Kroc Marketing
Marketing
during a
pandemmy*
Marketing Analytics and how we marketed
during an unprececented year
Prepped by
Glynis Eckert
Peter Delgado
* 2020 Covid -19 Pandemic
SALVATION ARMY RAY & JOAN KROC CORPS
COMMUNITY CENTER, SAN DIEGO MARKETING TEAM
OVERVIEW
We’ve collected the most significant statistics on Kroc Center marketing during
the pandemic to give you an insight into what we did, where we are headed,
what other businesses are doing, and—most importantly—what our Kroc Center
members (and program participants) want.
a more strategic &
digital approach
01.
02.
Be more
strategic
Pivot to all
things digital
RATIONALE
Mid-March 2020, the Kroc Center shut down for the COVID-19 pandemic.
Team Awesome, (aka the SD Marketing Team), began working virtually from
home. All marketing communications needed to be reassessed as it was
unknown how long the Kroc Center would be closed, with the exception of
Emergency Services to the community.
Text/email campaign created for daily lunches for children 0-18
Informational Covid-19 pages added to website
Weekly food boxes for staff and membership were communicated
Center reopening plan underway by Glynis
OBJECTIVES
Knowing that there would be a significant loss in revenue, Marketing needed
to save money wherever possible.
Significant cost savings with new CANON purchase outright versus a lease
Eliminated onsite printed pieces with the exception of COVID-19 related material
Additional time dedicated to outreach for in-kind & monetary donations from partners
3
Social Media
Channel Analytics
We looked to online social media channels in order to take advantage of this surge in users.
39% of social media users polled said they were spending more time on social media in 2020.
People are remote working and living under restrictions. This has naturally led to a large increase
in social media use among our community.
FACEBOOK
Email Analytics
Open rate 26.14%, up 2.84% over last year
EMAIL
Click-to-open rate 7.19%, up 6.06% over last year
Click rate 1.88%, up 0.47% over last year
99.25 % delivery rate
672,699
total emails sent
280+ text campaigns were sent in 2020
Sent 309,905 text messages (not individual
TEXT MESSAGE
campaigns)
55%
26 %
17 %
14 %
11 %
12 %
July 1, highest user traffic on site ( Reopen date)
Age of user for Kroc SD
Onsite Analytics
246K visits in 2020, normally 500k+
ONSITE
June 1st 2020: Total members: 4356, Billing 2927
Dec 1st, 2020: Total members: 3769, Billing 2675
Jan. 1st 2021 2020 Total members: 3668, Billing 2596
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Marketing during a pandemmy
11k
Current followers
increase of followers
Engagement
2.1k
+29%
9.2k
Current followers
Tweets
Engagements
1.5k
190
284
600%
212
average daily visits
in 2020
65+
55-64
45 -54
35-44
25-34
81% of guests are new users to site
18-24
Avg. Session Duration 1 minute and 46 seconds
17%
increase in online video viewership
across all campaigns
86,571 users
WEBSITE
7.2k
OVERALL ENGAGEMENT
20 %
638,476 pageviews
Engagment
TWITTER
messages sent were
regarding social services
Website Analytics
Annual page followers up
INSTAGRAM
242 campaigns sent
Text Message Analytics
Current fans
66%
increase in social media content creation
during the pandemic
CUSTOMER SERVICE ON
OUR SOCIAL CHANNELS
This wasn’t just lead generation, but
customer service, too—whether it’s
answering questions from members
on LiveChat or video creation to
21,145
reassure them of new standards or
procedures during the pandemic.
people reached on our top post for 2020
5
Key Marketing Insights
Taking Action
Marketers are just as in the dark about the effects of the lockdown restrictions
on business as anyone else. It’s perfectly rational to hold back on campaigns
and reassess when we want to have our launches. In periods of uncertainty,
organizations will look to cut, meaning there’s a whole lot less marketing
noise from our competitors. The Kroc Center put in MORE effort into branding
campaigns so that we could stand out from the gyms which were closed.
73%
Marketers Held Back
Campaign Launches In
2020.
Timely investments
During the Great Recession, brands who continued to invest in their marketing
invariably came out the other side better off than their peers who held back. The
Kroc Center was fortunate to recognize the importance of digital investment
into new year membership.
Yes, it’s still important to push our outreach goals with regards to the content we
promote, but we cannot forget the big picture. Our members found themselves
having to adapt to the new normal; they’re concerned about their financial and
emotional wellbeing.
This was another opportunity for the Salvation Army Kroc Center to step up
87%
of consumers
appreciate brands that
go out of their way
to deliver timely and
relevant information
during the coronavirus
pandemic
and be a resource to them. The Marketing Team kept them updated and at
ease with our situation. Letting them know we’re a LiveChat away, texting them
about meals and food boxes available for FREE, and measures we’ve introduced
to protect their safety—these small but significant gestures our members
appreciated.
