Marketing EvaluationMarketing Evaluation

Key Information

• Enterprise Week was held from Monday 6th

• The Marketing Plan commenced at the launch photoshoot on Wednesday 1• The Marketing Plan commenced at the launch photoshoot on Wednesday 1

• Virgin Media Business were sponsors of Enterprise Week

• We used a mixture of online and offline channels to reach maximum audience and create

maximum awareness of the campaign amongst our target markets

• A new brand was developed for this years event highlighting Virgin Media Business as key sponsor.

• The marketing budget was £9500

th – Friday 10th March

The Marketing Plan commenced at the launch photoshoot on Wednesday 1st FebruaryThe Marketing Plan commenced at the launch photoshoot on Wednesday 1 February

Virgin Media Business were sponsors of Enterprise Week

We used a mixture of online and offline channels to reach maximum audience and create

maximum awareness of the campaign amongst our target markets

A new brand was developed for this years event highlighting Virgin Media Business as key sponsor.

Objectives

• To work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social Enterprises, and new start upsEnterprises, and new start ups

• To develop a brand with Virgin

• Promotion of business development and providing tools and key contacts in which companies and individuals have the opportunity to grow.

• Promotion of job creation

• Driving economic prosperity

• Promoting and encouraging women in

To work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social

Promotion of business development and entrepenual spirit by providing tools and key contacts in which companies and individuals have the opportunity to grow.

Promoting and encouraging women in business events

• Ensure maximum capacity is reached at each event

• Working in partnership with virgin to showcase Derry Strabane to as a creative and digital hub for existing and future businesses

• Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and districtProvide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and district

• Promote the GO For It and Business Boost Schemes

• Provide networking opportunities

• Highlight key speakers and their businesses in a series of case studies

• Build profile of Enterprise Week as a ‘Must Go To Event’ year on year

• To attract business from Derry City, Strabane and Donegal

• Build database for future events

• Increase facebook likes and engagement on the Business Facebook Page by

Ensure maximum capacity is reached at each event

Working in partnership with virgin to showcase Derry – Londonderry and Strabane to as a creative and digital hub for existing and future businesses

Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and districtProvide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the city and district

Promote the GO For It and Business Boost Schemes

Highlight key speakers and their businesses in a series of case studies

Build profile of Enterprise Week as a ‘Must Go To Event’ year on year

To attract business from Derry City, Strabane and Donegal

likes and engagement on the Business Facebook Page by 3%

Events

• Realise Your Digital Potential by Virgin Media Business

• Foyle Business Network Open Morning

• Digital DNA Tourism Workshop• Digital DNA Tourism Workshop

• Thoughts Become Things

• Princes Trust Enterprise Programme

• £10K Business Start Up Challenge

• Doing Business Cross Border

• Social Enterprise & Social Entrepreneurs

Realise Your Digital Potential by Virgin Media Business

Foyle Business Network Open Morning

Princes Trust Enterprise Programme

Social Enterprise & Social Entrepreneurs NI

• Inspiring & Upskilling Female Entrepreneurs

• You cannot be what you cannot see

• Start a Business Drop in Days

• Festival Finance Workshops

• Rural Business Investment Scheme• Rural Business Investment Scheme

• Worldhost Food Ambassador Programme

• Gearing up for Growth

• Innovation in Action

• Who wants to be an Entrepreneur

• Meet the Buyer

Inspiring & Upskilling Female Entrepreneurs

Food Ambassador Programme

• Development Timeline

December

Initial talks with

Business Team

Meetings with Virgin

• January

• Sponsorship agreed with

Virgin Media Business

• Brand Development agreed

• February

• Official Launch 1

• Social Media Campaign

commencesMeetings with Virgin

Media Business

• Brand Development agreed

• Programme Brief from

Business Team

• Marketing & PR Plan

• Webpage Developed

• Events listing on Eventbrite

• Brand toolkit developed and

circulated

commences

• PR Campaign

• Registrations open

• 2

• Programmes printed and

distributed

• Outdoor advertising

(Billboards,

digital)

• Newspaper and online

advertising

February

Official Launch 1st February

Social Media Campaign

commences

• March

• E-zine sent

• Radio Advertising continues

• Social media and PR campaign commences

PR Campaign

Registrations open

2 Ezines sent

Programmes printed and

distributed

Outdoor advertising

(Billboards, adshells and

digital)

