Three Month Digital Marketing Strategy
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Compiled By ChicChickMarketing Copyright all rights reserved ChicChickMarketing Matulor Group of Companies Digital Marketing Strategy May – July 2015
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Transcript of Three Month Digital Marketing Strategy
Compiled By ChicChickMarketing
Copyright all rights reserved ChicChickMarketing
Matulor Group of Companies
Digital Marketing Strategy
May – July 2015
ChicChick Marketing
ChicChickMarketing is a digital marketing boutique agency providing 360 degree digital marketing
consultancy services; specialising in web /mobi design and development, digital marketing
campaigns, search engine marketing, email marketing and social media strategy and services.
Our formula is simple; combine consultative strategy, exceptionally creative ideas and innovative
technology solutions to deliver measurable results for our clients.
Our end goal is to ensure our client’s needs are met, their brand engages with their customers,
and a sustainable & meaningful relationship is built between you and us and you and your target
market.
Thank you for the opportunity to present this proposal.
Matulor Group
Your Digital Marketing
As displayed on the analytics reports for Jan 2015 - April 2015 in comparison to reports from last
year, we see :
• Website Analytics – Numbers have increased by 300%
• SEO Analysis – We are ranking on over 700 pages and our SEO score has tripled.
• Mail chimp – mailshots statistics remain constant and above industry average.
• Social Media- where previously profiles were set up purely for SEO purposes, from reports and
profile like and follows ,we can see that these profiles are being for interaction, sharing and
drawing visitors to the website.
Matulor Group
We are doing something right
ChicChick Marketing
Next step
We Launch
Matulor Group
the
ChicChick Marketing
With its various divisions
Matulor Group
& Branches Gauteng
KZN & Western Cape
Matulor Group SCMS services
Matulor Group Petro-Chemical Services
Matulor Group Petro-Chemical Pump and Tank
& Services Mobile Fuel Scrubber Unit
Vapour Recovery System installations
Your Digital Marketing
This document provides a revaluation of your digital marketing
needs according to:
• Data and analytics obtained from google analytics over the
past year.
• New Algorithms introduced by Google with regard to SEO
• The launch of the Matulor Group of Companies and its
various divisions.
Matulor Group
ChicChick Marketing
First
Matulor Group
Introducing the new Brand
What is a Brand?
A brand is the meaning behind your company's name, logo, symbols and slogans. Having a
unique and memorable brand helps you build brand awareness and create a long-term position in
the marketplace. Brand awareness is a measure of how well your brand is known within its target
markets.
Matulor Tank Services:
The Matulor Tank Services Brand Identity and Awareness is well established in the petro chemical
industry. With current and potential clients recognising the logo, font and colours and immediately
associating them with Matulor Tank Services
Matulor Group
Introducing the Group
This is both an advantage and a disadvantage as we launch the Matulor Group of Companies and
its various divisions, branches and services.
Advantages • Matulor is already well established in the industry as the go to for Tank Cleaning, Testing, Maintenance,
Petro-Chemical Civil & Mechanical Engineering .
• The Matulor Brand Identity is immediately recognised and associated with the above when seen on digital
or traditional platforms.
Disadvantages • We need to know re-establish the full Matulor Group identity with its new logo and colour palliate.
• We need to ensure we establish this identity as the “owner” of the various divisions and branches.
• We need to keep the awareness and identity of the previous brand Identity BUT re-establish this logo and
colour palette as divisions of the umbrella company with each having its own function.
• We need to establish the SCMS- Africa brand online, which although its services are still based in the petro-
chemical industry, does not appeal to our entire current audience and database.
• The SCMS-Africa brand identity is completely different to that of Matulor and hence the need to establish
this division as a part of the Matulor Group and not a stand alone company
• We need to establish that although there are various separate branches listed, we are one and the same
company, providing these services across South Africa and its borders under the Matulor Group of
Companies.
