Ultrafit Digital Marketing Plan - Jessica Greschner


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Ultrafit Digital Marketing Plan - Jessica Greschner

  1. 1. DIGITAL  MARKETING  PLAN   COMM  464,  Section  102   Instructed  By  Paul  Cubbon   Jessica  Greschner  27722107    
  2. 2. U L T R A F I T   B O O T C A M P S   D I G I T A L   M A K R E T I N G   P L A N   T A B L E   O F   C O N T E N T S                     I.  EXECUTIVE  SUMMARY               II.  SITUATIONAL  ANALYSIS             Company  Background             Industry  Analysis     SWOT       III.  ULTRAFIT  IN  THE  DIGITAL  ENVIRONMENT         Current  Digital  Marketing  Mix     Key  Challenges  in  the  Digital  Environment     Objectives  &  Goals       IV.  WEBSITE/SEARCH  ENGINE  OPTIMIZATION         Hypothesis  1  –  Improving  the  Website     Hypothesis  2  -­‐  SEO   Procedure   Analysis   Recommendations       V.  PAID  SEARCH  (GOOGLE  ADWORDS)           Hypothesis  1  –  Driving  Traffic  with  Google  AdWords-­‐   Procedure   Analysis   Recommendations         VI.  SOCIAL  MEDIA                             Facebook                   pg.  1       pg.  2  -­‐  5             pg.  6  -­‐  7       pg.  8  -­‐  15       pg.  16  -­‐  20       pg.  21  -­‐  37       pg.  21  -­‐  26  
  3. 3. Hypothesis  1  &  2  –  Content  &  Timing  of  Posts   Procedure   Analysis   Recommendations     Hypothesis  3  -­‐  Influencers   Procedure   Analysis   Recommendations                Twitter               Hypothesis  1  –  Content   Procedure   Analysis   Recommendations     Hypothesis  2  –  Influencers   Procedure   Analysis   Recommendations                  Social  Media  Expansion           Hypothesis  1  –  Using  More  Platforms   Procedure   Analysis   Recommendations       VII.  CONCULSION               VIII:  APPENDIX                   pg.  27  -­‐  32         pg.  33  -­‐  37         pg.  38         pg.  39  -­‐  54         pg.  55  -­‐  56       IX:  BIBLIOGRAPHY          
  4. 4. I.  EXECUTIVE  SUMMARY   Ultrafit  Bootcamps  is  a  Vancouver  based  company  in  the  health  and  fitness  industry.  Founded  in   July   2003,   Ultrafit   has   grown   to   include   programs   in   Kitsilano,   Burnaby,   East   Vancouver,   and   North   Vancouver.   But   as   the   competitive   environment   of   the   fitness   industry   in   Vancouver   intensifies,  Ultrafit  is  looking  for  new  ways  to  attract  customers.         Currently,  Ultrafit’s  promotional  strategies  consist  primarily  of  word  of  mouth  (offline).  Provided   Ultrafit’s   loyal   client   base,   this   has   proven   to   be   effective   over   the   past   ten   years.   However,   Ultrafit   is   currently   underutilizing   their   online   social   media   outlets   and   has   the   opportunity   to   improve  all  aspects  of  their  digital  marketing  mix.       Therefore,   the   primary   objective   of   this   digital   marketing   plan   is   to   progress   Ultrafit’s   digital   marketing  mix  to  better  appeal  to  both  current  and  potential  customers  while  contributing  to  its   overall  success  as  a  fitness  bootcamp.  In  this  plan,  we  will  discuss  various  tactics  and  strategies   on  how  to  effectively  employ  different  digital  and  social  media  channels  and  tools  to  accomplish   the  main  objective.     The  three  primary  components  of  our  digital  marketing  plan  includes:     Company  Website   • Improving   website   in   regards   to   key   characteristics   (context,   content,   communication,   commerce,   community,   connectivity,   customization,   usability,   and   strategy)   • Identifying  tactics  that  would  improve  Ultrafit’s  current  organic  search  results     Paid  Search   • Investing  paid  search  by  implementing  Google  AdWords  Campaign  to  drive  traffic  to   website     Social  Media   • Strategically   leveraging   the   social   connecting   power   on   new   and   existing   social   media  platforms  including  Facebook,  Twitter,  Instagram,  and  Pinterest         1  
  5. 5. II.  SITUATIONAL  ANALYSIS     COMPANY  PROFILE   Ultrafit   Bootcamp   is   a   Vancouver   based   company   founded   by   Annilou   Verge-­‐Marion   in   Vancouver   Island   and   has   been   in   operation   for   over   ten   years.   Ultrafit   calls   itself   “an   accelerated   Fitness   &   Nutrition   program”   which   consists   mainly   of   outdoor   physical   activity   paired  with  a  nutrition  plan  monitored  by  Ultrafit.    They  are  now  based  in  Vancouver  and  have   outdoor  locations  in  Kitsilano,  Burnaby,  East  Vancouver,  and  North  Vancouver.     Ultrafit  offers  a  bootcamp  style  fitness  class  with  nutritional  coaching  and  goal  setting  guidance   included   with   each   membership.   Each   bootcamp   class   is   60   minutes   long   and   offers   cardiovascular,   strength,   core   and   balance   training.   With   regular   attendance   benefits   include:   weight  loss,  stress  relief,  strength,  increased  energy,  and  increased  confidence.     Ultrafit’s   fitness   program   can   be   adapted   to   different   ages   and   fitness   levels   and   as   a   result   Ultrafit   has   a   wide   variety   of   clients.   All   clients   are   interested   in   leading   a   healthy   and   active   lifestyle.  Demographically,  most  current  clients  are  females  between  the  ages  of  30  and  50.  In   the   future,   Ultrafit   is   looking   to   grow   and   capitalize   on   their   current   target   consumers   and   to   better  connect  with  younger  audiences.       INDUSTRY  ANALYSIS   Category  Definition   Ultrafit  operates  in  the  fitness  industry.  This  industry  includes  fitness  activities  and  recreational   sports  which  feature  various  forms  of  physical  activity.       Ultrafit   is   a   bootcamp   style   of   fitness   program,   and   the   primary   function   of   its   service   is   to   offer   a  form  of  exercise  to  consumers  in  Vancouver.  Ultrafit  competes  directly  with  dozens  of  other   Bootcamps  in  Vancouver  and  indirectly  with  services  offering  some  form  of  exercise  or  fitness.   Such   services   include   gyms,   fitness   clubs,   yoga   classes,   adult   sports   leagues,   running   clubs,   cycling  clubs,  Zumba,  Pilates,  exercise  classes,  swimming  pools,  home  gym  equipment,  and  even   fitness   mobile   apps.   This   industry   has   a   low   level   of   market   share   concentration.   This   is   because   there  are  so  many  small-­‐scale,  single  location  players  in  the  market.  In  2012,  about  82.2%  of  all   fitness   establishments   employed   fewer   than   20   people   (Schmit,   2013).   The   percentage   of   small-­‐ scale   firms   is   substantial   because   demonstrates   the   industry's   low   barriers   to   entry   as   it   is   a   relatively  easy  industry  to  enter.     Health  &  Fitness  in  Canada     According   to   a   study   done   by   The   International   Journal   of   Behavioral   Nutrition   and   Physical   Activity,   Canadians   are   some   of   the   most   physically   active   people   in   the   world   (International   Prevalence  Study  on  Physical  Activity).  And  today  Canadians  are  caring  more  about  their  health   and  wellbeing  than  ever  before.  In  2009,  48%  of  Canadians  were  considered  moderately  active,   and   the   Canadian   fitness   industry   grown   into   a   $2.2   billion   industry   (“Lets   Get   Active”,   2013).   In   Canada,   16%   of   the   population   has   a   membership   to   a   sporting   or   fitness   institutions,   with   community   programs   being   the   most   popular;   these   figures   reflect   Canada’s   ongoing   awareness   of  health  and  fitness.  Within  the  next  five  years,  population  growth  and  demographic  changes   will  influence  industry  revenues.  The  mature  market  (people  aged  55  and  older)  is  expected  to     2  
