RJ's Portfolio

CREST ONLINE MARKETING PLAN

RITA J. CARTWRIGHT SOUTHERN 2015

Table of Contents Executive Summary ......................................................................................................................... 2 Introduction ..................................................................................................................................... 4

Client Overview ........................................................................................................................... 4 Site Overview .............................................................................................................................. 4

Objectives ........................................................................................................................................ 5 Methodology ................................................................................................................................... 5

Target audience demographics ....................................................................................................... 6

Competitor Web site ....................................................................................................................... 8 SWOT analysis ................................................................................................................................. 9

Social marketing strategy .............................................................................................................. 10 Social Tools ................................................................................................................................ 11

Social Media Opportunities ....................................................................................................... 12 Search engine optimization (SEO) strategy ................................................................................... 12

On-page optimization ............................................................................................................... 12

Off-page optimization ............................................................................................................... 13 Keywords optimized by Crest’s website: .................................................................................. 13

Review of meta tags .................................................................................................................. 14 Review of keyword placement .................................................................................................. 14

Review of density ...................................................................................................................... 15 Review of overall architecture .................................................................................................. 15

Pay-per-click (PPC) strategy ........................................................................................................... 15 Setting up a Google AdWords account ..................................................................................... 15

Four Google AdWords ............................................................................................................... 16

Five doorway pages ................................................................................................................... 18 Link building strategy .................................................................................................................... 21

Cohort model for Crest’s target .................................................................................................... 22 Keyword analysis ........................................................................................................................... 23

Mobile marketing strategy ............................................................................................................ 24 Email marketing strategy ............................................................................................................... 25

Conclusions and recommendations .............................................................................................. 25

Works Cited ................................................................................................................................... 26

Executive Summary As the new online marketing manager for Crest, the marketing strategy I created in this

online marketing plan for Crest begins with an overview of my client. Next, is an overview of

Crest’s Web site, as well as the objective of the plan. In the next section, I outlined the

methodology that I followed to create the online marketing strategy. After this, I focused on

Crest’s target audience demographics. Next, I included an overview of Crest’s competitors’ Web

sites, which include Colgate, Aquafresh, and Arm & Hammer. Then I performed a SWOT analysis

on Crest’s use of social media.

The next section is on the Social Media strategy for my client. Following this strategy is

the SEO strategy listing on-page and off-page optimization strategies. Next, I took a look at my

client’s Web site source codes to identify three keywords that its Web site has optimized. I also

included three keywords my clients should consider using on its site in order to increase its

organic search traffic. Then I listed three goals to be achieved through the use of a SEO strategy,

including the budget for each goal. Based on the on-page analysis, I then recommended edits for

my client’s Web site home page. As part of the on-page analysis, I also reviewed the HTML

codes, keyword placement, keyword density, and the overall architecture of the Web site.

Next, I created a PPC (Pay-Per-Click) strategy, which includes four ads for Google

AdWords that follow Google’s AdWords layout and standard. I also included the budget for each

ad. Then I created a blueprint outlining the users starting at the Google ads, clicking on the link

in the ads landing on Crest’s Doorway pages, then clicking the links in the Doorway pages ending

up on Crest’s Web site. I also created the five Doorway pages.

The next strategy I created for my client is a Link Building Strategy, which involved using

a backlink reporting tool to create a backlink report on my client and its three competitors. Next,

I created a cohort model based my client’s target audience. For the keyword analysis, I

generated a list of short-tail and long-tail keywords for my client. Then I created a targeted

keyword list using three keyword research tools. Next, I defined my client’s target search

audience based on these three keywords using Google Trends.

Lastly, I included a mobile marketing and e-mail marketing strategy that my client is

already utilizing into my online marketing plan.

Introduction Client Overview The client I have chosen is Crest Toothpaste. Crest is a product of Proctor & Gamble.

Since its inception in 1955, Crest has strived to improve oral health. Today, it is one of the most

trusted household brand, and it is accepted by the American Dental Association. Crest’s dream is

for everyone to have a beautiful, healthy smile for life by having perfect oral health (“Crest

Heritage”).

In the 1940s, Proctor & Gamble began to research for products that would reduce tooth

decay, because Americans were getting on an average 700 million cavities per year. In 1950,

Proctor & Gamble formed a joint research project lead by Dr. Joseph Muhler at Indiana

University to come up with a toothpaste containing fluoride. The results revealed that children

ages six to 16 had a reduction in cavities by an average of 49%. Adults had the same average of

reduction in tooth decay. Following the success of this research project, Crest with fluoride was

launched in a few test markets in 1955, followed by a national expansion in 1956 (“Crest

Heritage”).

Site Overview The Crest Web site has a lot of information. The navigational menu has five pages (links)

all with drop-down menus. There is also a search box for searching its Web site. The pages are:

• Products

• Kid’s Crest

• Dental Hygiene Topics

• Crest Coupons

• About Crest

All of the submenu items can be found on the landing pages. The landing pages are

colorful and include graphics of products and consumers using Crest products. The dental

hygiene topics add value to its Web site. It demonstrates that the company is concern about its

consumers and not just about selling its products.

In addition to the navigational menu, there is another menu above that, which includes

links to:

• Where to Buy

• Offers by E-mail

• Oral-B.com (toothbrushes)

• Dental Professionals (drop-down menu with links to United States and Canada

dental professionals)

• Worldwide Sites (drop-down menu with links to US-English, US-Español, Canada-

English, and Canada-French sites)

• En Español (its Web site can be viewed in Spanish)

The colors are blue and white. The blue resembles water. The Web site also has

Facebook, Twitter, and YouTube social icons in the upper-right corner of the web page.

Objectives My client, Crest Toothpaste, has been bumped from its number one position in the

market by Colgate Toothpaste to number two position. Therefore, the objective for my client is to

regain its number one position in the oral care industry.

Methodology As the new online marketing manager for Crest Toothpaste, I will create an online

marketing strategy, which will include the following elements and methods:

• I will work on off-page and on-page optimization, as well as choose keywords that

my client should use on its Web site. I will also create a SEO strategy for my client’s

Web site.

• I will create a mockup of paid ads for my client’s Web Site. Then I will develop a

blueprint using these ads, as well as describe my PPC strategy, and create five

doorway pages.

• I will write a back link strategy for my client’s Web site. In addition, I will create back

link reports for at least three of my client’s competitors’ Web sites. I will also create

a cohort model of the target audience and conduct research using three keyword

research tool, including Google Trends™ tool, to determine the client’s target search

audience.

• I will highlight the use of social marketing tools, such as Facebook, YouTube, and

Twitter, as well as explain how these social sites will play a part in the online

marketing strategy.

Target audience demographics Crest target audience is everyone who uses oral products for hygiene, including

professionals and dentists. Its target audience includes kids ages six to 16, as well as their

parents. “The Crest target demographic is very broad for the toothpaste business, child focused

in the toothbrush business and primarily focused on adults in the rinse, stripes and floss

businesses” (“Anizor”).

The marketed is segmented into two markets, base (cavity and tartar protection) and

premium (multiple benefits and whitening) (“Anizor”).

Crest target market (“Skale”):

• Adults 18-49

• Men: 43.6 %

• Woman: 56.4%

• Household Income of $65,000-$149,999

• White

Crest target audience (“Packaged Facts”):

• Female

• Adults 18-44

• White

• African-American

• Attended vocational school

• College graduate

• Graduate degree

• Presently married

• Divorce/separated

• Employed full-time (30+ hours)

• Full-time student

• Professional/Technical

• Office/Administrative

• Sales

• Management/Business Operations

• 2-6 person household

• 2-adult household

• 1-2 children in household

• Own home

• Live rent-free

• Value of residence: $100,000 – 500,000+

• Household income: $50,000 – 150,000+

Crest audience is (“Anizor”):

• Young

• Fun

• Attractive

• Reliable

• Trustworthy

Competitor Web site Colgate - http://www.colgate.com/app/Colgate/US/HomePage.cvsp

Colgate’s website offers the same type of information that is found on Crest’s Web site;

however, its layout is different. Its colors are red and white same as its toothpaste packaging.

On the home page, Colgate’s navigational menu has links to Oral Care Products, Special

Offers, Our Company, For Dental Professionals. Each of these links land on landing pages that

has a lot of information. Its landing page for Dental Professionals has information for Patient

Education, Professional Education, and for Faculty/Student.

