Think Local, Think Large.

Ultimate Events Calendar Advertising Campaign Plansbook

By: Veronica Neufeld For: Wing Kwong, President - C3A Inc. November 2011

Think Local, Think Large: Plansbook

Contents
Summary . 3 Research .. 4 Situation Analysis Strengths . 5 Weaknesses .. 6 Opportunities 7 Threats .. 8 Situation Summary & Conclusion .. 9 Audience Analysis Primary Audience .. 10 Secondary Audience . 11 Tertiary Audiences 12 Strategy Selling to Clients . 14 Selling to Users 15 PR and New Media 16 Media-planning Recommendations .. 17 Evaluation 19 Creative Transit Interior .. 21 Transit Shelter .. 22 Pony Corral In-House Promotion ... 23

Think Local, Think Large: Plansbook

Summary
The Ultimate Events Calendar (UEC) is Manitobas premier event calendar, and the province needs to know! The Think Local, Think Large campaign laid out in this plansbook will ultimately position UEC as Manitobas number one event calendar by first strategically targeting paying clients, then moving on to capture MTS Ultimate TV subscribers attention using new and traditional media platforms. The strategies in Think Local, Think Large are focused enough to profitably position UEC as Manitobas number one event calendar by targeting specific audiences, yet broad enough to generate awareness and buzz around Manitoba communities as a whole. The campaigns tone will differ between audiences. Prospective clients will receive more of a hard-sell, with a focus on how C3As all-inclusive services and ad bundles can benefit their company specifically. Meanwhile, MTS Ultimate TV subscribers will be looking at fun, friendly and cheeky print, screen, and outdoor ads, and we will further engage interaction with them using social media streams and techniques.

Objective
While the approaches to our two target audiences will be different, the objective will be the same: to build UECs brand image in order to drive up viewership, attract advertisers early on, and position UEC for long-term success both within and outside of Manitoba as the leading interactive events calendar available on HDTV.

Think Local, Think Large: Plansbook

Research
Primary Research
I visited with Wing Kwong and the team at C3A on two separate occasions. At the first I received a full demonstration of the technology and interface, along with pertinent facts and figures such as pricing and projections. I was walked through the interface, and shown examples of the current advertisements and events featured on the interface. I learned of C3As objectives and concerns about the UEC. Objectives Build the brand image Drive up viewership Attract advertisers early on Position UEC for long-term success outside of MTS and Manitoba as the leading interactive events calendar available on HDTV. Concerns Quick/late release left little opportunity for brand building Limited budget Competition with other telecommunications companies The second meeting was more hands-on, and I clicked through the calendar just as I would on my home television set. This visit helped enlighten me to the hands-on benefits and complications users of UEC may face. I also sampled some of the interactive and mobile features more in depth. I also spent some time speaking with various classmates, coworkers, friends and family who subscribe to MTS Ultimate TV service, and learned of their experience with and thoughts on the product.

Secondary Research
This phase consisted primarily of online research. I looked into other local HDTV providers, and the products and channels they offer. I also researched MTSs coverage and user base, and local trends in the transition from analogue to digital-only television transmissions. In my efforts to understand the internal and external competitive market for digital events calendars I spent a lot of time analyzing search engine results for Winnipeg events, Manitoba event calendar and the like. I found UECs primary and tertiary online competitors, and spent some time looking into their interfaces and strategy. I also scanned through the channels and extras offered by MTS TVs competitors to find any overlap or direct competition, and looked into local traditional media pricing and parameters.

Think Local, Think Large: Plansbook

Situation Analysis
In order to move forward with this campaign, its important to understand the products internal strengths and weaknesses, along with the external opportunities and threats, and a competitive analysis.

