Rachael Askem

Rachael Askem
26th April 2013 Version 1.0

Contents
Contents........................................................................................................... 2 Introduction..................................................................................................... 3 Situation Analysis............................................................................................. 4 General Company Information......................................................................4 External Analysis.............................................................................................. 7 Regional........................................................................................................ 9 National......................................................................................................... 9 Customer Analysis......................................................................................... 9 Segmentation.............................................................................................. 10 Strengths:.................................................................................................... 11 Weaknesses:............................................................................................... 11 Opportunities:............................................................................................. 11 Threats:....................................................................................................... 11 Objectives...................................................................................................... 12 Sell.............................................................................................................. 12 Save............................................................................................................ 13 Strategy.......................................................................................................... 16 Tactics............................................................................................................ 17 Link Building................................................................................................ 18 Website Content.......................................................................................... 18

Introduction
The aim of this report is to provide a two-year e-marketing plan for the Red Zebra Communications company. Smith and Chaffeys (2002) SOSTAC framework will be utilised to offer an overall structure for the report. The plan will begin with a situation analysis incorporating both internal and external factors, the findings will then be summarized in a SWOT analysis. Secondly, the tangible and intangible objectives are formulated, followed by strategies aiming to achieve the objectives set. These medium term strategies will then be broken down into short-term tactics. Following this Gantt charts will show how these tactics will be actuated within the proposed timeframe. Finally a control system will be recommended which is suitable to continually review and evaluate the actions that have been implemented. However, although the SOSTAC will be used to offer a general framework for the report, additional variables will be included to enhance the depth of analysis.

Situation Analysis
The fundamental aim of the situation analysis is to diagnose where Red Zebra Communications is now. This will be achieved by analyzing the internal and external environments in which the company operates pertaining to e-business. This dual analysis will be fragmented further into other areas to encompass the full spectrum of factors that may effect the company. Initially the internal audit will incorporate a general company analysis, KPIs (Key performance Indicators) and a site analysis. Secondly, the external situation will be investigated with a SLEPT audit followed by a competitor and customer analysis. Finally a SWOT framework will be utilized to compartmentalize the data, summarise the findings and identify key issues that require addressing.

Internal Analysis

General Company Information

Brief History Red Zebra Communications was established by Jon Johnson, alumni of UNW, in 2003 and is situated in Rossendale, North east. The company was formed after the proprietor grew tired of endless traveling as a Journalist and sensed a vocation for his skills locally. Red Zebra Communications was launched to provide small to medium sized businesses in the North East with PR and related services.

Products and Services The company offers a versatile PR service on a short or long term basis. Red Zebra Communications is predominantly a B2B company, catering for the needs of companies and offering various services under the PR umbrella. Services such as copywriting, mail

shot copy for direct mail and e-mail campaigns, company newsletters and brochure copy are examples of augmentation within the company portfolio. Furthermore, the company conducts PR training workshops. The company also offers an online PR service called Sub and Spin, this service allows people to input certain information online and Red Zebra Communications will create a press release fulfilling the stipulated criteria. They promise to produce a draft or inspection within two days, they also offer a distribution service.

Current Resources: 3ms Men (and women): Total 3 staff including proprietor. Money: Limited funds, working from home office (Mac based) Minutes: Limited, due to number of employees and current workload.

Key Performance Indicators Unfortunately, data could not be retrieved that would have enabled the calculation of Red Zebra Communications key performance indicators. When the website was developed the company was provided with a site management system that would allow the site to be periodically updated and data to be collected, however due to the lack of resources site management has been overlooked. Access to this management system and the subsequent extrapolation of site statistics would permit the calculation of important KPIs, some examples are: market share analysis, duration of sessions (stickiness), ORC (online revenue contributions), repeat visits, conversion rates, churn and click-through rates, Smith and Chaffey (2002). An effective way of dealing with this issue is to register with a company such as Hitwise (www.hitwise.co.uk); they are an online management company that will provide a competitive intelligence service. If the

