Loading...
HomeMy WebLinkAboutCouncil Reading File - 2017-18 PCC Propsal SOLVE SLO HappeningsCITY OF SLO -PCC SLO HAPPENINGS PROMOTIONAL MARKETING PROPOSAL & SCOPE OF WORK JULY 1, 2017 –JUNE 30, 2018 Thank you for selecting SOLVE to continue to serve the Promotional Coordinating Committee, the SLO Happenings Promotional Program and The City of San Luis Obispo for FY 2017-18 The following is our proposal for achieving the SLO Happenings marketing goals and objectives. Our integrated promotional marketing and management plan includes a dedicated comprehensive, multi-channel approach to generate awareness, increase engagement and provide measurable results --while further defining the SLO Happenings brand as the events app standard with the most comprehensive listings of all events in the City of San Luis Obispo. With best-practices marketing and advertising efforts fully in motion and creating results for 2017-18 --we suggest expanding the marketing-focused execution to include event, curation, app store optimization, user experience, feedback communications, review acquisition and surveys/data collection. We look forward to 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 2017-2018 and beyond. INTRODUCTION The overall guiding goal for this program is to position, curate and market the SLO Happenings app as the go-to resource for all events and activities in the City of San Luis Obispo. In preparation for 2017-2018 planning, we ask the question… “What would be the BEST plan of action that would leverage these tools and impact the UPWARD growth in app downloads, usage, and engagement?“ Our 2017-18 plan will answer that question and power the engine of effective event curation, content marketing, user acquisition and optimization efforts. It is with our utmost gratitude and enthusiasm that we present our plan for the coming fiscal year. The following presentation synopsizes our efforts and recommendations to achieving the goals articulated by the SLO PCC. OVERVIEW PROPOSAL + SCOPE SUMMARY THE PLAN FOR 2017 -2018 SOLVE will provide the strategies and provide execution with best practices in promotional marketing, advertising, optimization, content development, account and campaign management, to include: •Strategic Planning and Tactical Scope Development for FY 2017/2018 •App Management Services –Monitoring, Approvals & Support •App Store Optimization -Design, Keyword, User Experience, Reviews •App Events Management –Research, Curation and Entry •Content Management –Events, Ticket Giveaways, Promotions, and Local Information •Outreach Strategies –Connect with Promoters and Event Planners •User Surveys Intelligence and Data Collection •Promotional Marketing –Program Planning and Management •Advertising and Promotion -Digital/Social and Traditional Media •Data Analytics -App and Page Data Analytics Reporting 2017-18 SCOPE OF WORK OPPORTUNITIES AHEAD A CHANGING MARKETPLACE: NEW POSSIBILTIES FOR GROWTH Like the City of San Luis Obispo, the mobile app market is constantly expanding, and publishers (and their partner agencies) need to continually assess and execute marketing strategies that ensures that their app stands out as the go-to resource. We believe this challenge requires a strategic pivot to continue the upward trajectory of SLO Happenings app in an increasingly noisy marketplace. The app updates planned for the first quarter will upgrade the user experience and the increase in event inventory will further interest in the app and invigorate user sessions. SLO Happenings is an amazing, engaging and highly functional app and deserves a vast, loyal, and engaged audience. KEY STRATEGIES 2017-2018 SUMMARY The prime goal is to encourage users to download the app and use it over and over (and over) again. Developing a compelling marketing strategy in a constantly changing and growing market requires utilizing all the acronyms, metrics and mobile marketing avenues available. With key marketing and advertising efforts in play and creating results, we will expanding the focus to include the following app marketing strategies: o App Management, Curation and Support –Adhering to the App Task Force’s decision, we will provide the research and data for the required assessment of the app, and will manage support, approvals, and event content for the app. o App Store Optimization (ASO) -Evaluate, plan and execute best practices in App Store Optimization to include Messaging/ Keywords, Categories, Screenshots Design, and Video to make the SLO Happenings app more discoverable, engaging and useful to users. o App User Acquisition (UA) –Evaluate, plan and execute best practices in user acquisition, communications/feedback and response optimization --leveraging of industry standard in-App and Email Response Tools (e.g. HelpShift). These effort are in addition to our standard social promotion, marketing and advertising services. o App Reviews –Evaluate, plan and execute best practices optimization of reviews including the app plugin and timing, unique messaging, user experience and feedback/response optimization. o App Surveys / Data Collection –Evaluate, plan and