Final Digital Marketing Plan PowerPoint Presentation,

Final Digital Marketing Plan

Final Digital Marketing Plan PowerPoint Presentation,

Introduction

In this PowerPoint presentation, we will present our Final Digital Marketing Plan for our product the Concussion Protocol Sensor (CPS). This product idea was created by Simone Harvey and voted on by the remaining team members in team D to implement as our product idea. In the first phase of the marketing plan we outlined a target market and included a segmentation criteria for the Concussion Protocol Sensor. Second, we will developed a digital advertising strategy and included two sample banner ads and a mock landing page for the website in our marketing plan. Third, the presentation will provide examples of three mock web ads and include specifics of where they will be placed. And we will create a budget for a two week advertising campaign.

The second phase of the marketing plan will summarize our plan to reach consumers. Our goal to reach our consumers is by using email marketing to directly send out email advertisements to consumers through the assistance of AWeber. In today’s day and age, social media and instant connection is the best most popular way of connecting with not only friends and family but consumers as well. There are many different forms of social media out there today such as Twitter, Facebook, LinkedIn, YouTube and Instagram. We will utilize these platforms in our marketing strategy in an effort to reach as many consumers as possible.

Image:

https://www.google.com/search?q=introduction&source=lnms&tbm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKYDw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTyM:&spf=1513524076251

Target Market

  • Youth Sports Programs focused on young athletes
  • High School students interested in sports
  • College Athletic Programs
  • Coaches involved in sports programs

The target market for the CPS would be youth sports programs focused on young athletes, age 6-13; high schools students interested in sports, age 14-18; University athletic programs, and coaches involved in sports.

The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.

Image source:

http://www.foxphotography.org/

https://www.workinsports.com/blog/high-school-sports-conquering-the-final-frontier-of-sports-broadcasting/

https://www.cbssports.com/college-football/news/ranking-the-top-25-power-five-college-football-coaches-entering-2016/

Demographic Market Segmentation

As it relates to the segmentation criteria we used to determine the target market for the CPS, we chose the Demographic Market Segmentation’s, as it works best with our marketing strategy since the data is easily available and drastically affects buying patterns. Age, income, gender, ethnic background and family life cycle are all important factors of demographic segmentation.

The CPS is going to use an age range of 5-34 years of age so they can include kids, teens, parents and coaches. The income level would have to be middle to upper class – $40,000 annual income or above (“Gallup News”, n.d.) – since the CPS will cost about $60 per unit. The CPS is not a gender-specific product, and neither race or religion will affect the overall marketing plan.

The CPS is very interested in the family life cycle of young single, young married with kids, middle-aged married with kids, young divorced with children, middle-aged divorced with kids, and single parents. Our plan is to advertise via social media and local cable ads where parents, kids and coaches congregate.

Our marketing strategy will be aimed at the following generations:

Tweens – age 9-12

Generation X – Born between 1965 and 1980

Generation Y / Millennials – Born between 1981 and 2000

Generation Z – Born after 2001

Image source:

chart created by Simone Harvey

Sample Banner Ads

Part of the digital advertising strategy are these two banner ads. They include the name of the product and small description for what it does or its purpose. Yellow, grey, black and white are the main colors for the ads; the yellow is a pop of color that will grab the viewer’s attention. The acronym of the product is bold and big and will bring curiosity to the viewer as they will want to know what it stands for. The two bodies of text in each of the ads are a small description of the product so the viewer knows what the CPS is for. On the second ad, there is an extra body of text that gives a slogan of the product.

Images:

http://www.al.com/sports/index.ssf/2014/01/football_head_hit_counts_progr.html

http://www.clker.com/clipart-play-sports-1.html

Know When An Impact Is TOO Hard!

Learn more about the NEW integrated monitoring and alert system designed specifically for the proactive protection of athletes in a variety of sports which could be at risk of suffering concussions.

Protect your athlete !

Subscribe below

for a FREE DEMONSTRATION!!

