Communications: art or science?
12
Peter Holt Communication and Marketing Director Bristol City Council
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Peter Holt, Bristol City Council South West Regional Group: Influencer relations and reputation www.charitycomms.org.uk/events
Transcript of Communications: art or science?
Communication as a science
Case Study: Targeting young people
in a consultation on public transport
via Facebook
Facebook allows for:
• Clearly assessing return on investment
• Market segmentation
• Pay as you use
• Pricing flexibility via updateable bidding
Why?
• Support the growth of a local business as
the leading player in the market
• Stretching the animation of the city outside
the summer season
• Tourism spend
• Reinforcing the city’s image as an
unorthodox place