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Crazy Timeline for an Online Promotion


We had a crazy week at DigitalDay. It began with a call from an agency partner and it played out like this:

Monday, January 25, 2010

9:38 a.m. —  “Mark, this is Stuart . . . can you meet with one of our clients this afternoon at 1:30? They need an online marketing plan to support upcoming store openings in February and March. ”

Stuart Glassman, Senior VP, Stern Advertising, Omnicom

1:30 p.m. to 4 p.m. – Meeting in Beachwood: introductions, background, assignment: “Can you have a plan to us by Wednesday for a launch in two weeks?”

4:17 p.m. – Calls go out for online media quotes.

7 p.m. to 11 p.m. — First draft of online marketing plan sketched out.

Tuesday, January 26, 2010

5 a.m. to 8 a.m. – Refinements to marketing plan, start sitemap and wireframes.

10:38 a.m. – “Mark, this is Stu.  Do you have that plan done?”

Recon of client's store in Westlake to get brand feeling

3:00 p.m. – “Is it ready to present now?”

5:15 p.m. – “There’s been a change. We need to launch Friday, in four days.

5:16 p.m. to 11:30 p.m. – Draft new plan.

Wednesday, January 27

4 a.m. to 8 a.m. – Finish new plan.

9:30 a.m. – Present plan. “This is great . . . we’ll call you right back.”

9:45 a.m. – “Can you present to the CEO in Beachwood at 2 p.m.?”

Flash Banner Ad Storyboard

2 p.m. to 4 p.m. – Presentation, questions, explanations . . . approval.

4:15 p.m. – Text message to agency: “It’s a GO.”

4:16 p.m. to 1:00 a.m. – Wireframes, copywriting, media plans, design, begin programming, purchase vanity URL, partition server.

Thursday, January 28

7 a.m. – snowstorm

8:00 a.m. to 11 a.m. – Finalize presentation of initial banner ads and microsite designs, firmer media plans, programming continues

11:00 – Client unavailable, stuck in snowstorm, time’s ticking . . .

12:45 p.m. to 1:30 – Presentation of creative, media plan and feedback

1:31 p.m. to 3:00 p.m. – Refine creative, refine media plan, and refine estimates

4:00 p.m. to 4:45 p.m. – Final teleconference presentation to CEO.  Approved!

DigitalDay Crew working into the wee hours of the morning

4:46 p.m. to 4:30 a.m. Friday morn – Wireframe all assets, research SEO keywords, design all templates, build all flash banners (three sizes), break out HTML templates, program coupon and data capture, write Google AdWords, design emails, craft meta tags, program send to friend, write Twitter Tweet and Facebook wall post, renegotiate media.

Friday, January 29, 2010

4:35 a.m.Wellness Promotional Microsite for Crocker Park in Westlake, OH goes live.

Max-Wellness Banner Ads on Cleveland.com

8:30 a.m.Flash Animated Banner Ads to Cleveland.com

9:00 a.m. — Turn on Google Adwords

9:45 a.m. – Banner ads begin running. Program launched.

This was a herculean effort by everyone at DigitalDay. Not only did we pull off an impressive display of service and creativity, we supported all of our current clients without missing a beat.

And we had fun doing it.

Max-Wellness Crocker Store Promotion, with downloadable store coupon and Forward to 5 Friends promotion

apologies for the funky formatting of this blog post

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  1. February 1, 2010 at 3:46 am

    Here’s a quick little home video of their 7,000 products:

    http://www.facebook.com/vitullo?ref=nf#/video/video.php?v=280280294110&ref=mf

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