Mark stevens final presentation
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Transcript of Mark stevens final presentation
New digital marketing strategy.
Separating from the crowd.
Photo by: mikebaird
There are many well known bicycle companies.
Searches find many of them ahead of you for common terms.
Trek
Schwinn
Kona
Mongoose
Fuji
Etc.
Our goal is to change that.
Make Cannondale # 1 in search results.
Photo by: Anomalily
You sell different types of bikes.
To different types of people.
Photo by: Steve Rhodes
Increase use of different content channels.
Leverage the blending of search results.
Photo by: B Tal
Different Content.
Same Objective.
Different Channels.
Photo by: Jasmic
Persona focus.
Different people – different interests.
Different lingo and topics.Same core values and message.
Photo by: Sethladd
Stay focused on what makes Cannondale different.
Technology. Engineering. Hand craftsmanship. Passion.
Photo by Mike Cugh
Currently, even Schwinn has a higher social media scorethan Cannondale!
Cannondale riders are passionate.Cannondale people are passionate.
Leverage the passion!
Photo by Elly Blue
What will this cost?
$ 575,000 Total
• $ 350,000 Adword budget• $ 25,000 blogger outreach program• 2 Full Time Digital Marketing Specialists plus management• $ 75,000 development of video and other related content
When can we expect success?
1-3 Months• Research, Training• Content Development• Adword evolution
4-6 Months• Blogging actions• Discussion engagement
7-12 Months• Refinement• Enhanced involvement