Online MarketinG


 

1-2-3 Facts 'n Figures 

 

SChönbrunn Today

~2,800.000 visitors annually 

Schönbrunn Palace - the most popular tourist attraction in Austria

 

SChönbrunn Today

~4,000.000 visitors in the Gardens of Schönbrunn 

  The park, open to the public, represents a major recreation area for the Viennese population  

 

SChönbrunn Today

~2,400.000 visitors in the Zoo of Schönbrunn 

 The historically oldest zoo in the world (founded 1752), Schönbrunn, in the last centuries, has become one of the
most modern and – as many animal lovers would
agree – most beautiful zoos in the world.

 

SChönbrunn Today

~250.000 visitors in the Palm House and Desert House 

  The Schönbrunn Palm House was the last of its type to be constructed in continental Europe.

 

online measurement -

hard cURRENCY

 

facebook insights

<3 Love Brand 

Schönbrunn

 fans 
 talking about this
 unlike average
 check ins
 40.993 
      2.444
                5
148.249




Newsletter Insights 

 

Newsletter Subscribers

                                        Subscribers                   6.367
                                        Open Rate                         35 %
old but gold!
                                        Clickrate                               8 %


 
 
 

concept of Schönbrunn Garden app

The Goal


  • Increase the visitors in the park 
  • make Schönbrunn Gardens more attractive for local audiences
  • Loyalty programme
  • Social Media Integration
  • User Experience and Storytelling
  • Information, fun and relaxation factor
  • Event Announcement - besides Mailing/Newsletter                 


 

Challenges

  • Diverse technical challenges
  • High Roaming charges especially for foreign guests  
  • High efforts to provide equipment for disposal (audio-guide devices where lost and not returned)
  • High Budget for reinforcement WLAN infrastructure

    ....



Strategy


  • Brainstorming
  • Identify Target Audience
      • creating customer Personas
  • Detailed requirements analysis                    
      • detecting a requirement catalogue
  • Interactions                                                              
      • creation of application cases              
      • how users interacts with apps          
  • Visual components
      • design of the mobile app
  • Backend 

Audience Segmentation

Tourists

Families

Senior Citizens

Runners & Jogger

Visitors and local Audiences


Know our Customer


Target users as they live, work and play


OUR AUDIENCE HAS TALENT


Tourists 

  • Short and single stay
  • High user experience
  • Historical information and facts
  • Guided Tours / urban orienteering race
  • Photospots
  • Souvenir

OUR AUDIENCE HAS TALENT


Families  

  • Local Audience - animate follow up visits                           
  • Sticker album
  • Temporary tour and exhibitions                                
  • Entertainment (maze, playground, sticker album)     
  • Relaxing (maze, coffeehouses, fountain)                  

    OUR AUDIENCE HAS TALENT


    Runners & Jogger  
     
    • Route suggestions                                                           
    • Thematic routes
    • D

      ifferent routes for runners suggested in 

            length and difficulty
    • Challenges                                                                            
    • Social Media Interface                                                                      

        OUR AUDIENCE HAS TALENT


        Students  


        • Sticker album  
        • Urban orienteering race  
        • Knowledge quiz  
        • Historical Information

          OUR AUDIENCE HAS TALENT


          Visitor / Local Audience 


          • Events                                        
          • Route suggestion             
          • Gastronomy
          • Urban orienteering race  
           

            OUR AUDIENCE HAS TALENT


            Senior Citizens  


            • Panorama Train                                        
            • Route suggestion                  
            • Recovery / Breakpoint
            • Guided Tours
            • Historical Information   

            User Interface 

            and
            Strategy for a full brand experience






            MOCK UPS

            Login Area

            Say hello!

            Context Sensitive

            Come as you are

            Simple Push/pure Notification Service

            Good Push does great things

            Route Planner

            Current location function - see where you are on the map/route


            Route SUGGESTION

            Users are on the move



            Notification System

            Keep users coming back for more

            Sticker Album

            Sticker bash

             

            Sticker Album

            Groovy collection

            Social Media integration

            Get close and independent





            Souvenir

            It is in your hand!

            Gamification

            Ready to play?


            GAMIFICATION

            Hoist the colours!

            loyalty Programm

            "Auf Wiedersehen, App" (See you App)
            Turning location into loyalty

            Backend

            Ruby on Rails Server

            User authentication

            Multilingual

            Expenses and embedding 

            Next Steps


            Smooth and polish --> take shape

            Got a sec? --> Identify Resources

            How much will that put me back? --> cost management

            Turn back time --> time management

            I don't want you to get bored

            ClimB to surf the wave ;-)


            Questions?


            Schönbrunn Garden App

            By Daniela Holzer

            Schönbrunn Garden App

            Online Marketing Concept Schönbrunn Garden App

            • 504
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