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