Campaign Management

4.1

Search Engine Optimization will contribute to more consumers landing on our web page.  Keywords related to our business will draw consumers with relating interest to our site for more information and hopefully they will be interested and draw by the information on our site to join in our social networking forums.

Paid Search/ Pay Per Click will provide a more extensive way to reach consumers with interest relating to our business.  The more clicks, means more consumers and recognizing our brand.

Promotions & Public Relations will be our opportunity to market our identity through print. During promotional events print marketing will give a visual description providing information to join our Twitter and Facebook to follow updates and news regarding our company.

Social Media & Viral Marketing allows the opportunity to reach consumers all over.  Each new follower on Twitter or fan on Facebook will encourage their friends and followers to take interest in our company by participating in retweets and news feed updates showing that they have joined our network. 

Display Advertising is an opportunity to draw followers and fans based on just visual representation.  Building our company brand will be significant being that we are an arts and entertainment company.  These advertisements will appear in areas where demographics show target interest, in each add will emphasize and encourage consumers to join our social media campaigns.

Affiliated Marketing will contribute by suggesting to those interested in other businesses and likeliness to my company what we offer and stand for.  Normally people will follow you on Twitter if they feel like this will be a great networking opportunity for them. As many people we can reach through affiliation, the more our network grows and we reach our targeted KPI.

In order to track that each channel is performing we will review wed page statistics on a daily basis, weekly followers on Twitters, weekly fans on Facebook, and daily retweets on Twitter will be monitored.  These metrics will show how many people are making contact with the company, and how well our brand awareness channels are performing.

4.2

The value of conversion is to use the value of brand identity and networking capabilities of social media to build assets and recognition of Defined Arts & Entertainment.

SEO – 0.5 for Facebook and 0.17 for Twitter

Paid Search/ Pay Per Click – 1.5 for Facebook and 0.5 for Twitter

Promotion & Public Relations – 0.8 for Facebook and Twitter

Social Media & Viral Marketing – based on hours contributed per week

Display Advertising – 1 for Facebook and 0.33 for Twitter

Affiliated Marketing – 1.2 for Facebook and 0.4 for Twitter

4.3

Considering our starting point and the fact that we are at the beginning of October we have set our KPI’s high in order to reach a fourth quarter goal. These goals can be achieved but we have to work extra hard and make sure each channel is sufficiently contributing to the marketing campaign.

Article Link Now Available

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Leadership Portfolio

I would like you to check out my article that talks about the Internet diminishing our ability to think and how we are more informed than previous generations.  Unfortunately the link is not working at this time, as soon as I have an update I will post it.

Campaign Duration

The media marketing plan for Defined Arts & Entertainment will last the fourth quarter of 2010 in order to achieve targeted goals and objectives set.

Campaign Budget

Budget for this campaign will be $5,000.  Many of the bases for our marketing plan will be don in house and will not need as much funding to be allocated.   Below is a break out of the amount to be spent on each channel:

Search Engine Optimization -  $500

Paid Search/Pay Per-Click -  $1,500

Promotion and Public Relations – this channel will be managed within the company spending approximately ten hours each week of the entire campaign. $800 to be spent on print marketing material.

Social Media and Viral Marketing – this channel will be managed  within the company spending approximately two hours a day the entire campaign.

Display Advertising - $1000

Affiliated Marketing - $1200

Selected Channels

The seven digital marketing channels that will be used to meet campaign goals for Defined Arts & Entertainment will be search engine optimization, paid search/pay per-click advertising, promotions/pr, social media and viral marketing, display advertising, and affiliated marketing. The one channel that will not be used is email.

Search Engine Optimization will continuously increase visibility for the company on the web, search engines function all day everyday.  There are no limitations anyone may run across your site at any time.

Paid Search/Pay Per-Click is a fast and effective for of marketing. This method will immediately generate traffic effectively and efficiently. 

Promotions and public relations are necessary for any company.  Without effective promotions no one will know about your company.  Promotional items help build brand identity and allows the ability to link creativity to your marketing campaign.

Social Media and Viral Marketing have become the most effective forms of marketing for my business thus far.  These options provide opportunity to reach consumers all over building brand awareness and image.

Display Advertising gives consumers a visual connection to the marketing campaign.  When people can see what your pushing you are more likely to attract their attention.  Especially with the arts division of Defined Arts & Entertainment, display advertising will be critical to success.

Affiliated Marketing will provide the opportunity to attract consumers based on other similar interest areas.  This marketing tool allows us to gather audience specific customers based on their interest.

Target

Defined Arts & Entertainment target will be 1,000 fans on Facebook by the end of the year and gain 1,000 followers on Twitter each month.  Defined Arts & Entertainment must create a YouTube page and draw all followers and fans to subscribe to this feed as well. An effective campaign will get the right people motivated to take action and gain more information by subscribing to our social media outlets. We then market appropriately based on audience attracted.