends • CompeZZons
Hey guys, everyone looking forward to Cowes week starZng on the 11th of August?? Find out who’s taking part and all the details about the oldest and largest sailing regaHa in the world! Visit hHp://www.islandbreaks.co.uk/site/fesZvals-‐and-‐events/cowes-‐week-‐2012-‐p389491 for more info.
8,500 compeZtors racing and 100,000 spectators.. Have you got your Zcket?? Cowes Week is back!
T umblr
• Video & images • Tagging and re-‐blogging • CompeZZons • Updated news with text & quotes
Press Releases
SPORT ENTHUSIASTS
FAMILIES
AFFLUENT OLDER COUPLES
• Event updates • Hold compeZZons • Interact with partnerships • Photo & video links
• Direct traffic
YouTube and Daily MoZon
• Share videos
• Hold contests
WordPress blog & Disqus
• Audience Feedback • Drive Traffic • Polls & Surveys • Cross-‐posZng
Partnerships and PromoZons
‘Swapping one isle for another’
‘Go even further with Oyster card this summer’
‘The Wight experience at the right price’
‘Back to basics’
AddiZonal RecommendaZons
TIMINGS & IMPLICATIONS.
An established timeline of specific dates, timings
and events
. Strong focus around audience, calendar, events . CreaZng worthwhile interacZon with purpose and value à raising brand awareness, driving traffic . Making -me count
Example Zmeline – Families
Jan Dec
Spring half term
Easter holidays
Summer half term
Summer holidays Autumn half term
Christmas holidays
Facebook TwiHer YouTube Tumblr Blog Online media
17th Dec – 2nd Jan
22nd – 30th Oct
24th Jul – 1st Sep
Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2nd Jun-‐ 10th Jun
31st Mar – 15th Apr
Halloween Special – Wizard week
Victorian Christmas
11th – 19th Feb
BUDGET.
A brief breakdown of allocated costs and spends across the
campaign
. Account Management – Monitoring successes within the campaign, reputaZon management, gaging consumer reacZon. . Publicity/Social Media – Focusing on garnering publicity, generaZng integrated social content, creaZng a buzz. . Partnerships Prize and Promo-ons – managing partnership relaZons, sourcing prizes, focusing on relevant promoZons at relevant Zmes and their successes. . Addi-onal Extras? (app for Facebook and mobiles)
Budget: £50,000 Fees: £50.00 p/h
£15,600 £26,000 £5,200 (-‐£3,200)
EVALUATION.
Monitoring the success of the campaign and added value to the
brand
Measurement
Ø TwiHer and www.Klout.com Ø YouTube and DailyMoZon Ø WordPress and Disqus’ Ø Tumblr Ø Facebook Ø Opportunity To See (OTS) Ø Google analyZcs
? Any Questions Thank you