This is an example of the Mock Landing page.

CPS

Learn More

New integrated monitoring & alert system

Provides an up-to-the-minute assessment of a player’s ability to return to play or be sidelined to prevent further injury. Helps detect concussions immediately so that athletes have less of a repercussion after the injury.

Mock web ad #1

This add will be placed on Google.

CPS is lightweight

and can be kept on the sidelines for easy access.

CPS

Equipped with a sensor that rubs across the forehead detecting an athlete’s neurocognitive and psychomotor status in about 30 seconds

Learn More

Mock web ad #2

Because we are working with a very small budget, this ad will be placed on Facebook as a sponsored ad.

Available for youth sports programs, University athletic programs, medical fields, coaches, and parents with children that lead an athletic lifestyle.

CPS

Learn More

www.cps-impact.com

Call Today For A Free Quote

Concussion Protocol Sensor – Protect your athlete

Mock web ad # 3

This ad will be placed on YouTube.

The budget plan is $200 plan for every $1000 dollars in revenue to the company.

Bring in 10 customers every month so that the budgeting plan is $2200 every month.

CPS

Cost $

Two-week advertising campaign.

Strategy and Objectives

  • Our plan of action is to use social media to get the word out about our product, the CPS.

Our objectives are:

  • Build brand equity
  • Increase exposure
  • Increase traffic
  • Increase engagement
  • Improve conversion percentage

The strategy of this plan is to promote our product on social medias. Social media has become an essential outlet to get the word-of-mouth around to everyone. “Recent statistics suggest that organizations place a high value on social media tools as an important part of the strategic marketing mix…social media is important for organizational success.” (Dixon, Martinez, & Martin, 2015) We believe that the use of social media will help promote the CPS to athletes, coaches, families of athletes, etc.

Objectives:

Build brand equity- this is increasing consumers’ positive mental associations with the brand. (Larson & Draper, 2015)

With the use of social media, consumers will learn the quality, price and convenience of our product, CPS. “The key actionable levers of brand equity are brand awareness, attitude toward the brand, and corporate ethics.” (Kim & Ko, 2012)

Increase exposure- We will use Twitter, Facebook, and LinkedIn to reach out to our consumers. “Facebook and Twitter remain the top two social media platforms used by organizations.” (Dixon, Martinez, & Martin, 2015).

Increase traffic- With CPS being a new and unique product, we are certain to get curious consumers. We will keep track of how many page views we receive and the length of the visits then decide how we can increase those views and visits. We want to peak their interest with our product.

Increase engagement- metrics used for this objective are likes, shares, comments, retweets, etc. By sharing and retweeting, potential consumers will help bring awareness to our product for us!

Improve conversion percentage- with our social media plan, we are aiming to increase our conversion percentage. We hope our strategy and objectives concerning social media will bring us new customers which will hopefully increase our sales from their purchases.

(Kong, 2014)

CPS Email Marketing Strategy

An email marketing strategy is a huge part of your overall marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals.

Email is one of the most effective digital communication channels, and delivers the highest ROI of any marketing tactic, “with 27 percent marketers reporting excellent ROI and 46 percent reporting good ROI from their email marketing campaigns” (Parmar, 2016).

For our teams email marketing strategy, we have identified the email marketing software we will use, AWeber.

AWeber will as allow us to create and distribute emails to our leads, along with testing our marketing campaigns.

Image source:

http://www.iamwire.com/2017/08/future-email-marketing/156764

Our Readers

Athletes and Youth Sports Programs

High School and University Athletic Programs

Coaches and Parents

Medical Providers

The target audience for the Concussion Protocol Sensor (CPS) are youth sports programs, high schools, University athletic programs, medical fields, coaches, and parents with children that lead an athletic lifestyle. The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.

Therefore, we understand that our subscribers will want to know about the CPS, how it operates, the benefits of using our product; along with seeing a demonstration of how the tool operates. Our goal is to create a content list of the emails that we will send to our potential customers as we build our list.

