Marketing & Media Relations_Winter Lights, Busy Nights; Marketing a Wi

Information about Marketing & Media Relations_Winter Lights, Busy Nights; Marketing a Wi

Published on July 16, 2014

Author: csimkovich

Source: authorstream.com

Content

PowerPoint Presentation: Winter Lights, Busy Nights Marketing A Winter Lights Experience from Three Perspectives APGA Annual Conference, June 25, 2014 What We All Want: What We A ll W ant Busy nights at a quiet time Ability to manage highs and lows of attendance Building loyalty, creating a tradition Visitor engagement Program diversification Build marketing strategy to support institution initiatives Fun, fun, fun 3 What’s Our Story?: What’s Our Story? Garden Lights, Holiday Nights: Atlanta Botanical Garden Illumination: Tree Lights at The Morton Arboretum A Longwood Christmas Longwood Gardens PowerPoint Presentation: Jennifer GoodSmith Vice President, Marketing and Communications The Morton Arboretum Winter Lights, Busy Nights Illumination: Tree Lights at The Morton Arboretum November 21, 2013 – January 4, 2014: Illumination: Tree Lights at The Morton Arboretum November 21, 2013 – January 4, 2014 1 Marketing Strategy: Marketing Strategy Integrate media strategies to broaden outreach during a time we are quiet Build word of mouth Create a unique brand for Illumination 5 PowerPoint Presentation: 1 Watch Illumination video Illumination Important Numbers: Important Numbers 38 nights of Illumination 88,158 total tickets sold 83,999 total attendees 2,500 average visitors per night 50% member/nonmember split 11% visitors new to the Arboretum 15 proposals but big date nite 167 million total earned media impressions (just media) 3 Marketing Plan: Marketing Plan Paid Advertising Local, regional magazines Local, regional newspapers Extensive PR and Social Media Direct Mail Radio Campaigns and contests Promotions/onsite visits Out of Home 6 Billboards Member/ Onsite Marketing Community Outreach Special invites Groupon 9 Media Results: Illumination was mentioned in 232 media stories 69 print stories 21 broadcast stories 135 online stories 167 million media impressions Earned media value of $536,968 Media Results 7 Media Coverage: Fox News (Web) Chicago Tribune (16 mentions) Chicago Sun Times (14 mentions) Daily Herald (15 mentions) West Suburban Living Windy City Live on ABC7 WGN-TV Morning Show CBS2 News Morning Show Telemundo National Morning Show Illumination: Tree Lights at The Morton Arboretum Media Coverage Bloggers : 19 Bloggers Engaged bloggers Attended media event 11 prominent blogs ran contests Mentions in 16 blogs Parenting blogs Kid focused blogs Travel blogs National blogs: Fox News, Baltimore Sun, Philadelphia Sun, Senior Connection, Lighting and Sound America Media Response : Media Response “ The must-see new attraction this year will be Morton Arboretum’s new “Illumination” exhibition.” – West Suburban Living “‘Illumination’ is an elegant, inspiring and, at times, poetic meeting of bulb and branch… A must-see destination .” – Steve Johnson, Chicago Tribune “In its first stab at a holiday lights display, the Morton Arboretum knocks it out of the park …” – Steve Johnson, Chicago Tribune “(Illumination is) an above-and-beyond light show. ” - Windy City Live “It’s some really cool, interactive, cutting-edge stuff .” - WGN TV “#6 Best Light Shows in the U.S.” - FoxNews.com 2 Social Media Results: Social Media Results Facebook 2.9 million total impressions 1.8 million audience 14,445 likes 477 posts Twitter 82 posts 24 retweets YouTube 11,418 YouTube views 8 Facebook Promoted Posts: Facebook Promoted Posts 8 promoted posts on Facebook Designed to drive attendance, especially when ComEd was onsite Photo and comment contests 968,588 impressions 2,868 total likes, comments, and shares 8,222 post clicks 15 Pixe Social : Pixe Social 551 Uploaded Photos 3,788,741 total impressions 19,845 engaged users 16 Print and Radio Partnerships : Chicago Magazine WTMX WLS WLIT The partnerships include: Onsite events Eblasts and contests 10 to 15-second promotional mentions Interactive banners Print and Spot bank of radio ads The partnerships