A Michigan Economic Development Cooperation Service                             Digital Marketing Campaign                ...
Overview
Target Audience                 Out-of-state                 businesses                                   Global Michigan ...
Key Performance Indicators(KPI)  Increase search engine          Increase the number oftraffic to our site by 30% in     r...
Big Idea           Monitor the campaign performance in a 6-           month trial period and make adjustments             ...
Tools and Tactics            Social                   Search            Media                    Engine                   ...
Tools and Tactics-Linkedin                                   Groups and                                   people MEDC     ...
Tools and Tactics-Google AdWords          Theme 1                             Theme 2{Dynamically generated headline}     ...
BudgetPlanning• $250*4*180 daysContent Creation• $1000*10 days (may include video ad  campaign)Execution•Google Adwords: $...
Summary• Focus on Linkedin and Google Adwords• Expect outcomes:  – Enhance the membership sign-up rate  – Increase the awa...
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Medc 2013

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Medc 2013

  1. 1. A Michigan Economic Development Cooperation Service Digital Marketing Campaign NMDL Seminar 2013 Jie Li
  2. 2. Overview
  3. 3. Target Audience Out-of-state businesses Global Michigan businessesbusinesses (Canada, Japan, Germany and UK) Michigan businesses
  4. 4. Key Performance Indicators(KPI) Increase search engine Increase the number oftraffic to our site by 30% in registered members by 6 months 15% in 6 months. Key Performance Indicators (KPIs)Reach out to customers via Raising awareness of PMBC social media (partially network Linkedin and Twitter)
  5. 5. Big Idea Monitor the campaign performance in a 6- month trial period and make adjustments Partnering Reach out to Websitesbroader or even previously unidentified Search Engine Increase sitetarget audience traffic and group Social effectively Media increase membership conversion rate
  6. 6. Tools and Tactics Social Search Media Engine Professional GoogleLinkedin Twitter Blog AdWords
  7. 7. Tools and Tactics-Linkedin Groups and people MEDC Existing already Connections connected withSetup our ownPMBC group and Join and postinvite existing New PMBC Profession- PMBC info. Inand potential Group al Groups large and activemembers to join supply chain groups
  8. 8. Tools and Tactics-Google AdWords Theme 1 Theme 2{Dynamically generated headline} {Dynamically generated headline}connect with Michigan businesses Michigan business opportunities procurement opportunities procurement, supply chain, invest www.puremichiganb2b.com www.puremichiganb2b.com• Two-group campaign varying keywords (keywordstool and traffic estimator)• CPA bid and initial budget $1000 per day with the choice ofchange• Monitor the campaign and make adjustment accordingly
  9. 9. BudgetPlanning• $250*4*180 daysContent Creation• $1000*10 days (may include video ad campaign)Execution•Google Adwords: $1000*180 days
  10. 10. Summary• Focus on Linkedin and Google Adwords• Expect outcomes: – Enhance the membership sign-up rate – Increase the awareness of PMBC program among potential businesses

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