weber state university bachelor of integrated studies program covington .pdftips. and even jell-o...
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WeberStateUniversityBachelorofIntegratedStudiesProgram
Name:AdrienCovington
Date:February6,2014
ProjectTitle:ContentMarketingandE-CommerceinaMultimediaDrivenSociety/ShowGuppy.com
BriefSummaryofProject:
Thewebsite,showguppy.com,ane-commercewebsitededicatedtofurtheringtheknowledgeofandthesellingoffancyguppiesandsupplies,wascreated.Thiswebsiteprovidesinformationonbreeding,genetics,shipping,nutritionandhowtopurchasefancyguppies.Supplementarytothewebsite,Ihavecreatedtheaestheticsandsubstanceassociatedwithitincluding;logos,promotionalvideosandtutorials,alongwithane-mailmarketingcampaignandsocialmediapresences.Theseaforementioneditemsserveascontent,drivingcustomerstothewebsitewhilesimultaneouslyestablishingarelationshipbetweencustomersandthebrand.Iintendtoutilizethiswebsiteanditsperipheralstocreateaviablebusinesswhichwillgenerateincomewhilesimultaneouslyfurtheringtheknowledgeandadoptionofbreedingfancyguppies.
AreaofEmphasis1: Marketing
CommitteeMemberfromthatDiscipline: Dr.ClintonAmos
AreaofEmphasis2: PublicRelations
CommitteeMemberfromthatDiscipline: Dr.KathyEdwards
AreaofEmphasis3: Multimedia
CommitteeMemberfromthatDiscipline: Dr.LauraMacLeod
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TableofContents
Introduction....................................................................................................................................3
ContentMarketing......................................................................................................................3
PublicRelations...........................................................................................................................4
Multimedia.................................................................................................................................6
Application.....................................................................................................................................9
Overview.....................................................................................................................................9
TargetMarket...........................................................................................................................10
WebSite....................................................................................................................................12
SocialMedia..............................................................................................................................13
E-mailMarketing.......................................................................................................................15
Branding....................................................................................................................................16
Analytics....................................................................................................................................17
Conclusion....................................................................................................................................19
Bibliography..................................................................................................................................20
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Introduction
ContentMarketing
TheadventoftheInternetinstigatedarevolutioninthebusinessworldallowingforamorediversemarketplaceinwhichchannelsoftradebecameaccessibletothepublic.Nolongerwereconsumersrestrictedtopurchasingproductsbytraditionalmeanssuchasbrick-and-mortarstores.Theynowhadtheabilitytocommunicate,learnaboutandpurchaseitemsfromindividualsandcorporationsaroundtheworld.
Withtheplethoraofmerchantspermittedintothemarketplace,itquicklybecamesaturated.Businessesneededawaytodifferentiatethemselvesfromthecompetitionandunderstoodthatlowerpriceswereoftenunattainableonthisnewglobalscaleofcommerce.
Businessespromptlyrealizedthatevenwiththisnew-foundwealthofinformationavailabletothemasses,thequalitywasoftenpoorandnotuseful.Theyrealizedthatprovidingworth-whileinformationalmaterialrelatingtotheirproductsinconjunctionwithqualityproductsandservicesresultedinnotonlyhighersalesvolumesbutanenhancedbrandaffinityaswell.
Thisideaofprovidingqualityrelevantinformationhasbecomepopularlyknownas“contentmarketing.”
“Contentmarketingiscreatingyourownvaluable,relevantandcompellingcontenttopositionyourselfasthetrueindustryexpert.Whenyoudothat,yourprospectsandcustomerstrustyoumoreandaremorewillingtobuyfromyou.It’salmostlikebecomingthemediacompanyforyourindustry,butinsteadofsellingadvertisingagainstyourcontent,youareengagingcustomerswiththebeliefthattheywillbuymoreofyourproductsandservicesfromyouorcreateabetteropportunitytokeepthemascustomers.Contentmarketingcantakemanyforms,likecustomprintedmagazines,advertorials,whitepapers,printnewslettersandevenwebinarsandwebcontent,”(Pulizzi,2012).
Thoughexactlywheretheterm“contentmarketing”wascoinedisambiguous,itbegantobewidelyusedinthelate1990’sandiscurrentlythetrendy,borderlineclichéphrase.Theideaofcontentmarketinghasbecomesynonymouswiththeinternetasamedium;howeveritsoriginspredatetheinternetbymorethanahundredyears.
AccordingtoWikipedia,someoftheearliestnotablecontentmarketingstrategiesincludeJohnDeere’smagazine“TheFurrow,”whichprovidedinformationtofarmersonhowtobecomemoreprofitable,publishedin1895.In1900,MichelindevelopedtheMichelinGuide,whichoffereddriversinformationonautomaintenance,accommodations,andothertravel
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tips.AndevenJell-Osalesmenwentdoor-to-doordistributingtheircookbookforfreein1904,toutingthedessertasaversatilefood(Wikipedia,2014).
Theideaofcontentmarketingistheoppositeofthetraditional“interruptionmarketing.”Interruptionmarketingreferstotheactofplacingpromotionalpiecesinplaceswhereanindividualmustlookattheminlieuoftheirprioractivity.Thisistraditionallydoneontelevisionandradioprogrammingwherethecontentbeingconsumedispostponedandreplacedwithcommercials.
