Final paper BMKT 369-2 - ZEN Portfolios

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18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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April, 2010

Fruition Day Spa

INTERNET MAKRKETING PLAN

Capilano University

BMKT 369


Ivan Surjanovic

Gagan Mahal


Jingyi Niu

Janine Cannon

Raquel Del Nero

Zhang Siwei



2

Table of Contents

Executive Summary

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3

Introduction

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.......................

5

About the company

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.............

5

Vision
................................
................................
................................
................................

5

Strategic Goals

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................................
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...................

5

Situation A
nalyses

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................................
................................
..............

6

Industry trends

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................................
................................
..................

6

Competition

................................
................................
................................
.......................

8

Opportunity

................................
................................
................................
.......................

8

Company’s Strengths and Weaknesses

................................
................................
...................

9

SWOT Table

................................
................................
................................
.....................

10

Marketing & Internet Marketing Objectives

................................
................................
...........

11

Target Profit

................................
................................
................................
.....................

11

Target Online Sales Profit

................................
................................
................................
...

12

Target Offline Sales Profit

................................
................................
................................
..

12

Target Website Traffic

................................
................................
................................
.......

12

Alternative Evaluation

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................................
........

13

Marketing Objectives

................................
................................
................................
.........

13

Our suggestion:

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................................
................................
................

14

Marketing Mix

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................................
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..................

16

Product

................................
................................
................................
...........................

16

Price

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................................
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...............................

16

Promotion

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................................
................................
........................

16

Place / Distribution

................................
................................
................................
............

19

Market Space Matrix

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................................
................................
..........

19

Target Market Strategy:
................................
................................
................................
.....

21

Online target market:

................................
................................
................................
........

21

Offline target market:

................................
................................
................................
........

21

Positioning strategy:

................................
................................
................................
.........

21

Business and revenue model strategies:

................................
................................
...............

22

Multi
-
channel distribution strategy:

................................
................................
.....................

2
2

Communication Mix

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...........

23

Communication Budget:

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................................
....

24

The Control of the Overall Project

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........................

24

Methodology

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....................

24

What You Do

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................................
....................

25

What We Monitor

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25

Citations

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................................
..........................

27



3

Executive Summary


Fruition Day Spa, located in North Vancouver, is an affordab
le high quality service spa.
Fruition has efficiently succeeded in maintaining their vision.

The products they offer are
similar to those available in high end

resort spas. The price of their services are very
affordable, so the making the services less expensive will only hurt the image of quality
services. Marketing Co. would like to help promote the spa and increase awareness
through use of keyword populari
ty tools.

We would also like to strengthen the awareness
of Fruition’s ability to sell and distribute gift cards online.


There are many trends occurring

in the spa industry,
including medical spa treatments in
the spa menu, as well as the new
opportunity of targeting men who have become more
interested in spa services. Becoming a branded spa is also an industry trend. One
excellent way of branding your business is to have a company website. Fruition currently
has a website with sufficient co
ntent regarding services and products of
fered, location,
and promotions. H
owever, there is also room for enhancing the website.
Fruition’s
strengths include the affordable prices and quality of service in an intimate and less
intimidation environment. Al
though there are male oriented services available at
Fruition, there is a weakness. The website theme is strictly feminine and would not
appeal to the male market and therefore there are fewer male customers. The website also
has room for improvement. Th
e target market of Fruition includes men and women
between the ages of 16 to 65 with middle to high income. These customers also live in a
close geographic proximity to Fruition.


The members of Marketing Co. have analyzed the spa industry, Fruition’s web
site,

target
market, and strengths and weaknesses. T
hrough our experience with website
optimization and design

we

have determined three things.
First,
Fruition’s website
requires more efficient use of imagery. As it stands there is not something eye cat
ching
on the homepage to draw web users into the site. Second is search engine optimization
through the use of Google AdWord campaigns
and keyword saturation throughout the
website and page titles.

Third is to increase

links to Fruition’s website

to impr
ove their traffic and page rank.


4


Through the use of these marketing tactics
Marketing Co.’s goal is
to increase Fruition
Day Spa’s traffic rank and page relevance and extend the reach through use of AdWord
campaigns.

