There’s nothing like partnership marketing to expand your efforts at little to no additional cost to you or your partner organization. If you get it just right, incorporating interactive elements that make people more likely to share your message with others, your marketing efforts won’t just double… they’ll multiply exponentially. This session will teach you how to conduct partnership marketing with maximum success including finding the right fit; making your pitch; keeping it relevant; crafting your cooperative agreement; contests and similar promotions that drive participation and word-of-mouth; building a cooperative network; and more. Erica Campbell is the Sr. Manager, New Media Marketing for For Rent Media Solutions, Jamie Gorski is Senior Vice President, Corporate Marketing for The Bozzuto Group and Eric Brown is the owner of Urbane Apartments

1. Ultimate Merger: Partnership Marketing and Consumer Contests Erica Campbell Sr. Manager, New Media Marketing For Rent Media Solutions

2. Things to Consider to Have a Successful Contest

3. Define Objectives & Goals

4. Define Objectives & Goals: Increase Brand Awareness: Create a general hype & enhance a product or service Increase Reach: Broaden reach of core company's target audience Generate Leads & Data: Improve referrals & repeat purchases Gain Content or Consumer Insight: Repurpose for future marketing initiatives Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition Gain Competitive Edge: Offset new competition

5. Identify your Target Audience

6. Who is your Target Audience? Will your contest target new customers or existing customers? Where are your consumers engaging with your brand? What are your customers habits and behaviors offline and online? How will you reach your audience? What is your budget to reach them?

7. Determine the Type of Contest

8. Contest: A contest rewards skill; winners are determined based on skill, popularity or judging. Sweepstake: A sweepstakes awards winners at random; winners are determined based purely on chance.

9. Determine the Type of Contest: User Generated Contest (UGC) Facebook Like Sweepstake Blog or Post Comment to Enter Contest or Sweepstake Twitter RT or Hashtag Contest or Sweepstake Survey Form Contest or Sweepstake

10. Create your Concept

11. Create your Concept: Have a clear call-to-action A video contest inviting users to create a new commercial for one of your products A user-generated content contest that awards the best ‘personal experience stories’ A photo contest related to your product or service A product invention contest with a large cash prize

12. Establish Rules & Prizes

13. Establish Rules & Prizes: Will the winner be determined by public voting, a jury or at random? What is the judging criteria? How long will your contest run? How many phases will you have? What kind of prizes will you offer? How many winners will you have? What is the process the entrant will go through? Rules: promotion eligibility, how to enter, contest dates, judging criteria, prizes, how to claim the prizes, rights in the videos/photos, privacy & publicity , limitations of liability, etc.

14. Publish & Integrate your Contest

16. Internet

17. Email

18. Display Ads

19. Video

20. Mobile

21. PR

22. Social Networking Sites

23. Outdoor

24. Radio

25. TV

26. On-Site

27. Contest & Sweepstake Sites

30. Impact- how your efforts change consumers’ actions or opinions

31. Quantity- how many consumers interact with your initiatives

32. Quality- strength and depth of consumers’ interactions with your initiatives

33. Tweak your Strategy

35. Evaluate the contest type

36. Evaluate the landscape

37. Trends come and go

38. Be nimble and adaptive

39. Consider your budget

40. Continue to identify key influencers

41. ForRent.com® Case Studies

42. If Only Your Apartment Furniture Could Talk 20% Direct navigation increased 57% boost in college age visitors to site

43. Ready2Move? 24,000 79,000 335,000 Votes Unique Visitors Pageviews

46. Keep the Momentum Going

47. Promotion Format 1. ForRent.com micro-site: – Contest Web site lived on www.Contest.ForRent.com – Users could watch and share videos without registration – Upload and voting function required user email registration – Watermarked logo clicked through to FRC from each video – E-mail a friend and social networking profile widget 2. ForRent.com Facebook application: – Application lived on an application page which was referenced from the existing ForRent.com Facebook page – Requires user to “allow access” to see and use all functions of the application (upload, gallery, etc) instead of email registration. – Major benefit: integrated “allowing access” will generate a Facebook news feed item for viral discovery (e.g. “Erica might win $10,000 in the ForRent.com “Ready2Move?” video contest)

48. Selection of Winners & Finalists On or about June 24, 2009 Sponsor’s internal review panel selected one (1) Grand Prize Winner, three (3) Finalists and one (1) randomly selected Voter. CONTEST: Contest winners will be selected according to the following judging criteria: - 20% Creativity and originality - 15% Overall quality and appearance of videos - 20% Relevance to contest theme ‘Ready2Move?’ - 24% Promotion of ForRent.com and/or For Rent Magazine and the usage of the branded billboard with tagline - 21% The total number of user generated Internet votes received SWEEPSTAKES: The Sponsor will randomly select the potential Sweepstakes winner from all eligible voting entries received during Phase II and Phase III.

49. Viva La Vie Boheme

50. Pet Pads Unleashed

51. ForRent.com Consumer Contest Comparison

52. Lessons Learned

53. Lessons Learned Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules) Test: Test the full functionality of your campaign prior to the start. (Both front end and back end) Advanced Seeding: Begin blogger outreach 1-2 weeks prior to the contest versus during the contest. Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest period. Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.

54. Lessons Learned Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. Include an allocation for promotions, both planned and contingency. Think about hidden promotional costs. Prizes: Make sure the prizes are motivating, relevant & the contest concept is FUN. Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners and entrants. Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive.

