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In association with:
0105-440-01 Internet Marketing
Rochester Institute of Technology
Professor Neil Hair
Winter 2008
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TABLE OF CONTENTS
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Metrics & Standards for Success………………………………………… 62
Customer Feedback………….…………………………………………… 62
Google Analytics Software………………………………………………. 63
Budget……………………………………………………………………….. 65
Risks…………………………………………………………………………… 66
Limitations……………………………………………………………………………. 67
Conclusion…………………………………………………………………………… 69
Letters of Thanks……………………………………………………………………. 70
Bobbi Goodridge & Associates of Grandma‘s Helpers, LLC……… 70
Neil Hair of Rochester Institute of Technology……………………….. 71
References…………………………………………………………………………… 72
Index………………………………………………………………………………….. 74
Examples of Good Web Designs……………………………………..… 74
Examples of Poor Web Designs……………………………………….… 77
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TERMS AND LIABILITIES
The use of the information provided in this report is at your sole risk and
discretion. You agree to indemnify us and hold us and our director Neil
Hair absolutely harmless from any claim arising from or in any way
connected to your use of this information. In no event will we or our
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directors, officers, employees, agents and/or representatives be liable to
any party under any circumstances for any indirect, incidental, special, or
consequential damages or lost profits that result from your use of, or your
inability to use, these materials.
Signed,
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EXECUTIVE SUMMARY
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ABOUT US
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Elizabeth Del Valle
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Gregory Hanson
At RIT, Greg has found an interest in marketing and the idea of promoting
products and services in new and creative manors. Over the numerous
marketing classes he has taken, he has found most interest in the sports
field as well as the use of the Internet. He plans to graduate from RIT with a
bachelor‘s degree by December, 2009.
Gregory Hanson
(585)267-9402
Ghh6382@rit.edu
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Karyn Lewis
Karyn Lewis
(607)759-0115
karyn.lewis@gmail.com
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Zach Myrow
Zach Myrow
(716)998-7706
zmyrow@mac.com
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PREFACE
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Examining each question individually will allow Grandma‘s Helpers, LLC to
understand the process Steady Pivot Consulting followed in developing
this report.
Next is ―How might we get there?‖ This question seeks to identify a wide
variety of strategies that could possibly be used to move forward and
meet the previously stated objectives. This section briefly touches on each
of the many strategies and supports their value mainly through secondary
research. At this point we do not recommend following every strategy laid
forth, but found it useful to provide groundwork for question four, and to
leave options open for Grandma‘s Helpers, LLC for a later time.
Question four, ―Which way is best?‖ chooses several key strategies from
those identified in question three and runs them through a set of choice
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criteria to support their value. These strategies are broken down further
and given a set of tactics, or specific actions, that we recommend in
order to implement the strategies.
The final question, ―How do we ensure safe arrival?‖ measures the success
of the tactics as Grandma‘s Helpers, LLC goes ahead with the plan.
Specific measures of success are suggested, and the actions necessary to
accurately measure this information are provided.
This entire Internet marketing plan has been designed with this five
questions approach in mind. Other models are included in the report, but
are individually explained as they are introduced.
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ASSUMPTIONS
This report may cover many aspects of Internet marketing and the various
forms of e-commerce, but this proposal does not involve or obligate the
members of Steady Pivot Consulting to the actual design of the website or
teaching of Internet programming languages. All consultancy work
completed is done so on a pro-bono basis agreed-upon prior to project
initiation. Our main objectives for this Internet Marketing project are as
follows:
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7. Identify the regulatory and ethical issues related to Internet
marketing and incorporated this understanding in our strategic
recommendations
8. Develop hands-on experience of the virtual world, evaluating
experiences and demonstrating capabilities in the virtual
environment
Not all marketing plans follow exactly the same format, as clients,
consultancy firms, and professors all have their own preferences. For this
report, emphasis is placed on the content and purpose of the plan for
Grandma‘s Helpers, LLC.
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INTRODUCTION
The senior care industry is already booming and it's just getting started
(Senior Care Marketer, 2007). From home care services and medical
products to senior housing options like assisted living and moving, the
demand for products and services related to the care of older Americans
is growing exponentially. The move management industry, previously a
cottage industry, is now coming to the forefront. With about 500 move
management consultants around the country, senior move management
companies are ready to tap into the 78 million Baby Boomers headed for
retirement and the dwindling members of their parents‘ generation.
