Seo proposal rose_valley

Online Media Strategy
&
Reputation Management
For

From

Version: 1.0
Date: 1st May, 2011
Place: Kolkata
Client: Rose Valley
Doc Reference No: RV/2011/05/09

This proposal is solely for the use of the client’s personnel. No part of it may be circulated, quoted or
reproduced for distribution outside the client organisation without prior written approval from eCeltic
consulting services private Limited

ECelticSEO - Rise Above The Rest

Table of Contents
1. INTRODUCTION 5

PROJECT CONTACT DETAILS: 5
ECELTIC: 5
ROSE VALLEY: 5

2. WHY ECELTIC? 6

3. UNDERSTANDING OF CURRENT SITUATION 7

BACKGROUND 7
TARGET AUDIENCES 7
ONLINE PRESENCE 7
COMPETITOR ANALYSIS 8
HOTEL & RESORTS 8
FILM INDUSTRY GLOBAL PRESENCE 9
UNDER STANDING OF MARKETING STRATEGY 12

4. SUGGESTED SCOPE OF WORK 13

MAIN DELIVERABLES FROM ECELTIC 13
ONLINE STRATEGY FOR OTHER GROUP ACTIVITIES 13
NEW WEBSITES FOR ROSE VALLEY GROUPS 13
COMPLETE E-COMMERCE SOLUTION 15
INSURANCE PORTAL 16

5. PROPOSED MARKETING STRATEGY FOR ROSE VALLEY 17

SOCIAL MEDIA OPTIMIZATION 17
BENEFITS OF USING SOCIAL MEDIA 17
HOW SOCIAL MEDIA WILL BE USED FOR ROSE VALLEY 17
STEPS ECELTIC WILL FOLLOW FOR IMPLEMENTING ROSE VALLEY’S SOCIAL NETWORK PLAN 17
LISTS OF ACTIVITIES WHICH INCLUDES SOCIAL MEDIA OPTIMIZATION FOR CLIENT 18
REPUTATION MANAGEMENT 18
GENERAL MEASURES FOR REPUTATION MANAGEMENT 19
CONTENT GENERATION & ISSUE AWARENESS 19
INCREASE RELEVANT VISITORS TRAFFIC & PAGE RANKINGS 19
DISCUSSION POSITING: 19
ARTICLE SUBMISSION: 19
PAY PER CLICK ADVERTISEMENT & AFFILIATE MARKETING 19
STEPS ECELTIC FOLLOW TO IMPROVE YOUR ROI 20
BENEFITS OF USING ONLINE BANNER AND TEXT ADS: 20
AFFILIATE MARKETING SITES 20

Proposal for an Online Marketing Strategy | Rose Valley | Confidential | 09.05.2011 |Page 2 of 48


BANNER ADS: 20
LEAD GENERATION THROUGH REGISTRATION OR SIGNUP 22
USABILITY OF POP-UPS ADVERTISEMENT 22
INSTANT USER FEEDBACK DRIVEN ADVERTISEMENT 23
HEADER BANNER ADVERTISEMENT INTO TOP TARGETED WEBSITES: 23
FREE TRIAL/OFFER 24
SIDE WIDE BANNER ADS WITH DIFFERENT TYPES FOR ATTRACT VISITORS ONLINE. 25
CLASSIFIED ADVERTISEMENT 26
LOCAL LISTING 26
SEARCH ENGINE OPTIMISATION 27
WHY USE SEARCH ENGINE OPTIMIZATION 27
SUGGESTED SEO KEYWORDS: 27
ACTIVITIES FIRST QUARTER 28
OFF PAGE OPTIMIZATION 28
EMAIL MARKETING 28
STEPS TO ENSURE THE EMAIL DELIVERY 28

6. WHY ONLINE MARKETING IS TAKING OVER OTHER MEDIA 30

PRINT MEDIA 30
ANANDABAZAR PATRIKA 30
SANANDA 30
TIMES OF INDIA 30
TV CHANNELS 30
STAR ANANDA 30
WHY WEB MARKETING IS BETTER THAN PRINT MEDIA? 31
INTERNET USER’S STATISTICS 31
TRACK YOUR ROI AND KNOW YOUR CUSTOMER BETTER – 31

7. ESTIMATED BUDGET AND MILE STONES 33

8. OUR PROJECT MANAGEMENT AND EXECUTION APPROACH 34

OPERATIONS PROCESS OVERVIEW 34
PROJECT PLANNING AND MANAGEMENT 34
DETAILED ANALYSIS & PROJECT BENCHMARKING 34

8. COMPANY INFORMATION 35

PEOPLE 35
SUBIR MUKHERJEE (DIRECTOR) 35
SUVENDU JANA (CEO) 35
NIRMALYA SENGUPTA (CTO) 36
PROJECT MANAGEMENT TEAM 36

9. PREVIOUS EXPERIENCE 40



HOTEL PROJECTS 40
REPUTATION MANAGEMENT FOR JURY’S IN 40
REPUTATION MANAGEMENT OF HOTEL TITAN 41
CLIENT: HILTON GARDEN INN 41
REX RESORTS 42

TRAVEL PROJECTS 46

CLIENT: TERRACURVE 46
CLIENT: HOTEL PLANNER 46
CLIENT : VIRTUAL TOURIST 47
CLIENT: GREEN LIFE INSURANCE BROKING PRIVATE LIMITED 48



1. Introduction

eCeltic are grateful to Mr. Ardhendu Kumar Bose for inviting us to submit our proposal for the
project to provide online marketing support for getting best ROI.

