RJ's Portfolio

CREST ONLINE MARKETING
PLAN
RITA J. CARTWRIGHT SOUTHERN
2015

Table of Contents
Executive Summary......................................................................................................................... 2
Introduction..................................................................................................................................... 4
Client Overview........................................................................................................................... 4
Site Overview .............................................................................................................................. 4
Objectives........................................................................................................................................ 5
Methodology................................................................................................................................... 5
Target audience demographics....................................................................................................... 6
Competitor Web site....................................................................................................................... 8
SWOT analysis ................................................................................................................................. 9
Social marketing strategy.............................................................................................................. 10
Social Tools................................................................................................................................ 11
Social Media Opportunities....................................................................................................... 12
Search engine optimization (SEO) strategy................................................................................... 12
On-page optimization ............................................................................................................... 12
Off-page optimization............................................................................................................... 13
Keywords optimized by Crest’s website: .................................................................................. 13
Review of meta tags.................................................................................................................. 14
Review of keyword placement.................................................................................................. 14
Review of density...................................................................................................................... 15
Review of overall architecture.................................................................................................. 15
Pay-per-click (PPC) strategy........................................................................................................... 15
Setting up a Google AdWords account..................................................................................... 15
Four Google AdWords............................................................................................................... 16
Five doorway pages................................................................................................................... 18
Link building strategy .................................................................................................................... 21
Cohort model for Crest’s target .................................................................................................... 22
Keyword analysis........................................................................................................................... 23
Mobile marketing strategy............................................................................................................ 24
Email marketing strategy............................................................................................................... 25
Conclusions and recommendations .............................................................................................. 25
Works Cited................................................................................................................................... 26

Executive Summary
As the new online marketing manager for Crest, the marketing strategy I created in this
online marketing plan for Crest begins with an overview of my client. Next, is an overview of
Crest’s Web site, as well as the objective of the plan. In the next section, I outlined the
methodology that I followed to create the online marketing strategy. After this, I focused on
Crest’s target audience demographics. Next, I included an overview of Crest’s competitors’ Web
sites, which include Colgate, Aquafresh, and Arm & Hammer. Then I performed a SWOT analysis
on Crest’s use of social media.
The next section is on the Social Media strategy for my client. Following this strategy is
the SEO strategy listing on-page and off-page optimization strategies. Next, I took a look at my
client’s Web site source codes to identify three keywords that its Web site has optimized. I also
included three keywords my clients should consider using on its site in order to increase its
organic search traffic. Then I listed three goals to be achieved through the use of a SEO strategy,
including the budget for each goal. Based on the on-page analysis, I then recommended edits for
my client’s Web site home page. As part of the on-page analysis, I also reviewed the HTML
codes, keyword placement, keyword density, and the overall architecture of the Web site.
Next, I created a PPC (Pay-Per-Click) strategy, which includes four ads for Google
AdWords that follow Google’s AdWords layout and standard. I also included the budget for each
ad. Then I created a blueprint outlining the users starting at the Google ads, clicking on the link
in the ads landing on Crest’s Doorway pages, then clicking the links in the Doorway pages ending
up on Crest’s Web site. I also created the five Doorway pages.
The next strategy I created for my client is a Link Building Strategy, which involved using
a backlink reporting tool to create a backlink report on my client and its three competitors. Next,
I created a cohort model based my client’s target audience. For the keyword analysis, I

generated a list of short-tail and long-tail keywords for my client. Then I created a targeted
keyword list using three keyword research tools. Next, I defined my client’s target search
audience based on these three keywords using Google Trends.
Lastly, I included a mobile marketing and e-mail marketing strategy that my client is
already utilizing into my online marketing plan.

Introduction
Client Overview
The client I have chosen is Crest Toothpaste. Crest is a product of Proctor & Gamble.
Since its inception in 1955, Crest has strived to improve oral health. Today, it is one of the most
trusted household brand, and it is accepted by the American Dental Association. Crest’s dream is
for everyone to have a beautiful, healthy smile for life by having perfect oral health (“Crest
Heritage”).
In the 1940s, Proctor & Gamble began to research for products that would reduce tooth
decay, because Americans were getting on an average 700 million cavities per year. In 1950,
Proctor & Gamble formed a joint research project lead by Dr. Joseph Muhler at Indiana
University to come up with a toothpaste containing fluoride. The results revealed that children
ages six to 16 had a reduction in cavities by an average of 49%. Adults had the same average of
reduction in tooth decay. Following the success of this research project, Crest with fluoride was
launched in a few test markets in 1955, followed by a national expansion in 1956 (“Crest
Heritage”).
Site Overview
The Crest Web site has a lot of information. The navigational menu has five pages (links)
all with drop-down menus. There is also a search box for searching its Web site. The pages are:
• Products
• Kid’s Crest
• Dental Hygiene Topics
• Crest Coupons
• About Crest
All of the submenu items can be found on the landing pages. The landing pages are
colorful and include graphics of products and consumers using Crest products. The dental

hygiene topics add value to its Web site. It demonstrates that the company is concern about its
consumers and not just about selling its products.
In addition to the navigational menu, there is another menu above that, which includes
links to:
• Where to Buy
• Offers by E-mail
• Oral-B.com (toothbrushes)
• Dental Professionals (drop-down menu with links to United States and Canada
dental professionals)
• Worldwide Sites (drop-down menu with links to US-English, US-Español, Canada-
English, and Canada-French sites)
• En Español (its Web site can be viewed in Spanish)
The colors are blue and white. The blue resembles water. The Web site also has
Facebook, Twitter, and YouTube social icons in the upper-right corner of the web page.
Objectives
My client, Crest Toothpaste, has been bumped from its number one position in the
market by Colgate Toothpaste to number two position. Therefore, the objective for my client is to
regain its number one position in the oral care industry.
Methodology
As the new online marketing manager for Crest Toothpaste, I will create an online
marketing strategy, which will include the following elements and methods:
• I will work on off-page and on-page optimization, as well as choose keywords that
my client should use on its Web site. I will also create a SEO strategy for my client’s
Web site.

• I will create a mockup of paid ads for my client’s Web Site. Then I will develop a
blueprint using these ads, as well as describe my PPC strategy, and create five
doorway pages.
• I will write a back link strategy for my client’s Web site. In addition, I will create back
link reports for at least three of my client’s competitors’ Web sites. I will also create
a cohort model of the target audience and conduct research using three keyword
research tool, including Google Trends™ tool, to determine the client’s target search
audience.
• I will highlight the use of social marketing tools, such as Facebook, YouTube, and
Twitter, as well as explain how these social sites will play a part in the online
marketing strategy.
Target audience demographics
Crest target audience is everyone who uses oral products for hygiene, including
professionals and dentists. Its target audience includes kids ages six to 16, as well as their
parents. “The Crest target demographic is very broad for the toothpaste business, child focused
in the toothbrush business and primarily focused on adults in the rinse, stripes and floss
businesses” (“Anizor”).
The marketed is segmented into two markets, base (cavity and tartar protection) and
premium (multiple benefits and whitening) (“Anizor”).
Crest target market (“Skale”):
• Adults 18-49
• Men: 43.6 %
• Woman: 56.4%
• Household Income of $65,000-$149,999

• White
Crest target audience (“Packaged Facts”):
• Female
• Adults 18-44
• White
• African-American
• Attended vocational school
• College graduate
• Graduate degree
• Presently married
• Divorce/separated
• Employed full-time (30+ hours)
• Full-time student
• Professional/Technical
• Office/Administrative
• Sales
• Management/Business Operations
• 2-6 person household
• 2-adult household
• 1-2 children in household
• Own home
• Live rent-free
• Value of residence: $100,000 – 500,000+
• Household income: $50,000 – 150,000+

