MKT 30120

MindMyMadra Digital Marketing Plan

Group 25 Hannah Ward 10346299 Ciarán Ryan 11425208

Anne Sweeney 11386321 Barry Daly 1351291

Word Count 5,219

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Table of Contents

1. Executive Summary 3

2. Situational Analysis 4

2.1 Competitor Analysis 4

2.2 Micro-environment SWOT Analysis 6

2.3 Macro-environment PEST Analysis 7

3. Business Objectives, Digital Goals and KPI’s 8

3.1 Business Objectives 8

3.2 Digital Goals and KPI’s 8

4. Strategy 11

4.1 Online Value Proposition 11

4.2 Segmentation 11

4.3 Targeting 12

5. Tactics and Action Plan 14

5.1 Search Engine Optimization 14

5.2 Search Engine Marketing 16

5.3 E-mail Marketing 17

5.4 Content Marketing 17

5.5 Social Media 18

5.6 Mobile Marketing 20

6. Measurements 20

7. Campaign Launch, Conclusion and Timeline 21

8. References 23

8.1 Academic Journals 23

8.2 Online References 23

9. Appendices 26

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1 Executive Summary

MindMyMadra is a revolutionary start-up company catering to the animal hospitality

market. We provide a hosting service for dog owners that can be managed on an online

platform. By moving away from traditional kennelling services our consumers can have

peace of mind that their dogs are being well looked after by vetted hosts in a less restrictive

environment. We have recently developed an online marketing campaign to raise our profile

and awareness of our service. We have based our plan around Paul Smith’s “SOSTAC”

framework as we believe this provides us with the most comprehensive outline for our

campaign. The SOSTAC framework consists of 6 basic elements.

Situational Analysis

We have conducted a SWOT and PEST analysis to ensure that we understand the

internal strengths and weaknesses of our company as well as the external factors that could

affect our brand. This formed the basis for our company to develop our strategic objectives.

Objectives

Our main objective initially is to raise awareness of our brand. As an online platform

we will rely heavily on traffic to our website and therefore our social media campaign will

be our main focus. We will also ensure reviews are vetted and monitored to provide the

highest level of service.

Strategy

From here we developed our strategy which deals with the segmentation and

targeting of consumers as well as the types of platforms we would use. We did this by

segmenting our market and creating personas to develop suitable channels for

communication.

Tactics & Action plan

This involves the implementation of our marketing campaign with regards to SEO,

Conent Marketing, Google AdWords, Facebook, Instagram and Twitter promotions. We will

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also link up with companies such as Pedigree and Groupon to extend our service reach on

reputable platforms.

Control

Measuring the effectiveness of our campaign will be paramount to increasing sales in

the future. We will measure the reach of our campaign in two major ways, by analysing our

reach as well as the actually conversions of leads to sales. This will ensure long term success

for the company by exercising control.

2 Situational Analysis

2.1 Competitive Analysis

We conducted a competitive analysis in order to identify the strengths and

weaknesses of any potential competitors within our industry. In Ireland, the conventional

dog kennelling industry is in its mature stage, with the Peer to Peer aspect of it only now in

its early stages.

Dogvacay (Appendix 1.1)

Customer Experience

→ Well-designed site, very little clutter and clear message

→ Speed is good, very little wait time on all pages

→ Special offer on front page to sign up new users and grow the following

Online Presence

→ Very good activity on Facebook and Twitter, with 328,000 and 9,000 followers

respectively in each page.

→ Consistent posts made keeping customers well-engaged

→ Good SEO and use of Google AdWords.

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HouseMyDog (Appendix 1.2)

Customer Experience

→ Very similar to Dogvacay in design

→ Use of video on front age to explain concept

→ Three step guide used to increase simplicity

Online Presence

→ Less good use of social media, Facebook page has less than 2,000 likes

→ No use of Instagram, Pinterest, etc.

