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Spring Carnival 2018 Marketing Evaluation

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Page 1: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Spring Carnival 2018

Marketing Evaluation

Page 2: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Background

The St Patrick’s Day Spring Carnival 2018 took place 17th – 18th March with a weekend of diverse

family friendly activities across Derry.

The theme for this year’s festival Spring has Sprung was a celebration of the sights and sounds of

Spring and incorporated Music, Food and Culture.

The Marketing Budget for the campaign was £15000 and targeted key segments and geographic

areas using a mix of on and offline tools including

Print Materials Outdoor Advertising

Radio Digital – Social Media

Press Video & Photography

Page 3: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Objectives

oAttract 37,000 people to the city over the weekend

oPromote key messages: Celebration of Food, Music & Culture/ Community, City as a short break destination ideal for families, Family fun activities

oMaintain high occupancy levels from 2016 – target 90%

oAchieve an high media value throughout campaign

o Increase website traffic by 5%

o Increase Facebook reach and engagement by 10%

Page 4: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Key Events

St Patrick’s Day Spring Carnival Parade, Derry

St Patrick’s Day, Strabane

LegenDerry Food Festival

Ubuntu Global Festival

Page 5: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Timeline

January• Brief from Events Team

• Call out for content

• Marketing / PR plan Developed

• Brand Developed

• Web Activated

February• Content Collated

• Website Updated

• Event Launch

• Social Media Campaign

• PR Campaign

• Ezine

• Outdoor Marketing Campaign

• Print and digital

March

• Social Media Promotion

• Brochure distributed

• Ezine

• Radio Ads

• Print Ads

• Digital Ads

• Press

Page 6: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Target Audience

N Ireland Rep of Ireland

Other

Target Breakdown

75% 20% 5%

Target Areas DerryTyroneBelfastColeraineOmaghFermanagh

Donegal

Page 7: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Marketing Activity Overview

February March

1st 5th 12th 19th 26th 5th 12th 19th

Web Development

Press Launch Press Features Post Event PR

Content Promotional Video

A5 20pg Brochures & Posters

Social Media Campaign

Belfast Tele | Irish News Local Press Ads & Radio promotion (Q Network & Highland)

Outdoor Campaign and Digital Screen Advertising

Ezine Digital Advertising Campaign AA Roadsigns | Ezine

Page 8: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Marketing Spend

Item Cost

Print Materials – A3 Posters, Props & A5 Brochure £2752

Distribution £490

Radio £693

Press Ads £2085

Outdoor – Vinyl Banners, AA Road Signs, Digital Screen £2065

Digital Campaign – Social Media, Digital Ads £2600

Media Evaluation £400

Photography / Video – Events in Derry & Strabane, Launch, Features

£3195

Other £720

Total £15,000

Page 9: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Press Ads

Publication

Derry Journal | Sentinel ¼ pg Ad & Editorial

Derry News ¼ pg Ad & Editorial

Inish Times ¼ pg Ad & Editorial

Donegal Post ¼ pg Ad & Editorial

Letterkenny Post ¼ pg Ad & Editorial

County Derry Post ¼ pg Ad & Editorial

Fin Valley Post ¼ pg Ad & Editorial

Belfast Telegraph 1/2pg Ad & Editorial

Irish News 1/2pg Ad & Editorial

Page 10: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Print Materials

Print

A3 Posters 150

20pg Programme 15,000

Page 11: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Radio

Station

Q Network 40 x 20 secs

Highland Radio 20 x 20 secs

“ Come and experience a feast of great events at the Spring Carnival Derry on 17th & 18th March.

Enjoy St Patrick’s Day Carnival Parade, The Ubuntu Global Festival and the Award Winning LegenDerry Food Festival with food demos, celebrity guests and more!

For full programme of events visit www.derrystrabane.com/springcarnival ”

Page 12: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Outdoor

Qty Date Location

10 x 3 Vinyl Banners

8 March Ebrington, Fort George, Foyle Street, Quay & the Diamond

48 Sheet Billboards

4 Mid Feb Railway Station, BuncranaRoad, William Street and Strabane

6 Sheets (Bus Shelters)

4 Mid Feb Citywide

Digital Screens 4 Mid Feb Millenium Forum & Citywide

Visit Derry Windows

3 March Waterloo Place

AA Road Signs 13 March Citywide

Page 13: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

DigitalPlatform

Website www.derrystrabane.com/springcarnival Content updates, Events Listings, Programme Download / Flipogram, Accomodation section, Traffic & Travel

Facebook Whats on Derry Strabane (58k followers) Editorial CalendarBoosted PostsAds

Twitter WhatsonDS (23k followers) Posts

Instagram Whats on Derry Strabane (890 followers) Posts

Digital Advertsing Whatsonni.com 2 week digital ads & dedicated ezine

Snapchat

Page 14: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Digital SnapshotKPI Spring Carnival Legenderry Food Ubuntu Total

