Web Strategy Proposal

INDEX 1. 2. 3. INTRODUCTION CLIENT DESCRIPTION 2.1 Profile 2.2 The Brief WEBSITE REQUIREMENTS 3.1 Technolo ! 3.1.1 Domain 3.1.2 Hosting 3.1.3 Tools & Functionality 3.1.4 Website Management 3.2 The "#r e" $#r%e" 3.2.1 W o 3.2.2.W at can t ey e!pect" 3.3 S"r&c"&re' N#(i #"ion 3.3.1 #umber o$ pages 3.3.2 %e&el o$ 'ontent ( Site Map 3.) U*#+ili"! , De*i n 3.4.1 %oo) & Feel 3.4.2 Design & %ayout WEB M-R.ETIN/ PL-N ).1 The online M#r%e" 4.1.1 'ustomers 4.1.2 'ompetitors 4.1.3 Players ).2 SEO 4.2.1 *usiness +b,ecti&es 4.2.2 -ey.or/ 0nalysis W at are people searc ing $or W ic searc terms generate most tra$$ic" 4.2.3 +npage S1+ Meta Tags Hea/ser2 $ormatte/ te!t an/ content 'ustomise/ 34%s 4.2.4 +$$page S1+ 5 %in) *uil/ing 4.2.6 +npage online mar)eting 4egistration Forum +nline 4eser&ations 4.2.7 +$$page online mar)eting Pay Per 'lic( 8oogle 0/.or/s 9n$ormation emails 5 Direct Mailing Social mar)eting ).3 We+$e"ric* 0l#n BUD/ET

).

1.

1. INTRODUCTION 9 am &ery please/ to submit a proposal $or t e /e&elopment o$ The L Pub .ebsite. My company as been success$ully e&ol&ing in t e Web Ser&ices *usiness $or o&er : years. We are specialise/ in /igital mar)eting an/ o$$er a $ull pac)age o$ .ebsite /e&elopment an/ /esign e!pertise. T e $ollo.ing proposal as been /ra$te/ in line .it your current nee/s an/ re;uirements an/ is meant to be up/ate/ an/ mo/i$ie/ in t e long term. T e terms o$ t is proposal are &ali/ until 31 st <une 2=1=. 2. 2.1 CLIENT DESCRIPTION Profile

Pen!# B#rc# 2e L# o* is F' *arcelona>s license/ $an club in #igeria. T e $an club $ollo.s t e naming tra/ition o$ F' *arcelona $or its $an clubs aroun/ t e .orl/. To ensure t at Penya *arca /e %agos ac ie&es its ob,ecti&e o$ promoting t e goals an/ i/eals o$ F' *arcelona2 a number o$ strategies2 e&ents an/ acti&ities t at can ser&e as a plat$orm $or generating an/ sustaining members ip2 $un/ raising an/ /eli&ery o$ bene$its to members2 partners an/ sponsors2 as .ell as a&enues $or communicating t e progress an/ /e&elopment o$ t e 'lub a&e been /esigne/. T e strategic $ocus is to? 3se t e F' *arcelona bran/ to buil/ t e largest an/ most interacti&e $ootball mo&ement in #igeria an/ t us? 3 ( ( ( -c ie&e Football lan/scape /ominance 4ig T+M0 Bran/ %oyalty $rom au/ience Be t e un/ispute/ @1 $ootball community

*uil/ a community .it at least 6=2=== registere/ members in t e $irst year2 2==2=== in t e secon/ year an/ 12===2=== by t e $ourt year 0ttract $ootball $ans . o are passionate about $ootball an/ /eli&er opportunities to in/ulge suc passions 'reate a plat$orm $or interaction an/ mar)eting $or /iscerning bran/s to associate .it t e pro,ect 9n /e&eloping t e strategic plat$orms2 cogniAance as to be ta)en o$ t e F' *arcelona bran/2 bran/ attributes an/ pro$ile in /e$ining its role in t e communication aspect o$ t e implementation plans o$ Penya *arca /e %agos 9n t e lig t o$ t e $oregoing2 great e$$ort must be ma/e to ensure a top line communication programme $or promoting t e ne. Penya *arca /e %agos bran/ in tan/em .it t e F' *arcelona bran/ an/ position it as a $oremost sports bran/ in #igeriaB t e aim being t at in t e nearest $uture2 Penya *arca /e %agos .ill be t e No. 1 foo"+#ll +r#n2 in #igeria.

