Luke O Reilly (1765916) Digitial media

1 | N e v a d a B o b s D i g i t a l M a r k e ti n g P l a n L u k e O R e i l l y

Luke O Reilly (1765916)

Nevada Bobs

Digital Marketing Plan

Table of ContentsExecutive Summary 4

Company Introduction 5

Vision and Mission statement 6

SWOT Analysis 7

Competitor Analysis 8

Company Positioning 9

Business Objectives, Goals & KPIS 10

Business Objectives 10

Digital Goals & KPIS 10

Strategy 12

Personas 12

Value proposition per persona 15

Persona/channel mapping 16

Channels 17

SEO 17

Reach strategy 17

Act and convert strategy 22

Engagement strategy 22

PPC 23

Reach 23

Act and convert 25

Display 26

Google my business 30

Facebook 31

Reach 31

Act and convert 33

Engagement 35

Twitter 37


Pinterest & Instagram 42

Pinterest 42

Instagram 42

Email 44

Reach 44

Act and engagement 45

Blog 46

Reach 46

Act and convert 46

Engagement 46

Example of blog content 47

Editorial calendar 48

Measurement and control 49

Budget break down 50

Reference and tools 51


Executive Summary

Nevada Bobs was founded in Dublin in May of 2007. Nevada Bobs is a Golf Retailer that prides themselves on their customer experience, competitive prices and being the only retailer in Ireland to stock the five biggest brands in golf including the recent acquisition of the exclusivity of Nike Golf in Ireland

Accredited as a B2C golf retailer with locations in Dublin, Limerick, Castlebar , Galway and Cork in the Republic of Ireland .

Upon launch of the company in 2007, Nevada Bobs Ireland Invested in a website (www.Nevadabobs.co.uk/site/NB_Cork), printed promotional materials, email marketing and some paid advertising.

Since the website launch in 2007 Nevada bobs have made no adjustment to the website and have also invested no money into Digital marketing, they have recently setup a Facebook and twitter page.

Despite this, The Nevada Bobs team is conscious that a Digital Marketing strategy needs to be done and implemented in order to increase brand awareness, sales and retain clients. The plan that we proposed to them is a 12 months plan, starting on January of 2015 and ending on January of 2016. After the year has elapsed the plan will be re-viewed based upon the results

This Digital Marketing Plan also includes a research of the strengths, weaknesses, threats and opportunities of the company. Research will also be taken on the audience on offer to the company, based upon the results of the audience research four main personas will be developed. A Race model will also be develpoed based upon the result of the audince research

As part of the race stragety we will use different channels . The channels that will be used are Web , SEO, PPC, Facebook, Twitter , Instagram , Pinterest, Email Marketing and a Blog . We also look at the possibility of using Youtube.

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Company Introduction

Nevada Bobs Ireland was set up by a Michael Clarke in May of 2007; it is an Independent business with five stores based in the Republic of Ireland, primarily focused on the Golf Retail industry and a secondary focus on the Golf teaching industry

Michael Clarke felt that there was a need for a new Golf Retailer in the Irish Golf industry as golf in Ireland has been on an increase in the past few years due to the success of our Professional Golfers abroad. And with only two main retailers in Ireland to cater for the golfers needs. Michael Clarke and Nevada Bobs Ireland were optimistic that they could thrive in the current situation.

In its first three years Nevada Bobs has a gained a satisfactory customer base due to its highly competitive prices, Quality service and its unique service of offering free custom fitting to all customers. Nevada Bobs is the only retailer to offer customers the choice of the five main brands in golf and have also acquired the exclusivity of Nike Golf in Ireland. This is a huge plus considering Nike sponsor the current world no1 Rory Mcilroy and Tiger Woods the world’s most successful golfer

Nevada Bobs are the only Golf Retailer who’s employees are all fully qualified Golf Professionals and Members of the Irish P.G.A ( Professional Golfers Association Of Ireland ) insuring that the customers receives the best advice in the game and never leaves the store without learning something new . Since the main shop opening in 2007 four other shops have been opened nationwide with 40 staff members working within these shops.