  6. 6. live   more   active   lifestyles   and   put   more   emphasis   on   their   health,   physical   appearance   and   weight.   The   retiring   baby-­‐boomer   generation   will   create   opportunities   fitness   businesses.   As   baby  boomers  get  older  they  will  put  more  of  a  burden  on  healthcare  costs.  This  will  create  an   incentive   for   the   government   to   promote   preventative   practices   like   physical   activity   (Schmit,   2013).   The   younger   segment   of   the   population   (under   20)   also   has   a   strong   opportunity   for   growth.  This  is  largely  due  concerns  over  childhood  obesity.     In   particular,   British   Columbia   ranks   as   Canada’s   most   active   and   health   conscious   province,   and   with   Vancouver   being   most   active   city   in   Canada   (Bauman,   2010).   And   because   demand   is   so   high,  the  market  is  almost  saturated  with  various  health  and  fitness  services.     Fitness   industry   trends   are   dynamic   with   typically   short   lifespans.   Within   the   past   few   years   Crossfit   (a   power   based   fitness   regime),   yoga,   and   dance-­‐based   exercise   classes   have   experienced   the   highest   growth   rates,   while   Pilates,   spin   classes,   and   aquatic   classes   have   experienced  a  decline.  Specifically  in  Vancouver,  the  top  three  most  popular  workout  trends  are   dance-­‐inspired  workouts,  yoga,  and  bootcamps.  There  has  been  a  growing  preference  towards   group  fitness  classes  opposed  to  individual  exercise  especially  among  women  (Cikes,  2012).       SWOT   Strengths   Ultrafit  Bootcamp  has  already  been  largely  successful  in  their  past  ten  years  in  operation.    They   have  established  a  good  reputation  and  a  sustainable  business  model.  In  the  process  of  gaining   experience   and   earning   reputation   they   have   gathered  a   very   loyal   customer   base.   Some   clients   have  been  regular  attendees  for  up  to  six  years.  The  trainers  at  Ultrafit  are  very  enthusiastic  and   many   customers   are   drawn   to   the   bootcamp   because   of   their   expertise.   They   are   well   educated   on   multiple   facets   of   health   and   wellbeing   and   know   when   and   how   to   push   participants.   Trainers   are   able   to   offer   a   full   service   health   program   for   clients   which   is   included   in   their   membership  fee.  They  then  monitor  the  progress  of  each  client.  Customers  are  therefore  able  to   go  to  one  place  for  all  their  fitness  and  nutritional  needs.     Many   clients   are   drawn   to   the   social   aspect   of   bootcamp   and   group   exercising.   They   find   it   motivating,  and  a  way  to  distract  themselves  from  what  is  often  an  undesirable  activity.  Classes   that   can   be   adapted   for   each   customer’s   individual   fitness   levels   enable   the   group   aspect   to   work   particularly   well.   Furthermore,   a   strict   schedule   can   help   people   remain   committed   to   a   consistent  exercise  routine.  Ultrafit  has  an  impressive  success  rate  for  helping  clients  reach  their   fitness  goals.       Vancouver   and   Kitsilano   compliment   the   outdoor   aspect   of   Ultrafit.   With   a   moderate   climate   Vancouverites   are   able   to   exercise   outdoors   twelve   months   a   year.   For   many,   exercising   outdoors  is  an  enormous  advantage  of  Ultrafit’s.       Weaknesses   Although  Ultrafit  has  been  successfully  operating  for  ten  years,  we  have  identified  some  areas  to   be   improved.   Ultrafit   charges   at   a   premium   rate   which   limits   itself   from   reaching   to   broader   range  of  clients  such  as  younger  demographics.       3  
  7. 7.   Furthermore,   while   the   group   and   class   style   of   program   offered   by   Ultrafit   is   a   strength,   it   is   also  a  weakness.  Ultrafit  clients  must  go  to  class  when  it  is  offered,  while  some  competitors,  like   gyms,   are   open   about   16   hours   a   day   that   gives   their   members   more   flexibility.   Compared   to   other  competitors,  Ultrafit  also  lacking  amenities  such  as  private  training  facilities,  weights,  and   exercise  equipment.     Ultrafit  is  in  need  of  a  strategic  online  digital  marketing  plan,  as  they  currently  acquire  members   mainly  through  word  of  mouth.  Ultrafit  is  under  utilizing  their  social   media  and  web  presence  as   effective   marketing   tools   relative   to   competitors.   Their   social   media   activity   could   be   more   engaging   and   relevant   for   consumers,   and   is   limited   to   only   two   platforms   (Facebook   and   Twitter).  Their  website  could  be  updated  to  be  more  appealing  and  yield  better  organic  search   results.       Opportunities   Vancouverites   have   proven   that   they   value   fitness,   health,   and   wellbeing   and   have   earned   Vancouver  the  title  of  being  Canada’s  Healthiest  City  (Ebner,  2012)..  There  is  an  opportunity  to   capitalize  on  the  demand  and  interest  in  the  fitness  industry.       As   stated,   there   is   also   the   opportunity   to   capitalize   on   key   demographic   trends.   The   mature   markets   including   the   baby   boomer   population   is   expected   to   place   more   and   more   emphasis   on  living  healthy  and  physically  active  lifestyles.  Younger  segments  are  also  expected  to  become   more  involved  in  the  fitness  industry  which  is  a  market  Ultrafit  can  better  reach  in  the  future.     Ultrafit   also   has   the   ability   to   leverage   their   very   loyal   existing   client   base.   Through   word   of   mouth,   online   and   offline,   their   loyal   clients   can   act   as   brand   advocates   bringing   new   customers   in.    Having  this  strong  existing  network  is  paramount  for  extending  their  reach  further,  especially   on  social  media.     Ultrafit   is   also   a   small,   local   company,   and   many   people   endorse   these   small   local   companies   over  those  of  national  or  international  in  scale.  They  feel  like  they  are  supporting  the  community   and  are  able  to  develop  a  personal  relationship  with  the  firm.       Threats   Because   Vancouver   is   such   a   healthy   and   fit   city,   competition   is   fierce.   Directly,   Ultrafit   must   compete   with   over   dozens   of   bootcamps.   But   indirect   competition   includes   yoga,   gyms,   running   clubs,   hiking,   skiing,   biking,   swimming;   as   well   as   free   mobile   apps,   exercise   DVDs,   and   even   YouTube.  This  is  primarily  the  result  of  an  industry  with  low  barriers  to  entry.  And  although  the   industry   is   concentrated   with   small-­‐scale   firms,   there   are   also   larger   competitors   such   as   the   YMCA,  GoodLife  Fitness,  and  YYoga  that  can  (in  some  cases)  achieve  economies  of  scale.  These   competitors   have   more   sophisticated   marketing   resources   and   budgets.   Sometimes,   these   larger  firms  can  overwhelm  the  messages  being  sent  by  smaller  firms  such  as  Ultrafit.       And   while   being   an   outdoor   fitness   program   is   one   of   the   positive   attributes   of   Ultrafit,   it   is   worth   recognizing   the   degree   of   vulnerability   this   places   on   the   firm.   Because   Ultrafit   is   an   outdoor  fitness  program  they  are  subject  to  their  natural  surroundings.  This  includes  the  noise     4  
  8. 8. restrictions  in  neighborhoods  especially  in  early  mornings  or  late  at  night.  Complaints  over  the   use  of  these  public  spaces  could  be  detrimental  to  Ultrafit.  Ultrafit  relies  on  convenient  locations   to  make  their  service  accessible.  Another  threat  is  the  weather.  Many  potential  customers  may   be  deferred  by  the  idea  of  having  to  go  out  in  less  than  favorable  weather  conditions  and  may   therefore  turn  to  other  indoor  alternatives.             5  
