#keystocolumbus

#Keystocolumbus
JOUR 4530 -­‐ Ohio University Strategic Social Media
Alex Schell
Lincoln Rinehart
Garre Smith
Amanda Moline

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Table!of!Contents!
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Introduction…………………………………………..1-
Executive-Summary………………………………..1-
Social-Media-Listening-Study…………………..2-
Social-Media-Analysis……………………………..4-
Campaign-Proposal……………………………….11-
Tactics………………………………………………….13-
Evaluations…………………………………………..20-
Conclusion……………………………………………21-
References……………………………………………21-
Campaign-Schedule……………………………….22-
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Alexandria*Schell,*Amanda*Moline,*Lincoln*Rinehart,*Garrett*Smith
Social*Media*Campaign*Proposal
April*27,*2016
#KeystoColumbus
Introduction
Join*US*Columbus*is*a*subsidiary*of*Experience*Columbus*that*focuses*on*encouraging*
tourism*and*improving*the*tourism*experience*in*Columbus,*Ohio.*According*to*our*client,*“in*
Central*Ohio,*visitors*spend*$5.7*billion*each*year,*which*has*an*overall*economic*impact*of*
$8.7*billion*and*supports*71,000+*jobs,”*which*is*an*astounding*fact*that*clearly*illustrates*the*
need*for*more*tourism*ambassadors.*Join*US*Columbus*focuses*on*the*Certified*Tourism*
Ambassador*program*U*a*certification*course*that*increases*each*participant’s*knowledge*of*
Columbus*and*how*to*to*provide*a*positive*experience*for*Columbus*visitors.*Our*campaign*
proposal*#KeystoColumbus*focuses*on*social*media*engagement*internally*in*order*to*create*
interest*in*the*CTA*program*and*increase*enrollment*externally.*
*
Executive*Summary
* Our*campaign*is*centered*around*a*new*Twitter*account,*@JoinUSColumbus,*and*a*new*
hashtag,*#KeystoColumbus.*The*overarching*goal*of*the*campaign*is*to*increase*awareness*of*
the*Certified*Tourism*Ambassador*program*in*Columbus,*while*the*more*specific*objective*is*to*
obtain*3,000*followers*on*the*new*Twitter*account.*We*aim*to*reach*3,000*followers*for*
@JoinUsColumbus*in*the*three*months*of*the*ongoing*campaign,*from*May*1*to*August*1,*
2016.*
We*plan*to*obtain*these*followers*through*a*successful*#KeystoColumbus*campaign*that*
will*stretch*across*the*Twitter*and*Facebook*accounts*for*Experience*Columbus,*as*well*as*the*
new*Join*US*Columbus*Twitter.*After*the*successful*completion*of*the*Certified*Tourism*
Ambassador*program,*participants*will*be*given*a*physical*key*along*with*their*certificate.*CTAs*
will*be*encouraged*to*take*photos*of*themselves*and*their*key*at*“key”*places*to*visit*in*
Columbus*and*email*them*to*a*designated*email.*@JoinUSColumbus*will*post*these*photos,*
@ExpCols*will*retweet*some*of*the*best*photos,*and*the*Experience*Columbus*Facebook*page*
will*showcase*an*album*of*about*300*of*the*best*photos.*
This*campaign*will*encourage*engagement*not*only*with*current*CTAs,*but*also*with*
prospective*CTAs*who*would*like*to*learn*more*about*the*program*and*the*fun*aspects*of*
receiving*the*certificate.*The*increased*hype*centered*around*#KeystoColumbus*will*bring*
attention*to*the*Certified*Tourism*Ambassador*program*in*Columbus*and,*in*turn,*increase*
enrollment*into*the*program.*
*
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Social*Media*Listening*Study
Client'Report'
Client'Description
Experience*Columbus*is*a*board*run*nonUprofit*organization*that*aims*to*promote*and*
sell*the*Columbus*tourism*experience*to*visitors.*Join*Us*Columbus*is*a*subsidiary*of*Experience*
Columbus,*with*a*focus*on*increasing*the*membership*of*Certified*Tourism*Ambassadors.*
Providing*customers*with*a*variety*of*services*centered*around*activities*to*do*in*and*around*
the*city*of*Columbus,*OH.*In*2008,*Experience*Columbus*became*one*of*68*accredited*
destinationUmarketing*organizations*across*the*nation.*With*a*goal*of*making*Columbus*the*
best*destination*for*visitors,*meeting*planners,*convention*delegates*and*residents*alike,*
Experience*Columbus*puts*most*of*their*effort*toward*producing*a*memorable*visit*to*Ohio’s*
capital*city.**With*the*Certified*Tourism*Ambassador*program,*Experience*Columbus*targets*
consumers*who*are*interested*in*sharing*the*rich*history*of*Columbus*with*others.*Secondary*
consumers*the*organization*serves*are*the*actual*tourists*themselves,*who*rely*on*the*
organization*for*an*enjoyable*and*informative*experience.*The*overall*voice*that*Experience*
Columbus*utilizes*is*one*that*is*educational*yet*informal.*Approachable*voices*on*social*
platforms*are*important*in*engaging*effectively*with*the*target*audience.*The*voice*Experience*
Columbus*has*over*social*media*lends*itself*well*to*the*educational*and*engaging*personality*
they*possess*over*social*media.*Experience*Columbus*regularly*tags*other*brands*in*appropriate*
posts*and*includes*links*to*external*content.*Join*Us*Columbus*hopes*to*expand*its*overall*
Certified*Tourism*Ambassador*membership*in*the*future.*Creating*a*twitter*presence*
specifically*for*Join*Us*Columbus*is*a*strategy*that*the*organization*will*be*implementing*
sometime*in*the*near*future.
Competitive'Set
As*Experience*Columbus*and*Join*US*Columbus’s*main*goal*is*to*promote*tourism*to*the*
city,*their*key*competitors*are*city*organizations*that*promote*tourism*and*are*relatively*close*
to*Columbus.*Aspects*that*make*these*organizations*major*competitors*include*city*reputation,*
media*presence,*promotion*of*opportunities*related*to*entertainment,*hotels,*discounts,*events*
and*nightlife*or*how*successfully*the*organization*has*integrated*itself*with*the*community.*
Below*are*Experience*Columbus’s*four*key*competitors:
1. Cleveland:*This*is*Cleveland*
● This*is*Cleveland*promotes*the*various*activities,*hotels,*restaurants*and*events*in*the*
Cleveland*area.*This*is*Cleveland*promotes*destinations*such*as*the*Rock*and*Roll*Hall*of*
Fame,*Cedar*Point*Amusement*Park,*A*Christmas*Story*House,*the*Cleveland*Aquarium,*
Cleveland*sports*teams*and*much*more.*This*website*serves*as*a*destination*that*is*full*
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of*information*about*everything*Cleveland.*They*promote*the*hashtag*#ThisisCLE*and*
emphasize*the*use*of*the*“CLE”*abbreviation*in*on*all*of*their*social*media*platforms.*
● Their*“CLE*Ambassador”*program*is*comparable*to*the*Certified*Tourism*Ambassador*
program*as*part*of*Experience*Columbus*as*it*encourages*the*promotion*of*tourism*to*
the*city.*Within*the*“CLE*Ambassador”*program,*Clevelanders*can*become*a*CLE*
Concierge*Ambassador*in*the*CLE*Visitor*Center,*become*part*of*the*Cleveland*
Champions*Program,*or*receive*opportunities*to*volunteer*in*the*area.*
*******2.***Cincinnati:*Cincy*USA
● *Cincy*USA*positions*Cincinnati,*Ohio*as*a*top*destination*for*meetings,*conventions*and*
special*events.*They*promote*the*idea*that*Cincinnati*has*more*things*to*do,*including*
dining,*entertainment,*arts,*museums*and*attractions.*In*promoting*Cincinnati,*Cincy*
USA*offers*a*vast*amount*of*information,*discounts,*and*a*Cincy*USA*Certified*Tourism*
●
Ambassador*Program.*
*Cincy*USA*is*a*competitor*for*Experience*Columbus*as*they*could*drive*potential*tourists*
or*Certified*Tourism*Ambassadors*(CTA)*away*from*Columbus*and*instead*to*Cincinnati.*
Since*they*offer*the*exact*same*program*as*Columbus*but*in*a*different*location,*Cincy*
USA*is*a*competitor*to*watch.*Their*CTA*program*has*the*same*cost,*$29,*as*the*
program*in*Columbus.*
*******3.***Nashville:*Visit*Music*City
● *Visit*Music*City*promotes*tourism*to*the*Nashville*area.*The*company*hones*in*on*the*