The goal of this project is to create more potential customers through our online marketing services
and generate high revenue along with creating a strong and vibrant brand among the emerging
affluent Indian population.

We have proven experience in delivering the best online marketing services that have achieved great
ROI for the organisations we have served. We continually strive to be better by –
• Exceeding our customers’ expectations in level of service provided
• Always meeting agreed delivery timescales
• Delivering the most flexible and risk free solution

In this document we have provided an outline of the various processes involved in the execution of
the project and a general outline on our costs. This document also elaborates the project
management approach, mutual expectations, and plan of execution.

Project Contact Details:
eCeltic:
Contact Name: Gopal Das, Web Marketing Account Manager
P: +91-33-23576344 M: +91-9038529354 F: +91-33-23576352 E-mail: gopal@ecelticseo.com

Contact Name: Sudip Deb, Business Development Manager
P: +91-33-23576344 M: +91-97-48622560 F: +91-33-23576352 E-mail: sudip@ecelticseo.com
Company Name: eCeltic Consulting Services (P) Limited
Address: 1st Floor, SDF Building, Saltlake Sec V, Kolkata - 700091, India.

Rose Valley:
Contact Name: Ardhendu Kumar Bose
Company Name: Rose Valley Group of companies
Address: Godrej Waterside Tower-1, 2nd Floor, Plot-5, Block-DP, Sector-V, Kolkata-700091
P: +91-33-4025-4025/4444, E-mail: ardhendu.bose@rosevalleyindia.com



2. Why eCeltic?

eCeltic is one of the leading internet marketing companies in Kolkata. Over the last decade we have
delivered cross platform online marketing campaigns for various industries across the globe.
Through our marketing and technical expertise we create strategies for our clients to dominate the
online market place. eCeltic is going to provide an unique value proposition to Rose Valley as given
below.

A. Local Knowledge
Situated in the heart of West Bengal, eCeltic knows what the locals are talking about and how
they talk about it. We know the local affinity groups, the forums and the online networks they
use to express themselves. Our team has delivered successful projects for clients for changing
people’s perception about things. We know how to generate opinion through online campaigns.

B. Global Online Community Resources
 We have approximately 12,500 webmasters in direct contact where reciprocal trust has
been built up over the years
 We directly own over 500 good quality web sites through which we can direct a huge
number of traffic to a specific site.
 We have over 25,000 bloggers in our network and we know how to create authoritative sites
from scratch through the network.

C. Advanced techniques
We are constantly innovating and trying new web marketing techniques. Being located in Dublin
and London and dealing with the international clients helps us understand global trends. We are
the first company in India to successfully start the Hosted Marketing Page (HMP) concept.

D. Social Media Expertise
Social Media campaigns and viral marketing is one of our core strengths. Creating social
applications for Facebook and other social networks, integrated campaigns with Twitter,
LinkedIn and MySpace are the essence of any successful online strategy. With 1 million+
followers in our network of profiles we always deliver on our campaign objectives.



3. Understanding of Current Situation
Background
Rose Valley wants to be the leader in different sectors such as Hotel and Resort, Healthcare,
Insurance, Real Estates, Publication, Media, Entertainment and FMCG etc. Their products are spread
throughout India. Currently the main targeted markets are Hotels, Resorts and Travels sectors:

Resorts:
 Mandarmoni
 Falakata
 Lataguri
 Port Blair

Hotels
 Kolkata
 Durgapur
 Midnapur
 Silchar
 Old Digha
 Tarapith

Target Audiences
Rose Valley hotels and resorts are very beautiful and lots of people are taking their holiday leave
there. Foreign visitors are also coming for their holiday and stay there for the quality standard and
beautiful hotels and resorts. There are a growing number of corporate offices organising their
business meetings also. The main target audience is tourists and corporations second. Most are
domestic visitors but also some foreign guests too.

Online Presence
The main group websites are –
 http://www.rosevalleyindia.com
 http://www.rosevalleyresorts.com
 http://www.rosevalleyfilms.com/

The main problem with these sites is that they’re not very visible to the target audience on search
engines namely Google, Bing and Yahoo. These are potential customers actively seeking out hotels
such as Rose Valley but because these sites are not optimised, they are not a consideration for the
searcher. In most cases, search with related keywords like – ‘Mandarmani Resort’ and it will show
the competitor sites on the top of the search results. Secondly, there are also certain non-desirable



results appearing when searching for Rose Valley that may give a bad impression to the online
visitor.