I noticed instantly when visiting Colgate’s Web site that it is targeting minority families. I

only saw a couple of minorities on Crest’s entire Web site. In addition, Colgate uses a lot more

images of people using their products compared to Crest. Colgate also has a link to its

involvement in the community. I didn’t find a community involvement link on Crest’s Web site.

Colgate has a social media presence on Facebook, Twitter, and YouTube.

Aquafresh - https://www.aquafresh.com/

Aquafresh’s Web site pales in comparison to Colgate and Crest. It has fewer graphics and

less information. On Colgate’s and Crest’s Web site, you can become a registered user of the

sites. Aquafresh’s Web site doesn’t offer this feature. Its site has fewer links on the home page,

and the landing pages don’t have links to more landing pages like Colgate’s and Crest’s sites. On

http://www.colgate.com/app/Colgate/US/HomePage.cvsp

https://www.aquafresh.com/

the Aquafresh’s home page there are five links to: extreme clean, aquafresh kids, products,

dental health, and FAQs. Above the navigational menu, are two more links to: buy now, and

coupons.

Aquafresh has social media icons to: Facebook, Pinterest, StumbleUpon, and Twitter.

Arm & Hammer - http://www.armandhammer.com/Index.aspx

Arm & Hammer’s Web site layout is different from Crest, Colgate, and Aquafresh,

because it offers more products in other categories in addition to oral care products. Arm &

Hammer Web site focuses on all of its product categories. The color scheme is the same as its

products. Majority of the graphics are of its products as oppose to people.

The links on its home page are to: Home, Products, Savings Center, Solutions, and Where

to Buy. The Products link has a drop down menu to each category of its products, including

Personal Care, which is the category for its oral care products. Above the navigational menu are

three more links to: News, About, FAQs. This company networks on Facebook and YouTube.

All three competing Web sites have the search feature on its home page similar to

Crest’s.

SWOT analysis

Strengths (internal) Weaknesses (internal) • Crest has a social media presence on

Facebook, Twitter, and YouTube. • Crest has links to Facebook, Twitter,

and YouTube. • Crest has links from Facebook,

Twitter, and YouTube pointing back to its Web site.

• Crest has no social share/bookmark buttons on its landing pages.

• Crest doesn’t have a blog.

Opportunities (external) Threats (external) • A blog is an opportunity for Crest to

establish a relationship with its target audience, as well as attract those who use its competitors’ products. Having a system in place that will create a dialogue, rather than a one-

• Crest target audience visiting social networking sites of its competition.

• Web site not offered in more than two foreign languages, while claiming to be worldwide

http://www.armandhammer.com/Index.aspx

way conversation is a great opportunity for my client.

• According to an article by Eli Goodman, “Social SEO – Facebook & Twitter Best Practices,” companies should have a way for site visitors to share or bookmark its landing pages if the company wants to positively impact its use of social media SEO influence (“Goodman”). This is another opportunity for Crest to use social marketing to influence its site ranking, as well as attract more of its target audience. Shared pages have the potential to go viral.

• Facebook contests are a great way to reach my client’s niche. The prize could be a free supply of its whitening products. Also, the contest can tie into its getting Likes strategy, where everyone who Like its page will be entered into the contest. Then announce the winner on its Facebook page and on its Web site and have share buttons on the Facebook posts and its Web site. Chances are the winners will want to share the news of their winning free products. This will definitely gain attention, as well as impact its social marketing. More contestants will enter the contest.

• Not keeping up with social media trends

Social marketing strategy As previously mentioned, Crest has a presence on Facebook, Twitter, and YouTube. Crest

Facebook page has 633,427 likes. On Twitter, the company has tweeted 9,219 tweets, the

company is following 3,738 tweeters, and have a following of 51.4k tweeters, and have 2,041

favorite tweets. On YouTube, Crest has 4,301 subscribers.

The content on Facebook consists of product information and video. Some of its content

received as many as 15,000 likes, 300 comments, and 3,000 shares. One of its more popular post

is of a video of children being taught the effects of Halloween on them but not their teeth. The

video received 685,190 views, 7,654 likes, 329 comments, and 3,552 shares. The content uses

hashtags, also.

Crest uses the same type of content on Twitter, except the content is created as tweets

instead, which is a different format, keeping in mind the limitation of 140 characters. It doesn’t

appear as if the company receives as many interactions as it does on Facebook. The tweets that

ask questions, seem to get retweeted and favorite more than the other type of tweets.

The content on YouTube are videos of Crest’s commercials, experts, and users. Its videos

receive a lot of interaction in the form of views. The most popular videos appear to be on the

topic of teeth sensitivity. One such video received 14,117 views. The videos in Spanish are also

very popular.

Marketing using social media vehicles can enhance SEM (Search Engine Marketing), and

SEM can enhance social marketing, if the strategies are correctly joined together. Social

marketing can also improve SEO (Search Engine Optimization) for a marketer’s Web site.

According Goodman, total visits to social media networks increased by 36 percent to 6.2

billion from 2007 to 2011. Search clicks accounted for 13.5% of the total visits (“Goodman”).

Although social media and people searches are the main driver of search clicks, big brand names

are becoming the fastest growing segment of search clicks. The branded searches for the top 20

brand names in retail, finance, and travel combined delivered over 1.6 million (1300% since mid-

2009) clicks directly to Facebook (“Goodman”). Therefore, it is beneficial for businesses to

embrace social media, not only for social marketing, but also to improve its ranking both on its

Web sites and social pages. Owning a premium position on the SERPs (Search Engine Result

Pages) will drive more clicks to a business Web site, which will lead to more sales.

Social Tools 1. Crest can use Facebook to encourage conversation and interaction with its target audience

(“Social Marketing”).

2. Crest can use Twitter to announce new product release (“Social Marketing”).

3. Crest can use YouTube to promote products and other types of messaging (“Social

Marketing”).

Social Media Opportunities Goodman lists blogs as a conversational medium, along with social networking sites;

therefore blogging can enhance Crest’s SEM and page ranking in the search results. Currently,

Crest doesn’t have a blog. Its competitor Colgate doesn’t have one either. Having a blog can

cause Crest to regain its number one position in the oral care industry. Currently, the company is

number two.

As I also mentioned earlier in the SWOT analysis, another opportunity for Crest is to add

social sharing and bookmarking buttons to its landing pages. According to Goodman, not having

a way for site visitors to share or bookmark a landing page can negatively impact the company’s

use of social media SEO influence (“Goodman”).

Search engine optimization (SEO) strategy On-page optimization

Example of on-page optimization (“Engle”) Description of how you will use this for your client’s website

1. Keyword research and selection Research and select keywords that Crest’s target audience use when searching for toothpaste

2. Optimize keywords in URL Change URL from crest.com to cresttoothpaste.com

3. Optimize keywords in meta description tag Optimize meta description not exceeding 160 characters placing keywords or keyword phrases near the beginning of the description all the while making the description sound natural.

4. Optimize keyword density Strategically place keywords at beginning and end of page while avoiding keyword stuffing. I will also include a few semantically related keywords sprinkled throughout.

5. Optimize image alt tags I will optimize alt tags, and alt attributes adding a short description, which will include keywords or keyword phrases.

Off-page optimization

Example of off-page optimization (“Smith”) Description of how you will use this for your client’s website

1. Social networking sites Add a profile on Google+, which will help with Google ranking.

2. Blogging Add a blog using the dental hygiene topics. Although, Crest has these topics on its site, they are not interactive.

3. Blog marketing Post comments on other blogs in the oral care industry.

4. Social bookmarking Submit blog posts to popular bookmarking sites; for example, StumbleUpon, Digg, Delicious, Reddit, etc. Although this is a tactic for small businesses, it would be a strategy perhaps Colgate is not utilizing.

5. Search engine submission I would submit Crest’s website to popular search engines like Google, Yahoo, Bing, etc.

Keywords optimized by Crest’s website:

• Toothpastes • Toothbrushes • Dental Hygiene Products

Three additional keywords the site could be utilizing and analyzing to increase its organic search traffic:

1. Toothpaste with fluoride 2. Electric toothbrushes 3. Manual toothbrushes

Overall goals to be achieved through Crest use of SEO for its Web site

SEO Goal Proposed budget to accomplish goal 1. Webmaster to implement on-page SEO, update Web page with new keywords, and create new Web pages (ToothpastewithFluoride.com, ElectricToothbrush.com, and ManualToothbrush.com)

$1,500 flat rate

2. Hire another social media person to implement Crest’s profile to Google+ social network, as well as participate in the conversation in order to accomplish off-page SEO. (part-time position)

$18,200 annually (5 hours/week at $70 per hour)

3. Hire a blogger to write blog posts and submit them to bookmarking sites in order to accomplish off-page SEO (part-time).

