do & go campaign presentation

Welcome to the FY12 Do & Go Membership Meeting!

August 15, 2011

Integrated Marketing/Communications CampaignAugust 2011

• DOandGO.org is an online web calendar that links directly to its member sites. It offers a regularly updated calendar of arts, culture, and entertainment events with over 20 searchable categories, including family-friendly, free, and classes.

• Although robust, currently the service is a “best kept secret resource” in Montgomery County.

• AHCMC is looking to gain greater marketshare for DOandGO.org members, increase traffic to member websites and expand the audience for DOandGO.org member organizations.

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Campaign Overview

• Create minimum of 300,000 monthly impressions in order to spread message and brand to key demographic.

• Increase monthly traffic to DOandGO.org by a minimum of 25%.

• Provide qualitative and quantitative data that demonstrates the impact of the marketing campaign and adds value to DOandGO.org membership.

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Campaign Objectives

For the purposes of this strategy, the media target is defined as:• Primary: Mothers 35-55 who are looking for new and interesting ways to

entertain their families. Target audience has some disposable income for arts, education, or both. This group is well-educated and predisposed to looking online for events.

• Secondary: Art-loving individuals who appreciate arts and humanities entertainment.

Geography is defined as:• Primary: Montgomery County, MD (upper and lower county)

• Secondary: Washington, DC (northwest), Eastern MD, Western Howard County, as well as limited parts of Prince George County.

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Key Audiences and Geography

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Key Messages

• Facebook users are more trusting and more engaged with your brand.

• 52% of US adults use Facebook daily and use it several times a day.

• The web is where Americans are turning for their news and staying longer.

• TV, newspapers, and the web are key in news gathering with online vehicles gaining significant traction in recent months and years.

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Research Behind the Recommendations

Data according to a recent Pew Research for Excellence in

Journalism report.

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Research Behind the Recommendations

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Strategy

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An important earned media component will reinforce partner and sponsor placements to drive maximum traffic back to DOandGO.org

Strategy Snapshot*

Upscale local interest magazine will drive awareness among the core target in their homes.

Partnerships with premier web portals, supplemented with strategic placement of web ads and paid search, and development of branded e-blasts will reach target audience at work and on the go.

PRINT AD BUY

ONLINE SPONSORSHIP/ADS

*Organized by priority

EARNED MEDIA/PUBLIC RELATIONS

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Print:

Paid Media Strategy

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Online:

Paid Media Strategy

Earned Media Strategy

4 Calendars in 1

Starting in early September, load your events to DOandGO.org and have them appear on four online calendars! Combined, these calendars record nearly 40,000 unique visitors a month

•DOandGO.org•AParentInSilverSpring.com•BethesdaMagazine.com•VisitMontgomery.com

Earned Media Strategy

Influencer Events

New Mommyblogger GroupDay and Time TBDAHCMC and co-host Jessica McFadden of AParentInSilverSpring.com will coordinate a mixer for a new mommy blogger group in the greater DC area. You will have the opportunity to network with the bloggers and share information about your organizations and programs.

Patch .com Mixer 9-19-11, 6:30 to 8:30 pm

Meet Patch editors at this fun and informative evening mixer. AHCMC will help you establish a relationship with your local editor. Patch editors are actively seeking hyperlocal content as well as credible and reliable news providers. Get your foot in the door with the fastest growing hyperlocal news source in the County. Goal is to foster relationships that will allow organizations and individuals to share their unique, locally-based stories and allow Patch editors to generate interesting, compelling content.

Earned Media Strategy

Social Media Outreach Engage the online community, especially Twitter, Facebook, and YouTube to remind the public of the arts and humanities options in Montgomery County.

AHCMC has created unique accounts on Facebook and Twitter for Do & Go which can be auto-populated from the calendar and can engage key influencers as well as listen to the needs and wants of the key demographic.

Engaging Audiences: Ticket giveaways, polls, questions, photo caption contests.

Earned Media Strategy

Print Creative

AHCMC will develop relationships with local restaurants to promote DOandGO.org via the distribution of postcards in check sleeves. Incorporate QR codes to bring the recipient of the tangible piece directly to the website in an effort to drive web traffic.

Develop similar relationships with local realtors who can give new homeowners DOandGO.org information as a “welcome to the neighborhood” packet.

There may be the option to produce an e-version that agents can push out once someone has moved into the county.

Earned Media Strategy

Guide to Children’s Arts Activities Only AHCMC can provide unique access to DOandGO.org member sites through the Guide to Children’s Arts Activities print piece. This highly coveted backpack “channel” directly delivers your message to over 65,000 Montgomery County elementary students and their guardians twice a year.

Earned Media Strategy

Direct Audience Event

Date & time: Spring 2012

Connect directly with end-consumers of DOandGO.org who are also your target market.

AHCMC and DOandGO.org members will host a County-wide cultural event happening simultaneously in 5 locations of the County. This flash mob-inspired event will have the energy and appeal of a street festival and will include public performances, activities and distribution of print material that will stimulate public interest in DOandGO.org -- and you!

Earned Media StrategyPress Pitching and Engagement

AHCMC will distribute a minimum of three press releases in three months to reinforce trackbacks to DOandGO.org and keep the site (and its featured events) top of mind for local media. Press releases are highly efficient tools for SEO and can directly increase web traffic to a site.

