Executive Summary: · Web view2019. 10. 4. · Upper Basement has its own logo design, the logo design is really distinct and obvious to show off the elegance of Upper Basement

An online presence proposal for Upper

Basement

By: Pengfei Chen

To: Jan Jervis

Pages: 21

Pengfei Chen 0439353940 1

Table of Contents

Executive Summary:........................................................................................................................... 3

Introduction:.......................................................................................................................................... 3

Background information:................................................................................................................. 5

Client Requirements:..........................................................................................................................5

Target audience:................................................................................................................................... 6

Benefits for Upper Basement:........................................................................................................ 6

Recommendations:..............................................................................................................................7

1: Build Upper Basement website............................................................................................7

Mockup Website:..................................................................................................................................9

2: The benefits of using social media...................................................................................14

3: The benefits of Search Engine Optimisation and SEO strategy...........................15

The cost of online presence:.........................................................................................................17

1: For the website designs:.......................................................................................................17

2: For the cost of social media................................................................................................18

3: For the cost of SEO strategy................................................................................................18

Conclusion............................................................................................................................................ 19

Reference.............................................................................................................................................. 20


Executive Summary:The purpose of this report is to propose a strategic plan for an online presence

designed for Upper Basement. Upper Basement is new and seeks to expand its

online presence. The management of Upper Basement would like to attract more

people to pay attention on Upper Basement. This proposal would recommend

that Upper Basement needs to have its own website, social media such as

Facebook and Twitter in order to attract more people to pay attention on Upper

Basement.

Introduction:Upper Basement is a specialized room for students who study master of

advertising. However, there are not many students aware of Upper Basement, it

only has information on Bond University website, generally speaking, only

advertising students know what Upper Basement is and the useful of Upper

Basement.

The objective is spreading information of Upper Basement to the students who

are willing to study Master of Advertising. If more people know the Upper

Basement, it does mean that they will know the course of advertising and focus

on it, it also does mean that the more students will come to bond to study master

of advertising if the overall students are interests in Upper Basement.

Furthermore, Upper Basement would like to have its own website, social media

page such as Facebook and Twitter, implement Search Engine Optimasation

strategy.


This proposal considers there are three ways can promote Upper Basement. The

first way is creating a website for Upper Basement, the second way is connect it

with social media such as Facebook and Twitter, the third way is implementing

Search Engine Optimisation strategy. These three ways are the most important

components for promotion of Upper Basement because nowadays people spend

more time on internet for searching information.

In terms of cost, in order to save money to implement these three ways, this

proposal will suggest that only use money for creating a website, because a

professional website designer will do much better than others. They will create a

website including everything you concern, as well as the security system which is

the most significant part for the website. However, the proposal would not like to

pay money on the social media and Search Engine Optimisation strategy. The

first reason is very obvious because it is too expensive for implementing, the

second reason is the students who are doing master of advertising, they can also

finish it by themselves even though it will not be the same professional work

compared with the person who works in the big company.


Background information:Upper basement is a private agency space for students who study Master of

Advertising. This room requires the most technical equipment for students to

work on projects and prepare their portfolios. The program provides

opportunities for interactions with real clients. In this spectacular room,

advertising students are able to share creative solutions for different problems,

engage and interact with the real clients, and students can gain valuable

experience. (Bond University, 2016)

Upper Basement has its own logo design, the logo design is really distinct and

obvious to show off the elegance of Upper Basement. Once students see the logo,

the logo will be easily reflected as a room of Upper Basement and only available

for master of advertising students.

Client Requirements:The purpose of this paper is to propose a strategic plan for an online presence

for Upper Basement. Currently, Upper Basement only exists on the website of

Bond University. The functions and benefits to Master of Advertising are limited

introduced. Only students who study master of advertising are aware of the

benefits of this room. Due to this situation, this proposal will give a creative

strategic plan for an online presence for Upper Basement.


Target audience:The target audience will be the students, who graduate from undergraduate, may

be seeking to study a Master of Advertising. The best age of students is between

21-35. As there are many students work for advertising more than 5 years, they

want to study more, so they will come back to university to continue.

Benefits for Upper Basement: Online presence plays a vastly important role in any kinds of promotion,

especially for outbound and inbounds marketing (Godwin, 2014). Outbound

marketing is especially for the consumers that they will remember the product

or service they purchase, it can consolidate your brand. It can help provide

credibility for products or services to your customers. Inbounds marketing is the

interaction between customers and businesses. Customers will be engaged in the

online content if there is a good online presence.

