This digital marketing plan proposes strategies to increase brand awareness, sales, and customer retention for Nevada Bobs, a golf retail company in Ireland. It includes research on the target audiences and development of four key persona groups. A multi-channel marketing strategy is outlined utilizing SEO, PPC, display advertising, social media (Facebook, Twitter, Instagram, Pinterest), email marketing, blogging, and Google My Business. Goals are set for each channel to drive reach, engagement, leads and conversions over 12 months. Performance will be measured through key metrics like website traffic, social media followers, click-through rates, dwell time and repeat visits. The plan aims to position Nevada Bobs as the premier retailer for quality customer service

1. 1 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Luke O Reilly (1765916)
Nevada Bobs
Digital Marketing Plan

2. 2 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Table of Contents
Executive Summary .................................................................................................................................................................4
Company Introduction ...........................................................................................................................................................5
Vision and Mission statement ...........................................................................................................................................6
SWOT Analysis ......................................................................................................................................................................7
Competitor Analysis.............................................................................................................................................................8
Company Positioning ...........................................................................................................................................................9
Business Objectives, Goals & KPIS .....................................................................................................................................10
Business Objectives ...........................................................................................................................................................10
Digital Goals & KPIS............................................................................................................................................................10
Strategy ...................................................................................................................................................................................12
Personas ............................................................................................................................................................................12
Value proposition per persona ......................................................................................................................................15
Persona/channel mapping .............................................................................................................................................16
Channels...................................................................................................................................................................................17
SEO ............................................................................................................................................................................................17
Reach strategy .................................................................................................................................................................17
Act and convert strategy ................................................................................................................................................22
Engagement strategy ......................................................................................................................................................22
PPC.............................................................................................................................................................................................23
Reach ..................................................................................................................................................................................23
Act and convert ................................................................................................................................................................25
Display ......................................................................................................................................................................................26
Google my business...............................................................................................................................................................30
Facebook..................................................................................................................................................................................31
Reach .................................................................................................................................................................................31
Act and convert ...............................................................................................................................................................33
Engagement.......................................................................................................................................................................35
Twitter......................................................................................................................................................................................37
Pinterest & Instagram ...........................................................................................................................................................42

3. 3 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Pinterest .............................................................................................................................................................................42
Instagram............................................................................................................................................................................42
Email..........................................................................................................................................................................................44
Reach .................................................................................................................................................................................44
Act and engagement ........................................................................................................................................................45
Blog............................................................................................................................................................................................46
Reach .................................................................................................................................................................................46
Act and convert ...............................................................................................................................................................46
Engagement.......................................................................................................................................................................46
Example of blog content .................................................................................................................................................47
Editorial calendar ...................................................................................................................................................................48
Measurement and control ...................................................................................................................................................49
Budget break down ...............................................................................................................................................................50
Reference and tools...............................................................................................................................................................51

4. 4 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Executive Summary
NevadaBobswas foundedinDublininMay of 2007. NevadaBobsisa Golf Retailerthatprides
themselvesontheircustomer experience, competitivepricesandbeingthe onlyretailerinIrelandto
stock the five biggestbrandsingolf includingthe recentacquisitionof the exclusivityof Nike Golf in
Ireland
Accreditedasa B2C golf retailerwithlocationsin Dublin, Limerick,Castlebar,Galwayand Corkin the
Republicof Ireland.
Upon launchof the companyin2007, NevadaBobsIreland Investedinawebsite
(www.Nevadabobs.co.uk/site/NB_Cork),printed promotionalmaterials,email marketingandsome
paidadvertising.
Since the website launchin2007 Nevadabobshave made noadjustmenttothe website andhave
alsoinvestednomoneyintoDigital marketing, they have recentlysetup aFacebook andtwitter
page.
Despite this,The NevadaBobsteamisconsciousthata Digital Marketingstrategyneedstobe done
and implementedinordertoincrease brandawareness,salesandretainclients. The planthatwe
proposed tothemisa 12 monthsplan,startingonJanuary of 2015 and endingonJanuaryof 2016.
Afterthe yearhas elapsedthe planwill be re-viewedbaseduponthe results
ThisDigital MarketingPlan alsoincludes aresearchof the strengths,weaknesses,threatsand
opportunitiesof the company.Research will alsobe takenonthe audience onoffertothe company,
baseduponthe resultsof the audience researchfourmainpersonaswill be developed.A Race
model will alsobe develpoedbaseduponthe resultof the audince research
As part of the race stragetywe will use differentchannels .The channels thatwill be usedare Web,
SEO, PPC,Facebook,Twitter,Instagram,Pinterest,Email MarketingandaBlog . We alsolookat the
possibilityof usingYoutube.
.

