How to Organize/Integrate and Implement Successful …visitwinstonsalem.com/images/MariaHayworthPRPresentation.pdf · • Roots in tourism • Raised with Southern principles •

How to Organize/Integrate and Implement a

Successful Marketing Program

• Boutique PR agency• 15+ years in business• Specialize in travel/tourism• Special events, community relations, national

promotions, major media announcements • Founding Principle: Love what you do and do it well

• Roots in tourism• Raised with Southern principles• It’s business – not personal• I love...

GAME ON!

Marketing is...

...the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients,

partners, and society at large.

American Marketing Association (July 2013)

Identify the Situation- We have a problem- We have a need - We have an opportunity- We have a crisis

Use what you know to define goals- Research- Look at the bottom line- Analyze the competition

Marketing is... Activity

Opportunity: Presidential Debate at Lynn University- Influx of national and international press- Exposure to a younger audience- Leverage major brands coming into the market- Pool resources with local entities

Marketing is... Activity

Goals- Increase awareness among younger audience that

The Palm Beaches offers hip/cool experiences- Generate reach (with limited budget - $35,000)- Grow database- Create social chatter

Marketing is... Activity

- Largest non-partisan voter registration campaign- Proven track-record- 85% of 18–29 year olds are more likely to use a product or

service based on its partnership with Rock the Vote

Marketing is... Activity

- Host a FREE concert with a well-known band- Recent platinum hit “Everybody Talks”- #1 on Hot AC at time of debate- Live screening of last presidential debate- Engage audience around the world- More than 40 million members worldwide- Interact in real time

Marketing is... Activity

Define Marketing Disciplines (think of the customer)- Advertising - Public Relations - Social & Mobile - Promotions- Owned Assets - Community Relations- Special Events/Stunts

Assign Roles- Identify Lead Project Manager

• It’s business, not personal• Deflect distractions• Keep team on task

Marketing is... Institutions

Marketing Disciplines- Advertising - Public Relations - Social/Mobile/Online- Promotions- Owned Assets- Special Events- Collateral- “Broadcast”

It’s Business, Not Personal- CVB & Rock the Vote

Marketing is... Institutions

Integrated Marketing Communications Plan- Not platform specific

• Leveraging strength of various platforms to achieve greater combined impact

• Used to buy rating points to earn reach and power• Then…

Marketing is... Creating

Technology Happened- Search, SEO, PPC, Social, Mobile, etc.- Not a linear path to purchase/discovery anymore

• 38% shoppers use mobile device to help make final purchase decision

• Guests read 6-12 reviews before booking• Tweets, Google, email, water cooler

Marketing is... Creating

Start with $0 Budget- Create ideal scenarios- Adjust as necessary

Communicate Internally- Give presentation- Create flow chart- Deliver what’s promised

It’s Business, not Personal- Does it pass the litmus test

Marketing is... Creating

Marketing is... Creating

Marketing is... Creating

Dedicated Social Media Efforts- Facebook, Twitter and YouTube through Palm Beach CVB,

Rock the Vote, City of Boca Raton and Mizner Park

Rock the Vote 70,000 27,500

Palm Beach CVB 4,150 4,731

Mizner Park 3,489 545

Marketing is... Creating

Marketing is... Creating

Marketing is... Creating

Marketing is... Creating

Marketing is... Creating

Marketing is... Creating

Marketing is... Creating

Dying to ask @NeonTrees something? Tweet your question with #XboxPoll#RTVNeonTrees & they may answer on stage at 10/22 @Rockthevote event!

What have u always wanted to know abt @NeonTrees? Tweet it w/ #XboxPoll#RTVNeonTrees & they may answer on stage at 10/22 @Rockthevote show!

Tweet yr question to @NeonTrees w/ #XboxPoll #RTVNeonTrees & they may answer on stage at @Rockthevote debate concert on 10/22 at 7:30 ET

Tweet yr question to @NeonTrees w/ #XboxPoll #RTVNeonTrees & they may answer on stage at @Rockthevote 10/22 debate event streaming on @Xbox

Marketing is... Creating

- Refer to research• How does the customer get/want to receive message

- Create message that’s consistent in tone – doesn’t have to say the same thing

• Nike’s “Just Do It” – blood, sweat , tears of hard work• London Olympics “Find Your Greatness” – not just for

elite athletes, something to which we all can aspire

- Message communicated externally and, more importantly, internally

Marketing is... Executing

Consumers want integration

Survey by MyBuys and e-tailing

Marketing is... Executing

Push Message and Pull Call-to-Action- Wrap communication around consumer and help move

them through the buying process

It’s Business, Not Personal- Everyone performs 110%- If it’s not working, fix it/kill it

Marketing is... Executing

Research/Analyze- Did we boost sales?- Did we create competitive advantage?- Did we gain attention or increase audience/database?- Did we cement loyal bond with our customers?- Did we reverse the negative situation/perception?- Were we cost effective?

Marketing is... Value

Goals- Increase awareness among younger audience that The

Palm Beaches offers hip/cool experiences

Marketing is... Value

Goals- Generate reach (budget - $35k/actual - $17k)- More than 14 million consumer impressions- $642,000 Media Value- ROI 38:1

Marketing is... Value

Goals- Grow database

• RSVPs (online and mobile)• Twitter• Facebook Likes• Enter-to-Win Contest

Marketing is... Value

Goals- Encourage social sharing- Facebook, Twitter, YouTube

Marketing is... Value

Other Examples

Comprehensive PR and promotional effort built around the phenomenon popularly known as the “Mozart Effect”

- World-renowned scientist- Special concert/pre-concert talk- Seminars- Book signing- 2-4-1 tickets- Free CDs- Family discount

We have a problem: New Audience

Comprehensive PR and promotional effort built around the phenomenon popularly known as the “Mozart Effect”

- World-renowned scientist- Special concert/pre-concert talk- Seminars- Book signing- 2-4-1 tickets- Free CDs- Family discount

We have a problem: New Audience

Results- Concert Sell-out- Book Signing – SRO- Expanded Database- National Publicity

We have a problem: New Audience

Best Buy rolls out app to support “Despicable Me” movie launch

We have a need: Remain Relevant

“The Minionator”

We have a need: Remain Relevant

5.7 million page views

We have a crisis: Toyota Recall

X Activity - Season’s AnnouncedO Institutions - Coaches, PlayersX Creating - Set the Game PlanO Executing - Game on!X Value - Crowd-Pleaser?

X’s and O’s

Go Big or Go Home