PRESENTED BY BIT SOCIAL MEDIA

LAKE COUNTY orv

Promoting Michigan’s PremiereORV Destination

The Beginning

An Overview

• Introductions/Expectations of Progress• Marketing Strategy• Branding• Photos/Video

Part 1

Based In Cadillac, Michigan est. 2010

Bit Social Media

Door to Door

We saw the need for online promotions in our community and we took to the streets gathering our customers one by one.

Referral Business

Within one year of our launch, 4 of every 5 new clients we acquired came on referral. Starting strictly as social media management, we quickly branched out into web development, graphic design, & SEO. We’re known for our own brand of utility marketing and for catering to our wide range of clients from retail to manufacturing.

WHAT WE DO:

About Us

Destination Marketing/Tourism

Event

Promotion

“Up North” Recreation

Community Building

Web Design Social Media SEO Graphic Design

Cadillac Area Visitors Bureau

Cadillac’s Craft Beer Festival, NASF, Back to the Bricks - Cadillac

Merritt Speedway, Caberfae Peaks, One of a Kind Cycle, Lakewood on the Green

After26, Stehouwer Clinic, Project Christmas, Wexford Habitat, Cadillac Symphony

MEET THE TEAM

About Us

Will McConnell Danielle RenwickLindsey Westdorp

“As someone who enjoys promoting Northern Michigan, I'm excited for the development of this project and the increase in tourism for Lake County as a direct result.”

“I'm really looking forward to helping Lake County move forward with logos and branding that reflects the unique opportunities for ORV recreation that they have to offer.”

“I’m very eager to create and execute a complete marketing program from the ground up for Lake County. I know our efforts will bring new people to the trails, and in turn, give a boost to small businesses in the area.”

Project Lead & Content Manager

Lead Developer& Ad Manager

Design & Branding

And know WHY we are happy to be here…

SWOT ANALYSIS

Analyzing the Situation

1. 300+ miles of well groomed trails2. Roads are open to ORV traffic3. Small town country charm4. Family friendly, lots of opportunity

for outdoor recreation of all types.5. Variety of terrain and beautiful

scenic environments.6. Home of Peacock LTD.

1. Lake County lacks a unified voice and brand when it comes to promoting tourism.

2. Online information for all things Lake County are scattered, dated and local entities are disconnected/unlinked.

3. No major online channels have been established.

1. Establishing Lake County as the premiere ORV destination in Michigan.

2. Attracting new visitors to the area who have never been here before.

3. Bringing more tourism dollars to Lake County.

1. Rolling out all phases of this marketing plan before Memorial Day 2015 will be a challenge!

2. Pushback from a competing location within Michigan (after our launch) claiming to be an “ORV captial”.

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

WHERE WE START

Expectations for Progress

We build the platforms, to channel the strategy, and house the content.We maintain the properties, to connect with our audience, and engage our users.

RESEARCH – Develop a plan of action after determining where we stand amongst the competition

GATHER EXISTING CONTENT - Search established channels for user generated content

BUILDING – Build the platforms and create new content

EVALUATE PERFORMANCE – Analyze analytics and make adjustments moving forward

1

2

3

4

6 PHASES: LAKE CO. ORV

The Stages

WebsiteSocial MediaBranding

Mobile App SEO Online Advertising

Internet Advertising

Web Platforms & Building

LAKE COUNTY ORVPromotions Budget

Budget Breakdown

50%

25%

15%

10%

Content Generation

Maintenance

Building platforms eats up a large chunk of this budget because we are building a brand new campaign from the ground up.

After one 12 month cycle, the bulk of a continuing budget would fall under the “Internet Advertising” and “Maintenance” categories.

PROPOSED MARKETING SCHEDULE

Phase Start DateChannel(s

)Beta Stage

Launch

Photo/Video October 2014All Online Channels

- With each phase

Branding December 2014 All Channels January 2015 February 2015

Website/SEO January 2015 Web February 2015 April 2015

Social Media February 2015 Web March 2015 April 2015

Mobile App January 2015 Web April 2015 May 2015

PPC Ads May 2015 Web - May 2015

Traditional Advertising

March 2015 Print - May 2015

SUBJECT TO CHANGE!

The Timetable

LOGOS & BRANDING

The Fun Part!

Michigan’s Trail Capital

Lake County ORV

SloganTemporary and often rotated, brief, catchy statements that help in keeping marketing fresh. A phrase that’s used as a part of specific advertising campaign.

TaglineA linguistic counterpart to your company’s logo. A rarely changing phrase that is a part of the brand identity and should be used in all of your company’s marketing efforts.

Brand Identity/Style guideVectorized logo treatments, fonts, color usage, etc.

CONTENT GATHEREDON THE TRAILS

PHOTOGRAPHS

VIDEO CLIPS

HOURS OF TRAIL FOOTAGE

AREAS COVERED INCLUDE: STAGING AREA AT CLUB 37, LINCOLN HILLS & TIN CUP.

