Digital/Event Marketing Portfolio

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Digital/Event Marketing Portfolio

Britney Rand

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Social Media Campaign

Objective: Implement a social communications campaign to raise brand awareness across social networks by giving fans a strong call to action to like/follow


Facebook•Landing pages•Sweepstakes & trivia incentives•PPC Campaigns

Twitter •Engage followers through contests and giveaways•Generate buzz around trending topics•Engage with key influencers to promote mentions, & retweets

Promotional Strategies


Created an interactive “welcome” landing page for non-followers. To increase engagement, I included a non-fan like banner, video sections and a way to share with friends.

Landing Pages


Launched sweepstakes & trivia incentives throughout the year to get fans excited about our page and increase engagement

Trivia & Sweepstakes


Managed pay per click campaigns that targeted various segments within our target market. Keyword interests of market segments were identified through surveys.

PPC Campaigns


Twitter Engagement

Converted patrons into twitter fans by promoting twitter through all brand touchpoints.

Landing pages Email signature Fliers


Measurement

• Facebook/Twitter share of voice was my key performance indicator, measured in page likes/followers

• Within a set of 4 competitive Facebook pages, I had a 10% share of voice

• Within a set of 4 competitive Twitter pages, I had a 16% share of voice

• Share of voice was tracked monthly throughout the 4 month campaign


Results

• Facebook share of voice increased from 10% to 24%

• Facebook page fan “likes” increased by 200%

• Twitter share of voice increased from 16% to 21%

• Twitter followers increased by 35%


Ticket Marketing Activation

Objective: To market the sales of the Chicago Football Classic tickets at selected Just Turkey stores in Chicago and Greater Chicago urban communities.


Target Segments

Region

Education

Age

Ethnicity


Promotional Strategies/PR

Broadcast Media •Inclusion in radio commercial ads as ticket outletPrint•Inclusion in printed press releases as retail outlet

Digital •Inclusion on digital channels as a ticket outlet

On Site •POS and counter displays provided at outlets


Event Activation

• Coordinated promotional events with media partners to drive revenue and engage target audience

Success

Live Remote at Just Turkey

• Outlets sold over $8000 in tickets during 6 week campaign

Career

Digital/Event Marketing Portfolio