CHRISTINE YEE
Content Marketing. Writing. Social Media. SEO. Digital PR

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Alliance for Family Entertainment - Search For America's Newest Comedy Writer

Posted by Christine Yee on January 4, 2016 at 7:00 PM Comments comments (0)




I joined the Urgent Content team with the main focus on managing the social media campaign for Adobe's Subscription Diaries video series.  However, this client project faced internal delays and decided to postpone their marketing initiatives.

The main project that I worked on was the social/digital PR outreach for a comedy screen writing contest held by the Allance for Family Entertainment (AFE): Search For America's Newest Comedy Writer. 

About the Alliance For Family Entertainment (AFE)

The AFE is a large coalition of U.S. advertisers who is supported by the Association of National Advertisers (ANA). Collectively, their members represent over $10 billion spent yearly on nation wide television ads. Their membership base includes the following companies.


 


 

Since 1998, the AFE has worked to help air high quality, family friendly television shows, incuding"

 

  • Gilmore Girls
  • Everybody Hates Chris
  • Eight Simple Rules

 



  

Screen Writing Comedy Writing Contest

In their efforts to continue offering high quality shows that the entire family can watch, the Alliance for Family Entertainment decided to hold a contest to find a talented comedic screen writer.  




 Urgent Content was hired to help promote the contest online.  My role was to find highly targeted influencers who are connected to groups burgeoning screen writers. The main performance indictor was simply to achieve as many placements as possible across a wide reach. 

Within a time span of about one month, I worked to compile a list of highly relevant sites and blogs. I also contacted influencers within the screen writing niche who would help spread the word about the contest to their followers

SAMPLE PLACEMENTS AND STATS

Here are a few screen shot images of sample placements and stats that resulted by the October 28th deadline. 


Words Trumpet (unique monthly visitors = 1102)


Indiana Film Commission  (unique monthly visitors is 2,373,864)

Minnesota Film Commission (unique monthly visitors = 2673)

Stage 32 (unique monthly visitors = 3199)


Georgia Film Commission - Facebook Page (12,865 followers)



Michigan Film Commission - Facebook Page (7401 followers)

In the final week of the contest, the Facebook reach totaled 25,663.

According to our data collection efforts, the total cumulative reach on Twitter includes approximately 105,378 followers. In just the last week the reach was 45,684.

 

These numbers reflect an aggregate total. Some of these tweets did not result from UC outreach. For example, Laughspin accounted for 905 individuals. And we’ve estimated collage outreach to include 1469 followers.

Mom Blogger Outreach - Store Grand Opening

Posted by Christine Yee on January 2, 2016 at 8:00 PM Comments comments (0)

The influence and power of mom bloggers cannot be denied. They write content from their own experience on a variety of different topics from food recipes, DIYs, household tips and tricks parenting advice, product recommendations and their own personal musings.



Legions of other women often find this type of content to be helpful for their own lives. Thus passionate and dedicated mom bloggers are able to attract huge followings. When it comes to product and brand reviews, popular moms are not only able to share their message across a huge reach, their audience members trust and often follow their recommendations. 

According to one article by PTPA (Parent Tested Parent Approved) media, 66% of moms attribute word-of-mouth as their most trusted source of information. 81% of U.S. consumers trust advice and information presented in blogs.

In 2012, BlogHer conducted a questionnaire study on 37 million readers and found that 61% of U.S. online consumers make purchase decisions based on information and opionions found on blogs. 

A marketing site called Punch Bowl shares other interesting insights about the power of mom bloggers.

 

  • In 2013, the number of mom bloggers was estimated to be about 4.2 million. 
  • On average, these bloggers mention brands as often as 73 times a week
  • 60% of mom bloggers state that they regularly write about brands their either love or hate
  • Established mom bloggers are able to achieve 20,000 or more views per month 

Save-A-Lot and Mom Blogger Outreach Campaign

In 2010, I was hired by Los Angeles online advertising agency, Matrixx Pictures to help conduct and execute a mom and food blogger outreach campaign for their client, Save-A-Lot. Save-A-Lot is a nation wide discount grocery store chain owned by their parent organization, Super Value Inc. 

Save-A-Lot opened two new stores, one in Dallas Forth Worth and Charlotte, North Carolina. The brand was interested in generating awareness for their grand opening events as well as placement on mom blog posts. There were two key challenges for this project:

(1) finding mom and food bloggers who specifically lived in these areas and could attend these opening events
(2) the relatively short time frame for securing attendance and working with bloggers to generate posts.

In addition to creating gift bags, Matrixx made it possible to supply discount coupons that the bloggers could share with their readers.




Due to the short time frame for this project, I focused primarily on the North Carolina opening. I provided initial support for the Dallas event and later handed off the completion of the outreach tasks to a team member at Matrixx

Identifying Bloggers


Although there were software tools designed to help identify appropriate influencers to connect with, they were somewhat limited due to our requirement for specific geo-targetted cities. 

I found it to be a much more effective approach to manually comb through Twitter. Many of the geo-targeted mom bloggers I found were also connected to networks of other similar bloggers whom I was able to add to my outreach list of 200.

In addition to their location, other criteria that I researched included:
(1) Alexa rank
(2) monthly uniques

We used these parameters as indices of influence

Attendees at the Charlotte Store Grand Opening Event 
I created a systemmized series of email correspondence to contact specific bloggers. This was designed to meet specific and timely milestones to secure a target goal attendance of ten writers at the Save-A-Lot Grand opening event in Charlotte North Carolina.