2.2

The Brief

De&elop a .ebsite an/ social me/ia plat$orm $or t e implementation o$ Penya *arca /e %agos 'lub .it a &ie. to engaging .it Penya members an/ ensuring t e communication an/ ac ie&ement o$ 'lub acti&ities an/ e&ents in t e s ort2 me/ium an/ long term ob,ecti&es o$ t e pro,ect. T e 'lub Website an/ social me/ia plat$orms are aime/ at $urt er entrenc ing t e roots o$ t e 'lub members ip . ile at t e same time a$$or/ing subscribing members .it t e opportunity to net.or) among t emsel&es t roug t e interacti&ity o$$ere/ by t e .ebsite2 a&e access to a &ariety o$ entertainment bou;uets o$$ere/ on t e .ebsite an/ access to up(to(/ate in$ormation bot on t e acti&ities o$ t e club an/ $ootball e&ents t ey are not li)ely to get else. ere. T e Website t oug create/ $or purposes o$ in$ormation /issemination an/ interacti&ity among members an/ t e management team o$ t e 'lub .ill ultimately ser&e as t e primary a&enue o$ buil/ing an/ maintaining t e $an base an/ attracting members to t e club.

3. 3.1

WEBSITE REQUIREMENTS Technolo !

T e nature o$ t e business re;uires 2 .e nee/ to aim at getting t e ig est ran)ing possible on searc engine an/ at s o.casing as muc as .e can t e &enue. 3.1.1 Domain T e current 34% is ....t elpub.com. 9t is s ort an/ rele&ant to t e business. 9n or/er to impro&e searc engine &isibility2 .e recommen/ t at t e $ollo.ing geograp ical /omain be registere/ too2 .it a re/irection to t e main /omain? ....t elpub.ie. T is .ill allo. local searc engines to ran) t e .ebsite ig er. 3.1.2 Hosting T e scope o$ osting ser&ices &aries .i/ely. We .ill ensure t at t e ost $or T e % PubCs .ebsite pro&i/e t e $ollo.ing ser&ices? ( reliability? /omain accessible at all times ( storage space? $or uploa/e/ $iles. ( ig spee/ D meaning easy access an/ ease o$ use ( security ( email accounts ( bac)(ups 3.1.3 Tools & Functionality T e % PubCs .ebsite currently pro&i/es a goo/ o&er&ie. o$ t e &enue an/ its ser&ices2 .it a lot o$ pictures. T e .ebsite is purely in$ormati&e an/ /oesnCt bring t e &isitor to interact. We nee/ to )eep it as &isible as possible $or searc engines so .e .ill use tec nology t at are non problematic.

( 4egistration We recommen/ t e use o$ online registration $or t e company to buil/ a /atabase o$ potential clients to be use/ . en nee/e/. We .ill ma)e sure to use t e appropriate tec nology so t at your inbo! isnCt inun/ate/ .it spams. ( Forum T e % Pub is a sports pub so a $orum s oul/ be inserte/ on t e .ebsite to allo. clients to s are t eir &ie.s. Posts on $orum can only be ma/e a$ter registration as been complete/. ( 9n$ormation emails 5 Direct Mailing 'ustomers an/ prospect nee/ to be in$orme/ o$ all t e &arious e&ents ta)ing place in t e pub. ( +nline 4eser&ations T e % Pub s oul/ allo. customers to ma)e online reser&ations to /e&elop its $oo/ acti&ity. 9 recommen/ a page . ere customers $ill in t eir /etails an/ you .ill call t em bac) to recon$irm all arrangements. ( %anguages T e % Pub .ebsite s oul/ be a&ailable in /i$$erent languages. 9 suggest Frenc 2 Spanis an/ 9talian. 9n or/er to allo. /ata collection2 t e .ebsite .ill be set(up .it /atabase management system to allo. easy use o$ /ata. a

