Digital and print marketing strategy for Crain's Detroit Business.

1. Detroit’s premier Business news provider since 1916.
Print/Social media marketing strategy.

2. Crian’s Detroit
Business
Detroit and Southeast Michigan's premier business news
and information website and print journal

3.  Crain’s Detroit: Est.  Attract broader
1916 readership base
 Rising printing cost  Attract younger
 Declining readership base
readership
Develop Print and social media
marketing campaign.

4. Social Media
-Facebook
-Twitter

5.  TWITTER  FACEBOOK
 Twitter Promotions will  Facebook page
randomly select a fan for promotions will pull in
a free car from the list of more potential readers
followers with free Ipad give aways.
 Pulling in more followers  The giveaways will enable
will allow Crain’s to reach Crain’s to broaden the
out to a broader potential readership by
audience. reaching out to younger
generations
 The effectiveness of the
Twitter Campaign will be  The Ipad doubles as a
measured by the amount reading platform for
of new followers added Crain’s Detroit, which they
after the promotion. come with a lifelong
membership for.

6.  Print Promotions
 -Crain’s will temporarily sponsor all
universities within the greater Detroit area
with the business journals for the school
year.
 MSU, U of M, Wayne State University,
Oakland University.
 Detroit College of Law

7. Successful or not?
-Twitter follower increase?
-Facebook page like increase?
-Increase in subscription purchases?
-Lower median customer age?

8.  Budget (2012)
 $150,000
◦ Advertising campaign will start in July
◦ Right before students are going back to school
◦ Students and young professionals will become
aware of Ipad and car giveaways.

9.  Vehicle give away (2012 Ford Edge Sport)
 - $38,000
 Free Ipad giveaways (100 Ipads)
 - $50,000
 Promotional Print sponsorships
 - $62,000

10.  Given the budget and demographic area,
there will be a 10% overall increase in
sales.
 There will be a 20% increase in
readership among the target
demographic.