KPIs could be determined it would allow the company to set clearer objectives, monitor customers more closely and permit more thorough evaluation and control. Web-Site Analysis The Red Zebra Communications website has now been active for nineteen months. It was designed by the Nelson based company, Kaleidoweb for approximately fifteen hundred pounds. The website is rather small at present consisting of seven pages in total, initially the site was developed to give the company an online presence and attract business. At present the website is little more than an online business card and could be having a negative effect rather than a positive effect on the company, because the overall presentation of the site is fairly bland and the site is shallow it can be frustrating for the user it could promote a negative message to the customer. Up to date the site has only managed to attract SPAM and has been poorly managed. When Kaleidoweb designed the site they provided a site management system to maintain the site and keep it up to date. However, in the sites latest news page it is apparent that the last entry was well over a year ago in May of 2003, thus making the news far from latest! Poor site management like this can have a detrimental effect on business because it could be perceived as a representation of the company as a whole and deter potential business. The absence of a privacy policy on the website is another factor that could prevent potential customers from engaging in any kind of online business with Red Zebra Communications. Privacy is of primary importance to many companies and may be reluctant to divulge sensitive information about themselves over e-mail and the Sub and Spin service which requires specific details about the company.

A website evaluation was undertaken (fig. B.1.) and analysed ten key areas pertaining to the website and compared them with a number of competitors websites on a local, regional and national basis. Overall the website rated fairly poorly in comparison to its competitors, with only one other out of the seven examples scoring less. However, the sites strongest areas were in the first impressions and scored highly on the sites initial aesthetic value, furthermore browser compatibility was another area that the site equaled its competitors. The site was particularly weak in site content, attractors and findability. Theses are areas that will be addressed within the plan to enhance the overall site ratings. Some further research was also carried out on the companies search engine ratings, several of the first tier and second tier crawler based search engines were tested to see where the company was situated in the listings. Figure B.2. illustrates the findings in more depth. In summary Red Zebra Communications would benefit from implementing search engine optimization tactics.

External Analysis
PEST Factors Political/Legal: All e-marketing practices should be consistent with privacy law. Due to the nature of the technology industry and its constant innovation and fluctuation, the legal framework is in a state of change along with the industry. Currently, electronic business and communications are regulated inter alia by the Electronic Communications Act 2000 and the EC Electronic Commerce Directive 2000. The European Directive on Privacy and Electronic Communications (2002/58/EC) was introduced to broaden the definition of electronic unsolicited direct marketing communications, e.g. SPAM, and regulates the use of cookies (DTI, 2004). Red Zebra Communications do not currently

have a privacy policy on the website, this could prevent potential customers from dealing with them electronically. Economic Environment: Although the British economy has been negatively influenced by the deflated global economy since 2000. The British economical climate has shown signs of buoyancy since the end of 2003 and forecasts predict above average growth for 2005, (Economist Intelligence Unit, 2004). Socio-cultural: As Red Zebra Communications is predominantly a B2B company it is difficult to analyse consumer trends and relate them to businesses. However, ethical and privacy issues still relate to businesses because they are very cautious about divulging sensitive information that may. Technological: When considering an e-marketing plan it is necessary to be aware of the current technological climate. Along with the growth of ICT, e-commerce is also growing The online purchases of UK businesses, excluding financial businesses amounted to 22.9 billion pounds in 2003, this was an increase of 14% from 2002, (Office of national statistics,2004) IDC forecasts that B2B Internet commerce will double every year from 2000, amounting to more than 1.5 trillion in 2005. These trends promote that ICT is ideal for customer acquisition and retention in the B2B environment. Competitor Analysis Local On interview the proprietor named BAPR., Sweet PR and Corns Communications in particular, due to their close proximity to Red Zebra Communications, as direct competition that he was aware of. However, further primary research illustrates that there are approximately 15 PR companies operating within the North east area that are similar in size and offer the same service as Red Zebra Communications and many more indirect competitors that offer services such as copywriting etc. The number of competitors

Regional
Based on further research, there are approximately 266 Public Relations companies in the North East, listed within online directories. Additionally there were hundreds of indirect competitors such as marketing consultants who offered similar services to Red Zebra Communications.

National
On a national scale there were approximately 2,300 public relations companies and thousands of indirect competitors. This number was only an estimation due to restrictions made by the directories. Therefore the actual figure is believed to be higher than this. In summary Red Zebra Communications is in a crowded market where direct substitutions are in abundance. The Internet should be utilised to create a competitive advantage.

