COMMUNICATIONS & COMMUNITY ENGAGEMENT CONTENTS OF PRESENTATION - - PowerPoint PPT Presentation

COMMUNICATIONS & COMMUNITY ENGAGEMENT

• Revisiting the Competition Vision
• Stage 1 – In-house Digital Marketing Campaign
• Stage 1 – Exhibition of Submissions
• Next steps
• The Community Votes
• The Jury Deliberates

CONTENTS OF PRESENTATION

Revisiting the Competition Vision

City of Ryde is inviting the world’s most talented and creative design professionals to submit their

vision for an iconic gateway concept that

encapsulates the urban identity of the City. The aim of the International Design Competition is to produce an innovative and exciting

solution that can generate broad consensus and

point the way to the future.

In-house Digital Marketing Campaign Key Digital Channels

Channel Budget 1) Google Adwords $2,345 2) Twitter Ads $500 3) Facebook Ads $2,160 4) Electronic Marketing $10,678 5) Design our Ryde Website $53 Total Campaign Budget $15,736

• 9 Week Campaign until 17 March 2016 (Stage 1)

In-house Digital Marketing Campaign 1) GOOGLE ADWORDS

• 6 different ads running concurrently

(see examples at right)

• Targeting 24 countries
• $35 per day budget (=$2,345 total)
• 13,782 clicks ( = physical engagement w advert)
• 462,342 impressions ( = views / exposure)
• 15 cents average cost per click

In-house Digital Marketing Campaign 2) TWITTER ADS

• 6 different ads running concurrently

(see examples at right)

• Targeting 3 key geographic regions
• US, Canada and South America
• UK, Europe and South Africa
• Asia Pacific
• $7.50 per day budget (=$500 total)
• 3,857 clicks ( = physical engagement w advert)
• 622,734 impressions (= views / exposure)
• 33 cents average cost per click

In-house Digital Marketing Campaign 3) FACEBOOK ADS

• Targeting 3 key geographic regions
• US, Canada and South America
• UK, Europe and South Africa
• Asia Pacific
• $32 per day budget (=$2,160 total)
• 55,219 clicks (= a combination of Likes,

Shares, Comments etc)

• 154,157 impressions (= views / exposure)
• 7 cents average cost per click

In-house Digital Marketing Campaign 4) DESIGN OUR RYDE WEBSITE

Internal resource - Web Communications Coordinator built the DesignourRyde.com website. By building the website in-house we saved approximately $2,550!

• DesignourRyde.com Domain name registration only $53
• Website went live on 18 December 2015
• Total page views = 24,963

– Competition details page: 12,655 – Registration Form: 5,143 – FAQ: 2,945 – Image Gallery: 1,630 – Judges: 1,134 – Program and Key Milestones: 805 – History: 399 – Contact: 214

• Total cost $53 (domain name rego only)

In-house Digital Marketing Campaign 4) DESIGN OUR RYDE WEBSITE

Referral traffic sources:

Source Origin Clicks www.bustler.net International (based in USA) 1,888 www.archdaily.com International (based in USA) 1,081 www.competitions.archi International (based in the Netherlands) 791 www.archi.ru Russia 731 www.architectureau.com Australia 599 www.opengap.net Spain 557 www.baunetz.de Germany 112 www.cladglobal.com United Kingdom 94 www.architectureanddesign.com.au Australia 73 www.competitionline.com Germany 40 www.studentcompetitions.com International (based in Sweden) 33 www.architecture-competitions.ir Iran 25 www.archcompetition.net Serbia 13

In-house Digital Marketing Campaign Combined Results as at 7 March 2016

Channel Impressions

(Views/Exposure)

Clicks Budget Spent Google Adwords 462,342 13,782 $2,066 Twitter Ads 622,734 3,857 $449 Facebook Ads 154,157 55,219 $1,913 Total 1,239,233 72,858 $4,428

• This equates to more than a million views to date, with

more than 70,000 clicks for only $4,428 (= real engagement)

• The total of this campaign equates to just

six cents a click on the advertisement Just over 5 cents a click

In-house Digital Marketing Campaign 5) ELECTRONIC MARKETING

Registration period extended to Friday 18 March to accommodate architecture students [Australia] Target architectural media Electronic Marketing refers to advertisements placed on key architecture websites, blogs, and enewsletters or journal articles online.

• These include 10 websites such as Architecture AU
• Example to the right
• Targeted exposure to key markets
• Total cost $10,678

Community Engagement Exhibition Exhibition of Submissions

• Success of the Stage 1 Marketing Campaign

240-400 possible number of submissions to exhibit and judge

• A greater demand on the community

exhibition to vote

• Also, the quantity of which the jury evaluate

for progression to stage 2

Community Engagement Exhibition Exhibition of Submissions

• We have secured 2 locations

with high exposure and community traffic:

• 1) Macquarie Centre
• 2) Top Ryde City shopping centre
• These two destinations that ‘book-end’ our city and the greater

region, are the major shopping centres of our LGA.

Community Engagement Exhibition Exhibition of Submissions MACQUARIE SHOPPING CENTRE

• Designated shop space on Level 4 (currently the ABC shop)
• Enables shoppers to spend their time within the space
• Layout like a gallery space

Community Engagement Exhibition Exhibition of Submissions TOP RYDE CITY SHOPPING CENTRE

• Utilise the span of space on the ground floor (between Esprit and

Pandora)

• This enables shoppers to peruse the submissions within the same

vicinity of the proposed site

• Layout like a gallery of works

Next steps of the Exhibition How the exhibition will run

• Starting Thursday 14 April for 3 weeks until Thursday 5 May
• Open during retail hours of the shop
• Coincides with School Holiday period
• These exhibitions will be manned

Next steps of the Competition NEXT STEPS

• The Community Votes
• The Jury Deliberates
• Stage 2 Successful Shortlist

announced 13 May

• Your next status report 12 April
• Just before the exhibition launch on Thursday

14 April