BC TECH presentation
Content
Strategy & Experience
content Goal
Develop content that drives interest in our brand, products and projects.
find and Speak to the consumer where they exist - mobile, social, email and advertising.
content Strategy
use Authentic stories from real people to create opportunities for consumer to relate and be inspired, want to learn more, shop more, and visit often.
CONTENT --> SOCIAL -> WEBSITE --> PRODUCT --> CONVERT --> EMAIL -- SOCIAL --> REPEAT
Three Pillars of content
1. Education
2. Inspiration
3. ActioN
real people = street style
ducate on our brands through stories & style
content development experience
The City Series
content for promotion, exposure, storytelling
TORONTO:
influential Torontonians, their style and stories.
Launch our Toronto pop-up,
Community social activation
coffee/hot chocolate truck,
breakfast media event,
late-night media/influencer party
The City Series: Toronto.
content to promote and get people talking.
influencers had to be influential on social, but also word of mouth.
OUTCOME:
- Drive increase of 118% brand awareness
- 3.5 million social exposure
- Successfully launched a pop-up shop
- Content created for city-specific promotion and North America-wide campaigns
Portland Made
content fro exposure, campaign & marketing channels
Outcome:
- Increased brand exposure by 65%
- 3 million reach in media hits,
- 1.7 million social reach
- Fully integrated collection representing the Portland Style. (Used on homepage, blog, email, advertising and social.)
Portland
Learning from Toronto, we wanted real people to interview (video and photos) to increase exposure in Portland, promote our shoe drive and educate on the stories and style of these influencers
Community social activation
Shoe drive
Exposure for our brand
Content development
PORTLAND TO CAPE KIWANDA
TO INCREASE EXPOSURE OF ADVENTURE PHOTOS AND SHOES.COM PRODUCT PHOTOS ON SOCIAL MEDIA TO A TOTAL OF 2.5 MILLION FOLLOWERS.
TO DEVELOP A STRONG SOCIAL AND BRAND RELATIONSHIP WITH A HIKING/OUTDOOR BRAND (DANNER).
TO SHOWCASE THE PACIFIC NORTHWEST WITH USEABLE LIFSTYLE CONTENT FOR CAMPAIGNS.
OUTCOME:
Drove increase of 89% brand awareness in PNW
2.5 million social media exposure
Developed fully integrated campaign content (homepage, blog, email, ads)
where the content lived
homepage
BLog
Social
A Brand Story
mentor & student
120 Day Plan
0- 30
1. Learn & Get Educated - meet the team
Company Mission - get ingrained with the ethos of #wearetech
2. 2017 Plan & strategy - What's already set up?
Community, Talent, Growth, Advocacy, Events, Partnerships, Education, social, pr, voice
What's been successful? What hasn't?
3. My role - Expectations & proactive opportunities
Job Description & experience
What can I add, where can I develop and expand?
focus on BC EVENT team collaboration- what's coming up?
45-90
4. Start an outline of strategy for marketing & organization
2017 Goal setting
2017 marketing & campaign calendar
Content strategy & development
Brand voice
Social Media Strategy
Advocate program (think: influencer program)
Tools - creative team
5. develop Reporting-Weekly / Monthly / Quarterly / Yearly/
How do we know if we're successful? How do we learn from our reporting - both success and failures
65-120
6. get out there - Meet the community
Attend the events, meet the community, look for content opportunities
create & develop event strategy for promotion pre-during-post
7. content development & team build
Based on the content calendar, build out development, ideas, goals and a creative team to execute content
8. Q report, team download, onto next q
learn, communicate and move forward
