Download - Berenstain Bears Facebook Campaign

RPC Honey Hunt

Facebook Campaign Overview & Logistics

Berenstain Bears: Marketing Plan

Facebook Campaign Overview

Campaign Overview

In order to attract children to the performance, the RiverPark Center needs to target mothers

during the social media campaign. Due to various past performances at the RiverPark Center, women in

the household have the most influence when buying tickets for families. According to a study performed

by Edison Research in 2014, approximately 69% of American mothers used Facebook, more than any

other social media site. Mothers use Facebook frequently, as 49% of mothers check Facebook several

times a day. Using this information as a guide, the RiverPark would generate more ticket sales when using

Facebook during campaign efforts.

Facebook posts need to be timed strategically to attract mothers’ attention. The Edison

Research report in 2014 found mothers prefer hands-free communication in the morning; only 17% of

mothers use internet devices in the morning. Mothers are more likely to check Facebook later in the

afternoon or in the evening. Due to this, Facebook posts should not occur no earlier than 4 PM and no

later than 10 PM.

The Facebook campaign will focus on a community-wide scavenger hunt, aptly named “RPC’s

Honey Hunt,” (#RPCHoneyHunt) after the first Berenstain Bears book, “The Big Honey Hunt,” in 1962.

A Facebook event page will be created detailing the scavenger hunt to the audience. A buzz will be

created for the community-wide scavenger hunt by pitching a story to the Messenger Inquirer early

October. The hunt will begin October 12, 2015 and end November 9, 2015. Each Facebook post will

contain a promotional reminder to the followers about Berenstain Bears, and a link to the event page.

Riddles will be posted on the event page. The riddle will lead Facebook followers to a different location

in Owensboro, where a QR code will be found. The locations will be related to healthy eating, due to

Owensboro Health’s sponsorship, along with Independence Bank to promote their Little Patriots program

in exchange for RPC endorsement. A partnership between RPC and the various locations could be

established so hunters could receive small prizes from the place of businesses, as well.

Once scanned, hunters will be lead to a hidden page on RiverPark’s website, containing

information on the Berenstain Bears performance, ticket links and information, and a printable PDF file

for the numbered honey pot. After the five weeks of riddles, honey hunters with all printed honey pots can

receive a prize related to the performance. Winners will be featured on the Facebook page.


Gaining awareness of Facebook campaign: Time table & logistics

1) Pitch story to Messenger Inquirer

Pitch story at the end of September, so story will run first week of October. The

scavenger hunt begins October 12th; story needs to run early enough in advance to create

a buzz for the hunt.

2) Create Facebook event — RPC’s Honey Hunt

Create Facebook event one week prior to start date, which would be October 5, 2015.

On the event page, include explanation of the scavenger hunt, such as:

Join the RiverPark Center’s first ever Owensboro-wide scavenger hunt, The

Honey Hunt! In honor of the Berenstain Bears performance at RPC on November

20th, 2015, families have a chance to make memories and have lots of fun with

this endeavor. Starting on October 12th, RPC will post a weekly riddle, leading to

a location in the Owensboro area. Travel to that location, and you’ll find a honey

pot QR code to scan, leading you to printable honey pot. Collect all five honey

pots, take them to RPC and your little honey hunter will win a special prize!

The very first day the event is created, write a post to help explain the event on the

RiverPark’s main Facebook page, such as:

Join this event to become apart of the RiverPark’s first ever scavenger hunt, The

Honey Hunt! In honor of the Berenstain Bears performance on November 20th,

RPC wanted to have some fun for families everywhere! Check out this event for

more information. You and your kiddos could become great honey hunters, and

can special prizes around town! Make some memories and embark on this

journey.


Partnership Preparation

In September, the RiverPark Center marketing team needs to contact business owners to

make sure they would like to be apart of the Honey Hunt, and whether they would like to offer a

small prize for the honey hunters (since RPC is leading consumers to their location from the

scavenger hunt). Because Owensboro Health is sponsoring Berenstain Bears, three of the five

locations could be related to the healthy eating initiative, and possible flyers for Owensboro Health

could be found by the QR codes at participating businesses. Also, another location could be

Independence Bank, as the RPC continues to create a mutually beneficial partnership with the bank.

