internet marketing communication final presentation

By:LindsayCreswell05/26/2015

InternetMarke:ngCommunica:onPlanFor:

CannaPunch InternetMarke:ngCommunica:ons|UniversityCollege

CannaPunchInternetMarke:ngCommunica:onPlan

Execu+veSummary

1Situa+onAssessment

2Strategy

3Tac+cs

4Measurement

5Implementa+on

6Ques+ons

Situa+onAnalysisWhatisCannaPunch?

Situa+onAnalysis

1

Situa+onAnalysisCannaPunch

ThebusinessgoalsofCannaPuncharetocreateahighqualityproductthatiswellknownbythetargetmarketandisinhighdemand.Thelong-termgoalsoftheorganiza:onaretobranchouttootherstateswithlegalandmedicinalmarijuanaandtoincorporateotherproductstotheirbrand.

CannaPunchisalicensedmarijuanainfusedproductcompanyspecializinginbeveragesbasedoutofColorado.ThevisionofCannaPunchistoservetheColoradomedicalandrecrea:onalmarijuanaconsumersinasmanylicenseddispensarystorefrontsaspossible.Anydispensarywithavalidlicensecancarrytheproduct,itisuptotheconsumerandthecompanytocreateademandandwantforthebeverages.CannaPunchoffersseveraldifferentflavorsrangingfrompineapplemangotowatermelonnectar.Theyalsohaveanewproduct,Mota,acannabisbasedenergydrink.

CannaPunchservesthe18+medicalmarijuanacommunityand21+recrea:onalmarijuanausersinColorado.Duetostateandfederallawsthetargetmarketislargelydefinedbydemographic(age)andgeographicinforma:on(Coloradoresidentsoragerestrictedtourists).

TheCannaPunchbrandalsotargetsalllicensedmedicalandretailmarijuanafacili:esinColorado.TheyaimtohavetheirproductavailabletoconsumersinanydispensaryinColorado.

CustomerAnalysis:CannaPunch

MarketF

orcesA

nalysis:

CANNAP

UNCH

CannaPunchCompe::on

MarketForces

Threatofnewentrants(HIGH):Newmarijuanainfusedproductcompanies

con:nuetoenterthemarket. SupplierPower(LOW):CannaPunchhasanin-house

growopera:onaswellasanin-houseextrac:onteam.Thisisa

majoradvantageinthemarijuanaindustry.Theoilsupplyusedtomaketheproductreliessolelyon

CannaPunch.

Threatofsubs+tuteproductsor

services(HIGH):Bakedgoods,candies,and:ncturesareinhighdemand.ThisforceweakensCannaPunch’smarket

power.

BuyerPower(LOW):Thebuyersinthecannabis

industryareweak.Thenumberofbuyersisextremelyhighandinthisindustrytheydonotplay

alargeroleinthepricesofproducts.Theseller

(dispensaries&vendors)hasthemarketadvantage.

Compe++onRivalry(MODERATE):

CannaPunchhasoneadvantageovercompe:tors.Thecannabisoilusedintheirproductsis

extractedfrommarijuanabuds,nottrim.Thisresultsinahigherqualityproductwithamuch

be]ertaste.

2 CannaPunchStrategy

Goals,Marke+ngObjec+ves,SWOT

CannaPunch:Organiza:onalGoals

IncreaseRevenue

Createahighqualityindemandproduct

Expandmarket

Organiza:onalGoals

ThethreemainorganizationalgoalsforCannaPunchincludeincreasingsalesby5%withinthenextyear,creatingahighqualityandhighlydemandedproduct,andexpandingtheircurrentmarketshare.CannaPunchcurrentlyholdstwodifferentlicenses;medicalandretail.ThisallowsthemtoselltovirtuallyalldispensariesinColorado.Thisisamajorkeytoincreasingtherevenue.CreatingahighqualityproductwillbuildtheCannaPunchreputationandhelpbuildaloyalconsumerbase.Expandingtootherstateswithmedicalandrecreationalcannabisisalong-termgoalforCannaPunch.

