Redacted version of CGI's digital marketing plan.

1. 2016 DIGITAL MARKETING PLAN

2. C O N T E N T S
Positioning Statement
Services
Branding
Target Audience Analysis
Strategies, Tactics & Channels
Assets & Budget
Next Steps

3. P O S I T I O N I N G S T A T E M E N T

4. B R A N D I N G

5. S E R V I C E S
We specialize in full time and temporary placement of
administrative staff in Los Angeles, San Francisco,
Redwood Shores, New York, and Greenwich.
TITLES:
Administrative Assistants
Executive Assistants
Human Resources Professionals
Office Assistants
Office Managers
Personal Assistants
Receptionists
INDUSTRIES:
Financial
Entertainment
Technology
Consulting
Real Estate
Advertising
Startup

6. B R A N D I N G
DESIGN: Clean,
authentic images of
flat-lay desks, young
professionals at
work and editorial
shots of the cities
we serve.
COLORS:
Gray & white with
red accents

7. T A R G E T A U D I E N C E A N A L Y S I S
Anna, Administrative Assistant, 27 years old
Primary Motivation: Financial security
Attitude: "I know my value, so I want to keep my
options open at all times."
Chris, HR Generalist, 25 years old
Primary Motivation: Long-term career growth
Attitude: "If I work hard and meet the right people, I'll
get the opportunities that I want."

8. S T R A T E G I E S , T A C T I C S & C H A N N E L S
OBJECTIVE: Increase avg. monthly applications by
25% in the next year
» Current applications at avg. of
» Increase to avg. of
KPIs: leads generated, cost per lead
*Lead = application

9. S T R A T E G I E S , T A C T I C S & C H A N N E L S
Strategy 1: Establish segmented email lists of
candidates for major employment categories
including Finance, Entertainment, HR, and Tech (to
start)
» Tactic: Acquire email addresses using
audience-specific landing pages that we'll
promote through highly targeted Sponsored
Posts on LinkedIn and Facebook
Important Metrics: cost per lead, conversion rate
*Lead/conversion = email submission

10. S T R A T E G I E S , T A C T I C S & C H A N N E L S
Targeting: Location, Company Industry, Job Title, Job
Seniority, Degrees, Age

11. S T R A T E G I E S , T A C T I C S & C H A N N E L S
Targeting:
Keywords:
» Interests: IAAP (Int'l
Assn. of Admin.
Professionals)
» Employers: Finance
» Job Title: Office
Manager, Executive
Asst., Admin Asst.
* Audience sizes vary based
on location.

12. S T R A T E G I E S , T A C T I C S & C H A N N E L S

13. S T R A T E G I E S , T A C T I C S & C H A N N E L S
Strategy 2: Convert at least 25% of email recipients
into leads (applicants)
» Tactic: Implement email marketing
campaign that aims to nurture recipients into
leads (applicants).
Important Metrics: cost per lead, conversion rate
*Lead/conversion = application

14. S T R A T E G I E S , T A C T I C S & C H A N N E L S
HR Leads Anyone who signed up on HR landing page
Finance Leads
Tech Leads
Entertainment Leads
Anyone who signed up on Finance landing page
Anyone who signed up on Tech landing page
Anyone who signed up on Entertainment landing page
EMAIL STRATEGY ( ALL SEGMENTS)
EMAIL LIST SEGMENTATION

15. S T R A T E G I E S , T A C T I C S & C H A N N E L S

16. S T R A T E G I E S , T A C T I C S & C H A N N E L S

17. A S S E T S & B U D G E T
FACEBOOK LEAD CAPTURE FORM
TOTAL AD SPEND (4 MONTH PERIOD)
LINKEDIN SPONSORED POST
TOTAL AD SPEND (4 MONTH PERIOD)

18. A S S E T S & B U D G E T
ASSETS & LABOR
TOTAL SPEND (4 MONTH PERIOD)

19. N E X T S T E P S

20. C O N T A C T
Marisa Okano
Social Media Strategist
https://www.linkedin.com/in/marisaokano
https://www.facebook.com/marisa.okano
email: marisa.l.okano@gmail.com
(that's a lowercase "L" in the middle)