→ Posts that are made on Twitter and FB are generally the same and are posted on an

inconsistent basis

Doonane Kennels (Appendix 1.3)

Customer Experience

→ Entire site accessible on front page through use of drop down menus

→ Video feature on front page not focusing on concept but more of a simple

advertisement promoting the facility

→ Lacking in blog content as site is still in development.

Online Presence

→ Similar to HouseMyDog in online presence, very little following on social media

sites.

→ They have good organic search ranking

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2.2 Micro-environment SWOT Analysis

Strengths

→ Complete social media presence across all available platforms.

→ Well trained customer centric “canine-concierge” team to cater to all customers’

needs.

→ Lower price than those of conventional dog kennels.

→ Well-designed SEO plan.

Weaknesses

→ Market where direct competition is already established.

→ Conversion rate of social media marketing can be disputed in comparison to other

more conventional marketing tools.

→ Public perception of company relies heavily on the dog hosts.

Opportunities

→ Potential to increase mobile presence through creation of dedicated online app

→ Improve customer engagement and communication through the use of blogging and

interactive content.

→ Potential to expand marketing efforts and operations relatively easily to UK once

foothold has been gained in Irish market.

→ The dissatisfactions many people have with conventional kennels and the high prices

and poor living conditions often associated with them.

Threats

→ Indirect competition may make moves to create legal barriers to oppose the concept

of peer to peer housing of dogs.

→ New companies with similar services can easily enter market and copy strategies.

Low barrier to entry.

→ Potential for established kennel companies to react by lowering prices and increasing

online presence making it more difficult for us to differentiate our service.

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2.3 Macro-environment PEST Analysis

Political

→ Opportunity: Stable political environment, close ties to UK and EU allow for

relatively quick and easy international expansion.

→ Threat/Opportunity: The current lack of legislation on the P2P housing of dogs can

work both ways. It allows for us to generally set the business up as we see fit as

things stand now; but future changes to any laws may cause trouble down the line.

Economic

→ Opportunity: Ireland is now emerging from the global recession of the last 8 years.

With the economy expected to be the fastest growing in the EU for 2015, the amount

of disposable income and holidays consumers will take is going to grow. [Hosford

2015]

→ Opportunity: Proven success of marketing/business model in American

marketplace.

→ Threats: Established dog kennelling industry may potentially react negatively to any

early successes we create.

Social

→ Opportunity: Good online interaction on our part can lead to increased peace of

mind with the dog owners on holiday. Leading to them being more likely to go away

again and give us repeat business.

→ Threat: There is the ethical issue of leaving a dog for an extended period with a

neglectful host. It is up to us as a company to put in multiple measures aimed to

counteract this, but the risk still remains.

Technological

→ Opportunity: The ever increasing amount of users on the internet and those using it

as a means of market research.

→ Opportunity: Potential to piggyback on the success of similar P2P services in other

industries that have already warmed consumers to the concept.

→ Opportunity: Once growth occurs and operation has become larger, more extensive

market research can be conducted to even more efficiently target online consumers

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3 Business Objectives, Digital Goals and KPIs

3.1 Business Objectives

1. Build brand awareness through a strong social media presence.

2. Increase customer loyalty and entice new customers through these platforms

3. Encourage constant feedback from existing customers in order to improve our

business

4. Plan to launch social media base in June, the initial launch at the end of July and the

full interactive launch in October

3.2 Digital Goals and KPIs

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Act Formulate

content that is

engaging and

attractive to

customers and

hosts.

Devise

interactive

social media

content that

will be liked

and shared

Increase

amount of time

spent on our

website through

interaction and

promotions

Analyse web

traffic to reduce

our bounce rate.

Create fresh

and unique

experience for

customers and

hosts.

