This is for an advertising class only. The content is not affiliated with HSC Corp.

1. Hemlock Semiconductor
Digital Marketing Strategy
NEW MEDIA DRIVERS LICENSE ▫ NATASHA WHITE ▫ APRIL 16, 2012

2. About Hemlock Semiconductor
• What We Do
▫ We produce safe, sustainable, reliable, & high-purity
polysilicon for large semiconductor, solar wafer, and
fiber optic cable manufacturers.
▫ Founded in 1961
▫ U.S. locations in Hemlock, MI & Clarksville, TN
• Target Audience
▫ Manufacturers/businesses actively involved with
HSC’s specialized polycrystalline silicon product
▫ Local community members
 Reputation is very important to a company as large as
HSC. This group will be the focus of our strategy.

3. Campaign Challenges and Goals
• Challenges
▫ Our product is targeted to a small niche market,
not to everyday consumers.
▫ Local community outreach and feedback can be
difficult to achieve for a company in our industry.
▫ Very low social media presence
• Goals
▫ Engage local community via various social media
platforms, online advertising, blogs, and mobile
applications.
▫ Make HSC a world renowned name

4. Current Social Media Tactics
• Hemlock Semiconductor currently has the
following:
▫ Website
 www.hscpoly.com gives a general overview of the
company, history, and sustainable products.
▫ Twitter
 Although HSC has a twitter account, there is
irrelevant information posted that does not engage
the local community
▫ LinkedIn

5. HSC’s Digital Marketing Strategy
• HSC must implement a mix of strategies:
▫ Social Media
 Facebook, Google +, Tumblr, YouTube, Twitter,
FourSquare, Yelp!
▫ Internet Marketing
 SEO/SEM via Facebook Ads & Google AdWords
▫ Blogging
▫ Mobile Marketing
 Create a mobile app, QR codes

6. Key Components
Social Media Platforms
(Facebook, Twitter, FourSquare, Tumblr, YouTube, Google +)
• Utilize social media platforms to appeal to both
audiences by giving a “sneak-peek/behind the
scenes” tour of the company
• Add a “human edge” to the brand
• Examples Include:
▫ Employee focus interviews, sharing
pictures/videos of employees at their jobs, product
news, competitions, polls, live Q&A's, photos of
new building renovations, updates on charity
events/campaigns, and utilizing “check-ins”

7. Key Components (Cont.)
Online Advertising
(Google Adwords, Facebook Ads)
• Improved SEO & ability to reach people who are
looking for them specifically
• Campaigns run on a pay-per-click format
▫ Advertisement reaches consumers but only paid for
when clicked on
• Example:
Hemlock Semiconductor in Hemlock, MI
Polycrystalline silicon development and production
Supplier for your semiconductor or photovoltaics business
http://www.hscpoly.com/

8. Key Components (Cont.)
Mobile Marketing
• Develop an “app”
▫ Possible app features include: PR/news
section, product section, communication
section, promotional section, competitor
section, and community outreach section.
• Create a QR code
▫ QR codes can be directly linked to HSC’s
blog, twitter account, website, etc.

9. Digital Strategy Budget & Timeline
• Budget
▫ $150,000-500,000 dollars
 $90 k: Two Social media/marketing manager salaries
 Create/maintain Twitter, Facebook, Google+, a blog, and any other
social media presence
 ~ $40 k: Run Google AdWords & Facebook Ad campaigns
 Approximate budget of $50/day ($2 bids/keyword)
 ~ $10 k: Develop an App
 Free: Create and maintain a QR code.
• Timeline
▫ Continuous user-generated content
▫ Since this is a pretty steady industry, peaks are not common
 Holidays, Festivals, local events, and summer months would be
most popular.

10. Measuring for Success
• Google Analytics
▫ Tracks a variety of metrics
from page visits to time spent
on each page
• Facebook Ads Manager
▫ Data on impression, “likes”,
and clicks
▫ Age, gender, location
information
• Increase in “likes”, +1’s, re-
tweets, check-ins, followers,
and website/blog hits, hits on
YouTube.