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Digital/Event Marketing Portfolio

Britney Rand

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Social Media Campaign

Objective: Implement a social communications campaign to raise brand awareness across social networks by giving fans a strong call to action to like/follow

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Facebook•Landing pages•Sweepstakes & trivia incentives•PPC Campaigns

Twitter •Engage followers through contests and giveaways•Generate buzz around trending topics•Engage with key influencers to promote mentions, & retweets

Promotional Strategies

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Created an interactive “welcome” landing page for non-followers. To increase engagement, I included a non-fan like banner, video sections and a way to share with friends.

Landing Pages

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Launched sweepstakes & trivia incentives throughout the year to get fans excited about our page and increase engagement

Trivia & Sweepstakes

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Managed pay per click campaigns that targeted various segments within our target market. Keyword interests of market segments were identified through surveys.

PPC Campaigns

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Twitter Engagement

Converted patrons into twitter fans by promoting twitter through all brand touchpoints.

Landing pages Email signature Fliers

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Measurement

• Facebook/Twitter share of voice was my key performance indicator, measured in page likes/followers

• Within a set of 4 competitive Facebook pages, I had a 10% share of voice

• Within a set of 4 competitive Twitter pages, I had a 16% share of voice

• Share of voice was tracked monthly throughout the 4 month campaign

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Results

• Facebook share of voice increased from 10% to 24%

• Facebook page fan “likes” increased by 200%

• Twitter share of voice increased from 16% to 21%

• Twitter followers increased by 35%

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Ticket Marketing Activation

Objective: To market the sales of the Chicago Football Classic tickets at selected Just Turkey stores in Chicago and Greater Chicago urban communities.

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Target Segments

Region

Education

Age

Ethnicity

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Promotional Strategies/PR

Broadcast Media •Inclusion in radio commercial ads as ticket outletPrint•Inclusion in printed press releases as retail outlet

Digital •Inclusion on digital channels as a ticket outlet

On Site •POS and counter displays provided at outlets

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Event Activation

• Coordinated promotional events with media partners to drive revenue and engage target audience

Success

Live Remote at Just Turkey

• Outlets sold over $8000 in tickets during 6 week campaign