Marketing Proposal 2018

Marketing Proposal 2018 Client Jurassic Vets Proposal reference number 2018.1002 Contact 01392 793633 Project consultant Simon Wilkins

BUSINESS NEEDS CURRENT SITUATION Jurassic Vets are a Sidmouth-based RCVS-accredited Small Animal General Practice . They are the only practice in Sidmouth that hold a RCVS Practice Standards Scheme accreditation for Small Animal General Practice. They are also the town’s first full-time veterinary practice dedicated purely to caring for pets and their owners. Staff are pet owners themselves and are caring and approachable, taking the time to talk with clients. They aim to be the most friendliest vets in Sidmouth. They appreciate that pets are part of the family and treat them as such. Jurassic Vets have the most up-to-date facilities and are able to provide the best and modern care for all of their patients. Jurassic Vets’ current website has not been updated in 3.5 years. It currently does not perform well, and it is very difficult to update. The site is not linked to the Google Search Console so are unable to identify parts of the website that need attention. The site is not linked to Google Analytics so are unable to measure effectiveness of campaigns. Website Jurassic Vets require a new website to attract new customers and also to create interest with existing clients. New website messaging needs to clearly highlight what sets Jurassic Vets apart from other local veterinary services. They need a website that is easy and quick to update that will not cost an additional fee for every minor update. Website needs to be given a refresh to look modern and more accessible and also needs to be linked to Google Search Console and Analytics in order to identify weaknesses and effectively manage and react to campaigns. PPC Effective implementation of Adwords to drive traffic to the website. Establish Goals that aim to convert visitors to the website. Social Media Reconsider the purpose of the use of different social media channels and reaffirm the reasons for using them. Consider how to leverage social media to drive traffic to the website and achieve conversion goals. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

RESEARCH • Research has been done by comparing identifying strengths and weaknesses of competitor websites that Jurassic Vets identified. • Ikin & OxenhamSidmouth • Does not have a homepage (video only with links) • Name is a nightmare to type in to search/ google • Straightforward sections of the website • Back catalogue of newsletters on website that are very out of date • No Blog • Sidmouth Vet Practice • Get in touch and opening times are hard to read • Large image of vet – looks professional and personal – engaging • Lots of difficult to read text • Strange formatting makes it difficult to read • So many things going on makes it difficult to focus on any one thing. • Loads better on mobile. • Several widgets for Facebook • No clear calls to action • Blog was last updated in 2015 Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Google Analytics An analysis of current keywords and ads that Jurassic Vets are running. Google Analytics Access to Google Analytics would give us the opportunity to better understand what Keywords you are currently trying to rank for and how successful you are being with them. This would enable us to understand your tactics and improve upon them. We are able to see that an ad appears when searching for ‘Sidmouth vet practice’. Keyword Research Keyword research would be conducted to find better keywords to ensure that ads will be delivered in search results to people looking for Jurassic Vets’ services. The keywords would be chosen on the basis that they will be relevant and also that Jurassic Vets will be able to realistically compete for them, offering a substantial return on investment. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

RECOMMENDATIONS –Website Redesign Following a recent meeting with Jurassic Vets, it was agreed that we would create a mock-up for a new home page and make recommendations on how to improve the website including SEO implementation. Jurassic Vets will be providing text and images. • QuayClick recommends: • Website redesign • SEO • Blog • Further recommendations: • Researched PPC campaigns • Re-evaluation of Social Media • On Going SEO Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

