Matt Pacaud , Kaytee Connor & Nik Yuen

1. Matt Pacaud, Kaytee Connor & Nik Yuen

2. Client Profile - CORK 2013 (The Ultimate Freshwater Experience) • Founded in 1969 with 44 years of longevity • Located in Kingston Ontario’s Portsmouth Olympic Harbour • Website: CORK Kingston - The Ultimate Freshwater Experience • Social Media Channels: • Facebook • Twitter • Youtube

3. Client Profile - CORK 2013 (The Ultimate Freshwater Experience) • International Reputation • Services as a venue for: • Events such as sailing events • Training athletes for sailing events in Canada and around the world • Employee base consists of: • Volunteers • Board Chairman Jamie Fraser • Event Chairman Tim Irwin • Executive Director Marianne Davis • Event Assistant Erin Murray

4. Marketing Analysis • Current and potential customers: • Athletes training for world-class regattas and other sailing events • Organizations who they feel could benefit from a sponsorship with CORK • Current and potential competitors: • Organizations around the world bidding against them for the opportunity to host upcoming sailing events • Rival sailing clubs, such as Finland’s Kuopio Yacht Club, which hosted the 1999 Volvo Youth Worlds • Overview of industry:Trends to consider • Safety • Design

5. Marketing Analysis (Cont’d) • Marketing position/specialty • Very competitive in its own market • Known internationally for its venue and history. • Of its services, the most searchable would be the upcoming regattas and other major sailing events • Unique selling point of goods and services offered: • CORK’s unique selling point would probably be their international reputation. • CORK has hosted the Olympics and stepped up to host other international events as well • Seasonality of their goods/services or seasonality that the company has identified: • Events tend to fall mostly during the summer and fall months ( • During the winter, they are primarily trying to recruit more volunteers as well as promote for the summer sailing events

6. Current Marketing • Website uses: • Promoting upcoming events • Recruiting volunteers • Gaining sponsors • Website visibility: • CORK’s website does fairly well in organic searches. • Ex: Second result under keywords “Sailing events in North America

7. Current Marketing (Cont’d) • Website strengths and weaknesses (SWOT) • Strengths • Diligent about updating content on home page • Clear list of sponsors and partners on home page • Website itself doesn’t look so bad

8. Current Marketing (Cont’d) • Website strengths and weaknesses (SWOT) • Weaknesses • Videos section of the media tab is conspicuously barren • Lack of interaction for Social Media • Lack of tags for the in-website search engine to identify by

9. Current Marketing (Cont’d) • Website strengths and weaknesses (SWOT) • Opportunities • Could incorporate videos into main news fee • Adding tags and key words to news updates could also help to improve search rating

10. Current Marketing (Cont’d) • Website strengths and weaknesses (SWOT) • Threats • Competition for hosting upcoming events (i.e. 2015 ILCA) • Attitude towards volunteering a threat to shrinking pool of volunteers

11. Overview of Proposed Strategy • Daily/Weekly plans for spending their campaign budget: • Each group was given $200 to spend on a campaign for their client and we are waiting to hear back from CORK to meet up and further discuss the details. • Number of Ad Groups and the focus for each Ad Group: • Training Athletes • Hosting Competitions • Providing a Venue for sailing events • Sponsorship Opportunities.

12. Overview of Proposed Strategy (Cont’d) • Positive Key Words: • Regatta (Regatta), • Sailing (Sail boats, sailing world, laser sailing, off shore sailing) • Sailing training (Sailboats, sail training international), • Sailing competitions (Sailboats, sailing around the world, Kingston Sailing, Portsmouth Harbor sailing) • Sailing in Canada (Sailing Canada, sailing race, sailing club), • World class regatta (sailing racing, sail race) • Negative Key Words: • Lessons (sailboats for sale, how to sail, yacht) • Sailboat for sale

13. Overview of Proposed Strategy (Cont’d) • Networks(s) – • Search network only. • Will not be including search partners throughout this adwords campaign • The adwords campaign will be running on all devices (mobile, tablets, and computers). • Target audience settings: Target audience is primarily potential volunteers, but also consists of potential sponsors. • Ad serving options: • We plan to use the standard delivery method to distribute our budget evenly throughout the day - we are doing this to avoid reaching our budget early on. • Our ads will rotate evenly to give equal preference to all of our active ads regardless of performance • Ads will automatically begin to optimize for clicks or conversions after not being in use for a certain period of time.

14. Overview of Proposed Strategy (Cont’d) • Keyword bidding: • 10 cents per click (Avg. CPC) on AdWord campaign for 3 weeks. • Will allow 11.9 clicks per day for 21 days • Geo-targeting: International audience • Goals for impressions, clicks, and CTR: • Achieve awareness in Kingston and area for CORK • Ad appearance every 2 times that someone searches key words • Achieve conversion rate of at least 2/5 people • Proposed success metrics: Reaching 10 new volunteers or even racers through the campaign would constitute a success.

15. Overview of Post-Campaign During the campaign a lack of activity in regard to our ads resulted in the following changes: • Addition of more keywords to our Ontario ads • Upping the bids on keywords that we had lost to competitors A day after making the changes, we received our first impressions to the Ontario campaign We received 4 more impressions the next day

16. Overview of Post Campaign (Cont’d) At the end of the campaign… • We achieved a total of 99 clicks and 43,336 impressions • 92 clicks and 42,483 impressions were for the Canada-wide advertisements • 7 clicks and 853 impressions were for the Ontario-only advertisements

17. Overview of Post Campaign (Cont’d) • We continued make slight increases to our bids to maintain our position on the first page • Our Ontario ads continued to generate some impressions • Our Alberta ads didn’t generate results until Day 9 • By day 12 we had only generated a few impressions • We switched the ads from Alberta to Canada-wide • Following the change, we received 20 clicks by the 13th day • Combinations like “Regatta Sailing” and “Canadian Sailing” proved to be fairly effective during the campaign • “Canadian Sailing” = 8 impressions for our Ontario ads by Day 7, as well as generating our initial Alberta impression on day 9. • Changing our advertisements from Alberta-targeted to Canada-wide was definitely one of the bigger successes of our campaign

18. Conclusion • Targeting a Canada-wide audience proved to be more successful than targeting individual provinces • Maintaining a standard operation with regular observations and changes to our bids, advertisements, and AdWords paid off, giving us 99 clicks and impressions