SOP No.

Hi/Bus/01/16

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STANDARD OPERATING PROCEDURE

DEPARTMENT: Business Excellence TITLE: Marketing,Branding,Content and Web

Development

Purpose The purpose of this Standing Operating Procedure (SOP) is to establish

procedures and responsibilities of the Hiimpact, Business Excellence Department

Scope: This SOP applies to all personnel mapped in the Business Excellence
Department viz; Marketing,Branding,Content and Web Development

Objectives: a.Deliver comprehensive Marketing Support and Services Directed Toward,

Providers Satisfaction, and Profitability for Hi Impact Services' i.e. doctors
recruitment.
b.Provide Information and Assistance to all Levels of Management on Marketing
Concepts and in Planning Activity ( Online and Offline) Advertising and
Promotion Campaigns that Support, the business and enhance the visibility
across the India
Procedure: Marketing, Branding, Content and Web Development
Section : Procedures Document Owner
01.16.1 Process
The abbreviations for the Job Titles referred to in these
instructions herein are as follows:

Abbreviation Title in Full

CEO: Chief Executive Officer

HOD BE: Head –Business Excellence
AM (Digi): Asst. Manager, Digital Marketing
DE: Digital Marketing Exceutive (Sr./Jr.)
CH: Content Head
CW: Content Writer (Sr./Jr.)
WD: Web developer (Sr./Jr.)
RA: Research Analyst (Sr./Jr.)
SEO:Search Engine Optimisation
SMO:Social Media Optimisation
CRO:Coversion Rate Optimisation

01.16.2 PROCESS FLOW

01.16.3 POLICIES

Every staff in the Business Excellence department is

encouraged to contribute practical and constructive
marketing ideas for the Company.

There should be a pre-set target for each activity

performed on a daily basis

01.16.3.1 Marketing and Branding

01.16.3.2 Brand Management Process:

Identifying/defining your most important customers HOD

Marketing BE/RA
Understanding what motivates your customers and what & /CEO
could cause them to choose your brand over your Branding
competitors’ brands Plan

Carefully selecting a brand position that could provide your

organization with marketplace advantages

Translating that position to a strong and consistent brand

identity, including:

– Intuitive brand architecture

 – Strong name and icon

– Tagline that succinctly (briefly) reinforces the brand

promise

Developing brand messaging, including an elevator speech

Educating employees about the brand promise, elevator

speech and identity standards and giving them the
incentives, tools and training to become effective brand
champions

Developing an integrated launch and ongoing marketing

plan

Reinforcing your brand’s promise at each point of customer

contact

Measuring the ongoing equity of the brand and making

adjustments as necessary
01.16.3.3

Brand Management Responsibilities

Monitor, measure and manage brand equity/strength Marketing

&
Increase brand awareness, relevant differentiation, value, Branding
accessibility and emotional connection Plan

Develop a brand plan

Monitor progress against brand plan

Be responsible for results against the brand plan

Drive brand understanding and support throughout the

organization

Champion/drive initiatives that support delivery of the

brand promise

Brand messaging – elevator speech, tagline, campaign

themes, proof points, etc.

Manage the brand architecture

Maintain brand identity consistency

Chair the brand identity council/team/board

Help determine identities for new brands/sub-brands

01.16.3.4 Anticipate and accommodate new brand identity needs

Marketing Management Process (online and offline):

Create a digital marketing strategy (SEO & SMO) Digital

Marketing
Review marketplace and set objectives & online
Branding
Implement and manage digital marketing communications Plan
Grow your audience online

Define your online audience potential

Select the best communications options

Optimise your digital communications

Encourage brand interactions and leads

Identify best options to increase lead conversion

Prioritise content marketing and customer journeys

Manage content marketing and lead generation

Increase Registrations through CRO

Create an approach for conversion rate optimization

Manage continuous improvement of conversion

Build customer loyalty and advocacy

Review potential to increase customer activity levels

Define plan to improve customer retention and

engagement

Implement online customer communications plan

01.16.3.5

Marketing Management Responsibilities (offline and AM

Online) (Digi)/
RA/HOD
Plan marketing and branding objectives BE/CEO

Expand product solutions and offerings

Analyze market trends and recommend changes to

marketing and business development strategies based on
analysis and feedback.

Oversee creation and delivery of Digital advertisements,

 and other marketing materials.

Design Digita/ print ads and publications.

Ensure brand messages are consistent & Engage

consumers on social media.

Lead Generation (New Registrants) through the Website (

www.hiimpact.in)

Develop and lead a marketing team that will develop and

execute new concepts, business models, channels and
partners to position the business as an innovator and
leader.

