Marketing Proposal And Website Redesign

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The goal of 50,000 fans will be met by: Increasing brand awareness Interacting and engaging with customers Providing access to the info they seek Giving reasons to be excited Creating incentive to join the Fan Page.

The goal of 50,000 fans will be met through a successful and effective social media marketing campaign, which consists of these three steps: Awareness of the brand, engagement or conversation with the customer, and promotion of giveaways and incentives.

The first step is going to be getting the word out that this all exists, and would start in the theaters. Include posters in the lobbies of all theaters mentioning the Facebook and Twitter accounts, and reasons to join. Include an advertisement in pre-show screening. Coupon distribution with tickets. Then, integrate the Twitter and Facebook feeds into the website. This is basically already done on the “social” page with the Facebook widget, but Twitter needs to be there too, and prominently.

Step 2 of the social media strategy is to engage with the customers. Do this by creating a well maintained, and engaging Twitter account. Twitter.com/celebrationcinema. Its background image should contain location information, contact info, URLs, and the names of the people writing for it. Manage links with budurl, which allows comprehensive stats tracking and clickthrough rates. Then, engage the customers. Ask questions – favorite movie this year?. Casually promote products and current deals. But don’t be too pushy. Solicit feedback – “what would you like to see improved?” Use it to drive traffic to Facebook. Link to notes. Link to new events. Suggest RSVPing. Mention contests. Congratulate winners. Facebook-exclusive promotions are good for gaining visitors and this is a good way to get the attention out there. Listening Intently: Tools like Tweetdeck enable monitoring of multiple simultaneous searches. Use Twitter search with RSS subscriptions to send an email. Monitor the blogs with Bloglines. Set up accounts to listen. If someone mentions an experience they had with the theater, we can find out if it was good or bad. Reach Out Authentically: Continue to use the Facebook page for events, notes, contest updates, upcoming events, etc. Two adjustments: First, more behind-the-scenes input. Post notes with photos from events. Have info about the projectors. Have staff-of-the-month highlights. Basically embed a running blog into here for people to find out more about the company, the people behind it, and its relationships with the community. (Of course, as all this is posted, it goes to Twitter too.) Second, communicate more effectively. If people have concerns, address them promptly. If people have compliments, thank them by name. If people have questions, answer them thoroughly and include helpful links. In my own experience, the companies who reached out and made an effort gave me such a positive impression, even if they didn’t resolve my conflict

Some real live examples of interactions good and bad. Just yesterday, someone expressed excitement that “people actually talk to you here!” It took a while, but you eventually followed up, saying “we sure do!” and suggesting that they post their thoughts, use it as a sounding board. She was giddy about it. Hopefully she’ll tell her friends. This is a good example of reaching out and listening. It engages Shelby and enables her to say positive things about Celebration!. The second was from a fan who was upset that her work schedule would make her miss the 10,000 fan promotion. As far as I can tell, nobody replied to address her predicament or frustration. I would send her a message asking what theater she’s closest to. Tell her she can approach the customer service desk and there will be a coupon waiting for her to use. Then post a reply on this note asking her to check her messages, so people will know that you’ve done something to resolve it. Do this consistently, honestly, and promptly.

The third and final branch of my social media strategy is promotion of our products and services. How do we get people interested? What will drive them to the Facebook page? I’d like to outline the methods I have, then explain the schedule and associated costs.

Generate interest by creating a series of Facebook-exclusive giveaways and promotions that drive traffic to the page and make people glad they joined. For example, have weekly trivia contests on Facebook for $5 gift cards. (Mentioned on Twitter too). Have creative contests for concessions For example, mention on Twitter that there’s a Facebook contest. On Facebook, change the status: Free small popcorn for the first 10 fans who come up to the counter and imitate popcorn popping. This is fun, it gets people talking about it, and it would get people asking about it in the theaters too. Other similar ideas: Free small fountain drink for the first 10 fans who come up to the counter and say “I’m ready for my close-up” (and other classic movie lines). Free frozen Pepsi drink for the first 10 fans who come up to the counter and shiver like they’re freezing cold. On select nights, offer $5 college student tickets with valid ID who mention the Facebook page. Include milestone giveaways: $10 gift card to every 1,000 th fan. Additional options include advertising on GRNow.com for a premiere event with a link to the Facebook page. Additionally, schedule movie premiere events on Facebook, accompanied by discounted tickets when mentioning the fan page.