Strengths
Many intrinsic facets of UEC lend it internal strengths that we can build on for this campaign. The cutting-edge technology and exclusive partnership with MTS, along with the highly localized nature of UEC, help it stand out to consumers as one-of-a-kind, and to advertisers as a unique media platform with no internal competition. As far as competition goes, UECs deal with MTS Ultimate TV service means there is zero internal competition the market is unsaturated. There is no competition with other local HDTV cable providers. The interactivity, multiple facets, and easy-access nature of UEC mean consumers dont need to go out of their way to find and use UEC, and are able to use it to perform a range of functions i.e. videos, ordering pizza, browsing categories/dates/search/tags. The very nature of UEC as an in-your-home advertising platform is attractive to clients as a new, innovative way to reach and interact with their target markets. This benefit is augmented by the fact that more and more people are switching to HDTV services (especially with the provinces transition away from analogue transmission), and MTSs status as the leading full-service communications provider for Manitoba (110,000 subscribers in MB, half of whom subscribe to MTS Ultimate). The five year exclusivity deal with MTS makes users feel privileged. Its a special feature to have. The one stop shop nature of UECs professional in-house production team means advertisers dont have to go shopping for designers, animators, editors, copy writers and programmers individually. Advertising on UEC saves them money, time and stress, and assures them professional-grade advertising. The compact size of C3As creative team means resources are being used efficiently, and the ad packages give clients great bang for their buck in terms of both ad quality and quantity/variety. UECs stats/click counter mean we have the ability to track users habits and preferences, and improve the technology based on what we learn.

Think Local, Think Large: Plansbook

Weaknesses
It is important we acknowledge UECs internal weaknesses in order to dodge potential pitfalls and improve the calendar as best we can.

While internal competition is nil, there are other communications streams consumers go to when searching for event information primarily, online and apps. UEC is noticeably lacking an online presence when Winnipeg Event Calendar is Googled, UEC fails to appear in the first five pages (which are dominated by competitors like 360Winnipeg.ca), which means it is missing a large potential audience that goes online first for their event information. UECs interface features pop-up videos and ads, reminiscent of online pop-ups, some target audiences may find dated, noisy, or obtrusive, which in turn may prompt them to either mute the television or leave the channel altogether. It feels as though certain functions are missing or hidden from UECs main interface for instance, the search function is difficult to find and many users may not enjoy scrolling through dozens of categories/dates to find a specific event. Also, an actual calendar where users can click on a specific box to find that days events would be helpful the current one is rather small and lacks this function. The calendar is available only to MTS Ultimate TV service subscribers, which limits the products reach, especially in rural areas where the transition from analogue to digital is slower to take effect. The sharing abilities are somewhat limited links appear complicated and long, and the mobile sharing options are not yet compatible with smartphones (i.e. you cant just go to the event with one click).

Think Local, Think Large: Plansbook

Opportunities
We can harness the various opportunities available to UEC by external influences in order to further promote awareness and use of the calendar. Winnipeg and rural Manitoba boast a great local entertainment scene that has been further boosted by the return of the Winnipeg Jets and other new initiatives (Canadian Museum for Human Rights, football stadium, etc.). People are going out more, and will make use of UEC. MTS has a wide advertising platform and team that UEC may make use of (billboards, online, print, TV, internal, cellular, etc.). Winnipegs media outlets are active and plentiful, and local celebrities hold a lot of sway with Winnipeg audiences. Word-of-mouth endorsement (buzz) goes a long way in this highly localized environment. Interactive is currently the big communications buzzword. Now is the right time for UEC to be released and take the market by storm. Media-specific buttons, such as Facebook and Twitter smartphone keys, are becoming more and more prevalent. A UEC specific button on MTS Ultimate TV service subscribers remotes is more feasible now than ever before. The new attractions being built locally means local tourism is heading toward a boom. There are plenty of opportunities for UEC to use this in order to extend its reach to hotel rooms, lobbies, and other tourist hotspots. UECs cutting-edge, one-of-a-kind technology make it attractive to advertisers with an eye on the new and the novel. The digital nature of UEC makes integration with new and social media a breeze, and UEC is positioned to link up with some big names, including MTS and Dominos.

Think Local, Think Large: Plansbook

Threats
Of course, UEC faces some external threats that should be considered as we move forward. While the province is slowly making the transition away from analogue transmission, the switch to HDTV can be cumbersome and expensive especially for those living far off in rural communities, or those who cant afford to buy an HD television and transfer to MTS Ultimate TV service. MTS faces competition from other cable companies, and therefore UEC does too, as a result of the five-year exclusivity deal with MTS. After five years, UEC may be facing competition on HDTV providers, including MTS. Advertisers may find more affordable screens or advertising options elsewhere, especially if they have their own in-house advertising or Web design team. The existing online competition has been established for some time, and may already be the default events sites for young people who spend far more time on computers than they do in front of their televisions. Younger people spend more time on the Internet than they do watching television, and older generations tend to be more integration-shy and less likely to embrace new technologies.

