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Central Park App Proposal Digital Marketing Plan

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Central Park App Proposal Digital Marketing Plan

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Central Park App Proposal Digital Marketing Plan

  1. 1. Central Park Guillermo Arenas Angie Chahin Chih-Ya Chou Mariel Espejo Xinnan Li
  2. 2. Agenda p Central Park Stats & Facts p Digital Presence p Competitor Analysis p Visitor Profiles p Problems|Unmet needs p Central Park Framework p Recommendations
  3. 3. Source: Feb 2011, http://greatergreaterwashington.org/ Central Park Statistics
  4. 4. Facts p Origins: Opened in 1857 and was developed over 16 years p Acreage: 843 acres, 6 percent of Manhattan's total acreage. Includes seven water bodies totaling 150 acres, 136 acres of woodlands and 250 acres of lawns. p Pathways: 58 miles of walking paths p Trees and benches: More than 26,000 trees and nearly 9,000 benches p Attractions: Delacorte Theater, a 1,885-seat auditorium for the performing arts; the 5.5- acre Central Park Zoo with 1,400 animals, including Antarctic penguins and polar bears. p Recreation: 26 ball fields; 30 tennis courts; 21 playgrounds; one carousel; two ice- skating rinks, one of which is converted into a swimming pool in the summer. p Management: Central Park Conservancy, a private, not-for-profit organization founded in 1980, manages Central Park under a contract with the city p Budget: The conservancy provides more than 85 percent of Central Park's annual $20 million operating budget.
  5. 5. Digital Presence Website -  The official website which ran by the Central Park Conservatory -  Focus on recruiting donors and members -  Offers the Central Park Free App -  Informational and educational -  Unclear message Mobile App -  Unable to purchase tickets through the app -  Plain way to show upcoming events Blog - It has not been promoted since it launched the blog Foursquare -  Fractured among different locations among the park -  Main Central Park account has 12,786 photos, 89,000 total visitors, 160,000 checked ins, 9.7/10 score out of 17,600 votes -  Recommendations are very basic and mostly funny Yelp -  1,368 reviews, 5 stars rating -  Extensive reviews from both NY’ers and tourists Facebook -  41,646 ratings, 4.7 stars -  Very long paragraphs, posts are too lengthy Twitter -  51,000 followers, 5850 tweets -  Serious tone, very educational, but not too involved Instagram -  1,914 followers, 321 photos -  Photos of the park scenery, but not very personal or involving everyday people
  6. 6. Competitor Analysis Chelsea Piers High Line Park Hudson River Park Description It aims to improve the quality of life of its clients and guests by providing a place for all-- adults and children-- to relax, play, learn and compete Used to be part of the rail tracks 1.45 mile-long playground filled with flowers and grasses Longest waterfront park in the United States. Transformed five miles of decaying piers and into a beloved, urban recreational paradise. Attracting 17 million visits each year. Plays a critical role in protecting the Hudson River environment itself. Activities It offers a variety of indoor and outdoor activities such as batting cages, boat rides, bowling, team sports, ice skating, and rock climbing. It also has a sport center, golf club and event space for renting. Art on the High Line High Line garden programs High Line family programs High Line history programs Sports & Recreation for kids and adults School programs and summer camp All-sport athletic fields Beach volleyball courts Outdoor activities; Kayaking, Sailing… Digital presence -  Website -  Facebook: 13,000 fans,4.7 stars, 15 ratings -  Instagram: 530 followers -  Twitter: 7,500 followers -  Youtube, 26 subscribers, 20,478 views -  No mobile app -  Website -  Facebook: 98,811 likes, 4.7 stars, 836 ratings -  Instagram: 19408 Followers -  Twitter :49,800 Followers, 4091 Tweets -  Yelp:1165 reviews, 4.5 stars -  No mobile app -  Website -  Facebook: 5,999 Likes, 4.4 stars, 487 ratings -  Twitter: 5,560 followers -  Flicker account -  Youtube: 24 subscribers, 5,303 views -  Interactive map including facilities description -  No mobile app
