MEDC 2013Digital Marketing Strategy
Sara SoderstromNew Media Drivers License
ADV 420: Sect. 704
Michigan Economic Development Corporation
Target Audience
Big Idea
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
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
Tools and Tactics:
Social Media
Tools and Tactics:
Other Digital Efforts
• Direct Marketing Emails– Permission-based marketing– Link to partnering website
with blog
• SEO/SEM
• Google AdWords– 1st seen during search– Interest them to look
further into Michigan– Increase website traffic
and brand awareness
Key Performance Indicators:
KPIShort-Term:
• Quantitative– Social Media: Visitor Views and
Followers/Likes– Partner Website: Members and
Donations– Email Sign Ups
• Google AdWords – Pay-Per-Click– Compare keyword success
Long-Term:
• Measure Michigan’s Overall Change– Business Activity– Job Creation
Measure Time:
• Before, during and after campaign launch
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
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
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