4. Target Demographics
Social Media Influencers
Male & female 18-30
Unemployed or underemployed
Under $40,000 annual income
Non-college graduates
Thursday, January 10, 13
5. Telling the Story
Series of banner ads, social media posts, testimonials,
articles, videos, all with consistent messaging repetition
Variety of faces shown within target demographic
Capture young, innovative, creative vibe and attitude
Thursday, January 10, 13
6. #MarketYourWorld Contest
Contest Overview: Right now, there’s a good chance that we here at Full Sail
don’t know who you are or what you do. Your challenge is to change that, make
sure we know your name, your face, your brand, your talents, and your dreams. Be
creative, be original, be influential, but most of all, be seen. #MarketYourWorld
Contest Details: The #MarketYourWorld contest winner will be announced on
January 1st, 2013. The winner will be chosen based on creativity, originality, and
wow factor. To qualify, the hashtag #MarketYourWorld must be used in some form
within all content. Contest winner must be 18 years old or older and a legal
resident of the United States.
Contest Winner Receives: A 3-day, all expenses paid trip to Orlando, FL. Day
one will be spent at Universal Studios Orlando where you’ll meet their world-class
marketing team and spend some time on their best rides and attractions. Day two,
head over to see an Orlando Magic basketball game and find out how they promote
their team using today’s latest and greatest marketing strategies. On day three,
you’ll get a one-on-one tour of the Full Sail Campus, meet staff and students, and
attend an on-campus event featuring an industry-leading marketer.
Thursday, January 10, 13
9. What is a Facebook Page?
A place for public figures, organizations,
businesses, and educators to connect with their
fans/followers.
With a simple click of the “Like” button people are
connected.
Easy way to keep people in-the-know.
Great place to hear feedback and comments.
Thursday, January 10, 13
10. IMBS Facebook Fan Page
Currently is used for students to share thoughts,
announce IMBS events/news.
With ‘Market Your World’ it can be an outlet to
highlight great examples of marketing in the
everyday world.
‘Market Your World’ tab/application on the page
wall to allow for submissions/galleries.
Thursday, January 10, 13
11. Growth of Full Sail
IMBS Fan Page
The IMBS Facebook Page will continue to grow
with a continuous long term social media
campaign.
Thursday, January 10, 13
12. What is Twitter?
“Twitter is an information network that brings
people closer to what’s important to them.”
Twitter uses short messages and #hashtags (in our
case #MarketYourWorld) to build a web of
information.
Twitter is one of the most used Social Networks
today.
Thursday, January 10, 13
13. IMBS on Twitter
FSO/IMBS currently discusses their alumni, work
their graduates have participated in, and school
news.
The IMBS program connects with their past
student. Gives them recognition.
Thursday, January 10, 13
14. #MarketYourWorld Hashtag
The #MarketYourWorld hashtag will be used to
make the campaign a well known term.
Users can submit their own ways they market their
world to enter to win a trip to Orlando.
The IMBS team can re-tweet and share the entries
they enjoy.
Thursday, January 10, 13
15. User Lists
IMBS will use user lists to ‘bookmark’ #MarketYourWorld entries that are
unique, memorable, and inspiring.
This will bring extra attention to the great entries.
Great entries will be highlighted on the landing page for ‘Marketing Your
World.”
Thursday, January 10, 13
16. Monitor the Conversation
This will be one of the easiest ways to see how
people market their world by viewing tweets with
the #MarketYourWorld hashtag.
Thursday, January 10, 13
18. What is Display Advertising?
Banner ad placement on
websites that reach target
demographics
Banner ad appearances
across the web based on
keyword and search term
targeting
Banner ad appearances on
social media websites based
on behavioral targeting,
interests, and likes
Banner ad appearances on
YouTube based on keywords
and selecting individual videos
Thursday, January 10, 13
19. DISPLAY
ADVERTISING
WORKS!
Thursday, January 10, 13
20. Marketing Benefits
Money spent on display advertising has strong ROI
Using keyword, search term, interest, and behavior
targeting guarantees ads will be relevant to viewers
Access to real time reporting data enables campaign
strategies to be tweaked and optimized
Placing multiple ads gives the ability to tell a larger story
about the FSU IMBS program to perspective students
Google AdWords and Facebook are both flexible,
powerful ad platforms offering effective ways to place ad
content in front of any target demographic
Thursday, January 10, 13
22. Key Website Placement Strategy
Place banner ads on key websites
in all available spaces
Takeover all available for length of
contest
Ads are purchased and placed
directly through the site, not
Google AdWords
Examples:
Mashable.com,
Buzzfeed.com,
Socialmediatoday.com,
HuffingtonPost.com
Thursday, January 10, 13
23. Google AdWords Strategy
Keyword & Search Term Targeting
Make competitive bids
Example Categories: Full Sail University,
marketing, online education, degree
programs, competitors (Ai, University of
Phoenix), social media, entrepreneurs,
and business marketing.
Track progress and success / failure
Adjust and refine strategy based on
click-thru and conversions
Thursday, January 10, 13
24. What are Facebook Ads?
According to Facebook, their ads “show relevant and interesting advertisements to you and your friends.”
Facts about Facebook Ads:
Thursday, January 10, 13
25. Facebook Ad Strategy
Interest & Behavior (likes) Targeting
Make competitive bids
Example Interests: Marketing, internet marketing, social media, small business, entrepreneurs, advertising,
branding, blogging, technology, phones, tablets, communication devices, computers.
