Custom Online Marketing Program Proposal for: Hearthstone Homes

Transcription

1 Custom Online Marketing Program Proposal for: Hearthstone Homes December 12,

2 Introduction Tandem Interactive welcomes the opportunity to perform Custom Online Marketing services for Hearthstone Homes. The objective is to develop and execute a strategy that will improve your presence within Search Engines and deliver a greater amount of qualified and cost effective traffic to your Web site. This letter summarizes a Custom Online Marketing Program prepared for Hearthstone Homes. Tandem Interactive is committed to a Best Practices approach to Search Engine Marketing (SEM). All of our efforts utilize techniques that are closely aligned with the Search Engine s requirements. This Program is very dynamic by design. All of the available options are detailed below. They are followed by a la carte pricing. A custom package can be built based on these items. Natural Search Consulting - $ The goal of this consulting effort is improving your Natural results within the major Search Engines. Natural results equate to free traffic, thereby reducing your acquisition cost for new customers. At least 75 percent of Search Engine web page results are generated by engines that base their findings on an Algorithmic / Natural Search method. This program includes: Keyword Research Optimize title and meta tags on top level pages Suggest content optimization changes where applicable Suggest architectural optimization changes where applicable Add a Sitemap for the category structure of the Web site Review the Website for blatant crawling hindrances SEO Copywriting Per Article Fees Starting at $50.00 We have learned that our clients do not always have the time to invest in developing new content for their Web sites. To ease this burden Tandem Interactive now offers copywriting services. This new optimized content will help the Web site grow in size, Search Engine rank, and overall Web traffic. All content will be written by professional copywriters with an SEO concentration. This service includes: 2

3 Meta Tags Blog posts Short Articles Long Articles There is a minimum commitment of 5 of each article per engagement Optimization is included Pages have to be loaded by your Webmaster Web Optimized Press Releases and Distribution - $ & Up Press Releases distributed online can be a powerful tactic for building traffic, positions, and links. Tandem Interactive can write, optimize and send out the releases on a variety of wire services. Each service has its own options, so the wire fees can be unique for each release. 2 nd Generation Submission Program - $ Google says By using Sitemaps to inform and direct our crawlers, we hope to expand our coverage of the web and speed up the discovery and addition of pages to our index. This program not only assists in finding deep content on your Web site, it also provides insight into how Google sees your site. Yahoo offers a similar program with their Yahoo Site Explorer. This program includes: Crawling of the Web site to create a Google Sitemap and Yahoo URL List Google Sitemap XML file and Verify file Google, Yahoo and MSN Sitemap registrations Review of crawl errors, index errors, unreachable URLs, URLs not followed, URLs timed out, and URLs restricted by robots.txt Review of query stats, crawl stats, page analysis, and index stats Benchmark of total pages indexed Manual Submissions - Free Once the Optimization related changes have been implemented, we will manually submit your Web site to the Search Engines using a Best Practices approach. We will directly submit your Web Site to: Google Yahoo MSN 3

4 Ask Directory Program - $ The Directory Program is a critical component of Natural Search and the Google Algorithm because the Directories are crawled by Google. Directories are regarded as authoritative hubs on the Internet. Directory Submissions include: Yahoo Directory ($ paid to Yahoo per year) Open Directory Project (DMOZ) Best of the Web ($80.00 paid to BOTW.org) Blog Setup and Training Program - $ Corporate Blogs are a powerful medium for company news and communication. This keyword rich content can be optimized to rank well within Search Engines and Blog Search Engines. A commitment to quality blogging can provide a new stream of visitors to your Web site. Tandem Interactive will assist in the basics of blogging and educate your team to run a successful and optimized Blog. Deliverables: Initial Blog Setup (Outsourced / Free Solution) Atom.xml Setup Analytics Setup Blog Submissions RSS Submissions Blog Best Practices Document Review Blog Interface / Upload Training Update Scheduling PPC Program Setups - $ per Engine Google Adwords, Yahoo Search Marketing, and MSN adcenter have defined themselves as the leading PPC Engines. Advertising through this channel provides an efficient medium to attract qualified visitors to a Web site. PPC advertising is open to the public. Well managed and optimized campaigns have a higher likelihood of success. Tandem Interactive specializes in the intricacies the drive up the ROI on PPC campaigns. Deliverables: Bidding Tactics Ad Copy Tactics 4

5 Day Parting Tactics Keyword Grouping Strategies Landing Page Strategies Monthly PPC Maintenance and Advisory Service (OPTIONAL) - $250 Per Month Tandem Interactive will act as your outsourced solution for PPC Campaign Management. This plan will help alleviate time and personnel constraints. Change Orders by for keywords, ad copy, or landing pages (limited to a cumulative 2 hours of work per month) Campaign Performance Reports will be ed monthly Monthly Call to discuss reports and any optimization enhancements that can be made to the account Fees may increase based on Client s requirements Google Analytics Setup - $ $ Per Month Google Analytics is one of the most exciting products from Google since Adwords. It is a free analytics program that is extremely robust. It can be used on any Web site or Blog. Google Analytics can provide valuable conversion information that can be used with almost any online marketing channel. It even has the ability to show conversion data for natural search. Tandem Interactive has successfully installed Google Analytics on lead generation and ecommerce Web sites. Deliverables: Initial Setup Web site Coding for Conversion Goals Setup Ecommerce Setup URL Coding for Marketing Campaigns Monthly Call to discuss reports and performance Link Building Program - $ Month 1, $ Months 2-12 Link building is one of the keys to success for Natural Search. It is also one of the most tedious tasks. Tandem Interactive developed an innovative program that only charges based on service and performance. Month 1 8 Hours Benchmark current backlinks in Google, Yahoo and MSN Benchmark Google Pagerank and Alexa score 5

