Digital Marketing Plan for discoverputney.doc

1. Social Media Strategy for
Discover Putney
Bringing A Small Town into the Future of
Marketing
Created by
Moriah Jagoda

2. Discovery Putney’s Mission
Discovery Putney has been connecting and
promoting the local businesses of the
charming town of Putney located in
Southern Vermont’s since the 1970’s. Over
the years it has had many names over the
years but it’s mission has remained the
same, to connect people to the businesses
of Putney and to entice them to visit and
continue visiting our quaint little town.

3. Discover Putney Today
Currently Discover Putney hosts a web
page, sends out regular emails and
produces a brochure that it distributes
at welcome centers around the state.
They encourage their members to
support links to discoveryputney.com
on their own sites and to distribute the
brochure at their locations. This really
is the extent of their current marketing
plan.

4. Why No Real Marketing Plan
Discover Putney is a member run organization with a small
marketing budget.
The person responsible for marketing does not enjoy spending
time on social networks and does not see digital marketing as a
time efficient use of marketing time.
Most of the members use social media regularly for personal
use but not as a marketing tool for their businesses.
The small business owners of Putney stated that time
constraints and lack of know how holds them back from learning
how to use social media to promote their businesses.

5. Why the Need to Bring the
Digital Age to Small Town
Businesses
The last few years have given researchers a glimpse of how effective
creating an online personality is the changing world of marketing. Most
businesses big and small are embracing the opportunity social media
networks create in order to build an on-line personal relationship with their
clientele. As a result customers are becoming loyal friends that help to
build communities around business brands. Social networking has
connected like minded groups of people from all over the world.
Businesses have discovered how to tap into these networks to create a
new relationship with their customers based on communication, trust and
loyalty.

6. Social Media Strategy for
Discover Putney
Goals
• Increase visitors to discoveryputney.com and to draw
physical traffic to the town of Putney, VT.
Purpose
• To make returning customers out of visitors to
discoverputney.com for the small businesses of Putney,
VT.
Outcome
• Links to discoverputney.com and local businesses on
social networks will increase awareness of
discoverputney.com.

7. Create a Social Network
1. Sign up for LinkedIn – http://www.linkedin.com
2. Sign up for Facebook – http://www.facebook.com
3. Sign up for Twitter – http://www.twitter.com
4.Sing up for Google+-https://plus.google.com/
5. Sing up for Pinterest-http://www.pinterest.com/
6. Start Up a Blog – https://www.wordpress.com/
Connect Social Networks to Blog
7.Sign up for Feedburner – http://www.feedburner.com
This will distribute your blog posts to search engines.
8.Connect and monitor all social network profiles on Hootsuite.com

8. Create Content For Social
Networks
Each business represented by Discover
Putney will be responsible for creating one
blog post annually.
• Each post will inform viewers about the business owners,
the products they produce and what makes each
business of Putney, VT unique.
Every two weeks the marketing director of
Discovery Putney will update the blog with a
new post from one of the member businesses.
• Each blog post will link back to discoverputney.com

9. Spread The Word
Discover Putney currently has an extensive list of email contacts.
• Each new blog post will be sent out in an email to the
members of their email list.
Each blog post will include an option to sing up for regular email
updates about new blog posts.
Create and periodically resend an email announcing and inviting
members to link to Discover Putney’s new social media profiles.
Include links to all social networks on each blog post and email.
Create Yelp profiles for each of the businesses of Discover
Putney, linking each profile to each businesses web page, if they
have one, and to discoverputney.com.

10. Impact of Blog Posts on Inbound
Traffic to Small Business Websites

11. Keep Spreading the Word
For each new blog post, create a new message for each
social network announcing the new blog post and asking
viewers to share Discover Putney’s new content.
Post daily updates on Twitter, Facebook and LinkedIn
announcing local events and activities.
Post weekly updates on Twitter, Facebook and LinkedIn
linking pictures of local products created by the businesses
of Discover Putney.
Each week visit other similar blogs leaving comments and
questions. Include a digital signature that links back to
discoverputney.com with each comment.