Upper Basement will have a good interaction with the future students online, if

students have any problems or requests, they can contact with the online

workers immediately, or they can give a call or sent an email as well. For the

home page, there will be a online service that can help students answer partially

questions, if they have more issues, they have to call or email.


Recommendations:

1: Build Upper Basement website Every small business should have a website, at the very least the website should

be able to show the fundamental functions to the target audience (Godwin,

2014). Furthermore, building a website is not only for showing off the products

or services, but also save you and your customers time and save your money

(Fulton, 2013).

Upper Basement has a total different appearance from other rooms. It is more

than just a room, it includes meeting tables, comfortable couches, private

printers, Mac system computers and some entertainment such as small

basketball. Upper Basement can show off these advantages on the website, take

different and beautiful pictures post to website, introduce how the differences

and benefits from other rooms.

In addition, the previous students portfolios also can be shown on the website

because some students will be interested in other students work, if they are

interested in someone’s work, perhaps they will be interested in Upper

Basement.

Also, the website should consist of basic contact information such as phone

number, email in order to communicate with your audience easily (Fulton,

2013). If future students enjoy Upper Basement, they will have many questions.

It is impossible for them to communicate with you face to face, so if you have

contact information, they can reach you through email or cellphones.

As a result, students and you both can save a lot of time any spend time on other

aspects of Upper Basement. They will have a better understanding of Upper


Basement as well. Professional designers can build a website that design with

your audience in mind. They can provide information that audience want to

know, in the long term, the cost must be less than you have no website.

Therefore, hiring someone to build the website will save money (Fulton, 2013).

Moreover, after building a website, it needs to be maintained, otherwise, they

will crash, get hacked because of the security problem (Lynch, 2016). Therefore,

security is also a big issue for Upper Basement, so it is better to invite the

professional person to do it.


Mockup Website:

There are four tabs for Upper Basement which are home, current students,

clients and contact. The website logo located in the up left, and in the up right, it

will link to Facebook and Twitter. The reason why Upper Basement would

benefit from social media will be shown in the next page. Every website page will

tell people the information about them, so as Upper Basement.


There are four parts in the home page, the fist part shows a student’s photo with

the words of “Upper Basement”. These two words can jump into people’s eyes,

and represents this is the Upper Basement. In the right hand, the words of

“Welcome to the Upper Basement”, when people see it, they are willing to click it

and see more information about Upper Basement.

The second part will show the different pictures, also these pictures will catch

people’s attention and desire to click these photos have a look.

The third part is a video of Upper Basement, this is important because everyone

wants to look how good Upper Basement is, how does it work between clients

and students or teachers.

The last part is quick links and contact information, quick links will help people

see more information about Upper Basement and contact information will tell

people how to contact with Upper Basement.

Furthermore, orange and green are recommended, because in the Upper

Basement, there is a wall with orange color and a green tree, these two colors are

match to my color design.

Moreover, the word “Home” is orange, it does mean people are looking at this

page at the moment, if people want to look at current student, the color of

“current student” will turn out orange, the same as client and contact.


This is the page about the current student. There are six students in studying

master of advertising, there are six students’ pictures inside as well as the

students’ biography. Because the target audience are the future students, they

would like to see the current students information, they would like to know

more about them and they will also have a better connection with Upper

Basement.


This is the page for the clients. Clients such as handyman, rotary club and alumni

will be approached to feature on the Upper Basement website. If they give

permissions, the website will provide the work completed by Master Students.

As an agency, we need to show our works to audience. For example, I choose

three clients and I will put the three logos in the second part and put different

videos of three clients. These will show the audience that how efficient we work


with clients, also it will show that there are so many clients would like to choose

us to work with.

It will be very simple for the contact page, but it is also important to separate

because I think if a website always show their contact information, it will

embedded in people’s brain, and one day they will give a call or email.

These four pages have a common page, they all have the same “quick links” and

“contact us” page in the bottom, just reminds people to think about it.


