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Marketing EvaluationMarketing Evaluation
Key Information
• Enterprise Week was held from Monday 6th
• The Marketing Plan commenced at the launch photoshoot on Wednesday 1• The Marketing Plan commenced at the launch photoshoot on Wednesday 1
• Virgin Media Business were sponsors of Enterprise Week
• We used a mixture of online and offline channels to reach maximum audience and create
maximum awareness of the campaign amongst our target markets
• A new brand was developed for this years event highlighting Virgin Media Business as key sponsor.
• The marketing budget was £9500
th – Friday 10th March
The Marketing Plan commenced at the launch photoshoot on Wednesday 1st FebruaryThe Marketing Plan commenced at the launch photoshoot on Wednesday 1 February
Virgin Media Business were sponsors of Enterprise Week
We used a mixture of online and offline channels to reach maximum audience and create
maximum awareness of the campaign amongst our target markets
A new brand was developed for this years event highlighting Virgin Media Business as key sponsor.
Objectives
• To work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social Enterprises, and new start upsEnterprises, and new start ups
• To develop a brand with Virgin
• Promotion of business development and providing tools and key contacts in which companies and individuals have the opportunity to grow.
• Promotion of job creation
• Driving economic prosperity
• Promoting and encouraging women in
To work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social
Promotion of business development and entrepenual spirit by providing tools and key contacts in which companies and individuals have the opportunity to grow.
Promoting and encouraging women in business events
• Ensure maximum capacity is reached at each event
• Working in partnership with virgin to showcase Derry Strabane to as a creative and digital hub for existing and future businesses
• Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and districtProvide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and district
• Promote the GO For It and Business Boost Schemes
• Provide networking opportunities
• Highlight key speakers and their businesses in a series of case studies
• Build profile of Enterprise Week as a ‘Must Go To Event’ year on year
• To attract business from Derry City, Strabane and Donegal
• Build database for future events
• Increase facebook likes and engagement on the Business Facebook Page by
Ensure maximum capacity is reached at each event
Working in partnership with virgin to showcase Derry – Londonderry and Strabane to as a creative and digital hub for existing and future businesses
Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and districtProvide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and district
Promote the GO For It and Business Boost Schemes
Highlight key speakers and their businesses in a series of case studies
Build profile of Enterprise Week as a ‘Must Go To Event’ year on year
To attract business from Derry City, Strabane and Donegal
likes and engagement on the Business Facebook Page by 3%
Events
• Realise Your Digital Potential by Virgin Media Business
• Foyle Business Network Open Morning
• Digital DNA Tourism Workshop• Digital DNA Tourism Workshop
• Thoughts Become Things
• Princes Trust Enterprise Programme
• £10K Business Start Up Challenge
• Doing Business Cross Border
• Social Enterprise & Social Entrepreneurs
Realise Your Digital Potential by Virgin Media Business
Foyle Business Network Open Morning
Princes Trust Enterprise Programme
Social Enterprise & Social Entrepreneurs NI
• Inspiring & Upskilling Female Entrepreneurs
• You cannot be what you cannot see
• Start a Business Drop in Days
• Festival Finance Workshops
• Rural Business Investment Scheme• Rural Business Investment Scheme
• Worldhost Food Ambassador Programme
• Gearing up for Growth
• Innovation in Action
• Who wants to be an Entrepreneur
• Meet the Buyer
Inspiring & Upskilling Female Entrepreneurs
Food Ambassador Programme
• Development Timeline
December
Initial talks with
Business Team
Meetings with Virgin
• January
• Sponsorship agreed with
Virgin Media Business
• Brand Development agreed
• February
• Official Launch 1
• Social Media Campaign
commencesMeetings with Virgin
Media Business
• Brand Development agreed
• Programme Brief from
Business Team
• Marketing & PR Plan
• Webpage Developed
• Events listing on Eventbrite
• Brand toolkit developed and
circulated
commences
• PR Campaign
• Registrations open
• 2
• Programmes printed and
distributed
• Outdoor advertising
(Billboards,
digital)