Content & Frequency

The subject line is what subscribers see first. Make it strong.

Welcome to the CPS Community!

What is a Concussion Protocol Sensor (CPS)?

How the CPS is saving lives!

Live Demonstration (video inside)

We will initially create a content list of 4 emails that we will send our email. The first email will be sent immediately and those that follow will be sent daily, first thing in the morning. We will also send broadcast messages throughout the week. Our subscribers will receive on average 1-2 emails a day from our campaign.

The first email we will send our subscribers is a welcome letter, welcoming our subscribers to our email list. Because it is the first of our email series, it will go out immediately – once the subscriber has completed the double opt-in.

Our second email will explain what the CPS is and the benefits of utilizing the tool.

The next email our subscribers receive will discuss how the tool is saving lives and the final video in the campaign, will show our subscribers a live video demonstration.

Our subscribers will also receive broadcast messages from us in addition to the other emails. These broadcasts will be sent 3-4 times a week; and all our emails will include a compelling Call-To-Action (CTA).

At the bottom of every email, customers will have the ability to unsubscribe in the feel they are no longer receiving valuable content about our product.

Images:

https://learn.customer.io/documentation/unsubscribes.html

Create an emotional connection to your brand

Visual identity: Logo, Color Scheme

Adding an email signature is the proof that an organization is professional and cares about detail.

Click Through Rate: helps adjust to adjust and optimize your email marketing efforts.

Open Rate: details how many successfully delivered campaigns were opened by subscribers.

One of the ways our team intends to incorporate our branding into our email marketing, is to include a logo in our mailings. Because a logo is a quick way to identify our brand.

We will also incorporate a nice, toned down color scheme that is not too bright, but reflects our brand. Using the right contrast will highlight our content, making it more readable. The goal of our email campaign is to grow our list of subscribers, not loose them.

However, one of the most important features we will use is adding an email signature. Our email signature will include our name, telephone number, and a link to our website. This gives our subscribers the impression he/she receives professional and individual treatment. It also shows that we care about detail.

We will use AWeber to track our Click Through Rate (CTR) to determine how many subscribers are engaging with our content, and the type of content they’re interested in. Which may cause us to segment our list.

While monitoring our clicks, we will also take notice of our Open and Conversion Rates. The goal is to obtain an open rate of 20% and a conversion rate of 8%.

For our product, The Concussion Protocol Sensor (CPS) we will be using all avenues of social media to network and market our product and increase exposure. Social media platforms are a way of getting your product out to a larger scale of individuals and increase traffic to your website or company. Social Media platforms are extremely important to a company and all organizations should develop a social media marketing plan to advertise their product.

For instance, we will use Twitter to generate buzz about the product . Twitter will solely function as an avenue to provide quick message about the benefit of using the CPS. And provide stats of how well the product is working for our consumers.

Facebook will be used to promote the product and post pictures of the Concussion Protocol Sensor to allow consumers the ability to gain knowledge without having to access the website. Links will also be provided on the Facebook page where customers can click on to access the companies website. Which will increase the flow of traffic to the website. In conclusion, using Facebook will decrease marketing expenses for the organization.

LinkedIn will be used as the professional page of the product. Mainly as a way to generate leads. Professionals use LinkedIn as a networking tool to find employees or vice versa. LinkedIn can be a way to find a target audience such as medical professionals, universities coaches, etc.

Image source:

https://www.bing.com/images/search?view=detailV2&ccid=aePcCl02&id=A973E50FF9A5B681CB2F313C7AF74E869B3E9B4F&thid=OIP.aePcCl02DRVuyWW-r46igAEsC0&mediaurl=https%3a%2f%2fwww.allthingsweb.co.uk%2fwp-content%2fuploads%2f2016%2f08%2fAlternative-Social-Media-Platform-Blog-Resized.jpg&exph=600&expw=1000&q=Social+Media+Platforms&simid=607994683375094368&selectedIndex=3&ajaxhist=0

  • TWITTER
  • FACEBOOK
  • LINKEDIN
  • YOUTUBE
  • INSTAGRAM

YouTube will be used to post videos about the product. For example, how to use videos or videos that provide the benefits of using the CPS. And Instagram will be used as a back up to post pictures of the product to advertise the benefits of using CPS, and allow customers to click on a link to access the companies website.

