This document provides contact information and due dates for different departments of RMG, including Project Coordination, Promotions, Social Media, Online Advertising, and Public Relations. It also includes two strategic plans from RMG - one for the social media tactics of the Northern Shaolin School of Kung Fu, focusing on platforms like Yelp, Facebook, and Snapchat. The other plan is for an AdWords campaign targeting children and their parents through keywords related to discipline, bullying, and after school activities, and adults through interests in martial arts and self defense. Keywords and estimated impressions are provided.

1.
RMG
Positions, Due Dates, and Contact Information
­Project Coordinator: ​Approval Due Date: November 23rd? ​­ ​Class Due Date: November 30th?
Danielle Platt
Cell: ​(828) 708­3126 | ​Email:​ ​plattd3@winthrop.edu
­Promotions Department:​ Approval Due Date: ​­ ​Class Due Date: October 26th
Justin Smith
Cell: ​(803) 931­6790 | ​Email:​ ​smithj121@winthrop.edu
Amanda Martin
Cell: ​| ​Email: ​martina30@winthrop.edu
­Social Media Department: ​Approval Due Date: ​­ ​Class Due Date: November 4th
DeAndre Ishmael
Cell: ​(843)754­8539 | ​Email:​ ​ishmaeld2@winthrop.edu
Anna McKeown
Cell: ​(803)322­5538 | ​Email:​ mckeowna3@winthrop.edu
­Online Advertising (Google AdWords) Department: ​Approval Due Date: ​­ ​Class Due Date:
November 16th
James “JJ” Brewer
Cell: ​(803)792­2096 | ​Email: ​brewerj3@winthrop.edu

2. ­Public Relations Department: ​Approval Due Dates: ​­ ​Class Due Dates: [Creative Brief &
Research] October 5th ­ [Press Release] November 23rd
Antoine Niezborala
Cell: ​| ​Email: ​niezboralaa2@winthrop.edu
Taliaferro Robinson­Heyward
Cell:​ | ​Email: ​robinsonheywart2@winthrop.edu

3. Documents (Strategic Plans):
A. Client Questions
Social Media:
1. What does the company want to achieve with social media?
2. Do you want your company to be involved in all of the popular social media
networks?
3. How often do you want new content about the company posted?
4. How would you like to measure the success on social media networks?
5. What is the workflow from content creation to publication?
6.

4.
Royalty Marketing
Group
RMG
By DeAndre Ishmael and Anna McKeown

5. Brand Name: Northern Shaolin School of Kung Fu
Product/Service Type: Kung Fu and Martial Arts
Objectives for Social Media:
∙​ ​3 Creative/Unique Social Media Tactics
1.​ ​Yelp: allow business reviews and ratings from locals in the area. Adds detailed information
about the business, price range, and visuals from customers. To implement the strategies used,
monitoring the website and commenting to reviews is necessary.
2.​ ​Sync: The social media platforms to the website. Include social media icons on the main
page of the website.
3.​ ​Snapchat: New pictures and videos at least once a week and especially for special events.
Post promotional content on story to drive traffic to other social media platforms.
∙​ ​Call to Action
∙​ ​Facebook – “Like us on Facebook and receive an instore consultation and a discounted price
on your first lesson.”
∙​ ​Required Resources/Budget
∙​ ​No required resources or budget.
∙​ ​Specific Metrics for How to Measure Whether the Social Media Tactics:
We will measure the social media tactics by the flow to his social media platforms:
∙​ ​Instagram ( New Followers)
∙​ ​Facebook ( Likes)
∙​ ​Yelp ( Ratings and comments)