• Newspaper and online
advertising
February
Official Launch 1st February
Social Media Campaign
commences
• March
• E-zine sent
• Radio Advertising continues
• Social media and PR campaign commences
PR Campaign
Registrations open
2 Ezines sent
Programmes printed and
distributed
Outdoor advertising
(Billboards, adshells and
digital)
Newspaper and online
advertising
• Social media and PR campaign
continues
• Enterprise Week of Events – 6th –
March
• Live coverage on social media
• Press Pictures
• Marketing Evaluation
January Feburary
29 16 23 30 6 13 20
Quotes for advertising E-Zine 1
Billboards for two weeks
Launch of
Enterprise
Week
Programme DistributionRadio Advertising
Q102/Week
Q102/
Press
Press Advertising
Leaflet
insert
March
20 27 6 13
Billboards for two weeksEnterprise Week E -Zine 3
Radio Advertising
Q102/Iradio/Highland
Post event PR
Q102/Iradio/Highland
Press Advertising
Leaflet
insert
E Zine 2
Digital Campaign Live
Marketing OverviewCHANNEL DATES
PRINT/PRESS Feb/March
RADIO Feb/MarchRADIO Feb/March
OUTDOOR Feb/March
DIGITAL Feb/March
ASSETS Feb
RESEARCH Post Event
PRINTED MATERIALS February
SOCIAL MEDIA Feb -
DATES FORMAT
Feb/March Local, Regional and ROI titles, magazines and supplements
Feb/March Local, Regional and ROI Radio Stations, 20sec advertsFeb/March Local, Regional and ROI Radio Stations, 20sec adverts
Feb/March
48 sheet sites in Derry and Dungiven, Adshells and Digital Screen
in Strabane
Vinyls around Derry and Strabane
Feb/MarchBusiness channels/ What's on Derry Strabane / Derry City and
Strabane District Council/ Go For It / Virgin / Stakeholders
Feb 1 min promotional video from Virgin Media Business
Post Event Online Survey
February
Leaflets x 17000 / Posters x 80 / Brochure x 6,000 Leaflet insert
Derry Journal, 6000 programmes distributed, 80 posters - £10K
Business Start Up Challenge
- March Boosting posts and constant activity on Social Media
Design & Printed Items
Programme x 6000
Leaflets x 17,000
Billboards x 4
Adshell x 1
Digital Screen x 1
Posters x 80
Props x 2
Signage
E Invites
Design & Printed Items
• Press and Advertorial
• Over 40 stories carried out in regional press North and South about Enterprise Week from 23rd February to 1623rd February to 16
Over 40 stories carried out in regional press North and South about Enterprise Week from
February to 16th MarchFebruary to 16th March
• Digital #EW2017
www.derrystrabane.com/enterpriseweekFacebook – Business Support Derry Strabane
/WhatsonDerryStrabane/
DistrictCouncil
Business Support Derry Strabane
/DerryCityandStrabane
Twitter – Business Support
DS/WhatsonDS/DerryCityandStrabaneDis
trictCouncil
• Results
• Reach & Awareness
We reached a potential audience of 1.5 million people through our paid
Audience NumbersAudience Numbers
Key events reached capacity including:
• Realising Your Digital Potential
• £10K Business Start Up Challenge Information Session
• Digital DNA Tourism Roadshow
• Inspiring and Upskilling Female Entrepreneurs
• Rural Business Investment Scheme Information Session
• Meet the Buyer
• Doing Business Cross Border
through our paid-for marketing campaign.
£10K Business Start Up Challenge Information Session
Rural Business Investment Scheme Information Session
• Comparisons of Events 2016 vs 2017
• 2016 – 40 events held, however some events had to be cancelled due to low registrations. 741 registrations in total Average registrations to low registrations. 741 registrations in total Average registrations 18 per event
• 2017 – 18 events held. 786 registrations. Average registrations 43 per event
2017
40 events held, however some events had to be cancelled due to low registrations. 741 registrations in total Average registrations to low registrations. 741 registrations in total Average registrations
18 events held. 786 registrations. Average registrations 43 per
ResultsTo work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social
Enterprises, and new start ups
Achieved: A Full Programme Developed with 18 events aimed at budding entrepreneurs and those seeking to expand their existing business
To develop a brand with Virgin
Achieved: A strong brand was developed which was used on all media advertising, outdoor, press and social media
Promotion of business development and entreprenueal spirit by providing tools and key contacts in which companies and
individuals have the opportunity to grow.
Achieved: Registrations from were all types of business across the city, district and ROI, these events acted as networking events and key speakers providing valuable advice.
Promoting and encouraging women in business events
Achieved: Inspiring and Upskilling Female Entrepreneurs with Lara Morgan sold out.
