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Spring Carnival 2018
Marketing Evaluation
Background
The St Patrick’s Day Spring Carnival 2018 took place 17th – 18th 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 £15000 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
Objectives
oAttract 37,000 people to the city over the weekend
oPromote key messages: Celebration of Food, Music & Culture/ Community, City as a short break destination ideal for families, Family fun activities
oMaintain high occupancy levels from 2016 – target 90%
oAchieve an high media value throughout campaign
o Increase website traffic by 5%
o Increase Facebook reach and engagement by 10%
Key Events
St Patrick’s Day Spring Carnival Parade, Derry
St Patrick’s Day, Strabane
LegenDerry Food Festival
Ubuntu Global Festival
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
Target Audience
N Ireland Rep of Ireland
Other
Target Breakdown
75% 20% 5%
Target Areas DerryTyroneBelfastColeraineOmaghFermanagh
Donegal
Marketing Activity Overview
February March
1st 5th 12th 19th 26th 5th 12th 19th
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
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
Press Ads
Publication
Derry Journal | Sentinel ¼ pg Ad & Editorial
Derry News ¼ pg Ad & Editorial
Inish Times ¼ pg Ad & Editorial
Donegal Post ¼ pg Ad & Editorial
Letterkenny Post ¼ pg Ad & Editorial
County Derry Post ¼ pg Ad & Editorial
Fin Valley Post ¼ pg Ad & Editorial
Belfast Telegraph 1/2pg Ad & Editorial
Irish News 1/2pg Ad & Editorial
Print Materials
A3 Posters 150
20pg Programme 15,000
Radio
Station
Q Network 40 x 20 secs
Highland Radio 20 x 20 secs
“ Come and experience a feast of great events at the Spring Carnival Derry on 17th & 18th 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 www.derrystrabane.com/springcarnival ”
Outdoor
Qty Date Location
10 x 3 Vinyl Banners
8 March Ebrington, Fort George, Foyle Street, Quay & the Diamond
48 Sheet Billboards
4 Mid Feb Railway Station, BuncranaRoad, William Street and Strabane
6 Sheets (Bus Shelters)
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
DigitalPlatform
Website www.derrystrabane.com/springcarnival Content updates, Events Listings, Programme Download / Flipogram, Accomodation section, Traffic & Travel
Facebook Whats on Derry Strabane (58k followers) Editorial CalendarBoosted PostsAds
Twitter WhatsonDS (23k followers) Posts
Instagram Whats on Derry Strabane (890 followers) Posts
Digital Advertsing Whatsonni.com 2 week digital ads & dedicated ezine
Snapchat
Digital SnapshotKPI Spring Carnival Legenderry Food Ubuntu Total
Pageviews 21313 9130 1842 32285
Unique Users 10385 4936 667 12988
Time on Site 94 seconds (Ave) 4 mins 34 secs longest for events
162 Seconds 95 seconds
Organic & Direct Traffic 39.44% 27.95% 38.27
Paid Traffic 19.55% 37.5% 7.06%
Referral & Social 31.1% 19.30% 39%
Mobile Visits 78% 77% 77%
Bounce Rate 57.83 49% 80.21 %
Pages per user 2.09 pages 1.87 pages 2.7 pages
Web
Web Results
Target Actual Change
Page Views 25,775 32285 +25%
Users 4,518 12988 +287%
29% of overall
traffic arrived at the site
from a social channel. The website www.derrystrabane.com/springcarnival went live from 30th January 2018 and was updated continuously throughout the campaign.
Google Search & Display Advertising
CampaignImpressio
nsClicks Interacti
on Rate CPC
Legenderry Food (Display) 487951 1491 0.31% 0.32p
Legenderry Food Search 125241 1010 0.81%% 0.41p
Spring Carnival (Search) 8516 1900 22.31% 0.22p
Total 621708 4401 - -
75% entered the site via
Google Search Engine
37.5% entered the site via
paid advertising across the GDN
Display Ads
Social Media
Social media posts utilised the What’s on Derry Strabane platforms focusing on Facebook, Twitter and Instagram.
Live Videos
Snapchat Geo Filters
Spring Carnival
£128.01
Swipes 2,200
Uses 161
Views 12,000
Snapchat Video Campaign
Spring Carnival
£322.87
Impressions 209,800
Views 16,700
Swipes 753Cost Per 1000 impressions £1.54
Snapchat is a new digital innovation tool explored for this campaign, attracting a younger audience. It performed efficiently and effectively
Snapchat Filter Coverage by Area The filters were geographically placed at places of high activity & footfall throughout the Carnival weekend
Guildhall Square
Guildhall SquareShipquay Street & Queens Quay
Derry Walls & Bishop Street
Social Media
Reach 738,163 +34.8%
Engagement 10,378 +47.7%
Instagram & Twitter Engaging content and images were shared and replicated on Instagram & Twitter in keeping with the social media calendar
Occupancy – awaiting updated figure from Visit Derry
Friday 16th March 82.65%
Saturday 17th March 92.77%
Sunday 18th March 76.09%
Ave 83.84%
PR Activity - Awaiting PR Report from Nimms
PR Value £
Article Value £
Article Reach £
Volume of Items
Unique Sources
2018 Results
Target Actual Result
Event Attendees St Patrick’s Day Parade -12,000
Derry Parade – 20,000LegenDerry Food – awaiting figure27,000 across the weekend
+67%The new parade route proved to be extremely popular
Occupancy Maintain over 80% rate 84% ave over the 3 nights
Pr Value Awaiting Nimms Report
Website +5% Page views – 32,285 +51%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 – 738kTwitter Engagement – 564Instagram Engagement - 1161
+35%There was a detailed social media campaign this year and a big increase in digital marketing (£2600) with boosted posts and digital ads..
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.
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 outmessages / live feeds
Dressing – The flags around the city added to the festival atmosphere and recommend purchasing some to use at all events.