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Ross new media strategy
1. NEW MEDIA STRATEGIES
For more than 20 years, Ross
Advertising has developed successful
Marketing Messages, Brands and
Advertising Campaigns for Trinidad’s
leading corporate companies with the
use of traditional media. The company
has grown significantly over the last
years and now face the challenge of
developing
their
New
Media
Department…..
Here’s the QUESTION
HOW CAN ROSS INITIATE THE
DEVELOPMENT OF THEIR NEW
MEDIA MARKETING DEPARTMENT!
2. WHAT IS NEW MEDIA?
Media tools driven primarily by digital
Technology and typically facilitates
Multidirectional message distribution.
3. Examples of New Media:
Podcasts/Videocasts, RSS Feeds, Mobile Marketing
Social Media/Networking, Blogs, Widgets
Web Development, Search Engine Optimization
Virally Enabled Content Writing, X-Factor Strategies
4. THE OVERALL GOAL
The purpose of this proposal is to use ROSS
ADVERTISING LTD as a test client and utilize aspects of
New Media marketing in this case social media
techniques inclusive search engine optimization and
marketing, and website content management to prove
the relevance of New Media Marketing to the company.
Strategies will be applied over a 30-day period and will
be SMART (Specific, Measurable, Attainable,
Realistic/Relevant, and Timely) and will also prove
competence of the owner of the strategy and initiate
plans to develop a new media department.
5. Target Audience:
• Employees (Internal Clients)
• Potential Clients (Medium Sized to large
companies who utilize all or any of our
services)
• All Existing Clients
• Industry Players (Media houses, Suppliers,
Talent)
• Potential Employees and/or trainees
6. DESIRED OUTCOME
• Further Position Ross Advertising Ltd as the agency of choice
• To increase interaction between brand and client on all facets of our digital
platforms
• To integrate all social media platforms, to ensure cross-platform traffic
• To improve the digital health of the Ross brand overall
• To establish a LinkedIn account with a following of 100 persons (a mix of our
target audience in 30 days)
• To increase our facebook fanbase to 1000 by End of May 2012
• To increase our twitter following to 50 by end of May 2012
• To improve our website design and content management in order to attract
potential clients
• To improve our ranking on search engines
• To develop an internal groupware system that will assist with bridging
communication and get internal clients to embrace social media.
• To strengthen the relationship between the company and internal customers,
departments, peers and help to mitigate the “upstairs, downstairs culture”
7. Strategy Rational:
• Utilizing mainly social media is the easiest and
most effective way of implementing New Media
changes
• Strategies can be applied quickly in the short term
and have long term benefit
• The type of strategy chosen will not only provide a
platform to develop a New Media department but
will garner much needed support from Internal
Clients at a time when the company is getting
ready to “Press Refresh”