Create and manage Online PR (SEM/SEO/SMO),Digital

Marketing Campaigns (Google Adwords/Facebook ,Adwords
etc.), relevant to the target consumers/customers and
Carry out online research for new idea and monitor
changes in the web marketplace to ensure the best
strategy for Digital Marketing (SEO/SMO)

Develop and ensure the quality of contents (written +

graphics/info graphics/videos/animations) for Webportals
(hiimpact.in)

Creating a direct mass mail, brochures/literature design

for hiimpact/ newsletters, and other publications.
01.06.4
Web Development Process

Research and analyze various staffing websites and portal

in depth WD/RA/
AM digi/
Prepare the list of improvement functionalities wise, HOD BE/
aesthetic/looks and feel/navigation wise, page wise etc. CEO

Identify the relevant Improvements with timelines

Incorporate the changes/improvement and review it

01.06.4.1
Web Development Responsibility

Maintain and enhance the UI/UX/functionalities of the

website (www.hiimpact.in)

Fixing bugs time to time

01.06.5 Content Development Process

 Concept : Conceptualize the Ideas/thought/Topics

Working title : Decide the Title CW/CH/

CEO
Outline : Design the framework

Research / Write : Research about the topic from different

websites and articles

Review : Review the article/writings

Final edits : Edit the article/writings

Publishing : publish on website and send it to the digital

marketing team

01.06.5.1
Content Development Responsibilities

Collecting exhaustive data, online/offline for framing

relevant content for websites

Research of the collected data excluding non-relevant

information (since we have a team of research oriented
medical content writers)

Prepare the skeleton of content, placement of the

keywords to retain and enhance the website ranking for
longer time.

Channelize the content in formats such as

Articles/blogs/Medical news/New drug

Synchronize the content as per high quality standard in

terms of Information, language, Image optimization and
authenticity.

Check for plagiarism, Typo, grammar and fonts, formatting

etc.

At last informative data is sent to the digital Marketing

team for content format review as per SEO guidelines and
online up.

Upon approval of the CH and HOD BE any documents viz; content for website offsite or onsite/social media, any plan
Marketing Plan Campaign /digital Marketing Plan ,Web improvement plan, shall be brought up to the CEO for final decision
and implementation.
 9. Attachments: Reporting format: Business Excellence

Daily Work Report- Digital Marketing

S. No. Activites Name 01-Aug 02-Aug 03-Aug 04-Aug 05-Aug 06-Aug 07-Aug 08-Aug 09-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug
Off Page SEO Activites
1 Social Bookmarking Submission 15 Holiday 30 20 10 8 26 5 27 30
2 Article Submission Holiday 3 2 1 1 1 1 3
3 PR Submission Holiday
4 Classified Submission Holiday 12 16 13 5 7 7 9 3 6
5 Profile Creation Holiday 1
6 Business Listing Holiday
7 Third Party Blog Post Holiday 1 1
8 Article Live Link Bokmarking Holiday 11 4 4
9 PR Live Link Bookmarking Holiday
Third Party Blog live link
10 Bookmarking Holiday 4
11 Directory Submission 30 30 Holiday 10 6 10 21 2
12 Search Engine Submission Holiday
13 PPT Submission Holiday 2
14 Blog Commenting 30 20 Holiday 17 18 10 10 20 12 10 5 31 30
On Page SEO Activites
1 Website & Business Analysis Holiday
2 Keyword Analysis and Research Holiday
Keyword selection (research and
3 analysis) Holiday
4 Keyword finalization Holiday
Selection of WebPages for
5 optimization Holiday
6 URL Re-Write Holiday
Content writing
7 recommendations Holiday
8 Meta Tag Creation Holiday
9 Image ALT tag Holiday
10 Heading Tags(H1, H2) Holiday
Google Analytics Code
11 Integration Holiday
12 Webmaster Tool Submission Holiday
13 Sitemap XML Holiday
14 Sitemap HTML Holiday
15 Robot.txt Optimization Holiday
Content Optimization and
16 Resources Renaming Holiday
17 OnSite Blog Post Holiday 1 1
 Daily Work Report- Content

Article (offsite) Classified On Site Blog Third Party Blog Description (short) NewsLetter
Keywords Others (assigned Time to Time)
(Topic/Heading) (Topic/Heading) (Topic/Heading) (Topic/Heading) (Topic/Heading) (Topic/Heading)

Review article on
01-08-16
nursing recruitment in
UK
Review article on
02-08-16 nursing recruitment in
UK
Review article on
03-08-16 nursing recruitment in
UK
Review article on
04-08-16
nursing recruitment in
Medical news for UK
Review article on
05-08-16 Hiimpact for diabetes nursing recruitment in
type 2 UK
Review article on
Review and change of contents of
06-08-16 nursing recruitment in
Hiimpact website
UK
07-08-16 Holiday
CME (Continuing
Medical Education)
08-08-16 5 Preparation for
Doctors for Hiimpact
website
Blog on World breast
09-08-16 5 feeding week for
Hiimpact
1 Offsite article on Independence day
10-08-16 Neurologist Jobs in article compilation
India for Hiimpact for Hiimpact
11-08-16 1 Offsite blog on
12-08-16 Oncologist Surgeon
1 Offsite blog on
Medical Jobs in India Coaching Report Compilation for
13-08-16 Absent
UG/PG Medical Classes
Coaching Report Compilation for
14-08-16 Holiday
UG/PG Medical Classes
15-08-16 Holiday
Onsite blog for Content for JaldiHealthy on Forget
Hiimpact on Password, Test booking, Package
16-08-16
paracetamol in booking, Appointment approval,
Pregnancy Newsletter, Vaccination alert.
Compilation, Review and Correction
1 Offsite article on ENT 6 Classifieds for
17-08-16 of JaldiHealthy Website contents on
Jobs in India Hiimpact
Surgical booking
18-08-16 Holiday
19-08-16
20-08-16
21-08-16
22-08-16
23-08-16
24-08-16
25-08-16
26-08-16
27-08-16
28-08-16
29-08-16
30-08-16
31-08-16
 Daily Work Report-Website

