Case Study: Troy Family Daze - Pillar Social...
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Case Study: Troy Family Daze September 2012 Troy Family Daze is an annual community festival that attracts people from surrounding communities to celebrate their shared diversity and heritage. An array of activities offers fun for the entire family. A myriad of business, community and food booths showcase opportunities in the region. Family activities include free stage shows, talent shows, amusement rides, youth/parent contests, a youth area with entertainment, games and crafts, fireworks and more. Objectives: Approach: • As Troy Family Daze already had a following of fans on Facebook, we utilized their existing Facebook Page: o Updated its profile picture with the current logo and cover photo featuring pictures of past Troy Family Daze and information about the upcoming festival o Added a custom Facebook App for fans to sign up for a text club and updated key information about the Festival, including a new location and hours of operation • To increase engagement on its Facebook Page leading up to the event, Pillar Social Media: o Shared pictures and information from past Troy Family Daze, building excitement for the upcoming event as well as providing content for Fans to engage with o Edited and posted a video advertisement featuring video from past festivals o Gathered volunteer submissions on the Troy Family Daze Website and directed Sponsors to material about the festival o Featured Contests such as the Scarecrow Contest, Cutest Toddler, and Talent Show o Used Facebook Polls and reported fan milestones to further excite fans • Troy Family Daze also utilized Facebook Ads to drive attendance to the festival: o Utilized Targeted Ads, focusing on members of the Troy, MI community and a 25-mile surrounding radius o Posted Sponsored Stories to increase the distribution of their Facebook Page posts, featuring posts from the week before, during the festival, and directly after • To increase attendance and fan interaction at Troy Family Daze, Pillar Social Media o Shared pictures and information during the festival featuring attractions and attendees o Used Facebook Polls to gauge which days & attractions would be most popular o Tagged important community members and Facebook Pages to increase Page sharing Build a presence on Social Media, focusing on Facebook, for the Troy Family Daze festival before the week of the event Reach as many community members as possible in Troy, MI and the surrounding communities Increase attendance to the festival and interaction online
Transcript of Case Study: Troy Family Daze - Pillar Social...
Case Study: Troy Family Daze September 2012
Troy Family Daze is an annual community festival that attracts people from surrounding communities to celebrate their shared diversity and heritage. An array of activities offers fun for the entire family. A myriad of business, community and food booths showcase opportunities in
the region. Family activities include free stage shows, talent shows, amusement rides, youth/parent contests, a youth area with entertainment, games and crafts, fireworks and more.
Objectives:
Approach:
• As Troy Family Daze already had a following of fans on Facebook, we utilized their existing Facebook Page: o Updated its profile picture with the current logo and cover photo featuring pictures of
past Troy Family Daze and information about the upcoming festival o Added a custom Facebook App for fans to sign up for a text club and updated key
information about the Festival, including a new location and hours of operation • To increase engagement on its Facebook Page leading up to the event, Pillar Social Media:
o Shared pictures and information from past Troy Family Daze, building excitement for the upcoming event as well as providing content for Fans to engage with
o Edited and posted a video advertisement featuring video from past festivals o Gathered volunteer submissions on the Troy Family Daze Website and directed
Sponsors to material about the festival o Featured Contests such as the Scarecrow Contest, Cutest Toddler, and Talent Show o Used Facebook Polls and reported fan milestones to further excite fans
• Troy Family Daze also utilized Facebook Ads to drive attendance to the festival: o Utilized Targeted Ads, focusing on members of the Troy, MI community and a 25-mile
surrounding radius o Posted Sponsored Stories to increase the distribution of their Facebook Page posts,
featuring posts from the week before, during the festival, and directly after • To increase attendance and fan interaction at Troy Family Daze, Pillar Social Media
o Shared pictures and information during the festival featuring attractions and attendees o Used Facebook Polls to gauge which days & attractions would be most popular o Tagged important community members and Facebook Pages to increase Page sharing
Build a presence on Social Media, focusing on Facebook, for the
Troy Family Daze festival before the week
of the event
Reach as many community members as possible in Troy,
MI and the surrounding communities
Increase attendance to the
festival and interaction online
Content:
Results:
2x growth in the number of people who like Troy Family Daze from about 350 to 700
67,000+ people reached the week of the festival (a 1200% Increase) 670+ people talking about Troy Family Daze on Facebook the week of the festival
(a 1100% Increase) including 63 Check-Ins 10,400 people who viewed the page at least 5 times the week of the festival Record-breaking ticket sales for ride-vendor; “best sales day ever!”
Analytics:
Planning Copy,
Graphics, and Media Buys
Overarching Social Strategy
Building A Base of Local
Followers
Percision Targeting
Wide-‐Reaching Campaign Strategy
Dedicated Page Followers
10,400 people who viewed the page at least 5 times the
week of the event
Contact: 888.248.7077 x500
24901 Northwestern Hwy, Suite 609 Southfield, MI 48025
www.pillarsocialmedia.com [email protected]