  9. 9. III.  ULTRAFIT  IN  THE  DIGITAL  ENVIRONMENT     CURRENT  DIGITAL  MARKETING  MIX   Ultrafit’s  current  digital  marketing  mix  is  currently  two  pronged,  and  includes  a  web  and  social   media  presence:   • The  website  aims  to  add  value  to  both  current  and  potential  clients.  Potential  clients  are   provided  with  an  overview  of  Ultrafit’s  services,  prices,  trainers,  and  testimonials.  They   are   also   able   to   register   and   pay   for   bootcamp   memberships.   Current   customers   are   provided  access  to  schedules,  nutritional  coaching,  and  the  opportunity  to  renew  their   memberships  at  any  time.   • Ultrafit’s   social   media   presence   is   limited   to   Facebook   and   Twitter.   Here,   they   have   acquired   a   relatively   modest   following   of   friends,   family,   and   clients.   They   contribute   content  relating  to  health,  fitness,  and  living  a  healthy  lifestyle.       KEY  CHALLENGES  IN  THE  DIGITAL  ENVIRONMENT   As   stated,   Ultrafit   competes   in   a   very   concentrated   fitness   environment.   This   situation   only   intensifies  online  and  in  social  media.  In  the  digital  landscape,  there  are  many  messages  directed   at   consumers   on   a   continuous   basis.   Different   players   therefore   compete   for   the   attention   of   the  same  target  audience.  Almost  all  competitors  in  the  fitness  industry  in  Vancouver  have  an   online  presence.  Standing  out  in  such  situation  can  be  difficult.  Therefore,  to  reap  the  benefits   of  social  media,  strategies  must  outperform  competitors  to  be  more  effective  and  more  relevant   to  consumers.         OBJECTIVES  &  GOALS   Our   goal   is   to   refresh   and   revise   Ultrafit’s   online   marketing   mix   to   better   utilize   the   tools   and   practices   available.   We   have   made   recommendations   that   will   help   Ultrafit   accomplish   these   goals.  Objectives  involve  Ultrafit’s  website,  paid  search  campaigns,  and  social  media.       OBJECTIVE   KPI   DATA  SOURCE   PAID  SEARCH   WEBSITE     Click  through  rate   (CTR)   (Goal:  Achieve  CTR  of   1.5%)   Google  AdWords,   Keywords  Metrics   Increase  number  of   inquiries,  brand   awareness,  and   attract  new  clientele   on  the  website   Visits   Bounce  rate   (Goal:  Increase  #  of   daily  visits  by  15%,   bounce  rate  of  50%)   Google  AdWords,   Keywords  Metrics   Improve  organic   search  results     Increase  website   traffic  using  Google   AdWords  campaign   Search  rank  on  Google   nd (Goal:  Achieve  2   position  on  “Boot   Camp  Vancouver”   search)   Google   INSIGHT   ACTION   A  higher  CTR  rate   means  more  people   are  clicking  on  the  ads   and  therefore  match   customer  searches.   This  helps  drive   website  traffic   More  inquires  mean   more  potential   customers   Increase  CTR  rate   through  use  of  various   keywords  and  ad   descriptions   Efforts  to  improve  the   quality  score  given  by   Google  will  make  the   website  more   searchable   Increased  search  rank   through  website   improvements   Increase  Visits,   Decrease  Bounce  rate   6  
  10. 10. SOCIAL  MEDIA         Engagement  Score-­‐   total  likes,  comments,   retweets,  replies,   likes,  and  repins   (Goal:  Improve   engagement  score  by   25%)   Extend  reach  of  social   media  to  a  broader   audience           Improve  and  foster   engagement  of  online   community   Social  connections     (Goal:  Increase  to  60%   of  total  customer   base)   Facebook:  likes,   comments,   engagement  rate,   reach     Twitter:  retweets,   replies   Instagram:  Likes,   comments   Pinterest:  likes  and   repins   Facebook:  page  likes   Twitter:  Followers   Instagram:  Followers   Increased   engagement  will  help   develop  online   community  which  will   improve  existing   customer  loyalty,  and   also  attract  new   customers   Increase  rates  of   engagement  by   improving  content   and  timing  of  tweets   More  likes,  followers   on  social  media  pages   indicates  greater   social  influence   Increase  number  of   social  connections     7  
  11. 11. IV.  WEBSITE/  SEARCH  ENGINE  OPTIMIZATION     Having   good   a   good   website   is   paramount   for   attracting   and   retaining   customers.   Ultrafit’s   current  website  design  is  dull  and  unappealing,  and  does  not  optimally  present  what  Ultrafit  has   to  offer.  After  analyzing  Ultrafit’s  website,  the  following  hypotheses  and  recommendations  have   been  formulated.       HYPOTHESIS  1  -­‐  WEBSITE   By   improving   Ultrafit’s   website   in   regards   to   key   characteristics   (context,   content,   communication,  commerce,  community,  connectivity,  customization,  usability,  and  strategy)  the   website’s  bounce  rate  will  decrease  by  20%,  and  the  average  visit  duration  will  double.       PROCEDURE   By   conducting   secondary   research   on   websites   and   their   best   practices,   and   by   evaluating   the   websites   of   Ultrafit   and   their   competitors,   we   have   provided   recommendations   to   improve   Ultrafit’s  website  accordingly.  Google  Analytics  data  will  also  be  used  to  determine  and  evaluate   the  website,  and  consumer  behavior  patterns.  Due  to  limited  ability  and  time  constraint,  we  are   unable  to  test  our  hypothesis  by  physically  altering  the  website.         ANALYSIS   New   visitors   account   for  95%   of   all  Ultrafit   website   traffic.   This   means   that   95%   of  all   website   traffic  is  potential  customers.  Furthermore,  the  website  earns  a  bounce  rate  of  just  53%  which  is   considered   quite   impressive  (Smarty).   The   average   duration   of   a   visit   to   Ultrafit’s   website   is   just   56  seconds,  but  because  this  is  just  an  average,  and  therefore  includes  visitors  who  left  quickly,   and   those   who   visited   for   a   long   time,   it   should   not   be   used   to   make   definitive   conclusions   (APPENDIX   1.0).   Aggregated,   these   statistics   give   the   impression   that   the   Ultrafit   website   is   doing   well   relative   to   industry   standards.   However,   in   order   to   properly   analyze   and   evaluate   the  website,  other  characteristics  need  to  be  assessed.       Context   (Webpage   design):   Ultrafit’s   website   layout   and   design   appears   outdated,   and   does   not   immediately  engage  the  viewer.  There  is  a  lot  of  text  that  is  consolidated  in  the  middle  of  the   page   and   has   few   surrounding   graphics.   There   are   consistency   problems   regarding   font.   Furthermore,  graphics  and  logos  are  of  poor  quality  [APPENDIX  1.1].       Content:  Information  is  insightful  however  it  is  not  structured  in  a  user-­‐friendly  manner.  There  is   limited   use   of   graphics   and   videos.   The   schedule   is   clear   and   appealing.   There   are   detailed   descriptions   of   trainers,   and   of   courses   so   clients   are   able   to   know   what   to   expect   from   a   bootcamp  class.  Poor  quality  images  do  not  leverage  other  information  as  well  as  it  could.  The   video   on   the   homepage   provides   a   nice,   brief   overview   of   the   class   offered.   There   is   also   inconsistency   with   the   quality   of   the   photos   of   the   staff   members   and   customers   who   gave   reviews  APPENDIX  1.2].     Communication:   The   Ultrafit   website   communicates   with   users   through   its   content   and   through   a  blog,  a  user  interface,  and  contact  information.  The  blog  allows  for  clients  to  leave  comments     8  
  12. 12. however  no  comments  are  present.  Other  contact  information  includes  a  phone  number  and  a   generic   email.   Based   on   the   nature   of   the   business   no   address   is   provided.   The   user   interface   that  supports  nutritional  and  coaching  services  is  not  used  [APPENDIX  1.3].     Commerce:  There  is  the  ability  to  register,  schedule,  and  purchase  bootcamp  sessions.  You  are   able   to   see   what   instructors   will   be   conducting   which   bootcamp,   which   class   works   for   your   schedule,  and  then  proceed  to  checkout  online  [APPENDIX  1.4].     Customization:   There   is   limited   customization   except   for   choosing   the   class   and   membership   type   on   Ultrafit’s   website.   There   is   an   online   interface   for   clients   of   the   nutritional   and   coaching   services  to  login,  journal,  and  receive  advice.  However,  many  clients  are  not  utilizing  this  service,   and  some  are  alternatively  using  mobile  applications  [APPENDIX  1.5].     Connection:   The   only   links   present   are   Ultrafit’s   Facebook   page   and   Google+   page.   The   Facebook  page  is  relatively  quiet,  and  the  Google+  account  does  not  exist.  The  blog  entries  are   also  not  shareable  on  any  other  web  pages  or  social  media  platforms  [APPENDIX  1.6].     