EasyCare and Motor Trend Certified Digital Marketing

EasyCare and Motor Trend Certified Digital Marketing30 November 2011

1Prepared byBruce BrownleeBruce Brownlee Company LLC888-667-2721www.brucebrownlee.com

2ContentsBBC Team for APCOYearly Highlights for EasyCare Digital MarketingWhat We Operate for APCOOpen Projects and OpportunitiesNew NeedsTodays Topics3BBC TeamThe First TeamBruce Brownlee SEO, LPO, Marketing Site DevKani Cassens - SEOChristopher Krauskopf SEO, WordPressMark Dlugozima SEOGreg Kuzma CreativeJames Blakely Web Programmer, Usability, UI DevelopmentThe Reserve TeamDario Ruff SEODevin Poole SEO Strategist, Site OptimizerDan Hawkins PHP Developer, SOAP/Web Services Programmer4BBC Staff Supporting APCOBruce Brownlee SEO, analytics, usability, web page construction, agent sites, landing pagesDan Hawkins web programmer for landing page submit handlers, Brafton content grabbers, Brafton content display, Storyserver databaseGreg Kuzma page design concepts, creative, Flash video, gradients, backgrounds, hero shotsKani Cassens joining to work SEO projects5Yearly Highlights62009 HighlightsMay 2009 - First MotorTrendCertified.com built in less than a week.June 2009 First PPC Landing Pages first built and deployed with Google Adwords campaign.October 2009 New EasyCare.com designed 72010 HighlightsJanuary 2010 - New EasyCare.com live, hosted on Windows by IT, replacing Drupal site.April 2010 - Mazda MEPP Landing Page to production. Includes web leads interface, zip code lookup, Blipstar geo-location for find a dealer.August 2010 Video CDN implemented for EasyCare and MTC videosNovember 2010 MTC Dealer Nomination contest enabled82011 HighlightsEasyCare Agent Site completed First agent is ADGNew web leads interface built, tested, deployed for all landing pages and EasyCare.comRV Landing Page deployed as LP76 with new web leads interfaceCar Landing Page updated as LP74Visistat real-time web analytics and lead tracking installed92011 Highlights, page 2Redesigned prototype CoVideo page deployedEasyCare Online wireframe site built to show navigationBrafton content feed wired directly into MotorTrendCertified.com with Storyserver database, content grabbers, and automated content displayFirst fully-mobile friendly pages built for AutoNews / Auto Remarketing QR code campaign102011 Highlights, page 3Motor Trend Certified email campaignsMotor Trend Certified dealer support and MTC 20 meetingsSignificant quality and functionality upgrade to EasyCare.com Get EasyCare page11What We Operate for APCO12Online PropertiesEasycare.comDealer.EasyCare.comEasyCare Agent SiteLP74 Car Micro Site and LP DatabaseLP76 RV Micro Site and LP DatabaseMazda MEPP Micro Site and LP DatabaseMotorTrendCertified.comEasyCareCustomerCare.comBrafton Content Feed

13EasyCare.comConsumer facing web site with carefully crafted conversion paths and calls to action, designed to appeal to multiple personality types and buying modes.

14Dealer.EasyCare.comReady for a re-work now that an idea of whats needed has coalesced. Was originally just a place for dealer creative to live after leaving old site. Dealer recruiting would be the new purpose.

15New CoVideo Page Prototypehttp://dealer.easycare.com/CoVideoNewPage.aspx not yet in production awaiting more videos and approvals

16EasyCare Agent Site TemplateDeveloped for EasyCare agents. Implemented for ADG, underway for EasyCare Midwest and Dealer Performance Group. Curran next.

17LP 74 Car, Truck, SUV

The LP74 micro site offers vehicle service contracts and EasyCare benefits for cars, trucks, and SUVs.

The landing page is integrated with the 2011-updated Web Leads interface to connect the call to action directly to the database at the ECCC. Customers often get a call back within 10 minutes.18LP76 - RVLike LP74, connected directly to the new Web Leads interface. Serves as the target for PPC ads and content advertising focused on RV, fifth wheel, towables, and popups.

19Mazda MEPP

LP73 is the Mazda MEPP landing page micro site.

First to use the Web Leads interface. First to use the Blipstar geo-locator for find-a-dealer. First to use zip code entry with a reverse city/state lookup to make user entry easier.

To be transitioned to a non-MEPP generic Mazda landing page, without official Mazda logo.20MotorTrendCertified.comA site whose purpose has shifted from presenting a credible face to recruitment of dealers and now to driving leads to dealer web sites.

21Nominate Your Dealer for MTCDesktop landing page for MotorTrendCertified.com

22Become MTC Dealer LPProvided in both desktop and mobile versions.

23EasyCareCustomerCare.comA multi-page microsite built originally to receive and email submit VSC quote requests for the ECCC.

24Web Leads InterfaceOnline web leads connect instantly on submit with APCO and reach the ECCC in one minute. Customers can get a call in 10 minutes or less.

25Brafton Content FeedPrograms run on MotorTrendCertified. StoryServer database is hosted at EasyCare-Customer-Care.com.