Nevada Bobs have a basic online presence , with just a website and an Email database ,However the website was last updated upon the launch in 2007 and is now very outdated in both design and content . They are conscious of the lack of their online presence and they are committed to get a planned digital marketing strategy which helps them to grow awareness and build a higher position of the brand Nevada Bobs. There is a long term plan for the company of becoming a franchisee in other European countries


Vision

To be the number one retailer in the golf industry and to offer the best customer experience in Ireland

Mission

Nevada Bobs mission is to serve the needs of the serious and recreational golfer with value added products and services that give Nevada Bobs the competitive edge.


Swot Analysis:

STRENGTHS WEAKNESS

Stores in every province in Ireland

Exclusivity of Nike Golf in Ireland

Great reputation for customer service

Only shop in Ireland where all staff are fully qualified PGA professionals

Only shop in Ireland which offers free custom fitting with all golf club purchases

Known for high quality goods

Known for stocking the latest and most innovative golf clubs

Keyword research is relatively cheap due to lack of competition

Big email Database

Outdated website content ,design is amateur looking

Poor organic SEO ranking

Social media is not run to industry standards

No market research done

No PPC or display advertising

No Blog

Content on email marketing is very poor

OPPORTUNTIES THREATS

Improvements on website

Participation in golf is growing yearly

Setting up social media and using the advertising told (increase awareness )

Opportunity to run a geo targeted PPC campaigns in a non-competitive market

Setting up of a blog

Improve content on Email marketing

Cheaper offerings from competitors

McGuriks domination of the Irish market

Competitor Analysis


Competitor Online Presence Overview

Modern and up-to-date website

Basic PPC and Display advertising

Social media presence (Facebook and twitter) Very poor engagement and content could be improved , uses Facebook adverts

No email marketing

Show up first in organic ranking when key phrases (ping, Golf clubs ,) and show up on the first page when (taylormade golf, callaway golf) are searched

Ireland umber 1 Golf retailer for the past 40 years

Strong Brand Recognition (been around for 40 years )

Multiple Locations ( Lepordastown, Blancherstown, Kinsale , Cork city )

Big Budget for marketing as they normally get the main TV slots on Sky sports golf coverage

Known for competitive prices , but customer service is very poor and snobby

Very basic Website

No PPC advertising or display campaigns

Social media presence (Facebook), Do not post quality content

Email Marketing ( posts monthly newsletters to its email database which contains current in – store offers , and news in the world of golf )

Halpenny do not show up on the first page of the organic search when key phrases (ping,talormade,golfclubs, drivers ) are searched

Relatively new company setup in 2010

Dublin based company has 3 store locations. ( Swords , Lucan , And city centre )

Does very little marketing due to its relatively small earnings , new to industry

Is seen as a shop that stocks last season’s range. With no professionally qualified employees


Company positioning

After some research we have realised that McGuriks Golf can over the lowest prices on Golf equipment due to the big quantity they order, on the other hand Halpenny golf have a very select range at average prices in contrast Nevada Bobs offers all 5 major golf brand unlike McGuriks (4) and Halpenny(2) , and are only 4% more expensive than its closest rival McGuriks.

When it comes to customer service Nevada Bobs ranks number one among consumers. With people saying the employees in McGuriks are very snobby and seem to have no time for customers .Halpenny golf is seen as very amateurish.

Business Objectives, Goals and KPIS


Business Objectives

The businesses objectives of this campaign have been spread over a 12 month period .The main objectives are to increase awareness of the brand and to increase sales.

Increase awareness of Nevada Bobs in Ireland. Increase products sales, custom fitting bookings & increase in lessons booked Reaffirm reputation, quality of service & quality of products Increase customer retention

Digital Goals and KPIS

Race Objectives Digital goals Channels KPISReach Increase

awareness of Nevada Bobs

Increase social media presence

Increase social media base

Increase site visitors Increase in email base

On and off page SEO PPC and display

advertising Social media

platforms

% increase in new website visitors

%increase in returning visitors

Setting up of a Facebook and Twitter account.

increase in social media likes and followers on a monthly basis

Increase in Click through rates from serps

Act Encourage Brand interactions and leads

Reduce bounce rate Increase dwell time on

website Increase number of

pages viewed per session

Create social media content and encourage people to like and share it

Remarketing through (display marketing ,Email and social media )

Improving Landing page effectiveness

Improving design of website(SEO)

