Birmingham City University student project. Working with Leicester based agency Bulb Studios on a live brief; We’ve developed a content marketing campaign that jointly meets your objectives and solves your potential clients problems with LEAD CAPTURE at the heart. We will drive visitors to Bulb website, increase convention, and generate solid leads. We propose the strategy focusing on content, digital and search engine optimization with user centric design at the heart of everything we do.

1. BULB STUDIOS
________
27.01.2015

2. Content
Marketing
Social
Media
SEO +
Analytics
POWER OF THREE
MARKETING STRATEGY

3. BULB OBJECTIVES
__________
•Develop the company message
•Improve understanding of Bulb’s services
•Develop new business opportunities
DIGITAL MARKETING GOALS
- Increase traffic to Bulb Website
- Generate leads
- Social Media Engagement
CONTENT MARKETING
- Goals: Quality of engagement, increase traffic, positive
branding.
- Objective: To deliver insightful / educational content to
Bulb’s target audience
MESSAGE
We work where technology, creativity and strategy
converge, creating engaging, smart and measurable digital
experiences. And we aim to impress with every project,
offering passion in the way we deliver beautiful user
experiences, and proof in the form of a tangible return on
investment.
SECONDARY MESSAGE
Bulb offers a digital health check to your website, product
or service and provide insight into area’s your business can
improve.

4. OVERVIEW OF BULB AND COMPETITOR
- Informative
- Lack of its own content
-­‐
Inconsistency in branding
-­‐
Doesn’t show personality
-­‐
Limited
use
of
social
sharing
-­‐
High
number
of
case
studies
-­‐
High quality designs and video
- Social media updates are infrequent
-­‐
Has social media channels but doesn’t update them
Staff
blog
entries
-­‐
Buzzing
Social
Media
-­‐
Downloadable
Content
-­‐
Makes their own products
- Supports other businesses
- Bad at presenting their work (3x
examples)

5. 0
2.25
4.5
6.75
9
Social Interest*
*Nibbler Results
x24
x16
x8
Followers**
}
**Bulb Studios VS Ustwo
REVIEW OF COMPETITORS

6. Tenshi Partners AVEXTechnology Energy MeteringTech
PERSONA 1 PERSONA 2 PERSONA 3
Tenshi Partners AVEX Technology Energy Metering Technology
What they do:
Tenshi Consulting provides advisory
and interim management services to
the creative industries and specialises
in digital media and games.
What they do:
Technology installation company.
What they do:
They provide smart energy and water
monitoring systems for businesses
- Based in Surrey
- 11-50 Employees
- Active on Social Media
- Based in Leicester
- Less than 10 Employees
- LinkedIn 9 Followers
- No other Social channels
- Based in Burnham
- 11-50 Employees
- LinkedIn 41 followers
- No other social channel
Their Challenge:
Their main competitors (Auroch Digital)
have launched a YouTube web tv
series and have overtaken them as the
lead games consultancy in the UK.
Tenshi need to react to this
Their Challenge: Competition is high.
They spent funds on new website but it
has had limited effect on sales.
Their Challenge: Sales are falling and
customer retention is low. They are
looking for digital solutions
The Reason: The Reason: They are not utilising social
media. The UX of their ‘Instant Quote’
page is very poor, and is not optimised for
mobile.
The Reason: They don’t have a social
media profile, no clear branding, weak
business message.
Solutions:
High production videos, highlighting
brand, case studies, and engagement
with the games design community
Solutions: Bulb can offer a strategy
targeting potential customers and
develop content distributed through social
media. Drive traffic to the site through
paid search and optimised landing page
Solutions: Bulb can deliver a branding
and awareness campaign which will help
organic search, reinforce the brand
message and generate leads

7. LinkedIn Facebook
Twitter YouTube

8. LINKEDIN
LinkedIn as a social
sharing tool boost
business reputation
and 70.6% of LinkedIn
users are checking
profiles for target leads.
The State of the Agency Report 2011

9. YOUTUBE
51.9% of marketing
professionals worldwide cite
video as the type of content
with the best ROI
(eMarketer, 2013)
76% of UK marketers use
video as a marketing tool and
this number is growing rapidly.
2014 Benchmarks, Budgets,
and Trends: Content
(DMA UK. 2014)

10. FACEBOOK
Facebook usage as a
B2B channel has
increased by 54%
(Content Marketing Institute/MarketingProfs, 2015)
89% of UK marketers
use Twitter to distribute
content with 75%
effectiveness rating
(Content Marketing Institute/DMA UK, 2015)
TWITTER

11. Video Web Series Playlist:
Digital Innovation Series
1.
The Importance of User Experience in Digital
2.
Using Video and Animation for ROI Success
3.
Web and App Development and How It’s Changing The World
Bulb Digital Innovation E-Book
for SME’s
Blog / Bulb Guide
Industry Insights, Hints and Tips, How-to Guide
Articles, Video, Infographic, Lists
LANDING PAGE
- CRM (Enter details for E-Book)
- Contact Us for Healthcheck of your Digital Assets
- Blog / Guide
DELIVERABLESCONCEPT
Digital Innovation Guide
Infographic
List of industry insights, digital innovation guide
THE POWER OF THREE - SEO, Marketing, Social
Media, Optimised content marketing at the heart of
it. The power of 3 guides the experience
THOUGHT LEADERSHIP builds customer retention
and customer relations presented by the clients as a
leader in the digital agency.

12. ENGAGING
CONTENT
GUIDELINES
_____
The content should bring attention to key areas of
Bulb’s brand:
- Bulb Studios case studies
- Bulb Studios technical skills
- Working with high profile brands
- Willingness to help SME’s and Start-ups
- Desire to give knowledge freely
- Professionalism of brand
Content must highlight key issues that face businesses,
which include (but not limited to):
- Conversion
- Registrations
- Fewer abandon
- Decrease training
- More traffic
- Save development time

13. VIDEO MOOD BOARD
90% of consumers say that
seeing a video about a
product/service is helpful in
the decision process
(Insivia, 2012)

14. VIDEO THUMBNAILS

15. VIDEO INTRO AND OUTRO

16. INFOGRAPHIC

17. Tech-based SME’s are
predominantly on LinkedIn
as the biggest industries
with the highest
concentration worldwide
are:
High Tech (14.3%),
Finance (12.4%) and
Manufacturing (10.1%)
- (LinkedIn, 2012)
0
4
8
12
16
Finance Manufacturing Technology
WHO IS USING LINKEDIN?

18. HubSpot drove 400% more leads within their
target audience than lead generation efforts on
other platforms.
Bislr drove 3x the click-to-conversion rate seen on
other social channels, and lowered cost per lead.
70% of clicks from Sponsored Updates will come from mobile.
HootSuite saw 15% conversion rate from click-to-
lead and 32% lower cost per form-fill compared to
other paid channels.
DRIVING LEADS WITH LINKEDIN

19. LANDING PAGE

20. BLOG
86% of UK marketers
use blog with 63% of
effectiveness rate
(Content Marketing Institute/DMA UK, 2015)

21. CRM

23. F
DIRECTED TRAFFIC INCREASED TRAFFIC
SUMMARY