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Alignmed: Year-Long Marketing Campaign

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AlignMed is lacking in the area of public relations. This focus of this endeavor will be on a national level, utilizing the aid of a professional public relations firm in order to assist with the year-long marketing campaign. The primary goal of public relations will be to increase brand awareness, strengthen customer base and improve long-lasting connections nationally through the use of strategies associated with the goals and values of AlignMed, including identifying those key influencers that will drive social media, while featuring the athletic appeal. This will include the possibility of sending AlignMed apparel out to various influencers that would initiate features with bloggers, publications (physical and digital) and possibly future …show more content…

The implementation of both Google Adwords (paid search) and search engine optimization (natural search) campaigns into the overall marketing strategy would not only accomplish increasing traffic to the website, but also assist with greater brand awareness. This project will be outsourced to an advertising agency with experience in Internet/Digital marketing, rather than a full-service agency, making it more economical to the overall marketing budget for 2015. The Google Adwords is a short-term digital marketing opportunity that uses a pay-per-click process to capitalize on searched keywords when looking for specific terms. The associated words would be related to the products such as posture, spine pain and workout apparel, giving AlignMed a greater online presence and increase conversions to its website. The increased traffic to the AlignMed website from the combined marketing efforts will assist with the natural search campaign by driving the website higher on the rankings for keywords pertaining to posture, workout apparel and healthy lifestyles in general. This will reaffirm the plan to strengthen the brand’s online presence and traffic driving …show more content…

The posts will be utilized in conjunction with the social networking platforms, such as Facebook, Twitter, and Tumblr. Pinterest AlignMed’s Pinterest page has a total of 42 followers, which is projected to increase by 5,000 with the social marketing campaign “How Do You Align?”. Pinterest is a web and mobile application company that offers a visual discovery, collection, sharing, and storage tool.3 AlignMed has a Pinterest account where followers will create a new board titled “How Do I Align” and pin their top 10 reasons for using the products or guess who uses the products. They will then tweet their information to the hashtag #HDYA2015, thereby making themselves eligible to win specialty items or other items. Tumblr Tumblr is the new way to blog by using short quotes or pictures to communicate.4 The Tumblr account will be used for the “How Do You Align?” campaign and to aggregate all of the information tagged with the #HDYA2015 hashtag, from tweets to pictures to videos. This will be the easiest way to follow the campaign and see everything at a glance. SPECIAL

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