As comedian George Carlin once said, ―A house is just a pile of stuff with
a cover on it.‖ When people downsize, selling a house is usually not as
difficult as dealing with its contents (DeSimone, 2006). The sheer amount
and sentimental meaning of ―stuff‖ stashed in attics and basements often
confound older adults or children whose elderly parents die or fall seriously
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ill. Picking through possessions, dividing them fairly and discerning what
has monetary value and what does not can be a mammoth job,
especially if it‘s done under distress or during a time of grieving. Senior
move managers are prepared to play a variety of roles as they help
clients through this transition. You give the kind of help a person would
want from a devoted and highly organized child or relative, stepping in
and dramatically reducing stress levels as you accomplish countless tasks
that might otherwise overwhelm your clients or their adult children. Your
approach is deeply ethical and very meaningful.
Many customers are caught in the vortex of emotion and confusion about
where to start and what to keep, as contemplating the breakup of a
household can cause conflict within the family and bring up thoughts of
mortality (DeSimone). Jewelry, art or antique furniture can be earmarked
or itemized in a will, but other knickknacks might have emotional value.
You work with aging baby boomers and their parents who now live in their
house happily surrounded by their own stuff, their parents‘ stuff, and their
kids‘ stuff. It‘s not an easy task.
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WHERE ARE WE NOW?
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Industry
The senior care industry is booming and it‘s just getting started as the Baby
Boom generation cares for their aging parents and require care
themselves (Senior Care Marketer, 2007). People 65 years and older
represent the fastest growing age group in the United States, with
projected increases of 80% by 2030 (Buysse, 2008). By 2030, approximately
one out of every five Americans will be over the age of 65.
Home Safety
Pharmaceuticals
Medical Equipment
Personal Healthcare
Finance and Insurance
Legal Services
Physical Therapy
Mobility
Home Care
Housing
As businesses throughout the country find ways to serve and profit from
aging America, it will become increasingly important to establish and
promote your brand. Many senior vendors are already spending their
marketing dollars to reach Baby Boomers directly. It will become equally
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important for companies selling products and services relating to aging
America to reach purchase influencers of senior care products and
services (Senior Care Marketer). Some of these include:
Family Caregivers
Medical Doctors, Nurses and Pharmacists
Physical Therapists and Rehabilitation Centers
Home Health Care
Housing and Residential Facilities
Retirement Communities
Social Service Agencies
Hospitals
Geriatric Care Managers
Investment and Retirement Advisors
Businesses like Grandma‘s Helpers, LLC might be new, but the challenges
of moving an elder are not.
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Current Goals
To provide assistance with all aspects of a living transition, from
planning to moving arrangements, to the new home set-up.
To provide complimentary services such as liquidation services to
seniors and their families as they navigate life's transitions.
To provide knowledge and advice as to cost, quality, and availability
of resources that older adults need to ensure a successful move.
To offer a customizable variety of services depending on individual
client needs and wants.
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Target Market
Grandma‘s Helpers, LLC strives to provide services designed to meet the
needs of older adults, their adult children, baby boomers and their families
throughout the Western New York region. Senior move managers deal
with the sandwich generation where the kids are still raising their own kids,
but their parents are getting older (Luttger, 2008). They don‘t quite have
the time and will gladly pay someone to be the go-between for their
parents. Some statistics of this audience from the U.S. Census Bureau
(2009) include:
The primary target segments of Grandma‘s Helpers, LLC are seniors, baby
boomers and their families within the Western New York area.
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Competition
Achieving company goals depends on the accurate determination of the
needs and wants of your target market based on price, place, product,
and promotion, and delivering their desired satisfaction more effectively
and efficiently than your competitors (Hair, 2008).
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Household Sales
Management of Estate Sales and Auctions
Free Community Placement Referral
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SWOT Analysis
Within the initial stages of strategic and marketing planning, businesses
typically implement a SWOT analysis which includes an examination of
internal factors such as strengths and weaknesses as well as external
factors, such as opportunities and threats. In order to perform the SWOT
analysis, organizations study past and present data to identify trends,
forces, as well as conditions with the potential to influence the
performance of the organization and the selection of appropriate
strategies. We have completed a SWOT analysis for Grandma‘s Helpers,
LLC.
