These two Green Expo events took place in conjunction with existing boat shows at the Dana Point Harbor and at the Channel Islands Harbor. Our objective was to establish a new event identity that can last for many years and can serve as the identity package for both harbor events. The solution was a logo that supports name changes at the bottom and also works with the general name “Green Expo in the Harbor.” The campaigns included print ads and in-store collateral, each with unique discount coupons designed to give a strong incentive to order tickets online. This created unique tracking codes for each element of the marketing program and allow us to measure the effectiveness of various publications.

The overall strategy included generating pre-sales, building opt-in communication channels for email and social media campaigns, and generating both word-of-mouth and PR buzz.

http://www.youtube.com/watch?v=mwQhbqtn7YM

Social networking tools like Facebook, Twitter and LinkedIn are the famous current examples of how the landscape is changing… and there will be many more. We can help with that, too.

What is most important for brand management in the digital age… solid, strategically precise, brand and marketing objectives.

Effective marketers must be flexible and willing to try new techniques, and Casa Dana Group has always done so. This, however, always starts by applying a strong set of clear objectives and metrics to assess exactly how these marketing programs contribute to the business goals.

We Can Help with That

The services we provide always begin with a simple conversation… about goals, objectives, experiences and opportunities. We welcome the opportunity to start that conversation with you. Please say hi by using the form below and let’s get started.

We would love to talk with you about technology, marketing, social media, art, coffee, dogs — you name it — so please enter your email address below or connect up on Facebook or Twitter.

Developed the high profile email campaigns shown below for clients using video placed in email (long before YouTube was available). These programs showcased an emerging new technology and delivered outstanding, trackable marketing results.

With HP’s agency, Publicis, in Seattle, this rich-media eCommercial was created in a series of electronic newsletters using video to fortify HP’s brand loyalty in the Small Office & Home Office (SOHO) market.

Worked with agency Grey Advertising in New York to produce this sweepstakes giveaway for autobytel, which provided guaranteed delivery of video content, links to registration pages and more, all of which supported the branding objectives of the campaign.

In conjunction with Warner Brothers in Los Angeles, created this rich-media email with exclusive footage of author Stephen King strapped in an electric chair by the movie’s director, Frank Darabont. The objective of the campaign was to build Warner Brothers’ opt-in email list of industry influencers with this exclusive, viral video content.

BMG sent this message with an embedded music video to a highly targeted segment of its distribution channel (music store buyers) announcing the album’s release and supplying critical sales support data, like instant access to radio airplay data and feedback to the BMG marketing department.

This piece was created as part of an integrated rebranding campaign for dot-com startup eCommercial.com as the company evolved.

]]> http://casadana.com/2009/11/ecommercial/feed/ 0 http://casadana.com/2009/10/facebook-causes-page-save-trestles/ http://casadana.com/2009/10/facebook-causes-page-save-trestles/#comments Fri, 16 Oct 2009 00:47:54 +0000 http://www.casadana.com/?p=1479 Facebook Causes Page: Save Trestles
Casa Dana Group Partner: RTGit.com

This cause oriented Facebook project uses a Facebook application called “Causes” and served to host a community of civic-minded residents with a mission to advocate for a cause and garnered over 12,000 members.

In conjunction with Surfrider Foundation, this online community built a large following and expanded online activism within the member base and created a central distribution point for information and a platform for recruiting new supporters.

In late June, 2009, the Dana Point Harbor Association agreed that Social Media Marketing can serve as a powerful tool to enhance the Harbor’s exposure to the public.

Initial goals:

• Establish a friendly, engaging and trustworthy presence for Dana Point Harbor on Social Media platforms, such as Twitter and Facebook.
• Use these platforms to encourage continual conversations and “spread the word” about Dana Point Harbor as a destination and promote all local events.
• Establish a digital “concierge” to the Harbor, fielding questions for potential visitors to Southern California and providing suggestions on travel itineraries.
• Increase traffic to the Harbor website, thereby increasing public awareness.

Tactics:

• Set up a legitimate presence on Twitter and Facebook, taking the steps to show the public it is an official representation of the Harbor.
• Reach out on a “genuine” level to attract “Followers” and “Fans” by providing useful information as opposed to slinging marketing messages.
• Listen, listen and more listening to all the chatter that is happening. Distinguish what is relevant and engaging relative to the primary focus and become part of the conversation or encourage it.
• Become intimately familiar with the local offerings, whether it is a special event, promotion, activities, special offerings, accomplishments, or press coverage, and promote them in an authentic, casual way.
• Engage in conversations using all media: videos, photos, podcasts, whether they are obtained by Harbor personnel or others. Leverage all the available media possible.

2008 Oxbow World Longboard Tour Championships event blog. This is a sample of a guerilla media PR event site. Event coverage is uploaded to the internet and social web channels as the event is in progress. This approach creates content, interviews, integrates social media and provides live action results. This broadcasts an event and simultaneously creates a historical record and web property. Instructions on how to participate with conversational media are integrated into the site for reference and as a call to action from site visitors.