Loading...
The URL can be used to link to this page
Your browser does not support the video tag.
Home
My WebLink
About
B1
SLO HAPPENINGS PROMOTIONAL MARKETING STRATEGIES, SCOPE & PLAN August 4, 2015 F RESH S TRATEGY . F RESH I DEAS . F RESH R ESULTS . F RESH B UZZ . © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 2 - TABLE OF CONTENTS Introduction ....................................................................................................................................................................................... 3 Promotional Marketing Plan, Scope and Road Map ............................................................................................................... 4 Application Design Strategy and Experience ........................................................................................................................... 5 Application Design and Experience – Concept Designs ......................................................................................................... 6 Website / Splash Page Experience ........................................................................................................................................... 7 Graphics and Collateral................................................................................................................................................................ 8 Promotional Marketing Strategies and Roadmap ................................................................................................................... 9 Social Channel Design and Development .............................................................................................................................. 10 Promotional Experiences – Micro-Sites an Social Promotions............................................................................................ 11 Community Outreach Plan: Content, Monitoring and Response ........................................................................................ 13 Event / Community Outreach Plan – Vendors and Locals .................................................................................................. 18 Mobile Marketing Plan .............................................................................................................................................................. 19 Media and Targeted Advertising Plan .................................................................................................................................. 20 Guerrilla / Experience Marketing............................................................................................................................................. 24 SLO Happenings Program / Marketing Deliverables Schedule ......................................................................................... 25 Promotional Timeline Planning and Calendar ......................................................................................................................... 26 Editorial Planning and Calendar ............................................................................................................................................... 27 Program Data and Reporting / Tracking Of Results ............................................................................................................. 28 2015/2016 Budget & Allocation.............................................................................................................................................. 29 © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 3 - INTRODUCTION Thank you for selecting our agency to serve the Promotional Coordinating Committee, The City of San Luis Obispo, and the SLO Happenings Promotional Program. The following is our strategic outline and tactical road map to achieving the SLO Happenings marketing goals and objectives. This integrated marketing plan includes a comprehensive, multi-channel approach intended to generate awareness, increase engagement and provide measurable positive app download results, while further defining the SLO Happenings brand as a truly unique and one-of-a-kind app experience with comprehensive listings of all events in SLO. We will leverage the brand and experience re-design, social and mobile marketing, paid advertising, media and community relations to funnel traffic to the SLO Happenings app, to increase downloads, consistent usage, and retention of the SLO Happenings app. Our commitment is to be your Marketing Partner — strategizing, developing, promoting, nurturing and magnifying a focused, integrated and successful promotional marketing program that will continue to lay the foundation for growth and success in 2015/2016 and beyond. It is with our utmost gratitude and enthusiasm that we present our plan. We look forward to the steps ahead! © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 4 - PROMOTIONAL MARKETING