Content marketing plan completed as a part of a course in the Integrated Marketing Communications M.S. program at West Virginia University.

1. Aaron J. Weese
IMC-639
Prof. K. Meeks
West Virginia University
Content Marketing Plan

2. Who Is Dive Right in Scuba?
● Founded in 2006 By Rod and Mike Pedersen
● Based in Plainfield, Illinois
● SCUBA retailer with an online and brick and mortar presence
● Sells SCUBA and watersports equipment
● Also has a repair and training operation
“We want to be your local dive shop, no matter where you live(Dive
Right in Scuba, 2017)”.

3. How Can Content Marketing Help The Company?
● SCUBA Divers are often voracious readers and learners.
● SCUBA Divers are often active on forums, blogs, wikis, and social
media(ScubaBoard, n.d.)
● A robust content marketing effort will establish Dive Right in Scuba
as a thought leader in the industry.
● As a thought leader, SCUBA Divers and those interested in the
sport will look to Dive Right In Scuba for information and
knowledge regarding equipment and assistance in making purchase
decisions.

4. Business, Marketing, and Content Marketing
Objectives
● Business Objective
○ To increase revenues by 12% over the course of the 2018 calendar year.
● Marketing Objective
○ To establish Dive Right in Scuba as a preferred choice for SCUBA equipment and
training by establishing itself as a thought leader in the industry.
● Content Marketing Objective
○ Build awareness and drive demand for Dive Right in Scuba products and services
among SCUBA divers and those interested in diving. This is accomplished through
creation and distribution of engaging, high level content through appropriate
channels.

5. SWOT Analysis Strengths
● 12 years in business
● Well known and respected for
customer service
● Strong record for sales
● Financially Solvent
Weaknesses
● Limited International
Reach(US/Canada)
● Smaller than some
competitors thus less
wholesale buying power.
Opportunities
● Make broader use of social
media.
● Increase industry presence
through publishing content on
relevant channels.
Threats
● Competition from other
organizations
● Economy. SCUBA Diving is a
leisure activity and thus prone
to economic fluctuations.

6. “SCUBA Steve”
-Buyer Persona
Background
● Works in a management or professional capacity.
● 4-year college degree. Graduate study likely
● Married, owns home, empty nester or no kids
● Has disposable income, enjoys fun and adventure.
Demographics
● Male
● Age 35-54
● Income over 75k per year
● Suburban
Values
● Family and friends
● Community
● Enjoying life and living
to the fullest
Identifiers
● Calm demeanor
● Voracious reader and researcher
● Pays attention to recommendations from friends
● Will do his own research prior to purchase decision
Enjoys
● A weekend with
friends/family
● Household projects
● Professional sports
● Volunteering
(Springbot, 2018)

7. Content Campaign Timeline
90 days prior 60 Days Prior 30 Days Prior
• Review with management
• Form content team
• Establish member roles and
responsibilities
• Establish communication
schedule and procedures
• Determine promotion budget
• Establish content mediums
and topics
• Assign content pieces to
individual team members
• Review buyer personas and
determine promotion channels
• Edit and review produced
content pieces, make
adjustments
• Establish promotion schedules
and channels. Set up
promotion/analytics software
and test
15 Days Prior Launch Post Launch
• Review of content by
management and legal team.
Make edits as necessary.
• Review promotion channels
and costs with management
and finance team.
• Make final edits and test all
software.
• Schedule content releases on
predetermined dates and
channels.
• Review and correct any issues
with content, software, or
timing.
• Team meeting, launch review.
• Discuss post launch
• Review analytics and traffic
data.
• Is content resonating? Is
audience engaged?
• Review audience sentiment
and engagement
• Make adjustments as
necessary to content,
channels, or timing

8. High Level Editorial Plan
Quarter Theme Events Recommended Content
Q1 Shake the dust off Pool days
SCUBA tune up
Equipment courses
• Get your gear ready for dive season
• Haven’t dove in a while? Why you need a
refresher
• Is it time to further your dive education?
Q2 Get ready for dive
season
Local dive charters
Equipment demo days
Continuing dive
education
• 10 dive charter etiquette tips
• Can’t travel this season? Discover local
diving!
• You should take that advanced course,
here’s why.
Q3 Dive season is
here
Daily dive excursions • Why you should think about next season
right now
• What’s coming next year? Here’s our
predictions.
Q4 Dive season is
winding down
Trips south for extended
season diving
DEMA
Cold water/ice diving
• You should seriously try ice diving. Here’s
why.
• What’s coming to DEMA this year?
• How to properly store your equipment
• Xmas gift ideas for your favorite diver

9. Content
Example

10. Promotion Objective
Increase demand for Dive Right In Scuba’s product offerings to its researched buyer
personas by sharing and promoting SCUBA related product and educational content
through the combination of paid, owned and earned media channels.