“InterruptionmarketingisgivingwaytoanewmodelthatIcallpermissionmarketing”(Taylor,1998).Contentmarketing,orpermissionmarketingasWilliamTaylorcallsit,allowspeopletoseekinformationthatispertinenttotheminsteadofbeingshownapredeterminedadvertisement.
Themarketingindustryasawholehasmovedawayfrompureinterruptionmarketingtowardsmorecontentmarketingaspeoplehavebecomedesensitizedtoadvertising.Peoplenowroutinelyignoreadvertisementstheyarepresented;theyfast-forwardthroughcommercials,ignorebillboardsandthrowdirectmailinthegarbage.Thebestwaytoreachpeoplenowistoprovideworth-whileinformationonthingstheycareabout.
“Aspeoplelimitthewaysinwhichtheyareexposedtotraditionalinterruptionbasedmarketing,andwiththeever-increasingamountofinformationavailableontheinternet,moreandmoreconsumersareheadingtoaquickinternetsearchastheirfirststepinfindingaproductorservicethattheymaybeinterestedin”(Huber,2014).Inregardstomessages,AdamSingersays,“whynotputtheminfrontofusersseekingthemoutinsteadofinterruptingduringmorepersonalmoments?”(Singer,2012).
Whiletheinstrumentsfordisseminatingcontentmarketinghavechangedandvarieddramaticallyovertime,theconcepthasremainedthesame,tocreatevaluable,relevantandcompellingcontentthatengagesyourcustomers.
PublicRelations
Publicrelationsistheinfluenceoftheculminationofeachconsumer,purchaser,individualandstakeholderwhichmakesupthegeneralizedpublicandwhomcontrolthecomprehensivesentimentofanorganization,businessorperson.
AccordingtothePublicRelationsSocietyofAmerica(PRSA),publicrelationsisdefinedas“astrategiccommunicationprocessthatbuildsmutuallybeneficialrelationshipsbetweenorganizationsandtheirpublics”(PRSA,2014).
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Theterm“publicrelations”isintrinsicallyambiguousandhasamultitudeoffacetswhichmustbeheededinordertobesuccessfullyimplemented.
Duetotheambiguityoftheterm“publicrelations,”itshistoryisdebatable,thoughitiswidelyacceptedthatpublicrelationsasaformofprofessionbeganintheearly1900’s.SpearheadedbyIvyLeeandEdwardBernays,whoareoftenreferredtoastheoriginatorsofmodernpublicrelations,itquicklygrewintoa“reputable”profession.
"WesomewhatarbitrarilyplacethebeginningsofthepublicrelationsvocationwiththeestablishmentofThePublicityBureauinBostoninmid-1900,"explainsScottCutlip,“TheoriginsofPRcannotbepinpointedtoanexactdate,becauseitdevelopedovertimethroughaseriesofevents”(Cutlip,1994).
Manyearlypublicrelationsendeavorsdealtwithreformingpoorpublicimageoflargecorporations.“MostPReffortsintheUSatthetimeweredamagecontrol,”statedStuartEwen(Ewen,2008).Manyofthepioneeringeventswhichledtowidespreadrecognitionofpublicrelationsasanoccupationdealtwithcorporatescandalswhichleadtocriticismanditspractitionersbeingreferredtoas“spindoctors.”
InEdwardBernays’book“Propaganda,”publishedin1928,hestates,“Theconsciousandintelligentmanipulationoftheorganizedhabitsandopinionsofthemassesisanimportantelementindemocraticsociety.”
IvyLeepublisheda“DeclarationofPrinciples,”whichsaidthatPRworkshouldbedoneintheopen,shouldbeaccurateandcovertopicsofpublicinterest(Plessis,2001).Hedevelopedthemodernpressreleaseandthe"two-way-street"philosophyofbothlisteningtoandcommunicatingwiththepublic.
Theroleofpublicrelationsinconjunctionwithacontentmarketingstrategyisofpivotalimportancetotheuserexperienceinane-commercewebsite.Publicrelationsoriginallybeganasameanstodealwithnegativereputationsandcrisismanagement.Ithasrecentlyevolvedintoawayofbuildingrelationshipswithcustomerstoestablishanaffinitywithsaidbrand.
Companiesarenowengagingtheircustomersinfriendlyconversationandinteractionsonsocialmediaplatforms.Oftentimesthisiscoupledwiththepreviouslymentionedcontentmarketingstrategy.Thecontentcreatedshouldbepredominatelyvalueorientedwithonlyasmallproportiondedicatedtosales.
“80%ofyourpublishingshouldbedevotedtothehelpfulvaluablekindofcontentyoucreatewithyourclientsfirmlyinmind,andtheremaining20%shouldbeyoursalescontent”(Jefferson,2013).Mostofthecontentcreatedshouldeducateandengagethecustomerinthe
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hopesofestablishingarelationshipsowhentheydecidetopurchasetheyrememberwhohelpedtheminthepast.
Ithasbecomecommonplaceforbusinessestohalttheirindividualconsumerrelationseffortsafteratransactionhasoccurred.Afteratransactionhasoccurredisthebesttimeforabusinesstoestablisharelationshipwiththeconsumer.Thisisoftenreferredtoasrelationshipmarketing.
Relationshipmarketingfocusesondevelopinglong-lastingrelationshipswithclientstosecuresaleswellintothefuture(Brown,2014).Transactionalmarketingisfocusedonthesingleobjectiveofmakingthesale.Relationalmarketingstrategiesofferahigheryieldofreturnoninvestmentovertimethanstrictlytransactionalstrategiesdo.
