The document provides an overview and plan for Kidlandia's marketing initiatives in Q1 2011. The goals are to increase brand awareness, establish a consistent message, track performance, and generate revenue. Challenges include a lack of customer engagement after purchase. The plan focuses on low-cost email marketing, blogging, and an affiliate program to better engage customers and drive sales. Email marketing will segment customers and send promotional content. The blog will provide SEO-friendly content like product reviews. The affiliate program will create reusable ads and drive traffic.

1. Marketing Q1 2011:
Consumer Engagement
Lauren Ricks
January 4, 2011

2. Marketing Goals – Q1 2011
• Increase awareness of Kidlandia brand
• Establish consistent marketing message
• Track and measure
• Earned media focus; Paid media testing
• Generate revenue (sales)
• Establish development resources for marketing

3. Current Challenges Impacting Marketing
• Lack of contact with customer after order is placed
• Customer information not readily accessible
• Tracking issues
• Lack of flexibility on website
• Development resources already committed
• Current allocated budget is limiting

4. Marketing Initiatives – Q1 2011
Email Marketing
• Simple to set-up, low cost
• Allows marketing to easily engage with current and prospective customers
• Collection of consumer data (behavior, demographics) enables proper
planning for additional marketing engagements
Kidlandia Blog
• Provides marketing a controlled platform to develop content
• Set up is cheap, scalable, and easy to manage
• Content dissemination can be automated
• Does not require internal web development
Kidlandia Affiliate Program
• Provides controlled sales tracking
• Low cost after upfront investment
• May generate sales with proper promotion
• Creative may also be used for online ad campaigns

5. Email Marketing
Phase I
• Segment current email list
– Users that have purchased
– Registered users
– Dev writes query to enable marketing to pull lists
• Begin email marketing campaign using email solution
– Latest new products
– Testimonials/feedback
– Contests and promotions
• Simple email survey/follow up for core customers
• Weekly promotion and engagement campaigns

6. Email Marketing
Phase II
• Customer segmentation
• Capture info before customer enters the “funnel”
– Demographic and consumer behavior information
– Helps segment the list: core vs. committed vs. latent
– Allows campaign optimization based on the consumers needs/interest
• Enhance email marketing capabilities
– Improve email sign up by adding optional information fields
• Customer’s gender, zip code, & product preferences.
• I would like to receive updates on girl products
• I would like to receive updates on boy Products
• I would like to receive updates on all Kidlandia products

7. Kidlandia Blog
• Develop unique content to drive traffic and awareness
• SEO friendly content = search indexing = traffic
• Enables functionality for e-newsletter
• Leverage blog to support Kidlandia content programs
– Hero of the Week
– Fan Reviews
– Mommy Blogger Interview Series
– School Teacher Interviews
– Parent/Kid Articles

8. Hero of the Week.
Ryan Mason:
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Teach your child geography with a Kidlandia
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9. Teacher’s Corner
Interview series
Q: Describe the best lesson you have
delivered. Why was it successful?
Q: What techniques would you use to be sure
that students understand
Q: How would you apply technology to
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Q: What technology-based activities do you
have your students

10. Kidlandia Affiliate Program
• Establishes new advertising creative
– Creative (banners) are re-usable (affiliates, CPM campaigns, etc.)
– Text with links embedded in content drives traffic and sales
– Creative promotes consistent marketing messages
• Performance Based
– Only pay affiliate when sale is generated
• Provides backend for new Friends & Family Promotion
– Leverage trackable offer while creating a viral marketing campaign
– Drive sales and awareness