This document provides a marketing plan for promoting an "Epic Battle of the Bands Grand Opening" event at the Cadence at Crown apartment community in Gaithersburg, MD. The digital marketing goals are to increase awareness, drive ticket sales, and build community around the event. The plan includes strategies like creating band interview content on social media, coordinating a Twitter bomb to generate excitement, and tracking and engaging with event hashtags. The Twitter bomb led to a 220% increase in ticket registrations over 5 days. Overall, the digital efforts resulted in increased web traffic, social media followers, and unmeasurable community engagement.

1. #RockCadence
A Digital Marketing Love Story

2. Who We Are
Cadence at Crown is a brand new
apartment community in
Gaithersburg, MD.
Designed, built and managed by
The Bozzuto Group.

3. What We Do
Luxury Apartments: Studio, One Bedroom, One Bedroom w/ Den, Two
Bedroom and Three Bedroom
Here are a few of the Features & Amenities Cadence offers:
➔ 24-hour fitness center with high-end cardio equipment, free weights, and yoga studio
➔ Internet café with business amenities and conference room
➔ Beautifully bold, bar-themed gaming lounge with billiards, Wii, and darts
➔ Cozy, contemporary library with relaxed seating, TV, and fireplace
➔ Professional, front-desk concierge services with hotel-style convenience
➔ Cadence is a pet-friendly community
➔ Complimentary dog bones at front desk

4. Our job is to provide an incredible home for our residents. Our job is to
keep them safe, support their dreams and have their backs.
Our job is to be a great partner and resource for the city of Gaithersburg.
And our job is to throw Epic Battle of the Band Grand Opening Rock
Concerts...

5. Epic Battle of the Bands Grand Opening
Event Goals:
● Increase
Awareness
● Tours
● Showoff / Buzz
● Rock the Burg

6. Digital Marketing, So Hot Right Now.
Digital Marketing.
Goals:
● Hype
● Ticket Sales
● Community
● Online to offline
Needs:
● Integrated
● Social
● Content

7. Playbook

8. #GiveYourEventACustomHash
First #RockCadence
tweet.
Notify the interwebs:
Included local, popular
hashtags w/ initial tweets.

9. Hashtags Are Stupid. #NoYoureStupid
● Track - use
search.twitter.com for real-
time mentions of your
hashtag
● Monitor - pay attention to
who is talking about your
event (ex; a local news
station or online influencer
mentions your event -
RESPOND ASAP)

10. ● Listen - not to just what’s
being said about your
brand but the overall tone /
excitement level (ex; are
people complaining about
something? Are they super
excited to see the band?)
● Engage - Thank every
person who mentions your
event / hashtag. Use this
as an opportunity to open
up a non-salesy line of
communication

11. Content: Make it About Them...
#RockCadence Band Series: Interviews with each band prior to event (1 per week)

12. And they’ll tell everyone they know.

13. Twitter Bomb: refers to posting numerous Tweets with the same hashtag (and other similar content, including
@messages), from multiple accounts, with the goal of marketing a certain topic or meme (be it a product or an
idea or an event), usually by filling people's Tweet feeds with the same message.
Dropping Twitter Bombs

14. HOW IT WORKS:
1. Create 3-4 "suggested tweets".
2. Email "suggested tweets" to everyone involved with making #RockCadence happen (includes; Bands, OnTap, Bozzuto
Corporate Marketing, Cadence Marketing, Participating food and beverage vendors, etc)
3. FRIDAY MORNING AT 10:28AM: LOGON TO TWITTER
4. FRIDAY MORNING AT 10:29AM: COPY AND PASTE YOUR FAVORITE "SUGGESTED TWEET" INTO "COMPOSE
NEW TWEET" BOX
5. FRIDAY MORNING AT 10:30AM: HIT "TWEET" BUTTON
Literally, two minutes of your time. That easy.
Objective: Generate a spike in ticket
sales / event awareness

15. Results
Twitter Bomb

16. 30+ Mentions Day of

17. 271 CLICKS ON LINK

18. Total Tickets Sold to
Date:
April 3rd: 755 (sold-out)
March 28th: 236
Twitter Bomb was sent on March 28th at 10:30am.
220% INCREASE IN REGISTRATION OVER 5 DAYS

19. Results
Web Traffic & Social

20. 40% Increase in Web Traffic

21. Cadence Twitter Account February 18, 2014
*17
Followers

22. Cadence Twitter Account May 8, 2014
130
Followers
665%
INCREASE

23. Results
Unmeasurable