3.1.4 'ontent Management System We ta)e responsibility to manage an/ /e&elop t e .ebsite as nee/e/. Ho.e&er2 .e .ill re(/e&elop an/ intro/uce a content management system $or t e .ebsite in or/er to allo. you to ma)e small an/ easily manageable c anges /irectly on t e .ebsite. T is .ay2 you can amen/ as many times as necessary your menu2 prices2 promotions2 etc. We .ill o$ course train you to use t e content management system an/ .ill o$ course be a&ailable i$ support is nee/e/ at anytime. 3.2 The "#r e" $#r%e" 3.2.1 W o 0s pre&iously mentione/2 T e % Pub o$$ers 2 /i$$erent atmosp eres? pub & sport on one si/e2 ca$E F bar & $oo/ on t e ot er si/e. ( For t e pub si/e2 t e target au/ience is 9ris men ranging 26 5 7= gat ering to .atc an/ c at about sport. 9n anot er .or/2 t ey are sport $ans. ( +n t e ca$E F bar2 t e target mar)et is in/i&i/uals F groups age/ 26 5 :=2 locals or tourists2 gat ering on a social occasion2 /ay or e&ening time. 3.2.2 W at can t ey e!pect $rom t e .ebsite" T e Sport $ans .ill e!pect an/ .ill be intereste/ by t e $ollo.ing? ( to see t e calen/ar o$ sport e&ents . ic .ill be s o.e/ in t e pub. ( to )no. . at an/ . en it is appening. ( to be in$orme/ about all e&ents an/ promotions an/For competition organise/ aroun/ t ose. ( to )no. t at t ey can a&e $oo/ onsite2 .it out a&ing to lea&e t e pub.

T e in/i&i/uals F groups &isiting or planning to &isit t e ca$E F bar si/e .ill be intereste/ in t e $ollo.ing? ( t e $oo/ menu an/ prices ( t e coc)tail list ( t e calen/ar o$ musical e&ents ( being in$orme/ o$ any special e&ents ta)ing place in t e ca$E. 3.3 S"r&c"&re , N#(i #"ion 3.3.1 #umber o$ pages 9n or/er to meet t e customers an/ &isitors e!pectations2 9 suggest t e $ollo.ing pages Gplease see ne!t pageH 3.3.2 %e&el o$ 'ontent 5 Site Map 9 propose t e $ollo.ing site map? W1*S9T1 H10D14? T e % Pub .it its logo W1*S9T1 F++T14? 0//ress2 telep one number an/ email a//ress. H+M1 P081? 1 or 2 pictures2 ;uic) /escription o$ t e &enue an/ atmosp eres2 registration $or a $ree pint &ouc er2 ne.s up/ate. T e registration section .ill be ig ly &isible. SP+4TS P3*? 'alen/ar o$ games s o.e/2 competitions an/ o. to register to enter. M1#3S? $oo/ .it prices2 coc)tails. M3S9'? calen/ar an/ /escription o$ in&ite/ musicians. 41S14I0T9+#S? /etails about opening times an/ $iel/s to ma)e a reser&ation. '+#T0'T 3S? a//ress2 /irections an/ map. F+43M? 4egister2 .all $or /i$$erent topics S9T1 M0P? summary o$ all in$ormation a&ailable on .ebsite an/ . ere to $in/ it. 80%%14J? P otos o$ t e pub F sport si/e2 p otos o$ t e ca$E si/e.

