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)