Facebook Twitter Email marketing

Increase in dwell time

Increase in pages viewed per visit

Decrease in bounce rate

Increase in Social media engagement

Conversion Increase sales online

Increase on leads on the website

Improve website checkout process

% growth in overall sales on equipment


Increase in custom fitting and lessons booking

PPC Display Remarketing

(adwords)

and Lessons Custom fitting

bookings

Engagement Improve customer retention and loyalty

Increase number repeat of visits

Increase engagement Setting up a review page

on the website

Website Email marketing Blogs Social media

Web/blog/social media engagement rates

Increase on followers on Social media

Number of people posting on the review page

Email CTRS Email subscribers

Strategy


Personas

After doing research on the audience of Nevada Bobs, we have seen that the audience is very broad. We have been able to segment the audience into 4 types of personas


Persona 1: Alan1- Alan

Alan is a 50 year old owner of a business located in suburban Dublin and a golf nut. Alan enjoys his golf and often mixes business with golf as he holds a

lot of his business meetings on the golf course with various clients.

Alan’s children are all grown up and have left home so he fills his spare time with golf He is a member of the prestigious Carton house golf club in

Maynooth Co.Kildare were the rich and wealthy play . Alan has recently set up Facebook so he can talk to his children . Alan would not be a highly skilled

golfer yet he buys the most expensive golf clubs that the Professionals would use which makes the game more difficult for Alan

Alan would constantly be on his Phone and laptop during the week receiving emails and searching for potential new clients on Google. He visits various

golf websites to get the latest tips and news, looking at the latest equipment and prices.


Persona 2: Michael

Michael is a 27 year old plumber who works for a Dublin based Plumbing company. Michael works Monday to Friday from 8 till 5. He has a young family and finds little time to socialise. When Michael had his children he had to give up football as playing 3 times a week had become too time consuming , It was then that he took up golf so he could both socialise with his friends who all play golf .

Michael and his friends play every two weeks on their local public golf course. They play for money and go out for a few drinks after the round , None of his friends have the latest golf equipment instead they decide to purchases last year’s golf equipment or the low end golf clubs which all the Big brands Manufacture

Michael uses his phone during work days to receive emails and to view his schedule for the following day. Michael spends at least two hours of his day chatting to friends on social media and looking at updates. His friends call him Mr Google as like many people of his generation he uses the search platform to find the answers he requires for various situations.

Persona 3: Richard


Persona 3: Richard

Persona 4: Mary

Value proposition per persona

Persona #1Allan

#2Michael

#3Richard

#4Mary

Value proposition

The latest and most up-to-date golf equipment which all come with free custom fitting at no added cost

We stock both the lower end and higher end clubs offered by each of the Five main manufactures at the lowest prices

Nevada Bobs is the only shop in Ireland that will custom fit the top equipment used by the professionals and the elite golfers and it comes with no added charge

We offer the best customer service by some of the top golfers in the country

Persona/channel Mapping

1#Allan

2#Michael

3#Richard

4#Mary


Persona 4: Mary

Level of digital interaction Medium High High Low

SEO

PPC

Display

Website

Facebook

Pinterest

Twitter

Instagram

Email


Channels

SEO

After checking the Nevada Bobs website, we have realised that it is of very poor design and has never been optimized for SEO. The website was setup in 2007 and has not been changed since, this website can be vastly improved, both the SEO and structure. As there is no current focus on SEO on the website we could not see what areas could be improved on rather we are going recommend how Nevada Bobs should change the website.

Reach strategy for SEO

Website Url

Changing the Url is the first step Nevada bobs should follow as they are currently under a .co.uk domain http://www.nevadabobs.co.uk/site/NB_Cork is the current web address.

We would recommend that Nevada Bobs try getting an .ie domain which could look something like this Http://www.Nevadabobs.ie

Heading tags

The proper use of heading tags which vary from H1-H6 will help increase with the SEO for the following reasons

Relevancy: as the search engine spiders will check the relevancy of the header tag with the content that it is associated with.

Gives an enriched user Experience: Heading tags give users a clear idea of what the page content is about. Search engines give importance to user-experience on a site. This shows the presence of heading tags are an important component of SEO.

Keyword Consistency: Search engine spiders check the keywords consistency between and headers and other parts of the page

H1 Tag: The h1 is the most important tag out of the 6 h tags that can be used , it should never be left out of a page , as search engine spiders pay close attention to the words used in the h1 tag and to see if they contain a basic description of the page content, .

