Super 46 ExactTarget Webinar - 2012.04.11

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I presented a webinar to ExactTarget 3sixty Live users about how Visit Indiana utilized digital, social, blogs, print, radio, tv, an in-person events to promote the Super 46 Sandwiches promotion that they launched surrounding Super Bowl XLVI in Indianapolis in 2012

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  • Indiana’s one of the few states with a budget surplus With 60% budget cut, we’ve had to work smarter and do more with less.
  • Super 46 ExactTarget Webinar - 2012.04.11

    1. 1. April 11, 2012Cross Channel Marketing Case Study
    2. 2. Welcome Email: JeWilliams@VisitIndiana.com Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Website: Super46.comFounding Member: Indy
    3. 3. Indiana Office of Tourism Development• Marketing arm for leisure tourism in Indiana• Stand alone agency reporting to Lt. Governor• Staff of five• Current budget - $1.9 million from the generalassembly• Private revenue - $1 million
    4. 4. Tourism is an Important Industry in Indiana• Indiana hosts more than 62 millionvisitors annually• Visitors spend more than $10 billionannually• Tourism industry supports more than257,000 jobs in Indiana
    5. 5. Changes in Marketing Budget• Pre-2009 •2009-present • $4.8M agency budget • $1.9M agency budget • $1M+ traditional media • $0 traditional media marketing budget marketing budget • $100k research budget • $0 research budget • $50k online ad budget • ~$200k online ad budget • Extensive budget approval process
    6. 6. What is Super 46 Sandwiches?• Curated list of 46 best sandwiches in Indiana• Coincided with Super Bowl XLVI in Indy (2/5/12)• Throughout Indiana, but focused on Central Ind. • Wide variety of sandwiches • Vegetarian, burger, ethnic, tenderloin, deli, etc. • Locally-owned & locally-sourced • Created with Indianapolis Monthly • Open voting to determine top 16 • Bracket-style vote to determine Super 46 Sandwich Champion
    7. 7. Why did we create Super 46?• Approached by Super Bowl Host Committee • Nervous about feeding 150,000 people in downtown• Wanted to encourage “eat where you stay” • Hotels were booked up to 2 hours from Indianapolis• Encourage visitors to try local food• Encourage locals to try something new• Help local restaurants bring in new customers
    8. 8. Where did Super 46 Sandwiches live?
    9. 9. •16 pg. insert: SB Edition, IN Travel Guide (100,000) • Welcome Centers, hotels, restaurants, attractions in Indiana
    10. 10. Super46.com – Responsive Design 481,600 visitors over 3.5 years
    11. 11. Super46.com – Responsive Design 481,600 visitors over 3.5 years
    12. 12. Super46.com – Responsive Design 481,600 visitors over 3.5 years
    13. 13. 481,600 visitors over 3.5 years
    14. 14. • 9 videos to highlight restaurant/sandwiches• bit.ly/super46videos
    15. 15. • Email to currentsubscribers • Roughly 60,000 subscribers• Collected emailaddresses onSuper46.com from visitors
    16. 16. • Earned Media • TV • Radio • Print • Online
    17. 17. Super 46 Sandwiches Celebrity Tasting inthe Super Bowl Village
    18. 18. Social Media
    19. 19. What were the results?
    20. 20. Super Bowl XLVI Stats:• $154 million investment in Near Eastside through SB Legacy Initiative• 1,105,000 people who visited Super Bowl Village over 10 days• 265,039 people who attended NFL Experience – new record• 150,000 volunteer hours amassed by 8,000+ volunteers - past SuperBowls averaged around 6,000• 24,574 passengers through IND airport on Feb 6• 13,024 Super Scarves knitted for volunteers. Came from 45 states, DCand 4 countries beyond U.S. (goal was 8,000)