AccordingtoUrvashiPokharna,every5%increaseincustomerretentioncanincreaseacompany'sannualprofitsbyasmuchas125%,whilesimultaneouslyleadingtoareductionof10%inmarketingcosts.Anexistingcustomerwillspend33%morethananewcustomertobuyyourproduct/service.Mostbusinessesspendasmuchas80%oftheirbudgetformarketingexpendituretoattractnewcustomers(Pokharna,2011).Byattainingmoreloyaltyandsubsequentlyhigherretentionratesincustomers,businessesachieveincreasedprofitability.
ByadheringtotheideologiessetforthinIvylee’s“DeclarationofPrinciples,”onecanassureamutuallybeneficialrelationshipbetweenanorganizationandthepublic.Thiswillleadtoanenhancedprobabilityofprofitabilityinbothmonetaryandsocietalaspectsforyourorganization.
Multimedia
Multimediaistheuseofmorethanonemediumtoexpresscommunication.Thisallowsforamoreindepthinteractionbetweenthecommunicatorandtherecipient.Whenvariousmediaworksynergistically,theycreateanexperiencethatenhancesthereceiver’sinvolvementandaffinitytowardsthesource.
Theterm"multimedia"datesbacktothelate1960s,coinedbymusicianandentrepreneurBobGoldsteinwhilepromotinghiseventLightWorksatL'Oursin,aclubinSouthampton,NewYork.L'OursinwasdescribedbyoneNewYorkMagazinewriterin1968as"anexperiencethatwrapsrestaurant,discothèqueandlightshowintooneorganicentertainment"(Zuras,2010).
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Thiseventwasoneofthefirstnotableusesofmultimediainthesensethatweknowittoday.Ittrulyintegratedmultiplemediumscreatinganinteractiveenvironmentandexperiencefortheaudience.
Manyofthefirsttrulyinteractivemultimediaexperiencesrevolvedaroundartwork.“Artworkshadalmostalwaysbeen"viewed"byviewers;theviewerpassivelyreceived(andtriedtoperceive)theworkanditsmessage,butwasnotpartoftheart-makingprocess”(Zuras,2010).
"Weviewpaintings,"saidDickHiggins,aBritishartist,"Whatarethey,afterall?Expensive,handmadeobjects,intendedtoornamentthewallsoftherich,orthroughtheirmunificence,tobesharedwithlargenumbersofpeopleandgivethemasenseofgrandeur.Buttheydonotallowofanysenseofdialogue."
Byallowingtheuser,orcustomer,tobecomeactivelyinvolvedinthemethodusedtodisseminateamessageyouensureenhancedparticipationandadeeperlevelofunderstanding.Thisistrueofnotonlyartandentertainmentbutofanyproductorservice.
MatthewZuras(oninteractivemedia)states,“itwasn'tuntildigitaltechnologyenteredthepicture-ascomputers,digitalvideocamerasandprojectiontechbecamecheaperandmoreubiquitous-thatitbecameadistinctmediuminthemid-tolate1990s.”
Multimediahasapplicationinvariousfieldsincluding;art,advertising,entertainment,businessandeducation.Astheaforementionedquotearticulates,itallowstheaudiencetoactivelyparticipateintheprocessandthusenhancestheirexperience.
Withtheuseoftheinternetbecomingincreasinglyprominentforinformationsearches,entertainmentandshopping,peopleexpectittobeaseamlessexperience.Theyexpectqualityinformationinconjunctionwithinteractivityandinvolvement.
Multimediaintermsofinternetsitesmayincludetheimplementationofvideos,pictures,sounds,textorsocialmediaaswellasthedesigninterfaceandoverarchinguserexperience.One-commercewebsitesutilizingvariousformsofmediasuchasthesewillincreasetheconnectionbetweenpurchaserandvendor.
TheinfancyoftheWorldWideWeb(WWW)containedastaticandboringtextbasedexperiencegreatforparlayinginformationbutdidnotyieldagreatmediumforcommerce.Asitdevelopedandintegratedmoremedia,itbecameaviablealternativetothetraditionalmodesofexchange.
“Theinternetisoneofthemostprofoundandinfluentialtechnicalaccomplishmentsofthetwentiethcentury.Itembodiesmanyrevolutionaryideasnottheleastofwhichisthe
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discoverythataglobalinfrastructurecanevolveinanorganicfashionfromthelooselycoupledeffortsofmanyindividualsandorganizations,”saysStephenWeinstein(Weinstein,2005).
Byleveragingvarioussourcesofmediaandcreatingamultimediaexperienceforyourcustomer,youallowformorepersonableandinteractiveincidences.Whenthisiscombinedwiththeaforementionedcontentmarketingandpublicrelations,youwillestablisharapportwithyourclienteleandultimatelyhavegreateropportunityforsuccess.
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Application
Overview
GuppieswerefirstdiscoveredbyWilhelmPetersin1859inVenezuelabutnamedafterRobertJohnLechmereGuppywhosentspecimensofthespeciesfromTrinidadtotheNaturalHistoryMuseuminLondon(Magurran,2005).NativetoSouthandCentralAmericatheguppyhasbeenintroducedtomanycountriesaroundtheworld.Itwasexpectedthattheguppieswouldeatthemosquitolarvaeandhelpslowthespreadofmalaria,butinmanycases,theseguppieshavehadanegativeimpactonnativefishpopulations(KottelatandWhitten,1996).