An example of how H tags would be used would be as follows on the Homepage


http://www.Nevadabobs.ie/

http://www.nevadabobs.co.uk/site/NB_Cork

<h1>Nevda Bobs Golf </h1>

<h2>Ping golf section</h2>

<h3>Taylormade golf </h3>

<h4>Free custom fitting </h4>

Keywords

The following SEO keywords should be used in Nevada Bobs web content which will make it possible for people to find the site via search engines. We recommend that Nevada Bobs do keyword research on a fortnightly basis and if new Key words appear that they be inserted in the web content.

The following is a list of Keywords that have been researched and should be used in the web content

Keyword Competition Ave Monthly searches (Ireland)Golf Clubs Ireland Medium 260Ping golf Clubs Ireland High 30Golf club sale High 15Golf Shoes High 110Rory Mcilroy Medium 245Nike golf Medium 90Taylormade golf clubs Medium 10Golf drivers Medium 20Golf putters Medium 30Golf wedges Medium 20Padraig Harrington Low 60Golf Irons Medium 40Tiger Woods Low 50Titliest Medium 30Callaway Low 45

Alt text

As the website uses images, the adding of alt text is vitally important. Alt text is the phrase that will be inserted into the Html code of the image. The main function of an alt text is to give description of


the image for people who cannot see it, for example if the image will not load or if the user is blind. Search engine spider also use alt text to see what the image is about and if it is relevant. Thus if the picture has a good alt text it can help with SEO. Below is an example of an image on the website and the alt text that should be used

(Ping Golf. The ping G30 driver)

Title tags

Nevada bob’s currently have a title tag for each page. These title tags focus more on the brand rather than focusing on keywords. With Nevada Bobs trying to raise awareness of the brand we recommended that more focus is put on keywords rather than the brand.

Meta Tags

At present the Meta description for the website has been set to let search engines extract the relevant text. After the keyword research we have realised that there is not too many Keywords to cover, so it would be better to have strong bid for these keywords. Due to this it is better to write our own Meta description

Anchor text


Current title tag

<-- Page title shown in the web browser-->

<title> Nevada Bobs Golf </title>

New title tag

<--Page title shown in the web browser -->

<title>Golf Clubs Ireland |NevadaBobs</title>

Sample of a new Meta description

<meta name= “description” content =” Nevada Bobs is your on stop shop for Golf Clubs Ireland, golf irons, golf Shoes , golf putter ,golf driver and wedges .

We stock all the major brands such as PING golf Ireland, taylormade , titliest, Callaway.

Nevada Bobs has the exclusivity rights to stock Nike Golf in Ireland which is worn by Rory Mcilroy and Tiger Woods.”>

(All Keywords are highlighted in yellow)

Anchor text is a clickable text in a hyperlink on the website. One of the most important metrics used by search engines to determine ranking is link relevancy. Link relevancy is determined by the content of the source page and the anchor text.

Going forward Nevada Bobs should add anchor text to all links. The words in the anchor text is what helps determine the ranking given by the search engine. The text should be relevant to the link and should not be generic.

Example of this would be in the internal link to the blog

a href="http://www.Nevadabobs.ie/Blog"> Nevada bobs blog|Golf tips|News|reviews news</a>

Sitemap

The current sitemap of Nevada Bobs website is not up to industry standards. We would recommend that the following site map which contains Keywords be setup



Homepage

lessons and custom fitting

Book lessons

Book Custom fitting

Blog

Clothing

Adidas

Nike

J lindenberg

Putters

Nike

Taylormade

Ping

callaway

Irons

Ping

callaway

taylormade

Nike

Drivers

BrandsList all the

brand stocked in the shop

Act and Convert Strategy on SEO

Improving checkout process- By improving the checkout process we hope to reduce the card abandonment rate which is high at the present moment (87%) due to the current checkout process.

Adding an Inquiry form to the website - One of our goals is to increase the number of leads on the Nevada Bobs website. This will help increase the business data base, not only will it help increase the data base it will mean those users can convert and become customers.

Engagement strategy on SEO

Setting up of a blog – setting up of the blog section on the website will help with engagement along with SEO optimization. The blog will be filled with fresh and good quality content on a regular basis.


