Monthly Archives: November 2013

Integrated Marketing Communications Campaign for O.C.D. Experience

What is O.C.D Experience?

Justin Klosky founded the O.C.D. Experience in 2008 with a goal of helping people clear out their lives with organizational practices and disciplines. Klosky brings his own experience battling obsessive compulsive disorder to his company to help others organize their lives. The O.C.D. Experience wants to change people’s perceptions when they think of OCD. In the past six years, Klosky has grown his business immensely. He now operates organizational hubs in Los Angeles, New York City and Miami.  Organizational products are being developed and an organizational guide book is launching in the near future called Organize & Create Discipline: An A-to-Z Guide to An Organized Existence. Klosky is a regular organizational expert on The Talk! and has appeared on Anderson Cooper’s daytime show Anderson. Many high-end clients, celebrities and Fortune 500 companies complete his client list.

The main strength of O.C.D. Experience is the clientele it has built up. It includes very powerful people where a recommendation goes a long way. The O.C.D. Experience has huge opportunities in front of it. A larger audience will be at its fingertips with the release of the new book and Klosky is featured regularly in mainstream media for added exposure.

Target Audience

The O.C.D. Experience has been targeting high-end clients and Fortune 500 companies as well as celebrities. With the book being launched and products being developed, the target audience will need to expand to include people who are looking for organizational tips but don’t have the same budget as celebrities.

Benefits of Integrated Marketing Communications Campaign

Creating a marketing campaign has become more involved now that there are so many communication channels from which to choose. Companies need to know their audiences and the best way to reach them. Once they know what areas to target, a message can be created and carried out consistently through all the communication channels. That’s the key to an integrated marketing communications campaign.

The American Marketing Association says, “The IMC goal is to deliver the right message to the right audience at the right time in the right place.”

Companies want their consumers to see a consistent message no matter where they are looking. Each platform is different and the post will have to be tailored for that channel and audience, but the message can remain consistent.

MultimediaMarketing.com says, “All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts – providing they speak consistently with one voice all the time, every time.”

organize-create-discipline-bookThe IMC campaign goal I would recommend would be to continue down the path of making Klosky the face of the brand. When speaking with Klosky he expressed that he would like to inspire people. The messaging will be less about engaging with celebrities and more about making a difference in people’s daily lives.

The idea I have is to create a campaign called OCD Inspire 31. It relies mostly on an out of the box book tour and social media campaign. The goal is to inspire at least 31 different people at these events as they start the new year off on the right foot. You will take that inspiration, share it on social media and inspire so many more. The exact details of the campaign are described in the full project submitted to my professor.

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Analyzing Facebook Insights

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Facebook insights provides detailed data that goes beyond likes and comments. Days can be broken down to show how much reach was gained through different posts, as well as how many people were talking about that Facebook page. General demographic data is given and individual posts can be analyzed against others to show which was more successful.

There were positive and negative findings from the report on ABC Health and Fitness. Its Facebook page is slowly increasing in likes but not many people are talking about the page or sharing its content. The demographics of those who are reached and those sharing content are pretty similar. It is 60+ % female compared to 40% or less males. Those between the ages of 25-34 interact with the page the most. Almost all the fans sharing the content are from the Central Florida region. This is important knowledge to have because it will allow the company to craft messages towards their largest demographic segments.

One of the biggest negatives I saw was there’s not a lot of traffic being driven to this Facebook page, even from Google search. To increase the likes and to reach more people, Facebook ads should be purchased to get the word out that this page exists. The company should put up a Facebook check-in sign for those people that visit their facility. Hopefully its website provides an easy way for visitors to get to this Facebook page.

The posts that have been utilized in the past need to be analyzed to see what works the best in terms of fans sharing the content. Most posts had engagement but not a lot of social sharing. It seemed the most popular content related to specific events but event posts don’t necessarily spur sharing. Having content that people want to share is a great way to get people talking about the page, and the company should rely on similar posts they already know work.

Cross promotion should be utilized to help drive more traffic to this Facebook page. Facebook posts could be promoted from other social channels. No traffic came to this page from any other social media platform. Email campaigns could be utilized more effectively. There were no social shares from the email. I don’t know if the email had social sharing buttons but if it didn’t, I would highly recommend adding them.

With this company being in the health and fitness industry here are some examples of posts I’d recommend to them.

  • Utilize motivational quotes and graphics. People need to feel an emotion or be inspired to share something.
  • Ask questions related to health and fitness goals.
  • Ask the fans what they would like to see on the Facebook page. People like giving their opinions.
  • Provide health tips and ask fans to share their own tips.
  • Run a promotion where fans can share content to earn points towards different prizes.

I would recommend that this company utilize a few of these ideas in the future to help increase engagement and sharing.

Sample Reviews and Responses

This post is for a school assignment and everything being discussed has been made up for this purpose. Images of the review s are provided and I’ve provided responses.

Example #1

hyatt

Dear Travelwith3kiddos,

Thank you for taking the time to provide a review for The Peabody in Orlando, Florida. We’re very happy to hear that you enjoyed your experience back in August, that your family had a great time in the pool and had an enjoyable evening at Cappricio restaurant.  We appreciate your suggestions about cleaning up the pool after a storm and have addressed this issue with our staff so that it is taken care of in a timely manner in the future.

I’d like to take this opportunity to explain that this hotel is now the Hyatt Regency Orlando. We pride ourselves on providing that same great experience that you had at the property when it was The Peabody. We’re very excited to now offer Fiorenzo Italian Steakhouse on property and hope that you’ll visit us again in the near future.

Sincerely,
Stacy
Social Media Manager, Hyatt Regency Orlando

 

EXAMPLE #2

hilton

Dear LUV2TRAVELWITHHUBBY,

First let me apologize on behalf of the entire staff at The Hilton Fort Lauderdale Marina. All of your concerns will be addressed and we appreciate you taking the time to provide this review. We pride ourselves on service and when top notch service isn’t provided, we will do all that we can to make sure that experience doesn’t happen again.

We will take all of your suggestions to heart and see how we can upgrade our furniture, bathroom fixtures, parking lot gate, and pool area to make our property the best it can be for our guests. Please contact me directly by email so that we may make this situation right.

Sincerely,
Stacy
Social Media Manager, The Hilton Fort Lauderdale Marina