Image:

https://www.bing.com/images/search?view=detailV2&ccid=EbDcpW6j&id=57AF0ECBC95DD39C69D7ABA8173DA370EF3D70DD&thid=OIP.EbDcpW6jPpYvjiwN_u2xAQHaE7&mediaurl=http%3a%2f%2fwww.loudmeyell.com%2fwp-content%2fuploads%2f2013%2f05%2fsocial-media-marketing.jpg&exph=501&expw=753&q=Social+Marketing&simid=608044930182613374&selectedIndex=25&ajaxhist=0

Public Relations Plan

  • Manage online conversations
  • (i.e.) IG, FB, YouTube, Twitter
  • Monitor Positive Content
  • Monitor Negative Content

The goal for CPS is to produce a PR strategy to help monitor our online conversations. The organizations first step is to hire a PR professional to help observe and examine the organizations online reputations where social media is concerned. The key elements the PR professional will implement should be as follows:

  • Inaugurate Guidelines- For example, the PR Representative will create guidelines as to how responses and customer interaction should be handled. The goal is to create ways to control the messages and control the brand. He or She, in a since needs to understand how to choose their battles, and always react in a professional manner. These guidelines should also include handling negative content. For instance, when having to deal with a negative message, respond once, state your point in a professional manner and let it go. The PR representative will not go back and forth with the customer that presented the negative content. But he or she must know to never ignore anything that’s said.
  • Identify what Social Media Platforms to monitor- The PR representative needs to know what social media platforms to monitor at all times. In today’s society, there are so many social media platforms emerging. The PR professional needs to have a format implemented to know which ones are the most popular and the most important ones to manage. And know which ones has chatter about our organization.

Image:

https://www.bing.com/images/search?view=detailV2&ccid=Z7Jz47mU&id=C8D88525F8BB3422508CB7A9E3CD487EB1FEE6F3&thid=OIP.Z7Jz47mUW14CK0Xem2QAYwHaEH&mediaurl=https%3a%2f%2fsilicon.nyc%2fwp-content%2fuploads%2f2016%2f07%2fSocial-Media-and-Public-Relations-NYC.jpg&exph=544&expw=980&q=public+relations+&simid=608006958410170393&selectedIndex=50&ajaxhist=0

CPS: Design Elements

  • Mobile Native Ads
  • Mobile Video Ads

For the most effective mobile advertisements, the chosen ads are native and banner ads for our product.

Our goal is not to overwhelm customers with our ads, but to give them a taste of what it is in hopes that will reel them to check out our website.

Native ads- “publishers are given components of the ad instead of the ad itself…it is up to them to display the element in ways that fit well with its app so the ad will appear as part of the apps content.” This is effective because it’s not randomly placed and it makes more sense with the content of the main page. It helps brands to find the right customers for our product and they will be more likely to click on the ad.

Video ads- should be 15-30 seconds long. We want to keep the color scheme as the landing page. This ad should be revealed when a banner is clicked and revealed as naturally as possible; we don’t want it to pop up randomly. The content of the video should include a demonstration of the product and its benefits.

MobileAds.com (2017). Best mobile ad formats and sizes for display ad campaigns. Retrieved from https://www.mobileads.com/blog/best-mobile-ad-formats-sizes-display-ad-campaigns/

Mobile Marketing Strategy

The most important aspect of the mobile marketing is creating a website that is fully functional on any mobile device while giving the user while displaying what is most beneficial to said user. We want to allow for demonstration on the mobile site the interactive results reading of the CPS information that can be sent to the registered parties. A great way to showcase the CPS’s abilities to a possible buyer is to show them what it looks like while working. Our mobile website will still have the same sign up and purchase features of our regular website as well as a link to the full website.