We will be doing ongoing evaluations
to determine the effectiveness of these
strategies.

In turn, these strategies will generate an increase in revenue to Fruition Day
Spa.




5

Introduction

About the company

Fruition Day Spa was founded in 2001 by Laura Gobbo, who is now the President
of
Fruition. It is located on Dollarton Highway in North Vancouver, British Columbia.
Fruition has been recognized in popular magazines for their services
1
.

Vision


Have a smaller, more intimate and more affordable Spa that appeals to people
who have never
visited a spa, or who prefer a less intimidating and more relaxing
experience
than

achieved through visiting a typical large spa”
1
.

Strategic Goals

Be profitable but affordable to their target market, which is people with middle to
upper income. They are
to do this through franchising. The Day Spa’s will only be open
in one area each so they do not intrude on other franchisers’ territory
1
.




1


Fruition Day Spa Canada
. (n.d.). Retrieved April 5, 2010, from Fruition Day
Spa:
http://www.fruitiondayspa.ca/Default.aspx




6

Situation Analyses

Industry trends

There are 7 trends that have been recently occurring in the spa industry.

1.

“Bet
ter, Cheaper, Faster”
2

With the way the world is going, everything is speeding up. Technology has
made communication faster, has made travelling faster, and even cooking faster.
However, for some reason people still are finding that they never have enough
time. Especially whe
n it comes to enjoying a peaceful spa service every once and
awhile. One of the major competitive advantages for spa’s at the moment are to
provide high quality, reasonable priced, yet quick services to satisfy their
customer needs
2
.

2.

“Niche Equals Rich”
2

It is growing more and more important for spa’s to distinguish their role in the
marketplace. Once a clear identity is established it helps consumers position the
spa to help them fulfill a need they may have. Due to the fast paced environment
and improv
ements in services, it is important to maintain values, and image to be
profitable in the industry
2
.


3.


Medical Spa Mania

2

Combining medical spa treatments with relaxing spa treatments has become a
trend. Many consumers, especially middle aged men and wom
en with middle to
high incomes, have become more and more interested in medical treatments, such
as microdermabrasion, pulse lighting to remove fine lines and redness, and botox
injections
2
.





2


7 Trends in the Spa Industry
-

Massage Magazine
. (n.d.). Retrieved April 5, 2010,
from Spa Massage News: http://www.massagemag.com/spa/news/107.php







7

4.

“Corporate Connection”
2

Corporate clients are helping to bring
a significant revenue into day spas. It is a
trend now that spa services are provided at corporate events and many planners
are coming to spas and using the area as a place to have meetings and conferences
while enjoying a service
2
.

5.

“Branded Spa”
2

Spa tha
t are known regionally and nationally. These spas tend to group in certain
areas, and the Branded Spa provides the same management, marketing, and
technology practices to all the spas under the same name
2
.

6.

“Retail Rallying”
2

Customers are increasingly bec
ome more interested in the ingredients and the
benefits of the products sold and used in spas. Especially with the Green Trend
that has been occurring. Many people are interested in the environmental
contributions that the supplier of the products have.

This knowledge is now part
of the decision criteria of the buyer. Having home
-
care protocols part of the
service and selling technique helps to bring in revenue and increase the
importance of homecare products in the consumers mind. This helps to increa
se
loyalty to the spa, especially when the product does exactly what the customer is
told it will do. It is important to have a strong retail selling strategy
2

7.

“Say Goodbye to Stereo Types”
2

Now there are no stereo types for the typical sap goer. The ser
vices offered are
now considered a part of keeping your self
-
care balanced. This is happening
more and more because day spas are becoming much more common. Spas are
now considered more of a social outing and meeting place creating as extended
customer pr
ofile
2
.









2


7 Trends in the Spa Industry
-

Massage Maga
zine
. (n.d.). Retrieved April 5, 2010,
from Spa Massage News: http://www.massagemag.com/spa/news/107.php




8

8.

“More Man!”

There is also an increase in male spa goers in the recent years.