Example Behaviors (likes): Mashable, SEOMoz, AdWeek, Net Magazine, Inc Magazine, Fast Company, Seth
Godin, Gary Vaynerchuk, Social Media Examiner, Full Sail University, Art Institutes, University of Phoenix,
other online education institutions.
Track progress and success / failure, adjust and refine strategy based on click-thru and conversions
Thursday, January 10, 13
26. AdWords for Video Strategy
Keyword & Search Term Targeting
Specific video ad placement
Pre-roll video ads
In-movie banner ads
Make competitive bids
Example Categories: Full Sail University, marketing,
online education, degree programs, competitors (Ai,
University of Phoenix), social media, entrepreneurs,
and business marketing.
Track progress and success / failure
Adjust and refine strategy based on click-thru and
conversions
Thursday, January 10, 13
28. Why PR is Important
PR is part of the altogether “Voice” of the Full Sail
IMBS #MarketYourWorld campaign
PR builds relationships with potential influencers for
the campaign
In charge of most of the content that is placed
throughout online presences
Thursday, January 10, 13
29. Press Releases
Provides you with a quick
way to communicate
information
Builds the school brand as
well as the Internet
Marketing degree
Can give you visibility to a
larger target market
Sends more traffic to online
resources that provide more
information
Thursday, January 10, 13
30. Blog Articles
Provides personal
touch to connect
individuals on a
deeper level to the
program
Gives insight to what
the school is looking
for during the
campaign
Thursday, January 10, 13
31. Community Management
Forms relationships with
readers through active
engagement
Keeps people involved in
discussions by stimulating
conversation
Original author can add to
post and help develop a
case to why they deserve to
win competition
Thursday, January 10, 13
32. Testimonials
Connect with prospective
students through authentic
stories of current and
graduated students.
Create an atmosphere of
intimacy and community
through these stories
Thursday, January 10, 13
33. Other aspects of PR Strategy
Public speaking opportunities for Full Sail
In house publications about campaign progress
Help to develop audio and video components through
script writing
Create brochures and pamphlets for external use at
conventions
Coordinating events for announcement of contest winner
Thursday, January 10, 13
36. Video Channels
MOTHER OF ALL ONLINE VIDEO CHANNELS
GOOGLE INTEGRATED ANALYTICS
A YOUTUBE COMPETITOR
GAINING REACH
VIDEO ADS TARGETED
FOR MUSIC LISTENERS
Thursday, January 10, 13
37. Analytics
Each system has it’s own analytic software.
During the course of the campaign we will use
these to narrow down targeted advertising.
Keyword advertising will be used to bring together
ads, the video and the landing page.
Analysis will help us to find where the traffic is
coming from in order to more specifically target
the ads.
Thursday, January 10, 13
38. Going Viral
There are different tactics for helping a video go
viral. Our campaign wants the hashtag and user
videos to go viral
The more users utilizing the hashtag on posts, the
quicker it will trend and entice more to participate.
Thursday, January 10, 13
39. Video Tactic
The video will tell a story of a graduate.
It will integrate the idea of Market Your World and
Full Sail.
The video will be short, concise and memorable.
Thursday, January 10, 13
40. Social Sharing and Interaction
By using the hashtag #MarketYourWorld on almost
any social platform, users can submit their content
for consideration.
Video commenting will be moderated for
submissions.
Users may post ‘response’ videos for
consideration.
Thursday, January 10, 13
42. Content and Assets
YouTube Contest Promo Video
YouTube Testimonial Videos
Testimonial Articles
Press Releases
Promotional Logo
Banner Ad Graphics
Mobile Ad Graphics
Social Media Ad Graphics
Thursday, January 10, 13
43. Visibility and Engagement
2 million+ impressions on combined content over 30 day push
3% click-thru on all placed advertisements
25% conversion on users who land on the web form vs. web form submissions
15,000 new users added to FSU e-mail database
10,000 new “likes” on FSU Facebook
10,000 new followers on FSU Twitter
Thursday, January 10, 13
46. DISPLAY ADVERTISING REFERENCES
Fach, M. (2012, May 4). How display drives search [infographic]. Retrieved December 5, 2012, from http://www.searchenginejournal.com/how-
display-drives-search-infographic/43310/
Adeel. (n.d.). How to research for keywords. Retrieved December 5, 2012, from http://webdesignersdepot.blogspot.com/2012/08/how-to-research-
for-keywords.html
Cannon, J. (2012, October 30). How online advertisers figured it out. Retrieved December 5, 2012, from http://teachthe4ps.com/tag/behavioral-
targeting/
Facebook. (n.d.). Facebook . Retrieved 12 5, 2012, from Facebook: http://facebook.com
Facebook. (n.d.). What are Facebook ads. Retrieved 12 15, 2012, from Facebook: https://www.facebook.com/help/116118951805237/
Full Sail University. (n.d.). Retrieved 12 15, 2012, from Full Sail University: http://online.fullsail.edu
Page Data. (n.d.). Full Sail University Page Data. Retrieved 12 05, 2012, from Page Data: http://pagedata.appdata.com/pages/facebook/full-sail-
university/7513286285
Twitter. (n.d.). Twitter Resources. Retrieved 12 5, 2012, from Twitter: https://twitter.com/logo
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