execute user surveys and collection via social and email channels for data intelligence. APP MANAGEMENT CMS MANAGEMENT, CURATION and SUPPORT PLAN: o SLO Happenings CMS Event Review, Approvals, Interfacing and Image Optimization o Research / Posting minimum 70 events per month direct to app (depending on actual events available in SLO City) o Event Promoter Outbound Promotion, Communications and Support ACTIONS: o Provide CMS event review and approvals on regular and timely basis o Audit App entries for errors, location, and photo issues o Interface directly with the user in the event of incomplete post, image optimization (as required). o “Featured Events” management: working with Molly –choose and post a featured event o Discover “Unique events” throughout San Luis Obispo o Post 70 events on the App per calendar month. Note: First quarter will have additional resources and up to 200 events added per month during the busy summer event season. o Produce and distribute: “App Marketing Tips for Promoting your Event” OUTREACH STRATEGIES EXPANDING THE EVENTS SELECTION PLAN: o Direct outreach to Event Managers and Promoters o Develop and launch social ads and posts targeting event promoters and page admins o Curate and post events from local online and news calendars for cross-promotion. o Share Tips for Event Promoters o Connect with GIA recipients for cross-promotion via newsfeed contesting (e.g. SLO Little Theatre #TicketTuesday) o Reach out and leverage the social communities and influencers of the event promoters to encourage downloads ACTIONS: o Outreach to Vendors and Promoters via social and direct messaging o Distribute via email/fb messenger the SLO Happenings info sheet, “Tips for Marketing your Event” o Focused advertising to event promoters o Identify and cultivate other active social brands in San Luis Obispo (ie: Concerts in the Plaza) and share content for additional exposure APP STORE STRATEGIES APP STORE PREVIEWS -GOOGLE PLAY AND IOS It is imperative to create an excellent experience on the app store’s mobile preview page. Once the user finds the app, the on-page creative and messaging needs to swiftly engage and convince a user to download. Optimizing search and creative will impact both the CTR and downloads. APP STORE STRATEGIES ASO ENHANCEMENT & OPTIMIZATION PLAN: o Enhanced Store Images and Video: First impressions matter. The use of video and screenshot images have an enormous impact on discovery. Showcasing what the SLO Happenings app has to offer and the new features can be enhanced beyond a simple screenshot, and illustrated through featured images with overlaid text that incorporates catchy, digestible content. o Categorize SLO Happenings for Discoverability: In addition to keywords optimization, we would review the primary and secondary categories on both device stores for best search results. This strategy will take into account where we be most competitive as well as where we can organically attract the most relevant users. o Leverage Organic Reviews and Positive Feedback:Potential users often rely on app ratings and reviews to decide whether to try the app and repeated use. We would take actions to encourage maximum reviews acquisition, monitoring and timely feedback response for a maximum user experience. APP STORE STRATEGIES ASO ENHANCEMENT & OPTIMIZATION ACTIONS: o APP STORE METADATA –Sections of the App store that will be reviewed, assessed and optimized as required are: •Application Title (50-80 chars) •Keyword Phrases for Search Queries (100 chars) •App Description o APP STORE CATEGORIES –Review, audit, and optimize each app store’s app categories. o APP SCREENSHOTS and VIDEO –Update and optimize the app preview page with informative and compelling screenshots that list the main features and functionality. App preview videos and screenshots take up over half of the screen space on the app preview page. o DATA TESTING –We will continually assess and test app usage data vs. app store optimization. PROMOTIONAL STRATEGIES USER ACQUISITION (UA) WHAT IS USER ACQUISION (UA)? User Acquisition (UA) is the overall process of acquiring new users for a app. Reaching and engaging potential users, and convincing them to download your app is imperative for long-term success. When we build an app store presence that people can’t ignore, the next step is to draw users to the app. That’s where UA tactics come into play. Various cadences of outreach , media, optimization and data monitoring are all part of today’s UA toolkit. PLAN: Paid: o Social Ads –Desktop, Mobile, Video Owned: o Content and Contest Marketing o Social Media Curation and Posts –Branded and Unbranded o ASO on App Store Pages Earned: o Public Relations (SLO Chamber) o Word-of-Mouth / Influencer Marketing o Social and App Reviews ACTIONS: o Implement Targeted Focused Advertising o Cross-Promotion of Channels and Local Events o Event Promoter Outreach o Influencer Outreach REPUTATION STRATEGIES REVIEWS MANAGEMENT APP REVIEWS MANAGEMENT: IMPACTING VISIBILITY The opinions of other users certainly plays a major role in people’s decisions, whether the opinions are about