Full Digital

Strategy

BY:Ali Obermayer

ADV 420

What is something we, as a world populous, must

face?CLIMATE CHANGE….

….due to the gradual rising of Earth’s climate, The Great Barrier Reef is being bleached.

Big Idea

• FOCUS on the World• Great Barrier Reef Blue paint • Every Car, $1.00 to efforts

• 50% dead• 5% permanently damaged

AudienceEnvironmentalists of all age- from every country.World issue

Social Media

Blog post explaining campaign

Video follow-up

#FOCUSontheworld

Picture of Electric Ford Focus announcing campaign

Follow up videos and pictures on site at the GBR.

&

Website• Counter • Customers want to SEE that they are

making a difference.• Content SHOWING customers what their

money is doing.• i.e. videos, pictures, blog posts

Mobile

Ford Owner My Ford Touch Ford Remote Access

Sync MyFord Mobile Mustang Customizer

• Suggestion: Entertainment app (not purely information seeking)• For consistency, keep theme of ocean and GBR.• Go Fish?

Internet MarketingContent Offer:

Helping the issue of climate change New car

Blog: Explaining the campaign Follow up posts describing happenings on GBR

Email: Obtained after purchase of a vehicle Bi-weekly

SEO: “car”, “electric”, “ford”,“focus”, “environment”

MetricsSuccess measured in number of Electric Ford

Focus’ sold (amount of $ raised).Posted publicly

BudgetTotal: $48,000 per month (total of 6 months)

SEO: $4,800 per month

PPC: $28,800 per month

Social Media: $7,200 per month

Email: $2,400 per month

Mobile: $2,400 per month

Content: $2,400 per month