Crest audience is (“Anizor”):
• Young
• Fun
• Attractive
• Reliable
• Trustworthy
Competitor Web site
Colgate - http://www.colgate.com/app/Colgate/US/HomePage.cvsp
Colgate’s website offers the same type of information that is found on Crest’s Web site;
however, its layout is different. Its colors are red and white same as its toothpaste packaging.
On the home page, Colgate’s navigational menu has links to Oral Care Products, Special
Offers, Our Company, For Dental Professionals. Each of these links land on landing pages that
has a lot of information. Its landing page for Dental Professionals has information for Patient
Education, Professional Education, and for Faculty/Student.
I noticed instantly when visiting Colgate’s Web site that it is targeting minority families. I
only saw a couple of minorities on Crest’s entire Web site. In addition, Colgate uses a lot more
images of people using their products compared to Crest. Colgate also has a link to its
involvement in the community. I didn’t find a community involvement link on Crest’s Web site.
Colgate has a social media presence on Facebook, Twitter, and YouTube.
Aquafresh - https://www.aquafresh.com/
Aquafresh’s Web site pales in comparison to Colgate and Crest. It has fewer graphics and
less information. On Colgate’s and Crest’s Web site, you can become a registered user of the
sites. Aquafresh’s Web site doesn’t offer this feature. Its site has fewer links on the home page,
and the landing pages don’t have links to more landing pages like Colgate’s and Crest’s sites. On

the Aquafresh’s home page there are five links to: extreme clean, aquafresh kids, products,
dental health, and FAQs. Above the navigational menu, are two more links to: buy now, and
coupons.
Aquafresh has social media icons to: Facebook, Pinterest, StumbleUpon, and Twitter.
Arm & Hammer - http://www.armandhammer.com/Index.aspx
Arm & Hammer’s Web site layout is different from Crest, Colgate, and Aquafresh,
because it offers more products in other categories in addition to oral care products. Arm &
Hammer Web site focuses on all of its product categories. The color scheme is the same as its
products. Majority of the graphics are of its products as oppose to people.
The links on its home page are to: Home, Products, Savings Center, Solutions, and Where
to Buy. The Products link has a drop down menu to each category of its products, including
Personal Care, which is the category for its oral care products. Above the navigational menu are
three more links to: News, About, FAQs. This company networks on Facebook and YouTube.
All three competing Web sites have the search feature on its home page similar to
Crest’s.
SWOT analysis
Strengths (internal) Weaknesses (internal)
• Crest has a social media presence on
Facebook, Twitter, and YouTube.
• Crest has links to Facebook, Twitter,
and YouTube.
• Crest has links from Facebook,
Twitter, and YouTube pointing back
to its Web site.
• Crest has no social share/bookmark
buttons on its landing pages.
• Crest doesn’t have a blog.
Opportunities (external) Threats (external)
• A blog is an opportunity for Crest to
establish a relationship with its target
audience, as well as attract those
who use its competitors’ products.
Having a system in place that will
create a dialogue, rather than a one-
• Crest target audience visiting social
networking sites of its competition.
• Web site not offered in more than
two foreign languages, while
claiming to be worldwide

way conversation is a great
opportunity for my client.
• According to an article by Eli
Goodman, “Social SEO – Facebook &
Twitter Best Practices,” companies
should have a way for site visitors to
share or bookmark its landing pages
if the company wants to positively
impact its use of social media SEO
influence (“Goodman”). This is
another opportunity for Crest to use
social marketing to influence its site
ranking, as well as attract more of its
target audience. Shared pages have
the potential to go viral.
• Facebook contests are a great way to
reach my client’s niche. The prize
could be a free supply of its whitening
products. Also, the contest can tie
into its getting Likes strategy, where
everyone who Like its page will be
entered into the contest. Then
announce the winner on its Facebook
page and on its Web site and have
share buttons on the Facebook posts
and its Web site. Chances are the
winners will want to share the news
of their winning free products. This
will definitely gain attention, as well
as impact its social marketing. More
contestants will enter the contest.
• Not keeping up with social media
trends
Social marketing strategy
As previously mentioned, Crest has a presence on Facebook, Twitter, and YouTube. Crest
Facebook page has 633,427 likes. On Twitter, the company has tweeted 9,219 tweets, the
company is following 3,738 tweeters, and have a following of 51.4k tweeters, and have 2,041
favorite tweets. On YouTube, Crest has 4,301 subscribers.
The content on Facebook consists of product information and video. Some of its content
received as many as 15,000 likes, 300 comments, and 3,000 shares. One of its more popular post
is of a video of children being taught the effects of Halloween on them but not their teeth. The

video received 685,190 views, 7,654 likes, 329 comments, and 3,552 shares. The content uses
hashtags, also.
Crest uses the same type of content on Twitter, except the content is created as tweets
instead, which is a different format, keeping in mind the limitation of 140 characters. It doesn’t
appear as if the company receives as many interactions as it does on Facebook. The tweets that
ask questions, seem to get retweeted and favorite more than the other type of tweets.
The content on YouTube are videos of Crest’s commercials, experts, and users. Its videos
receive a lot of interaction in the form of views. The most popular videos appear to be on the
topic of teeth sensitivity. One such video received 14,117 views. The videos in Spanish are also
very popular.
Marketing using social media vehicles can enhance SEM (Search Engine Marketing), and
SEM can enhance social marketing, if the strategies are correctly joined together. Social
marketing can also improve SEO (Search Engine Optimization) for a marketer’s Web site.
According Goodman, total visits to social media networks increased by 36 percent to 6.2
billion from 2007 to 2011. Search clicks accounted for 13.5% of the total visits (“Goodman”).
Although social media and people searches are the main driver of search clicks, big brand names
are becoming the fastest growing segment of search clicks. The branded searches for the top 20
brand names in retail, finance, and travel combined delivered over 1.6 million (1300% since mid-
2009) clicks directly to Facebook (“Goodman”). Therefore, it is beneficial for businesses to
embrace social media, not only for social marketing, but also to improve its ranking both on its
Web sites and social pages. Owning a premium position on the SERPs (Search Engine Result
Pages) will drive more clicks to a business Web site, which will lead to more sales.
Social Tools
1. Crest can use Facebook to encourage conversation and interaction with its target audience
(“Social Marketing”).

2. Crest can use Twitter to announce new product release (“Social Marketing”).
3. Crest can use YouTube to promote products and other types of messaging (“Social
Marketing”).
Social Media Opportunities
Goodman lists blogs as a conversational medium, along with social networking sites;
therefore blogging can enhance Crest’s SEM and page ranking in the search results. Currently,
Crest doesn’t have a blog. Its competitor Colgate doesn’t have one either. Having a blog can
cause Crest to regain its number one position in the oral care industry. Currently, the company is
number two.
As I also mentioned earlier in the SWOT analysis, another opportunity for Crest is to add
social sharing and bookmarking buttons to its landing pages. According to Goodman, not having
a way for site visitors to share or bookmark a landing page can negatively impact the company’s
use of social media SEO influence (“Goodman”).
Search engine optimization (SEO) strategy
On-page optimization
Example of on-page optimization (“Engle”) Description of how you will use this for your
client’s website
1. Keyword research and selection Research and select keywords that Crest’s
target audience use when searching for
toothpaste
2. Optimize keywords in URL Change URL from crest.com to
cresttoothpaste.com
3. Optimize keywords in meta description tag Optimize meta description not exceeding 160
characters placing keywords or keyword
phrases near the beginning of the description
all the while making the description sound
natural.
4. Optimize keyword density Strategically place keywords at beginning and
end of page while avoiding keyword stuffing. I
will also include a few semantically related
keywords sprinkled throughout.
5. Optimize image alt tags I will optimize alt tags, and alt attributes
adding a short description, which will include
keywords or keyword phrases.