PLAN, SCOPE AND ROAD MAP The overall guiding goal for this program is to position and market the SLO Happenings app as the go-to resource for all events and activities in the City of San Luis Obispo. TO THIS EFFORT, FRESHBUZZ WILL EXECUTE the FOLLOWING: Effectively design, market and promote the SLO Happenings app as a way to simplify the search for upcoming events and activities Position SLO Happenings as the go to resource for the most comprehensive list of all events in City of San Luis Obispo. Distinguish SLO Happenings as a unique app that is best for traveler or local looking for something to do in SLO. Develop and launch specific targeted advertising programs that focus on local demographics and those searching for events. Expand and connect to the efforts currently in the SLO Happenings community. Share relevant content with the ShareSLO and SLOVacations agency and community. STEPS TO SUCCESS INCLUDE 1. Assessment & Audit (delivered 7/8) 2. Updates to Application and Brand Design & User Experience 3. Social Media and Content Planning 4. Content and Messaging Strategy, Creation and Curation 5. Community Management, Monitoring & Response 6. Advertising Planning & Execution 7. Guerilla Marketing/ Public Outreach 8. Outreach to Event Promoters 9. Program Data and Reporting / Tracking Of Results Best practices involve implementing a digital experience that truly engages and connects with locals. Utilizing an integrated program of updated design, improved user experience, community engagement, promotions, content syndication, media planning, and custom applications we will create a lively community capable of spreading our message virally and providing the funnel for application downloads. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 5 - APPLICATION DESIGN STRATEGY AND EXPERIENCE As noted in our SLO Happenings app assessment and audit presented last month, certain improvements in the user experience are critical to the success and retention of the SLO Happenings program and app. A newly refreshed and up-to-date design of the app and other digital and social experiences will generate new interest and the addition of features that improve the experience will provide an opportunity to regain those who might have tried the app and not retained it. We recommended adding features that would do some or all of the following: Allow users to save events to “My Favorites” Allow users to hide events that do not interest them Allow users to save these preferences Allow swiping for previous / next page navigation We also recommended adding a filtering option that allows the user to personalize the app would greatly increase the likelihood that the app would be retained. The ability to make it their own would solve several issues. As the app becomes more popular for event producers and as more events come onto the feed, without the filtering option, users would be more likely to abandon the app once it got too cumbersome with multiple events. This translates to: simple modern design elements, a brighter color palate, and more contemporary imagery The following are the current / suggested new Icons categories listing: Art & Culture Music & Concerts Eat & Drink Families Outdoor & Recreation Ongoing Events Happening this Week – Ticket Icon © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 6 - APPLICATION DESIGN AND EXPERIENCE – CONCEPT DESIGNS Below are our 2.0 conceptual designs based on the feedback from our presentation at the July 8th PCC meeting. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 7 - WEBSITE / SPLASH PAGE EXPERIENCE We recommend updating the website / splash page design and experience to match the SLO Happenings application new branding. A refresh of this experience will net a better user experience, help generate new interest and maintain the new look and feel of the brand. Below is a 2.0 conceptual design based on the feedback from our presentation at the July 8th PCC meeting. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 8 - GRAPHICS AND COLLATERAL We suggest updating the design and experience of printed materials to match the SLO Happenings App and Splash re-branding. Our Suggestion: Design and Print Cards and small posters to be distributed for placement in downtown SLO shop windows and at SLO Events, etc. Below is a sample design concept: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 9 - PROMOTIONAL MARKETING STRATEGIES AND ROADMAP The strategies and tactics for this program include branded promotional experiences, content design, and hyper- targeted posts with calls-to-action to download the app. These efforts will be integrated with a targeted advertising campaign that will increase the social following and brand awareness, while educating followers and encouraging downloads and app use and retention. Below is our recommended integrated marketing strategy, design and (best practices) engagement tactics for SLO