Internet Marketing Plan (IMP)

Internet Marketing Plan (IMP) 1 of 48

Internet Marketing Plan (IMP)

For: Pencilworx Design Group

http://pencilworx.com/

Prepared On: January 18, 2013

Prepared By: Michelle A. Bassett

Email: [email protected]

Phone: (912)441-7688

http://pencilworx.com/

Internet Marketing Plan (IMP) of 48

Contents 1: Introduction .............................................................................................................................................. 5

Executive Summary .................................................................................................................................. 5

Organization & Product ............................................................................................................................ 6

History ...................................................................................................................................................... 6

2: Strategic Plan & Focus............................................................................................................................... 7

Mission Statement .................................................................................................................................... 7

Overall Goals & Objectives ....................................................................................................................... 7

Marketing & Product Objectives .............................................................................................................. 7

Revenue Models ....................................................................................................................................... 7

Target Market ........................................................................................................................................... 8

Brand Strategy .......................................................................................................................................... 8

Brand Components ............................................................................................................................... 8

Brand Messaging .................................................................................................................................. 9

Differentiation Points & Positioning ....................................................................................................... 11

Unique Value Proposition .................................................................................................................. 11

3: Situational Analysis ................................................................................................................................. 13

SWOT Analysis ........................................................................................................................................ 13

Industry Analysis ..................................................................................................................................... 14

Competitor Analysis ................................................................................................................................ 15

Company Brief ........................................................................................................................................ 15

Customer Analysis .................................................................................................................................. 16

Environmental Analysis .......................................................................................................................... 16

Legal Analysis .......................................................................................................................................... 16

PRIVACY POLICY.................................................................................................................................. 17

Privacy Notice ........................................................................................................................................ 17

Terms of Use ...................................................................................................................................... 18

4: Internet Marketing Strategy & Tactics .................................................................................................... 19

Buyer Personas & Customer Roles ......................................................................................................... 19

Competitive. ................................................................................................................................................ 19

Spontaneous. ............................................................................................................................................... 19


This person doesn’t need a lot of content; they’re not big on fancy words and explanations. Catering to

this customer would be the easiest. Making sure the sales funnel, which is located on page 9, is in place

properly and making sure the call to action is big and bold is all that is necessary for this customer. ....... 19

Humanistic. ................................................................................................................................................. 19

Methodical. ................................................................................................................................................. 19

New Media / Viral / Social Media ........................................................................................................... 20

Mobile ..................................................................................................................................................... 20

Competitor Analysis Scorecard .......................................................................................................... 21

Website ................................................................................................................................................... 24

Conversion Goals ............................................................................................................................... 25

Landing Pages .................................................................................................................................... 25

Home Page ......................................................................................................................................... 25

Funnel Navigation .............................................................................................................................. 26

Search Engine Optimization (SEO) .......................................................................................................... 27

How to optimize: ................................................................................................................................ 27

Maintaining Rank: .............................................................................................................................. 27

Pay-Per-Click (PPC) / Paid Advertising .................................................................................................... 27

Headlines ............................................................................................................................................ 28

Offer Summaries ................................................................................................................................ 28

Broad Market Campaign ............................................................................................................................. 28

Ad formats. ................................................................................................................................................. 28

Messaging strategy and main goals of ad exposures. ................................................................................. 28

Special offers and incentives. ..................................................................................................................... 28

Targeted Market Campaign ........................................................................................................................ 29

Ad formats. ................................................................................................................................................. 30

Messaging strategy and main goals of ad exposures. ................................................................................. 30


Free brand analysis when a customer signs up for the company newsletter for the first time. ................... 30

Intention-Based Paid Campaigns ................................................................................................................ 30


SEO/Paid Link Building Campaigns .......................................................................................................... 32

Paid link-building strategy. ......................................................................................................................... 32



Value and necessity of each step. ...................................................................................................... 34

Landing page. ............................................................................................................................................. 34

Email Marketing & Customer Messaging ............................................................................................... 35

Partner / Affiliate Marketing .................................................................................................................. 35

Offline Marketing ................................................................................................................................... 36

PR / Communications Plan ..................................................................................................................... 36

Press Release Distribution .......................................................................................................................... 37

Social Media ............................................................................................................................................... 37

Media Focus Research ................................................................................................................................ 38

Outreach Tactics ......................................................................................................................................... 38

Timeline .............................................................................................................................................. 39

5: Implementation Plan .............................................................................................................................. 41

Marketing Campaigns & Programs ......................................................................................................... 41

6: Evaluation, Control & Continuous Improvement ................................................................................... 43

Measurement & Testing Plan (Analytics) ............................................................................................... 43

Goals ........................................................................................................................................................... 43

Key Performance Indicators (KPI/Tracking) .............................................................................................. 43

Revenue increase .................................................................................................................................... 43

Appointment Increase ............................................................................................................................. 44

Decrease in company spending .............................................................................................................. 45

Recommendations ....................................................................................................................................... 46

7: Resources & References ......................................................................................................................... 47

References .............................................................................................................................................. 47


1: Introduction Executive Summary

The target market for PDG would best be classified as the small business owner. The average

demographics of the small to mid size business owner are men and women between the ages of

35 to 50.

Their education level varies, but most have at least two years of college experience. Most of

these men and women are low on cash.

The small to mid size business owner is very price conscious and wants a lot for a little. They

normally shop around for the best deals and do their research on the companies they associate

with.

Addressing the brand, PDG stacks up very nicely against its competition, website, and graphic

wise. Pencilworx Design Group is Atlanta’s only branding company that has a specialty in

graphic design. With that being said they are the only company in the area with a dedicated staff

educated on building a successful brand using the most up to date tools and resources in the

graphic design and branding fields.

The archetype of PDG is the “Hero” according to http://www.allegorystudios.com/hero

archetype survey. The definition of the hero according to the same source is “The secret of the

hero is who they are, not what they do."The elements of PDG that embody the hero archetype are

the ability to create a company identity out of nothingness, the ability to triumph over all

obstacles big and small, and its ability to heighten the awareness of a company’s products and

services through graphics

The main and underlying conversion goal of all internet marketing efforts is to have users either

call into the office and set an appointment or set an appointment online. The suggested

campaigns have the ability to do just that.

Campaign 1: Community outreach: Goal: Draw attention to the company by supporting 2 non-

profit organizations

Campaign 2: Entrepreneurial Development : Attract attention to PDG, and place them on a pedal

stool of authority by providing information

Campaign 3: Operation Blog Traffic: Goal: Bring in traffic to the PDG blog

All analytics will be done using Google Analytics and Google Tool Box software

Others goals include and aren’t limited to:

Site/ Company S.M.A.R.T Goals

1. Increase quarterly revenue by 14% in six months

2. Increase monthly appointments by 30% in six months

3. Decrease wasteful company spending by 2% in six months (monthly)


Key Performance Indicators (KPI/Tracking) Include

• Site Traffic

• Online Conversion Rates

• Bounce Rate

• Number of cart abandonments

In addition to other forms of online marketing “Press Release Distribution Strategy” has also

been made.

Being based in a budding and lively city like Atlanta put PDG in an amazing position when it

comes to possible offline tactics. The strategies below are chosen to give PDG a well rounded

offline marketing experience. Flyers, Business Cards, Banners, Hosted networking events , and

Logo imprinted pens with company information will be used as offline marketing tactics.

Partnerships and affiliate marketing efforts will also be used as offline sources of traffic and

revenue.

Lastly In order to move up and maintain positioning for the key words above the site will have to

be monitored using analytic software such as Google analytics in combination with link-

assistance’s “Rank Tracker”. Software such as those will not only monitor the rankings and the

traffic, but also will alert you to downward trends and having pages move downward for certain

search terms.

Organization & Product

Pencilworx Design Group (PDG) aims to produce the most superb work for our clients each and

every time. PDG offers Branding products in the form of images, websites, paraphernalia,

company magazines, and other logo branded items

History

Founded in 2002 in Atlanta, GA, Pencilworx Design Group (PDG) has won over 40 awards

including Technology Firm of the Year 2009. PDG specializes in creating unique and complete

professional images through branding, web, advertising, and full-scale marketing campaigns.