Off-page optimization
Example of off-page optimization (“Smith”) Description of how you will use this for your
client’s website
1. Social networking sites Add a profile on Google+, which will help
with Google ranking.
2. Blogging Add a blog using the dental hygiene topics.
Although, Crest has these topics on its site,
they are not interactive.
3. Blog marketing Post comments on other blogs in the oral
care industry.
4. Social bookmarking Submit blog posts to popular bookmarking
sites; for example, StumbleUpon, Digg,
Delicious, Reddit, etc. Although this is a tactic
for small businesses, it would be a strategy
perhaps Colgate is not utilizing.
5. Search engine submission I would submit Crest’s website to popular
search engines like Google, Yahoo, Bing, etc.
Keywords optimized by Crest’s website:
• Toothpastes
• Toothbrushes
• Dental Hygiene Products
Three additional keywords the site could be utilizing and analyzing to increase its organic search
traffic:
1. Toothpaste with fluoride
2. Electric toothbrushes
3. Manual toothbrushes
Overall goals to be achieved through Crest use of SEO for its Web site
SEO Goal Proposed budget to accomplish goal
1. Webmaster to implement on-page SEO,
update Web page with new keywords, and
create new Web pages
(ToothpastewithFluoride.com,
ElectricToothbrush.com, and
ManualToothbrush.com)
$1,500 flat rate
2. Hire another social media person to
implement Crest’s profile to Google+ social
network, as well as participate in the
conversation in order to accomplish off-page
SEO. (part-time position)
$18,200 annually (5 hours/week at $70 per
hour)
3. Hire a blogger to write blog posts and
submit them to bookmarking sites in order to
accomplish off-page SEO (part-time).
$21,840 annually (2 blog posts per week)
Each post will take approximate two hours to
research topic and write, and two hours per
week to participate on bookmarking sites

and respond to blog comments (6
hours/week at $70 per hour).
Suggested edits that need to be made to Crest’s Web Site home page based on on-page SEO
analysis.
Crest’s homepage is focus on informing its target audience that its toothpaste does not
contain Triclosan, and on a product that relieves tooth sensitivity. Only a couple of its keywords
are not included in the content, dental hygiene products and dental care. Most of the remaining
keywords are not visible; however, they are listed either under pull-down menus or in the
slideshow at the bottom. The only recommendation is to increase the density of the keywords
and include the two above-mentioned keyword phrases.
Review of meta tags
Crest homepage keywords include: crest, dental hygiene, dental hygiene products,
dental care, oral care, toothpaste, toothbrushes, mouthwash, teeth whitening"
Review of keyword placement
The keyword Crest is sprinkled throughout the homepage from top to bottom. Dental
hygiene is used once on the drop-down menu titled “Dental Hygiene Topics” and once in the
slideshow at the bottom of the page. Oral care is listed under the Kid’s Crest pull-down menu at
the top and twice in the slideshow at the bottom of the page. However, oral care is not used as a
two-word phrase. It is used as “Kids Oral Care,” “Oral-Care e-newsletter,” and “oral care
products.” Toothpaste is listed under the product pull-down menu and in the main heading, and
twice in the slideshow at the bottom of the page. Toothbrush is listed in the Products and Kids
Crest pull-down menus. Mouthwash is listed once under Products pull-down menu. Whitening is
listed once under the Product pull-down menu, and teeth whitening is listed under Dental
Hygiene Topics pull-down menu.

Review of density
Here is a screenshot of Crest’s density report.
Review of overall architecture
Crest Web site is overall user-friendly and contains useful content. The colors are
aesthetically pleasing to the eye. The homepage doesn’t have too much content; therefore, the
user doesn’t have to scroll down a long page to locate particular information.
Pay-per-click (PPC) strategy
Setting up a Google AdWords account
The first step in creating a Google AdWords account is setting up a Google account. The
Google account is the umbrella account for which all of the Google services come under,
including the AdWords account. Next, set up the time zone you want to see your report in and
the currency preferences of how you want to pay your bills. Select carefully as these cannot be
changed. Then click continue. Google AdWords will send you an e-mail with a special validation
link to confirm you own the account (“Organizing campaigns and ad groups”).
Specific standards required by the Google AdWords advertising service to set up an ad.
AdWords account is structured with three layers: account, campaign, and ad group.
Under your account are the campaigns and under the campaigns are the ad groups. For search
campaigns, keywords and ads are in the ad groups. One way to organize campaigns is with

similar products and services. The ad groups within each campaign will have specific keywords
pertaining to products or services within that campaign plus the ad (“Organizing campaigns and
ad groups”).
Setting up your first campaign involves selecting your keywords, setting your bid, and
creating an effective text ad (“Setting up your first campaign”).
Keyword phrases (2 to 3 keywords) are more effective. These are the phrases your target
audience will use to search for your products or services.
Setting your bid involves the maximum amount you are willing to pay for each time
someone clicks on your ad (cost-per-click [CPC]). The higher your bid and the more relevant your
keywords are, the higher your ad possibly will show on the search engine result pages (SERPs).
To write an effective ad, try various headlines and Calls-to-Action; for example, click
here, buy now, sign up today, etc. Point out the features that set you apart from your
competition, include your keywords in your ad, and make sure your landing page match your ad.
The landing page is where your customers will land after clicking the link that you provide in your
ad.
Your text ad will have four lines of text. The four lines are your headline, two lines of
content, and an URL (linking to your landing page). The maximum characters you use for the
headline are 25, and 35 characters on each line for your content description. The display URL
characters limit is 35 characters (“Writing effective text ads”).
Four Google AdWords
1. Tooth Sensitivity Issues?
Get sensitivity relief right now!
Try Crest Sensi-Stop Strips today.
http://crest.com/sensi-stop.html
Strategy: Crest’s competition also offers tooth sensitivity products. Therefore, this ad will be
effective as a PPC ad if Crest has done its SEO for the search term “tooth sensitivity products”

giving the company a top-rank spot on the SERPs. Research shows that when people see both an
organic and paid listing, they are more likely to click your link; more importantly, they will click
the organic listing (“Understanding where ads show up”).
2. Number One Mouth Rinse
Reduces plaque & bad breath germs.
Buy Crest Mouth rinse online now.
http://crest.com/mouth-rinse.html
Strategy: Most mouth rinses are listed as mouthwash; so, this is a way to edge out competition.
Even if people search for mouthwash, mouth rinses is one of the results. Plus, Crest currently uses
rinse as one of its keywords.
3. Prevent Tooth Cavities
Do you want to prevent cavities?
Buy Crest with fluoride online now.
http://crest.com/fluoride.html
Strategy: Crest is the only brand that shows up when searching the search term “how to prevent
cavities” and “prevent cavities.” Therefore, these keyword terms should be included in its ads.
4. The Best Fluoride Toothpaste
We invented fluoride toothpaste.
Try Crest today to fight cavities.
http://crest.com/fluoristan.html
Strategy: Crest was the first toothpaste to include fluoride, which is its strength in a SWOT
analysis. The company should stress that fact as a benefit. Also, it’s the only brand that shows
up when searching “who invented fluoride toothpaste.”
Daily budget for all four ads
Based on 1,200 impressions and a 1% click through rate and cost $0.25 per click.
1. Daily Budget: At 1,200 impressions with a 1% click-through rate =12 x $.25 per click = $3.00

Blueprint that explained how each ad links to each doorway page.
Ad number one link, http://crest.com/sensi-stop.html, will link to a landing page titled
“Crest Sensi-Stop Strips.” Ad number two link, http://crest.com/mouth-rinse.html, will link to a
doorway page titled “Crest Mouthwash & Rinses.” Ad number three link,
http://crest.com/fluoride.html, will link to a doorway page called “Crest Toothpaste with
Fluoride.” Number four ad will link to a doorway titled “Crest Toothpaste with Fluoristan.” The
link is http://crest.com/fluoristan.html.”
The overall PPC goal for each ad it to convert site visitors to customers, causing the
customers to choose its products over the competition.
The budget will be no more than $3.00 per day totaling to $12.00 for a daily budget for
four ads.
Graphical layout of the navigation for each ad in the blueprint
1.  
2.
 
3.  
4.
 
Five doorway pages:
1. Explanation of the strategy
2. Transactional links
3. Additional content, for example like images and copy, as needed which reinforced the
keywords for each page
Google Crest Sensi-Stop Strip Crest Products
Google Crest Mouthwash & Rinses Crest Products
Google Crest with Fluoride Crest Products
Google Crest with Fluoristan Crest Products

Strategy is to attract the target audience who
are suffering from tooth sensitivity pain. The
transactional link is
http://crest.com/sensi-stop.html
Strategy is to attract those searching for
mouthwash and mouth rinses. Crest
competitors do not show up when
searching for mouth rinse. The
transactional link is
http://crest.com/mouth-rinse.html
Crest Sensi-Stop Strips
Do you need relief from tooth
sensitivity? Look no further, pick up
your pack of Crest Sensi-Stop Strips
where Crest products are sold or
purchase online today at
http://crest.com/crest-products.html.
Crest Mouthwash & Rinses
Crest mouthwash and rinses help fight plaque and
gingivitis. Our rinses also will give you fresh
breath, because they fight bad breath germs. Our
mouthwash and rinses are alcohol free.
We have a selection of five choices to fit your
daily lifestyle. Pick up your mouth rinse today
where Crest products are sold or purchase online
today at http://crest.com/crest-products.html.

