1. From data to delivery.
A thoughtful, sound, well-researched strategy will inform the basis of every
aspect of your marketing initiative – from creative, to implementation, to
tracking and measuring – from digital to beyond.
1
Consumer behavior is rapidly changing. The
internet has become a tool that individuals look
to when making important purchase decisions.
Long gone are the days that people saw a TV
commercial and instantly went out and bought
that product.
The same is true no matter what the industry.
Buyers go through various steps when making an
investment in a purchase decision. Not only that,
but they also want to feel they can trust the
brand from which they are purchasing.
2
Guiding the user to their ultimate decision means
we become a part of their “journey”. We study
what our target consumer is looking for in order
to craft content around that idea. Informing the
consumer builds trust, trust builds loyalty, and
loyalty builds higher quality consumers.
Targeted content creation, marketing that content
through various online channels, and building
relationships with industry experts will lead to the
overall success of this digital marketing campaign.
You’ve got to think about big things while you’re
doing small things, so that all the small things go in
the right direction.
- Alvin Toffler
james.runkle@drummondst.com / 973.978.3737 / @drummond_st / drummondst.com
2. 2
Strategy
Research, strategy and recommendations are at the forefront of every
successful initiative. Where others see numbers and data, we see words and
sentences that tell your brand’s story.
Primary
Research
• Focus groups
• In-person surveys
• Online surveys
Secondary
Research
• Content audits
• Existing data review
• Industry analysis
• Competitive research and analysis
Strategy Reports &
Recommendations
• Messaging strategy
• Digital strategy
• Advertising strategy
• Social Media strategy
• Creative Direction
• Wireframing
3. 3
Tactical
Recommendations are key but useless if not deployed properly. Once launched,
the tactical initiatives must be tracked, measured and monitored. From there,
strategic adjustments must be made to optimize the campaign.
Community Management
& Brand Monitoring
• Daily monitoring of social media interactions
• Thoughtful and responsive interaction
• Daily (including weekends) tracking and
measurement
• Website analytics and KPIs
• Brand monitoring on all social platforms for
qualitative input
• Monthly benchmarking and analysis
Content Creation
• Keyword Research
• Editorial guidelines
• Blogging / Vlogging
• Instagram graphics, Facebook, Twitter, LinkedIn
(etc) posts
• Writing for Web 2.0 sites
Digital PR
• Building a list of content creators (e.g. bloggers
and vloggers) whose audience fits our
demographic.
• Correspondence and relationship building on a
regular basis.
• Incentivizing bloggers/vloggers.
Search Engine
Optimization
• Link building
• On-page SEO
• SEO copywriting
• Information Architecture