Customer Analysis
Red Zebra Communications was launched to provide a PR service to businesses from the smaller end of the spectrum. It is estimated that 90% of UK businesses are small to medium sized with between 1 and 500 employees. This statistic illustrates the potential market that Red Zebra Communications has access to, however due to resource restrictions and reluctance to travel the majority of the companies customers are situated in the North east area. Some of Red Zebra Communications key accounts are: Hardcastle rovers Football Club Lowood Solicitors The Woodruffe Group (construction) Deneside Borough Council Critical Friends (Business mentoring scheme)

The Academy Club Kingsacre Spiders (website design)

Segmentation
It is difficult to thoroughly segment Red Zebra Communications customers due to limited information and heterogeneity. In a B2B context segmentation techniques are limited when compared with those on offer in consumer markets; however Red Zebra Communications customers can be segmented by:

Standard Industrial Classification (SIC): e.g. Public relations and communication8395/74.14/1, (national statistics, 2004). Geographic: The nucleus of Red Zebra Communications customers are geographically situated in the North East and in particular North east. However, it cannot be overlooked that an online presence places the company in the global marketplace automatically. Size of companies: As we have already established Red Zebra Communications targets small to medium sized businesses with between 1 and 500 employees. Although it is possible to segment companies demographically, due to limited information about the companies customers it is not possible to do this for Red Zebra Communications. It is evident from testimonials on the website that Red Zebra Communications actives relational as well as transactional relationships with their customers, relationships could be improved by introducing a CRM programme to the website.

SWOT Analysis

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Strengths:
Established company with experienced and knowledgeable employees. Small structure permitting swift change of tactics and flexible approach to work Size of company allows close relationships with clients, thus maintaining a high level of customer service. One of a small percentage of small PR companies in North east with an online presence.

Weaknesses:
Lack of resources i.e. men (women), money and minutes. Web site is very basic and fails to convey the companys assets successfully, furthermore Red Zebra Communications does not capitalise on the capabilities offered by the Internet. Red Zebra Communications is not pro-active enough in terms of analysis of competitors and the environment, thus increasing vulnerability that could be counteracted.

Opportunities:
Could utilise the website to strengthen the company image and an online presence gives the company a global scope for business. The Internet can be used to alleviate some of the pressure sustained the small workforce, thus allowing space for more business. The increasing adoption of ICT and the growing importance of B2B e-commerce imply a positive climate.

Threats:
The competitive environment is more congested than the company has predicted, thus creating several threats:

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Some competitors websites are superior in both content and facilities offered giving them a competitive advantage.

Objectives
The companys current offline goals and objectives are changing due to company expansion. However, through the companys participation in this project it is realistic to assume that Red Zebra Communications wants to enhance its business capabilities through capitalizing on e-commerce. The objectives set, must satisfy the SMART criteria. They will be separated into tangible (financial) and intangible. The five Ss framework will be utilised to set coherent objectives that correlate with the companies overall marketing objectives. Tangible (Financial)

Sell
Red Zebra Communications Currently have a website in operation. However due to the setup of the site and lack of maintenance, it has failed to attract clients and is failing compared to online competitors. This subsequently means Red Zebra Communications have to conduct their business in a face to face manner. This is time consuming and unnecessary given the technology available. Given this information Red Zebra Communications must elaborate on their current online business. The objective is to conduct ten percent of all business via their website by the end of 2005 and twenty five percent of all business by 2006. This is achievable as Red Zebra Communications can reach customers on an international scale rather than just in one area. The growth path is illustrated diagrammatically in figure. B.2. 1.

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Save
As previously established, Red Zebra Communications conduct the majority of their business on a face to face basis. Although the company does use email, it is still common practice to meet customers to access information In order to accomplish this, thus resulting in the utilization of scarce resources, which ultimately results in raising travel expenses and having to turn down future work due to time constraints. Red Zebra Communications must use e-commerce to their advantage in order to save the companys resources. The save objective is to enhance their clientele by five percent by the end of 2005 and by a further ten percent by the year ending 2006, through ecommerce. Figure B.2.2. offers an illustration of this objective.

Intangible Sizzle As previously mentioned Red Zebra Communications has not maintained their website since it was established. This has resulted in the website being difficult to find through search engines and low down the list of its online competitors. Although they have established themselves via the managements previous working contacts they are still relatively unknown outside of the North east area. It may also be deemed that the service offered by Red Zebra Communications is unknown by many businesses even within the North east county. Thus it is essential that Red Zebra Communications expand their brand and create awareness in order to grow at a steady rate. The company website needs to increase their websites viewing figures by eighty percent by the end of 2005 and should continue to increase by a further hundred percent by the end of 2006. Although this may appear ambitious it should be achievable due to the current lack of interest and traffic visiting the website. Figure 2.2.3. represents the sizzle objective.