Strategy is to attract parents; especially
mothers. Mothers will protect their children
and their health at all costs. The transactional
link is http://crest.com/fluoride.html.
Strategy is to set Crest apart from its
competitors (who are offering toothpaste
with fluoride) as the experts in producing
toothpaste with fluoride, because they did it
first. The transactional link is
http://crest.com/fluoristan.html
Crest Toothpaste with Fluoride
Do you want to prevent you or your children
from getting cavities? Try our toothpaste
with fluoride. Our fluoride toothpaste will
help to prevent cavities for your entire
family. Start preventing cavities today.
Pick up your tube of toothpaste with
fluoride where Crest products are sold or
purchase online today at
http://crest.com/crest-products.html.
Crest Toothpaste with Fluoristan
Crest invented fluoride toothpaste first which makes
us the experts in toothpaste with fluoride. In 1955,
we first used fluoristan, which we later changed to
fluoride. Go here to read our history. We at Crest
invented the best toothpaste with fluoride.
Pick up your tube of Crest toothpaste with fluoride
where Crest products are sold or purchase online
today at http://crest.com/crest-products.html.

Crest main competitor Colgate offers a
newsletter, but not a blog. The blog
will provide Crest with an opportunity
to interact with customers and
potential customers. This interaction
will create a relationship with their
target audience, which can increase
their conversion rate. The transactional
link is http://crest.com/blog.
Link building strategy
Crest has 49,869 backlinks, 49.2K are Follow links, 632 are Nofollow links, 47.0K are text
links, and 2.2K are Image links (“SEMrush”).
Colgate has 126,544 backlinks, 104K are Follow links, 22.9K are Nofollow links, 103K are
text links, and 21.6K are Image links (“SEMrush”).
Aquafresh has 32,226 backlinks, 27.9K are Follow links, 4.3K are Nofollow links, 32.1K
are Text links, and 94 are Image links (“SEMrush”).
Arm & Hammer has 55,799 backlinks, 41.5K are Follow links, 14.3K are Nofollow links,
55.3K are Text links, and 460 are Image links (“SEMrush”).
Crest’s Blog
Dental Hygiene Topics
Welcome to our blog where you will find
oral health tips and topics. Also, you can ask
us any questions concerning your oral care
and health. We will provide you with our
expert advice and tips. Stay tuned each
week for oral health tips.
Visit our website at http://crest.com.

Cohort model for Crest’s target
Cohort Name: Devon and Hillary
Description of the Cohort: Dual-income young couple, who spend their discretionary
incomes on items that will help them to look attractive and young.
Median Age: 33
Median Income: 100,000
• Demographics:
The ideal Web user is 18-49 years old men and women with household income ranging
from $65,000 - $150,000+. They are educated and their education ranges from vocational
training to graduate degree. The ideal Web users are African-American and White.
• Psychographics:
o Interests
 Owning a home
 Raising their families
 Staying attractive and young
 Getting an education
 Climbing the career ladder
o Lifestyles
 Like going to movies
 Enjoy spending time with family
 Shop for items to keep them attractive and young
 Rather have movies on demand instead of cable and satellite TV
 Small amount of discretionary income to spend
o Personality traits
 Fun
 Reliable
 Trustworthy
Summary overview of how to market to this target user
Crest has whitening products that will help this target user to look attractive and young
by have a bright smile. However, the user doesn’t have a lot of extra money to spend; therefore,
the ads should stress value and offer coupons. The ads should represent the target user by

including those who look like him or her. He or she should look like they are having fun, and they
should be attractive and young with a big, bright smile.
Keyword analysis
List 10 short-tail keywords for your client
1. affordable toothpaste
2. whitening toothpaste
3. affordable whitening strips
4. kids toothpaste
5. flavor toothpaste
6. whitening mouthwash
7.protect enamel
8.whiter teeth
9. beautiful smile
10.healthy smile
List 10 long-tail keywords for your client
1. toothpaste for a bright smile
2. toothpaste that will whiten teeth
3. affordable whitening products
4. toothpaste that will give you fresh breath
5. toothpaste the dentist recommends to whiten your teeth
6. a whiten toothpaste that is safe to use everyday
7.a toothpaste that will whiten your teeth and fight cavities
8.a toothpaste that is safe for the entire family
9. toothpaste that will make your teeth white
10.toothpaste that will remove smoke stains
Targeted keyword list based on the results of at three keyword research tools
1. Google Adwords – oral hygiene (6,600 avg. monthly searches, low competition)
2. Bing keyword tool – Crest (40,009 times appeared in search)
3. Bing keyword tool – Crest whitestrips (1,997 appeared in search)
4. KeywordSpy – what is plaque (4,090,000 search volume, number 6 position)
Keywords chosen
Oral hygiene – Keywords with high search volume and have low competition are good
keywords (“Keyword Generation”).
Crest – Bing pulls organic keyword data from Bing rather than rounded search volume
like Google Adword. Being it is more of an exact search volume, it helps you to determine if it is
a good organic search target (“Keyword Generation”).

Crest whitestrips – Same rationale as previous example using Bing Keyword Tool.
What is plaque – KeywordSpy gives the ability to monitor keyword performance on your
site and your competitors (“Keyword Generation”). This search term has a high volume for the
number of searches in one month, and it shows up on the first page of SERPs (search engine
result page) in the number 6 position.
Crest’s target search audience based on priority keywords identified
According to Google Trends, In September 2004, South Africa had the most interest in
the keyword “oral hygiene.” The related search included Oral hygiene – Industry and Hygiene –
Industry as topics, and dental oral hygiene and dental hygiene as related search queries.
In August 2005, the United States had the most interest in the keyword “Crest.”
Interestingly, Ireland showed the second most interest. Related searches were Crest – Brand
and family crest as a search query.
In January 2004, Norway expressed the most interest, with the United States closely
behind them showing the most interest in March of the same year for the keyword “Crest
whitestrips.” The related search term was Crest – Brand as a topic and white crest as a search
query.
In conclusion, based on the above-mentioned keywords, my client should target people
who are concerned with their appearance and staying healthy with its Crest whitestrips
products.
Mobile marketing strategy
In an article by Lauren Johnson in 2012, she stated that Crest was running an ad
campaign that let consumers know where they could find nearby products based on their
location. The campaign also encouraged mobile sales of Crest toothpaste. The ads appeared in
the TV Guide iphone application. Simon Buckingham, CEO of Appitalism, New York said that he

didn’t think many people would buy toothpaste via their cell phones, but it did raise awareness,
which could lead to purchases later (Buckingham is not affiliated with Crest) (“Johnson”).
The copy for the ad featured the company’s logo, which encouraged users to tap to learn
more. The banner ads then expanded into a landing page giving the consumers two options – to
find the product nearby or purchase it online (“Johnson”).
If the users decided to purchase the item, they would then be directed to Walmart
mobile site via a landing page. From there, they could browse for more information, add the item
to their shopping cart, or checkout (“Johnson”).
Email marketing strategy
As previously mentioned, Crest has links above the navigational menu, one of which is an
Offers by E-mail link. When site visitors sign up to receive Crest’s monthly e-newsletters, they will
receive exclusive offers, the latest in P&G oral care and email reminders to change their
toothbrush or replacement brush head (“Oral-B and Crest E-Newsletter Registration”).
Conclusions and recommendations
Crest is already active on Facebook, Twitter, and YouTube. The objective of this plan is
for Crest to regain its number one spot in the oral care industry. Implementing the above-
mentioned social media tools that it is not currently using can have a positive impact on its SEO
and SEM strategies causing them to reach the objective of this plan.

Works Cited
About Crest - Crest Heritage: Crest. n.d. Web. 24 February 2015. <http://www.crest.com/about-
crest/crest-heritage.aspx>.
Anizor, Ebube. Brand Extension - Crest - Ebube Anizor: Scribd. 9 September 2011. Web. 24
February 2015. <http://www.scribd.com/doc/64321159/Brand-Extension-Crest-Ebube-
Anizor#scribd>.
Engle, John. "10 On Page SEO Elements to NEVER Forget!" n.d. SEOBlogger.co. Document. 24
February 2015.
Goodman, Eli. Social SEO – Facebook & Twitter Best Practices: Search Engine Watch. 19
December 2011. Web. 10 March 2015. <http://searchenginewatch.com/sew/how-
to/2081719/social-seo-facebook-twitter-best-practices>.n.d. Web. 3 March 2015.
<http://semrush.com>.
Johnson, Lauren. Procter & Gamble’s Crest drives mcommerce sales via ad campaign: Mobile
Commerce Daily. 23 July 2012. Web. 24 February 2015.
<http://www.mobilecommercedaily.com/procter-gamble%E2%80%99s-crest-drives-
mcommerce-sales-via-ad-campaign>.
Jones, Kristopher B. "Keyword Generation." Jones, Kristopher B. Search Engine Optimization.
Indianapolis: John Wiley & Sons, Inc., 2013. 22, 26, 30. E-book. 3 March 2015.
Oral Care Products in the U.S., 8th Edition. Market Research. Rockville: Packaged Facts, 2013.
Document. 24 February 2015.
Oral-B and Crest E-Newsletter Registration: Crest. n.d. Web. 24 February 2015.
<http://www.crest.com/crest-oralb-newsletter.aspx>.