5. 5 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Company Introduction
NevadaBobsIrelandwassetup bya Michael Clarke inMay of 2007; itis an Independentbusiness
withfive storesbasedinthe Republicof Ireland,primarilyfocusedonthe Golf Retail industryanda
secondaryfocusonthe Golf teachingindustry
Michael Clarke feltthatthere wasa needfora new Golf Retailerinthe IrishGolf industry asgolf in
Irelandhasbeenonan increase inthe past few yearsdue tothe successof our Professional Golfers
abroad.And withonly twomainretailersinIreland tocaterforthe golfersneeds. Michael Clarke
and NevadaBobsIrelandwere optimisticthattheycouldthrive inthe currentsituation.
In itsfirstthree yearsNevadaBobshas a gaineda satisfactorycustomerbase due toitshighly
competitiveprices,Qualityservice anditsunique service of offeringfreecustomfitting toall
customers.NevadaBobsisthe only retailertooffercustomersthe choice of the five mainbrandsin
golf and have alsoacquiredthe exclusivity of Nike Golf inIreland.Thisisa huge plusconsideringNike
sponsorthe currentworldno1 Rory Mcilroyand TigerWoods the world’smostsuccessful golfer
NevadaBobs are the only Golf Retailerwho’semployeesare all fullyqualifiedGolf Professionals
and Membersof the Irish P.G.A ( Professional GolfersAssociationOf Ireland) insuringthatthe
customersreceivesthe best advice inthe game andneverleavesthe store withoutlearning
somethingnew .Since the mainshopopeningin2007 fourothershopshave beenopened
nationwide with40 staff membersworkingwithinthese shops.
NevadaBobshave a basic online presence , withjusta website andanEmail database ,However
the website waslastupdated uponthe launchin2007 and isnow veryoutdatedinboth design
and content . Theyare consciousof the lack of theironline presence andtheyare committedtoget
a planned digital marketingstrategy whichhelpsthemtogrow awarenessand buildahigher
positionof the brandNevadaBobs.There isa longterm planfor the companyof becominga
franchisee inotherEuropeancountries

6. 6 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Vision
To be the numberone retailerinthe golf industry andtoofferthe bestcustomerexperience in
Ireland
Mission
NevadaBobs missionistoserve the needsof the seriousandrecreational golferwithvalueadded
productsand servicesthatgive NevadaBobsthe competitive edge.

7. 7 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Swot Analysis:
STRENGTHS WEAKNESS
 Storesineveryprovince inIreland
 Exclusivityof NikeGolf inIreland
 Great reputationforcustomerservice
 OnlyshopinIrelandwhere all staff are
fullyqualified PGA professionals
 OnlyshopinIrelandwhichoffersfree
customfittingwithall golf club
purchases
 Knownforhigh qualitygoods
 Knownforstockingthe latestandmost
innovative golf clubs
 Keywordresearchisrelativelycheapdue
to lack of competition
 Big email Database
 Outdatedwebsitecontent,designis
amateurlooking
 Poororganic SEO ranking
 Social mediais notrun to industry
standards
 No marketresearchdone
 No PPCor displayadvertising
 No Blog
 Contenton email marketingisverypoor
OPPORTUNTIES THREATS
 Improvementsonwebsite
 Participationingolf isgrowingyearly
 Settingupsocial mediaand usingthe
advertisingtold(increase awareness)
 Opportunitytoruna geo targetedPPC
campaignsina non-competitive market
 Settingupof a blog
 Improve contentonEmail marketing
 Cheaperofferingsfrom competitors
 McGuriks dominationof the Irishmarket

8. 8 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Competitor Analysis
Competitor Online Presence Overview
 Modern and up-to-date
website
 Basic PPCand Display
advertising
 Social mediapresence
(Facebookandtwitter)
Verypoorengagement
and contentcouldbe
improved ,usesFacebook
adverts
 No email marketing
 Show up firstinorganic
ranking whenkey
phrases(ping,Golf clubs,)
and show upon the first
page when(taylormade
golf,callawaygolf) are
searched
 Irelandumber1 Golf
retailerforthe past40
years
 StrongBrand Recognition
(beenaroundfor40 years
)
 Multiple Locations(
Lepordastown,
Blancherstown,Kinsale,
Cork city )
 Big Budgetformarketing
as theynormallygetthe
mainTV slotson Sky
sportsgolf coverage
 Knownforcompetitive
prices, butcustomer
service isverypoorand
snobby
 VerybasicWebsite
 No PPCadvertisingor
displaycampaigns
 Social mediapresence
(Facebook),Donotpost
qualitycontent
 Email Marketing( posts
monthlynewsletterstoits
email database which
containscurrentin – store
offers,and newsinthe
worldof golf )
 Halpennydonotshow up
on the firstpage of the
organicsearch whenkey
phrases
(ping,talormade,golfclubs,
drivers) are searched
 Relativelynew company
setupin2010
 Dublinbased company
has 3 store locations. (
Swords, Lucan , Andcity
centre )
 Doesverylittle marketing
due to itsrelativelysmall
earnings ,new to
industry
 Is seenasa shopthat
stockslast season’srange.
Withno professionally
qualified employees

9. 9 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Company positioning
Aftersome researchwe have realisedthat McGuriksGolf can overthe lowestpricesonGolf
equipmentdue tothe bigquantitythey order,on the otherhandHalpennygolf have averyselect
range at average pricesincontrastNevadaBobsoffersall 5 major golf brandunlike McGuriks(4) and
Halpenny(2) ,andare only4% more expensive thanitsclosest rival McGuriks.
Whenit comesto customerservice NevadaBobsranksnumberone amongconsumers. Withpeople
sayingthe employeesinMcGuriksare verysnobbyand seemtohave no time forcustomers
.Halpennygolf isseenas veryamateurish.

