CFA Digital Marketing Strategy Proposal.

1. April 3, 2015 | Prepared for: Contract Furniture Alliance | Prepared by: Danielle Goodrich & Christian Schmid
PROPOSAL
DIGITAL
MARKETING
STRATEGY
cfa

2. 3 SUMMARY
4 GOOGLEANALYTICSINSIGHTS
5 GOOGLEANALYTICSINSIGHTS
6 PROJECTRECOMMENDATIONS
7 PROJECTRECOMMENDATIONS
8 PROJECTRECOMMENDATIONS
9 PROJECTRECOMMENDATIONS
10 PROJECTRECOMMENDATIONS
11 PROJECTTIMELINE&PRIORITYRANK
12 DETAILEDFEEESTIMATE
TABLEOFCONTENTS

3. cfa
SUMMARY
CFA has a brand new website and they are in the preliminary stages of testing online traffic-
driving tactics such as social media. CFA did not have any analytics tracking site traffic. They have
a marketing department on staff and multiple people managing the social media.
ANALYTICSSUMMARY
After adding Google Analytics to the site, some initial findings show that the current
highest traffic-driving vehicle is referral traffic. Organic, direct and social have room for
growth. Email and paid search are not currently being utilized.
` Referral: Sites such as the Knoxville Chamber or any website that has a link to CFA on their site
` Organic: Any traffic where the user was searching pertinent keywords (e.g. installation of new
furniture or on-site project management)
` Direct: When the user types in the url in their browser
` Social: Facebook and any other social media sites
` Paid: Google Adwords
SUMMARY 3

4. cfa
GOOGLEANALYTICSINSIGHTS
GEOGRAPHY
The majority of site traffic came from Knoxville and Nashville with some smaller concentrations
in outlying areas. This information will help us identify the target markets with the most
potential.
DEMOGRAPHICS
The visitors skewed female with higher concentrations in 25-34 and 55-64. According to the
Pareto Principle or the 80-20 Rule, 20% of your clients account for 80% of your sales. So the idea
is to identify the 20% or the heavy users and find more of them. This information helps us when
identifying the target audience for retargeting or paid tactics.
INSIGHTS 4

5. cfa
GOOGLEANALYTICSINSIGHTS
BENCHMARKING
CFA is in the initial stages of digital traffic driving vehicles, and when compared to other sites
in the industry, was higher than average for referral but had room for growth in all other
categories.
INSIGHTS 5

6. cfa
PROJECTRECOMMENDATIONS
Employ tactics to grow Organic, Direct, Social, Email and Paid search traffic.
ORGANICSEARCH
Organic search is going to be a high conversion vehicle since the user is actively seeking your service
or product. This is why we rank improving organic search at the top of our services. Organic search
takes a few weeks to identify keywords, install the plugin and create pertinent copy. In order to
increase organic search we recommend the following tactics:
` Install SEO Plugin
` To increase organic rank we will install an SEO plugin compatible with WordPress
` Site Audit & Research
` Identify missed SEO opportunities
` Recommend changes to site structure
` Research competitors for additional insight
` Optimize backlink anchor text for keywords and corresponding landing pages
` Landing Pages
` Perform keyword and longtail keyphrase research
` Create keywords-optimized or industry-specific landing pages monthly using provided content
e.g. case studies and completion photos
` Content Marketing
` Utilizing knowledge of important keywords, concept and create keyword relevant articles to be
disseminated via blog and social media
DIRECT
To increase direct traffic, utilize traditional media and networking methods that promote
your url. We can help you come up with a traditional media strategy, however this seems like
something that can be managed in-house. Direct is also going to be a high conversion vehicle
since the user is specifically looking for you.
RECOMMENDATIONS 6

7. cfa
SOCIAL
Social media is a great way to quickly grow site traffic. Through posts and targeted paid social ads,
which can be targeted to just your audience you can drive highly targeted prospective clients to your
site. We would be happy to assist in streamlining this vehicle through a calendar, however this is not
on our top three because there are people on staff that are able to manage this.
` Social Media Calendar
` Develop a social media calendar that details annual plan week-to-week
` Social Listening
` Google Alerts set up for CFA and competition
` Monitor keywords and mentions
` Respond timely and effectively
EMAIL
Email is a great way to brand CFA by regularly sending content to segmented prospect lists.
Email keeps you top of mind and is a cost effective medium due to its low cost to reach targeted
customers. It is easy to track because it shows who opened what email, identifying specific
interests and what types of emails are more successful.
This is a service that we highly recommend and is a great fit for a visual product and service. It
is also a great way to build anticipation for trade shows and follow up after. We would take all
of your email contacts and upload them to start. We would also set up an email capture on the
website to help grow the list.
We would collaborate on a branded design for the email and can get this set up within a week of
signing a contract. We would recommend sending out emails weekly or every other week. They
typically take a few days to concept and back and forth edits. We would recommend the social
posts coincide with the emails.
PROJECTRECOMMENDATIONS
RECOMMENDATIONS 7