Competitor Analysis

Hotel & Resorts
If we will search in Google “Resort at Mandarmani” , you will not find our any presence of website
http://www.rosevalleyresorts.com. While its competitor having presence in both organic and paid
Google listing as given below

.
We have also search for “Hotel in Digha” , but didn’t find any presence of Rosevalley website there.



Film Industry Global Presence

Google Visitor Log According to “Bengali Film” industry.



Regional Interest of “Bengali Film Industry” & Its Business region:-

On the above Regional map you can see the visitor popularity in India.



Competitors present in Google Local Listing

Social Media Presence of Rose Valley
We have searched the Global presence of Rosevalley as compared to its competitors, we can see
that its competitors doing lots of social media marketing and getting huge amount of direct or
referral visitors.



Under Standing of Marketing Strategy
Rose Valley spends a significant amount of money for marketing the group through traditional TV &
print media. However it is time to evaluate if there is any other option available for better ROI and
Branding. Nowadays young affluent people are using internet for finding information and
convenience for their decision making process. We feel it is a right time that the corporate identity
and communication strategy should be empowered with a strong online strategy to capture the
attention of the growing online user base. Online channels are the most suitable media form for
customer acquisition in the sectors Rose Valley is operating in now.



4. Suggested Scope of Work
eCeltic as a partner agency of Rose Valley wants to develop dominant web presence with the
ultimate target is to in achieving more ROI through online marketing and search engine optimisation.

Main deliverables from eCeltic

 Whenever people search with related keywords, their website will be visible in top positions
across different search engine results (e.g.: Google, Yahoo, Bing etc)

 Make the Rose Valley Brand stronger in the Indian market to enhance the trust of the
consumers; creating mini sites and updating the current sites

 Accumulate good reviews from the authoritative and leading sites about various Rose Valley
group activities

 Strong and engaging Social Media Presence

 Generating more followers, friends and subscribers through various social networking sites

 Online reputation management for the Rose Valley, minimising any negative mentions
ensuring a positive impression through blogs, article submissions, press releases and forum
comments

 Overall our main target is to increase sales and help them generate more revenue through
various online channels

 Regular project communication and detailed reporting of the achieved goals

 Strong project management ensuring completion of targets on time

 End of month progress and lead generation report

Online Strategy for Other Group Activities

New Websites for Rose valley Groups
We will develop on Rose valley corporate domain, Hotel & Resorts, Travel and rest of domains wil
start after completion those projects done. We will give profession looks and functionality. Before
adding any final design and functions our team will inform you .



Here is the Structure of development:



Why is the user on your website?

The design or redesign of any website should start with an analysis of existing and prospective
users. A key aspect to consider is why the user has chosen to visit the website on that occasion –
referred to as a site visit goal.
This report considers users who are on a website for one of the following two reasons:
• to gather information – looking for information such as hotel amenities, or the rates and room
availability on a known stay date etc. in order to eventually make a reservation (comparison
shopping)
• to make a reservation
There are other reasons for visiting a website – for example to make a customer service enquiry,
to cancel or modify a reservation, to check the level of a users loyalty card points – but this
report addresses the user goals of information-gathering and reservation-making.
What is a booking process?

A booking process determines how the user navigates through a series of sequential phases in an
online hotel reservation.
For example, a user may:
1. Enter required city and stay-date
2. Review options from available hotels, rooms, and rates
3. Select a suitable hotel, room, and rate
4. Enter guest and payment details
5. Confirm reservation



Enter occupancy and number of rooms at the start

Insurance Portal
For the insurance arm of Rose Valley a new online lead generation portal could be designed and
developed for new customer acquisition. This is one of the latest trend in the industry as you can see
from the website for all the insurance companies as well as the intermediaries like –

http://www.policybazaar.com/
http://www.insurancemall.in
http://www.apnapaisa.com



5. Proposed Marketing Strategy for Rose Valley

Social Media Optimization
The key to a successful Social Media campaign for Rose Valley is not about reaching a mass audience
and blasting various messages. It would be more about reaching the influencers, developing
relationships, and having a conversation that will generate long term benefits through their
advocacy of the brand.

Benefits of Using Social Media

 66% of the Global Internet population visit Social Networks and mostly all young decision
makers
 Time spent on social networks is growing at 3X of the overall Internet rate
 Undisputedly the best online medium to build up solid brand awareness
 Acts as word of mouth
 Two way communication activities
 Platform to Interact with your target audience
 One of the most effective mediums to generate quality leads

How Social Media will be used for Rose Valley

 We will listen to Rose Valley’s audience
 We will engage with your audience
 We will provide relevant information
 We will create a vibrant online Rose Valley community
 We will measure the results and take action accordingly

Steps eCeltic will follow for Implementing Rose Valley’s Social Network Plan

 Listening & Learning :

 Start monitoring what customers are saying about Product or brands and using this
information to support your Marketing Goals. eCeltic will be testing different social
media tactics and finding out what works best for Rose Valley.

 Engaging, Build Relationship & Create Awareness:

 eCeltic on behalf of Rose Valley will interact with key audience though social media
channels like Facebook, Twitter etc. in order to build awareness for Rose Valley. It
will increase visibility in the right areas and stick in the minds of others through
active interactions on many different levels.