$21,840 annually (2 blog posts per week) Each post will take approximate two hours to research topic and write, and two hours per week to participate on bookmarking sites

and respond to blog comments (6 hours/week at $70 per hour).

Suggested edits that need to be made to Crest’s Web Site home page based on on-page SEO analysis. Crest’s homepage is focus on informing its target audience that its toothpaste does not

contain Triclosan, and on a product that relieves tooth sensitivity. Only a couple of its keywords

are not included in the content, dental hygiene products and dental care. Most of the remaining

keywords are not visible; however, they are listed either under pull-down menus or in the

slideshow at the bottom. The only recommendation is to increase the density of the keywords

and include the two above-mentioned keyword phrases.

Review of meta tags Crest homepage keywords include: crest, dental hygiene, dental hygiene products,

dental care, oral care, toothpaste, toothbrushes, mouthwash, teeth whitening"

Review of keyword placement The keyword Crest is sprinkled throughout the homepage from top to bottom. Dental

hygiene is used once on the drop-down menu titled “Dental Hygiene Topics” and once in the

slideshow at the bottom of the page. Oral care is listed under the Kid’s Crest pull-down menu at

the top and twice in the slideshow at the bottom of the page. However, oral care is not used as a

two-word phrase. It is used as “Kids Oral Care,” “Oral-Care e-newsletter,” and “oral care

products.” Toothpaste is listed under the product pull-down menu and in the main heading, and

twice in the slideshow at the bottom of the page. Toothbrush is listed in the Products and Kids

Crest pull-down menus. Mouthwash is listed once under Products pull-down menu. Whitening is

listed once under the Product pull-down menu, and teeth whitening is listed under Dental

Hygiene Topics pull-down menu.

Review of density Here is a screenshot of Crest’s density report.

Review of overall architecture Crest Web site is overall user-friendly and contains useful content. The colors are

aesthetically pleasing to the eye. The homepage doesn’t have too much content; therefore, the

user doesn’t have to scroll down a long page to locate particular information.

Pay-per-click (PPC) strategy Setting up a Google AdWords account The first step in creating a Google AdWords account is setting up a Google account. The

Google account is the umbrella account for which all of the Google services come under,

including the AdWords account. Next, set up the time zone you want to see your report in and

the currency preferences of how you want to pay your bills. Select carefully as these cannot be

changed. Then click continue. Google AdWords will send you an e-mail with a special validation

link to confirm you own the account (“Organizing campaigns and ad groups”).

Specific standards required by the Google AdWords advertising service to set up an ad. AdWords account is structured with three layers: account, campaign, and ad group.

Under your account are the campaigns and under the campaigns are the ad groups. For search

campaigns, keywords and ads are in the ad groups. One way to organize campaigns is with

similar products and services. The ad groups within each campaign will have specific keywords

pertaining to products or services within that campaign plus the ad (“Organizing campaigns and

ad groups”).

Setting up your first campaign involves selecting your keywords, setting your bid, and

creating an effective text ad (“Setting up your first campaign”).

Keyword phrases (2 to 3 keywords) are more effective. These are the phrases your target

audience will use to search for your products or services.

Setting your bid involves the maximum amount you are willing to pay for each time

someone clicks on your ad (cost-per-click [CPC]). The higher your bid and the more relevant your

keywords are, the higher your ad possibly will show on the search engine result pages (SERPs).

To write an effective ad, try various headlines and Calls-to-Action; for example, click

here, buy now, sign up today, etc. Point out the features that set you apart from your

competition, include your keywords in your ad, and make sure your landing page match your ad.

The landing page is where your customers will land after clicking the link that you provide in your

ad.

Your text ad will have four lines of text. The four lines are your headline, two lines of

content, and an URL (linking to your landing page). The maximum characters you use for the

headline are 25, and 35 characters on each line for your content description. The display URL

characters limit is 35 characters (“Writing effective text ads”).

Four Google AdWords 1. Tooth Sensitivity Issues? Get sensitivity relief right now! Try Crest Sensi-Stop Strips today. http://crest.com/sensi-stop.html Strategy: Crest’s competition also offers tooth sensitivity products. Therefore, this ad will be

effective as a PPC ad if Crest has done its SEO for the search term “tooth sensitivity products”

http://crest.com/sensi-stop.html

giving the company a top-rank spot on the SERPs. Research shows that when people see both an

organic and paid listing, they are more likely to click your link; more importantly, they will click

the organic listing (“Understanding where ads show up”).

2. Number One Mouth Rinse Reduces plaque & bad breath germs. Buy Crest Mouth rinse online now. http://crest.com/mouth-rinse.html Strategy: Most mouth rinses are listed as mouthwash; so, this is a way to edge out competition.

Even if people search for mouthwash, mouth rinses is one of the results. Plus, Crest currently uses

rinse as one of its keywords.

3. Prevent Tooth Cavities Do you want to prevent cavities? Buy Crest with fluoride online now. http://crest.com/fluoride.html Strategy: Crest is the only brand that shows up when searching the search term “how to prevent

cavities” and “prevent cavities.” Therefore, these keyword terms should be included in its ads.

4. The Best Fluoride Toothpaste We invented fluoride toothpaste. Try Crest today to fight cavities. http://crest.com/fluoristan.html Strategy: Crest was the first toothpaste to include fluoride, which is its strength in a SWOT

analysis. The company should stress that fact as a benefit. Also, it’s the only brand that shows

up when searching “who invented fluoride toothpaste.”

Daily budget for all four ads Based on 1,200 impressions and a 1% click through rate and cost $0.25 per click. 1. Daily Budget: At 1,200 impressions with a 1% click-through rate =12 x $.25 per click = $3.00 2. Daily Budget: At 1,200 impressions with a 1% click-through rate =12 x $.25 per click = $3.00 3. Daily Budget: At 1,200 impressions with a 1% click-through rate =12 x $.25 per click = $3.00 4. Daily Budget: At 1,200 impressions with a 1% click-through rate =12 x $.25 per click = $3.00

http://crest.com/mouth-rinse.html

http://crest.com/fluoride.html

http://crest.com/fluoristan.html

Blueprint that explained how each ad links to each doorway page. Ad number one link, http://crest.com/sensi-stop.html, will link to a landing page titled

“Crest Sensi-Stop Strips.” Ad number two link, http://crest.com/mouth-rinse.html, will link to a

doorway page titled “Crest Mouthwash & Rinses.” Ad number three link,

http://crest.com/fluoride.html, will link to a doorway page called “Crest Toothpaste with

Fluoride.” Number four ad will link to a doorway titled “Crest Toothpaste with Fluoristan.” The

link is http://crest.com/fluoristan.html.”

The overall PPC goal for each ad it to convert site visitors to customers, causing the

customers to choose its products over the competition.

The budget will be no more than $3.00 per day totaling to $12.00 for a daily budget for

four ads.

Graphical layout of the navigation for each ad in the blueprint 1. 2. 3. 4. Five doorway pages:

1. Explanation of the strategy 2. Transactional links 3. Additional content, for example like images and copy, as needed which reinforced the

keywords for each page

Google Crest Sensi-Stop Strip Crest Products

Google Crest Mouthwash & Rinses Crest Products

Google Crest with Fluoride Crest Products

Google Crest with Fluoristan Crest Products





Strategy is to attract the target audience who are suffering from tooth sensitivity pain. The transactional link is http://crest.com/sensi-stop.html

Strategy is to attract those searching for mouthwash and mouth rinses. Crest competitors do not show up when searching for mouth rinse. The transactional link is http://crest.com/mouth-rinse.html

Crest Sensi-Stop Strips

Do you need relief from tooth sensitivity? Look no further, pick up your pack of Crest Sensi-Stop Strips where Crest products are sold or purchase online today at http://crest.com/crest-products.html.

Crest Mouthwash & Rinses

Crest mouthwash and rinses help fight plaque and gingivitis. Our rinses also will give you fresh breath, because they fight bad breath germs. Our mouthwash and rinses are alcohol free. We have a selection of five choices to fit your daily lifestyle. Pick up your mouth rinse today where Crest products are sold or purchase online today at http://crest.com/crest-products.html.



http://crest.com/crest-products.html


Strategy is to attract parents; especially mothers. Mothers will protect their children and their health at all costs. The transactional link is http://crest.com/fluoride.html.