Another benefit that would be helpful would be to incorporate location searching for medical services.

Through the use of the mobile site users can search for hospitals, doctors, and emergency care clinics that specialize in sports injuries and concussion that are closest to them. We will have video testimonials from sports coaches and doctors that were given the opportunity to partner together and use the CPS and showcase it’s full potential. Today mobile users are becoming more comfortable with what they can see in the palm of their hands. Videos ads are essential in our marketing strategy.

Conclusion

  • Established a strategy and objectives for each piece of the plan.
  • Discussed sound reasoning as to why each social media platform is being utilized (Twitter, Facebook, LinkedIn, YouTube, etc).
  • Built an email strategy, including target markets, timing, and how to incorporate branding into email communications and measuring tools, to determine success from each platform.
  • Defined target market
  • Created a digital advertising strategy
  • Created three mock web ads
  • Created a PR plan to manage online conversations
  • Created a mobile advertising strategy and plan

In this PowerPoint presentation, we were able to define a target market for the Concussion Protocol Sensor (CPS) that included youth sport programs, high school programs, college athletic programs, medical fields, and coaches. And we had the ability to summarize the demographic market segmentation that we would like to target for our product. The presentation included a digital advertising strategy with two sample banner ads and a mock landing page. As well as, three mock web ads and a two-week advertising campaign.

Next, we were able to establish a strategy and objectives for each piece of the plan. We also addressed sound reasoning as to why each social media platform is being utilized (Twitter, Facebook, LinkedIn, YouTube, etc). And we built in an email strategy, including target markets, timing, and how to incorporate branding into email communications and measuring tools, to determine success from each platform. It is our hope that by using email communications we can focus our reach to those in the sports and sports medical field. It is here that we believe our advertising will have the greatest effect.

Lastly, we created a public relations plan to manage online conversations (both negative and positive) that incorporates best practices and we identified the design elements that will be used in our mobile advertising strategy as well as a specific mobile advertising plan.

References

References (cont.)

Final Digital Marketing Plan PowerPoint Presentation,

In this PowerPoint presentation, we will present our Final Digital Marketing Plan for our product the Concussion Protocol Sensor (CPS). This product idea was created by Simone Harvey and voted on by the remaining team members in team D to implement as our product idea. In the first phase of the marketing plan we outlined a target market and included a segmentation criteria for the Concussion Protocol Sensor. Second, we will developed a digital advertising strategy and included two sample banner ads and a mock landing page for the website in our marketing plan. Third, the presentation will provide examples of three mock web ads and include specifics of where they will be placed. And we will create a budget for a two week advertising campaign.

The second phase of the marketing plan will summarize our plan to reach consumers. Our goal to reach our consumers is by using email marketing to directly send out email advertisements to consumers through the assistance of AWeber. In today’s day and age, social media and instant connection is the best most popular way of connecting with not only friends and family but consumers as well. There are many different forms of social media out there today such as Twitter, Facebook, LinkedIn, YouTube and Instagram. We will utilize these platforms in our marketing strategy in an effort to reach as many consumers as possible.

Image:

https://www.google.com/search?q=introduction&source=lnms&tbm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKYDw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTyM:&spf=1513524076251

The target market for the CPS would be youth sports programs focused on young athletes, age 6-13; high schools students interested in sports, age 14-18; University athletic programs, and coaches involved in sports.

The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.

Image source:

http://www.foxphotography.org/

https://www.workinsports.com/blog/high-school-sports-conquering-the-final-frontier-of-sports-broadcasting/

https://www.cbssports.com/college-football/news/ranking-the-top-25-power-five-college-football-coaches-entering-2016/

As it relates to the segmentation criteria we used to determine the target market for the CPS, we chose the Demographic Market Segmentation’s, as it works best with our marketing strategy since the data is easily available and drastically affects buying patterns. Age, income, gender, ethnic background and family life cycle are all important factors of demographic segmentation.

