Please grab your journal and get ready to jot down Cornell notes and ideas for your final project!!

roughhewnstupidInternet and Web Development

Nov 18, 2013 (3 years and 9 months ago)

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Please
grab your journal and
get
ready to jot down
Cornell notes
and ideas
for your final
project!!

Today’s Agenda:

1.
Take notes over an example client
internet advertising presentation

2.
Begin Internet Advertising Project

3.
Discuss Finals:


Senior Final will be Tuesday, June 4
th


²
Regular class will be Thursday, June 6
th






WHERE TRAFFIC IS A GOOD THING







Prepared for:

Stanhope Group
Advertising




PRESENTATION OVERVIEW











Red McCombs Media (RMM) is very excited about the
opportunity of working
alongside
Stanhope Group Advertising.
Our intention is to help increase your value through internet
marketing solutions.
It is always our goal to build a long term
relationship that is beneficial to all parties.


Our intention with this proposal is to introduce Round Rock
Express to the RMM product(s) that will best help accomplish
their marketing goals.



Each solution is tentative and can be altered according to the
budget and marketing goals.




WHY ONLINE ADVERTISING?









Reach More Eyeballs

-

consumers
spend equal time on the Internet as they
do watching television


Make Ad Budgets Count

-

reach
millions of targeted consumers for a
fraction of the costs associated with
traditional marketing


Stay on Track

-

measurable views,
clicks, sales and actions


Ability to Optimize

-

based on
predetermined metrics






WHERE IS THE TRAFFIC?









Nielson/
NetRatings

research proves that
after email,
search engines
and portals are
the most visited sites on the
internet

(11%
share)



Nielson/
NetRatings

also reports that
each
person spends about 30 hours on the
internet at home and work in one week.
Almost 4 of those hours are devoted to
search engines and
portals

(Dec 31
-
Jan 6,
2008
)
.

This means that users are
looking for you!


It necessary to get your business on the internet
and within
TOP search
results.


Top Site Genres, Ranked by impressions
-


Dec 31
-

Jan 6
th
, 2008



DEFINING ROUND ROCK EXPRESS MARKETING
OBJECTIVES











RMM has identified these
online marketing objectives
for

The Round Rock Express:





Increase
ticket sales




Increase overall awareness




Drive traffic to website for
ticket purchasing




Appeal to families as a preferred choice of activity






RMM PROPOSED SOLUTIONS











1.
Search
Engine
Marketing

2.
e
-
CRM

3.
Targeted
Display Advertisements

4.
Video
Player on Website & Across
the RMM
Video Network





SOLUTION 1: SEARCH ENGINE MARKETING








RMM
has a team of engineers that continually
manage

and
optimize

your offers, delivering the
highest possible return on your ad
budget
.


RMM will create and manage targeted search campaigns to correlate
with Round Rock Express’ schedule and sales promotions
.


SEM is best implemented with
Keyword Branded Pages
. RMM creates
multiple landing pages about your products and services to be
included in the indices of the major search engines. Your sites will be
displayed prominently when customers query keywords that relate to
your business
.


We give you the ability to use an
unlimited amount of keywords
in
order to give your offer the broadest possible reach
.


Your campaigns
will
be geo
-
targeted by country, state
& metro
areas.


Improve Round Rock Express Search Performance

& Increase Traffic to the Website



SEARCH

EXAMPLE
: WHERE CAN I FIND ROUND
ROCK EXPRESS?











In conducting a manual keyword search on Google, I have found that Round Rock Express has no presence
among its competitors when searching for a local activities.
It would not be considered an option
.




KEYWORD SEARCH RESULTS FOR ROUND ROCK
EXPRESS











With our research software and search engine spiders, we have generated sample targeted keywords
pertaining to the
Round Rock Express and local family oriented events and activities
.


