Campaign Strategy
Print this pageThe Campaign Strategy is completely customized to your business goals and budgets, and is designed to increase the impact and ROI of your marketing dollars.
Our public relations and marketing consultants blend traditional marketing activities, such as public relations, sales collateral and email marketing, with emerging inbound marketing activities, including: search engine optimization, pay-per-click advertising, blogging, Webinars and content marketing.
The Campaign Strategy includes a comprehensive Discovery, as well as Deliverables that are the foundation of your campaign, including: Social Media, Content Marketing, Search Marketing and PR Strategies.
Standard — $8,500
Campaign Strategy Discovery
The Discovery phase uses existing internal information and secondary online research to assess: business goals, target audiences, buyer personas, market segments, SWOT analysis, competitors, brand positioning, Website effectiveness, services, pricing, marketing strategies, promotions and campaigns, budgets and timelines.
- Assess brand strength and positioning.
- Review buyer personas, which help organizations build Websites and publish content that differentiate brands, build relationships, connect with consumers and generate leads.
- Review existing sales assets and determine electronic and print materials.
- Conduct a review of your organization’s historical online and offline coverage, including: print articles, video clips, blog posts, and mentions in online forums and social networks.
- Review the company’s social media participation, including: blog and forum comments, Twitter grades, Facebook pages and LinkedIn profiles.
- Analyze relevant Website analytics reports, specifically evaluating inbound links, referrers and traffic-producing keywords.
- Review past press releases, award submissions and speaking appearances.
- Assess the organization’s blog and media room (if applicable), including: features, functionality, design, content, subscription options, and subscriber base.
- Review bios and social network profiles of company spokespersons and leaders.
- Consider the trends impacting your industry, how they are being covered in the media and what your organization can contribute to the discussion.
- Set up agency Google News Alerts for all relevant keywords, including: brand, company executives, products, services, competitors and trends.
- Add priority media contact blogs to agency RSS feed reader for monitoring of opportunities.
Campaign Strategy Deliverables
- Define activities, budgets and timelines in the areas of social media, content marketing, search marketing and PR.
- Establish the Social Media Strategy for monitoring, participation and publishing in target social networks, including: YouTube, Flickr, Facebook, LinkedIn, Twitter, article distribution Websites (e.g. eZine Articles), and priority industry blogs and forums.
- Create a Blogging Strategy, including guest bloggers and guest blogging opportunities, as well as a preliminary 3-month editorial calendar.
- Build a Search Marketing Strategy, including target directories and template listings, link building and paid search campaign activities and budgets.
- Develop the organization’s Content Marketing Strategy, defining the vehicles, budgets and timelines for the publishing of fresh, relevant and link-worthy resources.
- Craft a PR Strategy to build relationships and enhance communications with key audiences, including media, customers and employees.
- Determine media monitoring service needs.
- Build the company’s Media Database, including traditional and social media contacts. Media databases include all relevant contact information, as well as Twitter profile links and blogs if applicable.
- Conduct an Editorial Calendar Review to identify opportunities to deliver timely information to trade, business and consumer media. Print media editorial calendars provide detailed outlines of the topics and events that outlets plan to cover throughout the year.
- Develop up to five feature story pitch abstracts.
- Draft up to six press release abstracts for scheduling in the preliminary campaign publicity calendar.
- Build an interactive publicity calendar online, highlighting planned press releases, feature story pitches, editorial opportunities and associated events (such as product launch and trade show dates).
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