Digital Marketing Responsibilities 

General Overview

• Advertising should be in place and ready to run before the first of the month.  Double check to make sure things are set up correctly. 

• Advertising in newsletters is organized first come, first serve. 

General Tools and Sheets

Broadstreet.com: 

• Broadstreet is the website used to host and track all website advertising digital content.  Information about an ads effectiveness can be pulled from this website.  Reporting is done on a monthly basis.  

When an existing or new company submits advertisements that will be placed on the website we will upload and program them in broadstreet.com.  

• We have two types of advertisements - Leaderboard (Rectangular - Wide) & Medium Rectangle (Square-ish)  

• Dimensions (Leaderboard) -  [Dylan ADD Content] - dimension info

• Dimensions (Medium Rectangle) - [Dylan ADD Content] - dimension info

• Naming scheme for advertisers 

• Advertiser Name - Publication - Ad Running Dates

• Zones - Used to determine where and what page and ad is displayed, on the respective websites.  

• List of respective zones that exist. [Dylan ADD Content] - Add Zone details

• Reporting

• Details about what reports to pull. - See Compiling Analytics - Digital Metrics

Digital Tracking spreadsheet (Google Sheet)

• International Jurist [Tab]

• Guidelines for usage (when to schedule, how often does it run. etc.)

• preLaw [Tab]

• Guidelines for usage

• [Dylan ADD Content]

Reporting (Google Sheet)

• [Dylan ADD Content]

Guides

Sending E-Newsletters (E-NL) Process

• E-Newsletter schedule is housed on the [Digital Tracking- Google Spreadsheet] 

• Digital Marketing spreadsheet contains the who/when of advertisers that go onto the E-newsletters.

• E-NLs are sent from mailchimp website. 

• Mailchimp Instructions:  

• Under Campaigns | Email Templates - Locate the current NL that needs ads updated and schedule applied. 

• NL will be updated by editorial with the current date and have updated articles listed in it. (only updating the ads in the NL, no other content.) 

• Ads are housed on the broadstreet website for use on most websites. (Only exception to this is placing company logos onto some wordpress sites or some ads will be on the E-Newsletter or Magazines)

• Sometimes you may need to pull an image out of broadstreet.com by going into [Edit Advertisement] where the original image is housed.

• Determine from the tracking sheet what ad should go where on the NL.  Move/Copy the ad image to the newsletter. 

• Edit link associated with the ad to reference the proper website.

• Confirm ads and links look and work properly.

• Create an email campaign from the template.

• Update the recipients to the E-NL List 

• Recipients is determined by either tag or List

• Edit the Subject to match the top article header. 

• Preview text is the brief name of the E-NL

• Schedule - set the newsletter to be sent for the proper day.  Split it up into batches of roughly 2K per batch. 

Send magazines - via mailchimp

• Duplicate another email campaign from the past issue release or from another publication.

• Update header, cover, and replace the past issue

• Switch out links

• Pull trending stories from the magazine, copy the short blip of the story into the email campaign

Update website with new magazine

• Log into wordpress for the respective magazine website

• Locate the magazine image/location on the site (use Elementor) 

• Edit the images

• Locate in Bluetoad - distribution links for the magazine

• Copy link in Bluetoad and past into wordpress image edit. 

• Copy image (Cover Image - large format) - upload via elementor.

• Edit link for [Latest Issue] on wordpress.  Upload [Insert Media]

• Clip the Update Button and then Apply

• Edit Past Issue - Follow the same steps above

• TEST LINKS

Digital Metrics - Compiling Analytics

Digital Ad Sheet

• This sheet will have information for placing reporting results monthly.

Advertiser specific requests (Pulling analytics for ads specific to an advertiser and time frame.)

There are 4 key systems used to pull analytics -  Broadstreet.com / Mailchimp / Bluetoad / Google Analytics 

Pull data for each type of ad: Medium Rectangle, Leaderboard, Logo, Margin Ad

• Broadstreet:  

• Find data for Views [Impressions] & Clicks

• Mailchimp: 

• Find the newsletter [View Report] Opens = Impressions

• Click on Performance [View Click Map] - Find the respective ad and you will find click counts displayed.

• Bluetoad:

• Click on the magazine and select [View thermostats]

• Set your dates in the top right 

• Choose on the left - Replica Issues (this allows you to pick the specific magazine)

• Visits and views by Issue

• URL Clicks 

• If a client isn’t in the list, then it means that they may not have any clicks.

• By Ads - gives Total Impressions

• Margin Ads - Data for ads in the margins

• Subscription sign ups [Subscriptions] 

• View new users and export as CSV if needed

Other Responsibilities 

• Marketing Strategy Meetings - Attend and assist with strategy brainstorming and implementation.

• Marketing Plan sheet for each marketing campaign - Prepping for campaigns

• Adjustments to websites outside of updating Ads or Magazine

• Creating landing pages

• Inserting registration forms

• Mailchimp form building & keeping it organized.

• Read and understand analytics.

Reconciliation of Metrics

Done first week of the new month for the previous month

Digital Tracking Sheet (Reconciliation Tab)

• Check when last updated. Try to handle monthly. 

• Broadstreet (Global Reporting). 

• Set dates to include date last updated through today.

• Find performance of respective company/school on Broadstreet and add that amount to the Web # on the sheet

• Newsletter Performance from the latest newsletter

• Once done update with today’s date.