User Generated Content Marketing Campaign for Ricoh Arena Report

This report details a user-generated content (UGC) marketing campaign designed for the Ricoh Arena, a multi-purpose venue in the UK. The campaign aims to increase brand awareness, leverage positive brand associations, and apply digital marketing principles. The report includes an overview of the Ricoh Arena, its objectives, and a comprehensive marketing campaign plan. This plan covers location feasibility, target audience personas, competitive research, and specific marketing actions such as video creation, e-books, webinars, and consistent blogging. The report also outlines the tools to be used, including phone call tracking, form tracking, website heat maps, and split testing, along with a detailed timeline for content marketing implementation. Furthermore, it specifies key marketing metrics for measuring campaign success, such as total visits, new sessions, and channel-specific traffic. The report concludes by emphasizing the importance of these metrics in assessing return on investment and optimizing the campaign's effectiveness.

User Generated Content Marketing
Campaign

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................1
OVERVIEW OF THE RICOH ARENA AND MARKETING CAMPAIGN......................................1
OBJECTIVES OF THE MARKETING CAMPAIGN.........................................................................1
MARKETING CAMPAIGN PLAN FOR THE RICOH ARENA.......................................................2
About the location feasibility of the Ricoh Arena...........................................................................2
Audience persona and their needs...................................................................................................2
Competitive research.......................................................................................................................2
Marketing campaign actions............................................................................................................3
Marketing campaign tools...............................................................................................................3
Marketing campaign timelines.........................................................................................................4
Marketing campaign metrics...........................................................................................................5
CONCLUSION....................................................................................................................................5
REFERENCES.....................................................................................................................................7

INTRODUCTION
Promotion as one of the 7 P’s of marketing has been successful in acquiring the attention of
mass. User Generated Campaign (UGC) is regarded as the different forms of content which are
developed by individuals through social media means (Cassinelli, 2014). It covers wikis, blogs,
podcasts, tweets, chats etc. Wide range of applications are used where discussion and sharing is
made possible. It articulates rapid growth since 2005 when sharing of large content on media
platforms such as YouTube, Facebook, Twitter, Instagram, etc has been made. Companies are into
UGC so that better interaction with the customers and mass audiences can be developed
(Smeritschnig, 2013). Organisations are developed in all aspects and facility provisions as per their
concerned area but the area of communication and making people aware about their dealings lacks
aside. Hence, generated campaign has been identified as one of the most prompt and effective
source through which dissemination of information can be fostered in the best way possible (Ku and
Edward, 2012). The present work is intended to understand the UGC in depth by creating a
marketing campaign for the Ricoh Arena. Further, the report will detail with the actions, tools,
timelines and metrics to achieve the provided campaign objectives.
OVERVIEW OF THE RICOH ARENA AND MARKETING CAMPAIGN
Ricoh Arena is a venue platform for different proceedings in the UK. This is a hub for
various different for sports, entertainment and business. This perfect place for entertainment has
space of about 20,000 sq m with two restaurants, 2,000 onsite car parking bays and the UK’s largest
casinos. The rationale for the best place of events lies in the beauty as here organising of trainings,
banqueting; sports activities, music, exhibition, hotel etc can be made so easily and with wide open
space (Ricoh Arena, 2016). Event organisers are finding it perfect and infuse huge fund investment
on promoting of business and pertaining plans. Various eminent corporations are working partners
of the Ricoh Arena and are Ricoh, Lloydspharmacy, Jaguar and E.ON as well as tenants Grosvenor
Casino.
OBJECTIVES OF THE MARKETING CAMPAIGN
The proposed plan aims to prepare the user generated content marketing campaign for the
Ricoh Arena. The central idea is to explore the range of digital marketing channels which are
available to the organisations in order to undertake digital marketing campaign (Malhotra, 2013). In
that streamline, the present work will laid stress on following defined objectives which has have
enumerated as follows:
 To raise brand awareness of the Ricoh Arena
 To capitalise on positive brand associations with other brands currently connected with
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Ricoh Arena
 To inculcate use of digital marketing theory and industry examples to underpin current
digital marketing campaign for Ricoh Arena.
