Online Marketing Campaign - Aveda

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Interactive online marketing campaign for local Aveda Institutes. Selected to present, as top of the class campaign in New Media Drivers License, MSU Summer 2011.

Interactive online marketing campaign for local Aveda Institutes. Selected to present, as top of the class campaign in New Media Drivers License, MSU Summer 2011.

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  • Encourage current followers to post photos to enter to be a part of Douglas J Makeover Challenge – Facebook and Twitter Winners announced on Facebook and Twitter Student video makeovers – upload to YouTube Channel People vote on http://www.avedainstitutesdouglasj.com/ - a link shown at the end of each video and in the comments section Students & make-over winners share link to get votes in order to win salon services for the year for guest, and beauty school essentials for stylist Final winners announced on Facebook & Twitter

Transcript

  • 1. Interactive Online Marketing Plan Presented By:
  • 2. Overview
    • Opened school in 1986
      • Goal – Establish training system to help aspiring stylists develop their careers both technically and professionally
    • Expanding Market
      • Ann Arbor, Grand Rapids, Royal Oak
      • Chicago and Knoxville
    • Douglas Weaver started salon in 1960s
  • 3. Overview
    • Current Presence
    • How Influential?
    1,358 likes, 42 check-ins 4,336 likes, 305 check-ins 831 followers, 356 following, 189 updates, 33 klout 151 followers, 0following, 70 updates, 0 klout 882 channel views, 3,794 upload views, 10 subscribers, joined 2009 Joined 2010
  • 4. Strategy
    • Goal : Use existing social media accounts and enhancing their online presences with:
    • Social Media Widgets
    • AdWords Campaign
    • Cross media competition
    • Ultimately leading to increase of salon guests, products purchased and student enrollment.
  • 5. Social Media Widgets
    • Add Social Media widgets to www.douglasj.com
  • 6. AdWords 3 Separate Campaigns: *Bold indicates competitors show up when keyword is searched Each keyword with custom ad copy Salon Guests Product Sales Student Enrollment Keywords
    • Affordable Salons
    • Modern Salons
    • Spa Services Lansing
    • Aveda Products
    • Aveda Institute
    • High quality hair products
    • Beauty School
    • Modern Beauty School
    • Michigan Beauty School
    • Douglas J Aveda
    Landing Page www.douglasj.com/guestservices.shtml www.douglasj.com/store.shtml www.avedainstitutesdouglasj.com/pros/index.shtml
  • 7. Cross Platform Goal : Increase awareness on all three social media platforms and get interaction from key audience.
  • 8. Measuring Success Adwords – Google Analytics, measure conversions of website traffic Facebook – Increased likes, check-ins and interaction Twitter – Increase followers, updates and klout score YouTube – Increase in subscribers, viewers
  • 9. Timeline Widgets – immediately AdWords Campaign – 1 year test with close monitoring and tweaking to reach optimal success. Reevaluate after 1 year and continue for another. Cross Platform – 1 month posting, 2 week voting.