Strengths
Weaknesses
Threats
Local/regional competitors
Expanding too much increases risk of service quality loss
Few employees lead to disorganization and service quality loss
Ineffective use of technology for marketing purposes
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Current E-Business Model
Currently, Grandma‘s Helpers, LLC uses the Internet—specifically your web
site—simply to promote an offline business. This strictly-information-only
practice is also known as a brochure e-business model. Nowadays the
brochure model is one of the most prevalent out there. Undoubtedly, the
brochure model is the simplest, but it can also be very effective, especially
for small businesses.
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Website Taxonomy
As an increasing portion of the target segment are using the World Wide
Web to search and access information, Grandma‘s Helpers, LLC employs
an online strategy that focuses on providing information about the
available services as well as information on the benefits of using their
moving management services. Furthermore, current and potential
customers can access information about upcoming sales and
organizational information that allow clients to know more about the
people they are doing business with. In addition, the website offers
information on the different methods of payments and public relations
information. The e-business model used by Grandma‘s Helpers, LLC
reassures potential customers that you are aware of the frustrations and
fears seniors and their families face when moving to a new house or state;
and more importantly how senior moving managers can help them solve
those problems, reduces stress, and calm those fears.
The brochure model is all about clarity and credibility (Capala, 2008). In
your website, Grandma‘s Helpers, LLC presents your team‘s biographies.
This shows that your organization has work experience, training, and
education, and this certainly can convince a potential customer to
acquire the offered services. This also is a significant tactic that increases
business credibility.
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Sustainable Value Proposition
Value is the ―consumer‘s overall assessment of the utility of a service
based on perceptions on what is received and what is given‖ (Zeithaml,
1988; Heinonen, 2004). When making a purchase, customers evaluate
both monetary costs of a purchase and non-monetary costs like the time
and effort invested in the selection of the service (Yen, Rhoades & Hsu,
2007), as well as other additional benefits offered by the service relative to
competition. In other words, value is the sum of all the benefits that a
vendor promises to customers in return for the associated payment.
Grandma‘s Helpers, LLC is one of over 450 companies that belong to the
National Association of Senior Move Managers (NASMM), a group that
requires members to follow a code of ethics and businesses to carry
insurance and provide references (Buysse, 2008).
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Focal Benefits
The primary benefits that increase customer perceived value within
Grandma‘s Helpers, LLC include customized services, complementary
personal consultations, outstanding customer service, and personalization.
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Key Resources (7S Framework)
McKinsey developed an innovative framework for analyzing and
improving organizational effectiveness, called the 7S model. The model
encompasses the key resources of a company, including the current
strategy, structure, systems, style, staff, skills and shared values of
Grandma‘s Helpers, LLC, as described below.
Strategy
As defined by businessdictionary.com, a strategy consists of the
marshalling of resources for their most efficient and effective
use. Grandma‘s Helpers, LLC has an empathic and sensitive
team that helps to increase customer value. The personal and
customizable treatment is the main component of increasing
clientele through word of mouth. Furthermore, Grandma‘s
Helpers, LLC also uses brochures and your online web site mainly
to inform past and potential customers about the services
provided, current sales and important organizational
information.
Structure
Currently, Bobbie Goodridge is the sole proprietor and senior
move manager of Grandma‘s Helpers, LLC. The team also
includes two other senior move managers: Margot Long and
Kathy Scott. The three senior move managers are dedicated to
reduce the emotional and physical aspects of home transitions
for seniors and their children.
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Systems
Nowadays, Grandma‘s Helpers, LLC offers a website where
customers can access information on the services provided.
Skills
Grandma‘s Helpers, LLC has the ability to be sensitive and
empathic with each customer while providing the physical
assistance of moving to a new house. Senior move managers
are entirely dedicated to eliminating the stress of emotional and
organizational aspects of transition of seniors and their children.
You assist customers with the packing and unpacking of items,
personal property appraisal, household liquidation services, as
well as a variety of moving services that eliminate frustration
and confusion.
