The document outlines an integrated marketing campaign to promote DOandGO.org, an online calendar for arts, culture, and entertainment events in Montgomery County. The campaign aims to increase traffic to the site and member websites. Key tactics include print, online, and social media advertising, as well as earned media strategies like partnerships, events, and press releases. The budget is $61,450 and will be measured using analytics and quarterly reports.
10. Strategy Snapshot* An important earned media component will reinforce partner and sponsor placements to drive maximum traffic back to DOandGO.org PRINT AD BUY ONLINE SPONSORSHIP/ADS *Organized by priority EARNED MEDIA/PUBLIC RELATIONS Upscale local interest magazine will drive awareness among the core target in their homes. Partnerships with premier web portals, supplemented with strategic placement of web ads and paid search, and development of branded e-blasts will reach target audience at work and on the go.
21. Budget For the purposes of this strategy, the available budget for implementation is $61,450, broken down as follows: EXPENSES Paid Media Component $46,100 Earned Media Component $3,100 Implementation (Vendor Costs) $12,250 INCOME Executive’s Ball 2010 $40,000 AHCMC & Do & Go memberships $21,450
22. Brokering Paid Media Contracts Development, Messaging and Creative Finalize Strategic Plan, Paid Editorial Partners Earned Media Campaign Kickoff Google Analytics Seminar JUNE JULY AUG SEPT OCT NOV DEC WEB: Washingtonian campaign PRINT: Bethesda Magazine ads begin EVENT: Mom Blogger Event Timeline WEB: Facebook Ad Campaign WEB: A Parent In Silver Spring ads begins WEB: Patch.com advertising PRINT: Gazette ads begin Continues into 2012 – Influencer Events and Bethesda Magazine Paid Strategy Traditional PR Other Elements EVENT: Patch.com Mixer WEB: Bethesda Magazine.com and Funfinder kickoff
Economies of scale and scope: Large groups buying varied media (print, online) in many different ways
What can you do? Help us build our numbers and suggest that your Facebook and Twitter followers follow us as well! If you’re on Twitter, follow us and post your information -- we’ll RT it. If you’re on Facebook, add us to your Favorite Pages, tag us in posts or post announcements on our wall.
We’d also like to work with you to present some ticket giveaways. This will reward If you’re interested in giving away tickets, classes or special perks like free concessions or preferred seating, make a note of it on your membership contract or let Shellie or I know.
We’ve cultivated relationships with the Patch Regional Publisher, Regional Editors and Local Editors. Patch editors see Do & Go as a trusted brand. They know that any member of Do & Go provides high-quality programming and is newsworthy. Being a Do & Go member automatically gets your organization on their radar Patch editors want to generate content about Montgomery County’s cultural community. Your stories are stories they want to hear We’re working with Patch editors to develop guidelines for what information they want to know up front. For example, editors want to know if someone from your organization would be willing to be interviewed on camera Once we make introductions to local Patch editors at the mixer, you’ll be responsible for contacting them directly with your pitches Do & Go’s social media will drive traffic to articles and stories about your programs and events — if we haven’t tweeted or posted the link, let us know!
