TACTICAL PLAN AND PROPOSAL
DIGITAL MARKETING CAMPAIGN Prepared for: DAVID ALI ACHIEVORS AUTO WORLD
# 904-395-1944
Date July 6, 2015
USA ADDRESS
CARIBBEAN ADDRESS
822 A1A North, Suite 310
1337 SS Erin Road
Ponte Vedra Beach, FL 32082
Penal, Trinidad and Tobago
www.c7creative.com
www.goc7.com
Calvin@goc7.com
nicholas@goc7.com
Contents 01 Who We Are | Page 3 02 Engagement Process | Page 4 03
Prospect Personas
| Page 5
04
Inbound Marketing Campaign
| Page 6
05
Branding Refresh
| Page 7
06 SEO/SEM/Social | Page 9 07
Email Marketing & Database Management
| Page11
08 Strategy Overview | Page 12
CONFIDENTIALITY INFORMATION This material contained in our response and any material or information disclosed during discussions of the proposal represents the proprietary, confidential information pertaining to xxx company services, methodologies and methods. Products and brand names are intelectual property and all rights reserved.
C7 Creative-Digital Marketing Campaign
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WHO WE ARE “We created C7 for one purpose—to put the full power of digital marketing to work for small to mid-sized companies. Companies who thought they couldn’t afford a world-class web presence or who were paying too much for an inhouse marketing team.”
Marketing is all about exposure. Sure, the digital age is transforming our world at a dizzying pace. But relax. One thing will always remain the same. Marketing is all about BUSINESS KEY FIGURE
2 Countries 3 Cities
exposure. It’s about developing a powerful brand and presenting your bold, irresistible offer to the people who are most likely to buy now. That’s where we come in. Call us Strategic Planners. Marketing Consultants. Whatever you call us, we’re here to do two things:
500+ Clients
Through innovation. We create your unique, dynamic brand and a
10+ Services
standout creative message. We choose the right media mix of traditional and new media for maximum exposure. That includes branding, website development, social media, search engine optimization, video, brochures and creating apps for Iphone, Ipad and Android mobile platforms. We believe that we are unique. A company that thrives on change. A company that does whatever it takes to help you grow and prosper.
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ENGAGEMENT PROCESS C7 Creative will create and engagement process tat focuses on Achievors key objectives and drives prospects to submit thier lead information via a Landing Page “CTA”.
Social
Close Sale
Landing Page
Capture Lead & DB
Sales
Incentive to
Engagement
Onsite Visit
OBJECTIVES Improve brand recognition and showcase Achievors as the “New Achievors Auto-World “ Increase monthly auto sales Increase test drive and sales prospect traffic onsite Generate quicker and higher conversion of leads to sales Expand consumer understanding of larger dealership Deliver and share content to engage audiences Generate quicker and higher conversion of leads to sales Create awareness of better prices, special offers and promotions Create awareness of larger auto inventory selection
C7 Creative- Digital Marketing Campaign
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PROSPECT PERSONAS VALUE SHOPPER Motivated by value. Looking for a good quality car at a fair price. Wants a vehicle with good gas mileage and low cost maintenance. After sales service and maintenance also a priority.
TRENDY SHOPPER Motivated by style. Wants a vehicle that will impress others. Wants the latest in trends with all the new features and functions that are available. Wants the trendiest and “coolest” vehicle.
FAMILY SHOPPER Motivated by family need. Needs a vehicle that can service the needs of the family. Doesn’t require expensive maintenance and is good on gas. Needs a car that is moderately priced and functional.
60%
of all organic clicks go to the organic top 3 search results. Page 5 from 13 pages
INBOUND MARKETING CAMPAIGN Inbound marketing focuses on creating quality content that pulls people toward Achievors Auto World. By publishing content that captures customers interests, Achievors will naturally attract inbound traffic. Creating content that shows Achievors as an expert in the automotive world, others will look up to Achievors as a thought leader. Individuals who look up to Achievors, can then be converted from prospects to sales.
Shorter Sales Cycle Increase Website Leads and Traffic Increase Marketing Productivity Increase Email Subscribers Increase Sales
Attract We don’t want just any traffic to the Achievors site, we want the right traffic! We want people who are most likely to become leads, and, ultimately, happy customers. Blogging Pages SEO Social Publishing
Convert Convert visitors into leads by gathering their contact information.
Calls to Action
Enter to Win Contests
Drawings/Gifts
Test Drive Events
Close Transform leads into customers. CRM Closed-Loop Reporting Email Marketing Automation
Delight Upsell current customers and turn them into promoters of Achievors Auto World and the products they love.