    21. 21. Super Bowl XLVI Stats:• $154 million investment in Near Eastside through SB Legacy Initiative• 1,105,000 people who visited Super Bowl Village over 10 days• 265,039 people who attended NFL Experience – new record• 150,000 volunteer hours amassed by 8,000+ volunteers - past SuperBowls averaged around 6,000• 24,574 passengers through IND airport on Feb 6• 13,024 Super Scarves knitted for volunteers. Came from 45 states, DCand 4 countries beyond U.S. (goal was 8,000)• 33 wrapped IndyCars (one for each team and one for SB XLVI – located downtown then throughout Central Indiana) • 46 Super Sandwiches in Indiana
    22. 22. Email Stats: Super Bowl Related Email Stats   Big Idea Big Deal Big To Do Daily Emails Totals Sends      32,363       10,408          9,533  1,367     53,671  Unique Opens         9,778         3,662         2,719  213     16,372  Open Rate 30.21% 35.18% 28.52% 15.58% 30.50% Unique Clicks         2,260            939            734  53        3,986  CTR 23.11% 25.64% 27.00% 24.88% 24.35%
    23. 23. Web Stats: VisitIndiana.com Stats   Jan 1-Feb 5, 2012 Jan 2-Feb 6, 2011 Δ Visits                     135,648                      34,545  292.67% Unique Visitors                       84,838                       24,202  250.54% Pageviews                     531,708                    156,362  240.05% Bounce Rate 38.44% 42.93% -10.46% Social Referrals                       41,908                             332  12,522.89% Mobile PVs                       88,226                         4,167  2,017.25% 86% of Social Referrals from Facebook Super46.com Microsite Stats   Jan 1- Feb 5, 2012 Pageviews                     375,981  70% of all PVs  Unique PVs                     246,501   Bounce Rate 35.00%  Exit % 24.85% 
    24. 24. Blog and Voting Stats: Indiana Insider Blog Stats   Jan 1- Feb 5, 2012 Jan 2-Feb 6, 2011 Δ Visits                     109,912                       13,145  736.15% Unique Visitors                       68,892                       10,136  579.68% Pageviews                     164,566                       20,346  708.84% Social Referrals                       35,144                             844  4,063.98% 88% of Social Referrals from Facebook Super 46 Sandwich Playoffs Votes   Voting Open Votes Cumulative Votes Round 1 (46 to 16)  1/2 - 1/5    102,000                       102,000  Savory 16  1/5 - 1/12      60,600                       162,600  Appetizing 8  1/12 - 1/19      38,200                       200,800  Fantastic 4  1/19 - 1/26      27,500                       228,300  Delicious Duo  1/26 – 2/2      29,000  257,300
    25. 25. Restaurant Results• Schnitzelbank Restaurant (Winner) • Went through 100 lbs of Brats (~500-600 brats) each week • Three times more than usual for January• Rock Cola Café (Runner-up) • January sales up 40% from January 2011 • Sold more Mile High Clubs in 30 days than in past three years!• Triple XXX Family Restaurant (Fantastic 4) • Best January ever (Sales up 57% over 2011, up 30% over best Jan. previously) • Went through more peanut butter in 1 day than 5-8 usually•Steer-In (Savory 16) • Best day ever day before Super Bowl• Papa Roux (Fantastic 4) • Sold three days worth of pork in just one day after launch
    26. 26. Financials• Printed Piece Development Costs: $14,500• Development of Super46.com: $18,017.50• Online Advertising (incl. Twitter): $16,500• Promotion Expenses for Restaurants: $630• Total: $49,647.50
    27. 27. Cost per…Total Cost for Promotion: $49,647.50
    28. 28. Final Thoughts• Food is universal – what’s universal for YOUR industry?• Leveraging multiple channels and layering messagingcan bring in new users & improve brand recall• Traditional media is not dead – great results via print/tv• Social media can drive huge traffic (31.4% of all visits)• Look for niche social networks like Instagram orFoodspotting• You must be mobile-ready (16% of pageviews)
    29. 29. Questions? Email: JeWilliams@VisitIndiana.com Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Website: Super46.comFounding Member: Indy

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