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The Walton Area Chamber of Commerce & SEOM Solutions are hosting the second part in a 4 part series on Interactive Marketing. In this session, Session #2, Matt Titus will review the basics of Strategic Development, Annual Marketing Calendars and how to estimate and allocated budgets.
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ANNUAL MARKETING STRATEGY DEVELOPMENT
PUTTING SOCIAL TO WORKPRESENTED BY: Walton Area Chamber of Commerce & SEOM Solutions
REVIEWING | WHAT, WHO AND WHEN
What products or services are you selling?Who are your most sought-after consumers?
- Where are those consumers located?
When should you target the audience, based on target audience and their location?
WHAT DO YOU OFFER | SESSION #1 RECAP
RestaurantWhat
Full Bar Options Complimentary Shuttle
Unique Coastal Cuisine Culinary Chef Training Program
Located on 30A Serves Lunch & Dinner Entertainment Signature desserts
Real Estate BrokerageWhat
20+ Local, Experienced Agents
Rental Company Relationships Listing Agent Experts Main office on 30A Advertising Budget for Listings
X amount to Traditional X amount to Interactive
WHAT DO YOU OFFER | SESSION #1 RECAP
A/C CompanyWhat
Air Allergen Removal/Improvements
24/7 Service/Repair Serves all of Walton & Bay County
Preventive Maintenance New Units at Discounted Prices Licensed & Insured
Rental CompanyWhat
Largest rental inventory in Seaside
Exclusive ONSITE rental office Hosts variety of Annual events Group accommodations
Meetings & Weddings Property Management Housekeeping Maintenance
WHO & WHERE DO YOU OFFER IT | SESSION #1 RECAP
RestaurantWho
Casual diners Families w/ Children Nightlife Seekers
Couples & Singles
Where Local Area
Real Estate BrokerageWho
Families w/ children Couples
Married & Dating HHI: $125k+
Where Drive Market
Reference GEO Report in Google Analytics for list of most popular areas
WHO & WHERE DO YOU OFFER IT | SESSION #1 RECAP
A/C CompanyWho
Primary & Secondary Home Owners
Allergy ridden homes Families with children Rental Companies General Maintenance Companies
Where Local Market
Walton County Bay County
Onsite Rental CompanyWho
Families with children Couples
Married or Engaged/Dating HHI: $95k+ annually
Where Drive Market
Reference GEO Report in Google Analytics for list of most popular areas
WHEN DO YOU OFFER IT
Q1 2015JAN: MaintenanceFEB: MaintenanceMAR: Allergies
Q2 2015APR: AllergiesMAY: AllergiesJUN: Service
Q3 2015JUL: ServiceAUG: Purchase/ReplaceSEP: Purchase/Replace
Q4 2015OCT: Purchase/ReplaceNOV: Maintenance DEC: Maintenance
A/C
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WHEN DO YOU OFFER IT
Q1 2015JAN: Local PromoFEB: Valentine’s DayMAR: Spring Break
Q2 2015APR: EasterMAY: Cinco De Mayo JUN: Entertainment
Q3 2015JUL: EntertainmentAUG: EntertainmentSEP: Entertainment
Q4 2015OCT: HalloweenNOV: Local PromoDEC: Local PromoR
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PROMOTION DETAILS | RESTAURANT
Local Promo Kids eat free Florida ID gets you $3 draft
Valentine’s Day B to B deal with local provider
Spring Break Idea 1
Easter Family Buffet/Easter Lunch & Dinner
Cinco de Mayo Idea 1
Entertainment Idea 1
Halloween Idea 1 Idea 2
Local Promo Idea 1
MARKETING CALENDAR | RESTAURANT
JANUARY FEBRUARY MARCH
PROMOTION Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4
Local Promo
Valentine's Day
Spring Break
APRIL MAY JUNE
Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4
Easter
Cinco de Mayo
Entertainment
JULY AUGUST SEPTEMBER
Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4
Entertainment
Entertainment
SUPPORTING MEDIA TACTICS
Traditional Media Print
Direct Mail/$200 News Paper/$225 Magazine/$1,000 Handouts/$150
Radio AM/FM/$400 Satellite Radio/$12,000 Internet Radio/$8,000
Interactive Media Social
Social PPC/$50 Blog/free Media/$300
Video/Image
Display Media/$100
Search Engine PPC/$100
prices reflected above are an estimate and should be adjusted based on your individual needs
ASSIGNING A BUDGET | RESTAURANT
Local Promo - $550 - Jan 1 – Jan 21
Radio/$200 Local News Paper/$225 Paid Facebook Ad/$125
Valentine’s Day - $250 - Jan 22 – Feb 15
B to B deal/$200 Facebook Events/Paid Promos/$50
Cinco de Mayo
Entertainment
Halloween
DETERMINING POST-TYPE FREQUENCY
Engagement; 40%
Social Profile Pro-motions; 5%
Marketing; 30%
Events; 10%
Media/Images & Video; 15%
Posts by Type Communication Facebook Blog Twitter Google+ LinkedIn
Images Instagram Pinterest Facebook Google+ LinkedIn
Video YouTube Vimeo Facebook Google+
GEO Location Foursquare Facebook
Places Google Maps
SESSION #3 | WHAT TO EXPECT
Dissecting SearchGoogle Maps/Places & Google+
Organic Search Engine OptimizationVideo, Content & Blogs, Images
Search Engine PPCGoogle Analytics
REACH OUT
Camile BurlisonDirector of Membership Development
Walton Area Chamber of Commerce
P: (850) 267-0683
Mary HueyPrograms & Events Coordinator
Walton Area Chamber of Commerce
P: (850) 267-0683
Matthew TitusDigital Marketing Director
SEOM Solutions
P: (850) 830-6385
