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Proposal: Social Media Agency of Record
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Proposal: Social Media Agency of Record Background Memories of a place last longer than the sturdiest souvenirs. New Orleans tourism, and its campaign are in the business of capturing the stories behind the memories. Wieden + Kennedy wants not only to run your social media, but to harness the power of the stories real travelers tell to cast the spell of your city over someone new—especially during the off season—using a comprehensive social media strategy. Our Goal The goal of our plan is to provide a seamless and engaging, user-generated social media extension to 360i’s “One Time in New Orleans” campaign and its slogan of “Leave with a Story, Not Just a Souvenir.” Travel Trends and Audiences Travel is one of the largest industries in terms of ad spend. Demand for advertising from other states—including Oregon , whose campaign we designed—reflects intense competition between states and the need for every destination to put its best foot forward, and adapt to modern travelers. The travel industry depends on social media for new customers, and increasingly, for mobile purchases. This is because customers use social media to start conversations about new experiences and adventures.There has also been a shift in the psychographics of our audience. Experiential discoverers, as you term them, no longer rely on luxury or expensive souvenirs. The quality of the memories and moments matters most. “One Time in New Orleans:” Strengths and Opportunities “One Time in New Orleans” successfully showcases all that is vibrant about your city, with its rich history and multisensory local experiences. There is particular emphasis on promoting the unexpected, and going beyond typical destinations, such as the French Quarter. The goal appears to be uncovering the ‘real’ New Orleans, as opposed to an ideal we see in postcards.
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One indicative execution from this campaign is when travel influencers hopped on the bikes of a New Orleans all-female motorcycle club and took travel influencers on a tour of unfamiliar destinations in New Orleans via IGTV. These tactics are fun and on-target, but the audience will be aware that they are advertisements created by an agency. In order to avoid appearing insincere—especially in a campaign stressing authenticity— user-generated content will need to complement 360i’s tactics to ensure the ongoing success of the overall campaign. The Challenge Wieden + Kennedy will use social media to encourage our audience to share its New Orleans stories, and make their own case for visiting the city. We want to put the storytelling power directly into the hands of travelers talking to other travelers. Instead of asking people to share content we created, we will invite real people to share real stories. The benefit is that our campaign will tap into word-of-mouth, which is by far the most powerful tool used to persuade people selecting tourist destinations. The cost of inaction is the risk of appearing insincere to an audience that prizes authenticity above all. Rationale In order to extend “One Time in New Orleans” to social media, we will invite current visitors to New Orleans to share their stories (which can be in any form including photos or videos,) via all NOCVB and NOTMC social media accounts on Facebook, Pinterest, Instagram, Twitter, and Snapchat. Campaign Phase 1 (March-May 2020): Paid Campaign Pre-awareness The campaign will launch with a paid ad initiative along with the overall marketing push for summer visitation, which spans from March to July. Paid ads will advertise #myNOLAstory and link to the landing page that will contain stories others have put up, with links to the events and experiences described in the stories. The push for #myNOLAstory will be to push for tourism during off-season in New Orleans, after the Mardi Gras season ends in March. Paid advertising will decrease over time as knowledge of our campaign spreads and our users begin sharing their stories and rewards with each other. Phase 2 (May 2020, ongoing): Inviting Visitors to Share Their #myNOLAstory