SU//ESTED STRUCTURE

4o$e P# e

S0or"* P&+

Men&*

M&*ic

Re*er(#"ion*

Con"#c" U*

5or&$

Si"e $#0

/#ller!

5oo2

Coc%"#il

P&+

C#fe

3.) U*#+ili"! , De*i n 3.4.1 %oo) & Feel We nee/ to ma)e t e .ebsite more user($rien/ly2 attracti&e an/ easy to use. 3 Pic"&re*? 9n or/er to ac ie&e t e ob,ecti&es /escribe/ by t e client $or t e .ebsite Gsee 2.3H2 9 .oul/ recommen/ t e use o$ at least one picture on all pages to )eep it attracti&e an/ entertaining. Please note t at pictures are to be pro&i/e/ by t e % Pub. 3 Color *che$e6 colors nee/ to be co erent .it t e ones use/ .it in t e pub itsel$? .oo/2 gol/en2 .ine. 3 5on"6 T e % Pub as a tra/itional atmosp ere but it also nee/s to $ocus on t e younger au/ience so 9 .oul/ use a mo/ern an/ easily rea/able $ont suc as Trebuc et. T e pub s oul/ be /escribe/ as a .elcoming2 tra/itional yet tren/y place to be. T e 2 atmosp eres nee/ to be ig lig te/ an/ clearly i/enti$ie/. 3.4.2 Design & %ayout 0 ea/er an/ $ooter .ill be use/ on e&ery page an/ .ill ser&e t e co erence o$ t e .ebsite. T e structure o$ t e .ebsite is simple so 9 recommen/ t e use o$ an oriAontal menu at t e top. W en a page as a /rop/o.n menu2 t is .ill be /isplaye/ on t e le$t. 1!ample?

4e#2er

Men&* 5oo2 Description Coc%"#il

5oo"er

). WEB M-R.ETIN/ PL-N ).1 The online M#r%e" For t e % Pub2 t e online mar)et is ma/e o$ all t e actors . o in$luence t e customer in is /ecision o$ . ere to go $or a /rin)2 $or $oo/2 to .atc a sport e&ent or to listen to music in Dublin. T e online mar)et can be /i&i/e/ bet.een t e customers2 t e competitors an/ t e ot er players. 4.1.1 'ustomers ( For t e pubFsports si/e2 t e customers are 9ris men2 mostly $rom Dublin2 ranging 26 5 7= gat ering to .atc an/ c at about sport. +nline2 t ey are c ec)ing game results or . ere to go to .atc t e ne!t e&ent. ( +n t e ca$E F bar2 t e customers are in/i&i/uals F groups age/ 26 5 :=2 Dubliners2 $oreigners or tourists2 gat ering on a social occasion2 /ay or e&ening time. +nline2 t ey loo) $or t e best place to go $or $oo/2 $or /rin)s an/ to listen to music. T ey are intereste/ in goo/ /eals2 special o$$ers2 tra/ition2 aut enticity an/ goo/ ser&ice. 0nyone . o li)e going out to socialise can be seen as a potential customer. 4.1.2 'ompetitors 'ompetitors are ot er pubs F ca$es in Dublin 'ity 'entre o$$ering t e same )in/ o$ ser&ice? $oo/2 /rin)s2 entertainment2 tra/ition. 4estaurants in Dublin 'ity 'entre are also strong competitors as t e % Pub o$$er a .i/e range o$ $oo/2 local an/ .orl/.i/e. 4.1.3 Players T e online mar)et gat ers a .i/e range o$ players on t e pubF$oo/ mar)et? ( Pub gui/es an/ listings suc as ..../ublinpubscene.com or ....pubgui/e/ublin.com2 ..../ublinsportpubs.com2 o$$er a list an/ a /escription o$ almost e&ery pub in Dublin. ( 4estaurant listings suc as ....menupages.ie pro&i/e a list o$ restaurants toget er .it /etaile/ in$ormation an/ re&ie.s. ( 9n/i&i/ual or *usiness Tourism *oar/s also play a role on t e mar)et? ..../isco&erirelan/.ie2 ....irelan/.com2 ....$ailteirelan/.ie2 ..../cb.ie promote an/ recommen/ &arious not to be missed pubs an/ restaurants in Dublin. ( Tra&el 0gencies suc as ....abbey.ie o$$er tailor(ma/e trips to 9relan/ to in/i&i/uals or corporate business incorporating meals in tra/itional restaurants.

