Internet Marketing Plan

1
Internet Marketing Plan

• 35 PointsFall 2005

2
The Team!

• Group Project
• Maximum of 5 individuals
• Diverse skill sets
• Programmer
• Marketer
• Organizer
• Writer
• Jokester (also known as The Slacker)
• The group will maintain a log of all group
  meetings. This is to be turned in as part of the
  written plan.

3
What will you do?

• Develop a written Plan - 15 points
• Develop a comprehensive Shell - 10 Points
• 10 Minute Executive Presentation - 5 Points
• 10 Minute Archived Presentation 5 Points

4
When is it Due?

• Written plan
• Turned in first day of presentations.
• Site Shell
• Email w/link prior to first day of presentations.
• Presentations
• 29th of November December 1st .
• Scheduling is first email, first choice after Nov
  1.

5
Questions that need to be answered...

• What is your company name?
• What products / services are offered?
• How are you better than the competition? Why
  should I buy from you?
• How will you market your business?
• How do you fill orders?
• What is your business model?
• How do handle privacy returns complaints.

6
In Short.

• Develop a 1-year timeline for a new niche online
  operation starting operations on January 1, 2006.
• Use the 4 Ps to develop your project.
• Product - Digital / Physical, Competitors/brand
• Prices - Dynamic /Static /Shipping
• Place Distribution/Returns, Suppliers, Drop
  Ship
• Promotion Banners, Rich Media, Viral, Contests,
  Public Relations, Press Releases, SEO
• Use Customer Service To Maintain it
• CRM, FAQ, OnLine Support

7
Internet Marketing Plan

• Part 1 The Written Plan
• 15 Points

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Written PlanSection 1 Marketplace Analysis

• Executive Summary
• Situation Analysis
• SWOT Analysis
• Internal
• Strengths
• Weaknesses
• External
• Opportunities
• Threats

9
Written Plan Section 2 - Internet Marketing
Strategy

• Target Market Analysis
• Who is your target market why?
• How big is the market?
• Differentiation strategy.
• Positioning strategy.
• Who are your competitors?

10
Written Plan Section 3 Identifiable Marketing
Objectives

• What are your Goals/ObjectivesCustomer Oriented

11
Written Plan Section 3 - Identifiable Marketing
Objectives

• What are your Goals/ObjectivesB2B Oriented

12
Written Plan Section 4 Strategy and Action Plan

• What is your Business Model?
• See week 2 slides
• How are you going to accomplish your goals?
• For each goal tie in a means of achieving and
  measuring success.
• What specific actions when?
• Advertising, Newsletters, New product Intro,
  coupons, contests, key words, metatags, linking.
• Discuss IMC actions.
• One year Timeline
• What happens when?
• All goals are to be assessed.

13
Written Plan Section 5 The Budget

• The 10,000 is to be spent on Internet based
  Marketing expenditures in 12 months.
• Promotions, Co-Branding, Alliances, SEO, etc.
• Discuss Maintenance, Technology issues.

14
Written Plan Section 6 The Site

• What will the site look like?
• Provide detailed walk through of the site using
  snapshots with descriptions.
• Screen shot from whois indicating primary URL is
  available.

15
Written Plan Section 7 When we meet

• This is a hand written log of when/where your
  group has met and the general topics discussed.
• This may be inspected in class.

16
Internet Marketing Plan

• Part 2 The Site Shell
• 10 Points

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Site ShellThe Issues

• Walk through from a Users View
• New or Existing User?
• Site is a Detailed Simulation
• Interactive in Nature
• Not a Brochure
• Define Information scheme / Architecture
  Structure
• Creative in Content Context
• Matched to target market (s)
• May use templates/extensions

18
Site ShellRequired Basic Elements

• 1. Privacy statement
• eTrust.org,
• perfectlyprivate.com etc.
• 2. Press Release Section
• press-release-distribution.com
• Press-release-writing.com
• 3. FAQ Page or search option
• 4. Description About Company
• Description of Staff / Expertise (professional
  looking photos)
• 5. Our Advertising Section (how you will
  advertise on other sites)
• Sample Ad, properties
• 6. Newsletter Section
• Sample opt-in Email Newsletter

19
Site ShellRequired Basic Elements

• 7. Affiliate Program Description.
• - How can someone become an affiliate and
  rates.
• 8. Page titles.
• 9. Downloadable free content.

20
Site ShellRequired Creative Elements

• An entry page.
• A global navigation menu.
• Page(s) describing products and prices-returns
  policy.
• Page describing advertising opportunities and
  prices (appropriate for a content site).
• Customer survey/order form.
• Online promotion (contest, sample etc.) 

21
Site ShellMultiMedia Required

• Level does affect your grade.
• All multi-media must be created by your group.
• Basic Digital images (max of 8/10)
• Good - sound files and images (max of 9/10)
• Excellent - video, sound, and images (Note A
  video file is not a sound file).
• Graduate students video, sound, graphics and
  images expected.
• Multimedia should be appropriate to target market
  and usage.

22
Internet Marketing Plan

• Part 3 The Executive Presentation
• 5 Points

23
Executive PresentationThe scenario

• Your audience is 20 business people that you have
  invited to invest in your company. They each
  have 1000. They have basic knowledge of the
  Internet, but that is all. In 10 minutesYour
  job is to tell them
• What do you do, what is your business model.What
  the critical issues are as they relate to your
  business.What makes you better than your
  competitors.
• How big is the market.
• How will you spend their money.How you will be
  successful.
• 2. Walk the audience through your web site and
  convince them to invest.

24
Internet Marketing Plan

• Part 4 The Archived Presentation
• 5 Points

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Archived PresentationThe scenario

• The archived presentation is similar to the live
  presentation 10 minutes.
• Includes a audio analysis of your project.
• Graduate students Required to use a webcam/USB
  Digital Camera as part of your presentation and
  either MS Producer or Camtasia.

26
Internet Marketing Plan

• Any questions?
• Next .

27
Project Quiz!

• Take out a Sheet of paper.
• What are your top 3 interests (Legal, Clean,
  Ethical) outside of school
• This will form the basis of your project.

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Project QuizDUE TONIGHT! Midnight!

• Form a tentative PROJECT group now. You do not
  have to work with your strategy analysis group.
• Inform each other of real name, a working phone
  number that you can be reached, a valid email.
• Agree on where/when your one required
  coordination meeting outside of class a week at
  the same scheduled time/location will be.
• Have one person designated as group contact
  person and they will email me a note detailing
• Names of all people in your group (note if
  absent).
• A preliminary idea for your project.
• Be sure to cc this note to all members of your
  group.
• Groups should be finalized October 14.