Campaign Management

4.1)

Search Engine Optimization (SEO) – Content is king and keywords are queen! (Suhubring 2010). SEO efforts will help me increase visibility. More visibility creates more presence, which in turn converts to search engine performance, thus becoming an advantage for me. These efforts will contribute towards my objective of brand recognition.  Monitoring the amount of traffic, referrals, and unique visitors from search engine queries will help me achieve my KPI target.

In terms of metrics I will use the majority of Google tools.

•     Webmaster – use to track visibility. Help monitor robots, spiders, crawlers, indexing, queries, html text and etc.
•       Analytics / Adwords  - help me measure website traffic and keywords.
•      Trends – monitor keywords – popularity, search trends.  
•       Insights – help me monitor search behavior.
•     Site-map generator

Social Media and Viral Marketing (SMO): Creating spaces to share my content will allow me to build and foster relationships through community increasing my objective of brand awareness and webinar participation.  My engagement and participation within these communities will hopefully influence others to act. Action through polling, commenting, joining, sharing, embedding, subscribing and etc will contribute towards my KPI targets.

Metrics

•       Traffic
•       Comments, tweets, posts
•       Track RSS Subscribers
•       Testimonials & Referrals
•       Industry Expertise
•       Follower / Customer Feedback

Promotion and Public Relations: Relevant exposure as well as referrals to my site through linking and/or tagging will foster traffic as well as value for my brand, which is my primary objective. The leads generated from these sites will help me achieve my target KPI.

Metrics

•       Clip counting and media impressions
•       Accuracy of coverage
•       Comment / post ratio

Email: This channel will be used to keep clients and others informed about the company, such as its products, services and webinars.  The number of people who request information and accept webinar invite and other offers via email click-through will determine KPI targets.

Metrics

•       Subscribe rate
•       Open Rate
•       Click-through Rate
•       Response Rate
•       Unsubscribe Rate

4.2a.) Agape Multimedia Production Ministries primary objective is to communicate and cultivate reel hope. Therefore we will value our conversion efforts based on the number of people joining our website, following us on a social network, signing up for email subscriptions, and participation in webinars.

CV: System of Points

•      Join our website / Follow us through social networks – 1 pt
•       Comment / Post – 1pt
•       Subscribe to email / RSS – 2pts
•       Open email – 2pt
•       CTR – 5pts
•       Response Rate – 10pts
•       Attend Webinar – 15pts

4.2.b)

Channels	Outcomes	Budget(Monthly)	Hours(Monthly)	Costs	*Profit
SEO	Sign-up	$665 = 35%	40hrs ($7*40h)	$280	$0
SMO	Comment/Subscribe	$570 = 30%	50hrs ($7*50h)	$350	$0
Email	Open & response	$380 = 20%	30hrs ($7*30h)	$210	$0
Promotion & PR	CTR	$285 = 15%	10hrs ($7*10h)	$70	$0

*Currently my digital media is a non-ecommerce site. My main intent is to get people engaged with my company and promote brand awareness; therefore I will not be earning a profit.

4.3) Changes

            I am presently content with all of the channels I will be using in the beginning stages of my digital media plan. However, since email will be used as a primary source of exposure and engagement I will dedicate a larger percentage of my budget towards this channel. I have done this by increasing my email budget by 5% and decreasing my PR budget by 5%. My overall awareness of Internet Marketing has increased. As a result, I would like incorporate usability and not only content into my SEO channel goals. I also like the idea of the Web Strategy Pyramid. I think this will enable me to keep my overall objectives and goals in line pertaining to my digital media plan. 

The Web Strategy Pryramid

References

Ledford, J. (2009). Seo: search engine optimization bible . Indianapolis, Indianan: Wiley Publishing.

Schubring, J. (2010, June 27). The Web strategy pyramid: a well-balanced web strategy. Retrieved from http://sixrevisions.com/content-strategy/the-web-strategy-pyramid-a-well-balanced-web-strategy/

Channel Selection

1) Selected Channels

           

            As I market my services and products digitally, the channels I intend on using initially are Search Engine Optimization (SEO), Social Media and Viral Marketing and Email and Promotion/PR. All of these channels beneficial and can be implemented with little or no cost.

1. Search Engine Optimization is the fundamental catalyst of thriving online. As a result I will build my website and pages upon this blueprint, to increase my overall efficiency, visibility and marketability as a site.

2. Social Media and Viral Marketing are the vehicles of generating buzz. These are the channels I would use to build and foster relationships with others. In the end these are the channels that will allow me to be engaged and participate with other on a daily bases.

3. Promotion and Public Relations enhances the overall public image of a business if done correctly.  Therefore utilizing these channels can be complimentary to building added awareness and trust for my company.

4. Email is still a popular medium with my audience. To avoid excess I will use this channel intermittently and strategically. This channel will be employed on special occasions, such as in promoting a new product or service, or rewarding clients with special offers/discounts.

            Presently I will not integrate Affiliate Marketing, Paid Search / Pay Per-Click or Digital Advertising into my Internet marketing plans. At this time my objective is using the most cost efficient means of drawing people without bombarding my audience with advertisements. As a result my primary reasoning for not using these channels are the additional costs and time that can be associated with its use.