2: Strategic Plan & Focus Mission Statement

PDG’s Mission statement is as follows:

“We aim to produce the most superb work for our clients each and every time. Our success lies

in the success of our clients.”

This mission statement is indicative of the hero archetype, but the brand voice isn’t reflected in

the current mission statement. That playful creative spin has somehow been lost, and the

reminding tone is dry and boring. Adding a line about the creativity and the personal touch the

client will experience when using the service would have been a nice touch. A revived mission

statement may read along these lines: “With the power of creativity and the sophistication of

business know how, we aim to produce the most superb work for our clients each and every

time. Our success lies in the success of our clients.” With adding only a few words the

personality is injected back into this mission statement.

Overall Goals & Objectives

PDG aspires to be the “go-to” branding company in the continental Unites States within the next

5 years. PDG would like to be a contributing factor in the success of at least 2,000 businesses in

the same 5 year time frame. Once that goal is obtained Pencilworx Design Group will have a

larger ability to positively impact its community and the community of its customers.

Marketing & Product Objectives

During customer acquisition phase we, PDG, would like for our customers to see the amount of

attention and resources we allot to the details ingrained into all provided services. PDG wishes to

satisfy all of our customer’s wants and demands. Whether they may be esthetic, functional, or

technical demands PDG will go above and beyond to accommodate customers’ needs. To assure

the customers satisfaction PDG not only provides outstanding consumer support, but also prides

its self on the “re-education” and/or “furthering education” steps it takes to ensure that its staff is

not only empathic and sincere, but knowable and experts in their respective fields.

Revenue Models

PDG generates revenue by acquiring customers and providing them with products and services

on both a onetime offer and on a “subscription” bases. Customers who wish to have a

reoccurring or maintenance service such as, a website or monthly company publication ,would

sign a contract for an extended length of time and would be billed either monthly or quarterly

depending on the contract.


Target Market

The target market for PDG would best be classified as the small business owner. The average

demographics of the small to mid size business owner are men and women between the ages of

35 to 50. Their education level varies, but most have at least two years of college experience.

Most of these men and women are “boot strapping” their small businesses and are low on cash.



with. Unlike the large corporations the smaller guys are very attached to their companies and

have the tendency to take their business matters very personally.

Brand Strategy

Brand Components

Brand name

The name Pencilworx Design Group has evolved over time and was originally Pencilworx.

“Pencilworx” came about as an exact translation of what, the then 19 year old, business owner

was doing; putting sketches to work. The young graphic designer made flyers, logos, business

drawings, etc. As the company grew from a dorm room, to a house, to a business commercial

suite, and as they added more contributors, and ventured out from graphic design to branding the

name became Pencilworx Design Group.

The Pencilworx Design Group stacks up against the seven criteria for a good name fairly well.

Distinction: Does it stand out?: Yes. At first glance the name may seem obvious and

common place, but once more thought is put behind the assumption, one may realizes

that it’s not as common as originally thought. Also the unconventional spelling of works

helps the company name stand out.

Brevity: Is the name short enough?: No. The name has four common words and three

actual words in it. Just like in the logo, which will be touched on in the next section, most

people who are familiar with the company will abbreviate the name PDG.

Appropriateness: Does it fit its class?: Yes and No. Conflicting answers were given

because both answers could be true. The company name illustrates its roots better than

its current product and service. However the misspelling, or the unconventional spelling,

of works does add a bit of edgy branding design. If the D in PDG was a B for branding

then the name would fit perfectly for what the company is today.

Easy Spelling: Easy pronunciation: No. The pronunciation is easy, but it may take a

second look at the “Pencilworx” to make your brain realize what it is. Going back to the

‘different’ spelling of works along with it being made a compound word with the

common word pencil definitely would make it hard to translate the exact spelling without

having the spell it out.


Likability: Does it feel good in the mouth?: Yes. This is mostly a matter of personal

preference. However it only consist of three words and six syllables, making it easy to

pronounce and roll off the tongue.

Expendability: Can it grow?: Yes. This concept has been proven already. As the company

grew the name stayed 97% the same and everything was easily translated over from a

graphic design platform to a branding platform.

Protectability: Can it be trademarked?: Yes. Going back one more time to the

unconventional spelling of works and it begin made into a compound word actually helps

the company in this instance.

Brand Identity

The figure below is the logo commonly used by Pencilworx Design Group (PDG) with one

alteration; the URL isn’t present in most of the instances used. As one may notice the lettering is

a solid black, which makes it easy to understand, read, and translate. All of the letters are

lowercase and are in the same format. The font chosen for the lettering makes it look like the

letters are mimicking one another. The coolest and “differentiator” in the logo would the yellow

curving lines coming from the “D” and wrapping around the “P”. It’s a

nice and abstract way of representing pencil sketches. Most people

would have most likely would have taken the literal approach and had

a pencil or a sketch pad representing the product or service.

The answer to the questions “Is the logo effective?”and “Does it

support the brand” are yes and yes. The logo does a wonderful job at

conveying the company’s name and common abbreviation as well as, in an abstract way,

showing the graphic and design part of the company. The logo design further supports the brand,

the round, fluid text the company chose to use which makes the logo look playful, yet

professional. The colors normally used to for the company logo are yellow, orange, or metallic

grey; which all convey the creative side of the company.

Tagline

Pencilworx Design Group currently does not have a tagline. A befitting tag line the company

may want to take on would be: Branding with graphics. It’s short, it tell what the business does,

and since almost all of the other elements with the brand are so solid it doesn’t have to be as

specific.

Brand Messaging


Archetype

According to http://www.allegorystudios.com/hero archetype survey the best fitting archetype

for Pencilworx Design Group would be the hero. The definition of the hero according to the

same source is “The secret of the hero is who they are, not what they do. In fact, they do not even

think of themselves as heroes at all. But through their determination and perseverance, they

heighten the awareness of those around them. They are competent, courageous and responsive,

inspiring others to triumph over challenge. Heroes come in all shapes and sizes, from the small

service organization that continually delivers, to the international giants like Fed-ex that delivers

your package anywhere in the world, no matter what. (to Nike who inspires us to “just do it” no

matter what our challenge.) Heroic characters from Gandhi to Gotham lead by example and fight

for what’s right. Hero language is direct and hard-hitting; heroes have no time to over explain.

The Hero’s look is strong, bold and functional.”

The elements of PDG that embody the hero archetype are the ability to create a company identity

out of nothingness, the ability to triumph over all obstacles big and small, and its ability to

heighten the awareness of a company’s products and services through graphics.

Brand Story

In a dull and dingy looking office sits an extremely stressed looking business owner, Cindy. She

has done all the paper work necessary to get the business going; she has a great product and

awesome service. So what has she done wrong? Why aren’t customers beating down her door?

With her hair disheveled and her head bent over her laptop in shear frustration a light bulb goes

off, she figures out what the true problem is.

Even though she has done all the paper work and got an awesome team together to make a stellar

product, her company looks just like all of the other companies out there, she has done nothing to

make herself stand out. So she rushes to Google as fast as her fingers can take her and she

searches for a local, Atlanta, based graphics and branding company. Lo and behold she finds

Pencilworx Design Group (PDG)! She grabs her cell phone and sets her appointment for the next

morning.

Dragging her feet with her head down, she walks into the office and is greeted by a nicely

painted orange wall as well as a knowledgeable and friendly staff. They take their time asking

her about her company and getting the ins and outs of what she does and what she likes. After a

few hours of deep interrogation they come up with an image for the company. Everything from

logos to website to t-shirts to company stationary is handled for the once stressed out Cindy.

The next time we see Cindy her office is transformed from a dark dingy space to a colorful and

well organized area. And it’s not just her office that has changed Cindy herself now looks well

put together and calm with a smile on her face in her company branded short sleeved polo. Now,

thanks to PDG, customers are flowing in by the dozens, business has never been better and all

Cindy has to worry about is filling orders for all of her new customers.

http://www.allegorystudios.com/


This story illustrates the brand in so many ways. It is told in almost a fairy tale like manor. A

damsel in distress finds her knight in shining armor in the form of Pencilworx Design group. The

hero archetype is represented with the same information. The way the story is told is light and

playful but some key parts, such as “After a few hours of deep interrogation they come up with

an image for the company. Everything from logos to website to t-shirts to company stationary…”

exemplifies the attention to detail the company gives as well as it list some services.

