Douglas J Salon & Day Spa wants to double its $2.5 million in annual sales to $5 million by increasing its online presence and conversions through an integrated marketing strategy involving search engine marketing, search engine optimization, and social media while keeping its cost-per-purchase below $2. It will buy targeted keywords and banners, optimize its website and create blog content to rank higher locally on Google, offer daily deals on Twitter and Foursquare, and engage customers on YouTube and Facebook, evaluating success based on increased online conversions and bookings as well as higher sales.

1. Marketing Strategy

2. Douglas J Douglas J has many components Salon Salon & Day Spa Institutes Need to integrate Target Audience: Women 18+

3. Goals Currently $2.5 Million in Sales Average 11,000 customers Want to double sales $5 Million in Sales More Customers More conversions

4. Budget Seasonal Peak Holidays SEM $10 dollars a day CPP $2 max All other components are free

5. The Plan Integrate SEM SEO Social Media Increase Internet presence Create more conversions

6. Search Engine Marketing Buying keywords/phrases Salon Services, CPP only $1.90 Buying Banners Target out clients to see their pages

7. Search Engine Optimization Need to be #1 on Google Local Searches Integrate SEO into our web page Create blog for Douglas J Daily features

8. Social Media Twitter Daily deals Foursqaure Check-in specials YouTube Facebook

9. Evaluating Success Conversion Rates Online Monitoring Online Bookings And did our sales increase?

10. Working Together Book services online Help lead customers to the landing page Create more traffic, more sales