Strategy is to set Crest apart from its competitors (who are offering toothpaste with fluoride) as the experts in producing toothpaste with fluoride, because they did it first. The transactional link is http://crest.com/fluoristan.html

Crest Toothpaste with Fluoride

Do you want to prevent you or your children from getting cavities? Try our toothpaste with fluoride. Our fluoride toothpaste will help to prevent cavities for your entire family. Start preventing cavities today. Pick up your tube of toothpaste with fluoride where Crest products are sold or purchase online today at http://crest.com/crest-products.html.

Crest Toothpaste with Fluoristan

Crest invented fluoride toothpaste first which makes us the experts in toothpaste with fluoride. In 1955, we first used fluoristan, which we later changed to fluoride. Go here to read our history. We at Crest invented the best toothpaste with fluoride. Pick up your tube of Crest toothpaste with fluoride where Crest products are sold or purchase online today at http://crest.com/crest-products.html.




http://www.crest.com/about-crest/crest-heritage.aspx


Crest main competitor Colgate offers a newsletter, but not a blog. The blog will provide Crest with an opportunity to interact with customers and potential customers. This interaction will create a relationship with their target audience, which can increase their conversion rate. The transactional link is http://crest.com/blog.

Link building strategy Crest has 49,869 backlinks, 49.2K are Follow links, 632 are Nofollow links, 47.0K are text

links, and 2.2K are Image links (“SEMrush”).

Colgate has 126,544 backlinks, 104K are Follow links, 22.9K are Nofollow links, 103K are

text links, and 21.6K are Image links (“SEMrush”).

Aquafresh has 32,226 backlinks, 27.9K are Follow links, 4.3K are Nofollow links, 32.1K

are Text links, and 94 are Image links (“SEMrush”).

Arm & Hammer has 55,799 backlinks, 41.5K are Follow links, 14.3K are Nofollow links,

55.3K are Text links, and 460 are Image links (“SEMrush”).

Crest’s Blog Dental Hygiene Topics

Welcome to our blog where you will find oral health tips and topics. Also, you can ask us any questions concerning your oral care and health. We will provide you with our expert advice and tips. Stay tuned each week for oral health tips. Visit our website at http://crest.com.

http://crest.com/blog

http://crest.com/

Cohort model for Crest’s target

Cohort Name: Devon and Hillary

Description of the Cohort: Dual-income young couple, who spend their discretionary incomes on items that will help them to look attractive and young.

Median Age: 33

Median Income: 100,000

• Demographics: The ideal Web user is 18-49 years old men and women with household income ranging

from $65,000 - $150,000+. They are educated and their education ranges from vocational

training to graduate degree. The ideal Web users are African-American and White.

• Psychographics: o Interests

Owning a home Raising their families Staying attractive and young Getting an education Climbing the career ladder

o Lifestyles Like going to movies Enjoy spending time with family Shop for items to keep them attractive and young Rather have movies on demand instead of cable and satellite TV Small amount of discretionary income to spend

o Personality traits Fun Reliable Trustworthy

Summary overview of how to market to this target user Crest has whitening products that will help this target user to look attractive and young

by have a bright smile. However, the user doesn’t have a lot of extra money to spend; therefore,

the ads should stress value and offer coupons. The ads should represent the target user by

including those who look like him or her. He or she should look like they are having fun, and they

should be attractive and young with a big, bright smile.

Keyword analysis List 10 short-tail keywords for your client

1. affordable toothpaste 2. whitening toothpaste 3. affordable whitening strips 4. kids toothpaste 5. flavor toothpaste 6. whitening mouthwash 7.protect enamel 8.whiter teeth 9. beautiful smile 10.healthy smile

List 10 long-tail keywords for your client

1. toothpaste for a bright smile 2. toothpaste that will whiten teeth 3. affordable whitening products 4. toothpaste that will give you fresh breath 5. toothpaste the dentist recommends to whiten your teeth 6. a whiten toothpaste that is safe to use everyday 7.a toothpaste that will whiten your teeth and fight cavities 8.a toothpaste that is safe for the entire family 9. toothpaste that will make your teeth white 10.toothpaste that will remove smoke stains

Targeted keyword list based on the results of at three keyword research tools 1. Google Adwords – oral hygiene (6,600 avg. monthly searches, low competition) 2. Bing keyword tool – Crest (40,009 times appeared in search) 3. Bing keyword tool – Crest whitestrips (1,997 appeared in search) 4. KeywordSpy – what is plaque (4,090,000 search volume, number 6 position) Keywords chosen Oral hygiene – Keywords with high search volume and have low competition are good

keywords (“Keyword Generation”).

Crest – Bing pulls organic keyword data from Bing rather than rounded search volume

like Google Adword. Being it is more of an exact search volume, it helps you to determine if it is

a good organic search target (“Keyword Generation”).

Crest whitestrips – Same rationale as previous example using Bing Keyword Tool.

What is plaque – KeywordSpy gives the ability to monitor keyword performance on your

site and your competitors (“Keyword Generation”). This search term has a high volume for the

number of searches in one month, and it shows up on the first page of SERPs (search engine

result page) in the number 6 position.

Crest’s target search audience based on priority keywords identified According to Google Trends, In September 2004, South Africa had the most interest in

the keyword “oral hygiene.” The related search included Oral hygiene – Industry and Hygiene –

Industry as topics, and dental oral hygiene and dental hygiene as related search queries.

In August 2005, the United States had the most interest in the keyword “Crest.”

Interestingly, Ireland showed the second most interest. Related searches were Crest – Brand

and family crest as a search query.

In January 2004, Norway expressed the most interest, with the United States closely

behind them showing the most interest in March of the same year for the keyword “Crest

whitestrips.” The related search term was Crest – Brand as a topic and white crest as a search

query.

In conclusion, based on the above-mentioned keywords, my client should target people

who are concerned with their appearance and staying healthy with its Crest whitestrips

products.

Mobile marketing strategy In an article by Lauren Johnson in 2012, she stated that Crest was running an ad

campaign that let consumers know where they could find nearby products based on their

location. The campaign also encouraged mobile sales of Crest toothpaste. The ads appeared in

the TV Guide iphone application. Simon Buckingham, CEO of Appitalism, New York said that he

didn’t think many people would buy toothpaste via their cell phones, but it did raise awareness,

which could lead to purchases later (Buckingham is not affiliated with Crest) (“Johnson”).

The copy for the ad featured the company’s logo, which encouraged users to tap to learn

more. The banner ads then expanded into a landing page giving the consumers two options – to

find the product nearby or purchase it online (“Johnson”).

If the users decided to purchase the item, they would then be directed to Walmart

mobile site via a landing page. From there, they could browse for more information, add the item

to their shopping cart, or checkout (“Johnson”).

Email marketing strategy As previously mentioned, Crest has links above the navigational menu, one of which is an

Offers by E-mail link. When site visitors sign up to receive Crest’s monthly e-newsletters, they will

receive exclusive offers, the latest in P&G oral care and email reminders to change their

toothbrush or replacement brush head (“Oral-B and Crest E-Newsletter Registration”).

Conclusions and recommendations Crest is already active on Facebook, Twitter, and YouTube. The objective of this plan is

for Crest to regain its number one spot in the oral care industry. Implementing the above-

mentioned social media tools that it is not currently using can have a positive impact on its SEO

and SEM strategies causing them to reach the objective of this plan.

Works Cited

About Crest - Crest Heritage: Crest. n.d. Web. 24 February 2015. <http://www.crest.com/about-

crest/crest-heritage.aspx>.

Anizor, Ebube. Brand Extension - Crest - Ebube Anizor: Scribd. 9 September 2011. Web. 24

February 2015. <http://www.scribd.com/doc/64321159/Brand-Extension-Crest-Ebube-

Anizor#scribd>.

Engle, John. "10 On Page SEO Elements to NEVER Forget!" n.d. SEOBlogger.co. Document. 24

February 2015.

Goodman, Eli. Social SEO – Facebook & Twitter Best Practices: Search Engine Watch. 19

December 2011. Web. 10 March 2015. <http://searchenginewatch.com/sew/how-

to/2081719/social-seo-facebook-twitter-best-practices>.n.d. Web. 3 March 2015.

