Spring Carnival 2018
Marketing Evaluation Background
The St Patrick’s Day Spring Carnival 2018 took place 17th – 18th March with a weekend of diverse family friendly activities across Derry.
The theme for this year’s festival Spring has Sprung was a celebration of the sights and sounds of Spring and incorporated Music, Food and Culture.
The Marketing Budget for the campaign was £15000 and targeted key segments and geographic areas using a mix of on and offline tools including
Print Materials Outdoor Advertising Radio Digital – Social Media Press Video & Photography Objectives o Attract 37,000 people to the city over the weekend o Promote key messages: Celebration of Food, Music & Culture/ Community, City as a short break destination ideal for families, Family fun activities o Maintain high occupancy levels from 2016 – target 90% o Achieve an high media value throughout campaign o Increase website traffic by 5% o Increase Facebook reach and engagement by 10% Key Events
St Patrick’s Day Spring Carnival Parade, Derry
St Patrick’s Day, Strabane
LegenDerry Food Festival
Ubuntu Global Festival Timeline
January February March • Brief from Events Team • Content Collated • Social Media Promotion • Call out for content • Website Updated • Brochure distributed • Marketing / PR plan Developed • Event Launch • Ezine • Brand Developed • Social Media Campaign • Radio Ads • Web Activated • PR Campaign • Print Ads • Ezine • Outdoor Marketing Campaign • Digital Ads • Print and digital • Press Target Audience
N Ireland Rep of Other Ireland
Target 75% 20% 5% Breakdown
Target Areas Derry Donegal Tyrone Belfast Coleraine Omagh Fermanagh Marketing Activity Overview
February March 1st 5th 12th 19th 26th 5th 12th 19th Web Press Launch Press Features Post Event Development PR
Content Promotional A5 20pg Brochures & Video Posters
Social Media Campaign
Belfast Tele | Irish News Local Press Ads & Radio promotion (Q Network & Highland) Outdoor Campaign and Digital Screen Advertising
Ezine Digital Advertising Campaign AA Roadsigns | Ezine Marketing Spend
Item Cost Print Materials – A3 Posters, Props & A5 Brochure £2752 Distribution £490 Radio £693 Press Ads £2085 Outdoor – Vinyl Banners, AA Road Signs, Digital Screen £2065 Digital Campaign – Social Media, Digital Ads £2600 Media Evaluation £400 Photography / Video – Events in Derry & Strabane, Launch, £3195 Features Other £720 Total £15,000 Press Ads
Publication
Derry Journal | Sentinel ¼ pg Ad & Editorial
Derry News ¼ pg Ad & Editorial
Inish Times ¼ pg Ad & Editorial
Donegal Post ¼ pg Ad & Editorial
Letterkenny Post ¼ pg Ad & Editorial
County Derry Post ¼ pg Ad & Editorial
Fin Valley Post ¼ pg Ad & Editorial
Belfast Telegraph 1/2pg Ad & Editorial
Irish News 1/2pg Ad & Editorial Print Materials
A3 Posters 150
20pg Programme 15,000 Radio
Station “ Come and experience a feast of great events at Q Network 40 x 20 secs the Spring Carnival Derry on 17th & 18th March. Highland Radio 20 x 20 secs Enjoy St Patrick’s Day Carnival Parade, The Ubuntu Global Festival and the Award Winning LegenDerry Food Festival with food demos, celebrity guests and more! For full programme of events visit www.derrystrabane.com/springcarnival ” Outdoor
Qty Date Location
10 x 3 Vinyl 8 March Ebrington, Fort George, Banners Foyle Street, Quay & the Diamond 48 Sheet 4 Mid Feb Railway Station, Buncrana Billboards Road, William Street and Strabane 6 Sheets 4 Mid Feb Citywide (Bus Shelters) Digital Screens 4 Mid Feb Millenium Forum & Citywide Visit Derry 3 March Waterloo Place Windows AA Road Signs 13 March Citywide Digital
Platform
Website www.derrystrabane.com/springcarnival Content updates, Events Listings, Programme Download / Flipogram, Accomodation section, Traffic & Travel Facebook Whats on Derry Strabane (58k followers) Editorial Calendar Boosted Posts Ads Twitter WhatsonDS (23k followers) Posts
Instagram Whats on Derry Strabane (890 followers) Posts
Digital Advertsing Whatsonni.com 2 week digital ads & dedicated ezine
Snapchat Digital Snapshot
KPI Spring Carnival Legenderry Food Ubuntu Total
Pageviews 21313 9130 1842 32285
Unique Users 10385 4936 667 12988 Time on Site 94 seconds (Ave) 4 mins 34 secs 162 Seconds 95 longest for events seconds Organic & Direct Traffic 39.44% 27.95% 38.27