aspect*of*music*in*Nashville,*as*the*city*offers*“free*music*all*the*time.”*The*webpage*
www.visitmusiccity.com*promotes*trip*planning,*group*travel*and*many*free*to*
discounted*trip*opportunities.*
● Visit*Music*City*is*a*competitor*for*Experience*Columbus*as*the*company*positions*
Nashville*as*a*top*travel*destination*with*more*free*or*discounted*events*and*
entertainment.*Visit*Music*City*is*marketed*by*the*Nashville*Convention*&*Visitors*Corp*
and*has*grown*music*in*Nashville*to*a*$5*billion*dollar*industry.*The*campaign*promotes*
the*fact*that*“locals*rarely*see*our*work*–*they*enjoy*our*results.”*The*brand’s*strong*
connection*to*local*life*is*a*key*differentiating*factor*against*Experience*Columbus*U*
Nashville*can*more*effectively*advertise*their*tourism*ambassador*program*internally*
rather*than*trying*to*persuade*outsiders*to*join*the*program.**
*******4.***Pittsburgh:*Visit*Pittsburgh
● Visit*Pittsburgh*situates*the*city*as*a*large,*fun,*adventureUfilled*place*to*visit.*The*site,*
www.visitpittsburgh.com,*emphasizes*featured*downtown*events,*sports,*history*and*
shopping*opportunities*in*the*city.*The*site*covers*most*aspects*imaginable*related*to*
tourism*in*Pittsburgh,*as*it*lists*hotels*and*resorts,*restaurants,*nightlife,*museums,*
family*fun,*history,*festivals,*marathons,*holidays,*accessibility*and*more.*Pittsburgh*
does*not*have*a*tourism*ambassador*program,*though*they*are*still*a*key*competitor*
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due*to*their*size*and*location.*Pittsburgh*is*relatively*close*in*distance*to*Columbus*and*
could*attract*more*tourists*due*to*the*tourism*aspects*described*above.*
● As*with*Experience*Columbus’s*other*competitors,*Visit*Pittsburgh*positions*itself*as*an*
appealing*tourist*destination,*which*could*take*away*tourism*and,*in*turn,*business*from*
Columbus.*They*emphasize*the*importance*of*tourism*in*Pittsburgh.*They*do*not,*
however,*offer*a*tourism*ambassador*or*similar*program,*which*gives*Experience*
Columbus*an*advantage.*
Social*Media*Analysis
Current'Social'Media'Platforms:
Three'Month'Review
Experience*Columbus’s*Facebook*account*has*a*following*of*79,000*thousand*people.*
Just*like*the*twitter*following,*this*is*an*extremely*low*following*number.*If*you*take*into*
account*that*even*more*people*have*Facebook*than*Twitter,*the*low*following*number*
becomes*even*more*unacceptable.*This*means*less*than*one*percent*of*Columbus’s*population*
is*following*Experience*Columbus*on*Facebook,*let*alone*engaging*with*their*content.*
Currently,*the*posts*with*the*most*engagement*involve*sports.*Similar*to*the*Twitter*analysis,*
Columbus*is*filled*with*residents*who*are*passionate*about*all*Columbus*sports.*Everyone*feels*
as*though*they*are*a*Buckeye,*Blue*Jacket,*Crew,*Clipper,*or*Machine*team*member.*There*are*
no*news*articles*or*professional*sources*that*use*their*Facebook*account*as*an*example*of*a*
reference.*There*is*an*obvious*lack*of*dedication*to*the*Facebook*account.*Currently,*
Experience*Columbus*has*only*posted*ten*times*since*the*beginning*of*the*new*year.*Four*of*
the*posts*are*repeats*with*no*new*content.*One*February*post*was*about*good*running*
locations*in*Columbus.*Not*many*people*run*outside*in*Columbus*in*February.*Unless*it’s*news*
about*sports,*the*page*lacks*decent*or*relevant*content.*All*of*the*posts*seem*to*be*
promotional*for*events*or*teams,*which*is*great,*but*there’s*no*true*engagement*with*
followers.*Posting*questions*to*followers*or*asking*for*picture*submissions*of*their*favorite*
lunchtime*restaurant*would*be*an*easy*interaction*to*connection*with*followers*and*expand*its*
reach.
Surprisingly,*compared*to*their*competitor’s*followers,*they*aren’t*too*far*off.*Nashville*
still*holds*the*top*spot*with*100,000*Facebook*followers.*Cleveland*has*68,000*and*Pittsburgh*
still*comes*in*last*with*32,000*followers.*Competitors*are*posting*at*least*once*a*day*on*
Facebook,*with*different*and*new*content.*Even*though*Nashville*is*known*for*music*and*uses*it*
to*their*advantage,*they*recognize*not*everyone*is*thrilled*about*music.*Their*posts*vary*from*
information*about*marathons,*athletic*events,*new*restaurants,*or*bars.*Every*single*post*
incorporates*a*piece*of*multimedia,*as*well.*With*a*little*more*dedication,*thought*and*
consistency*Experience*Columbus*could*easily*beat*Nashville*in*the*follower*account.
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Experience*Columbus’s*Twitter*account*has*a*decent*following*of*69*thousand*people.*
Considering*there*are*835*thousand*Columbus*residents,*this*is*a*low*following*number.*This*
means*less*than*one*percent*of*Columbus’s*population*is*following*Experience*Columbus*on*
Twitter.*Currently,*the*posts*with*the*most*engagement*involve*two*major*components.*The*
first*is*sports.*Columbus*is*filled*with*residents*who*are*passionate*about*all*Columbus*sports.*
Everyone*feels*as*though*they*are*a*Buckeye,*Blue*Jacket,*Crew,*Clipper,*or*Machine*team*
member.*Typically*tweets*with*photos*get*the*most*engagement.*However,*their*second*top*
post*was*a*tweet*tagging*the*Columbus*Blue*Jacket,*a*professional*NHL*team.*Other*top*tweets*
include*an*awesome*photo*of*something*in*Columbus.*Beautiful*photos*are*powerful*and*each*
photo*included*something*that*represents*Columbus*well.*Other*than*posting*photos,*many*of*
their*tweets*are*not*enticing*or*encourage*engagement*from*followers.*For*having*69*thousand*
followers,*they*receive*very*few*like*or*retweets.*This*is*something*that*is*lacking*with*their*
twitter*account.*There*are*no*news*articles*or*professional*sources*that*use*this*twitter*account*
as*an*example*of*a*reference.*This*is*also*a*sign*that*social*media*connections*could*use*an*
improvement.*Tagging*places*or*people*when*posting*photos*would*help*create*a*tighter*
community*while*expanding*their*reach.*Their*tweets*are*inconsistently*timed.*They*tweet*at*
least*once*a*day,*which*is*decent.*By*tweeting*once*a*day,*it*keeps*Columbus*in*the*mind*of*the*
follower.*However,*on*some*days,*they*tweet*up*to*10*times*and*bombard*their*followers*with*
content*that*is*not*properly*spaced*out.*By*tweeting*too*much*and*too*often,*followers*can*
become*easily*annoyed*and*not*pay*attention*to*the*actual*contents*of*posts.
Competitors*such*as*Nashville,*Pittsburgh*and*Cleveland*are*not*mentioned*in*any*news*
or*professional*articles.*Many*of*the*competitors*are*also*known*for*their*sports*teams,*but*use*
it*to*their*advantage*in*engaging*their*followers*on*twitter.*Nashville*is*known*for*its*ties*to*
music*and*even*calls*itself*“Music*City.”*Although*Experience*Columbus*has*69,000*followers,*
only*one*competitor*beats*them,*but*the*rest*aren’t*far*behind.*Nashville*has*a*whopping*
157,000*followers*on*twitter,*Cleveland*has*55,000*and*Pittsburgh*comes*in*last*with*only*
35,000.*Nashville*uses*their*resident’s*love*of*music*to*their*advantage.*Almost*every*other*
tweet*is*related*to*music.*Another*advantage*Nashville*has*that*no*other*competitor*does*is*
television.*On*ABC,*a*hit*drama,*Nashville,*filmed*in*Nashville*about*country*music*professionals*
trying*to*make*their*way*through*life,*has*captured*national*attention.*Many*of*the*shows*stars*
do*appearances,*as*filming*takes*place*in*the*city.*Many*posts*revolve*around*new*events*or*
opportunities*with*the*show.
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SWOT'Analysis'of'Experience'Columbus'Facebook
Strengths
● 78k*likes,*4.3/5*stars*
● Content*is*helpful*for*those*looking*to*
