MEDC 2013Digital Marketing Strategy

Sara SoderstromNew Media Drivers License

ADV 420: Sect. 704

Michigan Economic Development Corporation

Target Audience

Big Idea

Tools and Tactics:

Partnering Website• Bring together supporters and Michigan

marketing efforts– Pure Michigan Tourism

• Example of successful partnering website: TexasOne Program– Info about Texas

business and travel– Major source of

marketing funds

Tools and Tactics:

Website Enhancements• International Viewing Option– Provide information about opportunities Michigan

offers worldwide

• Example: Florida’s Economic Development Website– 15 Languages– Mexico Example

Tools and Tactics:

Social Media

Tools and Tactics:

Other Digital Efforts

• Direct Marketing Emails– Permission-based marketing– Link to partnering website

with blog

• SEO/SEM

• Google AdWords– 1st seen during search– Interest them to look

further into Michigan– Increase website traffic

and brand awareness

Key Performance Indicators:

KPIShort-Term:

• Quantitative– Social Media: Visitor Views and

Followers/Likes– Partner Website: Members and

Donations– Email Sign Ups

• Google AdWords – Pay-Per-Click– Compare keyword success

Long-Term:

• Measure Michigan’s Overall Change– Business Activity– Job Creation

Measure Time:

• Before, during and after campaign launch

Budget

• $1,588,150

• 12 Month Plan– 3 months: planning and building– 9 months: implement and manage

• Not inexpensive but will provide for a successful campaign

Summary• Great opportunity to gain support for Michigan’s

economic development– Bring jobs and businesses to Michigan– Achieve the end goal

• Plan: – Increase digital interaction– Highlight existing efforts– Add new promising efforts to Pure Michigan: Michigan’s

Advantage

• Positively affect Michigan’s economic development