Marketing and online advertising tips for summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on google keywords and advertising via social media.

1. Online Advertising
Tuesday, May 7th, 2013
Agnes Stawicki
@AgnesStawicki @mktgacademy

2. Content
 Advertising trends
 Online Advertising Options
 Your website
 Directories
 Display Advertising
 Advertorials
 Search Advertising
 Social Media
 Integrated campaigns
 Summary

3. Advertising Trends
A changing landscape

5. community
involvement
advertising marketing
research
media planning
public relations
pricingcustomer
support
sales
strategy
M
A
R
K
E T I N G S T R AT
E
G
Y
“Advertising is
totally unnecessary.
Unless you hope to
make money.”
– Jeff I. Richards

6. Trends in advertising
 Digital shift:
The influence of Gen Y and Gen X
 Access to data:
Insight based decisions
 Focus on experience:
Engaging not broadcasting

7. Online Advertising
The home of our marketing message

8.  FIRST THINGS FIRST:
Before you start,
make sure your
website is functional
and professional.

9. Overview
Type Function
Your website Digital home for your business
Directories Target audience, generate leads, good for SEO
Display Branding, awareness, focus based campaigns
Advertorials Soft sell, provide legitimacy, good for SEO
Search Target audience, quick traffic
Social Social word of mouth referral, 2-way communication

10. Your website
 Your digital home
 Centre of all your marketing
efforts
 Before you start advertising:
 Working website
 Contact information
 Easy to find program info
 Call to action
 Search engine friendly

11. Directory profiles
 Put you in front of targeted
eyeballs
 Backlinks to your website
improve your organic SEO
 Increase your online footprint
 Provide legitimacy
 Work for you 24/7
 Generate quality leads
Benefits

12.  How many visitors (new vs returning)?
 How do visitors use your website?
 How would my camp be found in search results?
 What modules are included (events, photos, videos)
and are there any extra costs?
 Do you offer tracking so I know how I’m doing?
 How often can I change the content? Is help available?
Directory profiles
Buying Tips

13.  Submit proper photos, logos and copy.
 Complete all sections of your profile.
 Link back to your website wherever possible, and direct
users to a specific page.
 Include messaging/imagery that is consistent with your
brand and the flow of the user.
 Remember about keywords. Build content around them.
Directory profiles
How to

14.  Increase your brand
awareness.
 Keeps you top of mind.
 Encourages action.
 Provides ability to promote
around timeframes and/or
programs.
Display Advertising
Benefits

15.  Typically sold on a CPM (cost per thousand impressions).
 If sold on a monthly basis, ask how many impressions you are
guaranteed per month.
 Decrease your spend by targeting content pages, or users
by geographical area (IP address).
 Determine your targeted CPM rate (audience quality).
 Consider the ad size and page location (top, side, bottom).
 Consider pageviews/visitor when buying impressions.
Buying Tips
Display Advertising

16.  Focus on 1 key message. Keep it simple. Include a call to
action.
 Consider the media environment and the frame of mind the
user is in. Wording, colours, call to action.
 Include messaging/imagery that is consistent with your brand
and the flow of the user.
 Link to a specific page of your website whenever possible. Your
homepage may not be the best.
 Test creative with rotations to optimize CTR and conversions.
Display Advertising
How to

17.  Improve your organic SEO.
 Engage with your audience.
 Increase your online
footprint.
 Share your brand story.
 Ignite emotion in readers.
 Motivate action.
Advertorials
Benefits

18. Advertorials
Buying
 Typically sold per article.
 Determine how long the article will stay online and can
you have a backlink to your website from it?
 Ask about how many promotional views, and total
views you can expect.
 Consider your target audience and compare targeted
CPM rates.

19.  Hook readers within the first paragraph.
 Don’t promote your product/service. Write a story that
showcases your value and benefits.
 Link back to your website wherever possible.
 Include messaging/imagery that is consistent with your
brand.
 Include a call to action.
Advertorials
How to

20.  Targets your most important
keywords.
 Supplement keywords you
do not rank well for.
 Drive new website visitors.
 Stay top of mind (remarket).
 Control your messaging.
Search advertising
Benefits

21. Search advertising
Buying Tips
 Typically sold on a CPC (cost per click).
 Decrease your spend by targeting keywords and
geographical locations (IP address).
 Add negative keywords so ads are not displayed to the wrong
audience. (ex: jobs, camping).
 Focus on quality over quantity of clicks.
 Rule: Your paid search bounce rate should be lower than your
organic search bounce rate.

22.  Test out various copy and creative
 Title variations with/without keyword
 Different teaser content
 Landing pages you’re directing traffic to
 Set up custom landing pages or direct visitors to a specific
page if possible.
 Monitor clicks + conversions daily and modify when
needed
 Target target target. Keywords + negative keywords
Search advertising
How to

23. Search advertising
How to
What’s a click worth?
 Quality vs. quantity
 Aim for a low bounce rate

24.  Follow your website visitors
 Remind users to come back
to you
 Stay top of mind
 Strengthen your brand
Remarketing
Benefits

25. Remarketing
Buying Tips
 Typically sold on a CPC (cost per click)
 Decrease your spend by targeting keywords and
geographical locations (IP address).
 Add negative keywords so ads are not displayed to the wrong
audience. (ex: jobs, camping)
 Focus on quality over quantity of clicks. Manage your website
lists and narrow based on those that produce results.

