Specifics Examples from Cast Study (abridged):
New York Film Academy
Goal: to increase enrollment one-third per year using digital marketing.
The Issue: We were not allowed to redesign the website or any advertising be it digital or print, merely suggest where ads should be placed.
What we did: Beginning with search engine optimization focusing on four major keywords and a Google & Yahoo paid search campaign traffic to the site was boasted from around 8,000 unique visitors to 20,000 unique visitors which still maintains to this day.
After bringing the traffic, the goal became conversions (turning information requests into paid applications). Without the option of changing the website, to create a more conversion focused approach, we went viral. Creating a Twitter account, which is now over 10K followers and over 16 Facebook pages in ten languages; the largest one being the main fan page which has over 40K fans. Fans and followers were gathered at first through a series of blog posts and Youtube videos then spread virally.
Yet these numbers did not translate into conversions (at least not traceable conversions) necessarily it was enough to get a minor budget for Facebook ads which eventually led to a total spend of $21,702; with a total return of $411,816.
Our Google Adwords campaign total spend of $2.2M; with a return of $10.74M (800% return)
Goal: Increase social media presence.
The Issue: No exclusivity to brand, limited approval on proposals, no contests, no giveaways.
What We Did: Beginning in February 2010 and starting at zero on Twitter and Facebook, we began broadcasting presence with multiple tweets and updates per day. Simply by broadcasting any press releases and pictures of celebrities that wore that brand we were able to quickly gather fans at a rapid pace. Currently the company has 22,500 fans on Facebook and 16,000 followers on Twitter.
In January 2011 we made "(companies name)" the number four trending topic worldwide on Twitter during the Golden Globes.
Reality Show Contestant (TV Show)
Goal: To create a presence in the entertainment world for Reality Show Contestant once her stint on TV Show was complete.
The Issue: With confidentiality agreements in place between (the television network) and our client we had very limited room to do much of anything in regard to addressing the only thing that made client saleable to a mass audience.
What We Did: Quickly built as large of an audience using press materials and show promotions from a season of TV Show that ranked the lowest the show has ranked in the last ten seasons. We were able to capitalize on the way that was she was being portrayed on the show and catapult her into the social media spectrum, controversy surrounding her on the show (she was fired as a [redacted] for appearing on the show) was both dealt with and built done by relating to fans on their level. No comment on Facebook or tweet on Twitter ever went unresponded to.
After she was fired on TV Show we released a video on Youtube.com that lasted only three hours before we took the video down following a cease and desist letter from (the television network)'s Attorney. The video had nearly 170,000 hits at the time when we removed it at (the television network)'s request.
Our client has since appeared Fox News' Huckabee with Mike Huckabee, Studio B with Shepard Smith, Fox and Friends, CNN's Headline News, and MSNBC.