How we delivered the Digital marketing Plan
We launched a two-pronged approach to engage with Munzee’s target customers. We ran parallel digital marketing and offline advertising to put out the same message in different ways:
SEO strategy
Onsite SEO included:
- Ongoing keyword research exploring search volumes, keyword difficulty and relevancy as well as seasonal trends. Using the results of research to identify core terms for the site as well as additional terms fed in over time.
- Initial and ongoing full site optimisation through new and regular content for the site. This included dedicated loan pages (based on criteria such as value/term/situation) and informative blog articles providing engaging and useful content to the end user.
- Internal linking of content to aid with comprehensive indexing of the site.
Offsite SEO involved mostly using our extensive blog network to implement backlinks from high domain authority sites in the same sector to endorse reliability and increase legitimacy.
AdWord strategy
Munzee’s AdWord campaign consisted of research into keywords and search terms. This led to a number of campaigns on the resulting keywords and search terms, with separate Ads being created for each campaign. These Ads were then put through continued optimisation and amended based on performance, resulting in two top performing ads for each campaign.
Offline Advertising
London Underground
2 week display of 4 sheet posters. 330 posters in and around every London Underground station, including platforms, ticket halls and corridors. Also a 2 week display of TCPs – Tube Carriage Panels. A minimum of 2200 cards : one in every other carriage on every London Underground train.
A 2 week campaign of this nature is estimated to reach over 3.5 million commuters, 43% of whom are in Munzee’s target age range, compared with 34% of the rest of the UK. 89% of tube users who recall campaigns think more positively about the brand and 49% take action towards the brand.
Manchester bus network
2 week display of posters on 20-25% of the Manchester fleet. Bus reaches 93% of all UK adults every 2 weeks. 48% of people recall bus campaigns, over 25% of these will purchase the advertised brand/product, and 60% will consider the brand in future.
Manchester Metrolink
2 week display of 4 sheet posters in and around all major Manchester Metrolink stations which serve 44 million passenger journeys every year. Posters are potentially visible to 500,000+ residents and a percentage of the area’s annual 1.6 million visitors.
West Midlands Metro
2 week display of 6 sheet posters in and around all West Midlands Metro Stations, which generate around 5.4 million passengers every year.