Staff
Grandma‘s Helpers, LLC comprises a team of three senior move
managers—one of them the sole proprietor. The team is fully
trained with necessary skills to assist seniors and their families
with the moving services. Furthermore, the three members of
the staff are active members of the Greater Rochester Area
Partnership for the Elderly, and all are trained with great
organizational, interpersonal and supervisory skills.
Style
The company‘s leadership and overall operating approach are
mainly based on the concept of providing meaningful help to
seniors and their children. They are engaged in providing
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valuable services that relieve the stress, frustration and
confusion seniors typically experience when leaving the homes
they have lived in for decades.
Shared Values
The values and beliefs of the company are based on the ideal
of caring, dedication and sensitivity. Grandma‘s Helpers, LLC do
business to help seniors within the community. The company
strives to make each customer a member of their family and
give them the same caring attention that they have given to
their grandmothers.
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Current Marketing Strategies
Grandma‘s Helpers, LLC currently provides a variety of services to help
seniors when relocating to a new home or disbursing an estate. Due to a
lack of a formidable online presence, however, most of the clientele of
Grandma‘s Helpers, LLC learn of the business through word-of-mouth and
personal referrals and not through promotional activities. However, the
company also uses brochures and their informational website to inform
potential customers about the services provided and other significant
organizational information.
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WHERE DO WE WANT TO BE?
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SMART Objectives Defined
Having clear marketing goals is important to achieving good business
returns. A clear business target provides a clear aim for the Grandma‘s
Helpers, LLC's Internet presence. Understanding the differences between
a goal and an objective, however, can be confusing.
Goals are broad, brief statements of intent that provide focus or vision for
planning. They are usually non-specific and immeasurable. Objectives, on
the other hand, are meant to be realistic targets for an organization. They
are statements that we want to achieve, starting at the broadest level
and progressing in a logical flow through to the specific (Hair, 2008).
Following the five SMART leading measures, your objectives should state
specific and precise outcomes to be accomplished. Outcome should be
stated in numbers, percentages, frequencies, reach, scientific outcome,
etc. They should be assessable with identifiable quantifying sources.
Furthermore, expectations of what will be accomplished must be realistic
given current market conditions, time period, and resources allocated.
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SMART Objectives Proposed
Based on your current business goals and company vision and mission, we
propose the following SMART objectives to enhance Grandma‘s Helpers,
LLC‘s overall brand awareness/recognition, online activity and customer
feedback, and credibility and perceived trustworthiness:
We know that your services aren't easily sold directly from your
website. Your current business model relies on more personal
contact with prospects and word-of-mouth references to
generate sales leads. Regardless of whether your online
marketing goals include persuading a visitor on your site to
request service information, view a testimonial, browse online
listed resources, contact the reference nearest him, or ask to
speak with you directly, search engine marketing generates
powerful results.
For many Internet users, brand recognition starts with their use of
search engines (Enclick, 2005). In fact, over a third of surveyed
Internet users believe the companies topping search results lists
to be leading brands in the business category searched. If your
site repeatedly appeared in search results for Senior Move
Management, you'd create multiple brand impressions,
certainly enhancing your brand equity. Furthermore, research
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shows that brand recall—the process of seeing a brand and
recalling related perceptions—is best performed in a search
engine environment in up to a 3-to-1 margin over other online
advertising methods such as banner ads or buttons.
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don‘t currently operate an e-commerce website. Qualified
visitors are the lifeblood of any relevant business today—on or
offline. We want them to know about Grandma‘s Helpers, LLC
and spend time exploring the rich information and resources
provided through your website, ask questions and list
comments.
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3. Extend local partnerships and national organizational
involvement to enhance credibility and perceived
trustworthiness by 25% within 6 months after the implementation
of suggested online marketing strategies.
50% of NASMM members report that older adults are the ones
making the initial contact with Seniors Move Managers for
services, while 39% of members report the older adult‘s child or
family is making the initial contact (National Association of
Senior Move Managers, 2008). 11% of NASMM members report
that a senior housing community is making the initial contact.
We need to make your brand credible and trustworthy in the
eyes of potentials so you don‘t miss the opportunities for these
contacts.