Lists of Activities which includes Social Media Optimization for Client

 Profile Creation: Profile creation on social networking websites, each profile will be having a
related blog associated with them. The profiles will be created on sites like:
 Faceook.com
 Linkedin.com
 Twitter.com
 These profiles will be as real as far as possible – These profiles will build friends communities
and will talk about (USP and Services offered by Rose Valley)
 USP: Two international gateways resulting in uninterrupted connection.
 Plans catering to all kind of Audiences.

 Some blogs created by these profiles will send links to landing pages for the services.
 Blog Promotion: Blogs will be promoted on Social Media & Bookmarking sites. Example: E-
blogger
 Groups Creation: Independent groups will be created on sites like:
 Facebook.com
 Orkut.com
 Twitter.com

Reputation Management

Negative feedback, bad postings, and bad comments can really hamper the reputation of any large
organisation. It can ruin a good corporate image that has been built up for years. We found a lot of
negative feedback regarding Rose Valley on the web. We can suppress these negative comments
from coming in the top and decrease their visibility.

If you search by “Rose valley mandarmani resorts good service reviews” you can see this bad review
in first place in Google.com. Just imagine the impact this would have on the potential customers.



General Measures for Reputation Management
eCeltic will improve how others think about your organization and will respond directly to the
feedback through online channels. You may also want to improve the company image as an expert
by being consistently involved in discussions of topics or aggregating information that are relevant
for your organization.

Content Generation & Issue Awareness

 eCeltic will encourage your audience to create content about services and share it
with others and persuade fans to talk about your issues to others (word of mouth).
 New Blogs and new sites will be created
 Forums and our network of sites will be used for posting new comments

Increase Relevant Visitors Traffic & Page Rankings

 eCeltic will be using social media tactics to drive traffic to the landing pages (Service
Specific) which helps in improving search engine ranking for your website.

Discussion Positing:
 eCeltic will be posting discussion related to your services. Example: answers.yahoo.com

Article Submission:

 eCeltic will be submitting articles daily on 100 top articles submission sites. These articles
will be covering topics about Rose Valley services. By having a lot of people read such
articles from your organization, we will make the company popular.
 Press Release: eCeltic will submit Press Release as and when it is done on 100 top PR sites.
 Review Sites: eCeltic will post relevant reviews on top influential sites

Pay per Click Advertisement & Affiliate Marketing

As far as Rose Valley’s competitive market is concerned we find 4 scopes in the field of Paid
Networks. Those are Text Ads in Google Search Network & Other Search Partners, Image Ads, and
Banners & Video Ads.

Banner Ads & Video Ads are very important in terms of branding. Brand awareness can be created
by running banner ads and video ads on most popular websites in India through which we can
generate traffic to the landing pages. Example: Economic Times.

Pay Per Click – Text Ads

Text Ads are very powerful media for your organization. If a user clicks on our Ads that we have
placed in front of them, then the user directly reach to a landing page and this will help in lead
generation through Google & Partner Network.



Pay Per Click ROI Measures

eCeltic will ensure that management of your Pay per Click Campaign requirements is aligned with
your Marketing Goals resulting in a robust ROI. Our detailed ROI marketing measurement steps
enable us to meet requirements of yours.

Steps eCeltic follow to improve your ROI

 Creation Of Landing Pages – Product Specific
 Effective CPC (Cost Per Click)
 Lead Generation Techniques
 Keeping a close eye on Ad Performance
 Checking Footfalls versus Genuine Clicks
 Continual Tracking of Conversion Rate
 Focused Spending on Advertising Budget
 Demographic & Geographic understanding of student behaviour
 Monitoring direct response rate and admission levels

Google Adwords would be the most important tool in generating quality leads for Rose Valley
because this entail pull advertising rather than pushing your ads to the customers. In other words,
people who are searching for services you provide would be shown the ads.

Facebook Ads are another area where specific users would be targeted for Rose Valley. Quality
leads will be acquired by filtering users by age, gender, location and interest. Your ads would be
placed right in front of those looking for services similar to what you provide.

Benefits of using online banner and Text ads:

 Ability to Target Locations
 Ability to Target Demographics
 Ability to Target Placements (On which websites ads should show upon)
 Ability to Test and Optimize various ads, keywords and finally come up with better
performing campaign
 Transparency on where your budget is being spent and what you are getting back. You not
only see how many clicks and conversions did you get out of your budget but also can
witness which slogan, which tag line and which picture is generating revenue for you.

Affiliate Marketing Sites

Different affiliate marketing strategy and multi-level marketing options will be used to generate
better ROI.

Banner Ads:

Banner Ads is a specific segment wherein your ads are shown on websites that are not on Google
Content Network (For Example: facebook.com, yahoo.com, rediff.com etc.)



These ads are shown on the prime position of their website where any visitor would definitely have
a look at the ads, you would then be charged when any interested party clicks on them.

