POV: Campaigns & Microsites
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POV: Campaigns & Microsites

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part of a preso we gave to a client to suggest that they don't use microsites as a long term method to manage offline campaigns.

part of a preso we gave to a client to suggest that they don't use microsites as a long term method to manage offline campaigns.

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  • More relevant if you&#x2019;re changing the name <br /> instead of campaign_name.com ... or .ca and new_website_name.com <br /> campaign microsites don&#x2019;t promote loyalty; trains visitors to wait instead of keep coming back <br /> We need to train visitors to come here all the time <br />
  • creating multiple sites for the same entity and the same goal can work against you. <br /> diluting search engines by introducing another competing site <br /> driving up cost of paid search words (if you&#x2019;re running campaigns for each site) <br /> Humans can only remember so many things <br />
  • If someone is intrigued and wants more info... its all right here <br />
  • not creating a new structure or platform from scratch <br /> avoid two streams of paid search <br /> I would never say that microsites are a great revenue generator for agencies <br /> Maintenance sanity <br />
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  • often the push back is that there are creative restrictions when forced to include a campaign in an existing site. <br /> Not necessarily the case <br /> Note - the Zoo site and microsite are not our sites... simply a relevant example <br />
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  • Overview of traditional campaign: awareness? driving bookings? <br /> creative? <br /> tactics to support? (radio, print, paid search, banner ads...?) <br />
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  • We&#x2019;re working towards XXX launch date .. knowing that the visitors content is a priority <br /> What is the nature of their campaign & what online support is needed? <br /> How can we avoid duplication of effort? <br />

POV: Campaigns & Microsites POV: Campaigns & Microsites Presentation Transcript

  • POINT OF VIEW: Incorporating offline campaigns into existing websites March 2010
  • Background: We are a digital agency awarded a website redesign project for a client who has a long-standing relationship with a traditional agency. Last year, they did an offer-based campaign supported by radio, print, and an online buy. As their original site could not support the campaign - a microsite was needed. Now they are in a position where they have a digital agency creating a whiz-bang site that supports online sales (us), and their traditional agency focusing on creating campaigns (ahem - them). This presentation outlines our recommendations to bring the two worlds together - assuming that our site is live in time for their campaign.
  • TODAY Benefits of a single site How to manage campaigns Sample Moving forward Next steps
  • TODAY Benefits of a single site How to manage campaigns Sample Moving forward Next steps
  • Recommendation: leverage new URL for all campaigns
  • BENEFITS OF A SINGLE SITE
  • Supports brand recognition focus on a single entity
  • Avoid competition • natural search • paid search • attention span
  • Encourage exploration Deliver deep information on the destination
  • Saves money • plan & build a single site • maintain a single stream for traffic generation
  • HOW TO MANAGE CAMPAIGNS
  • Natural Paid Banner Social Radio Search Search Ad Media Print TV Chuckwagon ... Home page or Landing page(new site) (new site)
  • Traffic Drivers Home page Landing page Conversion goal (booking engine, contest entry, photo submission, newsletter sign up...)
  • Or
  • Traffic Drivers Home page Landing page Conversion goal (booking engine, contest entry, photo submission, newsletter sign up...)
  • QUICK SAMPLE
  • home page references campaign creative
  • campaign landing page(s) within the site
  • MOVING FORWARD
  • Phase I • Require overview of summer campaign from traditional agency • Review our plans for paid search to support own site launch • Pending campaign info: incorporate into home flash with landing page • Timeline risks
  • Phase II • Phase I site launch, testing & evaluation •Collaborate with traditional agency to create an integrated campaign
  • anticipated roles digital agency trad agency Natural search o Banner ad o Paid search o Social media tbd tbd Traditional campaign o Flash banner (on site) o Landing pages o Conversion goal page o
  • Managing risks • timeline for traditional campaign launch vs site launch • what online support is required?