Do Orlando North

Q4 Social Promo Proposal

#DoOrlandoTogether Instagram Giveaway Proposal

Overview

Evok proposes launching an Instagram giveaway to grow Do Orlando North’s Instagram following and increase overall engagement. We suggest hosting this giveaway over the course of a month starting from November 3 through November 30. Doing this will incorporate a festive feel and offer social users an incentive to visit Orlando North during the upcoming holiday season. Instagram is the preferable social platform to utilize in the execution of this promotion because it allows room for proper giveaway details as well as an attention-grabbing visual element.

The #DoOrlandoTogether Instagram giveaway will highlight a different activity/destination for each of the listed weeks. The initial postings will go up every Sunday, and the winner of each week will be announced on the following Saturday.

This promotional giveaway will help aid the growth of Do Orlando North’s Instagram following and increase levels of engagement while also promoting local businesses.

How It Will Work

On the first Sunday of November 2019 (11/3), Do Orlando North will post the first of several giveaway posts for the month. To enter, the Instagram users will be required to follow Do Orlando North’s account and comment on what they like about the post or what they like to do to spend time with their loved ones on the post for each week followed by #DoOrlandoTogether. The initial post dates are 11/3, 11/10, 11/17 and 11/24. For an additional entry, they are able to share the post on their story and tag @DoOrlandoNorth.

Evok recommends launching the giveaway on Sunday, November 3 at 10:30 a.m. EST, and closing the weekly entries at noon EST the following Saturday. The winner will then be randomly selected and announced via Do Orlando North’s Instagram story by 5 p.m. EST that same day. The winner will have 24 hours to respond and claim their prize.

It is recommended that the #DoOrlandoTogether contest is advertised through paid social media efforts. Paid efforts are recommended on Instagram to increase the reach of target audiences outside of Orlando North locations, as well as to build Instagram following with current and potential members.

What We Want to Achieve

The giveaway’s primary goals are to:

Increase Do Orlando North’s Instagram account following
Increase the amount of engagement on the Do Orlando North Instagram profile
Position Do Orlando North as an exciting, family-friendly, adventurous hot spot

for potential visitors to Orlando

Who We'll Target

We aim to target those who live in and around Orlando North. This includes individuals in the drive-market areas of our main focus demographic. We will also target those who have an interest in travel/vacations, outdoor activities, adventure/nature, tourism, food, beer, family, food festivals, outdoor recreation and those who have visited Do Orlando North’s website in the past.

Additionally, we will target individuals based on these corresponding behaviors:

frequent travelers, parents with teens and preteens, and relationship status.

Promotion Goals

25 total new Facebook page likes
- This goal reflects a 33% increase in total new Facebook page likes
150 total contest engagements
75 link clicks

Previous promotions and contests have not focused on traffic to the website as a goal, but will be monitored and reported on for this promotion

Timeline

November 3- First post goes live at 10:30 a.m. EST
November 9- Entries for the week close at noon EST, winner announced at 5 p.m. EST
November 10- Second post goes live at 10:30 a.m. EST
November 16- Entries for the week close at noon EST, winner announced at 5 p.m. EST
November 17- Third post goes live at 10:30 a.m. EST
November 23- Entries for the week close at noon EST, winner announced at 5 p.m. EST
November 24- Final post goes live at 10:30 a.m. EST
November 30- Entries for the final week close at noon EST, winner announced at 5 p.m. EST

Locations

Light Up UCF
Wondermade (Sanford)
The Willow Tree Cafe (Sanford)
Central Florida Zoo (Sanford)
Marilyn Monroe Spas (Oviedo)
Cup O Pottery (Oviedo)
Coffee and Canvas (Longwood)
Wekiva Island (Longwood)
Appletons Cafe (Lake Mary)

Assets to Complete Promotion

Evok’s social media team will provide the graphics and copy for review on the November 2019 content calendar in HeyOrca.

Prize Recommendation

We recommend awarding each randomly selected winner with a Do Orlando North swag bag and a $25 gift card for Salata. The evok team will provide DO Orlando North with the winners’ contact information and mailing address so Do Orlando North may ship the prizes to the winners in a timely manner.

Total Investment

$300 – Facebook advertising budget
$75 – (3) $25 Visa/Salata gift cards

Total: $375

Click images to enlarge