PPC

Reach strategy

Campaign Campaign Negative Keywords

Ad Group Keywords

Golf Clubs Volkswagen GolfGolf GTiAntiqueWooden spoon ClubsUsed Volkswagen Golf

Golf Clubs

[Golf Clubs]“Golf Clubs ”[Golf Store Ireland]“Golf Store Ireland”[Golf Sets]“Golf sets”[Online Golf]”Online Golf”[Clubs Buy]”Clubs Buy”+Buy Golf Clubs+Online

Nike Golf Nike RunningNike FootballNike golf Tours

1. Nike Golf

2. Sale Golf

3. Rory Mcilroy

4. Nike Golf Shoes

[Nike Golf]“Nike Golf”[Nike vapour golf]“Nike vapour golf”

[Nike Golf sale]“Nike Golf sale”

[Rory mcilroy Nike golf]“Rory Mcilroy Nike golf”[ Nike Golf shoes]“ Nike Golf Shoes”

Ping Golf Ping PongPing batsPing pong ballsTable PingCommand Ping

1. Ping Golf Clubs

2. ping Sale golf

3. Ping G304. Ping used

Golf Clubs

[ping golf Clubs] “Ping Golf Clubs”Ping Clubs Sale]“Ping Golf sale[Ping G30 Ireland]“Ping G30 Ireland”Used Ping+ Ping Golf


Example of the adds

(Golf Club) (Ping Golf campaign )

1. Golf Clubs – This campaign will have one ad group which will contain several ads you can see a sample ad above. This campaign will only have one landing page which will be the homepage. This campaign will run all year round

2. Nike Golf Campaign - The Nike golf campaign is a campaign that is based solely on Nevada Bobs Nike golf products. The campaign will be broken down into four ad groups which each ad group having three different ads. This campaign will have six different landing pages based upon the product. This campaign will start in February and will end in August as it will coincide with the launching of the new products and it is also the time at which there is a surge in the purchasing of golf equipment. This campaign will also be switched on For November and December for the Christmas period

3. Ping Golf campaign - this campaign shares all the same components as the Nike campaign, It will contain the same amount of four ad groups and several ads per ad group . It will also contain six different landing pages and will run on the same time frame as the Nike campaign.

We will also be adding ad extensions to the ads which will make the ads bigger and will help increase the ad position. We will use


Location extension Contact us extension Call out extensions with terms like : Ping Golf , Nike Golf , Taylormade Golf , Golf sale Site link extensions -

Act and convert Strategy on PPC

The Ping and Nike golf campaign will also be used in the Act and strategy. The following changes will be made to the campaigns when being used in the Act and Convert strategy

Using CPA (cost per acquisition ) instead Of CPC (Cost per click) More aggressive calls to action to increase the number of conversions

Examples of an Ad Below


Contact Us Where we are Follow us

Free hybrid with every Nike golf driver purchased

www.Nevadabobs.ie/Nike golf/drivers

Nike Golf, Rory Mcilroy, Custom fit

Display advertising

Campaign Ad Group Targeting

DisplayCampaign

Display Keywordtargeting

Golf Clubs Ireland Golf Sale Ping Golf Clubs Taylormade Golf Nike Golf Golf Discounts Rory Mcilroy Titliest Clubs Nike Golf Shoes Adidas Golf shoes Golf Putters Golf Drivers for sale Golf Irons Ping Irons Tiger Woods Golf Callaway Golf Ping G30 Padraig Harrington Golf Lessons Golf Custom Fitting Ping Drivers cheap Nike Vapour Golf J lindenburg Golf Clothes Galvin Green for sale

Placement targeting

www.golfdigest.com/www.golfcentraldaily.com/www.irishgolfdesk.comwww.gui.iewww.rorymcilroy.comwww.Donedeal.comwww.Shanelowerygolf.comwww.boards.iewww.pga.iewww.golf.discoverireland.iewww.swinggolfireland.comwww.lahinchgolf.comwww.golfsocieties.uk.net/www.golf-ireland.infohttp://www.teetimes.ie/

Interest targeting

n-Market: Apparel & Accessories > Shoes >Athletic Shoes

Affinity: Sports Fans >


http://www.teetimes.ie/

http://www.golf-ireland.info/

http://www.golfsocieties.uk.net/

http://www.lahinchgolf.com/

http://www.swinggolfireland.com/

http://www.golf.discoverireland.ie/

http://www.pga.ie/

http://www.boards.ie/

http://www.Shanelowerygolf.com/

http://www.Donedeal.com/

http://www.rorymcilroy.com/

http://www.gui.ie/

http://www.irishgolfdesk.com/

http://www.golfcentraldaily.com/

http://www.golfdigest.com/

Golf Enthusiasts

Affinity:Sports Fans

Sample ads

Remarketing on GDN (Google display network)


Remarketing on GDN is a good tactic to use as it can convince undecided clients .Due to the nature of the business, clients will go and research competitor websites to see if they can get a better offering. It is during this timeframe the client will be decisive, that is why running a remarketing campaign at this time can help capture the client.

