Do & Go Campaign Presentation

Welcome to the FY12 Do & Go Membership Meeting! August 15, 2011

Integrated Marketing/Communications Campaign August 2011

DOandGO.org is an online web calendar that links directly to its member sites. It offers a regularly updated calendar of arts, culture, and entertainment events with over 20 searchable categories, including family-friendly, free, and classes.
Although robust, currently the service is a “best kept secret resource” in Montgomery County.
AHCMC is looking to gain greater marketshare for DOandGO.org members, increase traffic to member websites and expand the audience for DOandGO.org member organizations.
Campaign Overview

Create minimum of 300,000 monthly impressions in order to spread message and brand to key demographic.
Increase monthly traffic to DOandGO.org by a minimum of 25%.
Provide qualitative and quantitative data that demonstrates the impact of the marketing campaign and adds value to DOandGO.org membership.
Campaign Objectives

For the purposes of this strategy, the media target is defined as:
Primary: Mothers 35-55 who are looking for new and interesting ways to entertain their families. Target audience has some disposable income for arts, education, or both. This group is well-educated and predisposed to looking online for events.
Secondary: Art-loving individuals who appreciate arts and humanities entertainment.
Geography is defined as:
Primary : Montgomery County, MD (upper and lower county)
Secondary : Washington, DC (northwest), Eastern MD, Western Howard County, as well as limited parts of Prince George County.
Key Audiences and Geography

Key Messages

Facebook users are more trusting and more engaged with your brand.
52% of US adults use Facebook daily and use it several times a day.
The web is where Americans are turning for their news and staying longer .
TV, newspapers, and the web are key in news gathering with online vehicles gaining significant traction in recent months and years.
Research Behind the Recommendations Data according to a recent Pew Research for Excellence in Journalism report.

Research Behind the Recommendations

Strategy

Strategy Snapshot* An important earned media component will reinforce partner and sponsor placements to drive maximum traffic back to DOandGO.org PRINT AD BUY ONLINE SPONSORSHIP/ADS *Organized by priority EARNED MEDIA/PUBLIC RELATIONS Upscale local interest magazine will drive awareness among the core target in their homes. Partnerships with premier web portals, supplemented with strategic placement of web ads and paid search, and development of branded e-blasts will reach target audience at work and on the go.

Paid Media Strategy Print :

Paid Media Strategy Online :

Earned Media Strategy 4 Calendars in 1
Starting in early September, load your events to DOandGO.org and have them appear on four online calendars! Combined, these calendars record nearly 40,000 unique visitors a month
DOandGO.org
AParentInSilverSpring.com
BethesdaMagazine.com
VisitMontgomery.com

Earned Media Strategy Influencer Events
New Mommyblogger Group
Day and Time TBD
AHCMC and co-host Jessica McFadden of AParentInSilverSpring.com will coordinate a mixer for a new mommy blogger group in the greater DC area. You will have the opportunity to network with the bloggers and share information about your organizations and programs.
Patch .com Mixer
9-19-11, 6:30 to 8:30 pm
Meet Patch editors at this fun and informative evening mixer. AHCMC will help you establish a relationship with your local editor. Patch editors are actively seeking hyperlocal content as well as credible and reliable news providers. Get your foot in the door with the fastest growing hyperlocal news source in the County. Goal is to foster relationships that will allow organizations and individuals to share their unique, locally-based stories and allow Patch editors to generate interesting, compelling content.

Earned Media Strategy Social Media Outreach
Engage the online community, especially Twitter, Facebook, and YouTube to remind the public of the arts and humanities options in Montgomery County.
AHCMC has created unique accounts on Facebook and Twitter for Do & Go which can be auto-populated from the calendar and can engage key influencers as well as listen to the needs and wants of the key demographic.
Engaging Audiences : Ticket giveaways, polls, questions, photo caption contests.

Earned Media Strategy Print Creative
AHCMC will develop relationships with local restaurants to promote DOandGO.org via the distribution of postcards in check sleeves. Incorporate QR codes to bring the recipient of the tangible piece directly to the website in an effort to drive web traffic.
Develop similar relationships with local realtors who can give new homeowners DOandGO.org information as a “welcome to the neighborhood” packet .
There may be the option to produce an e-version that agents can push out once someone has moved into the county.

Earned Media Strategy Guide to Children’s Arts Activities
Only AHCMC can provide unique access to DOandGO.org member sites through the Guide to Children’s Arts Activities print piece. This highly coveted backpack “channel” directly delivers your message to over 65,000 Montgomery County elementary students and their guardians twice a year.

Earned Media Strategy Direct Audience Event
Date & time: Spring 2012
Connect directly with end-consumers of DOandGO.org who are also your target market.
AHCMC and DOandGO.org members will host a County-wide cultural event happening simultaneously in 5 locations of the County. This flash mob-inspired event will have the energy and appeal of a street festival and will include public performances, activities and distribution of print material that will stimulate public interest in DOandGO.org -- and you!

