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Making the Case for Brand Integration in the Midst of Today’s Marketing Revolution
October 25, 2012
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Anne Marie Bass
Marni Blythe Borelli
Introductions
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• Where we’ve been• Where we are now • What marketers need to know today• Case studies • Questions
Agenda
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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
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Destination & Tourism print advertising – 1950’s style…
Media in the 1950’s
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Media in the 1960’s TV Ruled. A great tag-line positioned your brand for years…
AVIS Tagline on back of a match
book
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Media in the 1960’s Print Ads from the ‘60s and the early days of direct response advertising.
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• 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
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Cable Television emerged.
Media in the 1980’s
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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…
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Birth of the Internet.
Media in the 1990’s: The Game Changer
Search Engines emerge.
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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.”
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Mobile devices like smart phones and tablets …empower the consumer, challenge marketers
Mobile marketing comes of age…
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The Media is Fragmented: Endless Options
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Consumer Attention is Fragmented
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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…
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So what do I need to know asa marketer?
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Power has shifted from the marketer to the consumer.
Engage Me.
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The Era of Digital Media and Consumer Engagement.
Media TODAY…2012-2013
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Proprietary & Confidential
Brand Integration
How do you maximize engagement with today’s media in a strategic way ?
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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.
Proprietary & Confidential
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The Foundation is Everything
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Integrated Marketing
Proprietary & Confidential
Two Case Studies for Destinations in North Carolina
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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
Proprietary & Confidential
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Snapshot Visitor Survey
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Snapshot Visitor Survey
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Snapshot: Board Interviews
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Brand Territory
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Brand Positioning
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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
Proprietary & Confidential
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Duplin County’s Brand Essence and Unifying Identity
“Uncork. Unwind. Unplug.”
Old logo
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Revised Welcome Guide
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Old Website
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New Website Launched to Visually Convey New Brand Image
Proprietary & Confidential
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Branding the Promotional Campaign: “Beyond the Vine.”
Proprietary & Confidential
Fall ‘12: Campaign - Part 1
Spring ‘13: Campaign – Part 2
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Contest Entry developed on New Website – Further Visually Convey New Brand Image
Proprietary & Confidential
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Post Entry Messaging for “double opt-in” on Contest Entry Page
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Outbound Integrated Campaign Element: Email to Existing Database
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Proprietary & Confidential
Examples of Digital Banner Ads
“Pay per Click” advertising
Integrated Outreach: Digital Advertising
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.
Integrated Outreach: Digital Advertising
“Comfortably Entertained” “Hospitality Friendly” “Surprisingly Sophisticated”
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Proprietary & Confidential
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Custom Facebook Cover and Profile Photo.
Facebook Trivia Contest Rules in Notes Section.
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Proprietary & Confidential
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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.
Proprietary & Confidential
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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
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Branding the Promotional Campaign: “Get Real. Go Real.”
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Custom Landing Page For Contest Entry & Data Capture
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Post Entry Messaging, More Ways to Win, Social Sharing
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Integrated Outreach: Media - Digital Advertising & Local Radio
“Pay Per Click” advertising
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Outbound Integrated Campaign Element: Email to Existing Database
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Custom Facebook Cover and Profile Photo.
Facebook Trivia Contest Rules in Notes Section.
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• 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.
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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.
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Digital Integrated Campaigns are Measurable
•Google Analytics•Facebook and Social Media Monitoring•Engagement
Proprietary & Confidential
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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
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Reach Local – Display Awareness 9/19/2012 – 10/14/2012
Total Impressions to date: 361,089Total Spent: $543.53Cost Per Impression: $.001
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Social Referrals to uncorkduplin.com Year over Year: September – October 2011/2012
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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
61Proprietary & Confidential
We are your Marketing “Solution Architects”
CreativeServices
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Our Team
Jack YagerResearch Director
Larry LynnCreative Director
Angela RiskoCopy Writer/Brand Journalist
Angel LebakSocial Media Analyst
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Thank You
Questions
…and would you fill out our survey?