BENWOLLMAN

INTERACTIVEADVERTISING

• Establish Walnut Street as a premier brand of Philadelphia• Highlight offerings of Walnut Street district

– Upscale Shopping/Retail Stores– Restaurants– Hotels– Attractions/Art Galleries/Walnut Street Theatre– Apartments– Nightlife

INTERACTIVE BRAND PROPOSAL

• Serve as a touch point for Philadelphia residents & tourists• Create a virtual experience mirroring reality – staple of the brand• Attract consumers to both online and brick & mortar storefronts• Separate brand amongst competitors/distinguishable in marketplace

INTERACTIVE BRAND STRATEGY

• Create & launch first website dedicated to Walnut Street

•Hip/Urban design - seamless brand experience

• Create a unified experience online and offline

• Viewed as a whole brand; not a grouping of stores and bars - more than a neighborhood

BRAND POSITIONING

• Walnut street should be perceived as the modern destination for the “Philadelphia Experience.”

COMPETITIVE ANALYSIS - MAGNIGICENT MILE (CHICAGO)

COMPETITIVE ANALYSIS - MAGNIGICENT MILE (CHICAGO)• Top Navigation (Main) - Broken down by:

Hotels/Shopping/Dining/Culture/Services/Search

• Left Navigation (Secondary) - Links pertaining to the brand itself (press releases, photo galleries, contact)

• Inconsistent navigation: some links open in entirely new windows, add an additional left side navigation bar, or stay in the current window frame

• Drop down menus in main content sections

• Clicking provides further contact details, website, and picture

• Overall appearance seems outdates and lacks any interactive features

* Top Features: Visitor & Travel/Seasonal Events sections *

COMPETITIVE ANALYSIS - SOUTH STREET (PHILADELPHIA)

COMPETITIVE ANALYSIS - SOUTH STREET (PHILADELPHIA)• Overall appearance is extremely cluttered and overwhelming

•Main news/events occupy bulk of homepage space

• Left side navigation (Main) requires a lot of scrolling and searching

• Consists of: Home/About/Categories

• Categories = Product/Vendor type

• Search bar on top is hidden/easily missed

• Section for merchants

• News pertaining to business owners

* Top Features: Join E-list and Join MySpace Page *

CONSUMER RESEARCHFirst-timers VS. Repeat Visitors

• First-timers (tourists) & Repeat Visitors (local/regional) enjoy different Philadelphia experiences. Both are important to note when customizing a site dedicated to both demographic.

CONSUMER PERSONAFirst-timers: Jeff and Linda Howard

Meet the Howards!

Jeff and Linda Howard love experiencing new destinations on weekends. It is their first time to Philadelphia and they want to visit historic attractions such as the Liberty Bell Center and Independence Hall, while seeking out Philly staples like cheesesteaks and soft pretzels. The couple are constantly browsing the internet for the travel deals and exciting tourist options. They look for economical deals that allow them to explore a number of city sights all at once, a weekend is never enough. Time is never seems to be on their side - so they love an online search interface. Jeff is addicted to his PDA so he looks up directions on-the-go. Linda is more old fashioned, using traditional maps - but don’t count her out from a designer shopping spree when she can find the right deals!

“Can you help me find that storeI printed this coupon off for?”

CONSUMER PERSONARepeat Visitor: Joy Martin

Meet Joy Martin!

Joy is very familiar with the city of brotherly love. She lives only thirty minutes outside of Philly and loves immersing herself in the cultural scene, attending plays, visiting lesser-known attractions and enjoying Philadelphia’s fine dining and shopping. She is young enough to have grown-up with the internet so it has become a way of life. She always goes online to find restaurant and club openings for her and her friends. She cannot resist a good BYOB but sometimes has difficulty figuring out her options on the internet. Joy is very busy and loves the idea of an online newsletter that informs her about new events and happenings in Philadelphia.

“I found this place online. It was in a newsletter.

I am so glad it did not require any searching!”

THE CEMENT FOUNDATION• Deliver a website geared toward dual targets: Locals (Primary) & Tourists (Secondary)

• Bridge the gap between businesses and customer

• Implement an interactive “merchant meeting ground”

• Discuss upcoming promotions, apartment availabilities, etc.

• Construct detailed category listings with organized navigation and search capabilities

• Add special events and seasonal offerings

• Create a bi-weekly newsletter

• Incorporate store/restaurant coupons

• Neighborhood news

• Interactive travel/directions powered by MapQuest

PROGRAM OVERVIEW & TACTICS

• Develop an all-in-one website that brings consumers (locals & tourists) together

• Mocking the cohesive combination of the street itself

• Paint Green Footprints™/familiar icons associated with the site on the street sidewalk

• Green Footprints™represent the eco-friendlyness of shopping, dining, and sightseeing all in one exclusive place

• Establish “Walk Walnut” kiosks on the street for tourist information and assistance

MEASURES OF SUCCESS

Interactive efforts can be measured in the following ways:• Coupons redeemed in stores from online offers

• Follow-ups to postings and listings in the “merchant meeting ground”

• Comparing those consumers who signup for mailing list/newsletter

• Tracking interactive input of MapQuest directions

• Determines the frequency and differentiation between local and tourist consumers

INTERACTIVE OPPORTUNITY SUMMARY

The Walk Walnut website is a crucial building block in the foundation of establishing a new brand. The website is built on a theme of “best-of-both-worlds” and connects tourists and locals alike. The website will highlight the tremendous offerings of the street determined by what the user is specifically searching for. The website allows for user customization and establishes great concepts that can easily be transferred to offline mediums. This allows for a cohesive and complete campaign for establishing an emerging and exciting Philadelphia attraction! The interactive opportunity for business owners and vendors to speak directly to their consumers and branding of selected regional streets sets Walk Walnut far apart from its competitors. They is an enormous opportunity for growth and expansion of the brand as the tourism market widens.

PRESENTION BY: BEN WOLLMAN

ACCOUNT MANAGEMENT TRACK

DECEMBER 15, 2008

INTERACTIVE MEDIA FINAL PROJECT