  7. 7. Visitor Profiles Henry Santiago Emma • Tourist • 26 years old • First time visitor • “Explorer” • New Yorker—Queens • 32 years old • Visits the park about once every two months • “Discoverer” • New Yorker— Manhattan • 50 years old • Visits the park twice per month • “Regular”
  8. 8. Problems|Unmet needs p  The digital components of Central Park lack the ability to build rapport with the visitors and create a connection p  The brand tone is serious and informational, doesn’t motivate experiences p  Visitors are not engaged with the social media platforms, there is no interaction
  9. 9. APP Culture p  Over the past two years, downloading apps is the second-fastest growing function that users have on their cellphones p  According to the Experian Marketing Services’ data, almost 40% of cell phone users say they have the ability to download apps p  App downloads are more likely than average among 18-44 year olds and those from households earning $50K+ p  Only 7% of adults who own a smartphone or tablet consider themselves non-mobile app users p  Frequency of mobile apps usage tends to correlate with age and income groups. Avid users are more likely than average to be 25-34 years old and live in a household earning $50K-80K Source: Mintel - Mobile Apps - US - September 2013
  10. 10. Central Park Digital Strategy Framework Offer a personalized experience to Central Park visitors through digital platforms Improve visitors experience by upgrading Central Park’s app Use Augmented Reality Technology to personalize experiences Partner with restaurants, museums, bike rental stores and other attractions Partner with Spotify and Google Maps Engage users with the App Integrate social extensions for all activities Location based technology Community building through social media adapting a friendly informal voice and tone Increase Revenue Drive purchases through partnerships Commission based fee Incentivize donations Call to action button and trigger emails Objec&ves Goals Strategies
  11. 11. Recommendation1 Redesign Central Park App p  Optimize location based service p  Integrate ‘Augmented Reality’ technology p  Integrate social media p  Personal adventure recorder (notes, songs, pictures) p  One stop information source - Surrounding restaurants and delis - External service providers ( Photography, painting, picnic baskets…) - External rental services ( Bike, boat, horse carriage…) p  Partnerships - Google Maps - Spotify - Service providers
  12. 12. p Utilize social media platforms - Cross platform official hashtag: #MyCentralParkJourney, #MyCentralParkSong - Spotify campaign to create official Central Park playlist - Share user generated content through social media platforms - Provide personal journey summary that can be shared on social media p Rate and review points of interest p Reserve, order and pay feature Recommendation2 Engage users with the App
  13. 13. My Adventure Choose your own adventure…. App Demo Central Park My Past Adventures Continue Adventure Begin Adventure
  14. 14. Today, I’m with… Family Date Friends Central Park Myself Food Sports I’m feeling like… Attractions Classes Events Central Park
  15. 15. p  Integrated with Augmented Reality technology p  People can search the nearest destination based on interest p  It shows the destination information, ratings, and distance p  Allows the visitor to create personal journey records p  Share the experience on social media easily BRIDGE NO. 24 0.02 mi OBELISK 0.05 mi What I see What I hear What I think Exit
  16. 16. CENTRAL PARK You visited Central Park on 01/05/2014. Here is the summary of your visit. Dashboard Timeline Share Dashboard 58 Photos Taken today 3 Notes Written today 8 Audios Listened to today 11 Songs p  People can view and share their journey via mobile app p  The journey summary will be sent to user’s email as well
  17. 17. p Partnership transaction fee - Commission based purchases of 2-3% per transaction p Donations - Trigger Email - Call to action after purchase - Clear app donation feature Recommendation3 Strategies to increase revenue
  18. 18. Hi friend, Here is the summary of your last visit to the park www.centralpark.org/myvisit100001 The weather is getting warmer, how about you come back and bike ride with us next week? Be Central To The Park 75% of Central Park’s budget comes from your generous donations. You’ve visited Central Park today Central Park Trigger Email
  19. 19. THANK YOU!

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