MARKETING CAMPAIGN PLAN FOR THE RICOH ARENA
About the location feasibility of the Ricoh Arena
Ricoh Arena is an award winning platform for organising event at an international level. The
most benefitting advantage for planning an event at this place is the location. Ricoh Arena is
situated 800 yards away from the largest motorway network in the UK. It is at the 20 minutes
distance from the International; Airport and 50 minutes of time distance from the rail route at
London Euston (Coventry and Warwickshire, 2014). This facilitates the guests and people top
approach easily (Miles, 2013). This is the reason the place is so feasible for various events programs
such as business associations, conferences conventions, weddings, exhibitions, etc.
Audience persona and their needs
The entire idea relies on finding the best traffic possible so that social sharing of content can
be floated among them all (Bacic, 2013). They would be first share from whom the proximity will
be at closest. The audience targeted will be those who have been the member of the Ricoh Arena
before as organiser or as an event experience (Kasravi and et.al., 2012). Organisations and people as
audience always want platform where they can promote their good, service or idea. Ricoh Arena is a
world class destination in Coventry that contributes in economic development of the UK. Ricoh
Arena organises events for followings:
 Meetings and conferences
 Exhibitions
 Music and Sports
 Weddings and banqueting
Competitive research
As a part of marketing strategy, rivalry firms are equally important. Different players in
streamline with Ricoh Arena are engaged in content writing with the other agencies. These are
inclusive of copy blogger, sumome, quick sprout, and others. In marketing about their events,
personas set good examples (Crane and Desmond, 2002). They can better state about their strengths
and make necessary points to set the same.
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Marketing campaign actions
In an order to initiate the process the marketing campaign for the events of the Ricoh Arena,
following actions for promotion will be undertaken:
Creating video: There is need to find the relevant audience and for that tracking is necessary. As a
marketing plan, the video is planned where all the functions and events in the past will be scripted.
This entails the future of the events success at Ricoh Arena (Freytag and Munksgaard, 2011). At the
end of the video, sign up of Ricoh Arena website can be added as well.
Creating E-books
Ricoh Arena will make use of this tool to maintain relationship with its target and future
customers. It will be designed in such a form that seeks easy to read and attractive proposes can be
met easily. According to Cepulkauskaite (2000), it will be designed in such a form that seeks easy
to read and attractive proposes can be met easily.
Conducting Webinars
It has been analysed that Webinars ranks among the top three content marketing strategies.
This provides an aggregation of the experiences shared by the customers and individuals (Gong and
Janssen, 2012).
Consistent blogs
In the words of Odén and Larsson (2011), it has been analysed that marketing campaigns are
successful with the blogs and hence through number of visitors, easy way of identifying the actions
set by target public can be made (Odén and Larsson, 2011).
Marketing campaign tools
Ricoh Arena needs to promote its events promotion through different websites tools which
have been stated as follows:
 Phone Call Tracking: In an order to track the marketing event campaign, it is important to
track phone calls that are associated with the advertisement campaign, traffic course and
searching of keywords (Marketing Campaigns, 2016). The benefit that Ricoh Arena will
have through this tool is that it enables to understand the audience in better way possible
(Herzberg, Meyer and Weske, 2013). Mongoose Metrics and CallRail are two most
important eminent industries leading in phone calls.
 Form Tracking: This is a new measure to understand the public. When people start into
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booking events at the webpage of Ricoh Arena, tracking about them can be enabled. In this
way, information for them can be acknowledged (Dawson, 2001). It helps to know about the
completion of form s filled, spending, and time taken by users etc.
 Website Heat Maps: this is regarded as the graphical representation through which data
accessed by audiences with respect to Ricoh Arena can be known (Demers, 2013). Mouse
tracking can be made into use and easy survey with saving lots of money can be easily
made.
 Split Testing: This is way poor methods which can also be used by Ricoh Arena as a
marketing tool (Deng, 2010). Here, test of various changes on the Web page elements can be
made. Along with this, it also helps to search for the one best of suitable designs for the
event firm.
Marketing campaign timelines
Ricoh Arena needs to plan the promotion of its events. For that, time line act as a smart
action that need to be planned by taking specified time period into actions and has been set as
follows:
Content Marketing Plan Implementation – Month One
Week One: Searching of keywords (3 hours)
Publishing a Blog will be good idea for this event every experience of audience shared by
the public who acted as a part of any of the event of the cited business will be beneficial. Here, the
WordPress can be used and customisation of blog can be planned to set up (Djelic and Ainamo,
2009). The client’s experiences can be best example through which promotion can be made on easy
note.
