“turn old fabrics into
INTERNET MARKETING PLAN chelsea monahan
TABLE OF CONTENTS
WEBSITE DEVELOPMENT PLAN .............................................. 2
WEBSITE FLOW DIAGRAM ................................................ 4
HOMEPAGE PROTOTYPE ..................................................... 5
SEARCH MARKETING PLAN ..................................................... 7
GOOGLE ADWORDS ............................................................ 8
PROMOTIONAL STRATEGIES .................................................... 12
WEBSITE DEVELOPMENT PLAN
The strategy of our website architecture will consist of creating different tailored click-paths for task-oriented us-
ers and experiential users.
Our task-oriented users will visit the site with the intention of acquiring an outcome, whether it be the purchase of a
product, creating an example of a bag/cover from a certain fabric, answering a question or solving a problem through
descriptive information, FAQ’s and online technical support.
The experiential users will generally visit or stumble across the site and find themselves creating different bags to
share with their friends through social networks, with no intention of purchasing or browsing/voting for the contest
The navigation menus will consist of 1st layer header navigation and 2nd layer left column body navigation, which will
also appear as drop downs on the 1st layer navigation and click path below the header. For example: “about > laptop
covers > 17 - inch Apple laptop”. This design element constitutes effective website navigation, as the customer now
knows where they are, where they have been and where they can go.
The use of integrated video media from our YouTube channel will give the the website a greater ability to engage us-
ers, which creates a stickiness appeal for the experiential users.
Credibility will be added to the website by registering with the ‘TRUSTe Certified
Privacy Group’ and their certified logo will be implemented into the footer of the
We will use "www.covercarry.com" but, in case of mis-spelling, we will also purchase "www.coverandcarry.com,"
"www.covercary.com" and "www.cover&carry.com." These alternate domains will offer a 301 redirect to
www.covercarry.com, which will also assist in our SEO rank.
The URL name
effective as it cover some
of the simple rules of
purchasing a domain,
• Easy to type -
avoid "q," "z," "x," and
• Dot-Com -
rather than .org , .net ,
.tv or .edu
• Easy to remember
- increases word of
• Keep as short as
• Reject hyphens and
SEARCH MARKETING PLAN
Organic Search Strategy:
Organic search results will be an important part of our marketing strategy to help improve Covery & Carry’s SEO. To
make sure our site is indexed, we will submit our website to Google,Yahoo, Bing and on DMOZ open directory project.
Some people think that the DMOZ is no longer useful and it has been suggested that bribery is one of the only ways to
get indexed. However, since it costs nothing to register, we will attempt this method.
Our title tag will read, “Custom Laptop Bags, Electronic Accessories by Cover and Carry.” The first words on our website
feature our slogan and read, “Turn Old Fabrics into New Favorites with the Do-it-Yourself-Design process. Create Now!”
Under the About section, we sum up our offerings as follows: “Create your own laptop bags, cellphone cases, iPod covers,
etc! Send in your own material or choose from our options. Recycle old fabric and protect your electronics.”
We will also use meta tags so that we can improve our rankings on smaller search engines. These meta tags will be the
same as our Google Adwords, as listed on the following page.
In addition, we will use path and file names so customers can easily navigate to
important parts of the site. Path examples include:
We would also to like increase our popularity by asking others to link to our site.
Cover & Carry contests and other promotions involve social media, so our name
will be linked to pages like Twitter and Facebook . We would also like blogs that
are focused on fashion, technology and sustainability to link to us. One example
of a blog that aligns itself nicely with our company is Painfully Hip, a blog that
focuses on fashionable young women who share their sustainable style.
Paid Search Strategy:
Cover & Carry has chosen the following keywords to purchase through Google Adwords
laptop bags customizable laptops custom cell phone covers
laptop cases custom cases custom cell phone cases
laptop sleeves custom laptop cases custom cell phone skins
laptop covers custom computer cases custom phone skins
custom pc cases recycle old clothes
Additional keywords include
buy laptop case laptop case laptop case sleeve electronic case cover&carry
computer case laptop cases and bags laptop luggage electronic cover cover & carry
case computer laptop carrying case stylish laptop case ipod case coverandcarry
notebook computer case laptop carry case unique laptop sleeve ipod cover cover and carry
laptop computer case laptop travel case unique laptop bag phone case customizable
laptop case bag designer laptop case phone cover customizable bags
laptop bag case customized laptops designer phone case do it yourself design
laptop case cover custom leather cases portable dvd player do-it-yourself-design
case old clothes into cases
These additional keywords are more ideal for when people want to search our product, but currently not enough
people search them. As we become established, these are highly targeted to our products and we hope people
would search these keywords to find us. These keywords are included in our budget, but are rough estimates only.
