Marketing Project MKTG 519 Marc Chhiu Jimmy Hoesan Dennis Vu Jiajia Feng Rui Xu Grace Mehm Tommy...
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Transcript of Marketing Project MKTG 519 Marc Chhiu Jimmy Hoesan Dennis Vu Jiajia Feng Rui Xu Grace Mehm Tommy...
Marketing Project MKTG 519
Marc Chhiu
Jimmy Hoesan
Dennis Vu
Jiajia Feng
Rui Xu
Grace Mehm
Tommy Nguyen
What is QGITS?
Question – to inspire
wonderment and the
pursuit of knowledge.
Green – to preserve the
planet for generations
to come.
Innovate – to create
pioneers and disruptive markets.
Technology – to manifest
advanced methods and
tools.
Science – to promote critical
thinking, problem
solving, and creativity.
Mission Statement
Delivering cutting edge, innovative content to inspire our community and a new generation of pioneers in the advancements of science, technology, and the pursuit of knowledge.
Design & Develop for Target Audience
People you want to visit
QGITS
What they are looking
for?
Tools for Targeting Audience
Google Analytics
Alexa
QuantCast
Going Up
Surveys
Interviews
Men vs Women
Between 1989 and 2008, the approximate percentages of women receiving their Bachelor’s degree in any engineering field were 17% and 19.6%, respectively
http://www.audiencetargeting.com/technology.jsp
Interview ResultsWorking Professionals (Engineers, Professor, Senior Web Developer, Writer, Product Manager), 8+ years working, 40 years old+
Don’t regularly visited Science/Tech Websites
Original content important
Don’t feel a need to/Time restraints
Reads articles that are forward/recommended to them by friends, family & coworkers
Easy to read/understand
Informally informed
Make source easily found
Interview ResultsWorking Professionals (Engineer, Web Site Developer, Web designer, small business owner, Federal Officer with background in IT) 1-7 years experience, Less than 40 years old
Visits websites daily/almost daily basis- TechCrunch, Engadget, Mashable, Anandtech
Simple, non clutter website, clean interface, easy to navigate and organized
Need current/original content, updated constantly
Prefers articles- video/podcast if they are really interested to go along with article
Make source easily found
Likes Blogs, but need to be credible and knowledgeable
Marketing Plan (Short-Term)
• Local Science Events and Forums- Brochures - Promotional Products
Marketing Plan (Short-Term)
• Search Engine Optimization (SEO)- Keyword Phrases (check the top three
competitors)- Density- Social Media (Facebook, Twitter, Linkedin)- Page Title- Graphics Friendly- Good Design
Marketing Plan (Short-Term)
• SEO features from Domain Providers:- GoDaddy.com $2.99/month- NetworkSolutions.com $49/month- Dotster.com $99.99/month
Marketing Plan (Long-Term)
• Retain the Viewers:- Subscription- Website Reputation and Image
• yelp.com, citysearch.com, social media• Feature from domain providers (register.com
$9.95/month)- Survey Readers for feedback
Marketing Plan (Long-Term)
• Improve Content- check the science trend
(www.google.com/trends)
• Expand the market segment- Kids- Young Generation
SWOT Analysis
Top 3 Science
Websites:
Howstuffworks.com
Discovery.com Popsci.com
Howstuffworks
Strengths- strong brand,
highest ranking, regularly updated
Weaknesses- not entirely
focus on science & tech, exclude less tech savvy
audiences
Opportunities- offers magazines,
multiple languages,
international coverage
Threats- external changes,
maturing categories,
products, or services
PopsciStrengths-
offer print since 1872, well-established, friendly user
interface
Weaknesses- no daily update,
lack original contents,
limited science topic
Opportunities- develop more
original contents, daily update, short
HD videos
Threats- external changes,
maturing categories,
products, or services
Discovery
Strengths- brand recognition, broad
diversification, multiple
distribution
Weaknesses- lack innovation,
poor original content, less tech-savvy
demo
Opportunities- develop new
programs, products, and
expand services
Threats- external changes,
maturing categories,
products, or services
Jiajia HERE
Core Content Elements
Highly relevant Educational
Easy to digest Visually appealing
Conversation inviting
Lacks a sales angle
Original Content Types
How-to Articles Expert Interviews
Reviews
Case Studies News Stories Contrarian stories
Generation Process
Produce• Owners• Outside Experts• Employees• Freelance writers
Process• Editorial Guide
Release• Adaptive Content
(COPE)
Repeat• Editorial
Calendar• Market
Intelligence System
Integrated Marketing Communications
• Weekly Newsletter• Sign-up form on
website/other platforms• Include social sharing
icons in emails
Twitter• Follow relevant
people/events• Tweet insider
information• Retweet button on each
article• Ask followers for their
feedback/suggestions
• Link to website articles• Post pictures/videos• Follow events/people• Link to other social
platforms• Display number of
shares/likes on website
• Visual content• User-generated
pinboards• Pinboards for events• Integrated with
Facebook• Large time investment
Forum
• Large active audience needed
• Difficult to start• Valuable after website
established
Financial Plan
Revenue Generations
Expenses
Funding Sources
Revenue Generations
AdvertisementsComplete Site Domination• Google Adsense , Clicksor,
MSN adCenter
Direct Banner Advertising
Affiliate Advertising • Link Share, ClickBank,
Commission Junction
Selling Products & Services Ebook: The Case for Going to Mars
Premium Membership Extra original contents, special giveaways, ect.
Expenses
Minor (>$1,000/yr)• domain name,
hosting fees, maintenance fees, merchant fee, and promotion
Major (<$1,000/yr)• web design, content
generation, and marketing
Funding Sources
Direct• financial institution
such as banks for small business loan
Indirect• angel investors, friends,
family, crowdfunding
Income StatementFirst Year Budgeted
For the Year Ended, Dec. 2013
Revenues
Advertising $300
Membership $400
Total Revenue $700
Expenses
Web start-up $7,800
Content $3,650
Marketing $2,575
Total Expenses $14,025
Profit/Loss ($13,325)
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