Marketing & Media Relations_On A Dime, Getting The Most Bang For Your

Information about Marketing & Media Relations_On A Dime, Getting The Most Bang For Your

Published on July 14, 2014

Author: csimkovich

Source: authorstream.com

Content

Marketing On a Dime Getting the most bang for your buck on a small budget Marketing for a National Campaign Abigail Spencer, Director of Marketing & Outreach American Public Gardens Association [email protected] Embracing Free Outlets and Google AdWords Erin Grajek, Director of Marketing Buffalo and Erie County Botanical Gardens [email protected] Collaborations and Pooling Media Recourses Andrew Krebbs, Director of Marketing Birmingham Botanical Gardens [email protected] : Marketing On a Dime Getting the most bang for your buck on a small budget Marketing for a National Campaign Abigail Spencer, Director of Marketing & Outreach American Public Gardens Association [email protected] Embracing Free Outlets and Google AdWords Erin Grajek, Director of Marketing Buffalo and Erie County Botanical Gardens [email protected] Collaborations and Pooling Media Recourses Andrew Krebbs , Director of Marketing Birmingham Botanical Gardens [email protected] National Public Gardens Day – History: National Public Gardens Day – History First NPGD was held in 2009 as partnership between Rain Bird & APGA “National Public Gardens Day was created as a national day of awareness in which communities nationwide are invited to visit and learn about the important role their public gardens play in promoting environmental stewardship and awareness, plant and water conservation, and education.” BUDGET - $250,000 Sponsorship was directly given to national marketing firm for all associated costs - branding, promotion, regional & national spokespersons, media tours and partnerships, complete media kit, social media and more. Paul James NPGD Spokesperson & HGTV’s Gardening By The Yard host PowerPoint Presentation: Partnered with Better Homes & Gardens All participating gardens required to offer Free Admission Coupons downloaded from BH&G website Requirement limited participants National Public Gardens Day – History: National Public Gardens Day – History National Public Gardens Day – 2014: National Public Gardens Day – 2014 Summer, 2013: Rain Bird realigned strategic priorities; could no longer support NPGD APGA chose to continue program in-house while another sponsor was sought 2014 became ‘year of transition’ for program (holding pattern) National Public Gardens Day – Priorities: National Public Gardens Day – Priorities Needed new, interactive website Revised logo (trademark issues) All new marketing & promotional materials Gardens: Communication strategy – new process to participate National Media strategy Social Media strategy National Public Gardens Day – Challenges: National Public Gardens Day – Challenges BUDGET (@$10,000 - $15,000 total) Dedicated staff time Time in general (2.5 months, start to finish) Need to keep program alive, gardens participating, maintain enthusiasm Misunderstanding of program changes National Public Gardens Day – Solutions: National Public Gardens Day – Solutions Partnering with existing Tech firm Tagging onto past projects; don’t reinvent the wheel! Clearly outline expectations Gardens, Gardens, Gardens Giving them all the tools they need to act as our best resource for marketing the program! Educate gardens on changes to program – No More Free Admission Requirement. Repeat strategically NPGD is about developing a Communal Voice to Educate about the Important Role Public Gardens Play National Public Gardens Day – Garden Site: National Public Gardens Day – Garden Site Launched March 7 Ability to provide any special offer/promotion (not limited to Free Admission) Each garden has unique page and coupon/offer Marketing materials provided PowerPoint Presentation: National Public Gardens Day – Public Site Launched April 1 Easily searchable by garden, state, zip, mile radius News and garden o ffer f eeds Downloadable coupons Media blitz in April / May After NPGD, gardens will have access to map of visitors by zip National Public Gardens Day – Marketing: National Public Gardens Day – Marketing PowerPoint Presentation: National Public Gardens Day - Media Educate Gardens through: Email correspondence, both NPGD specific and APGA general communications Social Media, NPGD & APGA Telling stories – social media & NPGD site (News feature) PowerPoint Presentation: OVERALL RESULTS… PowerPoint Presentation: National Public Gardens Day - Media Used Statepoint (media company offering free placements; pay to place) 796 media placements (56 print, 740 online) 13.7+ million readers Associated value $156,302 2013 - 614 media