New Media Drivers License Final Presentation

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NMDL ADV 420 Final Presentation. Full digital marketing strategy. Example: Michigan's Economic Development Corporation

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New Media Drivers License Final Presentation

  1. 1. MEDC 2013Digital Marketing Strategy Sara Soderstrom New Media Drivers License ADV 420: Sect. 704
  2. 2. Michigan EconomicDevelopment Corporation
  3. 3. Target Audience
  4. 4. Big Idea
  5. 5. Tools and Tactics: Partnering Website• Bring together supporters and Michigan marketing efforts – Pure Michigan Tourism• Example of successful partnering website: TexasOne Program – Info about Texas business and travel – Major source of marketing funds
  6. 6. Tools and Tactics: Website Enhancements• International Viewing Option – Provide information about opportunities Michigan offers worldwide• Example: Florida’s Economic Development Website – 15 Languages – Mexico Example 
  7. 7. Tools and Tactics:Social Media
  8. 8. Tools and Tactics: Other Digital Efforts• Google AdWords – 1st seen during search – Interest them to look further into Michigan – Increase website traffic and brand awareness• Direct Marketing Emails – Permission-based marketing – Link to partnering website with blog• SEO/SEM
  9. 9. Key Performance Indicators: KPIShort-Term: Long-Term:• Quantitative • Measure Michigan’s – Social Media: Visitor Views and Overall Change Followers/Likes – Business Activity – Partner Website: Members and – Job Creation Donations – Email Sign Ups• Google AdWords Measure Time: – Pay-Per-Click • Before, during and after – Compare keyword success campaign launch
  10. 10. Budget• $1,588,150• 12 Month Plan – 3 months: planning and building – 9 months: implement and manage• Not inexpensive but will provide for a successful campaign
  11. 11. Summary• Great opportunity to gain support for Michigan’s economic development – Bring jobs and businesses to Michigan – Achieve the end goal• Plan: – Increase digital interaction – Highlight existing efforts – Add new promising efforts to Pure Michigan: Michigan’s Advantage• Positively affect Michigan’s economic development

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