Marke+ngObjec+ves:CannaPunch

Marke:ngObjec:ves

OfferCannaPunchproductsviaconsumer

demand,visibility,B2Boutreach,etc.

Createconsumerdemandand

loyaltythroughengagement.

Increasebrandawarenesswithalargeronlinepresence.

Strengths:CannaPunchproduceshighqualityproductsthroughwholeplantextractiontechniques,mostmarijuanainfusedproductbrandsusefanleafandtrimextractiontechniques.CannaPunchhasbothamedicalandretaillicenseandthereforecanselltheirproducttovirtuallyanydispensaryinColorado.Weaknesses:CannaPunchhasaminimalonlinepresence.Thiscanbeseenasaweaknessforpotentialvendorslookingtokeepthebrandontheirshelves.Opportunities:Thecannabisindustryisexpanding,withmanyfutureopportunitiestotakethebrandtoanationallevel.Instateswherecannabisislegalconsumershaveembracedthesetypesofproductsalltogether.Threats:ThefederalgovernmenthasshownverylittleprogressinchangingtheclassiHicationofcannabisasaschedule1drug.Thiscancausefutureissuesinbanking,acquiringinvestors,andbusinessgrowth.

SWOTAnalysis

Strengths• HighQualityProduct.

• Inhousegrowandextrac+onopera+on.

• Haveamedialandretaillicense.

Weaknesses• Minimalonlinepresence.

• Smallproduc+onteam.

Opportuni+es• Industryisconstantlyexpanding.

Threats• Lawscanchange.• Federalgovernmentcoopera+on.

SWOT

3 Tac+csCannaPunch

InternetMarke+ngStrategy

Website

OnlineAdver:sing

SocialMediaMarke:ng

GeneralStrategy:Increaserevenue,Expandthemarket,andcreateahighqualityindemandproduct.Tac+cs:1.)SEO&PPC(OnlineAdver+sing):Acquireandretaincustomers.WhiletheSEOisbuildingthroughoutthecampaignitisimportanttou:lizethePPCtogatherburstsofsearchresults.Theideabehindtheonlineadver:singtac:cistogetpoten:alconsumersawareofthebrandbeforeenteringintoadispensary.AhighersearchrankandpaidadscanalsogiveCannaPunchmorevisibilitytopoten:aldispensarieslookingfornewedibleproductstocarry.(ExpandMarket,Createindemandproduct)2.)SocialMediaMarke+ng:Buildthebrandandincreaseengagementthroughsocialmediapladorms.Keepconsumersanddispensariesinformedontheproduct.Startbuildingrela:onshipswithconsumersanddispensaries.(Increaserevenue,expandthemarket,andcreateanindemandproduct).3.)Website:CannaPunchneedsanac:vewebsitetohelpbuildthebrandreputa:onandtohelpcreatebrandawareness.Withoutalegi:matewebsiteitwillbedifficulttosecureoutofstateinvestorinterest.(IncreaseRevenue,ExpandMarket,Createademandforthebrand).

CannaPunch:Tac:cs

MeasurementHowtomeasurethetac:cs

Measurement

4

KeyPerformanceIndicatorsforeachobjec:ve&tac:c

IncreaseRevenue

Website• Measurebehavior.Checkthe:meusersarestayingonthesiteandwhatcontentisvisited.

• Measureoutcomesbylookingatconversionrates.Astrafficincreasesaresales?Thisalsoappliestopoten:alvendorsvisi:ngthewebsite.

IncreaseRevenue,ExpandMarket,&

Createanindemandproduct

OnlineAdver+sing• ClickThroughRate(CTR)-howoienaretheadsbeingclickedon?IfthereisalowCTRwhatcanbechanged?

• MeasureImpressions:Thenumberof:mestheadshavebeenseenbyviewers.Ifimpressionsarehighthenawarenessisincreasing.