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you and your company connections with networks of other
qualified, reputable businesses, referrals to seniors themselves,
third party authentication and background checks, codes of
ethics and professional standards, further licensing
opportunities, discounts on print and broadcast media,
enhanced web listings with special features, and online search
directory listings. Most importantly, extended involvement with
local partnerships and national organizations will provide
peace-of-mind assurance to your customers.
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HOW MIGHT WE GET THERE?
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Strategies/Recommendations
In broad terms, potential strategies outline all the ways you could achieve
your corporate objectives (Hair, 2008). For any set of objectives, responses
to the question ‗how?‘ will generate a set of strategies aimed at
achieving them. Here is a complete list of potential strategies we‘ve come
up with for your Internet marketing needs:
Search engine optimization for the website via keywords or meta tabs
such as Google Adwords
Implementation of website monitoring software such as Google
Analytics or SiteMeter
Website improvements to page layout/design and listed
information/links and resources such as moving tips and customer
testimonials, personal profiles, and/or evaluations, Ebay, a ―make my
homepage‖ or bookmark option, The Guide to Retirement Living,
AARP, the Senior Transition Society, and/or the Grass Roots
Organization for the Wellbeing of Seniors (GRWOS)
Implementation of a website forum with user registration for Q&A and
customer comments
Publicity/online advertising activities such as press releases and a
YouTube video of a customer‘s personal experience
List of public relations/community activities to enhance image of
goodwill
Rewards/special offers or incentives
Additional promotional contact points
Temporary 3-6 month employment of an RIT co-op student for
marketing and/or design work
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Primary research/data collection on the target markets via
SurveyMonkey, PollDaddy, etc. for reference use
Sponsorships with community senior centers, local recreation centers,
the Center for Disability Rights, moving/shipping companies such as
UPS and/or FedEx, and /or other foundations
Membership with select online communities and professional
organizations such as the National Association of Professional
Organizers (NAPO), SeniorChecked, myTimeHero, LinkedIn,
MoveSeniors and Certified Relocation and Transition Specialists (CRTS),
and/or IONA Senior Services
Occasional snail mail follow-up greeting cards
Monthly e-newsletters including current events and successful local
transitions
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WHICH WAY IS BEST?
Each move is a mission. You must invade a client‘s home, shoot digital
photos of the entire place, create a map of the floor plan and recreate it
on a small scale. Every detail must be considered, from towels to window
treatments, custom paintings to china hutches. Every plan is customized—
some just need unpacking, while some may need decorating help and
full service in-between. Along with it all, there is a lot of handholding,
empathy and gentle persuasion that goes with the job. Beyond
organizational skills, you may have to morph into a hybrid of counselor,
mediation specialist and good friend as you assist older adults in their
transition (Buysse, 2008).
In the previous section ―How might we get there?‖ we discussed the vast
list of potential strategies that Grandma‘s Helpers, LLC could use to
accomplish the objectives laid out in section 2, ―Where do we want to
be?‖ In this section, we will discuss select strategies and explain our
choice criteria for the selected strategies laid out in question 3, ―How
might we get there?‖ We provide insight and reason for the chosen
criteria, and examine specific tactics for the strategies recommended.
The strategies we will discuss in this section include:
Website Redesign
Website Forum with Registration
Google Adwords and Analytics
Organizational Memberships
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Tactics
While each of the following tactics have their own strengths and some
can be used alone, it is advised that each of them be implemented
together. Our proposed tactics work in sync and can further the success
of each one when used as a campaign rather than as individual ideas.
Website Redesign
As we discussed in section 1, ―Where are now?‖ Grandma‘s
Helpers, LLC has a target market that can be divided into two main
target markets, and a smaller and secondary market. They include
the individual elderly themselves, family and friends of the elderly,
and finally, other businesses. Currently the website has one
message for all three target markets. That can be problematic
because the messages for the three target markets should be very
different. By utilizing a welcome screen with three descriptions,
Grandma‘s Helpers, LLC can offer a customized message to each
market. Selling the service to the elderly and the family members of
the elderly is somewhat similar. However, the message for potential
partnerships needs to include information about sales numbers,
turnover, and numbers of clients – something the average
consumer does not need to know. The following is an example
welcome screen.
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This welcome screen helps tailor the experience so it‘s more
personal, further building a sense of quality service and dedication.
