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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  

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