Competition

There is a lot of competition in the surrounding area in North Vancouver. Day spas
are only beginning to establish in North Vancouver, and many of them offer fairly small
facilities. Spa Utopia is a large corporate Spa that is nationally known and has th
e ability
to offer much more in a larger area. Absolute Spa is another well
-
known large spa that
targets high income consumers in resorts for the most part. Many celebrities have come
to Absolute Spa and have left testimonials. Fruition Day Spa is in a
completely different
level and, with their current market share, could not compete efficiently with such large
spas. The main competition are the smaller salons with spa services like manicures,
pedicures, and waxing, and the smaller Nail Bars. They are
much more numerous and
the cost for services are much cheaper. Although the quality of service is by far much
less than what Fruition can offer, many consumers (especially in North Vancouver), are
not used to paying more for similar services even if they
are better quality.


Opportunity

Many opportunities are arising with new trends becoming more relevant to the
success of a day spa. Fruition is currently offering a franchisee program
1
.
This will
help improve their name and create a Branded Spa, which is

one of the trends.



They are providing more affordable services, however, there is an opportunity to
develop even quicker services since most of their services are over an hour with the
option for many add
-
ons
1
.
They offer only a few services that are 3
0 minutes
1
.
Also,
with the trend of having medical spa services available in day spas, there is an


1


Fruition Day Spa Canada
. (n.d.). Retrieved April 5, 2010, from Fruition Day Spa:
http://www.fruitiondayspa.ca/Default.aspx


1


Fruition Day Spa Ca
nada
. (n.d.). Retrieved April 5, 2010, from Fruition Day Spa:
http://www.fruitiondayspa.ca/Default.aspx


9

opportunity to partner with already existing medical spas, or to make the investment to
bring medical treatments and technologies to the business.

Now that the target market for day spas is much broader, the opportunity to
clearly define and target a certain demographic is much easier as different spas may
appeal to different people.

There are also a lot more people using internet now than ever bef
ore. It is now
advantageous to draw people to your spa through online tools as well. The website helps
to define their brand and position the spa in
consumers’

minds.

Company’s Strengths and Weaknesses

Strengths:

Fruition offers a variety of services fo
r both men and women of many ages. They
have facials that are for teenagers and for aging , or acne skin. There are body
scrubs and manicures and pedicures offered. Many of the retail products they
offer are popular among consumers
1
.
They have also had

articles written about
them in popular magazines, as well as nominations for favourite spa facility and
services for 2009
1
. Since Fruition is a much smaller facility it is much less
intimidating for people who are coming to a spa for the first time, or p
refer more
personalized services.

Weaknesses:

The website is not targeted towards men, even though there are male services
available. If a man were to search on the internet and click on Fruition Day Spa,
it is less likely they will look into the spa fur
ther. Currently there is only one
location with opportunities to grow. The website is also not optimized to its full
potential and the imagery and overall design is not efficient. They do not have
many links to their website and could broaden the medica
l services that they are
currently lacking.








10

SWOT Table













Offer a variety of
affordable services



Recognized in
Fashion Magazine



Website not
optimized



Don’t offer many
medical services



One location only



Medical Treatments



Franchise



More internet users



Broad Target Market



Website Brand Image



Lots of competition
from smaller nail spas



Large corporate spas



Trend towards fast
spa services



Offer affordable
medical treatments



Recognized
Franchiser



Optimize website



Optimize website



Partner with
medical spa



Open more
locations in area



Offer quick and
affordable services
that have similar
quality to high end
spas



Target specific
customers through
use of online tools


11

Marketing & Internet Marketing Objectives

Target Profit

Our t
otal profit is determined by our prices. In our prices we need to allocate
money for labour and supplies, overhead, and profit. When these things are added into
our prices we will be able to determine how much of a profit will be made. Certain
expenses tha
t will be added into
l
abour will be benefits and salary costs for all of the
staff. This cost can also vary depending on how much time is spent on certain services.
Overhead expenses will include all of the costs that are required to run the day spa not
in
cluding labour. This would include rent and utilities. This will amount to be about 40%
of the labour and suppl
ies. Our target profit is $318,208

per year.