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Contributors will be broken down into five sections. The first three
will be the same as the three-tier design seen in section 4.3. The
other two contributor categories will be Grandma‘s Helpers, LLC
and businesses or professionals that can answer questions in their
particular field. Users will be able to:
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Upload photos and graphics
Receive special offers via email
Receive monthly newsletters
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Release Date: After March 15 2009.
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Google Adwords and Analytics
Selecting and finding keywords and phrases most likely to drive
targeted web traffic is an important exercise that you can
undertake when planning your web site deployment. You want to
increase search engine ranking for a variety of specific terms and
phrases such as ―Rochester Senior Move Management,‖
―Rochester Moving Help,‖ ―Western NY Transition Assistance,‖ etc.
Getting more hits or an increase in website traffic and having
massive amounts of visitors to your website is not the only objective
of good search engine marketing, however. You need to optimize
your website according to your target market, you need to know
what people are searching for, and you need to be able to
measure the visitors to your web site. Once this has been achieved
you will enjoy the benefits of a profitable high search engine
ranked website.
With Google Analytics, you can learn more about where your
visitors come from and how they interact with your site. It will help
you find out what keywords attract your target markets and what
web pages and content get the most hits, as well as advanced
segmentation information, motion charts, custom reports, keyword
and campaign comparison, internal site search, benchmarking,
trend and date sliders, a variety of visualizations, GeoTargeting,
etc. Furthermore, Google Analytics provides tightly integrated
AdWords support, so you can view AdWords ROI metrics without
having to import cost data or add keyword tracking codes. You'll
get the information you need to strengthen your marketing
initiatives and create higher-converting websites without
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professional analytics experience. Best of all, Google Analytics is
completely free to use and 100% safe, so you can spend money on
marketing, not on web analytics. All you need to do is register the
Grandma‘s Helpers, LLC website with Google Analytics.
Organizational Memberships
Moving coordinators are NASMM‘s trusted colleagues in the rapidly
growing area of senior relocation, transition and downsizing. These
companies are valued collaborators in helping NASMM shape the
bright future and integrity of senior move management as a whole
(Buysse, 2008). According to the NASMM website, the majority of
client moves by NASMM members are to the following types of
residences:
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We also recommend you become a member of one or more of
the following organizations to build your credibility and perceived
trustworthiness:
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SeniorChecked (http://public.seniorchecked.com)
A legitimate business charter filed with state governments to
mark distinction in the senior industry by completing rigorous
review and verification processes. The service provides potential
customers peace of mind that your business is thoroughly
background checked, consumer endorsed, legitimate,
licensed, insured, and committed to seniors.
myTimeHero (http://www.mytimehero.com)
A social networking site similar to Facebook but targeted
toward an older audience, designed to connect with others of
similar interests through chat, photos, workshops, games, and
more.
LinkedIn
A professional networking site designed to reconnect with past
and present colleagues, classmates, and industry experts and
discover insider connections for new business opportunities.
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Choice Criteria
Research
All of our objectives, recommendations and tactics were chosen
based on secondary research support. Google Analytics will
enhance this support.
Time Constraints
We chose strategies that can reasonable be completed within a 6-
month time span.
Costs
We know you are trying to operate on a zero dollar budget, or as
close to this as possible.
Technical Complexity
We understand that all potential Internet marketing suggestions are
dependent on your technologic literacy and ease of
implementation.
Feasibility
We know Grandma‘s Helpers, LLC consists of a mere 3-person staff,
with Bobbi Goodridge primarily in charge of the website and
promotions.
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HOW DO WE ENSURE SAFE ARRIVAL?
Striving for more website visitors without the knowledge of winning web
traffic analysis is a blind fight. You need to know where your visitors are
coming from, what terms they use to find you on the search engines, and
which pages they visit most often. The section of ―How do we ensure safe
arrival?‖ will put in place the timeframes and implementations that will be
required for your success. By following the 7S model, Grandmas Helpers,
LLC will be able to stay organized and implement the strategies that will
benefit you in the future.
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Key Resources Revisited (7S Framework)
Strategy
The new and improved strategy will look to attract new
potential clients through the website and forum while still
informing past and potential customers about the services
provided, instead of relying mainly on referrals from past clients
and friends. However, Grandma‘s Helpers, LLC will maintain an
empathic and sensitive team that helps to increase customer
value, still using personal and customizable treatment as the
main component of increasing clientele through word of
mouth.
