MOTHER'S DAY DIGITAL MARKETING CAMPAIGN
Objective:
To create a marketing campaign for the Mother's Day Sunday Lunch Offer at Sunderland Greyhound Stadium to increase guest attendance and revenue.
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(The digital marketing campaign was used in conjunction with offline media such as posters, flyers, direct mail & promotional teams)
Website
I chose to have the Seasonal Events page as the landing page, rather than the Trackside Restaurant page, as this will allow visitors to see all the other upcoming events and hopefully generate some interest.
Social media ad
Platform - Facebook
Type - Single image
Imagery:
Copy:
"Show Mam just how important she is this Mother's Day by treating her to a delicious Sunday Lunch and some thrilling live racing, with enough time left to enjoy the football!"
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Comments: Sunderland AFC got through to the Checkatrade trophy final at Wembley, which happened to fall on the same date at the Mother's Day event so changes were made to the campaign to combat the decline in potential customers.
Audience:
Details:
Objective - Traffic
Potential reach - 290,000
Detailed targeting:
- Parents (All)
- Carvery (Interests)
- Father's Day (Interests)
- Mother's Day (Interests)
- Sunday roast (Interests)
Optimisation - Link click
Charged - Impression
Lifetime budget - £50
Results:
Impressions - 17,079
Reach - 6,678
Link clicks - 201
Cost per link click - £0.25 (Average)
Amount spent - £50.00
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Comments:
I believed £50 to be too low I would of put more money behind the campaign however based on the profit margins I understand why the decision was made.
Organic social media
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Platform - Facebook
Social media event - Single date
Social media timeline pinned post - Generating organic impressions based on page visits
(Used in conjunction with the Page Like campaign)
Google My Business post & Google adword advert
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Search engine event post:
Free post highlighting the offer and driving traffic to the website
Google adword advert:
Campaign goals - Calls to business / Traffic to website
Product or service - Mother's Day in the 'North East' of England
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Email campaign details
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Platform - Mail chimp
Open rate 21% - Conversion rate - 4% (Average)
Teaser email - Sent to guests who came to the event last year / General email - sent to full email list.
Inverted Pyramid:
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TOP
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Attention grabber
Key message
MID
Information
Anticipation builder
BOTTOM
Call to action
Conversion
- Traffic
- Leads
- Data
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MISC
Social media links
GDPR policy