10. 10 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Business Objectives, Goals and KPIS
Business Objectives
The businesses objectivesof thiscampaignhave beenspreadovera12 monthperiod.The main
objectivesare toincrease awarenessof the brandandto increase sales.
 Increase awarenessof NevadaBobsinIreland.
 Increase productssales,customfittingbookings&increase inlessonsbooked
 Reaffirmreputation, qualityof service &qualityof products
 Increase customerretention
Digital Goals and KPIS
Race Objectives Digital goals Channels KPIS
Reach  Increase
awareness of
NevadaBobs
 Increase social
mediapresence
 Increase social media
base
 Increase site visitors
 Increase inemail base
 On and off page SEO
 PPCand display
advertising
 Social media
platforms
 % increase innew
website visitors
 %increase in
returningvisitors
 Settingupof a
Facebookand
Twitteraccount.
 increase in social
medialikesand
followers ona
monthlybasis
 Increase inClick
throughrates from
serps
Act  Encourage Brand
interactions and
leads
 Reduce bounce rate
 Increase dwell time on
website
 Increase numberof
pagesviewed per
session
 Create social media
contentand encourage
people tolike andshare
it
 Remarketingthrough
(displaymarketing,Email
and social media)
 ImprovingLanding
page effectiveness
 Improvingdesignof
website(SEO)
 Facebook
 Twitter
 Email marketing
 Increase indwell
time
 Increase inpages
viewedpervisit
 Decrease inbounce
rate
 Increase inSocial
mediaengagement

11. 11 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Conversion  Increase sales
online
 Increase incustom
fittingandlessons
booking
 Increase onleadsonthe
website
 Improve website
checkoutprocess
 PPC
 Display
 Remarketing
(adwords)
 % growthinoverall
salesonequipment
and Lessons
 Customfitting
bookings
Engagement  Improve customer
retentionand
loyalty
 Increase numberrepeat
of visits
 Increase engagement
 Settingupa review page
on the website
 Website
 Email marketing
 Blogs
 Social media
 Web/blog/social
mediaengagement
rates
 Increase onfollowers
on Social media
 Numberof people
postingonthe
reviewpage
 Email CTRS
 Email subscribers

12. 12 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Strategy
Personas
Afterdoingresearchonthe audience of Nevada Bobs, we have seen thatthe audience isvery broad.
We have beenable tosegmentthe audienceinto4typesof personas
Persona1: Alan1- Alan
Alan is a 50 year old owner of a business located in suburban Dublin and a
golf nut.Alanenjoyshisgolf andoften mixesbusinesswithgolf ashe holds a
lot of his business meetings on the golf course with various clients.
Alan’schildrenare all grownupand have lefthome sohe fillshisspare time
with golf He is a member of the prestigious Carton house golf club in
Maynooth Co.Kildare were the rich and wealthy play . Alan has recently
set up Facebook so he can talk to his children . Alan would not be a highly
skilled golfer yet he buys the most expensive golf clubs that the
Professionals would use which makes the game more difficult for Alan
Alanwouldconstantlybe onhisPhone andlaptopduringthe weekreceiving
emails and searching for potential new clients on Google. He visits various
golf websitestogetthe latesttipsandnews,lookingatthe latestequipment
and prices.

13. 13 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Persona2: Michael
Michael isa 27 yearoldplumberwhoworksfora DublinbasedPlumbingcompany.
Michael worksMonday to Fridayfrom8 till 5.He has a youngfamily andfindslittle
time to socialise. WhenMichael hadhischildrenhe hadtogive up football as
playing3 timesa weekhadbecome tootime consuming, Itwas thenthathe tookup
golf so he couldbothsocialise withhis friendswhoall playgolf .
Michael and hisfriendsplayeverytwoweeksontheirlocal public golf course. They
playfor moneyandgo out fora few drinksafterthe round,None of hisfriendshave
the latestgolf equipmentinsteadtheydecidetopurchaseslastyear’sgolf
equipmentor the lowendgolf clubs whichall the Bigbrands Manufacture
Michael useshisphone duringworkdaysto receive emailsandtoview his schedule
for the followingday.Michael spendsatleasttwohoursof hisday chattingto friends
on social mediaandlookingatupdates.Hisfriendscall himMr Google aslike many
people of hisgenerationhe uses the searchplatformtofindthe answershe requires
for varioussituations.

14. 14 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Persona3: Richard
Richardis a 22 year oldcollege studentwhoisona golf scholarshipstudying
lawin D.C.U.
Richardis originallyfromKilkennyandcomesfromamiddle classfamily.He
movedupto Dublinsohe could attendcollege.He workspart-timegiving
golf lessonssohe can earna little extrapocketmoney.
WhenRichard isnot studyingorworkinghe ispracticingforgolf as he
wishestoturnprofessional whenhe completeshiscollege course,he plays
inthe topamateurtournamentsinEurope everysummer.Due tothe elite
level he playsatRichardrequiresthe topClubs all customfitted,as at the
level he plays itisthe little thingsthatcangive himan advantage overthe
rest
Richardconstantlyuseshis phone andlaptop,interactingonnumerous
social mediaplatforms. Richard alsousesthe internettokeepupto date
withthe latestdevelopmentsinthe golfingworld, receiveemailsfrom
college andvarioustournamentshe hasregisteredfor.

