IntroductionOB Centric is a fun and unique, locally owned gift shop centered in the authentic beach townof Ocean Beach, California. As San Diego’s destination for fine antique and vintageshopping, OB primarily consists of locally owned mom and pop shops that represent thesmall beach community. Products sold include unique, one of a kind trinkets such as beachstyle jewelry, music, art, organic soaps, and a large variety of unthinkable gifts like guitarpick necklaces and coasters made from vinyl records. What sets them apart from the typicalgift shop however is that 90% of their products are locally made by artists and designers inSan Diego County. They also offer a wide collection of green sustainable, organic, andrecycled products to promote an earth friendly environment. OB Centric’s target audienceconsists primarily of Obecians (locals living in OB), as well as locals from the neighboringtowns of Point Loma and Mission Beach and the occasional tourist. OB Centric’s idealcustomer is someone who appreciates art and creativity, and values the originality of OceanBeach. Also very important to the company are People searching to give and/or ship gifts tothese creative types. Competitors include other local merchandising stores in OB, artgalleries, and gift shops. OB Centric is so unique however, that it is hard to have such adirect competition. There is no other shop like OB Centric.

Goals of the CampaignThe store itself opened in September of 2009, and is now constructing its website to createawareness and increase store traffic. The main purpose of OB Centric is to connect artistswith regular local shoppers at a price they can afford. The theme of the website will be thesame as the ambiance of the store: Eccentric, earth friendly and unique, with a local OBfeel. The goal of this campaign is to bring San Diego locals together by creating unitythrough the appreciation of the art and talent that is produced locally. Another objective isto increase awareness of the new establishment, and increase sales both online and instore.

There are several features that set OB Centric apart from the typical OB merchandisingstore or gift shop. One already mentioned is the store’s uniqueness. Nowhere else can youfind individually hand crafted lamps, all natural handmade soaps, coasters and notebooksmade out of recycled vinyl records, beer and coffee mugs made from recycled wine bottles,and art and music produced by local San Diegan artists. Another feature that sets themapart is they are a one stop shop for gift purchasing and shipping needs. The 400 squarefoot space is shared by 2 businesses. The left half is the OB Centric gift shop, and the righthalf is a local packing and shipping company called Saffran Packaging, both managed by thesame owner. This creates a convenient combination for the customer, especially around theholidays. A customer can come in to pick a couple of gifts, and have them shipped rightthen and there. This also reduces lead time when consumers start to make purchasesonline. The convenience of having a packaging company right in the store increasescustomer service by getting their merchandise to them promptly and without delay.

Another major element of the store that attracts the interest of the green living customersis their Packing Peanuts Recycling Center for the Plastic Loose Fill Council (PLFC). Thecouncil operates the Peanut Hotline which is America’s most successful packaging reuseprogram that allows consumers to drop off their plastic loose fill, or “packing peanuts”, forreuse. This service is more geared toward the Saffran Packaging business, but still lets thecustomer know that they are an environmentally friendly store. Majority of their productsare also made from recycled goods, and have an all natural organic appeal to promotegreen living.

The eccentric theme, store uniqueness, go green environment, shipping convenience andlocal appeal are all features to use in order to make OB Centric stand out in consumer’sminds. The goal of the campaign is to successfully portray these advantages and themes onthe website to be. By using the internet to market this brand, it will spread awareness, getlocal Obecians involved, and increase sales either through e-commerce or through in storepurchases.

Measuring the Success of the Campaign

The success of this campaign will be measured through several different avenues. First usethe website traffic software, Google Analytics, to see how many people are visiting thewebsite, where the traffic is coming from, what keywords they are using, what pages arepopular, and what the top exit pages are. Do not rely completely on e-commerce sales ascriteria for evaluating the website success because in store purchases and offline marketingare also being used. However do, keep an eye on sales increases overall. Measure theonline branding success by examining the percentage of direct requests, the top keywordssearched, and the number returning visitors and repeat buyers overtime. How to measurethe success of online ad buys, partnership development, PR efforts, viral marketing, andemail marketing campaigns is discussed in each of their respective sections.