The figure below shows how a banner advertising system works. In this example, a company
creates and submits a small banner ad to a banner advertising network and selects location,
time and category as the ad promotion criteria. The banner advertising network submits
these ads to multiple web sites that have agreed to be part of the banner advertising
network and keeps track of the transmission, selection and response to these ads. The web
site system operators insert the banner ads on their web pages in specific locations.



Lead Generation Through Registration or Signup

Usability of pop-ups advertisement
From here user will directly get interred into the website and also retrieve his/her required
information.



Instant user feedback driven advertisement

Header banner advertisement into Top targeted websites:
It’s a most demanded event because according to human point of view visitors first view will
be on the top of the page and that would be beneficial to the client.



Free Trial/Offer



Side wide banner ads with different types for attract visitors online.



Classified Advertisement
It’s a another digital marketing platform where we will get direct visitors through business
listing of those targeted websites

On the above the top targeted classified web portals are listed, we will publish your
business listings into it.

Local Listing

The map that you occasionally see right at the top of Google’s search results is the Local Business
Listings. These lists tend to show upon services where regional modifiers are used as part of the key
terms, i.e. “hotel in Mandarmoni” The prime positioning of listing on Google’s result page means
that if you’re focusing on a particular location for services the local business listing would really be
prioritised in your SEO Programme.

Google’s Local Listing are technically separate to organic SEO, yet rely largely on the same basic rules
for success, vital being the use of good relevant content. Listings are created through Google
Adwords with options to add a brief description and all the important location which is highlighted
on the result map. It’s so quick to set up, and depending on type of institute you are running, the
benefit can be incredible.



Search Engine Optimisation
Search Engine Optimization is the process of improving the volume and quality of traffic to a website
from search engine via “natural listing” search results. Optimizing a website primarily involves
editing its content and HTML coding to increase its relevance to specific keywords and remove
barriers to indexing activities of search engines.

Why Use Search Engine Optimization

There are 5 main reasons as to why companies should be looking towards implementing a Search
Engine Optimization (SEO) strategy, all of which serve to deliver an effective alternative to
traditional marketing methods with targeted and measurable results.

 Increased traffic & Conversion rates
 Reduction in costs
 Increased brand awareness
 Increased browser and client satisfaction
 Complements traditional marketing campaigns

In order to implement SEO we need to finalize relevant keywords. So find below some relevant
keywords with rational traffic for your reputed institute. We can surely entertain any requests
regarding keywords for your personal projects from time to time.

We work on commitment basis to rank at 70% of the keywords on the first page of Google before
the end of 9-12 Months

Suggested SEO Keywords:

Mandarmani resort Mandarmani beach resort



Hotels in Mandarmani Hotels in Digha
Hotels in portblair Best hotel in Digha

Activities First Quarter

 Initial Site & Target Audience Analysis
 Search Engine Friendliness Analysis
 Competitive Analysis
 Ranking Analysis
 Meta Optimization & Content Optimization
 Site Code Optimization
 Submission of Home Page to major Search Engines & Directories
 Sitemap Creation
 Google Analytics & Google webmaster creation & Integration

Off Page Optimization

 Link Exchange
 Article Submission
 Social Bookmarking
 Forum Posting, Yahoo Answers
 Directory Submission
 Social Page Creation
 Classifieds Submission
 Press Release Submission
 RSS Feed Submission

Detail monthly plan would be produced before project execution

Email Marketing

Email Marketing is said to be the best online medium to retain current customers. And it’s well
known that continuing with current customers is much cheaper and profitable than acquiring new
ones. Even Email Marketing can be used as a marketing tool to acquire new business.

We follow certain steps to ensure that your email gets delivered in the inbox of your prospect,
rather than the junk folder.

Steps to ensure the Email Delivery:

 Quarantine the Database
 Hard Bounce
 Soft Bounce
 Create HTML Templates



 Rich Graphic Designs
 URL Tracking
 Easy to Unsubscribe
 Tracking Codes
 CAN SPAM Compliant
 Printable Coupons which when provided by subscribers at the time of registrations, would
be awarded by certain discounts.
 Links to your websites

A separate database would be created for those who respond positively to the emails that we send
to them. Then next level information would be shared with them, keeping things in mind what
services they clicked upon or focus more upon to carry forward the conversation with your
customers.



6. Why Online Marketing is taking Over Other Media

Traditional Print, Radio and TV media is very good for ‘Local’ branding and has its own merits. The
only issue with this traditional form of marketing is there is no direct measure available for return of
investment. Also someone needs to pay a premium price or investment in putting their ads in these
places

If we take an example of Print Magazine –

Print Media
Anandabazar Patrika
Circulation
 Print Circulation - weekdays: 1,120,420
 Print circulation – Sunday: 1,627,062
Cost
 Anandabazar Patrika Full Page Ad – 25 lakhs per day and more for whole West Bengal

Sananda
Circulation
 Monthly Circulation: 30,000
 Mostly women subscriber
Cost
 Sananda Magazine Full Page Ad – 1 lakh

Times of India
Average paid Sunday circulation is 10,19,388 and Monday - Friday circulation is 7,23,181

TV Channels
Star Ananda
Average No of Viewers: 430,00,000

TV ad production cost – 4 to 6 Lakhs

Depending on the time and program the cost varies. Star Ananda charges Rs 4000 per 10 second
each time the ads are showing on the TV. General Ad lengths are 20 -30 seconds and the ads needs
to be showed various times during the day/month. In general you need to give 5



Even with all this cost you are never sure how many readers/viewers is actually becoming your
customer.

