The document provides an internet marketing plan for a website called "Cover & Carry" that allows users to customize laptop bags, cell phone cases, and other electronic accessories using recycled fabrics. The plan includes developing the website with tailored paths for task-oriented and experiential users. It also outlines search engine optimization strategies through organic search and paid search (Google AdWords) using relevant keywords. Promotional strategies will utilize social media and contests.
Cover & Carry - Internet Business Marketing PlanOwen Moore
Cover & Carry is a one-stop shop for protective coverings fit for any electronic device. We offer customized cases from preselected materials and designs, our company stands out by allowing
customers to create new products from their personal belongings.
A pure play business, Cover & Carry will have no bricks-and-mortar storefront and our manufacturer-direct model will focus on creating one-to-one relationships with customers. Our target is composed of heavy electronics users, from the young adults entering college or the workforce to the middle-aged professionals with multiple gadgets they want to cover. We hope to position Cover & Carry as as a high-quality, high-value brand, distinguishing ourselves through our personalized shopping experience and devotion to customer
service.
This is a Feasibility Study conducted by a group of students "The Incorporators" from Capitol University's Bachelor of Science In Business Administration major in Marketing Management and Human resource Management.
Note: This document is not available to download, sorry for the inconvenience.
This document discusses marketing aspects and demand analysis for projects. It provides details on:
1) Objectives of marketing studies such as analyzing past/present demand and supply and formulating marketing programs.
2) Parts of marketing studies including market analysis and marketing planning.
3) Techniques for estimating demand like using standards, chain ratios, and market build-up methods. Historical data from various sources can be analyzed to estimate past and present demand.
4) Methods for projecting future demand including surveying intentions, needs assessments, expert opinions, time series analysis, and market testing. Proper techniques should be chosen based on available data quality and quantity.
This document provides instructions for students regarding two technical papers they are required to submit for an online class. Students must post their papers online by January 18th and February 1st. Each paper should be 1500-2000 words and address a topic related to the class syllabus that has been approved by the instructor, Monique Sherre. Students will also review and provide commentary on two papers submitted by classmates. The document provides examples of past student papers and guidelines for formatting and submitting the papers online through the class website.
Naming your Website and File name
-A website is a collection of publicly accessible, interlinked Web pages that share a single domain name. Websites can be created and maintained by an individual, group, business or organization to serve a variety of purposes.
-A Uniform Resource Locator is a complete web address used to find a particular web page. While the domain is the name of the website, a URL will lead to any one of the pages within the website. Every URL contains a domain name, as well as other components needed to locate the specific page or piece of content.
Today with the advent of the internet, the world has become a smaller place. Any kind of information is easily available and at our fingertips. The world of the internet is amazing and it continues to transform our lives, the way we communicate, the way we receive and share information and live a quality life.
Today many people are spending most of their time over the internet, it could be either for purchasing products or reading news or watching a movie or using a service etc.
With the amount of time being spent on the internet, business owners and personal brands have realized the importance of being online and have started moving their businesses and services online.
Living in the digital world, having a website is very crucial for any business. If a business does not have a website, it is missing several business opportunities and potential customers.
A business website helps in accomplishing a number of digital marketing strategies that can help a business grow. Web advertising has a wide reach and is one of the most effective forms of advertising.
Considering how easy it is to create a website and how many themes and options there are out there, every business and/or personal brand should have one. A website helps market a business online and helps build credibility.
There are several reasons why a website is important for your business, which is why we present this free weekend masterclass on building free sites on Google and WordPress.
Introduction to Website Design & Google Sites is a presentation by Komaa Nancy Martha, Founder of the Digital African Library and Web developer at the Glare Group.
She made the presentation in a virtual weekend masterclass titled Designing basic websites using Google Sites and Wordpress.com as part of Excellence Foundation for South Sudan's Personal Development Masterclasses, a youth empowerment aimed at helping individuals enhance their skills and abilities in various professional short courses by boosting their skills to achieve personal and professional growth.
This document provides guidance for designing websites for startups. It emphasizes understanding target customers, usability, and visual design principles. Key recommendations include creating personas to represent archetypal users, using effective imagery, designing for what users want and their limitations, and building retention strategies. The document also evaluates example startup websites and provides recommendations for improvement, focusing on clearly communicating the product or service and including important details like prices.
Cover & Carry - Internet Business Marketing PlanOwen Moore
Cover & Carry is a one-stop shop for protective coverings fit for any electronic device. We offer customized cases from preselected materials and designs, our company stands out by allowing
customers to create new products from their personal belongings.
