Adrian Awards 2017
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Entry Title
STL.Live
Division
Digital Marketing
Category
Digital Marketing Innovation
Sub-category
Digital Marketing Innovation
First Name
Brian
Last Name
Hall
Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?
The primary marketing objective of STL.Live is to raise awareness and create a link between St. Louis and the passions of millennials: great live music and nightlife, an entrepreneurial spirit, progressiveness and perhaps most importantly, authentic good times. To keep all the content creators and partners consistent yet authentic, a brand manifesto was written to define the mission, style and tone of STL.Live. This allowed us to give our range of personalities freedom to be themselves, yet build the brand and streamline the creative process.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
While STL.Live does not alienate or disenfranchise anyone, our target audience focus is the traveling millennial, age 21-40 with an average income of $50k. These are individuals who seek truly memorable experiences while traveling. Viewing themselves as explorers, not tourists, they want to leave a destination with local experiences. That means going beyond the standard tourist attractions and getting out in the community to discover what makes the city feel alive.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
An online destination launched around our four cornerstones of content, each featuring a two-minute overview video with several “nested” videos. These documentary-style shorts show select, young masters of their craft discussing, contrasting and comparing the unique establishments that make them proud to call St. Louis home. Real-time elements make STL.Live a truly “LIVE” experience for users. Organic, user-generated social content supplements the site via a partnership with Crowdriff. And proprietary tech leverages the Facebook Live API, allowing videos by ambassadors to push to the website as they are shot and be retained once complete. A team of local, passionate millennials brings STL.Live to life through daily posts, weekly events and branded promotional swag—regularly engaging with business owners, festival organizers and attendees to spread the STL.Live message. Facebook ads targeting outside markets extend our invitation to visit and experience St. Louis as a local.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Good times abound in St. Louis. Discover yours. It’s hard to beat the welcoming spirit of St. Louis. Anyone can visit and feel immediately like a local. We want people to know there is more than meets the eye. Whether it is beer, food, music or the culture, there is always something new to explore and we invite you to join.
Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?
Millennials are digitally savvy, valuing connectedness to individuals and information. Our solution had to serve as a helpful tool, rather than as a sales message. This led to our decision to create a unique brand and platform, separate from our existing Explore St. Louis work. By forging new partnerships and custom building technology solutions, we wanted to create a community rather than just a campaign.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
Visitors to the STL.Live website have spent an average of 2 minutes and 30 seconds on the site (but 70% spent up to 4 minutes), viewing 2.23 pages per visit. The STL.Live Facebook page has quickly amassed 4,500 followers and is regularly live streaming exciting events from around St. Louis. The page currently sees a ratio of 57% female to 43% male followers. The age group with the highest amount of followers is 25-34 with 34% of the total. STL.Live most recently worked with LouFest, a multi-day music festival, and live streamed interviews with performers after their performances. The Facebook page used ads to target millennials between the ages of 21-40. Those ads generated a 5.2% engagement rate, 150,734 impressions and 2,081 clicks to the STL.Live website at $0.35 per click.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
We budgeted $40,000 for production and stayed within that figure. Outreach marketing and advertising costs were approximately $55,000 for the year. As this was the first year of the new initiative, the main focus was not on revenue generation, but on creating an organic following—first locally and then expanding outside of the St. Louis area. Based on website traffic and social interactions in the first year, the program has certainly generated significant buzz in the community and we plan to continue on building that momentum.
Entry Award:
Gold