Why Web Marketing Is Better than Print Media?
 Ads are interactive
 In the same place, you can place multiple ads with different caption, colour, image for
different user group
 You can update the ads immediately with user input
 Your company displayed 24 hours a day, 7 days a week, 12 months a year in any part of the
World. While in newspaper your ad will be gone next day
 Online media is going to overcome print media (http://www.pwc.com/gx/en/press-
room/2010/E-and-M-players-seek-new-roles-digital-value-chain.jhtml)

Internet user’s statistics

In India now there are almost 100 million users

Track your ROI and know your customer better –

 We can tell you how many user are coming to your sites, % increase per day/week/month
 From which localities those users are coming, their behaviour
 From which sites these users are coming , what keyword/search term they are using
 How long people are staying on the site
 Where on the page people are clicking
 What is the bouncing rata
 % of people clicking on an ad



 How many people actually booked from an ad campaign
 How many people are enquiring on the result of a ad
 How many user are coming repeatedly



7. Estimated Budget and Mile Stones
Web Marketing & Search Engine Optimisation takes time to show its result. We usually execute
plans of six months with monthly progress meeting where we show the improvement from the
initial bench mark phase. In General there is not much difference noticed in the first couple of
months but from the third month, we can see steady improvement.
We propose that Rose Valley Group might need to spend at least 25 % of their total marketing
budget online. Following activities should be carried out –

 Development exiting sites( Rose valley Group site, Hotel & Resorts and Travel is our
first preference than client request we will start work on other sectors)
 PPC campaign of Rs 1,00,000 every month for hotel, resort and travel.
 Banner and Rich Media ads of Rs 1,00,000 per month.
 Reputation Management, SEO & Social Media - Rs 1,50,000 Per month
 Developing mini sites & improving existing sites – this will vary case to case basis

The above figures are ball park estimates for the whole group activities. It could be modified
depending on the budget Rose Valley wants to allocate in different areas. Higher budget will bring
better result and more customer acquisition.

Detail monthly goals will be set after initial discussion with the management and before starting the
project. The following would be done within first six months –

 In general 10% increase in monthly visitor volume from 2nd month. Ongoing
visitor increase rate in general will be 3% – 5% per month from then on.
 20,000 – 25,000 followers in social networks after first six months
 Removing most of the existing non favourable remarks from coming in the first
page of Google search
 New good remarks would be coming up in the first couple of pages when some
search with Rose Valley
 Ranking in the first page of Google and other search engines with the agreed
keywords
 Increase in hotel booking ( would be decided in initial goal setting meeting)



 Increase in total sales ( would be decided in initial goal setting meeting)
 Online Lead Generation

8. Our Project Management and Execution Approach

Operations Process Overview

We understand the needs of Rose Valley from working with similar high profile clients in previous
projects and know the best practices that Rose Valley expects in operation, consistency of delivery,
and support. So throughout our project execution we will have the operational objectives of:
• On-time project completion
• Meeting our targets per month
• Increase target visitors and their business by converting visitors to customers.

Project Planning and Management
While a project is being executed, eCeltic follows a set of documentation, project development
methodology and testing techniques. We utilize different tools and utilities to produce the
documentation like HTML help, Visio and different utilities of MS-Office. We use e-Collab to
enumerate the work breakdown structure, for resource allocation, for milestone-based project
scheduling, collaboration and progress tracking.

Monthly reports of the project will be provided, which will give details of each and every aspect of
the project. However, any problems or issues will be communicated directly by the project manager
to the Halpern Cowan contact person and not left until the monthly report is published.

Please see our online collaboration tool given below for more detail.

Detailed Analysis & Project Benchmarking
This involves the study of project requirements. Documented inputs provided by the client and
technical resources collected during project estimation phase are passed on to the project team. The
project manager’s understanding is transferred to the project team through a series of knowledge
transfer meetings.



8. Company information
People
eCeltic’s mission is to help our clients to achieve their online business target. Over the years the
company has been in existence, a wealth of experience and expertise has been developed through
numerous project deployments, from what was already a very strong base (the company was founded
by a group of well established IT consultants). Through an organic development of quality procedures
and operational expertise, we have developed the capacity to successfully deploy very large projects
as well small ones. Our business continues to grow.

Our employees have proved themselves to be extremely reliable and dependable throughout various
projects in the past. We have a very low rate of absenteeism, which is testament to the commitment
and strength of our project team.

Subir Mukherjee (Director)
A serial entrepreneur with ten years of multinational working experience across the
globe with specialization in business analysis, software, internet & mobile technology
based company build up. Subir worked in different companies in Asia & Europe and
understands the consumer expectation and behaviour of the different countries.
Previously he worked in PriceWaterHouse Coopers (PWC), America Online and other fortune 500
companies as a software & business analyst.

