Digital strategy breakdown for Pure Michigan

1. Suzanna Smentowski
4/17/2017

2. - Promotes travel
- Well-known within state
- Traditional and digital marketing
- Large and diverse audience
- In-state residents
- People that grew up in-state
- Middle to upper-class households
- Families with children
- People with little free time

3. To create a customizable trip
generator
How it works:
- User inputs information
- Tool creates trip and activities
options
- User can receive events emails
specified to their interests

4. - Continue upkeep of social media sites
- Direct people to tool with prompts and links
- Highlight individual events or activities around the state

5. - Create a custom homepage banner to promote
- Build campaign page within website with form
- Eliminate extra content that might distract a user from form

6. Clickable ads and banners Ads on Pure Michigan sponsored sites
With hotel and travel websites for ad visibility Customized ads based on user locations

7. - Opt-in for monthly event emails
- Simplify email newsletters
- Base email content on user’s tool preferences

8. - Select campaign photo that will resize well
- Consider responsive design
- Keep content short to limit number of scrolls

9. - 45% of marketing budget for online
marketing (approx. $5.8 million)
- May vary due to traditional marketing
success
- Click-throughs to campaign page
- Form completion rates
- Locations people are interested in
- Where people are coming from
- Social media engagement
- Clicks on ads
*Keep information for future campaign runs

10. Conclusion
- Benefits:
- Easy-to-plan trips
- Less stressful
- Provides suggestions
- Reusable campaign model