Promotion Plan

Offline the brand will be promoted through business network gatherings, and functions such as

small business tradeshows. An example of the offline marketing efforts would be hosting a

gathering for small business owners. Invite them to a seminar, provide lunch, answer any

questions and pass out business cards. In the online arena social media and SEO will be a key

part in the success of the brand. An example of using social media to promote the brand would

be using software to automatically update tweets and retweet keyword targeted tweets from my

followers. Mixing the two examples would be promoting my offline small business seminar with

Facebook, Tweeter, E-mail Marketing, etc.

Differentiation Points & Positioning

PDG had taken it a step further and incorporated web design, a host of marketing collateral, and

has put a heavy emphasis on custom graphic creation. These things show a rounded

understanding of what branding really is, as well as adding a personal touch to business relations.

Unique Value Proposition

Pencilworx Design Group is Atlanta’s only branding company that has a specialty in

graphic design. With that being said they are the only company in the area with a

dedicated staff educated on building a successful brand using the most up to date tools

and resources in the graphic design and branding fields.


3: Situational Analysis SWOT Analysis

Strengths

PDG is located in a fast growing city, Atlanta, GA, giving the company more opportunities to

grown and to make impressions. Atlanta is the land of the entrepreneur, new businesses open up

daily and older businesses have to rebrand to be competitive with all of the new businesses that

open up.


The logo is Modern and fits the brand class, as well as the business card fit the brand, this point

is key. The logo of a company is the image the represents the brand at a glance. Without this, it

would be similar to going to a job interview without pants on.

Weakness

Not having a tagline, isn’t deadly or detrimental to a company, but it is an important factor in

helping people remember the company and the products it provides. The target market being low

on cash is another major down side. If the people that are the bulk consumers of your products

have a hard time affording the services whether they are needed or not, it makes profit

projections unreliable, which is bad for business. Since any custom made product takes longer

than any massed produced product, the timeline on the custom made products made by PDG

takes longer to produce. Also since Branding is a product that all successful businesses need,

there are many companies offering similar services. The limits the amount of competitive

differences PDG can choose from.

Opportunities

There are many opportunities for such a company especially in the Atlanta area. Here are a few

of the opportunities for PDG. There are new businesses opening up daily nationwide, Companies

are always looking to grow, and most of those business owners know that they need a good

brand if they want to grow and survive. Another good thing about PDG future is that the

weaknesses are fairly easy to fix. Lastly social media opens up a world of opportunity to any

branding agency. Online and small business owners gather on these media outlets. This is where

an awesome amount of the online target market gathers and that would be the best place to

advertise.

Threats

Some things that need to be prepared for are: great economic down turn, money needs to be

saved and invested properly to safeguard the future existence of the company. The invention a

good Logo/Branding software that’s affordable and available to most people is definitely bad for

a company that provides custom products that are more expensive. A rise in competition is a

threat to any company, and should be dealt with on a case by case basis. Lastly a mass internet or

computer failure would totally wipe out the company since the majority of their work is done

online.

Industry Analysis

Branding, Small business consulting and graphic design individually are multi-billion dollar

industries. In 2011 over 2 thousand new businesses where registered in the state of Georgia

alone. This shows that the small business sector is growing daily. All of the industry that are

listed of above have been growing strong over the last several years.


Industries Include:

Current State: Growth and expansion

Number of competitors: In the state of Georgia: Legitimate companies: 3,152 (According to the

GA secretary of state) Online: Infinite, there are so many companies that claim to provide the

same services as PDG that there is no way to count.

Est. Annual Revenue: According to census.gov

Branding Companies: 2.9 Billion

Consulting: 3.4 Billion

Web Design: 1.8 Billion

Graphic Design: 1.3 Billion

Competitor Analysis

Point of Vision, PS Printing, and Intuit are the most commonly associated business/ websites

with the above chosen key words. Point of Vision Scored a 5 out of 10 due to its design, poor

navigation, social media/opt in placement as well as it’s page rank. PS Printing Scored a 9

mostly because it’s a nice looking easy to understand e-commerce site, yet lacks in a few areas.

Intuit scored a 10 due to its design, Backlinks, page rank, navigation, and easy to understand

content and graphics.

PDG already looks better than all three sites combined in my opinion. It has a great use of high

resolution images and great symbols and diagrams. However if PDG wanted to surpass its

online competition it would have to focus more on its title tag/description tag, its back links, it’s

navigation, and the use of e-mail marketing. All sites failed the e-mail marketing part, as well as

the personalized features. If PDG focused on those few things it would overcome its online

competition in no time

Company Brief

The bulk of the talent within this very small company lies mostly in the hands of 1 to 3 people.

The other team members have the technical known how where as the owner and maybe one or

two other people, combined, actually have the business and industry knowledge to keep the

company a float if anything should happen.

The company hasn’t settled on a micro-niche as of yet. Therefore they are possibly over

spending on marketing materials and in house advertising.

PDG current outsource a large chunk of their work to other vendors. This is great for economic

stimulation however, it is always best to have two to four experts in house to address any

immediate problems if they should arise.


Customer Analysis

Demographics:

Small to midsize business owners

Mostly women by 6%

Ages 35 to 50

Most have 2 or more years of college

Geographic:

In or around the metro Atlanta area

Psychographics:

Most shop around for the best deal, due to low cash flow

They prefer to do business in person

They don’t like to fell taken advantage of

Even though they like the lowest prices they also expect high quality work and dedicated

service

Environmental Analysis

The Great recession has caused many problems in many industries. Around 7-10% of Americans

are without jobs. However this isn’t as negative as it may sound. The more people are out of

work, the more likely they are willing to take a risk and start a small business. These small

business owners are always looking for content, marketing, and branding help. These small

businesses become like children to these entrepreneurs and they want them to grow and flourish

just as they would their new born child.

The Sales/Inquiries peaks are from Oct-Dec Then again Jan-March. These trends are congruent

with the holiday, and tax seasons. Many small business owners will wait to start or spend money

until the new year comes around to avoid going over budget toward the end of the year. Also

these business owners are trying to capitalize on the holiday season and are looking for

marketing strategies toward the middle of October.

Legal Analysis

Since PDG has the ability to and does take payment over their website they have the possibility

of running into identity thief problems. These problems are unlikely however PDG should

relinquish any sort of responsibility when it comes to people securing their user names and

passwords among other things.

Another possible legal problem PDG could face would be breakign confidentially agreements by

placing unauthorized items in the portfolio area of their site. To avoid this they would simply

have to be careful and make sure that they have written agreements detailing that PDG can use


copies, samples and testimonies of projects on their website. With that piece of documentation

they also have to state that they are not responsible where the content goes once it leaves their

site.

PRIVACY POLICY

Privacy Notice

Thank you for visiting the PDG website. Your privacy and security are very important to us.

Please be aware that PDG does not collect personal information when you visit our website,

unless you choose to provide that information. However, we do collect some technical

information about your visit to PDG.gov.

Email/ Chat Communications

Our website allows you to send us email and chat messages. We will use the information you

provide to respond to your inquiry. You should be reminded that email may not necessarily be

secure against interception. Therefore, we suggest that you do not send sensitive information

(such as your Social Security number, Credit Card Information) to us via email. If your intended

email communication is sensitive and it includes information that could be used for ID theft or to

intend harm, you should instead send it by U.S. mail.

Online Activity Tracking and Advertising

We collect information about your activity on Pencilworx Design Group’s website for a number

of purposes using technologies such as cookies, widgets and server log files.

Law and Harm

Notwithstanding anything to the contrary in this Policy, Pencilworx Design Group and it’s

stakeholders, may preserve or disclose your information if we believe that it is reasonably

necessary to comply with a law, regulation or legal request; to protect the safety of any person; to

address fraud, security or technical issues; or to protect Success Point’s rights or property.