55. Contact: Dave Turner at dave.sayitwithwater.com Prize:1 case (24 bottles) Any size (8 oz. 12 0z. 16.9 oz) Customized label design (up to 4 colors)

57. Fun Video Examples from ForRent.com Contests Ready2Move? Contest Videos http://tinyurl.com/2w4v898 Winner Ready2Move? http://www.youtube.com/watch?v=IbYYhTkhcrA True Lease http://www.youtube.com/watch?v=OhbjJEHnaT0 Your Apartment is Looking For You http://www.youtube.com/watch?v=1I9-ZFh89xI Winner ‘If Only Your Apartment Furniture Could Talk’ http://www.youtube.com/watch?v=sLnbt0N3et8 All Videos http://www.user/ApartmentsForRent

58. Follow Me @ericacampbell linkedin.com/in/ericawcampbell facebook/ericawcampbell blog.forrent.com

59. Break From the Pack of Apartment Commodity www.TheUrbaneWay.com Twitter: @Eric_Urbane FB: www.facebook.com/TheUrbaneWay

60. Partnership Marketing “The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it.” -Sergio Zyman

61. Our Goal “To provide our residents with an experience and value with a high enough return to create enough Customer Evangelists within our core resident base that they self rent our apartments.”

62. Fish Where the Fish Are Myspace

63. Fish Where the Fish Are Facebook

64. Fish Where the Fish Are Twitter

65. Hot On Your HEELS

67. Vitamin Water Hydration Galleries

68. SxSw Chevy Road Trip

69. Sharpie Draw on the Walls

70. #LaughUp

71. ULTIMATE MERGER: Partnership Marketing & Consumer Events

72. TRENDWATCHING “Branded Brands”: Certain focused and well respected brands, often beacons of coolness and quality, are now cashing in by enriching other, more all-encompassing brands. The result: BRANDED BRANDS. + + +

75. STEP BY STEP Who do you partner with and why? How do you promote partnerships? What type of event should you consider? How do you promote your event? How do you measure your results? Measurement tools like bar codes Social media interaction Word of mouth marketing

76. STEP BY STEP Who do you partner with and why? Create value High end or low end every brand is promoting value what a better way that to create value with brand partnerships Choose partnerships wisely Seek out similar target audiences & brand images Seek partners that support your goals Green living Choose a combination of national & local partners

77. THE “WHO” Know your demographics Target to their wants, needs What is hot right now? How do you incorporate trends? What can you provide that they cannot get elsewhere? What discounts can you offer or other advantages?

78. THE “WHO” Resident “Perks” (AKA how Fairmont did it)

79. THE “WHO” Resident “Perks”

80. THE “WHO” Design Concierge Services

83. STEP BY STEP How do you promote your partnerships? Mobile – text PR Outreach Signs Online ads Sales presentation Call Center Partner Marketing Websites Microsites Emails Social Media Collateral Events Logo Promo

87. THE “WHO” – Green Partners

91. Lifestyle Brands

93. Resident & Employee Discounts

97. Event Marketing

98. THE “WHAT” What type of event should you consider? Grand opening Open house PR Training Broker Residents only Prospects Leaderships Partner events - zipcar Bring-a-friend Interaction is key

113. Park Place—Grand Opening Washington DC, Petworth Demographic Target: 24-35, single professionals and students Outreach: Park Place partnered with On Tap Magazine, DC Shorts Film Festival, Stella Artois, and Kettle One Vodka. ROI to Date: 1119 RSVPs, 700 attendees, 36 leases The capture campaign generated an amazing response in the two short months leading up to the grand opening. 4 leases were signed during the party 48 appointments were sent during the party Traffic increase by 20% for six weeks after 36 leases attributed to event

114. THE “WHAT” What types of promotion are most effective? Social media marketing Email blasts Signs Websites & microsites Advertising PR Utilize partner’s lists

115. 12 Ways to Market Events with Social Media Market your event through Twitter Market your event through Facebook Market your event through LinkedIn Market your event through your blog Other Places to Market Online – online calendars, Tweetvite, Eventful, etc. Use Online Registration Tools – Eventbrite, Constant Contact, etc. Sharing tools let attendees post to Facebook and Twitter, which builds buzz and generates more registrations. Create your event in Foursquare and Gowalla Use those hashtags! Have someone “live blog” during the event A picture says a thousand words – use Twitpics, etc. Put thoughts on video – use Flipcams or live streamwith UStream.tv

116. THE “WHAT” 12. Post-Event: Create a blog post on how the event went, solicit feedback via comments. Post event recap to Facebook page and encourage fans and friends to leave comments there as well. Upload photos to Facebook and tag everyone you know; ask them to “fill in the blanks” by tagging anyone else. Upload photos to Flickr/other photo sharing sites and give them appropriate titles, descriptions and tags. Use the Creative Commons license to let them be shared as far and wide as possible. Post video to YouTube, Facebook and other video sharing sites.

122. WestEnd25, Grand Opening Event Re-Cap Date: May 5th, 2010 Partners/Sponsors: DC Magazine, Corcoran Caterers, Bourbon Steak, Blue Duck Tavern, RIS Over 300 guests in attendance, 150 for VIP Event Experienced an average of 10 additional visits per week 25 leases were a direct result of the Grand Opening Event Leased the largest, most expensive Penthouse unit 1020 that week as a result of the event Press: BizBash Washington Business Journal WashingtonBusinessJournal.com Washingtonian DC.Guestofaguest.com DC.Urbanturf.com Pamelaspunch.com Bisnow Scene Bisnow Real Estate DC Magazine

124. THE “HOW” How do you measure your results? Track attendance Conduct follow-up Ask brand partners how they measure success Resident feedback/retention Solicit feedback via social media pages

125. Branded Brands MARKETING

127. GOAL The “Holy Grail” of brand partnerships….. +

129. CONTACT Jamie Gorski SVP, Corporate Marketing The Bozzuto Group jgorski@bozzuto.com Twitter: @jamiegorski