This document outlines a three act plan for engaging audiences across multiple marketing channels. Act 1 focuses on establishing a strong foundation by identifying a great product, relevant audience, and clear goals. Act 2 details growing engagement through targeted email and social media campaigns, sharing user content. Act 3 emphasizes developing brand evangelists and maintaining an active online community to sustain long-term engagement. The overall strategy stresses measuring results and adapting tactics based on learning.

1. Hot Creative: Get the Basics for
Winning Campaigns in Today’s Multi-
Channel World
DM Club of NY
eROI

2. Buzz Word:
Engage/Engagement
en⋅gage [en-geyj], -gaged, -gag⋅ing. – verb (used with object)
1. to occupy the attention or efforts of (a person or persons
2. to secure for aid, employment, use, etc.; hire
3. to attract and hold fast: The novel engaged her attention
4. to attract or please: His good nature engages everyone.

3. The Epic Journey: Email to Social Network
In 3 Acts…

4. Act 1: The Foundation

5. Scene 1:
• You need a hero (killer product)
• You need an audience
• Be relevant
• Don’t fear the unknown

6. Scene 2:
• The “New Media” – Email, SMS,
Web 2.0, DM, Print, SEM, SEO,
Outdoor…
• Measure results and set
expectations
• Define the problem: What do we
do with this info?

7. Scene 3:
• How do we “engage”?
• How do we share the other
benefits of our product?
• How do we feature our
customers?
• How do we expand the reach of
our brand?

8. Act 2: The build up is half the fun

9. Scene 1: Power of the Pens
• Targeted and Acute
• Relevant and Measurable
• Goals:
- Grow the list
- Spread the word
- Test the waters
- Learn
Wacom

12. Over a 14 day campaign:
61,000 World wide visitors
2,000 user generated images uploaded
150 comments were left
added more than 2,000 new subscribers

13. Scene 2: Pen Scrappers
• Even more targeted
• Relevant and Measurable
• Goals:
- Grow the list
- Spread the word
- Establish new market

15. December 1, 2008 - Feb 3, 2009
24,427 visitors
251 Entries
588 Total Comments
71 Twitter Followers
532 Twitter updates

16. Act 3: It takes a village

17. Scene 1:
• Share tools and features
• Share work and feedback
• Develop brand evangelists
• Nurture the Influencer
- DM Campaign - USB

18. “This project would bring together
artists from across the globe
to form a community.”

19. “A community of professional creatives,
fostering critique, collaboration
and sharing between peers.”
“Peers united by their
love for the
pen, creative
expression,
and their crafts.”

20. Scene 2:
• Manage the community
• Maintain engagement
• Nurture/Learn

21. Thank you
Chris Masagatani
chris@eroi.com
@masagatani
503.347.6508