Search Engine OptimizationBecause of the size and budget of the company, do not purchase any keywords. Insteadplan to use keywords to create organic results. These Keywords include: San Diego LocalMusic, San Diego Art, Unique Gift Ideas, Ocean Beach Gift Shop and Organic Gifts. Alsoregister OB Centric into a couple of local online directories such as the OBMA’s LocalBusiness Directory and Google’s Local Business Center. Through these, track howconsumers are most likely to find the company and what keywords they are searching. Alsoincrease link popularity to better the search engine optimization. All of the musicians,artists, and craft makers whose items are retailed through the company will have a link toOB Centric’s website, and therefore increasing the incoming links. Whichever musicians,artists and craft makers show to be popular, will be used as keywords on the homepage.Since everything is done locally, optimizing the search engine will not be hard becauseeverything is done on a much smaller scale (as opposed to optimizing a companynationally).

Website DesignStructureThe structure of the website is going to be focused on e-commerce. As mentioned before,the goal of this campaign is to gain awareness and increase sales by bringing together thelocals of OB through appreciation of art and creativity. The target audience being a typicalgreen living, eccentric, OB local; and tailor the website just for them. The top banner of thehomepage will display a background picture of the OB pier, to make the viewer feel athome. Then, to attract their creative side, feature a monthly piece of art next to thewelcome text. Change the featured artists monthly to keep returning visitors interested.Every page throughout the website should give the viewer an earth friendly, unique, OceanBeach feel.

Content

Gear the website to provide informational web content. By providing detailed productinformation and constructing a safe and easy purchase outlet, it will increase both onlineand in store sales. In this way customers can know what they are purchasing with theconfidence it will be delivered in a safe and timely manner. To create this feeling, announcein the “about us” section that OB Centric shares ownership with Saffran Packaging. Bygiving detailed information about Saffran’s safe shipping policy, the customer will feel atease making an online purchase. Second, offer enough product information that newviewers will leave with a clear understanding of OB Centric’s products and brand image.

In addition to informational web content, also offer a sense of community. In order to bringSan Diegans together, take pride in the fact that 90% of OB Centric's products are locallymade. Under each product description there will be information regarding who made it,where it was made, and the history behind it. The goal here is to create unity andappreciation for the creative arts produced locally.

NavigationAnother feature of the website that is imperative is the user friendly shopping navigation.The left column of the homepage is a set of categorical links to make searching for productseasy. First, the customer can “shop by holiday” (holidays will change seasonally). Currentlylisted is Thanksgiving, Christmas, Hanukah, and Kwanza. Clicking on one of these links willshow the viewer a variety of products themed for the chosen holiday. Next, the customercan “shop by category”. Categories include what’s new, music, art, clothing for her, clothingfor him, accessories, gift cards, trinkets, and clearance. There is also a search bar on thetop right of every page.

Online Ad Buys- SDCityBeat.comThe online publication that recommended for OB Centric is San Diego City Beat.SDCityBeat.com is San Diego County’s destination for arts, events, music, food, politics andeverything that is local. The weekly magazine and website publication portray a similartheme as OB Centric, and therefore, have a similar audience. It follows an unconventionalmethod and draws in those with an unusual lifestyle. By featuring news articles such as“Homeless Person of the Week” and “Dope Deliberations” they are drawing in the sameeccentric, atypical person that OB Centric is after. It has an online readership of 99,000 andis only distributed in San Diego County, so there will be no demographic waste coverage.OB Centric however is mainly seeking awareness from people based on the psychographicqualities similar to City Beat; so, this publication suits their needs perfectly.