Matulor Group
Strategy to create Online Brand Identity & Awareness for the
Group, its divisions and services
First Step
Creating brand awareness is usually the first step in building advertising objectives. Before you can
create a favourable impression or motivate customers to buy, they have to become aware of your
brand/s and their meaning. Marketing messages delivered through various media are often used
to communicate the brand name and important messages tied to its products. Making people
aware that you exist helps drive traffic to your business and create a buzz in the market.
Top of Mind
The highest level of brand awareness is top of mind awareness. This is when customers think of
you first when they need to make a purchase within your service industry.. You can build top of
mind awareness through repeated exposure and consistent delivery of a good product or service
over time. This is a huge advantage in the market when customers enter a buying situation and
your brand immediately comes to mind first.
Matulor Group
Strategy to create Online Brand Identity & Awareness for the
Group, its divisions and services
Build Equity
Equity is the value of your brand beyond your physical assets like the scrubber unit and service
equipment. To develop a strong brand equity you have to develop a high level of brand
awareness. The more people are aware of you and the stronger your reputation, the greater your
profit potential and overall brand value. Word of mouth in the market plays a strong role in
helping your brand grow its customer base and develop loyal relationships with top customers.
And Finally:
Digital Impact
The importance of brand awareness has become increasingly significant with the evolution of the
Internet and digital technology. The public is more equipped with mobile and social media tools to
communicate quickly about your brand. This means that establishing a strong presence and
reputation for good products and/or services, integrity in your business practices and community
involvement are even more critical to long-term success.
Matulor Group
ChicChick Marketing
BUT REMEMBER • Each division has to have its own identity and we need to establish its own awareness
within the industry.
• Be seen as a stand alone company within the group offering a specific service/s AND
still create an awareness that it is part of the Matulor Group of Companies… a one-
stop petro-chemical services shop.
• Have its own content and identity represented online reaching the correct target
audience.
Matulor Group
Website Content Strategy
Matulor Group
The Matulor Group website has undergone a complete revamp in terms of look and feel as well as
content.
At first:
This may cause confusion to users who are familiar with the brand and its current online properties
but as most of our audience tends to be new and growing on a monthly basis this is not a major
problem.
To fix this
We need to constantly and consistently be sending and communicating new content containing
the brand identity via the website through slider images, blogs, homepage information, the gallery
and videos.. This content needs to explain :
• What changes have taken place and why.
• What these changes mean for current and future clients.
• In as much as possible contain the new logo's and colour palate placed under the Group logo
• Explain what each division does in a short synopsis
• Explain where we are based and where and which services are offered.
Until July we need to reiterate these changes explaining the launch of the Matulor Group and its
various divisions through sliders , blogs and the homage of the website.
Website Content Strategy - Divisions
Matulor Group
What has been established: through the website
• All service offerings or divisions are explained on the homepage of the website as well as on
the about us page, service offerings page and contact us page.
• All pages and or synopsise on these services and divisions explain geographical location
assistance.
• Each division within the Matulor Group of companies has its own page on the website.
• Each page explains in exact detail what each division does from a service perspective and
where these services are offered.
• Each page contains the relevant brand identity and colour palliate for that division.
• Each page contains a contact us button for that division
What needs to be established through the website:
• The fact that each division has a stand alone service offering and operates as its own ‘company’.
• Whilst still keeping in line and reiterating the ethos that the Matulor Group provides full petro-
chemical services solutions through all its divisions.
• Awareness and identification of the division logos, colour palliate and service offering of each
division under the Matulor Group of Companies.
• A database for the SCMS online target audience.
• SEO for each division on Google.
Website Content Strategy - Divisions
Matulor Group
This will be done through
• Various communications sent via the website which will explain these divisions on the website
and entice readers to click through and find out more about each division.
• Social Media Profiles ( read further on )
• The use of each logo and name of each division as well as a brief synopsis of each division
through all communications sent out where possible.
