Homework assignment: Digital Marketing

1. New digital marketing strategy.
Separating from the crowd.

2. There are many well known bicycle companies.
Searches find many of them ahead of you for common terms.
Trek
Schwinn
Kona
Mongoose
Fuji
Etc.
Our goal is to change that.
Photo by: mikebaird Make Cannondale # 1 in search results.

3. You sell different types of bikes.
To different types of people.
Photo by: Anomalily

4. Increase use of different content channels.
Leverage the blending of search results.
Photo by: Steve Rhodes

5. Different Content.
Different Channels.
Same Objective.
Photo by: B Tal

6. Persona focus.
Different people – different interests.
Different lingo and topics.
Same core values and message.
Photo by: Jasmic

7. Stay focused on what makes Cannondale different.
Technology. Engineering. Hand craftsmanship. Passion.
Photo by: Sethladd

8. Currently, even Schwinn has a higher social media score
than Cannondale!
Cannondale riders are passionate.
Cannondale people are passionate.
Leverage the passion!
Photo by Mike Cugh

9. What will this cost?
$ 575,000 Total
• $ 350,000 Adword budget
• $ 25,000 blogger outreach program
• 2 Full Time Digital Marketing Specialists plus management
• $ 75,000 development of video and other related content
Photo by Elly Blue

10. When can we expect success?
1-3 Months
• Research, Training
• Content Development
• Adword evolution
4-6 Months
• Blogging actions
• Discussion engagement
7-12 Months
• Refinement
• Enhanced involvement