Digital Marketing presentation, City University London - lifestyle

1. +
DoubleDate.com
Created by Lucie Penn, Bella Collins, and Cherry
Anna Brearley
Double
The
Chances!
Double
The
Date!
Double
The
Fun!

2. +
What is www.DoubleDate.com?
 We are an online dating service that offers the opportunity to
sign up to a dating site with a friend.
 After creating personal profiles, pairs of girls or boys link up to
create a ‘joint profile.’
 Pairs of girls and boys are then able to search for and meet
other pairs of singles and go on double dates.

3. +
Target Audience…
 Young, fun-loving singles! Duos of friends pairing up and searching for
suitable matches for a ‘double date’
 Target audience aged from 18-35. Possible surrogate audience of older or
slightly younger users aged 16-60.
 Living in cities or large towns. Plan to start growth in London, expand to
major towns and cities in the UK, Europe, eventually creating a global
community.
 Aiming to capitalize on the increasing popularity of online dating, yet
reduce the ‘fear factor’ of unsuccessful dates by enabling users to share
the experience with a friend.
 In the future, this platform will also be a great way for travelling friends to
explore new cities: by matching with couples from the cities to which they
are travelling, enabling them to be ‘shown around by the locals’ and
encouraging global friendships and romances.

4. +
Our Marketing Plan…
 Product: Our unique, fun, online dating service.
 Price: Free to use, generating income through advertising and
sponsors.
 Promotion: Social Media links, online PR, sponsors and
partners, other PR sources such as blogging reviews, articles
on e-zines and other websites.
 Place: An online-to-real life community initially intended for use
in UK cities, with plans to expand Nationally and internationally.

5. +
Online PR strategy.
 Our blog: Regular blog from 4 people - 2 single females and 2
single males – getting both sides of the story
 Regular blog on events etc…
 Guest blogs, links to partners sites and our sites
 Write articles for partners newsletters – gains interest more
subtly
 Viral Marketing through Youtube: from best date experiences to
absolute disasters.

6. +
eCRM…
 Use Google analytics to review customer profiles, what they’re
clicking, engaging with and when they are online – helping us to
put on the content they want.
 Use eCRM software on our website to ensure customers are
recognized and makes the website feel more personal.
 By using social media we can connect with customers after the
first time they go on a “double-date”, to encourage them to go
again, and if they are successful - “in love!” - to encourage them to
share their success story and share with friends.
 Use a custom-made marketing system to ensure we collect the
relevant data we want from our customers and use data to make a
more effective marketing campaign.
 Behavioral Advertising & Mobile CRM – getting banners on the
sides and tops of relevant websites that we know our customers
are interested in

7. +
Search Engine Optimisation
 On page optimization – repetition of words and phrases on our
website, especially in hyperlinks, headlines and description
tags.
 Our partners and blogging world friends will have us linked on
their site to improve our Google ranking.
 If website successful and profits made, start to use Pay Per
Click to further improve Google rankings.

8. +
Google Analytics and Ad-Words
GOOGLE ANALYTICS
 Register pages on website to google analytics to monitor trends in traffic,
contribution from search sites and identify peaks in traffic.
 Create landing pages specifically for marketing campaigns.
GAP ANALYSIS
 Identify key phrases
 Asses total customer demand for each key phrase – using Google keyword
 Compare number of searches to customer demand
 Measure traffic volume (actual visit – compare to potential visits)
 Measure traffic quality – measure bounce rate and conversion rate
GOOGLE AD-WORDS
 To see what people are searching for and how competitive the word is

9. +
Website and Content
 Large, Simple, Recognisable logo containing the text
‘DoubleDate.com’ at the top, easily read by google
algorhythms.
 Links to all Social Media sites, and invitation to ‘get the app’
clearly visible at the top right hand corner of the page.
 Logos of trusted, well-known affiliate companies at the bottom
of the page.
 Terms and conditions, careers, FAQ’s and ‘contact us’ option at
the base of the page.

10. +
Our Partners…
 DoubleDate.com has the potential to attract many thousands of
advertising sponsors in the form of businesses in the leisure
and entertainment industry (restauraunts, theatres, bars, etc).
 We would receive paid sponsorship from these businesses,
whom wished to receive a high position on a search, or feature
on our online blog.
 Entertainment Media companies such as Time-Out, Londonist,
Yplan would also be possible partners, as they could use our
site to advertise their own, as users search for potential
activities for their dates.

11. +
Mobile App…
 Our mobile app will make it easy for ‘DoubleDaters’ to change
their profile, search for potential matching couples, and date
locations and activities.
 A handy beta application will help Daters scan the local area for
nearby activities and couples from their current location.
 We would receive paid sponsorship from these local business
who would pay to be in the top positions from

12. +
Thanks for listening!