Website Content Timeline - May
Matulor Group
Communica
tion to use
Update Based on Database Template to
be Used
CCM to
upload
copy |
create new
pages and
upload
content
Matulor to
approve
new
content
CCM to publish
Home Page Launch of
Matulor
Group of
Companies
All divisions,
branches
and
services
Full
Database
Matulor
Group
Done 15th May
2015
18th May 2015
Video Launch of
Matulor
Group of
Companies
slide show
All divisions,
branches
and
services
Full
Database
Matulor
Group
14th May
2015
15th May
2015
18th May 2015
Blog Launch of
Matulor
Group of
Companies
All divisions,
branches
and
services
Full
Database
Matulor
Group
Done 15th May
2015
18th May 2015
Mailshot Launch of
Matulor
Group of
Companies
All divisions,
branches
and
services
Full
Database
Matulor
Group
Done 15th May
2015
18th May 2015
Website Content Timeline - June
Matulor Group
Communication
to use
Update Based on Database Template
to be
Used
Matulor to send
Content
CCM to optimise
and upload
Matulor to
approve CCM to
publish
Home Page Update on the
Matulor Group of
Companies
Any advances or
changes in
technology and
reiteration of the fact
that the Matulor
Group contains stand
alone divisions but is a
one stop shop
Full Database Matulor
Group
5th June 2015 8th June 2015 9th June 2015
Video Update on the
Matulor Group of
Companies
Any advances or
changes in
technology and
reiteration of the fact
that the Matulor
Group contains stand
alone divisions but is a
one stop shop
Full Database
Matulor
Group
5th June 2015 8th June 2015 9th June 2015
Blog Update on the
Matulor Group of
Companies
Any advances or
changes in
technology and
reiteration of the fact
that the Matulor
Group contains stand
alone divisions but is a
one stop shop
Full Database
Matulor
Group
5th June 2015 8th June 2015 9th June 2015
Mailshot Update on the
Matulor Group of
Companies
Any advances or
changes in
technology and
reiteration of the fact
that the Matulor
Group contains stand
alone divisions but is a
one stop shop
Full Database
Matulor
Group
5th June 2015 8th June 2015 9th June 2015
Website Content Timeline - July
Matulor Group
Communic
ation to
use
Update Based on Database Template
to be Used
CCM to
upload
copy |
create new
pages and
upload
content
Matulor to
approve
new
content
CCM to
publish
Home
Page
Matulor
Group
Project
A current
project
using all
services
Full
Database
Matulor
Group
29th June
2015
2nd July
2015
3rd July
2015
Video Matulor
Group
Project
A current
project
using all
services
Full
Database
Matulor
Group
29th June
2015
2nd July
2015
3rd July
2015
Blog Matulor
Group
Project
A current
project
using all
services
Full
Database
Matulor
Group
29th June
2015
2nd July
2015
3rd July
2015
Mailshot Matulor
Group
Project
A current
project
using all
services
Full
Database
Matulor
Group
29th June
2015
2nd July
2015
3rd July
2015
SCMS Database
Matulor Group
SCMS-Africa whilst still in the petro-chemical industry, does not cater to our current database nor
do we have enough of and audience to communicate with.
In order to build this database: • Roxy has suggested a segmentation of the current database to obtain a list of potentially interested parties.
• Charles needs to provide us with his current database.
• We need to attract people to the SCMS page through social media and draw them to signing up for the SCMS mailshot.
• Roxy has suggested scouring the web to find potential email addresses which may represent our target audience - note,
we may have a high bounce rate on these due to hard bounces.
• We use social media updates with content that initiates the sending of email addresses to [email protected] in order
to receive SCMS communication.
Comms for Now:
• For our first communication we will be using the current database to explain SCMS and its role in the Matulor Group as
well as Charles’ current database.
• People will opt out if they no longer wish to receive these comms. I expect these numbers to be high. Which will not affect
our current database as we will be sending from the SCMS mailshot template.
• For future communications we will use the database we obtain from the Matulor Group, Charles’ database as well as email
addresses Roxy collects as this will e a lengthy process.
• We will obviously incorporate new email addresses and subscribes to the database.
Roles • Roxy will manage this database
• Roxy to provide new email addresses by Mid-June.
