2. Digital Campaigns
Past online marketing efforts we sporadic and required a focused effort to drive brand message to the core purchaser – family’s looking for strong entertainment value. This focus was directed at geographic corridors where purchasers were most apt to reside, specifically within driving or transit commuting distance of the arena.
Heavy emphasis was directed at Facebook as it was determined early on that the core of Giants fans, sports fans and those seeking ‘family value’ entertainment offerings were receptive to offers within this high value social channel. Data collected from paid Facebook campaigning was used to validate paid placement decisions on a myriad of online properties including:
- Vancouver Is Awesome
- Vancity Buzz
- Business In Vancouver
- PostMedia online properties (Vancouver Sun & Province)
Introduction to the product offering and its value required long-form content initiatives that provided insight into the product, driving decision makers to make the Vancouver Giants a consideration in their household entertainment budget. Publications were chosen based on their subscriber base to ensure the right message was being disseminated to the correct audience.