BranchLab’s Goal is to build a mobile app and to help their clients develop a digital engagement strategy that will provide visitors with a meaningful customer experience that will increase customer retention and loyalty.
When setting goals for marketing and communications clients should set objectives that are Specific, Measurable, Achievable, Relevant and Timely (SMART). The message through the channels should demonstrate the value of the Gardens and the app experience to increase target audience visits. An example of a specific goal is to increase audience visits 1+ per year and grow membership by 10%. Measuring your goals is important for future strategies so you are aware of which to continue using. Examples of measurement include app downloads, app interaction rate, app usage, ticket sales/revenue, and family membership sales. Before setting goals, ask yourself, “Is this achievable?” Clients should use their communication channels to promote the app and content. The message delivery must be relevant and address the needs of the target audience to encourage app engagement leading to loyalty and increased sales. The message must be relevant and timely. Regular communication will encourage app downloads around seasonal events.
Common channels used are social, email, web, and mobile app. Key Performance Indicators (KPIs) will aid the client in determining if their communication is effective and if their products or promotions are successful. KPIs for social are reach, engagement, referrals, CTR, and conversions. Open rate, CTR, unique open rate, bounce rate, number of opens by device and number of unsubscribes are ways to evaluate email. Indicators of success web communications are unique visitors, referrals, traffic sources, conversion rate, and time on site. Successful measurement of the app includes downloads, users, session length/interval length, recurring users, and screen slow – entry point.
Our Target Audience are members of the family with purchasing power who are looking for an educational and interactive weekend activity.
There are three key micro moments throughout the customer’s day that Longwood Gardens can use to connect with their target using email, Social, and SEO.
Topics include introduction of the app and its features, customer success stories, horticultural expert interviews, and gardens using the app.
Email campaigns delivering valuable content and generating visits.
Social to increase brand awareness. Highlighting the app, exhibits, and special events. Important for delivering timely, relevant content.
Paid Social targeted to parents in specific geo-location. Partnership with local parent influencers.
SEO bidding on top keywords so the garden is the first result. Making ticket purchases a simple click away.
See and Think are important for the launch of the app because the customer must reenter the funnel to be introduced to the app, to learn about it, and adopt it.
Social will play a key role in this by raising brand awareness and making the brand top of mind when looking for family activities.
CUSTOMER ENGAGEMENT
| Channel | Why | What |
| Social to increase app awareness. Encouraging users to download and use the app. Highlighting the app, exhibits, and special events. | Conversation with audience about the app-based game.
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| Website |
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| SEO | SEO and PPC improve searchability and accessibility of app and events. |
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| Delivering valuable content about the app leading to increased visits. |
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| App | Engage the users outside of the garden | Push notifications to share pictures taken within the app of plants and events. |
CUSTOMER ENGAGEMENT APP
WHY: Push notifications to share pictures taken within the app of plants and events, spring bloom, Longwood Christmas, special offers. Push notifications also special offers if you book timed tickets through the app.
WHAT: Online sponsored social post specifically advertising the app.
SUGGESTED COMMUNICATIONS
All communications should drive traffic to the site and app leading to increased downloads. Organic posts will generate buzz and raise awareness about the app and its functionalities.
Note: The example posts say Longbranch because we do not have access to Longwood’s social channels.
