internet marketing communication final presentation
TRANSCRIPT
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.