Manni About Town Campaign Review


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The presentation is an overview and synopsis of the Manni About Town Campaign which promoted March is Red Cross Month.

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Manni About Town Campaign Review

  1. 1. <ul><li>The American Red Cross of Central New York </li></ul>Manni About Town Promotional Campaign For March is Red Cross Month Created by Patrice Robinson, Marketing Coordinator, Health & Safety Supported by Elise Trent, Marketing Intern, Syracuse University
  2. 2. Campaign Premise <ul><li>Formulated as a way to promote March is Red Cross Month </li></ul><ul><li>Interactive scavenger hunt where community members searched for Manni the “Mannikin About Town.” </li></ul><ul><li>Manni traveled throughout Onondaga & Oswego Counties and clues were given to his location everyday. </li></ul><ul><li>Donated prizes were awarded to a randomly drawn participant who spotted Manni. </li></ul><ul><li>Ran for the entire month of March 2011 </li></ul>
  3. 3. Campaign Goals <ul><li>Promote March is Red Cross Month </li></ul><ul><li>Strengthen social media presence & add new social media platforms </li></ul><ul><ul><li>Increase frequency of posts </li></ul></ul><ul><ul><li>Engage audiences & increase website traffic </li></ul></ul><ul><ul><li>Increase number of followers on Twitter/ “likes” on Facebook </li></ul></ul><ul><li>Disseminate important information regarding services/events </li></ul><ul><li>Implement measurement tools to monitor growth and responses </li></ul><ul><li>Bridge gap between virtual and physical with scavenger hunt </li></ul><ul><li>Integrate QR codes at Manni’s daily locations </li></ul><ul><li>Highlight existing business partnerships and create new opportunities </li></ul>
  4. 4. Sponsor Request Letter
  5. 5. Campaign Promotion <ul><li>Introductory Video </li></ul><ul><li>Social Media Advertising </li></ul><ul><li>Press Release </li></ul><ul><li>Sponsor Promotion </li></ul><ul><li>YNN News Coverage </li></ul><ul><li>Radio interview on 93Q with Ted & Amy </li></ul><ul><li>93Q Blog </li></ul>
  6. 6. Press Release
  7. 7. Prototype Flier Manni Carried at Each Location <ul><li>Each location had a custom flier announcing the donated prize. </li></ul><ul><li>QR code directed people back to website where information about the contest was maintained </li></ul>
  8. 8. Manni Business Cards
  9. 9. Manni Clues
  10. 10. Twitter Account: @ RedCrossCNY Facebook Page : American Red Cross of Central New York Tumblr Account: http:// You Tube Videos: Meet Manni About Town Social Media Platforms
  11. 11. <ul><li>Under utilized pre-existing acct. </li></ul><ul><li>Increased followers to 160 </li></ul><ul><li>Campaign messages: </li></ul><ul><ul><li>Daily clues </li></ul></ul><ul><ul><li>Links to video clues </li></ul></ul><ul><ul><li>Announce winners </li></ul></ul><ul><ul><li>Direct traffic to Facebook page </li></ul></ul><ul><ul><li>Other events being held by the chapter (i.e. training classes, blood drives) </li></ul></ul><ul><ul><li>Facts regarding available services/disaster relief </li></ul></ul>Twitter
  12. 12. <ul><li>Major social media outlet </li></ul><ul><li>Likes up 630 from 300 </li></ul><ul><li>Supported video and text </li></ul><ul><li>based clues for contest </li></ul><ul><li>RSS Feed of Tumblr </li></ul><ul><li>Photographs of winners </li></ul><ul><li>Integrated campaign here versus new site because of pre-established </li></ul><ul><li>visitor base </li></ul><ul><li>“ I Spotted Manni Contest” tab where participants could fill out an entry form each day using North Social customization platform </li></ul>Facebook
  13. 13. <ul><li>New account </li></ul><ul><li>First person tone to add </li></ul><ul><li>personality to “Manni” </li></ul><ul><li>Directed traffic to </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>Thank you to sponsors/ </li></ul><ul><li>links to their sites </li></ul><ul><li>More elaborate content than Facebook posts </li></ul><ul><li>Blog exploration for audience </li></ul><ul><li>Audience engagement/interaction (physical presence of Manni) </li></ul>Tumblr
  14. 14. <ul><li>Teaser Video </li></ul><ul><li>Introductory Video </li></ul><ul><li>Video Clues </li></ul><ul><li>Videos of Manni About Town </li></ul><ul><li>Winner Announcement Videos </li></ul>You Tube & Video
  15. 15. <ul><li>Tweet Reach </li></ul><ul><li>Klout </li></ul><ul><li>Facebook Analytics </li></ul>Measurement Tools