Municipality Mobile Marketing
Your Audience Lives on Mobile Devices.
Your Marketing Can Too.

Mobile Tag Opt-in Demo

What is Mobile Marketing
• Mobile-friendly web pages for iPhones, Blackberries, G1s
and flip phones
• Register residents to receive updates, announcements,
and emergency alerts via text message
• Promote special events, new services, township deadlines
and more
• Build your prospective residents list, engage them and
drive traffic to your township

Mobile Consumer Trends
• People are making cell phones a part of their everyday lives.
• 86 % of the US population (13+) own a mobile device (m:metrics Aug 2007)
• 39% of Adult cell phone subscribers use the Mobile Internet (Kelsey Group
Oct 2008)
• 30% of all consumers were interested in receiving permission based mobile
coupon services. (Juniper Research in MMA industry review May 2008)
• While 18-35 year old demographic is by far the heaviest users of text
messaging and Mobile Internet browsing, older demographic users are
rapidly becoming heavy users:
o Age 35 - 44: Average 236 text messages per month (more text messages
than phone calls)
o Age 45 - 54: Average 128 text messages per month
(Average text message usage - Nielsen Mobile 2008)

Municipality - On the Mobile Web
Live Demo: Text Clicking the link in the text Your mobile-friendly web pages
“Town Police” to message will bring you to... http://townexample.info
77950
The mobile
screen is tiny
compared to
PC monitors,
plus mobile
users expect a
different style
of info and
mobile-friendly
navigation
Text messaging and mobile-friendly web pages work
together to extend the effectiveness of your advertising

Our Township – On the Mobile Web
Department/Services Info Township Calender "On The Go" Contact Info

Optimized for Web and Mobile Search
Even if you aren't actively conducting mobile marketing, people
are trying to get to your web site via their mobile phones.
Web & Mobile
Search Engines
PC
Landing
Page
Mobile
Landing
Page

Municipality Live Text Demos
Try These Live Text Demos From Your Phone:
• Text “Town Police” to 77950 for Township
Police Contact info
• Text “Town Join” to 77950 to stay connected
with text updates, emergency information, and
announcements right to your phone
• Text “Town Today” to 77950 for today's
event info and link to the Township Calender

Why Mobile Marketing
• Build a more valuable opt-in database
o Use Text Response Codes (Mobile Tagging – see
examples) in advertising and customer correspondence
• Drive customer engagement
o Send opt-in prospects advance notice and same-day text
alerts of new offers or events.
• Extend the value of offline and online marketing, promotional
email and word of mouth
o Make promotions, events, info and special offers viewable
on all cell phones and smartphones

Further Discussion Slides
• Ideas for how to use your mobile marketing
capability
• Marketing Case Study
• Mobile marketing industry trends

What do customers need to know when
they’re out?
• Text TODAY for today’s events
• Text ANNOUNCEMENT for town updates
• Text POLICE for Police contact info
• Text FIRE for Fire Department information
• Text ANIMAL for Animal Control information
• Text SCHEDULE for Township calenders
• Text PARK for where to park
• Text DIRECTIONS for how to get here
• Text HOLIDAY for next town holiday

What Can I Offer on My Mobile Website?
• Contact Information
• Click to Call
• Directions/Map
• Schedule & Hours
• Announcements
• Emergency Information
• Department Details
• Municipality Services
• Parking Information
• Private Events Information
• Latest Agendas
• Photos

How Can I Use Text Message Alerts to Drive Traffic?
• Township Announcements
• Event Invitations
• Registration Reminders
• Important Contact Info
• Upcoming Service Dates
• New Programs
• Meeting Schedules
• Agenda Updates
• VIP Events

Marketing Case Study
Goal: To test expanding Ashley Furniture’s marketing reach to mobile users and put
on a four-day “secret sale” to be announced only by SMS and email messaging.
“These new forms of digital
Result: SMS text recipients generated almost 8X more revenue per recipient than marketing via email and
the email recipients especially SMS have really
impressed us out of the gate,
Preparation and shown us a clear path to
Building the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000 offset declining response rates
Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code and poor ROI in some of our
other forms of advertising,”
$500 Shopping Spree – With this campaign, the company also gathered demographic information on
its customers, adding to the database of people who ultimately received the Secret Sale coupons. “We have been most surprised
with the revenue generated
Deployment from a simple 160-character
Four-Day Secret Sale - Not enhanced by any other coinciding media announcements text message with a sale offer.
• 34,743 permission-based messages sent out No doubt about it, this has
o 28,743 emails been a game-changer for us,”
o 6,000 SMS messages Mr. Malouf continued. “With
• two simple SMS campaigns,
Messages included digital coupons for furniture, accessories and mattresses
we’ve generated over $100,000
in new business."
Results
28,743 emails yielded $53,022 in revenues - $1.84 per email recipient
6,000 SMS messages yielded nearly $86,000 in revenues - $14.33 per SMS recipient
Mobile Marketing Watch 2007
Campaign tools provided by Mobile Storm

Ad Agency Trends
Percent of agencies planning spending increases*
 Online 67%
 Mobile 50%
 Cable TV 27%
 Magazines 18%
 Broadcast TV 13%
 Newspapers 8%
*Advertising Age survey Nov 2008

Market Trends: Mobile Content Publishing
• Mobile Internet has reached a critical mass as a marketing
medium
• An $8 billion mobile content publishing market is forming which
is the "mobile equivalent" of the current web.