<http://semrush.com>.

Johnson, Lauren. Procter & Gamble’s Crest drives mcommerce sales via ad campaign: Mobile

Commerce Daily. 23 July 2012. Web. 24 February 2015.

<http://www.mobilecommercedaily.com/procter-gamble%E2%80%99s-crest-drives-

mcommerce-sales-via-ad-campaign>.

Jones, Kristopher B. "Keyword Generation." Jones, Kristopher B. Search Engine Optimization.

Indianapolis: John Wiley & Sons, Inc., 2013. 22, 26, 30. E-book. 3 March 2015.

Oral Care Products in the U.S., 8th Edition. Market Research. Rockville: Packaged Facts, 2013.

Document. 24 February 2015.

Oral-B and Crest E-Newsletter Registration: Crest. n.d. Web. 24 February 2015.

<http://www.crest.com/crest-oralb-newsletter.aspx>.

Organizing campaigns and ad groups. n.d. Video. 24 February 2015.

<http://www.lynda.com/Google-AdWords-tutorials/Organizing-campaigns-ad-

groups/148582/161688-4.html>.

Setting up your first campaign. n.d. Web. 24 February 2015.

<https://support.google.com/adwords/answer/6137211>.

Skale, Dylan. Crest Toothpaste: Prezi. 25 November 2013. Web. 24 February 2015.

<https://prezi.com/5zuavs0l6oo6/crest-toothpaste/>.

Social Marketing. The Art Institute of Pittsburgh Online Division [AIPOD]. 2014. Web. 10 March

2015

Smith, Matt. 15 Great Off-Page SEO Techniques. n.d. Web. 24 February 2015.

<http://onlineincometeacher.com/traffic/off-page-seo-techniques/>.

Understanding where ads show up. n.d. Video. 24 February 2015.

<http://www.lynda.com/Google-AdWords-tutorials/Understanding-where-ads-show-

up/148582/161684-4.html>.

Writing effective text ads. n.d. Video. 24 February 2015. <http://www.lynda.com/Google-

AdWords-tutorials/Writing-effective-text-ads/148582/161703-4.html>.

RJ’s Internet Marketing Services, LLC

2015

Social Media Plan Rita Cartwright Southern

Cartwright Southern pg. 1

Table of Contents Social Monitoring Tools ................................................................................................... 2

1. HowSociable ......................................................................................................... 3 2. Klout ...................................................................................................................... 3 3. Social Mention ....................................................................................................... 3

SWOT Analysis ............................................................................................................... 4 HowSociable ................................................................................................................ 5 Klout ............................................................................................................................. 5 Social Mention ............................................................................................................. 5

Blogging and Wikis .......................................................................................................... 8 The Commercial Storyboard ......................................................................................... 11

Scenarios and Scenes ............................................................................................... 12 Attract more clients to website ................................................................................ 12 Coaches will have more time to deliver their services ............................................ 12 Coaches who feel as though they’re on their own .................................................. 12 Coaches will no longer feel overworked, overwhelmed, and over-burdened .......... 13

Tagline .......................................................................................................................... 14 We understand that our business cannot succeed unless yours does first! .................. 16 Social Network Media Strategy ..................................................................................... 16 Product Review ............................................................................................................. 21

Part 1 ......................................................................................................................... 21 UGC for RJ’s Internet Marketing Services, LLC ............................................................ 24

Part 2 ......................................................................................................................... 24


Social Monitoring Tools

I select myself as the client, Rita J. Cartwright Southern, in order to continue

building upon my online marketing plan.

RJ’s Internet Marketing Services, LLC (RJ’s) is a limited liability corporation with

one member. The firm has been in business for 12 years. The major product offering is

internet marketing services and is offered to business and executive coaches, business

consultants, and authors.

When the firm was launched on October 1, 2002, it was named RJ’s Word

Processing Services and was formed as a sole proprietorship. Over the course of eight

years, the services morphed into internet marketing services, which led to the name of

RJ Internet Marketing Services in July 2010 to match the service offerings. On

September 13, 2013, the business was reorganized to form a limited liability

corporation.

RJ’s is an online home-based business and is operated solely by the founder,

Rita J. Cartwright Southern. Cartwright Southern has a broad business acumen and an

extensive background in marketing, as well as education in marketing. She is currently

earning a certificate in internet marketing at the Art Institute of Pittsburgh Online

Division.

The value of social marketing (social media plus marketing) to a business is it

allows the firm to be transparent, as well as form long-term relationships with

consumers by connecting with them. Businesses are able to show their human side

using social media. Companies are finding that the longer the relationship is with their


customers, the higher the overall lifetime value is for the company (“The Importance of

Social Marketing”).

The three free social monitoring tools I selected are as follows:

1. HowSociable – This social monitoring tool was created in 2008, and it has

measured over 250,000 brands. It requires no configuration. HowSociable's

magnitude score provides an indication of the level of activity around a brand

during a given week. The range is from 0 to 10 (“HowSociable”). A score of

zero indicates little or no activity for the brand, while a score of 10 means the

brand has inundated the social websites.

2. Klout – This analytical tool was created in 2008. Wikipedia describes it as

“Klout is a website and mobile app that uses social media analytics to rank its

users according to online social influence via the "Klout Score", which is a

numerical value between 1 and 100.”

3. Social Mention – “Social Mention is a social media search and analysis

platform that aggregates user generated content from across the universe

into a single stream of information. It allows you to easily track and measure

what people are saying about you, your company, a new product, or any topic

across the web's social media landscape in real-time” (“Social Mention”).


SWOT Analysis

Strengths Weaknesses Opportunities Threats Social Media Strategy

1. RJ’s has had a social presence on Facebook, Twitter, and LinkedIn for an average of six years

2. Cartwright

Southern has been blogging for seven years

3. Cartwright

Southern has published an e-newsletter for over 10 years.

1. No connections have converted into clients

2. No

differentiation of messages across the networks

3. Although blog

has over 1,000 subscribers, none have converted into clients. In addition, most of them appear to be spammers. According to Google feedburner, there are 20 subscribers, which are not spammers.

4. Newsletter

subscribers have not converted to clients.

5. E-mail list

contain subscribers from when Cartwright Southern offered word processing services.

6. Video

marketing campaign

1. Convert contacts into clients

2. Attract more

blog subscribers.

3. Increase e-

mail list with subscribers who are interested in internet marketing services.

4. Focus more on

video marketing campaigns by generating more videos and networking more on YouTube.

Competitors


HowSociable – RJ’s has a magnitude score for the week of September 29 to

October 6 of 5.1 on a scale of 1 to 10.

Klout – RJ’s Klout score is 47 on a scale of 1 to 100.

Social Mention – RJ’s was mentioned once in a span of two days, and that was

on Twitter.

Cartwright Southern uses Google Analytics, Facebook Insights, Google

feedburner, Google Webmaster tool, and SumAll to track RJ’s social media channels.

There was only one post that mentioned RJ’s. The post that was mentioned in

the Social Mention tool was positive; although, Social Mention has it listed as neutral.

There were no negative posts found.

As mentioned above in RJ’s background statement, Cartwright Southern initially

offered word processing services when she launched her business in 2002. When she

changed her service offerings to internet marketing services, she lost the word

processing services clients.

The scenario in the lecture on Social Marketing Strategies, closely mirrors

Cartwright Southern situation. How can she convince a new audience to use her

internet marketing services? Therefore, the three potential marketing opportunities,

Cartwright Southern will consider to be part of her overall social marketing strategy are:

1. Blogger outreach – Cartwright Southern will work with other bloggers to

create genuine, authentic content in order to promote her brand. Blogger

outreach is known as blogger relations. It allow businesses to work with other

bloggers.


2. Wiki entry – Cartwright Southern will create a wiki entry for her firm. Wiki is a

software that will allow her to freely create and edit her web page using any

browser.

3. Create a discussion forum on her website – A discussion forum is known as a

discussion board, discussion group or message board. Cartwright Southern

will foster conversations that will shed a light on what she can do to improve

her content, service offerings, answer questions, etc.