Structure
Bobbie Goodridge will remain the sole proprietor and senior
move manager of Grandma‘s Helpers, LLC. The team will also
still include two other senior move managers: Margot Long and
Kathy Scott, with the potential for additional staff in the future.
Systems
Besides just being a website where customers can access
information on the services provided, your website will be a
means of collecting customer information and implementing a
database. The process of keeping your data will be a new
system that will be put in place. This can be easily implemented
with an Excel document to store potential and current client‘s
information attained via the registration process for the forum.
The database can be used to keep in contact with previous
clients and may lead to more referrals.
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Skills
You will have an increased ability to be sensitive and empathic
with each customer while providing the physical assistance of
moving to a new house by enhancing your understanding of
your customer‘s needs through increased customer feedback
with the implementation of different tools offered from Google
such as Adwords and Analytics as well as other free website
statistical tools. You will need to become familiar with these
offerings and become comfortable with using them.
Staff
With the new strategies in place, the company Grandmas
Helpers, LLC should see a growth in revenue allowing the hiring
of additional staff to increase the efficiency of the company.
Style
By revamping the website and starting an online forum,
Grandmas Helpers, LLC will look more professional and appear
as a more trustworthy company.
Shared Values
The shared values of the company should remain the same with
the caring theme. In order to move forward, the company must
maintain cohesiveness with all future employees.
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Suggested Steps
Step 1
Create an account with Google to create a campaign on
Adwords as well as begin using Google Analytics. Start by
03/02/2009.
Step 2
Begin collecting client data such as name, address, location, new
address (if moving) and keep stored in a database such as an
Excel file. Use the database of client information to send greeting
cards, and use potential client information from the website forum
to e-mail offerings and other contact information.
Step 3
Find a student intern who will revamp your company website and
start a forum for topics on elderly moving.
Step 4
Begin actively posting on forums at least once per day to answer
questions as well as adding new content for the first month.
Step 5
Create a video of company offerings to be placed on
Youtube.com and embed the video into your website as well as
links to the video from the forums.
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Step 6
Continue to be active on the forums by increasing the amounts of
posts per day to 2-3, and keep the information on the website as
up to date.
Step 7
Continue to be more active on forums and create a campaign on
Youtube.com of more videos that can be used towards a viral
marketing campaign.
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Metrics & Standards for Success
Customer Feedback
This section will be related to the overarching section of the website
redesign in terms of its increased trustworthiness and
professionalism. To evaluate a new website, the only accurate way
to seek feedback from former and potential customers. We also
suggest measuring brand recognition increases through forum
presence. The simplest way to do this would be to conduct a
survey. Interviews and focus groups may award you more specific
details about the issues that may exist. There are claims that it is
possible to measure website attractiveness without talking to
customers, but in the end, all that matters is what the customers
think of the website. You can also subjectively browse popular
senior living forums for information about Grandma‘s Helpers, LLC
posted by others, as well as the general acceptance and
acknowledgement of Grandma‘s Helpers, LLC professional postings
on the boards. Viewing an increased number of references to your
website and improved responses to these postings will be the best
way to measure increased brand awareness.
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are not reached, we have a few particular suggestions. The first
recommendation is to increase the number of posts, while it is not
possible to set a specific number of posts since it is going to require
judgment calls to avoid spam. If it seems that Grandma‘s Helpers,
LLC has been posting a lot and not meeting the standards, we
suggest you look at the responses to their threads for feedback. We
also recommend continually evaluating the quality of posts and
responses referencing quality of information. Whenever there
seems to be a lapse, we recommend working to increase posting
quality to maximize perceived trustworthiness. In general,
Grandma‘s Helpers, LLC will have to spend a lot of effort evaluating
their posting quality and quantity to find the right level to maximize
return. This will take trial and error in building a successful forum
presence.
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through search engines within 6 months of adding new search
terms. We also believe that with continued work on finding new
search terms, and altering search terms to match new services, it is
possible to see as high as a 50% increase in traffic through search
engines within one year of implementation and easily maintain a
position in the top 20 listed results from Google search.