15. 15 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Value propositionper persona
Persona #1
Allan
#2
Michael
#3
Richard
#4
Mary
Value
proposition
The latestand most
up-to-date golf
equipment which
all come withfree
customfittingat no
addedcost
We stockboth the
lowerendandhigher
endclubsofferedby
each of the Five main
manufacturesatthe
lowestprices
NevadaBobsisthe only
shopin Irelandthatwill
customfitthe top
equipmentusedbythe
professionalsandthe
elite golfersandit
comeswithno added
charge
We offerthe best
customerservice
by some of the top
golfersinthe
country
Persona4: Mary
Mary isa 62 yearoldretiredteacherlivinginsuburbanDublin.Mary hasbeen
retiredfor10 yearsand tookup golf to give hersomethingtofill hertime.
Marys Husbandis alsoa golferbuttheykeeptheirgolf separate fromeach
other. Mary’s childrenhave all grownupand have immigratedtodifferent
countries.
Mary usesgolf asa social outletandaftera roundof golf will spendhourswith
otherladymemberwininganddininginthe clubhouse.
Marys level of golf ismediocre andshe receiveslessonsof herlocal
professionalbutendsupspendingmostof the lessonchattingtothe
professional.
Mary wouldcheckheremail ondailybases to keepincontactwithher
childrenandto see if there are anyemailsfromthe golf clubshe is a member
of.Andwill use the internettomake online bookingsforhergolf.

16. 16 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Persona/channel Mapping
1#
Allan
2#
Michael
3#
Richard
4#
Mary
Level of digital
interaction Medium High High Low
SEO
PPC
Display
Website
Facebook
Pinterest
Twitter
Instagram
Email

17. 17 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
SEO
Aftercheckingthe NevadaBobswebsite,we have realisedthatitisof verypoordesignandhas
neverbeen optimizedforSEO. The website wassetupin2007 andhas not beenchangedsince,this
website canbe vastlyimproved,boththe SEOandstructure.Asthere isno current focusonSEO on
the website we couldnotsee whatareascouldbe improvedonratherwe are goingrecommend
howNevadaBobsshouldchange the website.
Reach strategy for SEO
Website Url
Changingthe Url isthe firststepNevadabobsshouldfollow astheyare currentlyundera.co.uk
domainhttp://www.nevadabobs.co.uk/site/NB_Cork isthe currentwebaddress.
We wouldrecommendthatNevadaBobstrygettingan .ie domainwhichcouldlooksomethinglike
thisHttp://www.Nevadabobs.ie
Heading tags
The properuse of headingtagswhichvary fromH1-H6 will helpincreasewiththe SEOforthe
followingreasons
 Relevancy: as the searchengine spiderswill checkthe relevancyof the headertagwiththe
contentthat itis associatedwith.
 Givesan enricheduser Experience:Headingtagsgive usersaclearideaof what the page
contentis about.Search enginesgive importance touser-experience onasite. Thisshows
the presence of headingtagsare an importantcomponentof SEO.
 Keyword Consistency:Searchengine spiderscheckthe keywordsconsistencybetweenand
headersandotherparts of the page
 H1 Tag: The h1 is the mostimportanttag out of the 6 h tags that can be used, itshould
neverbe leftoutof a page , as searchengine spiderspay close attentiontothe wordsused
inthe h1 tag andto see if they containa basicdescriptionof the page content,.
Channels

18. 18 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
An example of how Htags wouldbe usedwouldbe asfollows onthe Homepage
<h1>Nevda Bobs Golf </h1>
<h2>Ping golf section</h2>
<h3>Taylormade golf </h3>
<h4>Free custom fitting </h4>
Keywords
The followingSEO keywords should be usedin Nevada Bobs webcontent which will make it
possible for people to findthe site via search engines.We recommend that Nevada Bobs do
keyword research on a fortnightly basis and if new Key words appear that they be inserted in the
web content.
The followingis a listof Keywords that have beenresearched and shouldbe used in the web
content
Keyword Competition Ave Monthlysearches(Ireland)
Golf ClubsIreland Medium 260
Pinggolf ClubsIreland High 30
Golf clubsale High 15
Golf Shoes High 110
Rory Mcilroy Medium 245
Nike golf Medium 90
Taylormade golf clubs Medium 10
Golf drivers Medium 20
Golf putters Medium 30
Golf wedges Medium 20
PadraigHarrington Low 60
Golf Irons Medium 40
TigerWoods Low 50
Titliest Medium 30
Callaway Low 45

19. 19 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Alt text
As the website uses images, the addingof alttextisvitally important. Alttextisthe phrase thatwill
be insertedintothe Html code of the image.The mainfunctionof analt textisto give descriptionof
the image for people whocannotsee it,forexample if the image willnotloador if the useris blind.
Searchengine spideralsouse alttexttosee whatthe image isabout and if itis relevant.Thusif the
picture hasa goodalt textitcan helpwith SEO. Below is anexample of animage onthe website and
the alt textthat shouldbe used
(PingGolf.The pingG30 driver)
Title tags
Nevadabob’scurrentlyhave atitle tagfor each page.These title tagsfocusmore onthe brand
rather thanfocusingonkeywords.WithNevadaBobstryingtoraise awarenessof the brandwe
recommendedthatmore focus isputon keywordsratherthanthe brand.
Meta Tags
At presentthe Metadescription forthe websitehasbeensettoletsearchenginesextractthe
relevanttext.Afterthe keywordresearchwe have realisedthatthere isnot too many Keywordsto
cover,so itwouldbe betterto have strongbidfor these keywords.Due tothisitis bettertowrite
our ownMeta description
Current title tag
<-- Page title shown in the web browser-->
<title> Nevada Bobs Golf </title>
New title tag
<--Page title shown in the web browser -->
<title>Golf ClubsIreland|NevadaBobs</title>
Sample of a newMeta description
<meta name=“description” content=” Nevada Bobs is youron stopshop for Golf Clubs
Ireland,golf irons,golf Shoes ,golf putter,golf driver andwedges.
We stockall the majorbrandssuch as PINGgolf Ireland,taylormade ,titliest,Callaway.
NevadaBobshas the exclusivityrightstostock Nike Golf inIrelandwhichisworn by Rory
Mcilroy and TigerWoods.”>
(All Keywords are highlighted in yellow)

