This document provides a 3-month digital marketing campaign plan for IHS Markit Technology Group to meet Q1 2018 revenue goals and nurture long-term relationships. The plan proposes an integrated digital strategy across channels to communicate the company's vision, mission, and values consistently. Key elements included are the proposal scope and goals, cost-benefit analysis, budget, production timeline, management approach, and tactic measurement. The goal is to generate leads, create brand awareness, and highlight industry events through tactics like content marketing, social media, and events while measuring performance to refine the campaign.

1. Final Digital Campaign Plan for IHS Markit Technology Group
for
Masters of Arts
Communication Management
Juliana Amann
University of Denver University College
August 15, 2017
Faculty: Cindy Cragg, M.A.
Director: Magdelana Red, Ph.D.
Dean: Michael J. McGuire, MLS

2. Executive Summary
• Why invest in this plan? For the optimal execution of marketing tactics to best meet and exceed
Q1 2018 revenue goals while nurturing long term relationships.
• Helps IHS Markit colleagues to be able to best communicate with their team and proposes an
investment in the team to be equipped with the best tools and skills, increasing revenue by 1%
in one year.
• An Integrated Digital Marketing strategy and planning will best communicate the company’s
vision, mission and values with consistency across channels.
• In this proposal you will find the 6 elements of the final campaign plan consisting of 1) the digital
campaign proposal including scope and goals, 2) a cost and benefit analysis, 3) budget, 4)
production timeline, 5) production management 6) tactic measurement and refinement

3. Proposal – Target Organization
• The IHS Markit Technology business line is a global leading source of
market research, analysis, and strategy guidance in the technology, media
and telecommunications industries.
• The three main business goals for IHS Markit Technology group that this
digital campaign will support include: 1.) Generate leads to buy market
research, consulting, benchmarking, sponsored events and parts
management solutions 2.) Create brand awareness and 3.) Feature IHS
Markit hosted or industry events.

4. Proposal – Project Scope
• This digital campaign proposal is for the first business quarter of 2018 from December
2017 to February 2018.
• While the main objective is lead generation with the top KPI as closed won revenue, the
two additional objectives and their goals and tactics serve to support the main objective.
• Create new relationships, nurture existing ones, educate and engage the community,
strengthen industry partnerships, provide a good experience for the customer’s buying
journey and for all stakeholders resulting sustained and increased revenue and brand
equity.

5. Proposal – Marketing Goals and Targets
Business Objectives Marketing Goals Tactics KPIs and Targets
1. Generate leads
2. Create brand
awareness
3. Highlight industry and
hosted events
• Capture, score and convert
leads
• Provide content to educate and
engage
• Increase social media reach and
engagement
• Attract traffic that engages on
website
• Meet event registration and
lead goals
• Create meetings between
analysts and clients
• Engage and educate community
at events
• Landing pages and forms
• Industry microsites
• Blog/Insight articles
• Content and SEO
• Newsletters and emails
• Organic social media
(LinkedIn, Twitter,
Facebook, YouTube)
• PPC ads on LinkedIn,
Facebook and Google
• Web page conversion rate per
month: 1.29%
• Bounce rate: 5.3%
• Downloads a month: 400
• Email conversion rate: .6%
(depending on industry)
• PPC conversion rate: 5%
(LinkedIn), 2.5% (Google), 8%
(Facebook)
• Email & PPC unique click
through rate: 1% (depending
on industry and platform)
• *Pipeline revenue from
marketing: 5.75% or $7.18M
• **Closed won revenue from
marketing: 2.5% or about
$3.13M
• Increase followers by 500
(16.9K currently)
• Mentions a month: 8,000
*Quarterly, total pipeline goal is 23% for FY 2018, a 1% increase from 2017
**Quarterly, total revenue from marketing goal is 10% or 12.5 million, for FY 2018, a 2% increase from 2017

6. Cost and Benefit Analysis
Category Details Estimated costs in 3 months Estimated benefits in 12 months
Software Adobe creative software, Eloqua, Cvent,
On24, WebEx
$23,000 ($92,000/year) Software, publishing and staff
costs for email marketing: 7% of
pipeline, 3% of revenue
Publishing Web page platform/server, graphic and
digital asset server
$2,500 ($10,000/year) Publishing, software, services
and staff costs for content and
SEO: 4% of pipeline, 1% of
revenue
Services WebDAM, Shutterstock, Eloqua Core
Training, PR agency
$19,200 ($46,800/year because
cost for Eloqua training will be
completed in Q1)
Eloqua Core Training for
program marketers to increase
pipeline by 2%, increase revenue
by 1%
Staff Writers/analysts, designers, database,
search program and portfolio marketers,
sales reps, marketing and event managers
$368,000 ($1.37 million/year) Staff, software, services and
publishing costs for event
marketing: 10% of pipeline, 4%
of revenue, saving of $99,000
Social Twitter, LinkedIn and Google PPC ads,
Hootsuite
$22,000 ($88,000/year) Social, staff, services and
publishing costs for social
media: 2% of pipeline, 1%
revenue
$1,606,800/$13,750,000 = .117 of a year or about 1.2 month to payback

7. Budget
• 1st quarter 2018 fiscal year total budget is approximately $431,855 including estimated costs for risk
assessment percentages of total Q1 budget for software, publishing tools, services, social media and staff.
• Eloqua core training is a new proposed service cost just for Q1 that totals $14,688 and estimated to reduce
staff budget costs by $33,000 per quarter starting in Q2 and increase pipeline by 2% and revenue by 1% by
end of year.
• Testing, monitoring and adjusting as necessary are crucial aspects to the success of this Q1 marketing
campaign plan and actual spend of budget amounts will be entered to determine budget amounts left
over in Q1.
• Other additional budget costs beyond Q1 into the rest of this year may include certified technology
consultants for the Salesforce CRM migration and integration and the hire of a business data analyst to
improve campaign digital tactic results resulting in estimated 5% revenue increase.

