Digital/Event Marketing Portfolio
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Transcript of Digital/Event Marketing Portfolio
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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