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Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

Isle of Wight Campaign

Written By Mary Adenuga, Shanneika Otesanya and Tonya Warrican


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

Abstract The aim of the report is to develop a productive business communication strategy for Island Breaks on the Isle of Wight. Our goal is to develop a one-year online campaign for Island Breaks to be known as a summer and weekend break destination. Our intended outcome is to provide our client the Isle of White Council with an integrated communication strategy that incorporates the use of online social media. Five main events will be promoted during the 12 month campaign. The aim is to attract as many visitors during these five events. All application in communication with the specified target audience will be though online and social media tools. The events consist of the following:     

The Isle Of Wight Festival Islands Family Fireworks party The Isle of Arts Festival Quay Comedy Club Dinosaur Isle Christmas Fossil walks

All of the above events will be promoted online through an assimilated communication strategy, which is combined with social media, sponsorships, loyalty schemes and competition. The anticipated outcome results in the measurement and evaluation of how much substantial development in the increase of visitors to the Isle of Wight, during peak times such as holiday periods and weekends. The aim is not just to get visitors to the Isle of Wight but to keep them coming back.

Situation Being one of the largest islands in England, the Isle of Wight caters to most age groups and people, subsequently bringing in thousands of tourists yearly. With the great attractions and tourist points it is easy to see why the Isle of Wight is such a popular destination. International events such as Bestival, Isle of Wight Walking festival, Isle of Wight cycling Festival and many more. The Isle of Wight’s current social media is of the following:  

Facebook likes: 15,971. The Facebook page incorporates surveys that customers can voluntarily fill out and give feedback. Twitter followers: 2036


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

YouTube videos/ views: 10 videos with a total of 7471 views. Most of the views are from the Isle of Wight festival video. The videos effectively communicate what activities can be found in the Isle of Wight.

The intention is to get sponsorships with Red Funnel Ferries, The Sleeping Bag Company and the Harrow Lodge Hotel, in order to increase the profile of potential visitors who have never been to the Isle of Wight or visited the Island Breaks website. All sponsors will be covering the costs of deals and promotions the customers will receive from Island Breaks. Any other costs will be covered out of the £50,000 12 month budgets. With the combination of online channels, such as social media, blog, online publications it will enhance the engagement between the Isle of Wight and potential visitors, essentially creating a buzz of the five events. The following publications that will be used during this 12 month campaign include Facebook, Twitter, YouTube, online newspapers/magazines and loyalty schemes.

Objectives The objectives are situated around the events that are incorporated into fulfilling the strategy. All objectives that have been set are realistic and achievable within the 12 month time limit. The four main objectives are as listed below: 

The main goal is to build an online relationship with the audiences of the Isle of Wight and to be known as the ultimate island experience. Our aim is to gain over 6000 Facebook likes, 1000 twitter followers and 550 YouTube subscribers within October 15th 2012 to October 15th 2013. The primary objective is to get online awareness of the various activities that will take place during the 12 month calendar year, the events will be for families and the elderly, young adults and couples. To generate online awareness and drive traffic to the island breaks website and to Isle of Wight its self various tactics using, social media, sponsorships, competitions and promotions. The Islands Family Fireworks party will be aimed at families, this event will be publicised to the target audience through appropriate and effective methods that will generate customers. The sponsorship with Red Funnel ferries, the Sleeping Bag company and Harrow Lodge Hotel, will be used to gain online awareness of the Isle of Wight festival for all target audiences. This will not only provide more online awareness for the Isle of Wight but will also provide awareness for Red funnel ferries. The aim is to get the audience involved in a competition to generate 6000 likes on Facebook and 1000 followers within exactly a month. The campaign will start on the 15th of October 2012 to the 15th of November 2013 midnight. The Isle of arts festival will be aimed at middle-aged couples, the event will commence from Friday 19th of April to Sunday the 21st 2013. This event will appeal


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

to middle aged couples that have an interest in the creative arts. To generate the awareness of our target audience the use of twitter and Facebook shall be used. The Dinosaur Isle Christmas fossil walks event will be targeted towards the elderly. To get the message across press releases will be sent out to regional and national online news websites and magazines, to feature about the event. Online awareness will also include media requests to be quoted in online news articles. The event will be taken place of different consecutive days Sunday 9th December, Thursday 27th December and Friday 28th December. Not only does this event appeal to elderly but also families.