8. Timeline
• Pre-production strategy development 1-2 months starting in October 2017: internal and
departmental team meetings for content and information architecture strategy
(including planning for mobile friendly websites, emails and social media ads) program
marketers training strategy, webinar and live events strategy and creative design
deliverable planning.
• Assumptions, deliverables, approvals and SLA production time agreements will be defined.
• Production timeline of 12 weeks or 3 months starting in Dec. 2017
• Measurement and refinement ongoing with monthly reports for all tactics during
departmental and internal team end of month meetings to discuss and improve tactic
performances.

9. Timeline Production Implementation
Tactics/Actions Teams Target Dates/Frequency
Industry microsites, landing pages and
blog pages
• Analyst & Portfolio and Program marketing team • Bi-monthly microsite updates
• 1-2 asset landing pages or blogs/month
E-newsletters & lead gen and event
email campaigns
• Analysts & Portfolio, Program marketers and
Database teams
• Bi-monthly newsletter campaigns
• 1-2 lead gen or event campaigns per month
• Marketing meeting review of campaigns 1/month
Organic and PPC social media posts/ads
on LinkedIn, Twitter, Google, PR
Campaign
• Design teams, Program marketers, Search
marketers, Analyst & Portfolio marketers
• Always on PPC ad campaigns launch by week 3
• PR campaign 1/month, end of month reports
• Organic posts on social media 3-5 times a week
including social listening
• PPC marketing meeting 1/month
White papers, infographics, ebooks,
videos, blogs
• Analysts/writers, portfolio marketers and design
team
• Analysts generate new content 1 a month
• Portfolio team polishes/edits 1-2 week time frame,
program team promotes
Webinars and live events • Event managers, Analysts, Database and Program
marketers
• 1-5 webinars/month
• 3-4 weeks prior to webinars & 3-4 months prior to
live events marketing promotions begin
• 2-5 prospect sponsor event emails/3 months
SEO • Search marketers, project manager and program
marketers
• Meeting at the end of every month
• Keyword and search rank optimization 1/month

10. Implementation/Execution Timeline Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
New content for
microsites ready
Microsite/landing
page, blog
update done
Industry newsletter
sends
New content for
LPs or blog
Asset landing
page or blog
update done
Lead gen email
sends New content for
microsites ready
Microsite update
done
Industry newsletter
sends
New live event
audience
promotions begin:
email, PPC,
landing pages
1st webinar audience
promotions begin:
email, PPC, social
media, hero ads
1st live webinarwebinar
audience email
Live event
2nd webinar audience
promotions begin:
email, PPC, hero ads
2nd live webinarwebinar
audience email
Always on Industry &
Lead Gen PPC ad
campaigns launch
2nd live event audience
email
3rd live event
audience email
Analysts
generate new
content,
portfolio edits
Analysts
generate new
content,
portfolio edits
Analysts
generate new
content,
portfolio edits
SEO &
marketing
meeting
SEO &
marketing
meeting
SEO &
marketing
meeting
Prospect sponsored event emails go out 2-5 times/3 months
PR campaign
launches

11. Production Management and Resources
• An “all for one and one for all” management style combined with the “authoritative style” would benefit
the campaign by creating a microbial community led by a manager with vision and guidance.
• Challenges for the campaign include ensuring the program marketers coordinate to take the Eloqua core
classes together, short timeframes for deadlines, over emailing the database and inefficiencies due to
database team restraints.
• Mitigation to risks include establishing timelines, having departmental and internal campaign reviews to
balance meeting goals without degrading customer relationships, and finalizing planned content strategy
and information architecture with approval across the internal team.
• Clear, collaborative and consistent communication among team members to ensure all considerations are
being addressed and there is a seamless brand message across all channels and platforms to ensure short-
term and long-term success.

12. Tactic Measurement and Refinement
• Monitor the effectiveness of tactics by reporting monthly on our KPIs and whether they are meeting targets.
• Calculate our cost per acquisition per tactic and campaigns and overall ROI for each tactic to identify best and low
performing tactics
• Adjustments will include a review of the deliverables and content that we are offering as well as the segments of
audiences.
• For email – more personalized content with better targeting based on recency and the frequency of their last
purchase and lead score.
• For SEO - increasing our SEO Keyword Rankings tailoring content for repeat website visitors with re-targeting.
• For PPC ads – use mobile lead gen forms and better criteria to improve our targeting and use keyword tools to
improve propensity to convert.
• For social media and PR tactics - perform social listening and evaluate mentions to determine what content and
publications resonated and had the most traction.
Tactic KPI Measurement Tools
Emails/Newsletters Conversion rate, Unique Click through rate, Pipeline $, Closed
Won Revenue
Eloqua, On24, Omniture, Microsoft CRM
Content/SEO Conversion rate, SEO Keyword Ranking, Downloads Omniture, Google Keyword search tool, Eloqua
Lead Gen and Event Landing
Pages/Blogs/Microsites
Conversion rate, Bounce rate, Pipeline $, Closed Won Revenue Omniture, Tableau
Microsoft CRM
PPC Ads Conversion rate, Bounce and Click rate,
Pipeline $, Closed Won Revenue
Omniture, Microsoft CRM
On24, Google Analytics, Hootsuite
Organic social media Conversion rate, Followers,
Mentions, Impressions
Hootsuite, Omniture
Public Relations Conversion rate, Followers,
Mentions, Impressions
Hootsuite, Omniture