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September 2011 - Marketing Roundtable - Elizabeth Parkinson
- 1. Engaging Your Customer A Pure Michigan Case Study Presented by Elizabeth Parkinson Senior VP, Marketing and Communications Michigan Economic Development Corp. Ann Arbor SPARK Marketing Roundtable September 13, 2011
- 2. Forbes (2009): All-time Ten Best Tourism Promotion Campaigns 1. Las Vegas (“what happens here, stays here”) 2. Incredible India 3. New Zealand 4. Australia (Paul Hogan, 1980s) 5. Jamaica 6. Pure Michigan 7. Alaska (B4UDIE billboards, 2005) 8. Canada 9. Oregon 10. Virginia (is for Lovers)
- 4. “Pure Michigan is becoming not just a tourism brand…but it’s also a business brand. Frankly…that’s what we’re about.” MEDC President and CEO, Michael Finney
- 6. Michigan.org
- 9. Strategic event sponsorships, trade shows, partnerships reach a segmented audience
- 10. Business Development efforts support economic gardening model through individual meetings
- 13. Blog sites
- 14. YouTube
- 15. Flickr
- 16. Twitter
- 17. Facebook
- 18. E-communications: 25,000- 1 Million Recipients
- 19. E-communications
- 20. Pure Michigan Do-It-Yourself Marketing Kit
- 21. Pure Michigan in Action Agency, business and regional partnerships
- 22. Pure Michigan [Play video]
- 23. Why Michigan? [play video]
- 24. Elizabeth Parkinson elizabeth@michigan.org (517) 373-6217
Hinweis der Redaktion
- agagaga
- Most popular state tourism web site in U.S. in 2010, fourth year in a row13.4 million user sessions in 2010, up 19% over 20096.7 million clicks-throughs, more than 18,000 per dayJuly 2011 michigan.org visits numbered over 1.3 million2011 YTD visits over 5.6 millionNearly 80% of July michigan.org traffic was referred by search engines (8% referring and 8.5% direct, 4% e-mail)
- MichiganAdvantage.org visits numbered 42,178 2011 YTD visits numbered over 231,000Over 48% of July traffic was referred by other sites(30% search, 14% direct, 8% e-mail)Over 27% of all traffic was from Michigan.govMore affluent audience with a high index of graduate and post graduate degrees.
- Subscriber base of 300K since 2005
- Subscriber base of 25K since 2/11
- Pure michiganBlog – 221,533 visits since 1/1/2011
- PM YouTube – 856,687 views since 2007MIAdvYouTube – 24,573 views since 5/2011
- PM Flickr – 13,560 image uploadsMIAdv 100 image uploads
- Pure michigan 18,769 followersMiadvantage 1,728
- 317,570 fans or “likes”2,021 fans or “likes” (up from 900 in Feb.)