SDCityBeat.com will provide OB Centric with the freedom to advertise various promotionsbased on subject matter. The publications website has tabs separated by news, blogs,music, arts, events, eats, and special issue. All are updated weekly. This will allow OBCentric to create several different promotions geared towards each page. For example, theycan use the “music” page to create a banner ad that appeals to people searching for music.Create the same banner for each page, promoting the same benefit and the same call toaction, only with different words to attract their attention. Each banner will have the samefeel and the same logo; it will just appeal differently depending on whether it is sellingmusic, art, gifts or an event. The call to actions will be “Come to our store”, and the benefitwill be, “We have what you need”, communicated better of course. For the best results, theads will also communicate the same theme as the editorial content of the magazine;eccentric, unconventional and creative.

(picture examples)

The NumbersGiven the $5,000 monthly advertising budget, it is recommended to purchase an onlinemedia kit at SDCityBeat.com. First, enter the Online Business Directory for $99/year. Thiscan be done on Google’s local business center and Yahoo Local as well (for free!). Second,construct 3 different “medium rectangle” banner ads, one for music, art, and gifts. Place themusic banner add on City Beat’s music page. When the viewer clicks on it, it will take themto OB Centric’s “Shop by Music” landing page. Place the art banner ad on City Beat’s artpage. Clicking on this ad will take the viewer to OB Centric’s “Shop by Art” landing page.And lastly, place the gifts banner ad on City Beat’s news page and on their special issuespage. Clicking on this ad will take the viewer to OB Centric’s “Shop by What’s New” landingpage.

Chose to advertise on only specific pages to ensure quality of impressions over quantity.The “medium rectangle” ad is recommended to buy because it is placed more toward thecenter of the screen. This makes the ad look like it is part of the website, not anadvertisement. Because everything is done online, there is also the option of switching outdifferent banner ads to test for effectiveness. Google analytics will help measure the successof each of these ad buys.

Choosing a payment method is easy because they only offer rates by impression. Cost peraction and cost per click through are not options. So, with an average page view of 109,837 per month and at $10/CPM, each banner ad will cost $1,098.37 per month. Multiplythat by 4 banner ads (music, art, and 2 gifts) and it will total $4,393.48 per month. Finally,add the online business directory fee and the total monthly cost is $4,401.73. The left over$600 from the proposed ad budget can be used sporadically to advertise an upcoming eventsuch as the OB Centric Entertainment Swap.

For more information about City Beat’s media kit, go to www.sdcitybeat.com and click the“ADVERTISE” link at the bottom. They can also be reached at (619) 281-7526, or 3047University Ave, Suite 202, San Diego, CA 92104.

Strategic Partnership Development (Co-Branding)

Portugalia is San Diego's first and only Portuguese Restaurant. Located at 4839Newport Ave- only a few blocks away from OB Centric, this establishment is a primeprospect for a partnership. Not only because of the congruence in ideals as businesses, andthe psychographic similarities between customers. Like OB Centric, Portugalia has a strongemphasis on art, local music, and uniqueness. The interior is filled with art pieces, culturalmurals and has live music every evening. Musical entertainment features local bands andsongwriters performing blues, reggae, classic rock, blue-grass, and jazz. And above all, theauthentic Portuguese cuisine is prepared by the owner himself, Jason Agrella.

In the first part of this co-branding strategy OB Centric can offer a promotion: inwhich a customer who buys an Anniversary, Valentines, Birthday gift for their loved one,also receives a coupon for a free appetizer at Portugalia. In offering this, OB Centricincreases value to their customers gift by adding an enjoyable experience for the couple tothe special occasion. This offering also adds extra incentive for the customer to buy theirgifts at OB Centric rather than finding a similar product at another store, who does not offersuch a promotion. Portugalia benefits from this promotion by extending it’s reach to OB

Centric’s customer base. Secondly, Portugalia gets customers in the door. Meaning they’remore likely to stick around to enjoy the music, order a few drinks, and or purchase entrees.

In return, Portugalia would cater events at OB Centric. For example their “ClothingSwap” event or any future art-showings, cause or theme related events. Then Portugaliacan benefit from online PR by being mentioned in press releases and event reviews whencatering for OB Centric. Secondly Portugalia would host performances by the OB Centric’smusicians during their nightly live music entertainment.