After some initial setup and design for advertisements, we’d begin a staggered rollout. Pre-campaign: Create the lobby signs, coupons, and on-screen ads. Relaunch the freshly branded Twitter account. Let these sit for a week. Week 1: Trivia contest, Thousand Follower giveaway, creative concession stand giveaway. Week 2: College ID promotion, trivia contest, movie premiere discount Week 3: Trivia contest, creative concession stand giveaway. At this point we’d evaluate and see if it has translated into a marked increase in Facebook fans. If so, we’d adjust accordingly, implementing more or less of these giveaways, or increasing their frequency. Additionally, if growth isn’t quick enough, participate in a GRNow promotion linking to the Facebook page or Cost-Per-Click advertising on Facebook and/or Google. The budget for this can be changed daily.

I have included my cost estimates. Some are fixed costs for production, some are intangible depending on total tickets sold or coupons redeemed. This works out to, by my estimates, about $4380 in tangible costs, for the four-month-long campaign.

Evaluate the success of this campaign by tracking the growth of the fan page and Twitter account, overall traffic to the site, and clicks from links. I’ve been keeping track of the followers since the 10000 fan promotion was announced. But, part of the evaluation of these promotions is seeing if the rate of growth increases. Facebook grows virally because each fan is broadcasting to all of their friends. With some creative efforts we can get the word out and the ball rolling.

Qs, As, what does it mean to us? Why do we care?

The second component of this project was the website. I sent over a mockup of a design last week that took into account clarity, readability, access to information, and highlighting featured events and easy connection to social media. I carried most of that over into the design that I settled on, but I changed some things. I did some major copy editing of the information presented, as much of it was redundant, extraneous, or just silly. This page design retains the enthusiasm of the original. I use transparency effects, shadows, and subtle 3d effects throughout to give a sense of depth and layer, which is more visually interesting without being distracting. I retained the rewards schedule table from the original design, but added some graphical buildup to the desired Celebrity Level status. I created a background image where light bursts evoke the architecture of the theater. The content is maintained on the page but separated by a sliding cycle effect. The page invites sharing on Facebook and Twitter. The photo gallery has an animated effect and shows captions and enlarged versions when you click. The success

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Marketing Proposal And Website Redesign - Presentation Transcript

Marketing Proposal and Website Redesign By Jeremy Bronson For Celebration! Cinema August 31, 2009
Social Media Strategy Goal of 50,000 Fans Met By: – Increasing Awareness – Interacting – Informing – Generating Excitement – Creating Incentive
Social Media Strategy: 3 Steps 1. Awareness 2. Engagement 3. Promotion
1. Awareness • Get the message out – Display posters in lobbies – Use pre-show on-screen display – Coupon distribution – Integrate into website
2. Engagement • Make Facebook & Twitter Work Together. • Listen Intently with available software. • Participate Consistently with Twitter. • Reach Out Authentically with Facebook. – More staff input, quicker feedback
For Example… Good: Bad: Follow-up and encouragement Vaughan’s complaint was addressed (could be quicker though). Shelby by the theater, but went unanswered is excited. Will she mention it to online. friends?
3. Promotion. • How do we hook them in? • How do we make them care? • What timeframe will it have?
Facebook-Exclusive Giveaways and Promotions • Weekly trivia contests for gift cards • Creative contests for concessions • College student Facebook promo • Milestone giveaways • Discounted tickets to premieres • Community-oriented events
Evaluating Progress, ROI Growth Tracking -Charting Growth -Google Analytics -Tracking Links Are these promotions significantly increasing the fan page’s growth rate?
Case Studies: Local Social Media Campaigns @michwendysdeals @therapid @davenportu “The best gauge was our “By creating awareness, we may “Every little piece of print that followers, who told US when indirectly be influencing people to goes out has a social media icon on they took advantage of the choose mass transit rather than it with the URL of our page. When offers!” drive their own vehicle.” people get those print pieces, they'll see that familiar logo.”
Website Redesign Please visit http://www.jbrons.com/celebrationcinema http://www.jbrons.com/bigscreenlearning