11. Promotion Channels in Earned, Paid, and Owned
Media
● Earned Media Channel
○ Scubaboard(Online community for Divers)
● Paid Media Channel
○ Facebook Ads
● Owned Media Channel
○ Email Lists

12. Content Promotion Plan
Media Strategy Resources Desired Outcome Measurable
Owned:Email Weekly Emails to
opted in audience
with content and
suggested products
and services related
to that content
8 hours monthly and
Constant Contact
account
Sales from clicks
within the emails
Sales quantity and
dollars. (Magento
Sales Reports,
Google Analytics)
Paid:Facebook Ads New ad monthly
promoting a piece of
content to targeted
audience based on
editorial calendar.
4 hours monthly and
Approved ad spend
Email signups via
CTA on content page
Email
signups(Constant
Contact, Google
Analytics)
Earned:Scubaboard Post new and RRR
content weekly with
resources for direct
engagement.
16 hours monthly for
channel monitoring
and engagement
Clicks to website from
Scubaboard based on
links within posts and
staff recommended
products and
resources
Clicks from
Scubaboard
links(Google
Analytics)

13. Content Promotion Budget
Yearly Budget: $15,000.00
Breakdown:
Channel Payroll Ad Spend Other
Owned:Email 2,400.00 0 600.00(Constant Contact)
Paid: Facebook Ads 1,200.00 6,000.00 0
Earned: Scubaboard 4,800.00 0 0
Total 8,400.00 6,000.00 600.00

14. Micro Level Metrics
Media Type Channel Metric
Paid Facebook Ads 1.6% Click rate on Ads. Based on an average CPM of $7.34(Irvine, 2017),
our ad spend will result in an average of 81,743 impressions. This would
lead to 1,307 clicks to the content and CTA.
Earned Scubaboard 6.2% click rate on product links placed within posts. Based on Scubaboard
views and impressions data, current company posts receive an average of
23,443 monthly views(Scubaboard, 2018). Based on this data, we can
expect 1,453 product link clicks monthly from this channel.
Owned Email 27% open rate and a 12% click rate on product links within the email
messages(Constant Contact, 2018). With a list size of 42,543 that
translates into an estimated 11,486 email opens and 1378 product link
clicks per email sent.

15. Macro Level Metrics
Media Type Channel Metric
Paid Facebook Ads Increase awareness and potential customer base through driving
customers to the content and CTA inviting them to subscribe to the
email newsletter.
Earned Scubaboard Increase sales through direct clicks on product links recommended
within the content posting and subsequent engagement postings.
Owned Email Increase and aid sales through direct product link clicks contained
within email newsletters.

16. Measurement and Evaluation Tools
Media Type Channel Tools for Macro Metrics Tools for Micro Metrics
Paid Facebook Ads ● Constant Contact
● Facebook Analytics
● Constant Contact
● Facebook Analytics
● Google Analytics
Earned Scubaboard ● Magento(E-Commerce)
● Google Analytics
● Scubaboard Analytics
● Magento(E-Commerce)
● Google Analytics
● Scubaboard Analytics
Owned Email ● Constant Contact
● Google Analytics
● Magento(E-Commerce)
● Constant Contact
● Google Analytics
● Magento(E-Commerce)

17. References
● Buy Scuba Dive Gear & Accessories Online | Discount Scuba Gear Store |
Dive Right In Scuba | www.diverightinscuba.com - Dive Right in Scuba.
(2017). Retrieved from https://www.diverightinscuba.com/
● The World's Largest Scuba Diving Community. (n.d.). Retrieved from
https://www.scubaboard.com/
● ECommerce Marketing Automation for Magento & Shopify. (2018). Retrieved
from https://www.springbot.com/