Sample digital marketing plan for fictional travel company

1. Ghost Hunter
Tours & Travels
you FEAR they APPEAR
Submitted By:
Jugal Shah
Khushal Bhatt
Prit Thaker
Amit Kedia
Sachidananda Panda
Bhavya Mishra
Mansi Sharma

2. Agenda
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Concept
Content Marketing
SEO
Web Analytics
Social Media Handlers
Display Ads
Mobile Marketing
Online PR

3. Concept
• Behind many famous landmarks, there is a great
ghost story.
• Popular concept in western countries
• Tour is a balance of ghost stories in historical
context, with some elements of sightseeing

4. Objective
• To kindle excitement and encourage people to
try Ghost Tourism
• Target people who are looking for a different
kind of experience
• Demographic profile – Age group 22 – 40
• Psychographic profile – Adventurous,
innovators, sceptics

5. Content Marketing
• Content – The biggest Digital Asset of the
company
• Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage a
clearly defined and understood target audience
• Relevant content along with effective SEO
strategy can significantly improve page rank

6. Website Map

7. Search Engine Optimization

8. Keyword selection is an important step towards SEO. Things
which we need to keep in mind while selecting keyword are: -
keywords
i. Number of searches for the keyword
ii. Cost of Keyword
iii. Relevance of keyword
Google search of the keyword
Ghost story, Ghost house, Ghost tourism, Scary places, Bhoot,
Bhoot Bangla, Nightmare, Horror, Dark Secret

9. Keywords
Monthly local search Monthly global search
CPC (Rs)
Ghost Story
60,500
6,73,000
20.77
Haunted Places
60,500
5,50,000
17.31
Ghost Tourism
36
320
81.19
Scary Places
3600
33100
10.69
Different Tourism
880
6,600
22.85
49,500
33,50,000
15.62
1,10,000
2,46,000
8.11
Nightmare
Bhoot

10. Cost and Search frequency of keyword
Month wise
search
frequency
Cost

11. Back links
External links from high quality domains serves as an important method to improve
SEO.
In order to incorporate it we would try to put up our website link in pages like:
Ways to generate Backlinks:
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Social Bookmarking
Blog Commenting
Forum Profile Links
Yahoo Answers
http://tourism.gov.in/
http://www.tourisminindia.com/
http://www.ecotourism.org/?gclid=CM_OxoGj6rUCFcRV3godgmoAUQ

12. Meta Tags
• India, story, ghost stories, haunted, hauntings,
spirit, spirits, hunter, hunting, investigation, tours,
paranormal, supernatural, spiritual, experience,
experiences, psychic, psychics, Tours, Bhoot,
Bangla etc.
<title> Ghost Tourism, Tours to Scary Places, Supernatural Events Expeience </title>
<META NAME="description" content=―Visiting haunted places, Experiencing ghosts, Tours to
haunted places and supernatural events experience first time in India.">

13. Social Media Strategy

14. Social Media
• Social media are used for
social interactions. They
include the technologies and
online practices that people
use to share opinions,
knowledge, experiences and
expectations.
• Social media can take the
form of texts, images, video
and audio.
• Companies
investing more than 30% of their
marketing budget in social media marketing can
foresee a 6% increase of their gross operating profit
• Social media is much cheaper: the cost per 1,000
could be 700 times cheaper compared to other
traditional marketing tools
• When asking ― How much do you trust the following
information sources‖ social media obtained 77% while
TV and radio scored 39 % and direct mail only 25 %
• Social media is the fastest way for market research,
product testing, and allows measuring results easily
• Social media is the only way to create a close
relation with your customers
*Social Marketing Report, Deloitte,

15. Social Media Strategy
Facebook
Youtube
• Build: Launch a Facebook fan page
• Engage: Conduct quizzes, events, ask fans
to give their comments, upload pictures
and videos.
• Upload stories and images of ghost
haunted places of world
• Publish Fan of the week and Gove
goodies to winners of the online
promotion events
• Create Polls,
• Promote: Share content with much larger
audience with “Promote” and “Sponsored
Stories” option
• Launch interactive facebook ghost
hunting application
• Post events on facebook page
• Build: Launch a Youtube channel and
personalize it theme of Ghosts Post photo
of famous ghost haunted place in
background
• Engage: Upload teaser videos of tour
packages
• Engage & Promote: Encourage customers
to share their experience and videos they
have taken
• Use “Promoted Video” functionality of
Youtube to promote videos in youtube to
our target audience
• YouTube advertisement