A 19 year first for the Kroc
While total media ad spending is on the decline, search ads are on the up—one
area of marketing that has seen increased spending this year. The Kroc Center
invested $3,000 for a 90-day Google advertising spend; the first significant
digital advertising spend in its 19 year history. With consumers spending more
time on the internet, it makes perfect sense for businesses to invest more heavily
5.9%
forcasted increase
for search engine
ads for 2021
driving traffic from search engines to their websites.
Marketers are instead focusing their energy on organic social media campaigns
with existing audiences, hence the drastic increase in content creation like blogs
and videos.
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Marketing during a pandemmy
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Video Creation
Showing the Kroc Center
For the past 4+ years, Team Awesome has nearly eliminated stock photography
and focused on imagery of our actual members and volunteers. We have found
that our authentic voice, especially during the pandemic, has increased the
loyalty of our members & appreciation from the San Diego community.
10.3k
views over previous year
50%
increase in video
content than previous
year
283
hours of watch time
The need for more
video content
As traditional marketing and advertising spend decreases, the
inverse is true of digital marketing during the pandemic. The
Kroc Center has pivoted attention to create engaging and great
quality content to post across social channels.
While a third of marketers will be reducing or keeping their
content creation at the same level, two-thirds are increasing
their output.
This is for two principle reasons: the first is the continued rise of
content marketing as a top priority for businesses for bringing
in leads; and the second is a reaction to the pandemic, with
some marketers making the decision to double down on their
content to improve their engagement online.
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Marketing during a pandemmy
9
WEBSITE REDESIGN PROJECT
THE CHALLENGE
To finish development and launch
our new mobile optimized platform
and site. Revise all content and
assets for mobile standards.
Create assets for a consistent web
experience for all western territory
Kroc Centers
PROJECT DETAIL
Project Type
Project start:
Developer:
Project Launch:
Mobile Redesign
Mid 2018
Devnext
October 1, 2020
Development
PROJECT RESULTS
A new exciting interface for our
customers that is more user, mobile,
and sales friendly.
Working in tandem
with a virtual team
Consistency of assets
Improved Search functionality: The new search is
able to search the entire site and Kroc sales
Community Connect Integration: Classes and
programs can be linked directly into our site
Brand development
Built with a
mobile first
strategy
Testing of beta site
Why redesign?
First and foremost we needed an excellent mobile
experience for our members. That meant this site
was first built with mobile users in mind. We needed
to address that the majority of our traffic to the Kroc
website is on mobile and tablet.
Marketing during a pandemmy
Peter Delgado and
Western Territory Virtual
Marketing team
Video Sliders: Our new top of page sliders now
have the ability to add video content, with overlaid
51%
64 %
134 K
Live tutorials
Platform walkthoughs
views on new site
SSL certification: The site now is a secured site
(HTTPS)
old site
10
August, Erin Braudrick,
virtual trainings for the
Mobile users
with the use of expandable accordions
buttons and CTA’s
During the month of
Devnext hosted 3 days of
Rollout and implementation
Improved Accordion menus- We are now able to
place more content/information into mobile pages,
Website Trainings
new site
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12 DAYS OF GIVEAWAYS PROJECT
VERSE OF THE YEAR PROJECT
Project Type
Project Type
Social Promotion
Mission Integration
Campaign Length.
Time Estimation.
December 1-12
2 weeks
THE CHALLENGE
THE CHALLENGE
Create a social campaign giveaway that
increased followers to our own and our
local partners social media platforms.
The goal was to create a unique,
modern, and clean design that
expresses the beauty of the verse,
while also considering branding
standards for the Kroc Center.
PRODUCTION
We upgraded our campaign visuals with designed
opening graphics, product shots, and on-location
filming
HAND
PAINTED
MURAL
POSTERS,
T-SHIRTS &
DIGITAL
TEXT
CAMPAIGN
A mural was painted and
The design was used for T-
A text campaign for prayer requests
recorded in the Corner Zone
shirts, 22x28 posters frames
& positive feedback about our staff.
to further develop the look-
and key digital screens in
Over 130 comments came back
feel of the Corner Zone
high-traffic areas.
regarding customer appreciation &
100+ prayer request submitted.
RESULTS
RESULTS
16%
4.2k
increase in less
than 20 days
overall views
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Marketing during a pandemmy
$600 265%
Largest prize
secured
increase in social media
growth compared to 2019
$1300
575 views
175 +
raised for Heroes
from T shirt Sales
of time lapse mural
video on social feeds
staff and members
wore the shirt in 2020
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Partnerships
Local partners
creating a
stronger
community
We also made it an emphasis to create partnerships
with more local businesses and featured multiple
WOC owned businesses as well as an LGBTQ+ owned
business. .
$10,000 donation from Larry H. Miller Toyota
$10,000 donation from Mission Federal Credit
$1,550+ in kind donations from local businesses
$1,000 donation from Play It Again Sports
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Marketing during a pandemmy