Think Local, Think Large: Plansbook

The Situation
Brand Identity
The UECs interactive features are what really make it stand out from its online competition, and emphasizing this will ultimately be the best way to win clients. While new developments like the return of the Jets and the construction of the new stadium make this an ideal time for the calendars release, its late, quiet launch means UEC currently lacks a brand identity. It needs to make a splash in local markets, and now is the time to do it.

Competitive Analysis
While competition from other HDTV providers is non-existent, the UEC is not completely competitionfree. Many other web-based events calendars dominate the prevalent and desirable online market, and push UEC to the fringes there. Fortunately, C3A and MTS both boast the personnel and the resources necessary to bring UEC front and center in the online community with its interactive and comprehensive new technologies. By overcoming this hurdle UEC will be on top, not just on television but also online and having both markets is crucial for success.

Interface
The C3A team has put together a (mostly) easy to use interface which, once the glitches have been worked out, will be simple enough for any HDTV subscriber to navigate without hassle. There needs to be some more consideration put into the talking sidebar ads and mobile sharing features in order to make the interface and technology as simple as possible for the average user.

Advertisers
In order to get the attention and business of more advertisers, C3A needs to think long-term and expand its advertising to target more specific local businesses and organizations. By advertising and forming strategic alliances within the local hospitality and tourism industries, C3A will be positioned for maximum exposure, both to users and potential clients. Using new media to get new business is essential for UEC, but traditional advertising and marketing techniques should not be discounted. Obviously the more free publicity UEC receives the better, but C3A is going to need to dedicate some of their budget to advertising with traditional media.

Conclusion
By working out the bugs and putting UEC out there using new and traditional ad strategies, C3A will build the calendars brand image and position it for long-term success with other HDTV cable providers inside and outside Manitoba, and establish a solid user and client base. But before we move ahead with the campaign, we need to understand who our primary, secondary, and tertiary audiences are, so that we may target them accordingly.

Think Local, Think Large: Plansbook

Primary Audience
Advertisers
The Winnipeg tourism and hospitality industries have never been busier! By targeting restaurants, hotels, entertainment venues and high-profile organizations, UEC has its best chance at finding eager and willing clients to advertise through the channel and promote use by MTS Ultimate TV subscribers. We can then partner with these clients to promote awareness of UEC among users and other potential advertisers.

Example 1 Pony Corral

Pony Corral has been established as Winnipegs most profitable local restaurant chain since 1988, and has roots running deep in both hospitality and entertainment. They are currently overhauling their look and online presence, going digital, and are looking to use the newest and most dynamic advertising to put them ahead of the curve. They attract a range of demographics to their restaurant, lounge, and events, and are fully equipped with the latest in HDTV technology at all four locations. Pony Corral features an ever-changing succession of drink and dinner specials, entertainment, and prizes, and would benefit from having this information available in rotation on UEC. Desired Outcome We can attract Pony Corrals attention by approaching them with a demonstration of UECs capabilities. By showing them screens featuring their partners, like the Winnipeg Blue Bombers, and their competitors, like 4Play Sports Bar, we will further sell them on our potential and use. With their everchanging high-profile events and promotions, Pony Corral will be a long-term client. They will promote awareness of UEC by featuring in-house advertising with headlines like check us out on the Ultimate Events Calendar, channel 88 on MTS Ultimate TV.

Example 2 IHG Winnipeg: Holiday Inn

InterContinental Hotels Group has four Holiday Inn locations in the Winnipeg area alone, and each sees thousands of travelers going through every year. All of their rooms are outfitted with HDTVs and the technology to support UEC. By getting IHG to promote UEC to guests as their comprehensive guide to Winnipeg, we will reach a vast audience of consumers and will be able to reference this fact in order to sell our services to other potential advertisers. Desired Outcome We can make a deal with IHG wherein their cost of advertising on UEC is subsidized by them advertising our services in their rooms and common areas. IHG will advertise for us locally in-house in Winnipeg and rural Manitoba by featuring a blurb in the welcome/information card every guest receives at check-in. In the rooms and lobby, information about UEC and how to use it will be featured in the literature they provide. 10

Think Local, Think Large: Plansbook

Secondary Audience
Users
UEC is attractive to a familys primary decision-maker that is, women aged 25 54. Our secondary audience is decision-makers who are unaware of UEC. In order to encourage this demographic to use the calendar regularly as a part of family event planning, we need understand them a little better.