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Budget
Since our client is working out of pocket, our thinking for suggestions to
improve the business of Grandmas Helpers, LLC was based on a zero-
dollar budget. For the aspects of revamping the company‘s website as
well as creating a forum, we feel the use of a student internship or student
project would allow our client to get these created at a minimal to no
cost. As for our suggestions with Google Adwords and Google Analytics,
our client can choose depending on monthly income how much she is
willing to pay at a day-by-day budget. The only other cost that would be
associated with this marketing plan would be the client‘s actual time put
into implementing these ideas, which would be associated with creating
a video that could be placed on Youtube.com for free advertising about
the company‘s offerings.
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Risks
In every company decision there is risks that could lead to negative
consequences. A few of the risk we could see from this marketing plan
are listed below.
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LIMITATIONS
As with any research and consulting work, there are some limitations that
are simply unavoidable. This section details some of the most notable
limitations we ran into as students during the research and writing of this
report.
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CONCLUSION
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LETTERS OF THANKS
Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, and Zach Myrow of
Professor Neil Hair‘s 0105-440-01 Internet Marketing course at Rochester
Institute of Technology in the winter quarter 2008-2009, would like to take
this opportunity to thank Bobbie Goodridge, owner, personal property
appraiser, and senior move manager of Grandma‘s Helpers, LLC, for the
wonderful opportunity to work with you and your company throughout
these past 11 weeks. We are thankful for the experience and personal
insight we have gained, and are delighted with the chance to assist you
in your e-marketing needs. We also extend our thanks to Margot Long and
Kathy Scott, senior move managers of Grandma‘s Helpers, LLC.
We would specifically like to thank you all for your assistance in gathering
information and meeting with us on multiple occasions to discuss potential
options and opportunities in making this Internet marketing plan a reality.
We wish you and Grandma‘s Helpers, LLC the best of luck going forward
with this marketing plan and all future endeavors.
Signed,
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Thank you to Neil Hair of Rochester Institute of Technology
Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, and Zach Myrow of the
0105-440-01 Internet Marketing course at Rochester Institute of Technology
in the winter quarter 2008-2009, would like to take this opportunity to thank
Professor Neil Hair, PhD, Chartered Marketer, and Professor, for all your
assistance in integrating this Internet marketing plan and your role in
facilitating our knowledge acquisition and the means to independently
identify and locate necessary resources.
Signed,
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REFERENCES
Buysse, M.K., 2008. Moving an Aging America. Direction, 65 (12), pp. 44-48.
DeSimone, B., 2006. This is a Job for ‗Senior Move‘ Managers. The New York
Times, [Online] 24 Oct. Available at: www.nytimes.com [Accessed
13 February 2009].
Heath, T., 2009. Value Added: The ―Move Management‖ Industry. The
Washington Post Washbiz Blog, [Online] 2 Feb. Available at:
http://voices.washingtonpost.com/washbizblog [Accessed 13
February 2009].
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aid to elders in transition. Concord Monitor, [Online] 18 Nov.
Available at: www.concordmonitor.com [Accessed 13 February
2009].
Luettger, L., 2008. When it‘s just all too much, call in an expert; Profile:
Grandma‘s Helpers LLC. Rochester Business Journal, 24 (29), pp. 17.
Novack, M., 2008. Helping Parents Move Upwind. Gilbert Guide, [Online]
Available at: http://www.gilbertguide.com/2008/05/15/helping-
parents-move-upwind [Accessed 10 February 2009].
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INDEX
Beautiful Spaces
www.beautifulspaces.net
While Beautiful Spaces does not use any interactive flash or have a
particularly attractive design, it is simple to use, and it has
certifications listed.
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Lifetime Transitions, a division of Lifetime Estate Liquidations, LLC
www.lifetimetransitions.com
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Transition Partners
www.transitionp.com
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Examples of Poor Web Designs
The screenshots of the following websites are some examples of poorly-
designed websites for Senior Move Management:
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Simplified Spaces
www.simplifiedspaces.net
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The Simplifiers
www.thesimplifiers.com
The Simplifiers has far too many design aspects on one page.
Information about their company is provided via banners that look
like advertisements. The website looks like a placeholder and does
not provide any confidence that this is aprofessional organization.
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