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River City Company
By: Marlon Ayala, Justin Barnes, Chris Clary, Angela Dowling, and Rachel Morton.
+Introduction
Private Non-Profit Organization based out of downtown Chattanooga, TN.
Their motto is ‘working to keep downtown working’.
Sponsor several programs to increase traffic downtown
Help new businesses
+Objectives
Save Time
Save Money
Make Money
Have Fun
+Purpose
Create valuable content that will raise awareness of the company, build relationships with the community and increase participation downtown through the target audience.
+Current Assessment
Twitter= 1573 followers
Facebook (company) = 1565 Likes
Instagram Page
Youtube Channel
Newsletter/Email list
Website
Two Twitter Accounts: DownTownCha & RiverCity Co
Both twitter accounts are inter related to one another.
Both promote RiverCityCompany.
Each account does not serve a different purpose per say, however their aims are a bit different. ..
+DownTownCha (2,869 followers)
DowntownCha aimed more at advertising and marketing events for organizations being held in Downtown Chattanooga.
Support extends to promoting performances by The Chattanooga Symphony at the Tivoli
Fundraisers at popular bar locations like the Flying Squirrel
Volunteer work at United Way
DowntownCha has the more followers compared to the RiverCityCo account-it has not gained more followers this fall compared to RiverCityCo’s twitter account.
+RiverCityCo (1,573 followers)
The account RiverCityCo is aimed at responding back to followers and loyal participants affiliated with their organization.
Promote local Chattanooga news as well as interacting with their followers.
Top and most consistent retweets are Mayor Andy Berke and Nooga.com.
+Twitter Account Growth Fall 2013 Chattanooga has roughly a population of 175,000.
Combined twitter accounts total 4,442 followers.(This does not take into account for same profiles followers for each.)
With less than a 2% online following, there is great room for the Company to grow and increase their Twittersphere.
Among social media platforms, we believe Twitter to be River City’s most important social media tool.
For the most part, Twitter is a more common social media that celebrities are known to participate with.
Increase Celebrity interaction and participation to gain 500 more followers for each account in a 3 month period.
1,565 fans
Goal:
32% increase
Page Content:
Projects & News
https://www.facebook.com/rivercitycompany
5,274 fans
Goal:
Share River City posts
Page Content:
Promotions & Activities
https://www.facebook.com/chattanoogadowntown?ref=br_tf
River City Chattanooga Downtown
+YouTube
Contests
“What would you like to change about Chattanooga?”
What is in it for them? Gift Cards to unique Chattanooga Restaurants
What is in it for us? Learning what Chattanoogans want to see, audience engagement
+Blogs
Weekly blog started by UTC college intern
Purposes: provide additional information about activities and projects, reach target audiences
Linked to Facebook, Twitter, and company website
Better medium for details around complex projects for potential contributors
Landing Pages: Drive students to our Facebook and Twitter pages.
Raffle and Survey to gain information on the target audience,
Mailchimp: social events and student discounts.
Send to personal and UTC email accounts.
Provide more images of downtown attractions and events sponsored by River City.
Incorporated these images into the Landing Pages and Mail Chimps Campaigns.
Create a hashtag #mydowntownchatt
Photo of the Week on the website
+Cost Analysis
Cost Labor- Intern and Employees: $3,400 Landing Page: $15 Word Press: $99/year Social Media sites: no fees associated
+Revaluation
After analyzing our performance and comparing the metrics used for the marketing campaign. We will gather to re asses and see which of the different methods used worked best and how we need to eliminate, modify or simply adjust our current strategy to keep increasing awareness around Chattanooga about River City and their purpose.