We discovered that Round Rock Express has little or
no presence
for thousands of relevant keywords:

round rock baseball

round rock express
baseball

team sports

weekend activities

baseball tickets

corporate events

express suites

express tickets

family activities

family reunions

local events

minor league baseball

spring break ideas

2008 baseball tickets

Friday night events

baseball activities

baseball games in Austin

baseball games in round
rock

baseball tickets for family

buy express tickets online

central Texas baseball

company season tickets

dell diamond directions

dell diamond tickets

express baseball suites

express schedule

family night out

first base line tickets

home plate seats

kid
-
friendly events

local baseball tickets

parks and recreations

rr

express address

rr

express caps

rr

express hats

rr

express jerseys

rr

express parties

rr

express rentals

rr

express schedule

rr

express season tickets

rr

express suites

rr

express t shirts

rr

express tickets

single game tickets

spring events in Austin

summer fun baseball

weekend events in Austin

Austin baseball

events for kids

AAA baseball

company parties

Saturday activities

corporate tickets

family fun ideas

kid
-
friendly places

summer promotions

baseball events

baseball schedules

birthday parties

fun summer activities

summer events

things to do in Austin

Saturday events

amusement parks

company tickets

corporate baseball

express t shirts

family events

playgrounds

private parties


GEO TARGETING IN AUSTIN, TEMPLE, ROUND
ROCK, CEDAR PARK, WACO, & GEORGETOWN,
TX








RMM will geo target generic

keyword campaigns
in

Google, MSN
, and Yahoo.


Your ads will only be seen by

users in Austin, Temple, Round

Rock, Cedar Park, Waco, and

Georgetown, Texas
.

This is done through IP address

targeting.









HOW
KEYWORD BRANDED PAGES WORK:










WHY KEYWORD BRANDED LANDING PAGES?











From years of developing and optimizing search campaigns, we have
learned that sending a user to a page that is most
relevant
to the searched
keyword and offering an action on that same page makes a significant
difference in conversion.

Industry Average is three times
higher conversion rate for
branded keyword page versus the
home page.


Why?



Most relevant result based on


search terms



Option for immediate action

Conversion rates
0%
2%
4%
6%
8%
Homepage
Branded
keyword page
Percentage of all visitors


CREATING MULTIPLE KEYWORD BRANDED
PAGES










Round Rock Express
Tickets


Corporate Event Venues


Birthday Parties


Firework Show

Create action pages for the most frequently searched keywords:

An action page includes information
about the particular event searched
by the user with the ability to
purchase tickets immediately.




SEM REPORTING AND OPTIMIZING











Number of searches per

keywords searched

Number of clicks for individual
words

Number of conversions per key
lead word

OPTIMIZATION



We have weekly reporting
that tracks the number of
searches per keywords, number
of clicks for individual words,
and number of conversions per
key lead word.




We're constantly tracking the
campaign performance see
which keywords are working to
your advantage.




ESTIMATED COSTS FOR ROUND ROCK EXPRESS SEARCH CAMPAIGN











Satisfaction Guarantee:

We will stop your campaign within 48 hours if you are not
satisfied with the performance for any reason.

Geo
-
targeted Search Campaign in Austin, Temple, Round Rock, Cedar Park,
Waco, and Georgetown, Texas:



Cost per Click: $2.90 CPC



Estimated Monthly Clicks: 1,426



Estimated Monthly Expense: $4,135.40


Set
-
up fee (one time):

$500 for search marketing

Keyword Branded Page Creation:

1st three keyword branded pages/products are
complimentary.

$250 for each additional page thereafter.




RMM LEAD TRACKER











Hosted on our secured
servers at our managed
server facility


Full reporting / immediate
availability of leads




Instant email


leads


emailed real
-
time



Daily lead report email



summary of all leads



On
-
demand reporting with


Lead Tracker



Custom reporting


available upon request





SOLUTION 2:ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT











Harvest Email Addresses



Permission Based

1

Develop Email Marketing Plan



Select Templates



Determine Frequency

2

Send Campaigns


Aggregated lists

3




SOLUTION 3: TARGETED DISPLAY ADVERTISEMENTS









Drive & Increase Targeted Traffic to the Round Rock Express Website

Marketing and
Exposure


Creation of Round Rock Express internet banners. 728 x 90, 300 x 250
and 160 x 600 banners.


