A worked example of a digital marketing campaign I devised for a marketing agency whose client is looking to promote an outdoor music event in June 2011. The client is already promoting the event with (offline) adverts and leaflets, and backed up using PR. However, a portion of the budget was set aside for digital for which this campaign is based on.

1. Marketing . Social Media . Digital

2. Client: Stately home in Grantham, Lincolnshire Event: Outdoor classical music in June 2011 with: A high profile orchestra, an RAF brass band a WWII spitfire air display and a grand fireworks finale Food and refreshments will be for sale Target audience: Broad (wide appeal) Core audience aged 45+ Also a need to attract a younger audience Target geography:90-minute drive-time radius from Grantham Tickets:available for purchase via: Ticketmaster, At the property At the local Grantham City Hall Online presence: No website or active participation in social media Budget: £4,000 for PR, £10,000 for advertising & leaflets, £6,000 for digital marketing N.B. The agency is not on a retainer so digital marketing must generate an income

3. For Cost effective (large impressions / low cost) Generates action Highly measureable Connect with an incremental target audience Against Only one online purchase channel (Ticketmaster) Limited impact on heartland audience (45+) Requires investment – time and effort!

4. Areas of consideration 1. Website 2. Social media 3. Email 4. Search/ PPC 5. Integration 6. Implementation 7. Measurement 8. Costs

5. Create buzz, awareness and establish sales goals Reach out to older and younger consumers Social media = TRUST Encourage sharing Ensure full integration

6. Wordpress Video Blog Ticket info CREATE AN EXPERIENCE Social Mobile Map & directions Photos

7. You can do a lot of cool Things with Wordpress – Without having to break the bank!

9. Why blog? Fun, interesting, engaging content Pull in readers and interact Drive word-of-mouth Exclusivity ‘Social hub’

11. Exclusive content

12. Image-led

13. Get users involved!

15. Guest bloggers

16. Hot topics

18. A two-pronged approach to social networks Publish Corporate Website Social Web Aggregate Source: Jeremiah Owyang www.web-strategist.com

20. Allow social sign-on

22. The UK’s largest social network Make it fun and social Pull – don’t push Keep fans ‘in-system’

24. Updates and links Use hashtags – #RAFanthems Syndicate content PR opportunities

25. Behind-the-scenes photos Upload pictures in real-time Competitions

26. User-generated content Live-streaming 3 – dimensional Competitions

27. Target younger demographic Link to prizes Extend across social channels

28. Control your message Dynamic content – embedded video & images Measureable PR opportunities

29. Two key ways to distribute: Rent database Highly targeted Costly Work with partners Cost effective Mutually beneficial

30. Targeted – location, demographic Highly measurable Specify costs

31. Social media releases QR codes Push PR & ad spend to work harder QR codes are ideal for linking offline promotion to online spaces

32. Full management approach Start early Build interest Integrate

33. Digital – ideal for measurement! What to measure: Traffic Interaction Actionable clicks over page views Prospects and conversions over comments Email open rates & opt-ins Feedback (via the site) Conversions / sales Profits

34. The agency Testing Specialist skills Management fees The client Wide audience reach A digital ‘legacy’ Measurement

35. Rough costs include: Wordpress website – £1,750.00 Facebook (build & management) – £500.00 Pay-per-click campaign – £1,500.00 Email campaign: Mail list (75,000) – £3,000.00 HTML design – £500.00 HTML build – £500.00 Prizes – £500.00