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Lane michelle smo keynote presentation
1. Marketing Plan
By: Michelle Lane
Wednesday, May 29, 13
Hello everyone! My name is Michelle and I am here to discuss my new business venture,
Cornerstone Media Design. CMD offers consulting, web design and graphic design for local
Pleasure Island businesses. These slides will lay out the details of the social media marketing
plan for 2013.
2. About CMD
CMD was started in April of 2013.
CMD was created for the purpose of driving more revenue to local
Pleasure Island businesses.
CMD offers Custom Websites, Graphics, and Marketing Consulting.
Expert in solid design principals and Internet channels.
Superb customer service and one on one attention.
Wednesday, May 29, 13
I made the decision to start up CMD in April of this year to help out the local businesses of
Pleasure Island increase their revenue. My love for the island has stemmed my longing to
create an avenue to increase visibility of local businesses. CMD offers custom websites (no
templates), graphic design and consulting on marketing needs of businesses. CMD is an
expert in solid design principals and Internet channels and offers superb customer service
and one on one attention.
3. Faces of CMD
Michelle Lane - Owner
Carolina Beach Local who loves her town
Volunteers with the Chamber of Commerce and City Counsel
Involved in beach cleanup and provides support for local businesses
Involved in Pleasure Island Turtle Project
Involved with Animal Rescue
Husband Runs A Restaurant on the Island
Has a Heart to Help Tourism Grow in the Area
!
Wednesday, May 29, 13
Michelle Lane is the owner of Cornerstone Media Design. She has been very involved with Carolina Beach’s
Chamber of Commerce as well as City Counsel. Her hearts for Carolina Beach is evident in all she does for
local businesses, beach cleanup, and other activities to better the island. Her passion is to help out of town
tourists plan vacations to the island by making local businesses easier to find. She lives on the island with her
husband (who runs the Michaelangelo’s Pizza) and their 4 children. It’s clear they love their beach and would
love nothing more than to continue to see it grow and prosper.
4. Faces of CMD
Another “Face” or “Spokesperson” of CMD is GoliathVon Brut
Goliath is a rescue Rottie the Lane family took in.
Goliath will be features in social media posts as well as being
featured in promotional videos.
Goliath will be used to promote CMD as well as the importance of
supporting animal rescues.
Goliath will also be sharing a tip of the week along with a new
photo
!
Wednesday, May 29, 13
GoliathVon Brut is quickly becoming the “face” or “spokesperson” of CMD. Goliath is a rescue the Lane
family took in and decided to make his face more famous. Not only is he featured in a promotional video, but
also the goal is to spread awareness of the need for help in animal rescues.Whether it is through fostering,
donating towards vet bills, adopting rescue animals, or providing transport to get them where they need to
go, there is a great need. Hopefully the more Goliath’s face is seen, the word will spread as well. Goliath will
be posting a tip of the week across all channels with a new picture.
5. Available Products & Services
• 3 Tiers to choose from depending on business needs & budget
• Custom Web Design
• Multiple design concepts to choose from
• Search Engine friendly site
• Email and Web Hosting Included
• One On One Customer Service
• Forms & Ecommerce
• Reputation Management
• and much more
Wednesday, May 29, 13
CMD offers a wide range of products and services to help increase revenue for local
businesses. There are 3 tiers clients can choose from. Details are on the next slide. There are
also add on services available as well. Depending on the clients needs and budget, CMD is
able to meet any of the needs local businesses desire. The above are available as well as
feedback forms, logo designing, business card design, message boards, social media, CD
presentations, blogs and more. Costs begin at $599 and up.
6. Available Pricing Categories
Tier 1
• $599 Set Up Fee $75 Per Month 5 Pages, 2 Hours of Updates per Month,
Search Engine Optimization, 1 Hour of Business Consulting per Month,
Custom Design & Blog.
Tier 2
• $899 Set Up Fee $85 Per Month Hosting and Update Fee 10 Pages, 5 Hours of
Updates per Month, Search Engine Optimization, 3 Hours of Business
Consulting per Month, Custom Design, Blog & Facebook Set Up.