Our Website

Our App

Social media

(Facebook,

Twitter,

Instagram)

Our Blog

Links to our

website through

website such as

Pedagree.ie etc

Improve the

amount of time

spent on our

website. Eg. Blogs,

vidoes, groupon

vouchers

Reduction of

bounce rate

Boost in social

media participation

(more likes, shares,

and comments)

Convert Increase online

bookings

Increase average

hosts to our site

annually

Covert site users

into paying

Upturn in web

traffic

Generate more

hosts

Website

Social media,

email

Online

Conversion

marketing

Growth in bookings

Through our

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customers

(conversion

marketing,

online

promotions)

Change

perception

Inform

customers of

benefits of

using Mind my

madra and not a

dog kennel

promotions

(credit/groupon

vouchers)

Meet ups

between hosts

and customers

24 hours support

line

website and App

Increase in amount

of Dogs and hosts

using Mind My

Madra

Engage Improve

customer and

host loyalty

Reiterate brand

trust

Secure repeat

visitors to the

website

Increase

number of new

visits to website

Generate new

customers and

hosts

Increase online

conversion

rates

Content

marketing

(Website,

Blogs)

24 hour support

line

Google adwords

campaign

Frequently asked

questions

Location based

Marketing

Number of new

customers vs

number of repeat

ones

Click through rate

Email subscriptions

Regularity and

length of visits

Surge in Social

media

intercommunication

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4 Strategy

4.1 Online Value Proposition

The purpose of an online value proposition is to provide a statement of benefits of

online services that reinforces the core proposition of a company, (Chaffey, D, 2012). The

online proposition of MindMyMadra is that they offer an exceptional user experience online

as well as a superior real world service. Their goal is to be a disruptive innovator in the

market and facilitate matching dog owners with suitable hosts. MindMyMadra run their

online platform on the basis of immediacy, interactivity and convenience. The website is

easily navigated with access to a variety of content including a frequently asked questions

section and a 24 hour support service. The service is cheaper that traditional kenneling while

also being a quick and easy alternative. The online value proposition is divided between

hosts and dog owners with a specific set of features for each. Hosts can sign up to offer their

services with ease specifying exactly what they are willing to offer for example the size of

the dog or the number of days they want to host. This means they set the boundaries and

don’t find themselves in a situation they can’t commit too. Dog owners also have peace of

mind as all hosts are screened, vetted and reviewed by other owners. They can also arrange

to meet potential hosts prior to choosing them. This is all organised on a clear

comprehensive platform with the “canine concierge” team on hand at all times for support.

4.2 Segmenting

When looking at segmenting and targeting the market we studied the framework for

the interactive marketing approach, (Peppers & Rogers, 1991). The first two I’s deal with

Identification of customers and individualization of the market. When identifying our

market we looked at a two-pronged approach. Who would use the service as a consumer and

who would use it as a host? We split our segmentation into “Dog Owners” (Customers) and

“Hosts” (Service Providers). We can then segment these again by psychographic profile and

demographic profile. To aid us with this process we came up with two online personas to

develop our targeting strategy around.

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Personas

By creating these personas we can make presumptions about our ideal market and

build a supporting system to suit their needs. These personas help reflect lifestyle as well as

socio-economics background which will allow us to match supply and demand accordingly.

The second ‘I’ in the integrated framework is individualization. This means tailoring our

communication channels to suit each segment ensuring that it appears spontaneous and

engaging to each. This will be done by providing customer profiles and gathering

information on clients to ensuring that dynamic and relevant digital marketing practices are

set in place.

4.3 Targeting

Targeting is focused on the interaction with the consumer and the integration of

communication practices, the second half of the framework. This involves engaging in

dialogue with your target market and developing that into a lasting relationship (Peppers &

Rogers, 1991). This stage is crucial for understanding customer needs and communicating

value proposition effectively. MindMyMadra will enhance their online experience by

targeting customers depending on what stage of the customer lifecycle they fall under.

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Market Lifecycle Analysis:

New Customers Potential customers will be targeted mainly by our social media accounts as well as

our aggressive Google ad words campaign. Our goal would be to build brand awareness and

interaction through these channels and turn potential browsers into leads. We also

understand the power of word of mouth in an online context and so we will run promotions

to entice new customers such as €10 credit when you refer a friend to our website. We will

also engage in B2B affiliate marketing with companies such as Pedigree Dog food to

provide a trusted source of promotion as well as initiatives like Groupon to boost our reach

as well as encourage conversions of our leads to actual customers.

