DIGITAL MARKETING CAMPAIGN PROPOSAL!Ping HD Digital Signage!

KAREN PERAZA!

THIS COMPANY WAS!ESTABLISHED IN 2007!

DIGITAL SIGNAGE!

CHICAGO, NEW YORK,!DENVER!

MENU BOARDS, TOUCH SCREENS, VIDEO WALLS!

INDUSTRY!

PRODUCTS!

LOCATIONS!

PING HD WEBSITE!

PROBLEM!

•  Low conversion rate!

•  Lacking of performance analytics!

•  Zero optimization!

•  Inactive in social media!

•  Traditional marketing only!

ONLINE CAMPAIGN!

GOAL. To increase market share within the digital signage industry.!

To increase targeted search and referral traffic to the website by 50% !

To increase brand awareness of !products and services!

To increase conversion rate and lead generation by 30%!

PROPOSED STRATEGY!

HIGHWAY TO SUCCESS!

1 Organic or paid traffic!

2

Engagement!

3 Inbound links!

4

Open and response rates!

5

Share of voice!LEADS !FOR OUR SALES TEAM!

ROI  

COST / BUDGET!

$18,180 !

Internal staff!Marketing manager!Project Manager!

Tools & Tactics!Paid search ads !Benchmark Email !3rd party business list !Sproutsocial !

Outsourcing!SEO Agency!SEO and PPC!Management!

$20,758!$23,000!

$61,945!

$0.00  

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$8,000.00  

MITIGATION PLAN!

Content or design changes and more calls-to-action!

Alternative keywords/retargeting!

A/B testing for ads and website!

Promotion or pricing strategy like loss leader!

Test several hours and types of posts !

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2

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4

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$140,000.00

Break even point!

CAMPAIGN IMPLEMENTATION!

EXTERNAL DEVELOPMENT!

Search Engine Optimization!

Pay-per-click!

INTERNAL DEVELOPMENT!

Social media marketing!

Email marketing!

Online PR!

Blogging!

KEY TAKEAWAYS!•  Outsourced execution: faster ROI, eliminates risk factors (testing and optimization of the strategies).!

•  Internal execution: communications, nobody know the brand as its employees.!

•  Expecting to double our initial investment at the end of the campaign.!

•  Targeted and engaged visitors will facilitate conversion = leads!