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Student Derry
- 2. “ “We know from our research that engaging in experience helps millennials form a sense of identity, differently from how other generations defined identity at their same age” -Eric Meyerson, Head of Consumer Insights at Eventbrite
- 3. The Problem: Third Level Students ◉ Not connecting with the City of Derry ◉ Change in attitudes ◉ Not spending money ◉ Not returning ?
- 4. The Product: The City of Derry ◉ ◉ ◉ ◉
- 5. Objectives ◉ Engage with students ◉ Create a sense of belonging ◉ Encourage students to venture into the city ◉ Boost local economy through spending in local businesses - shops, cafes, bars, museums etc
- 6. Current Marketing Mix ◉ Visit Derry Website ◉ Brochures ◉ Newspapers ◉ Social media ◉ Familiarization tours ◉ Trade Shows
- 7. 3,500 Magee Students Primary 24,000 NWRC Students Secondary
- 8. Target Audience ◉ Third Level Students - Aged between 18 and 24 ◉ Young Millennials ◉ Grown up in a time of rapid change ◉ Digital world, Internet, Social Media
- 9. Who we are talking to Hannah, 18 Full-time Business Studies Undergraduate, UU Magee Lives in Coleraine, travels by car 3 days a week Part-time waitress, 16 hours at weekends Income 9K per year (including student loan) Interests nightlife, socialising, social media, fashion, make-up 1326+ followers on Instagram Uses Facebook, Instagram, Snapchat Stephen, 19 Computer Science Undergraduate, UU Magee From Limavady, stays in Derry, 4 nights week and returns home for weekends, part-time job as barman 20 hours a week Income 10K per year including student loan Interests nightlife, socialising, social media, football, fifa Uses Facebook, Snapchat, Instagram and Twitter
- 10. Experiences and FOMO Experiences over possessions Primary driver of ‘experience economy’ Motivated by ‘FOMO’ Millennials Brands, Content & Authenticity 60% will engage even when it’s obviously sponsored- as long as it interests them. Don’t want to be exploited with gimmicks Written feature articles dominate
- 11. Geographic Weighting ◉ Primary: Co. Derry, Co. Donegal, Co. Tyrone, Co. Fermanagh, Co. Antrim, Co. Armagh and Co. Down
- 12. Competition ◉ Cities: Belfast, Dublin, Galway, Letterkenny, Mainland UK ◉ Other UU Campus’: Jordanstown/Coleraine
- 14. Hook Explore Derry and all the experiences it has to offer
- 15. Desired Consumer Response Feel ◉ Motivated to explore ◉ Safe ◉ Emotional connection Think ◉ Opportunity for fun and interesting activities ◉ Safe place, ◉ Friendly vibrant people ◉ Authentic atmosphere Do ◉ Engage ◉ Interact ◉ Share ◉ Explore the city, ◉ Get to know the ‘real’ Derry, ◉ Spend money
- 16. Support ◉ Lots to experience within the city (events, leisure centre, parks, restaurants, museums, activity centres, nightlife) ◉ Places to explore are abundant ◉ The history gives extra meaning
- 17. Strategy Engage & Interact With students through relevant content and social media posts Online Native Advertising Model ◉ Content Marketing Sharable ◉ Relatable ◉ Informative ◉ Funny
- 18. Content That Works Emotion ◉ Think ◉ Laugh ◉ Cry
- 19. Authentic WittyDiverse Tone of Voice
- 20. Mandatory ◉ Clear Brand Identity ◉ Adhere to Brand Guidelines
- 21. Digital Website App Facebook Twitter Instagram Snapchat Marketing Channels Traditional Billboard
- 23. Budget
- 25. Content Marketing Derry specific news, entertainment and lifestyle website.
- 26. Content Creation Process Editorial Integrity Consistent with brand Appropriate Format Lists, Articles, Quizzes, Video? Purpose Objectives
- 27. Other Considerations Channel Website Social Media Distribution Promotion Organically or paid? Measurement Page views Dwell time Shares Comments
- 28. Content Examples
- 30. Derry Street Style sponsored by Topshop
- 32. Website Specifications ◉ Responsive ◉ HTML5 & CSS3 ◉ CMS ◉ SEO
- 35. Billboard