Existing Customers Our repeat business will be either customers or hosts returning to our site to engage

with the content. This stage of the lifecycle is all about building a lasting positive

relationship with our target market. We will do this through website personalization for both

customers and hosts. There will be personalized push notifications sent from our app as

reminders to customers approaching typical holiday seasons, which will be strictly

monitored to ensure they do not overwhelm or irritate our customer base. We will also send

information that will be tailored to individual accounts. For example if you own a small dog

as a customer or you are willing to host a small dog, we will send you information from diet

to training needs if you so wish to receive it. Our target market can select from our list of

topics what they wish to receive information on as well as following our blog. Our website

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is also personalized as it will only show options for hosts and customers that are relevant to

their previously selected criteria. These activities deal with the integration section of the

framework and provide a 1 to 1 customer experience by gaining better insights to customer

needs enhancing the relationship as well as allowing us improve our service over time.

Lapse Customers Finally our lapse customers are our customers that have previously been engaging

with us but have been inactive with their accounts. In this instance we will send them

customized reminder emails around the times they used our service in the past to prompt

them into returning to our website. As well as this we will also introduce bundling options

and promotions such as discounted fees or incentives such as online vouchers for groomers

or dog food. This will allow us to entice customers back to our service without bombarding

them with advertising.

The final part of the framework is Integrity. This has to do with ensuring customers

trust your company for a sustainable relationship to be formed. MindMyMadra must be

careful to fully disclose all information on its website and not engage in any underhanded

tactics such as hidden fees on the payment platform. This will ensure that consumers trust

the brand and are more likely to engage in open and meaningful dialogue.

5 Tactics and Action Plan

In the months preceding the launch of MindMyMadra website and app 2015, we will

put systems in place to ensure an integrated marketing campaign that will aim to achieve the

ojectives set out in section 4. Our multi-faceted digital strategy will include search engine

optimization, search engine marketing, an inbound marketing strategy, e-mail marketing,

mobile marketing and a social media strategy.

5.1 Search Engine Optimization

In the lead up to the launch of MindMyMadra, having our website optimized to

appear organically in the first page of Google Search will be an extrememly cost effective

method of promoting the service as it is free to do, and will guarantee high exposure. We

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have listed below different aspects that must be optimized for Google to give the website a

high ranking. We will firstly submit the website to Google to invite them to index it using

webmaster tools, and then tackle the following areas.

Keyword optimisation Defining appropriate keywords and phrases for the business is the cornerstone of a

website’s success in organic listings. Keyword research is vitally important to ensure not

only gaining page views, but making sure that the page views are coming from our desired

audience and are valuable to the business. Mentioning the defined key words and phrases in

the content of the website increases the page relevancy, and from our secondary research we

have assumed a keyword density of 5% on average is optimal. If there is an overuse of

keywords embedded in the content, this practice, referred to as “keyword stuffing” (Google

Webmaster, 2015), will be deemed unethical by Google’s site crawlers.

We intend to put important keywords such as “dog kennels” in bold as this further

increases the keyword’s influence. Our keyword strategy will mainly focus on “long-tail”

keywords (Beginner’s guide to SEO, Moz) which are more specific phrases that will attract

a very specific target audience to the site. As the site will be launched with the greater

Dublin area in mind, “dog sitting in Dublin” would be an example of a long-tail keyword

used in contrast to “dog sitting” which may attract many users from around the world who

would not be relevant to the business.

Meta Tags Meta tags embedded in the HTML code of our website, but not visible to page

viewers are also very important to ensure that we will rank in appropriate keyword searches.

They won’t directly affect rankings but the description meta tags will play a vital role in

attracting genuine interest from our target audience, and in turn decrease bounce rates and

increase rankings. (SearchEngineWatch.com, 2012)

Regular Content Addition To keep the rankings increasing steadily, it is vital to post regularly on the website.