Happenings: 1. Social Channels Design & Development 2. Promotional Experiences (Digital Micro-sites / Social Promotions / Giveaways) 3. Community Outreach: Content, Monitoring and Response 4. Event Community Outreach – Vendors & Locals 5. Mobile / SMS Marketing 6. App Review Acquisition Strategies (Google Play and ITunes Store) 7. Media Planning and Targeted Advertising 8. Action Plan / Calendar © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 10 - PROMOTIONAL MARKETING STRATEGIES AND ROADMAP, CONT’D. SOCIAL CHANNEL DESIGN & DEVELOPMENT Upon final approval of the new branding, we will design and develop the following deliverables: Social Channels – Current o Facebook Timeline (sample design with new branding below) o Facebook Profile Icon (sample design with new branding below) o Twitter Background / Icon Social Channels – Recommended / New (Per Board) Approval o We will design and install branded channel backgrounds and icons for new social and content channels as required. Custom Branded Facebook, Twitter and Other Channel posts o We will design unique branded posts and schedule 2x per week. Samples designs below. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 11 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. PROMOTIONAL EXPERIENCES – MICRO-SITES, SOCIAL PROMOTIONS & GIVEAWAYS Promotions are a great strategy to build excitement, encourage conversation, and viral sharing of content. We recommend leveraging current GIA/SLO events with SLO event ticket acquisition and giveaways. SUGGESTED DIGITAL EXPERIENCES Facebook Timeline Promotion - Facebook newsfeed contest with winners based on number of likes, shares and comments). o For each promotion, we will design (1) SLO Happenings branded timeline cover that will be the visual content vehicle for this promotional effort. Social App - Contest / Giveaway Promotion – Win Tickets to SLO Events o We will design and develop one (1) SLO Happenings micro-site template that can be swiftly adapted to a promotion or event. We will create and deploy this promotional app on Facebook up to 3x a year, based on the availability of event ticket prizes. HERE ARE A FEW OPTIONS FOR CONTEST / GIVEAWAY PROMOTIONS 1. THE SLO HAPPENINGS BIG GIVEAWAY – Attention grabbing promotion with select events tickets for a VIP prize with runner up prizes. To include CTA to download the app. App can be linked and deployed on slohappenings.com and / or Facebook, Email, Pinterest, Twitter, Instagram, Google+, etc. 2. TICKET TUESDAYS – A Weekly Giveaway – SLO Happenings-branded contest experience – with giveaways ranging from tickets to sponsor/promoter giveaways. This can be used as a Timeline contest. 3. SLO HAPPY INSTAGRAM PHOTO CONTEST – “What Makes YOU SLO Happy?” Grow engagement and valuable user content. Great opportunities for sponsor giveaways, include clear CTA to download the app. App can be linked and deployed on its own URL and / or Facebook, Email, Pinterest, Twitter, Instagram, Google+, etc. Note: All digital experiences and content would be created for both engagement and CTA’s to “download app here / now”. These apps would be deployable on Facebook (pc and mobile) and fully website-embeddable. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 12 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. PROMOTIONAL EXPERIENCES – MICRO-SITES, SOCIAL PROMOTIONS & GIVEAWAYS, CONT’D. SAMPLE CAMPAIGNS: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 13 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: CONTENT, MONITORING AND RESPONSE SOCIAL CHANNEL DEVELOPMENT & MANAGEMENT Provide expert-level management and best practices channel design of relevant social platforms pages to include Facebook and Twitter (and other channels as approved). Develop and post SLO Happenings-branded creative, overlay and stitch-post messaging. Conduct 5-7 updates weekly (upload links, photos, brand images and videos) on the social channels. Provide monthly Action and Editorial / Content planning calendar. CONTENT CURATION Curate and syndicate relevant social content including posts, links, photos and videos with hashtags and other social tagging. Connect with the SLO community with enticing, interesting and relevant content and images. Leverage the social communities and influencers of the event promoters to encourage downloads. Connect to partners and influential channels, fans, and followers by consistently leveraging local and regional relationships, cross-posting, and tagging. Maintain regular communications with SLO City for assets, updates and reports on upcoming events. Monitor and report channel performance for Reach and ROI with full reporting provided monthly. Working with your team, we will recommend actionable best practices and key social media design adjustments to best leverage and amplify all of your social channels. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 14 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: MESSAGING, CONTENT, MONITORING AND RESPONSE BRAND MESSAGING STRATEGY Providing a brand-smart, creative, and delightful (and multi-channel) campaign strategy and messaging will captivate, connect and convert. We will infuse the promotional efforts with messaging tailored to the community by developing a distinct voice, an updated look and feel, platform specific recommendations, and a paid promotions strategy. To this effort, we will create, curate and promote unique event-centered content centered on the days of the week. Leverage popular hashtags (Twitter, FB and other channels as approved), as well as promote awareness of the SLO Happenings-unique branded hashtags, #slohappenings, #slohappy, #shareSLO The plan involves a branded social messaging strategy that infuses the messaging, taglines and hashtags of: VISUAL MESSAGING TACTICS Images of people from past SLO Events Feature images of friends, drinking and dining alfresco. Images of popular SLO attractions Iconic SLO images with questions to entice engagement. EX: Bubblegum Alley image and question of “Have you added to the wall?” Throwback Thursdays with historic events and trivia questions. HASHTAGS MESSAGING TACTICS I am #SLOHappy What makes you #SLOHappy? Are you #SLOHappy? Let’s Get #SLOHappy #SLOHappenings #ShareSLO #SLOVacations (for out-of-area targeting (current focus is to local SLO County residents.) © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 15 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: MESSAGING, CONTENT, MONITORING AND RESPONSE DAY-OF-THE-WEEK CONTENT TACTICS Here are some regular weekly options that can be selected, but we do not suggest using all of them, best to pick one or two most relevant and make them a regular occurrence. The hashtags of #TBT, #ThrowbackThursday, #WW, #WineWednesday, are very popular and can be interspersed into the posting schedule. Disclaimer note: We do not recommend daily posting as it can create user overload resulting in a loss of engagement so we will closely monitor and adjust our timing for best results. Music Monday: bands and musical happenings around the city of SLO Tasty Tuesday: food photos; past events, vendors, people eating Ticket Tuesdays (newsfeed-based promo, with a giveaway to promote) Wine (and Brew) Wednesday: feature local wineries and brews Throwback Thursdays: photos of previous SLO events / promote for next year #TBT Foodie Friday: Feature special food & drink happenings SLO Saturday: general information about events Sunday Funday: Focus on things that make you #SLOHappy © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 16 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: MESSAGING, CONTENT, MONITORING AND RESPONSE SPECIFIC SOCIAL CHANNELS – STRATEGY TO EXECUTION The following is our recommended SLO Happenings program channels and content action plan: HASHTAGs: #slohappenings, #slohappy, #shareslo, #slovacations AUDIENCE / PROMOTIONAL TARGETS Promoters: SLO Event Sponsors and Promoters Audience: SLO residents initially, will review with committee about expanding to visitors at a later time Events: All sponsored and SLO Events will be considered as approved content Chambers and Local Businesses Mobile Users RECOMMENDED CHANNELS and CONTENT EXECUTION Facebook: o Revise background, cover image and profile icon with new branding o Focus: Continued growth and increasing engagement o Post 4-7x per week o Plan and post branded post, recipes, CTAs, Past events and other content as approved o Provide information on current events and things to do o Provide links to events and links to download app o Reply to all questions and comments from fans o Curate and post images and videos of events Twitter: o Revise background, cover image and profile icon with new branding o Focus: Increase Followers & Retweets o Post relevant images and videos o Post 6-10x per week o Conduct outreach to increase followers – consumers, vendors & brands o Tag vendors and influential Twitter accounts. o Follow new people/businesses and organizations every week o Tweet articles related to SLO o Retweet content from partners, ShareSLO, and other city businesses. o Unfollow inactive accounts and people who do not follow you. o Follow Twitter influencer in the area and engage with RTs and DM © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 17 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: CONTENT, MONITORING AND RESPONSE, Cont’d. Pinterest: o Set-up, design and populate a SLO Happenings channel o Set up “Rich Pins” for application download: http://business.pinterest.com/en/rich-pins o Curate a Group page and invite key partners to join o Create a board for each of the categories and key events o Set-up for specific pins to link to the splash page o Pin 3x per week o Focus: Engagement, sharing and conversions o Follow, Pin Relevant Content and Followers o Create and share Community boards o Category-specific boards – Art & Culture, Music & Concerts, Eat & Drink, Families, Outdoor & Recreation o Expand events and happenings photos and add branded images with links to download the app. o Add SLO Happenings content as created, increase Social SEO Instagram: o Set-up, design and populate a SLO Happenings channel o Focus: Growth and engagement of followers, increase image library o Post relevant images and videos o Photos from previous events o Post 2x per week o Category-specific boards - Art & Culture, Music & Concerts, Eat & Drink, Families, Outdoor & Recreation o Add SLO Happenings content as created, increase Social SEO YouTube & Vine: (This option is dependent upon video resources) o Set-up and design a SLO Happenings channel if there are enough video assets to start one now. o If no video library, we will curate and collect videos and reintroduce this idea at a later time. o Focus: Curate, favorite and share SLO events content -- expanding video library o Add SLO Happenings content as discovered, increase Social SEO and visibility Google+: o Set-up and populate a SLO Happenings channel o Focus: Ongoing content curation and engagement o Post 1x per week o Add SLO Happenings content as created, increase Social SEO and traffic Periscope: (engaging live streaming engagement app built by Twitter) o Set-up a SLO Happenings channel o Focus: Create content from major SLO Events and things to do in SLO o Leverage the video content for future postings and ads © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 18 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. EVENT / COMMUNITY OUTREACH PLAN – VENDORS / LOCALS TO VENDORS / EVENT PRODUCERS: Work with the PCC and SLO Chamber on executing effective outreach strategies including possible: o Press Release to Community Vendors, Promotors and Sponsors (SLO Chamber) o Social and Email Outreach to Community Sponsors and Promoters (App List, SLO Chamber’s channels, etc.) TO LOCALS: The FreshBuzz team will attend select Thursday Farmers Market and/or Friday Concerts in the Park and other event to spread the word about SLO Happenings: pass out flyers, live streaming (Periscope), and creating new photo / video assets. Design, print and distribute SLO Happenings cards (distribution) and posters (downtown shop windows). Fund would be available via reallocation of unused Advertising budget for July and August). © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 19 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. MOBILE MARKETING PLAN With the goal to make it easy as possible to find and download the app, we suggest leveraging mobile app distribution via Text-To-Download SMS program. SMS is the most widely used and a very versatile mobile channel. Whether you use it for simple, one-way messaging or interactive, two-way communication, SMS messaging can effectively improve the opportunity for application downloads and user engagement. With text message marketing, we are able to decrease the friction experienced when downloading mobile phone apps, in-turn, increasing the amount of downloads of the app. NOTE: Just like email, SMS is a permission-based opt-in channel. Users need to clearly opt-in to receiving what you’re offering. OUR RECOMMENDATION Our recommendation is to leverage this strategy to grow subscribers via off-line and social marketing. This is achieved with a printed card, flyer or post with a call-to-action to text a special keyword (i.e. SLO events) to a 5-digit number. The recipient will receive a replied text message on their phone with a direct link to the splash page where they can choose which app platform to download on their phone or tablet. Additionally, SMS Mobile marketing can also be used as a broader messaging strategy whereby periodical key messages can be sent to users who have opted in to receive key SLO events and information. We would monitor this program for use and effectiveness. SMS MARKETING CAN BE USED AT: Flyers and Cards distributed at SLO events Social Posting / Sharing (Events, contest SLO Chamber / SLO City Hall Kiosk / Tablet (opt-in onsite) SUGGESTED VENDOR Suggested Vendor: Mozeo One Time Keyword Fee: 24.99 Cost Per Outbound Text: .03 cents each © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 20 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. MEDIA & TARGETED ADVERTISING PLAN We recommend the use of hyper-targeted Facebook ads as they are the most versatile and cost effective on the market. We have not found the use of Twitter ads to be particularly effective in growth. We have a guerilla strategy that we developed for Twitter that far exceeded the ad results so we prefer to focus the media budget on Facebook ads with tight advanced targeting strategies. The ability to use a pay-per-click option and the focused demographic targeting mean your dollars are spent on only those most likely to actually download and use the app. An effective ad /outreach tactic we would execute is to