Price for creation: FREE with advertising campaign


Reaching the Most Relevant Audience for Your
Offers


RMM will place Round Rock Express display ads across highly
-
ranked,
high traffic websites that are relevant to your message and offer.
These ads will be seen by web users only in the U.S. unless otherwise
requested by Round Rock Express.




TARGETED SAMPLE SITES FOR ROUND ROCK EXPRESS DISPLAY ADS:









www.accuweather.com

www.areaguides.net

www.austinchronicle.com

www.beliefnet.com

www.busymom.net

www.chefmom.com

www.citysearch.com

www.coastalliving.com

www.cookinglight.com

www.cottageliving.com

www.countryhome.com

www.destination360.com

www.excite.com

www.factmonster.com

www.families.com

www.familycorner.com

www.goodhousekeeping.com


www.hollywood.com

www.infoplease.com

www.iparenting.com

www.ivillage.com

www.kcentv.com

www.kvue.com

www.kwtx.com

www.kxan.com

www.kxxv.com

www.lifetimetv.com

www.mainstreetmom.com

www.military.com

www.modernmom.com

www.momstoday.com

www.momswhothink.com

www.movietickets.com

www.myfoxaustin.com


Based on Austin, Waco, and Temple, TX geo
-
targeting and skewed with Women with
children, we have found these sites most relevant to your message within our Network:

www.austin360.com

www.parenthood.com

www.planetware.com

www.randmcnally.com

www.readymade.com

www.realitytvmagazine.com

www.realsimple.com

www.self.com

www.sheknows.com

www.shoplocal.com

www.soapcentral.com

www.soaps.com

www.southernaccents.com

www.southernliving.com

www.sunset.com

www.temple
-
telegram.com

www.thingstodo.com




www.tickle.com

www.traditionalhome.com

www.tripadvisor.com

www.wacotrib.com

www.weatherbug.com

www.womansday.com

www.womensforum.com

www.wunderground.com

www.yelp.com





TENTATIVE FLIGHT PLAN FOR DISPLAY AD CAMPAIGN:







This banner campaign is tentatively set at $10,000 for a one month flight plan for June
1
st



June 30th, 2008

1.2 million relevant users will view your advertisements!

Sample Site List
Placement
Ad Unit
CPM
Impressions
Net Cost
Start Date
End Date
Looping/
Animation
Creative
Lead Time
Rich Media
Please
See
Attached
Sitelist
720x300
X
X
X
X
X
X
800x600
X
X
X
X
X
X
Total
$8.33
1,200,480
$10,000.00
2 Business
Days
$8.25
$8.50
X
$8.25
X
6/1/2008
6/30/2008
3x max/:30 sec
160x600
300x250
468x60
X
6/30/2008
6/30/2008
X
Run of
Channel
6/1/2008
728x90
X
6/1/2008
yes
yes
X
yes



HOW WE DELIVER RESULTS












Placing a pixel on your
confirmation page, allows
RMM to optimize your
campaign based on the
sites where your offer is
most effective.



RMM’s optimization
automates ad placement,
removing them from
websites that are not
meeting your campaign’s
metrics. The budget is
reallocated to the
websites where the ad
units are performing best.

Display Optimization:




SOLUTION 4: RMM VIDEO PLAYERS









Skinny Mini

Full
-
Size

The Red McCombs Media Full
-
Size & Skinny Mini video players are built to do
just that!


Our Full
-
Size video player is placed on the venue homepage and our

Skinny Mini can be placed across the entire Red McCombs Video Network.
Players hold multi videos and can be used in tandem to increase exposure.




MANDALAY BAY EXAMPLE:
Full
-
Size displayed on client’s website









Expandable web form
that creates a point of
purchase opportunity
without the users leaving
the page.