Website Content Timeline – SCMS Africa May
Matulor Group
Communicat
ion to use
Update Based on Database CCM to
upload copy
| create new
pages and
upload
content
Template
to be Used
Matulor to
approve new
content
CCM to
publish
Home Page Launch of
SCMS-Africa
as part of
the Matulor
Group
What SCMS
is and how it
fits into the
Matulor
Group
Full
Database
Done Matulor
Group
20th May
2015
21st May
2015
Video Launch of
SCMS-Africa
as part of
the Matulor
Group
What SCMS
is and how it
fits into the
Matulor
Group
Full
Database
19th May
2015 Matulor
Group
20th May
2015
21st May
2015
Blog Launch of
SCMS-Africa
as part of
the Matulor
Group
What SCMS
is and how it
fits into the
Matulor
Group
Full
Database
Done Matulor
Group
20th May
2015
21st May
2015
Mailshot Launch of
SCMS-Africa
as part of
the Matulor
Group
What SCMS
is and how it
fits into the
Matulor
Group
Full
Database
Done Matulor
Group
20th May
2015
21st May
2015
Website Content Timeline – SCMS Africa June
Matulor Group
Communication to
use
Update Based on Database Matulor to send
Content
CCM to optimise and
upload
Matulor to approve
CCM to publish
Home Page Email on SCMS and
its advantages in the
industry against
competition
Charles’ knowledge SCMS Database 14h June 1015 17h June 1015 18h June 1015
Video Email on SCMS and
its advantages in the
industry against
competition
Charles’ knowledge SCMA Database
14h June 1015 17h June 1015 18h June 1015
Blog Email on SCMS and
its advantages in the
industry against
competition
Charles’ knowledge SCMS Database
14h June 1015 17h June 1015 18h June 1015
Mailshot Email on SCMS and
its advantages in the
industry against
competition
Charles’ knowledge SCMS Database
14h June 1015 17h June 1015 18h June 1015
Website Content Timeline – SCMS Africa July
Matulor Group
Communication to use Update Based on Database Template
to be Used
CCM to upload
copy | create
new pages and
upload content
Matulor to
approve new
content
CCM to publish
Home Page Industry News -
General
Charles and Rox
input as well as
current industry
trends
SCMS Database SCMS 26th July 2015 28th July 2015 29th July 2015
Video Industry News -
General
Charles and Rox
input as well as
current industry
trends
SCMS Database
SCMS
26th July 2015
28th July 2015 29th July 2015
Blog Industry News -
General
Charles and Rox
input as well as
current industry
trends
SCMS Database
SCMS 26th July 2015 28th July 2015 29th July 2015
Mailshot Industry News -
General
Charles and Rox
input as well as
current industry
trends
SCMS Database
SCMS 26th July 2015 28th July 2015 29th July 2015
Website Content Timeline –Petro-Chemical June
Matulor Group
Communication to use Update Based on Database Template to be
Used
Matulor to send
content CCM to
upload copy |
create new pages
and upload
content
Matulor to
approve
new
content
CCM to
publish
Home Page Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name
Tank cleaning
and tank
testing division
explanation of
changed.
Offering.
Areas
Full Database Tank Services 26th May 2015 27th May
2015
28th May
2015
Video Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name
Tank cleaning
and tank
testing division
explanation of
changed.
Offering.
Areas
Full Database
Tank Services 26th May 2015 27th May
2015
28th May
2015
Blog Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name
Tank cleaning
and tank
testing division
explanation of
changed.
Offering.
Areas
Full Database
Tank Services 26th May 2015 27th May
2015
28th May
2015
Mailshot Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name
Tank cleaning
and tank
testing division
explanation of
changed.
Offering.