Week Two: providing E-mail subscriber facility (6 hours)
Broadcasting per month is the best way through which email subscriber service can be
provided. VerticalResponse, MailChimp, or aWeber are provider of some email services (Fang and
Zou, 2009). Through these sites Ricoh Arena can be broadcast emails regarding an event and
promote at their imaginary alignment.
Week Three: Setting up of Social media profiles by taking Facebook as popular media (3-4 hours)
In the next week, the promotion is made through the use of digital marketing and hence
audience at mass can be intimated (Top 50 marketing automation software tools and apps, 2015).
There can be used various sites such as YouTube, Twitter, Instgram etc but Facebook is the most
effective and efficient source to be found useful. It is a platform where sharing of million events is
facilitated and hence Ricoh arena will be found best out from this social networking site (Ricoh
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Arena Wifi, 2016).
Week Four: Writing of content (5-6 hours)
Content to be posted should be very effective, efficient and influencing. Ricoh Arena should
focus on translating the things which are of major success to them (Collin, 2003). All the experience
of the events in the past should be sorted and articulated properly. Famous past figures such as
industry rank, events covered, changes and transformation etc need to be delivered very clearly,
concisely and smartly (Digital media, 2016). Use of images can also set good example in the entire
working. Basic points of the content to be published should be clearly written and mentioned.
Publish and Connect (3 hours)
This is the final step of launching and hence appropriate selection of the internet sources to
be published is required (Ng and Seabright, 2001). For the present marketing campaign of the Ricoh
Arena, Facebook has been regarded as the best source of media tool as continuous interaction seems
know about different prospectus that entails the success of the marketing campaign (Amor, 2010).
Marketing campaign metrics
Measurement serves as the most vital aspect of setting up the marketing campaign. This is
required to be assessed in order to know about the Return on investments that unnecessary wastage
of money and funds can be determined (Malbin, 2013). The following 10 marketing metrics
strategies are discussed as follows which can be applied by Ricoh Arena:
1. Total Visits: It is imperative to assess the number of target and potential customers’ interest
(Passarelli, 2010). This is therefore important to indulge their opinion by tracking them in
order the gain the effective outcome. This will provide an idea to the company with respect
to driving campaign of the traffic (Cierpicki, Wright and Sharp, 2000). This should either be
consistent and must increase with time.
2. New Sessions: By using the metric found in the Google Analytics, number of site visitors
recurring can be assessed. This tracking enables to know about the recurring visitors and
effectiveness (Halinen, Törnroos and Elo, 2013). The change required in content can be
made accordingly.
3. Channel-Specific Traffic: Ricoh Arena work on its marketing campaign by using the four
different channels which are based on their point of origin (Converse, 2005). Full scale of
digital marketing campaign can indicate the channels and their performance with regards to
the certain aspects which are inclusive of visitors on social media, people performing
research, individuals suggested as referral links and directly indulge people in the marketing
campaign (Baghdadi, 2013).
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4. Bounce Rate: This marketing campaign metric used which demonstrate the visitors leave
the website of the cited firm (Chang, Van Witteloostuijn and Eden, 2010). Generally, it
should be low as high does not impart as fair indication.
5. Total Conversions: This is regarded as one of the most significant metrics that Ricoh Arena
can use for measuring the profitability of overall marketing efforts. It is used to calculate
conversions on site directly, depending on how it’s built, or setting up of a goal in Google
Analytics to track the progress made (Barnes, 2011).
CONCLUSION
The objective of undertaking deep insight into user generated content marketing campaign
has been developed by taking Ricoh Arena. The rationale is to focus on the aspects which are
related to deliver to the mass audience. A descriptive understanding has been built upon with respect
to understand the mechanism of developing viral marketing campaign. The report has been attempt
to present different events and activities of Ricoh Arena so that effective campaign inclusive of all
different factors has been well covered. Highlighting the use and significance of internet and social
media proved useful in understanding the complete study. To sum up, the research was a good
learning procedure about understanding content marketing plan for mass audience.
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