A pure play business, Cover & Carry will have no bricks-and-mortar storefront and our manufacturer-direct model will focus on creating one-to-one relationships with customers. Our target is composed of heavy electronics users, from the young adults entering college or the workforce to the middle-aged professionals with multiple gadgets they want to cover. We hope to position Cover & Carry as as a high-quality, high-value brand, distinguishing ourselves through our personalized shopping experience and devotion to customer
service.
This is a Feasibility Study conducted by a group of students "The Incorporators" from Capitol University's Bachelor of Science In Business Administration major in Marketing Management and Human resource Management.
Note: This document is not available to download, sorry for the inconvenience.
This document discusses marketing aspects and demand analysis for projects. It provides details on:
1) Objectives of marketing studies such as analyzing past/present demand and supply and formulating marketing programs.
2) Parts of marketing studies including market analysis and marketing planning.
3) Techniques for estimating demand like using standards, chain ratios, and market build-up methods. Historical data from various sources can be analyzed to estimate past and present demand.
4) Methods for projecting future demand including surveying intentions, needs assessments, expert opinions, time series analysis, and market testing. Proper techniques should be chosen based on available data quality and quantity.
This document provides instructions for students regarding two technical papers they are required to submit for an online class. Students must post their papers online by January 18th and February 1st. Each paper should be 1500-2000 words and address a topic related to the class syllabus that has been approved by the instructor, Monique Sherre. Students will also review and provide commentary on two papers submitted by classmates. The document provides examples of past student papers and guidelines for formatting and submitting the papers online through the class website.
Naming your Website and File name
-A website is a collection of publicly accessible, interlinked Web pages that share a single domain name. Websites can be created and maintained by an individual, group, business or organization to serve a variety of purposes.
-A Uniform Resource Locator is a complete web address used to find a particular web page. While the domain is the name of the website, a URL will lead to any one of the pages within the website. Every URL contains a domain name, as well as other components needed to locate the specific page or piece of content.
Today with the advent of the internet, the world has become a smaller place. Any kind of information is easily available and at our fingertips. The world of the internet is amazing and it continues to transform our lives, the way we communicate, the way we receive and share information and live a quality life.
Today many people are spending most of their time over the internet, it could be either for purchasing products or reading news or watching a movie or using a service etc.
With the amount of time being spent on the internet, business owners and personal brands have realized the importance of being online and have started moving their businesses and services online.
Living in the digital world, having a website is very crucial for any business. If a business does not have a website, it is missing several business opportunities and potential customers.
A business website helps in accomplishing a number of digital marketing strategies that can help a business grow. Web advertising has a wide reach and is one of the most effective forms of advertising.
Considering how easy it is to create a website and how many themes and options there are out there, every business and/or personal brand should have one. A website helps market a business online and helps build credibility.
There are several reasons why a website is important for your business, which is why we present this free weekend masterclass on building free sites on Google and WordPress.
Introduction to Website Design & Google Sites is a presentation by Komaa Nancy Martha, Founder of the Digital African Library and Web developer at the Glare Group.
She made the presentation in a virtual weekend masterclass titled Designing basic websites using Google Sites and Wordpress.com as part of Excellence Foundation for South Sudan's Personal Development Masterclasses, a youth empowerment aimed at helping individuals enhance their skills and abilities in various professional short courses by boosting their skills to achieve personal and professional growth.
This document provides guidance for designing websites for startups. It emphasizes understanding target customers, usability, and visual design principles. Key recommendations include creating personas to represent archetypal users, using effective imagery, designing for what users want and their limitations, and building retention strategies. The document also evaluates example startup websites and provides recommendations for improvement, focusing on clearly communicating the product or service and including important details like prices.
Responsive web design allows website designers to create a single version of a website that seamlessly adapts to different screen sizes like phones, tablets, laptops and desktops. It is flexible and adjustable through techniques like fluid grids, flexible images, and media queries. In contrast to separate mobile and desktop sites, responsive design provides a better user experience across devices with fewer maintenance issues.
We all know a personalised approach to customer communications across email and your website leads to greater engagement and therefore, more revenue. In this FREE Breakfast Briefing, international email and remarketing expert Kath Pay, will walk you through simple basics to achieving a personalised customer experience that combines your email marketing and website to enhance brand engagement and drive conversions overall, whether it's sign up's or sales you're after.