travel*to*Columbus*
● Users*reply*positively*to*content*
● Their*content*is*relevant*at*the*time*it*is*
posted*
*
Weaknesses
● Posts*are*not*very*frequent*or*on*any*
apparent*schedule*
● They*don’t*interact*with*the*people*
who*review*Columbus*on*Facebook*
● Their*website*information*leads*to*a*
broken*link*
Opportunities
● Schedule*posts*
● Offer*encouragement*to*those*who*
review*the*city*on*Facebook*
● Fix*the*website*information*on*the*
about*page*
*
*
Threats
● They*could*receive*very*insightful*
information*on*their*reviews*page*and*
overlook*it*
● Competitors*may*be*more*active*of*
engaging*on*Facebook*
*
* *
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Positioning'Matrix'for'Experience'Columbus'Facebook
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'
SWOT'Analysis'for'Experience'Columbus'Twitter'
Strengths
● Engages*with*social*influencers*
● Posts*are*frequent*and*relevant*
● They*repurpose*content*and*post*blogs*
more*than*once*if*they*continue*to*be*
relevant*
● They*respond*to*users*in*realUtime*
*
Opportunities
● Could*be*enticing*more*UGC*or*
interactions*
● Could*be*more*present*in*their*hashtag*
space*
● Have*a*Twitter*feed*present*on*their*
website*
● They*could*be*producing*more*blogs*
more*frequently*
*
Weaknesses
● They*have*a*significant*amount*of*
positive*reviews*on*TripAdvisor*and*
other*resources*but*they*do*not*
advertise*them*
● Occasionally*they*post*content*multiple*
times*in*a*short*period*
Threats
● Followers*could*get*bored*of*seeing*the*
same*content*several*times*
*
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Positioning'Matrix'for'Experience'Columbus'Twitter'
Future'Social'Media'Platform
Based*on*our*research,*we*believe*the*most*beneficial*future*social*media*tactic*for*our*
client*would*be*to*create*a*Twitter*account*specifically*for*Join*US*Columbus.*On*this*platform,*
the*company*could*promote*the*Certified*Tourism*Ambassador*(CTA)*program*and*reach*a*
more*targeted*audience*than*the*Experience*Columbus*Twitter.*@ExpCols*offers*information*
about*different*events*that*are*going*on*in*Columbus,*while*the*@JoinUsColumbus*account*
could*provide*a*platform*for*current,*past*and*potential*members*of*the*CTA*program*to*
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interact,*ask*questions,*share*their*own*organic*content*related*to*the*program,*offer*advice*
and*more.
This*platform*would*be*key,*as*many*Columbus*Certified*Tourism*Ambassadors*are*
already*active*on*Twitter*when*discussing*their*completion*of*the*CTA*program.*Using*the*
hashtag*#CTAColumbus*and*tagging*@ExpCols,*people*who*have*completed*the*CTA*program*
have*posted*photos*of*their*completed*certificates,*class*schedules*and*of*themselves*in*classes*
for*the*program.*Some*members*of*the*Certified*Tourism*Ambassador*program*in*other*cities*
have*their*certification*listed*in*their*Twitter*bios,*so*it*is*likely*that*those*who*complete*this*
program*are*willing*and*excited*to*discuss*it*with*others,*so*they*would*benefit*from*a*platform*
specific*to*this*certification.
Potential*Opportunities:
● @JoinUsColumbus*would*provide*an*account*that*is*more*specific*to*the*Certified*
Tourism*Ambassador*program,*rather*than*promoting*content*specific*to*this*subsidiary*
of*Experience*Columbus*on*the*more*general*@ExpCols*Twitter*account.*
● The*new*Twitter*handle*could*also*be*used*to*specifically*monitor*the*#CTAColumbus*
and*#KeystoColumbus*hashtags*and*contribute*to*conversations*among*community*
members,*further*integrating*the*brand*and*the*CTA*program*into*the*lives*of*Columbus*
citizens*
● This*platform*would*allow*potential*Certified*Tourism*Ambassadors*in*Columbus*to*ask*
specific*questions*regarding*the*program*to*the*account,*as*well*as*current*CTA*
members*who*are*active*on*Twitter*and*enjoy*discussing*the*program.*
● This*account*would*provide*a*platform*to*release*calls*to*action*to*those*who*are*
currently*enrolled*in*the*program*regarding*various*meetings*and*assignments.*
● The*account*could*bring*people*in*the*program*or*who*have*already*completed*the*
program*closer*together,*as*the*conversation*will*already*be*started*for*them.*
● @JoinUsColumbus*would*provide*an*inside*look*at*the*program,*as*the*content*could*
include*photos*at*meetings*or*of*different*tasks*related*to*becoming*a*CTA.*
● This*account*could*also*promote*or*encourage*the*creation*of*blogs*or*other*content*
created*by*those*in*the*CTA*program,*showing*potential*CTA*enrollees*the*perks*of*
joining*this*program*and*what*they*may*gain*from*completing*it.*
● Other*cities*with*Certified*Tourism*Ambassador*programs*do*not*typically*have*an*
affiliated*Twitter*account*specific*for*their*city.*
*
Potential*Threats:
● Since*this*account*is*so*specific*to*a*subsidiary*of*Experience*Columbus,*the*account*may*
not*gain*many*followers.*This*is*also*not*a*huge*program;*the*account*may*only*attract*
current*Tourism*Ambassadors.*
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● The*potential*target*audience*may*be*on*the*older*side,*therefore*they*may*be*less*likely*
to*use*Twitter.*
● This*might*be*a*confusing*account*to*those*who*are*not*familiar*with*the*subsidiaries*of*
Experience*Columbus.*
Social*Media*Campaign*Proposal
Goal
Our*main*goal*is*to*increase*awareness*of*the*CTA*program*in*Columbus.*The*main*need*
of*our*client,*Join*US*Columbus,*is*to*get*people*in*Columbus*familiar*with*the*program*in*order*
to*increase*enrollment.*According*to*the*client,*“in*Central*Ohio,*visitors*spend*$5.7*billion*each*
year,*which*has*an*overall*economic*impact*of*$8.7*billion*and*supports*71,000+*jobs*like*yours”*
(Become*a*City*Ambassador).*Experience*Columbus*finds*it*important*to*ensure*that*visitors*
have*a*positive*experience*in*the*city.*By*training*Columbus*residents*through*the*CTA*program*
to*deliver*this*positive*experience,*Experience*Columbus*is*helping*encourage*visitors*to*come*
back*and*continue*to*enjoy*the*city.
Objective
The*main*objective*is*to*obtain*3,000*followers*in*three*months*of*the*ongoing*
campaign*for*the*Join*US*Columbus*Twitter*account,*as*well*as*1,500*interactions*with*the*
hashtag.*Though*this*threeUmonth*campaign*could*last*during*any*time*period,*as*the*program*
has*sessions*yearUround,*we*could*measure*this*objective*from*May*1,*2016*through*August*1,*
2016.**By*encouraging*interaction*with*the*hashtag*and*the*account,*we*are*increasing*our*
chances*that*Columbus*residents*will*learn*about*and*become*interested*in*the*program*and*
hopefully*enroll.
Strategy
In*order*to*accomplish*our*goal*and*objective*for*Experience*Columbus,*we*created*a*
campaign*centered*on*the*hashtag*#KeystoColumbus.*This*campaign*would*utilize*two*existing*
social*media*accounts,*the*Experience*Columbus*Twitter*and*Facebook*pages,*and*would*
implement*a*new*social*media*account:*a*Twitter*account*specific*to*Join*US*Columbus.
We*would*create*small*physical*keys*that*feature*the*hashtag*#KeystoColumbus*and*
distribute*them*to*those*who*complete/have*completed*the*Columbus*Certified*Tourism*
Ambassador*program.*These*keys*could*be*worn*on*a*necklace,*keychain,*or*wherever*else*the*
CTA*decides*to*put*it.*The*main*task*of*this*campaign*is*to*encourage*CTAs*to*take*photos*of*
themselves*with*their*keys*at*“key”*destinations*in*Columbus*and*send*those*pictures*to*an*
Experience*Columbus*email*account,*for*example*experiencecolumbus@gmail.com.*This*would*
give*@JoinUSColumbus*content*to*use*in*order*to*get*the*account*started.*The*Join*US*
11

