Amanda Woodward, final presentation, ADV420 summer18

1. PLANNING AN INCLUSIVE
DIGITAL STRATEGY
Why: to encourage travel and play in Michigan for
everyone.
Who we are targeting: women in Michigan ages 21-45.
Strategy should be: segmented with a simple path to
conversion.

2. PURE MICHIGAN MAIN WEBSITE
• Must be information-filled and lay out path to conversion
• Main landing page
• Mostly media, little text
• Simple menu (5 items)
• Not overbearing
• Good SEO, improved with more curated phrases
• Analyze: conversions and time spent on specific web pages

3. SOCIAL MEDIA
Facebook
• Most liked and engaged
• Increase posts of lists
• Should interact with fans
more
YouTube
• Lacking with 11,000
followers
• Mostly shorter videos used
for ads
• Longer videos
• Interviews
• ”A Day Visiting…”

4. SOCIAL MEDIA CONTINUED
Pinterest
• Can have very curated boards
• Good for reaching women (our target)
• Increase use, upload more content
• Travel guides
• Lists

5. ONLINE ADVERTISING
Display Advertising
• Visual and offer experiences
• Target websites that
correspond with specific
activities
• Sporting goods stores
• Local online newspapers
Social Media Advertising
• Target by location on
Facebook
• Target by interest on Twitter
and Instagram
• PPC ads on Pinterest

6. TARGET PERSONA:
MICHIGAN MARY
• Caucasian, aged 30 lives in
subruban Detroit
• Middle class, employed, with
degree
• High use of smartphone +
social media
• Values:
• Family
• Friends
• Leisure time

7. INBOUND MARKETING
Content to offer
• Seasonal travel guides
• More email topic options
• Travel coupons at the right
time
Blog Idea
• Destination based on
Michigan locations
• Different features in each
location
• Example shown next slide
• A chance to have diverse
content

8. TOP 5 REASONS TO VISIT TRAVERSE
CITY, MICHIGAN
1. Outdoor activities
2. Food
3. Art
4. Shopping
5. History
Art exhibit in Traverse City, MI

9. BUDGET
• $20,000 overall
• PPC ads = $10,000
• Video production = $10,000
• $1500 per 10 hours film and edit

10. Thank you!