HSBSG DESIGN Part of the HSBSG Group
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0845 644 6657
6b Chiltern Business Centre 63-65 Woodside Road Amersham Bucks. HP6 6AA Tel: 0845 644 6657 Fax: 0845 644 6658 Registered in England: 05749293
www.hsbsg-design.co.uk
HSBSG DESIGN Part of the HSBSG Group
PROPOSAL Prepared For: David and Caroline Fitzgerald of Fitzgeralds Interiors Prepared By: Shaun Weaver Date: 24th July 2008
BACKGROUND: An existing website, www.fitzgeraldsinteriors.co.uk, with no recognised presence on the major search engines.
GOALS: Using specific internet marketing techniques and services the company want to increase the number of enquiries and sales of their products. The main areas of marketing will come from the following activities: • Search Engine Optimisation (SEO) (making the website more visible and accessible to the major search engines, Google, Yahoo, MSN, Ask, Alta Vista, etc. • Pay Per Click Advertising (PPC) (Primarily through Google Adwords but also utilising Yahoo! Search Marketing and MSN PPC) • E-mail Campaigns; Working from purchased lists and your own database, campaigns would be aimed at a targeted audience. Full follow up actions would be carried out in order to ensure the maximum number of prospects were made aware of the availability of your services and products. • Direct Mail Campaigns; these would be sent to non subscribers to advertise the range of products available.
6 Chiltern Business Centre, 63-65 Woodside Road Amersham, Bucks, HP6 6AA
+44 (0)845 644 6657
contact@hsbsg-design.co.uk
HSBSG DESIGN Part of the HSBSG Group
STRATEGY SEARCH ENGINE OPTIMISATION: As the website is new it will have no optimisation and therefore will not show up for relevant searches in the major search engines. With over 80% of web users starting their search for a product or service at a search engine, this needs to be remedied before the website is launched. HSBSG Design Limited’s UK search engine optimisation packages focus on the main 3 search engines – Google, Yahoo! And MSN. There are also country specific packages which focus on each country’s most popular search engines. Within this service, we will: • Research and suggest appropriate keyphrases, striking a balance between what is achievable in a short amount of time, and more long term goals • Optimise the code of your website to ensure that a search engine sees what is needed to list your site correctly • Review and change any title and META tags, optimising them correctly for higher search engine placements • Suggest any changes to copy that will provide better search engine results • Create a Google Webmaster Tools account in order that you can monitor your website’s standing in Google • Generate a Google specific sitemap and submit to Google through the appropriate channels • Submit your site to the Open Directory project, a major plus in google terms • Submit to Yahoo!, MSN, Alta Vista and other smaller search engines • Provide a monthly report, detailing your positions in the main 3 search engines • Provide a monthly ‘recommendations’ list of things you could be doing to help your search engine listings Results can be achieved in as little as two weeks, and will be monitored through the use of Google Analytics or your own web statistics program.
6 Chiltern Business Centre, 63-65 Woodside Road Amersham, Bucks, HP6 6AA
+44 (0)845 644 6657
contact@hsbsg-design.co.uk
HSBSG DESIGN Part of the HSBSG Group
PAY PER CLICK ADVERTISING: Pay per Click advertising is very effective in driving targeted traffic to websites. It has an advantage over SEO in that results are immediate and campaigns can be changed within minutes, with phrases being removed, changed and added easily. HSBSG Design Limited’s PPC Management service gives website owners the chance to make the most of pay per click advertising without having to take the time and effort involved in learning each PPC system.
