Save the Date. Marketing Campaign Evaluation
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1 Save the Date Marketing Campaign Evaluation
2 Background The overarching objective of this campaign is to raise awareness in targeted areas and to inform the community of the festival. In order to achieve this a cognitive approach was applied to reflect on previous event experiences and memories in order to build a strong campaign and consumer connection Save the Date campaign to be activated from 2 nd November and run for a 4 week duration Targeting a local, national and international audience
3 Objectives Increase Facebook Likes by 5% and Reach by 10% Increase Twitter Followers by 5% and Engagement by 10% Develop Instagram platform and achieve 60 followers Achieve 15,000 Video Views along with a Video Reach of 35,000 Launch Website and achieve 500 Unique Page Views Achieve Outdoor Visual Impact of 150,000 Achieve Overall Campaign Reach of 200,000
4 Marketing Activity
5 Media Plan
6 Digital Instagram A new Instagram platform was setup in order to raise awareness of Team DLD and the Foyle Maritime Festival. The Instagram campaign consisted of a sponsored video along with a strategic editorial calendar which included original content, images, videos along with sharing user generated content (Reposts).
7 Digital Twitter The Twitter platform was utilised throughout the campaign with a strong editorial calendar and interactive community management to support relationships.
8 Digital Facebook The existing Derry~Londonderry~Doire Facebook platform was utilised throughout the campaign using a mix of content such as Race Updates, Skipper & Crew Diaries, Promotional Images and Videos Boosted posts and targeted ads were applied and the page was updated to include Race Viewer & Instagram Tabs
9 Digital Website The Website was updated and live for the initiation of the campaign with the two URLS used as the Call to Action:
10 Digital YouTube Channel A dedicated YouTube channel for the Foyle Maritime Festival was established and featured the campaign promotional video Along with this a video intro & outro has been commissioned and is under deveopment
11 Outdoor The campaign featured outdoor elements in the following locations: 48 Sheet Garden City 6 Sheet Foyle Street, Glenshane Road Altnagelvin Hospital, Strand Road (x2)
12 Print The campaign featured a strip adverts in a number of key local publications, such as: Publication Daily Mirror Derry News Strabane Chronicle Strabane Herald Sentinel Derry Journal
13 Marketing Spend Item Quantity Cost 48 Sheet Sheet Social Media Print Ads 6 1, Video Edit TOTAL 2,
14 Key Performance Indicators
15 Facebook 8, ,100 (83%) 155, ,389 82,426 Total fans Organic Net fan growth Total Page reach Organic reach Viral reach Paid reach 5% Engagement 162,765 Reach 350,806 Impressions
16 Save the Date Video - Facebook Action Result Reach 52,036 Views 24,249 Post Clicks 1,800 Reactions, Comments, Shares 1,200
17 Instagram
18 Save the Date Video - Instagram Action Result Reach 17,399 Views 3,130 Likes 142 Impressions 21,511
19 Twitter Followers 1, % Engagement Awareness % +4%
20 Google Analytics
21 Hashtags / Mentions
22 Outdoor Size Location Visual Impact Per Week Cycles Total Visual Impact 48 Sheet Garden City 67, & ,948 6 Sheet Foyle Street 40,000 est 23 40,000 est 6 Sheet Glenshane Road Altnagelvin Hospital 40,000 est 23 40,000 est 6 Sheet Strand Road 47,000 est 23 47,000 est 6 Sheet Strand Road 47,000 est 23 47,000 est
23 Results Item Target Result Facebook Fans +5% +6% Facebook Page Reach +10% +83% Twitter Followers +5% +14% Twitter Engagement +10% +37% Instagram Followers Video Views 15,000 27,501 Video Reach 35,000 69,435 Page Views Outdoor Visual Impact 150, ,948 Overall Campaign Reach 200, ,959
24 Conclusion Overall a very successful campaign with all key objectives not only being met but exceeded A substantial reach of 211,165 was achieved through Facebook and the overall campaign reached a total audience of 725,959. This all was attained with a minor budget of 2, It is recommended to continue the momentum of the campaign building to campaign peak May July Potential opportunities to capitalise upon online reach with future campaigns
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