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Client Spotlight : California Apparel News

95_1apparelnews.net

CAN is an industry newspaper dedicated to fashion design, retailing, manufacture and business trends. The paper is available in print and online editions, with new issues every Friday.

Campaign Goals

Build traffic to the site, expand international exposure, establish CAN as an online news source.

Tactics

Google News: CAN is a valuable resource for fashion industry news. We contacted Google and applied to be a News source. We confirmed that CAN met the required qualifications, and after making essential adjustments to the site programming, Google began automatically collecting and publishing stories from CAN issues each week. This has led to greater traffic and many new referral sources.

PPC for international exposure: An international PPC campaign tested the potential for site traffic from overseas. The first international campaign was launched in English, targeting English speakers in specific countries. Geographic Reports from Google helped us determine a list of the best target countries.
We worked with the editors to create landing pages in 4 languages: Japanese, French, Spanish and Korean, and launched PPC ads in those languages. The PPC is very affordable, and has succeeded in building traffic from outside the US and Canada.

Social Media using Facebook and Twitter: We created a Facebook page for CAN early in 2009. Each week, fans receive a “New Issue”  alert and the FB page is updated with content and photos for a preview of the issue. The fan base has been growing steadily, and we will continue to build CAN’s identity within the Fashion community. As the number of fans grow (now at 1800), Facebook places among the top 10 referral sources to the CAN website. Future plans include Facebook promotions and additional FB apps.

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