• Integrated Communications Strategy

• Media Relations

• Content Marketing

• Advertising

• Creative Services

American Marketing Association Houston

• Event Marketing

• Special Event Promotion

• Marketing Campaigns

• Online Marketing

Public Relations Society of America Houston

• Marketing Campaign

• Public Relations Campaign

• Social Media Campaign

• Grand Excalibur Best-In-Show Award

THE CHALLENGE

CKP, as Discovery Green’s agency of record, was charged with developing and implementing an integrated communications plan that would highlight the myriad activities celebrating the 10th anniversary while driving increased foot traffic to the park, creating more opportunities for touch points and direct engagement between the park and its patrons.

CAMPAIGN GOALS

• 50% increase in year-over-year park attendance

• Double the number of earned media placements from the previous year

• Double the number of organic social media impressions from the previous year

• Spend no more than (and ideally less than) the $35,000 budget allocated for digital advertising while generating at least 3.5 million highly-targeted impressions
  

THE CKP APPROACH

Our team designed a media relations plan that would extend the reach further of an already well-known and iconic Houston institution. This was achieved by developing anniversary and event-specific digital media kits, designing a carefully planned editorial timeline and layer it with media list segmentation, and hosting media days for key media.

We developed and implemented a content marketing strategy that utilized a hierarchical structure for message prioritization, complemented by micro-influencer engagement. Content marketing and media relations strategies were then amplified with a blended advertising strategy. These efforts were supported by creative services to curate and share the brand story visually through original photography and videography produced specifically for earned media, advertising or social media.

TOOLS & TACTICS

• Strategic communications research and planning

• Media relations planning and engagement

• Digital advertising strategy, execution and management

• New lifestyle photography

• New content video series highlighting events and activities

• New brand voice guidelines

• New content marketing editorial plan with engagement protocols
  

MEANINGFUL RESULTS

CKP's integrated strategy resulted in record-breaking attendance at many of the 10th anniversary's events and activities, which ultimately resulted in the park experiencing a tremendous 101% year-over-year increase in attendance. This is 102% above the goal for attendance increase.

Stacking these metrics up against the measurable objectives, CKP delivered:

• 2.5x the number of earned media placements from the previous year, representing 143% of the original goal

• 3.5x the number of organic social media impressions in 2017 or 263% of the goal

• Delivering 7,890,236 highly targeted paid impressions, or delivering more than twice the desired number of impressions while spending less than 70% of the original budget allotted.

All of these efforts combined for a truly remarkable and record-breaking 10th year for Discovery Green.