Pageviews 21313 9130 1842 32285

Unique Users 10385 4936 667 12988

Time on Site 94 seconds (Ave) 4 mins 34 secs longest for events

162 Seconds 95 seconds

Organic & Direct Traffic 39.44% 27.95% 38.27

Paid Traffic 19.55% 37.5% 7.06%

Referral & Social 31.1% 19.30% 39%

Mobile Visits 78% 77% 77%

Bounce Rate 57.83 49% 80.21 %

Pages per user 2.09 pages 1.87 pages 2.7 pages

Page 15: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Web

Web Results

Target Actual Change

Page Views 25,775 32285 +25%

Users 4,518 12988 +287%

29% of overall

traffic arrived at the site

from a social channel. The website www.derrystrabane.com/springcarnival went live from 30th January 2018 and was updated continuously throughout the campaign.

Page 16: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Google Search & Display Advertising

CampaignImpressio

nsClicks Interacti

on Rate CPC

Legenderry Food (Display) 487951 1491 0.31% 0.32p

Legenderry Food Search 125241 1010 0.81%% 0.41p

Spring Carnival (Search) 8516 1900 22.31% 0.22p

Total 621708 4401 - -

75% entered the site via

Google Search Engine

37.5% entered the site via

paid advertising across the GDN

Page 17: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Display Ads

Page 18: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Social Media

Social media posts utilised the What’s on Derry Strabane platforms focusing on Facebook, Twitter and Instagram.

Live Videos

Page 19: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Snapchat Geo Filters

Spring Carnival

£128.01

Swipes 2,200

Uses 161

Views 12,000

Page 20: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Snapchat Video Campaign

Spring Carnival

£322.87

Impressions 209,800

Views 16,700

Swipes 753Cost Per 1000 impressions £1.54

Snapchat is a new digital innovation tool explored for this campaign, attracting a younger audience. It performed efficiently and effectively

Page 21: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Snapchat Filter Coverage by Area The filters were geographically placed at places of high activity & footfall throughout the Carnival weekend

Guildhall Square

Guildhall SquareShipquay Street & Queens Quay

Derry Walls & Bishop Street

Page 22: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Social Media

Reach 738,163 +34.8%

Engagement 10,378 +47.7%

Facebook

Page 23: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Instagram & Twitter Engaging content and images were shared and replicated on Instagram & Twitter in keeping with the social media calendar

Page 24: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Occupancy – awaiting updated figure from Visit Derry

Friday 16th March 82.65%

Saturday 17th March 92.77%

Sunday 18th March 76.09%

Ave 83.84%

Page 25: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

PR Activity - Awaiting PR Report from Nimms

PR Value £

Article Value £

Article Reach £

Volume of Items

Unique Sources

Page 26: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

2018 Results

Target Actual Result

Event Attendees St Patrick’s Day Parade -12,000

Derry Parade – 20,000LegenDerry Food – awaiting figure27,000 across the weekend

+67%The new parade route proved to be extremely popular

Occupancy Maintain over 80% rate 84% ave over the 3 nights

Pr Value Awaiting Nimms Report

Website +5% Page views – 32,285 +51%There was a big increase in the budget for digital activities this year with boosted posts and digital advertising. We had a strong digital Call to action which is reflected in the results.

Social Media +5% Facebook Reach – 738kTwitter Engagement – 564Instagram Engagement - 1161

+35%There was a detailed social media campaign this year and a big increase in digital marketing (£2600) with boosted posts and digital ads..

Page 27: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Conclusion

The Campaign was very successful overall and most of the key objectives exceeded their targets.

The marketing budget was increase to £15,000 this year which enabled us to a deliver a strong digital campaign which achieved great results.

We explored a new digital channel – Snapchat where we had a pre-event Ad and Geo-filters running throughout the weekend. These performed really well particularly with younger audiences

Facebook remained our most popular social media channel with posts, videos, ads and live feeds.

Live events were challenging to record due to congested WIFI & 4G.

The new Parade Route worked extremely well. We were able to capture images showing the scale and diversity of the event and Shipquay Gate was a great vantage point for Media.

Page 28: Spring Carnival 2018 - Derry and Strabanemeetings.derrycityandstrabanedistrict.com/documents... · Background The St Patrick’s Day Spring Carnival 2018 took place 17th –18th March

Recommendations

Programme: Keep the reduced size programme

Deadlines– Strict deadlines for content, design and launch

Spend: Increase Digital / Social Media spend.

Branding: Keep strong brand from last 2 years as people identify with it and feel it is very inclusive.

Network – Look at options for improved Wifi / internet connections as the current network is congested during events and means we are unable to out outmessages / live feeds

Dressing – The flags around the city added to the festival atmosphere and recommend purchasing some to use at all events.