Spring Carnival Marketing Evaluation

Transcription

1 Spring Carnival 2018 Marketing Evaluation

2 Background The St Patrick s Day Spring Carnival 2018 took place 17 th 18 th March with a weekend of diverse family friendly activities across Derry. The theme for this year s festival Spring has Sprung was a celebration of the sights and sounds of Spring and incorporated Music, Food and Culture. The Marketing Budget for the campaign was and targeted key segments and geographic areas using a mix of on and offline tools including Print Materials Outdoor Advertising Radio Digital Social Media Press Video & Photography

3 Objectives o Attract 37,000 people to the city over the weekend o Promote key messages: Celebration of Food, Music & Culture/ Community, City as a short break destination ideal for families, Family fun activities o Maintain high occupancy levels from 2016 target 90% o Achieve an high media value throughout campaign o Increase website traffic by 5% o Increase Facebook reach and engagement by 10%

4 Key Events St Patrick s Day Spring Carnival Parade, Derry St Patrick s Day, Strabane LegenDerry Food Festival Ubuntu Global Festival

5 Timeline January Brief from Events Team Call out for content Marketing / PR plan Developed Brand Developed Web Activated February Content Collated Website Updated Event Launch Social Media Campaign PR Campaign Ezine Outdoor Marketing Campaign Print and digital March Social Media Promotion Brochure distributed Ezine Radio Ads Print Ads Digital Ads Press

6 Target Audience N Ireland Rep of Ireland Other Target Breakdown 75% 20% 5% Target Areas Derry Tyrone Belfast Coleraine Omagh Fermanagh Donegal

7 Marketing Activity Overview February March 1 st 5 th 12 th 19 th 26 th 5 th 12 th 19 th Web Development Press Launch Press Features Post Event PR Content Promotional Video A5 20pg Brochures & Posters Social Media Campaign Belfast Tele Irish News Local Press Ads & Radio promotion (Q Network & Highland) Outdoor Campaign and Digital Screen Advertising Ezine Digital Advertising Campaign AA Roadsigns Ezine

8 Marketing Spend Item Cost Print Materials A3 Posters, Props & A5 Brochure 2752 Distribution 490 Radio 693 Press Ads 2085 Outdoor Vinyl Banners, AA Road Signs, Digital Screen 2065 Digital Campaign Social Media, Digital Ads 2600 Media Evaluation 400 Photography / Video Events in Derry & Strabane, Launch, Features 3195 Other 720 Total 15,000

9 Press Ads Publication Derry Journal Sentinel Derry News Inish Times ¼ pg Ad & Editorial ¼ pg Ad & Editorial ¼ pg Ad & Editorial Donegal Post ¼ pg Ad & Editorial Letterkenny Post ¼ pg Ad & Editorial County Derry Post Fin Valley Post ¼ pg Ad & Editorial ¼ pg Ad & Editorial Belfast Telegraph Irish News 1/2pg Ad & Editorial 1/2pg Ad & Editorial

10 Print Materials Print A3 Posters pg Programme 15,000

11 Radio Station Q Network Highland Radio 40 x 20 secs 20 x 20 secs Come and experience a feast of great events at the Spring Carnival Derry on 17 th & 18 th March. Enjoy St Patrick s Day Carnival Parade, The Ubuntu Global Festival and the Award Winning LegenDerry Food Festival with food demos, celebrity guests and more! For full programme of events visit

12 Outdoor Qty Date Location 10 x 3 Vinyl Banners 48 Sheet Billboards 6 Sheets (Bus Shelters) 8 March Ebrington, Fort George, Foyle Street, Quay & the Diamond 4 Mid Feb Railway Station, Buncrana Road, William Street and Strabane 4 Mid Feb Citywide Digital Screens 4 Mid Feb Millenium Forum & Citywide Visit Derry Windows 3 March Waterloo Place AA Road Signs 13 March Citywide

13 Digital Platform Website Content updates, Events Listings, Programme Download / Flipogram, Accomodation section, Traffic & Travel Facebook Whats on Derry Strabane (58k followers) Editorial Calendar Boosted Posts Ads Twitter WhatsonDS (23k followers) Posts Instagram Whats on Derry Strabane (890 followers) Posts Digital Advertsing Whatsonni.com 2 week digital ads & dedicated ezine Snapchat