As mentioned in our content strategy below, we will be incorporating regular blog articles

on the website, as well as embedding a real time twitter feed on the sidebar of the website to

keep the content refreshed. (Brafton, 2010)

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Internal Linkages

Page relevancy is increased with appropriate internal linkages, and we intend to

incorporate links to the main website page, and “about us” page from each blog post and

social media post, to stengthen the ranking of the main website page (Appendix 5.2).

External links are also of vital importance, and this crosses over with our content strategy, as

we would hope to create shareable and valuable content that will be featured on external

high ranking websites, to increase our page validity.

5.2 Search Engine Marketing

To increase our exposure on Google’s search engine, we have devised a Pay-per-

click (PPC) strategy to cooincide with our SEO. Because we have segmented our target

audience into two separate categories; dog owners and hosts, we will run two coinciding

campaigns on Google AdWords, to target our two personas; “Dog-lover Diana” and “Harry

the Host”. To target dog owners that will be looking for accomodation for their dogs while

they travel, we took into consideration that our business concept is not a generic one. As

people won’t be specifically looking for our business model, we approached the keyword

planning from a customer perspective and thought of how they would search for our indirect

competition, such as one-to-one dog minding services, and kennels in Ireland. We

considered this when compiling our keyword list which can be seen in (Appendix 5.1). In

the three months leading up to the launch in October, after our Social Media launch, we will

run A/B testing on different variations of keyword targeting and the ad copy (an example of

which can be seen in Appendix 5.4), only altering one variable at a time to ensure

continuous optimization of the ads.

For our second campaign, targeting hosts to sign up on the site, we decided to

concentrate on interest based targeting. Using AdChoices, we devised the persona of a

typical dog lover that may be interested in short term fostering, and using this targeting, we

incorporated a call to action advertisement to compliment our inbound marketing campaign

detailed in section 5.4.

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5.3 E-mail Marketing

Our primary objective in relation to e-mail marketing prior to the launch of

MindMyMadra, will be to assemble a database of potential users from opt-in activations on

the website, and through social media competitions which will be detailed in section 5.5. In

(Appendix 5.3) we have included an example of an newsletter sign-up propmt that will

appear on a customer’s first visit to the website or blog, when they choose to leave the site,

courtesy of a Mailchimp application. The customer will receive a welcome e-mail when they

first sign up, which will have social media buttons, a link to the website and a link to the

blog included to maximise engagement. Following this, all sign-ups to the MindMyMadra

newsletter will receive a monthly newsletter with special offers and competiton details, as

well as a featured article from the blog, and a personalized birthday e-mail if the customer’s

provided their date of birth. All e-mails will be optimized for mobile, have a balanced text to

image ratio, and include clear calls to action.

Mailchimp We intend to use mailchimp as our external e-mail solutions provider. Through

Mailchimp we will be able to accumilate an e-mail database that will be segmented

depending on the source of the e-mail address, and schedule templated e-mails to be sent out

to a mass audience. Through monitoring the open rates of each mail merge we may be able

to see patterns emerging in the open rate and response rate depending on the title text and

content. We will also run A/B testing on e-mail sends to test which headlines prove the most

effective in terms of open rates. (Marketo, 2015)

5.4 Content Marketing

We want to focus the majority of our attention on an inbound marketing strategy.

According to hubspot, companies that blog generate 67% more leads per month than those

that don’t (Hubspot, 2014). As the service is a new concept, it is of huge importance that we

focus on building a community and provide them with valuable content, and then in turn

they will be interested in learning more abut the service. According to Search Engine

Journal, inbound leads cost 60% less than outbound leads, so it is a very cost effective way

of engaging a community.

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Not only will a blog increase SEO for the website because of creating more internal

links and keeping content fresh, but original engaging content will be a key success factor in

brand traction and virality on Social Media, which we will detail in section 5.5.

