A digital marketing plan for crain’s detroit business

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A look at how Crain's Detroit Business can benefit from a more interactive digital marketing campaign, from a student in MSU's New Media Driver's License class.

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A digital marketing plan for crain’s detroit business

  1. 1. A Digital Marketing Plan for Crain’s Detroit Business Ashley Staples ADV 892 New Media Driver’s License November 28, 2010
  2. 2. What is Crain’s Detroit Business?  Southeast MI’s leading business publication  Print  Online  Owned by Crain Communications, HQ in Detroit  Philosophy  Devotion to the reader  Ethical journalism
  3. 3. Challenges & Opportunities  Pressure to adapt to trendslaunch of website www.crainsdetroit.com  Important to create a presence on various networking platforms  Potential new targetyoung people  College students, recent grads, job seekers  Opportunity to keep grads in Michigan  Optimize social networking presenceinteract
  4. 4. Current Efforts  Staff blogs on website  Twitter @Crainsdetroit  Facebook  LinkedIn  Primarily disseminates information, as opposed to interacting  Markets itself as a platform for businesses to advertise/get exposure
  5. 5.  More reader-friendly, more interactive  Twitterstart/participate in conversations  Ask followers for opinions on articles, blog posts  Respond to comments  Reach out to young business students/grads  Highlight career opportunities in Michigan It can be better…
  6. 6. Twitter Tips  Find top influencersreach out!  Hashtags—use them  Ask for opinions/feedback  Continuously update  Monitor what people are saying  Monitter  #lovelansing, #detroitbusiness, #puremichigan, Michigan economy, Michigan entrepreneurs, Michigan MBA, Crain’s Detroit Business, Crain Communications
  7. 7. Using Google AdWords  Cost-efficient  Pay-per-click (PPC)  Cost-per-impression (CPI, CPM)  Choose keywords your market searchesbe relevant  “Michigan/Detroit/Southeastern Michigan businesses,” “Michigan/Detroit/Southeastern Michigan CEOs/executives/entrepreneurs,” “Starting a business in Michigan,” “Michigan economy,” etc.
  8. 8. Using Google AdWords (cont.)  Location-based targetingeasy way to reach everyone searching from a Michigan location  Remember to consider each of your targets  Job seekers “Michigan jobs,” “Michigan management positions,” “Detroit networking,” “Michigan business schools”  Business executives “Top Detroit businesses,” “Michigan economy”
  9. 9. Advertise on Websites  …Google can help!  Google Ad Planner  Find out what websites your market visits (based on who searches your keywords)  Plan your media placement accordingly  SEM (Search Engine Marketing) Analytical Tools  CTR (Click-Through-Rate)  Website hits
  10. 10. A New Market, A New Approach  College grads, MBA students  They’re online often—they know new media  They’re eager to learn  They need jobs!  Crain’s Detroit Business can provide them with information on the business landscape in Southeastern Michigan, including job opportunities  Young people will demand interaction!

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