Newspaper and online

advertising

• Social media and PR campaign

continues

• Enterprise Week of Events – 6th –

March

• Live coverage on social media

• Press Pictures

• Marketing Evaluation

January Feburary

29 16 23 30 6 13 20

Quotes for advertising E-Zine 1

Billboards for two weeks

Launch of

Enterprise

Week

Programme DistributionRadio Advertising

Q102/Week

Q102/

Press

Press Advertising

Leaflet

insert

March

20 27 6 13

Billboards for two weeksEnterprise Week E -Zine 3

Radio Advertising

Q102/Iradio/Highland

Post event PR

Q102/Iradio/Highland

Press Advertising

Leaflet

insert

E Zine 2

Digital Campaign Live

Marketing OverviewCHANNEL DATES

PRINT/PRESS Feb/March

RADIO Feb/MarchRADIO Feb/March

OUTDOOR Feb/March

DIGITAL Feb/March

ASSETS Feb

RESEARCH Post Event

PRINTED MATERIALS February

SOCIAL MEDIA Feb -

DATES FORMAT

Feb/March Local, Regional and ROI titles, magazines and supplements

Feb/March Local, Regional and ROI Radio Stations, 20sec advertsFeb/March Local, Regional and ROI Radio Stations, 20sec adverts

Feb/March

48 sheet sites in Derry and Dungiven, Adshells and Digital Screen

in Strabane

Vinyls around Derry and Strabane

Feb/MarchBusiness channels/ What's on Derry Strabane / Derry City and

Strabane District Council/ Go For It / Virgin / Stakeholders

Feb 1 min promotional video from Virgin Media Business

Post Event Online Survey

February

Leaflets x 17000 / Posters x 80 / Brochure x 6,000 Leaflet insert

Derry Journal, 6000 programmes distributed, 80 posters - £10K

Business Start Up Challenge

- March Boosting posts and constant activity on Social Media

Design & Printed Items

Programme x 6000

Leaflets x 17,000

Billboards x 4

Adshell x 1

Digital Screen x 1

Posters x 80

Props x 2

Signage

E Invites

Design & Printed Items

• Press and Advertorial

• Over 40 stories carried out in regional press North and South about Enterprise Week from 23rd February to 1623rd February to 16

Over 40 stories carried out in regional press North and South about Enterprise Week from

February to 16th MarchFebruary to 16th March

• Digital #EW2017

www.derrystrabane.com/enterpriseweekFacebook – Business Support Derry Strabane

/WhatsonDerryStrabane/

DistrictCouncil

Business Support Derry Strabane

/DerryCityandStrabane

Twitter – Business Support

DS/WhatsonDS/DerryCityandStrabaneDis

trictCouncil

• Results

• Reach & Awareness

We reached a potential audience of 1.5 million people through our paid

Audience NumbersAudience Numbers

Key events reached capacity including:

• Realising Your Digital Potential

• £10K Business Start Up Challenge Information Session

• Digital DNA Tourism Roadshow

• Inspiring and Upskilling Female Entrepreneurs

• Rural Business Investment Scheme Information Session

• Meet the Buyer

• Doing Business Cross Border

through our paid-for marketing campaign.

£10K Business Start Up Challenge Information Session

Rural Business Investment Scheme Information Session

• Comparisons of Events 2016 vs 2017

• 2016 – 40 events held, however some events had to be cancelled due to low registrations. 741 registrations in total Average registrations to low registrations. 741 registrations in total Average registrations 18 per event

• 2017 – 18 events held. 786 registrations. Average registrations 43 per event

2017

40 events held, however some events had to be cancelled due to low registrations. 741 registrations in total Average registrations to low registrations. 741 registrations in total Average registrations

18 events held. 786 registrations. Average registrations 43 per

ResultsTo work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social

Enterprises, and new start ups

Achieved: A Full Programme Developed with 18 events aimed at budding entrepreneurs and those seeking to expand their existing business

To develop a brand with Virgin

Achieved: A strong brand was developed which was used on all media advertising, outdoor, press and social media

Promotion of business development and entreprenueal spirit by providing tools and key contacts in which companies and

individuals have the opportunity to grow.

Achieved: Registrations from were all types of business across the city, district and ROI, these events acted as networking events and key speakers providing valuable advice.

Promoting and encouraging women in business events

Achieved: Inspiring and Upskilling Female Entrepreneurs with Lara Morgan sold out.