Community:   Although   there   is   a   system   where   clients   can   comment   on   blog   posts   and   spark   discussion.  It  is  not  currently  being  utilized.  However,  the  testimonials  that  are  provided  on  the   website  do  add  a  communal  aspect  to  the  site  [APPENDIX  1.7].       Usability:   The   Ultrafit   website   is   well   laid   out,   and   is   relatively   easy   to   find   anything   you   may   need.   Clear   headings   are   located   in   the   top   right   hand   section   of   the   screen   where   the   eye   is   naturally  drawn.  Most  of  the  content  on  each  page  can  fit  in  the  screen  without  having  to  scroll.   This   helps   people   find   what   they   need   as   easily   as   possible.   The   only   portion   that   could   be   improved  is  the  scheduling  part,  as  it  is  not  clear  that  clicking  the  calendar  will  prompt  you  to   register  in  the  class  [APPENDIX  1.8].     Strategy:  Ultrafit  has  some  well  thought-­‐out  elements  on  their  website.  They  have  a  column  that   explains   ‘what   makes   Ultrafit   different’   to   demonstrate   their   value-­‐added   services.   They   also   have  descriptions  of  the  trainers  (with  photos),  and  a  specific  description  of  the  classes.  Because   client-­‐fitness   trainer   relationships   can   be   very   personal   this   is   an   important   feature.   Also,   explaining  exactly  what  the  bootcamp  entails  may  make  first  time  clients  more  willing  to  give  it  a   try   because   they   know   what   to   expect.   The   FAQ   section   can   also   aid   with   this   same   issue.   Testimonials  are  genuine,  relevant,  and  from  a  variety  of  users  [APPENDIX  1.9].     Ultrafit’s  website  is  a  good  website  in  an  ugly  outfit.  It  excels  in  terms  of  usability,  content,  and   strategy;   however,   improvements   to   context,   connection,   and   community   are   required.   Particularly,  the  poor  design  may  distract  users  from  many  other  strong  points  in  the  website.   Upon   evaluation   of   key   competitors,   we   noticed   that   websites   such   as   that   of   Bootcamps   Vancouver   gave   a   great   first   impression   because   of   the   web   design   and   style   but   fell   short   in   many  other  aspects.  Although  we  did  not  think  the  Bootcamps  Vancouver  website  was  as  good   as  Ultrafit’s,  its  visual  appeal  may  be  more  enticing  for  consumers  [APPENDIX  1.10].             9  
  13. 13. RECOMMENDATIONS   Excellence   in   all   categories   present   in   our   website   analysis   would   create   an   ideal   website   and   excelling  in  many  different  facets  all  contribute  to  a  positive  consumer’s  experience.  However,   from   our   analysis   and   secondary   research   we   have   concluded   that   there   are   characteristics   that   are   more   important   than   others   in   the   industry.   Therefore,   we   suggest   that   Ultrafit   takes   measures  to  improve  their  website  with  emphasis  on  context,   content,   and   usability  to  be  most   important:   • Context   is   important   because   people   do   “judge   a   book   by   its   cover”.   Good   design   and   stylistic   consistency   at   the   very   least,   is   important   in   convincing   visitors   to   stay   on   the   site.  We  were  turned  off  by  Ultrafit’s  website  because  it  was  unattractive  and  in  turn  we   made   false   assumptions   about   the   company   as   a   whole   even   though   other   website   components   were   quite   strong.   Perhaps   work   with   an   agency   to   redesign   the   website   in   terms  of  colors,  logos,  fonts,  and  media  would  improve  the  overall  appeal.   • Content  is  important,  especially  for  fitness  website  where  visitors  are  often  looking  for   information   about   services,   schedules,   and   pricing.   Ultrafit   currently   has   thorough   yet   concise  information.  Everything  that  you  needed  to  know  on  both  sites  was  very  clear   and   left   few   questions   unanswered.   This   needs   to   continue   to   be   executed   well.   One   recommendation   would   be   to   include   a   more   thorough   explanation   of   the   nutritional   services   offered   by   Ultrafit.   This   is   value-­‐added   component   of   the   business   that   is   not   being  described  or  capitalized  on  optimally.     • Intuitive   usability   is   also   imperative   for   a   fitness   website   (this   characteristic   could   also   include  the  commerce  functions).  Content  is  useless  unless  it  can  be  found.  Ultrafit  is  a   smaller   company   with   a   simple   business   model,   the   content   of   their   website   can   be   easily   organized.   Again,   Ultrafit   is   currently   executing   this   quite   well.   We   do   however   recommend   better   use   of   “white   space”   (which   will   likely   be   addressed   if   the   website   is   redesigned)  to  facilitate  easier  browsing.       Other  improvements  that  would  further  improve  the  Ultrafit  website  include:     Communication:   We   suggest   that   Ultrafit   continues   its   use   of   their   blog.   It   is   currently   being   updated   on   a   consistent   basis   with   relevant   content.   Although   viewers   are   not   actively   responding   or   commenting   on   posts   we   feel   that   the   most   valuable   asset   of   this   blog   is   portraying  expertise.  That  is  to  say,  Ultrafit  is  proving  to  a  potential  customer  that  they  are  in   fact  experts  in  their  field  and  are  therefore  able  to  offer  them  a  great  fitness  program.  Blogs  also   can  have  a  positive  effect  on  organic  search  results.     Commerce:  The  checkout  system  is  very  user  friendly.  However,  Ultrafit  could  further  improve   this   experience   with   booking   confirmations   that   send   the   customer   a   schedule   they   can   print   or   save  to  their  desktop  for  their  reference  immediately  after  purchase.  This  will  contribute  to  the   overall  user  experience  and  allow  the  customer  to  be  better  informed.     Customization:  The  customization  on  the  Ultrafit  website  is  currently  limited  to  the  customers   online  profile.  One  way  to  enhance  this  feature  is  if  the  website  were  able  to  recognize  different   customers  based  on  their  visiting  habits.  For  example,  a  customer  with  an  online  profile  would   be   remembered   and   perhaps   shown   advertisements   or   suggestions   based   on   their   past   purchases.  Furthermore,  the  user  experience  could  be  enhanced  if  they  were  recognized  when     10  
  14. 14. visiting   the   site.   For   example,   subtle   things   such   as   “Welcome   Sue”   at   the   top   of   the   window   could  be  a  nice  touch.  Although  a  subtle  suggestion,  these  things  make  a  big  difference  in  the   mind   of   consumers.   Also,   this   is   relatively   easy   to   achieve   in   web   development   today.   Visitors   who   have   not   visited   the   site   (or   do   not   have   an   online   profile)   would   not   get   the   same   advertisements   or   promotions   as   those   with   online   profiles.   Instead,   they   would   receive   first   time  offers  and  the  like.     Connection:  The  connectivity  of  a  website  can  help  both  add  value  and  improve  organic  search   results.   Firstly,   we   recommend   Ultrafit   links   their   website   to   all   their   social   media   platforms.   Secondly,  we  recommend  that  Ultrafit  include  links  to  other  websites  that  would  be  of  interest   to   their   customers.   For   example,   a   link   to   the   weather   network   for   Vancouver   could   be   integrated   into   the   scheduling   page,   or   a   fitness   tips   website   (that   is   not   a   competitor)   could   be   integrated  into  the  blog.       Community:  To  increase  the  communal  aspect  of  the  website,  we  suggest  the  continued  use  of   testimonials   from   a   wide   range   of   customers.   Pictures   of   Ultrafit   customers   having   fun   and   working  together  could  also  achieve  this  same  effect.       Strategy:  We  recommend  that  Ultrafit  continue  to  promote  their  value-­‐added  or  differentiating   factors  the  way  they  are  currently  doing.  