The bank could offer information for their Little Patriots program at the QR code location, as well

as another small prize (up to bank’s discretion). The final clue will be held at RPC.


Facebook Time Table

Date QR Location

10/12/15 Reid’s Orchard

10/19/15 Nona’s Market

10/26/15 Trunnell’s Farm Market

11/02/15 Independence Bank

11/9/15 RiverPark Center

Post of the Day (include event link in each post)

Are you ready to join the hunt? RPC’s Honey Hunt begins

today. Families, compete in the city-wide scavenger hunt with

your children for a chance to win (chosen prize) in

anticipation of the Berenstain Bears performance on

November 20, 2015. Join this event for weekly clues, and

share the event for a chance to win a secret advantage over the

competition. Happy hunting! #RPCHoneyHunt

(choose random sharer and give them second clue in advance)

Today is the day! Families, time to embark on the Honey

Hunt journey! Include pictures of your kids searching for the

third honey pot with #RPCHoneyHunt and you may be

featured on our Facebook page. Remember, tickets for

Berenstain Bears on November 20th are on sale now here!

(include link) Join this event for the weekly clue!

RPC’s Honey Hunt continues! Families, buy your tickets now

for the upcoming Berenstain Bears performance on November

20, 2015 here (include ticket link). Join this event for the

second clue in the hunt!

RPC’s Honey Hunt comes to a close. The fun doesn’t have to

stop, though! Buy tickets for Berenstain Bears on November

20th, a week from today! (include link ). Remember, hunters

who bring all 5 honey pots to the RPC ticket booth win

(special prize). Winners will be featured on our Facebook

page. Check out this event page for the final clue!

It’s that time of week again! Time to start searching for

the next location in RPC’s Honey Hunt. Join this event to

receive the fourth clue.


Clues for Honey Hunt (all riddles posted on event page)

1. Clue #1 for Reid’s Orchard’s Apple Festival (third weekend in October): 10-12-15

Red delicious, granny smith, pink lady, oh my! Celebrate autumn with tasty treats, art &

crafts, and carnival rides. Find this honey pot at this festival’s petting zoo!

2. Clue #2 for Nona’s Downtown Market: 10-19-15

Come to the market by the great Ohio, where the farm comes to your table! Delicious

smoothies, bakery items, Kentucky décor and local home grown food can be found at

this location in RPC’s Honey Hunt.

3. Clue #3 for Trunnell’s Farm Market: 10-26-15

Take a journey out yonder and explore the farm lands of Utica. Nestled in the country by

a corn maze, you’ll find this next location full of fresh product and pumpkins galore!

4. Clue #4 for Independence Bank: 11-2-15

“We hold these truths to be self-evident, that all men are created equal.” Take a journey

down Frederica, you’ll find this building of independence, where each December a

Christmas tree can be found in the tallest tower.

5. Clue #5 for RiverPark Center: 11-9-15

Come to the river, where there is a theatre of epic proportions! Appreciate the arts and

make a lifetime of memories at this next location. Hint: You may want to bring all five

of your honey pots to this last location.


Example information

QR Code and PDF File

On the following pages, an example of the PDF honey pot and the QR code fly-

ers can be found. With each different clue, the honey pot number needs to change. There

needs to be five separate QR codes, as well, as each location leads to a different num-

bered honey pot. Along with the printable PDF of the honey pot, the webpage needs to

first congratulate the honey hunter, tell them to print off the PDF and also include infor-

mation on Berenstain Bears and how to buy tickets for the performance. For each QR

code flyer, the flyer should be placed in a highly-visible location at the location, and

should be adequately sized to attract attention.

Riverpark Center

1

Congratulations, honey hunter! You have figured out

the first riddle. Here is honey pot #1! Save this picture

on your mobile device to print it later once you have

found all five honey pots. Happy hunting!

#RPCHoneyHunt

QR Code Here

Scan me for

the first

honey pot!

Download - Berenstain Bears Facebook Campaign

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