We will insert the Google remarketing tag into the Html of the website, will run this in conjunction with Google analytics remarketing .The following are the listings we will use

Audience name Tags/defention Membership status Membership durationAll the visitors

Visitors who have not converted yet

Based on tag

Defined by rules People who visiteda page with any of the following:URL does not contain/thankyou.html

Open

Open

30 days

30 days

Remarketing sample ads:


Google My Business

Nevada bobs are not currently connected to Google my business as they do not have a Local+GooglePage . This will give Nevada bobs a Local+GooglePage and will also connect the business to Google maps. These are all beneficial for local ranking and SEO ranking. After setting up the page the following should be done to optimize the account in order to achieve a better ranking

Add profile picture Add cover picture Create a good description for the photos Upload photos of the shops Post once a week with photos Link the Website with the Local Google+ Page including a link in the Website Promote the Local Google+ Page on other Social Media in order to get reviews from the

customers, views and followers, which will improve the Local Ranking on Maps and Google.com


Facebook

Reach strategy on Facebook

As part of the strategy Facebook will be used to increase brand awareness, Facebook ads are a great tool that will help create this awareness. We will use different types of Facebook ads which are as follows

Campaign Audience

CampaignPage Likes

Location:Ireland, DublinLucan+ 50 mi

Interests:Golf,Ping,Taylormade,Golf Ireland,Rory mcilroy ,Ping G30,Tiger woodsPhil Mickelson, Sergio Garica,Nike golf,Ping G30,Graeme McDowell, Shane LoweryCarton house golf Club , The k ClubRyder Cup, Us masters, British OpenPga tour, European tour

Not connected to:Nevada Bobs

Age:18-60

Gender:Male and female


Sample of Ads to drive page likes

(Desktop)

(Mobile)


Act and convert using Facebook

Campaign Audience

CampaignWebsite Clicks

Location:Ireland, DublinLucan+ 70 mi

Interests:Golf,Ping,Taylormade,Golf Ireland,Rory mcilroy ,Ping G30,Tiger woodsPhil Mickelson, Sergio Garica,Nike golf,Ping G30,Graeme McDowell, Shane LoweryCarton house golf Club , The k ClubRyder Cup, Us masters, British Open

Age:18-60

Gender:Male and female

Sample ads for website drive

(Mobile)


(desktop)

(Right column)


Engagement on Facebook

Facebook has a big role to play in the engagement strategy. Facebook is the most visited social media platform by people of all ages, genres and interests. With Facebook being a content channel it will help retain and engage clients.

Our editorial content will not just show the day to day running and uploads of golf equipment with in the shop; it will also have content that will engage the audience and even people who have an interest in sports in general.


New products release dates

Posting funny Golf Videos


Promotions

Competitions

TwitterNevada Bobs currently do not have a Twitter account. We found that Twitter could be used to increase brand awareness, but it will also help with engagement and retention. We will create and account designed with the logo of the company.

We don’t want @nevadabobseu to be just followed we also want to follow other accounts which are related to the golf industry , this can include celebrities who play golf , professional golfers , golf bloggers , golf teaching professionals this is so our followers call relate our brand with these tweeters.

Examples of people who we would follow : Rory Mcilroy professional Golfer


Butch Harmon (Golf Coach)

Golf Digest (Golf Magazine and blog)


Twitter adverts

Restrictions in the budget have meant less emphasis has been put on twitter compared to Facebook ads. The reason for this being that Nevada Bobs sees twitter as channel to reach and engage with clients. The following ads will be created and run on twitter

Campaign location Targeting followers who follow Interests Time frame

Follower campaign

Ireland Rory mcilroy,taylormade golf, ping golf , Bubba Watson , Titleist golf , Golf digest , Callaway golf , Nike golf, Tiger Woods , Butch Harmon, Michael Jordan, Sergio Garcia , Lee Westwood, Darren Clarke, Graeme McDowell,