Guppieshavebeenbredincaptivityformorethanacenturyduetotheirhighyieldofoffspring,fastgestationperiodsandreadilyvisiblegeneticvariationswhichmakethemdesirableforselectivebreeding.Guppybreedersoftencometogetherandformunifiedbodieswheretheirrespectiveknowledgecanbesharedandassessed.TheInternationalFancyGuppyAssociation(IFGA),WorldGuppyAssociation(WGA)andInternationalesKuratoriumGuppyHochzuchtare(IKGH)arethethreemostprominentgoverningbodiesintheguppybreedinghobby.Thesegoverningbodiesoftenorganizecompetitionstojudgeguppieswithstandardizedcriteria.
TheIFGA,whichbeganin1966,has16individualclubsinvaryinggeographiclocationsprimarilywithintheUnitedStatesofAmerica(USA).Itholdsseveralcompetitionsthroughouttheyearandhasanoverallchampion.Organizationssuchasthisareessentialtotheadvancementandlongevityoftheguppybreedinghobby.
Mystep-father,RickGrigsby,whohasamaster’sdegreeinmicrobiologyandadeepfascinationwithgenetics,hasbeenbreedingfancyguppiesfor40years.Hehastransformedhisgarageintoagiantfishroomwithoverthreehundredtanks.HefrequentlyentershisguppiesinIFGAsanctionedcompetitionsandhasplacedfirstmanytimesinmultiplecategories.Heoftensellshisfishtootherbreedersovertheinternetandisconstantlyalteringhisproprietarystrainsofguppies.
Thecurrentmethodsofselling,purchasingandattaininginformationonguppiesareantiquated.Theprocessoflocatingquality,reliableinformationisexcessivelytimeconsumingandoftenresultsincontradictoryormisinformation.Buyingandsellingisprimarilyaccomplishedthroughthirdpartyinternetsiteswhichdonotallowfordetaileddescriptionsofproducts.Informationfoundinthesemarketplacesislimitedandprovidesgreatuncertaintyaboutthequalityofproductsoffered.
Ihavecreatedane-commercewebsite,showguppy.com,dedicatedtofurtheringtheknowledgeof,andthesellingof,fancyguppiesandsupplies.Thiswebsiteprovides
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informationonbreeding,genetics,shipping,nutritionandpurchasingfancyguppies.Supplementarytothewebsite,Ihavealsocreatedtheaestheticsandsubstanceassociatedwithitincluding;logos,promotionalvideosandtutorialsalongwithane-mailmarketingcampaignandsocialmediapresences.
Theseaforementioneditemsserveascontent,drivingcustomerstothewebsitewhilesimultaneouslyestablishingarelationshipbetweencustomersandthebrand.Thiscontentwillserveasacalltoactionforcustomerstopurchaseproductsfromthesite.Theywillbeabletolearnaboutguppiesandguppysuppliesandthenbedirectedtopurchasesaiditems.
Iwillutilizethiswebsiteanditsperipheralstocreateaviablebusinesswhichwillgenerateincomewhilesimultaneouslyfurtheringtheknowledgeandadoptionofbreedingfancyguppies.
Iampassionateaboutsupportingthefancyguppyhobbyandcreatingasustainablebusinessformyfamily.Thisprojectwillprovideaunifiedcollectionofknowledgepertainingtothebreedingoffancyguppiesandalocationformystep-fathertosellguppiesandengagewithfellowhobbyenthusiasts.UltimatelyIhopeforthewebsitetobecomeaplacewhereallbreedersselltheirfishandcontributeknowledgeasitbecomestheonesingleplacetobuy,sellandlearnaboutfancyguppies.
TargetMarket
Theguppybreedingcommunityconsistsofanichegroupofindividualswhosharecamaraderieandanalmostaltruisticviewontheprogressionofthehobby.Whilethereiscertainlyacompetitiveenvironmentduethenatureofthehobbyanditsawardssystem,itdoespromotethesharingofideasandtheevolutionofthehobby.
Whileguppybreedersarelocatedaroundtheworld,thereareconcentrationsofhobbyistsinWesternEurope,South-EastAsia,BrazilandUSA.Showguppy.comwillbefocusingprimarilyupontheUSAmarketwithothergeographiclocationsontheperiphery.
Theaverageguppybreedingenthusiastis50yearsofage,ofCaucasiandescent,maleandhasanannualincomeofgreaterthan$60,000.Theyarelocatedwithinthe“GenerationX”and“BabyBoomer”generationalcohorts.Mosthavefamilieswithchildrenandliveinsuburbanhousing.
Mostguppybreedersarelocatedinarelativelyoldergenerationalcohortandthushavemoretraditionalorconservativeviewpoints.ThismaynotaffectShowguppy.compoliticallyandsocially,butonaneconomiclevelitwill.Inordertoaccruesales,theproductsmustbe
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portrayedasaninvestment,showingtheimmediatevaluealongwiththelong-termvalueassociated.Theyarefiscallyconservative,althoughtheyarerelativelyaffluent,andthereisagreatneedfortheassuranceofqualitybeforetheyarewillingtopurchase.Thisisdonebyprovidinginformation,aboutthegenealogyofthefish,awardswonbythefish/breeders,testingandanalysis,associatedcontentandresearch.