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Positioning Strategy Current Perceptual Position

High Profile Spider media Red Box Slingshot PR Crosston Pr Innovate PR Corns

Sweet PR

Low Cost

High Cost

DCCopywriting

Blueskies
Low Profile

This perceptual map illustrates the current position of Red Zebra Communications in relation to some of their competitors. When Mr. Johnson was interviewed he said that Red Zebra Communications offered a down to earth PR service, Red Zebra Communications perceptual position illustrates this with the company being plotted low on both the profile and cost axes.

Re-positioning Strategy

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High Profile FruitnewMedia Pressbox Catapult PR

Naked PR

Low Cost Corns

Blueski Chapelfield Pr es
Creativecopy

High Cost

PW Copywriting

Low Profile

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Although Red Zebra Communications current perceptual position is in line with the vision of the company, re-positioning the company slightly would not effect the vision but would enhance business. Because of the nature of the PR industry some companies may be deterred from using a company with such a low profile, thus opting to use Red Zebra Communications competitors. If Red Zebra Communications profile is raised to be in line with its competitors whilst still maintaining a competitive pricing strategy, this will have a positive effect on business. The sizzle objective and subsequent tactics will be utilized within the e-marketing plan to re-position Red Zebra Communications.

Strategy
In order to meet the objectives, it is necessary to determine a strategy that will give direction towards effectively fulfilling the objectives. It is also imperative that there is synergy between the e-marketing strategy and the companies marketing strategy to ensure cohesion in the direction of the company. It is useful to use the level of commitment to e-business impact model (figure B.4.) to assess the collaboration between Red Zebra Communications resources and strategy. Currently Red Zebra Communications is barely operating on the activity level and is basically an online business card. Due to resource restrictions it would be unrealistic for Red Zebra Communications to aspire to go any higher than the business process level which incorporates a CRM programme and seeks to provide effectiveness through incremental sales and customer retention. It is also necessary to identify the companies Internet value proposition (IVP). Two parallel strategies will be implemented to fulfill the criteria on the first two levels of the business impact model. These two strategies are market expansion and customer

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retention, these strategies will be broken down further into short term tactics that are more manageable to implement.

Tactics
Level of commitment to e-business In relation to the level of commitment to e-business model, Strauss et al (2003) Red Zebra Communications is currently operating within the activity level. This level mainly incorporates brochure ware and e-mail and can create efficiency through cost reductions, thus utilizing the Internet to ease the workload of the employees. . It is realistic for the company to tactically enter the business process level and increase its attempts to create customer retention by establishing a CRM programme. It would not be advisable for the company to commit to e-business on a higher level but rather optimize its commitment to the first two levels. Internet Value Proposition (IVP) Red Zebra Communicationss value proposition is to provide a reliable, down to earth PR service to businesses at a competitive price. The IVP is an enhanced service and relationship management using the interactive facilities on the Internet. Establishment of CRM Online and Offline Although very basic CRM activities are currently implemented within the company, the system needs refining to achieve greater customer retention, better reputation, to enhance the company brand and ultimately increase sales. Is important to create synergy between online and offline CRM activities. The possibilities that the Internet offers for data collection and the creation of a customer database should be capitalised on, thus forming a basis for a CRM programme.

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Traffic Building Red Zebra Communicationss limited resources need to be taken into consideration when selecting traffic building tactics. Registration with Search Engines Although registration with search engines can be fairly expensive, search engine optimization is necessary for Red Zebra Communications. In relation to the search engine research in figure B.2. although some of the direct searches were successful, the indirect searches brought very poor results. It is possible outsource this to a company that specializes in search engine optimization. Pay per Click Scheme A pay per click scheme would produce an advert at the top or side of the all the matches found on a keyword search and the company only pays for clicks on this advert. Although pay per click schemes can be expensive, they can also be effective, therefore a limited trial could be suggested and evaluated for efficiency.

Link Building
Links generate traffic to a website directly and have a positive impact on search engine ratings. Furthermore, it is an economical method of developing traffic, it is possible to enter into link exchanges with sites of suppliers and/or business partners. If the links are chosen carefully, this can be a very effective method of creating results at a low price.

Website Content
Although the website requires attention in terms of updating and re-structuring, following this is important to maintain a pro-active approach towards maintenance of website content to ensure its freshness. Furthermore this will improve the overall image of the company.

