1. THE LAUNCH OF Company X COMPANY WEBSITE: 2011 Louise Taylor

3. Website Launch Objectives

4. The Internet Marketing Plan

5. The E- Communications Mix

6. Technical Details

7. UK Legislation

8. The Launch Day

9. Web Analytics – Control & Measurement07/09/2011 Company X | www.companyx.com 2

11. A new Internet Marketing Plan has been devised by the Marketing Coordinator in order to drive all marketing and sales activity towards the launch of a new website.

12. The website will build a market leading brand for the manufacture of plant rooms and integrated systems in the UK.“The Armstrong brand will deliver an end-to-end solution based on both quality, cost effectiveness and will deliver a service second to none” Steve Cooper; UK Managing Director 3

14. To provide a sustainable competitive advantage, and establish the company as a market leader through technical innovation and integrated systems.

15. Marketing Objectives

16. To build a solid marketing infrastructure/framework

17. To deliver a well planned and coordinated digital marketing campaign

18. To coordinate all marketing communications

19. To increase sales and profitability

20. To build the Company brand

21. To encourage interaction and participation for all stakeholders & customers

22. To emotionally engage people

23. To build relationships and loyalty

24. To increase efficiency

25. To streamline costs07/09/2011 Company X | www.companyx.com 4

27. The old website can be used to advertise the launch of the new website

28. Ideas forum to accumulate ideas from customers

29. Segmentation and positioning; who will be the target market?

30. Internet – Internal market?

31. Intranet – company Stakeholders and internal staff?

32. Extranet – suppliers /partners etc?

33. Timing:

34. Launching the website on time; Project Management/implementation schedules

35. Resources:

36. How big is the budget ?

37. How much is the campaign going to cost?

38. who is going to deliver it ?

39. Technical issues: Usability, Search Function/links/ etc...

40. Search Engine Optimisation (SEO) and Pay-per-click (PPC)

41. Content – is it desirable, current, interesting, relevant, interactive etc...

42. The E-Communications Mix: which media will be used to drive traffic to the website?

43. Direct Marketing

44. PR/E-PR, advertising, personal selling etc...

45. Social Media – Set up accounts well in advance - encourage early participation & engagement

46. Legal Requirements and Legislation

47. Measuring and Monitoring performance“Perfect Planning Prevents Pathetic Performance” 07/09/2011 Company X | www.companyx.com 5

48. The E-communications Mix 07/09/2011 Company X | www.companyx.com 6 The traditional communication mix consists of advertising, public relations (PR), sales promotion and direct marketing. All of these techniques can be used to enhance digital marketing, e.g. for driving visitors to a the launch of a new web site. Digital communications has its own communication mix which consists of the following:

50. Don’t risk having your website crash and your launch day ruined because of a shoddy web server – find a web hosting Soln. to suit the project.

51. Triple check that all technical systems work

52. i.e. Hyperlinks, contact forms, email accounts

53. Feedback from Early Adopters

54. Ask Initial visitors to give you their feedback – they will be critical and will help uncover bugs and give you suggestions for future improvements.07/09/2011 Company X | www.companyx.com 7

56. Sex Discrimination Acts/Race Relations Act - no discrimination of sex, marital status, colour, race, ethnic origin

57. Indecent Advertisements/Obscene Publications Act - Obscene/indecent material

58. Unsolicited Goods & Services Acts/ amendments - regulation of items sent by direct mail

59. The Fair Trade Act/Control of Misleading Advertisements Regulations - OFT can prosecute if you mislead in marketing communications

60. Consumer Protection from Unfair Trading Regulations 2008 (known as the CPRs)

61. Data Protection Act 1998 – safeguards the public from abuse in the collection/ storage/ usage and distribution of personal information

62. Copyright - Copyright, Designs and Patents Act 198807/09/2011 Company X | www.companyx.com 8

64. Technical checks and pilot test have been carried out.

65. Content has been well researched and is up to the minute, topical and has sufficient impact for an this event of this significance.

66. Marketing Activities are timed to support and promote the launch.07/09/2011 Company X | www.companyx.com 9

68. Video the party and run on U-Tube or as an online video to promote the launch for the following weeks.

69. This will provide an excellent networking opportunity, generate business leads and reward staff for their hard work.07/09/2011 Company X | www.companyx.com 10

70. Web Analytics – Control & Measurement The online environment creates excellent opportunities for measurement and evaluation. Web analytics can produce the following information Web site visits by the minute in real-time. The source of every visit, including where visitors were immediately before a visit. The pages visited and the sequence Information about visitors Open and click-through rates. Costs can be accurately forecasted, measured and controlled Variety of tools are available including: Google - and can be as simple or as sophisticated as required. Google Analytics and Click through rates Omniture Analytics can provide essential information on the customer journey, customer behaviour and experience. It can provide both tactical data and strategic information for a long-term perspective. 07/09/2011 Company X | www.companyx.com 11

71. Measurement and performance is a cyclical process for continuous improvement so don’t worry if it isn’t right first time! Re-assess target & focus Drive Traffic Provide a reason to return Obtain data Encourage purchase 07/09/2011 Company X | www.companyx.com 12