Your marketing campaign doesn’t have to be an “either/or” choice between long-term brand awareness versus short-term lead conversion. The most effective program is a “wholistic” one that utilizes a variety of tools to accomplish both goals in a truly integrated, digital campaign.

1. What Building a Wholistic, Integrated
Digital Marketing Campaign!
June 2014
www.EngageGravina.com

2. Gravina Online Strategies
Gravina Online Strategies, LLC is a data-driven,
digital advertising and public relations agency
that works with large and small organizations to
harness their content and engage the audiences
that matter most.
www.EngageGravina.com

3. Gravina Online Strategies, LLC
49 Archdale Street, Suite 2G
Charleston, SC
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Web: www.EngageGravina.com
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Phone: 843-580-2820
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Twitter: @EngageGravina
www.EngageGravina.com
How to Contact Us

4. The Challenge
The need for a long-term brand awareness/education
program; but the pressure for a short-term lead
generation that converts customers now.
www.EngageGravina.com

5. The Challenge
The need for a long-term brand awareness/education
program; but the pressure for a short-term lead
generation that converts customers now.
www.EngageGravina.com
This is the same choice many CEOs face when
considering short-term stock price versus longer
term business growth.

6. Example: Higher Education Entity
• “Decision lifecycle” of an average enrollee is as much as
18 months.
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• Need for a longer-term awareness campaign to
continually touch these people who aren’t ready to
make a decision right now.
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• But pressure to convert enrollees right now.
www.EngageGravina.com

7. Solution: Integrated Campaign
The decision, however, doesn’t have to be an “either/
or” choice between long-term brand awareness versus
short-term conversion.
www.EngageGravina.com
The most effective program is a “wholistic” one
that utilizes a variety of tools to accomplish both
goals in a truly integrated campaign.

8. Case Study: Health Care Organization
We’re currently working with a client in the health care
industry who has a two-pronged need on a policy issue
in a specific state:
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Educate policymakers and citizens about this
specific policy issue; while also generating and
converting “leads” who will engage in a specific
call to action.

9. Case Study: Health Care Organization
We built a multi-faceted program designed to meet
these two goals that included social media, micro-
targeted rich media ads, an online petition and email
marketing.
www.EngageGravina.com
After three weeks, here are the results to date
(next slide) …

10. Example: Higher Education Entity
• Created Message Awareness: Delivering message more than 3
millions times via rich media, expandable online ads.
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• Developed understanding & relationships with 45,000 people
who have measurably engaged with the ads (for an incredible
26 seconds each, on average).
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• Lead Generation: 3,750 opt-ins from our Facebook outreach.
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• In 3 weeks, 500 of these social leads leads have converted to
take a specific action our client wants.
www.EngageGravina.com

11. Steps to Success
Tactics will differ for each strategy, but steps to success
remain the same:
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• Developing a message that resonates with the audience.
• Delivering the message/creating the narrative.
• Engaging consumers.
• Creating/identifying brand advocates.
• Mobilizing brand advocates.
www.EngageGravina.com

12. Steps to Success
Each of those steps should be happening simultaneously,
but also be building one upon the other so that no
momentum gained at the beginning is wasted.
www.EngageGravina.com
A continuous process that leaves you with a more
loyal, committed community of advocates and
customers and will pay dividends and return on
investment in the long-term.

13. Ready to Get Started?
http://engagegravina.com/engage-with-us/
www.EngageGravina.com