However, nothing in this Privacy Policy is intended to limit any legal defenses or objections that

you may have to a third party’s, including a government’s, request to disclose your information.


Third-Party Service Providers

Pencilworx Design Group may choose to use a variety of third-party services to help provide our

Services, such as hosting our various blogs and wikis, and to help us understand the use of our

Services, such as Google Analytics or Piwik Analytics. These third-party service providers may

collect information sent by your browser as part of a web page request, such as cookies or your

IP address.

Our Online Privacy Policy for Children

1. Our websites are not designed to attract children under the age of 13.

2. We do not knowingly collect personally identifying information from anyone under the age of 13

unless we first obtain permission from that child's parent or legal guardian.

For More Information

If you have any questions or comments about the information presented here, please contact

PDG at the address or phone or fax numbers listed above or e-mail us.

Last updated: August 31, 2012

Terms of Use

1. You must be at least 13 years old to use the Service.

2. We reserve the right to force forfeiture of any username for any reason.

3. You may not use the Service for any illegal or unauthorized purpose. You agree to comply

with all laws, rules and regulations (for example, federal, state, local and provincial)

applicable to your use of the Service and your Content (defined below), including but not

limited to, copyright laws.

4. You are responsible for any activity that occurs through your account and you agree you

will not sell, transfer, license or assign your account, followers, username, or any account

rights. You are responsible for keeping your password secret and secure.

5. You must not interfere or disrupt the Service or servers or networks connected to the

Service, including by transmitting any worms, viruses, spyware, malware or any other code

of a destructive or disruptive nature.

6. We reserve the right to modify or terminate the Service or your access to the Service for any

reason, without notice, at any time, and without liability to you.

7. You are solely responsible for your conduct and any data, text, files, information,

usernames, images, graphics, photos, profiles, audio and video clips, sounds, musical works,

works of authorship, applications, links and other content or materials (collectively,

"Content") that you submit, post or display on or via the Service.

http://www.usaid.gov/comment


8. We reserve the right to refuse access to the Service to anyone for any reason at any time.

9. You are solely responsible for your interaction with other users of the Service, whether

online or offline.

4: Internet Marketing Strategy & Tactics Buyer Personas & Customer Roles

Competitive.

Like the name suggests this person likes to be the best. They want to make sure that the services

they receive will give them some sort of edge. This customer is going to want all of the

information they can get on who PDG has worked with and how them buying services will

“assure” or increase their success rate.

Spontaneous.

This person doesn’t need a lot of content; they’re not big on fancy words and explanations.

Catering to this customer would be the easiest. Making sure the sales funnel, which is located on

page 9, is in place properly and making sure the call to action is big and bold is all that is

necessary for this customer.

Humanistic.

These people thrive on personal interactions, so making sure the phone number is visible at all

times is key. Customer testimonials both good and bad need to be readily available to this type of

customer. Forming an emotional connection between PDG’s products and the positive outcomes

of having such a service makes this type of customer extremely happy.

Methodical.

Content is key with this customer. Content has to be logically placed and explanatory. Pricing,

testimonials, business history, etc. all need to be in working order in order to get this nit-picky

customer aboard.

Demographics:

Small to midsize business owners

Mostly women by 6%

Ages 35 to 50

Most have 2 or more years of college

Most of these men and women are “boot strapping” their small businesses and are low on cash.




with. Unlike the large corporations the smaller guys are very attached to their companies and

have the tendency to take their business matters very personally.

Buying Habits:

Most shop around for the best deal, due to low cash flow

They prefer to do business in person

They don’t like to fell taken advantage of

Even though they like the lowest prices they also expect high quality work and dedicated

service

New Media / Viral / Social Media

Branding, Small business consulting and graphic design individually are multi-billion dollar

industries. In 2011 over 2 thousand new businesses where registered in the state of Georgia

alone. This shows that the small business sector is growing daily. All of the industry that are

listed of above have been growing strong over the last several years.

However with the advent of social media and the internet more and more non-established, and

non reputable people can call them selves small business consultants, or graphic designers. These

people don’t have to have any training or education what so ever in the areas they claim to be

experts in.

Another downside to living in a world that can be connected with the click of a mouse is out

sourcing. Many companies can user services such as Odesk.com and Elance.com and find people

in other countries such as India or the Philippines and have them do graphic, web, and other

design work for pennies on the dollar.

Mobile

Pencilworx Design Group (PDG) has stiff competition both in the Atlanta area and online. When

it comes to online competitors most business owners don’t understand that their online rivals

may be in a totally different industry simply because they safe keywords. PDG’s key words I’ve

chosen in the previous assignment of company branding, business branding, business website

building, and professional printing. Those key word tend to bring up business’ and sites that have

little or nothing to do with PDG’s services. Yet, when you break it down those are the most

simplistic and explanatory words for that particular company.

Point of Vision, PS Printing, and Intuit are the most commonly associated business/ websites

with the above chosen key words. Point of Vision Scored a 5 out of 10 due to its design, poor

navigation, social media/opt in placement as well as it’s page rank. PS Printing Scored a 9

mostly because it’s a nice looking easy to understand e-commerce site, yet lacks in a few areas.


Intuit scored a 10 due to its design, Backlinks, page rank, navigation, and easy to understand

content and graphics.

PDG already looks better than all three sites combined in my opinion. It has a great use of high

resolution images and great symbols and diagrams. However if PDG wanted to surpass its

online competition it would have to focus more on its title tag/description tag, its back links, it’s

navigation, and the use of e-mail marketing. All sites failed the e-mail marketing part, as well as

the personalized features. If PDG focused on those few things it would overcome its online

competition in no time.

Competitor Analysis Scorecard

Competitor Analysis Competitor #1 Competitor #2 Competitor

#3

Keywords/Keyword

Research

http://www.pointofvision.com/

brand/

http://www.psprint.co

m/

www.intuit.

com/

Top keyword /

keyword phrases used

on the site’s

homepage

brand

chrome://seoquake/content/mo

dules/pageinfo/pageinfo.html?i

d=2

printing

chrome://seoquake/co

ntent/modules/pageinf

o/pageinfo.html?id=0

quickbooks

chrome://seoq

uake/content/

modules/page

info/pageinfo.

html?id=1

Design/Usability

Overall look and feel

of the site

3 8 8

Use of graphics 2 8 9

Intuitive navigation 5 9 9

Redundant navigation 4 8 8

Ease of use 6 7 9

Appropriate for

intended audience

7 10 10

http://www.semrush.com/search.php?q=brand

http://www.semrush.com/search.php?q=printing

http://www.semrush.com/search.php?q=quickbooks


Good use of page

space, void of clutter

and white space

1 10 10

Clear Messaging 7 9 10

Clear Calls To Action 1 9 9

Content 6 9 9

Informative 6 9 10

Appropriate 7 10 10

Reflects keywords

used in Title and

Description tags

8 10 10

Alt tags for images 0 (none are named) 2 (most aren’t named) 10(all are

tagged)

Legible font 9 10 10

Other

Social Media Badges 7 (they are in a odd spot) 8 (in an odd spot, on

the right side)

7 (in a odd

spot)

Email Marketing

practice

4 (Not on the right hand side) 0 0

Email Marketing

(enewsletter signup)

4 (same as above) 0 0

Special features

designed to capture

email addresses

2 (the design is horrible and

the location is worst)

0 (no opt in box) 0(no opt in

box)

Use of viral

marketing

mechanisms

1 4 4


Personalization

features

1 1 1

Customization

features

1 1 1

Local Search

participant

0 (they don’t have one) 9 (works fairly well) 9 (works

fairly well)

Performance

Page load times 8 10 (fast) 8

Multi-browser

compatibility

10 (works on both firefox and

safari)

10 (works on both

firefox and safari)

10 (works on

both firefox

and safari)

SEO

Number of pages

indexed

2 27 36

Number of inbound

links

(seo quake)

5 17 141

Current page rank of

home page

http://checkpagerank.

net

4/10 5/10 7/10

Use of Title tag 8 9 9

Use of Description

tag

9 9 9

RATING 5 9 10

http://checkpagerank.net/

http://checkpagerank.net/


Website

Web Design:

Section 1: Header| Nice graphic

Section 2: Navigation Bar| Home-Services- Average Pricing-About PDG-Contact

Section 3: Left Side Bar| Featured content, services, awards won, affiliate product area

Section 4: Body| Featured content. Portfolio, Summaries and well organized links to other parts

of the site

Section 5: Right Side Bar| Option in e-mail form, Interchanging Flash products and services

Section 6: Footer| Interchanging customer testimonials, Below that a site map

Manage: The web master will have the knowledge, tools and the software necessary to properly

maintain the site. This person will also do constant variance testing to ensure that pages are

converting well.

