This is Chris Ryan's final presentation for MSU's ADV420.

1. Canon’s New Digital
Strategy: Start 2016 Off
With a Bang!
Strategy By: Chris Ryan & Associates

2. The Big Idea
Coming to a digital platform near you!

3. What Is ?
O Weekly original video series
O Video tutorials
O Buying tips
O Sales announcements
O Broken into three segments to reach target
markets
O Young professionals
O Parents
O Students
O How will Canon Master Class be integrated into
digital marketing plan?

4. Campaign Integration: Social Media
O Original video performs best on social media
O Include Canon Master Class in routine original
and curated social media content on:
O Facebook
O Twitter
O Instagram
O Tumblr
O Google Plus

5. Campaign Integration: Blog
and Inbound Marketing
O Canon should create a corporate blog
O Benefits of having a blog:
O Increased metadata & SEO rankings
O Engaging content lowered bounce rates
O Providing value to customers
O Types of content for blog:
O Camera tricks and tips
O Canon Master Class videos
O Product specials and deals

6. Campaign Integration: Online
Advertising
O Focus on video-based pre-roll ads
O Like the Canon Master Class videos!
O Strategically place video ads to reach the
three target segments
O Young Professionals
O Parents
O Students

7. Campaign Integration: Mobile
Marketing
O Create the app: CanonCapture
O Two-part technology
O Software within Canon cameras & mobile
app
O Pictures go from camera to mobile app
O Can then be shared to social media
O Foster community and consumer
engagement
O Consumers also pushed Canon ads to
create in-app purchases

8. Campaign Timeline & Budget
O Timeline:
O Start first week of 2016
O W/ Pre-production, production and post-
production expect launch in March 2016
O Budget:
O Labor Costs
O Equipment
O Media Buying

9. Measuring Campaign Success
O Metrics to measure
O Canon Master Class views
O Customer social engagement (Likes,
Comments, Shares)
O Website traffic
O Click-through rates
O SEO rankings
O Overall campaign goal: Engage existing
customers and increase sales!

10. Campaign Overview
O Canon Master Class
O Increased brand equity & SEO rankings
O Final results: increased web traffic & sales
O Chris Ryan & Associates look forward to
creating and implementing this campaign
with the Canon Team!
O Any questions?