Marin Marketing launches a York Scene contest throughout the 9 municipalities of York Region. Facebook LIKES grew over 1,000% during the campaign.
Deploying a contest – York Scene
YorkScene.com is the property of the York Region Arts Council and is a collaborative initiative between the York Region Arts Council, the Regional Municipality of York, Economic Strategy Branch, and York Region Media Group, a division of Metroland Media Group; it is devoted to promoting everything there is to do and see in York Region. The organization works to enhance the local economy and community through mutual collaboration with citizens and local businesses. When Marin Marketing began working with York Scene in 2013, the organization was attempting to increase its public awareness amongst both community members and local businesses. York Scene’s database of names and social media presence wasn’t at the level they wanted (300 Facebook Likes), yet it was the key to their ability to engage with the York Region community.
The goal was to build York Scene’s database of names and social media presence. To meet this challenge, Marin Marketing developed and deployed a sweepstakes contest. The sweepstakes required York Scene to gather donations from local businesses in order to create prize packs for winners in York Region. MMG directed community members to sign up for the contest and follow York Scene on Facebook with a targeted ad campaign that caught their attention through ads in Metroland’s newspapers and posters found in local businesses.
The contests have been a complete success, increasing York Scene’s Facebook Likes by over 1000% from 300 people. The page has over 4600 Likes as of Q1 2014 and York Scene now deploys 10 contests annually, up from 2.
York Scene today
York Scene’s latest challenge revolves around the effort of gathering enough donations from local businesses to meet the astonishing public demand for the sweepstakes. Marin Marketing has now been given the task of informing local businesses of York Scene and encouraging those businesses to lend their support to the contests for mutual benefit. MMG will be deploying a targeted campaign to local York Region businesses in a variety of industries in order to add themes to each contest and keep their content fresh over time.