Linked Finance Digital Marketing Plan

•

Linked Finance

Digital Marketing Plan

Briefing

Creating a Marketing Plan for an integrated Digital Marketing Campaign aimed at small business owners in the food sector. The objective of the campaign was to use digital communications to generate inbound marketing leads for the sales team.

The Plan

Delivering a simple idea wich drives to action: we achieved that with a clear message, focused on a specific microsite only for the business owners.

NEED FUND BUT BANKS ARE TOO COMPLICATED?

WE ARE THE RIGHT ALTERNATIVE

The Process

Foundations for a Full Digital Marketing Strategy and Communication

Taking into account a limited budget we built an strong strategy to cover all the main communication channels.

Research. Digital research of businesses ( homepages, Facebook, Twitter and linkedin networking) Set goals. Guidelines for the correct data

Development. Creation of the microsite and the animated elements for the campaign

Advertisement. PPC campaigns / Website Banners on specialized media. Create a campaign focused on this sector, taking into account tags and delivering a simple message. Stablish a daily budget by media and making iterative corrections over the weeks.

- Adwords Campaign ( written ads, banners)

- Twitter & Facebook Campaign

- Youtube Campaign (animation)

Some of this tasks where accomplished in-house and the costs were reduced which resulted in a boost of the PPC campaigns.

Newsletter E-Mailing campaign would had no cost at this stage, as we used Mailchimp ( Afordable Email Marketing platform) wich offers 2000 free Emails at month. Depending on the length of our database we can see how many emails to send ( not more than 1 or 2 at week). We can always upgrade to a paid service if needed.

The Tools

- Specific microsite aimed at the small and middle business owners.

- Social Media and content generation ( Facebook, Twitter, LinkdIn, Youtube)

- Email Marketing ( Mailchimp)

- PPC ( Adwords, Twitter Ads, Facebook Ads, Youtube Ads)

Timing

The duration of the marketing plan was 8 weeksdue to the research and development stage.

The first 2-4 weeks we prepared the elements for the campaign, did the research and created our mailing database. During the next 4 weeks we delivered the marketing campaign and made the necessary corrections.

Concept and Design

Creating a memorable Visual Communication

Using the corporate branding guide as a reference i reviewed their identity to come up with visual concepts that integrated not only their look and feel but also their message.

Linked Finance prouds itself to be one of Irelands first crowdfunding companies for small and middle businesses, achieving to get in contact investors and business owners while skipping the banks. That “linking” process is their key value, and i wanted to represent that in a graphical way.

Communication had to be both friendly and agile, while maintaining its consistency and purpose.

I came up with an elegant way of achieving that by using a very clean and simple iconographic communication for all the elements, as well as using the simple line to merge all concepts together. This creates a visual journey that draws the users eyes attention from beginning to end, and drives them through all the process from point A to B without ever breaking the chain.

YOU — NEED FUND — BANKS DON’T WORK? — WE PROVIDE!