However,  to  build  upon  these  strategies,  highlighting   that  Ultrafit  has  been  operating  for  ten  years,  and  has  a  very  loyal  and  long-­‐standing  customer   base  (this  can  be  done  via  testimonials)  may  also  be  effective  in  attracting  new  customers.         With   fitness   services   in   Vancouver   being   such   a   competitive   industry,   it   is   important   that   websites   give   no   reason   (or   minimize   the   possibility)   for   visitor’s   to   defect   to   a   competitors   website.   While   different   website   factors   will   contribute   to   a   better   website,   the   driving   force   behind  every  decision  must  involve  optimizing  the  user  experience.        ______________________________________________________________________________       WEBSITE  -­‐  HYPOTHESIS  2   By   revising   content   (text,   graphics,   links,   and   social   media   connection),   organic   search   ranking   will  improve  from  page  five  to  page  one  when  searching  for  “Bootcamp  Vancouver”.       PROCEDURE   We   will   conduct   secondary   research   on   relevant   terms,   phrases,   and   links   to   be   included   in   website  content  to  increase  organic  search  rankings.  We  will  analyze  the  content  of  competing   websites,   and   research   search   behaviors   in   order   to   develop   content   that   will   optimize   search   engine  results.       ANALYSIS   Search  engine  optimization  is  the  process  of  getting  traffic  from  the  “free,”  “organic,”  “editorial”     11  
  15. 15. or   “natural”   listings   on   search   engines.   Search   engines   like   Google,  evaluate   your   website   to   determine   where   your   website   will   rank   in   search   results.  Google   ranks   websites   on   key   word   relevancy,  landing  page,  historical  performance,  click  through  rate  and  other  relevancy  factors.   Their  model  continues  to  improve  and  change.     Currently,  Ultrafit  is  ranked  in  tenth  position  when  searching  “Bootcamp  Vancouver”  on  Google,   and   fifth   when   searching   “Bootcamp   Kitsilano”.   However,   when   searching   “fitness   classes   Vancouver”,  or  “group  fitness  Vancouver”,  Ultrafit  was  not  easily  found  [1.11].           RECOMMENDATIONS   In   the   first   hypothesis,   the   Ultrafit   website   was   discussed   in   detail.   In   general,   improving   the   overall  website  as  recommended  above  will  improve  the  organic  research  results  of  the  website.   This   is   because   Google   evaluates   a   website   based   on   a   wide   variety   of   factors.   For   example,   quality   of   content,   freshness   of   content,   historical   performance   and   click   through   rates,   all   contribute  to  the  overall  score  given  by  Google.  Some  strategies  for  improving   the  score  of  your   website  on  the  above  ranking  characteristics,  are  listed  below.  These  traits  will  also  increase  the   likelihood  that  a  viewer  directed  from  a  paid  ad  will  return  to  your  website  in  the  future.       Context:   As   discussed   earlier,   visual   appeal   is   important.   Users   are   drawn   into   well   designed,   and   visually   appealing   websites.   Good   design   gives   your   site   credibility   and   is   often   the   basis   for   first   impressions.     Bootcamps   Vancouver   for   example,   excels   in   terms   of   context.   Improving   and   updating  the  design  of  the  Ultrafit  website  in  general,  will  therefore  have  this  effect.       Content:   Creating   compelling   and   useful   content   will   likely   influence   your   website   more   than   any  of  the  other  factors.  Content  includes  keywords  included  in  the  text,  information  provided,   and   any   other   website   components.   Keywords   are   essentially   what   potential   site   visitors   may   search   in   a   search   engine.   They   are   highly   reflective   of   searching   behavior,   and   one   must   anticipate  the  differences  in  their  users.  For  example,  people  with  different  expertise  levels,  age,   career,  or  nationality,  may  search  differently.  We  suggest  working  the  following  keywords  into   the   content   of   the   Ultrafit   website   to   best   suit   the   searching   behaviors   of   different   customer   segments:   program   • Bootcamp   • Outdoor  fitness     • Fitness  results   • Fitness  classes   • Outdoor  workouts   • Fitness  goals   • Exercise  classes   • Strength  training   • Experienced   • Fun  workouts   • Flexibility   trainers   • Fun  exercise   • Agility   • Cardiovascular   • Group  fitness   • Healthy  lifestyle   workouts   • Weight  loss   • Intense  workouts   • Plyometrics   • Weight  loss       The   first   fifty   words   on   a   webpage   are   a   crucial   signal   of   relevance.   As   such,   the   tagline   on   Ultrafit’s  homepage  should  incorporate  as  many  important  keywords  as  possible.     12  
  16. 16. Ultrafit’s  current  tagline  is:  “Ultrafit  Bootcamp  is  an  accelerated  Fitness  &  Nutrition  program.  We  are   here  to  motivate  you  &  help  you  achieve  your  goal  towards  becoming  a  fitter  &  healthier  individual.”   Recommended  tagline:  “Ultrafit   Bootcamp   is   an   accelerated   Fitness   &   Nutrition   program.  Our   trainers   will  guide  you  through  a  full-­‐body  workout,  and  motivate  you  to  exercise  and  stay  healthy.”     The   recommended   tagline   incorporates   more   keywords   and   synonyms,   which   may   result   in   higher   search   rankings.     Different   types   of   content   (text,   images,   videos)   will   also   increase   the   traction   of   a   website.   Adding   a   greater  number  of  high  quality  images  and  videos  to  the  Ultrafit  website,  will  help  improve  this  aspect  of   the  sight.     A  website  which  creates  new,  fresh,  and  unique  content  for  users  will  also  be  more  search  optimal  than   those  that  do  not.  The  Ultrafit  blog  can  help  accomplish  this.  By  creating  blog  posts  on  the  website,  you   are  creating  new  content  which  Google  will  consider  in  their  evaluation  of  your  website.       Content   should   be   clear   and   concise   (as   discussed   earlier).   Users   should   be   able   to   find   what   they   are   looking  for  but  should  not  be  overwhelmed  with  information  that  is  not  of  value  to  them.       Also  as  discussed  earlier,  connecting  Ultrafit’s  site  to  other  sites  will  improve  your  search  ranking.  It  also   shows   that   you   are   in   the   same   conversation   as   other   linked   sites.   Link   blending   is   a   tactic   used   by   hyperlinking  certain  words  or  phrases  in  your  website  to  another  website.  One  way,  Ultrafit  could  use  link   blending  is  demonstrated  below:     BLOG  POST  (August  13,  2013):     Whole  Grain  vs.  Wheat   Be   careful   that   you   check   your   labels.   If  it   says   wheat,   that  doesn’t   mean  it’s   whole   wheat.   It   could   just   be   wheat   flour   with   some   molasses,   very   tricky*!   Be   sure   that   it   says   “whole”   before  wheat!   *This   statement   could   be   linked   to   the   Mayo   Clinic   website   for   more   discussion   on   the   matter  à  http://www.mayoclinic.com/health/whole-­‐wheat-­‐bread/AN01512   Sites  built  around  user  integration  and  sharing  have  made  it  easier  to  match  interested  groups   of  people  with  relevant  content.  As  recommended  earlier,  this  can  be  achieved  by  linking  social   media  platforms  to  the  website.  Further  facilitating,  or  encouraging  users  to  comment  on  blog   posts  may  also  help  promote  your  website  and  build  the  reputation  of  your  brand.       Usability/Navigation:  Make  your  site  as  easy  to  navigate  as  possible.  Not  only  will  this  enhance   the  user  experience  but  will  also  help  search  engines  understand  what  content  the  Webmaster   thinks   is   important.   Google   best   understands   flowing   hierarchy,   and   using   text   for   navigation.   Ultrafit   currently   has   a   very   usable   and   easy   to   navigate   website   [APPENDIX   1.12],   however   a   few   changes   have   been   suggested   which   may   improve   Google’s   navigation   and   evaluation   of   your  website,  and  the  users  navigation  of  the  website  as  well.  These  changes  include:         13  