Content Strategy The basis of our content strategy will be focused on what our target audience wil find

valuable and shareable. An example of a post can be seen in Appendix 5.7. The posts will

not be directly related to dog minding, but will be written on themes of interest to dog lovers

such as posts on dog care or engaging real life stories and testimonials from users of the

service. As we are targeting dog-loving millenials we will tailor content to suit them, and

will update the wordpress blog https://mindmymadra.wordpress.com/ (Appendix 5.6) with

fresh content 2-3 times consistently each week, and will share the content across social

media platforms. From our research (Appendix 5.5), infographics and list posts are the most

likely to be engaged with online (okdork.com, 2014). An example of an engaging list post

can be seen in (Appendix 5.7).

5.5 Social Media Strategy

Our Social Media Strategy for MindMyMadra will be focused on channels specific

to each persona as mentioned in 4.2 and which are specified below, and will be the first part

of our strategy to launch in June. We will utilise Hootsuite as our Social Media Management

System of choice, which will facilitate monitoring social media activity across platforms.

Hootsuite will also help us plan the optimum times to post specific to each platform, and can

automatically schedule posts to go out at those times. The most important aspect of our

social media strategy is to monitor each channel constantly and to respond as soon as

possible to any potential negative comments to prevent a social media fiasco. (Forbes, 2015)

Facebook The MindMyMadra facebook page can be seen in Appendix 5.8. According to

(BufferSocial, 2013) brands should aim to post twice a day. We would hope for one of these

posts to be self-published content, and the other post to be from a 3rd party, with each post

published alongside a high quality image as there is a 37% higher level of engagement for

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photos over text in facebook posts (Jeff Bulas, 2012). An example of this type of post can be

seen in Appendix 5.9. We intend to run regular facebook competitions such as caption

competitions and sweepstakes to increase our fan base, engage our audience, assimilate

important data about our facebook fans through facebook insights, gather e-mail addresses,

and as a tool to increase reach. According to Socially Stacked, 42% of Facebook fans like a

page in order to get a discount or coupon. As our focus for the business is customer retention

and loyalty, we will be encouraging a loyalty points system on the app, which we will run

offers on facebook for, such as double loyalty points for signing up to the mailing list. We

don’t intend to give away vouchers as this tends to lead to a high customer churn rate.

Twitter By using Moz Analytic’s Followerwonk tool we will find influencers in the pet

industry and implement a follow for follow strategy with them to gain exposure. Ideally we

will tweet three times a day as according to an infographic by Bufferapp, engagement

slightly decreases after the third tweet. (Appendix 5.10)

LinkedIn Although LinkedIn is a B2B channel, with over 300 million users worldwide it is

important to have the company represented on the platform. In term of marketing tools, their

sponsored updates have very precise targeting options, one being “business travellers”

which could work very well for promoting our business to our “Dog-lover Diana”

Google+ Although Google+ is not a popular platform and is due to be phased out by Google,

it is important to build a content base as it effects SEO rankings more than any other social

network. (Moz, 2012) Google +1s have the single highest correlation with Google search

ranking (0.4), higher than than the number of Facebook shares (0.34), number of backlinks

(0.34), and total Facebook Likes, Shares, and Comments (0.34). (Appendix 5.11)

Instagram According to (Jeff Bulbas, 2012) we are living in the “age of visual culture” and the

rise of Instagram as a social network is undeniable. 35% of 24 to 34 year olds use Instagram

regularly (econsultancy, 2015) and dog lover targeted pages are very popular on the

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platform, such as “dogfessional” (28.2k followers) “marnie the dog” (1.2 million followers)

and “dogs of instagram” (1.4m followers). For this reason, we feel Instagram would be an

ideal platform to identify influencers, and approach them to feature us on their page. Due to

the virality of instagram photos, we feel that this could be also be a great channel to run

“features” on some of our participating dogs, post humorous dog videos and dog memes, to

gain a community following of dog lovers.

5.6 Mobile Marketing

Mobile is of huge importance to recognise in the marketing plan, as the number of

mobile users has now surpassed desktop users (Appendix 5.12). According to wordstream,

40% of users internet time is now spent on mobile.

In terms of in-app marketing we intend to launch at the same time as the service, and

may also advertise in 3rd party apps that are relative to our target audience by using Google

AdMob. We will utilise location based advertising on facebook, and this is the only

monetary investment we will use on the platfrom. Our website will be mobile enabled, and

our Google Adwords campaign will incorporate local ad extensions.

