“Building Your Digital Tool

Box”

Liam O’Mahony, MBACity of Chandler October 18, 2012

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Widget – add-on tools to a website’s primary features.

Chiclet – Nickname for social media icons with direct links to sites.

B-Roll – Video footage that can be repurposed for marketing uses.

CRM – Customer Relationship Management

Digital Marketing Terminology Definitions

Conduct Annual Website Audit! Like your car and teeth, your website needs check-ups Even a good layout can use a periodic makeover Browse for outdated copy, obsolete terms & bad links Look for redundant links or overly long descriptions Print the main pages out, read the copy out loud, have a

non-user critique its ease of use and functionality Before After

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Post previews and photo galleries

Incorporate social media “chiclets”

Newsletter sign-up button/link to latest edition

Embed small video widget player adjacent

Is special events calendar prominent enough?

Brag a little- highlight awards

Consider Impact of New Features

Unify Look & Feel of Logo / Colors / Tagline

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Newsletter Header

Promotional E-blast

City Wallpaper & Social Media Sites

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Develop A Content Calendar You are your own news channel – make it concise,

compelling and comprehensive! Experiment but excel in few core channels – you

don’t need every toy in the store. Leverage signature events, developments,

groundbreakings & announcements to create a balanced editorial schedule.

Repurpose blogs, press releases and event recaps into blogs, photo galleries to stretch mileage of news.

If showcasing your brand is the objective, the story/message is your strategy, the format is your tactic and social application is the tool.

Provide Valuable Information

Develop themes for digital media: “Friday Fun Fact,” “Did you

know or “Ask Expert”

Provide intriguing, colorful organization facts, historical notes, context and future planning, sustainability or conservation

When you are in writer’s slump or things are slow, pull up easy ones like trivia, anniversaries and milestones to highlight programs.

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Extend Event Branding to Online ChannelsMAYOR TIBSHRAENY’S DAY OF

PLAY

Cross-Promote Signature Event Brand on Social Media

PAST MARKETING LACKED BRANDING TO

DEFINE EVENT

Video Marketing

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Extend brand on YouTube or Vimeo

Logo consistency on social sites Most people will watch 2-3

minutes Customize main video according

to season/event previews Create playlists with events, B-

roll and video tours:

http://www.youtube.com/watch?v=cO_lxMx5as0&list=PL2BA847C34D7837E3&index=1&feature=plpp_video

Testimonial videos can be powerful

Optimize captions, descriptions & dates for evergreen videos

Cross-promote consistently on social media to synchronize awareness

Vetting Your Video Options Create short interviews segments

highlights of special events Edit digital photos with music for a

montage if you don’t have actual footage of events:

http://www.youtube.com/watch?v=DOnJfVK0y7c&list=PLBF1DC10AEAA8604E&index=2&feature=plpp_video

Stretch the mileage of videos by updating info, captions and descriptions for ongoing use

Film PSAs on safety, fitness tips, instructor interviews or class demonstrations:

http://www.youtube.com/watch?v=si-MhtV6A3w&list=PL629E699D4911E730&index=1&feature=plpp_video

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Visual Marketing - Twitpic/Instagram

Post event flyers, proclamations & action photos Photos from events before, during and after to encourage

attendance & future participation Recognize awards and achievements Thank staff, volunteers, partners and sponsors Track number of times viewed for baseline metrics

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Staff Marketing Meetings Do you hold a standing marketing meeting? Consider inviting a media guest or digital

media expert each month to present Annual marketing report for Parks &

Recreation Board and/or Mayor & Council

Reporting & Targeting Review annual satisfaction surveys to pinpoint

communication outlets that are most popular Periodic web measurement (IT internal or free tools) Check Google business listings every few months Create an annual database to assess traffic

trends for search terms and actions to websites CRM: use data to segment/target promotions

Electronic discounts / specials / reminders Registration reminders / pass renewals Referral incentives

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Monitor Google Business Listings

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Web Site Visits 3/09 Visits 3/10 Percent Change Views - 3/09 Views - 3/10 Percent ChangeLife & Leisure 10,697 10,674 -0.20% 12,864 12,521 -2.70%Break Time Registration 5,429 6,662 23.00% 6,563 8,021 22.20%

Adult Sports 3,479 4,737 36% 4,301 5,598 30%Community Center 738 627 -15.00% 948 723 -31.10%EEC 1,367 1,952 43% 1,958 2,341 19.60%Senior Center 881 978 11% 1,240 1,189 -4.30%Snedigar 951 1,488 56.50% 1,274 1,793 40.70%Special Events 1,535 1,668 8.70% 1,908 1,919 0.50%Therapeutic Recreation 718 540 -32.90% 1,060 667 -58.90%Teen Programs 530 780 47% 727 951 30.80%Tennis Center 1,269 1,922 51.50% 1,705 2,187 28.30%TRC 5,263 6,186 17.50% 7,605 9,131 20.10%Youth & Teen Sports 855 780 -9.60% 1,190 951 -25.00%

