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.

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

  1. 1. Marketing . Social Media . Digital<br />
  2. 2. Client: Stately home in Grantham, Lincolnshire<br />Event: Outdoor classical music in June 2011 with:<br />A high profile orchestra, an RAF brass band a WWII spitfire air display and <br />a grand fireworks finale<br />Food and refreshments will be for sale<br />Target audience: Broad (wide appeal)<br />Core audience aged 45+ <br />Also a need to attract a younger audience<br />Target geography:90-minute drive-time radius from Grantham<br />Tickets:available for purchase via:<br />Ticketmaster, <br />At the property <br />At the local Grantham City Hall<br />Online presence: No website or active participation in social media<br />Budget: £4,000 for PR, £10,000 for advertising & leaflets, £6,000 for digital marketing<br />N.B. The agency is not on a retainer so digital marketing must generate an income<br />
  3. 3. For<br />Cost effective (large impressions / low cost)<br />Generates action <br />Highly measureable <br />Connect with an incremental target audience <br />Against<br />Only one online purchase channel (Ticketmaster)<br />Limited impact on heartland audience (45+)<br />Requires investment – time and effort!<br />
  4. 4. Areas of consideration<br />1. Website<br />2. Social media<br />3. Email<br />4. Search/ PPC<br />5. Integration<br />6. Implementation <br />7. Measurement <br />8. Costs<br />
  5. 5. Create buzz, awareness and establish sales goals<br />Reach out to older and younger consumers<br />Social media = TRUST<br />Encourage sharing <br />Ensure full integration<br />
  6. 6. Wordpress<br />Video<br />Blog<br />Ticket info<br />CREATE AN EXPERIENCE<br />Social <br />Mobile<br />Map & directions<br />Photos<br />
  7. 7. You can do a lot of cool <br />Things with Wordpress – <br />Without having to break <br />the bank! <br />
  8. 8.
  9. 9. Why blog?<br />Fun, interesting, engaging content<br />Pull in readers and interact<br />Drive word-of-mouth<br />Exclusivity <br />‘Social hub’<br />
  10. 10. <ul><li>Regular, fun, interesting posts
  11. 11. Exclusive content
  12. 12. Image-led
  13. 13. Get users involved!
  14. 14. Link to social outposts</li></li></ul><li><ul><li>Clear links to social channels
  15. 15. Guest bloggers
  16. 16. Hot topics
  17. 17. Engaging content</li></li></ul><li> Social sites are popular with older age groups<br /> Create a two-way dialogue<br /> Involvement & interaction <br /> Integrate social channels with website<br />
  18. 18. A two-pronged approach to social networks<br />Publish<br />Corporate<br />Website<br />Social<br />Web<br />Aggregate<br />Source: Jeremiah Owyang <br /><br />
  19. 19. <ul><li>Aggregate trusted discussions
  20. 20. Allow social sign-on
  21. 21. Keep the traffic on your website</li></li></ul><li>Social news from the <br />Huffington Post allows you <br />to read news based on the<br />contacts you follow on <br />social networks such as <br />Facebook and Twitter<br />
  22. 22. The UK’s largest social network<br />Make it fun and social<br />Pull – don’t push<br />Keep fans ‘in-system’<br />
  23. 23.
  24. 24. Updates and links<br />Use hashtags – #RAFanthems<br />Syndicate content<br />PR opportunities<br />
  25. 25. Behind-the-scenes <br /> photos<br />Upload pictures in <br /> real-time<br />Competitions <br />
  26. 26. User-generated content<br />Live-streaming<br />3 – dimensional<br />Competitions <br />
  27. 27. Target younger demographic<br />Link to prizes <br />Extend across social channels<br />
  28. 28. Control your message<br />Dynamic content – embedded video & images<br />Measureable<br />PR opportunities<br />
  29. 29. Two key ways to distribute:<br />Rent database<br />Highly targeted<br />Costly<br />Work with partners <br />Cost effective<br />Mutually beneficial<br />
  30. 30. Targeted – location, demographic <br />Highly measurable<br />Specify costs<br />
  31. 31. Social media releases<br />QR codes<br />Push PR & ad spend to work harder<br />QR codes are ideal for<br />linking offline promotion <br />to online spaces<br />
  32. 32. Full management approach<br />Start early<br />Build interest <br />Integrate <br />
  33. 33. Digital – ideal for measurement!<br />What to measure:<br />Traffic <br />Interaction <br />Actionable clicks over page views<br />Prospects and conversions over comments<br />Email open rates & opt-ins<br />Feedback (via the site)<br />Conversions / sales<br />Profits<br />
  34. 34. The agency<br />Testing<br />Specialist skills<br />Management fees<br />The client<br />Wide audience reach<br />A digital ‘legacy’<br />Measurement<br />
  35. 35. Rough costs include:<br />Wordpress website – £1,750.00<br />Facebook (build & management) – £500.00<br />Pay-per-click campaign – £1,500.00<br />Email campaign:<br />Mail list (75,000) – £3,000.00<br />HTML design – £500.00<br />HTML build – £500.00<br />Prizes – £500.00<br />