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Industry Showcase
A collection of case studies summarizing our capabilities
CLIENT: INTERNATIONAL                                                                        AIRLINE




                                                                                                           Image: flickr.com/photos/cogdog/5478216148/

Challenges                                Solutions                                                           Capabilities Used
• Online/offline marketing integration.   • We developed an analytics framework that introduced a             • Digital strategy
                                             measurement protocol for all ongoing social media activity.
• Expanding reach across digital                                                                              • Tactical planning and
                                             Our approach mapped key metrics to different phases of
   channels.                                                                                                      implementation
                                             interaction users had with the brand online, and connected
• Social media measurement.                  process and formulas to the organization’s measurement           • Pay per click advertising
                                             capacity and business objectives.
                                                                                                              • Copy development
                                          • We created and managed targeted digital advertising
                                                                                                              • Work flow design
                                             campaigns designed to fuel social network acquisition and
                                             recommended/launched relevant third party applications to        • Advertising metrics
                                             improve audience engagement.
                                                                                                              • Social media best practices
                                          • We developed and implemented tactical plans that
                                             integrated offline/online marketing efforts, extending the       • Content strategy
                                             reach of traditional marketing campaigns across digital
                                             channels.



Case Study: International Airline
CLIENT: NATIONAL RETAILER




                                                                                                          Image: flickr.com/photos/w00kie/2460869660/

Challenges                                 Solutions                                                         Capabilities Used
• Connecting geographically dispersed      • We lead brainstorming sessions that helped frame                • Workshop facilitation
   stores/staff.                              audience information needs and business objectives.
                                                                                                             • Digital strategy
                                              This learning was used to deliver a 12 month social
• Increasing employee engagement.
                                              media strategy roadmap that guided research, planning,         • Tactical planning and
• Employee knowledge management.              implementation, management and measurement.                        implementation

• Lack of an organizational social media   • We launched an internal blog and “blog ambassador”              • Content strategy
   strategy.                                  program designed to fuel employee participation and
                                                                                                             • Work flow design
                                              knowledge transfer across regions and departments. The
                                              internal blog also acted as a pilot project that embedded      • Information architecture
                                              learning and modelled best practices to be used in the
                                              second phase launch of a public facing corporate blog.         • Website analytics

                                           • We developed content for a series of internal videos that       • Pay per click advertising
                                              communicated organizational social media objectives            • Social media training
                                              and guidelines.




Case Study: National Retailer
CLIENT: BEVERAGE                                                         BRAND
                                                                                                        Image: flickr.com/photos/feastguru_kirti/6116246717/

Challenges                               Solutions                                                                  Capabilities Used
• Effectively communicating with         • We conducted a comprehensive digital marketing audit that                • Strategic research
   target audiences across different        looked at the brand on its own and against a competitor set,
                                                                                                                    • Digital audit
   social networks.                         delivering key takeaways and recommendations that guided
                                            the brand to continue/monitor what was working, optimize                • Competitive analysis
• Building brand awareness in specific
                                            ineffective channels and/or address critical digital gaps.
   markets.                                                                                                         • Digital ad planning and
                                         • We developed a digital advertising matrix that optimized                     execution
• Understanding the brand’s digital
                                            reach and budget. A focus was to introduce landing page
   presence and structure across                                                                                    • Content strategy
                                            and call to action protocols that transitioned visitor traffic
   multiple organic and paid channels.
                                            from the awareness stage towards opportunities for future               • Work flow design
                                            engagement with the brand.
                                                                                                                    • Social media training
                                                                                                                    • Social media best practices




Case Study: Beverage Brand
CLIENT: INSURANCE                                                        COMPANY




                                                                                                         Image: flickr.com/photos/alancleaver/4122171512/

Challenges                                Solutions                                                             Capabilities Used
• Development of a thought leadership     • We developed a multi channel content strategy and                   • Audience analysis
   position within the industry.             delivered a 6 month digital marketing roadmap that
                                                                                                                • Digital strategy
                                             presented a clear set of implementation tasks/timelines
• Connect with target audiences online.
                                             and outlined straightforward ongoing management and                • Tactical planning and
• No social media presence.                  measurement activities that took into account the limited              implementation
                                             capacity of the organization.
• Limited administrative capacity                                                                               • Digital marketing management
                                          • We launched a corporate blog and set up multiple digital
                                                                                                                • Content strategy and
                                             channels aimed at providing useful content based on the
                                                                                                                    development
                                             information needs of different audiences, positioning the
                                             organization as resource for customers, prospects and              • Social media monitoring
                                             agents.
                                                                                                                • Blog design and development
                                          • We set up a social media management program that
                                             helped alleviate capacity issues by assisting with ongoing         • Digital channel set up and
                                             brand journalism, listening/monitoring and conversation                optimization.
                                             awareness.                                                         • Information architecture