14 Digital Snapshot KPI Spring Carnival Legenderry Food Ubuntu Total Pageviews Unique Users Time on Site 94 seconds (Ave) 4 mins 34 secs longest for events 162 Seconds 95 seconds Organic & Direct Traffic 39.44% 27.95% Paid Traffic 19.55% 37.5% 7.06% Referral & Social 31.1% 19.30% 39% Mobile Visits 78% 77% 77% Bounce Rate % % Pages per user 2.09 pages 1.87 pages 2.7 pages

15 Web Web Results Target Actual Change Page Views 25, % Users 4, % The website went live from 30th January 2018 and was updated continuously throughout the campaign. 29% of overall traffic arrived at the site from a social channel.

16 Google Search & Display Advertising Campaign Impressio ns Clicks Interacti on Rate Legenderry Food (Display) % 0.32p CPC 37.5% entered the site via paid advertising across the GDN Legenderry Food Search %% 0.41p Spring Carnival (Search) % 0.22p Total % entered the site via Google Search Engine

17 Display Ads

18 Social Media Social media posts utilised the What s on Derry Strabane platforms focusing on Facebook, Twitter and Instagram. Live Videos

19 Snapchat Geo Filters Spring Carnival Swipes 2,200 Uses 161 Views 12,000

20 Snapchat Video Campaign Snapchat is a new digital innovation tool explored for this campaign, attracting a younger audience. It performed efficiently and effectively Spring Carnival Impressions 209,800 Views 16,700 Swipes 753 Cost Per 1000 impressions 1.54

21 Snapchat Filter Coverage by Area The filters were geographically placed at places of high activity & footfall throughout the Carnival weekend Guildhall Square Derry Walls & Bishop Street Shipquay Street & Queens Quay Guildhall Square

22 Facebook Social Media Reach 738, % Engagement 10, %

23 Instagram & Twitter Engaging content and images were shared and replicated on Instagram & Twitter in keeping with the social media calendar

24 Occupancy awaiting updated figure from Visit Derry Friday 16 th March 82.65% Saturday 17 th March 92.77% Sunday 18 th March 76.09% Ave 83.84%

25 PR Activity - Awaiting PR Report from Nimms PR Value Article Value Article Reach Volume of Items Unique Sources

26 2018 Results Event Attendees St Patrick s Day Parade - 12,000 Target Actual Result Derry Parade 20,000 LegenDerry Food awaiting figure 27,000 across the weekend Occupancy Maintain over 80% rate 84% ave over the 3 nights +67% The new parade route proved to be extremely popular Pr Value Awaiting Nimms Report Website +5% Page views 32, % There was a big increase in the budget for digital activities this year with boosted posts and digital advertising. We had a strong digital Call to action which is reflected in the results. Social Media +5% Facebook Reach 738k Twitter Engagement 564 Instagram Engagement % There was a detailed social media campaign this year and a big increase in digital marketing ( 2600) with boosted posts and digital ads..

27 Conclusion The Campaign was very successful overall and most of the key objectives exceeded their targets. The marketing budget was increase to 15,000 this year which enabled us to a deliver a strong digital campaign which achieved great results. We explored a new digital channel Snapchat where we had a pre-event Ad and Geo-filters running throughout the weekend. These performed really well particularly with younger audiences Facebook remained our most popular social media channel with posts, videos, ads and live feeds. Live events were challenging to record due to congested WIFI & 4G. The new Parade Route worked extremely well. We were able to capture images showing the scale and diversity of the event and Shipquay Gate was a great vantage point for Media.

28 Recommendations Programme: Keep the reduced size programme Deadlines Strict deadlines for content, design and launch Spend: Increase Digital / Social Media spend. Branding: Keep strong brand from last 2 years as people identify with it and feel it is very inclusive. Network Look at options for improved Wifi / internet connections as the current network is congested during events and means we are unable to out out messages / live feeds Dressing The flags around the city added to the festival atmosphere and recommend purchasing some to use at all events.