Digital Marketing Strategy by David Lowe
Current Marketing Strategy <ul><ul><li>Largest online employment website in U.S. </li></ul></ul><ul><ul><li>  $542 Million...
Lots of Competition <ul><li>Craigslist : Free job postings </li></ul><ul><li>Linkedin : More social media and digital pres...
Increase Traffic using YouTube <ul><li>  </li></ul>
YouTube Goals <ul><ul><li>Increase Careerbuilder.com YouTube page views to over 10,000,000 </li></ul></ul><ul><ul><li>Crea...
YouTube Web Series Example <ul><li>Always Open: A web series by Denny's breakfast </li></ul>
Timing <ul><li>Start YouTube campaign </li></ul><ul><li>on January 1, with all  </li></ul><ul><li>forms of PR & Marketing ...
Budget <ul><li>While running a Superbowl ad will be costly, that will be most of the budget. Our YouTube series will be ve...
Evaluating Success <ul><li>On January 1, 2013, a year-long evaluation will determine success, the yearly goals are: </li><...
Conclusion <ul><li>January 1st, 2013:  Careerbuilder.com  attracts over 125,000 new subscribers. </li></ul><ul><li>Thanks ...
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Careerbuilder.com Digital Marketing Strategy

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Careerbuilder.com Digital Marketing Strategy

  1. 1. Digital Marketing Strategy by David Lowe
  2. 2. Current Marketing Strategy <ul><ul><li>Largest online employment website in U.S. </li></ul></ul><ul><ul><li>  $542 Million in revenue (2009) </li></ul></ul><ul><li>                                                                 Each job ad on Careerbuilder.com gets more daily page views than Monster or Craigslist (Image) </li></ul><ul><ul><li>42,294 Twitter follower </li></ul></ul><ul><ul><li>125,519 Likes on Facebook </li></ul></ul><ul><ul><li>6,351,872 Youtube views </li></ul></ul>
  3. 3. Lots of Competition <ul><li>Craigslist : Free job postings </li></ul><ul><li>Linkedin : More social media and digital presence </li></ul><ul><li>Monster.com : Launched BeKnown, a Facebook app that connects your professional contacts and your Facebook friends </li></ul>
  4. 4. Increase Traffic using YouTube <ul><li>  </li></ul>
  5. 5. YouTube Goals <ul><ul><li>Increase Careerbuilder.com YouTube page views to over 10,000,000 </li></ul></ul><ul><ul><li>Create a YouTube-only web series with celebrity cameos and comedic situations that somehow tie-in Careerbuilder.com </li></ul></ul><ul><ul><li>Create TV commercials to upload onto YouTube and increase YouTube page views </li></ul></ul><ul><ul><li>Send YouTube viewers directly to Careerbuilder.com or the Twitter/Facebook accounts </li></ul></ul>
  6. 6. YouTube Web Series Example <ul><li>Always Open: A web series by Denny's breakfast </li></ul>
  7. 7. Timing <ul><li>Start YouTube campaign </li></ul><ul><li>on January 1, with all  </li></ul><ul><li>forms of PR & Marketing </li></ul><ul><li>to promote. </li></ul><ul><li>Run a Superbowl ad to </li></ul><ul><li>attract a ton of attention </li></ul><ul><li>and get people watching </li></ul><ul><li>on YouTube. </li></ul>
  8. 8. Budget <ul><li>While running a Superbowl ad will be costly, that will be most of the budget. Our YouTube series will be very inexpensive to shoot compared to a television commercial, and posting them on YouTube will be free. </li></ul><ul><li>A pretty expensive budget will be put into place using PR and all other forms of media to promote our social media. All year of 2012 will be dedicated to gaining a YouTube following, increasing Twitter followers and Facebook likes. </li></ul><ul><li>The inexpensive costs of a social media strategy will make the advertising of Careerbuilder.com cheaper in the long run. </li></ul>
  9. 9. Evaluating Success <ul><li>On January 1, 2013, a year-long evaluation will determine success, the yearly goals are: </li></ul><ul><ul><li>Increase YouTube views from 6,000,000 to over 25,000,000 </li></ul></ul><ul><ul><li>Increase Twitter following from 42,000 to over 100,000 </li></ul></ul><ul><ul><li>Increase Facebook likes from 125,000 to over 500,000 </li></ul></ul><ul><ul><li>And of course, gain unique Careerbuilder.com views by 10% </li></ul></ul>
  10. 10. Conclusion <ul><li>January 1st, 2013: Careerbuilder.com  attracts over 125,000 new subscribers. </li></ul><ul><li>Thanks to social media (Facebook, Twitter, YouTube), Careerbuilder.com reaches a new, younger audience that looks at Careerbuilder as the best way to find a job that suits their needs. </li></ul><ul><li>More attention from the public makes more businesses post their job openings to the site, raising revenue by over 10%. </li></ul><ul><li>Social media also enables Careerbuilder.com to cut their ad budget because it is much more inexpensive than Television advertising. </li></ul>

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