Site Testing: As mentioned above the site and individual pages will be tested on a constant

bases. Most likely, Google tool box tools will be used to carry out these test.

Retention: New blog content and new designs will occur frequently to keep the users on their

toes. Also polls and prizes will be used to keep user engagement up.


Functionality: There needs to be an “ask question” chat box added, as well as a “set and

appointment” calendar installed to the site.

Lead Generation: Within the right sidebar there will be an e-mail optin form as well as several

interchanging featured product and service. Customer testimonials can always be found in the

upper portion of the footer, or a higher secondary footer.

Conversion Goals

The main conversion is to have users either call into the office and set an appointment or set an

appointment online.

Landing Pages

Page 1:

This page will be for Web design services. It will showcase past work, pricing and customer

testimonials.

Page 2:

This page will be for Branding services. It will showcase an information video, past work,

awards won, pricing and customer testimonials.

Page 3:

This page will be for all of PDG services. It will showcase past work, give a brief history about

the company and highlight the family atmosphere, pricing and customer testimonials.

All pages will be tested using variance testing or A/B testing. Each test will have four

components and 4 variances shall be made or each page making the total 12 trails. The split

testing and variance testing can be done using such analytics tools such as Google Analytics and

Home Page

Pencilworx Design Group has a very beautiful homepage. One of the first things a user will

notice is the rotating banner in the dead center of the page. This banner is filled with HD pictures

that functionally describe what the company is all about. The second one may notice is the dark

background with bright ribbons of colors going through it toward the top of the page. One may

also find it nice that they use a nice yellow against the black background. The whole site fits the

format for a great website according to “The Anatomy… Formstack” (n.d.). The things that are

related share the same h3 header color and the headers, breaking up one piece of content from

another, is larger than the content it introduces.

Pencilworx Design Group compared and contrasted to The Well Marketing Communications Inc.

(WMC). WMC is a nice blue and white with shades of grey placed about it. There aren’t that

many graphics besides “Our Latest Work”. The page is well laid out and all of the links on the

front page do take you to another screen. When comparing this to PDG one may look and say


that the PDG site is more graphically inclined, however the light background with the simple

lines, makes the content standout and helps the viewer take in all of the information presented

instead of being distracted by the busy colorful background and the scrolling pictures that don’t

link to anywhere Sneli (2007).

Funnel Navigation

As one can see from the figure below, the navigation buttons from the Pencilworx Design Group

site are: Who we are, What we do, Our work, and Contact us.

The user would expect that the who we are give an introduction of the company and its leaders.

They would expect the What we do to be a list of services or products. The Our work link should

go to a portfolio of past projects and possibly even testimonials. Lastly of course the Contact us

should go to a page with addresses and phone numbers.

For the most part the destinations are found on the third level of navigation. For example “Who

we are” leads to “About us” and “About us” leads to another page where the desired information

is suppose to be. Using the predications in the above paragraph the links will be analyzed in that

order.

1) “Who we are”: leads to “About PDG”, “Meet the Team” and “Awards”

“About PDG” give a brief description of the company, “Meet the Team”, is blank and

“Awards” is also blank, and give no information about awards won.

2) “What we do”: leads to “Services”, “Our Process”, and “Testimonials”. The “Services”

link leads to a blank textbox. “Our Process” uses interactive pictures to show the process and

is well thought out however it is low on text. The “Testimonials” button leads to a 404 page

not found site error. Which is never a good thing, especial since one of the services sold by

the company is web design and SEO services.

3) “Our work”: leads to “Portfolio”, ”Case Studies”, and “Clients”.

The “Portfolio” link goes to some very nice pictures of past work in different areas of

expertise, and that in turn goes to a slide show of said work. The “Case Studies” goes

through a very similar process as the previous link, however it actually defines the work

done. Lastly the “Clients” tab goes to a 404 page error much like the “Testimonial” tab in

point #3.

4) “Contact us”: This tab was a little more surprising. The contact us was much more than

some e-mail addresses and a phone number it had three tabs of it own. In addition to the

suspected contact information there was a “Request a Quote” tab, a “Careers a PDG”, and a

“Newsletter Sign-up” tab. However to much dismay of the user none of the tabs internally

linked anywhere. These tabs seem to be here just as decoration.


The Navigation and Information Scent of PDG is far from perfect. The solution to these

problems is to fix the broken links. The overall navigation is nice and easy to understand. Most

would critique that statement and say that there shouldn’t be three levels to reach the desired

information, however the format of the site and the business make this the more feasible way to

get the information across. There isn’t that much rearranging that needs to be done. Content just

needs to be created and placed along side the appropriate link

Search Engine Optimization (SEO)

The following keyword will be placed through out the site in order to assure targeted traffic will

be driven to the site based on site content and not solely depending on paid traffic.

How to optimize:

First the homepage will be optimize using the 5 highest ranked keywords above. The subsequent

pages such as the services page, and the about us page will be optimized with the remaining 12

words, spaced out evenly and logically of course. After the static web items are properly

optimized blog content supporting these keywords and phrases will be used to ensure favorable

overall site rankings.

Maintaining Rank:

In order to move up and maintain positioning for the key words above the site will have to be

monitored using analytic software such as Google analytics in combination with link-assistance’s

“Rank Tracker”. Software such as those will not only monitor the rankings and the traffic, but

also will alert you to downward trends and having pages move downward for certain search

terms.

Pay-Per-Click (PPC) / Paid Advertising


Headlines

Headline Variation 1- Get the branding edge, and crush your competition.

Headline Variation 2- Learn how graphics generate revenue.

Headline Variation 3- Sit down with an experienced branding advisor TODAY!

Offer Summaries

Offer Variation 1- PDG has the graphics power to push your brand to the top and beyond.

Offer Variation 2- PDG has years of experience teaching small businesses like yours how

to build their brand.

Offer Variation 3- PDG will take you step by step and help you solidify your brand.

Broad Market Campaign

Table 1

Broad Market Goals – Best Case Scenario

ATV

$1000

Conversion Rate

.75%

Exposures

1,770,000

Broad Market Goals – Worst Case Scenario

ATV

$1000

Conversion Rate

0%

Exposures

1,770,000

Table 2

Broad Market Site

Site

www.Intuit.com

Traffic/Visitor Profile

Averages 1.7M+ Visitors. The

majority of the people coming

to this site would be persons

interested in small business or

knowing more about small

business, not just branding and

are therefore broad.

Demographic Segmenting

College Educated women 25-

35 with children that make

over $100K. These people are

also assumed to be small

business owners.

Ad formats.

Text, video, banner placements, and forum post.

Messaging strategy and main goals of ad exposures.

Broad marketing is designed for those people earlier on in the AIDAS funnel. The main goal is to get

people familiar with the company’s brand. With this type of campaign click through rates and conversions

are generally low. This step of having people exposed to the brand will hopefully influence their buying

decisions later on in the AIDAS process. Headlines such as “Branding equals money”, “Free consultation

from branding experts”, and “Experience growth through branding” could be used.

Special offers and incentives.


Free brand analysis when a customer signs up for the company newsletter for the first time.

