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APR 433 Campaign Brief

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latasha lewis

on 5 April 2013

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Transcript of APR 433 Campaign Brief

Lizzie Yarbrough with Lewis Communications Emerald Coast Convention Center Company's need for campaign The center wanted to recruit higher level conferences.

The center wanted to gain more money. Research Conducted on the Issue The agency carried out a stage called DIG.
The gathering of qualitative and quantitative research such as one-on-one interviews, focus groups and surveys.
The Full Motion stage.
A month dedicated to research. This could go longer depending on the client. Goal Increase brand awareness of ECCC among clients,
prospects, industry leaders and the local community by the end of the 2012 campaign.

Establish the ECCC as a credible resource for meeting planners.

Attract new customers through online interactions by the end of the 2012 campaign.

Increase search engine optimization to make it more likely for potential customers to find the center. Results and Evaluation The agency made 11 posts that reached 2,883 Facebook users, received 127 active engagements and gained 48 new likes.

The agency made 43 tweets that resulted in 14 retweets, received 35 @mentions and gained 47 followers. Strategies Gain meeting planners as potential convention center clients.

Build company presence among specific publications.

Strengthen social media presence among target audiences. Tactics Created ways for companies to sponsor activities during the convention.

Offered gift packages for visiting convention professionals.

Got articles published in magazines catered to the center's target audience.

Established a social media contest that occurred during the convention.
Used special hashtags during the company's
trade-shows. Objectives The goal was to increase awareness of the convention center. Critique I would have a longer research process.
The collection of results for the evaluation should be cleaner. What I Learned for My Campaign Interaction with your audience is key.

Focus on your target audience and find out things that benefit them. What excites them? Samples Latasha J. Lewis You Guys Were Amazing!
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