Making the Case for Brand Integration in the Midst of Today’s Marketing Revolution

October 25, 2012

Anne Marie Bass

Marni Blythe Borelli

Introductions

• Where we’ve been• Where we are now • What marketers need to know today• Case studies • Questions

Agenda

The Evolution of Media

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The novelty of TV and radio were compelling forms of family entertainment.

Radio was a marvel – in its day.Television was astounding.

Media in the 1950’s

Destination & Tourism print advertising – 1950’s style…

Media in the 1950’s

Media in the 1960’s TV Ruled. A great tag-line positioned your brand for years…

AVIS Tagline on back of a match

book

Media in the 1960’s Print Ads from the ‘60s and the early days of direct response advertising.

• In the 1970’s – we had 3 major TV Networks.• Weekly magazines gathered wide consensus on what was

interesting and newsworthy.• Most adults read at least one daily newspaper.

Media in the 1970’s

Cable Television emerged.

Media in the 1980’s

Media in the 1990’s

Direct Marketing was the fastest growing part of marketing in the early 1990’s.

• Understanding the consumer• Target marketing• Building prospect databases• Direct Mail Campaigns• Outbound Telemarketing• Eventually, email

marketing…

Birth of the Internet.

Media in the 1990’s: The Game Changer

Search Engines emerge.

Everything Changed.

• Technology and the Internet created the possibility for instant gratification.

• Consumers started demanding they be treated like individuals.

• Marketing is no longer a one-sided conversation.

• Consumers are now the “new media.”

Mobile devices like smart phones and tablets …empower the consumer, challenge marketers

Mobile marketing comes of age…

The Media is Fragmented: Endless Options

Consumer Attention is Fragmented

Shall I read a magazine, surf the net, Facebook with friends, tweet, Link In, or watch my TV show?

Consumers today literally have thousands of options…

So what do I need to know asa marketer?

Power has shifted from the marketer to the consumer.

Engage Me.

The Era of Digital Media and Consumer Engagement.

Media TODAY…2012-2013

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Brand Integration

How do you maximize engagement with today’s media in a strategic way ?

Brand Integration: Done Well…

Integration means… •The identification of a powerful, unifying strategy and compelling voice for your brand based upon field research with visitors and internal stakeholders. •Communicating a consistent identity from message to message, and medium to medium.•Interweaving your brand essence into every aspect of your organization.

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The Foundation is Everything

Integrated Marketing

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Two Case Studies for Destinations in North Carolina

Duplin County TDA: Initial Client Objective - Expand the “Uncork” Brand

• Area business leaders wanted to focus on the area being known for more than just wine.

• Research studies conducted to provide insight:• Visitor Survey• Board Members Survey

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Snapshot Visitor Survey

Snapshot Visitor Survey

Snapshot: Board Interviews

Brand Territory

Brand Positioning

Duplin County: Rebranding

New positioning of creative assets to match new essence:

•New logo•New tag line•Redesigned website & visitor’s guide•New marketing plan

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Duplin County’s Brand Essence and Unifying Identity

“Uncork. Unwind. Unplug.”

Old logo

Revised Welcome Guide

Old Website

New Website Launched to Visually Convey New Brand Image

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Branding the Promotional Campaign: “Beyond the Vine.”

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Fall ‘12: Campaign - Part 1

Spring ‘13: Campaign – Part 2

Contest Entry developed on New Website – Further Visually Convey New Brand Image

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Post Entry Messaging for “double opt-in” on Contest Entry Page

Outbound Integrated Campaign Element: Email to Existing Database

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Examples of Digital Banner Ads

“Pay per Click” advertising

Integrated Outreach: Digital Advertising

.

Integrated Outreach: Digital Advertising

“Comfortably Entertained” “Hospitality Friendly” “Surprisingly Sophisticated”

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Custom Facebook Cover and Profile Photo.

Facebook Trivia Contest Rules in Notes Section.

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Foundational Integration: Salisbury-Rowan County

Research completed with visitors and board completed resulting in a 10 year Master Plan called “Completion & Connection.” •Explore a unified visitor/economic development plan under the “Authentic North Carolina” brand architecture.•Extend the “Authentic NC” brand essence throughout all initiatives, such as:

- Local festivals and events.- Marketing strategy for the arts. - Digital Visitors Centers versus bricks & mortar.- Mobile visitors walking app.- Partner with Downtown Alliance – marketing workshops.- Integrated social media presence.- Promotion and packaging of “hot” deals encouraging visitor industry partners

to participate.

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Promote the Salisbury-Rowan County area via a edgy and fun summer marketing effort to drive visitation and engagement. The campaign elements included….•A sweepstakes contest that captured email addresses for future remarketing efforts.•Both traditional and digital media element. •The promotion of a variety of local events incorporating the “Authentic” brand positioning.

Objective of the Client – Retain Agency to Create and Implement a Summer Marketing Campaign

Branding the Promotional Campaign: “Get Real. Go Real.”

Custom Landing Page For Contest Entry & Data Capture

Post Entry Messaging, More Ways to Win, Social Sharing

Integrated Outreach: Media - Digital Advertising & Local Radio

“Pay Per Click” advertising

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Outbound Integrated Campaign Element: Email to Existing Database

Custom Facebook Cover and Profile Photo.

Facebook Trivia Contest Rules in Notes Section.

Pinterest

• First foray with Pinterest.• Engagement. Drive traffic to

contest & website• Showcase the visual aspects of

the county and attractions: media, groups, venues all following boards.

So what were the results of the campaign for Salisbury-Rowan County?

Metric Description – getrealgoreal.com Total

Total impressions (online marketing display ads and Pay Per Click through Reach Local )

5,092,803

Unique Visitors to getrealgoreal.com 6,510

Total Visits 7,092

Page views 10,103

Total Contest Entries 900

• Created awareness for the area with new potential visitors.• Built the email list for future offers.• Increased consideration to visit the area.• On-going social media engagement with visitors.

Digital Integrated Campaigns are Measurable

•Google Analytics•Facebook and Social Media Monitoring•Engagement

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Comparing the same period of time to last year: Visits to the site are up 21%, Unique Visitors are up 23%, Page Views are up 13%. The average length of time spent on the website has increased by 28%.

Duplin - Website Traffic Comparison: 2011/2012

Reach Local – Display Awareness 9/19/2012 – 10/14/2012

Total Impressions to date: 361,089Total Spent: $543.53Cost Per Impression: $.001

Social Referrals to uncorkduplin.com Year over Year: September – October 2011/2012

Front Row Marketing Services

Digital, Website &

Brand Assessments, Rebranding

Research, Insight &

Conversion Studies

Social Media

Training, Coaching, Manageme

nt

Integrated Day-to-Day Marketing

Plans

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We are your Marketing “Solution Architects”

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Our Team

Jack YagerResearch Director

Larry LynnCreative Director

Angela RiskoCopy Writer/Brand Journalist

Angel LebakSocial Media Analyst

Thank You

Questions

…and would you fill out our survey?