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DIGITAL
STRATEGY
PROJECT
JENNIFER CLEMENTE & TIM FARMER
MKTG 5730 PROF. DRAKE - FALL 2014
OBJECTIVES
To evaluate and determine digital media strategy to create awareness,
generate leads, and highlight events to attract online audience in the
entrepreneurial and Tech communities of St. Louis, Missouri.
• Identify as well as develop website and online presences on social
media platforms, current search marketing, search engine
optimization, online public relations, online partnerships, social media
marketing, digital media marketing, and interactive ads.
• Perform analysis of CIC STL (and competitors of)
• Conduct analyses and report findings
• Make recommendations and increase CIC STL-branded traffic via
• paid/owned/earned website at http://stl.cic.us/who-we-are/#
• Twitter @CIC_StLouis,
• Build profiles, ad pages, and/or other user-generated content for
LinkedIn and Facebook.
• Hootsuite (and Twitter API???) will be the social media
management tool(s) to measure multiple platforms and profiles.

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SEO/SEM &
WEB ANALYTICS
COMPILED BY TIM FARMER
SOCIAL MEDIA
PAGES
COMPILED BY JENNIFER CLEMENTE
SUMMARY
Recommendations
1. Optimize Search…..
2. Utilize Listening Grids
(ref. CIC_STL Influencers.xlsx file https://app.box.com/s/2t6zp6oi6xln2oc395i0)
• Actively monitor CIC STL activity on Facebook, Twitter,
and LinkedIn vs. Competitors 1-3, add 4, 5, ∞
• Find new influencers, add them to “For Intern Research
followers” tab, and listen to who they’re following, add
followers to Twitter Lists, invite them to “Like” Facebook
page, etc. Make the connections for CIC St. Louis
• Hint: submit your content to their website, it's likely to
bring in traffic or otherwise benefit them CIC STL
3. Utilize Google+ and Circles with Twitter for two-way newsfeed
sharing
4. Facebook page events Venture Café  @CIC St. Louis

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SUMMARY
Recommendations cont’d
5. Benchmark, set goals, and measure KPI’s (ref. Campaign KPI’s
table.xlsx file https://app.box.com/s/0ao3fd8vfq45ah2t20vb )
• Interns daily and/or weekly flash reports should be made
as required tasks (it’s a learning lesson for them and
Dougan gets status reports, data for KPIs, etc.)
6. Online security and account protection
• Keep conscience of interns coming and going i.e.
passwords being changed, etc. Always remember to
keep information available from intern intern(s)
7. Interns should maintain video and photo updates to social
profiles
8. Consider marketing campaign with links to downloadable
PDF’s (spec sheets with conference room features)
• make as an intern project
SUMMARY
Findings
• Activity on Twitter was probably better than Dougan
thought he was at it or in keeping it active (i.e. seeds were
there online and all positive +++)
• #Dougan #CICSTL
• Account access
• Internship posting

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WHAT’S NEXT
• Internship
• 2 Candidates lined up
• Account set ups and access
• intern@cictr.com
• CIC STL Files on Box.com
• https://app.box.com/s/95eu6ym1db5l8fd8f9yx
• Hootsuite,
• Facebook Admins, and
• Google+ or Gmail
• YouTube Channel
• Google Circles
• Consider Unfollowers.com or JustUnfollow