2.) Campaign Budget

            My Internet marketing campaign budget will probably only consist of about 25 - 30% of my overall budget. The majority of Bahamian business owners are still using traditional means of advertising, so the majority of my budget will be needed to compete in those areas. The funds I will be allocating towards my Internet campaign will be spent on the necessary applications to run these programs smoothly, although most applications are free, such as Google Analytics, Website Grader and etc.

            If I were working with a 7,000 marketing budget I would contribute 1,750 – 2,100. I will devote the majority of my budget towards my SEO efforts. SEO will probably consist of 35% of the budget, 30% will be dedicated towards Social and Viral, with 20% allocated toward Promotion and PR and the remaining 15% on email marketing.    

            The primary expense in terms of managing these channels will be time invested. By managing four channels I would expect to invest a minimum of 3 hours and a maximum of 5 hours a day. The writer of SEO Bible suggests just 1 to 2 hours alone on SEO efforts a day. Therefore I would make sure I am being efficient, strategic and meticulous in my efforts.

3) Campaign Duration

            I would like to devote a good seven to ten months towards my Internet campaign efforts. These few months will allow me the opportunity to experience trail and error. I will employ two to three month intervals in my plan to gauge my progress and/or deficiencies. In turn this will alow me a minimum of 3 and a maximum of 5 strategies I can use to achieve my target goals and objectives which are brand recognition and webinar participation.

References

Ledford, J. (2009). Seo: search engine optimization bible . Indianapolis, Indianan: Wiley Publishing.

Scott, D.M. (2008). The New rules of viral marketing . Retrieved from http://www.davidmeermanscott.com/documents/Viral_Marketing.pdf

Leadership Portfolio

Critically Scrambled Thoughts!

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Goals & Objectives

Objective:     Establish brand recognition!

Goals

•  Create a business website and join other social networks to encourage community.
•  Utilize an interactive platform.
•  Incorporate blogs, message board and forums.
•  Incorporate the multi-layers of social media by creating spaces for video, photo, music, and live casting.
•  Share production content to offer value.

Key Performance Indicator

            Track the number of people who subscribe / join the home website and/or social networks.

Target

            500 monthly 

Objective:     Communicate and cultivate reel hope through webinars.

Goals:

• Purchase online meeting and video conferencing software such as webex and/or got-to-meeting to conduct webinars.
• Communicate this service to clients via evites, emails, blogs, etc.  
• Invite subscribers to participate in live webinars – public or intimate
• Conduct polls / surveys asking visitors/subscribers what they would like to know about my company and the products we produce.
• Promote service by offering incentives to those who sign-up, such as a chance to co-host webinar once during the year.
• Post recorded webinars and make them accessible to registered users or those who sign up.
• Post a teaser trailer /snippet of webinars on website for anyone to view.

Key Performance Indicator

         Count those who accept invite and register for webinar.

Target

         50 people per month 

Situation Analysis

Business Model

1.1.1 - Agape Multimedia Production Ministries, will be offering multimedia services from preproduction to postproduction to distribution. Production services will be done off site. We will provide professional service and utilize quality equipment on all projects.  

We will make money based on the number of contracts / projects we obtain from faith-based, non-profit organizations and local talent. The organizations and their members will most likely be the end users.

1.1.2 - Most of our services will be offered as packages with varying prices.  Multimedia packages will range from 250 to 1000.  A typical transaction price will probably be about 500 dollars per contract. 

Competition

1.2.1 - The primary focus of Agape Multimedia Production Ministries will be video and film production within the entertainment industry specifically in the Bahamas. Currently there are no professional industry reports regarding film and video production in the Bahamas despite the growth the country has been experiencing and will continue to experience over the next several years.  However, the Bahamas Film Commission website provides general information pertaining to the growth within the industry, which they have been learning how to capitalize on over the past few years, by advertising our location and production services to the world.  

1.2.2 - The trend within the industry today is about delivering and communicating messages as instantaneous as possible. Hence learning how to tap into and capitalize on the digital world through branding, web presence, social and mobile media applications will be pivotal options to consider when we are distributing and publishing the content we create. If utilized appropriately Internet Marketing and Digital Media can be used to save a substantial amount of money as well as attract more business. With digital the footage is stored on a hard drive / memory card which saves in terms of purchasing tapes or decks; with advertising online and using digital signage, I don’t have to pay for paper, ink etc.   

Customer

Media production companies in the Bahamas are as followers…

Keen I Media mostly B2B and somewhat B2G, dealing with most for profit and international businesses, highlight their photography and weddings services. 

Merlin Production LTD, mostly B2C, highlights their wedding packages, target audience are mostly local consumers and businesses. 

Bahamas Christian Network (BCN) is generally a broadcasting production company, dealing primarily as B2B whose end user is the consumer.

1.3.1 - The demand of production services within the Bahamas is truly growing, however the integration of using the Internet to market the business services and products are slowly being integrated. Keen I Media has the most comprehensive presence in terms of Internet marketing and digital media, they are tapping into utilizing the social media components. 

1.3.2 - Agape Multimedia Production Ministries will mainly function as a Business-to-Business company, servicing consumers from time to time. Our target audiences are the faith-based and non-profit organizations within the Bahamas. However our primary objective is to provide multimedia services to group, organization or purpose who wants to deliver a message of hope.