The CPS is going to use an age range of 5-34 years of age so they can include kids, teens, parents and coaches. The income level would have to be middle to upper class – $40,000 annual income or above (“Gallup News”, n.d.) – since the CPS will cost about $60 per unit. The CPS is not a gender-specific product, and neither race or religion will affect the overall marketing plan.

The CPS is very interested in the family life cycle of young single, young married with kids, middle-aged married with kids, young divorced with children, middle-aged divorced with kids, and single parents. Our plan is to advertise via social media and local cable ads where parents, kids and coaches congregate.

Our marketing strategy will be aimed at the following generations:

Tweens – age 9-12

Generation X – Born between 1965 and 1980

Generation Y / Millennials – Born between 1981 and 2000

Generation Z – Born after 2001

Image source:

chart created by Simone Harvey

Part of the digital advertising strategy are these two banner ads. They include the name of the product and small description for what it does or its purpose. Yellow, grey, black and white are the main colors for the ads; the yellow is a pop of color that will grab the viewer’s attention. The acronym of the product is bold and big and will bring curiosity to the viewer as they will want to know what it stands for. The two bodies of text in each of the ads are a small description of the product so the viewer knows what the CPS is for. On the second ad, there is an extra body of text that gives a slogan of the product.

Images:

http://www.al.com/sports/index.ssf/2014/01/football_head_hit_counts_progr.html

http://www.clker.com/clipart-play-sports-1.html

This is an example of the Mock Landing page.

Mock web ad #1

This add will be placed on Google.

Mock web ad #2

Because we are working with a very small budget, this ad will be placed on Facebook as a sponsored ad.

Mock web ad # 3

This ad will be placed on YouTube.

Two-week advertising campaign.

The strategy of this plan is to promote our product on social medias. Social media has become an essential outlet to get the word-of-mouth around to everyone. “Recent statistics suggest that organizations place a high value on social media tools as an important part of the strategic marketing mix…social media is important for organizational success.” (Dixon, Martinez, & Martin, 2015) We believe that the use of social media will help promote the CPS to athletes, coaches, families of athletes, etc.

Objectives:

Build brand equity- this is increasing consumers’ positive mental associations with the brand. (Larson & Draper, 2015)

With the use of social media, consumers will learn the quality, price and convenience of our product, CPS. “The key actionable levers of brand equity are brand awareness, attitude toward the brand, and corporate ethics.” (Kim & Ko, 2012)

Increase exposure- We will use Twitter, Facebook, and LinkedIn to reach out to our consumers. “Facebook and Twitter remain the top two social media platforms used by organizations.” (Dixon, Martinez, & Martin, 2015).

Increase traffic- With CPS being a new and unique product, we are certain to get curious consumers. We will keep track of how many page views we receive and the length of the visits then decide how we can increase those views and visits. We want to peak their interest with our product.

Increase engagement- metrics used for this objective are likes, shares, comments, retweets, etc. By sharing and retweeting, potential consumers will help bring awareness to our product for us!

Improve conversion percentage- with our social media plan, we are aiming to increase our conversion percentage. We hope our strategy and objectives concerning social media will bring us new customers which will hopefully increase our sales from their purchases.

(Kong, 2014)

An email marketing strategy is a huge part of your overall marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals.

Email is one of the most effective digital communication channels, and delivers the highest ROI of any marketing tactic, “with 27 percent marketers reporting excellent ROI and 46 percent reporting good ROI from their email marketing campaigns” (Parmar, 2016).

For our teams email marketing strategy, we have identified the email marketing software we will use, AWeber.

AWeber will as allow us to create and distribute emails to our leads, along with testing our marketing campaigns.

