Speakeasy and DMN Marketing Services

Speakeasy and DMN Marketing Services
August 18, 2016
Mike Orren
@mikeorren
DMN ecosystem growth
Events and experiential
marketing division
Programmatic
audience extension division
Feb. 2013
Sept. 2012
Social media
agency
Beer and music
events across Texas
Apr. 2014
Jan. 2014
Media analytics
and performance marketing
company
Jun. 2014
May 2014
Food and wine festival
Jan. 2015
Search agency,
marketing automation software,
print broker
Customer funnel
Services: Bundled or à la carte
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Strategy
Content
Social media management
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Digital promotions
Reputation repair
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Conversion optimization
Web analytics
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SEO
SEM
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Marketing SaaS
On-behalf-of marketing
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Email acquisition campaigns
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Programmatic advertising
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Retargeting
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Direct mail
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Promo products
Customer life cycle
Aware
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Amanda
Claims processor, musician, mom
Candidate for bariatric surgery
Consider
Buy
Retain
Advocate
Print ads
Digital display on owned sites
Native* on owned sites
* Adding native campaigns late 2016
Customer life cycle
Aware
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Consider
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Advocate
Demographics, reading habits, type of
insurance, etc.
Often driving to social promotion or
content
SEO and SEM yields website visits
Unique content drives credibility
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Amanda
Claims processor, musician, mom
Candidate for bariatric surgery
Retain
Programmatic targeting finds
prospects
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Buy
Blog posts
Social media
■ Posting and response
■ Driving to website
Video for content, social and YouTube ads
Positive reviews
Email brings more prospects into the
funnel
Customer life cycle
Aware
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Amanda
Claims processor, musician, mom
Candidate for bariatric surgery
Consider
Buy
Retain
Advocate
Optimized landing page
Tracking numbers in ads and social
Offer via opt-in email
Direct mail
Proven Performance Media ads can
drive from print
Customer life cycle
Aware
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Amanda
Claims processor, musician, mom
Candidate for bariatric surgery
Consider
Buy
Retain
Advocate
Educational content drives
continued visits and nutrition
counseling appointments
Email newsletter drives social and
web activity
Customer life cycle
Aware
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Amanda
Claims processor, musician, mom
Candidate for bariatric surgery
Consider
Buy
Retain
Advocate
Based on post-care survey, driven to
review site, feeding positive ratio
Social team sees FB post and
invites patient to participate in
blog or video testimonial
Additional social posts reach her
network, driving them to social
pages and website, where they can
be tagged with a tracking pixel
Key verticals
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Healthcare and elective medical
Home services
QSR and fast-casual dining
Luxury retail
“Butts in seats”
Telecom (regional divisions)
B2B
Financial
The secret sauce
➢ Holistic, unified strategy
across all channels
➢ Silo-indifferent
➢ Each channel amplifies the
others
➢ Unified reporting*
➢ More brainpower per
campaign
* Coming in 2017
Speakeasy: Company overview
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Founded 2012
70% AH Belo; 30% Slingshot / Mgmt
70 clients with average retainer of $7k /
month (plus project work)
Seamless access to other ecosystem
services
Most passthrough media goes to
Connect
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Differentiators:
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Strategy
Senior account management
Vertical expertise
Quality content
Newsroom and freelance network
YouTube Certification
Reputation methodology
Low churn (<5%)
DMN sales team
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Nationals, super-regionals and regionals
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10% of accounts; 30% of revenue outside of
DFW area
Accounts
“Typical” Speakeasy engagement
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13 months
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First month is deep dive strategic roadmap at 150%
of retainer
Retainers from $4,500 - $75,000 per month, with max
hours protection
Deliverables
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Account management
Blog or microsite with 4-20 articles a month
Management of multiple social networks with original
posts on each
5 social design templates
1-4 promotions a year
Monthly boosting budget
Monthly reporting
Quarterly meeting
Community management
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Common add-ons
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Video shoots and YouTube management (anywhere in
world)
Photo shoots
Reputation repair
Listening campaigns
Programmatic media
Influencer outreach
Speakeasy team structure
VP Operations &
Strategy
VP Account Service
Account Director (5)
(Senior, by vertical)
Account Manager
(2-3 per Director)
(Mid-level)
Fulfillment Associate
(2-3 per manager)
(Junior)
Creative / Editorial
Director
Creative
Newsroom
(3)
Video /
YouTube
Freelance
network
G&A
Ecosystem results
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AHC Q2 2016:
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$12.1 million (+20.9%)
31.8% of ad / marketing revenue (+5.7%)
18.1% of total revenue (+2.9%)
Very nearly offset declines in print and advertising
Positive net income ($700k)
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Speakeasy built on DMN salesforce; accounted for >50% of
revenue to date
DMV grew 90% year-over-year
