Carswell Gould BMF Case Study

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Carswell Gould & PSP Southampton Boat Show working together to make Miss PSP Southampton Boat Show 2008 a success. © Carswell Gould 20/10/2008

Transcript of Carswell Gould BMF Case Study

Page 1: Carswell Gould BMF Case Study

Carswell Gould &PSP Southampton Boat Showworking together to make Miss PSP Southampton Boat Show 2008 a success.

© Carswell Gould 20/10/2008

Page 2: Carswell Gould BMF Case Study

AIMCarswell Gould was asked to organise and deliver the Miss PSP Southampton Boat Show 2008. The strategy intended to use the event as a marketing vehicle to speak to new markets and increase awareness for the Boat Show across the South.

TurnAround TIMe 2 MonthsToTAl BudgeT £17.5k

ouTCoMeWith an integrated marketing communications campaign, Carswell Gould targeted younger people and their families living in Southampton and Bournemouth in order to generate interest and entries to the competition. We implemented outdoor advertising, face-to-face communication, online and viral marketing and plenty of PR to get people talking. At the Show we organised a bigger, better and more visible event that got exhibitors and the general public involved.

resulTse-MAIl MArkeTIng 3.5k peopleProMoTIonAl Flyers 2k peopleProMoTIonAl sAshes And T-shIrTs hAnded ouT 100 peoplegrAde-A ouTdoor AdverTIsIng sPACe 2.5m2 in city centrehIgh-vIs FACe-To-FACe CoMMs Hundreds of peopleMulTIPle Press releAses Over £35k EEVhIgh-vIs BAlloon releAse City Centre on a Saturday PuBlIC relATIons Benefiting show exhibitors on-dAy enTerTAInMenT Adding value to the show

Brief

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AIMTo organise and deliver a successful Miss PSP Southampton Boat Show 2008, to raise awareness of the contest and to introduce the Boat Show to a new and wider audience, via a sustained campaign of interactive, community and face-to-face marketing tactics. To organise events at fi ve key stands around the Show for the girls, to ensure maximum exposure for the event itself and to further drive home the message that this is not just a “Beauty Pageant”. To maintain good relations with the fi nalists and ensure all turned up on the day.

ouTCoMeThrough a combination of fl yers, stickers, advertising and face-to-face marketing at Cowes during race week, on the beaches of Bournemouth and in the parks of Southampton, there was a record entry for the competition with more than sixty girls entering online and thousands more voting for them. Helping to raise awareness even further, prior to the Boat Show, the 10 fi nalists celebrated 40 years of the Show at Southampton, with a launch of 400 balloons at The Bargate.

Pre-Show and post-Show publicity was recorded editorially in local press (in print and online) and on local radio.

We have listed the equivalent advertising cost for all coverage and its estimated editorial value at standard industry rates.

dATe 04/08/08PuBlICATIon/loCATIon Daily Echo/Carswell Gould Offi ceConTenT Flyers/Adverts/Window Stickers

Who’s Your Miss PSP?

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AIM Integrate face-to-face and traditional channel marketing to tie in with bespoke online content. Collect data and generate ticket sales.

ouTCoMeUsing existing technology and working hand-in-hand with the BMF we developed entry forms and online strategy. After promoting and receiving over sixty entries 10 girls were short-listed to appear on the website with profiles. Using e-mail marketing and traditional media, we drove people to the site to vote and also to buy tickets to see their favourite girls “in action”.

Thousands of people accessed the site who previously may not have done. We received thousands of votes. Unfortunately, due to technology restrictions we were unable to track ticket sales, collect voters’ e-mail addresses which we would advise doing if the campaign is repeated. In addition, there was a lack of a direct link from the home page. Our vision would be to integrate the campaign much further and we believe this is where we can dramatically improve ROI.

dATe OngoingPuBlICATIon PSP Boat Show WebsiteConTenT Introduction to Miss PSP and Online Voting Form

Boat Show Website

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AIM To be handed out to potential contestants in pre-Show publicity, to be worn by the finalists at the Balloon Launch and during the Show, to help raise awareness of the event. The winner to wear the red sash.

ouTCoMeHigh visibility pre-Show (people walking around town centres proudly wearing them) and during the Show (girls going from stand to stand through crowds), ensuring head-turning wherever it was worn. Post-Show, the sash on the winner’s photography ensures longevity of the message.

dATe 20/09/08loCATIon Miss PSP Southampton Boat ShowProMoTIonAl ITeMs Sashes for Contestants and Winner

Miss PSP Sashes

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AIM

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ouTCoMe

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CoverAge

dATe Data in herePuBlICATIon Data in hereConTenT Data in here

Title in heresubheading in here

AIM To increase awareness of the PSP Southampton Boat Show and specifically to encourage entries for the Miss PSP Southampton Boat Show 2008 contest. To create a “buzz” around the event and to get people talking about it all along the south coast. Branded promotional flyers were handed out by CG staff and models who were wearing branded t-shirts.

ouTCoMeReceived a warm welcome at Cowes Week as well as in Bournemouth and Southampton. Thousands of people were exposed to the promotion as the branded items were handed out to potential contestants. This resulted in front page coverage in Southern Daily Echo and a video on the online version of the paper.