  17. 17. Current  Website  Heading   Home   Blog   Fitness  Bootcamp   Schedule/Register   Success  Stories   Ultrafit  Team   FAQ’s   Contact  Us     Recommended  Website  Headings     Home   About  Bootcamp     Ultrafit  Team   Schedule/Register   Membership  Prices   Success  Stories   Blog   FAQ’s   Contact  Us       URL   Names:   Shorter   URL   names   perform   better   in   Google   search   rankings   than   longer   ones.   Ultrafit’s   URL   names   are   all   short   and   concise,   usually   containing   only   one   word   after   “www.Ultrafit.ca”.   For   example,   success   stories   from   customers   are   under   “www.Ultrafit.ca/Stories”,  while  class  information  is  under  “www.Ultrafit.ca/Bootcamp”.       While   these   short   URL   names   are   advantageous,   they   could   incorporate   more   relevant   keywords  that  will  also  increase  search  rankings.  The  proposed  changes  are  as  follows:     www.Ultrafit.ca/Bootcamp   à   www.Ultrafit.ca/Bootcamp-­‐Class   www.Ultrafit.ca/Team     à   www.Ultrafit.ca/Fitness-­‐Trainers     www.Ultrafit.ca/Stories     à   www.Ultrafit.ca/Customer-­‐Testimonials   www.Ultrafit.ca/Blog     à   www.Ultrafit.ca/Fitness-­‐Blog   www.Ultrafit.ca/Schedule   à   www.Ultrafit.ca/Class-­‐Schedule   www.Ultrafit.ca/Membership   à   www.Ultrafit.ca/Membership-­‐Fees       CURRENT  URL   RECOMMENDED  URL   DESTINATION   www.Ultrafit.ca/Bootcamp   www.Ultrafit.ca/Bootcamp-­‐Class   Class  description   www.Ultrafit.ca/Team   www.Ultrafit.ca/Fitness-­‐Trainers   Description  of  trainers   www.Ultrafit.ca/Stories   www.Ultrafit.ca/Customer-­‐Testimonials   Customer  Testimonials   www.Ultrafit.ca/Blog     www.Ultrafit.ca/Fitness-­‐Blog   Blog   www.Ultrafit.ca/Schedule   www.Ultrafit.ca/Class-­‐Schedule   Bootcamp  Schedule   www.Ultrafit.ca/Membership   www.Ultrafit.ca/Membership-­‐Fees   Prices     Page   Titles:   Page   titles,   similar   to   URL   names,   should   be   a   short   and   concise   description   of   a   page’s   content,   and   also   include   relevant   keywords.   Ultrafit’s   page   titles   are   currently   well   labeled   and   give   a   clear   idea   of   what   the   webpage   will   be   about.   For   example,   “Schedule/Register   -­‐   Ultrafit   Bootcamp”,   and   “Contact   Us   -­‐   Ultrafit   Bootcamp”   accurately   describe  the  content  of  the  page.     The   only   recommendation   involves   the   “www.Ultrafit.ca/Bootcamp”   page,   which   is   currently   “For   All   Fitness   Levels   -­‐   Ultrafit   Bootcamp”.   This   should   be   changed   to   “About   Bootcamp   –   Ultrafit   Bootcamp”.   We   think   that   this   may   be   a   better   description   because   it   better   explains   what  the  page  is  about.  Although,  “For  All  Fitness  Levels”  may  send  the  message  that  boot  camp     14  
  18. 18. can   be   in   fact   for   anyone,   it   does   not   concisely   explain   the   page   and   therefore   may   be   more   effective  as  a  subtitle  or  tag  line  elsewhere  [APPENDIX.13].       Meta-­‐Descriptions:  Meta-­‐descriptions  appear  under  the  page  title  in  search  results,  and  should   compel   the   viewer   to   click   on   the   link   [APPENDIX   1.14].   These   should   include   the   relevant   keywords,  and  be  kept  short  and  concise.     Some   of   Ultrafit’s   existing   descriptions   are   effective,   such   as   “What   to   Expect.   Here   are   some   Real  Results  that  our  members  have  experienced.  3-­‐15lbs  loss;  2-­‐5%  drop  in  body  fat;  25-­‐200%   strength  increase;  Inches  lost...”  for  “www.Ultrafit.ca/Bootcamp”.     Others   such   as   “Owner   &   Operator   of   Ultrafit   Bootcamp   Ltd.   BCRPA   Group   Fitness   Leader;   Sports   Nutrition   Specialist;   Bootcamp   Instructor   Trainer;   Level   1   Kickboxing   Instructor...”   appears   to   have   just   automatically   been   taken   from   the   webpage’s   content   on   “www.Ultrafit.ca/Trainers”.    A   better   description   could   include   something   that   is   more   easily   understood   by   potential   customers.   These   customers   may   be   intimidated   or   simply   not   understand   fitness   expert   vocabulary.   An   alternative   could   include:   “Our   professional   team   of   trainers  hold  certificates  and  experience  in  the  field  of  fitness  and  health.    We  are  energetic  and   enthusiastic...”.       Another   suggestion   is   to   revise   the   “www.Ultrafit.ca/Schedule   meta-­‐tag   that   should   describe   ”   what   to   expect  about   when   Ultrafit   offers   its   Bootcamp.   Instead   of   the   current   meta-­‐tag:   “What   makes   Ultrafit   Unique?   Access   to   online   Nutritional   &   Fitness   journal;   Nutritional   Coaching;   Health  &  Nutrition  topics  at  each  class;  Weekly  home  workout...”,   it  may  be  more  valuable  to   describe   how   Ultrafit   can   accommodate   your   schedule   as   it   offers   over   twelve   classes   a   week   to   chose  from.       Search  engine  optimization  is  not  a  simple  phenomenon.  It  is  complex,  dynamic,  and  relative  to   the  practices  of  your  competitors.  When  making  decisions  regarding  search  engine  optimization,   the   top   priority   is   to   optimize   the   experience   of   the   customer.   If   the   customer   likes   your   site,   explores  your  site,  and  finds  what  they  are  looking  for  this  will  be  translated  into  a  good  organic   search  ranking.               15  
  19. 19. V.  PAID  SEARCH  (GOOGLE  ADWORDS)     HYPOTHESIS  1  –  DRIVING  TRAFFIC  WITH  GOOGLE  ADWORDS   A  $100  spend  in  AdWords  will  provide  60  clicks,  and  therefore  direct  potential  customers  to  the   website.       PROCEDURE   Using   Google   AdWords,   we   developed   a   pay   per   click   ad   campaign   to   promote   the   Ultrafit   website.   The   campaign   extended   for   a   period   three   weeks,   with   an   aggregated   total   spend   of   $225.  Although  our  targeted  spend  was  $100,  a  technical  difficulty  (human  error)  forced  us  to   spend  more*.  Variables  such  as  keywords,  ad  descriptions,  and  ad  titles  were  manipulated  and   the  consequential  effect  on  click  through  rate  and  impressions  were  observed.     *  Although  we  were  carefully  monitoring  our  spending  on  Google  AdWords,  we  failed  to  notice   that  what  we  thought  was  total  spent  was  actually  weekly  spend.  This  may  be  something  Ultrafit   should  look  out  for  if  they  complete  their  own  AdWords  campaign.       ANALYSIS   Analysis  of  Current  Practices:   Ultrafit  initially  did  not  include  paid  search  in  their  digital  marketing  mix.  However,  we  feel  that   provided   the   competitive   nature   of   the   fitness   industry   in   Vancouver   and   the   degree   of   saturation  in  the  digital  landscape  paid  advertising  has  huge  potential  for  Ultrafit.  Some  of  the   benefits  for  Ultrafit  using  the  paid  search,  and  particularity  Google  AdWords  are  listed  below:   • • Immediate   Results:   As   soon   as   your   AdWords   account   is   activated   your   ad   starts   to   appear   to   users   searching   for   your   product   or   service.   Instantaneous   implementation   yields  faster  results  than  many  other  traditional  marketing  tactics.   • Measurability:   You   are   easily   able   to   see   how   many   people   have   seen   and   clicked   on   your   ads.   Weekly   and   monthly   ads   are   also   provided   to   evaluate   the   success   of   your   campaigns.   • You   only   Pay   for   Results:   Google   AdWords   offers   a   “Pay   Per   Click”   system   so   that   you   only  pay  if  a  user  clicks  on  your  ad  to  visit  your  website.  This  means  you  are  not  paying   to   rent   space   but   merely   to   reap   the   benefits   of   a   potential   customer   viewing   your   website.   •   To  Attract  Customers:   In  North  America,  90%  of  people  search  for  a  product  or  service   on   Google.   When   a   customer   makes   a   search   relating   to   Ultrafit,   boot   camp,   and   fitness   in   Vancouver,   the   results   will   include   your   competitors,   so   it’s   important   that   you’re   included   too.   Using   Google   AdWords,   you   increase   your   likelihood   of   being   seen   and   clicked   on   when   potential   consumers   are   searching.   In   fact,   World   Stream   Research   concluded  that  sponsored  results  account  for64.6%  of  clicks  for  high  commercial  intent   keyword  searches.     Flexibility  and  Control:  Google  AdWords  allows  changes  to  keywords  or  ad  descriptions   to  be  made  at  any  time.  Therefore,  if  certain  keywords  are  not  being  clicked  they  can  be   16  