1. Create buzz and awareness about the Cover & Carry site and brand to get it on the map as a competitor to
“customizable” laptop bag e-sellers
2. Attract 600 unique visitors in the first three months
3. Produce a minimum of 100 custom-made bags in the first two months
4. Build social media aspects of site by getting 30 or more people to post pictures to the site in the first two months
With our first goal in mind, we want people to wonder what Cover & Carry has to offer. We have
several short text ads that we hope will get people curious enough about us that they will click to
check out our site. When a user types in any of the aforementioned keywords, ads such as these will
appear on the right side of a Google search where the sponsored links are, as pictured below
Other examples of our short text ads
that will be appear on Google’s
sponsored ads sidebar are featured to
Our campaign will be in English, first in
the United States, then later expanding
into Spanish and French and into
neighboring countries like Mexico and
Some of our Google ads are also linked to specific pages within our site. For
example, the ad to the left would be directly linked to our page dedicated to
the DIYD system, specifically the “laptop” section. That way, people can get
to the site and start creating their sleeve or cover right away. Some of the
keywords on our list that would be linked to this ad and to this page would
be “do it yourself design,” “customized laptops,” “old clothes into cases,”
“unique laptop sleeve,” and “customizable bags.”
Cover & Carry will use a budget of $14,000 for the year. This is a substantial increase from the online budget we
proposed in our earlier marketing plan, which stated $1,000 for total marketing. However, we realized we had not
allocated enough money to search and have made the appropriate adjustment.
Budget for Keywords Explained:
With the 16 keywords listed below averaging $1.35 per bid, we also estimate $0.05 per keyword for our additional
38 keywords, which currently have no bids. This would make about 595 times people could search each keyword
and have our ad show up per year. We would tweak this if certain words were being searched more than others.
keyword monthly searches competition suggested bid (in USD)
The following table laptop bags 15,000 9 1.44
outlines the keyword laptop cases 10,000 9 2.06
budget, with all ad groups laptop sleeves 4,400 8 1.29
falling under the name laptop covers 2,800 8 1.50
DIYD custom cases 660 8 1.50
custom computer cases 1,200 8 1.63
custom pc cases 440 8 1.26
custom laptop cases 125 8 2.00
customizable laptops 280 9 3.17
custom cell phone cases 125 8 1.31
custom cell phone covers 190 8 1.02
custom phone covers 125 8 0.73
custom cell phone skins 125 8 0.49
custom phone skins 125 7 0.45
custom leather cases 66 7 0.70
recycle old clothes 52 4 1.04
We plan to design a banner ad to place on other sites that focus on the DIYD culture, such as Etsy, Michael’s and
Jo-Ann Fabrics. In order to decrease the overall cost of this ad, we will make an agreement with these compa-
nies to swap ads. For example, the Cover & Carry site will display an ad for Etsy, which features the specialty
products created and sold by individual designers, and we will receive ad placement on their site in turn.
Aside from banner ad swapping with these affiliates, we also plan to place smaller ads on popular blogs that deal
with fashion, technology and sustainability. Such blogs include the aforementioned Painfully Hip (as illustrated
below), as well as other fashion blogs like The Cut and The Sartorialist, technology blogs like Gizmodo, Lifehack-
er, and TechCrunch, and sustainability blogs like TreeHugger. We hope to rotate our advertisements and receive
placements on three blogs at all times.
These small ads are also
easily adaptable for social
networking sites that our
target audience frequents
such as Facebook and
As an organization that promotes creativity and the DIYD trend, we plan to run contests regularly. Coinciding
with different seasons or holidays, or simply relating to fun themes, our contests will involve participants post-
ing pictures and comments and voting on winners who will receive discounts, free shipping, or other prizes. For
example, in the Pajama Party contest shown below, participants will post pictures of themselves sporting their
old clothes or materials as well as digital uploads of the virtual design created on the Cover & Carry site. They
can then share these pictures and their thoughts on the process and their creation with friends and the Cover &
Carry community, who will then vote for their favorite within a given time period. The winner’s pictures will be
featured on the site (as well as Cover & Carry’s social networking sites, which will be discussed later) and he or
she will receive their unique creation for free, plus a $100 gift certificate for future Cover & Carry shopping.
