digital marketing strategy
Pat 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
2
New Mobile-Friendly Website
Responsive design for phones
Integrated with Google Analytics
Tracks clicks on phone & hours
3
Website Google Analytics
905
Total Sessions, 15 October – 22 November
Unique Visitors
63
%
Ages 18-24
400
367
350
300
244
55
%
Mobile Visitors
250
196
200
Goal conversions
142
150
100
81
159
57
50
0
15 Oct - 18 Oct
19 Oct - 25 Oct
4
26 Oct - 1 Nov
2 Nov - 8 Nov
9 Nov - 15 Nov
16 Nov - 22 Nov
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)
5
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)
6
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)
7
Hue on Yelp
8
Facebook Ads
Reach Impressions Clicks CTR
CPM CPC
11,285
$3.83
31,160
601
1.93
%
9
$0.20
Actions ‘Likes’ Cost
712
92
$119.2
3
Google AdWords
Impressions Clicks CTR
20,438
54
0.29
%
CPM CPC
$6.36
10
$2.41
Avg. Pos
1.2
Cost
$130
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
11