16. Continue…
Twitter
Pinterest
• Launch a twitter handle
• Tweet regularly to keep people engaged
• Give live updates and communicate news,
offers and events happening to customers
• Use “hashtag” and ask followerd to
tweet using that hastag eg
#GhostHunting, @GhostHunterTours
• Upload and share images
• Do customer service through Twitter
Handle
• Create a “good-looking” account
• Creating Unique Boards for different
topics ie sites, tours, stories etc
• Upload and share images on these boards
and keep images sharable
• Give a prize to the pinner who gets more
shares, likes and tweets of our image

17. Continue…
LinkedIn
• Launch a LinkedIn company page
• Promote blog feed on linked in
• Create highly customized linked ad
campaign to reach target audience
• Utilizing Events to Engage Clients
• Join Groups, Connect With People, share
ideas and make presence felt in
customer’s mind
• Get Recommendations to Attract More
Clients
Flickr
• Create a Flickr profile
• Upload photos of your services, cstomer
experiences and related things
• Join appropriate groups and share photos
in those groups. Take part in discussion
and sell service

18. Social Media
Blog
• Gives visitors a reason to check out your
site again and again
• Constantly updated content
• To provide a reason to your customers to
believe us as an EXPERT of the field
• Blog user experiences and images to
show credibility of services
Others
• Instagram: Sharing Of photos
• Foursquare: Pointing location and update
users about where current tours are
happening and making social media
presence
• Google+

19. Mobile Marketing
•
Launch a Ghost Hunter app
• The theme of the game would be ―Finding n Hunting Ghosts‖
• The game will have themes of real tours
• This will be a platform to showcase different tours and packages of
company and as well as spread awareness about the company
•
Give Advertisement in free & ―Freemium‖ apps
that are used by our target audience

20. Display Ads

21. The mystery beyond me

25. Facebook

26. Twitter

27. Invites you to explore the unfold mystery and folklore about
paranormal activities. Step out of multiplex and come to the real
world with haunted place around you. Get more extreme and
adventurous, and book your self an experience of mystery.
you FEAR they APPEAR

28. Online PR Techniques

29. Importance of
PR:
• Helps us to understand the audience and fans assists us in
using the right tools for the right audiences. For example :
Facebook and Instagram are effective tools for younger
audiences, while email , newsletters are better tools to
reach an older demographic.
• Promoting an event successfully involves establishing
credibility, generating good media coverage and creating a
buzz, all of which can be achieved through online PR.

31. Social media
• This process begins with the generation of
high-quality content, a factor at the heart of
any online PR campaign. Whether this content
appears on the company blog, website, social
media profiles or elsewhere online, it is the
first stage when enhancing the reputation of a
company.

32. Writing
• News Releases — On-going news releases covers new ghost
citings , paranormal activities spotting , eye witness accounts
and photographs of recent abnormal activities spotting and
promotions, and, of course, key business developments such
as contracts and marketing agreements.
• "Perspective" News Releases — The perspective release is
a statement by an executive about an issue of importance to
his or her industry. Such releases are effective in building
recognition and respect for company executives. Editors
frequently request these releases be expanded into longer
viewpoint, guest editorial or opinion articles

33. Contd.
• Articles — We regularly generate features, application and casehistory articles, as well as highly technical articles. After interviews
of appropriate people, we do additional research, draft the article,
submit it for approval, and place it in an appropriate publication.
• Papers and Speeches — Speaking engagements at key industry
events and forums provide important visibility. We can work with you
to identify speaking opportunities and write speeches and papers.
Each presentation also becomes an opportunity for generating news
releases and other publicity, beyond the immediate audience

34. INTERVIEWS
• For all major interviews we prepares a detailed
briefing about the type of publications, the
reporter, the subject, and the types of
questions expected. For especially important or
sensitive interviews, we also prepare a set of
challenging questions and review with our
interviewee the various answers which would be
in our client’s best interests.

35. Haunted Places: Bhangarh and
Dumas Beach

36. Savouy Palace,Mussorie

37. Google Analytics
Report
• Google analytics will be used to make report on
the keywords, organic search, demography,
volume of data, search location, browser,
operating system, device and other details
related to system using which the website was
opened.
• This will help in better understanding the
process of search for our website

38. Daily Search Report

39. Location of Search

40. Active User Report

41. Monitoring of Facebook users

42. Budget
• Monthly Budget Rs.1,50,000
– Advertisement: 60%
• Search Engine Ad: 40%
• Social Media Ad: 20%
– Other Expenditure:: 40%
• Events: 5%
• Video + Design: 20%
• Sponsored News: 15%
Time Li ne

43. ROI
Reach
100000000
10000
Impression 56000000000 5600000
Daily Click
133200000
13320
Conversion
10900000
1090

44. Every mystery is unfold, each time you unfold
one another is waiting for YoU…
At your own RiSk…..
BeWAre