12. Keep Spreading the Word
Twitter post, when appropriate will include #’s to themes
and links to the businesses represented in the tweet.
Facebook posts will include links to individual business
pages and will request friends to like the businesses of
Discover Putney.
The Discover Putney LinkedIn profile will create
recommendations for each of the businesses of Discovery
Putney that are LinkedIn members. Discover Putney
Will post questions and look for questions to answer in
communities relevant to New England, Travel, Private
Education, crafts and small business.
Each business of Discover Putney and Discover Putney
itself, will be represented by a Pinterest board. Relevant
content will be pinned to each board as it produced.

13. TARGET AUDIENCE
The diversity of businesses that make up Discover
Putney have already created connections from around
the world.
• Putney is host to 5 private education centers that attract interest
from around the world.
• Putney Student Travel connects people from around the world with
Putney, VT.
• Many of the area crafters and specialty producers currently have
customers from around the world.
Families and individuals with a broad range of interests
such as education, travel, crafts, green living and
outdoor adventure will all within the circle of Discover
Putney’s target audience.

14. Tracking the Success of Our
Efforts
Tracking Tools
•
•
•
•
1. Facebook Insights
2. Google Analytics
3. Hootsuite Ow.ly Summaries
4. LinkedIn Analytics

15. Target Outcome
Even without having a presence on social
networks Discover Putney has made it’s
way into a few mentions on twitter. This
alone speaks of the success linking
discoverputney.com with social networks
could be. Creating content that links the
businesses of Putney, VT to
discoverputney.com will boost it’s ranking in
search engine inquiries into subjects related
to the interests of Discover Putney, bringing
more visitors to discoverputney.com and
the town of Putney, Vt.

16. Sources and Recourses
Basketvile. Interview to discuss use of social media Moriah Jagoda. 11 2013.
Brogan, Chris. "Social Media Starter Moves for Freelancers." 26 4 2008.
chrisbrogan.com.
12 2013.
"Social Media Starter Moves for Small Town Small Businesses." 23 5 2008.
chrisbrogan.com. 12 2013.
Casserly, Meghan. "Why Small Businesses are Losing Out on Social Media." Forbes
(2013): 1. Web.
Dosolutions.com. discoverputney.com. 2013. 20 10 2013.
Glass, Brandywine. Interview to discuss use of social media Moriah Jagoda. 11
2013.
Hanley, Ryan. "3 Reason Small Businesses Need a Business Blog." n.d.
ryanhanley.com. 12 2013.
"http://www.marketingprofs.com/charts/2012/9218/blogging-drives-leadswebsite-traffic."
(2012). 12 2013.
"https://placester.com/real-estate-marketing-academy/infographic-the-smallbusiness- guide-to-social-media-mastery/small-business-guide-tosocial-media-mastery- 2/." 2013. Plaster. 12 2013.

17. Sources and Recourses
Hubspot. "Marketing Benchmarks for 7000+ Companies." October 2012. 12 2013.
Market, Putney Farmers. Interview to discuss use of social media Moriah Jagoda. 11 2013.
Myers, Ken. "http://socialmediatoday.com/kenm/1643906/not-overwhelming-guide-socialmedia-smallbusiness." 3 10 2013. SocialMediaToday.com. 12 2013.
Orchards, Green Mountain. Interview to discuss use of social media Moriah Jagoda. 11 2013.
Project, Next Stage Arts. Interview to discuss use of social media Moriah Jagoda. 11 2013.
Putney, Discover. Interview to discuss use of social media Moriah Jagoda. 10 2013.
Shandrow, Kim Lachance. "10 Questions to Ask When Creating a Social-Media Marketing
Plan." 16 9 2013. http://www.entrepreneur.com/. 12 2013.
Spinnery, Green Mountain. Interview to discuss use of social media Moriah Jagoda. 11 2013.
Store, Putney General. Interview to discuss use of social media Moriah Jagoda. 11 2013.
Swirl. Interview to discuss use of social media Moriah Jagoda. 11 2013.
Travel, Putney Student. Interview to discuss use of social media Moriah Jagoda. 11 2013.