4.1a

Channel                        Prerevenure                Conversions

Selected                        Conversion                  Downloads

SEO                            Inbound Links                     500

                                    Query results

Social                          Fans (Facebook)                2,500    

                                    Friends (Myspace)             2,500

                                    Followers (Twitter)            5,000

Paid Search                  Click Throughs                 500

4.1b

Channel                                               

Selected                        Metrics                       

SEO                            Inbound Links

                                    Keywords

Social                            Mentions

                                      Direct messages

                                      Links posted

Paid Search                   Clicks

4.2a

Each Rival Red customer represents $8 in profit.

Assumptions:

1 in 25 search engine users will buy a book or music. (40% conversion)

1 in 25 Social media users will buy a book or purchase music. (40% conversion)

1 in 20 people who click on the paid ads will buy something. (50% conversion)

$8 profit/ 25 searcher= $.32

$8 profit/ 25 fans= $.32

$8 profit/ 20 clicks= $.40

4.2b

Channel                                                           

Selected            Download           Budget            Cost

SEO                   500                    $250               $.50

Social              10,000                  $200               $.02

Paid Search        500                      $3                 $.60

4.3

Channel                                                           

Selected            Download           Budget            Profit

SEO                   500                        $250               0

Social                10,000                   $200                0

Paid Search       500                        $300                0

Based on the above findings I concluded that my KPI Target is not feasible with the budget. I must add approximately 1,250 to my budget to reach my KPI Targets. I also need to add a paid employee to manage all of the campaigns which is an additional $300 month. I believe with these adjustments I will be able to reach my companies goals.

Media Plan 3

1.Selected Channels

To achieve my campaign goals I have chosen to use Search Engine Optimization, Promotion, Social Media, and Paid Search.

SEO- To create the best opportunity for my website to be optimized by the top search engines I plan on back linking my website with all my artist websites.

Promotion- In every book my company sells there will be offer for a free DVD. The offer will only be accessible thru the companies’ site, driving more traffic directly to the site.

Social Media- MySpace- All of my music artist will have MySpace music pages linked to the companies’ website.

Facebook- Fan pages will be created for all my companies’ books, art, and music.  I will also use facebook ads to get my message out.

Twitter- The companies’ twitter page will feature updates on new books, art, and music.

Paid Search- To increase the organic SEO my company plans to buy pay-per-click advertising under the search terms Art, Art Gallery, Books, indie rock, publishing, and cool stuff.

Not Used

Email- I believe that e-mails are a waste of time because most people just delete them without reading them.

Display marketing- I don’t like the look of display advertising so I decided not to use any.

Affiliate Marketing-I didn’t have room in my budget for affiliate marketing.

2. Campaign Budget

            a. For the launch of the web campaign I have allotted $750.

b. I plan to spend up to $20 a day in paid advertising totaling $300. $200 will be spent on facebook ads.  The other $250 will go toward the promotional campaign.

c. My company plans to hire interns to maintain our web marketing campaigns.  However, I will personally update the twitter. I plan to average a minimum of 24 tweets a day.

3.Campaign Duration

Since my goal is to sell more books my campaign will only last for one month for each book.

Media Plan Section 2

1.1

Rival Red’s media plan encompasses two main objectives, to introduce the world to the unknown writers, music and visual artist and to sell more books, art and music.

1.2

Rival Red’s goal is to create a social community of readers and art lovers.  By doing so we will be able to stay updated with customers interest, new trends, and new art. Rival Red second goal is to increase book sells by promoting individual art pieces from each book.

1.3

Because Rival Red has two objectives we have two key performance indicators.  The KPI for our first objective will be determined by the number of facebook friends in a group Rival Red will maintain and the number of followers on Twitter. The performance indicator for the company second objective will be measured in book sells.

1.4

In order to meet our first objective our target is to have 10,000 facebook friends in the group and 5,000 twitter followers. To meet our second objective our target is to sell 50 books or more a month.

Exercise 1

1.1

Rival Red Publishing (RRP) mission is to facilitate a platform for unknown artistry. Banding creative artists in the literary, music, and visual art fields. Operating in three segments: Rival Red Eyes (visual media), Rival Red Ink (print), and Rival Red Debut (music). Rival Red Ink publishes books for unknown authors, Rival Red Eyes facilitates the sale of artworks, and Rival Red Debut works to exploit musical works. Rival Red plans to receive a commission on all works sold.

Because there are three different divisions of Rival Red the typical sale will vary for each segment. RRI will generate an average of $8 per sale. RRE will generate an average of $50 per sale and RRD will earn an average of $100 per sale.

1.2

According to the Association of American Publishers the publishing industry is shrinking decreasing by 1.8% from 2008 to 2009. Over the next few years it’s estimated to decrease steadily.

The prices of RRP services to authors and musical artist are consistent with the industry standards ranging from 15%-50%. However, since there is no industry average or standard commission for artist/designers, Rival Red plans to offer a 60% commission.  Rival Red products will vary in price but are consistent with average prices in the publishing industry.

1.3

Authorhouse.com has 60/40 ratio of female to male visitors averaging 120K a year. Visitors’ ages range for 25-64 with 52% having received some college. 80% of visitor have an average household income 25K-99K.

Blurb.com has 420K unique visitors a year, 57% male, 43% female. Average ages of visitors are 25-44 that has an average household income of  $60K.

Lulu.com receives 900K unique visitors half being male and the other female. 47% of them have received some college. The majority of lulu.com visitors (76%) are between the ages of 25-54.

Rival Red provides both a product and a service to consumers. As a publisher we provide a service to authors, and visual and musical artist. We provide the artist work to the public to buy.

Website Creditability

The two contrasting website I looked at were Authorhouse.com and Blurb.com. On the opening page to authorhouse.com they provide a greeting message and ask for your information, to send you a publishing guide. However, on Blurb.com you are given information about what services are offered, pricing, and customer support. I think Blurb.com has more web creditability then authorhouse.com.

My Story

I'm Blu. Well I wasn't always blue. My family is Yellow and if you look at my baby pictures I was a yellow baby too. Bight as the school bus yellow, with a full head of red hair. But by my thirteen birthday things began to change. One morning I woke to find my bright yellow skin and started to become dem. I went to my mother ask what was going on. Then she said something to me that I'll never forget she said YOUR BLUE. Thats where my story begins.

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