Guppybreedersareclassifiedunderthelatemajoritydivisionofthemarketingdiffusionmodelintermsoftechnologicaladoption.Marketingdiffusionstatesthateverymarkethasgroupsofcustomerswhodifferintheirreadinessandwillingnesstoadoptanewproduct("diffusionofinnovation,"2014).Thesegroupsarecategorizedbasedupontherateatwhichtheyadoptnewproducts.Thesecategoriesinclude;innovators,earlyadopters,earlymajority,latemajorityandlaggards.ForShowguppy.com’stargetmarketthismeanstheyarenotattheforefrontoftechnologyandwillnotbeusingthelatestmeansofcommunication.Usingthelatesttechnologicalfadortrendwillnotbeaviabletoolfordisseminatingamessagetothisgroup.
Thetargetmarketiscomfortableusingtheinternettosearchforinformationandmakepurchasesinregardstoguppies.However,anapparentuneasinessexistsintheorderingprocessandtheconfidentialityoftheinformationsurrendered.TheapprehensivenessincurredduringthesetransactionsarequelledbytheuseoftrustedthirdpartypaymentfacilitatorssuchasPayPal.Frequentcommunicationandshipmenttrackinginformationalsohelptosubsidefearsassociatedwithonlinepurchasesforthetargetmarket.
MembersoftheIFGAoftentraveltoandcongregateatsanctionedguppycompetitionswheretheyshareinformationandevaluatethecompetition.Attheseeventsmembersareacquaintedwitheachotherandshareinformationoneverythingfrombreedingtechniquestoconstructionoffishrooms.Theseinherentlysocialeventsprovideaplatformforlike-mindedindividualstocollaborateanddisseminatetheguppybreedinghobby.
Guppybreedingisahighinvolvementactivitywithbreedersdevotinglargeamountsoftimetothehobby.Withthisinformationinmind,theelaborationlikelihoodmodelcanhelpguidetheformationofmessagestoreachthisaudience.Thismodeldefinestwouniqueprocessingroutes,centralandperipheral,inwhichapersuasivemessagecanbeformed.Acentralrouteistypicallyusedforhighinvolvementproducts,whileaperipheralrouteisusedforlowinvolvementproducts.ThereforemessagesforShowguppy.comwillusethecentralprocessingroutebecausetheaudienceisknowledgeableabout,andcaresaboutguppybreeding.Thiswillbeaccomplishedthrougharticlesonthesitecomposedbyexpertsintheguppybreedingcommunityaswellasdetailedproductdescriptionswhichprovideelaborateinformation.
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WebSite
Basedontheaforementionedtargetmarket’spsychologicalandpurchasingbehaviors,Ihavecreatedane-commercewebsitededicatedtopurveyingfancyguppies,suppliesandrelatedknowledge.
Showguppy.comhasbeensecuredasthedomainnameofthewebsite.Thisnamewaschosendueto“showguppy”beingacommonvernacularamongsttheguppybreedingcommunity.Itisalsoasimplethree-syllabledescriptivenamethatiseasilyrecognizableandisimmediatelyassociatedwithguppybreeding.
Themaindrivingforcebehindattainingnewandrepeatcustomerstothewebsiteiscontentmarketing.Itisutilizedthrougharticlesandvideosontopicssuchas,howtobuildabrineshrimphatcher,genetichistoryofbreedinglines,choosingthecorrectfood,geneticvocabulary,howtobuildanautomatedover-flowsystemetc…
Thefrontpagedisplaysthemostrecentandfeaturedcontentfromthesiteinanaestheticallyappealingmanner.Athree-panelcontentsliderdisplaysthefeaturedimagesandarticlesinaconsistentlyalternatingpattern.Thisalsoallowsforinteractivityasalltheimagesfeaturehoverstates,andtheslideriscapableofmanualusertransitions.Beneaththesliderisareversechronologicallistofblogpostings.Navigationislocatedonthetopofthepageandfeaturesdrop-downmenustoaccessallcontentofthesiteincludingstore,blog,aboutandhome.Awidgetizedsidebarontherightofthewebsitefeaturesasearchbarandcategoricalviewofposts.Alloftheseaspectsconjointoproduceaneverchangingandlivelyexperiencecomparedtothetraditionalstagnantwebpagesoftypicalguppywebsites.
Thewebsitefeaturesafullyfunctioningshoppingcartpermittingcustomerstoaddandsubtractproducts,whichincludefishandsupplies.Theshoppingcartfeaturesaccountcapabilitiesallowingcustomerstocreateapersonalizedaccountforthewebsite.Thisallowsthemtoadditemstoacart,checkontransactionprogressandreviewpurchasehistoryallfromdifferentdeviceswiththeuseofausernameandpassword.
Acheckoutsystemaccompanyingtheshoppingcartallowsuserstoreviewtheirorder,checkavailableshippingratesusingtheUnitedStatesPostalService(USPS)applicationprograminterface(API)andplacepaymentusingthethirdpartyfacilitatorPayPal.
UsingPayPalasthirdpartypaymentfacilitatorheightensthesecurityandconfidentialityofpurchaser’spersonalinformationincludinge-mailaddressesandcreditcardnumbers.Utilizingthissystemallowsshowguppy.comtoremaindetachedfromanypersonalinformationandfearofdatabeingcompromisedthroughunauthorizedaccesstothewebsite.Forusersit
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givesasenseofsecurity,asPayPaliswidelyusedandacceptedasasafeandreliablemediumoftransactionamongtheguppycommunity.
