RICK ROSE – PALM BEACH BOOK LAUNCH

Launching The Essential Guide to Palm Beach Florida

THE CATALYST.

Palm Beach, Florida aficionado Rick Rose approached DEVENEY for marketing support on the release of his first book: “Palm Beach: The Essential Guide to America’s Legendary Resort Town.”

Rose charged DEVENEY with developing a strategic approach to publicize the launch of his book with both public relations and social media in the Palm Beach area.

THE GAME PLAN.

The DEVENEY digital team conducted an extensive competitive analysis, looking at travel influencers. Some examples included World of Wanderlust, A Guy on Clematis and Hole in the Donut Travels. DEVENEY additionally employed social listening to define our content approach, pacing, conversation opportunities and positioning of Rick.

DEVENEY built a social media strategy focusing on Facebook and Instagram, where it was determined Rose had most right to win amongst our affluent target audience.

The social team worked within an abridged timeline to enrich content for Facebook, blog and Instagram posts, customizing messaging for each. In addition to content delivery, tonality of “Rose’s voice” was established upon the onset of the project, with guiding principles that included a sophisticated, educational but fun approach that focused on the historical elements of Palm Beach. As part of our media strategy, efforts were focused on obtaining large scale feature coverage in the Palm Beach Daily News. Additional media outreach was conducted throughout the Palm Beach, Boca Raton, Jupiter and Singer Island regions.

THE WORK.

THE RESULTS.

Media Outreach Results

  • Secured Palm Beach Daily News cover feature placement
  • Secured additional feature coverage in Palm Beach Illustrated magazine, Palm Beach Society, subsequent Palm Beach Post party coverage in the Notables section and Palm Beach Live. Work. Play.
  • Secured five-minute Fox WPTV-Channel 5 television segment

Social Media Results
Blog

  • Increased traffic by 63 percent
  • Increased time on site by 245 percent (2:22 minutes vs. 0:41 the day before)
  • Increased page views by 73 percent

Social Media

  • Achieved a reach of 5,242 by sharing scheduled blog content, book images, media coverage a
    nd current events
  • Increased engagement up to 333 percent over previous posts not implemented by DEVENEY

Let's take the next steps and

Make It Happen