2: The benefits of using social mediaNowadays, most companies are using social media to interact their customers

and potential audience. They are engaging with them on Facebook, Twitter,

LinkedIn and so on (NEGARI, 2015). Social media can find new customers and

expand your audience (Cisnero, 2014). If Upper Basement creates its own

Twitter page, the customers and potential audience will easily find your

information. Every student will spend 5 or 10 minutes to edit the Twitter page in

order to make it alive. They may put some interesting things or videos. A

bachelor degree student types “master of advertising”, your page will

automatically appears and he or she can look up your page, find information of

Upper Basement. Furthermore, social media can receive the feedback from your

audience instantly (Cisnero, 2014). No matter what the information posted on

the Twitter, the audience will give you feedback instantly; do not be upset if you

get the bad feedback of Upper Basement, you can improve much better based on

the negative feedback. Moreover, using social media can share content easier and

faster (Cisnero, 2014). In the past years, people have to spend plenty time to

share the content to their audience. So, Upper Basement can create new content

on the social media and share some useful information and the content to

audience directly. However, make sure the content must interests your audience.

Also, a company cannot always talk about yourself on the social media, otherwise

audience will be tired of your information (NEGARI, 2015). Upper Basement can

show something different but has a connection on the social media. For example,

you can show the interactions between real clients and students in the room,


projects students are engaged in as well as some funny things that make people

laugh.

3: The benefits of Search Engine Optimisation and SEO strategy

Nowadays, 89 percent of consumers use search engine to find their product and

service before they make a decision (Godwin, 2014). The objective of Search

Engine Optimisation is allowed people to search their specific product or service

more easily and faster. At the moment, most people trust Search Engine because

they provide the accurate information, and there are many options for people to

look at, it list in many pages and shows different information that people can

have more options to choose their product or service. There are many Search

Engines such as Google, Yahoo and Bing. These Search Engines connect people all

over the world (Godwin, 2014). However, Chinese government does not allow

Google come to Chinese market, they normally use Baidu instead. Upper

Basement may use these Search Engines to help promote itself, especially for

using Google. However, Upper Basement also has to connect with the Chinese

people because China population will reach 1,382,494,824 in the beginning of

2017 (clock, 2016). So it is better to use “Baidu” so that Chinese people also can

be connected. It is better to translate all English version into Chinese version, put

these information on “Baidu” so that Chinese students will catch up with it easily.

One of the important Search Engine Optimisation is developing a content-

marketing strategy (LINCOIN, 2015). Upper Basement should create top

keywords in order to give people something to link to. For example, Upper

Basement can create keywords “master of advertising” or “advertising students”,


these keywords will rank by themselves in the search engines. Also, Upper

Basement needs to create a link to share with other website or social medias that

more people will see the website. How to know that whether the website is

attractive or not? The answer is by sharing website to track. If more people to

share Upper Basement website, the more new audience will be attracted.

However, Upper Basement needs to change the key words regularly, it does

mean that the website remains active and alive. Because everyone would more

likely to see different things, even only changes a little bit. Furthermore, it is also

very important to get website mobile-ready (LINCOIN, 2015). Upper Basement

should not only focus on the website design, but also pay more attention on the

mobile version. Because there are more people to use mobile phones to search

product or service on the mobile, if Upper Basement does not have this function,

it will lost a significant amount of rankings in the mobile version of Google

search listing. The best option for Upper Basement is using responsive design

(Overview, 2016).

No matter audiences are using laptops, IPad or smartphones, the content and the

pictures will automatically change if you use different items. For instance, if

audience uses the laptop to search product or service, the content and pictures

will be bigger than smartphones, but it will be exactly the same as vivid and

clearly as smartphones.


The cost of online presence:

1: For the website designs:There are many options to design a website. The cost is determined by whom

you choose to build websites (Lynch, 2016). For example, if you are a website

designer, you can build the website by yourself, the advantage is cost you

nothing. Also, it may cost vary from a little money to a big amount money, such

as hire a student or friend, graphic design company and advertising agency. The

best way for Upper Basement to build a website is find a freelance web

developer. Because it cost much less than the graphic company, although she is

not belong to a big graphic company, she has the same ability as the people work

for the design company. Maybe she wants to have more free time or she is willing

to work at home. The cost for this kind of web designer is from 1,250-10,000

dollars (Lynch, 2016). In terms of Upper Basement, it is better to do the website

without any frills, it is only costs $1,250. Because the students and parents

concentrate more on the content of Upper Basement, it needs to convince them

with the good content. If Upper Basement website has too many decorations, it is

reflected to people that Upper Basement is too colorful or complicated, this will

make people feel upset. Furthermore, Upper Basement needs a qualified

security system in order to protect web from getting hiked. The cost of security

may varies from $249-$549 per year (Lynch, 2016). In terms of Upper Basement,

it is better to choose the lower price. Although the lower price is not good

enough, at least it contains the basic things for the security. It is also allowed to

pay by monthly from $12 per month until the full amount is paid (Lynch, 2016).

