Online/Offline Media

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http://www.charlestonparksconservancy.org/

http://www.womma.org/casestudy/examples/create-an-evangelism-program/charleston-parks-conservancy-b/

I LOVE this idea!  I wish all towns had a website like this to allow the community members to help out with parks.  I like that it shows upcoming events and is well organized.  I do wish they were a little more active in their blogs…They seem to get the ball rolling for a few days and then slack off for a few weeks.  Even beyond the website, “Park Angels” can wear attire purchased from the website.  The site was meant to create a raised awareness about the parks and it seems to be doing that.  The site allows a simple way for people to feel connected and make their city more beautiful at the same time.  To futher increase their presence, I hope they have information present at all of the parks directing people to the website.

http://www.randombuzzers.com/

Randomhouse Buzzers is a website geared to the teen reader.  It gives them an outlet to discuss books with other people their own age and, in many cases, talk with the author.  Random House knew that more and more teens were spending their time online and wanted to focus on that.  Following this direction, they created an online community just for the teen readers.  Creating a dedicated community, Random House was able to get teens to feel like they could spend their leisure time online talking about reading and writing.  The site also gives them sneak peeks and interactive games of upcoming books and movies.  I think it’s a great way to capitalize on the social media market since the younger generations are more likely to grow up with that exposure.  They could probably expand their audience by trying to get into the schools with a more physical presence.  Rather than just having authors speak on their site, maybe they could have readers submit blog posts competing for their school to get a special appearance.

http://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.html

The Sea World case study was a somewhat different spin on social media marketing.  Similar to the others, it was trying to get buzz before the ride opened but focused on a market that I was a little thrown off by.  When I think Sea World, I think families instead of adventure seeking roller coaster riders.  Sea World realized this was the perception too and wanted a campaign that would bring in different crowds than they were used to.  I’m glad they chose that market, however, because it seemed to pay off for them by reducing costs compared to television and increased revenue.  By taking advantage of bloggers that were fans of roller coasters, they knew they could create a pretty strong buzz early on.  Even after the blogs were busy talking about Journey to Atlantis,  they continued to follow up with more traditional tactics such as a media day.

For all three campaigns, I think they all created a presence with a target market that they might not have been able to reach before.  By allowing viewers to further participate in park clean-ups, book suggestions, and riding a new roller coaster, they were able to further strengthen the bond with their customers.

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