My Marketing Blogs by Tyrese MDB https://padlet.com/tyreseclayton/ydzu2c0yo71q Made with an aura of mystery en-us 2019-04-30 07:50:33 UTC 2023-03-08 17:58:20 UTC hello@padlet.com Blog 1 tyreseclayton https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355328549 Coventry Defence leagues initial ideas came after our lesson on understanding the market which began the comparison between previous other cities of culture and we used crowd tangle to monitor the social platform of selected brands to see that Coventry’s current city of cultures page ad to notice that there was an issue with the relationship between the number of followers they had and the interactions they were receiving on their posts, or more importantly the lack thereof.  Which made us decide to make a campaign which would attempt to boost the social media presence of the page. We decided that we would look into using media marketing tools to achieve this and to be successful with it.  In the process of this we also went into looking at how the 2017 city of culture hull did with its campaign, which was well but they too lacked with social media which boosted us more to make a campaign based around it. ]]> 2019-04-30 07:52:02 UTC https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355328549 Blog 2 tyreseclayton https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355329453 Moving on from this I did research into marketing and campaigning techniques and how maybe I could implement them into our work.  
 
Pay Per Click 
 
-       Advertisers only pay when the user clicks on an ad 
 
How Google ads work:
 
Every time a search is done, Google digs into the sea of Ads being promoted and chooses a set of winners to appear in the ad space on its search result page 
 
Winners of said lucky dip are based on things like: 
 
-       Quality of relevance of their keywords
-       Available ad campaigns
-       Size of their keyword bits 
 
Etc.
 
Advertisers are biding to show up at the top when certain keywords are typed in 
 
Display Advertising
 
-       Advertising on websites/apps/ social media through banners or other ad formats:
Gives general advertisements and brand messages to site visitors


Other Inspiration

 
Moving on from this we found a familiar campaign for the city of Edinburgh. Edinburgh made a campaign with the hopes of relighting the local's love for the city and to increase the cities footfall by 2%.  The campaign was targeted at the residents who lived in the surrounding areas so that they encouraged to spend money in the malls.
 
They used research to identify that the big selling points  of Edinburgh were its:

  • Choice of restaurants shops and bars 
 
  • Several attractions worth seeing (Hidden gems )

They deployed a large scale media strategy which would give the effect that they were dominating the media landscape 

Several events were also advertised in the city centre. These events were hosted during the dull times in the year so people would be more likely to want to visit.

Results show that the campaign did work in boosting the revenue of the city as people often attended the city centre and spent more.

Youtube add reached 11,000 views
Over 45,000 locals went to the events held 

The Run campaign aims to take a similar approach and campaign through  social media 

]]> 2019-04-30 07:56:31 UTC https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355329453 Blog 3 tyreseclayton https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355330600 Youtube 
 
Pros:
 
-       Cost effective way to advertise 
-       Better than its opposition where advertisers would be spending thousands of dollars to secure 30 seconds 
-       Youtube advertisers usually pay pennies per view 
 
Google cookies:  People who watch youtube ads in full are 23 times more likely to visit or subscribe to a brand new video or watch more from the brand 
 
Considering it has the ability to target people based on their recent google searches, it’s a powerful advertising technique.
 
Every day the world watches 1 billion hours of youtube
 
Trueview video display discovery ads 
 
-       The ones that appear at the top of search results on youtube pages
-       Useful if you're trying to promote a video longer than 15-60 seconds 
-       As they appear separately from the video you're actively deciding to watch it, so people are more likely to watch the whole thing
 
 
 
CDL possible youtube campaign 
 
-       Displays the real representation of Coventry through the video of the city centre and less documented areas 
-       Promotes uni
-       Possible Strapline “I am Culture”


EXAMPLE OF WHAT THE YOUTUBE AD COULD LOOK LIKE ]]> 2019-04-30 08:02:34 UTC https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355330600 Blog 4 tyreseclayton https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355331592 We had established that the target audience for our campaign would be students so in terms of making an audience persona I wanted to make a way of acquiring data so that the persona information will not be fabricated. The data would need to be relevant to the campaign I'm making and also actionable.  
 
A result of this was me making a survey for the city of culture which gained enough relevant information to make these personna.
]]> 2019-04-30 08:07:20 UTC https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355331592 Blog 5 tyreseclayton https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355331767  The aims of the RUN campaign are to:
 
Host a large number of events that will be hosted in the Coventry area 
 
These events will be promoted on social media site Instagram and also within youtube ads
 
Stickers will be handed out at events and gives the user the chance to win big 
 
All in hopes of boosting the social media presence of Coventry city of culture 
 
]]> 2019-04-30 08:08:21 UTC https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355331767 Blog 6 tyreseclayton https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355374726 Prompting an action 

One thing that I really took from the lessons in class when it comes to the campaign is that it needs to lead to a cause of action for the viewer. What is this campaign going to make the user get up and do?

Our initial campaign was to make a few events, promote some pretty posters that hopefully would make students want to attend and hopefully they will attend, but why would they attend? why would this make them more active on social media? other campaigns have done this before and fair enough they were successful but we want to do even better than that. So I decided to add an incentive for the audience to make this campaign memorable and hopefully get the ball rolling to create some more receptive reaction.

I know that students get pretty involved with the McDonalds monopoly game every year where they get a ticket every year with a chance of winning big, so i decided to make our own Coventry monopoly.
Cov Monopoly: Follows the same concept as McDonalds monopoly, with each event attended the student gets two stickers which can be added to an app with chances of winning lasting 6 weeks. The stickers will fall into two categories common prizes which are instant goods like a free meal token at selected stores, discount on your next train ticket etc.

And there will be rare stickers which will be named after certain popular areas in the Coventry city centre e.g. Coventry train station will be related to a prize of £1,000 or Coventry Odeon will be a £100 JD sports voucher

This idea is a fun way to keep the students interested in coming to the events and if we devise a way to implement it into the social media and post regularly about how others are winning big and maybe free QR codes here and there so that everyone gets a chance to win, then there could be an increase in interaction 
]]> 2019-04-30 11:32:35 UTC https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355374726 Blog 7 tyreseclayton https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355386363 In terms of challenges faced the main ones were getting information from the surveys as we only had a handful of people answered so we weren’t sure if the personas would be representative
 
Also as we proposed a game, we found it hard to mock up the game without actually developing a semi working product however we came around this by design photoshop alternatives 
]]> 2019-04-30 12:16:30 UTC https://padlet.com/tyreseclayton/ydzu2c0yo71q/wish/355386363