6.
Royalty Marketing
Group
RMG
AdWords Strategic Plan
James Brewer
Justin Smith
Amanda Martin

7.
RMG
Overview​:
RMG has developed a two fold campaign for our client Mr. Delmar Minor, at the
Northern Shaolin School of Kung Fu. This campaign is targeted to not only adults, but as well as
children. At the client’s request, the campaign will majorly focus on garnering children as the
primary consumer for Mr. Minor’s speciality new Kids Kung Fu class. To accomplish this, we
are focused on appealing to the parents of children through several key issues.
These issues include targeting parents of children who have disciplinary/attitudinal
problems, parents who are in need of an after school program for their child, and lastly parents
who have children who have been or being bullied and are in need of self­defense training. In
contrast, adult targeting will focus on developing martial arts skills for leisure and as a hobby,
but also focus on the interest to develop these skills for self­defense purposes.
Our campaign will feature several 70 character Ad placements targeting the
aforementioned audience through Google’s Adwords marketing system. These Ads will appear
on the organic search results page highlighted at the top of the results or on the side bar at
designated times with the most optimum internet traffic. It is the objective of these Ads to drive
the potential consumer to the client’s website, specifically, the Kung Fu and Judo pages that
highlights the children’s classes and for those who click on the adult ads will be redirected
towards the Judo and Kali pages. This is the measurement of effectiveness of our campaign; the
number of visitors to the client’s home page.
.

8. RMG
Target​:
AD Group 1: Children (Ages 5­14)
*Parents (Primary Target)
Married Couples (Ages 20­38)
AD Group 2: Adults (Ages 18­39)
Location: York County, SC
Reach Total: 329,000 (Current Projection)
Children Target Reach: 32,569 (14.4%)
Parent Target Reach: *Husband­Wife Family with children under 18* 19,411 (22.6%)
**Demographics used from 2010 US Census**
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk

9. ​RMG
AD Group 1 targets children through parents. Keyword categories of ‘Child Discipline’, ‘After
School Activities’, and ‘Self­Defense’ will target parents with those designated issues also
implied by sub keyword phrases such as ‘child is being bullied’. Google AdWords has
determined Self Defense keyword group has the higher rate of potential reach in terms of
impressions (15+) compared to Child Discipline (7+) and After School Activities (19+). All
together, the total impressions the Child Ad Group keywords will generate is expected to be
around 90+ impressions. The figures below represent a sample of these keywords for each
keyword group.
(​Above​: Keyword Results for AD Group 1­ Child Discipline ​Below​: After school activities)

10. RMG
(Above: Keyword Results for AD Group 1 ­ Self Defense)

11. RMG
Total Keywords: AD Group 1: Children
martial arts supplies learn kung fu
martial arts equipment martial arts training
kung fu training chinese kung fu
kung fu clothing kung fu schools
martial arts uniforms kung fu shoes
martial arts for kids martial arts shoes
how to learn kung fu learning kung fu
best martial arts for kids martial arts kids
kids martial arts troubled child
out of control child violent child
child with temper angry child
bad kid lack of discipline
my child needs help kids kung fu
child discipline how to teach a child
teach your child early child development
preschool education early education and development
kung fu kids kungfu kids
kung fu for kids how to deal with an angry child
the angry child angry child syndrome
after school activities fun after school activities
things to do after school cool sports
after school events after school programs
after school karate after school activities ideas
after school curriculum after school care activities
after school activities for kids after school club activities
after school activities for teens after school activities for boys
after school activities for girls after school program
free after school programs after school program ideas
healthy kid activities kids activity

12. RMG
healthy tips for kids healthy habits for kids
kids exercise kids exercise videos
kids exercises kid exercise activities
self defense child is being bullied
how to stop bullying how to prevent being bullied
how to increase confidence child self development
kids self defense classes self defense moves
self defense for kids self defense for children
ways to stop bullying stop bullying now
martial arts self defense best martial arts for self defense
self defense martial arts martial arts for self defense
how to defend myself how to defend yourself
defend yourself right to defend yourself
how to defend yourself in a fight

13. Keywords Contd​: ​Adult Groups
RMG
AD Group 2 will focus on reaching adults who are generally interested in learning Kung Fu
based off of the desire to learn how to fight and to defend themselves. There are those, generally
males, who take interest in mixed martial arts and are intrigued by its fighting style. Then, there
are individuals who want to learn kung fu as a means to defend themselves. Google Adwords has
determined that the keyword group ‘Self Defense’ will again garner the most potential
impressions (11+) compared to ‘fighting skills’ (2+). When these keyword groups are combined,
the impressions will garner around 12+ impressions. The below figures are a sample of both
subcategories of the adult ad group.
(​Above​: Keyword Results for Fighting hobby/​Below​: self­defense)

