RBC • TIFF
Match Marketing Group
2016 - 2017 | VIP Registration Flow + Template
Role: Professional Services Manager
Duties:
Project management Lead
Custom web template design
Planning, building and executing websites, onsite application and triggered email communications
Creating all digital assets used in websites, onsite application and triggered email communications
Training and implementation
Data monitoring and management
Challenge:
Match Marketing approached Limelight to create a VIP registration experience to easily maintain their Royal Bank of Canada [RBC] - Toronto International Film Festival [TIFF] Red Carpet Arrival Event and spread the word on becoming an RBC AVION member. Traditionally they had an agency build them a custom website that was costly and time consuming to make edits and changes with a pen-and-paper onsite component for guest list. They wanted an integrated digital solution to bring their event to the 21st century, with more interactive features, social implementation, and custom branded communications.
Solution:
Working closely with RBC and Match Marketing, I created a multipage registration site with information on each Red Carpet Arrival event and details on becoming an AVION member. Existing AVION members were considered VIP guests and were given extra perks for signing up for this experiential marketing event. Users could choose their Red Carpet Arrival event and register with a guest to meet their favourite movie stars and enjoy the specially reserved area on the red carpet for RBC/AVION member. Registrants received triggered emails instructing them on the check-in process and event details, all highly personalized with RBC/AVION branding.
The registration site was tied to an onsite guest list app where attendees could check-in at the red carpet event, take a survey for a chance to win prizes and use the Limelight photo feature with branded overlays to take a photo with their favourite movie star. All information was captured on a visual backend database where new leads and member interactions could be monitored by RBC and Match Marketing in real time. With all touch points gathering data, RBC and Match Marketing were able to manage their campaign per Red Carpet Arrival event, gauge attendee turnout and collect new member leads all in one place. This was the first year both companies were able to properly track user interaction and utilize the information gathered to prove and improve their ROI. RBC was very pleased with the functionality of the digital solution and continued to run the RBC TIFF program with Limelight year after year. I designed a custom template that could be used within the Limelight Platform software so RBC and/or Match could easily go into the system to customize and make updates to the websites, apps or triggered email communications on the fly. The template eliminated the cost and need for third party vendors or agencies and ensured that all RBC brand standards were met.
*All content and creative are property of respective brands, with permission from Limelight Platform, 2018.