Integrated Marketing Campaigns:

Strategies, Tactics, Measurable Results

Ekaterina Tsvetkova

Marketing Consultant

e_tsvetkova@hotmail.com

Contents

Bio (slide 3)

Integrated Marketing Campaigns: overview and examples (slides 4-19)

Brand Awareness and Online Presence Campaigns: overview and

examples (slides 20-28)

References from the clients (slides 29-31)

My expertise includes:

International Marketing Consulting, International Marketing Strategy

Planning, Brand Awareness, Social Media and Content Marketing,

Search Engine Marketing, PPC, Online PR, Market and Marketing

Research, Marketing Campaign Analysis and Optimization, Lead

Generation and New Business Development, Project Management.

I have worked for international marketing communications

agencies and corporate clients in Canada, Asia, US, Russia and

Europe.

I have developed and executed successful marketing campaigns

for a variety of global brands, such as: IKEA, John-Deere, Toyota,

BASF Polyurethanes, BASF Construction North America, Ingersoll

Rand, Philips Lighting, Tembec, Canadian Standards Association, BPA

Worldwide.

BIO

Approach to Integrated Marketing

Reviewing client’s strategic goals

Developing marketing strategies

Planning and tactical execution of integrated digital campaigns

Tracking, measurement and reporting on marketing KPI, ROI and

other achieved results

Continuous review and optimization

“Integrated Marketing Molecule” (the anatomy of

digital marketing campaigns I design and execute)

Branded Content

Social Media

Marketing

Tradeshow Marketing

Graphic Design

SEO and SEM, PPC

Web and Mobile Design

Lead Generation

Banner advertising Influencer sites Blog updatesOnlne Communities LinkedIn group YouTube

Blog placements Events Word of MouthConversations Profile pages Direct MailButton distribution Trade show attendance Off-line Activities

Facebook page Guest bloggingTwitter Google adwords

Integrated Campaign Tactics Cloud

Examples: Integrated Digital Marketing Campaign for

Forthought Design (CPG packaging, b2c marketing)

Forthought Design is a Toronto based packaging design company, working for major CPG brands in North America: http://www.forthoughtdesign.com

Campaign Strategy: raising consumer’s awareness of the valuable packaging features of Forthought’s client CPG companies

Campaign Objective: establishing Forthought’s online and social presence and promoting its clients’ CPG products through SEO and social media marketing tactics

Integrated Digital Marketing Campaign for Forthought

Design (Facebook campaign)

Integrated Digital Marketing Campaign for Forthought

Design (Pinterest campaign)

Integrated Digital Marketing Campaign for Forthought

Design (Google+ campaign)

Integrated Digital Marketing Campaign for Forthought

Design (Twitter campaign)

Forthought Design: some of the campaign results

Web traffic metrics: an average 30 % increase in website traffic quarterly

Engagement metrics: over 1000 new members/followers across various social media channels (Facebook, Pinterest, Google+, Twitter)

Acquired devoted campaign supporters in North America;

increased the amount of Google search results for the selected

target keywords and improved SEO rankings

Examples: Integrated Digital Marketing Campaign for

BuySafeMedia (b2b marketing)

BuySafeMedia is a non-for-profit initiative to support media auditing industry (2008-ongoing) http://www.buysafemedia.com/

Campaign Strategy: Raising awareness of the importance of media accountability among marketing professionals worldwide

Campaign Objective: Building a global community of concerned marketing professionals through buysafemedia.com website, various social networks and other tactics

BuySafeMedia: some of the campaign results

Web traffic metrics: an average 30 % increase in BuySafeMedia website traffic quarterly http://www.buysafemedia.com/

Engagement metrics: over 1000 new members/followers across various social media channels (facebook, twitter, LinkedIn)

Acquired devoted campaign supporters globally; increased the

amount of Google search results for “BuySafeMedia” from 0 to

about 1,800,000

BuySafeMedia: buysafemedia.com website

BuySafeMedia Blog (updated weekly)

Conversations in BuySafeMedia LinkedIn group

BuySafeMedia Facebook page (updated weekly)

BuySafeMedia Twitter profile (updated weekly)

Other Examples: brand awareness & online presence

Agility CMS – digital platform for Media Sites and Agencies:

building online presence: engaging current and potential clients

via the Blog,Twitter, Facebook, Pinterest, Google+ etc.)

Other Examples: brand awareness & online presence

SRED Unlimited, tax consulting firm: developing social media marketing

strategy and tactics to engage current and potential clients via

Twitter, Facebook and YouTube)

Other Examples: brand awareness & online presence

SRED Unlimited, a tax consulting firm: creating a blog to engage

internal stakeholders and current/potential clients; weekly blog

updates)

MobilizeCanada – a non-for-profit initiative of the Canadian

Orthopaedic Care Strategy Group: building online presence: engaging

current and potential clients on the website, Twitter, Facebook,

Google+)

Other Examples: brand awareness & online presence

SEO Tactics Cloud

meta tags Influencer sites Off-site SEOCommunities Social Media Page rank

Online directories On-site SEOConversations Profile pages Link building

Guest blogging Google adwordsetc

SEO campaign for BuySafeMedia (a global media audit

awareness campaign) Result: #1 on 1st pages of Google

organic search (* SEO rankings as of June 2011)

SEO campaign for motum b2b (Toronto based b2b

marketing agency) Result: #1 on 1st pages of Google

organic search (* SEO rankings as of June 2011)

SEO campaign for SRED Unlimited (tax and SR&ED refunds

consultancy) Result: top positions on 1st pages of Google

organic search (* SEO rankings as of Nov 2012)

SEO campaign for Agility CMS (digital platform for Media

Sites and Agencies) Result: top positions on 1st pages of

Google organic search (* SEO rankings as of July 2012)

Client Testimonials

Client Testimonials

Client Testimonials