Columbus*Twitter*account,*@JoinUsColumbus,*would*then*post*this*original*userUgenerated*
content.*Encouraging*CTAs*to*send*in*their*photos*would*not*disclude*CTAs*who*may*not*be*
active*on*social*media*but*would*still*like*to*see*their*content*posted.*We*would*also*encourage*
CTAs*and*others*interested*in*the*program*who*are*active*on*social*media*to*post*content*on*
their*own*accounts*using*the*hashtag*#KeystoColumbus.
Certified*Tourism*Ambassadors*will*be*encouraged*to*like*and*retweet*these*photos,*
and*the*Experience*Columbus*Twitter*account*would*also*retweet*some*of*the*best*photos*in*
order*to*encourage*their*followers*to*check*out*@JoinUsColumbus.*The*Experience*Columbus*
Facebook*account*would*post*an*album*of*#KeystoColumbus*photos.*A*blog*post*would*also*be*
created*and*posted*on*the*Experience*Columbus*blog*in*order*target*all*possible*audiences.*
Internally*within*the*CTA*program,*members*would*be*given*a*brief*list*outlining*some*“key”*
places*to*go*in*Columbus*to*serve*as*a*basic*guide*or*launching*point*for*CTAs*to*find*new*
destinations*and*experience*Columbus.
Through*this*campaign,*we*are*targeting*friends*and*networks*of*current*Certified*
Tourism*Ambassadors*by*encouraging*CTAs*to*share*the*content*they*created*that*was*posted*
on*@JoinUsColumbus.*We*are*presenting*the*message*that*the*CTA*program*allows*Columbus*
residents*to*have*a*“key,”*or*greater*understanding,*of*the*city.*The*tone*of*this*message*is*
informative*and*lighthearted,*as*we*want*to*encourage*Columbus*residents*to*have*fun*getting*
to*know*their*city.
This*campaign*satisfies*all*of*the*MUSE*principles.*It*meets*expectations*by*providing*the*
idea*of*having*a*“key”*to*Columbus*and*a*thorough*understanding*of*the*area.*It*is*unique*in*
that*it*provides*CTAs*with*a*special*physical*key*that*they*can*use*for*photos,*and*not*many*
social*media*campaigns*provide*a*physical*aspect*that*can*be*used*in*their*social*media*posts*
along*with*an*associated*hashtag.*It*tells*a*story*of*Columbus*in*that*it*would*show*people*at*
their*favorite*spots*in*Columbus*and*how*they*take*the*knowledge*they*learned*from*the*CTA*
program*everywhere*they*go.*Finally,*it*is*emotional*in*a*way*similar*way*to*how*it*tells*a*story,*
as*it*shows*that*the*key*is*a*part*of*people's*lives,*similar*to*Columbus*being*a*key*aspect*of*
people’s*lives*in*the*area.
Internally,*we*are*targeting*the*behavior*of*current*CTAs,*as*we*are*encouraging*them*to*
bring*the*key*with*them*and*send*in*photos*of*their*key*at*their*favorite*Columbus*destinations.*
Externally,*we*are*aiming*to*increase*awareness*of*@JoinUSColumbus,*#KeystoColumbus*and*
the*Certified*Tourism*Ambassador*program.*We*will*present*these*messages*throughout*the*
week*at*various*times*of*day*in*order*to*attract*audiences*that*check*social*media*at*different*
points*throughout*the*day.*This*campaign*could*be*ongoing,*as*it*is*not*centered*around*a*
specific*season*or*holiday,*but*posts*would*likely*pick*up*as*each*class*of*CTAs*receives*their*
keys,*which*would*happen*about*once*a*month*throughout*the*year.
This*campaign*will*motivate*engagement*as*CTAs*will*want*to*share*their*own*content,*
and*their*friends*and*family*will*be*interested*in*seeing*this*content.*Promoting*engagement*
12

