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The Frist Center + Paramore | Online Media Capabilities & Recommendations

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The Frist Center + Paramore | Online Media Capabilities & Recommendations

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The Frist Center + Paramore | Online Media Capabilities & Recommendations

  1. 1. www.paramore.is
  2. 2. full-service digital agency www.paramore.is
  3. 3. design + development + media www.paramore.is
  4. 4. media capabilities presentation
  5. 5. • experience & expertise
  6. 6. • experience & expertise• strategic capabilities
  7. 7. digital media growth + 10.5% in 2011
  8. 8. 40 billionwebpages
  9. 9. 95.7%(236 million)
  10. 10. as of 2011, Facebook topsGoogle for weekly Internet traffic and time spent on the site in the U.S.
  11. 11. 25%
  12. 12. 3 million Facebook fan pages
  13. 13. average user has 130 friends
  14. 14. your site
  15. 15. al ries
  16. 16. horror story
  17. 17. celebrities
  18. 18. making a major decision
  19. 19. looks like me
  20. 20. from contact to connection
  21. 21. from examining to explanation
  22. 22. from information to interaction
  23. 23. from reading to reviewing
  24. 24. why is this important?
  25. 25. technology changes things
  26. 26. the bar is high
  27. 27. technology moves forward
  28. 28. sdrawkcab ton
  29. 29. your members & visitors decide who your competition is
  30. 30. who’s in control?
  31. 31. not you
  32. 32. they are
  33. 33. opportunity
  34. 34. keep pace
  35. 35. distracted
  36. 36. next big thing
  37. 37. be impressed
  38. 38. IMPACTFUL
  39. 39. www.mysite.com
  40. 40. simple, clear and focused on results
  41. 41. strategy & right approach
  42. 42. strategy & right approach
  43. 43. how can we help?
  44. 44. a process
  45. 45. multiple times, multipleways
  46. 46. audiences
  47. 47. audiences goals
  48. 48. audiences goalsmessages
  49. 49. audiences goals messagescompetitors
  50. 50. audiences goals messagescompetitors success
  51. 51. audiences goals messagescompetitors success failures
  52. 52. media strategy + plan
  53. 53. executed:in-house or out-sourced
  54. 54. executed:in-house or out-sourced to us :)
  55. 55. Lead GenerationACQUISITIONFact: generating leads on an on-going basis andcommunicating regularly with them is the key toturning potential visitors into visitors and visitorsinto members.
  56. 56. Email CONVERSIONRETENTION + MarketingFact: Delivery rates are up and open rates aredown.Email marketers are having to be more strategicthan ever to cut through the email clutter.
  57. 57. Layered EmailMarketingCLIENT: The GreenbrierPROBLEM: An initial email promotion promoting the “December toRemember” vacation package spurred room bookings but sales whereflat lined by mid-November.SOLUTION: Since The Greenbrier is an ultra-luxury resort, theassumption was that the $100 gift card that was included in thepackage would not motivate the audience.To test that assumption and drive bookings we recommended asecond, trigger-response email to people who had clicked on BookNow button from the first email, but who did not book a room.We changed the headline in the second email to highlight the $100 giftcard. Kaleidoscope Media + Paramore|Redd
  58. 58. The First Email Delivered to 40,475 people Bookings: 549 room nights
  59. 59. Second Email Delivered to 502 people Bookings: 167 guest nights 48 hours Over $100,000 in revenue
  60. 60. Reactivation CampaignTENNESSEE TOURISMA database of 500,000 subscribersRemoved 240,000 inactive opt-in subscribers4,000 inactive subscribers became active1,500 opted into the secondary call to action - last minute deals$1,800 in transmission fees saved per month$22,000 a year
  61. 61. Reactivation CampaignTENNESSEE TOURISMA database of 500,000 subscribersRemoved 240,000 inactive opt-in subscribers4,000 inactive subscribers became active1,500 opted into the secondary call to action - last minute deals$1,800 in transmission fees saved per month$22,000 a year