).2 Se#rch En ine O0"i$i*#"ion 7SEO8 T e aim o$ t e Searc 1ngine +ptimisation GS1+H .ill be to promote T e % PubCs .ebsite by increasing its &isibility on searc engine pages. 9n ot er terms2 it aims at buil/ing ig ran)ing on searc engines to increase tra$$ic to t e .ebsite. 4.2.1 *usiness +b,ecti&es Online objectives ( 9mpro&ing t e .ebsite /esign an/ usability? be more user($rien/ly an/ attracti&e. ( Ma)ing t e .ebsite more &isible to searc engines in t e &ie.s o$ increasing t e number o$ actual customers &isiting t e premises. ( 8etting more $rom social net.or)ing among t e 9ris community. ( De&eloping an online presence on ot er .ebsites G&ia lin)sH. ( 8etting t e &isitors to interact .it t e .ebsite in or/er to /e&elop o$$ page mar)eting acti&ities. ( De&eloping an/ a/&ertising seasonal e&ents. Offline objectives ( De&eloping sales2 increasing t e numbers o$ customers. ( Targeting international &isitors to Dublin? t ey are potential customers. ( 'reating loyalty among e!isting customers an/ get t em to &isit t e &enue again. ( De&eloping an/ a/&ertising seasonal e&ents. 4.2.2 -ey.or/ 0nalysis 0 )ey.or/ analysis .ill elp us )no. . at are customers are searc ing $or on t e .eb2 . ic searc terms generate t e most tra$$ic an/ .ill elp us )no. . ic term to use in or/er to get ig ran)ing on searc engines. What are people searching for? T e ob&ious terms t at people are searc ing $or in t e case o$ t e % Pub are? Kpub DublinK2 Kpub Dublin city centreK2 Ktra/itional pub DublinK2 Ktra/itional $oo/ DublinK2 KDublin pubK. Which search terms generate most traffic? 3sing a )ey.or/ analysis tool an/ loo)ing at . at competitors use2 9 a&e come to t e conclusion t at t e $ollo.ing terms generate t e most tra$$ic $or t e $ollo.ing pages. 9 recommen/ t e use o$ 2 to 3 )ey.or/s per page F target mar)et. ( Home page? Kiris pub in DublinK2 Kpub in Dublin city centreK ( Menus page? Ktra/itional iris $oo/K2 Kpub $oo/ DublinK