Active Abbie Working Suburban Moms

Age: 25 54 Income: $60,000 $100,000 annually Education: University Home: Lives in a mortgaged home in East Kildonan Abbie lives with her husband and two elementary school-aged children in a three-bedroom, two-bath bungalow. She works afternoons as a secretary at a local junior high school and her husband works upper management at a telecommunications company. They live comfortably he brings in most of the money, but she enjoys being able to work and take home a little extra. They have a big-screen plasma HDTV with MTS Ultimate TV service, but are not aware of UEC. On the weekends they like to take the family to a variety of arts, cultural, and sporting events they find in the leisure guide to keep active and promote a love of education and exploration. Abbie values an active, healthy lifestyle. She has a Facebook account she checks and updates regularly, and is always trying out different interest groups and clubs. She encourages her children to pursue their passions by enrolling them in classes that suit their interests art, sports, dance, etc. On the weekends she likes to plan family outings to a variety of arts, cultural, and sporting events to keep active and promote a love of education and exploration. They go out on a date at least once every other week, and always try to mix it up dinner and a movie one week, a wine tasting with friends the next, live theatre and tapas the week after that. Desired Outcome Once Abbie is aware of UEC she will turn to it a few times a week in order to see whats new, and plan the next date or family outing. Placing ads on MTS Ultimate TV channels, in local newspapers and leisure guides, and ramping up UECs online presence will increase the likelihood that Abbie will become aware of the calendar and go to channel 88. Once she starts planning her familys events from there, she will tell her friends and coworker about how comprehensive it is, and they too will try it out and spread the word.

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Think Local, Think Large: Plansbook

Tertiary Audiences
Local Businesses and Events
We will expand our advertising to target the local business sector at large. The limited number of primary sponsors (24) means that when these spots have been filled we will be looking to flesh out the rest of the calendar by advertising our secondary sponsorship and banner ad packages. These spots may be sold to anyone from bakeries to boutiques, from radio stations to real estate using new and traditional media.

Active Users
These users are aware of UEC and use it regularly. By continuing to upgrade and change feature events and videos awe will keep them active and interested. Launching contests and promotions integrating new media, we can use their word-of-mouth recommendation to spread awareness of UEC to their friends and contacts. By getting new advertisers and keeping events updated regularly we will ensure their continued use and attention.

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Strategy
Objective
To direct first advertisers, then users to Ultimate Events Calendar instead of other local media platforms by combining traditional and new media techniques to position UEC as Manitobas number one comprehensive interactive events calendar.

Campaign
This campaign focuses on selling the feature and primary events packages first to larger clients, then promoting awareness among MTS Ultimate TV subscribers while selling the other bundles to the local business community at large. Driving advertisers and users to UEC and away from our online competitors will be our key to success. This campaign will run from February June 2012. In the time immediately following Christmas, consumers are reluctant to spend money, and in the summer months Winnipeggers tend to leave for cabins and vacations, while tourism and hospitality industries get hit hard with good business. By establishing UEC as Winnipegs number one events calendar during the off-season, we will be perfectly positioned as an identifiable local brand with a strong following once busy season hits.

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Selling to Clients
The first part of this process is attracting advertisers. In this phase, it is important to show them exactly how big UEC can be, and how far its reach goes. This will be accomplished by: Meeting with prospective clients and answering the question: what can UEC do for you? Answer: UEC adds value to your business and brand, and promotes it by: Meeting viewers in their home Implementing cutting-edge comprehensive interactive technology that normal television advertising does not offer Providing you with full-service, top quality in-house production Using a variety of media to showcase your product, i.e. banners, videos, backgrounds, etc. Grants you exposure to the largest HDTV viewership in Manitoba (55,000+) Offers your guests interactive features that make their lives that much easier for example, integrated mobile technology can make table or room reservations with the push of a remote control button. Demonstrating the technology Providing numbers and statistics of present and projected reach Email blasts and cold calls to desired clients

We will further sell these clients on UEC by offering to go the extra mile by designing their in-house print and screen ads to go in their dining rooms and lounges (for restaurants) and rooms and lobbies (hotels) that direct their clients and guests to UEC for the very latest in that establishments events and promotions. This serves the dual purpose of promoting both UEC and the client. The tone of these print ads will be tailored to suit the client for instance, The Fairmont is suited to more elegant and refined images and copy, while a restaurant like Earls would do with a more edgy, avant-garde tone. We will further promote buzz and word-of-mouth marketing among prospective buyers by offering businesses a 10% discount every time we gain a new client on their recommendation.

