King Street East Design District 2012Presentation Transcript
POST-EVENT MARKETING !CAMPAIGN REPORT!
MARKETING CAMPAIGN OVERVIEW!The King East Design District (KEDD) serves to establish King East as the ofﬁcial design districtof Toronto. With this initiative, the KEDD Exhibitionʼs campaign goals were to increaseawareness of the King East neighborhood by uniting the community, promote the Habitat forHumanity Restore Program, and drive business to participating partners and supporting venuesin the KEDD area. !Overview of Event Marketing Campaign Goals:!• Collaborated and reached out to a new network where stakeholders connect and share ideas prior to, during and after the event to increase attendance and participation!• Promoted the event as a source of design inspiration and education for event attendees focusing on design, and the history of King East!• Communicated the KEDD brand and message across all marketing channels!Overview of Online Campaign Goals:!• Increase social media presence and number of followers across all social media platforms!• Improve search engine rankings!• Improve media relations by tracking and sharing online coverage of the King East Design District and cross-promoting media and inﬂuencer mentions within the KEDD network.!• Creation of interactive online user engagement and participation with contests and prizes!
EVENT TRAFFIC (PARTICIPATING VENUES) !SEPT 29 – 30, 2012!• Most trafﬁc around 1:30pm and between 2:30pm to 3pm!• Speciﬁc retailers sent e-blasts out to clients and all had in-store event posters and banners stands in front of store entrance!
WHERE EVENT ATTENDEES HEARD ABOUT KEDD!SEPT 29 – 30, 2012!
MEDIA COVERAGE & MENTIONS!Print: ! ! ! ! !Radio:!• National Post ! ! !Proud FM!• NOW Magazine !• 24 Hours!• Toronto Sun!• Toronto Home!• Design Lines!• Anna Magazine!• Preferred Magazine!Online:! • Style at Home! • House and Home!• The Star! • TorontoArtsOnline! • Safaffect!• Post City ! • 4Tune Nightlife & • Art of Fashion!• IDRC Canada! Hospitality! • Digital Journal!• Corktown.ca! • Notable.ca! • Event Setter!• National Post! • Condo.ca! • Eventful!• UrbanMoms.ca! • Toronto Design Offsite! • 24 Hours!• Sceneopolis.ca! • Toronto Neighbourhoods! • Design Lines!• Mediabistro.ca! • The F Drive!
LIST OF KEDD 2012 PARTICIPATING PARTNER PROMOTIONS!KEDD Participating Partner Facebook Twitter Eblast / Website NewsletterBoConcept X XAndrew Richard Designs X XCambria X XCalligaris X X X XJamie Alexander / Alexander X XInteriors & DesignItalinteriors XModernWeave XSavoia X XUpCountry! X X XSub-Zero/Wolf! X
PARTNERS EBLAST Individual e-blast sent through friends, suppliers, customer list, members and participating partners!• St. Lawrence Market BIA (500+ members in community)!• Sub-Zero/Wolf!• BoConcept!• Andrew Richard Designs!• Cambria!• Italinteriors!• Calligaris!• Savoia!• Faulhaber PR!• Habitat for Humanity!• The Spoke Club!
CITYEVENTS E-BLAST!• Targeted over 6,500+ subscribers on the CityEvents mailing list!• E-blast s sent 4 weeks and 1 week prior to King East Design District Exhibition!
PARTNERS EBLAST • Habitat for Humanity!
GOOGLE ANALYTICS: SEPT 16th – OCT 1st 2012!KINGEASTDESIGNDISTRICT.COM! * * designlinesmagazine.com houseandhome.ca postcity.com fortylicious.ca styleathome.com
GOOGLE ANALYTICS: SEPT 16th – OCT 1st 2012!KINGEASTDESIGNDISTRICT.COM!
GOOGLE ANALYTICS - AUG 1st – OCT 1st 2012!KINGEASTDESIGNDISTRICT.COM!
DESIGN LINES ONLINE BANNER ADSTATISTICS!Design Lines Banner [id319] King Street Design – Skyscraper!------------------------------------------------------ Impressions (Total): 3,060 Clicks (Total): ! 105 08-09-2012: 420 30-09-2012: 7! 07-09-2012: 512 Total this period: ! 7 06-09-2012: 510 05-09-2012: 678 04-09-2012: 582 03-09-2012: 349 02-09-2012: 9 Total this period: 3,060 ! Clicks (Total): 25 Impressions (Total): 13,699 08-09-2012: 2 30-09-2012: 395 07-09-2012: 1 Total this period: 395 06-09-2012: 4 05-09-2012: 10 04-09-2012: 3 03-09-2012: 5 02-09-2012: 0 Total this period: 25!
PERMANENT FLAGPOLE BANNER &!EVENT BANNER!
BUS SHELTER AD!KING AND CHURCH ST.!Ad Reach: approx. 225,330 !
