This document outlines a digital marketing campaign for Advanced Measurement Labs, a quality inspection lab. It discusses the target markets of corporate manufacturing engineers and small manufacturing business owners. The campaign goals are to increase home page visits and request for quote form submissions after redesigning the website. Key performance indicators include session time, conversion rate, and email opt-ins. The campaign will use Google Analytics for tracking, email marketing for leads, and Google AdWords for pay-per-click keywords. Future efforts may include an industry blog, monthly newsletter, and affiliate marketing.

1. Digital Marketing Campaign:
Advanced Measurement Labs
by Jamie Arcinas

2. “
Value Proposition
Advanced Measurement Labs is a 3rd party quality control
inspection lab and engineering department that has served
manufacturing companies (small to corporate enterprises)
for the past 23 years. We deliver quality results that pass
inspection while also meeting our client’s critical deadlines.

3. Advanced
Measurement
Labs
Our
Simplified
Business
Workflow

4. Target Market: Corporate Manufacturing Engineers
● Works for companies
with 250+ employees
● Work in teams under a
supervisor/manager.
● Driven by project
deadlines over financial
budgets.

5. Target Market 2 : Small Manufacturing Business Owners
● Seeks expert knowledge
in the industry.
● Works with other local
small businesses.
● Handles most every
aspect of their business,
therefore doesn’t have a
lot of time to research.

6. Pains Gains
Corporate
Manufacturing
Engineers
● Tight Project
Deadlines
● Pressures from
supervisors to
deliver reports that
pass.
● Peace of mind that reports
pass inspections.
● Quality results that make
supervisors happy.
● Confidence with our 23
years of experience in the
industry
Small
Manufacturing
Business Owners
● More concerned
with budget.
● No Time for
research
● Peer support of another
small business owner.
● Confidence with our 23
years of experience in the
industry

7. Website Redesign: Driving force of entire digital marketing campaign

8. Goals (1)
Get 10% increase of home page
visits after release of updated
website month over month.
KPI
1. Session Time
2. Conversion Rate
3. Email Opt - In List
* Why just the home page?

9. Goals (2)
Get 5% increase of Request for
Quote (RFQ) form fill-ups compared
to the previous month after release
of updated website month over
month.
KPI
1. Overall lead generation rate.
a. Measured by % of visitors that
complete RFQ form
2. Leads per day/month
a. Measured by RFQ form fill-up

10. Goal (3)
Get 15 new company leads
within the first 3 months of the
launch of the new website.
KPI
1. RFQ Form Fill-Ups
2. Conversion Rate
3. Email Opt-In

11. Industries FAQ
Sample Report PDF

14. Establish Normalcy with
Google Analytics
● Segments: new visitors, return visitors,
paid traffic, imported gallery segment
● Goal Tracking
○ Thank You for your Request for
Quote (URL Destination)
○ Sample PDF Report Download
(URL Destination)
● Event tracking
● Campaign Tags
○ Email Campaign (New Website
Launch)
(http://www.advancedmeasurementlabs.
com/?
utm_source=mailchimp&utm_medium=e
mail&utm_campaign=website%20launch)
* Note: Use URL Shortener

15. Email Marketing
● Automated
○ RFQ through website
○ Email Opt-In
● Segmented
○ RFQ’s that didn’t convert within the last month
○ Current clients (corporate engineers) that have not
requested a job within the last 3 months
○ By Industry
○ Small Business Owners
■ Tips & Discount
○ Returning Loyal Clients
■ Loyalty Program Benefits

17. PPC Strategy:
Google Adwords

18. PPC: Keywords & SEO
Google AdWords Keyword Generator
● Final URL Tracking
● Ad Extensions listing pages with top
services
● A/B Test by industry, location, service type

19. Future Digital
Marketing Campaign
● Content Strategy
○ Launch of industry blog
○ Email Marketing: Monthly Newsletter
● Affiliate Marketing
○ Affiliate Advertising
○ LinkedIn Ads

20. Any questions ?
You can find me at
◉ jamie.arcinas@gmail.com
Thanks!