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Offline Promotion Traffic can be directed to the website by using offline promotions. Small gifts like pens and mugs which display Red Zebra Communications URL, along with press releases and flyers can be used to generate traffic. A corporate event could be an effective way of promoting the company and web site promotion could also be included within this.

Optimisation of the Marketing Mix The marketing mix is situated in Appendix V Suitable e-tools As Red Zebra Communications is concerned with B2B transactions, it would be not be practical to use e-tools such as digital radio, interactive kiosks or digital TV, because it cannot be assumed that customers use these techniques. Similarly, the majority of businesses that Red Zebra Communications deal with will not carry out business using mobile technology, an exception may be PDAs that are often used for planning. It is realistic to assume that most of Red Zebra Communications customers carry out business with the use of PCs, with which they access the Internet. It is an option for Red Zebra Communications to use interactive business cards for promotional purposes. It is possible to distribute via direct mail and simultaneously advertise Red Zebra Communications online presence, however it may over stretch the companys resources. It is important for Red Zebra Communications to be aware of the possibilities that theses e-tools can offer in the future. When e-tools are combined with communication tools they can be very effective in integrated campaigns, such as creating brand awareness in an offline promotional campaign with merchandise and interactive business cards promoting

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Red Zebra Communications URL, thus generating traffic. These are possibilities for Red Zebra Communications in the future or when the budget permits.

Control and Evaluation After implementing the tactics it is important to establish a control system which is suitable to continually review and evaluate the actions that have been implemented. This control process can be categorized into three main stages, the measurement of key performance indicators, diagnosis of the reason for the results, and subsequent corrective action. Measurement of key performance indicators: As established earlier in the report, poor site management has restricted the calculation of important KPIs that must be gathered in order to successfully evaluate Red Zebra Communications progress. Performance diagnosis: Findings are analysed in order to establish if the goals are being met and if not, why not. In order to support this, a detailed investigation of all factors and the conscious application of measurement tools are essential. Corrective Action: The final stage of the control process, in which either the strategies and tactics or the objectives are reviewed to achieve better performance in the future. Balanced Score Card It is possible to use the balanced score card as an evaluation tool and provides a key link between setting objectives and measuring performance. Fig 6.2.1. is an illustration of a balanced score card pertaining to Red Zebra Communications.

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Resources and Requirements As established in the situation analysis Red Zebra Communications is limited on resources in all three areas researches, these being men (and women), money and minutes. This indicates that the company is not in a position to begin employing additional staff to implement this plan. However, as stated earlier in the actions, it would be productive for the company to take on two UCLAN student placements in advanced fields of Marketing and IT (men) or women. Although Red Zebra Communications would not have to pay the students, it would be a mutually beneficial agreement because the students would trade their knowledge in return for experience that may enhance their careers. Additional requirements that Red Zebra Communications would need to consider when implementing this plan are mainly additional finances for search engine optimisation, organising and staging the proposed corporate event (money). The company would also have to find additional (time) to supervise the changes.

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Rachael Askem

Fig 6.2.1. Balanced Score Card (Red Zebra Communications) Financial perspective How do we look? Goal Profitability/Growth
to stakeholders? Measure

How do customers See us?

By looking at financial accounts/monitoring competitors.

What must we excel at?

Customer perspective Goal Measure Market By improving Share/ the website. Customer Tracking loyalty, customers via satisfaction the web.

Internal perspective Goal Measure Improve More use marketing, of E-Mail quality and and distribution. electronic resources instead of travelling.

Innovation and learning perspective Goal Innovating services and website communications. Measure More use of E-Mail. Amount of stickiness on the website.

Adapted from Harvard Business Review

How can we continue to improve and create value?

Adapted from How can we continue to improve and create value? Harvard Business Review

