TABLE OF CONTENTS
Summary - 2 -
Access to Marketing and Website Assets - 2 -
Objective - 2 -
Website - 2 -
Objective - 2 -
Process - 2 -
Google Analytics and Google Tag Manager - 3 -
Objective - 3 -
Process - 3 - adwords - 3 -
Objective - 3 -
Process: - 3 -
Search Engine Optimisation (SEO) - 4 -
Objective - 4 -
Process: - 4 -
Reporting - 5 -
Objective - 5 -
Proposed reports: - 5 -
Appendix 1A: Google Analytics Screenshot - 6 -
Appendix 2B: Digital Marketing Lead Generation Report - 7 -
SUMMARY
This report is a summary of the objectives and processes for the next thirty days for Kaplan Professional. The sections are divided between:
• Access to Marketing and Website Assets
• Website
• Salesforce Tracking
• Google Analytics and
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PROCESS
A separate report will be sent to show you what is:
• Currently being measured
• How it is being measured and;
• Amending to measure properly e.g. an event to measure by tag manager rather than Google Analytics.
ADWORDS AND BING
OBJECTIVE
The aim will be to maintain current performance until the AdWords Proposal is sent to the internal team for approval.
The restructure will be sent your internal team by the end of the 30 days for approval. The aim will be to give the business control of courses they are advertising, locations they want to target, and how the budget will be divided.
PROCESS:
The below table will be used a guide for us to discuss.
Campaign Budget Distribution (shared available) Main USP to advertise Location to target
Brand
Postgraduate Vocational
2. Set-up and fix the conversion tracking from the AdWords account
3. Work on rebuilding the AdWords campaign to meet business direction e.g. increase budget in specific course.
4. Send the AdWords Proposal for the internal team to approve with a discussion.
SEARCH ENGINE OPTIMISATION (SEO)
OBJECTIVE
To discuss clear goals and develop an action plan and outline for a strategy in regards to the process listed below with the internal team.
PROCESS:
Review Search Console
Once access is gained, a review into the Search Console will show us any problems on the site. We will also gain search phrase data through the search analytics tab. This provides an insight into
We always keep working on our user interface to make it better than before with the help of Google Analytics. We also grab some details (browser types, amount of time you spend using CW). It also saves cookies to track
I feel that involving the board in devising a new strategic plan and allowing them to communicate with the
Step 2: This stage may require a negotiation with key stakeholders concerning the definition of success. Also, the coaching plan and resources are agreed and committed. For example, in this stage, the coach should present and agree the executive development needs and goals, identify and outline a suitable action plan, propose suggestions about milestones and metrics, and agree how progress will be measured.
Documentation of the plan of action for the employee should be completed. This documentation will provide a record of what has been tried, lessons learned, and the direction in which the employee should take to meet goals. This will help the employee gain knowledge and experience prior to taking on additional responsibilities. Thus, providing the employee with his/her strengths and weaknesses. Next the discussion for what the employee goals will be for the upcoming future should take place. New goals should be addressed. The employee should be willing to correct any performance issues.
She must communicate with all managers and Board of Director through several conference meetings about her decisions. A strategic planning meeting will be scheduled with all members of the company to discuss future plans and actions. Gilcrist ask that each associate please be patient during this initial stage, and to make all of you aware that some meetings and tasks will be delegated to appropriate personnel as needed.
Establish objectives together: Define performance objectives with the team and make sure that all team members understand the objectives and what actions will need to be taken to achieve them.
In today’s companies, the analytics software plays the important role and guides the future activities to a great extent.
Probably increase marketing, promotional and expenses related to discounts in the subsequent year due to “Premier Vision” plan.
Common objectives are developed by working together to ensure Team building is done and that the team runs affectively with all members using their strengths. The evaluate each individuals strengths and weakness’s and bear these in mind when allocating tasks. Agree with team members the tasks they have been set and ensure they are confident and trained to carry them out. Ask for suggestions and brainstorm for idea’s from the team and allow them to have an input as long as it is safe and possible to do so.
4. Action: List and describe 4-5 action steps to turn your plan into reality and implement the plan
After a period of declining sales for Allround, we increased the advertising budget to be consistent with our competitor’s budget. We decided to be very consistent with our strategy over the ten periods; however, in hindsight we should have implemented a more dynamic strategy that factored in the changing
5. What is the next step the team members must take in order to complete their project plans?
The strategy of implementation of an established dot com company, struggling to leverage current advertising methods with business objectives.
1.1 Explain the importance of the team having a common sense of propose that supports the overall vision and strategy of the organisation
Establish the short term and long term goals aligned to strategy. Run as a project if suitable i.e. develop schedule, budget, resource plan, etc. Identify some early wins.