Building a Wholistic, Integrated Digital Marketing Campaign

What Building a Wholistic, Integrated Digital Marketing Campaign !

June 2014

www.EngageGravina.com

http://www.EngageGravina.com

Gravina Online Strategies

Gravina Online Strategies, LLC is a data-driven, digital advertising and public relations agency that works with large and small organizations to harness their content and engage the audiences that matter most.



Gravina Online Strategies, LLC 49 Archdale Street, Suite 2G Charleston, SC !Web: www.EngageGravina.com !Phone: 843-580-2820 !Twitter: @EngageGravina


How to Contact Us



The Challenge

The need for a long-term brand awareness/education program; but the pressure for a short-term lead generation that converts customers now.



The Challenge

The need for a long-term brand awareness/education program; but the pressure for a short-term lead generation that converts customers now.


This is the same choice many CEOs face when considering short-term stock price versus longer term business growth.


Example: Higher Education Entity

• “Decision lifecycle” of an average enrollee is as much as 18 months.

!• Need for a longer-term awareness campaign to

continually touch these people who aren’t ready to make a decision right now.

!• But pressure to convert enrollees right now.



Solution: Integrated Campaign

The decision, however, doesn’t have to be an “either/or” choice between long-term brand awareness versus short-term conversion.


The most effective program is a “wholistic” one that utilizes a variety of tools to accomplish both goals in a truly integrated campaign.


Case Study: Health Care Organization

We’re currently working with a client in the health care industry who has a two-pronged need on a policy issue in a specific state:


Educate policymakers and citizens about this specific policy issue; while also generating and converting “leads” who will engage in a specific call to action.


Case Study: Health Care Organization

We built a multi-faceted program designed to meet these two goals that included social media, micro-targeted rich media ads, an online petition and email marketing.


After three weeks, here are the results to date (next slide) …


Example: Higher Education Entity

• Created Message Awareness: Delivering message more than 3 millions times via rich media, expandable online ads. !

• Developed understanding & relationships with 45,000 people who have measurably engaged with the ads (for an incredible 26 seconds each, on average). !

• Lead Generation: 3,750 opt-ins from our Facebook outreach. !

• In 3 weeks, 500 of these social leads leads have converted to take a specific action our client wants.



Steps to Success

Tactics will differ for each strategy, but steps to success remain the same: !• Developing a message that resonates with the audience. • Delivering the message/creating the narrative. • Engaging consumers. • Creating/identifying brand advocates. • Mobilizing brand advocates.



Steps to Success

Each of those steps should be happening simultaneously, but also be building one upon the other so that no momentum gained at the beginning is wasted.


A continuous process that leaves you with a more loyal, committed community of advocates and customers and will pay dividends and return on investment in the long-term.


Ready to Get Started?

http://engagegravina.com/engage-with-us/


http://engagegravina.com/engage-with-us/


Building a Wholistic, Integrated Digital Marketing Campaign

Marketing

Transcript of Building a Wholistic, Integrated Digital Marketing Campaign