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ISLE OF WIGHT RETAINER CAMPAIGN. Oliver, Sophie, Claire & Maria


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  

Mr.  and  Mrs.  Smith  

The  Jones’  

4.  Sports  enthusiasts  

3.  Interna-onal  visitors   Ted  

5.  Students  


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   (UMPF,  September  2011)  

Facebook   TwiHer   YouTube   Tumblr   Blog   Online  media  


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  


8,500  compeZtors  racing  and  100,000  spectators..  Have  you   got  your  Zcket??    

Cowes  Week  is  back!  

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.  


T  umblr  

•  •  •  • 

Video  &  images   Tagging  and  re-­‐blogging   CompeZZons   Updated  news  with  text  &  quotes  


Press  Releases   SPORT  ENTHUSIASTS   AFFLUENT  OLDER  COUPLES  

FAMILIES  


•  Photo  &  video  links   •  Event  updates   •  Direct  traffic  

•  Interact  with  partnerships   •  Hold  compeZZons  


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’  

‘Back  to  basics’  

‘The  Wight  experience  at   the  right  price’  

‘Go  even  further  with   Oyster  card  this  summer’  


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   31st  Mar  –  15th  Apr  

Easter  holidays   11th  –  19th  Feb  

Spring  half  term  

Jan  

Feb  

Mar   Apr  

17th  Dec  –  2nd  Jan    

24th  Jul  –  1st  Sep  

Christmas  holidays  

Summer  holidays   2nd  Jun-­‐  10th  Jun  

Autumn  half  term  

Summer  half  term  

May  

Jun  

Jul  

22nd  –  30th  Oct  

Aug  

Sep  

Oct  

Nov  

Dec  

Halloween  Special  –  Wizard  week   Victorian  Christmas  

Facebook   TwiHer   YouTube   Tumblr   Blog   Online  media  


BUDGET. A brief breakdown of allocated costs and spends across the campaign


Budget:  £50,000     Fees:  £50.00  p/h   .  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)  

£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  


Thank you Any Questions

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Isle of Wight