Income Statement

Ending Dec.31
st

2009

Fruition Day Spa


Sales


$1,000,000


Fixed Expenses:




Rent

$ 312,000



Salaries Expenses
(Managers)

$ 110,000



Wages Expenses

$ 14,400



Appreciation

$ 6,000


Total Fixed Expenses


$ 442,400




Variable Expenses:




Commission
Expenses

$ 160,000



Product Expenses

$
36,000


Total Variable
Expenses


$ 196,000




Total Taxes


$ 43,392




Total Profit


$318,208




12

Target Online Sales Profit

Since most of the money is made in the store, it is hard to say how much profit
would be adequate from the website. The only
product that we sell online is a gift card to
our spa. A target profit of 10% of total sales per year would be

an awesome target.
Making $31,820.80 ($318,208

x 10%) off of the website would be nice and achievable.

Target Offline Sales Profit

To achieve th
is is a simple mathematical equation
that
needs to be done.

$318,208/52weeks =$6,119.38

$6119.38
/77(hours a week
-

10am
-
9pm (11hr days)

=$79.47/hr >> $80
/hr

Staff will need to

provide an $80 service to customers per hour so we can make
this profit. We wil
l also need to add
profit margin of 10 %

the total will come to $ 88 per
hour.


Target Website Traffic

Our current web site traffic rank is 12,872,539. Our main competitors (Spa
utopia) traffic rank is 1,167,489. We would want to be a lot closer to Spa Ut
opias traffic
rank. A target for us would be somewhere near the 2,000,000 mark.




13

Alternative Evaluation

We have evaluated each alternative based on Potential, Return on Investment,
Cost, Timeline, and Ease of Implementation.


Each alternative is scored
from 1


5 in
terms of desirability, and then tallied to see which the preferred alternative is
.






Potential of Growth




Return on Investment




Cost of Implementation




Timeline




Ease of Implementation

Turns out we found the
optimum choice for Fruition Day Spa is to implement
entire strategic plan in order to achieve a systematic change throughout the company.


All
the criteria weighted the same at this point due to the urgency of improvement.

Marketing Objectives

Marketing Co
. has determined three required strategies to achieve the target profit and
increase web traffic and revenue to the company.

1)

Fruition’s website requires more efficient use of imagery. As it stands there is not
something eye catching on the homepage to
draw web users into the site.

We suggest
changing the menu style of the website to something more easily navigated. Right now
the menu is small and hard to read. When web users scroll over the menu items they tend
to get hidden by other menu items. We
also feel that we could make the homepage more
interactive through use of YouTube videos related to the business.

One suggestion to
appeal to the male market would be to change the colour theme of the website as well.

2)

Second is search engine optimizat
ion through the use of Google AdWord
campaigns and keyword saturation throughout the website and page titles.

We
suggestion adding a little more text content to the homepage with keywords we will be
highlighting later in the report.

Fruition currently is

using viral marketing tactics such as

14

Facebook and T
witter.

Marketing Co. would like to see the use of YouTube as well. We
would also like to optimize the use of blogging and RSS Feeds.

3)

Third is to increase links to Fruition’s website to improve
their traffic and page
rank.

An excellent site to link to us would be spasincanada.ca. They are a website that
indexes spas throughout Canada and helps consumers locate spas near them. A blog will
also improve link popularity to Fruition.


Our suggestio
n:

Initially our suggestion for the website would be as the image shown below:



However, we highly recommend changing the theme color. As mentioned before,
this website is not target towardsman, and changing the theme color to a more neutral
color would
definitely be more visual appealing to both men and women. The image
below shows another theme color suggestion:


15



16



Marketing Mix

Product

Founded
by Laura Gobbo

in 2001,
Fruition Day Spa has been recognized

over the
years

in popular magazines for their services
.
It offers beauty services that goes form
facial therapy to Hands and Feet care. Five different beauty packages are accessible for
the clients:
For Men
;
Lavender Luxury
;
Spa Escape
;
A Touch of Heaven

and
The Diva
.
H
owever clients can also choose services outside the packages. Their main competitive
advantage is the quality of services that they provide.


