NMDL ADV 420 Final Presentation. Full digital marketing strategy. Example: Michigan's Economic Development Corporation

1. MEDC 2013
Digital Marketing Strategy
Sara Soderstrom
New Media Drivers License
ADV 420: Sect. 704

2. Michigan Economic
Development Corporation

3. Target Audience

4. Big Idea

5. Tools and Tactics:
Partnering Website
• Bring together supporters and Michigan
marketing efforts
– Pure Michigan Tourism
• Example of successful partnering website:
TexasOne Program
– Info about Texas
business and travel
– Major source of
marketing funds

6. Tools and Tactics:
Website Enhancements
• International Viewing Option
– Provide information about opportunities Michigan
offers worldwide
• Example: Florida’s Economic Development Website
– 15 Languages
– Mexico Example 

7. Tools and Tactics:
Social Media

8. Tools and Tactics:
Other Digital Efforts
• Google AdWords
– 1st seen during search
– Interest them to look
further into Michigan
– Increase website traffic
and brand awareness
• Direct Marketing Emails
– Permission-based
marketing
– Link to partnering website
with blog
• SEO/SEM

9. Key Performance Indicators:
KPI
Short-Term: Long-Term:
• Quantitative • Measure Michigan’s
– Social Media: Visitor Views and Overall Change
Followers/Likes – Business Activity
– Partner Website: Members and – Job Creation
Donations
– Email Sign Ups
• Google AdWords Measure Time:
– Pay-Per-Click
• Before, during and after
– Compare keyword success
campaign launch

10. Budget
• $1,588,150
• 12 Month Plan
– 3 months: planning and building
– 9 months: implement and manage
• Not inexpensive but will provide for a
successful campaign

11. Summary
• Great opportunity to gain support for Michigan’s
economic development
– Bring jobs and businesses to Michigan
– Achieve the end goal
• Plan:
– Increase digital interaction
– Highlight existing efforts
– Add new promising efforts to Pure Michigan: Michigan’s
Advantage
• Positively affect Michigan’s economic development