Recently, jhP partner Visit Topeka Inc. wrapped up its 2nd Annual Topeka Treasure Hunt, a two-month tourism campaign giving Topeka residents a chance to decipher clues and win prizes by taking photos of 15 unique attractions and locations in Topeka. Here, Shalyn Marsh, Visit Topeka’s Communication and Marketing Manager, explains the significant role that social media played in this year’s event.

Using social media to promote the 2010 Topeka Treasure Hunt proved to be a great addition to our campaign, giving us a cost-effective way to reach thousands who might not have heard about the Hunt otherwise. Since August 2009 Visit Topeka has been growing its social media presence with regular posts, notes, photos and conversations with fans. By the time we took the Treasure Hunt online in May, we’d established a solid core of online friends willing to share and repost our content.

For this year’s Treasure Hunt, we:
•    Created a Facebook event
•    Promoted the Treasure Hunt with a Facebook ad
•    Promoted the event in general posts on Facebook and Twitter
•    Added a photo of each person completing the Treasure Hunt to our Facebook album
•    Highlighted the Treasure Hunt in our monthly e-newsletter and on our website’s home page.

I was pleasantly surprised to find that our social media push paid off fast, gaining us more than 100 new Facebook fans right after the Hunt began – even before the Facebook ad ran. Our Facebook ad ran for just six days (we spent $116.65), and visitors responded with 479,656 impressions and 177 clicks.

It was pretty cool to find people talking about the Treasure Hunt online. (And I saved many Topekans a phone call to our office by answering questions about the event online, too!) The campaign ended with us handing out 509 Treasure Hunt information packets, receiving 185 completed photo albums from participants and giving prizes to 20 winners.

We’re already planning next year’s Treasure Hunt, and I’m looking for even more ways to use social media. Although our efforts took time and planning, using social media dramatically expanded our ability to promote this event with very little money.

Have you ever been so fascinated by a beer coaster that you’ve taken
it home?

The other day, my boyfriend and I went out to eat at a Pittsburg, KS bar and grill. Before the waitress placed the beer he had ordered on the table, she left a unique coaster in front of him. After taking a drink, he passed the coaster over to me and wanted to know what size ring I wear.

Taking a good look at the hole-y, orange coaster, I suddenly got it. It was an advertisement for Comeau Jewelry of Pittsburg and Joplin. The coaster was unlike any I’ve seen before. I was completely mesmerized by the 11 different sized holes, each with a different number above it just like a ring-sizing finger gauge. The multi-purpose coaster reads: “Come on, he’s not a mind reader. Let him know your ring size and leave the rest to us.” Genius! Once I knew what he had given me, the urge to try it on
was irresistible.

The coaster was so compelling, I even took it with me so I could show my friends. Placing this non-traditional ad in a local restaurant and bar was brilliant. It quickly grabbed my attention and its shelf life lasted longer than the beer. Through unique placement and design, Comeau Jewelry has taken their advertising to a new level.

How many times have you been impressed by an advertisement and had to take it and show someone?

Content is king in advertising, so when words and phrases are misused, it can be detrimental to the success of a message. Here’s a brief list of commonly misused words and phrases.

Affect vs. Effect:

Affect is a verb that means to influence. Effect is a noun that means result or a verb that means to bring about.

The advertising campaign did not affect the buying behavior of Cindy.
John felt the effects of eating an extra hamburger.

Imply vs. Infer:

A speaker can imply something. A listener can infer.

The professor’s lecture was given in a way that implied the thief was innocent.
The students were able to infer that someone else was guilty.

Fewer vs. Less:

Fewer refers to numbers. Less refers to quantity or amount.

There were fewer guests at the party than expected, so I set out less food.

“I could care less”

This phrase is incorrectly used with the intention of demonstrating a lack of caring. This phrase actually states that you do care, as there is room for you to care less. The correct phrase would be, “I could NOT care less.”

Incorrect: I could care less about what happened on Grey’s Anatomy last night.
Correct: I couldn’t care less about what happened on Grey’s Anatomy last night.

“Beg the question”

This means to fail to provide evidence or an answer. In other words, “ducking the question.” It does not mean to raise a question.

Incorrect: The babysitter is ill, which begs the question, who will watch the children?
Correct: Mr. Smith, how will you solve the budget crisis?
There are current budget issues that must be dealt with readily, and will be solved to the utmost of our ability.
Which begs the question, how will you solve the issue?