( Sports page? Ksport pubs DublinK2 K$ootball in pub DublinK T e )ey.or/s i/enti$ie/ t an)s to t e )ey.or/ analysis .ill be use/ as muc as possible as part o$ t e onpage S1+. 4.2.3 +npage S1+ +npage S1+ in&ol&es t e tactics t at .e .ill use to ma)e t e % PubCs .ebsite &isible to searc engines. Meta /ata 3sing appropriate Meta Data .ill ser&e t e page optimisation. Title tag T is is . at .ill appear in t e blue bar at t e top o$ t e page an/ on t e 1st line on a 8oogle searc . Description tag T is is . at appears on a 8oogle searc 2 un/er t e title tag. 9t is a /escription o$ your business . ic .ill encourage &isitors to go on your .ebsite so it nee/s to be .ell .or/e/. T e /escription s oul/ mention t e )ey.or/s i/enti$ie/ pre&iously an/ be no longer t an 16= .or/s. Keywords tag T ese .ill not be seen on t e page but .ill elp t e ran)ing on a searc . 9t .ill be t e opportunity to use t e Ksecon/(classK )ey.or/s t at .e /i/nCt use any. ere else as t ey are not t e best. Alt Tags T ese are alternati&e names t at .e .ill use to /escribe t e pictures on t e .ebsite2 as searc engines cannot tec nically rea/ pictures. 0s 9 recommen/ t e use o$ at least one picture per page2 t is .ill be an important aspect o$ t e % PubCs .ebsite. 1!amples o$ meta /ata t at .ill be use/ $or t e $ollo.ing pages? H+M1 P081 ( Title tag? T e % Pub 5 9ris Pub in Dublin ( Description tag? 0 tra/itional 9ris pub in Dublin city centre .it e&eryt ing $rom tra/itional iris $oo/ to sports. %i&e music at .ee)en/s too. ' ec) t e latest e&ents in a must(see pub in Dublin city centre. ( 0lt tag? T e % Pub2 pub Dublin SP+4TS Page ( Title tag? T e % Pub 5 Sports pub Dublin ( Description tag? 0 tra/itional 9ris pub in Dublin city centre . ere to .atc li&e sports. 1&ery .ee) .e s o. $ootball2 rugby an/ ot er sports li&e in a &ery $rien/ly atmosp ere. ( 0lt tag? T e % Pub2 $ootball in pub +n e&ery page2 t e most rele&ant ea/ers .ill be use/ an/ .ill inclu/e t e )ey.or/s2 . ere possible. T e content o$ t e page .ill be $ormatte/ an/ emp asise/2 especially t e )ey.or/s2 to /ra. attention. Ho.e&er2 t e stan/ar/ rules .ill be respecte/ i.e. te!t .ill only be un/erline/ only i$ it is a yperlin).

'ustomise/ 34%s 0s pre&iously mentione/2 t e current 34% is ....t elpub.com. 9t is s ort an/ rele&ant to t e business. For e&ery page t at .e .ill create on t e .ebsite2 .e .ill use a sel$(e!plaining 34%? ....t elpub.comFsportspub ....t elpub.comFmenus ....t elpub.comFmusic ....t elpub.comFgallery .... etc. 4.2.4 +$$page S1+ 5 %in) buil/ing We .ill use inboun/ lin)s $rom ot er .ebsites to buil/ up t e % PubCs .ebsite popularity. T e most inboun/ lin)s t ere are to t e % PubCs .ebsites2 t e better t e ran)ing on searc engines .ill be. 9 a&e pre&iously i/enti$ie/ t e players on t e % PubCs online mar)et. Pub !af" Directories T ere are a $e. reno.n pub gui/es an/ listings a&ailable $or Dublin suc as ..../ublinpubscene.com or ....pubgui/e/ublin.com2 ..../ublinsportpubs.com. We .ill ma)e sure t at t e % Pub is liste/ on t ose an/ t at t e /escription o$ t e Pub inclu/es t e rig t )ey.or/s an/ gi&es t e rig t message. 0 lin) to t e % PubCs .ebsite .ill also be a&ailable on t ose listings $or potential &isitors to $in/ out more rele&ant in$ormation. #estaurant listings and review websites 9n or/er to /e&elop t e $oo/ acti&ity o$ t e company2 .e .ill place a .eel .or/e/ /escription an/ lin) to t e .ebsite on restaurant gui/es $or Dublin suc as ....menupages.ie. T ose sites are &ery popular among t e $oo/ies community an/ t e $act t at t ey allo. re&ie.s to be poste/ ma)es t em a real interacti&e tool $or customers. $ndividual or %usiness Tourism %oards T e % Pub .ill nee/ to be &isible $rom Ko$$icial .ebsitesK suc as ..../isco&erirelan/.ie2 ....irelan/.com2 ....$ailteirelan/.ie or ..../cb.ie an/ be recommen/e/ as a not to be missed tra/itional pub in Dublin. 9t is important to be truste/ by suc organisations so a&ing a lin) to t e % PubCs .ebsite $rom t eir .ebsites .ill elp ac ie&e t e ob,ecti&e o$ .elcoming more $oreign &isitors an/ tourists. W en t e % Pub as a seasonal acti&ity suc as a big promotion2 or a resi/ent musician2 an a//itional lin) an/ /escription .ill be a//e/ in t e Kcalen/arK an/ Ke&entsK section o$ t ose .ebsites. 9 recommen/ t e implementation o$ one(.ay lin)ing . ic tent to appear more natural to searc engines. W en approac ing t e abo&e players2 .e .ill emp asise on t e rele&ancy $or t em to a&e a lin) to t e % PubCs .ebsite. 9t .ill be /escribe/ as a .in(.in occasion to /e&elop our acti&ities as T e % Pub .ill also o$$er to lin) t e ot er .ebsite $rom its o.n. T e suggeste/ anc or te!t t at .ill be sent .ill use )ey.or/s an/ .ill be /i$$erent $or e&ery lin) opportunity. We .ill use t e ome page as t e lan/ing page.