8. cfa
` Email Campaigns
` Manage email campaign account
` Concept and help develop content weekly or bi-weekly
` Manage segmented email lists and email capture forms
` Create templates for different targeted emails
PAIDSEARCH(PAY-PER-CLICK)
Paid search is one of the fastest ways to get a lot of qualified visitors to your website instantly.
When people search pertinent keywords your ad will appear at the top or right hand side. This
vehicle is very cost efficient because there isn’t a lot of waste. You only pay for the users that
click through to your site. That is why paid search is also called pay-per-click.
We rank this one highly because we know that it will drive prospects to your site that are actively
seeking your product. The conversion rate is slightly lower for paid than it is for organic or
direct. This is because there is quite a bit of competition and unlike direct traffic the consumer
may not be familiar with your brand. For this reason we rank this high on our recommendation
but lower than organic and direct.
PROJECTRECOMMENDATIONS
RECOMMENDATIONS 8

9. cfa
Paid search takes time to set up. It will take a week to get this up and running since there is a
lot that goes into getting adwords off the ground. Identifying keywords, writing ads etc. This is
why there is a larger price tag attached to the first month. This is something that a marketing
manager could take over with some training.
` Pay-Per-Click
` Create and manage targeted Google Adword campaigns
` Create and manage targeted sponsored social posts
` Includes account set up, cost of ads and keywords
` Continually monitor and optimize for best ROI
ANALYTICS,TRACKINGANDLEADIDENTIFICATION
No strategy is complete without tracking which vehicles are working the best. This intelligence
allows you to make changes to optimize results. We have already set up Google Analytics which
will help you identify opportunities for your website and digital traffic driving vehicles. When
working together, we would provide you reports on a weekly basis helping to identify these
opportunities.
Additionally, we offer lead tracking software management. By installing code on the site and
using data.com, lead-tracking software allows you to identify the businesses that visit your site,
what pages they visited, and for how long. It can be used in conjunction with Salesforce and
LinkedIn.
Considering 98% of visitors will never reach out to you to contact, either because their questions
weren’t fully answered or they weren’t ready to buy, or they preferred your competitor etc. this
software enables CFA a second chance and an opportunity to reach out to the prospect.
We rank this vehicle highly because these are prospects that are actively seeking your product.
They may only be in the research phase, but now you know, and can have a salesperson reach
out, or get them on an email list to soften them up through branding and education.
PROJECTRECOMMENDATIONS
RECOMMENDATIONS 9

10. cfa
We did not rank this service in the top three however, because in the meeting there was a
concern that the sales staff wasn’t fully utilizing Salesforce and in order for this software to be
beneficial you must have the sales staff ready to actively pursue these leads. When combined
with a hungry sales team, lead identification software can be an immensely powerful tool. Lead
identification software takes a few days to get up and running and comes with a minimum 3
month contract in order to give the tool a fair chance.
` Google Analytics
` Weekly reports for Google Analytics traffic, organic and paid search, referrals and landing pages
` Recommendations for improvements
` Lead Forensics
` Using advanced tracking technology and embedding code on the site we will identify businesses
that visit the site
` Weekly reports of businesses that visited, what pages they visited
` Next step lead strategy
PROJECTRECOMMENDATIONS
RECOMMENDATIONS 10

11. PHASE I: Analytics & SEO/ 2 Weeks COMPLETION
1. Google Analytics
2. Install SEO Plugin
3. Site Audit & Research
4/27/2015
PHASE II: Outbound Marketing / 1–2 Weeks COMPLETION
1. Landing Pages
2. Email Campaigns
3. Content Marketing
5/4/2015
PHASE III: Paid Search & Target Identification / 1–2 Weeks COMPLETION
1. Pay-Per-Click
2. Lead Forensics
5/18/2015
PHASE IV: Social Planning / 1–2 Weeks COMPLETION
1. Social Media Calendar
2. Social Listening
6/1/2015
cfa
PROJECTTIMELINE&PRIORITYRANK
The project schedule is ranked in order of importance and is based on the projected project start
date of April 13, 2015. Any change in start date would result in changes in all subsequent dates.
Project Timeline 11

12. Phase I
Google Analytics (already installed) FREE
Install SEO Plugin & Optimize Site 1x $500.00
Site Audit & Research 1x $500.00
Phase II
Landing Pages Monthly $500.00
Email Campaigns Bi-Weekly $500.00
Weekly $1000.00
Content Marketing Bi-Weekly $500.00
Weekly $1000.00
Phase III
Pay-Per-Click (Ongoing, 3 Month Minimum) First Month $1000.00
Monthly Management $500.00
Google Ad Spend $500.00
Lead Forensics (Ongoing, 3 Month Minimum) Monthly $1000.00
Phase IV
Social Media Calendar 1x $1500.00
Social Listening 1x $250.00
DELIVERABLES AND SERVICES Recurrence & Cost Estimate
cfa
DETAILEDFEEESTIMATE
Detailed Fee Estimate 12

13. Danielle Goodrich
Strategic Marketing Consultant
daniellegoodrich75@yahoo.com
978-335-5037
LinkedIn
Christian Schmid
Strategic Marketing Consultant
ckschmid@ckschmid.com
423-444-5243
LinkedIn