MSI 10-Year Integrated
Marketing Campaign

Goal: Capitalize on anniversary to boost digital presence.

Starting in December of 2025, I began strategizing for MSI’s 10 year anniversary. The primary marketing outlets would be owned media channels (web & social), earned media (via adjacent, partner organizations), and an in-person event.

Step 1: Utilize MSI Blog

To attract traffic to our website, I aimed to utilize MSI’s “Insights” page which I had previously established to solidify our SEO positioning. With these blogs I was able to map content and establish a foundation for our earned media plan for the campaign.
Overall Blog Mission: Tell the story of MSI beginning with its origin, then capitalizing on community impact, and finish with MSI’s plans for the future.
Overall Blog Mission: Tell the story of MSI beginning with its origin, then capitalizing on community impact, and finish with MSI’s plans for the future.
Overall Blog Mission: Tell the story of MSI beginning with its origin, then capitalizing on community impact, and finish with MSI’s plans for the future.

Step 2: Obtain Earned Media

With the mission of attracting digital traffic, I knew it would paramount to obtain NEW traffic from adjacent/partnering organizations. To do this I dove into research on organizations we had worked with in the past, as well as organizations that fit our target market (business owners, community members, and decision makers). With this I was able to obtain commitments to highlight MSI from the Indiana Economic Development Corporation (IEDC), the Bloomington Chamber of Commerce, and other small organizations we have worked with in the past. It also presented the opportunity to partner with INVets, a veteran job placement non-profit, in creating a podcast with two of our veteran leadership members.
Overall Earned Media Mission: Increase social and web traction by obtaining post mentions, comments, or interactions from partnering organizations.
Overall Earned Media Mission: Increase social and web traction by obtaining post mentions, comments, or interactions from partnering organizations.

Step 3: Host Celebratory Event

While carrying out the digital aspect of this campaign, I also facilitated and carried out an in-person event. The goal of the event was to obtain visual assets, provide new avenues for digital highlights such as award recipients, and (of course) to celebrate!
Overall Earned Media Mission: Increase social and web traction by obtaining post mentions, comments, or interactions from partnering organizations.
Overall Earned Media Mission: Increase social and web traction by obtaining post mentions, comments, or interactions from partnering organizations.
Overall Earned Media Mission: Increase social and web traction by obtaining post mentions, comments, or interactions from partnering organizations.

Results

From January 1 to March 31 MSI’s LinkedIn page follower count grew by 42% from the prior quarter, with a 46% increase in unique visitors. On Facebook, MSI’s page received 21,000+ views, an increase of 40% compared to the prior quarter. Additionally its followers grew by 9% from the prior quarter.
Assessing the same date range, MSI’s website garnered a 23% increase in sessions, as well as a 16% increase in total event count. With this, engaged sessions increased by 72% and overall engagement rate increased by 40%.
With this data in mind, we can see that not only was the mission to drive traffic a success, it led to an overall increase in quality of the traffic on MSI sites.