PayPalalsooffersprotectionfromfraudonboththevendorandpurchaserendsbynotallowingeitherpartytocomeincontactwithcreditcardinformation.Allofthisiscompletedthroughtheuseofasecuresocketslayer(SSL)protectedwebsite.AnSSLcertificateenhancessecurityandaidsthesuppressionofsuspiciousnessinonlinebuyers.
SSLCertificatesaresmalldatafilesthatdigitallybindacryptographickeytoanorganization’sdetails.Wheninstalledonawebserver,itactivatesthepadlockandthehttpsprotocolandallowssecureconnectionsfromawebservertoabrowser.Typically,SSLisusedtosecurecreditcardtransactions,datatransferandlogins,andmorerecentlyisbecomingthenormwhensecuringbrowsingofsocialmediasites(Sign,2014).
Afterapurchasehasbeenmade,anautomatedverificatione-mailisimmediatelysenttothebuyerconfirmingtheirorder.Thebuyerisconstantlyinformedoftheprogressoftheirorderthroughouteverystepoftheprocess.Oncetheorderhasbeenshipped,atrackingnumberissentallowingthemtoseeexactlywheretheproductsareintransit.
Consistentcommunicationswiththeclientelebefore,duringandafterapurchaseisoftheutmostimportanceinestablishingrapportandlonglastingrelationships.Thedesiredexperienceofshowguppy.comisnotthatyouarepurchasingfromabusiness,butthatyouarepurchasingfromanindividualwhosharesthesamepassionforguppybreedingasyoudo.
SocialMedia
Duetothetargetmarket’spsychographicsandsocialmediausagetendencies,showguppy.comwilllimititssocialmediaoutletstoFacebook,YouTubeanddiscussionforumsonthesite.Theseformsofsocialmediaaremeanttospreadthecontentcreatedforthesiteaswellasstimulateconversationamongtheguppycommunity.
AFacebooksmallbusinesspageaptlynamedShowGuppyhasbeenestablished.Thispagefeaturespostsonvarioustopicsinamoreinformalmannerthanisfoundontheshowguppy.comwebsite’sblog.ArticlesonthewebsitearepostedsimultaneouslyontheFacebookpageaswell,butthispagefeaturescasualpicturesandupdatesfromtheinnerworkingsandday-to-daylifeofRickGrigsbyandShowGuppy.
Postingsonthissiteincludepicturesofnewbreedinglinesindevelopmentandtheday-to-dayprocesses,newproducts,fishroomadjustments,otherbreeders’fish,competition
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results,etc.ThemainintentionoftheFacebookpageistoengageguppyenthusiaststhroughconversationsthatsparkinterestandprovideinvolvement.
Throughtheseback-and-forthdialogues(whichRickGrigsbywillbefacilitating),asenseoftrustwillbeestablished.Thistrustwillleadtoanenhancedbrandaffinityandsubsequentlymoresalesandalargercustomerbase.
YouTubewillbeutilizedbyprimarilypostingtutorialvideoswhichwillaccompanyarticlespublishedtothewebsite.ItwillbeutilizedmuchlikeFacebook’scommentingsystemtoanswerquestionsfromviewerswhilesimultaneouslyattractingnewones.
ThelevelofactiveengagementonYouTubewillbeinherentlylowduetothetargetmarket’spsychographics.Howeveritplaysavitalroleintherelationshipbuildingprocessbyprovidingadifferentvisualmediumtoaccompanyarticles.Italsoplaysasignificantroleinattainingnewcustomerswhoaresearchingforrelevantinformationregardingguppybreeding.
InordertogrowfollowershipandengagementontheFacebookpageandYouTubechannel,ShowGuppywillcommentonbreederpostingsandpicturesaswellastagindividualsinitsownpostings.Byactivelyparticipatinginguppybreeder’sactivitiessuchascompetitionresults,newguppylinesandroomconstructionimprovements,morepeoplewillbeexposedtothemessages.Subsequentlythiswillincreasetraffictothewebsiteandspawninteractionandsales.
OneveryapplicablepageonthewebsitethereisacommentingsystemlinkedtoFacebookwhichallowsuserstoaskquestionsandprovideinformationrelatingtothecontent.Thisprovidesamultifacetedapproachtoinvolveenthusiastswhodesiremoreinformationonaparticularsubject.
Showguppy.comalsofeaturesaforumforregisteredusers(registrationisfree)tosubmittheirownquestionsandanswerother’squestions.UnliketheFacebookcommentingsystem,thispresentsanopportunityforpeopletoaskanyquestiontheydesireandanswerinanopenandunrestrictedformat.
Oneofthelong-termgoalsforshowguppy.comisforittobecomeanall-encompassingrepositoryofinformationregardingguppybreeding.Theforums,commentingsystemsandsocialmediaoutletsprovidemeansforcontributionsfromtheguppycommunitytoaidintheadvancementofthehobby.
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E-mailMarketing
Theprimarymeansofcommunicationbetweenshowguppy.comandpurchasersise-mail.Manyofthepreliminarye-mailsinthebuyingprocessareautomatedtoensureafastresponsetimeandimmediaterecognitionofthepurchaseorder.Laterintheprocesstheybecomemorepersonalizedascompanyrepresentativesdirectlycommunicatewiththeconsumer.