Areas
Full Database
Tank Services 26th May 2015 27th May
2015
28th May
2015
Website Content Timeline – Petro-Chemical June
Matulor Group
Communication
to use
Update Based on Database Template to be
Used
Matulor to send
Content
CCM to optimise
and upload
Matulor to
approve CCM to
publish
Home Page Vapour Recovery
System
installations
Charles’ knowledge Full Database Tank Services 22nd June 2015 25th June 2015 25th June 2015
Video Vapour Recovery
System
installations
Matulor Service
Offering
Full Database
Tank Services 22nd June 2015 25th June 2015 25th June 2015
Blog Vapour Recovery
System
installations
Matulor Service
Offering
Full Database
Tank Services 22nd June 2015 25th June 2015 25th June 2015
Mailshot Vapour Recovery
System
installations
Matulor Service
Offering
Full Database
Tank Services 22nd June 2015 25th June 2015 25th June 2015
Website Content Timeline – Petro-Chemical July
Matulor Group
Communication to use Update Based on Database Template
to be Used
Matulor to
send
Content
CCM to
upload copy
| create new
pages and
upload
content
Matulor to
approve new
content
CCM to publish
Home Page Industry
News –
General
Trending
Topics
Full Database Tank
Services
13th July
2015
15th July 2015 16th July 2015
Video Industry
News -
General
Trending
Topics
Full Database
Tank
Services
13th July
2015
15th July 2015 16th July 2015
Blog Industry
News -
General
Trending
Topics
Full Database
Tank
Services
13th July
2015
15th July 2015 16th July 2015
Mailshot Industry
News -
General
Trending
Topics
Full Database
Tank
Services
13th July
2015
15th July 2015 16th July 2015
Website Content Timeline –Pump and Tank Services June
Matulor Group
Communication to use Update Based on Database Template to be Used Matulor
to send
content
CCM to
upload
Matulor to
approve new
content
CCM to
publish
Home Page Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name Petro-
Chemical Civil | Mechanical
Engineering discipline
explanation of changed.
Offering. Areas
Full Database Tank Services 14h June
1015
17h June 1015 18h June
1015
Video Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name Petro-
Chemical Civil | Mechanical
Engineering discipline
explanation of changed.
Offering. Areas
Full Database
Tank Services 14h June
1015
17h June 1015 18h June
1015
Blog Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name Petro-
Chemical Civil | Mechanical
Engineering discipline
explanation of changed.
Offering. Areas
Full Database
Tank Services 14h June
1015
17h June 1015 18h June
1015
Mailshot Why we have
changed the
name of this
division, its
offering and n
branches
within the
Group
Previous name Petro-
Chemical Civil | Mechanical
Engineering discipline
explanation of changed.
Offering. Areas
Full Database
14h June
1015
17h June 1015 18h June
1015
Website Content Timeline – Pump and Tank Services July
Matulor Group
Communication to
use
Update Based on Database Matulor to send
Content
CCM to optimise and
upload
Matulor to approve
CCM to publish
Home Page Mobile Fuel Scrubber
Unit
Charles’ knowledge Full Database 6th July 2015 9th July 2015 10h July 2015
Video Mobile Fuel Scrubber
Unit
Matulor Service Offering Full Database
6th July 2015 9th July 2015 10h July 2015
Blog Mobile Fuel Scrubber
Unit
s
Matulor Service Offering Full Database
6th July 2015 9th July 2015 10h July 2015
Mailshot Mobile Fuel Scrubber
Unit
s
Matulor Service Offering Full Database
6th July 2015 9th July 2015 10h July 2015
Website Content Timeline – Pump and Tank Services August
Matulor Group
Communication to use Update Based on Database Matulor to
send Content
CCM to
upload copy |
create new
pages and
upload
content
Matulor to
approve new
content
CCM to publish
Home Page Industry News
– General
Trending Topics Full Database 31st July 2015 3rd August 2015 5th August 2015
Video Industry News
- General
Trending Topics Full Database
31st July 2015
3rd August 2015 5th August 2015
Blog Industry News
- General
Trending Topics Full Database
31st July 2015 3rd August 2015 5th August 2015
Mailshot Industry News
- General
Trending Topics Full Database
31st July 2015 3rd August 2015 5th August 2015
Website Content Strategy - NB
Matulor Group
Please keep in mind
• This will not be information overload as SCMS mailshots go to that database.
• We need to stick to content timelines in order for this strategy to work and in order to increase
SEO and google analytics stats.
• We are creating brand awareness and recall through the use of the various templates which
contain all logos and information on the Matulor Group.
