2. Background:
We are a digital agency awarded a website redesign project for a
client who has a long-standing relationship with a traditional
agency. Last year, they did an offer-based campaign supported
by radio, print, and an online buy. As their original site could not
support the campaign - a microsite was needed.
Now they are in a position where they have a digital agency
creating a whiz-bang site that supports online sales (us), and their
traditional agency focusing on creating campaigns (ahem - them).
This presentation outlines our recommendations to bring the two
worlds together - assuming that our site is live in time for their
campaign.
3. TODAY
Benefits of a single site
How to manage campaigns
Sample
Moving forward
Next steps
4. TODAY
Benefits of a single site
How to manage campaigns
Sample
Moving forward
Next steps
20. Phase I
• Require overview of summer
campaign from traditional agency
• Review our plans for paid search to
support own site launch
• Pending campaign info: incorporate
into home flash with landing page
• Timeline risks
21. Phase II
• Phase I site launch, testing &
evaluation
•Collaborate with traditional agency to
create an integrated campaign
22. anticipated roles
digital agency trad agency
Natural search o
Banner ad o
Paid search o
Social media tbd tbd
Traditional campaign o
Flash banner (on site) o
Landing pages o
Conversion goal page o
23. Managing risks
• timeline for traditional campaign
launch vs site launch
• what online support is required?
Notas del editor
More relevant if you’re changing the name
instead of campaign_name.com ... or .ca and new_website_name.com
campaign microsites don’t promote loyalty; trains visitors to wait instead of keep coming back
We need to train visitors to come here all the time
creating multiple sites for the same entity and the same goal can work against you.
diluting search engines by introducing another competing site
driving up cost of paid search words (if you’re running campaigns for each site)
Humans can only remember so many things
If someone is intrigued and wants more info... its all right here
not creating a new structure or platform from scratch
avoid two streams of paid search
I would never say that microsites are a great revenue generator for agencies
Maintenance sanity
often the push back is that there are creative restrictions when forced to include a campaign in an existing site.
Not necessarily the case
Note - the Zoo site and microsite are not our sites... simply a relevant example
Overview of traditional campaign: awareness? driving bookings?
creative?
tactics to support? (radio, print, paid search, banner ads...?)
We’re working towards XXX launch date .. knowing that the visitors content is a priority
What is the nature of their campaign & what online support is needed?
How can we avoid duplication of effort?