Transcript emails - eBrains

Evolution Discussion
December 2011
THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS
Your Collaborators Today
Mary Lewis Senior Brain
Partner Responsible For FXVA Relationship
Christian Hornbaker
Senior Executive Brain
Partner Responsible Business Development
Ralph Thompson
President & Chief Brain
Strategy & Results Driven Solutions
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Online Marketing Case Study
In 2007, starting from scratch for online marketing, Fairfax County
engaged eBrains to develop a comprehensive online strategy based
around the highest ROMI solutions and also related economic impact
guarantees provided by eBrains. Following are top level metrics from
some of the programs we have executed with Fairfax County:
DATABASE
4THEN – Spring 2007 - less than 10,000 records
4NOW – Spring 2010 - 138,000 records
EMAILS
41.9 million emails developed and delivered
4Initiated strategy for handling Inactive component of the database
4Currently marketing to 5 consumer interest segments
SEO
41st page rankings increased 98% during 2009 campaign launch
PPC
42008-10 efforts delivered 300 million impressions and over 300,000 clicks
Net Return On Marketing Investment
42009 Conversion Study - P.I. Internet program was measured along with other lead sources
communicated with via eBrains
4eBrains leads results - $19 million in spending, 26,905 Visitor Parties, 166,815 room nights
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How Are We Delivering Over $20
million in guaranteed net visitor
spending for Fairfax County from
their $500K investment with us?
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Focused Relevancy/Online Integration
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Leads
Email
Display
Mobile
Search
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2012 Plan + Performance
Channel
Description/Quantity
Net Eco Impact
$55 Million
Email
40,000
12 each to 6 Segments
Optimize list to 500,000
(supports leads)
Search/SEO
240,000 over the base
$15 Million
Search PPC
100,000 clicks
$15 Million
Display
25 million impressions
$20 Million
Mobile
WAP
NA
1 each for 5 Segments
(supports all efforts)
$750,000
$112 Million
149 to 1
11.2 Million
15 to 1
Leads
Eguides
Total
Net ROMI
Tax revenue impact
(assuming 10% aggregate taxes on visitor
spending)
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Database + Email
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Lead Generation Process
Continuously Evolved Over 12 Years
Community
Building
Shop Purchase
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Email Marketing Process
94% Delivery Evolved Over 12 Years
Community
Building
Shop Purchase
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Display
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Display
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Display
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Display
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Which Is The Better Buy?
Funnel Analysis
Media buy
CPM
Impressions
Website visitor conversion rate
Website visitors
Bounce rate/unsubscribe rate
Truly interested visitors
Cost per interested visitor
Gross conversion to visit
Cost per gross converting destination visitor
Net conversion to visit
Cost per net converting destination visitor
Average spend per visitor party
Net incremental return on investment
Assumed aggregate tax revenue rate
Net incremental tax revenues on investment
NetSeer Display
$100,000
$9.00
11,250,000
0.28%
31,500
45%
17,325
$5.77
62%
$9.31
38%
$15.19
$1,540
$101.39
12%
$12.17
Display
Display Competitor
$100,000
$5.00
20,000,000
0.15%
30,000
55%
13,500
$7.41
50%
$14.81
18%
$41.15
$1,540
$37.42
12%
$4.49
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Search
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Search Marketing
Our Point Of View
Buyer
Focus: Information on
where to vacation or type of
vacation
Keywords: tend to be very
general (“cheap vacation,
cabin vacation, etc.)
Focus: short-list of
destinations
Keywords: tend to be very
geo-specific (Tennessee
vacations, Smoky
Mountain vacations, etc.)
Focus: destination
defined
Keywords: keywords are
branded (Gatlinburg
vacations, Gatlinburg
attractions, etc.)
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+
Display
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Social
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Assessment
Social Plan
Activation
Monitoring
Evolution
Display
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Mobile
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Display
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Families
Multicultural
Cultural/Affluent
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GLBT
Nightlife
Gaming
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Indulgent
Historic
Permissive
Cultural
Music Bawdy
Variety
FUN
Dynamic
Architecture
Friendly
Clean
Exciting
River Robust
Hospitable
Alluring
Unique
AUTHENTIC
Distinct
Proud
Happy
Affordable
Funky
Something for everyone
Entertaining
World Class
Accommodating
Cuisine Hip
Compelling
Safe
Real
Vibrant Party Creative
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