DIGITAL MARKETING STRATEGY
DIGITAL MARKETING: Facebook Ads/AdWords/Retargeting
GET UP AND RIDE
NYC Bike Tourism Startup
Turning LOCALS INTO TOURISTS IS FUN FOR EVERYONE
big idea The thrill of being a tourist again in your own backyard.
background with Brooklyn reigning supreme as the hippest, coolest destination on the planet in 2013, Felipe Lavile successfully capitalized on white space in the NYC Bike Tourism market, although limited, with lack of awareness and low sales his manifest threats.
goals increase awareness, increase website traffic, increase conversions, increase sales
insights 1] target the 54m annual tourists who have still not experienced Brooklyn, 2] target the 8m resident New Yorkers, many yet to experience the local neighborhood riches of Brooklyn as well.
approach comprehensive digital marketing strategy focused on 1] Analytics Infrastructure Settings: define/monitor e-commerce goals 2] Basic Marketing Tactics: utilize consistent branding, relevant content, keyword optimization for search plus add re-targeting AdRoll service 3] Keyword testing with Google AdWords 4] Facebook Ads: targeting 4 different interest groups plus 1 general ad.
ad solution 5 Facebook Ad interest-targeting campaigns, each with specific keywords, over 22 day period with $250 budget.
role digital marketing strategist see more
RESULTS
From 194 customers in 2012 to 1,122 by 2013 year’s end and ranked #1 on Trip Advisor 2.5 months after strategy roll out. Pausing less effective ads as needed, by the end of the 22 day period, the Classic Bike Tour ad received 76,884 impressions, 84 clicks with 27 conversions, giving it a CTR of 0.11%. The general GUAR ad generated 2,733 impressions with 31 clicks and a CTR of 1.13%. Both of these ads moved up from an average position of 6 to 1.6, directly competing with traditional, longstanding players in the bike tour space. Although paid search isn’t primarily used for building awareness, 76,884 impressions for $177.48 was considered a huge success. Future recommendations include maintaining use of Facebook Ads and refining website content based on keyword selection refinement, along with Display Ads.
DIGITAL MARKETING: Segment Definition/eNewsletter Sign Up
KICKER
Explainer-News Platform targeting Millennials
SPARKING A SMALL LOYAL FAN BASE INTO A BIG ROARING ADVOCACY
big idea The news made easy and interesting.
background bootstrapping Founder, former NY Times journalist and teacher, with loyal volunteer and small enthusiastic readership base seeking to ‘blow up’.
goals increase brand awareness, enewsletter sign ups, social Likes, on campus brand ambassador recruitment, gain sponsorship as opposed to advertising.
insights 1] Kicker’s analytics reveal its audience is 66% Millennial 2] 77% or higher are female for newsletter sign ups and Facebook followers 3] to date 4,414 viewers are spending above average time on the website, averaging 3 minutes on 2.14 pages 4] Kicker regularly receives letters from core users exclaiming it virtues, of which there are approximately 2,500 signed up.
approach competitive analysis, online survey, persona development, identity and UX revisions, Facebook Ads to promote newsletter sign ups plus discern audience profile better, promote after work offline events including Twitter strategy
role target researcher/analyst, analytics review, digital ad strategy, identity/creative asset designer see more
results
Four months after strategy roll out, the number of Kicker visitors up 457% [from 4,414 to 24,582], with 33,066 total uniques since launching the site and 71,107 page views. Sharing on Twitter and Facebook up 27%with the most popular post viewed 17,000 times with other posts shared by 50% or more of viewers. Facebook Likes up 25% and Newsletter sign ups up 72%. Three new University contacts made including a total of 4 new campus ambassadors officially signed on.
DIGITAL MARKETING: YouTube Content Hub
PAINFREE MAVERICK
Thought Leader Building One Step at a Time
CUSTOMER ACQUISITION THROUGH OWNED MEDIA
big idea Do it yourself pain elimination for life.
background Dr. Ofir Isaac, a physical therapist developing IP around sufferers own ability to resolve their pain through targeted neuro-corrective exercises, was seeking a way to build his bricks and mortar practice in Brooklyn, called ALLCARE, with an eye toward expansion, even franchising.
problem statement how might we, most efficiently and effectively: 1] increase qualified leads and new patients? 2] foster thought leader recognition? 3] build brand awareness?
insights 1] Dr. Isaac’s current practice sustains through word of mouth, 2] 27.5m Americans without healthcare and significant numbers who do are not covered for PT, 3] 65m Americans report a recent episode of back pain, 4] Dr. Isaac’s competitors are on YouTube.
approach focused 3 part digital strategy: 1] branded YouTube video content, 2] viewers driven to dedicated landing page with DLC or free workshop signup, 3] new branded website design, with enhanced SEO, 4] fitness network partnership.
role digital marketing strategist, IP development, identity/creative asset designer see more
results
With the DIY videos on YouTube serving as solid lead qualifiers, 6 months in from posting, the lower back video module was reporting 78% of viewers watched until the end, with a 6.43% Click thru Rate to the website. Conversion Rate for the free sciatica workshop sign up on the website was 7.25% and for booking an appointment was 3.17%.