Price

In terms of pricing, Fruition Day Spa’s services have traditionally been sold at a
premium price. As they ar
e known for providing a high quality service we will continue
to recommend this pricing strategy. Premium
or prestige pricing is effective because the
target market has higher disposable incomes than that of the general population
.
It would
not be in the b
est interest to
decrease the

price
s of products or services. W
ithin the eyes
of consumers there is an association with premium pricing and premium quality.


Promotion

a)

Domain name

Fruition Day Spa

currently owns and operates the domain

www.fruitiondayspa.ca

b)

SEO (brief description
-

suggest SEO for the home page)

Due to
Fruition Day Spa
’s

luxury services
, initially we investigated the possibility
of optimizing the site for the keywords

beauty spa,

and
luxury
spa

(see graph below

form
google trends
).


17



However, due to the large amount of sites already appearing in this search and a
lack of geographic segmentation we wish to additionally optimize the site for the term

North Vancouver S
pa
”. This al
lows for greater ability to segment potential clients based
on geographic location. Also, this geographical area has a higher average income than
anywhere else in the GVRD and therefore has the ability to afford the high
-
end product
offerings from
Fruition

Day Spa
.

This SEO will be achieved through the use of page titles, content and Meta Tags.
These tactics when utilized are very effective in improving a site indexing on search
engines. These tactics will be combined with additional links created t
hrough s
ocial
media sites like T
witter and BlogSpot
.

This will increase the pages relevance on search
engines increasing the site rank due to link popularity.

The “home” page
Fruition Day Spa

will be optimized in accordance with the
following table:


Keywords to
stress

Day Spa, North Vancouver Spa

Title Tag

Day Spa


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䑥獣⸠䵥瑡⁔ag

c牵楴楯渠䑡y⁓灡

灲潶楤p猠汵s畲y⁳ 牶楣e猠獩湣e′〰ㄮ

䭷⸠䵥瑡⁔ag

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乯k瑨⁖tnc潵癥爬rBea畴y⁓灡⁩渠
k
潲瑨⁖an
c
潵oer


18

URL

www.fruitiondayspa.ca

Text Title

Fruition Day Spa



North Vancouver Beauty Spa

First Paragraph

Fruition Day Spa

has been serving North Vancouver since
2001. Services we offer include: Relaxation massages, Body
bliss



Alt Tags

Day Spa


North Vancouver Beauty Spa

Bold

Spa

(whenever they appear)

Text Changes

Include “
North Vancouver Spa
” and “
Fruition Day Spa
” in page
content


c)

Advertising

Keyword advertising will be used to promote the existence of the
Fruition Day
Spa

site while increasing traffic. This will be based on a pay

per click method via Google
ad
words. Again we will focus our keywords on geographi
c locations by buying ad space
for the keywords “North Vancouver
Spa
”, and “North Shore
Spa

.

This will allow for
geographic segmentation of web users and
,

as is evident in the image below
,

high rank
can be achieved for low cost due to the lack of current
advertising for the selected
keywords.




19

d)

Other promotion tactics

Fruition Day Spa

is currently implementing additional promotional tactics in the
forms of print advertising, direct mail, discount vouchers and brochures
. These tactics all
drive traffic to the website with the hope of generating leads.

Additionally, an EDM will be sent to the client database with the aim of
increasing traffic and generating leads. The database will be drawn from site user activity
data
as well as current clients of
Fruition Day Spa
.

Finally,
Fruition Day Spa

will contribute to a blog
about beauty

tips and advice
s,

to
create awareness for their brand.


Place / Distribution

T
he
key
-
differentiating

factor of
Fruition Day Spa

is their
high
quality

of

service.
Therefore, we wish to create a mixed mode buying process in which the final purchase is
made on a
person
-
to
-
person

level. This means that no purchasing will exist via the
Fruition Day Spa

site. However, e
-
mails and queries can be conduc
ted between clients
and
Fruition Day Spa

via either the site or personal e
-
mails. These interactions will
include
beauty information, quotes and general packages
inquiries

.

