Building an integrated campaign from the strategy up.+ Bumble Bee Foods+ Geary Interactive+ WD-40 Company

Introductions

+ Stephane Bardin, Bumble Bee Foods+ Shelley Callahan, Geary Group+ Vanessa Newkirk, Geary Interactive+ Paige Perdue, WD-40 Company

Lay of the land

So what’s the hold up?

Integration from a strategy perspective

Brand

Social media

Website

Offline

POS

Coupons

Paid searchSEO

Email

CRM

Mobile

LBS

Evolution in planning paradigm

Marketing plans must answer the questions:

+ Where do consumers want to engage with us?

+ Where do we want to engage with them?

+ How can we make it easier to engage with us?

Strategy development tips

+ Acknowledge the need for integration

+ Think beyond short term campaigns

+ Elevate your tracking/ analytics expectations

+ Hold everyone on your marketing team accountable for integration

Integration from a media perspective

Branded web properties

Social media

SEO

Mobile

Paid search

Traditional

Display

Evolution in planning paradigm

Digital media plans must answer these questions:

+ How can we share intelligence between media disciplines?

+ Do all media channels support a uniform message?

+ Can consumers find us when/ where they want?

+ How can we track their behavior to make smarter marketing/ business decisions?

Challenges

Tunnel vision

Solution

Lead strategically, not tactically

+ Bring everyone together during an initial kick off to plan in a strategic and integrated fashion

+ Leverage media disciplinary experts (e.g. social media)

Fragmented reporting

Solution

Integrate reporting and assign media channel KPIs

+ Segmented reports do not illustrate the big picture

Accountability

Solution

Every discipline affects a marketing ecosystem, so everyone is accountable for output.

+ Attach goals to various departments and make sure everyone is onboard with the integrated marketing plan.

+ I’m on a horse: Do you think the social media and video teams for the Old Spice campaign planned in isolation?

Scenario planning

Solution

+ Plan for every iteration of a campaign and don’t sell yourself short.

+ Before you initiate a campaign, take pause to see any gaps that are easily overlooked when you’re knee deep in execution

Key integration points

+ Paid search and SEO

+ Display and paid search

+ Online and offline

+ Social and paid search

+ Email and social

+ Website + EVERYTHING…

Tips and tricks

+ Plan strategically

+ Integrate

+ Optimize!

Bumble Bee Foods and WD-40 Company

Stephane Bardin Paige Perdue

Q&A

slideshare.net/gearyinteractive