Date post: | 10-Jan-2017 |
Category: |
Automotive |
Upload: | ali-obermayer |
View: | 129 times |
Download: | 9 times |
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