20. 20 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Anchor text
Anchortextis a clickable textinahyperlinkonthe website. One of the mostimportantmetricsused
by searchenginestodeterminerankingislinkrelevancy.Linkrelevancyisdeterminedbythe content
of the source page and the anchor text.
GoingforwardNevadaBobsshould addanchor textto all links.The wordsinthe anchor text iswhat
helpsdetermine the rankinggivenbythe searchengine.The textshouldbe relevanttothe linkand
shouldnotbe generic.
Example of thiswouldbe inthe internal linktothe blog
a href="http://www.Nevadabobs.ie/Blog">Nevadabobsblog|Golf tips|News|reviews news</a>
Sitemap
The current sitemapof NevadaBobswebsite isnotuptoindustry standards. We wouldrecommend
that the followingsite mapwhichcontainsKeywordsbe setup

21. 21 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Homepage
lessons and custom
fitting
Book lessons
Book Custom fitting
Blog
Clothing
Adidas
Nike
J lindenberg
Putters
Nike
Taylormade
Ping
callaway
Irons
Ping
callaway
taylormade
Nike
Drivers
Brands
List all the
brand stocked
in the shop

22. 22 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Act and Convert Strategy onSEO
 Improving checkout process- By improving the checkout process we hope to reduce
the card abandonment rate which is high at the present moment (87%) due to the
current checkout process.
 Adding an Inquiry form to the website - One of our goals is to increase the number
of leads on the Nevada Bobs website. This will help increase the business data base,
not only will it help increase the data base it will mean those users can convert and
become customers.
Engagement strategy onSEO
 Settingup of a blog– settingupof the blogsectiononthe website will helpwith
engagementalongwithSEOoptimization. The blogwill be filled withfresh andgoodquality
contenton a regularbasis.

23. 23 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
PPC
Reach strategy
Campaign Campaign Negative
Keywords
Ad Group Keywords
Golf Clubs Volkswagen Golf
Golf GTi
Antique
Wooden spoon Clubs
Used Volkswagen Golf
Golf Clubs
[Golf Clubs]
“Golf Clubs ”
[Golf StoreIreland]
“Golf StoreIreland”
[Golf Sets]
“Golf sets”
[Online Golf]
”Online Golf”
[Clubs Buy]
”Clubs Buy”
+Buy Golf
Clubs+Online
Nike Golf Nike Running
Nike Football
Nike golf Tours
1. Nike Golf
2. Sale Golf
3. Rory Mcilroy
4. Nike Golf
Shoes
[Nike Golf]
“Nike Golf”
[Nike vapour golf]
“Nike vapour golf”
[Nike Golf sale]
“Nike Golf sale”
[Rory mcilroy Nike
golf]
“Rory Mcilroy Nike
golf”
[ Nike Golf shoes]
“ Nike Golf Shoes”
Ping Golf Ping Pong
Ping bats
Ping pong balls
Table Ping
Command Ping
1. Ping Golf
Clubs
2. ping Sale
golf
3. Ping G30
4. Ping used
Golf Clubs
[ping golf Clubs]
“Ping Golf Clubs”
Ping Clubs Sale]
“Ping Golf sale
[Ping G30 Ireland]
“Ping G30 Ireland”
Used Ping+ Ping Golf

24. 24 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Example of the adds
(Golf Club) (PingGolf campaign)
1. GolfClubs– Thiscampaignwill have one adgroup whichwill containseveral adsyoucan
see a sample adabove. Thiscampaignwill onlyhave one landingpage whichwill be the
homepage.Thiscampaignwill runall yearround
2. Nike GolfCampaign - The Nike golf campaignisacampaignthat is based solely onNevada
BobsNike golf products. The campaignwill be brokendownintofouradgroupswhicheach
ad group havingthree different ads. Thiscampaignwill have six differentlanding pages
baseduponthe product. This campaignwill startin February andwill endinAugustas itwill
coincide withthe launchingof the new productsanditis alsothe time at whichthere isa
surge inthe purchasingof golf equipment. Thiscampaignwillalsobe switchedonFor
NovemberandDecemberforthe Christmasperiod
3. Ping Golfcampaign - thiscampaign sharesall the same components asthe Nike campaign,
It will containthe same amountof fourad groups andseveral adsperad group . It will also
containsix differentlanding pagesand will runonthe same time frame as the Nike
campaign.
We will alsobe addingadextensionstothe adswhichwill make the adsbiggerandwill help
increase the adposition.We will use

25. 25 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
 Location extension
 Contact usextension
 Call out extensionswithtermslike :PingGolf ,Nike Golf , Taylormade Golf ,Golf sale
 Site linkextensions -
Act and convert Strategy onPPC
The Pingand Nike golf campaign will alsobe usedinthe Actand strategy. The followingchangeswill
be made to the campaignswhenbeing usedinthe ActandConvertstrategy
 UsingCPA (costper acquisition) insteadOf CPC(Costperclick)
 More aggressive callstoactionto increase the numberof conversions
Examplesof anAd Below
Contact Us Where we are Follow us
Free hybrid with every Nike golf driver purchased
www.Nevadabobs.ie/Nike golf/drivers
Nike Golf, Rory Mcilroy, Custom fit