with*these*posts*will*also*promote*the*CTA*program,*as*people*will*see*how*much*fun*current*
CTAs*are*having*with*their*knowledge*and*takeaways*from*the*program.*This*message*is*
important*and*relevant*to*the*target*consumer*because*those*interested*in*enrolling*in*the*
Certified*Tourism*Ambassador*program*will*be*interested*in*seeing*different*“key”*destinations*
in*Columbus*and*learning*more*about*the*city.*They*also*are*likely*to*want*to*engage*with*
others*who*are*as*passionate*about*the*city*as*they*are,*so*providing*an*outlet*through*
@JoinUSColumbus*and*the*#KeystoColumbus*hashtag*could*make*them*more*likely*to*seek*out*
and*enroll*in*the*program.
Tactics'
Social'Media'Platform'#1:'Experience'Columbus'Facebook'
Experience*Columbus*already*has*a*lot*of*followers*on*Facebook,*but*could*increases*the*
frequency*of*their*posts.*One*subUobjective*for*this*tactic*is*to*post*at*least*300*photos*that*
current*Certified*Tourism*Ambassadors*from*Columbus*email*to*Experience*Columbus.
The*overall*goal*for*this*campaign*is*to*bring*awareness*and*light*to*the*Certified*
Tourism*Ambassador*Program*that*Experience*Columbus*offers.*This*will*eventually*lead*to*an*
increase*in*enrollment*for*the*CTA*classes.*By*using*Experience*Columbus’s*large*Facebook*
community,*it*will*draw*the*similar*target*audience*to*the*new*Join*Us*Columbus*Twitter*
account.*This*will*bombard*Facebook*followers*with*fun*pictures*incorporating*the*keys.*
Leading*to*intrigue,*Facebook*followers*will*want*to*learn*more*about*the*CTA*program*and*get*
on*board*with*the*fun.
The*target*consumers*for*this*tactic*are*young*professionals*who*live*in*the*Columbus*
area*or*are*new*to*the*area,*who*are*in*their*late*20s*or*early*30s*and*who*already*follow*
Experience*Columbus*on*Facebook.*This*target*audience*also*has*to*hold*a*great*passion*for*
exploring*new*things*and*has*to*be*excited*for*everything*Columbus*has*to*offer.
The*callUtoUaction*will*be*very*simple.*The*Facebook*account*will*post*enticing*and*
exciting*pictures*from*our*current*CTAs*and*will*give*a*shout*out*to*the*new*Join*Us*Columbus*
Twitter*account.*Asking*existing*Experience*Columbus*Facebook*followers*to*follow*the*Join*Us*
Columbus*Twitter*account*is*the*callUtoUaction.
The*tactic*would*encourage*consumers*to*participate*through*userUgenerated*content.*
The*Experience*Columbus*Facebook*account*would*post*an*album*of*#KeystoColumbus*photos*
that*current*CTAs*take.*The*photos*will*consist*of*CTAs*holding*their*keys*that*we*give*them,*
while*discovering*a*new*place*in*Columbus.*The*photos*will*be*submitted*to*an*Experience*
Columbus*email*address.*In*the*writing*of*each*post*about*the*photo*album,*we’d*encourage*
those*viewing*the*album*to*follow*Join*Us*Columbus*on*Twitter.
*
13