  62. 62. Email Marketing TacticsLevel: ADVANCEDDynamic emailsDesigning for the preview pane & mobile devicesContent strategy (Email Editorial Calendar)Social and Mobile Integration
  63. 63. Editorial Calendar Sample Copywriting Coding of the Deliverability Internal completed email for the testing, copy Email design Review/ ReportingEmail Name Email Type Audience Goal Hero content content well 1 content well 2 content well 3 and project emails service proofing and Completed Revisions completed brief provider is delivery Completed completed completed completed subscribers Drive tourism in who have 4 content weel and to the area New Year’s EveDecember opted into the Arts and Crafts Outdoor email by promoting Holiday events Ball Drop & by 11/5 by 11/12 by 11/17 by 11/19 by 11/23 by 11/30 eNews monthly email Show Adventures newsletter holiday Fireworks newsletter activities audience group 1. subscribers Build goodwill who have with the special opted into the single message events andHappy New special events Happy New promotional partner n/a n/a n/a by 12/8 by 12/13 by 12/16 by 12/20 by 12/31 by 1/7 Year email audience Years! email audiences by group and 2. wishing them a industry happy holiday partners subscribers Drive tourism in who have 4 content weel and to the area January opted into the Romantic Girlfriend email by promoting Extreme Sports Accommodations by 12/3 by 12/10 by 12/15 by 12/17 by 12/22 by 12/29 eNews monthly email getaways getaways newsletter January newsletter activities audience group subscribers Drive tourism in who have 4 content weel and to the area Spring Break February opted into the Romantic National Park email by promoting (Packages, Spring festival by 1/7 by 1/14 by 1/19 by 1/21 by 1/26 by 2/2 eNews monthly email getaways promotion newsletter February Deals) newsletter activities audience group
  64. 64. Testing
  65. 65. Pay-Per-Click SearchACQUISITION + CONVERSIONFact: PPC can...• Take market share from competing destinations• Provide a tailored message to consumers when researching you or your competitors• Generate leads• Promote big news at the Frist
  66. 66. Header
  67. 67. Header
  68. 68. SocialHeader
  69. 69. SocialHeader
  70. 70. SocialHeader Call to Action 1
  71. 71. SocialHeader Call to Action 1
  72. 72. SocialHeader Call to Action 1 Call to Action 2
  73. 73. SocialHeader Call to Action 1 Call to Action 2
  74. 74. SocialHeader Call to Action 1 Call to Action 2 Call to Action 3
  75. 75. SocialHeader Call to Action 1 Call to Action 2 Call to Action 3
  76. 76. Social Header Call to Action 1 Call to Action 2Content Well 1 Call to Action 3
  77. 77. Social Header Call to Action 1 Call to Action 2Content Well 1 Call to Action 3
  78. 78. Social Header Call to Action 1 Call to Action 2Content Well 2 Content Well 1 Call to Action 3
  79. 79. Social Header Call to Action 1 Call to Action 2Content Well 2 Content Well 1 Call to Action 3
  80. 80. Social Header Call to Action 1 Call to Action 2Content Well 2 Content Well 1 Call to Action 3 Hero Image
  81. 81. Social Header Call to Action 1 Call to Action 2Content Well 2 Content Well 1 Call to Action 3 Hero Image
  82. 82. Egypt is at the FristThanksgiving guests love SocialArt. Check Out Our Exhibitions Now.www.FristCenter.org Header Call to Action 1 Call to Action 2 Content Well 2 Content Well 1 Call to Action 3 Hero Image
  83. 83. Egypt is at the FristThanksgiving guests love SocialArt. Check Out Our Exhibitions Now.www.FristCenter.org Header Holiday Hours at the Frist Center Call to Action 1 Call to Action 2 Content Well 2 Content Well 1 Call to Action 3 Hero Image
  84. 84. Egypt is at the FristThanksgiving guests love SocialArt. Check Out Our Exhibitions Now.www.FristCenter.org Header Holiday Hours at the Frist Center Call to Action 1 Call to Action 2 Content for Content Well 2 families Well 1 Content Call to Action 3 Hero Image
  85. 85. Egypt is at the FristThanksgiving guests love SocialArt. Check Out Our Exhibitions Now.www.FristCenter.org Header Holiday Hours at the Frist Center Call to Action 1 Call to Action 2 Content about Content for Content Well 2 opening exhibits families Well 1 Content Call to Action 3 Hero Image