  20. 20. removed   and   new   ad   words   can   be   included.   The   termination   of   a   campaign   is   available   at   any   time.   AdWords   campaigns   can   be   customized   to   target   different   local   geographic   locations  or  language  groups.   • Accommodates   a   Small   Budget:   On   Google   AdWords   there   is   no   minimum   spend,   and   therefore  can  be  as  small  as  $1  a  day.  Therefore,  an  AdWords  campaign  does  not  have   to  be  a  huge  financial  commitment.   • AdWords  can  Improve  Organic  Traffic:   A  visitor  that  got  directed  to  your  site  from  a  paid   advertisement   may   become   a   repeat   visitor   and   return   to   your   website   from   an   organic   search  in  the  future.  This  will  improve  your  organic  search  results  and  therefore  improve   the  accessibility  of  your  website.   • AdWords   is   Easier   than   SEO:   Although   search   engine   optimization   is   a   very   important   aspect  of  your  digital  web  presence,  AdWords  is  often  much  easier  to  implement.  SEO   requires  altering  your  web  content  that  may  include  working  with  a  web  developed.  For   many   small   businesses,   like   Ultrafit,   this   is   simply   not   realistic.   Therefore,   paid   search   can   be   used   in   order   to   achieve   better   search   results,   however   without   the   hassle   of   altering  your  web  content.     (Gabbert,  2012)       Google  AdWords  Campaign  Analysis:   Campaign  Launch:     When  developing  the  ad  that  would  be  viewed  by  searchers  we  knew  we  had  to  keep   our  target  consumers,  how  they  might  search,  and  what  they  find  appealing  in  mind.  We   began  by  running  tests  on  Google  to  see  how  competitors  approached  their  ads.  When   searching   “boot   camp   Vancouver”   ads   from   Contenders   training   studio,   Kalev   Fitness   Solutions,   and   other   appeared   in   promoted   ads.   “Fitness   classes   Vancouver”   brought   ads  for  Downtown  Vancouver  Bootcamp,  “Richmond  Oval”,  and  others.  Because  these   were   all   direct   competitors,   we   knew   that   using   some   of   the   tactics   they   employed   would  be  a  good  starting  point.  Key  takeaways  from  examining  other  promoted  fitness   ads  helped  us  develop  Ultrafit’s  as  well:   • Headline:   The   headline   must   communicate   the   benefits   of   the   company   in   a   detailed   manner.   This   may   involve   a   call   to   action   or   value   proposition.   Using   your   brand   or   company   names   were   not   as   common   (and   presumably   not   as   effective).   • Description   lines:   The   description   lines   must   describe   your   benefits,   value   proposition,   or   call   to   action   in   more   detail.   For   example,   for   our   first   ad   we   chose:  “Improve  your  fitness  &  overall  health;  Try  is  out,  1  week  unlimited  $30”   • Display   URL:   The   display   URL   needed   to   be   short   and   simple.   We   chose   to   make   the   display   URL   www.ultrafit.ca.   We   chose   this,   as   it   is   the   only   part   of   the   ad   that  has  the  company  name.       • Destination   URL:   This   needed   to   direct   the   consumer   to   what   the   ad   was   talking   about.   In   our   case,   the   destination   URL   took   searches   to   the   pricing   page   of   Ultrafit’s  website.       17  
  21. 21. The  first  ad  in  our  campaign  looked  as  follows:     Kitsilano  Bootcamp   Improve  your  health  &  overall  fitness   Try  it  out,  1  week  unlimited  $30   www.ultrafit.ca       When   first   launching   our   Google   AdWords   campaign,   our   keyword   strategy   was   based   on   demographic  and  geographical  segmentation  in  order  to  ensure  we  were  attracting  the  right   consumers.   We   used   the   keyword   generator   to   identify   some   recommended   terms   while   also   keeping   in   mind   that   these   are   simply   suggestions   from   Google.   We   then   took   these   recommendations   and   further   defined   them   based   on   our   target   market.   For   example,   “boot  camp  for  moms”  was  a  term  that  we  chose  because  we  identified  mothers  as  a  key   target   audience   for   Ultrafit.   To   better   understand   our   keyword   selection   process,   below   are   some  examples  from  the  beginning  of  our  campaign  along  with  our  thought  process  behind   each:   • Boot  Camp:  This  term  along  with  variations  of  the  term  was  the  first  we  agreed  on,   as  it  is  the  name  of  the  service  Ultrafit  offers.  Furthermore,  it  is  in  the  name  of  the   company.   When   searching   the   term,   we   also   noticed   that   there   weren’t   many   bootcamps  in  Vancouver  (relative  to  other  fitness  services)  so  bidding  on  this  term   would  be  a  great  way  to  improve  Ultrafit’s  ranking.       • Fitness  Classes:  Our  second  thought  when  designing  search  terms  was  what  kind  of   similar  services  would  people  looking  to  stay  fit  be  searching.  We  identified  fitness   classes  as  a  broad  term  that  consumers  would  likely  search  if  they  were  looking  to   get  fit.       Lose  Weight:  We  also  chose  terms  based  on  what  consumers  would  want  to  get  out   of  a  bootcamp.  We  identified  weight  loss  as  a  key  goal  for  many  and  included  this  in   our  keyword  portfolio.       To   compliment   these   search   terms,   we   segmented   our   campaign   based   on   geographical   region   so   that   we   were   only   dealing   with   those   in   the   Vancouver   area.   We   also  honored   the   regions   multi-­‐cultural   nature   by   including   various   languages   such   as   English,   French,   Mandarin,  Japanese  and  Chinese  in  order  to  capture  those  who  might  have  browser  settings   in  other  languages.       Because  we  had  not  run  an  AdWords  campaign  before,  we  decided  that  a  small  amount  of   search  terms  would  be  used  to  start  so  that  we  could  conduct  further  analysis  after  a  couple   of  days  and  adjust  our  terms  accordingly.  This  proved  to  be  beneficial  as  many  of  the  terms   we   included   in   our   campaign   were   not   specialized   enough   or   had   too   high   of   a   bid   price   compared  to  our  allocated  budget.                       [APPENDIX  2.0]   •         18  
  22. 22. Day  5:   After   our   first   evaluation,   we   concluded   that   with   the   exception   of   a   few,   the   original   keywords  we  chose  we  much  too  broad.  We  did  however  identify  three  key  words  we   wished   to   further   define   by   including   target   audiences   or   segments.   These   three   keywords   were:   fitness,   boot   camp   (and   bootcamp),   and   weight   loss.   To   modify   “fitness”   we   added   “fitness   classes”,   “group   fitness’,   “fitness   for   mom”,   “fitness   for   women”,  and  others.  To  modify  “bootcamp”  we  added  “boot  camp  for  moms”.  And  to   modify   “weight   loss”   we   added   “weight   loss   tips”.   We   took   out   terms   such   as   ‘health   consultation’   because   we   noticed   that   there   were   no   impressions   or   clicks.   We   also   thought  that  these  terms  were  not  indicative  of  user  search  behavior.  Other  terms  we   added  at  this  time  included  “fun  workouts”,  “couple’s  workouts”  [APPENDIX  2.1].       Day  10:   After  day  10,  we  were  still  not  impressed  with  our  results  as  we  had  not  yet  reached  our   goal  of  a  1.5%  CTR.  To  our  surprise,  keywords  we  thought  would  be  used  by  potential   Ultrafit   customers   such   as   “fitness   for   women”,   or   “workouts   for   moms”   were   unsuccessful   in   both   impressions   and   clicks.   We   drastically   increased   the   number   of   keywords   [APPENDIX   2.2].   Our   approach   to   keywords   in   this   phase   was   quantity.   