Audience Finding the audience profile is essential to finding how to appeal to customers and what certain activities will attract them to the Isle of Wight. According to the research that has been taken place we found four main key audiences that have been found which consist of the following:     

Families (1 to 65) Teenagers (13 – 19) Young adults & middle aged adults (20- 45) Couples (18- 80) Elderly (60 – 90)

Strategy The strategy is to generate online brand awareness for Island Breaks resulting in the preservation of customer loyalty and increase of customers from a wider audience profile.

Tactics: The tactics have been made in order to meet the overall strategy and objectives. The tactics are as follows:       

Facebook Twitter Online loyalty scheme Video/audio podcast competition Poetry competition Sponsorships Family blog


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

Interaction with online magazines/news

Isle of Wight Festival For the Isle of Wight festival the targeted audience appeals to people aged 17 to 45. These people remain actively social and engaging festival activities. Our current primary target audience are as following:    

Females, aged from 17 – 35, with an approximate yearly income of 14,000 - £45,000, or may rely on part time jobs or parental income Adolescent lads, aged between 17 – 19, with an approximate yearly income of £15,000 or relying on parental income. Outdoors people Music fanatics, people who are interested in a wide variety of music

Isle of Wight Festival Dates: 

13th, 14th, 15th and 16th of June

TACTICS:

The current Isle of Wight YouTube platform is not as proactive as it should be. Taking the initiative YouTube will be one of the tactics that will be used to not only create a buzz the Isle of Wight festival but increase online trafficking. A competition will be held specifically to engage the audience of the YouTube platform. Customers will be told to create a 2-minute visually creative video with the topic “5 things I love about the Isle of Wight” that informs potential customers and visitors to the Isle of Wight. From this competition the winners will receive 50% off accommodation with Hallow Lodge Hotel. The aim of this is to gain more views and attention to the online YouTube platform; this is because it is not doing as well as it could be. This will also allow the relationship between the Isle of Wight and the customers to strengthen, with customers feeling more engaged as more interaction is taking place. Potentially the goal is to generate 5000 views by the 1st of May to the 1st of June. This will be a one month tactic that is aimed to increase the online awareness of the island breaks YouTube page. The sponsorship deal with the “Sleeping bag shop” is a great collaboration as this scheme aims to raise the profile awareness of the sleeping bag company as well. The winner of the completion will win a free sleeping bag courtesy of the sleeping bag shop and


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

discounts from Red Funnel ferries from the Isle of Wight to whatever destination of their choice within the UK. Press release on the competition will be sent out on the 22 nd of October to 7 national online magazines/newspapers and 10 regional online magazines/newspaper. The 7 national newspapers include:       

www.thesun.co.uk www.Mirror.co.uk www.dailymail.co.uk www.guardian.co.uk www.thedailystar.co.uk www.dailyrecord.co.uk www.express.co.uk/scottish

The 13 regional consist of:             

www.walesonline.co.uk www.leaderlive.co.uk www.cambrian-news.co.uk www.dailyecho.co.uk www.blackpoolgazette.co.uk www.birminghammail.co.uk www.mediauk.com www.theargus.co.uk www.bristolobserver.com www.cambridge-news.co.uk www.kentonline.co.uk www.coventrytelegraph.net www.thisisderbyshire.co.uk

Podcasts/video casts competition: The overall competition will be to get families, couples and young people to apply for a chance to get free expenses with Red Funnel ferries, free sleeping bags by “The Sleeping Bag Company”, accommodation expenses by “Harrow Lodge Hotel”, and free “Quay comedy club” tickets.