placements PowerPoint Presentation: National Public Gardens Day – Final Stats 2014 Coupons Generated – 8,443 US States Participating – 36 Non-US Participants – 1 (Mexico) Gardens Participated – 149 Website Visitors – 100,000+ Historically Coupons Generated – 45,000 Gardens Participated – 145 PowerPoint Presentation: National Public Gardens Day – What’s Next? Questions? Thank You!: Questions? Thank You! Embracing Free Outlets and Google AdWords : Embracing Free Outlets and Google AdWords Erin Grajek, Director of Marketing Buffalo and Erie County Botanical Gardens [email protected] PowerPoint Presentation: Plan ahead! Alert the media far in advance Quarterly short event listings to the media Follow up with press releases where appropriate Free calendar listings This is a lot of work but great interns or even your mom can help! Once you post on these calendars let them do extra marketing for you! Be consistent and dependable Local media - print, tv , radio etc…, Local organizations Do research to find groups with community calendars Embracing Free Outlets Free Is Not The Enemy Google AdWords: G o o g l e AdWords Easy to start Google helper (via phone) for four sessions Follow up help with recommendations to maximize your dimes Inexpensive Pay as you go Make sure to set a budget and monitor it Geographically specific or not Stop and start anytime Is an efficient way to direct people to your website by showing ads exactly when someone is searching for specific things. It is easy to test effectiveness and you have the ability to constantly optimize and measure performance. Google AdWords: Be specific - Customizable ads - What do you want to sell more of? A venue for Weddings and Showers Kids Birthday Parties - 70 % increase in sales through May 2014 Mother’s Day - Sell Memberships & Increase attendance G o o g l e AdWords Google AdWords: Have fun with it! When testing live ads - don’t click on them or you will wasting dimes ! G o o g l e AdWords PowerPoint Presentation: These partnerships provide: Benefits to all partners Free Media Positive PR Continuous online and Social Media benefits Free or trade print ads, radio , TV, live shots, earned editorial and so much more ! Unique Partnerships PowerPoint Presentation: Collaborations can also fulfill other needs within your organization Volunteers - 25% increase through May 2014 Plant plugs for education programing General Horticulture needs – Tools etc… Unique Partnerships PowerPoint Presentation: Eastern Monarch Butterfly Farm Unique Partnerships On a Dime Using Collaborative Marketing: On a Dime Using Collaborative Marketing in a nutshell, is the process of sharing resources to increase leads, brand, and influence. Membership Acquisition the issue at hand: Membership Acquisition the issue at hand Membership Revenue: 12% of Operating Revenue Free Admission – Daily Enticing Benefit Program Direct Mail Expense – Low Response Rate Member Fatigue PR Opportunities High turnover in member staff Birmingham Botanical Gardens: Birmingham Botanical Gardens 50 year-old organization Alabama’s Largest Living Museum 67.5 Acres, 25 Themed Gardens, Outdoor Sculpture 350,000 Annual Visitors Open Daily from Sunrise to Sunset Free Admission 3,000 Member Households Educational Programming & Special Events: Host to Birmingham’s 10 th largest event Birmingham, Alabama: Birmingham, Alabama Largest City in Alabama Metro Population of 1,079,089 Thinking Outside the Box: Thinking Outside the Box Creation of Membership Alliance Committee Consists of membership & marketing staff Represents More Than 25 Organizations Botanical Garden, Zoo, Art & Science Museums, Symphony, Theatre, Ballet, Green Spaces, Public Libraries, Film Festivals Sharing of Ideas and Resources Thinking Outside the Box: Thinking Outside the Box Creation of Member Day – City-wide Day Celebrating Members Benefits: Combined PR Opportunities promoting membership programs Exposure to tens of thousands of member households Added benefit to current members Brand Awareness Thinking Outside the Box: Thinking Outside the Box Benefits Continued: Printing/Mailing Savings for Member Day Media Buy-in Made-to-order Solicitation List Privacy Concerns Program/Event Exposure to New Audiences Results/Feedback: Results/Feedback 2% response rate on Direct Mail Increase in participation for events & classes Targeted Brand exposure to 50,000 member households Coverage on all major television stations, newspapers, magazines Endorsement from Mayor’s Office and State’s Tourism Department Next Phase: Next Phase Year-long Cross Promotion Opportunities Collaborative Ad Buys 2015 Member Day Becomes Year of Member Appreciation

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