“ We’ll light you up on the web.”

1. “We’ll light you up on the web.” An Internet marketing plan for CET and lamprecycle.org

2. Who we are What we’ve done What our plan is Client Objectives Agenda • Who we are • Mission Statement • Unique Selling Point • Our Accomplishments • Who you are • Objectives • LampRecylce.org • How You Communicate • How Others Communicate • Target Market & Segments • Our Plan • Social Media Optimization, Online Advertising & E-Marketing • Implementing Foursquare • Video Contest • Intern Program • Budget & Timeline • Conclusion • Contact Information

3. Who We Are Daniel J. Murphy MJ Korycki Katherine Gregory CEO Account Executive VP of Finance Kristen Manchester SarinaGerardi Vice President of IT and Communication VP of Marketing

4. Mission Statement • PowerUp Marketing specializes in producing high quality and efficientinternet marketing campaigns. • We view ourselvesaspartners • with ourcustomers, • employees, community • & the environment • We believe every company with a product or service should have an effective internet marketing plan at a reasonable cost

5. Unique Selling Point • We are a team of young Internet marketing experts, specializing in promoting green companies on the worldwide web • We have grown up with the internet, and it is a integral part of our lives- we know everything about it Simply put: “We’ll Light You Up on the Web”

6. Our Accomplishments • Awards: • Integrated Marketer of the Year 2011 • American Marketing Association video award 2011 • DMA ECHO- Green Marketing Award 2012 • Internet Marketing Association Award 2011 • Our Previous Clients: • We have previously implemented successful internet marketing campaigns for; • -Amacher and Associates- a renowned green architecture company • http://www.amacher-associates.net/ • -Eco Technologies Inc. - a successful Green Technologies firm based in Florida http://www.ecotechnousa.com/

7. Increase quantifiable recycling results • Increase public awareness for use and proper handling of bulbs without using scare tactics or doom and gloom messaging through using the lamprecycle.org site • Increase and optimize the site’s social media presence- spread its message • Drive more traffic to the lamprecycle.org website • Create contest to get people involved in proper • lamp usage, handling and recycling and • make others aware of it Objectives

8. LampRecycle.org Lamprecycle.org is a website created by the NEMA in order to encourage and provide information about proper lamp recycling • The website has a very professional appearance: • All the relevant information appears above the fold • It provides great content which is clearly organized and engages the user • Excellent usability • Perfect accessibility • Good searchability

9. Accessibility/Reputation/Searchability Wave Accessibility Report Webutation Report Searchability

10. Major Concerns • Lack of social media presence- low discoverability • Small number of sites linking in (referrers) • Small number of visits • Low popularity • Lack interaction with consumers, no subscription boxes or E-Marketing Alexa Report on lamprecycle.org

11. How Others Communicate • Earth 911

12. Mothers Aged 25-55 • Anne is a mother of three children. • She is kept busy being the primary • caregiver to children and works during the day. • She makes most of the purchasing decisions in the house • She tries to recycle and use green products but sometimes she picks the more convenient alternatives Who We Are Targeting

13. Many of these women are out of college and working full time or part time jobs on top of being a mother. They frequently use email, Facebook, Pinterest, Twitter, Blogger, Tumblr and Wordpress • This is the larger part of the segment that has grown up relying heavily on Google and various search engines What They Use the Internet For Younger Moms (25-37)

14. These women are generally working full time jobs and have older children. • They utilize email, Facebook and Pinterest • They do not rely as heavily on search engines but are still likely to use them regularly What They Use the Internet For Older Moms (38-55)

15. Moms On The Web

16. Moms On The Web

17. Moms On The Web We will be able to easily reach this segment, and benefit from the communication with it!

18. John is a local business owner/manager • His business is a big consumer of lamps and light bulbs • He values convenience and is always on the go • He is motivated by a perspective of higher profits and wants to cut as much costs as possible Who We Are Targeting Business owners

19. What They Use the Internet For Business Owners • Very reliant on their phones and computers • Essentially their entire life is in their smart phone - personal and work life alike • Mobile/online advertising would be an important means to reach this target • We can reach potential corporate recyclers through this type of advertising • In addition their email is attached to their phones (and very important to them), so email marketing would be an ideal way to reach this segment

20. What They Use the Internet For

21. Our Plan • Social Media Optimization • What is it? • Social media are very useful for branding and building awareness about a brand or issue due to their shareable, viral nature. • This tactic involves the creation of lamprecycle.org social media accounts on sites like Facebook, YouTube, Twitter, Blogger and Pinterest to engage users, make them aware of the lamprecycle.org site, proper lamp handling and disposal • Through this outlet, we can communicate various eco- solutions/messages and promotions to keep the users “liking”, re-tweeting and re-blogging the content provided, further spreading awareness about the site & its message.