Rachael Askem

Appendices Appendix I Evaluation Variables 1. FIRST IMPRESSIONS URL Download time - size of home page Look and feel - readability Need to download software * Home page on one screen (above the fold) Unique Selling Point (USP) or Value Proposition Ability to take action (Key action point KAP) Feeling of wanting more depth of site Contact details Credential validation certifications, associations etc. Statement from management Use of attractors Are you made to register to get into site? * Total score for section 2. NAVIGATION Ease of use Site map Return to Home Page from Red Zebra Corns Communications 8 7 6 10 10 2 7 3 6 5 0 2 3 69 8 7 8 5 8 7 10 10 4 7 6 6 5 0 3 3 74 8 7 8 Sweet PW PR Copy 6 8 5 10 10 2 3 1 2 0 4 0 3 54 8 7 8 7 8 7 10 10 4 7 4 6 6 5 3 3 78 8 7 8 Plainwords 5 8 7 10 7 3 5 4 6 0 0 4 3 62 8 10 8 Post mark 7 7 8 10 10 3 3 3 10 0 0 2 2 65 8 6 10 PR Web 9 10 8 10 0 7 6 8 7 7 8 7 8 95 3 5 10

any page Internal search engine Internal links Broken links Text as well as graphic links (ALT tags) Navigational links visible Opens multiple windows Total score for section 3. CONTENT Useful information Degree of substantiated information Level of interaction Use of valuable graphics Use of valuable animation Use of valuable sound Reviews, testimonials and certifications Content in digestible quantity Up-to-dateness Terms and conditions FAQs Availability of follow up discussion Total score for section 4. ATTRACTORS Invitation to register for something Competitions Special offers Freebies

0 0

0 3

0 0 0 0 0 0 23 4 4 2 0 0 0 0 4 2 0 0 0 16 0 0 0 0

0 0 0 0 0 0 23 8 7 3 6 0 0 8 6 7 0 0 0 45 0 0 0 0

10 0 0 0 0 0 36 8 8 5 7 0 0 0 6 8 8 0 0 50 0 0 0 0

0 7 0 0 0 0 31 10 8 5 5 0 0 0 6 10 10 7 0 61 0 0 0 0

10 10 0 10 6 0 54 8 7 8 8 0 0 5 7 10 7 10 9 79 10 0 7 0

0 23 5 5 2 3 0 0 0 6 0 0 0 0 21 0 0 0 0

26 8 7 4 5 0 0 0 7 6 0 0 0 37 0 0 0 0

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Breaking news External links Newsletter Other (Specify) Total score for section 5. FINDABILITY Intuitive URL Designed for search engine performance Intuitive keywords Use of metatags Advertising On-line advertising Off-line advertising On-line recommend a friend Partner and affiliate sites Total score for section 6. MAKING CONTACT Email and other details visible Response time to enquiries Automatic email response Personal email response Use of online forms Telephone contact number provided Telephone call back offered Total score for section 7. BROWSER COMPATIBILITY

0 0 0 0 0 8 2 5 5 3 2 3 3 0 31 7 5 0 7 4 7 0 30

0 3 0 0 3 5 10 8 6 6 4 5 3 7 54 10 6 0 7 6 10 0 39

0 0 0 0 0 7 2 4 5 0 0 3 0 0 21 2 5 0 5 4 7 0 23

0 0 0 0 0 8 10 10 7 6 3 3 0 0 47 8 7 0 7 0 7 0 29

0 0 0 0 0 5 8 4 5 5 3 3 0 3 36 8 5 0 0 7 10 0 30

0 7 10 0 17 4 10 4 4 6 3 3 0 8 42 10 8 6 0 7 10 0 41

10 10 10 0 47 10 10 5 6 7 5 6 10 10 69 10 5 7 0 10 8 0 40

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Internet Explorer (1-5) Netscape Navigator (1-4) Mac Resize ability Total score for section 8. KNOWLEDGE OF USERS Availability of utilisation statistics Adaptive website Offers based on buying history Total score for section 9. USER SATISFACTION Robustness/reliability of the site Clicks to completion Acknowledge order/request Order/request tracking online Retain personal information to minimise detail entering Total score for section 10. OTHER USEFUL INFORMATION Supplier terms and conditions List of products bought by your company Contact details for person in charge of suppliers List of career opportunities Contact details for HR

7 7 7 7 28 0 5 5 0 0 0 10

7 7 7 7 28 0 6 5 0 0 0 11

7 7 7 7 28 0 4 5 0 0 0 9

7 7 7 7 28 0 0 0 0 6 5 0 0 0 11

7 7 7 7 28 0 0 0 0 7 7 0 0 0 14

7 7 7 7 28 0 0 0 0 10 8 0 0 0 18

7 7 7 7 28 6 5 0 11 8 3 0 0 9 20

0 0 0 0 0

5 0 4 0 0

0 0 0 0 0

0 0 0 0 0

0 0 0 10 0

0 0 0 10 10

0 0 0 10 8

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department Financial results Up-to-date financial news Stock prices History of the company Management and geographical structure of company Mission statement Up-to-date press coverage Total score for section OVERALL TOTAL SCORE