Placements and Buzz- North Carolina
Following the event, I used Radian 6 to locate blog and social placements that resulted from our outreach efforts. Here is a sample list of urls relevant to North Carolina and other pertinent information. (note: raw url addresses are provided since not all the posts are still live)

(1) http://www.mynctrianglemommy.com/2010/03/save-lot-weekly-ad-and-coupon-match-ups.html
3.24.10
Deals at SAL

(2) http://www.sisaver.com/2010/03/adventures-in-aisles.html
3.19.10
Post talks about what she found at SAL. She also has a main header tab specifically for SAL

(3) http://budgetsavingmom.com/2010/03/16/5-off-20-purchase-at-save-a-lot/
3.16.10
Post is about our targeted North Carolina cities

(4) http://www.savingadvice.com/forums/coupons/51994-5-off-20-purchase-save-lot.html#post254048
3.18.10
Post is by someone outside our office (Kimmie 628, Freebie Queen) who placed the link to the $5 coupon for viewers. She targets our 5 North Carolina cities

(5) http://twitter.com/sarahs_deals/statuses/10579519546
3.16.10
"Save-A-Lot food stores: Valid at 6 North/South Carolina Stores ONLY: $5/$20 purchase... http://bit.ly/bYQ36B 9:32 AM Mar 16th via Facebook"

(6) http://frugalfabulousfinds.blogspot.com/2010/03/printable-coupons-5-save-lot-coupon-and.html
3.12.10
This is Wendy whom we invited from Frugal Fabulous Finds

(7) http://www.afullcup.com/forums/publix/355812-new-save-lot-5-20-printable.html#post2807439
3.12.10
This was posted by someone outside our office. (LuLuBee). She shared a link to the Save-A-Lot $5 coupon in NC. It received 7 thank you's

(8.) http://aproverbswife.com/2010/03/5-off-20-save-a-lot-printable-the-carolinas-only.html
3.11.10
She posted link to our coupon/ 5 NC cities. She wrote that Coupon Mamacita sent her this link.

(9) http://couponmamacita.blogspot.com/2010/03/sav-lot-520-coupon-carolinas-only.html
3.11.10
She posted link to our coupon/ 5 NC cities. 

(10) http://www.sweetwatersavings.com/save-a-lot-2.html
3.09.10
She posted the link to our coupon/ 5 NC cities. Her tagline is "coupons,deals, sales and freebies. Join me in my quest to save money."

(11) http://recipes.blogbel.com/2010/03/08/save-a-lot/
3.08.10
Post mentions Matrixx, Laura Glaser and the SAL event.

(12) http://www.thestate.com/2010/03/08/1191418/discount-grocery-a-hit-in-north.html?RSS=business
3.08.10
Title of post is "Discount Grocery A Hit In North Charleston."

(13) http://v1019.radio.com/2010/03/07/local-cookbook-author-will-saute-with-a-song-in-her-heart/#photo-1
3.07.10
Cicely Mitchell wrote another post. This one mentions the Save-A-Lot event, but focuses on Martha Cheves and her book. Title of post, "Local Cookbook Author Will Saute With A Song In Her Heart"

(14) http://www.facebook.com/posted.php?id=45013519948&share_id=350765812282&comments=1#s350765812282
03.06.10
posted a link on Facebook to the article about Save-A-Lot's popularity in North Charleston in response to the article listed above
"Discount Grocery A Hit In North Charleston."

(15) http://www.thecouponcupboard.com/showthread.php?s=f7a1dd889c605a42a3cbc4731a96a7e8&p=11265
3.6.10

User, Scorpio posted this "Valid ONLY At The Following Save-A-Lot Locations

 

Charlotte (Freedom Dr.), Lexington, Shelby, Kannapolis, Fayetteville, NC And North Charleston, SC

 

(16) http://twitter.com/CharlottePlaces/statuses/10075532557
3.6.10
RT @1037wsocfm SHELBY: We're coming to see you today. Rick McCracken is live at Save-a-Lot on West Dix... http://schmap.it/Rw0GH3?a

(17) http://twitter.com/1037wsocfm/statuses/10074737158
3.6.10
TWEET: SHELBY: We're coming to see you today. Rick McCracken is live at Save-a-Lot on West Dixon today at noon. We love... http://bit.ly/daP3tg

(18.) http://twitter.com/mkotcher/statuses/10036075117
3.5.10
TWEET: Barbecue Master: Save-A-Lot Foods in Charlotte Officially Opens http://alturl.com/mfyy (Mark Kotcher mentions Barbeque Master in Tweet)

(19) http://greatcooksblogroll.com/save-a-lot/
3.4.10
This seems to be duplicate of Martha Cheves' post. Like the one on Line 13, there is no information on who posted this

(20) http://obswhatsinstore.blogspot.com/2010/03/new-save-lot-stores-mark-opening.html
3.2010

Title of post: "New Save-A-Lot Stores Mark Opening"

This was written by Jen Aronoff who writes for the Charlotte Observer

(21) http://twitter.com/infoclt/statuses/9941614906
3.3.10
TWEET: RT @cltecondev: National discount food store Save-A-Lot opens Charlotte location http://ow.ly/1dSMd

(22) http://twitter.com/cltecondev/statuses/9941460888
3.3.10
TWEET: National discount food store Save-A-Lot opens Charlotte location http://ow.ly/1dSMd 1:27 PM Mar 3rd via HootSuite

(23) http://twitter.com/checkkers/statuses/11390144070
3.31.10
TWEET: GIVEAWAY - Win $15 GC to Save-a-Lot (2 winners) @bkeepsushonest @Savealotnc http://tinyurl.com/ybugfgz 4/10

(24) http://twitter.com/1day1dollar/statuses/11382873153
3.31.10
GIVEAWAY - Win $15 GC to Save-a-Lot (2 winners) @bkeepsushonest @Savealotnc http://tinyurl.com/ybugfgz Daily tweet thru 4/10









 

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