To work with Virgin to provide a full programme of quality FREE events across the City and Strabane for local SME’s. Social

Achieved: A Full Programme Developed with 18 events aimed at budding entrepreneurs and those seeking to

Achieved: A strong brand was developed which was used on all media advertising, outdoor, press and social

spirit by providing tools and key contacts in which companies and

Achieved: Registrations from were all types of business across the city, district and ROI, these events acted as networking events and key speakers providing valuable advice.

Achieved: Inspiring and Upskilling Female Entrepreneurs with Lara Morgan sold out.

Results• Working in partnership with virgin to showcase Derry – Londonderry and Strabane to as a creative and digital hub for

existing and future businesses

Achieved: The Marketing and Communications Plan and Programme of Events showcased the cities digital hub through press stories, interviews event locations and key speakershub through press stories, interviews event locations and key speakers

• Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the

city and district

Achieved: Examples: Steve Wind –Mozley (Virgin), Lara Morgan, Seamus McAdams, Meet the Buyer

• Promote the GO For It and Business Boost Schemes

Achieved through social media and the £10K Business Start Up Challenge

• Provide networking opportunities

Achieved through Programme of Events

Londonderry and Strabane to as a creative and digital hub for

Achieved: The Marketing and Communications Plan and Programme of Events showcased the cities digital hub through press stories, interviews event locations and key speakershub through press stories, interviews event locations and key speakers

Provide high profile guest speakers speaking of their expertise and showing business models which can be adopted by the

(Virgin), Lara Morgan, Seamus McAdams, Meet the Buyer

Achieved through social media and the £10K Business Start Up Challenge

• Build profile of Enterprise Week as a ‘Must Go To Event’ year on

Achieved: 100% of participants surveyed said they would like to see EW in the future

• To attract business from Derry City, Strabane and Donegal

Achieved: 329 registrations through EventbriteAchieved: 329 registrations through EventbriteStrabane, Donegal and Limavady (please note that this does not include partner events as they adopted their own registration processes).

• Build database for future events

Achieved: 232 people gave their permission through about future business events

profile of Enterprise Week as a ‘Must Go To Event’ year on year

Achieved: 100% of participants surveyed said they would like to see EW in the

Donegal

Eventbrite from companies in Derry, Eventbrite from companies in Derry, (please note that this does not include partner

events as they adopted their own registration processes).

Achieved: 232 people gave their permission through Eventbrite to be contacted

Social Media Results

Increase facebook likes

and engagement on

the Business Facebook the Business Facebook

Page by 3%

Achieved:

7% Increase

23% increase on

2016 results

Engagement: Average Post Engagement 9%

Awareness: 122 2340%

Mentions: 11Mentions: 11

Shares: 111

Website Resultswww.derrystrabane.com/enterpriseweekwww.derrystrabane.com/enterpriseweek

1st February – 10th March:

5,911 Page Views 3.89%

AVE Results• Total Value: £26,932.22

• Total Reach: 159,5204

Derry Journal Results:• Campaign Creatives

Leaderboard (As Above)(728 x 90) 2 weeks

12993 IMPRESSIONS 21 CLICKS

AVE Results£26,932.22

159,5204

Derry Journal Results:Creatives

(As Above)2 weeks

CLICKS 0.16% CTR

Conclusion & Recommendations

• This was a very successful event with great rise in media, interest and coverage.

• By keeping the programme of events limited to a small number of events this allowed for greater participation

The new brand was very well received. Virgin Media colours really stood out on outdoor • The new brand was very well received. Virgin Media colours really stood out on outdoor assets leading up to the event. This brand could be established if Virgin commit to further years sponsorship

• Digital interaction and web analytics were good however cannot benchmark against 2016 event

• A marketing database was created throughout the event which we can use to market future events.

• A survey was sent out after the weeks events with a low response rate. It is suggested that for 2018 research costs be included in the budget to capture feedback at key events.

• It is recommended that 2018 dates be introduced as soon as possible to keep momentum up through stakeholders and social media.

Conclusion & Recommendations

with great rise in media, interest and coverage.

By keeping the programme of events limited to a small number of events this allowed

Virgin Media colours really stood out on outdoor Virgin Media colours really stood out on outdoor assets leading up to the event. This brand could be established if Virgin commit to

Digital interaction and web analytics were good however cannot benchmark against 2016

A marketing database was created throughout the event which we can use to market

A survey was sent out after the weeks events with a low response rate. It is suggested that for 2018 research costs be included in the budget to capture feedback at key events.

It is recommended that 2018 dates be introduced as soon as possible to keep momentum up through stakeholders and social media.