resulted in: 1,921,000 total impressions 46,829 online impressions Print and Radio Partnerships 14 Marketing Collateral: Marketing Collateral Other Collateral Onsite signage Bookmarks Flyers Window Clings 20 Direct mail sent 50,000 households. PowerPoint Presentation: Programs distributed to all 83,999 attendees upon entering Illumination . Marketing Collateral PowerPoint Presentation: Overwhelmingly positive response to Illumination 11,969 emails gathered 4,100 surveys received for 35% return rate 84% top box were highly satisfied/satisfied with the overall experience 90% thought Illumination was unique 92% Groupon users were highly satisfied/satisfied with their experience Suggested Improvements Enhance pathway lighting and signage Provide more lighting experiences Make it warmer Visitor Feedback Whoo-Hoo!: Whoo-Hoo ! Nice to have recognition! Named top museum exhibit in 2013 by The Chicago Tribune Groupon named Arb as one of Chicago’s best Groupon offers for 2013 based on satisfaction Fox News: Top 10 of What’s New and Best from around the country Named Best Bet, Best Thing to Do, Pick of the Week by multiple media outlets TWO PR/Integrated Communications awards!!! 37 PowerPoint Presentation: Sabina Carr Vice President, Marketing Atlanta Botanical Garden Winter Lights, Busy Nights History: History Conceived 2002 Parking issue Master plan expansion Recession Launched 2011 Runs mid-Nov thru early Jan “One million lights” 110,000 visitors 426,000 total visitation by 2013 Purpose: Purpose Build winter visitation with a dynamic, one-of-a-kind holiday light show while evening out seasonal skews and providing increased revenue stream for the Garden Challenges: Challenges Economic recession Staff commitment Member ticket Show capacity Photography Future competition Objectives: Objectives Identify target audience Multi-generational Families Young Adults Tourists Attract new visitors Member conversion 25MM media impressions Be the holiday happening Exceed visitation goal by 50% Strategies: Strategies Significant marketing spend “Wow!!” year one Unique branding Holiday tradition positioning Open every single night Peak/Non-Peak tickets Consistent experience mandatory each night Build “new” elements The Experience: The Experience Title Goes Here: Title Goes Here Body Text here Marketing Approach: Marketing Approach Brand: Brand Sense of place Bright, bold, color Untraditional design Illustration Key messaging Walking Tradition Happenings New! (launch only) Advertising: Advertising Outdoor Television Online / Social Media Print Radio Push reach & frequency Happenings Television: Television Video: Video Email: Email 98,000 database 40 % open rate Incents WOM Sponsor mention Collateral: Collateral Tickets Posters Bookmarks Rack Cards Gift Shop Merch Blinky ! Blink! Blink! Glow! PowerPoint Presentation: Collateral Collaborations: Collaborations W Hotel Midtown Midtown Atlanta Green Daily Online Deals Groupon (1.5MM) ScoutMob (800K) Social Media Custom Pandora station WSB-TV / AT&T U-Verse® Post-Show Research Highlights+: Post-Show Research Highlights+ Audience 50.6 years old 77% female / 23% male / 93% Caucasian Avg HHI $134,000, in town, college educated 72% without kids in HH 70% single ticket / 30% member 51% new visitors 4.3 average party size 78% likely to return 2014/15 + Alexander Babbage, Feb 2014 Brand Promise Delivered: Brand Promise Delivered Alexander Babbage, Feb 2014 Competition: Competition Neighborhoods #1 Macy’s Turner Field 2013 Six Flags 2014 Who’s Next? Zoo? Aquarium? History Center? Bright Results: Bright Results Visitation Summary 2011 Budget = 25,000 / Actual 106,000 2012 Budget = 65,000 / Actual 165,000 2013 Budget = 157,000 / Actual 163,000 Media Impressions+ 2011 52M | 2012 41M | 2013 48M Membership Conversion 5% conversion New revenue streams built Cheers!: Cheers! Garden Lights + Major Celebrity + Instagram = Major National PR Hit! PowerPoint Presentation: Marnie Conley Chief Marketing Officer Longwood Gardens Winter Lights, Busy Nights A Past with Rich Traditions: A Past with Rich Traditions The du Ponts hosted fabulous Christmas parties from 