Other contest ideas include:
It’s a Pajama Party! • Fabulous in Flannel (featuring
Rock your old sleep-wear for a chance to win a
free customized laptop cover, plus $100 toward
• Show Your Team Spirit (featuring
your next Cover & Carry purchases. Share pics of old team jerseys or uniforms)
yourself in bright, fuzzy slippers, a comfy bathrobe,
some sweet drawstring pants – whatever you used Seasonal contests include:
to cuddle up in! Then upload your fabric pictures
and create a virtual laptop cover with the help • Spring- Pretty in Pastels (featur-
of our digital designer software. Winners will be ing pastels and floral prints)
featured on our homepage plus Cover & Carry’s • Fall- Book Smart (featuring pro-
Facebook fan page.
Voting starts now! Contest will end in 16 days.
May the best nightie win. • Winter- Brrrr-rilliant Fashion
(featuring coats, blankets and
see the official Contest Rules and Regulations other cozy materials)
Brought to you by Cover & Carry
A Cover & Carry Facebook page will act as a public profile that connects Cover & Carry to its fans. Here,
Cover & Carry can post information and updates about the site, links to contest news and winners, as well as
pictures of products and contest participants “before and after” shots. Users can start discussions about the
site, post comments, pictures, and videos and invite others to become fans.
As a free social messaging utility for staying connected in
real-time, Twitter serves as a simple and effective platform
for Cover & Carry to direct messages at followers. Cover
& Carry should tweet about site changes, upcoming pro-
motions and events, as well as contest results.
Alongside placing ads in popular blogs, Cover & Carry
will also benefit from starting its own blog. Blog authors
can focus on DIYD culture, sustainable fashion trends, and
other topics, as well as post about satisfied customer sto-
ries and company news, promotions, and events.
It is important that all of Cover & Carry’s social media applica-
tions are integrated, meaning there should be links on each
site directing users to all other Cover & Carry sites. These
sites provide followers with inspiration and DIYD tips, and
integration will increase awareness and traffic to the Cover
& Carry website.
Cover & Carry will hold seasonal discounts during high sales periods, such as back-to-school in August and September
and graduation in May and June. These are times when our target market will be looking to fill their electronics needs
– entering or graduating from college is a peak time to purchase new laptops – and offering $5 off and occasional free
shipping on purchases over $75 will allow them to take care of their electronic protection needs at the same time.
One sales promotion that will create long-lasting customer relationships is Cover & Carry’s gift with initial purchase
over $20. For instance, if a first-time shopper creates a customized laptop cover, Cover & Carry will create a matching
cover for an iPod, cellphone, or other device from the shopper’s materials or matching in-stock material, free of charge.
First-time shoppers will have the option of selecting their preferred small electronic to cover during the check-out stage
of the online shopping experience, and this cover will prominently feature the Cover & Carry logo. Not only will this
promotion entice users to return to Cover & Carry for their future electronic covering needs and gifts, it will develop
an interest in others who see the Cover & Carry logo.
Another simple promotional strategy is offering 20% off purchases to shoppers who refer a friend.
As previously mentioned, Cover & Carry hopes to build
connections with established companies like Michael’s and
Jo-Ann Fabrics. Jo-Ann’s hosts regular events like crafting
workshops and summer camps for kids, and Cover & Carry
plans to sponsor a workshop specifically for creating simple
electronics cases. This sponsorship will not only benefit
Jo-Ann’s by driving in-store traffic and purchases, but it will
also increase awareness of the Cover & Carry brand and
strenghten our tie with the popular craft store.
As previously stated, we have increased our budget from our original estimate. The amount spent on promotional
efforts will be included in our revised online budget of $14,000. We will spend more money advertising on sites such as
fashion and technology blogs than on Facebook and LinkedIn, and our banner swapping with affiliate sites is free. Our
monthly budget for online marketing efforts is outlined below.
Our offline advertising is laid out below as well. These costs are subject to change, as they are dependent upon our rela-
tionships with companies like Jo-Ann’s and Michaels.
- banner ads on affiliate sites: $0
- blog ads: $200 per month x 3 blogs = $600
- Facebook banner ads = $137 per week or $0.43 CPM
- LinkedIn banner ads = $137 per week or $0.43 CPM
- social networking = $0
- gift with initial purchase: $6 x estimated 100 purchases in first month = $600
- sponsored events: allocate about $1,000