About This Project
For over a quarter century, the Phoenix Art Museum has hosted the venerable Copperstate 1000 vintage car road rally. This prestigious event is a signature fundraising activity for the both the museum and the 10-90 Copperstate Foundation. During the driver send-off each year, spectators and fellow car enthusiasts are welcomed to the Tempe Diablo Stadium to participate in the Copperstate Roadrunner. The Roadrunner is a premier car show in it’s own right and attracts hundreds of classic and exotic cars. It has grown to become a major contributor of popularity and revenue generation. Getting the word out about both events through digital strategy was a primary focus of our engagement.
Digital Strategy: Project Highlights
Our digital strategy began with web design and development. We built a website that became a central hub for inbound traffic. To drive traffic to the website, we developed an integrated marketing campaign, using print, broadcast, social media and paid digital adversing. All of the mediums worked in concert to promote the events and drive interested parties to the Roadrunner website. Calls to Action (CTAs) on landing page forms were used to capture lead data to build a contact database of newsletter recipients, registered car owners and sponsors. The result was an increase in social following by over 4,000%, a 43,000% increase in website traffic, and a 6,000% jump in new leads. The true value of that database, however, will be realized in the coming years as those leads are marketed to and monetized further.
- Website design and development
- Marketing automation and CRM implementation
- Social media marketing with automated workflows
- Integrated omni-channel engagement
- Search engine marketing utilizing PPC and display ads
- Digital demand generation and lead capture
- Lead nurturing strategy
By the Numbers: 30 day social media campaign
Post Engagement Increase0%
Social Follower Increase0%