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

In return they will have to record video podcast and audio podcast of their activities and event. The application process will have to be sent through the Island Breaks website. To send an application, customers will have to:     

Fill out a feedback survey on the Island Breaks website Sign up for monthly E-newsletter on the Island Break website Follow/like Red Funnel Ferries and the Sleeping Bag Company on Twitter and Facebook Follow/like on twitter and Facebook Isle of Wight pages Subscribe to the Isle of Wight YouTube page.

The benefits of this are that The Island Break website will receive more traffic to the website. The aim is to receive just fewer than 7000 applications for the Islands Family Fireworks party, IOW Festival, The Isle of Arts Festival, Quay Comedy Club and the Dinosaur Isle Christmas Fossil walks The campaign will start on the 16th of October where all the press release will be sent out. There will be 18 days till the first event (Islands Family Fireworks party) starts. The benefits:       

Raise awareness of the 5 events Will get people coming down to experience the isle of Wight and what it has to offer Will generate traffic to the island Breaks website More sign-ups for monthly E-Newsletter More subscribers on YouTube Increase of Facebook like and twitter followers Increase of likes/follows for Red Funnel Ferries and The Sleeping Bag Company

Press releases for all the events will be sent out at the same time to national and regional online magazines and newspapers. Press releases will be sent to 7 national online newspapers and magazine, whilst 13 regional online newspaper and magazines. The 7 national newspapers include:       

www.thesun.co.uk www.Mirror.co.uk www.dailymail.co.uk www.guardian.co.uk www.thedailystar.co.uk www.dailyrecord.co.uk www.express.co.uk/scottish

The 13 regional consist of:


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

            

www.walesonline.co.uk www.leaderlive.co.uk www.cambrian-news.co.uk www.dailyecho.co.uk www.blackpoolgazette.co.uk www.birminghammail.co.uk www.mediauk.com www.theargus.co.uk www.bristolobserver.com www.cambridge-news.co.uk www.kentonline.co.uk www.coventrytelegraph.net www.thisisderbyshire.co.uk

This part of the campaign is to get the specific audience groups of families and elderly, couples and young people to apply for a competition. Four families will be sponsored and given a free holiday, to create video and audio of their holiday activity and experiences that take place. All expenses will be paid which will be taken out of the campaign budget. The sponsorships with Red Funnel ferries and Harrow lodge Hotel will cover the travel and accommodation allowance. All the families need to do is video record 55 minutes and 10 minutes audio activity of their selves for each day of the holiday and talk about their experiences, interacting with potential viewers. All videos will be uploaded daily… Each family will be going at different time. The specific events are:     

Islands Family Fireworks party (3rd November 2012) The Isle of Arts Festival Quay Comedy Club (26th Oct, 30th Nov, 15th Dec) Dinosaur Isle Christmas Fossil walks (9th, 27th, 28th of December) Isle of Wight Festival (13th, 14th, 15th and 16th of June)

All families that apply have to meet specific requirements. The first and the second families will have to have 6 members. This has to include a mother, father, daughter, son, grandmother and grandfather. This is so the audience can experience all aspects of family activities in the Isle of Wight. The third and fourth families, will be specifically based at the single parent families which


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

will include either a mother or a father with however many children they have although the children can not exceed four as there is a limit to the budget. Isle of Wight Festival (13th, 14th, 15th and 16th of June) This aspect will aimed at the target audience of young people for the Isle of Wight festival. There will be a group of 4 friends either male or female. They must be aged from 17 – 21. Their time on the Isle of Wight will also be sponsored for their time recording their activities during the Isle of Wight festival. They will receive free sleeping bags from the sponsorship/partnership with the “Sleeping Bag Company”, free ferry travel from “The Red Funnel Ferries” and best of all free entry tickets to the Isle of Wight Festival. Quay Comedy Club (26th Oct, 30th Nov, 15th Dec) The third target audience is for couples; the requirements are for all the entries to be couples aged between 19-65. The two winning couples will be chosen, they will preferably be younger and older couples, and this is so that the audience can see the difference sides. The couples will receive free accommodation with the Harrow Lodge Hotel, free ferry travel with “The Red Funnel Ferries’ and also free tickets to the Quay comedy club.