Organizing campaigns and ad groups. n.d. Video. 24 February 2015.
<http://www.lynda.com/Google-AdWords-tutorials/Organizing-campaigns-ad-
groups/148582/161688-4.html>.
Setting up your first campaign. n.d. Web. 24 February 2015.
<https://support.google.com/adwords/answer/6137211>.
Skale, Dylan. Crest Toothpaste: Prezi. 25 November 2013. Web. 24 February 2015.
<https://prezi.com/5zuavs0l6oo6/crest-toothpaste/>.
Social Marketing. The Art Institute of Pittsburgh Online Division [AIPOD]. 2014. Web. 10 March
2015
Smith, Matt. 15 Great Off-Page SEO Techniques. n.d. Web. 24 February 2015.
<http://onlineincometeacher.com/traffic/off-page-seo-techniques/>.
Understanding where ads show up. n.d. Video. 24 February 2015.
<http://www.lynda.com/Google-AdWords-tutorials/Understanding-where-ads-show-
up/148582/161684-4.html>.
Writing effective text ads. n.d. Video. 24 February 2015. <http://www.lynda.com/Google-
AdWords-tutorials/Writing-effective-text-ads/148582/161703-4.html>.

RJ’s Internet Marketing Services, LLC
2015
Social Media Plan
Rita Cartwright Southern

Cartwright Southern pg. 1
Table of Contents
Social Monitoring Tools................................................................................................... 2
1. HowSociable ......................................................................................................... 3
2. Klout ...................................................................................................................... 3
3. Social Mention....................................................................................................... 3
SWOT Analysis ............................................................................................................... 4
HowSociable................................................................................................................ 5
Klout............................................................................................................................. 5
Social Mention ............................................................................................................. 5
Blogging and Wikis.......................................................................................................... 8
The Commercial Storyboard ......................................................................................... 11
Scenarios and Scenes............................................................................................... 12
Attract more clients to website................................................................................ 12
Coaches will have more time to deliver their services ............................................ 12
Coaches who feel as though they’re on their own .................................................. 12
Coaches will no longer feel overworked, overwhelmed, and over-burdened.......... 13
Tagline .......................................................................................................................... 14
We understand that our business cannot succeed unless yours does first! .................. 16
Social Network Media Strategy ..................................................................................... 16
Product Review ............................................................................................................. 21
Part 1 ......................................................................................................................... 21
UGC for RJ’s Internet Marketing Services, LLC............................................................ 24
Part 2 ......................................................................................................................... 24

Social Monitoring Tools
I select myself as the client, Rita J. Cartwright Southern, in order to continue
building upon my online marketing plan.
RJ’s Internet Marketing Services, LLC (RJ’s) is a limited liability corporation with
one member. The firm has been in business for 12 years. The major product offering is
internet marketing services and is offered to business and executive coaches, business
consultants, and authors.
When the firm was launched on October 1, 2002, it was named RJ’s Word
Processing Services and was formed as a sole proprietorship. Over the course of eight
years, the services morphed into internet marketing services, which led to the name of
RJ Internet Marketing Services in July 2010 to match the service offerings. On
September 13, 2013, the business was reorganized to form a limited liability
corporation.
RJ’s is an online home-based business and is operated solely by the founder,
Rita J. Cartwright Southern. Cartwright Southern has a broad business acumen and an
extensive background in marketing, as well as education in marketing. She is currently
earning a certificate in internet marketing at the Art Institute of Pittsburgh Online
Division.
The value of social marketing (social media plus marketing) to a business is it
allows the firm to be transparent, as well as form long-term relationships with
consumers by connecting with them. Businesses are able to show their human side
using social media. Companies are finding that the longer the relationship is with their

customers, the higher the overall lifetime value is for the company (“The Importance of
Social Marketing”).
The three free social monitoring tools I selected are as follows:
1. HowSociable – This social monitoring tool was created in 2008, and it has
measured over 250,000 brands. It requires no configuration. HowSociable's
magnitude score provides an indication of the level of activity around a brand
during a given week. The range is from 0 to 10 (“HowSociable”). A score of
zero indicates little or no activity for the brand, while a score of 10 means the
brand has inundated the social websites.
2. Klout – This analytical tool was created in 2008. Wikipedia describes it as
“Klout is a website and mobile app that uses social media analytics to rank its
users according to online social influence via the "Klout Score", which is a
numerical value between 1 and 100.”
3. Social Mention – “Social Mention is a social media search and analysis
platform that aggregates user generated content from across the universe
into a single stream of information. It allows you to easily track and measure
what people are saying about you, your company, a new product, or any topic
across the web's social media landscape in real-time” (“Social Mention”).

SWOT Analysis
Strengths Weaknesses Opportunities Threats
Social Media
Strategy
1. RJ’s has had a
social
presence on
Facebook,
Twitter, and
LinkedIn for an
average of six
years
2. Cartwright
Southern has
been blogging
for seven years
3. Cartwright
Southern has
published an e-
newsletter for
over 10 years.
1. No connections
have converted
into clients
2. No
differentiation of
messages
across the
networks
3. Although blog
has over 1,000
subscribers,
none have
converted into
clients. In
addition, most
of them appear
to be
spammers.
According to
Google
feedburner,
there are 20
subscribers,
which are not
spammers.
4. Newsletter
subscribers
have not
converted to
clients.
5. E-mail list
contain
subscribers
from when
Cartwright
Southern
offered word
processing
services.
6. Video
marketing
campaign
1. Convert
contacts into
clients
2. Attract more
blog
subscribers.
3. Increase e-
mail list with
subscribers
who are
interested in
internet
marketing
services.
4. Focus more on
video
marketing
campaigns by
generating
more videos
and
networking
more on
YouTube.
Competitors

HowSociable – RJ’s has a magnitude score for the week of September 29 to
October 6 of 5.1 on a scale of 1 to 10.
Klout – RJ’s Klout score is 47 on a scale of 1 to 100.
Social Mention – RJ’s was mentioned once in a span of two days, and that was
on Twitter.
Cartwright Southern uses Google Analytics, Facebook Insights, Google
feedburner, Google Webmaster tool, and SumAll to track RJ’s social media channels.
There was only one post that mentioned RJ’s. The post that was mentioned in
the Social Mention tool was positive; although, Social Mention has it listed as neutral.
There were no negative posts found.
As mentioned above in RJ’s background statement, Cartwright Southern initially
offered word processing services when she launched her business in 2002. When she
changed her service offerings to internet marketing services, she lost the word
processing services clients.
The scenario in the lecture on Social Marketing Strategies, closely mirrors
Cartwright Southern situation. How can she convince a new audience to use her
internet marketing services? Therefore, the three potential marketing opportunities,
Cartwright Southern will consider to be part of her overall social marketing strategy are:
1. Blogger outreach – Cartwright Southern will work with other bloggers to
create genuine, authentic content in order to promote her brand. Blogger
outreach is known as blogger relations. It allow businesses to work with other
bloggers.

