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LAKE COUNTY orv

Promoting Michigan’s Premiere ORV Destination. LAKE COUNTY orv. PRESENTED BY BIT SOCIAL MEDIA. An Overview. Introductions/Expectations of Progress Marketing Strategy Branding Photos/Video. Part 1. Based In Cadillac, Michigan est. 2010. Door to Door.

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LAKE COUNTY orv

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  1. Promoting Michigan’s PremiereORV Destination LAKE COUNTY orv PRESENTED BY BIT SOCIAL MEDIA

  2. An Overview • Introductions/Expectations of Progress • Marketing Strategy • Branding • Photos/Video Part 1 The Beginning

  3. Based In Cadillac, Michiganest. 2010 Door to Door We saw the need for online promotions in our community and we took to the streets gathering our customers one by one. Referral Business Within one year of our launch, 4 of every 5 new clients we acquired came on referral. Starting strictly as social media management, we quickly branched out into web development, graphic design, & SEO. We’re known for our own brand of utility marketingand for catering to our wide range of clients from retail to manufacturing. Bit Social Media

  4. WHAT WE DO: Web Design Social Media SEO Graphic Design Destination Marketing/Tourism Event Promotion “Up North” Recreation Community Building Cadillac Area Visitors Bureau Cadillac’s Craft Beer Festival, NASF, Back to the Bricks - Cadillac Merritt Speedway, Caberfae Peaks, One of a Kind Cycle, Lakewood on the Green After26, Stehouwer Clinic, Project Christmas, Wexford Habitat, Cadillac Symphony About Us

  5. MEET THE TEAM And know WHY we are happy to be here… Will McConnell Danielle Renwick Lindsey Westdorp “As someone who enjoys promoting Northern Michigan, I'm excited for the development of this project and the increase in tourism for Lake County as a direct result.” “I'm really looking forward to helping Lake County move forward with logos and branding that reflects the unique opportunities for ORV recreation that they have to offer.” “I’m very eager to create and execute a complete marketing program from the ground up for Lake County. I know our efforts will bring new people to the trails, and in turn, give a boost to small businesses in the area.” Project Lead & Content Manager Lead Developer & Ad Manager Design & Branding About Us

  6. SWOT ANALYSIS 300+ miles of well groomed trails Roads are open to ORV traffic Small town country charm Family friendly, lots of opportunity for outdoor recreation of all types. Variety of terrain and beautiful scenic environments. Home of Peacock LTD. Lake County lacks a unified voice and brand when it comes to promoting tourism. Online information for all things Lake County are scattered, dated and local entities are disconnected/unlinked. No major online channels have been established. Establishing Lake County as the premiere ORV destination in Michigan. Attracting new visitors to the area who have never been here before. Bringing more tourism dollars to Lake County. Rolling out all phases of this marketing plan before Memorial Day 2015 will be a challenge! Pushback from a competing location within Michigan (after our launch) claiming to be an “ORV captial”. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Analyzing the Situation

  7. WHERE WE START We build the platforms, to channel the strategy, and house the content. We maintain the properties, to connect with our audience, and engage our users. 1 2 3 4 RESEARCH – Develop a plan of action after determining where we stand amongst the competition GATHER EXISTING CONTENT - Search established channels for user generated content BUILDING – Build the platforms and create new content EVALUATE PERFORMANCE – Analyze analytics and make adjustments moving forward Expectations for Progress

  8. 6 PHASES: LAKE CO. ORV Website Social Media Branding Mobile App SEO Online Advertising The Stages

  9. LAKE COUNTY ORVPromotions Budget 50% 25% 15% 10% Web Platforms & Building Internet Advertising Content Generation Maintenance Building platforms eats up a large chunk of this budget because we are building a brand new campaign from the ground up. After one 12 month cycle, the bulk of a continuing budget would fall under the “Internet Advertising” and “Maintenance” categories. Budget Breakdown

  10. PROPOSED MARKETING SCHEDULE SUBJECT TO CHANGE! The Timetable

  11. LOGOS & BRANDING • Michigan’s Trail Capital • Lake County ORV Slogan Temporary and often rotated, brief, catchy statements that help in keeping marketing fresh. A phrase that’s used as a part of specific advertising campaign. Tagline A linguistic counterpart to your company’s logo. A rarely changing phrase that is a part of the brand identity and should be used in all of your company’s marketing efforts. Brand Identity/Style guide Vectorized logo treatments, fonts, color usage, etc. The Fun Part!

