2. CLIENT: INTERNATIONAL AIRLINE
Image: flickr.com/photos/cogdog/5478216148/
Challenges Solutions Capabilities Used
• Online/offline marketing integration. • We developed an analytics framework that introduced a • Digital strategy
measurement protocol for all ongoing social media activity.
• Expanding reach across digital • Tactical planning and
Our approach mapped key metrics to different phases of
channels. implementation
interaction users had with the brand online, and connected
• Social media measurement. process and formulas to the organization’s measurement • Pay per click advertising
capacity and business objectives.
• Copy development
• We created and managed targeted digital advertising
• Work flow design
campaigns designed to fuel social network acquisition and
recommended/launched relevant third party applications to • Advertising metrics
improve audience engagement.
• Social media best practices
• We developed and implemented tactical plans that
integrated offline/online marketing efforts, extending the • Content strategy
reach of traditional marketing campaigns across digital
channels.
Case Study: International Airline
3. CLIENT: NATIONAL RETAILER
Image: flickr.com/photos/w00kie/2460869660/
Challenges Solutions Capabilities Used
• Connecting geographically dispersed • We lead brainstorming sessions that helped frame • Workshop facilitation
stores/staff. audience information needs and business objectives.
• Digital strategy
This learning was used to deliver a 12 month social
• Increasing employee engagement.
media strategy roadmap that guided research, planning, • Tactical planning and
• Employee knowledge management. implementation, management and measurement. implementation
• Lack of an organizational social media • We launched an internal blog and “blog ambassador” • Content strategy
strategy. program designed to fuel employee participation and
• Work flow design
knowledge transfer across regions and departments. The
internal blog also acted as a pilot project that embedded • Information architecture
learning and modelled best practices to be used in the
second phase launch of a public facing corporate blog. • Website analytics
• We developed content for a series of internal videos that • Pay per click advertising
communicated organizational social media objectives • Social media training
and guidelines.
Case Study: National Retailer
4. CLIENT: BEVERAGE BRAND
Image: flickr.com/photos/feastguru_kirti/6116246717/
Challenges Solutions Capabilities Used
• Effectively communicating with • We conducted a comprehensive digital marketing audit that • Strategic research
target audiences across different looked at the brand on its own and against a competitor set,
• Digital audit
social networks. delivering key takeaways and recommendations that guided
the brand to continue/monitor what was working, optimize • Competitive analysis
• Building brand awareness in specific
ineffective channels and/or address critical digital gaps.
markets. • Digital ad planning and
• We developed a digital advertising matrix that optimized execution
• Understanding the brand’s digital
reach and budget. A focus was to introduce landing page
presence and structure across • Content strategy
and call to action protocols that transitioned visitor traffic
multiple organic and paid channels.
from the awareness stage towards opportunities for future • Work flow design
engagement with the brand.
• Social media training
• Social media best practices
Case Study: Beverage Brand
5. CLIENT: INSURANCE COMPANY
Image: flickr.com/photos/alancleaver/4122171512/
Challenges Solutions Capabilities Used
• Development of a thought leadership • We developed a multi channel content strategy and • Audience analysis
position within the industry. delivered a 6 month digital marketing roadmap that
• Digital strategy
presented a clear set of implementation tasks/timelines
• Connect with target audiences online.
and outlined straightforward ongoing management and • Tactical planning and
• No social media presence. measurement activities that took into account the limited implementation
capacity of the organization.
• Limited administrative capacity • Digital marketing management
• We launched a corporate blog and set up multiple digital
• Content strategy and
channels aimed at providing useful content based on the
development
information needs of different audiences, positioning the
organization as resource for customers, prospects and • Social media monitoring
agents.
• Blog design and development
• We set up a social media management program that
helped alleviate capacity issues by assisting with ongoing • Digital channel set up and
brand journalism, listening/monitoring and conversation optimization.
awareness. • Information architecture
Case Study: Insurance Company
6. About Intersection
Intersection blends strategy with a practical approach to teach organizations how to leverage
the dynamics of web 2.0 to achieve business objectives.
Principal, Mark Smiciklas is an established new marketing and social media practitioner
recognized for his strategic thinking – delivering practical, no-nonsense plans and
implementation strategies to companies across a variety of sectors.
Intersection’s service offering is framed by Mark’s core beliefs in trust creation, listening,
audience analysis and stakeholder engagement. Working with B2B/B2C clients and agencies
has provided rich experience with both supply-side and consumer facing situations, enabling
us to offer unique insight beyond tools and tactics.
http://www.intersectionconsulting.com
http://www.facebook.com/Intersection.Consulting
https://twitter.com/intersection1
http://www.flickr.com/photos/intersectionconsulting
