CrowdRiff - Product Marketing Manager

CROWDRIFF - PRODUCT MARKETING MANAGER

Supporting Material for Job Application

table of contents

Tourism Calgary

Lynx Air

Go To-Market Strategies

POD Marketing

SABE Brand Marketing

Brand Marketing Consultant

tourism calgary

Establish CrowdRiff as the Single Source for Visual Assets

Folder Organization System

Content License Agreements

Asset Gap Analysis

CrowdRiff Analytics

Success Story - Bring the Local Global

Situation: The destination brand specialist at TC identified an opportunity to establish formal guidelines and restrictions for the various license agreements available through CrowdRiff and the DMO. Previously, there were no set guidelines outlining the intended use of the assets and their users. It is crucial that TC is perceived as a leader and a colleague in the content creation community, avoiding any impression of "taking advantage" of small local talent. The situation presented an opportunity to acquire UGC content available through CrowdRiff while also educating the TC team on how to best respect creators and their intellectual property. Additionally, the goal was to spotlight small creators and help them gain recognition in a heavily competitive market.

Task: Outline clear guidance for license agreements so content creators know exactly where, how, and for what purpose their assets will be used if they choose to collaborate with TC. Creating these guidelines was also crucial for the TC team to learn, understand, and implement when acquiring new assets.

Action: The destination brand specialist created the official license agreements and processes in the DMO’s internal documents and also in CrowdRiff, -- such as updating the Terms and Conditions for ARM, the Media Hub, User Restrictions for all existing assets, and creating landing pages that connect directly to the collector. Additionally, training sessions were conducted with the TC team to communicate the new guidelines and help them understand which license agreement to use based on their needs.

Results: The TC team has now fully adopted the new standards for acquiring images with the appropriate license agreements. The guidelines are clearly defined, eliminating any ambiguity about where and how an asset can be used. The adoption of uploading images directly through the collector from photographers and industry partners has been highly successful. Moreover, there have been several success stories where small, local creators have gained recognition for their talent.

Part of the new process for acquiring images includes scouting brand-aligned assets through UGC found in CrowdRiff. If an asset is brand-aligned and we deem it suitable for use beyond digital purposes, a process has been established to reach out to the creator for full rights in exchange for fair compensation. Upon identifying a suitable asset in CrowdRiff, an offer is made via DMs, and if the creator is interested, the conversation is moved offline to finalize the content license agreement and compensation. The creator then uploads a high-resolution version of the asset directly into the gallery through the collector.

Northern Lights in Calgary

The social media team at TC discovered a gorgeous skyline image with the northern lights from @beautyofalife, a local creator in Calgary. Recognizing its potential, an offer was made to Albrian Contreras. The process started with hashtag rights in the original post, followed by extending the offer via DMs, and finalizing the transaction through email with official documentation.

This case is noteworthy because Albrian, a small content creator who pursues photography as a hobby, gained significant exposure. The image has been downloaded over 50 times by organizations such as the Rotary Club, tour operators, government bodies, The Economist Newspaper, conferences, universities, airports, and hotels.

Tracking the publication of downloaded assets is challenging without personally reaching out to each company. However, after a thorough investigation, TC located one of the many instances where the image has been featured and proper credit has been given to Albrian.

https://www.meetingstoday.com/articles/144069/western-canadas-mice-destinations-pillars-success

Collateral for Marketing Campaigns

Bridge Plan for Civic Brand Launch - Blue Sky City

Email Signatures

Power Point Template

Email Template

Together for Jasper

$1.5M Asset Development Production

Project Summary

Samples of Finished Videos

Leisure

Combo 60s

Winter 60s

Summer 60s

Sports

Combo B2B Sales

Combo B2C

Winter B2C

Samples of Hero Images

Brand Evolution

LYNX AIR

Go To-Market Strategies

Airline Launch

Instagram

Inagural Emails

Meal Vouchers

Website

Pets In-Cabin

Website

Instagram

pod marketing

Product Launch - Email Marketing

EMAIL MARKETING

WHY?

There are 3.9 billion daily email users This number is expected to climb to 4.3 billion by 2023 (Statista, 2020)

Businesses who use segmented email campaigns note as much as 760% increase in revenue.

(Campaign Monitor, 2019)

73% of milenials prefer communications from businesses to come via email.

78% of marketers have

59% of respondents say

seen an increase in email marketing emails

engagement over the last 12 months.

inﬂuence their purchase decisions.

(Hubspot, 2020)

(Not Another State of Marketing, 2020)

(SaleCycle, 2018)

BENEFITS?

To name a few....

CONSISTENT BRANDING

Your emails will be branded speciﬁcally to your practice, this creating brand consistency and supporting your objectives.

MEASURABLE STRATEGY

You will get a dedicated Email Strategist that will work with you to create a custom strategy and will analyze your data to keep improving your results.

EFFECTIVE MESSAGING

Based on frequency of email vs quantity of messaging in one email per quarter, you will see higher engagement rates to more compelling content.

UNTAPPED DATABASE

You get to ﬁnally tap into that database of clients that are just waiting to create a stronger connection with your business.

FLEXIBLE SOFTWARE

You get to ﬁnally tap into that database of clients that are just waiting to create a stronger connection with your business.

ABC Company

HOW?

EMAIL FREQUENCY

We want to arm you with a more effective and compelling way to communicate directly to your database and to keep your patients updated on what is new with promotions, products, services, and staff etc… having too many messag- es in one email will dilute what you are trying to communi- cate. It’s better to focus on frequency of messaging to encourage connection and avoid unsubscribers.