+nce lin)s in&itations a&e been sent2 recor/e/ an/ set(up2 9 .ill .or) on c ec)ing t at t ere are no bro)en lin)s2 t at t e /escriptions are rele&ant an/ accurate to t e image .e .ant to gi&e $or t e % Pub. 4.2.6 +npage online mar)eting T e ob,ecti&e o$ onpage online acti&ities $or t e % Pub .ill be to /e&elop acti&ities an/ tools to con&ert online &isitors into actual p ysical customers $or t e Pub. We .ill aim at buil/ing up relations ips .it t e customers an/ getting t em to interact .it t e .ebsite. #egistration We nee/ to get customers to register online to buil/ a /atabase o$ customers to be use/ $or mar)eting purposes. 'ustomers .ill register an/ .ill be o$$ere/ to be )ept up(to(/ate .it t e % PubCs promotion an/ e&ents. 'ustomers al.ays t in) about . at is &aluable enoug $or t em to gi&e t eir email a//ress. We nee/ to ma)e it attracti&e an/ gi&e at least one incenti&e. For e&ery ne. registration2 t e % Pub coul/ sen/ a &ouc er $or one $ree pint Gc ec)ing t e 9P a//ress so t at t ere .onCt be more t at one &ouc er per personH. &orum +nce registere/2 &isitors .ill be o$$ere/ t e possibility to ta)e part in to t e $orum. T e % Pub is a sports pub so t is $eature is important $or clients to s are t eir &ie.s on t e coming games2etc. Di$$erent topics .ill be launc e/ by t e % PubCs management suc as $oo/2 music2 etc. Online #eservations +nline reser&ations .ill be possible so t is .ill also allo. t e % Pub to get more contact /etails $or customers. We .ill as) $or t e $ollo.ing in$ormation? $irst name2 surname2 a//ress2 contact telep one number2 email a//ress2 /ate an/ time o$ reser&ation2 number o$ guests. 4.2.7 +$$page online mar)eting T ere are a number o$ acti&ities t at .e .ill put in place to a/&ertise t e % PubCs .ebsite an/ to /ri&e ne. &isitors to.ar/s it Pay Per !lic' (oogle Adwords We .ill set(up t e PP' campaign .it 8oogle 0/.or/s. T is is t e most common $orm o$ /irect mar)eting online. T e a/ is pai/ $or only i$ someone clic)s on it so it .ill allo. great control o&er spen/ings . ic a &ery important point $or t e % Pub. *ecause it is )ey.or/(base/2 t e a/ appears on searc engines only i$ it is rele&ant to t e searc so .e .ill be a/&ertising to people alrea/y searc ing $or a tra/itional 9ris pub in Dublin or to people loo)ing $or place . ere to matc sport. T e PP' a/ itsel$ .ill inclu/e )ey.or/s suc as K9ris Pub DublinK2 an/ .ill re;uest customers to log in to t e page an/ register to get a $ree pint &ouc er. T ere .ill be one ea/ line2 no more t an 2 lines o$ te!t an/ a /estination 34%. 0s $or lin)s to t e % PubCs .ebsite2 t e lan/ing page .ill be t e ome page.