NATIONAL POST ADS Total Average Print Circulation: !Mon – Fri: 133,908; Sat: 150,496 ! Sat, Sept 15, 2012! Thurs, Sept 20, 2012!
NATIONAL POST ADS Sat, Sept 22, 2012! Wed, Sept 26, 2012! Fri, Sept 28, 2012!
NATIONAL POST ARTICLE! Sat, Sept 29, 2012!
MEDIA/PRESS MENTIONS!THE STAR!
MEDIA/PRESS MENTIONS!TORONTO HOME MAGAZINE - COUNTRYHOMES ISSUE Total Print Distribution: 30,000 copies per edition!
MEDIA/PRESS MENTIONS!ANNA MAGAZINE!
MEDIA/PRESS MENTIONS!24 HOURS!
MEDIA/PRESS MENTIONS!TORONTO SUN!
MEDIA/PRESS MENTIONS!NOW MAGAZINE !
BLOG MENTIONS!STYLE AT HOME!
BLOG MENTIONS!SAF AFFECT !
BLOG MENTIONS!HOUSE & HOME!
BLOG MENTIONS!URBANMOMS.CA !
BLOG MENTIONS EIEI HOME!
LIST OF KEDD 2012 CROSS-PROMOTION PARTNERS! KEDD CROSS-PROMOTION PARTNERSSCENEOPOLISART OF FASHIONINTERIOR DÉCOR RESOURCES CANADAST. LAWRENCE MARKET BIAOLDTOWN.CACORKTOWN.CATORONTO DESIGN OFFSITEDESIGN EXCHANGETHE SPOKE CLUBCANRICO
ONLINE COVERAGE!TORONTO ASSOCIATION OF BUSINESSIMPROVEMENT AREAS!
ONLINE COVERAGE!POST CITY !
ONLINE COVERAGE!MEDIA BISTRO!
ONLINE COVERAGE!TORONTO ARTS ONLINE!
ONLINE COVERAGE!TORONTO BIG CITY!
ONLINE COVERAGE MY KING EAST CONDO!
ONLINE COVERAGE DIGITAL JOURNAL!
ONLINE COVERAGE EVENTSETTER!
VIP/MEDIA LAUNCH PARTY – SEPT 27, 2012!ATTENDEE LIST !VIP SPEAKERSLYNDA REEVES (CANADIAN HOUSE AND HOME)!NEIL HETHERINGTON (HABITAT FOR HUMANITY TORONTO)!PAM MCCONNELL (TORONTO CITY COUNCILLOR)!COMPANIESTORONTO LIFE! TORONTO ARTS AND EVENTS !CHATELAINE! CLAYTON BUDD PROJECT!MARIYLYN DENIS SHOW ! UNION31 INC. !!AZURE MAGAZINE! TIMOTHY OULTON!TORONTO HOME ! LISSEE INTERIORS!CANADIAN HOUSE & HOME ! FI3URE !!GLOBAL TV! THE GRID!STYLE AT HOME ! BLOGTO!CITYLINE !!DOWNSVIEW KITCHENS !!NATIONAL BANK OF CANADA!CAMEO KITCHENS!WOODCHUCK FLOORING!CASEY DESIGN PLANNING GROUP INC.!
VIP/MEDIA LAUNCH PARTY PHOTOS!
VIP/MEDIA LAUNCH PARTY PHOTOS (CONTʼD)!
KEDD EXHIBITION PHOTOS !SEPT 29, 2012!
KEDD EXHIBITION PHOTOS !SEPT 29, 2012!
TWITTER CAMPAIGN OVERVIEW !• Attained goals of 400+ followers prior to the event!
TWITTER CAMPAIGN OVERVIEW (CONTʼD.)!
EVENT COMMENTS! “Every experience in each store is so “Great event. Love all different. There is of the events. It’s such so much to look a wonderful idea!” at!” “Driving by the “Im in the industry area a million and a buddy of mine times, this event told me I had to check gave us a reason this event out!” to come by!”
MARKETING CAMPAIGN RECOMMENDATIONS!Positives:!• Great progress with King East revitalization plans!• Had BIA assistance in installing banners on King Street East!• Built a number of partnerships and attained good media/press coverage!• Excellent launch party with a number of media and stakeholders!Suggested Improvements:!• More physical signs directing to retailers/more balloons throughout the street !• Retailers should provide a detailed experience well before the event and must meet a deadline!• All or most retailers should serve refreshments or snacks!• Retailers should have ongoing activities throughout the event days!• Start website marketing earlier!• Change to Saturday (one day) and later hours (afternoon to evening event/Nuit Blanche)!• Red Carpet reaction was mixed as some ppl thought was VIP event !• Involve more partners in the area including additional hospitality partners!• Additional collaboration with the St. Lawrence BIA and other community stakeholders!• Promoters of KEDD outside the retailers and throughout the streets before and day of the event!