The document provides an executive summary and campaign strategy for 7 Notes Music School. It discusses targeting dual income families with children aged 0-14 near Frisco, Texas with group music classes. The strategy involves a core brand campaign and campaigns for private lessons, summer camps, and birthday parties. It provides insights on actual results versus expectations and top performing versus least performing ad groups. It also discusses analyzing the school's website for usability and search engine optimization opportunities.

1. Executive Summary
Core Brand
Campaign
Core Brand
Campaign
Summer Camps &
Birthday Parties
Campaign
Summer Camps &
Birthday Parties
Campaign
Private Lessons
Campaign
Private Lessons
Campaign
Yamaha Music
School
Adgroup
Frisco
Music School
Adgroup
Kids Birthday
Parties
Adgroup
Kids Summer Camp
Adgroup
Singing Lessons
Adgroup
Piano
Lessons
Adgroup
[yamaha school of
music]
“yamaha music”
[frisco music
school]
“schools in frisco”
“birthday party
ideas”
[music themed
birthday party]
[music summer
camp]
“birthday celebration
ideas for kids”
“singing lesson”
[private singing
lesson]
[private piano
lessons]
+child +piano
+lessons
-dealer
-showroom -
accessories
-charter -christian
-closings
-invitations
-supplies
-decorations
-teenager
-sports
-adult
-group
-1
-online
-virtual
-internet
-free
Campaign Strategy Approach:
• 7-Notes Core Brand Campaign
• Raise brand awareness
• Highlight 7-Notes’ offerings
(ex: Mommy and Me classes)
• Private Lessons Campaign
• Focus on three most popular lessons
(violin, voice, and piano)
• Highlight private lesson deals
• Summer Camp / Birthday Parties Campaign
• Promote summer camp and birthday
party options
• Summer camps involved musical and
STEM topics
• Birthday parties involved musical or
LEGO options

2. Executive Summary
Target Market:
75% Of Company’s Total Revenue Generated
From Group Music Classes
Primary Target:
Dual Income Families With Children, 0-14 years
Living within 15 mile radius of store location near
Stonebriar Shopping Center in Frisco, Texas
Growth Opportunities: Private Lessons, Summer Camps
& Themed Birthday Parties
Secondary Targets:
All Ages Looking For Music Lessons
Parents Of Babies & Toddlers, 0-3.5 years
Parents Looking For Kids Activities, 5-12 years
Living within Dallas-Fort Worth Metroplex, up to 30 mile
radius to store location

3. Executive Summary
Expected vs. Final Results:
Expected:
Based on search volume and competitive data, we
set a broad estimate for what we expected to
achieve in 21 days. You can find out expected
results in the table to the left.
Final Results:
We always knew the field would be competitive,
which was the basis for the conservative estimates.
However, even by those estimate we fell short. We
managed to get more than 50% of our Impressions
and Clicks goals. CTR was close to 3% multiple
times, but held down due to outside factors. Highly
competitive bids and a lack of consistent traffic
hampered the campaign during the 21 days.
Expected Final Results
Impressions 12,000 6,700
Clicks 360 155
CTR 3% 2.3%
Budget Spent $250.00 $188.96

4. Insights - AdWords
Top Achievement:
According to Auction Insight Reports, Private Lessons outranked major competitors like
TakeLessons.com gaining 67.98% of impression share and an average position of 2.3.
Top Performing Ad Group:
7 Notes Music School, Violin Teacher, STEM Summer Camp
Good keywords, ads with call to action and specific landing page
Least Performing Ad Groups:
Toddler Music Classes, Piano Lessons, Kids Birthday Parties
Ads had low CTRs and low average position on search engine results pages
Broad, highly competitive and expensive to maintain keywords

5. Web Usability: Functional
7-Notes.com’s site speed is extremely fast. Business contact
information is easily found. No flash or other add-ons decrease
page load times. Displays well in both desktop and mobile
devices.
Things need to be improved:
● Poor Site Navigation: broken links to category pages, several
links lead to same page
● Secondary navigation adds little value to visitor, use links to
other pages
● No breadcrumbs to guide users from home to current page
● No internal search bar
● No Structured Data Markup
● No accessibility standards (Screenreader)
● No mobile xml sitemap, mobile css or mobile redirect
● No responsive design: use media queries to scale static
images, font, elements

6. Web Usability: Functional
Recommendations:
● Reduce image file sizes to speed up page load time
● Readability - Overuse of blue text on white and yellow backgrounds
● Use descriptive anchor text on all links
● Optimize links: use blue, underlined hyperlinks that grey out when clicked
● Promote SSL secure process with collecting personal identification information
● Keep footer consistent across website
● Use Schema.org to crawl site, add rich snippets
● Develop mobile website
● Add breadcrumbs to guide users from home to current page
● Minimize use of redirect / in-active pages
● Add sitemap
● Use media queries to scale static images, font, elements

7. Search Engine Optimization
Google’s algorithm uses over 200 factors to evaluate
search engine optimization of a website. In order to
boost search engine rankings, 7 Notes must optimize
web pages with relevant content that promotes its core
business and consumers.
● Include descriptive title tags, meta-descriptions
and meta-tags (keywords) on every page
● Use <h1> header tags to show what page is about
● Optimize images by adding titles, captions and alt-
tags
● Restructure Page URLS: Less characters, clear,
concise language
● Add keywords, narrow focus of content pages
● Keep call to action above the fold, drive
conversion (phone call, form)