Digital marketing strategy Pat Bondiskey, Kody Cotrufello, Leigh McKenzie, Chris Hayden.

digital marketing strategyPat Bondiskey, Kody Cotrufello, Leigh McKenzie, Chris Hayden

Project Objectives

Create a new mobile-friendly website

Improve social presence

• Create Instagram account

• Update Facebook & Twitter

• Update Yelp

Develop Google AdWords and Facebook Ads campaign

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New Mobile-Friendly Website

Integrated with Google Analytics

Responsive design for phones

Tracks clicks on phone & hours

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Website Google AnalyticsTotal Sessions, 15 October – 22 November

15 Oct - 18 Oct 19 Oct - 25 Oct 26 Oct - 1 Nov 2 Nov - 8 Nov 9 Nov - 15 Nov 16 Nov - 22 Nov0

50

100

150

200

250

300

350

400

57

159

196

367

244

142

Ages 18-24

63%

Mobile Visitors

55%

Goal conversions

81

Unique Visitors

905

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Hue on Instagram

• 10/1 - Hue has no existing presence on Instagram

• 10/25 - Created Hue’s profile with a goal of 200 followers

• 11/3 – Gained 324 followers Adjusted goal to 1000 followers

• 12/1 - 1090 Followers

Applause Rate: 32.75 (High of 70)Conversation Rate: 3.86 (High of 21)

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Hue on Facebook

• 10/1 - Began with 210 ‘Likes’Goal to reach 315 likes

• 11/3 - Reached 299 ‘Likes’ (41.39% increase)

Adjusted goal to 367, (+74.76% of initial Likes)

• 12/1 - 362 ‘Likes’ (72.38% increase)

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Hue on Twitter

• No posts since April 13, 2014• 10/1 - 15 Followers. Goal of 50

followers by project’s end• 11/3 - Reached 61 followers.

Adjusted goal to 150• 12/1 - 155 followers (933% gain)

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Hue on Yelp

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Facebook Ads

Reach Impressions Clicks CTR CPM CPC Actions ‘Likes’ Cost11,285 31,160 601 1.93

%$3.83 $0.20 712 92 $119.23

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Google AdWords

Impressions Clicks CTR CPM CPC Avg. Pos Cost20,438 54 0.29

%$6.36 $2.41 1.2 $130

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Recommendations

• Continue posting on social media– Run another Instagram contest in January 2015– Cross post from Instagram to Facebook and Twitter

• Use Facebook advertising– Best demographic targeting– Most cost effective

• Start a petition for Diamond Dollars– Encourage Temple students to sign both in-store and online