Image source:

http://www.iamwire.com/2017/08/future-email-marketing/156764

The target audience for the Concussion Protocol Sensor (CPS) are youth sports programs, high schools, University athletic programs, medical fields, coaches, and parents with children that lead an athletic lifestyle. The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.

Therefore, we understand that our subscribers will want to know about the CPS, how it operates, the benefits of using our product; along with seeing a demonstration of how the tool operates. Our goal is to create a content list of the emails that we will send to our potential customers as we build our list.

We will initially create a content list of 4 emails that we will send our email. The first email will be sent immediately and those that follow will be sent daily, first thing in the morning. We will also send broadcast messages throughout the week. Our subscribers will receive on average 1-2 emails a day from our campaign.

The first email we will send our subscribers is a welcome letter, welcoming our subscribers to our email list. Because it is the first of our email series, it will go out immediately – once the subscriber has completed the double opt-in.

Our second email will explain what the CPS is and the benefits of utilizing the tool.

The next email our subscribers receive will discuss how the tool is saving lives and the final video in the campaign, will show our subscribers a live video demonstration.

Our subscribers will also receive broadcast messages from us in addition to the other emails. These broadcasts will be sent 3-4 times a week; and all our emails will include a compelling Call-To-Action (CTA).

At the bottom of every email, customers will have the ability to unsubscribe in the feel they are no longer receiving valuable content about our product.

Images:

https://learn.customer.io/documentation/unsubscribes.html

One of the ways our team intends to incorporate our branding into our email marketing, is to include a logo in our mailings. Because a logo is a quick way to identify our brand.

We will also incorporate a nice, toned down color scheme that is not too bright, but reflects our brand. Using the right contrast will highlight our content, making it more readable. The goal of our email campaign is to grow our list of subscribers, not loose them.

However, one of the most important features we will use is adding an email signature. Our email signature will include our name, telephone number, and a link to our website. This gives our subscribers the impression he/she receives professional and individual treatment. It also shows that we care about detail.

We will use AWeber to track our Click Through Rate (CTR) to determine how many subscribers are engaging with our content, and the type of content they’re interested in. Which may cause us to segment our list.

While monitoring our clicks, we will also take notice of our Open and Conversion Rates. The goal is to obtain an open rate of 20% and a conversion rate of 8%.

For our product, The Concussion Protocol Sensor (CPS) we will be using all avenues of social media to network and market our product and increase exposure. Social media platforms are a way of getting your product out to a larger scale of individuals and increase traffic to your website or company. Social Media platforms are extremely important to a company and all organizations should develop a social media marketing plan to advertise their product.

For instance, we will use Twitter to generate buzz about the product . Twitter will solely function as an avenue to provide quick message about the benefit of using the CPS. And provide stats of how well the product is working for our consumers.

Facebook will be used to promote the product and post pictures of the Concussion Protocol Sensor to allow consumers the ability to gain knowledge without having to access the website. Links will also be provided on the Facebook page where customers can click on to access the companies website. Which will increase the flow of traffic to the website. In conclusion, using Facebook will decrease marketing expenses for the organization.

LinkedIn will be used as the professional page of the product. Mainly as a way to generate leads. Professionals use LinkedIn as a networking tool to find employees or vice versa. LinkedIn can be a way to find a target audience such as medical professionals, universities coaches, etc.

Image source:

https://www.bing.com/images/search?view=detailV2&ccid=aePcCl02&id=A973E50FF9A5B681CB2F313C7AF74E869B3E9B4F&thid=OIP.aePcCl02DRVuyWW-r46igAEsC0&mediaurl=https%3a%2f%2fwww.allthingsweb.co.uk%2fwp-content%2fuploads%2f2016%2f08%2fAlternative-Social-Media-Platform-Blog-Resized.jpg&exph=600&expw=1000&q=Social+Media+Platforms&simid=607994683375094368&selectedIndex=3&ajaxhist=0

YouTube will be used to post videos about the product. For example, how to use videos or videos that provide the benefits of using the CPS. And Instagram will be used as a back up to post pictures of the product to advertise the benefits of using CPS, and allow customers to click on a link to access the companies website.