14. RMG
Total Keywords: AD Group 2: Adults
Self defense How to increase confidence
Protection training Defense training
How to defend myself How to toughen up
Karate self defense Self defense classes
How to defend myself How to defend yourself
Self defense martial arts Kung fu self defense
Learn martial arts Learn kung fu
Learn karate Learn judo
How to defend yourself in a fight Best self defense
Learn kung fu I want to learn kung fu
Learn shaolin kung fu Best self defense training
Self defense techniques Fighting skills
Fun hobbies Fun hobbies for men
Fun hobbies for women Fun hobbies for teens
How to be a fighter Cool fighting skills
Learn how to fight Learn mma
Mixed martial arts Ufc fighting
Ultimate fighting I want to learn to fight
Villabrille­largusa kali Mix martial arts
Mixed martial arts classes Mma mixed martial arts
What is mixed martial arts Ultimate fight
ultimate fights Ultimate cage fighting
Basic fighting skills Kung fu moves

15. RMG
Negative Keywords:
Education Programs After school tutor
After school tutoring after school education programs
violent sports child fighting
fighting kids daycare
childcare kidscare
killing machine how to hurt people
hurting others fist fighting
fighting for fun how to get revenge
karate kid child with mental issues
japanese culture chinese culture
korean culture boxing
boxing fighter learn boxing
how to stop cyber bullying cyber bullying
chinese boxing

16. ​RMG
Proposed AD Schedule
2pm­5pm Monday, Tuesday, Wednesday, Thursday, Friday
7pm – 9pm All Week
11am – 9pm Sunday
Both AD campaigns for Adults and Children will run 7 days a week. The times, however,
will be limited for only the optimization of views. In a study done in 2013 analyzing over one
billion emails, it was shown that the optimum time people checked emails were from 2pm­5pm
(see ​Figure 1​). With this info, we have designated this time, only during the first five days of the
week, to target towards this time demographic of general 9­5 jobs. People who are checking their
emails may also be doing internet searches and/or the emails could be from a Google partner in
which our ads can be featured.
In addition, data of internet use (see ​Figure 2​) has shown that the most high traffic
volume of internet use is from the hours of 7pm to 9pm. This is when we want the majority of
our ads to appear. The high volume of internet traffic could yield a greater success of reaching
our target consumers, therefore, all ads will be appearing during this time block every day of the
week. In contrast to weekday internet use, saturday and sunday tend to be of low use (see ​Figure
3​). The weekend provides a time when many people take part in leisure activities, errands, and
family time, as a result internet use is lower on these days. Even though the reach will be limited,
it does provide an opportunity to run longer time slots for ads because clicks on ads will be
sparse on the weekends.

17.
RMG
Figure 1
Figure 2: Below
Figure 3

18. RMG
Budget 1:
AdWords Altoment: $500.00
$500/31(days in a month) = $16.10 a day
Suggested Bid Amount: $1.60
16.10/1.60 = 10 (Total daily Clicks)
Based on the allotment of $500.00, the total clicks per day will average around 10. Because of
the limited number of clicks, the ads can not be run all day, therefore, the aforementioned
schedule shall be used to help regulate the most effective time of days to run the ads. It is still,
however, limited to even that schedule. The ads would have to be monitored closely to determine
if the times need to be constrained further. For now on this budget, 10 clicks a day for seven days
a week should be sufficient but will need to be monitored.
Budget 2:
AdWords allotment: $100.00
$100/12 (All Mon,Tues,Weds/Month) = $8.3
Suggested Bid Amount: .83cents
8.3/.83 = 10 (Total daily clicks)
Based on the allotment of $100.00, the total clicks per day will average around 10. However, the
bids are valued at .83 cents so the possibility of the ads being shown are low. If the ads do win
the bid in any case, the schedule will run 12 days out of the month (mon,tues,wed) because of
greater internet traffic during those days, and would need to be run only at the peak hours of
7pm­9pm. The bid amount could be increased at this time to have a better chance at being
shown, but the number of clicks would decrease since the budget is limited.

19. RMG
Proposed Text ADs/Network
(AD Group 1 Below) (AD Group 2 Below)
The above text ads will appear along sides the organic search results within Google’s
search network. This network includes the Google search site and non Google sites that use
Google as a search engine. In addition, these ads can also be shown in the display network which
is composed of Google content sites and non Google content partners. These partners include,
Families.com, kids­in­mind.com, fitness.com, scout.com, and accuweather.com​, amongst
others. These partner sites are dedicated to topics of interest to the client’s target consumers.
These topics range from sports, family, fitness, and sites with local information such as weather.