26Landing Page InventoryTwenty seven active landing pages and seven thanks pages on five domains. Fifty eight retired landing pagesDesktop and mobileQuote requestsInformation requestsSubmit testimonialsBecome a dealerFind a dealerNominate your dealerSee 2011-07-26 Landing Page Inventory v34.xls27Operations24x7 monitoring for web properties: Dealer.easycare.comEasyCare.comLP74 and LP76Mazda MEPPMotorTrendCertified.comEasyCareCustomerCare.comCar and RV PPC campaigns in Google AdwordsLead and close tracking28Operations, page 2MTC Nominate Your DealerMTC dealer referral reportingWeb content updates for all sitesMTC Find a Dealer map updates and newsMonitoring and censoring Facebook postingsReview and report EasyCare.com testimonialsTrack and react to Google alerts29Operations, page 3Manage and operate Brafton content feedAssist with Brafton content posting processDownload web server log files for GoDaddy-hosted sitesReview and report from Google Analytics, including dealer referralsOn page quality and link checking for all sites30Open Projects and Opportunities31Hot IssuesHorse boot ranking ahead of APCO for EasyCareRip Off report on home page for EasyCare vehicle service contractsMotorTrendCertified.com improvements requested by Larry 20 JulySupport for MTC dealersLeads for MTC dealers32Horse Boots? Varies by Day

33The 2002 Ripoff ReportIt will take more high-ranking properties (other than EasyCare.com) to bump this 2002 report, and 13 others off the home page. Ripoff Reports are a fundraising scheme. They take money to modify or remove reports.

34Opportunities to LeverageUpdated Keyword Plan and Content PlanSEO on page optimization for EasyCare.com and MotorTrendCertified.com to boost traffic and conversions. Focus on conversions, not appearance.Keyword optimization and keyword linking in Brafton contentLink building campaigns for EasyCare.com and MotorTrendCertified.comMotor Trend Certified blog with keyword linking35Updated Keyword Plan

36Current Project AreasBrafton Content FeedDigital MarketingEasyCare.comLead GenMotor Trend CertifiedReputation Management37Brafton Content FeedSEO friendly URLs for MTCSEO links into articlesAutomate Brafton feed to EasyCare.com38EasyCare Digital MarketingRefresh stock art inventory checksCross property fact check and updateSocial media widget updates on all properties39EasyCare.comWarranty Comparison Tables UpdateImproved static 404 pageAdd a blog moduleOn page and in-site SEO for entire site including canonical tags and keyword optimizationRebuild dealer.easycare.com to align with plan provided

40Lead GenMigrate Mazda MEPP page to EasyCare branded pageAdd 2012 models to landing pagesTest Google Website Optimizer to find headlines, hero shots, and calls to action with enhanced click throughResolve ULID close reportingUpdate RV comparison table and CTA fields41Motor Trend Certified20 July meeting changes including geo-aware dealer flyer ads, Pure Cars search pageBig footer with sitemap, social, RSS feedSingle click find-a-dealer mapLighter site design, dealer picture trainLots of site SEO including new KW PlanLots of content additions and updates including dealer pages that link to dealer sites and inventory

42MTC Dealer Pages43To provide more measurable traffic from MotorTrendCertified.com to dealers. Build forwards for new dealers, build backwards to cover existing dealers. Link to dealer inventory, dealer site pages.

New NeedsReputation Management developing more EasyCare search results from other propertiesEasyCare.com Mobile PagesMotorTrendCertified.com Mobile PagesEasyCare.com iPhone/iPad applicationMy EasyCare functionality not implemented for EasyCare.comChecking contract expiration, checking payments made, doing online renewal request was original intention44Todays Topics45MotorTrendCertified.comHome page news accordion story for Jeff Schmitt on MotorTrendCertified.com with a picture from the opening and a link to the Ohio dealers list. The link is implemented in a way that it will bring up Jeff Schmitts locations at the top of the list. completedJeff Schmitt image gallery page for the launch with for the better pictures we have completedPress release posts - completedNational dealer map art received. Work left to cut out individual states, position dealer locations, rebuild state popup pages. Also have new styling and art ready for state pages.46EasyCare.comDuplicate pages when creating pages back end of easycare.com for Ashley MooreClaims paid ticker at bottom of the site (new request)

47Reputation ManagementPlan prepared 16 NovemberFirst step in plan completed5.1 Research and Analyze Competitive and Adverse ResultsNeed to report out keywords, links, rank, traffic dataNext two stepsTuning article and image content on easycare.com to get image and article results to rankSocial media profiles tune-up using branded keyword combinations

48Social MediaYouTube Channel connection to FacebookNew question on tools to researchDeveloping YouTube Channel is very important to have as another result between EasyCare and Ripoff Reports49Extra 3000 a MonthWas envisioned as leveraging what we already have to get more salesInstead of more SEO time, more construction was covered such asBrafton Content Management SystemNew Web Leads System development, testing, deploymentAuto News / Auto Reseller Mobile Landing PagesNew CoVideo page prototypes on dealer.easycare.com50Brafton RecommendationContent does not use the keywords we requestedContent is of mediocre qualityWe arent seeing a big traffic bump from the contentOur time could be better spent $$$Tuning and linking content already received Tuning our landing pages for higher submit ratesSocial media linking on our best keywordsGetting other properties like YouTube Channel to rank51