Front End Back End

Others
Changes or Updattion New Addition Bug /issues Fixing Changes or Updattion New Addition Bug /issues Fixing (assigned
Time to Time)

01-08-16 JH Testing
02-08-16 JH Testing
03-08-16 JH Testing
04-08-16
05-08-16 Changes1: After Employer login before
url(http://www.hiimpact.in/page.php?url=provider-profile)
changed via url rewriting to
(http://www.hiimpact.in/provider-profile)

Changes2: After Doctor login before

url(http://www.hiimpact.in/page.php?url=update-profile)
changed via url rewriting to
(http://www.hiimpact.in/update-profile)

Changes3: Modification and url rewriting on page

http://www.hiimpact.in/life-at-hiimpact

Changes4: Home page lattest job title link creation for

job details page.

Changes5: Doctors daily blog added USFDA approved

Adlyxin Injections for the treatment of Type 2 Diabetes
06-08-16 Absent
07-08-16
08-08-16 JH Testing
09-08-16 Changes1:Changed Carrier page style along with his
images.
Changes2: Doctors Daily Addition of Breast feeding week
2016
Changes3: Services page change of Image
Changes4: Changed About us image
Changes5: Changed services image as previous image
was blurred
Changes6: Changed Doctors daily image
10-08-16 Changes1: Job Seekers details page Client added. Changes1: Changes1: Newsletter
Changes2:Design enhancement for client for web on Client added Date format field
mobile both. on left side on created.
job seekers
page for better Changes2:
look. Functionality for delete
all and delete any
record added.

Changes3: Functionality
add a Pagination for
Newsletter tab after
11-08-16 JH Testing
12-08-16 Changes1:Change function after login in Header area Changes1:Add Changes1: Bug
section. ed favicon icon fixed in size of
Changes2: Homepage design issues on border buttom facility on all header portion on
are fixed in our services, Doctors daily and Client Speak all pages. header area section
boxes layout. all pages.
Changes3:Download Now pdf file added functionality for
13-08-16 Absent
14-08-16
15-08-16
16-08-16 Changes1: Newsletter Changes1: Changes1: Bug
Page Created. Modify fixed on Pagination
functionality Area for not proper
for Newsletter shows ids in list.
field delete and
delete all
record.
Changes2:
Newsletter
17-08-16 Absent
18-08-16 Holiday
19-08-16
20-08-16
21-08-16
22-08-16
23-08-16
24-08-16
25-08-16
26-08-16
27-08-16
28-08-16
29-08-16
30-08-16
31-08-16
 Business Excellence (August 2016)
Daily Tracker

Digital Marketing

Keywords Article (offsite) Classified On Site Blog Third Party Blog Description (short) NewsLetter Others (assigned Time to Time)

Content Todays' Todays'

Tgt Achv. Todays' Task Tgt Achv. Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Tgt Achv. Todays' Task Todays' Task
Task Task

352 66 72 4 144 16 28 5 15 0 144 0 1 1

Total 352 66 72 4 144 16 28 5 15 0 144 0 1 1

Press Release Q& A/Forum Others (assigned

Social Bookmarking Blog Submission Video Submission Article Submission Classified Submission Directory submission Pdf/Ppt. submission
submission posting Time to Time)

SEO Todays' Todays'

Tgt Achv. Todays' Task Tgt Achv. Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Todays' Task Todays' Task
Task Task
fix file error to
288 96 27 360 127 31 1 72 10 3 10 52 6 288 99 21 2 10 1 google webmaster
and competitor
Total 288 96 360 127 1 72 10 10 52 288 99 2 10 1

Facebook Linked in Twitter Google+ Others (Pinterest,youtube)

Join Group and Relevant Following/ Join Groupand Relevant Others (assigned
Posts/Shares Connect peoples/Create groups Posts/Twits Posts/Shares
posts/shares Communities Followers posts/shares Communities Time to Time)
SMO
Todays' Todays'
Tgt Achv. Todays' Task Tgt Achv. Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Tgt Achv. Todays' Task Tgt Achv. Todays' Task Tgt Achv. Todays' Task Todays' Task
Task Task

30 8 30 30 8 100 265 30 8 100 30 8 30 30 8 JH Testing

Total 30 8 30 30 8 100 30 8 100 30 8 30 30 8

Others (assigned
Front End Back End
Time to Time)

Website
(hiimpact.in) Bug /issues
Changes or Updattion New Addition Bug /issues Fixing Changes or Updattion New Addition Todays' Task
Fixing