22. Our Plan • Social Media Optimization • Results: • Increased awareness of the site and its mission • Rise in traffic to the site • Engagement with the organization and the light bulb handling/recycling issue • Objectives It Accomplishes: • Increase public awareness for use and proper handling • of bulbs without using scare tactics or doom and • gloom messaging through using the lamprecycle.org site • Increase and optimize the site’s social media presence- spread its message • Drive more traffic to the lamprecycle.org website

23. Implementation • Intern team responsible for the creation & management of site social media accounts and blogs • Link content to the lamprecycle.org website • Timely, interactive & engaging content provided regularly • Take advantage of various media; photos, videos • Lamprecycle.org Twitter handle to build awareness about the site & recycling issues and engage users

24. Our Plan • Online Advertising • What is it? • The main objective of advertising is to increase conversions through online promotions. This type of advertising can be optimized by targeting it to certain geographies and specific markets and contextualizing it. • We plan to utilize banner adverts and possibly interstitial ads to promote the lamprecycle.org site. We will utilize an ad network to display banners on relevant sites to appropriate users and viewers. This type of advertising would spread awareness about the lamprecycle.org site, and increase its reputation.

25. Our Plan • Online Advertising • Results: • Online advertising would drive traffic to the site • An increase in the number of sites linking in • Increase in site popularity • Objectives It Accomplishes: • Increase public awareness for use and proper handling of bulbs without using scare tactics or doom and gloom messaging through using the lamprecycle.org site • Drive more traffic to the lamprecycle.org website

26. Implementation • Buildtraffic.com • 80,000- site network • Quantifiable impressions and click-through rates • Manny banner sizes & options • $1.50 CPM- Very Cheap way to build traffic to the lamprecycle.org site • Clicksor.com • Contextual targeting advertising network • Scans advertiser content and matches ads to the most relevant websites & viewers • You can create graphic banners, pop ups/unders and interstitial adverts • Choose payment method: CPM/CPC/CPV/CPI- completely quantifiable campaign results • Signup Plans

27. Our Plan • Email Marketing • What is it? • Email marketing a means of directly marketing a product or service via Email to a group of people. • Implement a business email database purchase and site “sign up” box addition • Build an e- marketing campaign based on email addresses we receive • Create of a newsletter or single email (optimized for mobile devices and the “f-shape” viewing pattern)which would talk about the lamprecycle.org site, proper lamp handling and recycling and eco- solutions for businesses

28. Our Plan • Email Marketing • Results: • A large number of people willreceive information about the lamprecycle.org site & proper lamp usage, handling and recycling • People will sign up for a newsletter/publication by the site, therefore constantly engage with the site & its content • Objective It Accomplishes: • Increase public awareness for use and proper handling of bulbs without using scare tactics or doom and gloom messaging through using the lamprecycle.org site

29. Implementation • Data Depot Business Email Database • 25.5 million businesses with email addressesIncluded Fields:email, company name, contact name, title, address, city, state, zip, county, phone, fax, company website, revenue, employees • We recommend the purchase of a state database for MA. • Cost: $299.00 • 682,678 Total Records Opt-In Targeted E-Mails Send 8 Million bulk E-Mails with 5% click through guarantee. Consumers agreed to receive the campaign sent. You can choose the target audience categories: we recommend parents, general female, grad students Cost: $399.00

30. Implementation • Design all Email communications in accordance with the F-Shape viewing pattern in order to reach the users most effectively

31. Implementing Foursquare • By using Foursquare companies can effectively reach & engage their target audience • Foursquare users are able to check in at certain locations essentially promoting a business by word-of-mouth • Companies can effectively track user behavior