Following July we will continue to send out 4 mailshots monthly but these will be focused on:
1. Trending topics
2. Service Offering in that division
3. Specialised service offering in that division.
4. Trending Topics
Mailshots
Matulor Group
We are currently obtaining great results on our mailshots. However
• We are not sending these out on a regular basis. As per our calendar
• We need to ensure we provide readers with content that is useful and not seen as a sales pitch
• CCM suggest that we divide the mailshot into three sections.
o One – news or interesting information.
o Two - a Services/s which Matulor Group provides that applies to this news or information.
o Three - the current template with contact information and a bio on each division.
Website - Negative Keywords
As we launch the new website and develop a new SEO strategy we will be focusing on new
keywords to rank on Google with the new name and divisions.
Every search engine optimisation strategy should be using negative keywords. Negative
keywords are words and phrases that you do not want searchers to associate with your
products and services. This ensures relevant and high quality search results.
CCM has provided Matulor Group with examples of these.
Matulor Group
Negative Keywords MG to provide keyword list CCM to add this to tags and
coding on website
17h June 2015 30th June 2015
Social Media
We launched our Matulor Tank Services Social Media Profiles purely for SEO purposes
HOWEVER
• We can see from analytics that these profiles are in fact leading current and
potential clients to the website.
• We are gaining interaction on these profiles especially on Google+ and LinkedIn
• Facebook is sending traffic to the website
• These profiles are turning up in organic search results on the top 2 pages of
Google on certain keywords.
Matulor Group
Social Media
• Because we know social media works for the company in the industry and attracts the relevant target audience our
strategy for the launch of the Matulor Group of Companies was to create social media profiles for each division and or
branch.
• Where possible we have created an ‘umbrella’ profile using the Matulor Group of Companies as the brand holder and
created showcase pages underneath this main profile.
• We trust that by creating these profiles with links between them and consistent and similar content using the new brand
identities of the Matulor Group and each division as well as the branches, that we will begin to create online brand
identity for the Matulor Group and its various divisions.
• Google is now intent on using social media as a basis for indexing websites as well as establishing their quality and
reliability. For this reason we need to ensure we update all social media profiles on a regular basis.
• These updates do not always need to link back to the website –where possible this is best practice however in order to
ensure a constant flow of content we can update these profiles with snippets of industry news with links to other web
articles, updates on company advances et al.
Matulor Group
Social Media
We now have the following Social
Media Profiles please see strategy for
each one.
Matulor Group
Matulor Group
LinkedIn has proven to be our greatest asset when it comes to social media leads and interaction.
Our main Company page on LinkedIn is the Matulor Group of companies this provides
connections with info on the group, its divisions as well as contact info on each branch.
A Showcase page indicates a short synopsis on the division as well as its contact details and
affiliations
Underneath this Company Page we have showcase pages:
• Matulor Group Petro-Chemical Services
• Matulor Group Petro-Chemical Pump and Tank
• SCMS-Africa
In order for us to use this online medium effectively we need to:
Updates three times a week on each page
• How updates should happen
o Blog Link
o Industry update no link
o Video Link | Image from the Matulor Group Gallery
o Project link on project status ( MG will have to obtain photos for this)
o Generic service with link to website page
o Link to external news article
CCM suggests that a content for updates is drawn up in the last week of the month and approved for upload by Peter.
LinkedIn Timeline
Matulor Group
Item CCM to send to MG Matulor to approve new
content
CCM to publish
Content 5 working days prior to the
end of each month.
On the last working day of
each month.
As per content calendar or
as per below:
• Blog Link
• Industry update no link
• Video Link
• Project link on project
status ( MG will have to
obtain photos for this)
• Generic service with link
to website page
• Link to external news
article
Google +
Matulor Group
Google + is gaining direct backlinks to the website as well as followers and shares. When
keywords are searched a large number of results from this platform return results in rich media
format which increases our SEO further.
Due to the fact that we are indexed by Google on verification of divisions and the need to add maps to Google maps we have
converted the current Matulor Tank Services page which has a following and is verified, into the Matulor Group of companies
page. This provides info on the group, its divisions as well as contact info on each branch.
