Matt Pacaud, Kaytee Connor &

Nik Yuen

Client Profile - CORK 2013 (The Ultimate Freshwater Experience)

• Founded in 1969 with 44 years of longevity

• Located in Kingston Ontario’s Portsmouth Olympic Harbour

• Website: CORK Kingston - The Ultimate Freshwater Experience

• Social Media Channels:• Facebook

• Twitter

• Youtube

Client Profile - CORK 2013 (The Ultimate Freshwater Experience)

• International Reputation

• Services as a venue for:• Events such as sailing events

• Training athletes for sailing events in Canada and around the world

• Employee base consists of:• Volunteers

• Board Chairman Jamie Fraser

• Event Chairman Tim Irwin

• Executive Director Marianne Davis

• Event Assistant Erin Murray

Marketing Analysis

• Current and potential customers: • Athletes training for world-class regattas and other sailing events

• Organizations who they feel could benefit from a sponsorship with CORK

• Current and potential competitors: • Organizations around the world bidding against them for the opportunity

to host upcoming sailing events

• Rival sailing clubs, such as Finland’s Kuopio Yacht Club, which hosted the 1999 Volvo Youth Worlds

• Overview of industry: Trends to consider• Safety

• Design

Marketing Analysis (Cont’d)

• Marketing position/specialty • Very competitive in its own market• Known internationally for its venue and history. • Of its services, the most searchable would be the upcoming regattas and

other major sailing events

• Unique selling point of goods and services offered: • CORK’s unique selling point would probably be their international reputation. • CORK has hosted the Olympics and stepped up to host other international

events as well

• Seasonality of their goods/services or seasonality that the company has identified: • Events tend to fall mostly during the summer and fall months (• During the winter, they are primarily trying to recruit more volunteers as

well as promote for the summer sailing events

Current Marketing• Website uses:

• Promoting upcoming events

• Recruiting volunteers

• Gaining sponsors

• Website visibility: • CORK’s website does fairly well in organic searches.

• Ex: Second result under keywords “Sailing events in North America

Current Marketing (Cont’d)

• Website strengths and weaknesses (SWOT)

• Strengths

• Diligent about updating content on home page

• Clear list of sponsors and partners on home page

• Website itself doesn’t look so bad

Current Marketing (Cont’d)

• Website strengths and weaknesses (SWOT)

• Weaknesses

• Videos section of the media tab is conspicuously barren

• Lack of interaction for Social Media

• Lack of tags for the in-website search engine to identify by

Current Marketing (Cont’d)

• Website strengths and weaknesses (SWOT)

• Opportunities

• Could incorporate videos into main news fee

• Adding tags and key words to news updates could also help to improve search rating

Current Marketing (Cont’d)

• Website strengths and weaknesses (SWOT)

• Threats

• Competition for hosting upcoming events (i.e. 2015 ILCA)

• Attitude towards volunteering a threat to shrinking pool of volunteers

Overview of Proposed Strategy

• Daily/Weekly plans for spending their campaign budget: • Each group was given $200 to spend on a campaign for their client and we

are waiting to hear back from CORK to meet up and further discuss the details.

• Number of Ad Groups and the focus for each Ad Group: • Training Athletes

• Hosting Competitions

• Providing a Venue for sailing events

• Sponsorship Opportunities.

Overview of Proposed Strategy (Cont’d)

• Positive Key Words: • Regatta (Regatta),

• Sailing (Sail boats, sailing world, laser sailing, off shore sailing)

• Sailing training (Sailboats, sail training international),

• Sailing competitions (Sailboats, sailing around the world, Kingston Sailing, Portsmouth Harbor sailing)

• Sailing in Canada (Sailing Canada, sailing race, sailing club),

• World class regatta (sailing racing, sail race)

• Negative Key Words: • Lessons (sailboats for sale, how to sail, yacht)

• Sailboat for sale

Overview of Proposed Strategy (Cont’d)

• Networks(s) – • Search network only.

• Will not be including search partners throughout this adwords campaign

• The adwords campaign will be running on all devices (mobile, tablets, and computers).

• Target audience settings: Target audience is primarily potential volunteers, but also consists of potential sponsors.

• Ad serving options: • We plan to use the standard delivery method to distribute our budget

evenly throughout the day - we are doing this to avoid reaching our budget early on.

• Our ads will rotate evenly to give equal preference to all of our active ads regardless of performance

• Ads will automatically begin to optimize for clicks or conversions after not being in use for a certain period of time.

Overview of Proposed Strategy (Cont’d)

• Keyword bidding: • 10 cents per click (Avg. CPC) on AdWord campaign for 3 weeks. • Will allow 11.9 clicks per day for 21 days

• Geo-targeting: International audience

• Goals for impressions, clicks, and CTR:• Achieve awareness in Kingston and area for CORK• Ad appearance every 2 times that someone searches key words• Achieve conversion rate of at least 2/5 people

• Proposed success metrics: Reaching 10 new volunteers or even racers through the campaign would constitute a success.

Overview of Post-Campaign

During the campaign a lack of activity in regard to our ads resulted in the following changes:

• Addition of more keywords to our Ontario ads

• Upping the bids on keywords that we had lost to competitors

A day after making the changes, we received our first impressions to the Ontario campaign

We received 4 more impressions the next day

Overview of Post Campaign (Cont’d)

At the end of the campaign…

• We achieved a total of 99 clicks and 43,336 impressions

• 92 clicks and 42,483 impressions were for the Canada-wide advertisements

• 7 clicks and 853 impressions were for the Ontario-only advertisements

Overview of Post Campaign (Cont’d)

• We continued make slight increases to our bids to maintain our position on the first page

• Our Ontario ads continued to generate some impressions• Our Alberta ads didn’t generate results until Day 9 • By day 12 we had only generated a few impressions• We switched the ads from Alberta to Canada-wide• Following the change, we received 20 clicks by the 13th day

• Combinations like “Regatta Sailing” and “Canadian Sailing” proved to be fairly effective during the campaign • “Canadian Sailing” = 8 impressions for our Ontario ads by Day 7, as well

as generating our initial Alberta impression on day 9.

• Changing our advertisements from Alberta-targeted to Canada-wide was definitely one of the bigger successes of our campaign

Conclusion

• Targeting a Canada-wide audience proved to be more successful than targeting individual provinces

• Maintaining a standard operation with regular observations and changes to our bids, advertisements, and AdWords paid off, giving us 99 clicks and impressions