6 Measurements

When measuring the success of our digital marketing campaign we will be analyzing

it on the basis of brand awareness and affection as well as the financial gains as a direct

result of the campaign. As our plan is to target millennials, a substantial amount of our

analysis will be with regard to social media and platforms. The main focus of our campaign

is all to do with interactivity and so therefore we will measure our rate of based on that. The

three main factors we will be looking at are market reach, customer engagement and

reflection of results.

Market reach will be the broad analysis of how many “likes” our Facebook page has

received as well as the number of “hits” to our website. It will mainly focus on how many

people have viewed our pages and can be easily identified using metrics such as Google

Analytics to view the effectiveness of our AdWords channel. Facebook, Instagram,

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LinkedIn, Google + and Twitter can all be analysed by the number of people whose social

profiles are attached to ours.

Engagement is arguably the most important factor to measure and control. Although

our initial reach indicators may suggest we have a large following these may be ghost

profiles or people who never engage with us at all. We will analyse how many people

actually engage with the content such as “retweeting”, “liking” or “commenting” on post our

pictures. While these are also indicators we must also be sure to note how many of these

people are repeatedly engaging and how many are new to our company entirely. We must

also proactively ensure that any commentary or dialogue about the company is positive. If

there is negative feedback we must look at why and rectify the situation accordingly.

Facebook insights and twitter analytics will help to quantify the engagement level as well

similarweb.com to analyse website traffic. We will also look at e-mail bounce rate, click

through rate and conversion rate to analyse effectiveness.

Finally the reflection analysis will deal with results of our campaign from a sales

perspective. We will observe how customers reacted and the effect of our communication

channels. Customer satisfaction and feedback will be the focus both from the host and

customer point of view. We will analysis the ratio of customers vs. hosts that are engaging

with is and the positive to negative dialogue online as result to ensure all our customers are

getting what they need from us.

7 Campaign Launch and Conclusion

We would hope to begin our social media campaign to increase brand awareness in

June of this year. This will provide us with enough time to create an interest and curiosity

about our brand for consumers as well as finding and vetting suitable hosts. We would then

launch our website and services in late July. We are aware that we would still be in the

testing stage and therefore we will be relying heavily on feedback from customers and hosts

online. In this time we will develop and grow our customer relationship management

practices as well as begin to tailor our website and interaction based on consumer needs. The

logic behind this is that in our initial launching stages we will be in the busiest month of the

year for holidays, where our services are most likely to be needed. Therefore, we will gain

invaluable insight and information regarding our campaign as well as building our client

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base for the winter holidays when we would hope to launch our fully functional interactive

platforms.

Timeline

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8 Bibliography

8.1 Academic Sources

Chaffey, D and Ellis-Chadwick, F., (2012) Digital Marketing Strategy, Implementation and

Practice Prentice Hall, 5th Edition

Jobber, D., and Ellis-Chadwick, F (2013) Principles and Practice of Marketing, McGraw

Hill, (7th edition)

Chaffey, D and Smith, P.R., (2013) EMarketing Excellence: Planning and optimising your

digital marketing Routledge 4th Edition

Tuten, T.L., and Soloman, M.R., (2013) Social Media Marketing, Pearson

Hosford, P. (2015). Ireland will have the largest economic growth in the EU in 2014 (and

2015 and 2016). [online] TheJournal.ie. Available at: http://www.thejournal.ie/economic-

growth-in-ireland-2014-2016-1761550-Nov2014/ [Accessed 9 Apr. 2015].

8.2 Online Sources

http://blog.hubspot.com/blog/tabid/6307/bid/24994/using-social-sharing-buttons-leads-to-

7x-more-mentions-data.aspx [Accessed 9 Apr. 2015].

http://moz.com/beginners-guide-to-seo [Accessed 9 Apr. 2015].

https://www.google.com/intl/en/insidesearch/howsearchworks/thestory/ [Accessed 9 Apr.