2. Wiki entry – Cartwright Southern will create a wiki entry for her firm. Wiki is a
software that will allow her to freely create and edit her web page using any
browser.
3. Create a discussion forum on her website – A discussion forum is known as a
discussion board, discussion group or message board. Cartwright Southern
will foster conversations that will shed a light on what she can do to improve
her content, service offerings, answer questions, etc.
Date Time Username Content URL Source Sentiment
10/9/2014 6:05 AM CatOTBA Short and very
well put. Temp
vs. Virtual
Assistant | RJ's
Internet
Marketing
Services, LLC
http://ow.ly/Ct
zAs
https://twitter.c
om/CatOTBA/st
atus/520198344
279613441
Twitter Neutral
11/6/2014 2:17 PM Meet 2014
Who’s Who in
Ecommerce,
Rita J.
Cartwright
Southern – RJ’s
Internet
Marketing
Services: Meet
the Cla...
http://bit.ly/1s
b0sGb
https://twitter.c
om/HeidiRichar
ds/status/53046
9013055627265
Twitter Neutral
Social Monitoring of RJ's Internet Marketing Services, LLC

Cartwright Southern can use the above tabular reports to increase sales by
monitoring her brand. The first table clearly indicates that she needs to create a buzz
around her brand in order to be mentioned more and draw attention to her services.
The second tabular report is informative as well. It displays monitoring from a
different angle, which can also be useful to increase sales.
Overall, Cartwright Southern has a social presence on the major social media
networks; however, her presence is not creating enough conversation around her
brand. Therefore, she will implement the social media marketing plan to rectify the
situation in order to attract potential clients and grow her business.

Blogging and Wikis
There is no wiki entry for RJ’s Internet Marketing Services, LLC; however, this is
an entry for one of its competitors, Virtual Business Solutions on Demand,
http://www.vbsondemand.com. The only information listed in the entry is an “About Us”
page.
RJ’s Internet Marketing Services, LLC is a limited liability corporation, which
offers internet/online marketing services. When the firm was launched on October 1,
2002, it was named RJ’s Word Processing Services and was formed as a sole
proprietorship. Over the course of eight years, the services morphed into internet
marketing services; which led to the name of RJ Internet Marketing Services in July
2010 to match the service offerings. On September 13, 2013, the business was
reorganized to form a limited liability corporation. The firm’s service offerings include:
• E-mail Marketing Campaigns
• Social Media Marketing
• Article Submissions
• Set up and Maintain Shopping Cart
• Website Design and Maintenance
• Blog Design and Maintenance
• Video Marketing
• Virtual Book Tours
• Virtual Administrative Support
The information, which will be included in the wiki entry, will give an overview of
RJ’s Internet Marketing Services, LLC’s background including how the company began.

There will also be information on the founder, including how she became an
entrepreneur. The entry will also include the services that the firm offers, as well as the
target audience that the firm serves.
The content that Cartwright Southern provides will be similar to the content on
her blog. The topics will surround internet marketing and social media marketing. Since
she already has a WordPress blog, she will install the plugin UserPress as opposed to
using a wiki farm to create an entry for her firm.
Cartwright Southern will start her entry with some very popular posts that she has
written over the years. A few of these posts include:
• Are There Any Differences Between An Entrepreneur And A Small Business
Owner?
• Internet Marketing vs. Social Media Marketing
• Disadvantages of Outsourcing to Offshore Virtual Assistants
The above-named posts generate a lot of traffic to Cartwright Southern’s website,
and they are a couple of years old.
Cartwright Southern is willing to let her wiki community publish her articles on
their social platforms as long as they cite the work as hers. The articles will have more
impressions than they did previously, because of being shared across more social
platforms, including other bloggers’ blogs. This strategy can tie into Cartwright
Southern’s blogger outreach campaign.
Another benefit of the articles being shared is it will drive more traffic to
Cartwright Southern’s wiki page. As other people come, the visitors will begin adding

their own articles and edits; which, in turn, will grow Cartwright Southern’s wiki
community.
The process of writing the content will also include creating categories, which is
suggested in this article, “How to Start a Wiki.”
After publishing the initial popular posts, the process for new content will involve
the same process Cartwright Southern uses to write her blog posts. Cartwright Southern
and her team first research the popular topics in the internet marketing and social media
marketing industry. The next step is to create a list listing our findings. Then Cartwright
Southern or one of her team member create content based on one of the topics on the
list.
How the entry will be used by readers who visit Cartwright Southern’s wiki is
what was previously mentioned above, where the readers will be allowed to republish
the entry as long as the credit remains intact.
As mentioned in last week’s assignment, the scenario in the lecture on Social
Marketing Strategies, closely mirrors Cartwright Southern’s situation. How can she
convince a new audience to use her internet marketing services? Her old audience
used her word processing services; however, they did not transition to Cartwright
Southern’s new service offering. Therefore, she will use the same strategy that
NetWeaver will use, which included creating a wiki entry.
As mentioned previously, because of Cartwright Southern’s wiki community
republishing her blog posts, this strategy will tie into the blogger outreach campaign.
She will also create a discussion forum on her website. Cartwright Southern will
foster conversations that will shed a light on what she can do to improve her content,

service offerings, answer questions, etc. In addition, she will use the discussion forum
as a platform to market her wiki page.
The Commercial Storyboard
RJ’s Internet Marketing Services, LLC’s product is internet marketing services.
These services include:
• E-mail Marketing Campaigns
• Social Media Marketing
• Article Submissions
• Set up and Maintain Shopping Cart
• Website Design and Maintenance
• Blog Design and Maintenance
• Video Marketing
• Virtual Book Tours
The services are for business and executive coaches, coaches of coaches, and
authors.
The benefits (features) of RJ’s Internet Marketing Services, LLC’s services are:
• Coaches who are solopreneurs will no longer feel as though they’re on their
own.
• Coaches will have more time to deliver their services
• Coaches will become more productive
• Coaches will be able to build their company in shorter amount of time
• Coaches will no longer feel overworked, overwhelmed, and over-burdened
• Coaches will no longer feel as though they’re buried in their business

• Coaches will attract more clients to their websites
• Coaches will have all the clients they need
The unique features for the storyboard will include:
• Coaches will attract more clients to their websites (scene 1)
• Coaches will have more time to deliver their services (scene 2)
• Coaches who are solopreneurs will no longer feel as though they’re on their
own (scene 3).
• Coaches will no longer feel overworked, overwhelmed, and over-burdened
(scene 4)
Scenarios and Scenes:
Attract more clients to your website. The opening scene (1) is of a man looking
exhausted and overwhelmed, and he has stacks of papers on his desk.
Script: (Voiceover) Are you an overworked, overwhelmed, and over-burdened
coach who is trying to attract more clients to your website? If this is you, try RJ’s
Internet Marketing Services.
Coaches will have more time to deliver their services. Scene two will show a female
coach at a conference delivering a speech.
Script: (Voiceover) When you use our services, you will have more time to
deliver your services.
Coaches who feel as though they’re on their own. Scene three will show a female
coach collaborating with RJ’s team regarding marketing her business. A camera shot
will pan over her shoulder capturing her computer monitor. On her computer monitor will
be team of virtual assistants that she is collaborating with.

Script: (Voiceover) You won’t feel as though you are on your own, because you
are not alone.
Coaches will no longer feel overworked, overwhelmed, and over-burdened. The
final scene (4) will be a coach enjoying her leisure time.
Script: (Voiceover) The best part is you will have more leisure time to enjoy your
favorite pastime.
Tagline:
What are you waiting for, pick up the phone and contact us today at 866-651-
3073 so you can get back to what you love. Your life and coaching!
Visit us today at www.rjsinternetmarketing.com. We understand that our business
cannot succeed unless yours does first!
Note: They will be two actors, one female and one male. The female actor will be
the same in all scenes, as well as the male actor will be the same in all the scenes.
The video commercial will benefit RJ’s Internet Marketing Services, LLC in a
couple of ways. First, it will increase brand awareness. Second, it will increase website
traffic. A follow-up video will be success stories of coaches who used RJ’s Internet
Marketing Services, LLC’s services. As a result, their businesses will have expanded.

