Page 10 - RadonicRodgersStrategy+2019

Reporting Project management
The right tools, coordinating all segments
of project activity seamlessly.
• Digital project management tools
• Project brief details, milestones noted, deadlines scheduled,
budgeting cost controls specified
• Team members are notified, reminded, alarmed automatically.
• Shared central information repositories and communications
• Management system available on all workstations & smart phones
• Projects tracked & statuses updated. Media buys/placements itemized
• Internal weekly progress meetings. Status reports generated & shared
with outside team members and clients.
• Regular budget control & status meetings with clients
CLIENTINFO:MichaelLawley,MuskokaTourism,, , EMAIL: mlawley@muskokatourism.ca PHONE:
PROJECT TIME BUDGET:150.00 hours
NOTE: If project time budget is exceeded, this project will be unprofitable.
DOCKET CREATED: 14-01-17
PRINTED BY: Ed Radonic, Friday, 25 April, 2014, at 11:34 AM CLIENT PO/APPROVAL: Contract offered
PROJECT DEADLINE: 14-02-03
Project Brief
OVERVIEW: As stated in the RFP, “the purpose of this program is to build a viral marketing campaign that will create a significant amount of impressions and a buzz about winter in Muskoka. The main vehicle to support this program will be a micro-site that features a digitally animated piece. The digitally animated piece will be fun and light- hearted, and will be something that visitors will want to share with their friends through their social channels, increasing the reach of the messaging. Focus will be given to companies that exemplify best in practice principles, and provide exceptional value.
BUDGET: From $0 (subject to confirmed funding)
REQUESTED RFP DELIVERABLES: This project as stated in the RFP has four deliverables:
1. Google Adwords for mobile app downloads
2. A micro-site with a digital animation component
3. Digital media buys to help bolster the viral campaigns' success
Google Adwords for Mobile App Downloads
A standard Google Adwords buy and campaign set-up, with the focus on obtaining more installations of our recently launched iPhone and iPad app.
Micro-site Development and Viral Digital Animation
A Viral campaign hosted on a micro-site will host a digital animation that will engage users, and make them want to share your messaging with their friends. The micro-site will be developed to handle large influxes of traffic with a few content pages within the site. Muskoka Tourism will be responsible to build these content pages. Content pages will be as follows: One page will feature winter packages, a second page will feature all of the fun things to do in Muskoka during the winter, and a 3rd page will feature winter events. The landing/home page will be the digital animation execution.
CONCEPT: The digital promotional idea presented in the RFP in our opinion is solid. This should be hosted on a microsite via the purchased the domain rights for www.snowyourself.ca. This animation will be compatible for both desktop and mobile application.
MEDIA BUYS: To increase the success and reach of this viral campaign, we recommend that the media buy campaign will include Facebook ads and Google Adwords.
To support the campaign we recommend using Google Adwords to bid on keyword variations to support the snowman campaign and winter. We will support your visitors to enable them to be engaged with the digital animation piece. This is where the advocacy is key, creating buzz via sharing it with ‘friends'. To increase your Facebook page's likes, but also lead visitors to the micro-site to get engaged.
CAMPAIGN RECOMMENDATIONS:
• 5KAdspendonFacebookandTwitter(promotedposts)for3-monthcampaign duration. (using a #Hashtag strategy and engaging Muskoka partners in cross promotion)
• Twitterpromotedposts
• Editorialandcampaignstrategyoutline(withHashtagstrategy)
• Facebookpaidadvertisingtoexpandreachandengagement–viasponsored stories, or using fan-gating pages to solicit likes before channeling users to the micro-site.
HOW TO USE THIS PLASTIC PROJECT JACKET:
Schedule
14-01-06
Ideation and brainstorming
14-01-09
Presentation to client of project details and initial concepts
14-01-17
Final mockup presentation of: 1) campaign branding 2) finished sample frame 4) textual storyboard of all animated scenarios
14-01-17
Creative approval from client to commence 2D animation
14-02-03
Launch PHASE 1 of Microsite - first 4-5 animations/scenarios
14-02-12
Launch PHASE 2 of Microsite - add 4 or 5 more animations/scenarios
14-02-17 11:30 AM Launch Phase 3 Micro Site and Social Media Campaign
PLASTIC JACKET FRONT POCKET (smaller opening): Please insert all receipts, courier waybills, quotes, image licences and project financial information in this pocket.
PLASTIC JACKET BACK POCKET (larger opening): Please insert all related project materials including hard copies of articles, data sheets, notes, photos, competitive ads/collateral pieces, literature, research materials, URLs, and all client supplied materials and information.
radonicrodgersstrategy+ Travel&Tourism Marketing
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