26.  First things first:
 Exclude your internal IP address
 Tag your website content
 Set your remarketing duration. Default is 30 days.
 Create multiple campaigns for each goal
 Send users to well optimized landing pages.
 Set frequency caps. Average 3x per day
Remarketing
How to

27. Social media
Online platforms that allow people to freely
connect to each other & to brands

28. The Socialites
 62% of adults worldwide (80% of Canadians)
actively use social media.
 89% of moms with smartphones access Facebook
on those phones, and moms are four times more
likely to prefer to check social media on their
smartphones.
 To learn about which brands and products to
buy, 73% of moms rely on recommendations from
parenting-related social media.

29. Moms are social

30. Popular Social Platforms?
Social platform Snapshot
Facebook Visual, engaging, exclusive
Twitter Inclusive, chatty
Pinterest/Instagram Visual, aspirational
YouTube/Vimeo Visual, search
Google+ Exclusive, search, SEO

31. Facebook
 An engaged audience of campers, parents, and staff.
 Easy natural fit for the camp community.
 Options: Sponsored stories, FB page, FB event, website
 Target by:
 Fans and friends of fans
 Geographical location
 Age
 Interests, hobbies, keywords…
Benefits

32. Facebook

33. Twitter
 People are influenced by people like them and
experts
 Provides a social recommendation
 Coming soon:
 Promoted tweets in search and timelines
 Promoted trends and hashtags
 Featured accounts to increase followers
 Geographical location targets
Benefits

34. Twitter

35. LinkedIn
 Professional network of target parents
 Typically more expensive than Facebook or
Google Adwords
 Allow for video ads
 Target by:
 Geographical location
 Business position
 Experience, associations, groups…
Benefits

36. Social Ads
 Build a social voice first
 Keep people within the network
 Test out various ad copy and photo use.
 Monitor clicks + conversions daily and modify when
needed.
 Stop or modify campaigns if they are not performing.
 Invest in the networks that generate results for you.
 Make it easy for people to share.
How to

37. Online
Offline
Website

38. Integrated Marketing
You can’t only be online

39. Money shifts
 Print advertising losses outweighed digital ad
gains by 8 to 1 in the first three quarters of 2011
 Google’s revenues were $4 billion greater than
those of the entire newspaper industry in 2011
YET: 67% of online searches are driven by offline
content. People search for what they know.

40. Print media
 Brings legitimacy to your camp
 Strengthens your brand
 Builds top of mind placement
 Is a catalyst for driving search, discussion and
action
 Can reach a target audience: local,
community, beliefs, interests…
How to

41. Print media
 Determine your objective
 Compare media rates by CPM (cost per thousand)
 Compare audience and targeted CPM
 Ask about page placement
 Ask about how readers use the media, how long they
keep it, their attitude towards it
Buying

42. Print media
 Focus on one key message. Keep it simple.
 Emphasize the benefit, not the product.
 Focus on the consumer.
 Include a call to action.
 Consider the media environment.
 Track: promo or QR codes, Digimarc, Augmented
Reality, NFC Clips, target landing pages.
How to

43. Print media integration
How to
Tracking
Promotion code Easy tracking
QR Code Quick response for mobile
Augmented reality Enhanced reality
Digimark Digital watermark
NFC Chip Android, Samsung phones
Landing page Webpage optimized for conversions

44. Example
Call to action
Value
Proposition
QR Tracking
Branding

45. Multi-channel advertising

46. Summary
#mktgacademy

47. Campaign Checklist
1. Website: If someone hears about the program and
searches for it, what comes up? Is it easily found on my
website? Do I have contact information and a
registration form easily accessible?
2. Inquiries: Does the team know about the new program?
Who is responsible for answering calls and/or emails? Do
emails go to one location?
3. Advertising: Who is my target audience and where are
they (online)? How can I get my message in front of
them? What are my goals, what do I want them to do?
4. Flow: Is my branding and message consistent? Is it easy
for consumers to understand my value proposition and
take my intended action?

48. 5 Tips to Online Advertising
1. Review your website: Is it working properly. Is it easy for
visitors to connect with me? How quickly do we
respond?
2. Make the most of your current ads: Add information to
directories. Work with partners. Check your landing
pages.
3. Analyze and test your data: Set up ad variations and
track conversions so you know what’s working.
4. Review your advertising campaign: Is it consistent? Does
your brand & voice come through? Does it follow an
easy flow?
5. Target: Review targeted CPM rates for each of your
advertising partners. It’s about increasing quality leads.

49.  Webinars
 Checklists
 Case Studies
 Tip Sheets

50. Questions?
Agnes Stawicki
agnes@ourkidsmedia.com
@mktgacademy
Our Kids Media Inc.