This document discusses integrated marketing and provides examples of various marketing channels that can be combined, including PURLs, web ads, print ads, Google AdWords, Facebook ads, direct mail, email, newsletters, and websites. An integrated marketing campaign uses multiple channels for improved reach, targeted messaging, ability to gather user data and revise strategies, and increased ROI. Sample costs are provided for various media and creative components of an integrated campaign.

1. Integrated Marketing Services

2. What is Integrated Marketing?
Integrated marketing refers to the
combined use of traditional methods
of communication (direct mail, print
ads) and a variety of new digital media
(Internet based)

3. What’s in it for you?

4. • Improve the reach of your message
• ather user information for future
G
contact
• Focused messaging
• Ability to revise strategies on the fly
• Generate quality sales leads
• ltimately, enjoy increased ROI
U
on Marketing efforts

5. Top Integrated Media
• PURLS
• Web Ads
• Print Ads
• Google AdWords
• Facebook Ads
• Direct Mail
• Email
• Newsletters
• Websites

6. PURLS
(Personalized URLs)
Facebook
Direct Mail Ads Print Ads
Email Web Ads
Marketing
PURL
Tradeshows Surveys
Corporate Newsletters
Website AdWords

7. PURL
Personalized URLs are a great source for
information gathering. All user actions
lead to tracking, analyzing and reporting.
Océ Production
Printing Systems

8. Web Ads
Place ads online precisely where
your intended audience is likely
to be. The effectiveness of these
ads can be tracked, analyzed, and
changed rapidly.
Océ Production Printing Systems

9. Print Ads
With the addition of a QR Code, this is
an effective messaging medium with
trackable performance.
Emerald Spa Corporation campaign

10. Google AdWords
When your intended audience
(Demographic, Geographic, Preferential)
types in a search in your category, your
Google Ad appears at top of search.
From Brunswick Billiards campaign

11. Facebook Ads
Facebook is an excellent space for
getting attention. Like Google AdWords,
you have flexibility in who will see your
ad, when it will run, and it’s trackable.
From Brunswick Billiards campaign

12. Direct Mail
Add a QR code and company website
URL and it will be trackable.
Océ Production Printing Systems campaign

13. Email Marketing
A great device to communicate your
message to those who are interested in
your products. Link it to a PURL page.
Océ Production Printing
Systems campaign

14. Newsletters
An excellent way to distribute multiple
messages. Print and mail, PDF on
website, or email link. Easy to track.
Océ Production Printing
Systems campaign

15. How does this all work together?

16. An Effective Marketing
Campaign Includes:
1. A clear strategy
2. Great creative
3. hoosing the media your prospects
C
most frequent
4. willingness to test and
A
experiment
5. An appropriate budget

17. 1. Develop a Clear Strategy
• Define your goals
• Research your audience
• Tailor a compelling message
• rack effectiveness of all
T
• Test, analyze, revise, persist

18. 2. Develop Great Creative
• Be consistent across all media
• Appropriate for your audience
• Support your brand
• Be clever, but direct
• Always include a call to action

19. 3. Choose the Best Mix of Media
• esearch is important. Dig in and find
R
the places your audience is most likely
to be
• Negotiate best pricing
• lways add a tracking device to your
A
creative
• hoose a one-stop-shop vendor to
C
help

20. 4. Test and Experiment
There is no silver bullet in marketing.
If a message is not working, if click-
throughs are not as expected, or if you
are not generating quality sales leads—
change it and try something else.
Tracking all activity throughout your
campaign is essential.

21. 5. Establish a Realistic Budget
Don’t derail a potentially effective
campaign with a lack of financial
commitment
Do some cost ballparking before you
complete your strategy
Have firm but reasonable expectations
of results

22. What’s in it for you?

23. • Improve the reach of your message
• ather user information for future
G
contact
• Focused messaging
• Ability to revise strategies on the fly
• Generate quality sales leads
• Ultimately, enjoy increased ROI

24. Sample Campaign Matrix
Trade
Websites
Trackable
Integrated Marketing Flow Chart
Web Banner Consumer
Websites
Ads
Trackable
Corporate Call to Action
Website Links
Trackable Trackable
Consumer
Magazines Call to Action
Links
Print Ads Trackable Lead Pass Email
Trackable
with QR code
Trade
One-Time
Registration PURL
Magazines Page Call to Action
Trackable Links
Trackable Trackable
Email Blasts Telemarketing
Trackable or Sales Force
Call to Action Follow-up
Google Links
AdWords Trackable Trackable
Quality Sales
Leads
Facebook Ads
Trackable
Direct Mail Trackable
Newsletters Trackable

25. Campaign Cost Scenerio
Media only. Contact SLS for pricing
PURLS (one-time set-up $350; 10¢ per x 2,500) $200
Web Ads (Based on CPM; 50¢ per 1K x 100K impressions) $500
Print Ads (Full page; full color trade ad) $2,500
Google AdWords (Example: $1 CPC x $50 day x 30 days) $1,500
Facebook Ads (Example: 75¢ CPC x $30 day x 30 days) $675
Direct Mail (Print/Address/Mail x 2,500) Vogue
Email (one-time set-up $270; up to 2,500 addresses) $50
Newsletters (4 page; Print/Address/Mail x 2,500) Vogue
eNewsletters (one-time set-up $270; up to 2,500 addresses) $50

26. Creative/Set-up Cost Scenerio
(Each element is custom. Contact SLS for pricing)
PURLS (Design, create landing page) $3,500
Web Ads (Based on single campaign design, copywriting; each) $500
Print Ads (Creative, produce, submit) $2,500
Google AdWords (Develop key phrases, set-up, monitor) $900
Facebook Ads (Creative, write copy, submit, monitor) $800
Direct Mail (Creative, write copy, print-ready digital files) $4,500
Email (Creative, HTML, set-up, submit) $2,800
Newsletters (Creative, print-ready digital files, submit) $4,500
eNewsletters (Creative, HTML) $4,800

27. Let’s Talk
847-432-5150
letstalk@streetlevelstudio.com