smckc march 2016 breakfast - kcrw2016
TRANSCRIPT
#MUNCHNLEARN
GRAND STREET CAFÉ
KATIE LEAS, TRAVIS JOYAL & LYDIA YOUNG
VISIT KC + PAGE COMMUNICATIONS
PAGE COMMUNICATIONSPage Communications is a company with history of performance delivering the right balance of marketing tools that get results, including public relations, media outreach, community relations, influencer engagement, creative campaigns, positive positioning strategies & social media engagement.
• A nonprofit, 501(c)6 organization• Directed by a board comprised of up to 30 civic and business leaders • Supported by a full-time team of 43• Supported by membership of more than 2,000 businesses • The “outside” sales force for the KC Convention Center• Contracted by the City of Kansas City, Missouri
VISIT KC
ELEVATE
• Celebrate heightened momentum• Chart path for future• Enhance visitor experience• Elevate local presence
BRAND POSITION
FAST FACTS• 10-day event held January 15-24, 2016• Total of 185 participating restaurants (a new record)• Special multi-course, pre-fixe menus—$15 for lunch and $33 for dinner• 10% of sales for each meal donated to a combination of five local charities• All tactics executed by KCRW Marketing Committee, with Visit KC and Page
Communications taking lead
Did you know? The 2015 event raised more than
$322,000 for local charities.
GOLD SPONSORS
SILVER SPONSORS
CHARITY• RFP process, 3-year term• 10% of KCRW menu purchases• GKCRA Educational Foundation• KC Regional Destination Development Foundation
EVENT TIMELINE• Registration starts in July of preceding year• Marketing & PR begin working in July• Content execution begins in Fall (Sept./Oct.)• Menu Submission October - December • Marketing Campaign Begins December
PUBLIC RELATIONS • 7.3 million impressions through media coverage• VIP/Media Preview event 80 media and 100
Yelp! Elite• 56 TV segments • 12 radio interviews
PARTICIPANT TOOLKIT & MORE• Education meeting• Social graphics• Logos• Online submission of menus
CAMPAIGN
27%
11%
14%
6%
11%Local Advertising
Billboards
Website & Mobile App
Social Ads & Paid Search
Regional Advertising
DIGITAL CHANNELS• Facebook• Twitter• Email• Paid Search• Website• Mobile App
WEBSITE ENGAGEMENT
• 329,842 sessions Nov. – Jan. 24– 94% during January 2016– 59% during 10 days of event– Day 1 ~ 10% of sessions (31,716)
WEBSITE ENGAGEMENT• 260,343 clicks on content
– Open Table 39%– Google Map 26%– Instagram 7% – Twitter 2%
•
#TRUESTORY
SOCIAL MEDIA IS A HUGE FORCE
• 39% cited social media as source• Loyal base• 82% would recommend to friends• 59% millennial
2016 KC Restaurant Week Consumer Survey
CONTENT DEVELOPMENT
• Per restaurant posts• Sponsor posts• Promotion & posting strategy
WIN THINGS
• Three separate groups conducted giveaways centered around KCRW
GROWTH• Impressions increased 1,833% from 1.2 million
in 2013 to 23.2 million in 2016
• Engagement increased 109% year-over-year
GRÜNAUER2010 2011 2012 2013 2014 2015 2016
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
SOCIAL MEDIA IMPRESSIONS
PLAZA III STEAKHOUSE
2014 2015 20160
5,000
10,000
15,000
20,000
25,000
30,000
SOCIAL MEDIA ENGAGEMENTS
FOLLOWER GROWTH
• Increased 235% over lifetime of event• Giveaways• Promoted posts
THE HOMESTEADER CAFÉ
2010 2011 2012 2013 2014 2015 20160
5,00010,00015,00020,00025,00030,00035,00040,000
SOCIAL MEDIA - TOTAL FANS
TWITTER CHAT• 1-hour chat using official
hashtag• Co-facilitation of live event• Pre-scheduled content
TWITTER CHAT
GO WITH THE FLOW• Troubleshooting
– Vegetarian listing page– Mobile App
• Restaurant Participation• Event Extension
CHALLENGES & OPPORTUNITIES• Restaurant Communication• Staff Activation• Social Activation and gamification• Video• KC Streetcar• Regional draw and growth
CATS
FIN
