1. Strategy Overviewa. Evidence of Impact b. Overall Objective

2. Strategy Component I: Blog3. Strategy Component II: Parking Ticket Stunt4. Strategy Component III: “Don’t Let This Happen To You” Stunt5. Expected Budget6. Goals

Outline

How Should Edmunds Launch the New Brand in 2017?

Helpful & Engaging Blog

Impactful PR Stunts

Why a Blog?

SEO ROI

64% Deeper Connection

Better Understanding

Wider Audience

Drives Traffic

Better Search Engine Ranking

Low Cost High ROI

MIT & HubSpot ROI Report

● Traffic & leads: Blog represents main source of increase during early stages of funnel

● Sales: At final stage of the funnel, inbound marketing takes priority ● Blogging comes in a close third

Blog Objective

New Tone of Voice

Thought Leadership in

Car InformationRelationship

Building

Top-of-mind Awareness

Increased Traffic & Conversion Rate

Everything About The Car

1. Informative2. Educating3. Helpful4. Inspiring 5. Engaging6. Fun

Mockup

Rating System Extension

SalomondrinShmee 150Jay Leno’s Garage

Collaborating with Influencers

Content Marketing

Road Trip Guide

New Focus & Tone of Voice

10 Most Beautiful Road Trip Routes

Social Media Engagement

Conversion (blog) Engagement Engagement

Publicity Stunts

Raise Awareness Low BudgetIncrease Engagement

Launch: “Parking Ticket” Stunt

Creative: “Parking Ticket” Stunt

Social Media

“Don’t Let This Happen to You”

$1000 !!

Social Media

Budget - TOTAL

Components Cost

“Parking Ticket” Stunt (5 cities) $14,500

“Don’t let this happen to you” Stunt (5 cities)

$19,000

Blog (2017) $25,800

TOTAL $59,300

Timeline

Goals

25% increase in website traffic within 2 target groups - New visitors: increased online market share- Repeat visitors: increased chance of conversion

Significant expansion of target audience- Without harming existing target audience- No additional marketing spend

We’re unlikely to change the 10-year rule, but we want to make sure that when people buy a car, they buy it from

Edmunds

With 150 blog posts in 50 days, LogMyCalls achieved

● 210% increase in overall traffic

● 514% increase in organic search traffic

● 901% increase in referral traffic

● Significant, traceable increase in new customers

● 400% increase in inbound leads

● Significant reduction in SEO spend

In Closing

APPENDIX

Goals: Calculation

10-year rule: The Edmunds website purely focuses on people interested in buying a car, which happens every 10 years. This means, that on average, men and women within our target audience will be looking to buy a car once.

Currently, 8.6 m females within the age range of 35-44 and 17.2 m males within the age range of 45-54 visit the Edmunds website at least once every 10 years. Thus, current total traffic is 25.8 million.286,000,000 (total US web traffic) x 15% (35-44 years) x 49% (females) x 41% (Edmunds) = 8,618,610286,000,000 (total US web traffic) x 20% (45-54 years) x 51% (males) x 59% (Edmunds) = 17,211,480

By engaging people with topics around the car, not limited to the purchase of a car, we would attract a much larger audience to the Edmunds brand and increase traffic to the website.

➔ Increased traffic: As the blog targets a much broader target audience, we expect 25% increased traffic (MIT & HubSpot Report)This would amount to a total of 32,250,000 (25.8 m + 25%) people who will visit the Edmunds site when interested in purchasing a car.

Budget - “Parking Ticket” Stunt

● One-time spend per city

Components Cost

Actor $300

Video Production $2,000

Prizes - Car Waxing/Wash/Minor Repairs $600

TOTAL $2,900

Budget - “Don’t Let This Happen to You” Stunt

● One-time spend per city

Components Cost

Actor $300

Video Production $2,000

Car Rental $500

Prize $1,000

TOTAL $3,800

● Spend in 2017

Budget - Blog

Components Yearly cost

Domain Hosting Fee $300

Blog Setup $1,500

Ghost Writing $24,000

TOTAL $25,800

PR Stunts: Cost of Hiring an Actor

● In general, for a smaller, non-broadcast TV level production, you can expect to pay anywhere around $50-400 an hour for an actor. Or you can also think of it as something like $250 per actor per (8 hour day), in a market which is priced at the lower end of the spectrum.

● http://blog.veed.me/how-much-does-it-cost-to-hire-actors/

PR Stunts: Cost of Renting a Car

● Convertible Mustang - $109 per day● Dodge SRT Viper - $699 per day● Lotus Elise - $349 per day● Porsche Boxster S - $349 per day● Porsche Cayman GTS - $399 per day

PR Stunts: Cost of Video Production

● Small Business Marketing or Kickstarter Short● Small Job (1 camera, no assistant)● Average Price: $984● Medium Job (2 cameras, assistant)● Average Price: $1,879● Large Job (anything goes)● Average Price: $5,277● http://www.smartshoot.com/blog/2015-videography-pricing-s

urvey-results

Blog: Outsourcing of Content Writing

http://executionists.com/cost-of-blogging/

The content marketing team at Executionists conducts company interviews, does

extensive research, and crafts relevant, original content (400 to 800 words) including

longtail keyword integration (title, headings, meta data) and stock image purchase/customization per article.

Depending on factors such as how often you’ll publish new content to the blog and the

length of the articles, ghostwriting costs will vary. If you’re looking to post one blog per

week, ghostwriting can cost you $1,000 to $1,800 per month.

You should plan to set aside $1,000 to $2,500 a month to stay in the game.

Edmunds Playlist