Franklin Energy Digital Marketing Campaign

Transcription

1 Franklin Energy Digital Marketing Campaign

2 Table of Contents ABOUT FRANKLIN ENERGY 4 DIGITAL MARKETING CAMPAIGN 6 CUSTOMER GROUPS 6 B2C 6 B2B 6 SEO 7 COMPETITORS 7 CONTENT DEVELOPMENT 8 REPORTING 8 PROJECT DELIVERY 9

3

4 About Franklin Energy - Established in November 2013, we are an electric vehicle (EV) charging infrastructure services provider. We offer an end-to-end solution, from installing to operating EV charging infrastructure throughout the UK. - Our vision is to create a network of rapid EV recharging centres with on-site energy storage operating within a micro smart grid. - We have previously overseen contracts in both the private and public sector to install domestic, commercial and rapid charging with full back office support. - Some of our clients include:

5 Requirement Digital Marketing Campaign Franklin Energy is currently looking to accelerate its sales and wants to launch a 6 month B2C and B2B marketing campaign starting in spring Being the only dedicated electric vehicle-charging provider in the North West, they see themselves becoming the go to place for electric vehicle charging related services, from supply and installation through to charging point network operation. Franklin Energy have recently launched their very own charging network with Q Park UK. In addition to overseeing new EV charging point projects, Franklin energy wants to promote plug in vehicle drivers to charge on their network. Below is the areas they want to focus on over the next 6 months 1. Improve brand name, increase exposure over the American Franklin Energy and ( build on their existing brand. 2. Content development plan for both sectors that can be used across the website, and as blogs/ 3 rd party magazines, press, bloggers, forum and social media 3. Ongoing website development to structure the website pages for various customer groupings, help capture contact details of visitors to the site and basis of conversions. Website support and maintenance. 4. Build a content campaign built on 2 customer groups

6 Customer Groups Direct Sales B2C 1. SEO for brand and relative key words 2. PPC for brand and relative key words 3. Link building including content for blogs, outreach to forums, related press Key words include - Domestic electric vehicle charging point - Electric vehicle charging station - Cost of electric vehicle charging station - Home charger for electric car - Where can I charge my car in Liverpool? - Where can I charge my car in Manchester? B2B 1. SEO for brand manufacturers of EV charging points and related words 2. PPC for related keywords Content development for sector specific industries to grow database lists targeting: Car fleet related industries (taxis, car rental, logistic) Car Parks and garages Retail Outlets and hotels marketing based on sector specific database lists. Telemarketing to build database list and engage business leaders. Key Words Electric Vehicle charging Electric Car Charging Various related see keywords attached

7 SEO Currently Franklin Energy does not appear on the first five pages when searching for electric vehicle charging in UK, North West or even Liverpool. Key words to search for include electric vehicle charging, charging point, charging station, rapid charging, home charging, commercial charging. Franklin Energy aims to be in the top 5 of UK companies when you type in any of the above words. It is though that SEO will be carried out using a combination of google ads, together with ongoing marketing content such as blogs. Competitors - Chargemaster, EV charging point manufacturer and UKs second largest network operator, - Charge Your Car, CYC The UKs largest charging point network operator and back office provider, - Pod Point Fast charging point manufacturer and network operator - ChargePoint Services UK network operator running back office for Ecotricity - Ecotricity The largest network of rapid charging points across the UK

8 Content Development Franklin Energy are looking for between words per month that discuss key industry information for both the B2B and B2C markets. These articles should be assessed based on current industry news, trends and data, and be accessible for both business and personal users. Where possible, original photography should be sources, but the features will be bespoke pieces created for Franklin Energy and designed to work both on Franklin site and also as conversation starters on social channels. The key here is engaging with the user and creating inbound marketing. Franklin Energy is looking for articles alongside a monthly newsletter to Franklin Energy customers. Over time, it is thought these articles will help to establish Franklin Energy as thought leaders in their market and help develop a clear and confidence voice for the brand. Reporting Franklin energy are hoping for tangible results and for this to be achieved they expect monthly reporting on the following:- Social reach of articles on Facebook and Twitter Newsletter metrics readership, click and new audience SEO keyword analysis PPC spend and effectiveness Website data and effectiveness Outline of news, data and analytics market Step 5.

9 Deliverable Timescale This Digital Marketing Campaign is to commence by 31 st March 2016 and complete by 30 th September 2016 Indicative Budget 3,000-10,000 Evaluation Criteria Quotations will be assessed and scored on the following criteria: Quality/Technical Merit (40%) Is the product or service fit for purpose? How does it perform? Design and Functional Characteristics (30%) How should it look feel? How easy is it to use? Delivery Timescale (10%) Can the supplier meet the timescales/deadline? Additional benefits offered (10%) After sales service, innovative ideas, etc? Cost/Value for Money (10%) Is the price good value for money? This is not necessarily the cheapest option Scoring Methodology 4 Excellent Proposal meets and in some places exceeds the required standard 3 Good Proposal meets required standard 2 Acceptable Proposal meets the required standard in most respects, but is lacking or inconsistent in others 1 Poor Proposal falls short of expected standard 0 Unacceptable Completely or significantly fails to meet required standard or does not provide the relevant answer Proposal Format Proposals should clearly demonstrate how they meet the requirement set out above. Deadline and Submission Proposals are required by Friday 18 th March electronically to info@franklinenergy.co.uk Date Published 08/03/2016

10 T franklinenergy.co.uk Telephone: