Internet Marketing Project 30 Points

1
Internet Marketing Project(30 Points)

• The redesign of the COBI website

2
In Place Right Now

• Group
• Maximum of 4 individuals
• Diverse skill sets
• Programmer
• Writer
• Marketer
• Organizer

3
What will you do?

• Develop a written plan (15 points)
• Develop a comprehensive college Shell and a
  assigned department template(10 Points)
• 10 Minute Executive Presentation (5 Points)

4
When is it Due?

• Written plan
• Turned in the day of presentations.
• Site Shell
• Email the link prior to presentation class.
• Presentation
• December 1

5
Questions that need to be answered...

• Why should it be redesigned?
• What are the key products / services?
• What is the differentiation/positioning strategy?
• How is COBI better than the competition?
• What opportunities are there?
• How will you promote the College?
• How can COBI effectively implement internet
  technologies?
• What level of IMC is needed
• Who are the target audiences?

6
In Short.

• Develop a 6 month n implementation schedule for
  the redeployment of the COBI website.
• Use the 4 Ps.
• Product
• Prices
• Place
• Promotion
• Use Customer Service To Maintain it
• CRM, FAQ, OnLine Support

7
Written Proposal

• Executive summary (1-2 Pages)
• Situation Analysis (1-2 pages)
• Macro/Micro Environment
• SWOT Analysis (1-2 pages)
• Strengths
• Weaknesses
• Opportunities
• Threats

8
Written Proposal

• Internet Marketing Strategy (3-6 pages)
• What are your Goals/Objectives
• Customer Oriented
• Awareness Positioning
• Downloads Satisfaction w/ site, purchasing
• CRM Delivery Time
• Coupon Use Registered Users
• Communities Affiliates, Customer Acquisition
• Increase Sales/frequency, Amount
• Build relationships
• Target Market Analysis

9
Written Proposal

• Internet Marketing Strategy (3-6 pages)
• What are your Goals/Objectives
• B2B Oriented
• Affiliate Network
• Quality of Online help
• Production Goals
• Product Quality
• Operations 24/7
• Inventory
• Tracking

10
Written Proposal

• Marketing Action Plan (2-5 pages)
• What are your goals for each Target Market?
• How are you going to accomplish your goals?
• For each goal, what steps are needed and tie in a
  means of measuring success
• What specific actions when?
• Advertising, Newsletters, New product Intro
• Six month Timeline
• All goals are to be achieved.

11
Written Proposal

• Proposed Budget for Six months (1 page)
• The 5,000 is to be spent on Internet based
  Marketing expenditures.
• Promotions, Co-Branding, Alliances, SEO
• Discuss Maintenance, Technology issues
• What will the site look like? (4-10 pages)
• Provide detailed walk through of the College
  level site and your assigned department using
  snapshots with descriptions

12
Site Shell

• Walk through from a Chosen Target Market
  Perspective
• Creation of a Detailed Site Simulation
• Interactive in Nature
• Not a Brochure- Which Navigational design/scheme?
• Creative in Content Context
• Matched to target market(s)

13
Site Shell

• Essential Elements (required for all)
• Privacy statement
• eTrust.org,
• perfectlyprivate.com etc.
• Press release
• press-release-distribution.com
• Press-release-writing.com
• FAQ Page and search option
• Description About the college
• I.e., Description of Staff Expertise, college
  history, studentprofile
• Sample Banner Ad that the college will place on
  other sites
• Sample Email Newsletter which is sent to a
  specified target audience (frequency?)

14
Site Shell

• Essential Elements (required for all)
• An entry page.
• A global site tree diagram page.
• Online promotion (contest, sample etc.) 
• A template that is designed to match the theme
  feel

15
Site Shell

• MultiMedia Incorporation is required.
• Level is up to you.
• Does affect evaluation.
• Basic
• Use images
• Good
• Use of sound files and images
• Excellent
• Use of video, sound, and images

16
Executive Presentation

• Scenario
• Your company has been contracted to provide a
  workable design template for the COBI. You will
  be presenting your redesign, as will your
  competitors, to interested administrators on Dec
  1.
• Your job is to tailor your presentation to win
  the whole contract for the redesign (150,000).
  Ignore the fact that you may be quoting similar
  facts as your competitors.
• Inform the college of the competitive threat,
  what your improvements are and the goals they
  achieve. Walk the audience through your web site
  and illustrate what makes you better.

17
Redesign

• Developing a redesign for the college, which
  includes
• Business Research Services (room 240)
• Office of the Dean (room 111)
• Academic Advising Center (room 221)
• Computer Operations (room 204, 206, 209)
• A new faculty profile directory?

18
Additional Redesign

• Graduate teams will focus on redesigning
• Graduate studies
• Marketing, Quantitative Analysis Business Law
• Includes IB PGM
• Meridian Campus
• Undergraduate teams will focus on either
• Finance/Economics Department
• College of Accountancy, or
• Management and Information Systems