It is important to develop an online marketing plan to get the most out of social media. This presentation was created for Produce for Kids, a marketing organization that works with the produce industry and grocery stores to promote healthy eating for kids. (Phase 1 of 2.)

1. 2009 INTERNET MARKETING PLAN
Boosting Sales, Bettering Communities, Benefiting Kids

2. OBJECTIVES:
1. To expand consumer awareness of the PFK
program through increasing website traffic by
utilizing internet related tools and social
networking sites
2. To provide nutritional tools and information to
kids, parents, and teachers
3. To obtain maximum PR exposure for PFK and
its retailers and sponsors through the Internet
© Produce for Kids 2008

3. 1. Search Engine Optimization (SEO)
• The process of improving the volume and quality of
traffic to produceforkids.org via search engine results
• Traffic Building Opportunities
1. Increase referral website traffic by increasing
PFK visibility on partner websites
2. Incorporate search engine keywords into
website content and domain names
3. Increase visitor retention with reminders to
bookmark website, include “Tell-A-Friend”
options for sharing information, and add user
subscription to PFK newsletter
• Future Optimization (2010)
1. Invest in marketing software to help monitor
prospects and convert leads into customers
o Associated cost©(monthly): $250 – $500
Produce for Kids 2008

4. 2. Google Webmaster Tools
• Provides PFK with detailed reports about Google visibility
• Opportunities:
1. Monitor Google’s ranking of PFK and diagnose problems
2. Review comprehensive data on PFK’s internal/external links
3. Find which Google search queries drive traffic to PFK
3. Google Analytics
• Analyzes data to help with website design improvements, drive
targeted traffic, and increase conversions
• Opportunities:
1. Reports website statistics, usage, and traffic sources
2. View exactly how visitors interact with PFK site
3. Monitor search engine results & GeoTarget site visitors
© Produce for Kids 2008

5. 4. Social Networking
• The process of developing PFK as a resource through social
networking sites to bring consumers together
• Opportunities:
1. Facebook/MySpace – Create online databases through
sharing PFK photos, links and videos with consumers
o Develop campaign specific pages during peak periods
2. Twitter – Connect through one simple question…
• ”What is PFK doing?”
o Recipe/Produce item of the day
o Featured Retailers/Sponsors
o Campaign launch announcements/updates
• Process & Required Maintenance
1. Create PFK accounts and upload content
2. Build database by performing target audience searches
3. Monitor sites weekly to for Kids 2008 status and accept “friends”
© Produce
update

6. 5. PFK – “Mom Blogs”
• Infiltrate mom blogs with PFK resources utilizing opinions
and information shared among moms
• Opportunities:
1. Coordinate with PR Agency to create a plan to target
Mom blogs and recommended steps
• Future Opportunities (2010)
1. Develop PFK blog that combines text, images, and links
to generate fresh content on produceforkids.org website
6. Wikipedia
• Develop educational content for Wikipedia page to
serve as a reference tool for children and parents
© Produce for Kids 2008

7. NEXT STEPS: TIMELINE
1. Monitor Google Webmaster Tools & Analytics
2. Finalize content for Wikipedia
o Edit Wikipedia page and upload information
3. Develop content for social networking sites
o Create PFK Facebook/MySpace/Twitter accounts
o Start building PFK social network database
4. Research mom blogs to incorporate PFK content
o Coordinate with PR Agency to target specific Mom blogs
© Produce for Kids 2008