Subir has a Masters degree in computer applications from Shibpur BE College and has a B.Sc honors
degree in Mathematics from St. Xavier’s College, Kolkata. He started e-Celtic in 2002. Now e-Celtic
is a successful multi-national software company with head office in Ireland and development centre
in India. e-Celtic also has a consulting operation in Durgapur. He acts as the director of e-Celtic
groups of companies. www.eceltic.ie, www.ecelticseo.com, www.ecelticdocs.com.

Suvendu Jana (CEO)
Having more than 22 years of experience and vast knowledge in IT fields he consistently performed
in delivering assignments of different magnitudes to clients and contributing to their business. He
enjoys thinking ‘out of the box’ and endeavour to inspire team mates to stretch themselves as much
as they can, thus increasing productivity. He has vast knowledge of handling the overseas customers



and experience in applying modern business management concept in Business. He has enough
knowledge of implementation on Web Platform like, MySql, PHP, Java Script, Apache, HTML, IIS,
ASP.NET, AJAX, Relational DBMS like Oracle, SQL Server, Sybase, Informix, and in Java, JSP, Entity
Bean, Session Bean, and DB2-400, CL-400, RPG-400, SQL-400 etc.

Nirmalya Sengupta (CTO)
Nirmalya is the technical director of our offshore team, managing the overall architecture and
engineering of the project. Having 8 years experience in Object Oriented Programming, Java
technology, MySql, Oracle and advanced knowledge in Microsoft technologies he is also responsible
for leading the development team. He has vast knowledge of developing different applications on
Java, Servlet, JSP, Spring, Oracle, and MySql. He analyses, designs, develops, implements workflow
applications with all other duties to automate internal processes. He manages the process
compliance for all SDLC phases, interacts with Users and Team and prepares Analysis Reports and
Requirement Specifications.

Project Management Team

Santanu Brahma: Project Manager of Programming and Design
Santanu Brahma is the young and dynamic Project Manager of Programming and Designing at
eCeltic. With over five years of experience in the industry he has honed his programming and
designing skills meticulously. He started out with Olexa Interactive in 2007 and slowly made his way
through all along learning and increasing his experience.
His experience in the programming industry molded him not only into a wonderful designer and
programmer but also brought out the latent managerial skills within him. The in-depth industry
knowledge and experience that he has acquired over the years has given him the capability of
handling multiple projects simultaneously and executing them with utmost accuracy. His
enthusiastic nature and eagerness to learn new things enables him to think out-of-the-box and come
out with unique solutions.
Santanu is a decisive, action-oriented and results focused professional who is driven by new
challenges, he is truly an indispensible part of eCeltic.

He will tracking all times on Rose valley projects and if require anything will discuss with

Gopal Das: Web Marketing Account Manager
Gopal Das has completed his Master degree in Computer Application & IT Services, after which he
has worked for over a six years in the Indian IT industry working for both the solution providers and
the end-users. Having seen both sides of the coin he can deeply appreciate the need for
understanding a business inside out before implementing solutions. Analytical skills apart, his



expertise lies with managing and coordinating teams. He has a tremendous ability to deliver. He
constantly ensures that the project is delivered exceeding the client’s expectations and on-time.
Gopal’s background is very technical and brings to the table a wealth of knowledge in information
systems that help him understand the technicalities while using his communication skills to address
the project team and transfer knowledge.

Gopal Das will keep regular communication throughout the project with the eCeltic team and Rose
Valley. Internal communications will be channel through our e-Collab project management tool,
which can also be accessed by Rose valley to assess the status and activities of the project.



eCeltic Team

Brian Martin
Designation: Business development manager and web Digital marketing consultant
Email: brian@eceltic.ie

Mario Marchetti
Designation: Project manager
Email: mario@eceltic.ie

Shreyashi halder
Designation: Senior Web programmer
Email: shreyashi@eceltic.ie

Saheli Dey
Designation: Senior Web Designer
Email: shreyashi@eceltic.ie

Ranjan Paul
Designation: Senior social media analyst
Email: ranjan@ecelticseo.com

Roshni Mukherjee
Designation: SEO specialist
Email: roshni@ecelticseo.com

Soham Chowdhury
Designation: Senior digital marketing consultant
Email: soham@ecelticseo.com

Subhendu Das
Designation: SMO analyst
Email: subhendu@ecelticseo.com



Partha Gurai
Designation: Head of affiliate marketing
Email: partha@ecelticseo.com

Sandip Saha Roy
Designation: Senior Digital marketing analyst
Email: sandip@ecelticseo.com

Sanjib kumar Roy
Designation: Head of Quality control
Email: sanjib@ecelticseo.com



9. Previous Experience

Hotel Projects
Reputation Management for Jury’s In

Requirment
To remove bad reviews from SERP results of Google. It was found that Hotel Jury’s Inn had a number
of bad reviews when searched in popular search engines like Google which was affecting its brand
marketing. They contacted eCeltic for brand management.

