Interactive Final: WalkWalnut
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Ben Wollman proposes an interactive branding strategy to establish Walnut Street in Philadelphia as a premier destination. The strategy includes creating a website that serves both local residents and tourists, highlighting the area's shopping, dining, attractions, and events. It also allows businesses to connect directly with consumers. Key tactics are developing neighborhood maps with "green footprints" icons, installing information kiosks, and creating an e-newsletter with store coupons. The strategy aims to bring online and offline experiences together cohesively under the Walk Walnut brand.
Interactive Final: WalkWalnut
- 1. BEN WOLLMAN INTERACTIVE ADVERTISING
- 2. Establish Walnut Street as a premier brand of Philadelphia Highlight offerings of Walnut Street district Upscale Shopping/Retail Stores Restaurants Hotels Attractions/Art Galleries/Walnut Street Theatre Apartments Nightlife INTERACTIVE BRAND PROPOSAL Serve as a touch point for Philadelphia residents & tourists Create a virtual experience mirroring reality – staple of the brand Attract consumers to both online and brick & mortar storefronts Separate brand amongst competitors/distinguishable in marketplace
- 3. INTERACTIVE BRAND STRATEGY Create & launch first website dedicated to Walnut Street Hip/Urban design - seamless brand experience Create a unified experience online and offline Viewed as a whole brand; not a grouping of stores and bars - more than a neighborhood BRAND POSITIONING Walnut street should be perceived as the modern destination for the “Philadelphia Experience.”
- 4. COMPETITIVE ANALYSIS - MAGNIGICENT MILE (CHICAGO)
- 5. COMPETITIVE ANALYSIS - MAGNIGICENT MILE (CHICAGO) Top Navigation (Main) - Broken down by: Hotels/Shopping/Dining/Culture/Services/Search Left Navigation (Secondary) - Links pertaining to the brand itself (press releases, photo galleries, contact) Inconsistent navigation: some links open in entirely new windows, add an additional left side navigation bar, or stay in the current window frame Drop down menus in main content sections Clicking provides further contact details, website, and picture Overall appearance seems outdates and lacks any interactive features * Top Features: Visitor & Travel/Seasonal Events sections *
- 6. COMPETITIVE ANALYSIS - SOUTH STREET (PHILADELPHIA)
- 7. COMPETITIVE ANALYSIS - SOUTH STREET (PHILADELPHIA) Overall appearance is extremely cluttered and overwhelming Main news/events occupy bulk of homepage space Left side navigation (Main) requires a lot of scrolling and searching Consists of: Home/About/Categories Categories = Product/Vendor type Search bar on top is hidden/easily missed Section for merchants News pertaining to business owners * Top Features: Join E-list and Join MySpace Page *
- 8. CONSUMER RESEARCH First-timers VS. Repeat Visitors First-timers (tourists) & Repeat Visitors (local/regional) enjoy different Philadelphia experiences. Both are important to note when customizing a site dedicated to both demographic.
- 9. CONSUMER PERSONA First-timers: Jeff and Linda Howard Meet the Howards! Jeff and Linda Howard love experiencing new destinations on weekends. It is their first time to Philadelphia and they want to visit historic attractions such as the Liberty Bell Center and Independence Hall, while seeking out Philly staples like cheesesteaks and soft pretzels. The couple are constantly browsing the internet for the travel deals and exciting tourist options. They look for economical deals that allow them to explore a number of city sights all at once, a weekend is never enough. Time is never seems to be on their side - so they love an online search interface. Jeff is addicted to his PDA so he looks up directions on-the-go. Linda is more old fashioned, using traditional maps - but don’t count her out from a designer shopping spree when she can find the right deals! “ Can you help me find that store I printed this coupon off for?”
- 10. CONSUMER PERSONA Repeat Visitor: Joy Martin Meet Joy Martin! Joy is very familiar with the city of brotherly love. She lives only thirty minutes outside of Philly and loves immersing herself in the cultural scene, attending plays, visiting lesser-known attractions and enjoying Philadelphia ’ s fine dining and shopping. She is young enough to have grown-up with the internet so it has become a way of life. She always goes online to find restaurant and club openings for her and her friends. She cannot resist a good BYOB but sometimes has difficulty figuring out her options on the internet. Joy is very busy and loves the idea of an online newsletter that informs her about new events and happenings in Philadelphia. “ I found this place online. It was in a newsletter. I am so glad it did not require any searching!”
- 11. THE CEMENT FOUNDATION Deliver a website geared toward dual targets: Locals (Primary) & Tourists (Secondary) Bridge the gap between businesses and customer Implement an interactive “merchant meeting ground” Discuss upcoming promotions, apartment availabilities, etc. Construct detailed category listings with organized navigation and search capabilities Add special events and seasonal offerings Create a bi-weekly newsletter Incorporate store/restaurant coupons Neighborhood news Interactive travel/directions powered by MapQuest
- 12. PROGRAM OVERVIEW & TACTICS Develop an all-in-one website that brings consumers (locals & tourists) together Mocking the cohesive combination of the street itself Paint Green Footprints™ /familiar icons associated with the site on the street sidewalk Green Footprints™ represent the eco-friendlyness of shopping, dining, and sightseeing all in one exclusive place Establish “Walk Walnut” kiosks on the street for tourist information and assistance
- 13. MEASURES OF SUCCESS Interactive efforts can be measured in the following ways: Coupons redeemed in stores from online offers Follow-ups to postings and listings in the “merchant meeting ground” Comparing those consumers who signup for mailing list/newsletter Tracking interactive input of MapQuest directions Determines the frequency and differentiation between local and tourist consumers
- 14. INTERACTIVE OPPORTUNITY SUMMARY The Walk Walnut website is a crucial building block in the foundation of establishing a new brand. The website is built on a theme of “best-of-both-worlds” and connects tourists and locals alike. The website will highlight the tremendous offerings of the street determined by what the user is specifically searching for. The website allows for user customization and establishes great concepts that can easily be transferred to offline mediums. This allows for a cohesive and complete campaign for establishing an emerging and exciting Philadelphia attraction! The interactive opportunity for business owners and vendors to speak directly to their consumers and branding of selected regional streets sets Walk Walnut far apart from its competitors. They is an enormous opportunity for growth and expansion of the brand as the tourism market widens.
- 15. PRESENTION BY: BEN WOLLMAN ACCOUNT MANAGEMENT TRACK DECEMBER 15, 2008 INTERACTIVE MEDIA FINAL PROJECT