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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