Final Project for Advanced Internet Marketing Strategies Class in Full Sail University

1. Internet Marketing Plan
Of Action For APS
Materials
by Damiso Lockhart

2. Presentation Summary
•
•
•
•
•
•
Define our audience, demographics,
intentions
Broad campaign strategy overview
Target campaign strategy overview
Intention based campaign overview
Newsletter strategy overview
Landing page optimization strategy

3. Our Audience
Our target audience is CFOs or decision makers in the biomedical, aerospace and
semiconductor industries.
Audience Intentions
Our customers are primarily in search of a thermal spray provider that is a trusted resource
and is cost effective. It is assumed that many of the clients have multiple bids for thermal
spray projects. Based on the nature of the industry and sales process, it is assumed that
this is a highly educated and aware buyer. The clients have a good working knowledge of
thermal spray before they investigate APS Materials’ offer.

4. Buyer Personas
●
●
●
●
Competitive
Spontaneous
Humanistic
Methodical

5. Broad Campaign Overview
Best Case Scenario
•
•
•
•
•
Conversion Rate of 0.75%
Average Transaction Value of $85
2.6 M Exposures
6,500 Total Visits
Potential Revenue $ 4,143.75
Ad Format: Banner Ads
● Main Messaging
● Main Goals
Worst Case Scenario
•
•
•
•
•
Conversion Rate of 0%
Average Transaction Value of $85
2.6 M Exposures
6,500 Total Visits
Potential Revenue $ 0

6. Targeted Campaign Overview
Best Case Scenario
•
•
•
•
•
Conversion Rate of 2%
Average Transaction Value of $85
100,000 Exposures
350 Total Visits
Potential Revenue $ 595
Ad Format: Banner Ads
● Main Goals
Worst Case Scenario
•
•
•
•
•
Conversion Rate of 0%
Average Transaction Value of $85
100,000 Exposures
350 Total Visits
Potential Revenue $ 0

7. Intentioned-Based Campaign
Best Case Scenario
•
•
•
•
•
Conversion Rate of 6%
Average Transaction Value of $85
10,000 Exposures
110 Total Visits
Potential Revenue $561
Worst Case Scenario
•
•
•
•
•
Conversion Rate of 0%
Average Transaction Value of $85
10,000 Exposures
110 Total Visits
Potential Revenue $ 0
Keyword
Monthly Search Volume
Average CPC
hydroxyapatite
5400
$0.93
plasma coating
260
$3.30
plasma spray
170
$3.38

8. Newsletter Campaign Overview
Best Case Scenario
•
•
•
•
•
Conversion Rate of 6%
Average Transaction Value of $85
6,500 Exposures
660 Total Visits
Potential Revenue $ 3364.71
●
●
Campaign strategy and goals
Worst Case Scenario
•
•
•
•
•
Conversion Rate of 0%
Average Transaction Value of $85
6,500 Exposures
660 Total Visits
Potential Revenue $ 0

9. Landing Page Optimization Strategy
● Assumptions
● Testing and optimization process
● Metrics

10. References
APS Materials, Inc. (2012, August 17). APS Materials Leading The Way. Retrieved
December 23, 2013, from Apsmaterials.com:
http://apsmaterials.com/index.php?mact=News,cntnt01,print,0&cntnt01articleid=16&cntnt0
1showtemplate=false&cntnt01returnid=72
Burrelli, J. C. (2012, March). Diversity in Science and Engineering Employment in Industry.
Retrieved December 23, 2013, from Nsf.gov:
http://www.nsf.gov/statistics/infbrief/nsf12311/
Net Gains Marketing. (n.d.). Identifying your Customers - The 4 Personas. Retrieved
December 23, 2013, from Netgainsmarketing.com:
http://www.netgainsmarketing.com/blog/identifying-your-customers-the-four-personas