restaurants, plumbers, or apps. With respect to apps, reviews affect how visible the app will be in store search results and how likely they will be featured on the app store. This strategy is essential for app growth and viability. PLAN: o Evaluate, research, plan and implement best practices in the use of review plugin, unique messaging, user experience and pop-up timing optimization o Track the rankings and reviews to see how users respond to app, as well as new updates and features. Additional opportunity is to mine this feedback for insights o Provide monitoring, responsive customer service and in-app support and feedback (leverage in app tool e.g. HelpShift) o To improve the likelihood of receiving a positive reviews, we will request feedback when a user is having a great moment with the app REPUTATION STRATEGIES REVIEWS MANAGEMENT ACTIONS: o Review the GFL App Review plugin •Evaluate the design (must use Google API) •Evaluate the review pop-up timing and placement •Evaluate the messaging •Plan the responses o Evaluate Apple Store and Google Play plugins that provide a direct in-app and/or email access •Our Suggestion: Integrate Helpshift into the app to communicate directly with the users through a live two-way instant messaging window. Helpshift is used by a number of accredited startups and companies. The product’s services include in- app FAQs and support. Users can message SOLVE team directly for help, which can increase engagement and boost user satisfaction. •Cost: Free for one user and under 10,000 monthly active users (MAU). o Request Reviews •We will continue to request for app store reviews on social content posts and engagement. Will consider outbound email with further assessment. o Monitoring and Response •We will provide close monitoring and provide excellent responsive and sincere customer service and timely review response. DATA STRATEGIES SURVEYS and DATA COLLECTION Survey data can be tracked over time and integrated with marketing efforts and data from various sources, including social media. Leveraging surveys to collect this information can give valuable insights into areas such as target markets, app feedback, user responsiveness and loyalty, understanding buying habits and brand awareness (to name just a few). PLAN: o Evaluate, plan and execute user surveys and collection via social and email channels for data intelligence o Determine survey goals and formulate targeted questions regarding app usage and/or other datapoints(s) o Promote the survey via varied platforms: social channels, and survey programs (e.g. SurveyMonkey or Google Forms) o Provide reporting on data collection and assessment ACTIONS: o Implement Survey via social channels and opt-in emails o Collect, assess, and review results o Report on findings o Recommend actions to mitigate results SOCIAL STRATEGIES EFFECTIVE ENGAGEMENT & MANAGEMENT SOCIAL CHANNEL BRANDING, DEVELOPMENT & MANAGEMENT o Provide expert-level management and best practices design and content and events curation on SLO Happening’s social platforms -driving traffic to the app and landing pages. o Develop and post SLO Happenings-branded creative and messaging. Conduct relevant updates as required (upload links, photos, brand images and videos) on the social channels. o Conduct regular updated (upload links, photos, brand images and videos) on approved social channels. CONTENT CURATION o Curate and syndicate relevant social content including posts, links, photos and videos with hashtags and other social tagging. o Connect with the SLO community with enticing, interesting and relevant content and images. Showcase trending topics that fuel engagement. o Connect to SLO promoters, GIA and non-GIA event planners, partners and influential channels, fans, and followers by consistently leveraging local and regional relationships, cross-posting, and tagging. o Maintain regular communications with SLO City/PCC for assets, promotions, content updates and reports on upcoming events Recommend actionable best practices to best leverage and amplify on all social channels. o Working together, we will provide key social media design adjustments to best leverage and amplify all social channels. SOCIAL STRATEGIES EFFECTIVE ENGAGEMENT PRACTICES ACTIONS PER CHANNEL: FACEBOOK: Focus: Continued growth, CTR and engagement Design: Refresh of cover image and profile icon Post 3-5x per week -images, videos, 360 videos, CTAs, events and other content Monitoring and Response: daily Provide information on current events and things to do Provide links to events and links to download app Add Promoter Events to SLO Happenings Page events Curate and post images and videos of events TWITTER: Focus: Engagement, Increase Followers & Retweets Design: Refresh background, cover image and profile icon Post 4-6x per week -images, videos, 360 videos, CTAs, events and other content Monitoring and Response: daily Conduct outreach to increase followers –users, vendors and promoters Follow influencers, new locals/businesses and organizations Tweet content related to SLO Retweet content from partners, ShareSLO, and other city businesses and destinations