Online Advertising for Summer Camps


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Marketing and online advertising tips for summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on google keywords and advertising via social media.

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Online Advertising for Summer Camps

  1. 1. Online AdvertisingTuesday, May 7th, 2013Agnes Stawicki@AgnesStawicki @mktgacademy
  2. 2. Content  Advertising trends  Online Advertising Options  Your website  Directories  Display Advertising  Advertorials  Search Advertising  Social Media  Integrated campaigns  Summary
  3. 3. Advertising TrendsA changing landscape
  4. 4. communityinvolvementadvertising marketingresearchmedia planningpublic relationspricingcustomersupportsalesstrategyMARKE T I N G S T R ATEGY“Advertising istotally unnecessary.Unless you hope tomake money.”– Jeff I. Richards
  5. 5. Trends in advertising  Digital shift:The influence of Gen Y and Gen X  Access to data:Insight based decisions  Focus on experience:Engaging not broadcasting
  6. 6. Online AdvertisingThe home of our marketing message
  7. 7.   FIRST THINGS FIRST:Before you start,make sure yourwebsite is functionaland professional.
  8. 8. OverviewType FunctionYour website Digital home for your businessDirectories Target audience, generate leads, good for SEODisplay Branding, awareness, focus based campaignsAdvertorials Soft sell, provide legitimacy, good for SEOSearch Target audience, quick trafficSocial Social word of mouth referral, 2-way communication
  9. 9. Your website  Your digital home  Centre of all your marketingefforts  Before you start advertising:  Working website  Contact information  Easy to find program info  Call to action  Search engine friendly
  10. 10. Directory profiles  Put you in front of targetedeyeballs  Backlinks to your websiteimprove your organic SEO  Increase your online footprint  Provide legitimacy  Work for you 24/7  Generate quality leadsBenefits
  11. 11.   How many visitors (new vs returning)?  How do visitors use your website?  How would my camp be found in search results?  What modules are included (events, photos, videos)and are there any extra costs?  Do you offer tracking so I know how I’m doing?  How often can I change the content? Is help available?Directory profilesBuying Tips
  12. 12.   Submit proper photos, logos and copy.  Complete all sections of your profile.  Link back to your website wherever possible, and directusers to a specific page.  Include messaging/imagery that is consistent with yourbrand and the flow of the user.  Remember about keywords. Build content around them.Directory profilesHow to
  13. 13.   Increase your brandawareness.  Keeps you top of mind.  Encourages action.  Provides ability to promotearound timeframes and/orprograms.Display AdvertisingBenefits
  14. 14.   Typically sold on a CPM (cost per thousand impressions).  If sold on a monthly basis, ask how many impressions you areguaranteed per month.  Decrease your spend by targeting content pages, or usersby geographical area (IP address).  Determine your targeted CPM rate (audience quality).  Consider the ad size and page location (top, side, bottom).  Consider pageviews/visitor when buying impressions.Buying TipsDisplay Advertising
  15. 15.   Focus on 1 key message. Keep it simple. Include a call toaction.  Consider the media environment and the frame of mind theuser is in. Wording, colours, call to action.  Include messaging/imagery that is consistent with your brandand the flow of the user.  Link to a specific page of your website whenever possible. Yourhomepage may not be the best.  Test creative with rotations to optimize CTR and conversions.Display AdvertisingHow to
  16. 16.   Improve your organic SEO.  Engage with your audience.  Increase your onlinefootprint.  Share your brand story.  Ignite emotion in readers.  Motivate action.AdvertorialsBenefits
  17. 17. AdvertorialsBuying  Typically sold per article.  Determine how long the article will stay online and canyou have a backlink to your website from it?  Ask about how many promotional views, and totalviews you can expect.  Consider your target audience and compare targetedCPM rates.
  18. 18.   Hook readers within the first paragraph.  Don’t promote your product/service. Write a story thatshowcases your value and benefits.  Link back to your website wherever possible.  Include messaging/imagery that is consistent with yourbrand.  Include a call to action.AdvertorialsHow to
  19. 19.   Targets your most importantkeywords.  Supplement keywords youdo not rank well for.  Drive new website visitors.  Stay top of mind (remarket).  Control your messaging.Search advertisingBenefits
  20. 20. Search advertisingBuying Tips  Typically sold on a CPC (cost per click).  Decrease your spend by targeting keywords andgeographical locations (IP address).  Add negative keywords so ads are not displayed to the wrongaudience. (ex: jobs, camping).  Focus on quality over quantity of clicks.  Rule: Your paid search bounce rate should be lower than yourorganic search bounce rate.
  21. 21.   Test out various copy and creative  Title variations with/without keyword  Different teaser content  Landing pages you’re directing traffic to  Set up custom landing pages or direct visitors to a specificpage if possible.  Monitor clicks + conversions daily and modify whenneeded  Target target target. Keywords + negative keywordsSearch advertisingHow to
  22. 22. Search advertisingHow toWhat’s a click worth?  Quality vs. quantity  Aim for a low bounce rate
