Online Strategy & Discussion Document
March 12, 2009
Marcus Stuart Vannini
Contents
Position Objectives, Priorities & Metrics
Appendix I: Online Acquisition Marketing
Appendix II: Email Marketing Strategies & Best
Practices
A. Social Media Marketing
B. Organic Search Engine Optimization
C. Display Advertising (Cost Per Impression)
D. Cost Per Click Advertising
E. Co-registration Deals
F. Affiliate/CPA Marketing
A.
Enhancing Email List Growth - Online & Offline Acquisition
B. Delivering More Emails to the Inbox – AKA Deliverability
C. Achieving Higher Open Rates
D.
Improving Click-through Rates
E.
Increasing Conversion Rates
Review of Key Objectives
General Objectives
• Identify gaps and enhance site functionality across all sites
• Oversee enhancements in web development
• Interface with management, creative and web development teams
• Reduce development and design costs while keeping quality equal or greater
• Manage Member website, Prospect Website and Consumer Website
Online Marketing
• Improve direct response & email collection features
• Coordinate email campaigns from collected emails
• Oversee SEO team and interface between SEO, Web Development and
Management
• Analyze SEM-PPC campaigns and identify areas to improve
9 Interface with SEM team and management
9 Review statistics and analysis of SEM results
Review of Key Objectives
e-Commerce & New Features / Sites
• Launch and manage CMWL consumer store
• Develop subscription services and determine / manage resources needed
• Manage development of Corporate Wellness Website (brief available)
Content
• Oversee development and management of CMS systems
• Oversee addition of content (and revolving content needs)
• Ensure addition of news articles
• Set up site to better accept and display content.
9Develop web interface with Meal Delivery program and add this to CMWL
online consumer store
Target Audiences
• Physicians
– Other Health professionals? Dieticians? Mental health practitioners?
• Patients / Consumers
– Prospective Patients seeking care
– General co