Silo in Deep Ellum
Year
2019
Deliverables
- 1 Campaign Marketing Strategy
- 8 Social Media Assets
- 3 Ad Creative Assets
- 1 Email Nurture
- Facebook/Instagram Ad Management
Silo in Deep Ellum
The Silo is a Photography & Creative studio located in Deep Ellum, Dallas.
The unique building that The Silo calls home was one of Frito Lay’s headquarters back in the 1930s and over time reconstructed into office space units housed by many interesting, local companies.
The overarching mission, for The Silo, is to provide artists and creative minds with a space to fulfill visions and manifest projects through a variety of mediums. All the while utilizing the building’s one-of-a-kind architecture to create amazing works!
Ownership was looking to generate more awareness of the studio to spark an increase in bookings from the local creative community. The Silo was also eager to grow a newsletter following in an attempt to foster deeper relationships with recurring customers.
Though they had a fairly strong social media presence, when initially approaching us, ownership wanted to create a system for scaling their content in the long-term.
After getting to know the business and understanding their target persona’s needs, we concluded that what drove photographers, models, and event planners to purchase time and space was an attempt to reach Self-Actualization. A way of feeling a deeper sense of meaning through expressing themselves creatively.
We wanted to portray The Silo as “an escape from daily obligations”. Given the younger demographic, we felt they could relate. Most likely having an occupation to pay the bills and a conflicting urge to pursue something “more fulfilling” or “true to themselves”.
Leveraging that emotional state, creative for the ads came in 2 forms. One to feature the space as a “blank canvas” with messaging challenging the artist to act on their vision. Two, to highlight the art that has already been created at The Silo, serving more as inspiration.
We opted to run a “First Hour Free” campaign in which you received a coupon after subscribing to the newsletter on The Silo’s website. Social media ads on Facebook and Instagram specifically targeted a 20-mile radius around Deep Ellum plus select locations that we felt customers would make an extended trip to visit.
The idea of using photos, videos, recaps, etc, from recent bookings became the blueprint for creating a content strategy to scale long-term. Since we would have a subscribed user from the campaign, after finishing their event an automated email was sent asking for content to be featured from their booking.
Our relationship with The Silo grew to the point that our team members even worked with the studio staff on ushering in new clients and providing support throughout the bookings. This gave us a very unique opportunity to hear direct feedback on the customer experience and apply that back to our acquisition efforts.
For example, cause of the ambiguity of the building and it’s multiple entrances customers were often confused about how to reach The Silo. Knowing that we created an automated email to fire off hours before the booking with direct recommendations on parking, entry, and set-up.
Return on Investment
Results from The Silo’s lead generation campaign.
2
Cost Per Lead
249
Leads Generated
400
Return On Ad Spend