You’re pulling out of the drive-thru, and the tantalizing aroma of French Fries fills your car, calling your name. Fumbling around inside the to-go bag, your fingers latch onto the small ketchup packet that will top off your fast-food experience. Wait! You can’t … quite … open the ketchup with your greasy fingers. Biting one corner of the packet, you pull down the other corner, and … !

We’ve all been there, driving back to the office with a stain the size of Rhode Island smeared down the front of our shirt. After 40 years of customers’ complaints about ketchup catastrophies, Heinz has debuted the new and improved packet that will be available at fast-food chains later this year.

Heinz developed its packet so we can easily tear off the end and squeeze the ketchup on our food. Or we can peel back the seal for dunking. Don’t bother grabbing handfuls of packets anymore. The re-design holds three times the ketchup as the original packet. Aside from its useful features, the packet was designed to resemble a small, classic glass bottle of the delicious condiment.

What do you think of the new Heinz packaging?

Image credit: http://www.crunchgear.com/2010/02/04/the-future-to-go-heinz-reinvents-the-ketchup-packet/

Name: Sara Bueltel
School: Pittsburg State University
Year: Senior
Major: Marketing / Minor: Communications
Hometown: Pittsburg, KS

My First Week:
Memorial Day afternoon you could have found me driving the three long hours up to Topeka, anticipating for what was to come on Tuesday morning: my first day at jhP! On my way to the office, I was questioning myself and wondering if turning down the Chief’s internship was such a good idea. At the end of the first day I knew I had made the right choice.  Being able to sit in on a couple meetings and giving my input (and the boss liking my idea!) was very helpful. Understanding what jhP does and how they go about putting a project together is not like any other company I’ve seen. jhP, as Dustin described it, is a very team oriented workplace. Everyone seems to help everyone else in any way possible to ensure that the job is done properly and to it’s full potential. The week before, in my interview, Kurt expressed their work as only ‘A+ work’; they never turn in anything less to the client. Wednesday, I was fortunate enough to be able to sit in on a video shoot (which was very exciting). Being able to experience first hand the handy work and professionalism of jhP’s employees with their client was a site to see. Overall, I guess you could say that my first week at jhP was all I could ask for and more.

That work environment’s crazy!!! Surprised?
No, not at all – there are crazy people working here! (Just kidding!) I knew coming in that the deadlines are strict (which I love) and that the people working it had to be a little insane to WANT to work in a high stress environment.

So I hear graduation makes you a big kid – any “career goals” (oooohhhh ahhhhhh)?
I’m not quite sure yet. I’m here to explore the options that a great marketing company offers. I’ve been exposed to Human Resources on the PSU campus and have tremendously enjoyed working there. I’ve also enjoyed being able to understand the concepts, skills, and motivation needed to work in that type of environment. I’ve briefly been exposed to the Public Relations side of marketing and would like to explore that a little further. I would also enjoy seeing the Account Manager side of things. I’m here to explore my options and see what fits me best.

So you’re the intern – bet you have to get a lot of coffee right? What could make your life better/improve your job/enhance your experience/make you feel less like the gopher that interns typically feel like?
No, I haven’t had to get any coffee for anyone yet but Starbucks does sound good! Being able to sit in on things that are happening around the office and with clients is a big deal and lets me experience how things are done in the ‘real world’. Being able to help – with anything – to try and be a part of the exceptional team (feeling needed) is always a plus, being the ‘new kid on the block’ and all.

Activities/Interests/Hobbies:
Dancing! I’ve done the typical tap/jazz/ballet scene but I’ve also done Zumba, Western, and Ballroom. I enjoy the western and ballroom dancing the most. I am also interested in large bodies of water: lakes, ponds, pits, rivers, the ocean…etc. Boating, in my opinion, is the most fun.

Favorite Band/Music/etc:
My favorite genre of music has to be country but I will listen to just about anything (please no screaming music).

About you:
I will graduate in May of 2011 with a bachelor’s in Marketing minor Communications. Many people raised me but most of the credit goes to my mom, Tammie, and step-dad, Charlie, they always knew I would do great things and have supported me every step of the way. Even though I was raised in Pittsburg most of my life, I was born in Topeka and remember grandma and grandpa picking me up from kindergarten and taking me out for lunch. My favorite place to go was (and still is) Taco Casa.

I love to dance, go boating, bake, read and spend time with family and friends. Being nominated for Student Employee of the Year last semester was very inspiring. I will be a part of Crimson Club (‘the President’s club’) next year as well as an Advancement Ambassador (the Alumni side) for PSU. I am very excited to be on board with jhP! This experience will help me narrow (and broaden) my sights for my last year of school and what the future may hold.