Throughallpurchasesane-mailaddressisobtained,whichallowsfortheuseofe-mailmarketingtocommunicatepromotionsandeventstopatrons.Duringthepurchasingprocessthereisanoptionforcustomerstoprovideadditionaldemographicinformationsuchasage,genderandincome.Ifthecustomerdoeschoosetoprovidethisinformationtheywillberewardedwithamonetaryincentivesuchasfreeshippingorapercentageofftheirnextpurchase.CollectingdemographicinformationonthecustomerbasewillallowShowGuppytobettertailormessagesandcontenttowardsitsaudience.Bymakingthedivulgenceofpersonalinformationvoluntaryandsourcedthroughanopt-inmethod,itwillcreateanenvironmentoftrustbetweenShowGuppyanditscustomers.
Alle-mailmarketingmaterialswillbedeliveredthroughthethirdpartysourceMailChimp.Thisallowsshowguppy.comtosendlargequantitiesofe-mailstoapredeterminedlistofrecipients.MailChimpalsoprovidesanalyticaldataincludingdeliveryrates,openrates,uniqueclicksandunsubscribes.
Theabilityforrecipientstounsubscribefromthee-mailinglistisoftheutmostimportancesoastonotintrudeanddegradetherelationshipthathasbeenestablished.ItisalsoindirectviolationoftheCAN-SPAMActtonothavetheabilitytounsubscribefrommarketinge-mails.
TheCAN-SPAMActisalawthatsetstherulesforcommercialemail,establishesrequirementsforcommercialmessages,givesrecipientstherighttohaveyoustopemailingthem,providesvalidphysicalpostaladdressofsenderandspellsouttoughpenaltiesforviolations(FTC,2014).
Thecontentofthesemarketinge-mailswillconsistofabi-annualnewslettercontainingarecapofafewofthemostinterestingarticlesduringsaidtimeperiod.Twiceduringtheyear(winterandspring)apromotionalpiecewillbesentoutcontainingacouponcodewhichcanbeusedonthewebsite.Thesecouponsmayconsistoffreeshippingonordersover$100or10%offyournextpurchase.Thesewillincentivizerepeatpurchasesandhelptoestablishconnectionsbetweenshowguppy.comandpatrons.
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Branding
ThedescriptivenameofShowGuppyandshowguppy.comwerechosenbecausetheyareeasilyrecognizableandclearlydescribethegoodsandservicesprovidedbythebrand.ShowGuppyisentirelyinternetbasedwithlittletonoadvertisingbudget.ThisnamehelpswithSearchEngineOptimization(SEO)enablingpeopletoeasilyfindthewebsitewhensearchingforhighqualityfancyshowguppiesandinformation.
AlogowiththeacronymSGandaguppymorphingoutoftheGwascreatedtosymbolizethebrand.InmostinstancesthefullnameofShowGuppyorshowguppy.comwillaccompanythelogotoaugmentitsunderstandability.Astimeprogressesandthecomprehensionofthelogoincreasesamongstconsumers,itwillbecapableofstandingonitsown,unaccompaniedbythefullnameofShowGuppy.Thelogowillfeaturedifferingcolorschemesdependentuponthemediumbeingused.Variationsofthecolorsincludeblue,orange,blackandwhite.Usewillbedictatedbythesurroundingcolorsandjuxtapositionofadjacentelements.
AllvideosassociatedwithShowGuppyhaveabriefintroductorysegmentfeaturingtheaforementionedlogomorphingoutofthetext,ShowGuppy.Theentirevideoandallpicturesarealsowater-markedwiththeShowGuppylogo.Thiswillaidincreatingimmediatebrandrecognition,unifyingallthecomponentsandkeepingtheShowGuppybrandontopoftheuser’smind.ThisalsoenablesindividualswhodiscoverthecontentthroughorganicsearchestobecomefamiliarizedwithShowGuppyasabrand.
AlargeamountofvisitorstoShowguppy.comareexpectedtocomefromorganicsearchresults.InordertoincreasestheselectionofShowGuppyresultsinthesesearchesIhaveimplementedsomeoptimizationtechniquesincluding;keyworddensity,headertags,inboundandoutboundlinks,pictures,videos,wordcounts,alternatetext,excerpts,andGoogleAuthorship.
GoogleAuthorshipallowspicturesofanarticle’sauthortobedisplayedinsearchresultsnexttotheexcerptfromthepage.Showguppy.comsearchresultsfeatureapictureoftheauthor,resultingina60%chanceofbeingviewednomatteritspositioninthesearchresults(Muralidharan,Gyongyi,andChi,2012).
Complimentarycolorsoforangeandbluewereselectedduetotheirlightcontrastandemotionevokingqualities.Bluewhichsymbolizestrust,wisdom,confidenceandintelligenceisusedastheprimarycolorschemeandforthebackgroundandarticletitlecoloringsofthewebsite.Orangewhichrepresentsenthusiasm,fascination,happinessandcreativityisusedasthealternatecolorforthewebsiteincludingbuttonhoverstatesandsubstitutelinkcolorings.
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ThecombinationofalltheseelementsresultsinaunifiedexperienceacrossallplatformswheresomeonecancomeincontactwiththeShowGuppybrand.Eachcohesivecomponentcontributestotheauraofquality,knowledgeandtheadvancementoftheguppybreedinghobby.