Paid Traffic 19.55% 37.5% 7.06%
Referral & Social 31.1% 19.30% 39%
Mobile Visits 78% 77% 77%
Bounce Rate 57.83 49% 80.21 %
Pages per user 2.09 pages 1.87 pages 2.7 pages Web
Web Target Actual Change Results Page Views 25,775 32285 +25%
Users 4,518 12988 +287%
29% of overall traffic arrived at the site The website www.derrystrabane.com/springcarnival went from a social channel. live from 30th January 2018 and was updated continuously throughout the campaign. Google Search & Display Advertising
Impressio Clicks Interacti entered the site via Campaign ns on Rate CPC 37.5% paid advertising across the GDN Legenderry Food (Display) 487951 1491 0.31% 0.32p
Legenderry Food Search 125241 1010 0.81%% 0.41p
Spring Carnival (Search) 8516 1900 22.31% 0.22p Total 621708 4401 - -
75% entered the site via Google Search Engine Display Ads Social Media
Social media posts utilised the What’s on Derry Strabane platforms focusing on Facebook, Twitter and Instagram.
Live Videos Snapchat Geo Filters
Spring Carnival
£128.01
Swipes 2,200
Uses 161
Views 12,000 Snapchat Video Campaign
Snapchat is a new digital innovation tool explored for this campaign, attracting a younger audience. It performed efficiently and effectively
Spring Carnival
£322.87 Impressions 209,800 Views 16,700 Swipes 753 Cost Per 1000 impressions £1.54 Snapchat Filter Coverage by Area
The filters were geographically placed at places of high activity & footfall throughout the Carnival weekend
Guildhall Square Derry Walls & Bishop Street
Shipquay Street & Queens Quay Guildhall Square Facebook
Social Media Reach 738,163 +34.8%
Engagement 10,378 +47.7% Instagram & Twitter
Engaging content and images were shared and replicated on Instagram & Twitter in keeping with the social media calendar Occupancy – awaiting updated figure from Visit Derry
Friday 16th March 82.65%
Saturday 17th March 92.77%
Sunday 18th March 76.09%
Ave 83.84% PR Activity - Awaiting PR Report from Nimms
PR Value £ Article Value £ Article Reach £ Volume of Items Unique Sources 2018 Results
Target Actual Result Event Attendees St Patrick’s Day Parade - Derry Parade – 20,000 +67% 12,000 LegenDerry Food – awaiting figure The new parade route proved to be extremely popular 27,000 across the weekend
Occupancy Maintain over 80% rate 84% ave over the 3 nights
Pr Value Awaiting Nimms Report Website +5% Page views – 32,285 +51% There was a big increase in the budget for digital activities this year with boosted posts and digital advertising. We had a strong digital Call to action which is reflected in the results. Social Media +5% Facebook Reach – 738k +35% Twitter Engagement – 564 There was a detailed social media campaign this year Instagram Engagement - 1161 and a big increase in digital marketing (£2600) with boosted posts and digital ads.. Conclusion
. The Campaign was very successful overall and most of the key objectives exceeded their targets. . The marketing budget was increase to £15,000 this year which enabled us to a deliver a strong digital campaign which achieved great results. . We explored a new digital channel – Snapchat where we had a pre-event Ad and Geo-filters running throughout the weekend. These performed really well particularly with younger audiences . Facebook remained our most popular social media channel with posts, videos, ads and live feeds. . Live events were challenging to record due to congested WIFI & 4G. . The new Parade Route worked extremely well. We were able to capture images showing the scale and diversity of the event and Shipquay Gate was a great vantage point for Media. Recommendations
. Programme: Keep the reduced size programme . Deadlines– Strict deadlines for content, design and launch . Spend: Increase Digital / Social Media spend. . Branding: Keep strong brand from last 2 years as people identify with it and feel it is very inclusive. . Network – Look at options for improved Wifi / internet connections as the current network is congested during events and means we are unable to out out messages / live feeds . Dressing – The flags around the city added to the festival atmosphere and recommend purchasing some to use at all events.