THE SOLUTION We propose a website redesign with better SEO implementation with the aim to attract new customers and reengage and create interest with existing customers. Restructuring The website will be restructured with a refocusing on key aspects of the business. Key services will also be clearly highlighted so that visitors will instantly know that Jurassic Vets has the services that they are looking for. *Note: JV need to outline what they consider to be key services. Wording and SEO Wording will be amended to better reflect Jurassic Vets in 2018. Current text suggests that they are a new vet however this will be changed to better represent JV as an established practice. Further to this, we will implement better SEO throughout the site to improve chances that the website will be found in organic web searches. Website Editor Websites that are designed by QuayClick are easy to edit. If any changes need to be made to text on the website, Jurassic Vets will be able to log in and make changes and publish them immediately – no long waits for others to change text. Layout and Calls to action All images and text on the entire website will be reorganised in such a way to become more modern and visually engaging. At the moment there are no clear calls to action. We will establish more opportunities on the website for visitors to complete an action. We will also be able to set up goals in Google Analytics and track conversions through these calls to action. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Further Recommendations (1) We further propose a PPC Adwords campaign focused on keywords to drive people to the new site based on keyword research. Raise awareness – no payment for displaying of ad Using keywords that customers will most likely use when searching for Jurassic Vets’ services on Google, advertisements will appear at the top of the search results. As this is pay per click (PPC), the account will only be charged if the advert is clicked on, meaning that more potential customers will see Jurassic Vets, raising awareness even when not clicked. Highly targeted Paid search is highly targeted meaning that the advertisement will only be shown to people who are interested in services that are offered by Jurassic Vets. They can also be targeted to a specific location, meaning that only people in a chosen area can see the ad. Manage budgets efficiently through accountability and predictability. With PPC you are able to clearly define your budget spend meaning that you are always on top of how much is being spent. We are able to monitor to clearly gauge ROI and traffic, rankings and results are generally stable and predictable. Track progress Through use of analytics, we will be able to clearly track interest and adjust the campaign as necessary, offering feedback through reports along the way. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Social Media Research • Research has been done into how competitors are using social media. Ikin & Oxenham Sidmouth Facebook 4.9 reviews out of 7 reviews. Posts once a month – newsletter points back at the website. 195 people like. 191 follow. Services are very clearly highlighted at the top of the page. Twitter Not on Twitter Instagram Not on Instagram Sidmouth Vet Practice Facebook 4.9 out of 19 reviews. Very infrequent posting (last post was July 2017 – post before was Jan 2017). 471 people like. 454 follow. Twitter @SidmouthVet – non starter. One post from 2015. Instagram Not on Instagram Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Further Recommendations (2) We also propose a re-evaluation of Social Media. • Facebook: • Facebook • Good review rating 5/5 from 39 reviews. • No call to actions driving visitors to website. • This advert has 300 views. Very engaging with a cute video…BUT: No call to action – could link to website sign up page – this could be set up as a goal to try and get people to sign up to the classes. If we were using Facebook Pixel we could see how many people were converting from social. The more clicks that this post would get would also mean that it would show up more in people’s feeds. • Drive likes and engagement – Signup and share for chance to win your first class free. • Although it is a cute video – maybe a video of the classes would have more of an impact – if people could see how well managed and successful the dogs were they may be more inclined to sign up (if there was a sign up page). • Where are you getting images from for use on social media? Are they royalty free? Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Further Recommendations (2) We also propose a re-evaluation of Social Media. • Instagram • Length of post: [source: https://blog.tailwindapp.com/how-often-should-i-post-to-instagram-at-least-once-per-day/] • Ideal Length of Instagram Captions: 138-150 Characters helps to drive engagement. • Currently posting 1-2 times a week. • Should aim to post at 7+ times a week. • The more you post at this rate: • The more likes you get • The more engagement you get • The faster your following grows • Only 5% post the required amount to increase numbers. • Use more hashtags – Ideal Number of Hashtags for Instagram Captions: 5-10 (several posts are only 3 or 4 tags). • Should be a combination of some you use often (avoid using in every post to avoid shadow banning but have a pool that you constantly rotate so that fans can find you), some unique to the post, some obscure so that you can find new people, a unique hashtag to build brand loyalty #jurassicvets (is used on every post so far). • ** More photos of interaction between staff and animals – if people see how happy the animals are with staff they will be more inclined to recommend / join practice. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Further Recommendations (2) We also propose a re-evaluation of Social Media. • Twitter • Ideal Length of a Tweet: 71-100 Characters • Tweets are very short and can easily be missed. It is recommended that for Twitter you should post at least times a day. [industry experts recommend you post every hour of the waking day – source: https://coschedule.com/blog/how-often-to-post-on-social-media/] • Twitter is a great middle ground between Facebook and LinkedIn. A lot of businesses are on Twitter and it is a good place to prove yourselves as industry experts. Others who are interested in the industry or work in it themselves will share and recommend you to their network. Being a vet based in Devon – it would be good to build up a reputation in that network. It would also be good to build up a reputation in surrounding towns and villages. Especially amongst influential pet owners. • It may even prove to be worthwhile to build a relationship with an influential pet owner with a large followership on Instagram or Twitter either through endorsement or some other means. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

ESSENTIAL SERVICES • The following services are included as part of our Website Redesign and SEO: • Full website redesign. • Implementation of SEO best practices to improve organic rankings in search results. • Full training on QuayClick website editing system. • Full training in blog implementation and blog best practices. OPTIONAL SERVICES The following services are not included as part of our Website redesign. We would recommend that you consider them, as they as services which will compliment the website redesign. • PPC campaign–Reach a local targeted audience to improve chances of finding new customers. • We will build and manage a campaign to drive traffic to the new Jurassic Vets website and improve conversions. • Social Media management and goal orientation–Re-evaluate social media channels and their goals • Manage social media channels to grow followership and drive social media followers to the new website. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Working with QuayClick SEO QuayClick is founded on the knowledge that the right marketing solution can transform and grow your business. We pride ourselves on being industry experts with several years of joint experience amongst our staff who are all up-to-date with the latest changes in the digital marketing landscape. We are dedicated to implementing marketing solutions that drive traffic to your website to help convert visitors into loyal customers. We aim to learn your business and understand your clients so that we are able to offer a tailored solution that is unique to you and your business. As a digital marketing agency, we do not confuse you by trying to impress you with industry jargon. It is important to us that you are a part of the process and ensure that you are kept up to date every step of the way. We do not work for you, we work with you. As such, we are transparent, offering reports along the way and are open to discussion. Our size also affords us the chance to be more personable, with the goal of building trust and relationship with our clients. PPC WEB DESIGN SOCIAL MEDIA COPY-WRITING EMAIL- MARKETING Learn more about QuayClick at: www.quayclick.co.uk Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

TIMELINE TO IMPLEMENT ESSENTIAL SERVICES [8 WEEKS] We offer the following timeline for the implementation of the Jurassic Vets Website redesign solution. Please note that additional meetings will also need to factor into the timeline to agree on the proposal before work can begin. Initial Set-up Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Investment Essential The following elements are considered essential to the project. Optional The following elements are considered optional beneficial services to the project. All prices are subject to V.A.T. Proposal no: 2018.1002 | Date: 19 January 2018 | Prepared for Jurassic Vets

Marketing Proposal 2018