Family blog Blogs are a great way for people to express the feeling and opinions on a wide variety of different topics, places, people, food and a lot more. The family blog will be created in order for families to express their own personal family experience at the Isle of Wight. The blog is being created in order to help other families decide whether or not the Isle of Wight is the right place for their family to go on vacation. The blog is not being created to be biased so there will obviously be mixed feelings about their island experience from the different families. The parents of families will write about all the different events that they attended, how enjoyable they were, what they would change about their experience and how much they rate each event. Each family will have different interests but having feedback from the various different families may help other families to decide whether or not to travel to the island. After the blog has been set up, it will be tweeted about on twitter, this will drive more traffic to the blog as other followers of the Isle of Wight twitter will be able to retweet the link which will get more publicity for the blog.

Islands Family Fireworks party


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

For the Isle of Wight family fireworks party, the target audience is families with an age range of 5-75, giving this event a wide target audience that is able to cater to everyone to the family, from young children, young adults and teenagers, parents and grandparents. 

Families who like festive activities and display shows. A two parent families today earn an average of 40,000 a year. Were as an average single parent family earn £20,000 or more.

Pensioners (elderly), who enjoy going away on holiday and being preoccupied with events.

Dates and time 

3rd November 7:30pm

The Isle of arts festival This festival is aimed at those who enjoy workshops, the creative arts such as poetry, dance and drama. An event like this will be aimed at those aged between 17-55 years old. Students who may study subjects such as creative arts or are interested in workshops and couples who enjoy nights out such as poem classes and performances.  

Students rely on their student income which is £6,000, part time jobs or parental income. Couples, rely on their own paying jobs.

Dates   

Friday 19th April Saturday 20th April Sunday 21st April

The tactic to generate awareness of the Isle of Arts Festival will be to hold a competition. The competition will be aimed at aspiring poets. All entries will have to be sent through the Island Breaks website. The winner will win a chance to perform their poetry as an act during the festival receiving a 5 minute slot. To send their entry application, they will have to sign up for the e-newsletters, like and follow on Facebook as well as subscribe to the Isle of Wight YouTube page. The winning poet will also be added to the Island Breaks e-newsletter.


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

To generate awareness of the competition Facebook and twitter will be used as well as sending out oppress releases. Benefits:   

More traffic to the Island Break Increase of like on Facebook Increase of followers on twitter/ retweets and tweets on the competition

Press releases will be sent out to the following 5 online blogs which are     

http://theculturevulture.co.uk/blog/ http://we-make-money-not-art.com/ http://www.litkicks.com/ http://poethound.blogspot.co.uk/ http://www.poetryfoundation.org/

Dinosaur Isle Christmas fossil walks The target audience is aimed at: • Families, with children aged from 3 – 15, with yearly income of £40,000. Aimed at families that enjoys outdoor activities and nature. • Elderly who enjoy pre-historic history, archaeology and outside walks and activities. The basic state pension for the elderly 60 and over is £107 per week. • Students aged between 13–24 Aimed at students that have a passion for pre-historic history, geology and nature. Dates and times:   

Sunday 9th December 1pm Thursday 27th December 2pm Friday 28th December 2pm

TACTICS: To reach the desired target audiences news releases will be sent out to 8 national online news websites. The goal is to generate awareness of the different events that the Isle of Wight have to offer that caters to all genders and ages gaining a feature article on the event/s or maybe a small mention the newspapers. In addition media requests will be sent out to add quotes in articles about the upcoming event and quotes from previous customers in online news articles such as


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

       

The Daily Echo The Daily Express Bolton News Camden Gazette National Geographic The Independent The Daily Mail Guardian

Specific online newspapers have been chosen precisely because of the region demographic, reach and target audience they appeal to. The news release will need to be sent out to designated websites by October the 17th so as to create a buzz before the start of the event which is the 9th of December.