Content can be dynamically generated, based on which

media clip or event the user chooses

Holds hundreds of videos

which can be categorized

by events and venues

Engage viewers by using
creative from an
upcoming concert or
event




NEW LINE CINEMA EXAMPLE: SKINNY MINI









Skinny Mini




Displayed on thousands of sites through the RMM Network




Directs users to any landing page




160 x 600 (plays up to 6 videos depending on file size)





ESTIMATED COSTS FOR ROUND ROCK EXPRESS CAMPAIGNS










Satisfaction Guarantee:

We will stop your campaign within 48 hours if you are not satisfied with the performance for any reason.


Payment Process:

Client will charged at the end of each calendar month for the amount of impressions and clicks for search.


Payment Method:

VISA, MasterCard, Amex, Credit terms upon approval

How the investment works:
This is a start to finish campaign of how to effectively advertise TicketCity.com online.

Each proposal is a tentative plan and we will work with your budgeting limitations and marketing goals
.

1.
Regional Pilot Search Campaign:



Cost per Click: $2.90 CPC



Estimated Monthly Clicks: 1,426



Estimated Monthly Expense: $4,135.40


Set
-
up fee (one time):
$500 for search marketing


Keyword Branded Page Creation:

1st three keyword branded pages/products complimentary with campaign.

$250 for each


additional page there after.

2.
Electronic Customer Relationship Management:

$15
-
50/month for service through third
-
party vendor such as Constant
Contact.
Email
template creation at normal hourly rate of $125 @3
hrs
/template
.

3.
Targeted Display Advertisement Campaign:

Examples of

what you can reach for $10,000 regionally



Austin, Waco
-
Temple Women and Children Campaign: $8.33 CPM for 1,200,480 impressions = $10,000 for one
month

4. Video
Players:


Full
-
Size Video Player living on Round Rock Express Site:

Custom built at an hourly rate of $125/hour


Skinny Mini Video Player that runs across any network as a display ad:

$15CPM




CONTACT









Thank you for looking to Red McCombs Media for all of your
online marketing needs.

LINDSEY JONES

Internet Marketing Specialist

Office: 512.380.4421

Fax: 512.380.9689

Mobile: 214.500.5785

lindsey.jones@redmccombsmedia.com

M E D I A M I X INC. FOR

Round Rock Express

Sydney Engelke

ADVERTISING. SECOND PERIOD. DEC. 4TH

Goals and Objectives


We would like to help Round Rock Express
achieve the following through internet advertising:


Increase their ticket sales


Increase the fan base of the Express through
brand loyalty


Increase awareness of Round Rock Express


Internet Marketing


The best ways to promote the Round Rock
Express would be:


Search Engine Marketing (SEM)


Video Ads


Take Over Ads


Search Engine

Marketing (SEM)


Every single day, there are more than 2 billion
searches completed through Google. That
averages to more than
300 million people

a
day. Another search engine that many people
are starting to use is Bing. Considering that
many people rely on the internet now, it would
be smart for Round Rock Express to
buy
search words.


Some suggestions are:


Austin, TX


Things To Do In Texas


Round Rock


Baseball


Things To Do Friday Night


Fun Things In Texas


Round Rock, TX


Round Rock Baseball


Events In Texas


Friday Night


Video Ads


Video ads are a quick way to catch the audience’s
attention
.


YouTube

has video ads on their site everyday.
Austin360

features some as well, for a more local outlet.


You could have a video ad of the highlights of a baseball, so
that people can see first hand what the Express games have
to offer.

Take Over Ads


Take Over Ads are an easy way to generate interest in an audience.


Take Over Ads are a type of advertising where the person scrolls over an ad, and
the ad becomes animated and takes over their entire screen. It is impossible to
ignore, and is a guarantee to get attention.


We could put them on popular networking sites like Facebook, or Mypsace in order
to get the people who use those sites’ interests quickly and easily.