The Costs related in this partnership include: Portugalia offering free appetizers.These range from $3-9, however Jason may decide the coupon covers a select a few of theappetizers, that work best logistics wise. Also any costs associated with paying the musicentertainers. For OB Centric, the costs include the catering expense is approximately $1,000for meals for 100 people. This amount varies with menu selections, party size, and otherevent details. Of course negotiations of payment prices should be re-approximated toconsider the traded value via promotions. Banner Ad placement on web pages should free ofcharge. By forming a partnership, it is mutually beneficial for both parties by providing anopportunity to increase brand equity, produce/service value, and extend customer reach, allat minimal costs.

This partnership can be marketed online in the email newsletters, and advertisingthe promotion on both company's websites. The coupon offer should be available for onlineor in-store purchase. Each company can promote the other’s establishment in a banner adon their website (use a trackable URL for the banner ad). Also Portugalia will receive onlinePR by being mentioned in press releases and event reviews when catering for OB Centric-also be sure to use trackable URLs from the redirects from the PR articles.

Ways of tracking the success of the partnership include: how many people clickthrough to the landing page when the promotion is mentioned in the newsletter. Bymeasuring the coupon redemption rates. By using web analytics to focus on the trackableURL on banner ads to see how many referrals your website is receiving via the banner ads,and then measuring the trackable URLs from the press release links. If web referralsbetween the two web pages increase, awareness and interests levels are on the rise. If thecoupon promotion’s landing page is viewed often there is potential that these views maylead to delayed or offline conversions. The most tangible success level and optimal action isfor the coupon to redeemed- driving OB Centric product sales, and bringing traffic andpotential increased sales into Portugalia.

If you’re interested in taking the next step towards implementing this partnership, theowner’s name is Jason Agrella. His contact info is (619) 222-(7678) and email isjasonagrella@aol.com.

Online PROnline Press Releases serve not only as a way to get media exposure, but help to

optimize search engine ranking. An online press release is a condensed news-like articlethat can be found by consumers and journalists through search engines, or submitted tonews organizations directly. Posting Press-releases online improves search engine rankingby: increasing your opportunity to use keywords within the PR content, keeps your sight upto date, and helps increase your link popularity. Attached at the end of the paper is a press

release on the upcoming "Entertainment Swap" at OB Centric. Immediately following are anumber of recommended websites to submit the release to.

Viral MarketingViral marketing can be a very successful marketing tool to employ when having a

new store and launching a new website. People find out about new websites in one of twoways: either by the use of search engines (which is why SEO is so important) or by word ofmouth. Word of mouth that is highly efficient is known as Viral Marketing. The undertone ofthe viral communications are to indirectly convey OB Centrics exemplary customerservice (due to the locally produced products, and the ability for customers to have directcommunication with the owners). More importantly the key concept of the videos should benewsworthy information and/or have entertainment value.

The objective with this viral campaign is to raise awareness of OB Centric, it'swebsite. Also to get people talking about the events and causes that OB Centric supports.The secondary objectives are to give incentives to the people who are framiliar with thestore, (a) to invite and (b) to get prospective customers to the events. Lastly, keep a top ofmind position with current customers and continue to provide them with information togives them cognitive affirmation.

Once a month, embed a video on the home page. Give a brief mention of the topicin the email marketing for the month, along with a link that will re-direct them to the video.Also begin an OB Centric station on youtube, to post the monthly videos. In the emailnewsletters and in the "info" section on youtube mention the incentive very briefly and posta link to find out the full details of the promotion (create a separate landing page for thisincentive offering). End all videos with the final shot being the URL to the OB Centricwebsite.

