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Write invites 2 external

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Transcript

  • 1. Write & Invite Program Overview
  • 2. Write & Invite Introduction
    • Ask Irish consumers to write & invite overseas relatives and friends to visit Ireland
    • Program involves
      • Competition to select best invite letters
      • Core Facebook Mechanic
      • Promotion on the island of Ireland
      • EDM campaign targeting our CEM database
  • 3. Competition
    • Run consumer competition with media partners North and South to select 10 best letters
    • Use high profile authors eg Maeve Binchy to launch or judge the entries
    • Adapt the letters for use as templates within Facebook and for use as EDM to our 2m data base of e mail addresses
  • 4. Core Facebook Mechanic
    • Facebook (FB) now has 1.5 million Irish members
    • We build a Facebook app that:
      • Creates a customised letter for friends/ relatives
      • Allows the user to send invitations to some or all of their FB friends
        • Will also allow sending invitations out via email
      • Users will have a choice of letter styles, text and industry offers to include alongside their message
    • Mechanic
      • In FB the user finds the app, ‘likes’ it, customises the letter and is offered their overseas friends to invites
      • User is also offered their Irish friends to encourage them to write & invite
      • The app will keep a running count of letters sent & periodically update the community of writers
  • 5. What's the Motivation?
    • Competition will have generated interest in the initiative
    • Potential to tap into national pride by becoming virtual ambassadors for the island of Ireland
    • Leverages the power of word of mouth and harnesses the global reach of Facebook
    • For every letter forwarded the sender is automatically entered into a free draw for 10 luxury holidays in Ireland.
    • Facebook will show a running tally of the number of invites being sent by the people of Ireland to their friends around the world.
  • 6. Domestic Promotion
    • Facebook Advertising
      • Targeting ALL Irish FB members
    • Facebook ‘earned’ media
      • Posts to the walls of writers
    • PR
      • Targeting all major media channels
      • Celebrity endorsement
    • Other Advertising
      • Driving traffic to Facebook to encourage participation
  • 7. Steps
    • Flesh out & operationalise campaign idea
    • Specification for app, tender for app developer
      • Identify a copywriter
    • Source appropriate offers for inclusion
    • Plan & develop island of Ireland promotion
      • Brief for FB ad campaign & develop creative, launch
      • Brief for non-FB campaign & develop creative, launch
      • Brief for PR & plan for media coverage
    • Develop EDM mailer for CEM database
  • 8. What is success? Population Conversion Outcome 1.5m FB members 3% 45k writers 45k writers 4 letters each 180,000 letters 180,000 recipients 5% forwarding c. 9k additional letters 2m on CEM database EDM offers mailer ?