2015].

http://searchenginewatch.com/sew/how-to/2067564/how-to-use-html-meta-tags [Accessed 9

Apr. 2015].

https://mindmymadra.wordpress.com/ [Accessed 9 Apr. 2015].

24

http://www.businessbolts.com/keyword-density.html [Accessed 7Apr. 2015].

http://moz.com/learn/seo/meta-description [Accessed 3 Apr. 2015].

http://www.brafton.com/news/regular-content-key-part-long-term-seo-strategy-1205653

Accessed 3 Apr. 2015].

https://econsultancy.com/blog/65433-why-internal-links-and-hub-pages-are-a-major-factor-

in-seo-success/ Accessed 3 Apr. 2015].

http://www.marketo.com/software/marketing-automation/email-marketing/ab-testing/

Accessed 3 Apr. 2015].

http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-

Visual-Content-in-Your-Marketing-Data.aspx Accessed 3 Apr. 2015].

http://www.webmarketinggroup.co.uk/blog/why-every-seo-strategy-needs-infographics/

Accessed 3 Apr. 2015].

https://econsultancy.com/blog/7045-10-reasons-why-list-based-posts-work-well-online/

Accessed 3 Apr. 2015].

http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-

taught-us/ Accessed 3 Apr. 2015].

http://www.investopedia.com/university/implementing-small-business-social-media-

strategy/ Accessed 6 Apr. 2015].

http://www.forbes.com/sites/micahsolomon/2015/01/28/5-best-practices-for-social-media-

customer-service-how-to-handle-and-avoid-customer-complaints/ Accessed 6 Apr. 2015].

https://blog.bufferapp.com/how-often-post-social-media Accessed 3 Apr. 2015].

25

http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-facebook-pages

Accessed 6 Apr. 2015].

http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-

frequently-to-post/ Accessed 6 Apr. 2015].

http://mashable.com/2011/07/21/contest-marketing/ Accessed 6 Apr. 2015].

http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-

in-your-marketing-infographic/ Accessed 3 Apr. 2015].

http://www.quicksprout.com/the-advanced-guide-to-content-marketing-chapter-5/ Accessed

6 Apr. 2015].

http://www.sociallystacked.com/2013/07/by-the-numbers-why-people-become-facebook-

fans/ Accessed 6 Apr. 2015].

http://moz.com/blog/tips-to-use-google-for-seo Accessed 6 Apr. 2015].

http://blog.hubspot.com/marketing/google-plus-page-seo-wins Accessed 5Apr. 2015].

http://trackmaven.com/blog/2014/12/the-link-between-google-plus-and-seo-demystified/

Accessed 6 Apr. 2015].

https://econsultancy.com/blog/65939-20-instagram-stats-marketers-need-to-know/ Accessed

10 Apr. 2015].

http://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing Accessed 6

Apr. 2015].

http://www.crmodyssey.com/Documentation/Documentation_PDF/The_Five%20_I_of%20

1-to-1_Marketing.PDF Accessed 6 Apr. 2015].

26

9 Appendices

Appendix 1.1 Direct Competitor – Dog Vacay

Appendix 1.2 Direct Competitor – House My Dog

27

Appendix 1.3 Indirect Competitor – Doonane Dogs

Appendix 5.1 Google Adwords Keyword Planner

28

Appendix 5.2 Website Mock-Up

Appendix 5.3 E-mail prompt pop-up on website

29

Appendix 5.4 Google AdWords ad copy

Appendix 5.5 Sarability statistics from Okdork.com

Appendix 5.6 https://mindmymadra.wordpress.com/ blog site

30

Appendix 5.7 Content from https://mindmymadra.wordpress.com/

Appendix 5.8 Facebook Page

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Appendix 5.9 Example of a typical post on the Facebook Page

Appendix 5.10 Bufferapp infograph on social media posting frequencies.

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Appendix 5.11 Google+ and SEO rankings

Appendix 5.12 Number of Mobile Users Globally has surpassed desktop