To work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social
Achieved: A Full Programme Developed with 18 events aimed at budding entrepreneurs and those seeking to
Achieved: A strong brand was developed which was used on all media advertising, outdoor, press and social
spirit by providing tools and key contacts in which companies and
Achieved: Registrations from were all types of business across the city, district and ROI, these events acted as networking events and key speakers providing valuable advice.
Achieved: Inspiring and Upskilling Female Entrepreneurs with Lara Morgan sold out.
Results• Working in partnership with virgin to showcase Derry – Londonderry and Strabane to as a creative and digital hub for
existing and future businesses
Achieved: The Marketing and Communications Plan and Programme of Events showcased the cities digital hub through press stories, interviews event locations and key speakershub through press stories, interviews event locations and key speakers
• Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the
city and district
Achieved: Examples: Steve Wind –Mozley (Virgin), Lara Morgan, Seamus McAdams, Meet the Buyer
• Promote the GO For It and Business Boost Schemes
Achieved through social media and the £10K Business Start Up Challenge
• Provide networking opportunities
Achieved through Programme of Events
Londonderry and Strabane to as a creative and digital hub for
Achieved: The Marketing and Communications Plan and Programme of Events showcased the cities digital hub through press stories, interviews event locations and key speakershub through press stories, interviews event locations and key speakers
Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the
(Virgin), Lara Morgan, Seamus McAdams, Meet the Buyer
Achieved through social media and the £10K Business Start Up Challenge
• Build profile of Enterprise Week as a ‘Must Go To Event’ year on
Achieved: 100% of participants surveyed said they would like to see EW in the future
• To attract business from Derry City, Strabane and Donegal
Achieved: 329 registrations through EventbriteAchieved: 329 registrations through EventbriteStrabane, Donegal and Limavady (please note that this does not include partner events as they adopted their own registration processes).
• Build database for future events
Achieved: 232 people gave their permission through about future business events
profile of Enterprise Week as a ‘Must Go To Event’ year on year
Achieved: 100% of participants surveyed said they would like to see EW in the
Donegal
Eventbrite from companies in Derry, Eventbrite from companies in Derry, (please note that this does not include partner
events as they adopted their own registration processes).
Achieved: 232 people gave their permission through Eventbrite to be contacted
Social Media Results
Increase facebook likes
and engagement on
the Business Facebook the Business Facebook
Page by 3%
Achieved:
7% Increase
23% increase on
2016 results
Engagement: Average Post Engagement 9%
Awareness: 122 2340%
Mentions: 11Mentions: 11
Shares: 111
Website Resultswww.derrystrabane.com/enterpriseweekwww.derrystrabane.com/enterpriseweek
1st February – 10th March:
5,911 Page Views 3.89%
AVE Results• Total Value: £26,932.22
• Total Reach: 159,5204
Derry Journal Results:• Campaign Creatives
Leaderboard (As Above)(728 x 90) 2 weeks
12993 IMPRESSIONS 21 CLICKS
AVE Results£26,932.22
159,5204
Derry Journal Results:Creatives
(As Above)2 weeks
CLICKS 0.16% CTR
Conclusion & Recommendations
• This was a very successful event with great rise in media, interest and coverage.
• By keeping the programme of events limited to a small number of events this allowed for greater participation
The new brand was very well received. Virgin Media colours really stood out on outdoor • The new brand was very well received. Virgin Media colours really stood out on outdoor assets leading up to the event. This brand could be established if Virgin commit to further years sponsorship
• Digital interaction and web analytics were good however cannot benchmark against 2016 event
• A marketing database was created throughout the event which we can use to market future events.
• A survey was sent out after the weeks events with a low response rate. It is suggested that for 2018 research costs be included in the budget to capture feedback at key events.
• It is recommended that 2018 dates be introduced as soon as possible to keep momentum up through stakeholders and social media.
Conclusion & Recommendations
with great rise in media, interest and coverage.
By keeping the programme of events limited to a small number of events this allowed
Virgin Media colours really stood out on outdoor Virgin Media colours really stood out on outdoor assets leading up to the event. This brand could be established if Virgin commit to
Digital interaction and web analytics were good however cannot benchmark against 2016
A marketing database was created throughout the event which we can use to market
A survey was sent out after the weeks events with a low response rate. It is suggested that for 2018 research costs be included in the budget to capture feedback at key events.
It is recommended that 2018 dates be introduced as soon as possible to keep momentum up through stakeholders and social media.