Growth in component businesses
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Results for clients
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Some elective surgery clients seeing doubling of
appointments
Where we’re going
➢ Increased collaboration between business units
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More senior account planning
More co-selling, versus up-selling
Using lower margin businesses as gateway drug
Doubling down on data
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Fewer “S”; more “MB” and regional players
HQ within day trip of Dallas
National-Local in key verticals
➢ Continuing to move up-market
Robust discussion
Mike Orren
mikeo@yourspeakeasy.com
Appendix
Individual company capabilities
Content Marketing and Social Media Presented By
Scope of Work Overview
Strategy
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Dedicated account
team
Strategic roadmap
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Content strategy
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Editorial calendar
Content
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Blog articles
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Social posts
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Social
photography
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Graphic
production
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Video
production
Community Management
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Social media
management
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Community management
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Reputation management
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Promotions
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Social media advertising
Reporting
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Monitoring campaign
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Reporting on KPIs
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Monthly analysis calls
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Quarterly analysis
meetings
Strategy
At the onset of the partnership, Speakeasy will:
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Host an onboarding meeting with the client marketing
team to establish the voice, direction and overall look
and feel for the brand
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Collaborate to establish campaign objectives, goals,
metrics and KPIs
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Create a comprehensive strategic roadmap that sets
the stage for the entire campaign and includes:
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Content marketing goals
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Overview of voice and branding
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Tactics and strategies for each social channel
and blog
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Design of graphic templates
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Promotional ideas
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Video concepts, if applicable
Strategic Roadmap Example
A strategic roadmap is a document used as a guide by your account team
throughout the content marketing program and includes the following
components:
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Success Metrics: What does success look like to you?
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Most Impactful Message for Your Brand: Why follow your brand?
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Brand Personality: Keywords and voice
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Social Learnings: Recap of activity on social in your industry
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Target Market: Who is your audience? Who do you want to reach?
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Content Themes Overview: Strategies and what we will be talking about
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Social Media Strategies: Strategies for each managed social network
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Blog Strategy: Design, layout and what we will be talking about
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Social Media Advertising: Goals and strategies
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Deliverables Recap and Signoff
Monthly Content Creation
Editorial content calendars are created by channel, by day, highlighting key content themes. Building content to support the
overarching strategy is important, however we are nimble in adjusting schedules to layer in last-minute posts when necessary.
Blog
The blog for the brand will act as a hub for
content, helping to drive discoverability and
SEO, as well as convert social fans to
customers. Blog tactics include:
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Ensuring all articles are optimized for
maximum search exposure
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Integrating keywords to effectively boost
organic search results
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Ongoing traffic to website
The Speakeasy
Model
Graphic Production + Branding
Speakeasy will work with the client team to
maintain consistent branding across all social
channels and blogs by:
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Designing custom graphic templates to
reinforce brand identity across the blog and
social networks
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Leveraging social photography to depict the
fun, engaging environment at Grub Burger Bar
and its fresh, homemade food
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Utilizing custom hashtags for enhanced
traction with your audience
Social Photography
Social photography:
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Speakeasy will visit a location to
capture visually stimulating
images for use in social posting
and promotions
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A site visit typically generates a
minimum of 50 edited photos
Social Promotions
Strategic social promotions can help the client drive
action such as community growth, engagement and
securing user-generated content.
