Digital Strategy 2014

By: Megan Michalski

Pure Michigan’s Objectives:• Increase brand awareness

• Increase web and mobile traffic

• Increase tourism throughout the state

Advertiser’s Objectives:• To increase Pure Michigan’s impressions

and CTR

• Increase tourism by using custom display ads, promotion on social media and effective keywords/ads on Google.

Big IdeaThere is so much more to Michigan than the great lakes alone. We

want people to know that and encourage them to explore everything that Michigan has to offer.

Target Audience

• Michigan’s unique mix of activities and vacations offer fun and enjoyment for every age group. Our main targets will be:

– Adults 18-35, 36-50, 51-75

– Adults with kids

Display Ads

• Geo-targeted display ads

• Encourage users to click on them that will bring them directly to Michigan.org.

• Raise Impressions and CTR

Social Media

• Create Pure Michigan content to share on social media pages such as Twitter, Facebook and Instagram

• Content will be distributed daily

• Users will share content that intrigues them

Sweepstakes

• Users submit pictures to social media platform

• Eligible to win a GoPro

• Receive a Pure Michigan Vacation of their choice

Google AdWords

• Popular searches in your network

– Michigan Vacations  (27,100 per month)

– Things to do in Michigan (8,100 per month)

– Traverse City (60,500 per month)

– Things to do in Traverse City (3,600 per month) 

Performance Indicators

• Gain 1,000,000 Impressions in two months

• CTR of 1.56%.

• 5% increase in Tourism

Investment Details

• Flight Dates: August 1st through September 30th, 2014.

• Total Budget: $2 million.

• Covers:– The advertiser

fees,– Salaries for the

bloggers,– An array display

ads at an $8.50 CPM

– Google Adwords campaign.