Adrian Awards 2017
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Entry Title
STL.Live
Division
Digital Marketing
Category
Website User Experience
Sub-category
Digital Single Item
First Name
Brian
Last Name
Hall
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
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.
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.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
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. 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.
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.
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. 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