specifically target Facebook Event promoters and Facebook page admins. We would focusing on the app marketing and outreach with the Facebook page as a vehicle. FACEBOOK TARGETED ADVERTISING PROGRAM SET-UP, CREATION AND DELIVERY Below is our recommended advertising plan to accelerate swift marketing reach, campaign visibility and engagement, and ultimately maximize the effectiveness of SLO Happenings application downloads and usage. Ads Launch: Suggested date upon approval: 09/01/15 o We recommend launching the Ads program post-completion of the new App re-design. o This will allow us to advertise the new features, and brand new look and feel. Facebook Ads Types o Click to Website (using the offsite conversion pixel, code to be provided) o Application Download (this will be the focus of our efforts) o Page Engagement (also a focus as better engagement means better reach and organic growth) o Page Likes (the “like page” option is available in the “clicks to website” ads so we will keep this category but add a minimal spend) Ad Experiences o Image o Video o Carousel o App Download Media Budget: $300 per month. Budget for ads: $300 per month ($3,000 total) Please note: As the Ad Campaign is expected to launch 9/01/15, we would like to allocate remainder of advertising dollars not spent in July and August to cover rebranding design costs not anticipated in original scope. Management: Ads will be continuously reviewed and adjusted (optimized) for performance and results (click to download, clicks to website, likes). © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 21 - MEDIA & TARGETED ADVERTISING PLAN, CONT’D. ADS TYPES AND CREATIVE We will focus on mobile ads and smartphone users for increased app downloads. Using the PPC (Pay-per-click) option for Facebook ads will allow us to pay a set amount per actual click. This allows for greater visual exposure as we are not charged for impressions, only actions taken. SAMPLE FACEBOOK AD DESIGNS CLICKS TO WEBSITE WITH A “DOWNLOAD” CTA AD: PAGE LIKES AD: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 22 - MEDIA & TARGETED ADVERTISING PLAN, CONT’D. SAMPLE DESKTOP LIKE AD: SAMPLE MOBILE LIKE AD: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 23 - MEDIA & TARGETED ADVERTISING PLAN, CONT’D. ENGAGEMENT POST AD: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 24 - GUERRILLA / EXPERIENCE MARKETING With the 2015/2016 budget allocation, there is not sufficient budget for these additional ideas in this project scope. However, this does not stop us from recommending ideas that would have marketing impact. Here are some ideas of promotional giveaways that we really like but are out of scope and budget in this current plan. We selected some items that are most likely to have a “keep it” factor and not be tossed like so much promotional material is. SLO HAPPENINGS SHOPPING BAG In an effort to enhance visibility and reach to visitors, a simple “SLO Happenings“ shopping bag that is reusable, eco-friendly, and branded with the SLO Happenings brand and messaging for visibility and outreach. A nice quality recycled material bag allows us to keep a visual reminder of the SLO Happenings brand and a nice bag is more likely to be the one used and seen. SLO EVENTS OUTREACH Working with local influencers, student interns, and other interested parties, create a street team that attends local happenings such as Thursday Night Farmers Market and/or Concerts in the Plaza. Provide a t-shirt and/or button emblazoned with “I am SLO HAPPY” branded messaging and handouts to download the app, also can leverage an on-site contest to win event tickets (based on availability). SLO HAPPY FLASH MOB Working with local arts dance professionals, influencers, ShareSLO, SLO Chamber and others to co-sponsor and create an extraordinarily wonderful, “I AM SLO HAPPY” FLASH MOB with the music of “Happy” by Pharrell Williams. Create unique smiley-face masks that get adorned when the mob starts. Invite the media. Everyone is happy. SMS OUTBOUND MARKETING This marketing tactic can go well beyond simple Text-to-Download strategy previously mentioned. This tactic is extremely versatile and allows you to connect with current users and attract new ones in a variety of ways. If you can do it with a text message, SMS Marketing can cover it. Examples are: Mass Text Messages - Type a message once and send it to all app users. Text-2-Join - Encourage people to text your Keyword to a Short Code to join a marketing list. Text-2-Win – People can text your Keyword to a Short Code to win a contest or other incentivized promotion © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 25 - SLO HAPPENINGS PROGRAM - MARKETING DELIVERABLES SCHEDULE (DRAFT) MILESTONE DATE Audit & Assessment Submitted 7/8 1st Round Concepts Submitted 7/8 2015/2016 Marketing Scope and Plan Submitted 8/4 2nd Round Concepts Submitted 8/4 2015/2016 Marketing Scope and Plan Presented / Discussed 