We   were   clearly   missing   the   terms   that   our   target   audience   was   searching,   and   therefore   we  increased  the  number  of  keywords  included  in  the  campaign  again.  These  keywords   were   based   upon   value-­‐sought   attributes   of   our   audience.   Some   of   the   keywords   we   added   were:   “health   and   fitness”,   “quick   weight   loss”,   “fast   weight   loss”,   “exercise   plan”,  “personal  trainer”,  “weight  loss  for  brides”,  “boot  camp  for  brides”,  and  others.     We   revised   our   bid   strategy   multiple   times   to   see   if   it   could   help   us   generate   more   clicks.   With   a   goal   to   increase   the   number   of   click   we   were   receiving,   we   altered   the   bid   strategy  for  the  keywords  that  were  generating  the  most  impressions.  These  keywords   were  “fitness  classes”,  “fitness  trainer”,  “boot  camp”,  and  “weight  loss  bootcamp”.  For   these  keywords,  we  employed  the  ‘maximize  clicks’  strategy  that  is  set  by  Google.  After   a  few  days,  this  strategy  did  not  bring  a  significant   increase  in  clicks.  Therefore,  we  tried   the  “manual  cost-­‐per-­‐click”  bid  strategy  and  set  the  bid  for  our  best  perform  keywords   slightly  higher  than  they  had  been  previously  set.       To  generate  additional  clicks  and  potentially  appeal  to  more  people,  we  created  another   ad   that   would   represent   our   campaign.   It   was   inspired   by   the   high   impressions   generated  by  our  ‘weight  loss’  key  words  and  also  by  what  we  thought  appealed  to  our   audience.  The  new  ad  appeared  as  follows:     Weight  Loss  Bootcamp   Health  &  Fitness  Results  Guaranteed   Try  it  out,  1  week  unlimited  $30   www.ultrafit.ca       Day  15  (End  of  Campaign):   Based  on  the  changes  we  made  to  the  campaign  on  Day  10,  we  saw  a  significant   increase  in  impressions  and  clicks  on  a  few  keywords.  They  were  the  following:       19  
  23. 23. KEYWORD   Fitness  Classes   Fitness  Trainer   Boot  Camp   Bootcamp   Fitness  Trainer   CLICKS   12   3   12   6   3   IMPRESSIONS   1586   693   1220   786   693     We   feel   the   significant   increase   in   clicks   and   impressions   was   largely   due   to   the   increased   minimum   cost   per  click   we   bid,   but   also   the   relevance   of   the   keywords   to   our   target  audience.       By   the   end   of   the   campaign   we   had   made   269,871   impressions   and   a   total   of   215   clicks.   This   means,   we   can   say   that   our   campaign   directed   215   potential   customers   to   the   website  that  would  have  otherwise  not  visited.  Our  initial  goal  of  60  was  long  surpassed.   We  did  not  reach  our  goal  of  a  1.5%  CTR.  We  achieved  a  CTR  of  0.08%  and  an  average   position   of   2.5.   Upon   reflection   we   were   satisfied   with   this   result   considering   the   number   of   companies   bidding   for   ad   space   in   the   industry,   and   have   acknowledged   that   a   CTR   of   1.5%   may   have   been   too   ambitious.   Therefore;   we   were   pleased   with   out   attempt  at  this  short  AdWords  campaign.         RECOMMENDATIONS   If   Ultrafit   were   to   begin   including   Google   AdWords   into   their   digital   marketing   mix,   we   would   recommend   that   they   make   decisions   based   on   key   insights   we   gained   through   our   trials.   Furthermore,   December   and   January   when   people   being   to   make   their   new   years   resolutions,   which  often  involve  fitness,  would  be  a  great  time  to  start  running  an  AdWords  campaign.  They   would  be  therefore  able  to  take  advantage  of  a  potentially  increased  number  of  searches.     1.   Keywords:   Relevancy   is   key   in   this   industry.   Keeping   keywords   connected   with   the   service   offered,   outcome   desired,   and   benefits   of   the   company   were   all   important   in   order   to   maximize   clicks.   Terms   must   not   be   too   specific   nor   too   broad.   For   example,   “Boot   Camp”   (and   “bootcamp”)   was   our   strongest   term   with   a   click   through   rate   of   .88%.   Terms   that   were   too   specific   such   as   “Boot   Camps   for   moms”   did   not   perform   nearly   as   well.   Terms   that   were   too   broad  in  scope  such  as  ‘fitness’,  required  a  much  higher  bid  price  and  were  less  specialized  to   the  specific  demographic  we  were  trying  to  target.     2.  Bid   Strategy:   Google’s  bid  suggestions-­‐  auto  bid  prices,  are  a  good  place  to  start.  In  general,  it   at  least  allows  your  ad  to  compete  for  a  display  position.  However,  if  you  identify  keywords  in   which  you  believe  will  lead  to  further  inquiry  or  even  purchase,  increasing  the  bid  manually  can   be   a   good   approach.   This   increase   in   bid   price   can   be   based   upon   the   average   CPC   that   is   displayed   in   the   AdWords   dashboard.   Remember   that   you   are   able   to   set   a   maximum   spend   for   the  day  in  order  to  control  you  AdWords  expenditure.     3.   Ad   Design:  With  regards  to  how  to  design  the  specific  ad,  there  are  a  number  of  important   things   to   keep   in   mind.   First   of   all,   it   is   important   that   the   headline   is   company   specific   and   contains   relevant   terms.   The   description   lines   should   offer   insight   into   the   product   or   service   offered  and  how  it  can  benefit  the  consumer.  Finally,  the  link  should  be  short  and  link  directly  to   the  page  that  is  most  relevant  to  the  description.       20  
  24. 24. VI.  SOCIAL  MEDIA     Ultrafit’s   current   social   media   presence   includes   activity   on   Facebook   and   Twitter.   Despite   limited  engagement  on  these  platforms,  Ultrafit  is  active  and  posting  consistently.         FACEBOOK     Ultrafit  currently  has  95  likes  on  Facebook  and  are  posting  content  on  a   regular  basis.  Ultrafit  is   making   efforts   to   engage   their   audience   on   Facebook   however   adjustments   can   be   made   to   refine  their  strategies.       HYPOTHESIS  1  -­‐  TIMING     By   creating   a   timeline   for   social   media   posts,   posts   reach   and   engagement   will   increase   by   approximately  50%       HYPOTHESIS  2  -­‐  CONTENT     Strategically   chosen   content   will   increase   social   media   engagement   among   clients   and   Ultrafit   by  10%.       PROCEDURE   We  will  analyze  past  Facebook  data  using  Facebook  Insight  tools  to  determine  the  best  time  and   best   content   to   post   on   Facebook   to   achieve   the   greatest   levels   of   engagement.   This   will   be   supplemented   by   analyzing   best   practices   on   Facebook   and   drawing   conclusions   from   our   secondary   research.   [Actual   tests   regarding   content   and   timing   on   Facebook   were   not   performed,  as  we  did  not  have  posting  authority]       ANALYSIS   Statistics   show   that   Canadians   are   the   most   active   Facebook   users   globally,   and   about   74%   of   users   check   their   news   feeds   daily   which   is   about   14   million   of   population.   This   demonstrates   how   Facebook   would   be   a   great   platform   to   advertise,   expand,   and   reach   many   customers   (Wadsworth,   2013).   Ultrafit’s   Facebook   page   is   their   most   active   social   media   platform.   We   believe  that  there  is  huge  potential  for  Ultrafit  to  leverage  its  Facebook  page  to  strengthen  its   position  in  the  digital  environment.     The   most   important   Facebook   metrics   include   volume,   reach,   engagement,   influence,   and   share   of   voice.   Volume   is   a   simple   counting   metric,   which   can   be   measured   by   the   number   of   total   page   likes   and   the   number   of   posts   likes.   Reach   refers   to   the   spread   of   a   social   media   conversation;   therefore   it   measures   the   potential   audience   size.   Engagement   metrics   involve   the   extent   in   which   people   participate   in   the   conversation   about   your   brand.   Influence   is   a   vague   metric   that   considers   the   impact   from   your   Facebook   fans.   Finally,   the   share   of   voice     21