Tactics include:
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Structuring each promotion with a specific measurable
goal
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Creating custom images and hashtags to be used
throughout each promotion
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Generating content to magnify reach and visibility of
the promotion
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Cross-promoting and advertising the content to
increase awareness and exposure
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Running programmatic ads is recommended
and can be fulfilled through our sister company
Connect
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Letting the graphic tell the story vs. the post verbiage
Influencer Programs
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Outreach campaign targeting influencers, foodies and active
social members with large networks
Invite them to location to test new shakes, burgers, cocktails
and other products in hopes they’ll share with their
communities
○ Increase exposure
○ Drive traffic
○ Create buzz
○ Increase engagement
Community + Reputation Management
As engagement is the key to social success, we will:
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Respond to comments and tweets from fans and followers
to build a dialogue on the brand’s corporate page:
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Respond promptly to positive reviews and comments
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Respond promptly to negative reviews and move the
conversation offline and into a private message or
email
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Interact, re-gram and retweet persons, groups and
businesses relevant to the brand
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Repost (with permission) inspirational stories to build a
community and find rich user-generated content
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Monitor the brand’s reputation across relevant review
websites and alert Grub Burger Bar about activity; specific
websites to track will be determined during onboarding
Reporting
Ongoing analysis of digital key performance
metrics helps us to optimize our efforts based
on real-time data.
We will deliver the following to ensure the goals
from your strategic roadmap are being met:
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Monthly metrics reporting and discussion to
measure the success of each social channel
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90-day strategy check-in to ensure the
program is on course with your vision and to
analyze if the current strategy is the correct
solution for all objectives
Video Marketing
Video is a proven way to engage visitors. It can be one of the most
effective ways to tell a story that will hold a customer’s interest
along all phases of the buyer’s journey.
Additionally, YouTube is the second-largest search engine, so it’s
more important now than ever to include video in your content
marketing strategy.
Speakeasy can assist you in creating:
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Content strategy
Video production
Video distribution
Channel management
Click above for video
Investment summary, 13-month
term:
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TBD based on scope of
work
Why Speakeasy?
Beyond the contract, a partnership with Speakeasy will:
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Offer an external perspective on the brand
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Leverage collective intelligence and learnings from other
client challenges and successes
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Streamline decision-making and approval process for
content marketing efforts
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Allow you to benefit from our investments in software,
research, systems and social network intelligence
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Provide access to in-house editorial department and graphic
design, as well as a network of freelance photographers and
writers
Our Unique Workflow
Senior Account Director
Strategy
KPI owner
Master content
calendar creator
Urgent contact
The benefits of our unique workflow include:
Account Managers +
Fulfillment Associates
Content
creators
Posting
Shared Services
Editors and freelancers
Design team for graphics
Tech team handles video, promotion,
development, etc.
Metrics
Community
management
Promotions
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Quality content on a consistent basis
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Consistent branding and voice
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Strategy and edited content behind every
blog article and social post
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Timely response to comments on social media
Client Roster Sampling
Blogs + Digital Magazines
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Feature content themes authentic to brands to encourage reader interaction
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Boost website SEO
Click to view
Graphic Design
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Create attractive social media and blog-appropriate graphics from client-supplied materials, custom images and stock
photos
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Utilize graphic designs to create brand consistency and support content for social media, newsletters, blogs and more
Video Production
Click to view
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Videos are coordinated by a Speakeasy account team and
a video team
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Video packages are created based on client objectives
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Basic package 1: 5-video series,
single-day/single-location production
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Basic package 2: 1 video, single-day/multi-location
production, advanced editing
Fuzzy’s Taco Shop
Drive fans/followers to download the brand’s app
PERFORMANCE TIMEFRAME: 3 WEEKS
OBJECTIVES
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SOLUTIONS
Encourage fans/followers to
download the Fuzzy’s app
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Create excitement about
National Taco Day to drive
traffic in-store
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Extend reach to new
fans/followers by posting
engaging and shareable
content
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FUZZY’S TACO SHOP
Launched a fun scratch-off game
