Word-of-Mouth Marketing CAMPAIGN RESULTS

• WOM GOALS:

– High Attendance: exceed previous years

– Media Attention: receive more coverage using additional opportunities

– Informed Consumers: satisfied, educated & eager to return next year

– Drive Conversations: give people topics and tools to spread the word at no cost

Krohn Conservatory International Butterfly Show

Eden Park, Cincinnati, OhioApril 18 – June 21, 2009

WOM Marketing Campaign

• WOM STRATEGY:

1. TALKERS• Connect with community leaders & stakeholders • Grow & educate volunteer teams & show committee members

2. TOPICS• Collaborate with neighborhood affiliates to expand events• Create special activities, occasions & cultural show displays

3. TOOLS• Provide talkers with easy ways to share alluring marketing

materials• Expand marketing opportunities with more outreach vehicles

4. TAKING PART• Provide a “voice” for Butterfly Show• Generate daily communications with consumers & media

WOM Marketing Campaign• STRATEGY #1: Talkers

– Connect with community leaders & stakeholders.• Information conveyed through city employee newsletter

announcements.• Included city officials in Opening Gala event and other ceremonial

celebrations.• Provided WOM Marketing Kits to Advisory Councils, Foundation

Members, Women's Committee & other various groups of friends and Parks advocates.

• Community outreach program provided opportunity for groups to use comp tickets as giveaway incentives.

RESULT: Reached and educated our biggest support groups.

CRP Woman’s Hat’s Off Luncheon:

500 members

Advisory Council Groups, Foundation Members, Friends of Krohn:

Over 2,000 membersWOM Marketing Kits: Tell a friend about the show

WOM Marketing Campaign

• STRATEGY #1: Talkers– Grow volunteer teams & educate show committee members.

• Kickoff Event WOM Presentation: “please talk up the show”• Using our email marketing tools to communicate with previous, current

and new committee members. Information was provided about training, work schedules, and marketing materials dissemination.

RESULT: Built a stronger team of Krohn Support Talkers.

EMAIL SUBJECT LINE: Tell a friend about the show.

Over 500 Volunteers From age 9-90

0

3000

6000

9000

Volunteer Hours Increased from 6,000 to 9,000

2008 2009Volunteer Groups consist of schools,

corporations, churches, sponsors

WOM Marketing Campaign

• STRATEGY #2: Topics– Collaborate with neighborhood affiliates to expand

event.• Executed events throughout Eden Park with Art Museum,

ArtWorks, Metro, and Art Academy to provide opportunities for visitors to expand their cultural experience.

RESULT: Increased community awareness to drive conversations.

Media Outlets provided coverage before and after many

cultural events.

WOM Marketing Campaign

• STRATEGY #2: Topics– Collaborate with neighborhood affiliates to expand event.

• Super-sized butterfly sculptures, created by students at the Art Academy of Cincinnati made their home in prominent greenspace areas.

• These creations were designed to draw local art and nature lovers to the real creatures residing at Krohn Conservatory.

RESULT: Increased community awareness to drive conversations.

WOM Marketing Campaign• STRATEGY #2: Topics

– Create special activities, occasions & show displays.• Sponsors Metro and Gardens With Wings provided related displays

and event connection to downtown.

RESULT: Increased community awareness to drive conversation.

WOM Marketing Campaign

• STRATEGY #2: Topics– Create special activities, occasions & show displays.

• Weekend Cultural Experiences & India Artifacts.

RESULT: Made a bigger and better show than ever before.

WOM Marketing Campaign

• STRATEGY #2: Topics– Create special activities, occasions & show displays.

• After Hours Events: “New” YP Focus Event: Happy Hour with Butterflies scheduled for seven Wednesday evenings created over 300 event talkers.

RESULT: Made a bigger and better show than ever before.

WOM Marketing Campaign

• STRATEGY #2: Topics– Create special activities, occasions & show displays.

• After Hours Events: Photo Nights and Breakfast with Butterflies.• Attendance of all after hours events nearly doubled to 3,600.

RESULT: Made a bigger and better show than ever before.

WOM Marketing Campaign

• STRATEGY #3: Visual Tools– Produce alluring marketing materials to help people talk.

• More than 360,000 pieces reached Cincinnatians

• Oversized posters & street banners hung onsite and throughout Eden Park

• Fountain Square LED Board advertisement and 30 second commercial

• Billboards along highways I-75 & I-71

• Esquire & Mariemont Theater presented pre-show ad

• Restaurant Table Tent including event schedule

• Window posters, brochures, coupon flyers & comp tickets

RESULT: Created awareness “everywhere”.

Street Banner qty: 17

Event Schedule in Lobby

Sponsor Banners qty: 20

Fountain Square LED Board Animated Ad

WOM Marketing Campaign

• STRATEGY #3: Interactive Tools– Expand marketing opportunities with more outreach vehicles.

• Home Page Roadblock Ad: Cincinnati.com

• Social Media Marketing: Facebook & Twitter communications

• Web Banner Ad with downloadable $1 coupon files: Cincinnati

Magazine

• Enhanced Email Marketing: event communications

• TV Commercial: presented via Time Warner Cable

• Print & E-news Ad w/Coupon: Cincinnati Enquirer, Cincinnati Magazine,

UC Grad News, Hindu News, Cincinnati Family Magazine, Cincinnati

Women’s Magazine

• Travel & Event Website Calendars: (over 25 sites)

• On-Air Radio Giveaway Programs: Plant Talk Radio, WARM98 & WGRRRESULT: Higher media impressions.

WOM Marketing Campaign• STRATEGY # 4: Taking Part through Email Marketing

– Daily communications with stakeholders, media & consumers.

• Email, phone and fax: with TV, Radio and Print Media Outlets• Creation of Media Materials: including logos, photography, press

releases• Audience Driven Content Specific Emails include:

– Special Events: photo nights, happy hours, cultural weekend

experiences, breakfast with butterflies

– Volunteers: orientation training, service opportunities, street team

assistance/WOM marketing kit dissemination and tell a friend

– Teachers: online group registrations

– Media: event information, calendar listing, success stories, photo

opportunities, media day exclusives and fundraisers

– Admission Pins: online pin sales via web

• Emails include: invite to join Facebook, easy Forward to a Friend email function & visit the Butterfly Show website.

RESULT: 76,116 emails delivered over six month campaign 16,783 emails opened EQUALS 22.5% Open Rate

Conversations Created

• WOM efforts reached every corner of supporters and fans all across the tri-state.

We estimate that WOM created over 800,000 personal conversations.

– 16,783 email openers– 44,012 Butterfly Show website visitors– 75,454 Parks-Krohn page website visitors– 84,304 show attendees – 104 committee members– 1,283 online social media interactors– 2,600 friends, city, donors, board & staff members 224,539 interactions

Attendance Comparison

54,800 average show

attendance

63% higher than average

7% higher than last year

13% higher income generated