FW: Hi. We should start writing the report...

[Chris Harper]

All, my apologies, I responded to the message from the google group yesterday but it never went through as this e-mail address wasn't associated with my google account and therefore didn’t have permissions to send to the list.

That said, please let me know my part for the paper due on Friday. Hopefully, you took a look at the small writeup I had started in class with everyone last session that is placed in the dropbox folder, yes? Did we build upon that or start new? I've attached the doc in the event that you hadn't seen it yet.

Let me know how I can contribute and I appreciate everyone being so willing to let me work from afar. Realize it's not ideal but we'll make it work.

Thanks all! /ch

Christopher M. Harper

Owner, CHarper Image

3320 Wharton St., East Lansing, MI 48823

Email: ch...@charper.net / Business: (517) 797-5496

Web: http://www.charperimage.com

From: Chris Harper <ch...@charperimage.com>
Date: Wed, 2 Mar 2011 20:29:53 -0500
To: "broz...@msu.edu" <broz...@msu.edu>
Subject: Fwd: Hi. We should start writing the report...

Emily did you get the email below that I sent to the google group? Looks like it may not have gone through.

Sent from my iPhone

Begin forwarded message:

From: Chris Harper <ch...@charperimage.com>
Date: March 1, 2011 12:10:23 PM PST
To: "<tc862-google-c...@googlegroups.com>" <tc862-google-c...@googlegroups.com>
Subject: Re: Hi. We should start writing the report...

Don't forget I'm traveling so just let me what my part is!

Sent from my iPad

On Mar 1, 2011, at 11:48 AM, "Emily Brozovic" <broz...@msu.edu> wrote:

We will have time in class tomorrow to work on this, so we can discuss and assign portions then, since that is when we will be talking about what strategies we plan to use.

I can take on the client overview since I pretty much wrote most of that up in my initial email to everyone about this company...I'll just refine it for the paper so it's less informal than my email.

See you all tomorrow,

Emily

On Feb 28, 2011, at 8:28 PM, Shan wrote:

Hi. Everybody.

I think you all must be busy during the mid-term week.

However, I have to remind you that our pre-campaign report is due this

Friday.

So I think we should assign the work and start writing now.

Please reply this email and tell me which part you want to be

assigned.

Thank you.

                          Shan

The format are required by Google as followed:

Pre-Campaign Strategy Report

In addition to Communication and Readability (5 points), the Pre-

Campaign Strategy has two components.

A Client Overview (12 points) describes your client business and helps

your team craft and defend the

Proposed AdWords Strategy (13 points). Combined, both components

should be a maximum of four pages.

Ideally, you would gather client input in developing the Pre-Campaign

Strategy. All groups must submit the

Pre-Campaign Strategy to their professor and to Google.

Client Overview (12 points, about two pages)

As a foundation for the proposed AdWords Strategy, this section

provides a brief overview of the client

and its marketing,

• Client profile (2 points, a few sentences including some of the

following. Please note that clients

may not want to share some information. You may note this in the

report if this is the case)

- Name, location

- Sales and number of employees

- Goods and services off ered

- Key online marketing personnel

- Age of the company

- url, website age, website management

- Company presence and sales via online and offl ine channels

- Other relevant information

• Market analysis (4 points, about a paragraph including some of the

following)

- Current and potential customers

- Current and potential competitors

- Overview of the industry (key characteristics, competitive/saturated/

mature)

- Projected and historical online spend for the industry

- Market position/specialties

- Unique selling points of the goods/services off ered

- Seasonality of their goods/services or seasonality that the company

has identifi ed

- Other relevant market information

• Current marketing (4 points, a couple of paragraphs including some

of the following)

- Website uses, e.g. sales, customer service

- Website strengths and weaknesses

- Website visibility, such as Google PageRank, incoming links, a few

keyword search results,

online advertising, and offl ine promotion of the url.

- If available, summary information from Google Analytics or other

third party web tracking software

- Email campaigns

- Offl ine advertising

- Other online or offl ine marketing

• Conclusion on how the AdWords campaign should align with the

client’s business

(2 points, a few sentences)

Proposed AdWords Strategy (13 points, about two pages including sample

AdWords and keywords)

Based on an analysis of the client, its website and marketing, each

team should craft an appropriate

AdWords Strategy and metrics for its campaign. The proposed strategy

should include:

• Number of Ad Groups and the focus for each Ad Group.

• Keywords and negative keywords

• Text for at least two AdWords versions

• Daily and weekly plans for spending their campaign budget

• Network(s) for their AdWords ads

• Target audience settings

• Ad Serving options

• Keyword Bidding

• Geotargeting

• Goals for impressions, clicks, CPC and CTR

• Proposed success metrics

• Other relevant information

Communication and readability (5 points)

The Pre-Campaign Strategy should have a logical flow, be easy to

follow, and avoid grammatical mistakes.

[Emily Brozovic]

Chris,

If you could aid in writing up more of the actual strategy for the paper that would be helpful. I am working on most of the client overview.

Emily

Emily Brozovic

Producer

Virtual University Design and Technology

Michigan State University

100 Wills House

East Lansing, MI 48824

(517) 884-0677

vudat.msu.edu

<Growing Edge Adventures pre-campaign strategy rpt.docx>

[Chris Harper]

Will do thanks Emily!

Sent from my iPhone