Our solution
Our dedicated and highly skilled team has successfully executed brand management and removed all
the bad reviews which were affecting the hotel’s brand value. eCeltic has turned the table around by
giving excellent reviews on topmost brand generating websites. We have successfully applied
content syndication process and the results are outstanding.



Reputation Management of Hotel Titan
Requirement
To remove bad reviews from SERP results of goggle.
It was found that Hotel Titan Inn had a number of bad reviews when searched in popular search
engines like Google which was affecting its brand marketing. They contacted eCeltic for brand
management.

Our solution
Our dedicated and highly skilled team has successfully executed brand management and removed all
the bad reviews which were affecting the hotel’s brand value. eCeltic has turned the table around by
giving excellent reviews on topmost brand generating websites. We have successfully applied
content syndication process and the results are outstanding.

Client: Hilton Garden Inn



Business Challenge:
Generate online sales leads in the competitive market and look into more innovative
avenues for cost reduction and productivity enhancement.

Background:
Perform extensive optimization and improve traffic to the portal. A good ranking in search
engines (Google, Yahoo, Bing) within the target period.

Client Feedback:
“Truly, we were in distress, when e-Celtic saved our boat to fight back and emerge as the leader in
the vast ocean. In no time we sailed past competitor due to Celtic’s smart and aggressive planning to
bring back customer’s faith towards our products. e-Celtic instilled confidence in us at the right hour
and help us succeed.”

Isabel Clare
Relationship Manager
Hilton Garden Inn

Currently we are working on similar projects for Mission Hospital Group, DSMS Group, Hi-Tech
Group and Kalinga Hospital Orrisa.

Rex Resorts

Our Client http://www.rexresorts.com from the travel sector also but competing in different
markets. If we look at our client website’s visitor channels we will find several options as explained
below.

Example 1:
It’s an online booking portal, we have listed our client details there to get 100% conversation into
client website.



Example 2:
Got our client listed into top Destination guide portals to give perfect guide to the end users.

Example 3:
Created company profile listing into top business portals and also listed into Google Search page.



Example 4:
Global presence with reach media, which will convert 60% traffic/visitors to the original
website. YouTube publication is one of the most powerful for disseminating viral videos.



Travel Projects

Client: Terracurve

Business Challenge:
Achieve the ‘be all and end all’ tag in the Green Travel sector.

Background:
A paramount solution towards the Green Travel to feature among the top bracket
companies thriving in this sector. We delivered an enhanced web presence and improved
visibility with a high flow of traffic into the portals.

Client Feedback:
“Impressed with the professionalism and attitude shown by the e-Celtic team towards
promotional planning to generate leads based on local search criteria. Particularly
remarkable was the promotional aspects regarding Hotel Indigo San Diego which worked
wonders. Happy that e-Celtic performed smartly and kept our staff busy attending
customers ever since we handed over the project.”

Sam Henderson
Marketing Executive
Terracurve

Client: Hotel Planner

Business Challenge/Benefit of Clients:
The leader has it all, but it was holding back reputation to gain customer advantage based
on leads generation that tempted us to perform on the project.

Background:
The client expected to portray themselves as a full scale event management group and
perform well for hot keywords to gain a strong foothold in the industry. Customer loyalty



was the focal point for the company and so retaining possible deflecting customers was a
key deliverable too.

Client Feedback:
“Initially reluctant, but we realized being on the right track by handing over the job to e-
Celtic and even looking forward to continue with them in every major project we undertake.
There effort was truly commendable.”

John Ferdinand
Marketing Manager
Hotel Planner

Client : Virtual Tourist

Business Challenge/Benefit of Clients

 Acquire a leading edge in the business.
 Increase sales productivity.
 Convert more visitors into potential customers.
 Excavate more areas of online marketing.
 Examining customer behaviour and attitude towards services.

Background:
Ultimate motive was to build an organized plan and act accordingly as per client
requirements and expectations to develop a long term plan.

Reputation Management:
It was more responsibility on our part to improve branding and enhance customer visibility
on the web. Good blog posts ensured we are in the right league eliminating negative
perception and renew interest in people towards high standard services.

Client Feedback:
“The past 3 years association with e-Celtic was incredible and we are pleased with their
effort and services. Their suggestions and guidelines were awesome and impactful to
achieve the target we desired over years. Thanks e-Celtic for your major contribution. You
made us proud.”

Auslyn Taylor
General Manager
Virtual Tourist



Client: Green life Insurance Broking Private Limited

Business Challenge/Benefit of Clients:
Their main challenge Increase sales through digital marketing and increase Green life insurance sales
through our online promotion activities.

Background:
Green life Insurance is an online insurance brokerage company in India dealing with all types of
insurance from different insurers in India. Their aim to succeed in the fast growing insurance sector
to evolve as the market leader and consequently serve customers with ultimate satisfaction through
online marketing.

Client Feedback:
“e-Celtic helped Green life Insurance in gaining a prominent search engine presence for relevant
keywords and drive highly targeted traffic to website and enhancing its brand through use of social
media..”


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