0 0 0 0 0 6 0 6 216

0 4 0 6 0 6 3 28 299

0 0 0 0 4 5 0 9 183

0 0 0 0 3 5 0 8 269

4 0 0 4 4 5 3 30 286

7 6 0 6 6 7 7 59 362

10 10 6 5 10 4 10 73 513

Appendix II Sell
Internet Business Sales

2005 30 % Business 20 Sales 10 0 Jan Jan to Dec Dec 2006 2005 2006

Save

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Increase In Overall Clientele

2005 15 % Increase 10 In Custom ers 5 0 Jan Jan to Dec 2006 2005 Dec 2006

Increase In Website and Business Awareness

2005 200 % Increase In View ing 100 Figures 0 Jan Jan to Dec 2006 2005 Dec 2006

Appendix III First Tier-Crawler Based Search Engines

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MSN Keywords used: Red Zebra Communications 67,192 search results Position: 2 Keywords used: Public Relations 4,514,392 search results Position: N/A Keywords used: Copywriting 229,072 search results Position: N/A Google Keywords used: Red Zebra Communications 17 search results Position: 17 Keywords used: Public Relations 7,250,000 search results Position: N/A Keywords used: Copywriting 144,000 search results Position: N/A Yahoo Keywords used: Red Zebra Communications 16 search results

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Position: 1 Keywords used: Public Relations 7,320,000 search results Position: N/A Keywords used: Copywriting 177,000 search results Position: N/A Second Tier-Crawler Based Search Engines Lycos Keywords used: Red Zebra Communications 3 search results Position: 1 Keywords used: Public Relations 4,318,498 search results Position: N/A Keywords used: Copywriting 203,348 search results Position: N/A Ask Jeeves Keywords used: Red Zebra Communications 45,700 search results Position: 10 Keywords used: Public Relations 12,000,000

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Position: N/A Keywords used: Copywriting 622,600 search results Position: N/A Meta Search Engine Excite Keywords used: Red Zebra Communications 59 search results Position: 10 Keywords used: Public Relations 122 search results Position: N/A Keywords used: Copywriting 117 search results Position: N/A Appendix IV

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Lev el of bus ine ss im pact

Business transformation (competitive advantage, industry redefinition)

Pure Play Enterprise

Pure dot-com (E*Trade)

Click and Mortar (eSchwab)

Effectiveness (Incremental sales, customer retention) Efficiency (Cost reduction)

Business Process Activity

Customer relationship management

Brochureware, Order processing

Source: Strauss, J., El-Anrary, A., Frost, R (2003) E-marketing. Third Edition. Pearson Education

Appendix V

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Marketing Mix Product/Services It is necessary to revise the marketing strategy online and identify any augmentations that are made possible through the Internet. Red Zebra Communications is renowned for its professional service off line, therefore this should be complemented online. An online presence offers service benefits like 24/7 access. Additionally the Sub and Spin service offered by Red Zebra Communications is a service unique to online users, this service should be improved to capitalise on the opportunities if offers the company in terms of resource management. Additionally, the web site should stipulate more clearly the products/services that Red Zebra Communications offer.

Price Red Zebra Communications regards their pricing strategy as extremely competitive. They offer a typical rate of 150 for copywriting for a press release. Competitors offer the same service varying from 150 to 250. Red Zebra Communications is currently operating a cost focus in order to be one of the loEast cost producers within the market. This factor has been crucial over the past few years when surRed Zebra Communicationsl has been the main objective also allowing the company to attract customers and increase their database. In addition Red Zebra Communications are also able to offer a slightly differentiated service due to the small scale of the company allowing them to implement tactics relatively easily. Place