dATe 13/08/08PuBlICATIon Southern Daily Echo (circ: 39,174)ConTenT Front Page ArticleequIvAlenT AdverTIsIng CosT £600esTIMATed edITorIAl vAlue £3600

Promotion, Organisation & PR

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dATe 21/08/08PuBlICATIon Southern Daily EchoConTenT ArticleequIvAlenT AdverTIsIng CosT £450esTIMATed edITorIAl vAlue £2700

Promotion, Organisation & PR

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dATe September 08PuBlICATIon Hampshire Society (circ. 29,000)

ConTenT Double Page SpreadequIvAlenT AdverTIsIng CosT £1080esTIMATed edITorIAl vAlue £6480

hampshire society Boat show Feature

Promotion, Organisation & PR

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dATe 26/08/08PuBlICATIon/sTATIon Southern Daily Echo & Bournemouth RadioConTenT Article, Video & RadiolInk Carswell Gould NewsequIvAlenT AdverTIsIng CosT Print: £450 Radio: £100 esTIMATed edITorIAl vAlue £2700

dATe 26/08/08PuBlICATIon Southern Daily Echo & Bournemouth RadioConTenT Article, Video & RadiolInk Carswell Gould NewsvAlue Print: £450 Radio: £100

Promotion, Organisation & PR

sign-ups in southampton & Bournemouth

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dATe 05/09/08PuBlICATIon Southern Daily EchoConTenT Full Page ArticleequIvAlenT AdverTIsIng CosT £775esTIMATed edITorIAl vAlue £4650

Finalists’ Profiles

Promotion, Organisation & PR

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dATe 19/09/08PuBlICATIon Southern Daily EchoConTenT ArticleequIvAlenT AdverTIsIng CosT £450esTIMATed edITorIAl vAlue £2700

Promotion, Organisation & PR

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Using knowledge of local press, CG placed articles on two finalists in their home press of Bournemouth and the Isle of Wight.

dATe 12 & 18/09/08PuBlICATIon Bournemouth Echo (circ. 32,441) Isle of Wight Gazette (circ. 38,492)ConTenT ArticleequIvAlenT AdverTIsIng CosT £195.50 £159.60esTIMATed edITorIAl vAlue £1173

£957.60

regional Press

Promotion, Organisation & PR

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The ten finalists were used in pre-Show publicity, at a launch of 400 balloons at The Bargate, to celebrate 40 years of the Boat Show at Southampton. The promotional fliers and sashes were again handed out to the crowds raising awareness of the Miss PSP Southampton Boat Show event and to encourage people to go online and vote for their favourite finalist. Ocean FM and Southern Daily Echo attended and SDE recorded interviews of all 10 girls for the online version of the paper.

dATe 06/09/08loCATIon Bargate - Southampton City CenreACTIvITy Balloon Release

Launch Event

Balloon release in southampton

ProMoTIonAl BAlloonsWe took the opportunity to add further value to our work (within the original budget) and integrated a ticket discount/give away via the balloon launch. All the balloons had discounted ticket vouchers inside, thus spreading the word further. We specifically requested and used biodegradable balloons.

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dATe 11/09/08PuBlICATIon Southern Daily EchoConTenT 1/4 Page & VideolInk Carswell Gould NewsequIvAlenT AdverTIsIng CosT £450esTIMATed edITorIAl vAlue £2700

Launch Event

Balloon release in southampton

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The contestants visited the following stands:Hanse•RYA•PSP•H20 • in association with CalshotTopper•Fairline•

At each stand they performed a Boat Show-related task. At the same time the compère relayed their progress and presented to the crowds that gathered. Everywhere the contestants went, they created a fun and exciting atmosphere for the exhibitors and the public adding value to the Show as a whole.

dATe 20/09/08loCATIon Miss PSP Southampton Boat ShowACTIvITy Tasks at Stands

At The Show

Around The show

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dATe 20/09/08loCATIon Miss PSP Southampton Boat ShowACTIvITy The Catwalk

At The Show

on stage The culmination of the day’s activity was “The Final” - live on stage. We organised high profile judges and our Miss England compère took the 10 girls through their paces, one by one. The script was pre-approved and the girls each had an opportunity to answer questions and talk to the general public. We also handed out Thumbs-up Thumbs-down signs so the crowd could let the judges know exactly how they felt. Every girl had a large contingent of supporters who were vocal and added to the atmosphere.

When the winner was finally announced, she was crowned on-stage before being taken for a champagne reception and photo shoot on Fairline’s stand, on a top-end luxury powerboat.

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dATe 22/09/08PuBlICATIon Southern Daily EchoConTenT 1/2 Page Article & VideolInk Carswell Gould NewsequIvAlenT AdverTIsIng CosT £775esTIMATed edITorIAl vAlue £4650

noTe The estimated editorial value does not take into account the three videos. However, the videos totalled 3 minutes and 37 seconds and were hosted on the Echo site, accessed by thousands of people every day. On top of that, they were heavily promoted as can be seen on the left.

Following The Boat Show