promoting programs and events on social media
TRANSCRIPT
RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
PROMOTINGPROGRAMS & EVENTSON SOCIAL MEDIA
• Create Awareness
• Increase Participation
• Generate Revenue
• Change Lives
WHY PROMOTE PROGRAMS & EVENTS
• cheap
• easy
• effective
• where your customers are
• engaging
• highly targeted
WHY USE SOCIAL MEDIA
• understand your CUSTOMERS
• provide unique and excellent SERVICES
• create great CONTENT
• implement good TACTICS
• utilize targeted ADVERTISING
UNDERSTAND YOUR CUSTOMERS
Ask your customers (SurveyMonkey)
westminster stats
westminster stats
PROVIDE UNIQUE AND EXCELLENT SERVICES
CREATE GREAT CONTENT
Make Your Content WORTH Sharing
WHY THINGS CATCH ON• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
BE VISUAL
BE VISUAL
BE SNACKABLE
BE SNACKABLE
BE TIMELY
BE TIMELY
BE TIMELY
BE RESPONSIVE
BE RESPONSIVE
UTILIZECONTESTS
USE DISCOUNTS & PROMOTIONS
IF IT’s AN EVENT…
IMPLEMENT GOOD TACTICS
ADVERTISE!!!
FACEBOOK TARGETED ADS
FACEBOOK TARGETED ADS
FACEBOOK TARGETED ADS
TWITTER ADVERTISING
TWITTER ADVERTISING
TWITTER ADVERTISING
TWITTER ADVERTISING
YOUTUBE ADVERTISING
YOUTUBE ADVERTISING
YOUTUBE ADVERTISING
WHAT ABOUT INSTAGRAM?
WHAT ABOUT INSTAGRAM?
INTEGRATE SOCIALELSEWHERE
INTEGRATE SOCIALELSEWHERE
INTEGRATE SOCIALELSEWHERE
WORK WITH INFLUENCERS
WORK WITH INFLUENCERS
WORK WITH INFLUENCERS
WORK WITH INFLUENCERS
WORK WITH INFLUENCERS
USE TWITTER CARDS
USE TWITTER CARDS
FOLLOWING TACTICS
FOLLOWING TACTICS
CTA OVERLAYS
CASE STUDIES
CASE STUDY #1 ARLINGTON AQUATICS
CASE STUDY #2 ARLINGTON EVENT CAMPAIGN
ADVERTISING
ADVERTISING
CASE STUDY #3 ARLINGTON SUMMER CAMPS
CASE STUDY: SUMMER CAMP INITIATIVES• Camp & Swim Guide / Summer Program Guide
• Newspaper Camp Listings
• Online Camp Listings
• Google Adwords (Search Advertising)
• Facebook Targeted Advertising
• Facebook Video Advertising
• YouTube Advertising
Search Advertising (Google Adwords)
CAMP RESULTSAverage Enrollments Per Week
250
300
350
400
450
500
2012 2013 2014
435423
399
An increase of 36 campers per week (~$100/ea) for 12 weeks = $43,200 per year in new revenue (gross)
CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
0
2,250
4,500
6,750
9,000
2012 2013 2014 2015
30% Growth
FACILTY ADMISSION JANUARY 1-7
$13,000
$14,000
$15,000
$16,000
$17,000
2012 2013 2014 2015
$16,098
$13,335
$15,159
$15,906
PASS REVENUE JANUARY 1-7
12% Decrease
0
3,000
6,000
9,000
12,000
2012 2013 2014 2015 2016
30% Growth
32% Growth
FACILTY ADMISSION JANUARY 1-7
$0
$50,000
$100,000
$150,000
$200,000
2012 2013 2014 2015 2016
$185,898
$16,098$13,335$15,159$15,906
PASS REVENUE JANUARY 1-7
12% Decrease
1,055% Growth
CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
CASE STUDY #5HARVEST FESTIVAL
CASE STUDY #6WESTMINSTER’s #STANDLEYMONSTER
AND THE WESTMINSTER ENQUIRER
