Our Elevator Story

But a Microsite is just the beginning. Think Campaign.

Launching a Microsite is just the beginning of an emerging media campaign, during which all marketing efforts send your audience to the Microsite destination. And that destination is constantly being tested and revised based on learning while evolving into a better sales tool or advocate for your organization.

Keep in mind, unlike a TV, print, or radio ad or even a direct mail piece, a Microsite is not perishable. The media is nearly free. So the Microsite’s value can increase over time through a continuous cycle of tracking, learning and refinement. A TV spot is done the moment it airs.

A Microsite’s value is at its lowest the day it’s launched. As traffic is driven to the site and the site is maximized based on learning, the Microsite realizes its objectives and delivers a increasingly positive ROI.

An effective campaign has two parts:

• Part 1: Maximize the Microsite by updating its content, layout, navigation, offerings, and keyword optimization
• Part 2: Drive consumers to the Microsite, through a variety of paid and unpaid media, such as:
  • Keyword buys
  • Banners and other paid online media placements
  • Email campaign
  • PR to influencers and other subject matter experts
  • Traditional media

The proposal