#RockCadence Case Study_v4
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This document provides a marketing plan for promoting an "Epic Battle of the Bands Grand Opening" event at the Cadence at Crown apartment community in Gaithersburg, MD. The digital marketing goals are to increase awareness, drive ticket sales, and build community around the event. The plan includes strategies like creating band interview content on social media, coordinating a Twitter bomb to generate excitement, and tracking and engaging with event hashtags. The Twitter bomb led to a 220% increase in ticket registrations over 5 days. Overall, the digital efforts resulted in increased web traffic, social media followers, and unmeasurable community engagement.
#RockCadence Case Study_v4
- 1. #RockCadence A Digital Marketing Love Story
- 2. Who We Are Cadence at Crown is a brand new apartment community in Gaithersburg, MD. Designed, built and managed by The Bozzuto Group.
- 3. What We Do Luxury Apartments: Studio, One Bedroom, One Bedroom w/ Den, Two Bedroom and Three Bedroom Here are a few of the Features & Amenities Cadence offers: ➔ 24-hour fitness center with high-end cardio equipment, free weights, and yoga studio ➔ Internet café with business amenities and conference room ➔ Beautifully bold, bar-themed gaming lounge with billiards, Wii, and darts ➔ Cozy, contemporary library with relaxed seating, TV, and fireplace ➔ Professional, front-desk concierge services with hotel-style convenience ➔ Cadence is a pet-friendly community ➔ Complimentary dog bones at front desk
- 4. Our job is to provide an incredible home for our residents. Our job is to keep them safe, support their dreams and have their backs. Our job is to be a great partner and resource for the city of Gaithersburg. And our job is to throw Epic Battle of the Band Grand Opening Rock Concerts...
- 5. Epic Battle of the Bands Grand Opening Event Goals: ● Increase Awareness ● Tours ● Showoff / Buzz ● Rock the Burg
- 6. Digital Marketing, So Hot Right Now. Digital Marketing. Goals: ● Hype ● Ticket Sales ● Community ● Online to offline Needs: ● Integrated ● Social ● Content
- 7. Playbook
- 8. #GiveYourEventACustomHash First #RockCadence tweet. Notify the interwebs: Included local, popular hashtags w/ initial tweets.
- 9. Hashtags Are Stupid. #NoYoureStupid ● Track - use search.twitter.com for real- time mentions of your hashtag ● Monitor - pay attention to who is talking about your event (ex; a local news station or online influencer mentions your event - RESPOND ASAP)
- 10. ● Listen - not to just what’s being said about your brand but the overall tone / excitement level (ex; are people complaining about something? Are they super excited to see the band?) ● Engage - Thank every person who mentions your event / hashtag. Use this as an opportunity to open up a non-salesy line of communication
- 11. Content: Make it About Them... #RockCadence Band Series: Interviews with each band prior to event (1 per week)
- 12. And they’ll tell everyone they know.
- 13. Twitter Bomb: refers to posting numerous Tweets with the same hashtag (and other similar content, including @messages), from multiple accounts, with the goal of marketing a certain topic or meme (be it a product or an idea or an event), usually by filling people's Tweet feeds with the same message. Dropping Twitter Bombs
- 14. HOW IT WORKS: 1. Create 3-4 "suggested tweets". 2. Email "suggested tweets" to everyone involved with making #RockCadence happen (includes; Bands, OnTap, Bozzuto Corporate Marketing, Cadence Marketing, Participating food and beverage vendors, etc) 3. FRIDAY MORNING AT 10:28AM: LOGON TO TWITTER 4. FRIDAY MORNING AT 10:29AM: COPY AND PASTE YOUR FAVORITE "SUGGESTED TWEET" INTO "COMPOSE NEW TWEET" BOX 5. FRIDAY MORNING AT 10:30AM: HIT "TWEET" BUTTON Literally, two minutes of your time. That easy. Objective: Generate a spike in ticket sales / event awareness
- 16. 30+ Mentions Day of
- 17. 271 CLICKS ON LINK
- 18. Total Tickets Sold to Date: April 3rd: 755 (sold-out) March 28th: 236 Twitter Bomb was sent on March 28th at 10:30am. 220% INCREASE IN REGISTRATION OVER 5 DAYS
- 19. Results Web Traffic & Social
- 20. 40% Increase in Web Traffic
- 21. Cadence Twitter Account February 18, 2014 *17 Followers
- 22. Cadence Twitter Account May 8, 2014 130 Followers 665% INCREASE