Issuu on Google+

Digital Strategy for The District in Sioux Falls, SD The district is an entertainment venue that hosts concerts and shows for big names and local talent in the area. They also provide their services to social gatherings such as wedding receptions or business parties. The District also includes a bar and grill restaurant and works as a great hangout for people during the day due to its’ laid back atmosphere. The website for this business can be found at: http://www.thedistrictsf.com I want to accomplish 2 simple goals with this campaign: 1. Increase online reservations to the restaurant by 10% 2. Increase the amount of tickets sold through the site per month by 15% There will need to be $1000 invested into the promotions of this digital strategy. • $150 for promotional Tweets • $350 for promotional Facebook Ads/posts • $500 for SEO/Online Ads The amount I will invest in this campaign will be $20/hr. for 30 hours per month. I will run this digital strategy for 3 months: March – May to attract people to spring events before it too nice out and they can attend things outside. The overall total investment for this campaign is: $1,800 for agency fees + $1,000 for promotions = $2,800. TWITTER: To accomplish my first goal, I will use the social medium Twitter. This goal is intended to attract more people to the restaurant. They typically choose to eat here because it is before the concerts/entertainment starts and they have already chosen to purchase a ticket for the show. By using twitter, I can use tweets that provide them with great deals. Twitter is a great medium to use because it requires no cost to advertise and the promotions are spread quickly and have more value when seen as re-tweets. We want to get them to The District as soon as possible so they are spending as much money there as possible. When creating a hash tag specifically designed to track how many people are coming to the restaurant located inside The District, I will be able to see how many people are using it through Twitter Analytics. In Google Analytics, I will be able to see how many people are jumping from the promotional tweet to the reservation page. I will also track how many confirmation pages are processed. I will then be able to compare how many reservations I am generating due to my Twitter campaign verses before the campaign was implemented. This campaign targets the millennial demographic category because they use twitter the most. They are also already purchasing tickets but don’t typically come to the shows until they start. I would be great to get them to eat at the restaurant before their entertainment starts. A Promotional Twitter Ads: when clicked – the follower receives a code in order to activate deal. Season up your night with our new holiday cranberry flatbread! Click here for $4 off your flatbread


http://www.thedistrictsf.com http://www.thedistrictsf.com/woodfiregrill The destiny of your night is not foretold. Click here for $2 off one our new signature drinks

http://www.thedistrictsf.com http://www.thedistrictsf.com/woodfiregrill FACEBOOK: For my second goal, I will use Facebook and SEO to increase the amount of tickets sold through the site per month by 15%. This is a key goal because event sales are the main attraction and revenue for the entire business. To measure how the Facebook campaign is working, I will include deals similar to the Twitter campaign on The District’s Facebook page. People will need to share and click on the deals in order to receive the deal. This will show up in their news feed and promote the post to all of their friends. I can measure this through Facebook analytics by looking at how many clicks and shares I received on that particular post. I will also be able to track my overall purchasing results in Google Analytics by calculating how many ticket confirmations (the purchasing thankyou pages) I receive due to the Facebook page (even particular post) based on my referrals. I can then compare how many tickets are being purchased based on the referral pages each month. I will also be able to see how ticket sales increase each month and will be able to adjust my campaign based on my findings.

I will use $350 for promotional Facebook ads. This medium wills attract the target age group of 21-60 year olds. They are typically using this medium the most and will be the most interested on clicking on a sponsored story. I will be able to tell how much each click for my ad will be because I have designated a lifetime budget for a specific target audience. For this campaign we can guess to receive around 400-600 clicks for around .76 cents a click. Facebook Promotional Post:


Get ready for the ride of your life. Kip Moore is ready to rock this coming Saturday night at The District. Gather your friends for an evening filled with tap beer and cowboy boots! Click here to get tickets now!

http://www.thedistrictsf.com/ http://www.thedistrictsf.com/venue/ ***The sponsored story would appear as soon as someone had liked The Districts post. SEO: For this goal, I also decided to use SEO to attract people directly to the ticket-purchasing page. There is a lot of concert-venues in Sioux Falls, so it is important to be in the top search results for people who are interested in this type of entertainment. I will use adwords to create my ads and host three campaigns within this part of the digital strategy. I am putting $500 of the promotional investment into this medium because it is the most versatile and biggest potential of being seen by a variety of consumers. These are the three campaigns I will be running and the keywords that will be used in the campaign: 1. Venues in Sioux Falls A. “Live Events” B. “Music in Sioux Falls” C. [things to do in Sioux Falls] 2. Live Entertainment A. [New Bands] B. Live Shows C. “indoor concerts” 3. Concerts in South Dakota A. “Big name Bands” B. [live concerts] C. Live Concerts in Sioux Falls


SCHEDULE OF PROMOTIONS: I have designed a schedule for what I will post/tweet and how often I will plan on doing it. I have typically picked to promote on Thursdays and Fridays because that is when people are starting to think about what they are doing for the weekend, or what they wish they were doing and will book something to look forward to. Sunday

Monday

Tuesday

12pm – Shared 9pm Owned

11AM Social

Wednesda y 11AM Social

12pm – Shared 9pm Owned

11AM Social

11AM Social

12pm – Shared 9pm Owned

11AM Social

11AM Social

12pm – Shared 9pm Owned

11AM Social

11AM Social

Thursday

Friday

Saturday

11AM – Social 3:00 Promotiona l 11AM – Social 3:00 Promotiona l 11AM – Social 3:00 Promotiona l 11AM – Social 3:00 Promotiona l

11AM – Promotiona l 3:00pm Social 11AM – Promotiona l 3:00pm Social 11AM – Promotiona l 3:00pm Social 11AM – Promotiona l 3:00pm Social

9AM Social

9AM Social

9AM Social

9AM Social


Digital Media Strategy