Case Study: Insurance Company
About Intersection
Intersection blends strategy with a practical approach to teach organizations how to leverage
the dynamics of web 2.0 to achieve business objectives.
Principal, Mark Smiciklas is an established new marketing and social media practitioner
recognized for his strategic thinking – delivering practical, no-nonsense plans and
implementation strategies to companies across a variety of sectors.
Intersection’s service offering is framed by Mark’s core beliefs in trust creation, listening,
audience analysis and stakeholder engagement. Working with B2B/B2C clients and agencies
has provided rich experience with both supply-side and consumer facing situations, enabling
us to offer unique insight beyond tools and tactics.



                       http://www.intersectionconsulting.com



                       http://www.facebook.com/Intersection.Consulting



                       https://twitter.com/intersection1



                       http://www.flickr.com/photos/intersectionconsulting

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Intersection Digital Marketing Case Studies

  • 1. Industry Showcase A collection of case studies summarizing our capabilities
  • 2. CLIENT: INTERNATIONAL AIRLINE Image: flickr.com/photos/cogdog/5478216148/ Challenges Solutions Capabilities Used • Online/offline marketing integration. • We developed an analytics framework that introduced a • Digital strategy measurement protocol for all ongoing social media activity. • Expanding reach across digital • Tactical planning and Our approach mapped key metrics to different phases of channels. implementation interaction users had with the brand online, and connected • Social media measurement. process and formulas to the organization’s measurement • Pay per click advertising capacity and business objectives. • Copy development • We created and managed targeted digital advertising • Work flow design campaigns designed to fuel social network acquisition and recommended/launched relevant third party applications to • Advertising metrics improve audience engagement. • Social media best practices • We developed and implemented tactical plans that integrated offline/online marketing efforts, extending the • Content strategy reach of traditional marketing campaigns across digital channels. Case Study: International Airline
  • 3. CLIENT: NATIONAL RETAILER Image: flickr.com/photos/w00kie/2460869660/ Challenges Solutions Capabilities Used • Connecting geographically dispersed • We lead brainstorming sessions that helped frame • Workshop facilitation stores/staff. audience information needs and business objectives. • Digital strategy This learning was used to deliver a 12 month social • Increasing employee engagement. media strategy roadmap that guided research, planning, • Tactical planning and • Employee knowledge management. implementation, management and measurement. implementation • Lack of an organizational social media • We launched an internal blog and “blog ambassador” • Content strategy strategy. program designed to fuel employee participation and • Work flow design knowledge transfer across regions and departments. The internal blog also acted as a pilot project that embedded • Information architecture learning and modelled best practices to be used in the second phase launch of a public facing corporate blog. • Website analytics • We developed content for a series of internal videos that • Pay per click advertising communicated organizational social media objectives • Social media training and guidelines. Case Study: National Retailer
  • 4. CLIENT: BEVERAGE BRAND Image: flickr.com/photos/feastguru_kirti/6116246717/ Challenges Solutions Capabilities Used • Effectively communicating with • We conducted a comprehensive digital marketing audit that • Strategic research target audiences across different looked at the brand on its own and against a competitor set, • Digital audit social networks. delivering key takeaways and recommendations that guided the brand to continue/monitor what was working, optimize • Competitive analysis • Building brand awareness in specific ineffective channels and/or address critical digital gaps. markets. • Digital ad planning and • We developed a digital advertising matrix that optimized execution • Understanding the brand’s digital reach and budget. A focus was to introduce landing page presence and structure across • Content strategy and call to action protocols that transitioned visitor traffic multiple organic and paid channels. from the awareness stage towards opportunities for future • Work flow design engagement with the brand. • Social media training • Social media best practices Case Study: Beverage Brand
  • 5. CLIENT: INSURANCE COMPANY Image: flickr.com/photos/alancleaver/4122171512/ Challenges Solutions Capabilities Used • Development of a thought leadership • We developed a multi channel content strategy and • Audience analysis position within the industry. delivered a 6 month digital marketing roadmap that • Digital strategy presented a clear set of implementation tasks/timelines • Connect with target audiences online. and outlined straightforward ongoing management and • Tactical planning and • No social media presence. measurement activities that took into account the limited implementation capacity of the organization. • Limited administrative capacity • Digital marketing management • We launched a corporate blog and set up multiple digital • Content strategy and channels aimed at providing useful content based on the development information needs of different audiences, positioning the organization as resource for customers, prospects and • Social media monitoring agents. • Blog design and development • We set up a social media management program that helped alleviate capacity issues by assisting with ongoing • Digital channel set up and brand journalism, listening/monitoring and conversation optimization. awareness. • Information architecture Case Study: Insurance Company
  • 6. About Intersection Intersection blends strategy with a practical approach to teach organizations how to leverage the dynamics of web 2.0 to achieve business objectives. Principal, Mark Smiciklas is an established new marketing and social media practitioner recognized for his strategic thinking – delivering practical, no-nonsense plans and implementation strategies to companies across a variety of sectors. Intersection’s service offering is framed by Mark’s core beliefs in trust creation, listening, audience analysis and stakeholder engagement. Working with B2B/B2C clients and agencies has provided rich experience with both supply-side and consumer facing situations, enabling us to offer unique insight beyond tools and tactics. http://www.intersectionconsulting.com http://www.facebook.com/Intersection.Consulting https://twitter.com/intersection1 http://www.flickr.com/photos/intersectionconsulting