The incentive is has three tiers and likely to have both, long and short term benefitsfor the company. For every person the viewer "shares" the video with online, they will gainX amount of points in their OB Centric shopping cart. For every person theviewer "invites" to the events to as a guest, they earn Y amount of points. If theguest attends, the person who extended the invitation, will get a "code" at the door for Z-amount of points. This code has the highest point value of all the prizes and is to beredeemed online. These points are accumulated in the customers online account to earnincreasingly valuable offers. For example, once a customer earns XX amount of points theyget free gift wrap on the next purchases. After a customer reaches the initial prize, theymove onto the next tier. In which if the customer earns YY amount of points they receive20% off shipping.

The benefits of viral are to use entertainment and interesting information as ameans to spread the company's name and website around the community. Getting morepeople to the website will increase search engine rankings, and more importantly gets themto view your products- the first step in purchasing. Viral marketing is a great way to getpeople turned onto OB Centric because it's one of few ways to really convey the company'sideals and beliefs. The use of the incentive point system gets customers to continually stayconnected with your website, is an avenue to reach new customers, and get them to comeinto the store during events. Helping new customers to have an enjoyable experience at thestore and see your product selection.

The video series can have a three different themes for videos. One theme being a"How its Made" video, beginning with an intro on the what the product, art piece, or musicis. This video can feature the producer themselves, briefly going through the process ofcreating it. Introduce the step that they're doing, and then use a "fast forward" editingtechnique to keep down the length of video. The final stage of this video is the creatorpresenting the final product, and placing it on it's shelf in OB Centric. The second theme ofthe film series can be informational, on topics that OB Centric products embody. Thesevideo topics may include subjects like, the importance of supporting local artist ormusicians, the benefits of using organic products ect. The third theme for this viral seriescan be "Special Cause & Event" related. For example when holding a "Clothing Swap" createa video explaining the experience and activities that will take place at the OB Centric event.Then explain the social cause this event is going to support, such as donating clothes to thehomeless. Another example for the cause type of video would be to promote the "BookSwap" taking place. For this you can start the video off with a "public serviceannouncement" of how the Mayor of San Diego is proposing to cut back the days of theweek that SD libraries are open for operation. Then promote the book swap and state thatwhatever books have been donated at the end of the day will be sold to a used bookstore.With the money made from the cause , X percent of it will be donated to the Ocean BeachLibrary to help it stay afloat, even during these budget cuts. And finally finish it up, with aclip from the "Fahrenheit 451" movie- about what the world would be like if society stoppedrecognizing the value of books.

Email MarketingContinually build a customer email database by collecting email address in-store

either by using a sign up list, or business card fishbowl at the register. The other means forbuilding your list is by providing a sign-up option on your website. When you are ready tobegin the email campaign, here are some general guidelines on tips and things to include inall emails to make theses marketing communications as effective as possible.

Be sure to use the Sender Name: “OBCentric”, in doing so it is clear it’s from asource the receiver trusts and is interested in hearing from. The next step is creating aneffective subject line. Here are some general rules of thumb to use for writing a subjectline: be direct, stress the benefit inside (i.e. discount/ promotion vs. event info vs.informative articles), ask a question, be personal (use their name in the subject line and ingreeting), and tie in upcoming events/holidays. Some things to be sure not to use whenwriting a subject line are: using all caps, exclamation points, and hard-sell terms like “free”and “buy now”.

In writing the body, Give a personal greeting, and then follow up on what youhinted at in the subject line. If you offered a discount or promotion, tell the reader detailson the time period the offer stands, what products are included, how to redeem the couponor discount ect. In emails such as product promotions or gift ideas it’s very important toshow pictures in the email. These pictures would be as detailed and of as high of quality aspossible. Aside from sales and promotion emails, you may choose to offer other services tothe reader such as upcoming event information- possibly information about your featuredartists’, musicians’, & craft-makers shows or the OBMA events. The third type of email mayserve to give the reader informative content on subjects such as: why to be green, ways tobe green, green gift ideas, innovative “refreshed” (recycled & reincarnated products). In theBody it is important to keep the content short and focused- Roughly 500 is recommended.This is convenient for readers and most efficient in enticing the reader to learn more by

visiting the website. Near the end of the body provide a reason for them to click on the linkto be redirected to OB Centric website.