The cost should be paid by Bond University.


2: For the cost of social mediaAccording to the research, it costs an average of $1,000-$7,500 per month using

marketing of Twitter (Barrett, 2011). The costs including create a new account,

consumer interactions. It will introduce the accounts to others and share with

others, also they will post some interesting videos or contents in order to get

audiences’ attention. For the marketing of Facebook, it costs an average of

$2,500-$5,000 per month (Barrett, 2011). Creating a better strategy for social

media marketing and outsourcing all channels such as Facebook and Twitter, it

may cost from $3,000-$20,000 per month. However, Upper Basement is now just

unfamiliar with people outside, it has very little chance to achieve ROI on the

social media campaign for using $20,000. As a result, we do not have to ask social

media company to do the marketing strategy, Thea and Raj have the designer

background, it perhaps be easy for them to make a Facebook page and Twitter

page. It is better for Upper Basement at the moment, because it costs less.

3: For the cost of SEO strategyThere are four payment models for the SEO strategy including monthly retainer,

contract services at fixed price, project-based pricing and hourly consulting rate

(DeMers, 2013). Most SEO agencies use all of the payment models, however it is

not useful for Upper Basement not only because of the high price, but also

because of the easy operations of SEO strategy. For example, it costs $500-$7,500

for site content audit, and $500-$3,000 for the social media site setup. These

things can give an opportunity for students to do it. Although they may not as

professional as the person who works in the company, they will do their best to


achieve the goal. As a result, it will cost nothing for Upper Basement but the

advertising students have to sacrifice their free time to finish it.

For the information mentioned above, the Upper Basement will only cost $1,499

for website designs including the security system. For the cost of social media

and SEO strategy, it should not waste too much money on them, when there are

more people aware of Upper Basement, then social media and SEO strategy will

help to explore.

ConclusionThere are three ways can promote Upper Basement. The first way is creating a website, the second way is connect with social media such as Facebook and Twitter, the third way is implementing Search Engine Optimisation Strategy. These three ways are the most important components for promotion of Upper Basement, because nowadays almost people would like to use internet to find information.


Reference

Barrett, J. (2011). HOW MUCH DOES SOCIAL MEDIA MARKETING COST? Retrieved from THE Content FACTORY: http://www.contentfac.com/how-much-does-social-media-marketing-cost/

Bond University. (2016). Upper Basement. Retrieved from BOND UNIVERSITY: https://bond.edu.au/about-bond/facilities-services/teaching-facilities/upper-basement

Cisnero, K. (2014, 7 25). 10 Benefits of Social Media for Business Every Skeptic Should Know. Retrieved from Hootsuite: https://blog.hootsuite.com/social-media-for-business/

clock, C. P. (2016, 6 20). China population. Retrieved from countrymeters: http://countrymeters.info/en/China

DeMers, J. (2013, 12 27). How Much Should You Spend on SEO Services? Retrieved from Search Engine Watch: https://searchenginewatch.com/sew/how-to/2267471/how-much-should-you-spend-on-seo-services

Fulton, J. (2013, 11 8). The 3 Key Benefits To Having A Website For Your Small Business. Retrieved from _sgd: http://sgd.com.au/2013/11/3-key-benefits-website-small-business/

Godwin, L. (2014). CREATING A STRONG ONLINE PRESENCE FOR MARKETING SUCCESS. Retrieved from DUCT TAPE MARKETING: http://www.ducttapemarketing.com/blog/online-presence/

LINCOIN, J. (2015, 12 4). 6 Essential SEO Strategies to Incorporate in 2016. Retrieved from Entrepreneur: https://www.entrepreneur.com/article/252954

Lynch, E. J. (2016, 3 8). How Much is a Website in 2016. Retrieved from GEOFFREY MULTIMEDIA: http://geoffreymultimedia.com/how-much-is-a-website/

NEGARI, D. (2015, 9 16). 5 Affordable Ways to Get Your Business Noticed Online. Retrieved from Entrepreneur: https://www.entrepreneur.com/article/250672

Overview, M. S. (2016, 5 16). 3 ways to implement your mobile website. Retrieved from Choose your mobile configuration: https://developers.google.com/webmasters/mobile-sites/mobile-seo/


Documents

Executive Summary: · Web view2019. 10. 4. · Upper Basement has its own logo design, the logo design is really distinct and obvious to show off the elegance of Upper Basement