Golf, Sport, All year round

Tweet Engagement

Ireland Rory mcilroy,taylormade golf, ping golf , Bubba Watson , Titleist golf , Golf digest , Callaway golf , Nike golf, Tiger Woods , Butch Harmon, Michael Jordan, Sergio Garcia , Lee Westwood, Darren Clarke, Graeme McDowell,

Golf, Sport All year round

Example of a Tweet Engagement


As we are limiting the use of twitter adverts we still intend to use Twitter as another information channel to let clients know about possible events that and promotions hat are upcoming and encourage them to convert. We also hope to make twitter engaging by running completions and posting engaging content such as Videos, lessons tips, Photos of products, Photo s of the store and links to our newly created blog

Examples of tweets


Upcoming Promotional stock

Videos on Golf tips

Twitter website tracking

We will use the twitter website tracking tool. Inserting the twitter web tracking into the Nevada Bobs website will allow us to see if we are getting many visitors through twitter. This information will then be used at the end of year review, and if we see a positive feedback from twitter we can reassess the budget allocation and maybe invest more into twitter adverts.

(Twitter web Tracking Code)


Competitions

Pinterest and Instagram The final two social media platforms we will use in this strategy is the use of Instagram and Pinterest. These platforms are both image based platforms. The reason behind using these is more focused on SEO as if we have good quality images and a good following (which we can be driven by sharing these two pages on our other channels) it will only enhance the SEO ranking of Nevada Bobs.

Pinterest

Our Pinterest account will have many photographs of the golf stock. Here is an example of the Hugo boss collection and beside it the follow board has other products that we stock in store.

Instagram

We will use Instagram much like Pinterest, posting pictures of stock, the shop, our professional employees giving lessons and them out playing golf on various courses. Nevada bob’s currently has a store out in Portugal with all native English employees as English and Irish golfers go out to the golf area of Portugal once a year . So by changing the name to Nevada Bobs Europe will help increase traffic and give Nevada Bobs a wider Audience


Email Marketing

Reach strategy

Once a month we will send out a newsletter, This newsletter will include information such as Upcoming events, Golf Tips, Upcoming promotions and Golf news and incoming stock ,


Act and engage strategy

Email Marketing will be used to make first contact with the people who have signed up to our email data base in store and through the contact form on the Website? Below we can see an example of the type of email that would be used in these cases:

As part of our engage strategy and with the objective of retain clines, at the end of each month, all our database will receive the monthly newsletter which will also be aimed at remarketing by using custom lists. Employees will take records of the brands which were purchased at the time the client signed up for the data base so then they can be remarketed to ,based upon previous purchases


Blog

Reach Strategy

Blog as a channel will be used in two different areas: Reach Strategy and Engage Strategy. We looked at setting up a blog on WordPress but have decided against this for SEO purposes. Instead the decision has been made to add the blog page to the website. The reason for this being that with a high quality blog full of keywords will increase the SEO ranking of the website.

The blog will contain product information, events, lessons, golf tips, equipment reviews, latest news from the European golf Tour, previews of all four golf majors and the Ryder cup. A weekly update from our young touring professional Richard O Donovan about life on the European tour, will give readers a feel of what it is like to be playing on the European tour. We will give this section a separate Url from the blog. As Richard O Donovan and the European tour are two keywords that would be well searched. The Url will look like this www.Nevadabobs.ie/richardodonovan-europeantour.ie

Act and convert strategy

The act and convert strategy for our blogs will be based upon the reviews of the golf equipment we post, as we will have links to the product being reviewed within the post.

Engage Strategy

As we previously mentioned, the blog will be used to cover special events, tips, online lessons, Reviews of clubs and various golf equipment, Golf News and tips on how to pick the right equipment.


