Case Study – Event Promotion

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EventzoneCase Study #1 – Eventzone (July- December 2009)

Challenge:

Eventzone is a major producer and event planner of music festivals in Roanoke, Virginia. They have one main organizational website and subsites for six festivals, annual event attendance of 85,000 attendees, thousands of photos and a library of videos. There was no top of mind
recognition for the Eventzone Brand; no venue for communicating with past attendees and no venue for developing interactive conversations in target markets. The major challenges were: each of the six festivals was promoted separately on their own website and not as part of an integrated marketing approach by Eventzone; and the staff had no experience with social media tools.

Solution:

Entwine approached this project in two phases:

EventzonePhase 1

  1. Educate the Executive Director and their senior staff to the possibilities of online marketing and Social Media Marketing.
  2. Develop an Integrated Media Marketing Strategy that included clarifying their Brand, developing a search engine friendly website, building an interactive online environment and implementing call-to-action items.
  3. Expand their Digital Footprint (Blog, Facebook, Twitter, YouTube, Flickr, Google) presence.
  4. Train three staff to post regular updates on calendar, blogs, Facebook, and Twitter using photos, video and text. Posts were completed from multiple locations by different staff.

Phase 2

  1. Evaluate website and social media metrics.
  2. Design a coordinated Social Media Marketing program for all festivals using social media to augment their current traditional media (TV, radio) and PR efforts and build on their loyal local following.
  3. Design and implement a creative campaign engaging fans virally.
  4. Collaborate with other local event organizers to help promote each other.

Eventzone YouTube Channel …………………… Eventzone Flickr

Results:

After six months and completion of Phase 1

  1. www.eventzone.org has been receiving in excess of 200+ site visits per day.
  2. www.eventzone.org has top five search positions for multiple key words (e,g,. Roanoke music festivals, Roanoke music events).
  3. Staff is regularly updating site content and calendar.
  4. Grew their opt-in list by 20% through call to action.
  5. Facebook fans grew from 180 in June to 444 in December.
  6. Eventzone will engage Entwine to implement Phase 2, with a plan to increase their Facebook presence by five fold.