Date Time Username Content URL Source Sentiment10/9/2014 6:05 AM CatOTBA Short and very

well put. Temp vs. Virtual Assistant | RJ's Internet Marketing Services, LLC http://ow.ly/CtzAs

https://twitter.com/CatOTBA/status/520198344279613441

Twitter Neutral

11/6/2014 2:17 PM Meet 2014 Who’s Who in Ecommerce, Rita J. Cartwright Southern – RJ’s Internet Marketing Services: Meet the Cla... http://bit.ly/1sb0sGb

https://twitter.com/HeidiRichards/status/530469013055627265

Twitter Neutral

Social Monitoring of RJ's Internet Marketing Services, LLC


Cartwright Southern can use the above tabular reports to increase sales by

monitoring her brand. The first table clearly indicates that she needs to create a buzz

around her brand in order to be mentioned more and draw attention to her services.

The second tabular report is informative as well. It displays monitoring from a

different angle, which can also be useful to increase sales.

Overall, Cartwright Southern has a social presence on the major social media

networks; however, her presence is not creating enough conversation around her

brand. Therefore, she will implement the social media marketing plan to rectify the

situation in order to attract potential clients and grow her business.


Blogging and Wikis

There is no wiki entry for RJ’s Internet Marketing Services, LLC; however, this is

an entry for one of its competitors, Virtual Business Solutions on Demand,

http://www.vbsondemand.com. The only information listed in the entry is an “About Us”

page.

RJ’s Internet Marketing Services, LLC is a limited liability corporation, which

offers internet/online marketing services. When the firm was launched on October 1,

2002, it was named RJ’s Word Processing Services and was formed as a sole

proprietorship. Over the course of eight years, the services morphed into internet

marketing services; which led to the name of RJ Internet Marketing Services in July

2010 to match the service offerings. On September 13, 2013, the business was

reorganized to form a limited liability corporation. The firm’s service offerings include:

• E-mail Marketing Campaigns

• Social Media Marketing

• Article Submissions

• Set up and Maintain Shopping Cart

• Website Design and Maintenance

• Blog Design and Maintenance

• Video Marketing

• Virtual Book Tours

• Virtual Administrative Support

The information, which will be included in the wiki entry, will give an overview of

RJ’s Internet Marketing Services, LLC’s background including how the company began.

http://www.vbsondemand.com/


There will also be information on the founder, including how she became an

entrepreneur. The entry will also include the services that the firm offers, as well as the

target audience that the firm serves.

The content that Cartwright Southern provides will be similar to the content on

her blog. The topics will surround internet marketing and social media marketing. Since

she already has a WordPress blog, she will install the plugin UserPress as opposed to

using a wiki farm to create an entry for her firm.

Cartwright Southern will start her entry with some very popular posts that she has

written over the years. A few of these posts include:

• Are There Any Differences Between An Entrepreneur And A Small Business

Owner?

• Internet Marketing vs. Social Media Marketing

• Disadvantages of Outsourcing to Offshore Virtual Assistants

The above-named posts generate a lot of traffic to Cartwright Southern’s website,

and they are a couple of years old.

Cartwright Southern is willing to let her wiki community publish her articles on

their social platforms as long as they cite the work as hers. The articles will have more

impressions than they did previously, because of being shared across more social

platforms, including other bloggers’ blogs. This strategy can tie into Cartwright

Southern’s blogger outreach campaign.

Another benefit of the articles being shared is it will drive more traffic to

Cartwright Southern’s wiki page. As other people come, the visitors will begin adding


their own articles and edits; which, in turn, will grow Cartwright Southern’s wiki

community.

The process of writing the content will also include creating categories, which is

suggested in this article, “How to Start a Wiki.”

After publishing the initial popular posts, the process for new content will involve

the same process Cartwright Southern uses to write her blog posts. Cartwright Southern

and her team first research the popular topics in the internet marketing and social media

marketing industry. The next step is to create a list listing our findings. Then Cartwright

Southern or one of her team member create content based on one of the topics on the

list.

How the entry will be used by readers who visit Cartwright Southern’s wiki is

what was previously mentioned above, where the readers will be allowed to republish

the entry as long as the credit remains intact.

As mentioned in last week’s assignment, the scenario in the lecture on Social

Marketing Strategies, closely mirrors Cartwright Southern’s situation. How can she

convince a new audience to use her internet marketing services? Her old audience

used her word processing services; however, they did not transition to Cartwright

Southern’s new service offering. Therefore, she will use the same strategy that

NetWeaver will use, which included creating a wiki entry.

As mentioned previously, because of Cartwright Southern’s wiki community

republishing her blog posts, this strategy will tie into the blogger outreach campaign.

She will also create a discussion forum on her website. Cartwright Southern will

foster conversations that will shed a light on what she can do to improve her content,


service offerings, answer questions, etc. In addition, she will use the discussion forum

as a platform to market her wiki page.

The Commercial Storyboard

RJ’s Internet Marketing Services, LLC’s product is internet marketing services.

These services include:

• E-mail Marketing Campaigns

• Social Media Marketing

• Article Submissions

• Set up and Maintain Shopping Cart

• Website Design and Maintenance

• Blog Design and Maintenance

• Video Marketing

• Virtual Book Tours

The services are for business and executive coaches, coaches of coaches, and

authors.

The benefits (features) of RJ’s Internet Marketing Services, LLC’s services are:

• Coaches who are solopreneurs will no longer feel as though they’re on their

own.

• Coaches will have more time to deliver their services

• Coaches will become more productive

• Coaches will be able to build their company in shorter amount of time

• Coaches will no longer feel overworked, overwhelmed, and over-burdened

• Coaches will no longer feel as though they’re buried in their business


• Coaches will attract more clients to their websites

• Coaches will have all the clients they need

The unique features for the storyboard will include:

• Coaches will attract more clients to their websites (scene 1)

• Coaches will have more time to deliver their services (scene 2)

• Coaches who are solopreneurs will no longer feel as though they’re on their

own (scene 3).

• Coaches will no longer feel overworked, overwhelmed, and over-burdened

(scene 4)

Scenarios and Scenes:

Attract more clients to your website. The opening scene (1) is of a man looking

exhausted and overwhelmed, and he has stacks of papers on his desk.

Script: (Voiceover) Are you an overworked, overwhelmed, and over-burdened

coach who is trying to attract more clients to your website? If this is you, try RJ’s

Internet Marketing Services.

Coaches will have more time to deliver their services. Scene two will show a female

coach at a conference delivering a speech.

Script: (Voiceover) When you use our services, you will have more time to

deliver your services.

Coaches who feel as though they’re on their own. Scene three will show a female

coach collaborating with RJ’s team regarding marketing her business. A camera shot

will pan over her shoulder capturing her computer monitor. On her computer monitor will

be team of virtual assistants that she is collaborating with.


Script: (Voiceover) You won’t feel as though you are on your own, because you

are not alone.

Coaches will no longer feel overworked, overwhelmed, and over-burdened. The

final scene (4) will be a coach enjoying her leisure time.

Script: (Voiceover) The best part is you will have more leisure time to enjoy your

favorite pastime.

Tagline:

What are you waiting for, pick up the phone and contact us today at 866-651-

3073 so you can get back to what you love. Your life and coaching!

Visit us today at www.rjsinternetmarketing.com. We understand that our business

cannot succeed unless yours does first!

Note: They will be two actors, one female and one male. The female actor will be

the same in all scenes, as well as the male actor will be the same in all the scenes.

The video commercial will benefit RJ’s Internet Marketing Services, LLC in a

couple of ways. First, it will increase brand awareness. Second, it will increase website

traffic. A follow-up video will be success stories of coaches who used RJ’s Internet

Marketing Services, LLC’s services. As a result, their businesses will have expanded.

http://www.rjsinternetmarketing.com/


PROJECT NAME: RJ’s Internet Marketing Services, LLC Commercial Storyboard

DATE: February 17, 2015

(Voiceover) Are you an overworked, overwhelmed, and over-burdened coach who is trying to attract more clients to your website? If this is you, try RJ’s Internet Marketing Services.

(Voiceover) When you use our services, you will have more time to deliver your services.

SHOT: Medium

ACTION: The scene is of a male business coach looking exhausted and overwhelmed, and he has stacks of papers on his desk

CAMERA MOVEMENT: Zoom

LOCATION/SCENE: Office/Opening scene

SHOT: Medium

ACTION: The scene will show a female coach at a conference delivering a speech.


LOCATION/SCENE: Training session at conference/Scene 2


(Voiceover) You won’t feel as though you are on your own, because you are not alone.

(Voiceover) The best part is you will have more leisure time to enjoy your favorite pastime.