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Proposal: Social Media Agency of Record Visitors will be prompted to share their #myNOLAstory, using that hashtag and #OneTimeInNewOrleans and linking to a dedicated page on our website that will contain some of those stories, and offer links to the experiences described in the stories: a taste test at a local Gumbo restaurant, tickets to a fall jazz festival, etc. This curated website will prioritize the organizations associated the “One Time in New Orleans” campaign: • • • •
The New Orleans Multicultural Tourism network Local, minority-owned businesses, especially hotels Content creators, actors, photographers, musicians Our marketing partners
Phase 3 (May 2020, ongoing): Informing Winners and Giving them Rewards Individuals whose stories are selected from the submissions will receive direct messages containing surprising rewards related to the experiences they shared. For example, if someone shared a story about an experience at the BUKU Music + Art Project—an arts festival—they may win tickets to Art For Art’s Sake, another local arts experience. This campaign could apply to leisure and business travelers, as business travelers could share business-related memories of New Orleans, such as conventions. The Option for Winners to Give Someone Else their Rewards These rewards are fully transferrable to someone else if winners are not able to claim their rewards. This way, travelers who win these rewards but are unable to travel can give someone new a reason to go. However, the other person must be nominated via a social media post, using the appropriate hashtags. In addition to #myNOLAstory, we will continue with sponsored posts from organizations and local businesses we partner with. Assessment This campaign will be evaluated on the impressions and conversions our paid ads get, from social media to the landing page on our website, as well as the open rate
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for the follow-up messages people will receive if their stories have been featured on our website. Click-through rates to our website, particularly the #myNOLAstory landing page, will be important indicators as well. Reporting periods will be month-on month, with larger reports done year-on-year. Analytics will ensure the rewards we are offering are in line with what visitors are looking for. Our data will also ensure we are achieving our short-term goal of awareness, measured by clicks, and our long-term goal, measured by online booking and spending. Another intangible, yet important, goal is that #myNOLAstory will unify all our media channels under the larger “One Time in New Orleans� campaign. Key Performance Indicators * INDICATOR SHORT-TERM
LONG-TERM
Click-through rate (search) Click-through rate (Google display network) conversion rate (search) conversion rate (google display network) Online booking in new orleans, especially hotels
GOAL 4.70 or above 0.50 or above 3.6% or above 0.55% or above 20% increase or more, year-on-year
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Proposal: Social Media Agency of Record Cost Analysis ITEM CAMPAIGN DEVELOPMENT PAID ADVERTISING ACCOUNT MAINTENANCE / CONTENT
DATA ANALYTICS *WEBSITE COSTS INCIDENTALS / CRISIS COMMUNICATION PLAN DEVELOPMENT TOTAL
ANNUAL COST $5,000 $1,500 • FACEBOOK $5,000 • INSTAGRAM $5,000 • TWITTER $2,000 • PINTEREST $2,000 $6,200 $1,000 $500
$28,200
*INCLUDES SETUP AND INCIDENTAL COSTS Conclusion We encourage you to accept Wieden + Kennedy’s #myNOLAstory proposal. Our offer is a compelling extension to “One Time in New Orleans,” because it adds an authentic and unified touch to a powerful advertising campaign that captures the enchanting New Orleans spirit. What we add is the authentic voice of enthusiastic visitors. I look forward to your response. Sincerely, Anastasi Sharp, Client Communications Manager (202) 555-0110 Anastasi.sharp@wk.com
