clemons pure michigan
TRANSCRIPT
EMILY CLEMONS
Pure Michigan Digital Strategy
Goal
Increase travel to Pure Michigan destinations in both: Out of state travelers In state travelers
By first increasing Awareness and audienceInvolvement.
Michigan Travel Spending
Target Audience
Women (mothers)
ages: 25-54PlanFamily vacations
Choose PureMichigan destinations
Social Media Utilization
YouTube Advertisements
Banners and advertisements on videos to increase awareness by:• Easily reaching a larger audience i.e. out of
staters• Promoting website
Increase audience involvement:• Use consumer photos- increase
shares-increase likes- increase awareness
• Contests- “shares to win”- increase awareness
• Can be measured efficiently- likes, comments, shares
• Combine sites to promote
Increase audience involvement: “Regram” consumer
photos- similar to Facebook Create and utilize
#PureMichigan- network support- easy identification-increase followers/likes
Like all tagged/hashtagged photos-increase invovlement/connection
Measureable through likes/follows
Increase audience involement: Short blurbs about destinations-events/news-promote Pictures of destinations Establish #PureMichigan Retweet/favorite mentions and tweets with hashtag Follow similar accounts Connect with other sites Ask audience questions
Budget
$250,000 for advertisements on YouTube and other social media sites.
Summary
This digital strategy will accomplish increasingaudience involvement and awareness to bringmore travelers to Pure Michigan’s Michigandestinations.