Extra Activity In order to generate extra engagement with customers, customers will be told to tweet or put their Facebook status as #IOW2013herewelcome, this is to generate traffic to the Island break website. Tweeters will then link the Island Break website to the specific page that includes the information about the event they are looking forward to the most. Then they will have to tweet about what they are looking forward to. The following tactic is specifically aimed at the twitter generation users. The objective is to create a twitter storm to get the Isle of Wight trending on twitter. The aim is to get people excited about the Isle of Wight events in 2013, before the year is reached. The aim of this is to get people talking about the events that will be taking place in 2013. By having this hash tag trending this is giving Isle of Wight more publicity, a lot of people do not know what the island has to offer so this will be a good way for get the island trending. The person that receives the most retweets will receive free tickets for the Quay comedy club event. Online Loyalty Scheme: Customers will be told to go onto the Island Breaks website to sign up for an online loyalty scheme, essentially bringing traffic to the website. This scheme will hopefully generate a buzz to customers who already visit the Isle of Wight continue to carry on visiting and new potential customers coming to the Isle of Wight booking through island breaks, driving traffic to the website. The scheme will include a point system, if customers get over 500 points they receive 50% off the next booking via the Island Breaks website.


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

Timings Below is the timeline that consists of the upcoming events for 2012/2013. These events surround the target audiences. This is a 12-month line diagram of the events activity’s that will take place.

Quay Comedy Club

Quay Comedy Club

Fri 26th Oct 12

Fri 30th Nov 12 Fri 14th Dec 12

Island Family Fireworks Party 3rd Nov 12

Quay Comedy Club

Dinosaur Isle Christmas Fossil Walks Sun 9th Dec 12

Dinosaur Isle Isle of Wight's Christmas Art Festival Fossil Walks Fri 28th Dec 12 Sat 20th Apr 13

Dinosaur Isle Christmas Fossil Walks Thurs 27th Dec 12

Isle of Wight's Art Festival

Isle Of Wight Festival 13th June 13

Isle Of Wight Festival 15th June 13

Isle of Wight's Art Festival

Isle Of Wight Festival

Isle Of Wight Festival

Fri 19th Apr 13 Sun 21st Apr 13

14th June 13

16th of June 13

Budget The budget is £50,000 for 12 months and 70% of the budget goes towards the salary of three employees. The salary for three people will be £29,411 split amongst them. YouTube 2min visually creative video competition “Five things I love about the Isle of Wight” As part of the specification of the competition the winner will receive 50% off hotel accommodation for 2 nights. The winner is allowed to take a friend. The payment to the Hallow Lodge Hotel will be covered as part of the £50,000 budget. A night at the hotel will cost £28.00 x 2 = £56.00. Therefore £56 will be taken out of the £50,000 budget Video/audio podcast competition Island Family Fireworks Party Competition is for 2 families, they will receive 2 night accommodation with Hallow Lodge Hotel paid from £50,000 budget and free family ticket to Island Family Fireworks Party. Family ticket = £10 x 2 families = £20 First family = 6 members £28 x 6 = £168


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

Second family (single family) = 4 members £26 x 4 = £112 Accommodation total = £168 + £112 = £280 Isle of Wight festival Members receive free Isle of Wight ticket (taken by £50,000 budget), free sleeping bags (sponsored by the Sleeping Bag Company) and free ferry tickets (sponsored by Red Funnel Ferries). 4 members 1 ticket cost £80 £80 x 4 = £320 Quay Comedy Club: 2 Couples receives free tickets to Quay comedy club covered by the £50,000 budget. 1 ticket cost £19.70. £19.70 x 4 (couples) = £78.08 Harrow Lodge Hotel will be paid for 1 night as part of the £50,000 budget. £28.00 x 4 (couples) = £112 Total money covered from the £50,000 = £78.08 + £112 = £190.08