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References 360i. (2018, March 07). New Orleans and 360i Welcome Centaurs, Drag Queens, and Skeletons in Transit Takeover. Retrieved 2019 2019, from 360i: http://blog.360i.com/web-design/new-orleans-360i-welcome-centaurs-dragqueens-skeletons-transit-takeover Agius, A. (2019, August 01). The Right (and Wrong) Way to Do Social Media. Retrieved 2019 2019, from https://www.entrepreneur.com/article/278848: https://www.entrepreneur.com/article/278848 Benes, R. (2019). Digital Ad Spend by Industry: US Travel. eMarketer. eMarketer Pro. Cristal, J. (2017, June 19). A complete guide to partnership marketing: Part one. Retrieved from Econsultancy: https://econsultancy.com/a-complete-guide-topartnership-marketing-part-one/ Deighton, K. (2019, 02 05). New Orleans rewrites destination marketing by creating social content for locals to share. Retrieved 2019 2019, from The Drum: https://www.thedrum.com/news/2019/02/05/new-orleans-rewritesdestination-marketing-creating-social-content-locals-share Deighton, K. (2019, February 05). New Orleans rewrites destination marketing by creating social content for locals to share. Retrieved 2019 2019, from The Drum: https://www.thedrum.com/news/2019/02/05/new-orleans-rewritesdestination-marketing-creating-social-content-locals-share
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Proposal: Social Media Agency of Record DKShifflet. (2019). 2018: Louisiana Visitor Volume and Spending . McLean, Virginia: DKShifflet. eMarketer. (2019). Social Commerce 2019: How Brands Are Using Pinterest and Instagram to Take Shoppers from Inspiration to Action. New York: eMarketer. eMarketer. (2019). US Social Trends for 2019: eMarketer’s Predictions for the Year Ahead. New York: eMarketer. Fromm, J. (2019, March 28). Megatrends Of The Tourism And Travel Industry. Retrieved from Forbes: https://www.forbes.com/sites/jefffromm/2019/03/28/megatrends-of-thetourism-and-travel-industry/#7f3f29f5c18c Hunter, A. (2019, April 04). Storytellers Shined in Bright Lights. Retrieved 2019 2019, from gonola.com: https://gonola.com/features/storytellers-shined-brightlights Irvine, M. (2019, August 27). Google Ads Benchmarks for YOUR Industry [Updated!]. Retrieved 2019 2019, from wordstream.com: https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industrybenchmarks
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Market Dynamics Research Group. (2012). Louisiana: Perceptions Research Report. Louisiana: Pick Your Passion. New Orleans: Market Dynamics Research Group. New Orleans Tourism Marketing Corporation. (2019). 2019 Strategic Leisure Marketing Planning. New Orleans Tourism Marketing Corporation, New Orleans. neworleans.com. (2019). Leave with A Story, Not Just A Souvenir: A Tourism Campaign to Shine a Light on the City’s Best Stories. Retrieved 2019 2019, from neworleans.com: https://www.neworleans.com/about-us/about-the-neworleans-tourism-marketing-corporation/leave-with-a-story-not-just-asouvenir/ NOLA Tourism Spotlights The City’s Unexpected Destinations with New IGTV Series. (2019, March 12). Retrieved 2019 2019, from 360i: http://blog.360i.com/webdesign/new-orleans-tourism-spotlights-the-citys-unexpected-destinationswith-motorcycles-stilettos-pink-smoke O'Brien, K. (2019, April 05). Ads We Like: Travel Oregon continues its magical animated campaign. Retrieved 2019 2019, from The Drum: https://www.thedrum.com/news/2019/04/05/ads-we-travel-oregoncontinues-its-magical-animated-campaign
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Proposal: Social Media Agency of Record Richards, K. (2019, September 25). New Orleans Celebrates Its 300th Birthday With a Massively Fun Tourism Campaign: A new tagline, print, TV and more from 360i. Retrieved 2019 2019, from AdWeek: https://www.adweek.com/brandmarketing/new-orleans-celebrates-its-300th-birthday-with-a-massively-funtourism-campaign/ Shewan, D. (2019, July 12). The Comprehensive Guide to Online Advertising Costs . Retrieved 2019 2019, from wordstream.com: https://www.wordstream.com/blog/ws/2017/07/05/online-advertising-costs Shiotsu, Y. (2019, March 20). How Much Does it Cost to Run a Social Media Campaign? Retrieved 2019 2019, from Upwork.com: https://www.upwork.com/hiring/marketing/cost-social-media-campaign/ stfalcon.com. (2018, December 06). Retrieved 2019 2019, from Top 10 Travel Industry Trends in 2019: https://medium.com/swlh/top-10-travel-industrytrends-in-2019-d43d157de7b9 What do people love about New Orleans? (2019, October 15). Retrieved 2019 2019, from Quora: https://www.quora.com/What-do-people-love-about-NewOrleans
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