8/12 Scope Approved TBD Design Approved TBD App Design / Development Commenced TBD 2015/2016 Marketing Scope and Plan Approved TBD App Redesign Launch TBD Campaign – Social & Media Release for new App redesign TBD Facebook PPC Ads Set Up and Launched 9/01 Social Promotional App Design and Approval 8/25 Social Promotional Development, QA and Testing 8/31 Promotional Applications Designed and Launched (events driven) Quarterly Content & Community Mgt, Posting, Ads and Optimization Ongoing Program Monitoring, Optimization and Reporting Ongoing © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 26 - PROMOTIONAL TIMELINE PLANNING AND CALENDAR We have prepared a suggested 2015/2016 SLO Happenings Promotional Marketing Action Plan. Below is a screen shot with the full sheet accessible here via Google Docs. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 27 - EDITORIAL PLANNING AND CALENDAR We have prepared an initial SLO Happenings Editorial Calendar. Below is a screen shot with the full sheet accessible here via Google Docs. A thought about the strategy and the use of editorial calendars: SLO Happenings curates content and information about the latest events going on in SLO. Events are added to the app constantly, therefore planning posts 20+ days in advance doesn’t account for these added events. We suggest the editorial calendar show sponsored events and large SLO City events leaving room for high level events not currently on the calendar. That way, we can still have space to promote and post any events that may be added. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 28 - PROGRAM DATA AND REPORTING / TRACKING OF RESULTS There are key benchmarks that will reflect the success of this marketing plan over the 12-month period and help us to adjust tactics as necessary. Below is our approach to the data collection and representation of the account. DELIVERABLES & PRESENTATIONS TO BE PROVIDED Submittal of a monthly activity report Quarterly in-person presentation of activities Annual in-person presentation of activities By providing an insightful look into the success of our marketing efforts, FreshBuzz will track, review and analyze the program marketing tactics, campaigns and paid ad programs. Our dedicated team can quickly adapt to market changes and the ever-evolving world of online marketing and social media. The following analytics tracking and reporting services are a key part of this proposal: Insights to track demographics, reach, engagement, sharing, referring sites, tab views, top posts, impressions percentages and level of participation. Work with GFL to set up required Application data dashboard Provide comprehensive reports with social insights and analysis of activity, insights and stats. MEASURABLE RESULTS All social and application statistics and results will be closely tracked to ensure the content and posts are engaging and that they are being seen in the newsfeeds. Facebook insights will be employed to track the specifics of virality, social reach, and the all-important “engagement”, which is a clear indicator of the reach of the page, as well as monitoring tab views, top performing posts and overall interactions. Monthly reports will examine all social media channels and the results will be used to further tweak the editorial calendar to maximize exposure and fine-tune the posting style. We would provide quarterly and annual in-person presentation of results as well as monthly reports. WE WILL PROVIDE REPORTING & METRICS FOR THE FOLLOWING Number of app downloads Number of app deletions after download Number of app sessions Number of page views within the app Frequency of app reuse Tracking of campaign social stats Tracking ROI on advertising including CTR and/or response rate for any paid advertising Increase fan base and interactivity on all social media channels © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 29 - 2015/2016 BUDGET AND ALLOCATION Below is our recommended 2015/2016 budget for services and deliverables as outlined above. We suggest the reallocation of the unused budget for July and August 2015 Facebook PPC Ads of $650 to be diverted to design and printing of SLO Happenings Cards and Posters, and this will increase the Creative, Content Development & Printing budget (shown below) from $1,750 to $2,400. If the Mobile SMS App Download Strategy is approved, then we will adjust the budget to include this high value / low cost marketing tactic with cost limits to be determined. DESCRIPTION OF ACTIVITY 2015-16 BUDGET Marketing Audit, Strategic Planning & Scope Including New Channels Development $2,500 Creative, Content Design, Development & Printing Includes One (1) Facebook / Web App Micro-site Template $2,400 Social Community and Content Management $12,000 ($1,000/mo) Account Management / Supervision $8,400 ($700/mo) Media Budget (commence 09/01/2015) $3,000 Onsite Meetings / Reporting Inclusive TOTAL $ 28,300