26. 26 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Display advertising
Campaign Ad Group Targeting
Display
Campaign
Display Keyword
targeting
 Golf ClubsIreland
 Golf Sale
 PingGolf Clubs
 Taylormade Golf
 Nike Golf
 Golf Discounts
 Rory Mcilroy
 TitliestClubs
 Nike Golf Shoes
 AdidasGolf shoes
 Golf Putters
 Golf Driversforsale
 Golf Irons
 PingIrons
 TigerWoodsGolf
 CallawayGolf
 PingG30
 PadraigHarrington
 Golf Lessons
 Golf CustomFitting
 PingDriverscheap
 Nike VapourGolf
 J lindenburgGolf Clothes
 GalvinGreenforsale
Placementtargeting
www.golfdigest.com/
www.golfcentraldaily.com/
www.irishgolfdesk.com
www.gui.ie
www.rorymcilroy.com
www.Donedeal.com
www.Shanelowerygolf.com
www.boards.ie
www.pga.ie
www.golf.discoverireland.ie
www.swinggolfireland.com
www.lahinchgolf.com
www.golfsocieties.uk.net/
www.golf-ireland.info
http://www.teetimes.ie/
n-Market: Apparel & Accessories > Shoes >

27. 27 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Interesttargeting
Athletic Shoes
Affinity: Sports Fans >
Golf Enthusiasts
Affinity:
Sports Fans
Sample ads

28. 28 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Remarketingon GDN (Google displaynetwork)
Remarketingon GDN is a goodtactic to use as itcan convince undecidedclients.Due tothe nature
of the business,clientswill goandresearchcompetitorwebsites tosee if they cangeta better
offering.Itisduringthistimeframe the clientwill be decisive,thatiswhyrunningaremarketing
campaignat this time can helpcapture the client.
We will insertthe Google remarketingtagintothe Html of the website,will runthisin conjunction
withGoogle analyticsremarketing.The followingare the listingswe willuse
Audience name Tags/defention Membershipstatus Membershipduration
All the visitors
Visitorswho have not
convertedyet
Basedon tag
Definedbyrules
People whovisited
a page withanyof the
following:
URL doesnotcontain
/thankyou.html
Open
Open
30 days
30 days
Remarketingsample ads:

29. 29 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y

30. 30 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Google My Business
Nevadabobsare not currentlyconnectedtoGoogle mybusinessastheydonot have a
Local+GooglePage . Thiswill give Nevadabobsa Local+GooglePage andwill alsoconnectthe
businesstoGoogle maps.These are all beneficial forlocal rankingandSEOranking.Aftersettingup
the page the followingshouldbe done tooptimize the accountinorderto achieve abetterranking
 Addprofile picture
 Addcover picture
 Create a good descriptionforthe photos
 Uploadphotosof the shops
 Postonce a weekwithphotos
 Linkthe Website withthe Local Google+Page includingalinkinthe Website
 Promote the Local Google+Page onotherSocial Mediain orderto get reviews fromthe
customers,viewsandfollowers,whichwill improve the Local Rankingon Maps and
Google.com

31. 31 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Facebook
Reach strategy on Facebook
As part of the strategyFacebookwill be used toincrease brandawareness,Facebookadsare a great
tool that will help create thisawareness.We will use differenttypesof Facebook adswhichare as
follows
Campaign Audience
Campaign
Page Likes
Location:
Ireland,Dublin
Lucan+ 50 mi
Interests:
Golf,Ping,Taylormade,
Golf Ireland,Rorymcilroy,
PingG30,Tiger woods
Phil Mickelson,SergioGarica,
Nike golf,PingG30,
Graeme McDowell,Shane Lowery
Carton house golf Club,The k Club
RyderCup,Us masters,BritishOpen
Pga tour,Europeantour
Not connectedto:
NevadaBobs
Age:
18-60
Gender:
Male andfemale

32. 32 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Sample of Ads to drive page likes
(Desktop)
(Mobile)

33. 33 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Act and convert using Facebook
Campaign Audience
Campaign
Website Clicks
Location:
Ireland,Dublin
Lucan+ 70 mi
Interests:
Golf,Ping,Taylormade,
Golf Ireland,Rorymcilroy,
PingG30,Tiger woods
Phil Mickelson,SergioGarica,
Nike golf,PingG30,
Graeme McDowell,Shane Lowery
Carton house golf Club,The k Club
RyderCup,Us masters,BritishOpen
Age:
18-60
Gender:
Male andfemale
Sample adsfor website drive
(Mobile)

34. 34 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
(desktop)
(Rightcolumn)

35. 35 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Engagement on Facebook
Facebookhasa bigrole to playinthe engagement strategy.Facebook isthe mostvisitedsocial
mediaplatformbypeople of all ages,genresandinterests.WithFacebookbeingacontentchannel it
will helpretainandengage clients.
Our editorial contentwill notjustshowthe dayto dayrunningand uploadsof golf equipmentwithin
the shop;it will also have contentthatwill engage the audience andevenpeople whohave an
interestinsportsingeneral.
Newproductsrelease dates
PostingfunnyGolf Videos

36. 36 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Promotions
Competitions

37. 37 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Twitter
NevadaBobscurrently donot have a Twitteraccount.We foundthatTwittercouldbe usedto
increase brand awareness,butitwill also helpwithengagementandretention.
We will create andaccountdesignedwiththe logoof the company.
We don’twant@nevadabobseutobe justfollowedwe alsowanttofollow otheraccountswhich
are relatedtothe golf industry,thiscan include celebritieswhoplaygolf ,professional golfers ,golf
bloggers,golf teachingprofessionals thisissoour followerscall relate ourbrandwiththese
tweeters.
Examplesof people whowe wouldfollow : Rory Mcilroyprofessional Golfer