Earned Media Strategy Press Pitching and Engagement
AHCMC will distribute a minimum of three press releases in three months to reinforce trackbacks to DOandGO.org and keep the site (and its featured events) top of mind for local media. Press releases are highly efficient tools for SEO and can directly increase web traffic to a site.
Possible topics :
Fall classes and programs announcements
Holiday Schedule Released
New Category Announcement
Partner Releases

Timeline and Budget

Budget For the purposes of this strategy, the available budget for implementation is $61,450, broken down as follows: EXPENSES Paid Media Component $46,100 Earned Media Component $3,100 Implementation (Vendor Costs) $12,250 INCOME Executive’s Ball 2010 $40,000 AHCMC & Do & Go memberships $21,450

Brokering Paid Media Contracts Development, Messaging and Creative Finalize Strategic Plan, Paid Editorial Partners Earned Media Campaign Kickoff Google Analytics Seminar JUNE JULY AUG SEPT OCT NOV DEC WEB: Washingtonian campaign PRINT: Bethesda Magazine ads begin EVENT: Mom Blogger Event Timeline WEB: Facebook Ad Campaign WEB: A Parent In Silver Spring ads begins WEB: Patch.com advertising PRINT: Gazette ads begin Continues into 2012 – Influencer Events and Bethesda Magazine Paid Strategy Traditional PR Other Elements EVENT: Patch.com Mixer WEB: Bethesda Magazine.com and Funfinder kickoff

Campaign Benefits
Efficient - Takes advantages of economies of scale and scope through deeply discounted bulk buying of varied media platforms for multiple groups
Effective - Improves your ability to deliver messages, gain access and provide accurate, timely data to a large target market
ROI
Metrics: QR codes and Google Analytics enable us to measure success
Partnership marketing with selected media deepens credibility and brings more attention to you from that sector

Measuring Campaign Success
Development of custom Google Analytics reports
All digital advertising
All QR codes
Social media campaigns
Tracking referring sites
Quarterly reports
AHCMC will supply members with quarterly reports on campaign success
Skills upgrade
AHCMC will provide members with opportunities to upgrade tracking skills to measure success of their own advertising efforts (Google Analytics webinar)

Ad Creative and Toolkit

Ad Creative

Toolkit to Activate Campaign Strategy
Activation Points for DOandGO.org members
Hyperlink in your email signature to DOandGO.org
Create a button on your homepage calling out your event on calendar
Include a regular call-out to your event on calendar in your newsletter
Select your Fun Finder highlights
Update your events on DOandGO.org regularly
Ad Creative
Run the created ads on your website
Share with partners
Utilize images on social media
Consider donating open ad space to DOandGO.org
Earned Media
Align with AHCMC pitching topics
Reach out to any media you have personal relationships with

Upcoming Event: Google Analytics Webinar for all AHCMC Constituents and Do & Go Members September 15, 2011 12:00pm – 2:00pm

Q & A Thank you, C.Fox Communications Team

Benefits of Do & Go membership
4 calendars in 1
Special print and web advertising rates
Fun Finder to Bethesda Magazine’s 10,000 subscribers
In-person mixers with top influencers
Print collateral and social media push

Cooperative Advertising Opportunities
Bethesda Magazine (print)
BethesdaMagazine.com
Washingtonian.com
The Gazette’s Entertainment Guide

Bethesda Magazine
Audience served
AFFLUENT: Median household income of $223,000
MOCO CENTRIC: Primary audiences in Montgomery County and upper Northwest D.C.
FEMALE: Majority of readership/visitors are female; household decision makers

Bethesda Magazine
Print Advertising
Bi-monthly issues September/October 2011 through May/June 2012
Web Advertising
September 2011-August 2012
Details are in the handbook

Washingtonian.com
Audience served
YOUNG: 25-34 years: 40%; 35-44 years: 18%; 45+years: 27%
EDUCATED: 91% have bachelor’s degrees, 42% have postgraduate degrees
CULTURAL PATRONS: 64% attend live performances once a month, 62% attend a museum or art exhibit at least once a month

Washingtonian.com
Portion of half-page (300px x 400 px)
Calendar Section
Style Section
September-November 2011
Details are in the handbook

The Gazette Entertainment Guide
Print ads available
Due dates TBD

Fun Finder
Weekly email spotlighting six Do & Go events occurring that week
Now accepting reservations through December 2011
Benefits:
Distributed to Bethesda Magazine’s email list of 10,000 subscribers
60-second spot on Montgomery Community Television’s primetime
Promotion on DOandGO.org’s homepage and social media

Social Media
Twitter: @DOandGO_org
RT your news & announcements
Highlight Fun Finder events with #FunFinder hashtag
Facebook: facebook.com/doandgo
Favorite Pages: Do & Go members
Highlight Fun Finder events
Share articles and pictures from Do & Go members
Polls & questions to engage community

Social Media
Ticket giveaways
Through both Facebook and Twitter (#DoandGoContest)
Entrants must search DOandGO.org for the answer to the question
Example: What color purse does the main character have in the upcoming Adventure Theatre production held Sept. 23 - Oct. 31?
Sample answer on Twitter: Purple. http://www.creativemoco.com/calendar/event/7360 #DoandGoContest
Photo caption contests

Patch + Do & Go
Patch editors want cultural event info and see Do & Go as a trusted brand. Being a Do & Go member automatically gets your organization on their radar
Patch + Do & Go Mixer: September 19, 6-8:30 pm (tentative)
Working with Patch editors to develop guidelines for info they want to know up front

DOandGO.org
facebook.com/DOandGO | @DOandGO_org
Shellie Williams, Deputy Director
[email_address]
301.565.3805 x24
Megan Pagado, Digital Communications & Outreach Manager
[email_address]
301.565.3805 x25

Do & Go Campaign Presentation

by Arts and Humanities Council of Montgomery County on Aug 15, 2011

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Do & Go Campaign Presentation — Presentation Transcript

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