We then have the following Google+ pages which will take 2-3 weeks to be verified.
• Matulor Group Petro-Chemical Services
• Matulor Group Petro-Chemical Pump and Tank
• SCMS-Africa
• Matulor Group Branch KZN
• Matulor Group Branch Western Cape
We will only be updating these pages as the branch pages were created only for Google map
purposes:
• Matulor Group of companies
• Matulor Group Petro-Chemical Services
• Matulor Group Petro-Chemical Pump and Tank
• SCMS-Africa
Google +
Matulor Group
In order for us to use this online medium effectively we need to:
Find all companies and clients on our database and add to circles for each division aside from the
branches.
Updates three times a week on each page
• How updates should happen
o Blog Link
o Industry update no link
o Video Link | Image from the Matulor Group Gallery
o Project link on project status ( MG will have to obtain photos for this)
o Generic service with link to website page
o Link to external news article
CCM suggests that a content for updates is drawn up in the last week of the month and approved for upload by Peter.
Google + Timeline
This will be an ongoing part of our strategy. Below are implementation dates.
Matulor Group
Item CCM MG CCM
Adding Clients and
Companies to our circles
CCM has created these
circles
25th June 2015
To locate and add
companies and individuals
and add them to these
circles.
23rd July 2015
To send a greeting to these
and ask for a follow back.
Staff to create profiles 25th June 2015
MG Staff to create profiles
and share updates.
Content 5 working days prior to the
end of each month.
On the last working day of
each month.
As per content calendar
Negative Keyword Timeline
Matulor Group
Negative
Keywords
MG to provide
keyword list
MG to upload
copy | create
new pages and
upload content
Matulor to
approve new
content
CCM to publish
Matulor Group
Although we initially decided against using this platform. We have seen great results from it with large corporations following
us including Chevron and BMW creating a sense that we are an industry news broadcaster.
We are unable to have showcase Twitter profiles and as a result we have converted the established Matulor Tank Services
page into the Matulor Group of companies page.
We then have the following Twitter profiles which each contain relevant keywords in their bio’s
• Matulor Group Petro-Chemical Services
• Matulor Group Petro-Chemical Pump and Tank
• SCMS-Africa
In order for us to use this online medium effectively we need to:
• Have a Matulor representative "follow" all clients and companies pertaining to each profile.
• Updates three times a week on each page using relevant and trending hashtags.
• How updates should happen
o Thanks you client reference with mention of client and mention of said client and hashtag of company
o Blog Link with Hashtags
o Video with hashtags | Image from the Matulor Group Gallery
o Generic service with link to website page and hashtags - Thursday
o Follow Friday where relevant companies are mentioned as a curtesy with the #FF
CCM suggests that a content for updates is drawn up in the last week of the month and approved for upload by Peter.
Twitter Timeline
Matulor Group
Item MG CCM CCM
Follows 25th June 2015
To locate companies and
individuals and follow them.
For each profile.
23rd July 2015
To send a greeting to these
followers when they follow
back.
Ongoing strategy
to interact with industry
through leaders.
Content 5 working days prior to the
end of each month.
On the last working day of
each month.
As per content calendar
This will be an ongoing part of our strategy. Below are implementation dates.
Matulor Group
Although Facebook offers little traffic to the website it has helped us gain traction and visits to the
website as well as credibility with Google to increase SEO.
We are unable to have a main Facebook page with various divisions and so we have converted the established Matulor Tank
Services page into the Matulor Group of companies page.
We then have the following Facebook Pages which each contain bio’s and contact information linking back to the website.
These are:
• Matulor Group Petro-Chemical Services
• Matulor Group Petro-Chemical Pump and Tank
• SCMS-Africa
In order for us to use this online medium effectively we need to:
• Have a Matulor representative “like”" all clients and companies pertaining to each profile as the admin of the Matulor
Group company profile and not in their own capacity.
• Updates three times a week on each page using relevant and trending hashtags.
