I’ve been asked to create a Google Adwords campaign for the East Lansing Film Festival. Below is a brief of suggested tactics and the benefits for using Google Adwords that I believe will result in increased awareness and sales for ELFF.
Sincerely,
Beth Berens
East Lansing Film Festival Creative Brief for Google AdWords
WHO: East Lansing Film Festival
WHAT: Increase awareness of films and film competitions to locals.
TARGET: East Lansing, Lansing, Okemos communities and surrounding areas, with a focus on those intereseted in film and local activities.
COMPETITION: Other local theatres and local activities.
OPPORTUNITY: To reach target via online ad as they’re searching keywords relevant to ELFF.
BENEFITS: Users are doing their searching online, and therefore must be reached via online marketing. Google AdWords will be an effective medium for reaching potential customers because it will reach them as they’re searching with relevant keywords.
KEYWORDS: film, film festival, east lansing film, east lansing activities, things to do east lansing, film competition, film contest, independent film, documentaries, etc…
- Keywords should be grouped by different targets. Examples could be “Users interested in Film,” “Users interested in Local Activities,” and “Users interested in supporting local events.
- Also consider misspelled keywords
ADS:
1) East Lansing Film Festival
10% off pre-ordered tickets for
Independent Films showing near you!
2) Local Film Contest!
Make a 5-minute film in 48 hours.
Enter Your Team Today!
http://www.elff.com/forty-eight-five
LANDING PAGES: All landing pages should link to ‘about us’ and ‘contact us.’
(keywords) Seeing Local Film: A page consisting of the local films by the ELFF
Student Filmmaking/Competitions/Entires: A page about the 48/5
Filmmaking/Competitions/Entires: Call for Entries page
Upcoming Film: About the East Lansing Film Festival page – where/when/what
Festivals: About the East Lansing Film Festival – where/when/what
Independent Films: About the film series
COST:
$0.20 per click
Max CPC: $20/day
Check minimum bids for keywords constantly
MEASURING EFFECTIVENESS: Google Analytics collects data that will help you analyze and track effectiveness of your Google AdWrods campaign.
(This is a theoretical campaign, created for the New Media Drivers License class at Michigan State University.)
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