Integrated Marketing Portfolio_Ekaterina Tsvetkova
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Transcript of Integrated Marketing Portfolio_Ekaterina Tsvetkova
Integrated Marketing Campaigns:
Strategies, Tactics, Measurable Results
Ekaterina Tsvetkova
Marketing Consultant
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