Analytics
TheeffectivenessofeachindividualaspectofShowGuppycanbemeasuredthroughtheuseofempiricaldataandanalyticalsoftware.TheuseofGoogleAnalytics,MailChimp,LabsMediaclickheatandotherthirdpartyanalyticalmeasurementdeviceswillallowShowGuppytodetermineeffectiveandineffectivepractices.Thisdatacanthenbeutilizedtodevelopmorebeneficialandprofitablemarketingandbusinessprocedures.
Socialmediaeffectivenesswillbemeasuredthroughthetraditionalyetsuperficialmeansofcalculatingengagementaswellasmoreindepthevaluations.ThetraditionalmeansincludecountingviewsofYouTubevideos,likesontheFacebookpageandtotalcommentsreceived.Thesemetricsaregreatfordiscerningthebreadthofengagementacrossthesocialmediaplatforms,butarenotsufficientatdeterminingdepthorthequalityofengagementandhowthoseinteractionscorrelatetosales.
Toeffectivelytrackhowsocialmediainvolvementcorrelatestosales,ShowGuppywillemployGoogleAnalytics.Thissoftwareallowsforthetrackingofwhichsocialmediapostsresultedinuniquecustomersvisitingthesite.Thesevisitscanthenbetrackedthroughoutthewebsitetodetermineifitultimatelyresultedinasaleorinquiryofsomenature.InformationsuchasthiswillallowShowGuppytotailoritsmessagesforeachsocialmediaplatformsoastoenhanceinteractivityandincreasesales.
Showguppy.comhasbeenintegratedwithGoogleAnalyticstoprovideinsightsintoaudiencedemographics,behaviors,technologyusage,siteflowandmuchmore.ThroughthisusageShowGuppyisabletodeterminethegeographiclocationsofvisitorsalongwiththeirageandgender.ThisenablesShowGuppytoadaptitsmarketingstrategiestomorepreciselytargetitscustomerbase.Thebrowsersandmobiledevicesusedtoviewthesitearealsodiscernable,makingtheoptimizationprocessinclusiveofmodifyingpagestofittechnologicalusage.Behavioraltendenciesofcustomers,includinghowtheylocatethesiteandhowtheynavigateorflowthroughpages,aretracked.LandingpageA/BtestingisavailablethroughGoogleAnalytics,whichallowsforexperimentationonthemosteffectivepagelayouts.KnowledgeofthisinformationpermitsShowGuppytoperformSEOandredefinethenavigationalstructurethatultimatelyleadstoconversion.
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CurrentdatafromGoogleAnalyticsindicatesabroadspectrumofwhoisvisitingShowguppy.comandtheirtendencies,granteditisasmallsamplesizegiventheinfancyofthesite.InthetwomonthtimeperiodendingApril4,2014therehavebeen170uniquevisitswitha25.78%bounceratefrom14differentcountries,primarilyUSA,usingthebrowsersofChrome,InternetExplorer,FirefoxandSafari.Visitorswereacquiredthroughfourdifferentchannels;direct39%,organicsearch30%,referral24%,andsocial7%.Thesevisitorsaccessedthesitethroughcomputers85%,tablets14%andmobiledevices1%.
E-mailmarketingwillbenumericallyanalyzedthroughtheuseofMailChimp,whichprovidesdataone-mailssenttolargegroupsofrecipients.Datacollectedthroughthissystemincludesdeliveryrates,openrates,uniqueclicksandunsubscribes.A/Btestingisavailableinconjunctionwithsegmentationofe-mailrecipientstodeterminethebestpracticesinareassuchassubjectlines,sendtimesanddesign.ItisalsointegratedwithGoogleAnalyticstoconnectpurchasedatawithe-mailcontents.
Theprimaryreasoningbehindestablishinganalyticalmeasurementsandstandardizedmetricsistodeterminethemostsuccessfulpracticeswhichinturnaidintheprofitabilityofthecompany.Bymeasuringallofthesedifferingaspectsanddeterminingthemosteffectiveprocesses,ShowGuppywillbeabletotailoritsmessagesandcontenttoitstargetmarket.Carefullyanalyzingallofthisinformationonareoccurringbasiswillensurethemosteffectivepracticesarebeingimplemented.
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Conclusion
Theconcurrenceofpublicrelations,marketingandmultimediawithintheshowguppy.comwebsiteandthecomprisingShowGuppybrandhasresultedinanefficientendeavorwhereinguppybreedingasahobbyhasbeenfosteredwhilemaintainingamonetaryprofit.Theultimategoalofthisprojectwastocreateaviablebusinesswhilesimultaneouslyfurtheringtheknowledgeandadoptionofbreedingfancyguppies.
CurrentlyonlyRickGrigsbysellsguppiesandguppyrelatedproductsonthewebsite.ExpectantlymorebreederswillhavetheirguppiesandsuppliesavailableforpurchasewithShowGuppytakingasmallbrokeragepercentage.
Showguppy.comhasestablishedaplatformforguppybreedingenthusiaststocommunicateandshareinformation.Thenetworkshavebeenestablishedforguppybreedersaroundtheworldtosubmitcontenttothesiteandhaveitpublishedforfellowaficionadostoreview.Thisnetworkofcontentflowwillincreaseparticipation,credibilityandrecognitionofshowguppy.comamongsttheguppycommunity.
Itisthevisionofshowguppy.comtobecomethedefinitivelocationtobuy,sell,andlearnaboutguppiesandtheguppybreedinghobby.
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