Digital marketing campaign

Marketing . Social Media . Digital,[object Object]

Client: Stately home in Grantham, Lincolnshire,[object Object],Event: Outdoor classical music in June 2011 with:,[object Object],A high profile orchestra, an RAF brass band a WWII spitfire air display and ,[object Object],a grand fireworks finale,[object Object],Food and refreshments will be for sale,[object Object],Target audience: Broad (wide appeal),[object Object],Core audience aged 45+ ,[object Object],Also a need to attract a younger audience,[object Object],Target geography:90-minute drive-time radius from Grantham,[object Object],Tickets:available for purchase via:,[object Object],Ticketmaster, ,[object Object],At the property ,[object Object],At the local Grantham City Hall,[object Object],Online presence: No website or active participation in social media,[object Object],Budget: £4,000 for PR, £10,000 for advertising & leaflets, £6,000 for digital marketing,[object Object],N.B. The agency is not on a retainer so digital marketing must generate an income,[object Object]

For,[object Object],Cost effective (large impressions / low cost),[object Object],Generates action ,[object Object],Highly measureable ,[object Object],Connect with an incremental target audience ,[object Object],Against,[object Object],Only one online purchase channel (Ticketmaster),[object Object],Limited impact on heartland audience (45+),[object Object],Requires investment – time and effort!,[object Object]

Areas of consideration,[object Object],1. Website,[object Object],2. Social media,[object Object],3. Email,[object Object],4. Search/ PPC,[object Object],5. Integration,[object Object],6. Implementation ,[object Object],7. Measurement ,[object Object],8. Costs,[object Object]

Create buzz, awareness and establish sales goals,[object Object],Reach out to older and younger consumers,[object Object],Social media = TRUST,[object Object],Encourage sharing ,[object Object],Ensure full integration,[object Object]

Wordpress,[object Object],Video,[object Object],Blog,[object Object],Ticket info,[object Object],CREATE AN EXPERIENCE,[object Object],Social ,[object Object],Mobile,[object Object],Map & directions,[object Object],Photos,[object Object]

You can do a lot of cool ,[object Object],Things with Wordpress – ,[object Object],Without having to break ,[object Object],the bank! ,[object Object]

Why blog?,[object Object],Fun, interesting, engaging content,[object Object],Pull in readers and interact,[object Object],Drive word-of-mouth,[object Object],Exclusivity ,[object Object],‘Social hub’,[object Object]

Link to social outposts,[object Object]

Engaging content,[object Object]

A two-pronged approach to social networks,[object Object],Publish,[object Object],Corporate,[object Object],Website,[object Object],Social,[object Object],Web,[object Object],Aggregate,[object Object],Source: Jeremiah Owyang ,[object Object],www.web-strategist.com,[object Object]

Keep the traffic on your website,[object Object]

The UK’s largest social network,[object Object],Make it fun and social,[object Object],Pull – don’t push,[object Object],Keep fans ‘in-system’,[object Object]

Updates and links,[object Object],Use hashtags – #RAFanthems,[object Object],Syndicate content,[object Object],PR opportunities,[object Object]

Behind-the-scenes ,[object Object], photos,[object Object],Upload pictures in ,[object Object], real-time,[object Object],Competitions ,[object Object]

User-generated content,[object Object],Live-streaming,[object Object],3 – dimensional,[object Object],Competitions ,[object Object]

Target younger demographic,[object Object],Link to prizes ,[object Object],Extend across social channels,[object Object]

Control your message,[object Object],Dynamic content – embedded video & images,[object Object],Measureable,[object Object],PR opportunities,[object Object]

Two key ways to distribute:,[object Object],Rent database,[object Object],Highly targeted,[object Object],Costly,[object Object],Work with partners ,[object Object],Cost effective,[object Object],Mutually beneficial,[object Object]

Digital marketing campaign

Digital marketing campaign

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Digital marketing campaign