  86. 86. Egypt is at the FristThanksgiving guests love SocialArt. Check Out Our Exhibitions Now.www.FristCenter.org Header Holiday Hours at the Frist Center Call to Action 1 Buy Tickets CTA Call to Action 2 Content about Content for Content Well 2 opening exhibits families Well 1 Content Call to Action 3 Hero Image
  87. 87. Social Header Call to Action 1 Call to Action 2Content Well 2 Content Well 1 Call to Action 3 Hero Image
  88. 88. Frist Free AdmissionEngage with art and enjoy Socialall perks of membership. Learn More.www.MTSU.edu Header Call to Action 1 Call to Action 2 Content Well 2 Content Well 1 Call to Action 3 Hero Image
  89. 89. Frist Free AdmissionEngage with art and enjoy Socialall perks of membership. Learn More.www.MTSU.edu Header Frist Membership Information Call to Action 1 Call to Action 2 Content Well 2 Content Well 1 Call to Action 3 Hero Image
  90. 90. Frist Free AdmissionEngage with art and enjoy Socialall perks of membership. Learn More.www.MTSU.edu Header Frist Membership Information Call to Action 1 Call to Action 2 Upcoming events Content Well 2 Content Well 1 calendar Call to Action 3 Hero Image
  91. 91. Frist Free AdmissionEngage with art and enjoy Socialall perks of membership. Learn More.www.MTSU.edu Header Frist Membership Information Call to Action 1 Call to Action 2 Content about Upcoming events Content Well 2 Members only Content Well 1 calendar perks Call to Action 3 Hero Image
  92. 92. Frist Free AdmissionEngage with art and enjoy Socialall perks of membership. Learn More.www.MTSU.edu Header Frist Membership Information BecomeAction 1 CTA Call to a Member Call to Action 2 Content about Upcoming events Content Well 2 Members only Content Well 1 calendar perks Call to Action 3 Hero Image
  93. 93. Display (bannerAWARENESS Fact: Display extends your reach to people who aren’t actively searching for you and can increase your Pay-Per-Click conversion rate by up to 72%Display Can:• Foster interest in the Frist as a destination• Use elements in the creative to encourage interaction
  94. 94. NOT created equal
  95. 95. DOWNLOAD THEAUDIO TOUR
  96. 96. Pandora.com is a highly traffickedinternet radio station with above thefold, high impact, mass scalehomepage placements.Pandora only serves ads when yourtarget interacts with the tuner in orderto insure a viewed impression.Pandora can hyper target by age,gender, location, web browser, time ofday, social connections and musicalgenre.
  97. 97. Mobile MarketingRETENTION + CONVERSIONFact: Mobile phones are forecasted to overtakedesktop computers as the most common Webaccess devices worldwide by 2013.
  98. 98. TXT FRIST to 95613to receive SMS updates of new exhibitions!
  99. 99. Social + RETENTIONAWARENESS Fact: 25% of all time spent online is in the social space. 17% of that time is spent on Facebook.
  100. 100. Museums + Social• According to a MuseumNext survey, • 36% of Facebook respondents said they liked multiple museums on Facebook • 76% said the reason they friend museums on Facebook is to find out about exhibitions or events • 16% said it was to receive discounts or special offers. • 55% of people said they had visited the museums they friends and 35% more said they had visited "some of them" • 83% of respondents said theyd be more likely to visit an exhibition if a friend recommended it on Facebook.• On Twitter, 98.9% of people say they follow a museum to find out about exhibitions or events and 93% said theyd be more likely to visit an exhibition if a friend recommended it.
  101. 101. Social NetworkingSERVICESStrategy and planningPR Crisis planningChatterCustom Facebook App/Tab creationCustom Avatar and social skinsEducation and on-going consulting
  102. 102. now hannah is going to take us home...
  103. 103. not just an extension
  104. 104. it’s a whole other thing (-Forrest Gump)
  105. 105. digital will lead
  106. 106. specialists strategic collaborativewe love the Frist

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