This document summarizes best practices for designing effective landing pages based on guidelines from MarketingSherpa's Landing Page Handbook. It recommends keeping critical elements like calls to action within the top 300 pixels to be visible without scrolling for most users. While some users will scroll, around 50% may not, so the page above the fold should provide enough compelling content for visitors to decide whether to continue or leave. Navigation bars are generally not recommended on landing pages as the sole focus should be on converting visitors to the desired action. Examples are provided of long-form and short-form landing page designs that effectively employ these guidelines.
This document discusses responsive web design (RWD). RWD allows websites to automatically adjust their layout depending on the user's screen size using media queries. It is important for accessibility and usability as most internet users now access the web on mobile devices. The document recommends using a mobile-first and progressive enhancement approach where basic content and functionality work on all browsers and advanced features are progressively added. It provides examples of RWD techniques and tools to test responsive designs.
This document provides an overview of a workshop on website and online marketing. The workshop outline includes understanding web terms, website design basics, domain name registration and hosting, promoting and driving traffic to a site, how search engines work, tips for email marketing campaigns, and social media marketing. The document defines common web terms and acronyms. It provides tips on website design best practices like managing images, naming pages, linking and tagging content. It also discusses promoting a website through search engine optimization, cross-linking to other sites, and submitting the site to search engines. Lastly, it gives examples of how companies have used social media sites like LinkedIn, Facebook, and YouTube to promote their brand.
School of Internet Marketing is the best training institute for digital marketing in Pune as they provide theory and practical knowledge to their students.
Semrush Site Audit by Dan and Chris Taylors (SALT.agency)Anton Shulke
Any SEO improvements start with Site Audit. Without it, you are blind and might be multiplying issues instead of doing good. Should you pay a fortune for it? Maybe, but see what you can do with a right tool and a bit of a technical knowledge.
For video https://youtu.be/5hY6ZZF34zs
WordPress & Expired Domains: How To Do It Right!iGB Affiliate
This session will feature the latest tips and tricks you should know when building (or running) a large-scale link-network based on WordPress and Expired Domains. Following topics will be covered:
•WordPress Multisite setups and how to scale them
•Necessary tweaks and WordPress plug-ins
•Themes and theme frameworks
•Expired Domains: Where to get them and what to consider
•How to avoid patterns and footprints
•Multi-domain, multi-IP, multi-owner: What you need to know
Making Your Site Printable: CSS Summit 2014Adrian Roselli
The push for responsive web design has helped web developers consider how the sites they develop can adapt to different devices, including sizes, screen resolutions, and even contexts.
It should now be easier than ever to respond to a format that has existed since the start of the web -- print.
I'll walk through the process for making your responsive sites respond to the format we most often forget and show you how to use Google Analytics to track what pages are printed from your site.
This document provides an overview of a class on building a business with Google. The class aims to educate students on the topic, build confidence, and inspire action. It discusses setting goals for a website, how websites work technically, and key considerations for creating a website such as audience, budget, and functionality. Tips are provided on making a website search engine optimized. Resources for website creation, hosting, payments, and marketing are listed.
This document discusses best practices for web development and design. It emphasizes laying strong foundations by considering accessibility, usability, searchability and discoverability. Key recommendations include using standard conventions like bold text and bullet points, ensuring content is visible to search engines through metadata and alt tags, and testing sites thoroughly before launching. The document also covers opportunities and challenges of mobile development, such as small screens and navigation limitations on phones.
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!Aisra Shervani
This document summarizes key points from several presentations at Mozcon 2013 and other marketing conferences on topics such as content marketing, brand building, customer loyalty, web psychology, social media, SEO, and ecommerce. Specific recommendations include focusing on quality content to build relationships with customers, understanding audience demographics and behaviors, optimizing for multiple devices, using images and video, analyzing data, and prioritizing site speed and performance.
How to Build a Bespoke Page Builder in WordPressGerald Glynn
This document discusses building a bespoke page builder for WordPress. It covers using Advanced Custom Fields to create custom fields that store metadata which can then be used to dynamically generate page content. The key benefits are that it allows marketing and content teams to create customized page designs and flows without needing coding skills, while reducing the back-and-forth between developers and other teams. Potential pitfalls discussed include performance optimizations and how to best structure fields and templates.
This document discusses web development and design, including considerations for accessibility, usability, searchability, and discoverability. It provides guidance on site structure like navigation, headers, footers, and layout. Other topics covered include search engine optimization, visual identity, content management systems, mobile development opportunities and challenges, and testing mobile sites on emulators.