Follow Twitter influencers in the area and engage with RTs and DM INSTAGRAM: Focus: Growth and engagement of followers, increase image library Design: Refresh of profile icon Post 1-2x per week -images, videos, 360 videos, CTAs, events and other content Monitoring and Response: daily Follow influencers, new locals/businesses and organizations MEDIA STRATEGIES SOCIAL ADVERTISING PLANNING PLAN: o We will continue our integrated and SLO-targeted ad campaigns on approved social channels to reinforce the promotional marketing efforts, channel engagement, and app downloads. We will leverage the low PPC cost of digital advertising (Facebook and Instagram, desktop and mobile) utilizing the vast targeting options which effectively market the app to our target SLO audience o The combination of the promotional video and immersive, virtual 360°content with advertising support is the most effective strategy in achieving great CTR results with minimal cost ACTIONS: o Targeted Social Ads to Local Event Promoters o Utilize App Video for Advertising o Adjust Budget and Schedule for best ROI 2017-18 ADVERTISING CAMPAIGN SCHEDULE (SUGGESTED) Q-1 -07/01/17 –09/30/17: AD CAMPAIGN PAUSED (reallocate $900 budget to Event Curation) Q-2 -10/01/17 –12/31/17: AD CAMPAIGN ACTIVE Q-3 -01/01/18 –03/31/18: AD CAMPAIGN ACTIVE Q-4 -04/01/18 –06/30/18: AD CAMPAIGN ACTIVE DATA + REPORTING MEASURING THE 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 and pivot as necessary. Below is our approach to the data collection and representation of the program. DELIVERABLES & PRESENTATIONS TO BE PROVIDED o Submittal of a monthly activity report o Quarterly in-person presentation of activities o Annual in-person presentation of activities By providing an insightful look into the success of our marketing efforts, SOLVE 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: o Insights to track demographics, reach, engagement, sharing, referring sites, top posts, impressions and level of participation o Work with GFL on new features and app updates o Provide comprehensive reports with social insights and analysis of activity, insights and stats DATA + REPORTING REPORTING / METRICS WE WILL PROVIDE REPORTING & METRICS AS FOLLOWS: o Number of App Sessions o Number of Active Users o Number of App Downloads / New Users o Number of App Page Views o Number of Submission Sessions o Number of Submission Users o Number of Splash Page Link Clicks o Number of Add Event Page Link Clicks o Number of Curated Events Entered o Number of Contest Entries / Emails Collected o Survey Data and Results o Engagement / Awareness / Clicks to Website o Social Media (Organic) Insights and Data o Social Advertising Insights and Data …and other data per request. TIMELINE SUMMARY -2017-2018 Q-1-JULY –SEPT •Prepare and present Promotional ‘17-18 timeline (TBD after SLO Council approvals) •Discover / Enter 200 events per month (depending on numbers and discoverability) •Implement survey and data collection •Implement ASO enhancements and optimization •Holiday outreach to Promoters (start early!) Q-2 -OCT -DEC •Ad campaign resumed with additional focus > event promoters •Reinvigorate existing user base (outreach, ads, targeted messaging) •Discover / enter approximately 70 Events per month Q-3 –JAN -MAR •Outreach to past event promoters with tip sheet •Reminder to Promoters enter events early for best results •Discover / enter approximately 70 events per month Q-4 –APRIL -JUNE •Summer events outreach •Discover / enter approximately 70 events per month •Evaluation of annual results and app metrics ONGOING SERVICES o App Management Services –Monitoring, Approvals & Support o App Store Optimization -Design, Keyword, User Experience, Reviews o App Events Management –Research, Curation and Entry o Content Management –Social, Video, Events, Ticket Giveaways, Promotions, and Local Information o Outreach Strategies –Connect with Promoters and Event Planners o User Surveys and Data Collection o Account Management / Data and Reporting INVESTMENT BUDGET AND ALLOCATION Below is our recommended budget allocation for planning, account management, app management/curation, advertising services and other deliverables as outlined above. •Strategic Marketing, Planning and Tactical Scope $2,500 fee waived •Agency Account Management / Supervision and Reports Execution $4,800 ($400/mo.) •Promotional Marketing and Management $14,400 ($1,200/mo.) Includes: Management, Media Planning/Advertising, Social and Ad Content Creation, App Store Optimization, User Acquisition and Reviews, Surveys and Data •Creative and Content Branded Design and Execution $1,200 ($100/mo.) Includes:Branded Posts,Advertising,Design/Development of Holiday,and up to 6 Branded Timeline Contests •Media Budget –Facebook and Instagram (9 months)$2,700 ($300 /mo.) Note:Ads paused Q1 (07/1 –9/30/17 with funds ($900)reallocated to Q1 App Management and Curation •CMS / Application Monitoring and Support $3,600 ($300 /mo.) •Event Curation and Entry (Minimum 70 events/mo. First quarter up to 200 events/mo.)$3,300 ($500/mo. Q1) ($200/mo. Q2,3,4) TOTAL:$30,000 ANY QUESTIONS? THANK YOU!