Digital Marketing Strategy
Written by: Chris Getman
Digital Marketing
Written by: Chris Getman
The New Hampshire Film Festival came to Vital Design with three inbound marketing goals.
New records were set in ticket sales, submissions and films screened.
Because of our focus on key social networks, the NH Film Festival had its biggest year on social media. Data represents one month prior to and one week after the festival 9-11-12 – 10-20-2012.
It was important for the NH Film Festival to expand their reach into new social networks without sacrificing the value of their already established Twitter and Facebook community. Vital reviewed four social networks for the NH Film Festival to expand into this year; Google+, Instagram, LinkedIn, and Pinterest. Instagram was a natural choice because of its:
One key question many organizations have is how can they harness and take advantage of all the conversations that are happening around their online brand? We accomplished this by using a simple hashtag (#NHFF) allowing users across multiple social networks, including Instagram and Twitter, to share content and connect with the New Hampshire Film Festival.
Vital used the #NHFF hashtag to share key content leading up to and throughout the festival. Especially leading up to the festival this was designed to train our followers to join us in using the hashtag without having to correct followers during the festival. Vital Design chose to use the simple #NHFF with no date this year to cause less confusion in having to switch to a new hashtag year after year.
Vital also monitored multiple variations of the NH Film Festival’s name including #NHFF. This allowed us to engage with their followers and provide support to any questions that arose.
The PR push began in early September with press releases about sponsors and special guests of the Festival and gradually ramped up to 1-2 press releases a week as the Festival drew closer. During the Festival, the publicity team facilitated the distribution of press passes and organized interviews and a press conference for local media with actor and screenwriter Mike O’Malley, a special guest of the Festival. Mike O’Malley’s interview at the Festival was featured on WMUR’s New Hampshire Chronicle.
The PR team also created short NHFF videos leading up to the Festival and during the Festival weekend. These included the “Director’s Minute” series which featured Festival Executive Director Nicole Gregg announcing various news about Festival guests, parties, and other updates. These were shot in a variety of locations around Portsmouth, from the NHFF office to the top of the One Hundred Club, site of the VIP brunch. The videos were published to YouTube and shared via NHFF social media channels.
Because of our focus on key social networks, the NH Film Festival had its biggest year on social media. Data represent one month prior to and one week after the festival 9-11-12 – 10-20-2012.
Twitter interactions – 1,047
Twitter impressions – 1,221,523
Twitter follower growth – 356
Facebook interactions – 3,371
Facebook impressions – 297,226
Facebook fan growth – 230
YouTube views – 1,944 video views
#NHFF reach – 358,000
#NHFF impressions – 1,400,000
#NHFF tweets – 860
Instagram photos – 147
Referral traffic from social media networks – 2,347 visits to the NHFF site, an increase of 15% from 2011.
Approximately 30 stories published in print and online resulted in over 1,750 pageviews from Sept. 1- Oct. 31.
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