• ConversionRate:Howmanypeoplewerebroughttothewebsitethroughtheads?

IncreaseRevenue,ExpandMarket,&

Createanindemandproduct

SocialMediaMarke+ng

• Dothesocialmediapladormsdrivetraffictothewebsite?• Dopoten:alvendorsandconsumersinteractwiththecompanyonthesepladorms?Dotheyconverttopayingcustomersandretailcarriers?• HowmanypeoplearesharingCannaPunchposts?Insteadoflookingatlikesandfollowersmeasureengagement.

Objec:ve

InternetMarke:ngTac:c

KPI

Vendor/ToolAssessment

• FacebookAnaly:cs• SproutSocial:InordertomonitorallsocialmediapladormsinonespotIrecommendpayingoutofpocketforthistool.• Thistoolisrecommendedbecauseitallowstheintegra:onofallofthedata.

SocialMediaMarke:ng

• GoogleAnaly:cs• AdobeSiteCatalyst• Irecommendu:lizingthistoolinordertoimprovethesiterelevancefortheuser.Thistoolgivescustomizableop:onsthatarenotavailablethroughGoogle.

Website

• GoogleAdwords• GoogleAnaly:cs• DependingontheavailablebudgetIwouldrecommendhiringanemployeewhocanhandleSEO&OnlineAds.• Ifatthis:methatisnotanop:onforCannaPunchthenIwouldrecommendhiringanoutsidevendorinDenver,COwhoisexperiencesinGoogleAnaly:cs.

OnlineAdver:sing(PPC)

Vendor/ToolAssessment

• FacebookAnaly:cs• SproutSocial:InordertomonitorallsocialmediapladormsinonespotIrecommendpayingoutofpocketforthistool.• Thistoolisrecommendedbecauseitallowstheintegra:onofallofthedata.

SocialMediaMarke:ng

• GoogleAnaly:cs• AdobeSiteCatalyst• Irecommendu:lizingthistoolinordertoimprovethesiterelevancefortheuser.Thistoolgivescustomizableop:onsthatarenotavailablethroughGoogle.

Website

• GoogleAdwords• GoogleAnaly:cs• DependingontheavailablebudgetIwouldrecommendhiringanemployeewhocanhandleSEO&OnlineAds.• Ifatthis:methatisnotanop:onforCannaPunchthenIwouldrecommendhiringanoutsidevendorinDenver,COwhoisexperiencedinGoogleAnaly:cs.

OnlineAdver:sing(PPC)

5 CannaPunch

Implementa:on

Budget&Timeline

Implementa+onAc:onPlan

SuggestedTimeline•  12Months•  Irecommendthislengthbecauseitgivesthecompanyachancetoseehowsuccessfulthemarke:ngcampaigncanreallybe.

•  Itwilltake:metodevelopawebsiteandrevampallsocialmediacontentaswellasbuildtheSEOrankings.

Phases•  Analyze(3Months)•  VendorwillbegintounderstandtheCannaPunchscopeandfigureoutabudget.

•  Plan(3Months)• Websitedesign,contentcrea:on,keywordselec:on.

•  Design(7Months)•  Development(3Months)•  Tes:ng

•  Deploy(2Months)• Websitelaunch•  Clientdebriefingonon-goingop:miza:on.

Ac+onSteps&Timing

Task Name Who Start End January 2016 February 2016 March 2016 April 2016 May 2016 June 2016 July 2016 August 2016 September 2016 October 2016 November 2016 December 2016

Analyze Phase

Communicate with CannaPunch and figure out the desired needs and wants of the brand . Analyze budget and figure out how to fulfill the clients needs.

Project Manager (PM), Sales Manager (SM), Web Developer (WD), Content Developer (CD)

January 2015 March 2015

Plan Phase

Delegate Tasks, Complete Paperwork, Finalize the approved marketing Plan

PM March 2015 May 2015

Client Interactions SM March 2015 May 2015

Review website and create plan for best user experience. Create new URL’s.