  23. 23.   Follow your website visitors  Remind users to come backto you  Stay top of mind  Strengthen your brandRemarketingBenefits
  24. 24. RemarketingBuying Tips  Typically sold on a CPC (cost per click)  Decrease your spend by targeting keywords andgeographical locations (IP address).  Add negative keywords so ads are not displayed to the wrongaudience. (ex: jobs, camping)  Focus on quality over quantity of clicks. Manage your websitelists and narrow based on those that produce results.
  25. 25.   First things first:  Exclude your internal IP address  Tag your website content  Set your remarketing duration. Default is 30 days.  Create multiple campaigns for each goal  Send users to well optimized landing pages.  Set frequency caps. Average 3x per dayRemarketingHow to
  26. 26. Social mediaOnline platforms that allow people to freelyconnect to each other & to brands
  27. 27. The Socialites  62% of adults worldwide (80% of Canadians)actively use social media.  89% of moms with smartphones access Facebookon those phones, and moms are four times morelikely to prefer to check social media on theirsmartphones.  To learn about which brands and products tobuy, 73% of moms rely on recommendations fromparenting-related social media.
  28. 28. Moms are social
  29. 29. Popular Social Platforms?Social platform SnapshotFacebook Visual, engaging, exclusiveTwitter Inclusive, chattyPinterest/Instagram Visual, aspirationalYouTube/Vimeo Visual, searchGoogle+ Exclusive, search, SEO
  30. 30. Facebook  An engaged audience of campers, parents, and staff.  Easy natural fit for the camp community.  Options: Sponsored stories, FB page, FB event, website  Target by:  Fans and friends of fans  Geographical location  Age  Interests, hobbies, keywords…Benefits
  31. 31. Facebook
  32. 32. Twitter  People are influenced by people like them andexperts  Provides a social recommendation  Coming soon:  Promoted tweets in search and timelines  Promoted trends and hashtags  Featured accounts to increase followers  Geographical location targetsBenefits
  33. 33. Twitter
  34. 34. LinkedIn  Professional network of target parents  Typically more expensive than Facebook orGoogle Adwords  Allow for video ads  Target by:  Geographical location  Business position  Experience, associations, groups…Benefits
  35. 35. Social Ads  Build a social voice first  Keep people within the network  Test out various ad copy and photo use.  Monitor clicks + conversions daily and modify whenneeded.  Stop or modify campaigns if they are not performing.  Invest in the networks that generate results for you.  Make it easy for people to share.How to
  36. 36. OnlineOfflineWebsite
  37. 37. Integrated MarketingYou can’t only be online
  38. 38. Money shifts  Print advertising losses outweighed digital adgains by 8 to 1 in the first three quarters of 2011  Google’s revenues were $4 billion greater thanthose of the entire newspaper industry in 2011YET: 67% of online searches are driven by offlinecontent. People search for what they know.
  39. 39. Print media  Brings legitimacy to your camp  Strengthens your brand  Builds top of mind placement  Is a catalyst for driving search, discussion andaction  Can reach a target audience: local,community, beliefs, interests…How to
  40. 40. Print media  Determine your objective  Compare media rates by CPM (cost per thousand)  Compare audience and targeted CPM  Ask about page placement  Ask about how readers use the media, how long theykeep it, their attitude towards itBuying
  41. 41. Print media  Focus on one key message. Keep it simple.  Emphasize the benefit, not the product.  Focus on the consumer.  Include a call to action.  Consider the media environment.  Track: promo or QR codes, Digimarc, AugmentedReality, NFC Clips, target landing pages.How to
  42. 42. Print media integrationHow toTrackingPromotion code Easy trackingQR Code Quick response for mobileAugmented reality Enhanced realityDigimark Digital watermarkNFC Chip Android, Samsung phonesLanding page Webpage optimized for conversions
  43. 43. ExampleCall to actionValuePropositionQR TrackingBranding
  44. 44. Multi-channel advertising
  45. 45. Summary#mktgacademy
  46. 46. Campaign Checklist1.  Website: If someone hears about the program andsearches for it, what comes up? Is it easily found on mywebsite? Do I have contact information and aregistration form easily accessible?2.  Inquiries: Does the team know about the new program?Who is responsible for answering calls and/or emails? Doemails go to one location?3.  Advertising: Who is my target audience and where arethey (online)? How can I get my message in front ofthem? What are my goals, what do I want them to do?4.  Flow: Is my branding and message consistent? Is it easyfor consumers to understand my value proposition andtake my intended action?
  47. 47. 5 Tips to Online Advertising1.  Review your website: Is it working properly. Is it easy forvisitors to connect with me? How quickly do werespond?2.  Make the most of your current ads: Add information todirectories. Work with partners. Check your landingpages.3.  Analyze and test your data: Set up ad variations andtrack conversions so you know what’s working.4.  Review your advertising campaign: Is it consistent? Doesyour brand & voice come through? Does it follow aneasy flow?5.  Target: Review targeted CPM rates for each of youradvertising partners. It’s about increasing quality leads.
  48. 48.   Webinars  Checklists  Case Studies  Tip Sheets
  49. 49. Questions?Agnes Kids Media Inc.