32. Implementing Foursquare Foursquare Concepts: Checking In- Using Foursquare, users check into various locations- this is traceable & completely measurable

33. Implementing Foursquare Foursquare Concepts: Race for Mayor- users who check into a certain location the most frequently will be declared the mayor of that location. Certain incentives can be given to those who reach status of mayor

34. Implementing Foursquare • What this means for lamprecycle.org: • We can utilize Foursquare to mark recycling facilities and track user check- ins in order to measure recycling activity- we can reward users with most check-ins and use the portal to promote the lamprecycle.org site and its mission. • Its an fun & innovative way to engage recyclers & motivate them to perform desired actions

35. Implementing Foursquare • How we will implement Foursquare: • Create organizational Foursquare Account • Tag Recycling Locations on the Foursquare map • Use e-marketing to provide recipients with the information for checking into recycling locations using Foursquare • The email will provide a link to a website with the necessary information and details for this promotion • From there customers can download the app for their smartphone and begin to check in when ever they recycle their bulbs • Once more customers begin checking in we can then begin to offer incentives for the customers who win the title of “mayor”

36. Implementing Foursquare • Results: • People’s participation in this promotion will result in an increase in recycling. We will be able to use this medium to track user recycling activity, and reward the best recyclers. • Objective It Accomplishes: • Increase quantifiable recycling results.

37. YouTubeContest • Objectives: • Increase public awareness for use and proper handling of bulbs without using scare tactics or doom and gloom messaging • Create contest to get people involved in proper • lamp usage, handling and recycling and • make others aware of it

38. YouTube Contest • Implementation: • Partner up with local high schools (preferably video production classes) and ask them to make videos about proper light bulb handling, use and recycling. The videos would be put up on YouTube and other video sites, and would be evaluated by a panel of judges which would pick the winner (we suggest that the # of views be a crucial judging variable) • The winner would be awarded a “green makeover” by CET

39. Contest

40. Contest Video

41. Contest • Outcome: • Raised public awareness about proper use, handling and recycling of light bulbs • Engagement of a vast, influential population segment likely to take action as a result of the contest: Students, Parents, Teachers & Viewers

42. Intern Program • Assemble Intern team to implement the internet • marketing campaign & manage online content • Students are always searching for interesting internship opportunities • We believe that a large number of students will be interested in the program we propose even though it is unpaid • Intern Program Resources & Implementation: • Local Colleges & Universities • Post internship offers on sites & cooperate with school intern programs • The Internship is Unpaid

43. Intern Program • Assemble Intern team in to implement the internet • marketing campaign & manage online content • Campaign Implementation Team (Spring- Fall 2013) • Marketing Intern- drafting & publishing of social media/online content, tracking online advertising campaign & campaign management, designing e-mails & social media accounts • Graphic Design Intern- creativedesign of emails, newsletters and banners/interstitial ads, Pinterest account management & creation, creation of social media accounts • Web Design Intern- addition of e-Mail sign up box on lamprecycle.org site, site content management, creation of social media accounts • Environmental Science Intern- creation of social media & blog content- responsible for the “environmental/eco” side of the campaign & content

44. Intern Program • Post-Campaign Launch Intern Program: • 1-2 Marketing/PR Interns responsible for campaign content management & updates • Paid/Unpaid depending on post launch budget

45. Budget Budget Given: $5,000 - $20,000

46. Timeline • January –March2013 • Social Media Optimization • Start Online Advertising • E-Marketing Campaign • December 2012 • Implement Intern Program • Mid March, 2013 • Contest Launch • April 22, 2013 • (Earth Day) • Start of Foursquare campaign • May 31, 2013 Contest Deadline • June 7, 2013 • Select Winner • June- August 2013 • School Green Makeover, Continuation of Internet Marketing Plan

47. Conclusion PowerUpmarketing can help you continue & expand your campaign next year. We want you to succeed! Please feel free to contact our CEO or Account Executive at any time if you have any questions regarding our plan.

48. Our Contact Information CEO Daniel J. Murphy, 617-653-8392, djmurphy@assumption.edu Account Executive MJ Korycki, 508-523-4650 mkorycki@assumption.edu

49. Thank you for your attention! Any Questions? “We’ll light you up on the web.”