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Interactive online marketing campaign for local Aveda Institutes. Selected to present, as top of the class campaign in New Media Drivers License, MSU Summer 2011.
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Interactive Online Marketing Plan
Presented By:
Overview
• Opened school in 1986 •Goal – Establish training system to help aspiring stylists develop their careers both technically and professionally
• Expanding Market•Ann Arbor, Grand Rapids, Royal Oak•Chicago and Knoxville
• Douglas Weaver started salon in 1960s
Overview•Current Presence •How Influential?
1,358 likes, 42 check-ins
4,336 likes, 305 check-ins
831 followers, 356 following, 189 updates, 33 klout
151 followers, 0following, 70 updates, 0 klout
882 channel views, 3,794 upload views,10 subscribers, joined 2009
Joined 2010
Strategy
Goal : Use existing social media accounts and enhancing their online presences with:
• Social Media Widgets• AdWords Campaign• Cross media competition
Ultimately leading to increase of salon guests, products purchased and student enrollment.
AdWords
3 Separate Campaigns:
Salon Guests Product Sales Student Enrollment
Keywords •Affordable Salons•Modern Salons•Spa Services Lansing
•Aveda Products•Aveda Institute•High quality hair products
•Beauty School•Modern Beauty School•Michigan Beauty School•Douglas J Aveda
Landing Page www.douglasj.com/guestservices.shtml
www.douglasj.com/store.shtml
www.avedainstitutesdouglasj.com/pros/index.shtml
*Bold indicates competitors show up when keyword is searched
Each keyword with custom ad copy
Cross Platform
Goal : Increase awareness on all three social media platforms and get interaction from key audience.
Measuring Success
Adwords – Google Analytics, measure conversions of website traffic
Facebook – Increased likes, check-ins and interaction
Twitter – Increase followers, updates and klout score
YouTube – Increase in subscribers, viewers
Timeline
Widgets – immediately
AdWords Campaign – 1 year test with close monitoring and tweaking to reach optimal success. Reevaluate after 1 year and continue for another.
Cross Platform – 1 month posting, 2 week voting.