LAKE
COUNTY orv
Promoting Michigan’s Premiere
ORV Destination
PRESENTED BY BIT SOCIAL MEDIA
Part 1
An Overview
The Beginning
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•
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•
Introductions/Expectations of Progress
Marketing Strategy
Branding
Photos/Video
Based In Cadillac, Michigan
est. 2010
Door to Door
We saw the need for online
promotions in our community and we
took to the streets gathering our
customers one by one.
Referral Business
Within one year of our launch, 4 of
every 5 new clients we acquired
came on referral. Starting strictly as
social media management, we quickly
branched out into web development,
graphic design, & SEO. We’re known
for our own brand of utility marketing
and for catering to our wide range of
clients from retail to manufacturing.
Bit Social Media
WHAT WE DO:
Web Design
Social Media
Destination
Marketing/Tourism
Cadillac Area
Visitors Bureau
“Up North”
Recreation
Merritt Speedway,
Caberfae Peaks, One of
a Kind Cycle, Lakewood
on the Green
About Us
SEO
Graphic Design
Event
Promotion
Cadillac’s Craft
Beer Festival,
NASF, Back to the
Bricks - Cadillac
Community
Building
After26, Stehouwer
Clinic, Project
Christmas, Wexford
Habitat, Cadillac
Symphony
MEET THE TEAM
And know WHY we are happy to be here…
Project Lead &
Content Manager
Lead Developer
& Ad Manager
Design & Branding
Lindsey Westdorp
Will McConnell
Danielle Renwick
“I’m very eager to create and
execute a complete
marketing program from the
ground up for Lake County. I
know our efforts will bring
new people to the trails, and
in turn, give a boost to small
businesses in the area.”
“As someone who
enjoys promoting
Northern Michigan, I'm
excited for the
development of this
project and the increase
in tourism for Lake
County as a direct
result.”
“I'm really looking forward
to helping Lake County
move forward with logos
and branding that reflects
the unique opportunities for
ORV recreation that they
have to offer.”
About Us
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
1. 300+ miles of well groomed trails
2. Roads are open to ORV traffic
3. Small town country charm
4. Family friendly, lots of opportunity
for outdoor recreation of all types.
5. Variety of terrain and beautiful
scenic environments.
6. Home of Peacock LTD.
1.
OPPORTUNITIES
THREATS
1.
1.
2.
3.
Establishing Lake County as the
premiere ORV destination in
Michigan.
Attracting new visitors to the area
who have never been here before.
Bringing more tourism dollars to
Lake County.
Analyzing the Situation
2.
3.
2.
Lake County lacks a unified voice and
brand when it comes to promoting
tourism.
Online information for all things Lake
County are scattered, dated and local
entities are disconnected/unlinked.
No major online channels have been
established.
Rolling out all phases of this
marketing plan before Memorial
Day 2015 will be a challenge!
Pushback from a competing
location within Michigan (after our
launch) claiming to be an “ORV
captial”.
WHERE WE START
We build the platforms, to channel the strategy, and house the content.
We maintain the properties, to connect with our audience, and engage our users.
1
Connect
& Engage
2
Maintenance
Content
RESEARCH – Develop a plan of
action after determining where we
stand amongst the competition
GATHER EXISTING CONTENT Search established channels
for user generated content
3
BUILDING – Build the platforms
and create new content
4
EVALUATE PERFORMANCE –
Analyze analytics and make
adjustments moving forward
Strategy
Platforms
Expectations for Progress
6 PHASES: LAKE CO. ORV
Branding
Social Media
Website
Mobile App
SEO
Online Advertising
The Stages
LAKE COUNTY ORV
Promotions Budget
50%
Web Platforms
& Building
25%
15%
10%
Internet
Advertising
Content
Generation
Maintenance
Building platforms eats up a large chunk of this budget because we are
building a brand new campaign from the ground up.
After one 12 month cycle, the bulk of a continuing budget would fall under
the “Internet Advertising” and “Maintenance” categories.
Budget Breakdown
PROPOSED MARKETING SCHEDULE
SUBJECT TO CHANGE!
Phase
Start Date
Channel(s)
Beta Stage
Launch
Photo/Video
October 2014
All Online
Channels
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With each phase
Branding
December 2014
All Channels
January 2015
February 2015
Website/SEO
January 2015
Web
February 2015
April 2015
Social Media
February 2015
Web
March 2015
April 2015
Mobile App
January 2015
Web
April 2015
May 2015
PPC Ads
May 2015
Web
-
May 2015
Traditional
Advertising
March 2015
Print
-
May 2015
The Timetable
LOGOS & BRANDING
Lake County ORV
Michigan’s Trail Capital
Tagline
A linguistic counterpart to your company’s
logo. A rarely changing phrase that is a part
of the brand identity and should be used in
all of your company’s marketing efforts.
Slogan
Temporary and often rotated, brief, catchy
statements that help in keeping marketing
fresh. A phrase that’s used as a part of
specific advertising campaign.
Brand Identity/Style guide
Vectorized logo treatments, fonts, color
usage, etc.
The Fun Part!
CONTENT GATHERED
ON THE TRAILS
1300+
PHOTOGRAPHS
43
VIDEO CLIPS
2
HOURS OF TRAIL FOOTAGE
AREAS COVERED INCLUDE:
STAGING AREA AT
CLUB 37, LINCOLN HILLS
& TIN CUP.