38. 38 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Butch Harmon (Golf Coach)
Golf Digest(Golf Magazine andblog)

39. 39 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Twitter adverts
Restrictionsinthe budgethave meantlessemphasishasbeenputontwittercomparedtoFacebook
ads.The reasonfor thisbeingthatNevadaBobsseestwitteraschannel toreach and engage with
clients. The followingadswill be created andrunontwitter
Campaign location Targetingfollowerswhofollow Interests Time frame
Follower
campaign
Ireland Rory mcilroy,taylormadegolf,ping
golf , BubbaWatson , Titleistgolf ,
Golf digest,Callawaygolf ,Nike
golf,TigerWoods, Butch Harmon,
Michael Jordan,SergioGarcia , Lee
Westwood,DarrenClarke,Graeme
McDowell,
Golf,Sport, All yearround
Tweet
Engagement
Ireland Rory mcilroy,taylormadegolf,ping
golf , BubbaWatson , Titleistgolf ,
Golf digest,Callawaygolf ,Nike
golf,TigerWoods, Butch Harmon,
Michael Jordan,SergioGarcia , Lee
Westwood,DarrenClarke,Graeme
McDowell,
Golf,Sport All yearround
Example of a TweetEngagement

40. 40 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
As we are limiting the use of twitteradverts we still intendtouse Twitterasanotherinformation
channel toletclientsknowaboutpossibleeventsthatandpromotionshatare upcoming and
encourage themtoconvert.We alsohope to make twitterengagingbyrunning completions and
postingengagingcontentsuchasVideos,lessons tips, Photosof products, Photosof the store and
linkstoour newlycreatedblog
Examplesof tweets
UpcomingPromotional stock
VideosonGolf tips

41. 41 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Twitter website tracking
We will use the twitterwebsitetrackingtool. Insertingthe twitterwebtrackingintothe Nevada
Bobswebsite will allowus tosee if we are gettingmanyvisitorsthroughtwitter. Thisinformation
will thenbe usedatthe end of yearreview,andif we see a positive feedbackfromtwitterwe can
reassessthe budgetallocationandmaybe investmore intotwitteradverts.
(TwitterwebTrackingCode)
Competitions

42. 42 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Pinterest and Instagram
The final twosocial mediaplatformswe will use inthisstrategyisthe use of Instagramand Pinterest.
These platformsare bothimage basedplatforms.The reasonbehindusingtheseismore focusedon
SEO as if we have good qualityimagesandagood following(whichwe canbe drivenbysharing
these twopageson ourother channels) itwill onlyenhance the SEOrankingof NevadaBobs.
Pinterest
Our Pinterestaccountwill have manyphotographsof the golf stock.Here isanexample of the Hugo
bosscollectionandbeside itthe followboardhasotherproductsthat we stockin store.
Instagram
We will use Instagrammuchlike Pinterest,posting picturesof stock, the shop,ourprofessional
employeesgivinglessonsandthemoutplayinggolf onvarious courses. Nevadabob’scurrentlyhasa
store out inPortugal withall native Englishemployeesas EnglishandIrishgolfersgooutto the golf
area of Portugal once a year. So by changingthe name to NevadaBobsEurope will helpincrease
trafficand give NevadaBobs a widerAudience

43. 43 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y

44. 44 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Email Marketing
Reachstrategy
Once a monthwe will sendouta newsletter,Thisnewsletterwillinclude informationsuch as
Upcomingevents,Golf Tips, UpcomingpromotionsandGolf news andincomingstock,

45. 45 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Act and engage strategy
Email Marketingwill be usedtomake firstcontact withthe people who have signeduptoouremail
data base in store andthrough the contact formon the Website?Below we cansee anexample of
the type of email thatwouldbe usedinthese cases:
As part of our engage strategyandwiththe objective of retainclines,atthe endof each month,all
our database will receive the monthlynewsletterwhichwill alsobe aimedatremarketingbyusing
customlists. Employeeswilltake recordsof the brandswhichwere purchasedatthe time the client
signedupforthe data base so thentheycan be remarketedto ,baseduponpreviouspurchases

46. 46 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Blog
ReachStrategy
Blogas a channel will be usedintwodifferentareas:ReachStrategyandEngage Strategy.We looked
at settingupa blogonWordPress buthave decidedagainstthisforSEO purposes.Insteadthe
decisionhasbeenmade toaddthe blogpage to the website.The reasonforthisbeingthatwitha
highqualityblogfull of keywordswill increase the SEOrankingof the website.
The blog will containproductinformation,events,lessons,golftips, equipmentreviews, latestnews
fromthe Europeangolf Tour,previews of all fourgolf majors andthe Rydercup. A weeklyupdate
fromour youngtouringprofessionalRichardODonovanaboutlife onthe Europeantour,will give
readersa feel of whatitis like tobe playingonthe Europeantour.We will give thissectiona
separate Url fromthe blog. As RichardO Donovanand the European tour are twokeywordsthat
wouldbe well searched.The Url will look like this www.Nevadabobs.ie/richardodonovan-
europeantour.ie
Act and convert strategy
The act and convertstrategyforour blogswill be baseduponthe reviewsof the golf equipment we
post,as we will have linkstothe productbeingreviewed withinthe post.
Engage Strategy
As we previouslymentioned,the blogwill be usedtocoverspecial events, tips, onlinelessons,
Reviewsof clubsand variousgolf equipment, Golf Newsand tipsonhow to pickthe right
equipment.