Aquatics 3,694 4,299 16.40% 4,699 5,208 10.80%Mesquite Groves A.C. 3,180 3,905 22.80% 4,203 4,869 15.80%

Hamilton A.C. 2,354 2,332 -0.90% 3,105 2,683 -15.70%

Parks 3,105 3,196 2.90% 3,909 3,713 -5.30%Skate Park 743 779 4.80% 1,009 893 -12.90%Bike Park 1,904 1,973 3.60% 2,590 2,459 -5.30%Playtopia 1,711 1,533 -11.60% 2,132 1,796 -18.70%

History 560 752 34.30% 868 928 6.90%Price House 1,009 845 -19.40% 1,420 1,053 -34.90%Public History 374 486 29.90% 837 674 -24.20%

Web Site Visits 4/09 Visits 4/10 Percent Change Views - 4/09 Views - 4/10 Percent ChangeLife & Leisure 10,154 10,181 0.20% 12,142 11,939 -1.70%Break Time Registration 6,512 7,305 12.20% 8,034 8,660 7.80%

Adult Sports 2,695 3,735 39% 3,309 4,381 32.40%Community Center 682 690 0.10% 894 804 -11.20%EEC 1,336 1,782 33.40% 1,902 2,161 13.60%Senior Center 827 854 3.30% 1,156 1,032 -12.00%Snedigar 785 1,146 46.00% 1,095 1,352 23.50%Special Events 1,547 1,458 -6.00% 1,938 1,687 -14.90%Therapeutic Recreation 595 633 6.40% 851 778 -9.40%Teen Programs 607 691 14% 937 858 -9.20%Tennis Center 1,331 1,063 -25.20% 1,721 1,201 -43.30%TRC 4,931 5,469 10.90% 7,379 7,896 7%Youth & Teen Sports 960 982 2.30% 1,333 1,233 -8.10%

Aquatics 3,910 4,605 17.80% 4,975 5,756 15.70%Mesquite Groves A.C. 3,161 4,318 36.60% 4,108 5,456 32.80%Hamilton A.C. 1,721 2,002 16.30% 2,126 2,306 8.50%

Parks 2,413 2,809 16.40% 3,077 3,262 6.00%Skate Park 632 782 23.70% 884 882 -0.20%Bike Park 1,653 2,066 25.00% 2,350 2,564 9.00%Playtopia 1,182 1,295 9.60% 1,515 1,517 0.10%

History 564 665 18% 872 859 -1.50%Price House 771 853 10.60% 1,124 1,047 -7.40%Public History 383 451 17.80% 862 636 -35.50%

Chandler Community Services Department - Web Site Traffic Report (March 2009 vs. March 2010)

Chandler Community Services Department - Web Site Traffic Report (April 2009 vs. April 2010)

Top 10 Most Viewed Videos onChandler Recreation YouTube Channel

1. Bike Park Video Tour (5,458 views)

1. Snedigar Skate Park Video Tour (3,382 views)

1. Teen Talent Show Orchestra Quartet (2,438 views)

1. Jan. 2011 Come Out & Play Chandler Chuck Wagon Cook-Off (2,423 views)

1. Mesquite Groves Aquatic Center video tour (2,394 views)

1. Chandler Aquatics Pool Rules PSA video (1,624 views)

1. Teen Talent Show – Madison Vance “Red High Heels” (1,058 views)

1. TRC video tour (978 views)

1. Desert Oasis Aquatic Center video tour (930 views)

1. Chandler Lifeguard Information (849 views)

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Social Media Site

Date Starte

d

Followers or

Views at 6 months

Followers or Views at 1 Year

Followers or Views at 2

Years

Current Total

Demographic Data

Facebook9/30/20

09266 549 957 1,240

Females: 72%; Males: 24%; Ages 35-

44: 38.1%; 25-34: 29.1%

EEC Facebook

        320  

Adult Sports

Facebook        435  

Aquatics Facebook

        808  

Mayor’s Youth

Commission Facebook

        71  

Come Out & Play

Chandler TV Show Facebook

        164  

Twitter1/9/200

9200 520 850 1,377

Not available currently

EEC Twitter         548  

Aquatics Twitter

        248  

Adult Sports Twitter

        23  

YouTube1/11/20

09496 877 16,609 61,104*

Males: 37.3%; Females: 62.7%;

Ages 35-44: 26.1%; 45-54: 20.3%.

Online Metric Reports

Closing Thoughts Always embrace the three Cs:

I. Content - Develop new stories and share II. Community – Listen to ideas and respondIII. Creativity – Maintain brand & visual

storytelling; distribute compelling information in unique ways with human interest.

Think of New “SWOT” Approach!

“S” for Sharing information, transparency“W” for Welcoming ideas & suggestions“O” for Organizing content and channels“T” for Targeting audiences by channel

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More Videos & Marketing Information

1. Arizona Interactive Marketing Association (AZIMA): http://joinazima.org/

2. Chandler YouTube Channel: www.youtube.com/chandlerrecreation

3. Marketing blogs: www.liamomahony.com

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