1!ample $or t e PP' a/? The L P&+ 9 Iri*h 0&+ in D&+lin Iisit a must(see 9ris pub in Dublin city centre. Foo/2 sports an/ li&e music at .ee)en/s too. 4egister no. $or a $ree pint &ouc er. ....t elpub.com

T e set(up o$ a PP' a/ .ill gi&e you great 4+9 as original spen/ings are controlle/. $nformation emails Direct )ailing T an)s to t e contact /etails collecte/ &ia registration an/ online reser&ation2 t e % Pub .ill be able to communicate easily t e latest ne.s an/ e&ents appening. 9t coul/ be special o$$ers on t e menu2 a ne. musician2 a promotion on /rin)s2 etc. *ocial mar+eting 9n or/er to a/&ertise t e % Pub among t e Dublin young community2 9 recommen/ t e set(up o$ a $aceboo) page. 0ccor/ing to Faceboo) a/ stats 12=1=2LM= people li&ing in 9relan/ are Faceboo) users so it represents a uge mar)et $or t e % Pub. Faceboo) allo.s great interaction an/ communication .it K$ansK. W en an up/ate is poste/ on t e % PubCs Wall2 $ans recei&e it too in t eir ne.s $ee/ so2 li)e &iral mar)eting2 t is as t e potential to increase t e tra$$ic /ri&en to t e .ebsite. T e status up/ate is a ;uic) .ay to in$orm $ans o$ a ne. e&ent or promotion .it out sen/ing t em an email2 . ic can be seen as intrusi&e. ).3 We+$e"ric* 0l#n 9 recommen/ t e use o$ a .eb statistics tool to measure t e tra$$ic going to t e % PubCs .ebsite. 9t .ill be o$ use to )no. . o is going on t e .ebsite so in or/er to get to )no. t e customers better. 9t .ill mention . ere t e &isitors are coming $rom so t at .e .ill see clearly . ic mar)eting acti&ity gi&es t e most results. 9 suggest t e set(up o$ 0Wstats G$reeH to get a goo/ range o$ statistical /ata. 0//itionally2 9 recommen/ t e set(up o$ 8oogle 0nalytics . ic is a $ree2 ;uic) an/ easy .ay to get reports on o. t e % PubCs .ebsite is use/.

1.

BUD/ET

B-SIC 5EES Website De&elopment & Web mar)eting plan N62===.== e! I0T This includes design of the website and *,OThe . Pub will provide all images for the website- Te/t for each page will also be provided by the company and we will ma+e sure that the content is optimised for readability and search engine optimisation4egistration $eature an/ /atabase set(up Forum set(up -DDITION-L OPTION-L 5EES 0/.or/s PP' a/2 set(up Faceboo) page set(up #O$ for each tool has been detailed in this proposalPerio/ic .ebsite maintenance & support Website maintenance N7=.== e! I0T N22===.== e! I0T Fan N12M==.== e! I0T NM==.== e! I0T

N7==.== e! I0T N3==.== e! I0T

EXCLUSIONS T is proposal /oes not co&er? HTM% instruction 'omputer instruction Website /esign instruction Fees relate/ to merc ant accounts an/ online payment processing SC4EDULE T e .ebsite as to be /eli&ere/ an/ appro&e/ by 1st Marc 2=1=.

T an) you $or gi&ing me t e opportunity to ;uote $or your ne. .ebsite. 9$ you a&e any ;uestions about t is ;uote2 your ne. .ebsite2 or .ebsites in general2 please $eel $ree to contact me. Wit best .is es2 Jours sincerely2

%oraine