Canon's New Digital Strategy: Start 2016 Off With a Bang

Canon’s New Digital Strategy: Start 2016

Off With a Bang!Strategy By: Chris Ryan &

Associates

The Big Idea

Coming to a digital platform near you!

What Is ?

O Weekly original video seriesO Video tutorialsO Buying tipsO Sales announcements

O Broken into three segments to reach target marketsO Young professionalsO ParentsO Students

O How will Canon Master Class be integrated into digital marketing plan?

Campaign Integration: Social Media

O Original video performs best on social mediaO Include Canon Master Class in routine

original and curated social media content on:O FacebookO TwitterO InstagramO TumblrO Google Plus

Campaign Integration: Blog and Inbound Marketing

O Canon should create a corporate blogO Benefits of having a blog:

O Increased metadata & SEO rankingsO Engaging content lowered bounce ratesO Providing value to customers

O Types of content for blog:O Camera tricks and tipsO Canon Master Class videosO Product specials and deals

Campaign Integration: Online Advertising

O Focus on video-based pre-roll adsO Like the Canon Master Class videos!

O Strategically place video ads to reach the three target segmentsO Young ProfessionalsO ParentsO Students

Campaign Integration: Mobile Marketing

O Create the app: CanonCaptureO Two-part technology

O Software within Canon cameras & mobile app

O Pictures go from camera to mobile app

O Can then be shared to social mediaO Foster community and consumer

engagement

O Consumers also pushed Canon ads to create in-app purchases

Campaign Timeline & Budget

O Timeline:O Start first week of 2016O W/ Pre-production, production and post-

production expect launch in March 2016

O Budget:O Labor CostsO EquipmentO Media Buying

Measuring Campaign Success

O Metrics to measureO Canon Master Class viewsO Customer social engagement (Likes,

Comments, Shares)O Website trafficO Click-through ratesO SEO rankings

O Overall campaign goal: Engage existing customers and increase sales!

Campaign OverviewO Canon Master ClassO Increased brand equity & SEO rankingsO Final results: increased web traffic & sales

O Chris Ryan & Associates look forward to creating and implementing this campaign with the Canon Team!

O Any questions?