This document discusses various topics related to content marketing and social media marketing. It provides links to resources on developing customer profiles, conducting competitor analysis, community management, influencer marketing, content pitching, search engine optimization, social media crisis response, viral marketing on Facebook, and the evolution of social networks and customer relationship management. Key themes discussed include developing relationships with customers, driving demand generation, and improving brand visibility.
Buying and selling domain names can be an exceptionally lucrative venture to get into. This guide will focus on locating and purchasing low cost domains and flipping them for a higher price.
This document provides an overview of key considerations for website design and development. It discusses the importance of planning, including researching users and business objectives. Good design principles like navigation, layout, visual identity and credibility are covered. The document also outlines important technical aspects like accessibility, usability, search engine optimization and social sharing. Key terms are defined and the planning and design process is broken down step-by-step from initial research to final layout. Overall, the document emphasizes starting with users and having strong foundations through planning as essential to creating high-quality digital assets and websites.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
Responsive web design allows website designers to create a single version of a website that seamlessly adapts to different screen sizes like phones, tablets, laptops and desktops. It is flexible and adjustable through techniques like fluid grids, flexible images, and media queries. In contrast to separate mobile and desktop sites, responsive design provides a better user experience across devices with fewer maintenance issues.
We all know a personalised approach to customer communications across email and your website leads to greater engagement and therefore, more revenue. In this FREE Breakfast Briefing, international email and remarketing expert Kath Pay, will walk you through simple basics to achieving a personalised customer experience that combines your email marketing and website to enhance brand engagement and drive conversions overall, whether it's sign up's or sales you're after.
This document summarizes best practices for designing effective landing pages based on guidelines from MarketingSherpa's Landing Page Handbook. It recommends keeping critical elements like calls to action within the top 300 pixels to be visible without scrolling for most users. While some users will scroll, around 50% may not, so the page above the fold should provide enough compelling content for visitors to decide whether to continue or leave. Navigation bars are generally not recommended on landing pages as the sole focus should be on converting visitors to the desired action. Examples are provided of long-form and short-form landing page designs that effectively employ these guidelines.
This document discusses responsive web design (RWD). RWD allows websites to automatically adjust their layout depending on the user's screen size using media queries. It is important for accessibility and usability as most internet users now access the web on mobile devices. The document recommends using a mobile-first and progressive enhancement approach where basic content and functionality work on all browsers and advanced features are progressively added. It provides examples of RWD techniques and tools to test responsive designs.
This document provides an overview of a workshop on website and online marketing. The workshop outline includes understanding web terms, website design basics, domain name registration and hosting, promoting and driving traffic to a site, how search engines work, tips for email marketing campaigns, and social media marketing. The document defines common web terms and acronyms. It provides tips on website design best practices like managing images, naming pages, linking and tagging content. It also discusses promoting a website through search engine optimization, cross-linking to other sites, and submitting the site to search engines. Lastly, it gives examples of how companies have used social media sites like LinkedIn, Facebook, and YouTube to promote their brand.
School of Internet Marketing is the best training institute for digital marketing in Pune as they provide theory and practical knowledge to their students.
Semrush Site Audit by Dan and Chris Taylors (SALT.agency)Anton Shulke
Any SEO improvements start with Site Audit. Without it, you are blind and might be multiplying issues instead of doing good. Should you pay a fortune for it? Maybe, but see what you can do with a right tool and a bit of a technical knowledge.
For video https://youtu.be/5hY6ZZF34zs
WordPress & Expired Domains: How To Do It Right!iGB Affiliate
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•WordPress Multisite setups and how to scale them
•Necessary tweaks and WordPress plug-ins
•Themes and theme frameworks
•Expired Domains: Where to get them and what to consider
•How to avoid patterns and footprints
•Multi-domain, multi-IP, multi-owner: What you need to know
Making Your Site Printable: CSS Summit 2014Adrian Roselli
The push for responsive web design has helped web developers consider how the sites they develop can adapt to different devices, including sizes, screen resolutions, and even contexts.
It should now be easier than ever to respond to a format that has existed since the start of the web -- print.
I'll walk through the process for making your responsive sites respond to the format we most often forget and show you how to use Google Analytics to track what pages are printed from your site.
This document provides an overview of a class on building a business with Google. The class aims to educate students on the topic, build confidence, and inspire action. It discusses setting goals for a website, how websites work technically, and key considerations for creating a website such as audience, budget, and functionality. Tips are provided on making a website search engine optimized. Resources for website creation, hosting, payments, and marketing are listed.