Table 3

Projected Revenue and Costs – Best Case Scenario

Ad Budget $750

Cost Per Click $0.42

Cost Per Visitor $0.17

Revenue $33,187.50

Total Conversions 33

RPV $7.50

MPV $7.33

Ad Spend/Revenue Ratio 2.26%

Discounting Percent 0

Total Cost/Revenue Ratio 2.26%

Projected Revenue and Costs – Worst Case Scenario

Ad Budget $750



Revenue $0

Total Conversions 0

RPV $0

MPV -$0.17

Ad Spend/Revenue Ratio NA

Discounting Percent NA

Total Cost/Revenue Ratio NA

Targeted Market Campaign

Table 4

Targeted Market Goals – Best Case Scenario

ATV

$1000

Conversion Rate

1.5%

Exposures

12,600

Targeted Market Goals – Worst Case Scenario

ATV

$1000

Conversion Rate

0%

Exposures

12,600

Table 5

Targeted Market Site

Site

http://www.marketing.about.com/

Traffic/Visitor Profile

12,600 visitors that are all

concerned with marketing

and one of the highest

Demographic Segmenting

Females 24-44 making over

105K, no kids, African

American with a college


searched terms on marketing

sites is branding.

education.

Ad formats.

Banner and paid post placement on the appropriate sites.

Messaging strategy and main goals of ad exposures.

These people are a little further along in the AIDAS funnel to the point where they have an idea of what

they want. This campaign is also used to build awareness of the company’s brand and the goal is to get in

front of as many people as possible. The hope here is to make in impression on buyers that don’t buy

today, but may buy tomorrow. The same headlines in the previous section can be used here as well.


Free brand analysis when a customer signs up for the company newsletter for the first time.

Table 6


Ad Budget $950



Revenue $15,781.50


RPV $15.00

MPV $14.10


Discounting Percent 0%



Ad Budget $950



Revenue $0

Total Conversions 0

RPV $0

MPV -$0.90




Intention-Based Paid Campaigns


Table 7

Intention-Based Paid Goals – Best Case Scenario

ATV

$1000

Conversion Rate

4.0%

Exposures

15.2K

Intention-Based Paid Goals – Worst Case Scenario

ATV

$1000

Conversion Rate

0%

Exposures

15.2K

Table 8

Branded Keywords

Keyword

brand management companies

brand management

brand management company

brand management

consultants

brand management firms

branding your company

brand company

the brand company

brand companies

how to brand your company

brand strategy

branding strategy

brand development strategy

Monthly Search Volume

590

27100

880

110

260

880

60500

60500

27100

1900

27100

18100

390

Average CPC

2.90

2.52

2.93

1.62

2.12

3.00

1.32

3.45

0.91

2.91

1.41

2.92

2.57

2.50

Provide a sampling of 8-10

Cost and conversion strategy.

Consumer keywords.

These keywords narrow the marketing pool by a large margin. These people are more likely to

buy simply because the “non-broad” terms used above is going to describe a consumers wants

and needs. Using paid search is an effective way to communicate that PDG is the company that

can fulfill those needs. Branded Keywords.

These keywords are the best. These people already know what they want and they want to get it form

PDG. These people only need a blunt call to action and maybe a little more information and they are

buyers.

The main goal with this campaign is to get as many conversions as possible and to stay within budget.



Free brand analysis when a customer signs up for the company news letter for the first time.

Table 9


Ad Budget $700



Revenue $24,928

Total Conversions 24.928

RPV $40.00

MPV $38.88





Ad Budget $700



Revenue $0

Total Conversions 0

RPV $0

MPV -$4.19




SEO/Paid Link Building Campaigns

Table 10

SEO/Paid Link Building Goals – Best Case Scenario

ATV

$1000

Conversion Rate

4%

Exposures

392.8K

SEO/Paid Link Building Goals – Worst Case Scenario

ATV

$1000

Conversion Rate

0%

Exposures

392.8K

Paid link-building strategy.

The people here are more targeted, they know what they want and just need to be told where to buy it. The

link building strategy here is to use the keywords above on high PR sites like www.empowernetwork.com.

http://www.empowernetwork.com/


Sites like these have both the PR needed and the target market. As the numbers show it is also one of the

more cost effective campaigns.


Free brand analysis when a customer signs up for the company news letter for the first time.

Table 11


Ad Budget $500



Revenue $487,072.00


RPV $40.00

MPV $39.96





Ad Budget $500



Revenue $0

Total Conversions 0

RPV $0

MPV -$0.05





Value and necessity of each step.

Step 1.- Creates product awareness. By clicking on the ad the potential customer becomes aware of

Pencilworx Design Group as a name associated with branding and/or graphics.

Step 2.- Once led down to the landing page the customer will learn more information about branding and

why their company desperately needs it. The landing page is not only responsible for convincing the customer

to call in, but it also educates them on the branding and buying process.

Step 3.- Once the customer is convinced they need the services of PDG they either call to set an

appointment or to order a product. OR they fill out a “Request a Call” form. These two actions will make a

potential customers information available for a sales team representative. The sales team then in turn contacts

the buyer through whichever means they have specified.

Step 4.-Once in communication with the company and all questions have been answered by the sales

team, the customer is prompted to buy. This is the most important step in the funnel, because this is where

money exchanges hands.

Testing and optimization process.

Have site content that would be most appealing to this demographic. Price cannot appear as a

differentiator, but the value can be shown through the step-by-step guidance compared to other offers if that’s

a concern of the customer.

Metrics.

The data collected will be used to determine bounce rate and the location of the customer when/if they left

the funnel without buying.

Landing page.

Potential customer sees PPC ad and clicks

Customer comes to landing page where they are exposed to information, stats,

pictures, and or videos

The customer then either calls in or request a call

After speaking to sales Rep. they buy products or services


Testing and optimization process.

The main goal of this landing page is to get the customers to either call in or request a call. The

elements on the landing page that would be most effective to test would be, the headline (color change, font

size, wording), opt-in box or request form (location, size, coloring), social media icons (position, size), calls

to action (location, size, highlighting, font).

Metrics.

These metrics will reflect how optimized the landing page is and show the conversion rate. A moderate

and attainable goal for PDG, due to its high priced services ($500-$2000), is a conversion rate of 5% in the

first quarter and 7% in the following quarter

Email Marketing & Customer Messaging

List building:

Some sort of digital information, (e-book, video, mp3), will be offered free of charge on a

squeeze page in exchange for e-mail , and other contact information.

Once they are on the e-mail list an Autoresponder will send then information rich content

at least once a month, along with the automated e-mails the persons on this will receive

spicy blog and social media content that has had a lot of user participation and input.

Customer Messaging:

Once on the mailing list users will be asked questions in the form of polls and for the more

opinionated people on the list they can respond via the company’s YouTube page or on the social

media/blog post it’s self in text format.

Partner / Affiliate Marketing

Possible Partnerships: Local printing and sign shops, Local Internet Marketers

Since PDG will be printing many t-shirts, Coffee Mugs, Flyers, etc for both themselves and their

customers have strong relationships with these business is key to the businesses overall success.

Not only can PDG establish pretty hefty discounts, but they will also have the possibility of gain

new customers from the experience as well.

Affiliates for PDG: Copy writers, grant writers, small business lawyers, online marketing tools

such as GetResponse or Aweber.

Working in the small business niche does have its perks. One there are so many people to service

and two these people need a lot of attention and a lot of resources. Once branding service is

established other services can be suggested based on that particular small business owner’s

needs. These suggestions would most likely be one way and the percentage of sale would be

discussed on a company bases.


Affiliates of PDG: Common internet marketers

PDG could attract very competent affiliate marketers by using services such as Commission

Junction. These services are generally free however a larger percentage of revenue has to be

dished out per-sale. Another downside to this is that there has to be some kind of affiliate system

put in place at PDG to manage the many candidates who wish to make PDG sales. The upside

however is that the company will stand to make many more transactions over a similar period of

time.

Offline Marketing

Being based in a budding and lively city like Atlanta put PDG in an amazing position when it

comes to possible offline tactics. The strategies below are chosen to give PDG a well rounded

offline marketing experience.

Flyers

o Can be distributed throughout the city and within the perimeter a week or so before a special

event host by the company takes place.

