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Digital marketing campaign
 

Digital marketing campaign

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A worked example of a digital marketing campaign I devised for a marketing agency whose client is looking to promote an outdoor music event in June 2011....

A worked example of a digital marketing campaign I devised for a marketing agency whose client is looking to promote an outdoor music event in June 2011.

The client is already promoting the event with (offline) adverts and leaflets, and backed up using PR. However, a portion of the budget was set aside for digital for which this campaign is based on.

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    Digital marketing campaign Digital marketing campaign Presentation Transcript

    • Marketing . Social Media . Digital
    • Client: Stately home in Grantham, Lincolnshire
      Event: Outdoor classical music in June 2011 with:
      A high profile orchestra, an RAF brass band a WWII spitfire air display and
      a grand fireworks finale
      Food and refreshments will be for sale
      Target audience: Broad (wide appeal)
      Core audience aged 45+
      Also a need to attract a younger audience
      Target geography:90-minute drive-time radius from Grantham
      Tickets:available for purchase via:
      Ticketmaster,
      At the property
      At the local Grantham City Hall
      Online presence: No website or active participation in social media
      Budget: £4,000 for PR, £10,000 for advertising & leaflets, £6,000 for digital marketing
      N.B. The agency is not on a retainer so digital marketing must generate an income
    • For
      Cost effective (large impressions / low cost)
      Generates action
      Highly measureable
      Connect with an incremental target audience
      Against
      Only one online purchase channel (Ticketmaster)
      Limited impact on heartland audience (45+)
      Requires investment – time and effort!
    • Areas of consideration
      1. Website
      2. Social media
      3. Email
      4. Search/ PPC
      5. Integration
      6. Implementation
      7. Measurement
      8. Costs
    • Create buzz, awareness and establish sales goals
      Reach out to older and younger consumers
      Social media = TRUST
      Encourage sharing
      Ensure full integration
    • Wordpress
      Video
      Blog
      Ticket info
      CREATE AN EXPERIENCE
      Social
      Mobile
      Map & directions
      Photos
    • You can do a lot of cool
      Things with Wordpress –
      Without having to break
      the bank!
    • Why blog?
      Fun, interesting, engaging content
      Pull in readers and interact
      Drive word-of-mouth
      Exclusivity
      ‘Social hub’
      • Regular, fun, interesting posts
      • Exclusive content
      • Image-led
      • Get users involved!
      • Link to social outposts
      • Clear links to social channels
      • Guest bloggers
      • Hot topics
      • Engaging content
    • Social sites are popular with older age groups
      Create a two-way dialogue
      Involvement & interaction
      Integrate social channels with website
    • A two-pronged approach to social networks
      Publish
      Corporate
      Website
      Social
      Web
      Aggregate
      Source: Jeremiah Owyang
      www.web-strategist.com
      • Aggregate trusted discussions
      • Allow social sign-on
      • Keep the traffic on your website
    • Social news from the
      Huffington Post allows you
      to read news based on the
      contacts you follow on
      social networks such as
      Facebook and Twitter
    • The UK’s largest social network
      Make it fun and social
      Pull – don’t push
      Keep fans ‘in-system’
    • Updates and links
      Use hashtags – #RAFanthems
      Syndicate content
      PR opportunities
    • Behind-the-scenes
      photos
      Upload pictures in
      real-time
      Competitions
    • User-generated content
      Live-streaming
      3 – dimensional
      Competitions
    • Target younger demographic
      Link to prizes
      Extend across social channels
    • Control your message
      Dynamic content – embedded video & images
      Measureable
      PR opportunities
    • Two key ways to distribute:
      Rent database
      Highly targeted
      Costly
      Work with partners
      Cost effective
      Mutually beneficial
    • Targeted – location, demographic
      Highly measurable
      Specify costs
    • Social media releases
      QR codes
      Push PR & ad spend to work harder
      QR codes are ideal for
      linking offline promotion
      to online spaces
    • Full management approach
      Start early
      Build interest
      Integrate
    • Digital – ideal for measurement!
      What to measure:
      Traffic
      Interaction
      Actionable clicks over page views
      Prospects and conversions over comments
      Email open rates & opt-ins
      Feedback (via the site)
      Conversions / sales
      Profits
    • The agency
      Testing
      Specialist skills
      Management fees
      The client
      Wide audience reach
      A digital ‘legacy’
      Measurement
    • Rough costs include:
      Wordpress website – £1,750.00
      Facebook (build & management) – £500.00
      Pay-per-click campaign – £1,500.00
      Email campaign:
      Mail list (75,000) – £3,000.00
      HTML design – £500.00
      HTML build – £500.00
      Prizes – £500.00