WD March 2015 May 2015

Review Keyword search, aid WD in creation of URL.

Create the PPC campaign and begin SEO strategy.

New Media Specialist (NMS)

March 2015 May 2015

Design Phase

Receive preliminary information from CannaPunch. Present mock-ups to client, present revisions if necessary, hand-off project for social media creation.

PM May 2015 October 2015

Review brand imagery, colors, messaging, etc. Complete a preliminary mock-up website. Revise any mock ups per client request.

CD May 2015 October 2015

Build/Development Phase

Create and secure domain name and hosting sites.

IT September 2015 November 2015

Create website and complete it during this phase.

WD & CD September 2015 November 2015

Test with client. Submit any changes to the WD.

PM September 2015 November 2015

Deploy Phase

Set up permanent hosting, move information to

permanent hosting site, launch website, e-mail PM

website instructions.

IT November 2015 December 2015

Test website once live, help set up analytics, project

debrief.

PM November 2015 December 2015

Have ongoing tasks written out.

NMS, WD November 2015 December 2015

Project debrief. PM, SM, WD, CD November 2015 December 2015

CANNA PUNCH: Internet Marketing Communication Implementation Plan Gantt Chart

Implementa+onConsidera:ons

RequiredResources

• Tokickoffthisinternetmarke:ngcommunica:onplanextrastaffing/vendorsarerequired.• Dependingontheapprovedbudgetitisrecommendedthatastaffmemberishiredorre-trainedtomanagethesocialmediamarke:ng.

• CannaPunchwilloutsourcealocalfirmtodesign,launch,andperformcon:nuedop:miza:ononthewebsite.• AnoutsideagencywillimplementthePPCcampaignaswellastheotheraspectsofonlineadver:sing.

FinancialConsidera+ons

• Fora12month:melinetheproposedbudgetisroughly38,000dollars.• Muchofthatbudgetisdedicatedtothedevelopmentofawebsite($10,000).Theini:almonthwillcostjustunder$12,000total.• Theongoingmonthlybudgetises:matedtocostbetween$2,400-$2,500.• Itisimportanttolookathoweffec:vethecampaignhasbeenaierthefirstyear.Itises:matedthatthecampaignwillgeneratemorerevenueandthebenefitswillgreatlyoutweightheoriginalcosts.

Risks/Mi+ga+on

• Thenumberoneriskisthatinternetmarke:ngcouldbeanunsuccessfulavenueinthisspecificindustry.• Lawscouldbeputinplacethatpreventthecannabisindustryfromadver:singonlineandonsocialmediapladorms.•  IfthisbecameaproblemIwouldrecommendthatCannaPunchlooksatothermarke:ngstrategies,specificallyaffiliatemarke:ng.

Integra+on

• CannaPunchcurrentlyspendsveryli]le:meandmoneyonmarke:ng.• Iwouldrecommendthattheu:lizetradi:onaltechniquessuchasprintadsintheWestword.• Ialsowouldrecommendaffiliatemarke:ng.PartneringwithawellestablisheddispensarychainsuchastheGreenSolu:onorNa:veRootswouldcreatebrandawareness.ThispartnershipcouldalsoguaranteethatthischainwillcarrytheCannaPunchbrandatalloftheirstores.

6 Summary

CannaPunchInternetMarke+ngCommunica+onSummary

CannaPunchInternetMarke:ngCommunica:onPlanSummary

Objec:ves• IncreaseRevenue• ExpandMarket• Createahighlydemandedproduct.(brandawareness)

Strategy• OnlineAdver:sing• PPC• SEO• SocialMediaMarke:ng• Website

Measurement(KPI’s)• CTR• Engagementonsocialmediapages.Forexamplehowmanypeoplearecommen:ngandsharinginforma:on?• Websiteuserbehavior.Whatpagesareusersvisi:ng?Aredispensariesfillingoutcontactforms?Whatisthebouncerate?

Implementa:on• 12Month:meline• Hiringanoutsideagencyisrecommended.