Cindi Szymanski, Manager, Brand Communications, PlayhouseSquare and Heather Driggs, Account Manager, thunder::tech discussed the social media-driven marketing behind Playhouse Square's transformation.

1. Ask Questions With
@playhousesquare
#CLEAMA
#vCLEAMA

2. #vCLEAMA
DAZZLECLE
Cindi Szymanski
Manager, Brand Communications
@playhousesquare

3. #vCLEAMA

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8. The PlayhouseSquare Brand
Entertainment
Excitement
Destination
#vCLEAMA

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30. And now a word from our
sponsorship department…
#vCLEAMA

31. Spreading the Word
The Project
The Event
#vCLEAMA

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38. Results
#vCLEAMA
• 25,000 in attendance May 2
• 644 media hits
– ESPN.com
– Gizmodo
– New York Times
– NPR
– Slate.com
– USA Today
• 235,899,524 impressions

39. Top 10 Tips
1. Trust your instincts
2. Stay on brand
3. Include social media in your plans from the start, not as
#vCLEAMA
an afterthought
4. Document the process – photos, video, timelines, fun
facts
5. Hire carefully and then trust your agency partners

40. Top 10 Tips
6. Use the opportunity to reach new audiences
7. Be responsive on social media, but realize that not
responding sometimes is best
8. Have a crisis plan
9. Take the time to practice
10.It’s not over when it’s over – share, merchandise, recap
#vCLEAMA
and report

41. #vCLEAMA

42. Ask Questions With
@playhousesquare
#CLEAMA
#vCLEAMA

43. SOCIAL STRATEGY
#vCLEAMA
Heather Driggs
Account Manager
@thundertech

44. Who we are
An integrated marketing agency.
#vCLEAMA

45. PlayhouseSquare & Dazzle
#vCLEAMA
• Goals
– Educate
– Engage
– Excite

46. What We Did
• Determine the platforms/tactics
• Develop the process & adjust
– Leading up to and real time day of
#vCLEAMA
• Monitor
• Measure

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52. Results May 1-5, 2014
#vCLEAMA
845,781
Reach
17,912
PTAT
(People Talking About This)
2,011,877
Impressions
79,168
Reach
5,253
Likes
299
Comments
2,072
Photo Views
Highest Engaged Post
458
Shares

53. Top 10 Tips
1. Be true to the brand
2. Do not abandon your channels
3. Do it right – integrate
4. Don’t talk only about your brand
5. Follow and interact with real, interesting people
#vCLEAMA

54. Top 10 Tips
6. Try new things
7. Watch trends, keep up with social
#vCLEAMA
media news
8. Prepare a budget and
9. Use the tools that make your job easier
10.Know the goal… Always know the goal

55. #vCLEAMA

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QUESTIONS?
We’ve got answers.