SHOT: Medium

ACTION: The scene will show a female coach collaborating with RJ’s team regarding marketing her business. A camera shot will pan over her shoulder capturing her computer monitor. On her computer monitor will be team of virtual assistants that she is collaborating with.


LOCATION/ SCENE: Home Office/Scene 3

SHOT: Medium

ACTION: The scene will be a coach enjoying her leisure time.


LOCATION/SCENE: Home Office/Scene 4


Tagline:

We understand that our business cannot succeed unless yours does first!

Social Network Media Strategy

The tactics that will be used to promote RJ’s Internet Marketing Services, LLC in

the social environment of LinkedIn include two landing pages, a blog post, an e-mail

campaign, and a social media marketing campaign.

Rita J. Cartwright Southern, founder of RJ’s Internet Marketing Services, LLC

(RJ’s), will create two landing pages using WP Sales Page software. This software

works in unison with WordPress. One page (RJ’s landing page) will promote RJ’s

features and services, and the other landing page will promote RJ’s Blogger Outreach

Campaign. There will be a link on RJ’s landing page that will direct traffic to the

Blogger’s Outreach Campaign landing page. This particular link is specifically for

bloggers.

LinkedIn offers a Showcase Page, which is an extension of the Company Page.

Its purpose is to share unique aspects of the company with its unique audience. The

Showcase Page has its own template; therefore, its layout can’t be manipulated. This

poses a problem in trying to create landing pages in that environment. However, there is

a description window that Cartwright Southern will utilize to direct traffic to her landing

pages. She will include both links and a short overview of both landing pages in the


description, which will persuade the visitors to click the links to RJ’s and the Blogger

Outreach Campaign landing pages. There will be two links directing traffic to the

Blogger Outreach Campaign landing page, one on RJ’s landing page, the other one in

LinkedIn’s Showcase Page description window.

Cartwright Southern will publish a post, which will direct the blogosphere to RJ’s

landing page over at LinkedIn. Although, the landing page will not be the first thing

potential customers will view when they visit RJ’s LinkedIn Showcase Page, the

promotion will direct traffic to RJ’s featured social environment. From there, the

customers are directed to RJ’s landing page, which will also direct bloggers to the

Blogger Outreach Campaign page.

Cartwright Southern will also implement an e-mail campaign. She will use

MailChimp to send out an e-mail promoting the landing pages to her lists. Currently, her

lists total 350 subscribers.

In addition, Cartwright Southern will create a social media marketing campaign

promoting the above-mentioned landing pages. She will consider using LinkedIn Ads to

promote the pages on LinkedIn, as well as Facebook ads in order to promote the pages

on Facebook. Cartwright Southern will create a series of micro-ads publishing them on

various social media platforms.

Cartwright Southern has established a somewhat of a presence across

Facebook, LinkedIn, Twitter, Google+, Pinterest, and Stumbleupon. Convincing them to

follow RJ’s over at LinkedIn should be less challenging than if she didn’t have a

presence. Generally, when Cartwright Southern publishes a new blog post, she

receives a lot of traffic from StumbleUpon based on StatCounter website stats.


LinkedIn Showcase Page is less than a year old; therefore, it is a fairly new

concept. The announcement was made on LinkedIn’s blog on November 19, 2013. So,

the promotion message will be something along the lines of “Have you heard of

LinkedIn’s Showcase Page?” Then Cartwright Southern will describe what the page is

about. Then as an example of what a Showcase Page is and what it looks like, she will

direct the traffic to check out her new Showcase Page. Lastly, she will ask the traffic if

they have a LinkedIn Showcase Page, if so, she will ask them to share their links in

order to foster interaction. Over at LinkedIn, the message will be slightly different

assuming the members are aware of LinkedIn’s new feature. She will ask the members

to check out her new Showcase Page and ask them to share their links to their

Showcase Pages, again to encourage interaction.

The feature that Cartwright Southern will use to post new videos about RJ’s

services is simply a link to her channel over at YouTube. She also will include this link

on RJ’s landing page.

Since Cartwright Southern is using WP Sales Page software to create the

landing pages, she is able to use WordPress plugins. Therefore, the features that

Cartwright Southern will include so that comments can be shared with fans of RJ’s

services is the Facebook Social plugin, as well as share buttons. A feature of the

Facebook Social plugin is a Facebook comments box, which encourages logged-in

Facebook users and their friends to comment. These comments will show up in the

users’ newsfeed, which can be shared with their audience and their followers’ audience.


Cartwright Southern will also install the WP Review plugin so that RJ’s services

can be reviewed, as well as rated. The reviews will be shared when visitors share the

landing pages using the share buttons and Facebook Connect.

In addition, the bbpress plugin will be installed creating a forum, which will allow

the customers to chat with each other.

There is really no information to be gathered from the social monitoring tools that

Cartwright Southern is using. She is currently using Mention and Hootsuite social

monitor. Mention has mentions of RJ’s, however, the mentions are of posts that

Cartwright Southern published.

NOVEMBER 2014 SUBJECT PERIOD

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SAT/SUN

1/2

1

WEE

K

note

s

3 4 5 6 7 8/9

2

Create blog post Publish blog post Share on various social media platforms

Check for comments on blog post to respond to.

WEE

K

note

s

10 11 12 13 14 15/16

3

Create e-mail campaign

Send out campaign to lists

Share campaign across social media platforms

WEE

K

note

s


17 18 19 20 21 22/23 4

Create social media campaign

Use HootSuite to set up posts and publishing schedule.

Publishing schedule of Hootsuite posts will continue to the end of the month.

WEE

K

note

s

24 25 26 27 28 29/30

5

WEE

K

note

s

31

6

WEE

K

note

s


Product Review

Part 1

Some of the considerations websites should take into account before launching

reviews are:

• The type of content users can post

• The type of content that will be considered derogatory

• Foreign language and spelling rules

• The matter of providing permission to users to mention other brands in their

postings or post links to external Web sites (“The Process of Posting

Reviews”)

Another consideration is where to place the reviews collected on the marketer’s

website. Some companies like Amazon place reviews on their singular product pages.

Other companies may choose an external company, for example, Yelp to collect all of

their reviews, while at the same time persuading customers to visit their websites on the

basis of the reviews (“The Process of Posting Reviews”). Some companies also use

their own social media pages to collect reviews. Sears uses their Twitter page to

respond to consumer complaints. https://twitter.com/searscares.

Entrepreneurs must also consider the moderation process. Will the reviews be

moderated manually or automatically or a combination of both. This also involves what

language is acceptable, as well as the frequency of moderation. In addition, who will

moderate the feedback?

Reviews can be useful to Cartwright Southern’s business in a couple of ways.

One of her goals is to create buzz around RJ’s Internet Marketing Services, LLC.

https://twitter.com/searscares


Reviews can help in that regard by increasing brand awareness, as well as drive traffic

to her website. In addition, an increase in traffic will enhance Cartwright Southern’s

blogger outreach campaign. A lot of traffic also will make her website attractive to

companies seeking bloggers to review their products. More about this later.

Companies use negative product reviews as a guide of how to improve their

products. So far, as how reviews can be useful for Cartwright Southern, they can be

useful in a couple of ways. Similar to other companies who use feedback to improve

their products, she will use the negative reviews as indications of how to improve or

change her service offerings. On the other hand, it is very important that she responds

timely to the negative reviews. Responding at all and quickly will show potential

customers that she has genuine concern for her services. In addition, it will show

existing customers that she cares about keeping them happy. Therefore, negative

reviews can be useful in this regard as well.

Cartwright Southern’s blogger outreach campaign involves bloggers and one of

their randomly selected audience member receiving complimentary service in exchange

for a service review. Upon launching her blogger outreach campaign, she will install a

WordPress review plugin, which will allow Cartwright Southern to setup a specific page

on her blog to receive customer reviews and testimonials for her business and/or

services.

Depending on the amount of reviews either Cartwright Southern or her Virtual

Assistant will be the moderator. If the reviews are minimal, Cartwright Southern will

moderate. In addition, whenever anyone leaves a review, an e-mail will be sent to


Cartwright Southern and her Virtual Assistant, so that they can respond in a timely

fashion.