Mockup*of*posts*
14

Social'Media'Platform'#2:'Experience'Columbus'Twitter
Utilizing*the*current*Experience*Columbus*twitter*should*prove*to*be*a*valuable*asset*
during*our*promotion*of*the*CTA*program.*Twitter*campaigns*will*target*existing*followers*as*
well*as*new*potential*tourism*ambassadors*in*an*effort*to*further*grow*membership*and*social*
media*presence.*
Along*with*increasing*interaction*between*consumers*and*Join*Us*Columbus,*Experience*
Columbus*will*receive*its*own*boost*in*interactions*due*to*its*outreach*to*consumers.*These*
consumers*are*ideally*professionals*in*their*late*20’s*and*early*30’s*based*in*Columbus*with*a*
serious*passion*and*knowledge*of*the*cities*culture*and*all*it*has*to*offer.
The*CallUtoUAction*in*this*segment*of*the*campaign*comes*in*the*form*of*Experience*
Columbus*encouraging*followers*to*go*get*more*information*on*the*Certified*Tourism*
Ambassador*program.*Along*with*giving*Join*Us*Columbus*publicity,*Experience*Columbus*
would*aid*in*the*promotion*of*the*“Key*Spots*of*Columbus”*campaign*via*retweets*and*shout*
outs.*By*utilizing*Experience*Columbus’s*already*wellUestablished*presence*of*followers*and*
Influencer*Marketing*style*of*engagement*would*be*effective.
The*tactic*used*in*this*campaign*will*engage*consumers*by*encouraging*the*publishing*of*
userUgenerated*content.*Similar*to*the*Facebook*account,*Twitter*followers*using*the*hashtag*
#KeystoColumbus,*will*post*pictures*of*themselves*and*their*key*at*important*places*they*have*
been*in*Columbus.*
15

*
Mockup*of*posts:*
*
16

Future'Social'Media'Platform
* Our*objective*for*the*@JoinUSColumbus*Twitter*account*is*to*foster*engagement*with*
the*hashtag*#KeystoColumbus*and*promote*awareness*of*the*Certified*Tourism*Ambassador*
program*by*advertising*internally.*The*objective*for*the*Twitter*account*meets*the*goal*of*the*
campaign*because*current*CTAs*would*produce*interesting*and*creative*content*and*post*it*in*a*
space*where*citizens*interested*in*becoming*CTAs*could*go*to*see*more*about*the*program.*The*
branded*hashtag*provides*a*foundation*for*authentic*conversation*about*Columbus,*Ohio*and*
the*CTA*program.
********* The*plan*for*increasing*awareness*of*the*Twitter*account*and*encourage*engagement*
with*the*#keystocolumbus*hashtag*is*to*aggregate*photos*of*CTAs*with*their*keys*and*post*
them*to*the*account*using*the*hashtag.*This*would*create*an*abundance*of*content*in*the*
hashtag*space,*and*anyone*who*clicks*on*the*hashtag*on*Twitter*would*see*pictures*of*iconic*
places*in*Columbus,*as*well*as*an*authentic*and*creative*advertisement*for*@joinuscolumbus*
and*the*CTA*program.*
********* We*are*hoping*to*build*a*loyal*following*of*current*Columbus*CTAs*and*citizens*
interested*in*becoming*Columbus*CTAs.*We*believe*establishing*close*relationships*with*current*
17

