atq case study 2009 pclo 2010

Bill Wittur, Bottree Digital ServicesKatie Van Den Berg, ReForest London

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CONTENTS

• About ReForest London• Concept• Build• Promotion• Impact• Opportunities

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REFOREST LONDON

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ATQ CONCEPT

• OBJECTIVE:– Launch a site that would allow people of London

to tell stories about their favourite trees• TIMING:– April – Sept 2009

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CHALLENGES

1. Taking the leap to 100% online (trusting users)

2. Advancing the site structure to accommodate this new approach

3. Promoting the Quest on a limited budget

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SOLUTIONS

• rTraction volunteered to develop the site– Original “estimate” based on ‘street value’ of

time, programming, creative, etc = $7500• Promotional efforts– Google Grants– Sponsor promotion– Social tactics & Promotion– Offline advertising– General word of mouth

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BUILD: OUT WITH THE OLD …

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PROMOTIONAL EFFORTS

Initial Launch• Newsletter Announcement• Live Launch ‘party’ at Gibbons

Park• London Free Press & Londoner • ‘A’ Channel & Rogers

Community TV Exposure• YouTube Video• Social Network Promotion• Brochures & Bookmarks• City of London Web Site• Promotion Using Google Grant

Ongoing Efforts• Google Grant• Social tactics• Sponsor promotion• Offline advertising• General word of mouth

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GOOGLE GRANT SUCCESS

• Worth up to $10,000 per month• We are still using this to generate traffic

for ReForest London!

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SOCIAL TACTICS

@RFLDN, #ATQ on TwitterFacebook.com/Reforestlondon

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Site TrafficPage View Unique visitors

IMPACT

Unique Visitors

250%600%Page Views

OPPORTUNITIES

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2010 OBJECTIVES: MUCH MORE SOCIAL• Increased voting• Mapping• More and better stories• Multiple pictures per entry• Stronger integration and simplification of social elements

(esp. those that lead into ongoing conversation)• YouTube integration• Your ideas please …

LOTS OF OTHER STUFF TBD …

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LOTS MORESPONSORS

NEEDED(PLEASE)