Photo/Video
Branded Content
4 pictures here of fb cover, share image, slide & banner ad
Questions?
Part 2
Phases of the Project
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Web & Social Platforms
SEO
Mobile App
PPC Ads
AN ONLINE ORV HUB
FOR LAKE COUNTY
ABOUT
WORDPRESS
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User Friendly
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Open-Source
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Easy Maintenance
•
Most Popular CMS
Today
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COMPLETE ORV
RESOURCE
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SEO Friendly
Mobile Responsive
Will be the go-to
•
resource
• Defining new
advertising targets
information
based on traffic
Connecting with other
Connecting with
National enthusiast
sites
BIT SOCIAL MEDIA
Google Analytics
All-inclusive
local sites
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COLLECTING
DATA
• Email lists
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Sharing insights and
information with local
businesses to their
benefit
Examples for ADDITIONAL
BRANDING:
Tourist Decals
Bit social media
Social Media
Facebook
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Reaching new fans locally, statewide, and
throughout the Midwest.
Engaging them with fresh content appealing to
ORV enthusiasts. Creating both shareable and
user generated content to gain maximum reach.
Twitter
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Extending our reach outside of our established
network.
Sharing between established ORV enthusiast
groups.
youtube
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BIT SOCIAL MEDIA
Offering video to would-be visitors, potentially
interested ORV fans, and making it available to
those who make related searches.
CASE STUDY: CABERFAE PEAKS
OVERVIEW
We came in only 8 weeks ago as
consultants. Running sponsored stories,
boosted posts, regionally targeted ads &
Facebook promotions.
WEBSITES
caberfaepeaks.com
Real Results
facebook.com/caberfaepeaks twitter.com/caberfaepeaks
SINCE NOVEMBER 12, 2014
Social Media Optimization
+ $250 in Facebook Ads (Monthly)
3,977 NEW FANS IN 8 WEEKS
Real Results
Facebook Promotions
Submit your best 10 seconds of footage shot on our slopes for your chance to
win some great prizes and make our first ever highlight reel!
Real Results
WHAT IS SEO?
Aggregating traffic from
Simply
put, SEO is our ability to
searches
draw viewers making related
searches about our area and niche.
SITE DEVELOPMENT
Part
of this
is making
the website
WITH
SEO
IN MIND
abide with SEO-friendly features,
including how it handles content.
CONTENT DISTRIBUTED
As
we distribute content moving
FREQUENTLY
forward, we will be buliding on
our initial SEO efforts, ensuring
returning and frequent site
visitors.
SEO OVERVIEW
SEO STRATEGIES
By developing our website in Wordpress and abiding by the best known SEO practies in the
Wordpress Community, (Yoast SEO practices, etc.) we ensure our site content hits all of the
marks search engines look for.
OPTIMIZE
D
CONTENT
Image meta tags, alt tags,
header tags, and page
and post structure are all
taken into account when
placing content.
BIT SOCIAL MEDIA
Sharefriendly
multimedia
The site is made in mind
to keep content readily
accessbile across all web
content platforms.
Content served to visitors
includes sights, sounds,
and scenery to keep them
engaged.
MOBILE APP
MOBILE WEBSITE
Having a location-based map with
highlighted ORV trails and areas of
interest for visitors is an integral part of
the mobile website. It offers additional
fuctionality and an insight outside
visitors would not normally have, not to
much mention more chances for
visitors to take advantage of the area.
Availability IN APP STORES
By using a Wordpress plugin that
converts the site to a mobile app, we can
keep the functionality of the live site
identical with the mobile app.
Additionally, by publishing apps in the
most prominent app stores (Android,
iPhone, & Windows) we are raising our
visibility and catering to more tech-savvy
users—while keeping the site experience
the same, even if some users opt to user
the mobile site instead.
The result is a comprehensive availabilty
that new and returning users will feel
accodmated by.
Going Mobile
Ppc ads
Google Adwords
Our most prominent PPC platform,
we can hone in on potential
visitors by exact search query
targets.
adwords
Yahoo / bing
ads
Youtube.com
Yahoo! / Bing ads
Second to Adwords, Yahoo! & Bing
Ads make another great outlet for
PPC online ads.
Youtube.com
Using footage of the ORV trails
we’ve shot, we can find potential
visitors searching for similar
interests.
PPC ADVERTISING
50% 30%
20
%
FACEBOOK ADVERTISING
Provide further
information on
We ENGAGE WITH
Online Visitor FALLING UNDER
how to arrive
OUR AD TARGETSEES OUR ADVISITORS
SCHEDULING Boosting
ONLINE FANBASE
CONTENT
content
FACEBOOK ADVERTISING
Gather and use
fan feedback
ADJUSTING CONTENT
moving forward
VERSUS METRICS
OUR CONTACT DETAILS
Feel free to give us a call or send an email anytime, we look forward to getting to know you all!
ADDRE
SS:
WEBSIT
E:
EMAIL:
103 E.Pine St Cadillac, MI
TELEPH
ONE
:
231.878.2664
www.bitsocialmedia.com
lindsey@bitsocialmedia.com
www.facebook.com/bitsocial
@bitsocial
Get With Us!
THANK YOU!