CTAs*would*help*organically*advertise*the*CTA*program,*and*this*organic*advertising*produced*
by*loyal*Columbus*CTAs*will*be*highly*compelling*and*authentic*to*the*Columbus*community.*
Additionally,*we*believe*that*encouraging*userUgenerated*content*through*the*
#keystocolumbus*campaign*will*help*gain*a*significant*and*loyal*following*for*the*
@joinuscolumbus*Twitter*account.
Mockup*of*posts:*
18

'
'
19

Evaluations'
Social'Media'Platform'#1:'Experience'Columbus'Facebook'Evaluation
Experience*Columbus*will*evaluate*whether*the*Facebook*tactic*is*effective*through*the*
use*of*social*media*analytics.*Since*this*tactic*involves*posting*at*least*300*photos*that*current*
CTAs*email*to*the*designated*account*for*Join*US*Columbus,*we*will*track*engagement*on*these*
photos*in*the*form*of*likes*and*shares.*Since*this*photo*album*would*be*brand*new,*we*could*
record*this*engagement*through*direct*observation.
When*mentioning*the*new*Join*US*Columbus*Twitter*account,*we*will*create*a*trackable*
URL*in*order*to*gauge*how*many*people*from*Facebook*were*interested*in*this*Twitter*account.*
A*trackable*URL*will*be*used*when*linking*to*the*CTA*enrollment*page,*and*we*can*compare*
enrollment*numbers*over*the*threeUmonth*period*to*past*threeUmonth*periods*of*enrollment.*
This*data*should*be*available*through*Join*US*Columbus*records.
We*will*track*mentions*of*@JoinUSColumbus*and*#KeystoColumbus*through*the*thirdU
party*analytics*service*Social*Mention*to*gauge*the*increase*in*mentions*over*the*threeUmonth*
campaign*period.*Each*evaluation*is*to*be*performed*once*a*month*throughout*the*threeU
month*period*of*the*campaign.
Social'Media'Platform'#2:'Experience'Columbus'Twitter'Evaluation
Evaluating*the*success*of*the*Join*Us*Columbus*keys*to*the*city*campaign*on*twitter*
would*be*done*via*analytics.*By*tracking*the*number*of*posts*using*the*#KeystoColumbus*we*
intend*on*measuring*whether*or*not*our*target*audience*is*contributing*UGC*to*our*campaign.*
Likes,*retweets*and*hashtags*will*all*be*used*as*measurements*to*determine*the*success*of*the*
Keys*to*Columbus*campaign.*Evaluations*of*the*campaign*will*begin*once*the*campaign*is*
launched.*By*constantly*tracking*what*is*working*and*what*is*not,*we*will*be*able*to*alter*the*
campaign*accordingly.
Hootsuite*will*be*used*to*measure*total*number*of*followers*gained*by*the*Join*Us*
Columbus*account.*Because*the*goal*of*Experience*Columbus*is*to*help*gain*followers*for*the*
Join*Us*Columbus*Twitter*account,*success*will*be*measured*by*total*number*of*followers*and*
the*quality*of*their*engagement.*Quality*of*engagement*is*an*important*variable*because*our*
goal*is*to*not*only*increase*the*total*number*of*followers,*but*we*want*them*to*have*genuine*
interest*in*Join*Us*Columbus*and*the*CTA*program*as*well.*By*monitoring*the*hashtag*use*we*
should*be*able*to*determine*how*involved*the*target*audience*is.**
Social'Media'Platform'#3:'Join'Us'Columbus'Twitter'Evaluation
Evaluation*of*the*new*platform*will*be*monitored*through*the*amount*of*followers*
gained*from*the*creation*of*the*account*through*to*the*end*of*the*campaign.*Additionally,*we*
will*monitor*how*many*interactions*(likes,*retweets,*comments)*the*account*receives*and*the*
20

types*of*posts*receiving*the*most*interactions*(images,*web*links,*etc.).*We*will*reUevaluate*our*
guidelines*and*assess*our*progress*toward*our*objectives*frequently*throughout*the*duration*of*
the*campaign*using*the*previously*mentioned*analytic*services*as*well*as*basic*social*media*
monitoring.*
Conclusion
In*summary,*our*campaign*hopes*to*increase*the*total*number*of*userUgenerated*
content*from*current*and*new*certified*tourism*ambassadors.*Our*group*will*be*creating*a*
twitter*exclusive*to*Join*Us*Columbus*so*that*content*directed*to*the*CTA*program*can*be*
analyzed*separate*from*the*Experience*Columbus*social*media.*By*directing*traffic*to*Join*Us*
Columbus*social*media*we*hope*to*increase*membership*of*the*CTA*program*and*get*as*many*
‘Keys’*to*Columbus*as*possible.*Whether*you’re*a*lifetime*resident*or*an*afternoon*guest*we*
hope*you*Join*Us*in*Experiencing*Columbus.
References
Become*a*City*Ambassador*U*Join*US*Columbus.*(n.d.).*Retrieved*April*18,*2016,*from
http://www.joinuscolumbus.com/cta/
June*2016*Calendar*with*Holidays.*(n.d.).*Retrieved*April*20,*2016,*from*
http://www.wincalendar.com/JuneUCalendar/JuneU2016UCalendar.html
Rio*2016*Olympics*|*Next*Summer*Olympic*Games*in*Brazil.*(n.d.).*Retrieved*April*25,*2016,*
from*http://www.olympic.org/rioU2016UsummerUolympics
21