Social Monitoring
VIP Experience
Surveys
Vehicle Service & Maintenance Special Offers
C7 Creative- Digital Marketing Campaign
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BRANDING REFRESH Branding Builds Familiarity, Trust & Loyalty. Achievors Auto World needs to build on its strong recognizable identity that portrays its image of being a leader in the automotive space. It needs a brand that people can recognize as a leader in quality auto sales and service. Reflect the “Bigger and Better” Achievors Dealership Rebranding Achievors as the “New Achievors Auto World” needs to be reflected and promoted in all marketing efforts. Through branding and social efforts, the new campaign message will speak to its prospects and customers in a smarter and more engaging manner. The campaign will appeal to prospects curiousity and compel them to visit and explore all the great offerings the “New Achievors Auto World” has to offer. Top Goals of the Brand Refresh and Digital Marketing Efforts:
Create awareness of better value
Create awareness of better inventory selections
Create awareness of larger inventory selection
Entice prospects to take test drives from a larger in-
house selection of vehicles Promote after-sale maintenance and service
73%
B2B business decision makers say branded content helps them make better purchase decisions.
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Content Marketing Branding Links
SEO/SEM/Social
POWERFUL Digital Marketing CAMPAIGN
Content Strategy
Analytics Email Marketing
Database Management
C7 Creative-Digital Marketing Campaign
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SEO/SEM/SOCIAL CAMPAIGN Search Engine Optimization. Local SEO. Engage Your Audience. Grow Your Profits. The best website in the Trinidad area won’t do you any good if no one knows it’s there. Introducing SEO Trinidad. Great SEO places you at the top of the Google search rankings. KEY STRATEGIES
60% of all organic clicks go to the organic top 3 search results.
Keywords
Competition Analysis
Google PPC
TV Ads
Keyword Analysis
Monthly Reporting
Blogs
Site Analysis
Social Postings
Monitor Clicks
Email Database
FACEBOOK Create content to share via facebook that will generate web traffic to Acheivors website. Share latest industry information, dealership offerings, specials, deals, etc. GOOGLE PPC Create monthly PPC spend to create campaigns that will increase immediate traffic to site in short term to gain traction and create immediate awareness within defined target market. MONITOR CLICKS Monitor clicks on daily basis, tracking performance of all social efforts back to the website (facebook, emails, blogs, PPC ads, social posts, etc.). KEYWORDS Optimization of site for 3 Core Keywords.(you will rank for many more once these core keywords get traction). SITE ANALYSIS A complete status analysis of your onsite and offsite Internet presence. These include Onpage SEO Analysis, Off-page SEO Analysis, Social Media Analysis, On-site Content Analysis, and Current Website Crawl Report. COMPETITION ANALYSIS C7 will complete an audit of your key competitors’ keyword positions including estimates of their Google competition level. Page 9 from 13 pages
SEO/SEM/SOCIAL CAMPAIGN (cont’d) KEYWORD ANALYSIS A comprehensive report is provided identifying regional keywords that will drive the most qualified traffic to your site. MONTHLY ANALYTIC REPORTING You will be provided reports that showcase your keywords Analytics – you see the same data we do. ARTICLES AND BLOG DEPLOYMENT C7 will provide direction in the development of blog posts and article development. 1 original blog post per month is included in this basic package. SOCIAL MEDIA CHANNELS C7 will optimize and distribute content (blogs) through your various Social Media Channels. This ensures timely execution and broad distribution. YOUR SEO MANAGEMENT ALSO INCLUDES THE FOLLOWING: • Website On-page Optimization for 3 Core Keywords. • Claim All Google Business Pages including Google Plus for Business, Google + Local • Social Media Integration
61% C7 Creative- Digital Marketing Campaign
o f global Internet users research products online companies. Page 10 from 13 pages
EMAIL MARKETING & DATABASE MANAGEMENT Increase sales through email marketing. By collecting potential and existing customer information in a database, Achievors will have the ability to segment its desired audience by many variables. Achievors can then send e-blasts to specific target markets with calls to action that will direct prospects to a new landing page to capture lead information. Database Management •
Segment customers for specific email marketing campaigns
•
Gain a better understanding of end users demographics
•
Analyze end users purchasing behavior
•
Increase social media promotions
Email Marketing •
Design initial email template for consistent brand recognition
•
Develop ongoing newsletter featuring approved content
•
Generate specific Call to Actions encouraging end users in all stages of the sales cycle back to a landing page or main website
88%
prefer to receive HTML emails vs. 12% who prefer plain text from companies. Page 11 from 13 pages
STRATEGY OVERVIEW
SOCIAL
PPC
LANDING PAGE
SPECIAL OFFER
SEO
TV
CTA
TEST DRIVE
INCENTIVE/ GIFT
SALES
54% C7 Creative- Digital Marketing Campaign
more leads are generated by inbound tactics than traditional paid marketing.
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Attract. Engage. Convert. We bring conversion of every campaign, making your brand speak loud in online land! Ask How We Can Help You
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What we do produces positive, measurable results - Calvin Bryant
822 A1A North, Suite 310 Ponte Vedra FL 32082 www.c7creative.com