Rationale
By initially targeting and attracting major hospitality and tourism businesses, such as hotel and restaurant chains, we will have a larger platform from which to promote the calendar. It will encourage word-of-mouth promotion (and competition) in this highly competitive industry. We may also use their venues to drive traffic to UEC.

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Selling to Users
This part of the campaign will launch a little later, around March 2012. The tone of these ads will be friendly and cheeky, and will build brand image, reflecting UECs user-friendly interface and clientfriendly advertising policies. The theme colours will be yellow, which is sunny and warm, and blue, which captures both UECs interfaces theme and MTS brand colours.

The Because Campaign

Well start by launching the Because campaign. The idea behind this series of outdoor, screen and print ads is that they answer our audiences question: why use Ultimate Events Calendar? This surprising and fresh campaign sells the positive life-enriching results that come from using UEC. Print Media We will place advertisement inside Winnipeg Transit buses and at select transit shelters around Winnipeg.

Screens We will speak with MTS about getting banner ads to advertise UEC on their main Ultimate TV interface. Running a full-colour leaderboard ad on the Winnipeg Free Press and the Winnipeg Suns websites will promote awareness among potential advertisers and users, and will help drive them to the site. Using search-engine optimization technology we can put UEC on Googles front page, which will help us in competing with the local online events calendars.

Radio We will get a series of 15-second spots running during afternoon drive times on Bell Media Radios local stations, which tend to be targeted at the same audience as ours. Theyll run in the afternoon because the drive home is usually when people are thinking about their evenings and planning what theyre going to do in the upcoming days.

Rationale
Using traditional media to meet people where they are online, at home and on-the-go will inform many unaware users or potential users of UECs presence and benefits. More than that, it will establish UECs brand image and affirm active users choice in picking MTS Ultimate TV for its exclusive benefits and technology.

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PR and New Media

Its crucial, with a limited budget, to get as much free publicity as possible using social media and new media. This can be accomplished through press releases and savvy use of Twitter and Facebook.

Twitter
Twitter is a great media platform for branding and product/brand awareness. We can use UECs already established Twitter profile to host contests designed to promote awareness and two-way communications with users. We can accomplish this by: Aligning UEC with MTS Ultimate TV subscribers by following all MTS-related hashtags and mentions Encouraging followers to tweet when theyre at an event they learned of on UEC every time they do, and hashtag or mention UEC theyll be entered to win a prize (to be determined) Actively retweeting local events tweeted by other users Encourage retweets one of our 50 followers retweeting a post to his 750 followers means a huge increase in exposure.

Facebook
Facebook is great for two-way communication with followers, and has fantastic analytics that track site traffic and impressions. We can use Facebook effectively by: Much like Twitter, hosting contests is a great way to get people interacting online. One contest idea has users tagging themselves and UECs Facebook profile in photos of events in Winnipeg, and entering to win a prize We can also use Facebook to learn about and promote local events C3A can post its advertisers interactive videos and banners on Facebook, giving clients even more bang for their buck and promoting positive brand image with advertisers Buying, if our budget allows, Facebook ads that will appear in the sidebar of select users using Facebooks intuitive sales technology. Encouraging reposts through contests and promotions our exposure increases exponentially every time a follower shares one of our posts with their friends.

Press and Free Media

By sending out press releases to traditional media outlets, and focusing on whats new and innovative about this technology, we can generate buzz for free, both for UEC and C3A. We can do the same by putting a release on MTS website and getting a blurb published in the corporate newsletter. We will also encourage our advertisers to direct their customers/clients to our MTS Ultimate TV channel, Facebook page, Twitter account or website using their own media channels and in-house advertising. 16

Think Local, Think Large: Plansbook

Media-planning Recommendations
Its important to consider which traditional and new media outlets we will use, along with our reach and exposure, when the various steps of our promotions take place, and what kind of money were looking at spending.

Winnipeg Transit Interiors

Reach/Frequency: Winnipeg Transit has 500 buses operating up to 19 hours every day, and transports approximately 130,000 people daily. We want to reach as many Winnipeggers as possible in order to promote brand image and product awareness before the summer months. Seasonality: We will run the indoor transit ads from March - April. During these colder months people are less likely to be walking and more likely to be using transit to commute, and theyve gotten over the financial slump immediately following the Christmas holidays Cost: $2144 for a four-week showing

Leaderboard Ads: Winnipeg Free Press and Winnipeg Sun websites.

