1. Strategy Overviewa. Evidence of Impact b. Overall Objective
2. Strategy Component I: Blog3. Strategy Component II: Parking Ticket Stunt4. Strategy Component III: “Don’t Let This Happen To You” Stunt5. Expected Budget6. Goals
Outline
How Should Edmunds Launch the New Brand in 2017?
Helpful & Engaging Blog
Impactful PR Stunts
Why a Blog?
SEO ROI
64% Deeper Connection
Better Understanding
Wider Audience
Drives Traffic
Better Search Engine Ranking
Low Cost High ROI
MIT & HubSpot ROI Report
● Traffic & leads: Blog represents main source of increase during early stages of funnel
● Sales: At final stage of the funnel, inbound marketing takes priority ● Blogging comes in a close third
Blog Objective
New Tone of Voice
Thought Leadership in
Car InformationRelationship
Building
Top-of-mind Awareness
Increased Traffic & Conversion Rate
Everything About The Car
1. Informative2. Educating3. Helpful4. Inspiring 5. Engaging6. Fun
Mockup
Rating System Extension
SalomondrinShmee 150Jay Leno’s Garage
Collaborating with Influencers
Content Marketing
Road Trip Guide
New Focus & Tone of Voice
10 Most Beautiful Road Trip Routes
Social Media Engagement
Conversion (blog) Engagement Engagement
Publicity Stunts
Raise Awareness Low BudgetIncrease Engagement
Launch: “Parking Ticket” Stunt
Creative: “Parking Ticket” Stunt
Social Media
“Don’t Let This Happen to You”
$1000 !!
Social Media
Budget - TOTAL
Components Cost
“Parking Ticket” Stunt (5 cities) $14,500
“Don’t let this happen to you” Stunt (5 cities)
$19,000
Blog (2017) $25,800
TOTAL $59,300
Timeline
Goals
25% increase in website traffic within 2 target groups - New visitors: increased online market share- Repeat visitors: increased chance of conversion
Significant expansion of target audience- Without harming existing target audience- No additional marketing spend
We’re unlikely to change the 10-year rule, but we want to make sure that when people buy a car, they buy it from
Edmunds
With 150 blog posts in 50 days, LogMyCalls achieved
● 210% increase in overall traffic
● 514% increase in organic search traffic
● 901% increase in referral traffic
● Significant, traceable increase in new customers
● 400% increase in inbound leads
● Significant reduction in SEO spend
In Closing
APPENDIX
Goals: Calculation
10-year rule: The Edmunds website purely focuses on people interested in buying a car, which happens every 10 years. This means, that on average, men and women within our target audience will be looking to buy a car once.
Currently, 8.6 m females within the age range of 35-44 and 17.2 m males within the age range of 45-54 visit the Edmunds website at least once every 10 years. Thus, current total traffic is 25.8 million.286,000,000 (total US web traffic) x 15% (35-44 years) x 49% (females) x 41% (Edmunds) = 8,618,610286,000,000 (total US web traffic) x 20% (45-54 years) x 51% (males) x 59% (Edmunds) = 17,211,480
By engaging people with topics around the car, not limited to the purchase of a car, we would attract a much larger audience to the Edmunds brand and increase traffic to the website.
➔ Increased traffic: As the blog targets a much broader target audience, we expect 25% increased traffic (MIT & HubSpot Report)This would amount to a total of 32,250,000 (25.8 m + 25%) people who will visit the Edmunds site when interested in purchasing a car.
Budget - “Parking Ticket” Stunt
● One-time spend per city
Components Cost
Actor $300
Video Production $2,000
Prizes - Car Waxing/Wash/Minor Repairs $600
TOTAL $2,900
Budget - “Don’t Let This Happen to You” Stunt
● One-time spend per city
Components Cost
Actor $300
Video Production $2,000
Car Rental $500
Prize $1,000
TOTAL $3,800
● Spend in 2017
Budget - Blog
Components Yearly cost
Domain Hosting Fee $300
Blog Setup $1,500
Ghost Writing $24,000
TOTAL $25,800
PR Stunts: Cost of Hiring an Actor
● In general, for a smaller, non-broadcast TV level production, you can expect to pay anywhere around $50-400 an hour for an actor. Or you can also think of it as something like $250 per actor per (8 hour day), in a market which is priced at the lower end of the spectrum.
● http://blog.veed.me/how-much-does-it-cost-to-hire-actors/
PR Stunts: Cost of Renting a Car
● Convertible Mustang - $109 per day● Dodge SRT Viper - $699 per day● Lotus Elise - $349 per day● Porsche Boxster S - $349 per day● Porsche Cayman GTS - $399 per day
PR Stunts: Cost of Video Production
● Small Business Marketing or Kickstarter Short● Small Job (1 camera, no assistant)● Average Price: $984● Medium Job (2 cameras, assistant)● Average Price: $1,879● Large Job (anything goes)● Average Price: $5,277● http://www.smartshoot.com/blog/2015-videography-pricing-s
urvey-results
Blog: Outsourcing of Content Writing
http://executionists.com/cost-of-blogging/
The content marketing team at Executionists conducts company interviews, does
extensive research, and crafts relevant, original content (400 to 800 words) including
longtail keyword integration (title, headings, meta data) and stock image purchase/customization per article.
Depending on factors such as how often you’ll publish new content to the blog and the
length of the articles, ghostwriting costs will vary. If you’re looking to post one blog per
week, ghostwriting can cost you $1,000 to $1,800 per month.
You should plan to set aside $1,000 to $2,500 a month to stay in the game.
Edmunds Playlist