Image:

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The goal for CPS is to produce a PR strategy to help monitor our online conversations. The organizations first step is to hire a PR professional to help observe and examine the organizations online reputations where social media is concerned. The key elements the PR professional will implement should be as follows:

  • Inaugurate Guidelines- For example, the PR Representative will create guidelines as to how responses and customer interaction should be handled. The goal is to create ways to control the messages and control the brand. He or She, in a since needs to understand how to choose their battles, and always react in a professional manner. These guidelines should also include handling negative content. For instance, when having to deal with a negative message, respond once, state your point in a professional manner and let it go. The PR representative will not go back and forth with the customer that presented the negative content. But he or she must know to never ignore anything that’s said.
  • Identify what Social Media Platforms to monitor- The PR representative needs to know what social media platforms to monitor at all times. In today’s society, there are so many social media platforms emerging. The PR professional needs to have a format implemented to know which ones are the most popular and the most important ones to manage. And know which ones has chatter about our organization.

Image:

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For the most effective mobile advertisements, the chosen ads are native and banner ads for our product.

Our goal is not to overwhelm customers with our ads, but to give them a taste of what it is in hopes that will reel them to check out our website.

Native ads- “publishers are given components of the ad instead of the ad itself…it is up to them to display the element in ways that fit well with its app so the ad will appear as part of the apps content.” This is effective because it’s not randomly placed and it makes more sense with the content of the main page. It helps brands to find the right customers for our product and they will be more likely to click on the ad.

Video ads- should be 15-30 seconds long. We want to keep the color scheme as the landing page. This ad should be revealed when a banner is clicked and revealed as naturally as possible; we don’t want it to pop up randomly. The content of the video should include a demonstration of the product and its benefits.

MobileAds.com (2017). Best mobile ad formats and sizes for display ad campaigns. Retrieved from https://www.mobileads.com/blog/best-mobile-ad-formats-sizes-display-ad-campaigns/

The most important aspect of the mobile marketing is creating a website that is fully functional on any mobile device while giving the user while displaying what is most beneficial to said user. We want to allow for demonstration on the mobile site the interactive results reading of the CPS information that can be sent to the registered parties. A great way to showcase the CPS’s abilities to a possible buyer is to show them what it looks like while working. Our mobile website will still have the same sign up and purchase features of our regular website as well as a link to the full website.

Another benefit that would be helpful would be to incorporate location searching for medical services.

Through the use of the mobile site users can search for hospitals, doctors, and emergency care clinics that specialize in sports injuries and concussion that are closest to them. We will have video testimonials from sports coaches and doctors that were given the opportunity to partner together and use the CPS and showcase it’s full potential. Today mobile users are becoming more comfortable with what they can see in the palm of their hands. Videos ads are essential in our marketing strategy.

In this PowerPoint presentation, we were able to define a target market for the Concussion Protocol Sensor (CPS) that included youth sport programs, high school programs, college athletic programs, medical fields, and coaches. And we had the ability to summarize the demographic market segmentation that we would like to target for our product. The presentation included a digital advertising strategy with two sample banner ads and a mock landing page. As well as, three mock web ads and a two-week advertising campaign.

Next, we were able to establish a strategy and objectives for each piece of the plan. We also addressed sound reasoning as to why each social media platform is being utilized (Twitter, Facebook, LinkedIn, YouTube, etc). And we built in an email strategy, including target markets, timing, and how to incorporate branding into email communications and measuring tools, to determine success from each platform. It is our hope that by using email communications we can focus our reach to those in the sports and sports medical field. It is here that we believe our advertising will have the greatest effect.

Lastly, we created a public relations plan to manage online conversations (both negative and positive) that incorporates best practices and we identified the design elements that will be used in our mobile advertising strategy as well as a specific mobile advertising plan.