Our PPC Management packages include: • Keyphrase research and reporting, ensuring that chosen keywords are targeted and worthwhile • PPC Ad writing – a well written ad can make the difference between a successful campaign and a waste of time and money • PPC account set up – ensuring that the account is set up correctly in order to achieve the best possible results for your budget • Account monitoring – accounts are monitored on daily basis to ensure that everything is within budget and performing well • Daily and weekly reporting – a daily report of your statistics will be emailed, as well as a weekly summary Pay per click advertising is very effective if monitored and looked after correctly – combined with SEO it allows you to ‘cover all bases’
6 Chiltern Business Centre, 63-65 Woodside Road Amersham, Bucks, HP6 6AA
+44 (0)845 644 6657
contact@hsbsg-design.co.uk
HSBSG DESIGN Part of the HSBSG Group
EMAIL CAMPAIGNS: Communicating with your existing customer base has well established benefits; your customers know you and are receptive to your information. Sent on a monthly basis to your database of current customers, this is a relatively low cost but high return on investment (ROI) method of marketing. Alternatively you may want to mail targeted lists of people that do not yet know about your company, in order to attract them to the products and services provided by you. There are data lists of buyers which could be purchased to target specific buyers withing the property channel. Set up and handled by HSBSG Design Limited means there is no software to download and no action is required on your part; all tracking and response handling will be dealt with by us and full reports and statistics will be available to you following each campaign. It is also possible to be able to see who read your email, who clicked on it and who forwarded it. This is valuable marketing information, either for follow up by telephone or subsequent email campaigns.
6 Chiltern Business Centre, 63-65 Woodside Road Amersham, Bucks, HP6 6AA
+44 (0)845 644 6657
contact@hsbsg-design.co.uk
HSBSG DESIGN Part of the HSBSG Group
DIRECT MAIL CAMPAIGNS : Working to lists purchased from a list vendor certain sectors of the population can be identified and targeted giving a focused campaign. Response can by handled in house by HSBSG Design Limited or one of our associate companies. Follow up telephone sales can also be carried out on your behalf and you will receive full reports and statistics at all stages of the campaigns.
TELEMARKETING: Working as: • A follow up to an email campaign, calling people that we know have opened the email • A follow up to a direct mail campaign • Cold calls to a targeted list Telesales is a proven method of attracting visitors to a website, visitors can then be “sold to” whilst on line which creates insrant sales results.
6 Chiltern Business Centre, 63-65 Woodside Road Amersham, Bucks, HP6 6AA
+44 (0)845 644 6657
contact@hsbsg-design.co.uk
HSBSG DESIGN Part of the HSBSG Group
TIMELINE As with any type of advertising campaign nothing can be seen as “instant”, indeed Google recommend that you don’t trust anyone offering you instant results. The usual length of time to start seeing results on with SEO is approximately 4-6 weeks; however, PPC advertising is quicker to show results and you could be showing within the sponsored links sections of Google, Yahoo and MSN within minutes. Email campaigns could provide results almost immediately and repeated campaigns often increase the conversion rate of subscribers exponentially. Direct mail depends on follow up to be effective but yields can be good. Telemarketing if done effectively can yield instant results in the form of sales.
6 Chiltern Business Centre, 63-65 Woodside Road Amersham, Bucks, HP6 6AA
+44 (0)845 644 6657
contact@hsbsg-design.co.uk
HSBSG DESIGN Part of the HSBSG Group
COSTINGS Our services are priced in a ‘menu’ style – allowing you to pick and choose the level of service that you require. In addition to the recommendations detailed above, we have included some of our other services in this section please ask if you require more details.
SERVICE
SET UP FEE
MONTHLY FEE
Search Engine Optimisation Bronze services with 10 Keyphrases
£500.00
£50.00
Search Engine Optimisation Silver services with 20 Keyphrases
£600.00
£60.00
Search Engine Optimisation Gold services with 50 Keyphrases
£700.00
£70.00
Pay per click advertising, set up and research
£300.00
£75.00
Email campaigns to inhouse list
£250.00
£0.25 per sent mail
Email campaigns to bought in list
£300.00
£0.30 per sent mail
Direct mail campaigns
POA
Telemarketing. Following up opened emails
£350 per day
Telesales. Cold calling prospects
£450 per day
Internet Marketing Training Half Day (Travel expenses extra)
£800.00
Internet Marketing Training Full Day (Travel expenses extra)
£1200.00
Full website consultation document detailing issues, problems and recommendations for your site
£900.00
*All prices are exclusive of VAT and are valid for 30 days from the date of the proposal.
6 Chiltern Business Centre, 63-65 Woodside Road Amersham, Bucks, HP6 6AA
+44 (0)845 644 6657
contact@hsbsg-design.co.uk