At the end of every email letter there are 3 elements that are necessary to include.The first being the companies Contact Info (website, phone, and address). The next is a linkto view OB Centric's privacy policy. The privacy policy basically states that your companywill not sell customers’ information to any outside parties, and this gives customersconfidence in registering, and remaining on the email list. Lastly, always provide an Opt-Out option. This allows the customer to unsubscribe from your emails, and benefits OBCentric by keeping your list of the highest quality and effectiveness as possible.

Below are monthly examples of subject line suggestions for OBCentric and a briefdescription of what to include in the body of the email. In-order to further expand these intoa full email campaign, be sure to reference the guidelines listed above.

Jan: “Dry winter? Renew and refresh yourself with organic lotions.”· Show pictures of the lotions, include benefits of organic usage, list the differentfragrances and variety of lotions available, stress that it’s locally produced and an affordableprice

<Measure increase in Sales for lotions>

Feb: “Shopping for a One-of-a-kind? Find unique Valentines gifts here.”· Show detailed pictures of variety of special gift items for a loved one.· Segment suggestions to make them efficient for the reader: for him, for her, for the artlover, for the musician· Market the partnership with Portugalia (see co-branding section above) about thepromotion for “buying a gift at OBCentric, and receive a coupon for a free appetizer atPortugalia.· Market the convenience of buy, wrap, ship all in one spot

<Measure Website Analysis of” the visitors’ journey through the website, time spent on pages orthe funnel from the landing page link in the email, through the gift search process leading up toconversions online. This may also increase in-store sales, by those people who prefer to researchonline and buy in person.>

March: “Go Green for St Patties- 20% off all recycled products.”· Position this as an informative article on the topic of benefits of recycling, organic, &reincarnated products and how they have been made into the very best- for both you and theenvironment· Link to the website to redeem the printable 20% off coupon (for in-store) or if purchasingonline- use the code provided in the email.

<Measure the effectiveness promotion code and coupons usages. >

April: “April showers are more fun than ever with our Hand-made soaps”· Do a feature article on the maker of your line of Hand-made soaps· Post picture of the Soaps and the Creator· Post a link to the viral marketing video about the process of making them on yourwebsite.

<Measure video views, and change in sales of Hand-made soaps in-store and online>

May: “__(Name)__Buy & Ship Mom extraordinary gifts”

· Show a few example product pictures- organized in categories of: jewelry, art, music,clothing. And add a link to see more of each category on the websites landing page forMothers day.· Also market the “personal gift shopper” feature available in the store or on the websitewith Keyword for free wrapping. For those shoppers who are interested in saving time, orsimply needing help picking a suitable gift.

o The customer provides: price range, selects the relationship to gift receiver,the occasion, receiver’s interest (from select all the apply boxes).o The personal shopper comes up with 3 items that match the criteria, andcontact the customer for final selection and confirmationo Then Gift wraps it, and option of shipping

<Measure the success of the Mother’s Day Landing page, product suggestion views, click-throughs & conversions. Use the Keyword promotion for gift-wrap to track which customerslearned about this new shopping service via your online marketing. >

June: “Going to the OB Street Fair? Stop in for refreshments and savings”· While at the OB Street Fair come in for free water or lemonade and save on OB brandclothing. Visit our website to get printable coupon· List features of the OB Street fair, and that stopping by your store for the perfect OBsouvenir/ memento to remember the day’s fun.

