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Marketing Digital Experiences During
Coronavirus
www.cultureconnectme.comhello@cultureconnectme.com
Twitter: @culturexconnect
Web, Mobile, and In-Gallery Digital Experiences
www.cultureconnectme.com
What We’re Talking About Today
“Marketing”
Marketing Strategy Framework
Delivery
Audience
Experience Content
Outreach INFORMS
Marketing Strategy Framework
Delivery
Audience
Experience Content
Outreach INFORMS
The What
The Message
The How
The Who
Guiding Idea
Quality Quantity
Your Audience
▪ Field Trip Educators ▪ Group reservations▪ Newsletter subscribers▪ Membership list▪ Public program
participants▪ Special event attendees▪ Teen councils, summer
camps etc.▪ Social media followers▪ Your donors▪ Your staff
▪ Extended population of existing audience
▪ Anyone who is not a part of your current audience
Existing Newvs.
Your Audience: Parents & Kids
▪ 1,000 families ▪ On your newsletter and
membership list
▪ 100 teachers▪ Via field trip attendee list▪ Reaching 1,000 more
families
▪ 10,000 families▪ through the local school
district ▪ other influencers outside
your region (e.g. national educators association)
Existing Newvs.
Understand Your AudienceEmpathy Maps
Understand Your AudienceEmpathy Maps
Target Audience
Parents in 40s
End User Audience
2 Kids Age 8 - 12
Case Study
Case Study
Practical Needs
Kids entertained during work calls; enriching experience
Engagement Time
30 minutes with auto-queued and auto-played content
Case Study
Digital Experience
CYOA experience
Mobile web app
Optional Analog Experience
Extends experience, balances screen time, not special
ingredients
Case Study
Content
Multimedia (images, video, audio) for different learning
styles and variety]\
Interactive modules on every page (polls, quizzes, free
response etc.)
Validate Assumptions
Look at past surveys
Ask Your Audience
Send out new surveys
Marketing Strategy Framework
Delivery
Audience
Experience Content
Outreach INFORMS
Outreach
Message to Your Audience
Build Awareness
Drive Conversion
Outreach
Direct Indirect
▪ Social Media
▪ Paid Ads
▪ Organic, Publicity
▪ Influencers & Partners
▪ Press & Media
▪ Social Shares / Hashtags
▪ Feedback loop
Outreach
Direct Indirect
▪ Social Media
▪ Paid Ads
▪ Organic, Publicity
▪ Influencers & Partners
▪ Press & Media
▪ Social Shares / Hashtags
▪ Feedback loop
Big Opportunity to Reach New Audiences
Outreach
Direct Indirect
▪ Social Media
▪ Paid Ads
▪ Organic, Publicity
▪ Influencers & Partners
▪ Press & Media
▪ Social Shares / Hashtags
▪ Feedback loop
Direct: Email MarketingSubject Lines, Spam & Statistics!
▪ Subject Linesdetermines open rate
▪ Spam causes delivery failure
Lessons from the Private Sector:
▪ https://mailshake.com/academy
▪ https://mailshake.com/followup-strategy
▪ https://playbook.mailshake.com
Direct: Email MarketingSubject Lines, Spam & Statistics!
10,000 Contacts > 2,000 Opens > 100 Clickthrus > 10 Signups
20%
20%
5%
1%
Step
Rolling
10%
.1%
Direct: Email MarketingSegmenting & Targeting Your Outreach
10,000 Contacts: 90% local
30% have not opened last 5 emails
4,500 members
6,500 have attended programming events
1,000 Educators
1,500 Students
5,000 Parents
Direct: Email Marketing
5,000 Contacts > 1,500 Opens > 225 Clickthrus > 27 Signups
30%
30%
15%
4.5%
Step
Rolling
12%
.4%
Segmentation & Targeting = Smaller Audience, Higher %
Direct: Email Marketing
5,000 Contacts > 1,500 Opens > 225 Clickthrus > 27 Signups
30%
30%
15%
4.5%
Step
Rolling
12%
.4%
Segmentation & Targeting = Smaller Audience, Higher %
10,000 Contacts > 2,000 Opens > 100 Clickthrus > 10 Signups
20%
20%
5%
1%
Step
Rolling
10%
.1%
Influencers & Partners
▪ Provides access to larger, relevant audiences
▪ Unpaid (School District, Parent Group on FB)
▪ Paid (Bloggers, Advertorial)
Influencers & Partners
Turn your audience into influencers by creating a feedback loop.
Organic vs. Incentivized
Deliver Experience
User Generated
ContentMarket
Experience
New users Initial users
Posted to Social
Make It Easy With Media Kits
Email Contains
▪ Short Headline
▪ Value Proposition to their audience in 1 sentence
▪ 1-2 Lines Description with date, time in bold if an event
▪ Landing Page: Link (exposed url)
▪ CTA: Link (exposed url)
▪ Logo or graphic sized for easy placement in email, on website, and social
▪ Pre-written Tweet and request to promote with your handle shown
Case Study
Direct Marketing Channels
Emails to teachers, membership list, and family
event attendees
Partners / Influencers
5 school’s parents FB groups
School district
Case StudyMessaging
“Interactive, Independent, Enriching Games for Kids”
Feedback Loop
Promote Posting Analog Activity to Social. Incentivize
with promotion.
Marketing vs. Conversion
Social Media Ecommerce Website
Deliver Through ChannelsHow & Where You Deliver The Digital Experience
Outreach channel
Distribution channel
Promote event through Email
Deliver experience as a Webinar using Zoom
Deliver Through Channels
▪ Webinar (Zoom)
▪ Livestream (YT; FB)
▪ Social Campaign (FB, IG, TT, TW)
▪ Mobile Guide (App Store; Link)
▪ Online Exhibit (Link)
▪ Collections Online (Link)
Deliver Through Channels
Easy to link to or sign up
No barriers to access
(special skills to use or materials/software to download)
Leverage Your Data
Website Analytics
Social Analytics
Email Analytics
Webinar Reports
Surveys
Case StudyDelivery
Web app via links & website
Social Media (analog activity share)
Data
Email, Website, Social Analytics
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Marketing Digital Experiences During
Coronavirus
www.cultureconnectme.comhello@cultureconnectme.com
Twitter: @culturexconnect
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