PROJECT NAME: RJ’s Internet Marketing
Services, LLC Commercial Storyboard
DATE: February 17, 2015
(Voiceover) Are you an overworked,
overwhelmed, and over-burdened coach
who is trying to attract more clients to your
website? If this is you, try RJ’s Internet
Marketing Services.
(Voiceover) When you use our services, you
will have more time to deliver your services.
SHOT: Medium
ACTION: The scene is of a male business
coach looking exhausted and overwhelmed,
and he has stacks of papers on his desk
CAMERA MOVEMENT: Zoom
LOCATION/SCENE: Office/Opening scene
SHOT: Medium
ACTION: The scene will show a female coach
at a conference delivering a speech.
LOCATION/SCENE: Training session at
conference/Scene 2

(Voiceover) You won’t feel as though you are
on your own, because you are not alone.
(Voiceover) The best part is you will have
more leisure time to enjoy your favorite
pastime.
SHOT: Medium
ACTION: The scene will show a female
coach collaborating with RJ’s team regarding
marketing her business. A camera shot will
pan over her shoulder capturing her
computer monitor. On her computer monitor
will be team of virtual assistants that she is
collaborating with.
LOCATION/ SCENE: Home Office/Scene 3
SHOT: Medium
ACTION: The scene will be a coach enjoying
her leisure time.
LOCATION/SCENE: Home Office/Scene 4

Tagline:
We understand that our business cannot succeed unless yours does first!
Social Network Media Strategy
The tactics that will be used to promote RJ’s Internet Marketing Services, LLC in
the social environment of LinkedIn include two landing pages, a blog post, an e-mail
campaign, and a social media marketing campaign.
Rita J. Cartwright Southern, founder of RJ’s Internet Marketing Services, LLC
(RJ’s), will create two landing pages using WP Sales Page software. This software
works in unison with WordPress. One page (RJ’s landing page) will promote RJ’s
features and services, and the other landing page will promote RJ’s Blogger Outreach
Campaign. There will be a link on RJ’s landing page that will direct traffic to the
Blogger’s Outreach Campaign landing page. This particular link is specifically for
bloggers.
LinkedIn offers a Showcase Page, which is an extension of the Company Page.
Its purpose is to share unique aspects of the company with its unique audience. The
Showcase Page has its own template; therefore, its layout can’t be manipulated. This
poses a problem in trying to create landing pages in that environment. However, there is
a description window that Cartwright Southern will utilize to direct traffic to her landing
pages. She will include both links and a short overview of both landing pages in the

description, which will persuade the visitors to click the links to RJ’s and the Blogger
Outreach Campaign landing pages. There will be two links directing traffic to the
Blogger Outreach Campaign landing page, one on RJ’s landing page, the other one in
LinkedIn’s Showcase Page description window.
Cartwright Southern will publish a post, which will direct the blogosphere to RJ’s
landing page over at LinkedIn. Although, the landing page will not be the first thing
potential customers will view when they visit RJ’s LinkedIn Showcase Page, the
promotion will direct traffic to RJ’s featured social environment. From there, the
customers are directed to RJ’s landing page, which will also direct bloggers to the
Blogger Outreach Campaign page.
Cartwright Southern will also implement an e-mail campaign. She will use
MailChimp to send out an e-mail promoting the landing pages to her lists. Currently, her
lists total 350 subscribers.
In addition, Cartwright Southern will create a social media marketing campaign
promoting the above-mentioned landing pages. She will consider using LinkedIn Ads to
promote the pages on LinkedIn, as well as Facebook ads in order to promote the pages
on Facebook. Cartwright Southern will create a series of micro-ads publishing them on
various social media platforms.
Cartwright Southern has established a somewhat of a presence across
Facebook, LinkedIn, Twitter, Google+, Pinterest, and Stumbleupon. Convincing them to
follow RJ’s over at LinkedIn should be less challenging than if she didn’t have a
presence. Generally, when Cartwright Southern publishes a new blog post, she
receives a lot of traffic from StumbleUpon based on StatCounter website stats.

LinkedIn Showcase Page is less than a year old; therefore, it is a fairly new
concept. The announcement was made on LinkedIn’s blog on November 19, 2013. So,
the promotion message will be something along the lines of “Have you heard of
LinkedIn’s Showcase Page?” Then Cartwright Southern will describe what the page is
about. Then as an example of what a Showcase Page is and what it looks like, she will
direct the traffic to check out her new Showcase Page. Lastly, she will ask the traffic if
they have a LinkedIn Showcase Page, if so, she will ask them to share their links in
order to foster interaction. Over at LinkedIn, the message will be slightly different
assuming the members are aware of LinkedIn’s new feature. She will ask the members
to check out her new Showcase Page and ask them to share their links to their
Showcase Pages, again to encourage interaction.
The feature that Cartwright Southern will use to post new videos about RJ’s
services is simply a link to her channel over at YouTube. She also will include this link
on RJ’s landing page.
Since Cartwright Southern is using WP Sales Page software to create the
landing pages, she is able to use WordPress plugins. Therefore, the features that
Cartwright Southern will include so that comments can be shared with fans of RJ’s
services is the Facebook Social plugin, as well as share buttons. A feature of the
Facebook Social plugin is a Facebook comments box, which encourages logged-in
Facebook users and their friends to comment. These comments will show up in the
users’ newsfeed, which can be shared with their audience and their followers’ audience.

Cartwright Southern will also install the WP Review plugin so that RJ’s services
can be reviewed, as well as rated. The reviews will be shared when visitors share the
landing pages using the share buttons and Facebook Connect.
In addition, the bbpress plugin will be installed creating a forum, which will allow
the customers to chat with each other.
There is really no information to be gathered from the social monitoring tools that
Cartwright Southern is using. She is currently using Mention and Hootsuite social
monitor. Mention has mentions of RJ’s, however, the mentions are of posts that
Cartwright Southern published.
NOVEMBER 2014 SUBJECT PERIOD
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SAT/SUN
1/2
1WEEK
notes
3 4 5 6 7 8/9
2
Create blog post Publish blog post
Share on various
social media
platforms
Check for
comments on blog
post to respond to.
WEEK
notes
10 11 12 13 14 15/16
3
Create e-mail
campaign
Send out campaign
to lists
Share campaign
across social media
platforms
WEEK
notes

17 18 19 20 21 22/234
Create social media
campaign
Use HootSuite to
set up posts and
publishing
schedule.
Publishing schedule
of Hootsuite posts
will continue to the
end of the month.
WEEK
notes
24 25 26 27 28 29/30
5WEEK
notes
31
6WEEK
notes

Product Review
Part 1
Some of the considerations websites should take into account before launching
reviews are:
• The type of content users can post
• The type of content that will be considered derogatory
• Foreign language and spelling rules
• The matter of providing permission to users to mention other brands in their
postings or post links to external Web sites (“The Process of Posting
Reviews”)
Another consideration is where to place the reviews collected on the marketer’s
website. Some companies like Amazon place reviews on their singular product pages.
Other companies may choose an external company, for example, Yelp to collect all of
their reviews, while at the same time persuading customers to visit their websites on the
basis of the reviews (“The Process of Posting Reviews”). Some companies also use
their own social media pages to collect reviews. Sears uses their Twitter page to
respond to consumer complaints. https://twitter.com/searscares.
Entrepreneurs must also consider the moderation process. Will the reviews be
moderated manually or automatically or a combination of both. This also involves what
language is acceptable, as well as the frequency of moderation. In addition, who will
moderate the feedback?
Reviews can be useful to Cartwright Southern’s business in a couple of ways.
One of her goals is to create buzz around RJ’s Internet Marketing Services, LLC.

Reviews can help in that regard by increasing brand awareness, as well as drive traffic
to her website. In addition, an increase in traffic will enhance Cartwright Southern’s
blogger outreach campaign. A lot of traffic also will make her website attractive to
companies seeking bloggers to review their products. More about this later.
Companies use negative product reviews as a guide of how to improve their
products. So far, as how reviews can be useful for Cartwright Southern, they can be
useful in a couple of ways. Similar to other companies who use feedback to improve
their products, she will use the negative reviews as indications of how to improve or
change her service offerings. On the other hand, it is very important that she responds
timely to the negative reviews. Responding at all and quickly will show potential
customers that she has genuine concern for her services. In addition, it will show
existing customers that she cares about keeping them happy. Therefore, negative
reviews can be useful in this regard as well.
Cartwright Southern’s blogger outreach campaign involves bloggers and one of
their randomly selected audience member receiving complimentary service in exchange
for a service review. Upon launching her blogger outreach campaign, she will install a
WordPress review plugin, which will allow Cartwright Southern to setup a specific page
on her blog to receive customer reviews and testimonials for her business and/or
services.
Depending on the amount of reviews either Cartwright Southern or her Virtual
Assistant will be the moderator. If the reviews are minimal, Cartwright Southern will
moderate. In addition, whenever anyone leaves a review, an e-mail will be sent to

