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.
Our March Madness campaign for Donate Life will focus on raising money through the use of emojis. Participants can join the conversation by using the hashtag #DribbletoDonate and adding the basketball emoji to their tweet. For each basketball in the tweet, the participant pledges to donate $1 to Donate Life. Participants will then be encouraged to challenge their friends to donate, following the competitive nature of March Madness. Every time a consumer tweets, they will get an automated reply from Donate Life leading them to a web form to donate, pre-filled with their information and donation amount.
Ellie has pledged to donate $4 and challenged three of her friends to donate, too!
Our campaign will also target the use of influencers such as LeBron James and Steph Curry. Their participation will encourage fans and followers to partake and donate to Donate Life.
Consumers will engage with this because it’s a fun, easy way to make a difference. Influencers will help to spread the word. March Madness condones a competitive spirit, and our campaign plays off of that.
By Jasmine Grillmeier, Liz Sanz, Shyann Williams
The Boutique Truck is a mobile fashion truck based in Columbus offering unique and affordable apparel to women on the go. To promote their truck for #StPatricksDay, we propose the fashion truck go on a mini tour around Ohio during the month of March leading up to the Columbus St. Patrick’s Day Parade.
Followers of The Boutique Truck Instagram account will be challenged to show off their style by incorporating green in their #OOTD while showing off their St. Patrick’s Day spirit. During each stop of the tour, contestants will be asked to post their outfits using #SPDPartyPrize and employees will choose the winner. Prizes will consist of #
giveaways from the boutique and the first prize winner will be able to host a free #BoutiqueTruck party with 10 friends.
Why we chose the campaign
We wanted to bring awareness to The Boutique Truck by getting followers engaged and also gaining followers from outside of Columbus. The campaign allows followers to show off their style and their spirit for the holiday while also promoting the fashion truck.
Why it will be successful
Promotions where the prize are free sample parties with friends seem to be well engaged with. For example, similar promotions by Mary Kay fare well and are a great return on investment through exposure and more people personally experiencing the service.
Mock Up Posts
My team and I developed a campaign proposal for our client Brothers Drake Meadery located in Columbus, OH. Brothers Drake Meadery is a meadery that sells mead on tap. Additionally, they have a large live music presence, including their most popular event, Jazz Wednesdays. The campaign proposal is based on St. Patrick’s Day and our idea was to run the campaign from Tuesday through Saturday of St. Patrick’s Day week. Our campaign proposal included a tweet inviting Brothers Drake Meadery customers/followers to wear St. Patrick’s Day clothing, take a picture with their St. Patrick’s Day wear and tweet the picture using the hashtag “#KissMEadImIrish” to win a free limited addition Kiss Mead I’m Irish T-shirt and a gift basket. The gift basket will include a free tasting tour and a free bottle of mead of their choice. We thought this campaign would be very efficient because it is interactive, user generated, and it gives an incentive to the customers, which will make them want to participate even more. It also showcases Irish spirit and we thought that this idea would be perfect for our age demographic (ages 21+). Brothers Drake Meadery already has a strong social media presence, so we felt that this would be awesome engagement between the customers.
Our client is Movies on the Mile, a Columbus-based, family friendly event that happens during the summer as part of The Scioto Mile and the Columbus Parks and Recreation department. They feature monthly outdoor movies at the Bicentennial Park Performing Arts Pavilion during the summer, offering a fun night out for families.
Our St. Patrick’s Day campaign is going to be featured on The Scioto Mile Facebook page. We chose this social media platform because Movies on the Mile does not have their own social media accounts, and The Scioto Mile Facebook page has the most interactions and likes compared to their Instagram and Twitter. The page currently has 11,292 likes, 13,689 “check-ins,” and they frequently post to the page.
Our campaign is simple and straightforward, aiming to reach families and encourage interactive posts from followers. The campaign will be a Facebook contest, in which participants will post a picture on March 17th of their family dressed up for St. Patrick’s Day on Facebook, and caption the photo with their favorite family-friendly movie that they wish to see shown this summer. They must include the hashtags #MoviesOnTheMile, #SciotoMile, and #StPatrickOTM. The family whose pictures receives the most combined likes and shares will have their favorite movie featured at the first movie night in June 2016. We believe this will be successful because not only will it encourage followers to engage, it will also attract new likes from their followers who like or share their picture.
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.
By Erin Pogue, Mira Kuhar and Kelsey Miller
Glenn Avenue Soap Company is a family owned, Columbus based business that makes handmade soaps and skincare products. To promote their beer soap for St. Patrick’s Day, we looked at what made the product special: the soap is crafted from local, Columbus-brewed beer. We wanted to play off their local theme by awarding their loyal, Facebook savvy customers with local prizes.
We would challenge their 328 Facebook followers to send a picture with a caption of how they incorporated their beer soap with their St. Patty’s Day to Glenn Avenue’s email. The soap company would then post the picture and caption organically. an example would be a beer mug full of soapy water, or washing your hands in a bar to signify bar soap.
The three photos with the most likes would receive prizes:
1st place: The Irish is an Attitude Package to Dublin, OH
2nd and 3rd place: Golden ticket (gift card) to a Columbus brewery of their choice OR a golden ticket to Glenn Avenue.
Why we chose this
We wanted to incorporate a Columbus feel to this campaign and loved the link of great beer and great soap. The campaign also challenges the followers to get creative!
Why it will be successful
They would form a good partnership with the breweries. The strategy is to cross-promote with the breweries and with the Dublin Convention and Visitors Bureau. This will be then more exposure through their social media.
By: Hannah Bortz, Kiley Landusky, Emily Barber and Ellie Halter
Our client, Donate Life America is a nonprofit organization that helps connect donors with individuals in need. We will create a St. Patrick’s day campaign to promote their organization. The campaign acknowledges registered organ donors and encourage non-registered organ donors to sign up by showing donors’ IDs, which indicate they are registered for organ donation. The campaign will encourage users to create user generated content with a picture and the hashtag #luckoflife.
It will also bring forward survivors to show us how they’re experiencing the #luckoflife after their transplant.
Why We Chose the Campaign
Many people feel that receiving an organ donation is ‘lucky.’ Our campaign plays on this emotion and connects the theme of St. Patrick’s Day to a bigger purpose.
Why it will be Successful
Organ donation is an emotional topic and will give people an opportunity to open up about their decision to selflessly give to others or their gratitude for receiving an organ donation.