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September 2011 - Marketing Roundtable - Elizabeth Parkinson
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September 2011 - Marketing Roundtable - Elizabeth Parkinson



September's panel will discuss how to turn customers and stakeholders into advocates. Join consumer and business marketing experts as they reveal the latest integrated marketing and customer ...

September's panel will discuss how to turn customers and stakeholders into advocates. Join consumer and business marketing experts as they reveal the latest integrated marketing and customer satisfaction strategies for creating relationships with customers that care, share and buy.



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  • agagaga
  • Most popular state tourism web site in U.S. in 2010, fourth year in a row13.4 million user sessions in 2010, up 19% over 20096.7 million clicks-throughs, more than 18,000 per dayJuly 2011 michigan.org visits numbered over 1.3 million2011 YTD visits over 5.6 millionNearly 80% of July michigan.org traffic was referred by search engines (8% referring and 8.5% direct, 4% e-mail)
  • MichiganAdvantage.org visits numbered 42,178 2011 YTD visits numbered over 231,000Over 48% of July traffic was referred by other sites(30% search, 14% direct, 8% e-mail)Over 27% of all traffic was from Michigan.govMore affluent audience with a high index of graduate and post graduate degrees.
  • Subscriber base of 300K since 2005
  • Subscriber base of 25K since 2/11
  • Pure michiganBlog – 221,533 visits since 1/1/2011
  • PM YouTube – 856,687 views since 2007MIAdvYouTube – 24,573 views since 5/2011
  • PM Flickr – 13,560 image uploadsMIAdv 100 image uploads
  • Pure michigan 18,769 followersMiadvantage 1,728
  • 317,570 fans or “likes”2,021 fans or “likes” (up from 900 in Feb.)

September 2011 - Marketing Roundtable - Elizabeth Parkinson Presentation Transcript

  • 1. Engaging Your Customer
    A Pure Michigan Case Study
    Presented by
    Elizabeth Parkinson
    Senior VP, Marketing and Communications
    Michigan Economic Development Corp.
    Ann Arbor SPARK Marketing Roundtable
    September 13, 2011
  • 2. Forbes (2009): All-time Ten Best Tourism Promotion Campaigns
    1. Las Vegas (“what happens here, stays here”)
    2. Incredible India
    3. New Zealand
    4. Australia (Paul Hogan, 1980s)
    5. Jamaica
    6. Pure Michigan
    7. Alaska (B4UDIE billboards, 2005)
    8. Canada
    9. Oregon
    10. Virginia (is for Lovers)
  • 3. Pure Michigan: Beyond Travel
    • New Direction: All state marketing activities under the popular brand
    • 4. “Pure Michigan is becoming not just a tourism brand…but it’s also a business brand.  Frankly…that’s what we’re about.” MEDC President and CEO, Michael Finney
    • 5. "The parts are going to be made in Michigan," he says. "It's going to be assembled in Michigan by Michigan labor, and then it's going to be shipped by Michigan people to a Michigan location, and be assembled and create jobs in that spot, too. It is, in any sense of the word, 'Pure Michigan.” Martin Lagina of Heritage Sustainable Energy, on his Traverse City-based wind turbine company.
  • 6. Michigan.org
  • 7. MichiganAdvantage.org
    Redesign May, 2011
  • 8. So, how do we create this level of engagement:
    • Advertising and public relations drives general regional and national awareness
    • 9. Strategic event sponsorships, trade shows, partnerships reach a segmented audience
    • 10. Business Development efforts support economic gardening model through individual meetings
    • 11. Digital marketing and social media outreach allows for quick dissemination of information and allows 2-way dialogue to a self-identified audience
  • Interactive Marketing
  • 12. Interactive Marketing
  • 13. Blog sites
  • 14. YouTube
  • 15. Flickr
  • 16. Twitter
  • 17. Facebook
  • 18. E-communications: 25,000-
    1 Million Recipients
  • 19. E-communications
  • 20. Pure Michigan Do-It-Yourself Marketing Kit
  • 21. Pure Michigan in Action
    Agency, business and regional partnerships
  • 22. Pure Michigan
    [Play video]
  • 23. Why Michigan?
    [play video]
  • 24. Elizabeth Parkinson
    (517) 373-6217