Cartwright Southern and her Virtual Assistant, so that they can respond in a timely
fashion.
Cartwright Southern’s guideline will be as follows:
We reserve the right not to post your review if it contains any of the following
types of content:
• Obscenities, discriminatory language, or other language not suitable for a
public forum
• Advertisements, “spam” content, or references to other products, offers or
websites
• Critical or spiteful comments about other reviews posted on the page or their
authors
As mentioned earlier, the review system will be designed where Cartwright
Southern and her Virtual Assistant will be notified via e-mail whenever anyone leaves a
review; as a result, they will not have to check for reviews. They will respond
immediately to the reviewer as soon as they are notified.
The tactic Cartwright Southern will use to encourage reviews is, she will offer the
reviewer 25% off of their first invoice.
As alluded to earlier, a new concept I learned from researching and analyzing
product review is a company called Shoplet uses product reviews to boost sales figures.
They use content marketing strategy to encourage reviews of their products. Shoplet is
an online office supply store. They use a process which is very similar to a blogger
outreach campaign. Shoplet searches for active bloggers and approach them via e-mail
asking for review of their products on the bloggers’ blogs in exchange for receiving the

product for free. In addition, Shoplet uses Twitter to publish the announcement that they
are looking for bloggers.
Once the bloggers post their reviews, Shoplet distribute the content through
social media. This strategy has increased their conversion rate considerably (“How
Shoplet Uses Product Reviews To Boost Sales Figures”).
I didn’t really encounter any challenges when researching product reviews, plus I
remembered that we had lectures on this topic in Week 4. However, I learned a lot
about the review concept.
I don’t expect any challenges when implementing the product review concept for
RJ’s Internet Marketing Services, LLC. The blogger outreach campaign will increase
brand awareness and traffic, which in turn, can make me attractive to companies like
Shoplet. I would be willing to post reviews in exchange for their products. This, too, can
increase brand awareness.
User Generated Content (UGC) for RJ’s Internet Marketing Services, LLC
Part 2
Cartwright Southern will implement a video marketing strategy in order to increase
brand awareness and website traffic.
Opportunities
• Create a buzz around services
• Attract target audience
• Audience will generate content based on opinion of website, brand, and services.
• Potential for content to go viral

Risks
• No control of which website the videos are downloaded to
• User-generated content could be negative
• Negative opinions going viral
• Home-based business - privacy could be violated
Summary
• Consumers have choices of which media they want to consume and when.
• “Gone are the days where advertising agencies are in charge of what we see in
print, television, or the Web” (“UGC Starmaking—From YouTube to the Big
Screen”).
• YouTube is at the forefront of giving consumers options of which videos they want to
view or not, as well as when; therefore, YouTube videos have changed media
consumption.
• A choice of consumption gives the audience power over what is clicked on, shared
with other social sites, or viewed, as well as reviewed. This change in media
consumption has affected social and interactive marketing.
• The change in media consumption benefits the advertiser, because of being a low-
cost advertising vehicle.
• Another benefit is the possibility of going viral, which is low-cost exposure for
advertisers.
• It benefits the movie industry, as they are able to conduct free focus groups
(“Influence on The Big Screen”).

Works Cited
Influence on The Big Screen. The Art Institute of Pittsburgh Online Division [AIPOD].
2011. Web. 8 November 2014
UGC Starmaking—From YouTube to the Big Screen. The Art Institute of Pittsburgh
Online Division [AIPOD]. 2011. Web. 8 November 2014

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RITA J. CARTWRIGHT SOUTHERN, FOUNDER
4022 E. Alta Vista Rd., Phoenix, AZ 85042 • Office: (602) 454-9408 • Cell: (602) 540-4307 • Rita@rjsinternetmarketing.com
http://re.vu/ritacartwrightsouthern (Digital Resume)
Professional Summary
Motivated business professional, business development, and social media expert bringing a
12-year career in small business ownership, who quickly masters new concepts and
technologies to drive successful businesses. Online marketing specialist with 4 years in the
field who specializes in harnessing the power of social media to boost customer
engagement in innovative ways. Excels at creating and implementing effective promotions
targeting specific audiences.
Skills
 Social media engagement
 Creative and innovative
 Digital marketing
 Social media expert
 Online and mobile consumer marketing tools
 Web 2.0 savvy
 Product marketing specialist
 Strategic thinker
 Organized
 Marketing plan development
 Advanced MS Office Suite knowledge
 Proofreading
 Business writing
 Proficient in Adobe CS5
 Excellent communication skills
 Website design expert
 Internet marketing
 Constant Contact
 Aweber
 MailChimp
 Professional and mature
 Strong problem solver
Work History
Founder, 10/2002 – Present
RJ’s Internet Marketing Services, LLC – Phoenix, AZ
 Perform business operations pertaining to the company
o Bookkeeping
o Consult with potential clients
o Create and revise as needed online profile
o Handle company expenses
o Income taxes
o Keep up with industry news
o Network offline and online with potential clients
o Sort through and respond to e-mails
 Promote company using Internet marketing
o Create and maintain web pages
o Create and maintain blog
o Create blog posts
o Create micro-ads for social media networks
o Set-up and schedule e-mail marketing campaigns
o Set-up and schedule micro-ads using Hootesuite

 Provide Internet marketing services to entrepreneurs
o Create and maintain web pages
o Create and maintain blog
o Create blog forums
o Create blog posts
o Create micro-ads for social media networks
o Edit videos
o Layout and publish e-newsletters
o Promote clients’ blog posts and products through social media marketing
o Set-up and schedule micro-ads using Hootesuite
o Set-up and create products for shopping cart
o Set-up and schedule e-mail marketing campaigns
o Upload videos to YouTube
National Executive Management Trainee/Sales Manager, 02/1999 – 10/2000
Sears – Moreno Valley and Oceanside, CA
 Was the Men’s Department Sales Manager
 Managed and trained the sales associates in the Men’s Department
 Analyzed financial reports in order to determine sales plan and set goals
 Performed various tasks which included interviewing, hiring, scheduling, performance reviews,
managing, coaching and developing sales associates using various training tools, strategically
organized the sales floor in order to affect sales, ensured that the sales floor was in compliance with all
state rules and regulations; for example, pricing accuracy and ADA (American Disability Act), as well as
performed various administrative tasks
 Merchandised department according to presentation/visual standards and company directions
 Coordinated the process of getting the merchandise to the sales floor which involved teaming with
various departments
Retail Specialist, 10/1998 – 01/1999
Vision Works Entertainment – San Ramon, CA
 Set up POP (Point of Purchase) displays
 Demonstrated various products
Word Processing Specialist, 09/1989 – 01/1999
Arizona State University – Tempe, AZ
 Produced and edited documents using various software applications for the Provost’s Office which
included correspondences, tables, publications, and mass mailings
 Created annual publications used by the university
 Prioritized and organized work-related requests
Summer Marketing Intern, 06/1997 – 08/1997
AirTouch Cellular (Verizon) – Phoenix, AZ
 Did comparative shopping in order to update an internal publication used by AirTouch employees in the
Southwest. The publication is used as a reference regarding the cell phone market.
 Was responsible for the creation and production of a customer service survey brochure for the AirTouch
Cellular Retail Stores.
 Created reports based on data results. Store managers use the reports to learn how to better serve
their customers.
Word Processing Specialist, 11/1986 – 06/1989
Sun State Savings and Loan Association – Phoenix, AZ
 Created and edited documents using various software, which included mass mailings (200+), loan
documents, policy and procedures, job descriptions, and general correspondence

Receptionist, 07/1985 – 11/1986
Sun State Savings and Loan Association – Phoenix, AZ
 Was responsible for all incoming calls on an extremely busy switchboard
 Greeted and assisted applicants and customers
 Performed typing, filing, and copying projects as needed
Education
Bachelor of Science: Marketing, Minor Spanish: 05/1998
Arizona State University, Tempe, AZ
Emphasis on Marketing theories; Major GPA 3.8; Overall GPA 3.62 (Magna Cum Laude)
Internet Marketing - Certificate
Art Institute Online Division
Emphasis on Internet Marketing; GPA 4.0
Honors
 Duncan Jennings Memorial Scholarship
 Golden Key National Honor Society
Additional Information
Class of 2014 Who's Who among Women in E-commerce
References
Available upon request

Rita J. Cartwright Southern, Founder
RJ’s Internet Marketing Services, LLC
Rita@rjsinternetmarketing.com
www.rjsinternetmarketing.com
(866) 651-3073 (Toll Free)
(602) 454-9408 (Office)
(602) 426-0242 (fax)
Your Business Success Is Our Success

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