Market Space Matrix



Awareness

Exploration

Commitment

Dissolution

Product


Complimentary
information
packages


Customer
Care

Price

Dynamic
Pricing

Different
pricing
packages


Customer
Compensation

Communication

Direct Mail

Print
Advertising

Gift Cards

Keyword
Advertising

SEO

EDM

Website

E
-
mail

Telephone

Direct Mail

EDM

Personal
interaction

E
-
mail

Telephone

Loyalty
programs


Customer
assistance


20

Yellow
Pages

Social
Media

Community

C2C
(Beauty
advisor
etc.)

Individual
Attention (e
-
mails phone
calls etc.)



Distribution


E
-
mail

Telephone

Number of
channels

E
-
mail

Telephone

Mail






21

Target Market Strategy:

Online target market:

Fruition Day Spa has an entire new market segment that is virtually untapped.
One of the fastest growing trends in the spa industry is men’s spa services and products
created specifically for men.
Fruition should start by creating a separate menu of men’s
spa services and products that are catering specifically to men in their website. The best
way to gain male interest is to set up advertisements in a visible position on the website.
Use images det
ailing men’s facials and massages.


Offline target market:

Fruition needs to expand their location. Fruition needs to develop a marketing
image and message promoting their skincare as the best local resource for customized
facial treatments, massage, and b
ody care therapies.



Offline

Online

Age

20
-
50+

16
-
50

Location

North and West Vancouver

North and West Vancouver
plus Lower Mainland

Gender

M/F

M/F

Income

(per year)

$70,000 +

$50,000 +

Generation

Baby Boomer, G x, G y

G x, G y

Benefits
s
ought

Service, Reliability

Price,
Online purchase,

Quality, Service

Social class

High level, Middle level

High level, Middle level



Positioning strategy:

Fruition Day Spa must position their brand as a high
-
end and high quality in
comparison to their direct competition. This will differentiate the brand and allow them to
occupy an empty segment of the local marketplace.

In order to build the best positioni
ng strategy, optimizing the website is a
widespread way to promote the spa business.



22

Highly productive strategies to use:



Establish partnerships with website owners and individuals who are targeting
your same market. These people often have a large list
of subscribers and
customers can cross promote to Fruition’s spa services and products.



Exchange links to the website with other spa industry related websites. For
example, they can link the website address to www.spasincanada.ca. This is
another effectiv
e strategy for generating the website for free. It involves
contacting other website owners for a possible link exchange partnership.



Submit the website address to blog search sites. And submit the website URL
to websites such as Digg, etc.



Having a blog
is another way to build daily commentary about Fruition spa
treatments and services. It also helps in building a relationship with their
readers and clients. Such as, Facebook, Twitter, etc.



Create RSS feeds for fruition website and submit the feed URLs t
o the major
RSS feed directories online.



Also make the website more user friendly by making the format of the site
different, including more images and content.


Business and revenue model strategies:

Fruition Day Spa operates as a standard day spa has
instituted that cost of
products and services sold is 10% of sales on the basis of the projections provided in the
case. The sales and marketing is projected to the major expense. In the following years it
has been projected at a lower level. The advertisi
ng and promotion would continue but
the initial costs would be higher.


Multi
-
channel distribution strategy:

Fruition Day Spa can begin to offer affordable medical treatments to keep up with
the trends and advertise this by utilizing both online and offlin
e sources. This will begin
attracting future customers. Also, Fruition can offer online promotions to draw more
people to their business.


23


Strategies:



Set a link on the website that customers can use to redeem their direct mail
coupons



Offer bundle package deals. They could use this kind of deal to get more
people to purchase spa products and try out new services.



They could mail their clients or prospects a sample of spa or cosmetic
products. They can send them a free instruction DVD t
o compliment the
products.