Reach/Frequency: Winnipegfreepress.com regularly attracts 120,000 to 150,000 unique visitors each weekday with about 500,000 daily page views. In 2010, The Winnipeg Sun had a combined print and online readership of 43% of Winnipegs population. By capitalizing on the fact that print readership is slowly declining while online readership increases, we will save money while increasing our exposure. Seasonality: We will run one leaderboard ad and budget the Thursday afternoons preceding Louis Riel Day and the May long weekend, when people are planning their weekend festivities. Cost: $24 for every thousand hits. Well budget around $2500 total, enough for 104,000 hits, combined, both days.

Bell Media Radio stations

Reach/Frequency: In Spring 2011, FAB 94.3 and 99.9 BOB FM ranked sixth (with 6.7 points) and ninth (with 5.2 points) out of Winnipegs 14 radio stations, according to BBM Canadas latest rating cards, and their target demographics overlap with our own secondary audience demographics. Seasonality: The spots will run for a week in the late spring, when local events are more abundant and consumers are beginning to gear up for summer. Cost: Around $2,000

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Search Engine Optimization

Reach/Frequency: Getting onto Googles first page may be a little expensive and tricky, but appearing in the first three pages is crucial to stand a fighting chance against online competition. Well be able to reach everyone searching for some version of Winnipeg or Manitoba events calendar. It will also serve as a huge selling feature to potential advertisers. Seasonality: As soon as possible. Cost: This is dependent on the technology and time it takes to run this. I would recommend budgeting at least $600.

Facebook/Twitter/New Media
The great thing about these media platforms is: theyre free and running on a loop that is, constantly being upgraded, refreshed and revised with the newest and most pertinent information. UEC currently has an active Twitter page, and a Facebook page can be put together at any time. News releases are done electronically these days so no money need be spent on paper. If there is room in the budget, we can put up a Facebook ad that will specifically target users whose behavior shows they fit our target audience profile. For this we can budget anywhere from $200 $1,000 and set our own parameters on size, frequency, etc.

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Evaluation
We will evaluate UECs progress at the beginning of June, judging the exposure and awareness of our primary and secondary target audiences, and using traditional and new monitoring technologies to determine shifts in their attitudes and perceptions. We will prepare evaluative materials accordingly beforehand, and how we proceed over the summer will be determined by what we find.

Audience Exposure & Awareness

Judging UECs exposure to our primary target audience that is, businesses in the hospitality/entertainment/tourism industries will likely be the easiest of the evaluative phases. We can keep a spreadsheet of our current advertiser, and every month-end, compare it to the month prior. Every new client who approaches us gets an evaluation card asking where they heard about UEC/C3A. Well also be keeping track of the number of new media outlets that run the stories we send in the press releases, and the attendance numbers at our sponsors events. Touching base regularly with our clients will give us a good idea of whether UECs advertising techniques are being used as best they can. We can use our cutting-edge insight technology to track clicks and user activity. Tracking likes, follows and user interaction on Facebook and Twitter will also give us accurate numbers on audience exposure. While correlating this data well be asking: Are we approaching the right clients? Are new clients coming from places we didnt expect? Is there a way we could more effectively expose our target audiences that we havent yet considered? Are we making the best possible use of our budget? How can we encourage more people to join our Facebook and Twitter groups? Are there certain features that arent being used at all? Some that seem to have users confused?

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Attitudes and Perceptions

Sitting down face-to-face with clients after theyre with us one month will give us the best idea of their attitudes and perceptions of UEC. We can also somewhat monitor this based on the number of word-ofmouth recommendations that send advertisers our way, and the kind of press we receive. Keeping up a dialogue with and distributing comment cards to our clients will help keep us in tuned in to our clients needs. We can determine our users perceptions of us based on the feedback they give us on Facebook and Twitter, and by monitoring traffic on both sites. Well also keep track of where we sit on Googles results page, and follow website traffic and use. More interactivity means a more active and positive user base.

Action
Altogether, we will consider the campaign a success of our client base increases, their events are wellattended, traffic on channel 88 is up and online interactivity is steady and growing. Well further consider positive media attention and local buzz indicative of success. At the end of this campaign, Ultimate Events Calendar will be Manitobas foremost, most buzzed-about interactive event calendar, with a solid brand image and expanding client and user base.

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