Possible topics: Fall classes and programs announcementsHoliday Schedule Released New Category Announcement Partner Releases

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Timeline and Budget

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Budget

For the purposes of this strategy, the available budget for implementation is $61,450, broken down as follows:

EXPENSESPaid Media Component $46,100Earned Media Component $3,100Implementation (Vendor Costs) $12,250

INCOMEExecutive’s Ball 2010 $40,000AHCMC & Do & Go memberships $21,450

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Brokering Paid Media Contracts

Development, Messaging and Creative

Finalize Strategic Plan, Paid Editorial Partners

Earned Media Campaign Kickoff

Google Analytics Seminar

JUNE JULY AUG SEPT OCT NOV DEC

WEB: Washingtonian campaign

PRINT: Bethesda Magazine ads begin

EVENT: Mom Blogger Event

Timeline

WEB: Facebook Ad Campaign

WEB: A Parent In Silver Spring ads begins

WEB: Patch.com advertising

PRINT: Gazette ads begin

Continues into 2012 – Influencer Events and Bethesda Magazine

Paid Strategy Traditional PROther Elements

EVENT: Patch.com Mixer

WEB: Bethesda Magazine.com and Funfinder kickoff

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Campaign Benefits

Efficient - Takes advantages of economies of scale and scope through deeply discounted bulk buying of varied media platforms for multiple groups

Effective - Improves your ability to deliver messages, gain access and provide accurate, timely data to a large target market

ROI• Metrics: QR codes and Google Analytics enable us to measure success• Partnership marketing with selected media deepens credibility and brings more attention to you from that sector

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Measuring Campaign Success

Development of custom Google Analytics reportsAll digital advertisingAll QR codesSocial media campaignsTracking referring sites

Quarterly reportsAHCMC will supply members with quarterly reports on campaign success

Skills upgrade AHCMC will provide members with opportunities to upgrade tracking skills to measure success of their own advertising efforts (Google Analytics webinar)

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Ad Creative and Toolkit

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Ad Creative

Toolkit to Activate Campaign Strategy

Activation Points for DOandGO.org members • Hyperlink in your email signature to DOandGO.org• Create a button on your homepage calling out your event on calendar• Include a regular call-out to your event on calendar in your newsletter• Select your Fun Finder highlights• Update your events on DOandGO.org regularly

Ad Creative • Run the created ads on your website• Share with partners• Utilize images on social media• Consider donating open ad space to DOandGO.org

Earned Media • Align with AHCMC pitching topics• Reach out to any media you have personal relationships with

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Upcoming Event: Google Analytics Webinar for all

AHCMC Constituents and Do & Go Members

September 15, 201112:00pm – 2:00pm

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Q & A

Thank you, C.Fox Communications Team

Benefits of Do & Go membership• 4 calendars in 1• Special print and web advertising

rates• Fun Finder to Bethesda

Magazine’s 10,000 subscribers• In-person mixers with top

influencers• Print collateral and social media

push

Cooperative Advertising Opportunities

• Bethesda Magazine (print)• BethesdaMagazine.com• Washingtonian.com• The Gazette’s Entertainment Guide

Bethesda Magazine• Audience served

– AFFLUENT: Median household income of $223,000

– MOCO CENTRIC: Primary audiences in Montgomery County and upper Northwest D.C.

– FEMALE: Majority of readership/visitors are female; household decision makers

Bethesda Magazine• Print Advertising

– Bi-monthly issues September/October 2011 through May/June 2012

• Web Advertising– September 2011-August 2012

• Details are in the handbook

Washingtonian.com• Audience served

– YOUNG: 25-34 years: 40%; 35-44 years: 18%; 45+years: 27%

– EDUCATED: 91% have bachelor’s degrees, 42% have postgraduate degrees

– CULTURAL PATRONS: 64% attend live performances once a month, 62% attend a museum or art exhibit at least once a month

Washingtonian.com• Portion of half-page

(300px x 400 px)– Calendar Section– Style Section– September-November

2011– Details are in the

handbook

The Gazette Entertainment Guide• Print ads available• Due dates TBD

Fun Finder• Weekly email spotlighting six Do & Go

events occurring that week• Now accepting reservations through

December 2011• Benefits:

– Distributed to Bethesda Magazine’s email list of 10,000 subscribers

– 60-second spot on Montgomery Community Television’s primetime

– Promotion on DOandGO.org’s homepage and social media

Social Media• Twitter: @DOandGO_org

– RT your news & announcements– Highlight Fun Finder events with

#FunFinder hashtag• Facebook: facebook.com/doandgo

– Favorite Pages: Do & Go members– Highlight Fun Finder events– Share articles and pictures from Do &

Go members– Polls & questions to engage

community

Social Media• Ticket giveaways

– Through both Facebook and Twitter (#DoandGoContest)

– Entrants must search DOandGO.org for the answer to the question

– Example: What color purse does the main character have in the upcoming Adventure Theatre production held Sept. 23 - Oct. 31?

– Sample answer on Twitter: Purple. http://www.creativemoco.com/calendar/event/7360 #DoandGoContest

• Photo caption contests

Patch + Do & Go• Patch editors want cultural event

info and see Do & Go as a trusted brand. Being a Do & Go member automatically gets your organization on their radar

• Patch + Do & Go Mixer: September 19, 6-8:30 pm (tentative)

• Working with Patch editors to develop guidelines for info they want to know up front

DOandGO.orgfacebook.com/DOandGO | @DOandGO_org

Shellie Williams, Deputy Directorshellie.williams@creativemoco.com301.565.3805 x24

Megan Pagado, Digital Communications & Outreach Managermegan.pagado@creativemoco.com301.565.3805 x25