Communication M
ix

Communication Type

Strategy

Search Marketing



SEO



AdWords

Online PR



Continue relations with Fashion Magazine to keep in
contact with media



Blog



RSS Feeds



Twitter, Facebook, Youtube

Online Partnerships



Increase links with businesses targeting same
consumers



Affiliate marketing

Offline Communication




Direct mail


includes promotions and coupons



Spa shows



WOM



Advertising


billboards and bus stop signs



Sales promotions through staff

Viral Marketing




E
-
newsletters



Can sign in for a e
-
newsletter on website and to send
to a friend



Twitter, Facebook, Youtube



Adwords

Opt
-
in E
-
mail



Be party to other company’s e
-
newsletters

Interactive Ads



Adwords with landing page



Banner Ads

Total

$
980


24


Communication B
udget:


Item

Cost Per Month

Cost per Year

SEO

$
100

$1200

Keyword Advertising

$
190

$
2160

Website Design

$
2084

$
25000

Website Programming

$
2000

$
24000

Website Maintenance

$
843

$
10000

Blogs

$100

$
1200

Affiliate Marketing

$2
80

$
3360

Proposal Design

$420

$5040

Total

$
6017

$
17
640


The Control of the Overall Project


Methodology

We are going to do periodical evaluation
s

and continuous track
ing

of

the
new
strategies and actions w
e’ve implemented and their effectiveness. The major purposes of
follow up

evaluation are to ensure the

company goals and object
ives are met
, and keeping
the company
’s performance
on track. However, the reality
is that as a third party, it is

difficult to coordinate closely with Fruition and its partners and clients due to many
obstacles and inconveniences. At this point, we do need your co
operation by providing
feedbacks
, and we will do

the

rest of the systematic evaluation.

In terms of
the
control plan, we have
four systematic controls
:



Premise Control



Implementation Control



Strategic Surveillance


25



Special Alert Control

Our team will mainly monitor the data related to your website and your sales via
implementation control tools. And for other circumstances in the progress, we will
implement other strategic controls if needed.


What You Do

As we can see from the charts
above, Option x is the most preferable alternative
for Fruition Day Spa since it has the highest score after considering all the criteria. The
following evaluation action will be base
d

on this alternative. In order for this plan to
have great results,
both of us will have responsibilities to fulfill. Many of the options
require the participation of both parties to ensure the plan is implemented appropriately.

We will be working closely on all the options we have mentioned, however here are
your responsi
bility to coordinate with us:



Develop and follow up on new joint ventures



Actively be involved in company blog and social media sites



Developing and updating a creative mission and vision statement



Researching companies interested in carbon trading



Resear
ching international business opportunities in Asia and with local Native
bands

What We Monitor

A close monitor of website visitor volume will start through statbrain.com. We
will compare these statistics with Fruition Day Spa’s new revenue, amount of clie
nts, and
as well as the actual visit directed by Fruition Day Spa website.

We will conduct a survey about new website appearance, layout, and online
visibility through surveymonkey.com.

In addition, we will be tightly concerning about Fruition Day Spa webs
ite
conversion rate. As you wished, we also want the desire sales increase in the spa with
10
-
15% after website visit.

We also have below criteria to control the entire plan:


26

1.

Search engine rank: The sites rank on search engines will be used to measure
the

success of the SEO and to guide future SEO activities.

2.

Search engine saturation: We will monitor the obvious increase in each major
search engines such as google and yahoo.

3.

Time spent per page and pages visited: This will be monitored via site
analytics.

We will use the data to consider about the new version of website
content, layout and information relevance, in order to make immediate
response and adjustment on them.

4.

ROI: This will be the ultimate and overall measure of the success of our entire
projec
t.

All the records from controlling phase will be used for future efforts if needed and
help Fruition Day Spa and its website to maximize their value.






























27


Citations


Fruition Day Spa Canada
. (n.d.). Retriev
ed April 5, 2010, from
Fruition

Day Spa:
http://www.fruitiondayspa.ca/Default.aspx


7 Trends in the Spa Industry
-

Massage Magazine
. (n.d.). Retrieved April 5,

2010, from Spa Massage News:
http://www.massagemag.com/spa/n
ews/107.php




Entrepreneur
-

retrieved April 6
th

2010,

http://www.entrepreneur.com/startingabusiness/businessid
eas/startupkits/article79550
-
6.html