Our campaign is centered on a new Twitter account, @JoinUSColumbus, and a new hashtag, #KeystoColumbus. The overarching goal of the campaign is to increase awareness of the Certified Tourism Ambassador program in Columbus, while the more specific objective is to obtain 3,000 followers on the new Twitter account. We aim to reach 3,000 followers for @JoinUsColumbus in the three months of the ongoing campaign, from May 1 to August 1, 2016.
Team Experience Columbus from left — Alex Schell, Amanda Moline, Lincoln Rinehart, Garrett Smith
We plan to obtain these followers through a successful #KeystoColumbus campaign that will stretch across the Twitter and Facebook accounts for Experience Columbus, as well as the new Join US Columbus Twitter. After the successful completion of the Certified Tourism Ambassador program, participants will be given a physical key along with their certificate. CTAs will be encouraged to take photos of themselves and their key at “key” places to visit in Columbus and email them to a designated email. @JoinUSColumbus will post these photos, @ExpCols will retweet some of the best photos, and the Experience Columbus Facebook page will showcase an album of about 300 of the best photos.
This campaign will encourage engagement not only with current CTAs, but also with prospective CTAs who would like to learn more about the program and the fun aspects of receiving the certificate. The increased hype centered on #KeystoColumbus will bring attention to the Certified Tourism Ambassador program in Columbus and, in turn, increase enrollment into the program.
Photo borrowed from: https://www.instagram.com/experiencecolumbus/
I am a female entrepreneur living in German Village in Columbus, Ohio. I love having dinner in the city and exploring everything downtown has to offer. I am very outgoing and easy to get along with, and I tend to make new friends wherever I go. I have lived in Ohio practically my whole life, but Columbus stole my heart. I am seeking someone to explore the city with in my free time!
My ideal partner in crime would probably be in their late 20’s or early 30’s who definitely loves adventure! If you’re new to Columbus I would love to show you around the city, or if you’re a seasoned cbus veteran we could get together and check out all the key spots.
My ideal meetup would be catching a baseball game at Huntington Park and lunch somewhere in the Arena District. After that we could check out all the new pubs on high street and wander around downtown. Who’s up for a night on the town?
Our process in designing our personal advertisement
Experience Columbus is our client, however, we are promoting the Certified Tourism Ambassador program it offers. Our team used a lot of information from our Social Media Listening Study assignment to get a feel for, not only what type of person our brand is, but who our best companion looks like. From this study, our team quickly learned that our our brand is a young entrepreneurial professional who holds a strong passion for everything Columbus-related and enjoys making friends easily. We discovered that our companion could be one of two things: a person similar to our brand or an adventurous person who is new to Columbus, but excited to experience new things with someone. The listening study played a huge hand in discovering this information.
The headline was a major challenge our team faced, as we came up with our current headline first, but then spent an hour trying to be more creative. We attempted to reference and spin off of Christopher Columbus, nautical things (Columbus is home to the only replica of the Santa Maria), Columbus sports teams, alliterations, and cheesy pick-up lines. None of these ideas seemed appropriate or clear to a first-time reader as to what the goal of the advertisement is. Finalizing a meet-up location was by-far the easiest part of the assignment, as Columbus has a variety of activities for a companion to want to participate in.
After completing this challenge, our team can now visualize who our brand is and who we are targeting in our campaign. This will allow us to make decisions in our campaign that best attract our target audience and give them an authentic and transparent feel for who Experience Columbus is.
Join US Columbus is a subsidiary of Experience Columbus that promotes the Greater Columbus Tourism Ambassador (CTA) Program. This program allows Columbus residents to learn more about the region and attain necessary resources to promote tourism in Columbus. Our campaign would focus on those who have already completed the CTA program, and use the already formed community to draw in new visitors. For our Join US Columbus March Madness campaign, we created a CTA community Facebook page centered on March Madness in which community members are encouraged to post their NCAA March Madness brackets and discuss the games. This community page will encourage CTAs to participate in conversation and hopefully lead to a more intimate community that may encourage others to become CTAs.
We chose to target those who are already apart of the community of passionate Columbusites with CTAs who are also interested in basketball’s most important month in order to spark conversations and bond this unique community. The goal is to have this be such a success in creating a community that others hear about it and want to earn their CTA in order to be a member, as well. Facebook is the proper tool to create a home for such a specific community. Many groups that cannot always meet face-to-face create Facebook Pages to facilitate communication within specific communities and inspire mingle and bond over similar interests, which is why we believe it would be successful.
For our St. Patrick’s Day campaign for Join US Columbus, we created a user-generated campaign centered around Social City Columbus’s 6th Annual St. Patrick’s Day Pub Crawl. Join US Columbus is a subsidiary of Experience Columbus that promotes the Greater Columbus Tourism Ambassador Program that allows proud Columbus residents to learn more about the region and have the tools to promote tourism in the Columbus area. Pub crawl participants are encouraged to post their photos from the crawl and tag Experience Columbus in order to win a free $29 application fee for the #CbusCTA program.
This user-generated social media campaign was chosen for many reasons. Social City Events is an influencer in Columbus and has many followers who attend its events. It was crucial for Join Us Columbus to partner with Social City Events to intrigue their target market in applying to be a CTA. St. Patrick’s Day Pub Crawl is an annual event that encourages people in and around the Columbus area to explore and participate in fun, adult activities in the Arena District and Park Street. Those who participate in the pub crawl are our perfect target audience, as they are already interested in Columbus. The type of people who love Columbus will be participating in the pub crawl and make excellent potential Certified Tourism Ambassadors. The contest portion of the campaign provides an incentive for user-generated content to be produced.