Total prizes/competitions = £866.8 Salary = £29,411

TOTAL BUDGET USED = £30,277.8 BUDGET LEFT = 19,722


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

Evaluation After all the events have taken place and online evaluation will take place using particular online sites. It is important that all tactics are evaluated on the effectiveness in order to see what improvements were made, needs to be made and also the results. The online sites that will be used to evaluate the results are listed below: Twitter grader (www.twitter.grader.com): Twitter grader is a site that allows organisations to evaluate their global significance. Organisations can see where they rank amid other twitter users seeing how popular they are. This will be used to see how much the Isle of Wight twitter page has grown over the 12month period of the campaign. Followers of the Isle of Wight twitter account will be tallied numerically up against other twitter accounts Twitter Hash tag The twitter hash tag is used to categorize tweets, which helps them show more easily in a twitter search. Twitter hash tag will be used to get the topic trending, a hash tag is a good way to get a topic trending, this creates a lot of interaction for the topic as people tweet the hash tags and their own personal opinions. In cases hash tags start trending worldwide. Facebook grader Facebook grader measures the reach, authority and popularity on Facebook. The grader calculates the Facebook page as a percentage score, which then grades according to the number of friends, power of network of friends, the completeness of profiles as well as other aspects. It will display the rank against the number of Facebook members that have already been graded. It also summarises the number of contacts, number of wall posts made. Essentially the Facebook grader will analyse and inform on how effective the Isle of Wight Facebook page is. Google trends Google trends will be used as a form of evaluation for the amount of views the Island Breaks website gets. Google trends is an online search engine that allows users to see how often specific keywords, subjects and phrases have been queried over a specific period of time. The online search tool Google Trends allows users to see how often specific keywords, subjects and phrases have been queried over a period of time. The way this works is by analysing a portion of Google searches to calculate how many searches have been completed for the terms that were entered, relative to the total number of searches done on Google over the same time.


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

The data that is provided by Google Trends is updated on a daily basis; Google includes a disclaimer that the data Trends produces “may contain inaccuracies for a number of reasons, including data sampling issues and a variety of approximations that are used to compute result.” The Isle of Wight Festival will be evaluated by:    

The amount of applications received for the audio/video podcast competition Responses from national/regional online magazines/newspapers The number of responses from readers of online national/regional newspaper/magazine Google trends to measure the statics in comparison with the previous year

The Isle of Wight YouTube page will be evaluated by:   

How many subscribers that are received How many YouTube views How many commenters

Podcast/video cast competition:     

The amount of applications received The amount of views on the Island Breaks website The signups for monthly e-newsletters The subscribers of YouTube The Facebook likes and twitter followers

To measure the twitter campaign:  

By how many tweets and retweets Twitter grader


Mary Adenuga, Shanneika Otesanya & Tonya Warrican – Isle of Wight Campaign

References What is.com (2012), Definition Google Trends, Available at: http://www.ons.gov.uk/ons/rel/household-income/income-of-retired-households/1977-201011/rep--income-of-retired-households--1977-2010-11.html [Date Accessed: 05/11/12] The Telegraph (29/6/10) Telegraph communities: the arrival of Disqus and BuddyPress, Available at: http://blogs.telegraph.co.uk/culture/kateday/100044509/telegraph-communities-the-arrival-ofdisqus-and-buddypress/ [Date Accessed: 12/11/12] Wiki How to do anything (28/10/12) How to Increase Website Traffic, Available at: http://www.wikihow.com/Increase-Website-Traffic Date Accessed: 12/11/12 Underwire (6/23/09) Twitter Grader Lets You Evaluate Your Global Significance, Available at: http://www.wired.com/underwire/2009/06/twitter-grader-lets-you-evaluate-your-globalsignficance/ Date Accessed: 24/11/12

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