June
Experience Columbus/Join Us Columbus
Experience Columbus Facebook and Twitter
Join Us Columbus Twitter
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
@ExpCols retweets
@JoinUsColumbus
tweet thanking
CTA fathers, with a
picture of a CTA
selfie with his father
at their favorite
Columbus
restaurant.
On ExpCols
Facebook, post at
7 a.m. about
@JoinUsColumbus
Twitter account
and encourage
them to follow,
along with
uploading some
pics CTAs emailed
already in an
album.
1 2 3 4
For National
Doughnut day,
retweet on
@JoinUsColumbus
Twitter a CTA’s selfie
w/ their key at their
favorite Columbus
doughnut place.
Post at noon during
lunch breaks.
Ask ExpCols
Facebook followers
to comment with
pictures of
themselves at the
PGA Memorial
Golf Tournament in
Dublin. Include a
link to CTA program
info on website.
Post at 8 a.m.
5 6 7 8 9 10 11
Post on Facebook
at 5 p.m. “looking
for passionate
Columbusites.
Become a CTA
today!” with a link
to the program
info.
ExpCols Twitter: at
noon. Retweet a
photo of a CTA
and their bff in
honor of national
best friend at their
favorite cbus
hangout and
mention the CTA
program and
include link and
tag
@JoinUsColumbus
@JoinUsColumbus
tweets about what
the CTA program is
with information
about how to get
started.
12 13 14 15 16 17 18
Ask @ExpCols
Twitter followers
at 8am to tweet
@ExpCols their
favorite spot for
happy hour.
Post photos CTAs
emailed to
Facebook at 10am
of them picnicking
on the Scioto in
honor of National
picnic day and link
to the
@JoinUsColumbus
Twitter.
19 20 21 22 23 24 25
Post pictures of
CTAs in Facebook
photo album
enjoying a
gorgeous day
outside in
Columbus to
celebrate the 1 st
day of summer.
@JoinUsColumbus
tweets about
what the CTA
program is with
information about
how to get
started.
26 27 28 29 30
Around 10 AM, ask
Facebook followers
if they love
Columbus and post
an enticing
statement about
the CTA program
and a link with
more information.

July
Experience Columbus/Join Us Columbus
Experience Columbus Facebook and Twitter
Join Us Columbus Twitter
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
On @ExpCols
Twitter, retweet a
CTA’s selfie at their
favorite ice cream
shop in celebration
of National Ice
Cream Day.
Post a photo on
the @ExpCols
twitter of CTAs at
their favorite bar
for National Tequila
Day. Ask followers
to follow
@JoinUsColumbus
on twitter
At 8AM, post parking
tips for Red, White
and Boom on the
@JoinUsColumbus
twitter and have
@ExpCols retweet
1 2
3 4 5 6 7 8 9
Wish everyone a
Happy
Independence
Day at 10AM. Post
photos CTAs
submitted from
Red, White and
Boom to the photo
album with a copy
talking about all
the fun CTAs had
this weekend
sharing Columbus
with their out-oftown
friends and
family
@JoinUsColumbus
tweets about what
the CTA program is
with information
about how to get
started.
@JoinUsColumbus
tweets “CTAs: don’t
forget to tweet your
photos at Picnic with
the Pops, featuring
@Nelly tomorrow
night with the
hashtag
#KeysToColumbus”
10 11 12 13 14 15 16
Post on Facebook
at 6 AM, “Do you
enjoy showing
friends and family
around Columbus?
You are the
perfect person to
become a CTA”
and post a link with
more info.
Both twitter
accounts quote
retweet several
photos CTAs tweet
enjoying the
Franklin County Fair
and thanking their
“CTAs for sharing
what Columbus
has to offer”
@ExpCols tweets
about what the CTA
program is with
information about
how to get started.
17 18 19 20 21 22 23
Both Twitter
accounts retweet
a photo that a CTA
tweets with an
awesome caption
and how they love
being a CTA
Tweet a photo on
@JoinUsColumbus
twitter of a bunch
of CTAs enjoying
Dime a Dog night
in honor of National
Hot Dog Day. Have
the @ExpCols
twitter account
retweet it.
24 25 26 27 28 29 30
It’s opening
day of the
Ohio State Fair!
@JoinUsColumbus
tweets “CTAs:
don’t forget to
tweet your photos
at the Ohio State
Fair with the
hashtag
#KeysToColumbus”
Have
@JoinUsColumbus
retweet a photo of a
CTA at their favorite
Italian restaurant in
honor of National
Lasagna Day. Then
have the @ExpCols
Twitter retweet that
and tag the
restaurant in the
tweet
Post pictures that
CTAs sent on
Facebook to the
photo album of
“CTAs enjoying
their favorite
cheesecake
destination in honor
of National
Cheesecake Day”
with a link to more
info on the CTA
program

August
Experience Columbus/Join Us Columbus
Experience Columbus Facebook and Twitter
Join Us Columbus Twitter
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
@JoinUsColumbus
retweets all
photos that CTAs
tweet of their
sisters to
celebrate
National Sister’s
Day.
@JoinUsColumbus
tweets about
what the CTA
program is with
information about
how to get
started.
1 2 3 4 5 6
Post photos of
CTAs enjoying the
Ohio State fair in
the Facebook
photo album and
encourage
followers to
become CTAs
with a link to
more info.
Quote retweet a
CTAs photo of
them at the DIF
with “Celebrate
National Beer Day
at the Dublin Irish
Festival like our
CTAs” on both
twitter accounts
7 8 9 10 11 12 13
Post photos in
the Facebook
album of CTAs
having fun at
the Dublin Irish
Festival from the
past weekend
and post info
on how to
become a CTA
14 15 16 17 18 19 20
@JoinUsColumbus
tweets about
what the CTA
program is with
information about
how to get
started.
Ask
@JoinUsColumbus
twitter followers to
tweet selfies of
them at their
favorite
Columbus place
to watch the
@Olympics.
Post photos of
CTAs in the
Facebook
album of them
enjoying the
Bucyrus
Bratwurst
festival.
21 22 23 24 25 26 27
Ask Facebook
followers to give
@JoinUsColumbus
a follow on twitter
28 29 30 31
Post CTA photos in
Facebook
album with their
dogs walking in
Columbus to
celebrate
National Dog
Day.
@JoinUsColumbus
tweets to remind
CTAs to take
photos at the
Columbus Wine
Festival at the
Franklin Park
Conservatory with
the hashtag
#KeysToColumbus.
@ExpCols retweets
that tweet.