• How updates should happen
o Thanks you client reference with mention of client { especially if they have a Facebook page) hashtag of company
o Blog Link with Hashtags
o Video with hashtags
o Generic service with link to website page and hashtags - Thursday
o Image from the Matulor Group Gallery with hashtags
CCM suggests that a content for updates is drawn up in the last week of the month and approved for upload by Peter.
Twitter Timeline
Matulor Group
Item CCM MG CCM
Content 5 working days prior to the
end of each month.
On the last working day of
each month.
As per content calendar
This will be an ongoing part of our strategy. Below are implementation dates.
CAMPAIGNS
Digital Campaigns
Matulor Group
Lets Discuss.
We are running with the launch over the next few months. We are heavy on content which we
need to be however we can look at campaigns focused around these days:
Saturday July 18th Nelson Mandela Day – what are you doing for your 67 minutes of time to help?
Send us images and we will respond with a donation to the Nelson Mandela Children's Home.
Monday August 10th National Woman's Day – every lady loves a flower … why not send a rose to
the top ten ladies in each company you deal with. This can be done using a digital card and sent
to each lady in our database.
Blood Donation Month - June 2015 – We should turn the Matulor Group logo ‘drop’ into an
empty space with just an outline and create a blood donation web page with this drop.
We ask our clients to send us proof that they donated blood and so the drop fills and their names
are added to the web page.
We arrange for 20 staff members and affiliates to some in and donate blood on a Friday.
For these campaigns we need to look at teasers and results as well as who will be doing artwork
and campaign monitoring. After this discussion CCM will provide a strategy as per the next page.
Digital Campaign Responsibilties
Matulor Group
How it will work: One new client will cover all marketing costs.
CCM suggest:
• Matulor Group to confirm campaign with CCM input
• Matulor Group to design collateral for a mailshot, blog, web page and all other social media
profiles.
• All campaign material to be created two weeks prior to launch for approval
• First campaign kick off in September and announced on the following:
o One blog
o One mailshot
o One update on campaign details on all platforms twice weekly. These are in addition to
regular updates.
o Matulor Group to track response rate.
o Matulor Group to provide CCM with feedback on sales or interest from campaigns
o CCM to provide campaign report.
DIRECTORY LISTINGS
Directory Listings
Matulor Group
These are working! Well done Roxy.
CCM suggest that we identity and utilise these same Directories to list the Matulor Group of
Companies and all divisions as well as branches. as these assist with:
• Traffic to the website
• SEO results
Directory Listings TimeLine
Matulor Group
Item CCM & MG MG CCM
25th June 2015
CCM and MG to identify
new directories to list on.
23rd July 2015
CCM and MG to divide this
list in half
24th July 2015
CCM and MG to upload
company profile to assigned
directories.
This will be an ongoing part of our strategy. Below are implementation dates.
Content will be in line with current directory listings.
KPI’s
All KPIS set have been exceeded in the last year.
We cannot set new KPI’s for the current website and profiles until they have been running for at least 3
months at which time we can evaluate reports and set relevant KPI’s.
In order to achieve results set out in this strategy:
• CCM needs to adhere to meeting schedule.
• MG to provide initial content (blogs, videos, mailshots) for the forthcoming month, to CCM as per each
calendar set out in this document.
• CCM to provide optimised content (blogs, videos, mailshots) for the forthcoming month, to MG as per
each calendar set out in this document.
• Matulor Group to ensure the social media content, as per strategy, is sent to CCM a week prior to end of
month, CCM to provide feedback and content calendar for social media to be approved by MG the last
working day of each month.
Matulor Group
Costs
Dues to the fact that CCM has to increase content three fold and the introduction of various new entities
our retainer costs cannot remain the same as more hours are taken and we want to be able to concentrate
on your stuff – i.e it is not sustainable.
Currently retainer costs are R 9500
With the increase in content, divisions and entities as well as results achieved and the fact that it is a new
year new retainer costs will be:
Proposed retainer costs are R 12 000
We can relook at the strategy if this cost is to high however remember we are still charging half of what a
regular agency would.
If all is in order a new SOW will be drawn up and work will begin!
Matulor Group
Thank You
