isle of wight

Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506


Evaluation

The evaluation of the original campaign has been amended to specify what tools will

be used to measure the campaign objectives and why these tools can be useful.

Tweet deck will be used to measure the objectives by recording and monitoring the

amount of followers the account receives and see if it reaches it target of 5,000

followers in the first 2 months.

Tweet deck also monitors

• Tweets

• Re-tweets

• Twit-pics

• Quotes

• Hash tags

Facebook insights can also be used to measure the engagement and followers the

campaign receives, to measure the success and see if the objectives have been

achieved.

Facebook insights analyses

• Trends

• Sharing

• User growth

• Demographics

• Consumption of content

• Creation of content

Foursquare will simply be measured by the check in’s it receives from event goers.

This monitors the amount of people who attend the events and subsequently who

has been engaging with the social media campaign.

Another way to measure and evaluate a campaign could be through the use of the

new Value metrics matrix PR tool. Introduced in 2010 and re-inventing the AVE,

VMM’s do just look at published articles and magazines for content, it looks into all

the publicity, where it has gone and it if has an outcome of action from customers, by


measuring for example how people attended an event, not just where the event was

written about.

Lastly a way to really measure who has been engaging with the campaign and taking

action is to create online surveys and questionnaires. Paine.K, 2010 (p.g112) says

‘Online surveys are most organizations first choice these days…the advantages are

low cost and quick turnaround.’ The surveys will be promoted through social media

for event goers to complete after they have attended the events. This shows us the

number of people we have targeted online and measure how many people have

been influenced. However a motive will be needed for event goers to complete the

surveys for maximum results, these could be free ferry tickets.


References Paine.K Measure what matters, Paine.K, 2011 (pg 1,2.14), John Wiley and sons,

New Jersey

Batty C, Caine, S, Media writing, (p.g129), Palgrave Mcmillan Hampshir

Haul,L 2008, Walkers gets 1m entries, do us a flavour comp [online] London [viewed

21 March 2012] available from http://www.brandrepublic.com/news/855919/walkers-

gets-1m-entries-do-us-flavour-comp/

Oliver,N Pr examples [online] London [viewed 21 March 2012] available from

http://prexamples.com/

Online magazine [online] London [viewed 21 March 2012] available from

www.webmarketinggroup.co.uk/knowledge-centre/onlinemagaine

Bibliography Brogan, C, Social media 101: tactics and tips to develop your business online, 2010, (pg.201), John Wily and Sons, New Jersey . Gregory, A, Planning and managing public relations campaigns. 2nd ed. 2000, Krogan page, London Brown, Rob Public relations and the social web : how to use social media and web 2.0 in communications, 2009, Krogan page, London Pricken, M, Creative strategies : idea management for marketing, advertising, media and design, 2010, Thames and Hudson, London Rice,L, Mastering Web 2.0 : transform your business using key website and social media tools, 2009, Krogan Page, London Rose.C, How to win campaigns: communications for change, 2nd ed, 2010, Earth scan, London


Appendix A: Walkers ‘Do us a flavour’ Campaign


Appendix B: Example of Four Square Check in


Appendix C: Campervan blog example


Appendix D: Concept for Isle of Wight Music Viral Video The concept for the ‘Isle of Wight revival’ promotional video would be described as a

comical spoof, in the style of a music video. Using the combination of comical value,

joined with a chart topping song, will make this video viral.

The video was inspired by some of YouTube’s biggest music video hits. These

being: Rockstar by Nickleback, How to save a life by The Fray and Were all going on

a summer holiday by Cliff Richard, these videos are all memorable for a different and

effective element. The midnight beasts have become a popular YouTube hit in the

UK, for their home made, parody videos. This influenced the style of our video as

they attract more than 70,000 hits per video. A Homemade video promoting an

official Island has rarely been done before. This concept brings new ideas and a

refreshing outlook on the Isle of Wight.

The massive YouTube hit Friday by Rebecca Black, not only encouraged a

homemade styled video but mostly motivated the idea of bringing a comedic element

into the video. The Rebecca Black video on YouTube received over 25 million hits

within 5 months, making it viral and a buzz was created over it. Although this video

went viral for different purposes, the main aim is to promote the Isle of Wight revival

campaign.

Being a musically inspired themed video, the inspiration for the track being used

came from the song Domino by Jessie J, which reached #7 in the iTunes chart. This

piece of music is very uplifting with a lot of rhythm and most importantly a happy

feeling with a catchy tempo to set the tone and atmosphere for the island, making

this video one to remember and with its popularity already in the chart means it

already shows an appealing element to the audience.

The concept of the video is to introduce the audience to the events of the Isle of

Wight that occur all year round. The video follows various characters, on their trips

and adventures in the Isle of Wight and their excitement of the preparation for the

trip. It also presents ‘Jimmy’ the camper van mascot, of the campaign to create a

familiar understanding and a recognisable icon to the audience. Being one of the

sponsors of the campaign, Hunters Wellington boots also play a big part of the ‘Isle

of Wight Revival’; therefore the boots will be fashioned throughout the video.


The purpose of the video is to sell the Isle of Wight to new and old visitors; using a

range of locations and characters means it shows the island to be versatile. To keep

the video interesting the use a slapstick element of humour, creating a mimicking

effect that was shown successful in other parody videos.


Appendix E- Water and flip flop freebies


Appendix F: Key Ring Freebie


Appendix G: Ford Fiesta photo app

Research has shown that most campaigns have been developed through twitter and

Facebook and all ends up looking the same. After Fiesta conducted their research

they saw that Instagrams, photos were the new hot tool and grabbed the chance to

integrate this into their twitter campaign.

‘Named Fiestagram, the campaign asked Instagram users around Europe to upload

photos in numerous categories, each one was associated with one of the car’s high-

tech features. Tagged with the campaign name #Fiestagram, each week would see

a different technology feature being highlighted such as #music, #hidden, #entry and

upload their photo with the appropriate hash tag.’ http://prexamples.com

isle of wight

Documents

online surveys

megan beard q79730558

online magazine online

campaign objectives

social media campaign

event goers

original campaign

flavour comp online