sample digital marketing plan - marisa okano
Post on 12-Apr-2017
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2016 DIGITAL MARKETING PLAN
C O N T E N T S
Positioning Statement
Services
Branding
Target Audience Analysis
Strategies, Tactics & Channels
Assets & Budget
Next Steps
P O S I T I O N I N G S T A T E M E N T
B R A N D I N G
S E R V I C E S
We specialize in full time and temporary placement ofadministrative staff in Los Angeles, San Francisco,
Redwood Shores, New York, and Greenwich.
TITLES: Administrative AssistantsExecutive AssistantsHuman Resources ProfessionalsOffice AssistantsOffice ManagersPersonal AssistantsReceptionists
INDUSTRIES:FinancialEntertainmentTechnologyConsultingReal EstateAdvertisingStartup
B R A N D I N G
DESIGN: Clean,
authentic images offlat-lay desks, youngprofessionals atwork and editorialshots of the citieswe serve.
COLORS: Gray & white withred accents
T A R G E T A U D I E N C E A N A L Y S I S
Anna, Administrative Assistant, 27 years old
Primary Motivation: Financial security Attitude: "I know my value, so I want to keep myoptions open at all times."
Chris, HR Generalist, 25 years old
Primary Motivation: Long-term career growthAttitude: "If I work hard and meet the right people, I'llget the opportunities that I want."
S T R A T E G I E S , T A C T I C S & C H A N N E L S
OBJECTIVE: Increase avg. monthly applications by25% in the next year » Current applications at avg. of
» Increase to avg. of
KPIs: leads generated, cost per lead
*Lead = application
S T R A T E G I E S , T A C T I C S & C H A N N E L S
Strategy 1: Establish segmented email lists of
candidates for major employment categories
including Finance, Entertainment, HR, and Tech (to
start)
» Tactic: Acquire email addresses using
audience-specific landing pages that we'll
promote through highly targeted Sponsored
Posts on LinkedIn and Facebook
Important Metrics: cost per lead, conversion rate*Lead/conversion = email submission
S T R A T E G I E S , T A C T I C S & C H A N N E L S
Targeting: Location, Company Industry, Job Title, JobSeniority, Degrees, Age
S T R A T E G I E S , T A C T I C S & C H A N N E L S
Targeting:
Keywords: » Interests: IAAP (Int'l Assn. of Admin. Professionals) » Employers: Finance » Job Title: Office Manager, Executive Asst., Admin Asst.
* Audience sizes vary basedon location.
S T R A T E G I E S , T A C T I C S & C H A N N E L S
S T R A T E G I E S , T A C T I C S & C H A N N E L S
Strategy 2: Convert at least 25% of email recipientsinto leads (applicants) » Tactic: Implement email marketing
campaign that aims to nurture recipients into
leads (applicants).
Important Metrics: cost per lead, conversion rate*Lead/conversion = application
S T R A T E G I E S , T A C T I C S & C H A N N E L S
HR Leads Anyone who signed up on HR landing page
Finance Leads
Tech Leads
Entertainment Leads
Anyone who signed up on Finance landing page
Anyone who signed up on Tech landing page
Anyone who signed up on Entertainment landing page
EMAIL STRATEGY (ALL SEGMENTS )
EMAIL L IST SEGMENTAT ION
S T R A T E G I E S , T A C T I C S & C H A N N E L S
S T R A T E G I E S , T A C T I C S & C H A N N E L S
A S S E T S & B U D G E T
FACEBOOK LEAD CAPTURE FORMTOTAL AD SPEND (4 MONTH PERIOD)
LINKEDIN SPONSORED POSTTOTAL AD SPEND (4 MONTH PERIOD)
A S S E T S & B U D G E T
ASSETS & LABORTOTAL SPEND (4 MONTH PERIOD)
N E X T S T E P S
C O N T A C T
Marisa OkanoSocial Media Strategist
https://www.linkedin.com/in/marisaokano
https://www.facebook.com/marisa.okano
email : marisa . l .okano@gmail .com
(that 's a lowercase "L" in the middle)
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