Business Cards

o Business Cards can be distributed to local business owners and placed in establishments such

as local upscale restaurants, gyms, and other arena the mid sixe business owners would find

themselves.

Logo imprinting on community supported organizations

o Through a community outreach campaign PDG will find and sponser a local youth sport

group. PDG in return will have access to place their company logo on the uniforms of that

sports team.

Banners

o Will be used at company sponsored events, photo opportunities are always prevalent in the

Atlanta area. Many photo wind up on Facebook or Pinterest. These sort of “viral” activities

will draw and create brand awareness

Hosted networking events

Logo imprinted pens with company information

o Pens can be made through company affiliations and spread throughout the Metro Atlanta

area. Most people will pick up a pen, even steal a pen only leave it somewhere else or have it

stolen by another person. A pen is an inexpensive way of creating mobile impressions

through out the city of Atlanta. For the price of an average billboard ($1,500-$2,000) literally

a million pens can be created and over a years time over a million impression can be made

from printing pens. If 5 customers are gained from those impressions at the low end of each

customer spending $650 the company would have made $3,250 the company has made a

profit of $1,750-$1,250.

o Placing an offer or a coupon of some sort on the pen will increase the actuality of a person

taking action.

PR / Communications Plan


This document outlines the distribution strategy and timeline for PR communications concerning

the announcement of the products and services for PDG in the 2013 fiscal year.

Distribution Strategy

Press Release Distribution

Press Room

o PDG’s News Room

The company news room is always the best place to announce any

company, releases, changes, or new news. The makes the news room valid

and interactive.

Wire Services

o PR News Wire

PR News Wire (http://www.prnewswire.com/) is a paid company that has

a good reputation with fortune 500 companies. They target, monitor, and

check press release engagement.

o Release Wire

Release Wire (http://www.releasewire.org/) is a free site that distributes

press releases for small to midsize companies. They offer to broadcast

over social media (twitter), Optimize for three keywords, and use graphics

to fully bring the project together.

Bloggers/Journalists

o Erica Swallow (http://mashable.com/author/erica-swallow/).

A blogger that focuses on the topic of small business and business

branding. Her reach has een global and she can be found on many

platforms.

o Lee Polevio (Lee Polevoi).

A blogger that is a regular on Intuit, which is a sites who’s main focus is

small to midsize businesses, which is also the target market of PDG.

o Carol Roth (http://boss.blogs.nytimes.com/author/carol-roth/).

A blogger for the NY Times business section.

Social Media

The following social sites will be targeted to distribute content and encourage sharing

via online community platforms. This list also describes how they will be used.

PDG Blog

o Post about new services and products

o Discuss new offers

o Encourages readers and followers to give input and testimonials.

PDG Twitter, Facebook, LinkedIn

o Post about new services and products

o Discuss new offers

o Encourages readers and followers to give input and testimonials.

o Post LinkedIn ad promoting the new products and services

PDG YouTube Channel o Create a video campaign broadcasting the new PDG News.

http://www.prnewswire.com/

http://www.releasewire.org/

http://mashable.com/author/erica-swallow/

http://blog.intuit.com/employees/no-cost-ways-to-promote-employee-health/#about-author

http://boss.blogs.nytimes.com/author/carol-roth/


o Encourage viewers to submit reply videos

o Have links to the video content on all of the adverting and wire platforms.

o

Media Focus Research

The following outlets will be targeted to have PDG’s services displayed.

Local News outlets:

o My Fox Atlanta

o The Atlanta Journal Constitution

o WSBTV

Industry News outlets:

o Entrepreneur (http://www.entrepreneur.com/)

A website dedicated to the everyday entrepreneur

o Small Business Branding Blog (http://www.smallbusinessbranding.com/)

A website that’s main focus is on teaching small business owners to turn

their businesses into brands

o Success Magazine (http://www.success.com/)

A branding and business development magazine.

Outreach Tactics

The following outreach tactics will be applied to get PDG’s products and services in

front of consumers and possible consumers in the year 2013.

Erica Swallow (http://mashable.com/author/erica-swallow/).

o http://ericaswallow.com/

Lee Polevio (Lee Polevoi).

o http://blog.intuit.com/employees/no-cost-ways-to-promote-employee-

health/#about-author

Carol Roth (http://boss.blogs.nytimes.com/author/carol-roth/).

o http://www.carolroth.com/

My Fox Atlanta

o 1551 Briarcliff Road NE

Atlanta, GA 30306

o Main number: (404) 875-5555

The Atlanta Journal Constitution

o (404) 526-5775

WSBTV

o Mailing Address: 1601 West Peachtree Street NE - Atlanta, Georgia 30309

o Main phone number: 404-897-7000

Entrepreneur

o Headquarters Entrepreneur Media Inc.

2445 McCabe Way, Ste. 400

Irvine, CA 92614

(949) 261-2325

Small Business Branding Blog o Ken Chandler: [email protected]

Success Magazine

http://www.entrepreneur.com/

http://www.smallbusinessbranding.com/

http://www.success.com/

http://mashable.com/author/erica-swallow/

http://ericaswallow.com/




http://boss.blogs.nytimes.com/author/carol-roth/

http://www.carolroth.com/

mailto:[email protected]

http://www.google.com/recaptcha/mailhide/d?k=01so2MbSD6WyUqSN9anzUAtQ==&c=ivUBJORAeov9ixCTI4qcJUenPnyPcKxinYKXg0ca-B8=

mailto:[email protected]


o Email: [email protected]

Phone: (877) 243-8383

International and Dallas/Ft Worth area: (940) 497-9264

o Mail:

SUCCESS magazine

200 Swisher Road

Lake Dallas, TX 75065

Timeline

The following is a timeline to outline when each task must take place to ensure a successful PR

communication and distribution strategy.

January 2013

o Onsite conversion changes.

Make sure social media icons are placed in the correct places

Put the newsletter sign up in the right sidebar

Make sure that the company phone number is listed boldly in the header

o Keyword research for web content.

o Research Key bloggers and most influential people in the small business branding

community.

February 2013

o Create better/more website content

Content is based off of the keyword research done in January

o Create more picture of work

o Contact the local media channels to ask about ad space

o Contact the industry news outlets about banner ad space

March 2013

o Create ads that will be placed in/on local and industry news outlets, on banner

ads, and for an e-mail blast.

o Alert customer customers and employees of the new hash tag #pdgroup. They

need to be informed that all new news and alerts will be using that hash tag

Monday April 1, 2013

o Draft and get legal approval for:

Press release content

E-mail marketing content

Blog/ forum content

Social Media content

Mid April 2013

o Send press release content to wire site to ensure that there is enough time to

publish

Monday April 22, 2013

o Launch campaign across all boards

o Verify all information has been posted and is accurate

May 2013

mailto:[email protected]?subject=Letters%20to%20the%20Editor


o Have 2-4 staff members go out to forums, websites and blog sites where the

announcements have been posted and have them gage the audience and address

any questions at hand.

o Contact the webmasters of sites, the bloggers to see how they gage the audience

response and simultaneously gage the effectiveness of their platform.

o Check the response rate of e-mail responses and look for any increase patterns in

newsletter signups.

June 2013

o Use social media, the company blog, and forums to communicate with the

customer base. Provide real-time feedback, and updates about products and

services.


5: Implementation Plan Marketing Campaigns & Programs

Campaign 1

Name: Community outreach

Goal: Draw attention to the company by supporting 2 non-profit organizations

Description: Finically donate and support 1 youth sports group that would travel

frequently throughout a game season as well an active local non-profit organization that

provides beneficial services to the community.

Marketing Strategies:

o Logo implementation on youth t-shirts

o Logo and contact information posted on banners

o Provide free branded websites in support of those organizations

o Provide Banner ad funds and services for the non-profit

o Openly show support of those organizations by blasting events and

services on social media outlets

Facebook for the youth group

LinkedIn and twitter for the non-profit organization

Post will be at least once every two months for the next 24 months

Campaign 2

Name: Entrepreneurial Development

Goal: Attract attention to PDG, and place them on a pedal stool of authority by

showcasing expertise in the field of branding.