Tier 3
• $1399 Set Up Fee $95 Per Month Unlimited Pages, 10 Hours of Updates per
Month, Search Engine Optimization, 5 Hours of Business Consulting per
Month, Custom Design & Blog, Facebook, Twitter, YouTube and Pinterest Set
Up.
Wednesday, May 29, 13
CMD offers 3 different tiers for the individual needs of the client.
7. Social Media Push
• Social media sites will be utilized to reach potential clients
and establish relationships.
• Social media sites will include: Facebook,Twitter, LinkedIn,
YouTube, and FourSquare.
• CMD will have the ability to reach clients by delivering links,
promotions, and other communications or information
through social media sites.
• Objective = establish clientele and increase revenue to the
Carolina Beach area through local businesses. More clients
for CMD also means more profit for the business as well.
CMD will also be of service to the tourism industry as well.
Wednesday, May 29, 13
Social media sites will be a pivotal tool in the marketing of not only CMD, but also the local
businesses on Pleasure Island. The social media sites that will be implemented first will be
Facebook, Twitter, LinkedIn, YouTube, and FourSquare. CMD will be able to use these
avenues to deliver links, promotions, information and other communications to clients. The
result will be increased revenue to Pleasure Island and Carolina Beach area businesses as well
as helping tourists find available options in the area.
8. Strengths
•Professional Web Design
•High Quality Goods & Services
•Several Customizable Tiers to Choose
From
•Custom Work
•Reputation Management
•Top Quality Customer Service
•Family Atmosphere
Weaknesses
•Relatively Unknown/New Business
•Light On Content
•No Website
•Not Linked To Strong Sites
•Lacking Professional Experience
Opportunities
•Develop Market On Pleasure Island
•Social Networking
•Website Up & Running
•Increase Areas Of Content
•Expansion Into Other Local Areas
Threats
•Competitors
•Relationship Building
•Technology Changes
•Legal & Political Changes
•Price Wars
Wednesday, May 29, 13
Even though CMD is a new business, they have several strengths. Professional web design,
high quality goods and services, customizable tiers to choose from, custom work, reputation
management, top quality customer service, and family atmosphere. CMD does have some
weaknesses to be aware of: Relatively unknown since it is a new business, light on content,
no website up and running yet, no links to strong sites, and lacking a professional portfolio
and experience. The opportunities CMD has is to develop the market on pleasure island,
social networking, getting the website up and running, increase areas of content, expansion
into other local areas. The threats would be the nearby competitors, relationship building,
technology changes, legal & political changes, and price wars.
9. Social Media Flow Chart
!
Wednesday, May 29, 13
Since CMD is beginning to be established, a flow chart has been created to help visualize the
direction and timeline of the social media marketing plan. Within 4 months, the social media
sites will be fully functional. Once content is created, it will be updated on a weekly basis.
10. Target Markets
• Local Business Owners
• General Managers of Local Businesses
• Male and/or Female
• Tourists/Travelers/Families
Wednesday, May 29, 13
The target markets can be broken up into 2 basic groups: Professional and Personal.CMD
caters to local businesses but also serves visitors as they search for activities based on their
needs and wants.
11. Analytics, Measurement and
Testing
• Google Analytics
• Adobe Social
• Twitalyzer for Twitter
• Wolfram Alpha for Facebook
• YouTube Analytics forYouTube
• SumAll for FourSquare
Wednesday, May 29, 13
Google Analytics will be primarily used to measure and monitor content and traffic. CMD will also try
Adobe Social to manage social media sites. CMD will primarily use Twitalyzer for Twitter,Wolfram Alpha for
Facebook,YouTube Analytics forYouTube, and SumAll for FourSquare.
12. Conclusion
CMD will:
• Utilize social network sites
• Will be a known and trusted resource on the
island
• Provide a tool & information for tourists
• Increase traffic and revenue to local businesses
• Will branch out to other coastal carolina areas
• Utilize SEO and analytics
Wednesday, May 29, 13
CMD will utilize social network sites along with blogging on their website to interact with consumers/
clients. CMD will be known and trusted as a resource on Pleasure Island to bring in more tourists and get
local businesses more visibility on the web. After focusing on Pleasure Island, CMD will then branch out to
other coastal Carolina areas. Utilizing SEO and analytics, will help pin point weak areas and help CMD
strengthen the campaign.