47. 47 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Example of Blog content
Posttitle Objectives Page title Keywords Url Photoalt
tag
See also
Top
putting
tips
to put
like
a pro
Brand
awareness
NevadaBobs
Blog|Putting
tips
 Free Golf Tips
 Golf putting
 Putters
 Puttersfor
sale
 Rory Mcilroy
putter
/top-tips-for
–putting/
Putting–
tips
 Tipsfor buying
putters
 Tigerwoods
putter
 Tipsto fix
themway
ward drives
PING
G30
Review
Brand
awareness/Act
and convert
NevadaBobs
Blog|PingG30
 PingG30
 PingReview
 Pingdrivers
 Pingclubsfor
sale
/Ping-G30/ PingG30  Tayormade R1
review
 BubbaWatson
tipsfor
chippinglike a
pro
 PingG30 vs
Taylormade R1
Richard
o
Donovan
Week5
Brand
Awareness
NevadaBobs
Richards Blog|
week 5
 European
Tour
 Golf
professional
 Pga Tour
/life-on-
european-
tour-week-
5/
European
Tour
 Week1
 Week2
 Week3
 Richards
equipmentfor
the year

48. 48 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
EditorialCalendar
Thiscalendarisbasedon a two weekperiod
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Facebook & twitter
10% of Ping for the
month of march,
Facebook
Link to blogfor
review onthe Ping
G30
Twitter
Tweet about golf
weather conditions
for the day
Fb/twitter
Share link ofthe
previewof the
week’s
tournaments on
Europeanandpga
tours
Fb/twitter
Photo of
employees out
teaching groups of
kids
Fb/twitter
Post of how the
Irishgolfers got
on during the
opening rounds
of the European
tour event
Blog
Richards post on
his weekon tour
Fb/twitter
Post linkto new
blog entry
Instagram/twitter/fb
Nevada Bobs week
in photos
Fb/twitter
Post on the winners
of the European
tour event and
upcomingspecial
and events instore
Blog
Post video oftips on
putting
Fb/twitter
Post a link to the new
blog entry
Fb/twitter
Post competition
“Win a free Ping
G30 driver “
share, comment
and tweet
Fb/twitter
Make the big
announcement
that Nevada Bobs
has just signed a
deal to the
exclusive rights of
Nike Golf in Ireland
Fb/twitter /
Instagram
Post a photo of
the day, a happy
customer getting
custom fitted
Fb/twitter
Post. A photo of
keep calm it is the
weekend you can
golf
Instagram/twitter/fb
Nevada Bobs week
in photos

49. 49 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Measurement and control
Channels KPIs January 2015 GoalsJanuary
2016
Investment
(12 month
period)
Tools of measurement
Website
Avg.visit
perday
5 32 €1100
(optimization)
54 -manhours
 Google Analytics
 Google AdWords
 Moz
 WebmasterTools
Avg.visit
Permonth
145 1005
Numberof page viewsper
visit
3.6 5
Bounce rate 49% 19%
% returningvisitors 25% 37%
Facebook Fans NA 310 €1600
(Facebookads)
124- man hours
 Google Analytics
 Google AdWords
 FacebookInsights
 WebmasterTools
Twitter Followers NA 305 €300
(twitterads)
54-man hours
 Google
 Google AdWords
 TwitterInsights
 WebmasterTools
Email Openrate 7.5% 21.5% 22-man hours  Webmastertools
 Mail Chimp

50. 50 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Budget break down
Item 3rd
party costs Internal hours Comments
Website
Optimization
€1100 54- manhours Including creation of different
landingpages
PPC €4560 83 –man hours The same personwill be incharge
of PPCand DisplayDisplay €2700
Facebook €800 124 man-hours Communitymanger
Twitter €300 54- manhours Communitymanger
Email NA 22-man hours Mail chimpisfine as itis free
Blog €600 28-man hours Re-creationof the bloginthe
Website.The content
creationwill be handledbythe
business
Total €10,060 365- man hours We will adda fee forthe creation
of the strategy
and the supervisionandcontrol

51. 51 | N e v a d a B o b s D i g i t a l M a r k e t i n g P l a n
L u k e O R e i l l y
Reference and Tools
Tools
 Google Analytics
 Google AdWords
 Google WebmasterTools
 Facebook
 FacebookAds
 Twitter
 Twitterads
 Mailchimp
 Moz
 Instagram
 Pinterest
References
 Google AnalyticsHelpCentre:
https://support.google.com/analytics/?hl=en--‐GB#topic=3544906
 Google AdWordsHelpCentre:
https://support.google.com/adwords/?hl=en--‐AU#topic=3119071
 Google WebmasterToolsHelpCentre:
https://support.google.com/webmasters/?hl=en#topic=3309469
 Google SearchEngine StarterOptimizationGuide:
http://static.googleusercontent.com/media/www.google.com/es//webmasters/docs/s
earch--‐engine--‐optimization--‐starter--‐guide.pdf
 Moz.com > Learn:
http://static.googleusercontent.com/media/www.google.com/es//webmasters/docs/s
earch--‐engine--‐optimization--‐starter--‐guide.pdf
 HTML Title Tags:
http://www.w3schools.com/TAGS/tag_title.asp
 Facebookads
https://www.facebook.com/ads
 Twitterads
http://www.twitter.com/ads