EMILY CLEMONS

Pure Michigan Digital Strategy

Goal

Increase travel to Pure Michigan destinations in both: Out of state travelers In state travelers

By first increasing Awareness and audienceInvolvement.

Michigan Travel Spending

Target Audience

Women (mothers)

ages: 25-54PlanFamily vacations

Choose PureMichigan destinations

Social Media Utilization

YouTube Advertisements

Banners and advertisements on videos to increase awareness by:• Easily reaching a larger audience i.e. out of

staters• Promoting website

Facebook

Increase audience involvement:• Use consumer photos- increase

shares-increase likes- increase awareness

• Contests- “shares to win”- increase awareness

• Can be measured efficiently- likes, comments, shares

• Combine sites to promote

Instagram

Increase audience involvement: “Regram” consumer

photos- similar to Facebook Create and utilize

#PureMichigan- network support- easy identification-increase followers/likes

Like all tagged/hashtagged photos-increase invovlement/connection

Measureable through likes/follows

Twitter

Increase audience involement: Short blurbs about destinations-events/news-promote Pictures of destinations Establish #PureMichigan Retweet/favorite mentions and tweets with hashtag Follow similar accounts Connect with other sites Ask audience questions

Budget

$250,000 for advertisements on YouTube and other social media sites.

Summary

This digital strategy will accomplish increasingaudience involvement and awareness to bringmore travelers to Pure Michigan’s Michigandestinations.