1. MEDC 2013 Digital Marketing Strategy Sara Soderstrom New Media Drivers License ADV 420: Sect. 704

2. Michigan Economic Development Corporation Goal: Positively impact Michigan’s economy Success: Increase Michigan’s business activity and increase in job creation Achieve: Digital strategy campaign

3. Target Audience CEOsCFOs Influential personnel of the business world Important in building Michigan’s economy

4. Big Idea Increase visitor interaction: MichiganAdvantage.org Increase business activity Increase job creation Social Media Website Enhancements Partnering Website Other Digital Efforts DigitalStrategy Short- Term Goals Long- Term Goals

5. Tools and Tactics: Partnering Website Bring together supporters and Michigan marketing efforts – Pure Michigan Tourism Example of successful partnering website: TexasOne Program TexasOne Program – Info about Texas business and travel – Major source of marketing funds

6. Tools and Tactics: Website Enhancements International Viewing Option – Provide information about opportunities Michigan offers worldwide Example: Florida’s Economic Development WebsiteFlorida’s Economic Development Website – 15 Languages – Mexico Example 

7. Tools and Tactics: Social Media Personal interaction with supporters | Market Research Facebook & Twitter Attract supporters from a business standpoint LinkedIn Related videos to MEDC’s efforts YouTube Inbox Messages LinkedIn & Facebook Location: Partnering Website | Keep Up-To-Date Blog Businesses & MEDC | Personal level interaction Instagram

8. Tools and Tactics: Other Digital Efforts Direct Marketing Emails – Permission-based marketing – Link to partnering website with blog SEO/SEM Key Words Growing Market Growing Economy Businesses Starting Business Expanding Business Incentives for businesses Benefits for businesses Google AdWords – 1 st seen during search – Interest them to look further into Michigan – Increase website traffic and brand awareness

9. Key Performance Indicators: KPI Short-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

10. 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

11. 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