This document discusses best practices for web development and design. It emphasizes laying strong foundations by considering accessibility, usability, searchability and discoverability. Key recommendations include using standard conventions like bold text and bullet points, ensuring content is visible to search engines through metadata and alt tags, and testing sites thoroughly before launching. The document also covers opportunities and challenges of mobile development, such as small screens and navigation limitations on phones.
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!Aisra Shervani
This document summarizes key points from several presentations at Mozcon 2013 and other marketing conferences on topics such as content marketing, brand building, customer loyalty, web psychology, social media, SEO, and ecommerce. Specific recommendations include focusing on quality content to build relationships with customers, understanding audience demographics and behaviors, optimizing for multiple devices, using images and video, analyzing data, and prioritizing site speed and performance.
How to Build a Bespoke Page Builder in WordPressGerald Glynn
This document discusses building a bespoke page builder for WordPress. It covers using Advanced Custom Fields to create custom fields that store metadata which can then be used to dynamically generate page content. The key benefits are that it allows marketing and content teams to create customized page designs and flows without needing coding skills, while reducing the back-and-forth between developers and other teams. Potential pitfalls discussed include performance optimizations and how to best structure fields and templates.
This document discusses web development and design, including considerations for accessibility, usability, searchability, and discoverability. It provides guidance on site structure like navigation, headers, footers, and layout. Other topics covered include search engine optimization, visual identity, content management systems, mobile development opportunities and challenges, and testing mobile sites on emulators.
This document discusses various topics related to content marketing and social media marketing. It provides links to resources on developing customer profiles, conducting competitor analysis, community management, influencer marketing, content pitching, search engine optimization, social media crisis response, viral marketing on Facebook, and the evolution of social networks and customer relationship management. Key themes discussed include developing relationships with customers, driving demand generation, and improving brand visibility.
Buying and selling domain names can be an exceptionally lucrative venture to get into. This guide will focus on locating and purchasing low cost domains and flipping them for a higher price.
This document provides an overview of key considerations for website design and development. It discusses the importance of planning, including researching users and business objectives. Good design principles like navigation, layout, visual identity and credibility are covered. The document also outlines important technical aspects like accessibility, usability, search engine optimization and social sharing. Key terms are defined and the planning and design process is broken down step-by-step from initial research to final layout. Overall, the document emphasizes starting with users and having strong foundations through planning as essential to creating high-quality digital assets and websites.
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Cover & Carry Internet Marketing Plan
1. “turn old fabrics into
new favorites”
INTERNET MARKETING PLAN chelsea monahan
owen moore
suzie morgan
nicole prague
kate rosinski
2. TABLE OF CONTENTS
WEBSITE DEVELOPMENT PLAN .............................................. 2
WEBSITE FLOW DIAGRAM ................................................ 4
HOMEPAGE PROTOTYPE ..................................................... 5
SEARCH MARKETING PLAN ..................................................... 7
GOOGLE ADWORDS ............................................................ 8
PROMOTIONAL STRATEGIES .................................................... 12
3. WEBSITE DEVELOPMENT PLAN
Strategy:
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
winners.
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
website, which will link through to the privacy policy page.
2
7. Domain Availability:
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
covercarry.com is
effective as it cover some
of the simple rules of
purchasing a domain,
such as:
• Easy to type -
avoid "q," "z," "x," and
"p"
• Dot-Com -
rather than .org , .net ,
.tv or .edu
• Easy to remember
- increases word of
mouth marketing
• Keep as short as
possible
• Reject hyphens and
numbers
6
8. 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:
- http:///www.covercarry.com/DIYD
- http//www.covercarry.com/faq
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.
9. 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.
8
10. Goals:
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
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11. Other examples of our short text ads
that will be appear on Google’s
sponsored ads sidebar are featured to
the right.
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
Canada.
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.”
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12. Budget:
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
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13. PROMOTIONAL STRATEGIES
Advertising:
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.
14. 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
LinkedIn.
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15. Contests:
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
plaid materials)
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.
fessional attire)
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
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16. Social Networking:
Facebook
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.
Twitter
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.
Blogs
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.
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17. Sales Promotions:
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.
Event Sponsorship:
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.
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18. Budget:
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.
ONLINE
- 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
OFFLINE
- gift with initial purchase: $6 x estimated 100 purchases in first month = $600
- sponsored events: allocate about $1,000
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