1300+

43

2

Photo/Video

Branded Content4 pictures here of fb cover, share image, slide & banner ad

Questions?

• Web & Social Platforms• SEO• Mobile App• PPC Ads

Part 2

Phases of the Project

AN ONLINE ORV HUB FOR LAKE COUNTY

BIT SOCIAL MEDIA

• User Friendly

• Open-Source

• Easy Maintenance

• Most Popular CMS

Today

• SEO Friendly

• Mobile Responsive

ABOUT WORDPRESS COMPLETE ORV RESOURCE COLLECTING DATA

• Will be the go-to

resource

• All-inclusive

information

• Connecting with other

local sites

• Connecting with

National enthusiast

sites

• Google Analytics

• Defining new

advertising targets

based on traffic

• Email lists

• Sharing insights and

information with local

businesses to their

benefit

Examples for ADDITIONAL BRANDING:

Bit social media

Tourist Decals

Facebook

Social Media

BIT SOCIAL MEDIA

• Reaching new fans locally, statewide, and throughout the Midwest.

• Engaging them with fresh content appealing to ORV enthusiasts. Creating both shareable and user generated content to gain maximum reach.

Twitter

• Extending our reach outside of our established network.

• Sharing between established ORV enthusiast groups.

youtube

• Offering video to would-be visitors, potentially interested ORV fans, and making it available to those who make related searches.

CASE STUDY: CABERFAE PEAKS

Real Results

WEBSITEScaberfaepeaks.com facebook.com/caberfaepeaks twitter.com/caberfaepeaks

OVERVIEWWe came in only 8 weeks ago as consultants. Running sponsored stories, boosted posts, regionally targeted ads & Facebook promotions.

Real Results

Social Media Optimization

+ $250 in Facebook Ads (Monthly)

3,977 NEW FANS IN 8 WEEKS

SINCE NOVEMBER 12, 2014

Facebook Promotions

Submit your best 10 seconds of footage shot on our slopes for your chance to win some great prizes and make our first ever highlight reel!

Real Results

WHAT IS SEO?

SEO OVERVIEW

Aggregating traffic from searches

Simply put, SEO is our ability to draw viewers making related searches about our area and niche.

SITE DEVELOPMENT WITH SEO IN MINDPart of this is making the website abide with SEO-friendly features, including how it handles content.

CONTENT DISTRIBUTED FREQUENTLYAs we distribute content moving forward, we will be buliding on our initial SEO efforts, ensuring returning and frequent site visitors.

SEO STRATEGIES

BIT SOCIAL MEDIA

OPTIMIZED

CONTENT

Share-friendly

multimedia

Image meta tags, alt tags, header tags, and page and post structure are all taken into account when placing

content.

The site is made in mind to keep content readily

accessbile across all web content platforms.

Content served to visitors includes sights, sounds,

and scenery to keep them engaged.

By developing our website in Wordpress and abiding by the best known SEO practies in the Wordpress Community, (Yoast SEO practices, etc.) we ensure our site content hits all of the marks search engines look for.

MOBILE APP

Going Mobile

Having a location-based map with highlighted ORV trails and areas of interest for visitors is an integral part of the mobile website. It offers additional fuctionality and an insight outside visitors would not normally have, not to much mention more chances for visitors to take advantage of the area.

By using a Wordpress plugin that converts the site to a mobile app, we can keep the functionality of the live site identical with the mobile app.

Additionally, by publishing apps in the most prominent app stores (Android, iPhone, & Windows) we are raising our visibility and catering to more tech-savvy users—while keeping the site experience the same, even if some users opt to user the mobile site instead.

The result is a comprehensive availabilty that new and returning users will feel accodmated by.

MOBILE WEBSITE Availability IN APP STORES

Ppc ads

PPC ADVERTISING

Google AdwordsOur most prominent PPC platform, we can hone in on potential visitors by exact search query targets.

Yahoo! / Bing adsSecond to Adwords, Yahoo! & Bing Ads make another great outlet for PPC online ads.

Youtube.comUsing footage of the ORV trails we’ve shot, we can find potential visitors searching for similar interests.

30%

20%

adwords Yahoo / bing ads Youtube.co

m

50%

FACEBOOK ADVERTISING

FACEBOOK ADVERTISING

SCHEDULING CONTENT

FALLING UNDER OUR AD TARGETSEES OUR AD

We ENGAGE WITH VISITORS

Provide furtherinformation on how to arrive

Online Visitor

ONLINE FANBASE Boostingcontent

ADJUSTING CONTENTVERSUS METRICS

Gather and usefan feedback moving forward

OUR CONTACT DETAILS

Get With Us!

Feel free to give us a call or send an email anytime, we look forward to getting to know you all!

103 E.Pine St Cadillac, MI

www.bitsocialmedia.com

lindsey@bitsocialmedia.com

231.878.2664

www.facebook.com/bitsocial

@bitsocial

ADDRESS:

WEBSITE:

EMAIL:

TELEPHONE:

THANK YOU!