Description: This e-mail marketing campaign is designed to keep PDG fresh in the mind

of inquisitive small business owners, so that when they are ready to take those steps

toward company branding they have a company they trust to help them out with their

efforts


E-mail Marketing

o Squeeze Page

Provide a free video on any subject dealing with branding in exchange for

contact information, including an e-mail address

o Landing Page

Talk about the services offered at PDG

o Autoresponder

Spend content rich and informative e-mails once a month

Hosting Networking and Educational events

Facebook PPC

o Place a PPC ad linking them to the e-mail marketing items


Campaign 3

Name: Operation Blog Traffic

Goal: Bring in traffic to the PDG blog

Description: This campaign is designed to generate blog traffic through e-mail marketing,

content marketing, social media marketing, and a quarterly produced press release. This

idea behind all of these component is to one, create interest in the blog by posting

interesting topics or subject matters in other forums, and two create backlinks all

throughout the internet pointing back to the blog for SEO and ranking purposes.


o Press Release

Posted once a quarter. Showcasing new products, services and awards won

o Social Media Marketing

Facebook: Provide information related to blogging, as well as comment on

4-5 peoples posts relating to graphic design or branding. Also use this

platform to address possible customer concerns.

Twitter: Mention noteworthy people in post ending in questions. Or pose a

polarizing question from current events

All comments and post lead back to the blog through a track enabled link

o Content Marking

Guest Blogging

Finding related blog and forum sites. Making comments and then

having url back links back to the blog

Blog content creation

Create and optimize more thoughtful and keyword rich blog

content for readers to enjoy and most importantly share.

o E-mail Marketing

Squeeze Page

Provide a free video on any subject dealing with branding in

exchange for contact information, including an e-mail address

Landing Page

Talk about the services offered at PDG

Autoresponder

Spend content rich and informative e-mails once a month


6: Evaluation, Control & Continuous

Improvement Measurement & Testing Plan (Analytics)

All analytics will be done using Google Analytics and Google Tool Box software

Goals

1. Increase quarterly revenue by 14% in six months

2. Increase monthly appointments by 30% in six months

3. Decrease wasteful company spending by 2% in six months (monthly)

Key Performance Indicators (KPI/Tracking)

Revenue increase

Site Traffic

o The more hits to the site the more opportunities people have to buy

Online Conversion Rates

o This shows how many people are buying the product

o The focus will become why are they buying

o Why are the others not buying

Bounce Rate

o This shows how many people leave the site without going to another page

o The focus is why are these people leaving so fast. What are they seeing, what are

they not seeing.

Number of cart abandonments

o These people have started the buying process and stopped abruptly


Appointment Increase

Number of office Calls

o How many calls does the office get in general? What are those call about and

could that information be found online?

Number of booked appointments online

o Shows how well the online appointments call to action is doing in comparison to

over all appointments and sales.

Number of booked appointments by staff

o Shows how many people are calling in rather than using the online booking, see if

there is something wrong with the online process.

0

2

4

6

8

10

12

14

16

Revenue

Revenue


Decrease in company spending

Where is web traffic coming from

o Knowing where the most web traffic and the converting traffic will allow

marketing efforts to be laser focused and spending is therefore focused as well.

What marketing platforms aren’t sending converting traffic

o Knowing this allows the pruning process to be more exact. Getting rid of these

will decrease waste in the marketing budget.

What PPC Keywords aren’t generating converting traffic

o Knowing what words are not converting will save time and money

0

5

10

15

20

25

30

35

Appointments

Appointment

97

97.5

98

98.5

99

99.5

100

100.5

Spending

Spending


Recommendations

o Track and monitor KPI’s

o Increase spending in marketing and advisement to the site to increase traffic.

o Make changes to site to increase conversion rates and Bounce rates

o Make more clear calls to actions to decrease cart abandonment

o Make appointment options and calls to action bolder

o After 3 months analyze incoming traffic, and cut appropriately to cut spending on marketing.


7: Resources & References

References

AGL Resources - Investor Relations - 2012 Press Releases. (n.d.). AGL Resources - Investor

Relations. Retrieved October 14, 2012, from

http://ir.aglr.com/phoenix.zhtml?c=79511&p=irol-news&nyo=0

Farrick, D. (n.d.). Writing Effective Press Release Headlines. Graphic design business resources

legal forms contracts pricing guides web design business. Retrieved October 15, 2012,

from http://www.creativepublic.com/writing-effective-press-release-headlines.php

File-sharing and copyright law: How it affects you | Academic Computing Services. (n.d.).

Academic Computing Services. Retrieved November 26, 2012, from

http://acomp.stanford.edu/info/dmca/

Is file sharing illegal or legal?. (n.d.). Computer Hope's free computer help. Retrieved November

26, 2012, from http://www.computerhope.com/issues/ch001042.htm

Kellogg's Frosted Mini-Wheats Cereal. (n.d.). Kellogg's Frosted Mini-Wheats Cereal. Retrieved

June 17, 2012, from http://www.frostedminiwheats.com/

MegaUpload file sharing site shut down for piracy by Feds - latimes.com. (2012, January 19).

Blogs - latimes.com. Retrieved November 26, 2012, from

http://latimesblogs.latimes.com/entertainmentnewsbuzz/2012/01/file-sharing-

megaupload-shut-down-for-piracy-by-feds.html

Nielsen, J. (2004, August 2). Deceivingly Strong Information Scent Costs Sales (Jakob Nielsen's

Alertbox). useit.com: Jakob Nielsen on Usability and Web Design. Retrieved June 17,

2012, from http://www.useit.com/alertbox/20040802.html

Peh, B. (2009, May 28). How To Create A Modern Press Release - SitePoint. SitePoint — Learn

CSS | HTML5 | JavaScript | Wordpress | Tutorials-Web Development | Reference |

Books and More. Retrieved October 14, 2012, from http://www.sitepoint.com/modern-

press-release/


Pencilworx Design Group. (n.d.). Home Page. Retrieved June 16, 2012, from

http://www.pencilworx.com/html/index.html

Pencilworx.com Site Info. (2012, August 5). Alexa the Web Information Company. Retrieved

August 5, 2012, from http://www.alexa.com/siteinfo/pencilworx.com#

Perry, N. (2012, January 20). Feds shut down file-sharing website – USATODAY.com. USA

TODAY: Latest World and US News - USATODAY.com. Retrieved November 26, 2012,

from http://usatoday30.usatoday.com/tech/news/story/2012-01-19/megaupload-feds-

shutdown/52678528/1

Phones, U-verse, Digital TV, DSL Internet, and Phone Service . Retrieved December 9, 2012,

from http://www.att.com/gen/privacy-policy?pid=2506

Privacy Policy | AddThis. (2012, May 10). The Largest Sharing and Social Data Platform. We

Provide Twitter and Facebook Buttons, Custom Audience Targeting, and more. |

AddThis. Retrieved December 9, 2012, from http://www.addthis.com/privacy/privacy-

policy#.UMVB3mdkUg8

Quantcast - Audience Measurement, Lookalike Modeling, Audience Buying. (n.d.). Quantcast.

Retrieved August 19, 2012, from http://www.quantcast.com/marketing.about.com

Quantcast - Audience Measurement, Lookalike Modeling, Audience Buying. (n.d.). Quantcast.

Retrieved August 19, 2012, from www.quantcast.com/www.Intuit.com

The Purpose of Privacy Policy. (n.d.). Freebies: Free Offers. Free Product Samples. Beauty

Products. Retrieved December 9, 2012, from http://www.isjustfree.com/pages.asp?id=8

Twitter Privacy Policy. (2012, May 17). Twitter. Retrieved December 9, 2012, from

https://twitter.com/privacy

Web Site Privacy Policy. (n.d.). Offical website of the Department of Homeland Security.

Retrieved December 9, 2012, from www.dhs.gov/privacy-policy#1

WIPO Pressroom. (2009, August 12). WIPO - World Intellectual Property Organization.

Retrieved October 16, 2012, from http://www.wipo.int/pressroom/en/

http://www.alexa.com/siteinfo/pencilworx.com

Internet Marketing Plan (IMP)

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