6 Identify paid directory listing opportunities, detailed cost and submission instructions for each Social Media Profiles Research free linking opportunities Make hand submissions to appropriate Web sites Identify paid linking opportunities, detailed recommendations Identify Web sites that should be pursued for links (Web site and contact info) Create an for acquiring links paid or otherwise from these Web sites Months 2 through 12 4 Hours each Update the benchmark report New links from directories, social sites, authority sites, relevant Web sites, possibly paid links Goal at least 4 new links Link development requires an ongoing commitment Links should grow slowly to appear natural. Links should be relevant and from quality Web sites. All work is based on an hourly rate of $200/hr. With a year s commitment, the hourly rate is reduced to $150/hr. ** The Link Development Program does not include the fees paid directly to any of the Web sites or Directories providing the links. Web Position Reports - $ Per Month This program includes Four Position Reports: Benchmark 30 days after implementation 60 days after implementation 90 days after implementation These reports will track: Up to 25 keywords Google, MSN, Yahoo, ASK Link Popularity Number of Pages Indexed 6

7 Tandem Advantages Tandem Interactive will work with either your existing PPC campaigns or create new ones in your name. You will have complete ownership and control of all PPC accounts. In fact the design of our service is to educate you on how to manage the campaigns yourself to reduce operating costs. If you do not have the time or desire to manage the campaigns, Tandem Interactive offers an OPTIONAL service for maintenance. Tandem Interactive does not arbitrage clicks nor charge a fee based on spends. Tandem Consulting - $ Per Hour Consulting time is available and billable by the hour. This time may be used for any purpose that fits within the list of Tandem Interactive s services mentioned in this document. For example, after seeing a significant increase in sales from the Web site, a client may be interested in investing in an Analytics package for insight into the ROI of the online marketing campaigns. Tandem Interactive can bill for this hourly under consulting, or create a custom proposal for the requirements. Tandem s Other Services Tandem Interactive is focused on mastering the latest trends and channels for Online Marketing and Web traffic generation. The following services are available for custom quotes: Local Search Marketing Programs Digital Marketing Training & Certification o SEO, PPC, Analytics, Social Media Marketing & More Online Reputation Management Conversion / Analytics / ROI Reports Blast Management Corporate Myspace Accounts Digg.com Submissions Video Generation and Submissions Video Newsletters Video Blogs YouTube and Google Video Optimization Shopping Feeds Generation, Optimization, Submissions Advanced Content Generation and Submissions 7

8 Custom Online Marketing Program Fees Below is a recommended online marketing strategy for Hearthstone Homes. As part of the natural search program, recommendations will be made about taking advantage of the already successfully crawled content and significantly building up new content for mission critical keywords. Extra time has been allotted for working with Sublime Miami on the redesign process. A Blog program will also help build content and buzz around the products. The PPC maintenance and advisory service may need to be expanded based on your monthly needs. Two packages are listed below. The consulting package is designed for companies with access and availability to internal resources for Web site work and copywriting. The full implementation package is the stress free solution where Tandem Interactive is responsible for the majority of the work. Search Engine Marketing Packages Consulting Only Package $ Natural Search Program 2 nd Generation Submissions Directory Program Blog Program Google Analytics Google Adwords Setup PPC Maintenance & Advisory $250.00/month Full Implementation Package $4, Natural Search Program 2 nd Generation Submissions Meta Tag Writing Link Development Program Blog Program Google Analytics Google Adwords Setup Yahoo Search Marketing Setup Microsoft Adcenter Setup Monthly Deliverables PPC Maintenance & Advisory Web site Pages (4) $2,350.00/month 8

9 Blog Posts (8) Press Release (1) Link Building (4 hours) ** Custom packages can be tailored to your needs based on the pricing below. A La Carte Online Marketing Services Pricing Natural Search Program $ nd Generation Submission Program $ Manual Submissions Free Directory Program $ Blog Setup and Training Program $ Google / Yahoo / MSN PPC Setup $250.00/each Monthly PPC Program & Advisory Service $250.00/month Google Analytics Setup $ $100.00/month Link Building Program (1 month) $ Link Building Program (months 2-12) $ WebPosition Reports $100.00/month Web Site Updates (Non Design Related) $50.00/30min Tandem Consulting Time $200.00/hr SEO Copywriting (Minimum of 5 Required) Meta Tags $200.00/hr Blog Posts $50.00/each Short Articles $100.00/each Long Articles $150.00/each Web Optimized Press Releases and Distribution Article Creation $ Article Optimization & Release Servicing $ Wire Fee Varies Terms of Agreement Search Engines are incredibly dynamic, and many developments extend beyond the control of Tandem Interactive. These can affect the positions and traffic for a keyword in a Search Engine at any time. Because of the dynamic nature of our industry, all fees and costs outlined in this proposal are valid for 30 days and subject to revision thereafter unless otherwise executed. Upon the execution of this Agreement and receipt of payment for 9

10 the program fees, work will begin. Timesheets and work summaries will be submitted bi-weekly for payment for all hourly deliverables. Credit Cards are accepted. To finalize this Agreement, please sign below indicating your agreement and understanding to the aforementioned terms and conditions. We will then expedite a copy of your invoice. Proceed with the Program as Outlined Above: Executed this date: Tandem Interactive, Inc Hearthstone Homes Signature Name Title Signature Name Title 10