<Measure: printable coupon printed vs. redeemed, and using web analytics- track how thenumber of people who redirected to view OB Street Fair page. >

July: “ __(Name)__looking for ways to save this summer in San Diego?· This informational email can be offer up affordable things to do in ocean beach such asgoing to dog beach, watching the fireworks on the OB pier, Surfing by the pier, or watchingsurf competitions- (list some of the suggestion, but have the full list viewable on a landingpage “to see the complete list click here”· In this list include a few events at OBCentric like an “art show” (possibly catered byPortugalia- your co-branding partner), or “A Day With The Creatives”: use the back patioarea to interact with customers in creating low cost crafts, or have the ability to choose thestones/ feathers used in personalized jewelry made on the spot· Have a landing page on the website to go into more detail on the OBCentric eventincluding things like date/time and featured artists & their respective products.

<Measure: redirects/ Landing page hits for “Ways to Save” article, and secondly the number ofclick throughs to view more about the OBCentric event. >

Aug: “Hosting out of town guests? Get your OB souvenirs here”· Include a short blurb on the characteristic and uniqueness of OB· In this email showcase your “OB labeled items” with pictures· Suitable for people visiting OB, or to send to friends and family· Stress that nearly all your products are locally produced

<Intangible Objectives: Increase awareness that OBCentric offers many OB label products, andsecondly nearly all products are produced locally. Measure: the change in OB label productsales. >

Sept: “Fill out our Survey and get 20% off your next purchase”

· Tell the reader by filling out this survey you can better serve their interests, likes, andprovide them with the products their looking for.· Use an online Survey link to get them to take the survey, and once they’ve completedthe survey, Print their completion certificate/coupon for 20% off of their next purchase.· Post a link to your website, and have this promotion on your website as well. Incase theydelete the email, or decide at a later time, they’d like to complete it.

<Measure: number of people that clicked the link for the survey, compared with the number ofpeople who completed the survey, compared with the number of coupons redeemed.

Oct: “Start the Oktoberfest party off right, come in 10/10/10 to receive 10% off “· By riding the coat tails of all the Oktoberfest traffic, offer people an incentive to stop inyour store that day to take advantage of the 10% off sale at OBCentric since they’re just upthe street.· Use the OBMA to get the event info for Oktoberfest and highlight some of it the email.· Post a link to a printable coupon on your website.

< Measure: printable coupon redemption, in-store traffic, & again using web analytics- track howthe number of people who redirected to view Oktoberfest page

Nov: “Showing our Thanks by giving you discounted shipping for gifts”· Purchase $20 or more from OBCentric in November and the cost of shipping for it will be10%· Use Code in email to redeem discount for online purchases

<Measure campaign through discount code redemption>

Dec: “Need a gift idea? Christmas and OB Centric, right around the corner”· Show a few example product pictures- organized in categories of: jewelry, art, music,clothing. And add a link to see more of each category on the website’s landing page forChristmas gift suggestions.· Also market the “personal gift shopper” feature available in the store or on the websitewith Keyword for free wrapping. For those shoppers who are interested in saving time, orsimply needing help picking a suitable gift.

o The customer provides: price range, selects the relationship to gift receiver,the occasion, receiver’s interest (from select all the apply boxes).o The personal shopper comes up with 3 items that match the criteria, andcontact the customer for final selection and confirmationo Then Gift wraps it, and option of shipping

<Measure the success of the Christmas gift Landing page, product suggestion views and click-throughs & conversions. Use the Keyword promotion for gift-wrap to track which customerslearned about this new shopping service via your online marketing. >

Measuring the Success Email Marketing. In the list monthly marketing suggestions foremail subject lines and content, the last sentences enclosed in <carrots> gives suggestionson ways to measure the successfulness of each marketing email. In a general sense, hereare the typical ways to measure effectiveness depending on the function/ positioning chosenfor each email. The promotional and discount type emails offer a tactic to track marketingsuccess and conversions using codes, keywords, and coupons for in-store and or onlinepurchases. The Event/social type emails are directed to take advantage of the increasednumber of people attending events on Newport Ave, and aiming to increase store traffic andcoinciding increasing purchases by marketing the products that tie-in well with the specificevent taking place. The Informative types of emails make your company more credible by

serving as an information source, and develop an intangible relationship and loyalty withcustomers.