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Red Zebra Communications currently operates in the north East of England in North east. However due to the small size of the business, they are finding it increasingly difficult to expand due to consequent travelling to and from meetings with clients. At present this is currently hindering their chances of attracting customers further a field. The management currently refuses to invest into potential customers outside of the North east area as they currently do not have the resources to travel further a field. Nevertheless Red Zebra Communications are operating on the internet however due to the make up of the website the are unable to realistically operate on a national or international scale within this environment. In order to expand it is essential that Red Zebra Communications turn to their internet website making it easier to be contacted, increase awareness and ultimately do business through this channel rather than in a face to face manner. Promotion Red Zebra Communications are not adverse to offering sales promotions however as surRed Zebra Communicationsl and growth remain leading objectives they are unable to offer extreme price cuts in order to do this for two reasons. Firstly it is unlikely they will attract enough custom in order to make the promotion worth while, secondly if they did see a large amount of activity during the sales promotion, they do not have the resources to attend to all enquiries. However a sub and spin promotion has been implemented on the website. However this has not been a great success for a number of reasons. This is arguably due to the lack of resources the company has, not allowing the promotion to be properly marketed. Also this may also be perceived as a risk by potential customers as the price is not particularly low as many competitors offer similar services at similar prices. Also the websites structure does not allow visitors to gain much information about the company and work they have done previously thus heightening the risk.

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In order for future promotions within the internet to be successful the website needs to be improved and awareness needs to be created. However this may be possible through sales promotion. Red Zebra Communications may find it beneficial to offer discounts to customers who contact Red Zebra Communications through their website. This subsequently will increase awareness and may allow Red Zebra Communications to liaise with custom from outside the North east region. This can also be affordable as the money discounted can be saved in travel costs (time and money). People Red Zebra Communications concentrates on targeting small businesses in the North east area. Due to their make up they rely heavily on word of mouth, previous contacts and customer retention. However, although Red Zebra Communications feel they have found a niche within the small business to business market they have no marketing campaign in place in order to attract those business that have are unaware of Red Zebra Communications and what they do. This is also not helped by the amount of competitors that appear to come before them on all of the major search engines. This also means that potential customers are more likely to be aware of their competitors. Thus potential customers are more likely to do business with other companies even if Red Zebra Communications can offer a more flexible and personalised service due to small nature of the business. Process The process of which Red Zebra Communications currently operate when doing business can be greatly improved. At present customers usually contact the management via telephone arranging a subsequent meeting in order to gain an understanding of what the client wants from the company. However, this process is extremely time consuming as travelling requires utilising already

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stretched resources. Although a website is available nearly all custom is made up of previous customers and contacts that operate in this way. This process does not allow Red Zebra Communications to compete in the long term with companies of a

similar size. This is because other companies such as Atlas Translations are able to attract companies effectively from an international background. In order for Red Zebra Communications to operate in the same way their website needs to be clear in stating what they do and could even show potential customers examples of their work thus lowering the risk. Red Zebra Communications must also establish a way of easily being able to conduct every piece of business through the website enabling efficiency within their work.

Physical Evidence In bricks and mortar transactions, customers can get a mental perception of the company by its surroundings, e.g. the interior of the store or office. However, on the internet this is more difficult, thus customers view the website as a representation of the business, concentrating on factors such as website layout, content and aesthetic value. In B2B transactions an image of professionalism and reliability needs to be projected, thus it is important that the site is designed in a pragmatic manor. Testimonials are also an effective way of conveying satisfaction on line, Red Zebra Communications currently have numerous testimonials from current or previous clients, however this could be updated. It is also important to create synergy between Red Zebra Communications online image and the offline activities in areas such as speed of delivery and reliability. Action

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The Gantt charts illustrate the tactics that will be employed by Red Zebra Communications to meet the e-objectives that have been proposed for the company.

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2012 Action Plan

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Activities 2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Get approval for emarketing plan from Red Zebra Communications Offer 2 UCLAN student placements (1-IT Mac literate, 1-Marketing) Redesign website (IT student) Update of website Plan marketing activities, research cost and compatibility. Marketing Student. Run Pay Per Click scheme with Google Additional link building Order promotional goods and distribute Run direct e-mail marketing campaign Organise corporate event at local golf club Do a mail shot for the event Distribute customer satisfaction survey via email Create and distribute company Christmas card to customers

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2013 Action Plan Activities 2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Get approval for emarketing plan from Red Zebra Communications Offer 2 UCLAN student placements (1-IT Mac literate, 1-Marketing) Redesign website (IT student) Update of website Plan marketing activities, research cost and compatibility. Marketing Student. Run Pay Per Click scheme with Google Additional link building Order promotional goods and distribute Run direct e-mail marketing campaign Organise corporate event at local golf club Do a mail shot for the event Distribute customer satisfaction survey via email Create and distribute company Christmas card to customers

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The action plan will be evaluated after the first year and this will give an indication to any amendments that will need to be made for the second years action plan. However, if the first year is a success the plan for the next year will be repeated.

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