The following is a sample digital and content marketing strategy that I prepared as a creative exercise. It is in no way connected or endorsed by any specific brand but all ideas were created by myself.

1. Example Digital Marketing Strategy
Overview
This plan was put together by myself as part
of a creative exercise and is in no way
connected to Palms Casino Resort or any
other specific brand.
By James Hills
james@aboutjameshills.com
@JamesHills

2. Introduction:
Thank you for the opportunity to present this high level marketing strategy!
The following slides are designed to provide a strategic overview of how we can
leverage integrated digital strategies to help the client address their revenue
concern.
As such, I have included both short term tactics to immediately increase
awareness and support demand creation (Display, Paid Search) as well as mid
(Sponsored Content, Re-Targeting) and Long (Sponsored Content). My
objective here is to create a program that can be executed in a “rinse, wash,
and repeat” fashion where various tactics feed into each other but ultimately
lead back to the core objective of increasing bookings and foot traffic to the
Palms Casino Resort.
Additionally, with attention paid to mobile tactics like Geo-Fencing and Mobile
Optimization during the CRO phase we will refine the Palms ability to reach
people through their mobile devices and ultimately use that platform to reach a
younger, more tech savvy, potentially more affluent audience. This is an
audience that is also more likely to share the great experiences they have at
the Palms via social media (further supporting the awareness phase).

3. Objectives
 Traffic to website
 Hotel room bookings
 Foot traffic into the Casino
 Bookings for Shows
 Restaurant Reservations

4. Path to Success
Increase Demand by
creating more
Awareness
Reach Interested
People During their
Research Process
Optimize and Refine
Conversion Points
By developing an integrated digital plan we can ensure that
customers are aware of the new Palms website, feel that
“people like them” are excited about visiting the resort and
ensure that their desire to visit the resort as well as reserve
experiences is optimized, allowing for the best user
experience possible.

5. Program Assumptions
 Software for tracking website visits (Omniture / Google
Analytics etc.) is available
 No incremental development for tactics like a blog is
available.
 Social Media manager is able and willing to partner with
Content Marketing and Retargeting tactics

6. Increase Awareness and
Excitement:
Tactics:
1. Content Marketing – Create interesting and engaging content
(Videos, Blog Posts, Photos, Influencer content) to create
awareness and Excitement for Palms features and lifestyle,
then promote it to a targeted audience that we are looking to
attract.
2. Display Ads – Create Display Ads to help drive awareness for
marketing messages designed to bring people to the core site
landing pages.

7. Content Marketing: YouTube
Palms
Video
YouTube is the #2 search
engine and there are
19,000+ results for
“Palms Resort Vegas”.
Not one of the top results
is from the Palms Casino
Resort!
By creating custom video
content and marketing it
here we can capture
prospective guests.
Similar tactics can be
employed for other
search terms as well.
Video content can also
rise in organic search.

8. Content Marketing: Blogs &
Influencers
Leverage blogs, media partnerships, and
influencers to create unique content for
their audiences while they have fun and
explore experiences that only the Palms
can deliver.
-Sponsored Instagram Photos and Social
Posts
-Sponsored Blog Posts
-Sponsored YouTube videos
Content created by influencers can then be
repurposed and promoted via tactics such
as Taboola, Outbrain, and Stumblupon as
well as used in native advertising
campaigns through other channels to
create added awareness.

9. Reach People During
Research:Tactics:
1. Paid Search – Target customers as they search for direct
(book Vegas hotel) as well as research keywords (best
Vegas shows) and drive them to landing pages on the site.
2. Re-targeting – People who visit Palms.com should be re-
targeted to on Social Channels, Paid Search, and Display
Networks to keep Palms at top of mind.
3. Mobile Geo-Fencing – People in a specific proximity to the
Palms or in Vegas generally can be targeted with mobile
display ads and Paid Search tactics. Potentially also target
people at competitive resorts with offers to get them to visit
Palms.
4. Content Marketing – Develop unique content and content
partnerships that helps the target customer accomplish their
goal of learning more about how to have an amazing Vegas
experience. Content developed during “Increase

10. Retargeting: Social; Search;
Display
Visitors hit your site
through organic
search, direct, or
sparked by
awareness
campaign, display
ads, and content
marketing.
We can then target
these people who
have some level of
brand familiarity and
serve targeted ads to
encourage specific
conversion activity
through custom ads
based on what parts
of the site they
visited i.e. the N9NE

11. Optimize Conversion Points:
Tactics:
1. Mobile Specific Landing
Pages for Paid Media
2. Review of Mobile
experience for
optimization points.
3. Design multiple landing
pages to test conversion
rates from Paid Search
and Digital Media
campaigns.
Front page booking process was
mobile friendly – nav bar item was not,