Cartwright Southern’s guideline will be as follows:

We reserve the right not to post your review if it contains any of the following

types of content:

• Obscenities, discriminatory language, or other language not suitable for a

public forum

• Advertisements, “spam” content, or references to other products, offers or

websites

• Critical or spiteful comments about other reviews posted on the page or their

authors

As mentioned earlier, the review system will be designed where Cartwright

Southern and her Virtual Assistant will be notified via e-mail whenever anyone leaves a

review; as a result, they will not have to check for reviews. They will respond

immediately to the reviewer as soon as they are notified.

The tactic Cartwright Southern will use to encourage reviews is, she will offer the

reviewer 25% off of their first invoice.

As alluded to earlier, a new concept I learned from researching and analyzing

product review is a company called Shoplet uses product reviews to boost sales figures.

They use content marketing strategy to encourage reviews of their products. Shoplet is

an online office supply store. They use a process which is very similar to a blogger

outreach campaign. Shoplet searches for active bloggers and approach them via e-mail

asking for review of their products on the bloggers’ blogs in exchange for receiving the


product for free. In addition, Shoplet uses Twitter to publish the announcement that they

are looking for bloggers.

Once the bloggers post their reviews, Shoplet distribute the content through

social media. This strategy has increased their conversion rate considerably (“How

Shoplet Uses Product Reviews To Boost Sales Figures”).

I didn’t really encounter any challenges when researching product reviews, plus I

remembered that we had lectures on this topic in Week 4. However, I learned a lot

about the review concept.

I don’t expect any challenges when implementing the product review concept for

RJ’s Internet Marketing Services, LLC. The blogger outreach campaign will increase

brand awareness and traffic, which in turn, can make me attractive to companies like

Shoplet. I would be willing to post reviews in exchange for their products. This, too, can

increase brand awareness.

User Generated Content (UGC) for RJ’s Internet Marketing Services, LLC

Part 2

Cartwright Southern will implement a video marketing strategy in order to increase

brand awareness and website traffic.

Opportunities

• Create a buzz around services

• Attract target audience

• Audience will generate content based on opinion of website, brand, and services.

• Potential for content to go viral


Risks

• No control of which website the videos are downloaded to

• User-generated content could be negative

• Negative opinions going viral

• Home-based business - privacy could be violated

Summary

• Consumers have choices of which media they want to consume and when.

• “Gone are the days where advertising agencies are in charge of what we see in

print, television, or the Web” (“UGC Starmaking—From YouTube to the Big

Screen”).

• YouTube is at the forefront of giving consumers options of which videos they want to

view or not, as well as when; therefore, YouTube videos have changed media

consumption.

• A choice of consumption gives the audience power over what is clicked on, shared

with other social sites, or viewed, as well as reviewed. This change in media

consumption has affected social and interactive marketing.

• The change in media consumption benefits the advertiser, because of being a low-

cost advertising vehicle.

• Another benefit is the possibility of going viral, which is low-cost exposure for

advertisers.

• It benefits the movie industry, as they are able to conduct free focus groups

(“Influence on The Big Screen”).


Works Cited

Influence on The Big Screen. The Art Institute of Pittsburgh Online Division [AIPOD].

2011. Web. 8 November 2014

UGC Starmaking—From YouTube to the Big Screen. The Art Institute of Pittsburgh

Online Division [AIPOD]. 2011. Web. 8 November 2014

We have over 130 locations throughout Arizona to serve your family.

We are family-owned and -operated. We make our bakery items from scratch just like Grandma used to. We will even watch your children for you while you shop.

For more information and store locations, visit us at www.Bashas.com.

From our family to yours since 1932www.Bashas.com

We Welcome Your Family To Shop With Our Family


From our family to yours since 1932For store locations, visit us at www.Bashas.com




www.Bashas.com From our family to yours since 1932

RITA J. CARTWRIGHT SOUTHERN, FOUNDER 4022 E. Alta Vista Rd., Phoenix, AZ 85042 • Office: (602) 454-9408 • Cell: (602) 540-4307 • [email protected] http://re.vu/ritacartwrightsouthern (Digital Resume)

Professional Summary Motivated business professional, business development, and social media expert bringing a 12-year career in small business ownership, who quickly masters new concepts and technologies to drive successful businesses. Online marketing specialist with 4 years in the field who specializes in harnessing the power of social media to boost customer engagement in innovative ways. Excels at creating and implementing effective promotions targeting specific audiences.

Skills

Social media engagement

Creative and innovative

Digital marketing

Social media expert

Online and mobile consumer marketing tools

Web 2.0 savvy

Product marketing specialist

Strategic thinker

Organized

Marketing plan development

Advanced MS Office Suite knowledge

Proofreading

Business writing

Proficient in Adobe CS5

Excellent communication skills

Website design expert

Internet marketing

Constant Contact

Aweber

MailChimp

Professional and mature

Strong problem solver

Work History Founder, 10/2002 – Present RJ’s Internet Marketing Services, LLC – Phoenix, AZ

Perform business operations pertaining to the company o Bookkeeping o Consult with potential clients o Create and revise as needed online profile o Handle company expenses o Income taxes o Keep up with industry news o Network offline and online with potential clients o Sort through and respond to e-mails

Promote company using Internet marketing o Create and maintain web pages o Create and maintain blog o Create blog posts o Create micro-ads for social media networks o Set-up and schedule e-mail marketing campaigns o Set-up and schedule micro-ads using Hootesuite

mailto:[email protected]

http://re.vu/ritacartwrightsouthern

Provide Internet marketing services to entrepreneurs o Create and maintain web pages o Create and maintain blog o Create blog forums o Create blog posts o Create micro-ads for social media networks o Edit videos o Layout and publish e-newsletters o Promote clients’ blog posts and products through social media marketing o Set-up and schedule micro-ads using Hootesuite o Set-up and create products for shopping cart o Set-up and schedule e-mail marketing campaigns o Upload videos to YouTube

National Executive Management Trainee/Sales Manager, 02/1999 – 10/2000 Sears – Moreno Valley and Oceanside, CA

Was the Men’s Department Sales Manager

Managed and trained the sales associates in the Men’s Department

Analyzed financial reports in order to determine sales plan and set goals

Performed various tasks which included interviewing, hiring, scheduling, performance reviews, managing, coaching and developing sales associates using various training tools, strategically organized the sales floor in order to affect sales, ensured that the sales floor was in compliance with all state rules and regulations; for example, pricing accuracy and ADA (American Disability Act), as well as performed various administrative tasks

Merchandised department according to presentation/visual standards and company directions

Coordinated the process of getting the merchandise to the sales floor which involved teaming with various departments

Retail Specialist, 10/1998 – 01/1999 Vision Works Entertainment – San Ramon, CA

Set up POP (Point of Purchase) displays

Demonstrated various products Word Processing Specialist, 09/1989 – 01/1999 Arizona State University – Tempe, AZ

Produced and edited documents using various software applications for the Provost’s Office which included correspondences, tables, publications, and mass mailings

Created annual publications used by the university

Prioritized and organized work-related requests Summer Marketing Intern, 06/1997 – 08/1997 AirTouch Cellular (Verizon) – Phoenix, AZ

Did comparative shopping in order to update an internal publication used by AirTouch employees in the Southwest. The publication is used as a reference regarding the cell phone market.

Was responsible for the creation and production of a customer service survey brochure for the AirTouch Cellular Retail Stores.

Created reports based on data results. Store managers use the reports to learn how to better serve their customers.

Word Processing Specialist, 11/1986 – 06/1989 Sun State Savings and Loan Association – Phoenix, AZ

Created and edited documents using various software, which included mass mailings (200+), loan documents, policy and procedures, job descriptions, and general correspondence

Receptionist, 07/1985 – 11/1986 Sun State Savings and Loan Association – Phoenix, AZ

Was responsible for all incoming calls on an extremely busy switchboard

Greeted and assisted applicants and customers

Performed typing, filing, and copying projects as needed

Education Bachelor of Science: Marketing, Minor Spanish: 05/1998 Arizona State University, Tempe, AZ Emphasis on Marketing theories; Major GPA 3.8; Overall GPA 3.62 (Magna Cum Laude) Internet Marketing - Certificate Art Institute Online Division Emphasis on Internet Marketing; GPA 4.0

Honors

Duncan Jennings Memorial Scholarship

Golden Key National Honor Society

Additional Information Class of 2014 Who's Who among Women in E-commerce

References Available upon request

Rita J. Cartwright Southern, FounderRJ’s Internet Marketing Services, [email protected](866) 651-3073 (Toll Free) (602) 454-9408 (O�ce)(602) 426-0242 (fax)

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