http://www.Nevadabobs.ie/richardodonovan-europeantour.ie

http://www.Nevadabobs.ie/richardodonovan-europeantour.ie

Example of Blog content

Post title Objectives Page title Keywords Url Photo alt tag

See also

Topputting tipsto put likea pro

Brand awareness

Nevada Bobs Blog| Putting tips

Free Golf Tips Golf putting Putters Putters for

sale Rory Mcilroy

putter

/top-tips-for –putting/

Putting –tips

Tips for buying putters

Tiger woods putter

Tips to fix them way ward drives

PING G30Review

Brand awareness/Act and convert

Nevada Bobs Blog|Ping G30

Ping G30 Ping Review Ping drivers Ping clubs for

sale

/Ping-G30/ Ping G30 Tayormade R1 review

Bubba Watson tips for chipping like a pro

Ping G30 vs Taylormade R1

Richard o DonovanWeek 5

Brand Awareness

Nevada Bobs Richards Blog| week 5

European Tour

Golf professional

Pga Tour

/life-on-european-tour-week-5/

European Tour

Week 1 Week2 Week3 Richards

equipment for the year


Editorial Calendar This calendar is based on a two week period

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Facebook & twitter

10% of Ping for the month of march,

FacebookLink to blog for review on the Ping G30TwitterTweet about golf weather conditions for the day

Fb/\twitter

Share link of the preview of the week’s tournaments on European and pga tours

Fb/twitter

Photo of employees out teaching groups of kids

Fb/twitter

Post of how the Irish golfers got on during the opening rounds of the European tour event

BlogRichards post on his week on tour

Fb/twitterPost link to new blog entry

Instagram/twitter/fb

Nevada Bobs week in photos

Fb/twitter

Post on the winners of the European tour event and upcoming special and events in store

Blog

Post video of tips on putting

Fb/twitter

Post a link to the new blog entry

Fb/twitter

Post competition“Win a free Ping G30 driver “

share, comment and tweet

Fb/twitter

Make the big announcement that Nevada Bobs has just signed a deal to the exclusive rights of Nike Golf in Ireland

Fb/twitter / Instagram

Post a photo of the day , a happy customer getting custom fitted

Fb/twitter

Post. A photo of keep calm it is the weekend you can golf

Instagram/twitter/fb

Nevada Bobs week in photos


Measurement and control

Channels KPIs January 2015 Goals January 2016

Investment(12 month period)

Tools of measurement

Website

Avg. visitper day

5 32 €1100(optimization)

54 -man hours

Google Analytics Google AdWords Moz Webmaster Tools

Avg. visitPer month

145 1005

Number of page views per visit

3.6 5

Bounce rate 49% 19%% returning visitors 25% 37%

Facebook Fans NA 310 €1600(Facebook ads)124- man hours

Google Analytics Google AdWords Facebook Insights Webmaster Tools

Twitter Followers NA 305 €300(twitter ads)54-man hours

Google Google AdWords Twitter Insights Webmaster Tools

Email Open rate 7.5% 21.5% 22-man hours Webmaster tools Mail Chimp


Budget break down

Item 3rdparty costs Internal hours CommentsWebsiteOptimization

€1100 54- man hours Including creation of different landing pages

PPC €4560 83 –man hours The same person will be in charge of PPC and DisplayDisplay €2700

Facebook €800 124 man-hours Community mangerTwitter €300 54- man hours Community mangerEmail NA 22-man hours Mail chimp is fine as it is freeBlog €600 28-man hours Re-creation of the blog in the

Website. The contentcreation will be handled by the business

Total €10,060 365- man hours We will add a fee for the creation of the strategyand the supervision and control


Reference and Tools

Tools

Google Analytics Google AdWords Google Webmaster Tools Facebook Facebook Ads Twitter Twitter ads Mailchimp Moz Instagram Pinterest

References

Google Analytics Help Centre: https://support.google.com/analytics/?hl=en-- GB#topic=3544906‐

Google AdWords Help Centre:https://support.google.com/adwords/?hl=en-- AU#topic=3119071‐

Google Webmaster Tools Help Centre:https://support.google.com/webmasters/?hl=en#topic=3309469

Google Search Engine Starter Optimization Guide:http://static.googleusercontent.com/media/www.google.com/es//webmasters/docs/search-- engine-- optimization-- starter-- guide.pdf‐ ‐ ‐ ‐

Moz.com > Learn:http://static.googleusercontent.com/media/www.google.com/es//webmasters/docs/search-- engine-- optimization-- starter-- guide.pdf‐ ‐ ‐ ‐

HTML Title Tags:http://www.w3schools.com/TAGS/tag_title.asp

Facebook adshttps://www.facebook.com/ads

Twitter ads http://www.twitter.com/ads


https://www.facebook.com/ads

http://www.w3schools.com/TAGS/tag_title.asp

Luke O Reilly (1765916) Digitial media

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