  12. CONTENT GATHERED ON THE TRAILS 1300+ 43 2 PHOTOGRAPHS VIDEO CLIPS HOURS OF TRAIL FOOTAGE AREAS COVERED INCLUDE: STAGING AREA AT CLUB 37, LINCOLN HILLS & TIN CUP. Photo/Video

  13. Branded Content 4 pictures here of fb cover, share image, slide & banner ad

  14. Questions? • Web & Social Platforms • SEO • Mobile App • PPC Ads Part 2 Phases of the Project

  15. AN ONLINE ORV HUB FOR LAKE COUNTY User Friendly Open-Source Easy Maintenance Most Popular CMS Today SEO Friendly Mobile Responsive ABOUT WORDPRESS COMPLETE ORV RESOURCE COLLECTING DATA Will be the go-to resource All-inclusive information Connecting with other local sites Connecting with National enthusiast sites Google Analytics Defining new advertising targets based on traffic Email lists Sharing insights and information with local businesses to their benefit BIT SOCIAL MEDIA

  16. Examples for ADDITIONAL BRANDING: Tourist Decals Bit social media

  17. Social Media Facebook • Reaching new fans locally, statewide, and throughout the Midwest. • Engaging them with fresh content appealing to ORV enthusiasts. Creating both shareable and user generated content to gain maximum reach. Twitter • Extending our reach outside of our established network. • Sharing between established ORV enthusiast groups. youtube • Offering video to would-be visitors, potentially interested ORV fans, and making it available to those who make related searches. BIT SOCIAL MEDIA

  18. CASE STUDY: CABERFAE PEAKS WEBSITES caberfaepeaks.com facebook.com/caberfaepeaks twitter.com/caberfaepeaks OVERVIEW We came in only 8 weeks ago as consultants. Running sponsored stories, boosted posts, regionally targeted ads & Facebook promotions. Real Results

  19. SINCE NOVEMBER 12, 2014 Social Media Optimization + $250 in Facebook Ads (Monthly) 3,977 NEW FANS IN 8 WEEKS Real Results

  20. Facebook Promotions • Submit your best 10 seconds of footage shot on our slopes for your chance to win some great prizes and make our first ever highlight reel! Real Results

  21. WHAT IS SEO? Aggregating traffic from searches Simply put, SEO is our ability to draw viewers making related searches about our area and niche. SITE DEVELOPMENT WITH SEO IN MIND Part of this is making the website abide with SEO-friendly features, including how it handles content. CONTENT DISTRIBUTED FREQUENTLY As we distribute content moving forward, we will be buliding on our initial SEO efforts, ensuring returning and frequent site visitors. SEO OVERVIEW

  22. SEO STRATEGIES OPTIMIZED CONTENT Share-friendly multimedia Image meta tags, alt tags, header tags, and page and post structure are all taken into account when placing content. The site is made in mind to keep content readily accessbile across all web content platforms. Content served to visitors includes sights, sounds, and scenery to keep them engaged. By developing our website in Wordpress and abiding by the best known SEO practies in the Wordpress Community, (Yoast SEO practices, etc.) we ensure our site content hits all of the marks search engines look for. BIT SOCIAL MEDIA

  23. MOBILE APP Having a location-based map with highlighted ORV trails and areas of interest for visitors is an integral part of the mobile website. It offers additional fuctionality and an insight outside visitors would not normally have, not to much mention more chances for visitors to take advantage of the area. By using a Wordpress plugin that converts the site to a mobile app, we can keep the functionality of the live site identical with the mobile app. Additionally, by publishing apps in the most prominent app stores (Android, iPhone, & Windows) we are raising our visibility and catering to more tech-savvy users—while keeping the site experience the same, even if some users opt to user the mobile site instead. The result is a comprehensive availabilty that new and returning users will feel accodmated by. MOBILE WEBSITE Availability IN APP STORES Going Mobile

  24. Ppc ads Google Adwords Our most prominent PPC platform, we can hone in on potential visitors by exact search query targets. Yahoo! / Bing ads Second to Adwords, Yahoo! & Bing Ads make another great outlet for PPC online ads. Youtube.com Using footage of the ORV trails we’ve shot, we can find potential visitors searching for similar interests. adwords Yahoo / bing ads Youtube.com 50% 30% 20% PPC ADVERTISING

  25. FACEBOOK ADVERTISING Provide furtherinformation on how to arrive FALLING UNDER OUR AD TARGET We ENGAGE WITH VISITORS Online Visitor SEES OUR AD Gather and usefan feedback moving forward SCHEDULING CONTENT Boostingcontent ADJUSTING CONTENT VERSUS METRICS ONLINE FANBASE FACEBOOK ADVERTISING

  26. OUR CONTACT DETAILS Feel free to give us a call or send an email anytime, we look forward to getting to know you all! 103 E.Pine St Cadillac, MI www.bitsocialmedia.com lindsey@bitsocialmedia.com 231.878.2664 www.facebook.com/bitsocial @bitsocial ADDRESS: WEBSITE: EMAIL: TELEPHONE: Get With Us!

  27. THANK YOU!

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