via Facebook
Encouraged fans/followers to
share the promo with their friends
Created custom graphics and
hashtags to use in posts and social
media advertising
Crafted posts specifically to create
excitement about the game and
encourage fans to play
Giveaways included bottles of hot
sauce, free tacos, hats, free chips
and queso, bogo coupons and
more
RESULTS
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9,292 total play count
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6,769 unique plays
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2,855 players per week
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15,500 total visits to the game
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30 tier 1 prize winners, 70 tier 2
prize winners, 80 tier 3 prize
winners, 70 tier 4 prize winners
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Number of app downloads from
this promo is still being
determined by Fuzzy’s corporate
team
Fuzzy’s Taco Shop
Drive fans/followers to download the brand’s app
FUZZY’S TACO SHOP
Trinity Groves
Grow a new dining destination’s following
PERFORMANCE TIMEFRAME: 12 MONTHS
OBJECTIVES
SOLUTIONS
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Create a consistent brand
voice for each restaurant
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Increase awareness of
Trinity Groves and its new
incubators
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Increase traffic to each
restaurant
Created a strong content
marketing strategy
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TRINITY GROVES
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Assigned one account director to
oversee Trinity Groves brand and
launch individual restaurants on
social media
RESULTS
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Grew the online community by 10x
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Increased foot traffic to top
restaurants
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Increased average social
engagement
to 7.8%
Created and managed social
strategies across Facebook,
Twitter, Pinterest and Instagram
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Grew exposure on Instagram;
#TrinityGroves has more than 5,129
social tags
Ran social promotions specific to
the chosen restaurants within
Trinity Groves
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Helped TG reach No. 1 on the
Dallas Observer’s “Seven Dallas
Restaurants You Should Really Be
Following on Instagram”
Trinity Groves
Grow a new dining destination’s following
TRINITY GROVES
Dallas Arboretum
Leveraging social media to drive event attendance + “gate” revenue
OBJECTIVES
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Increase visits to the garden
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Spread awareness about
the new Children’s Garden
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Create brand consistency
across all social channels
SOLUTIONS
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Increase social engagement
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DALLAS ARBORETUM
Created a strong content
marketing strategy that encourages
engagement while at the garden
RESULTS
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Tripled Facebook audience and
doubled Twitter followers
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Launched strategic MLK Day and
Presidents Day promotions across
Facebook, Twitter and Instagram to
drive sales
Increased social engagement rate
by 5x
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Set an attendance record in 2014
of
1 million visitors to the garden
Optimized the garden’s Pinterest
and updated with boards relevant
to the target audience
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Increased presence on Instagram;
#DallasArboretum has more than
18,847 social tags
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Presidents Day promo exceeded
visitors goal by 275%
Dallas Arboretum
Leveraging social media to drive event attendance + “gate” revenue
DALLAS ARBORETUM
Accolades, honors and certifications
“This [Speakeasy’s reputation work]
is the most important thing we did
in my first year as CEO – and it will
bear fruit for a decade to come.”
Public company CEO
“The Speakeasy team was able to manage
the social media accounts seamlessly. I
never worried that something wasn’t
handled … For a small team like ours, it was
great having the additional resources and
creative minds to help generate exciting
content.”
National shoe brand
“On this Thanksgiving I
am thankful for my
partnership with you and
your team.
What you all have done
for my practice is more
than I can ever
communicate in
words, and for that I am
thankful.”
Bariatric surgeon
• Client must provide contact list
•Acquisition Rates apply to campaigns generated in Prospect Finder.
•Campaigns generated outside of Prospect Finder require custom bidding.
•Minimum $1,000 per campaign deployment
What is Connect?
Connect is a real-time audience
marketing solution using advanced
advertising technology and audience
insights to deliver proven
performance and ROI through the
discovery, activation and
optimization of consumer data across
all digital channels.
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What we do
• Mobile Advertising
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Day-parting
Geo-Fencing
Click to call
App installs
• Paid Social Advertising
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Facebook Advertising
Instagram Advertising
Twitter Advertising
Pinterest Advertising
• Video Advertising
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YouTube Video
Facebook Video
Mobile Video
RTB-Programmatic Video
Our Methodology
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Connect audiences are found on premium publisher
sites like…
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Our Clients (representative list)
86
CONNECT
Case Study | Real Estate
Advertiser
Results
A new master-planned community North of Dallas featuring designer homes from 8+ builders.
• Drove 12.5K total conversion events on site over 4-month period
• Increase conversion rate by 36% over course of 4 months through
optimizations
Goal
Drive prospective in-market home buyers and those relocating to D/FW as part of an
announcement around a corporate HQ’s move from California to North Texas.
Challenge
Efficiently target audiences to website and optimize towards desired web conversions
Products Used
• Connect demo-targeted Desktop Display
• Connect geo-targeted Desktop & Mobile Display
• Connect site-retargeting
• Connect search-retargeting