1921-1942 The first “Christmas Tree” welcomed 657 guests - any fees were donated to hospitals which continued Gift-giving, music, lights, fresh fare, entertainment In 1957, the first Christmas display began with trees and poinsettias Our Legacy Moves Us Forward : Our Legacy Moves Us Forward Staying true to our brand, our core of who we are Guest experience paramount, not to be compromised Christmas is about tradition which equates to loyalty for marketers Lessons learned every year to enhance experience Guest feedback – we listen, we respond, we act Christmas by the Numbers: Christmas by the Numbers 58,000,000 media impressions (not advertising) 1,800,000 emails sent 500,000 outdoor lights 300,000 average attendance 30,000 cups of ht cohocolate sold 85 percent tickets sold online 60 percent single ticket buyers 46 nights of A Longwood Christmas 40 percent Members 3 months to string trees 3 days to transform from mums to Christmas 0 accurate weather reports 3 Objective Attendance : Objective Attendance 300,000 guests in 46 days Minimize Peaks, Elevate Valleys Timed Ticketing Peak Pricing Weekends Targeted Weekday Offerings Employ Market Segmentation – right offer to the right audience Members/STBs/Out of Market Build capacity and interest in final two weeks (Jan 1-12) Objective Revenue: Objective Revenue Reach $6.2M in revenue Single Ticket Buyer Membership Restaurant The GardenShop **Christmas has shorter stay-times **More guests doesn’t mean more opportunity for increased spending Objective Guest Behavior: Objective Guest Behavior Modify guests buying and visiting behaviors now for future growth Drive Weekday and Weeknight Attendance through Targeted Marketing Achieve 85% of ticket sales through online point of sale Evaluate Messaging and Deploy Segmented Communications Member Reservations/Timed Tickets/Guests/Offerings Galvanize Community to Become Our Ambassadors to… BUY BEFORE YOU ARRIVE Objective Our Brand, The Experience: Objective Our Brand, The Experience Offer a preserved guest experience, differentiated and authentic, where “Recommended to a Friend” hits 100% Garden By Day versus Garden By Night Incredible Guest Services Delivery Synchronize Marketing and Guest Services Create a Holistic Branded Experience – from online ticketing to call center to drive-in to display to exit PowerPoint Presentation: Holistic Visual Brand Approach PowerPoint Presentation: Segmented Communications PowerPoint Presentation: Advertising Christmas is 25% of advertising budget 65% of our spend is now online Using both awareness building and direct response mediums Broadcast: TV and radio Online Direct response and out of home campaigns Advertorial Highest Online Performance: Pandora : Highest Online Performance: Pandora PowerPoint Presentation: Social Engagement PowerPoint Presentation: Public Relations: Content Areas And, in 2015, we’ll be ABA’s Top 100 Events Creating A Christmas Club: Creating A Christmas Club A Community in Unison A Strengthened Regional Brand Shared Audience and Information Happier, More Loyal Guests Word of Mouth! PowerPoint Presentation: Promotion to Build Final Weeks “It’s an experiment.” Don’t be afraid to try a promo, but be honest if it didn’t work and why. Answering Our Guests’ Age-Old Question…: Answering Our Guests’ Age-Old Question… At the End of the Day… : At the End of the Day… Our gardens are about people, traditions, feelings and memories. Ike Evans still has gifts Mrs. du Pont gave to him as a child from those “Christmas Tree” parties. Now, that’s the real gift of A Longwood Christmas . What We Want You to Know: What We Want You to Know Scalability - it’s all relative and can be scaled accordingly Pay it forward Stay true to your core, your brand Competition is high – Differentiate your offering Employ principles of marketing strategy and execution Team building organically occurs Never forget fun, fun, fun because life is too short 3 PowerPoint Presentation: Winter Lights, Busy Nights Marketing A Winter Lights Experience from Three Perspectives APGA Annual Conference, June 25, 2014

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