Client Brief – Ookus Are you able to produce AdWords for this statement? “Hidden Valley (resort in Western Australia). The Ultimate Escape from Friday to Saturday. AUD $1,399. Take a break and enjoy the beautiful Perth Hills & Bickley Valley with its award winning wineries, boutique cafes and stunning Korung National Park with our 2-night mini-break. Your private king-size spa lodge will allow you to relax and rejuvenate in our tranquil surroundings while enjoying breakfast both mornings, dinner plus desserts on the day of your arrival, a bottle of local champagne on ice, chocolate strawberries, fruit & cheese platter, and a relaxing couples massage in our day spa. The ultimate escape you won’t want to leave.” If you go on Ookus and click on The Seducer you can see this statement. WHAT IS OOKUS? Ookus is a funding platform for your dream experiences. HOW DOES IT WORK? Ookus works by enabling you to pursue your dreams in two simple step. First, create your Dreamlists from our curated content for those special moments in your life and those of your friends, or simply because you deserve it. Then, share your Dreamlists via social media to receive pledges from friends worldwide and turn both your dreams and those of your friends into reality. WHY USE IT? You should use Ookus because: The Campaign: • Must only involve AdWords text-ads • Must be implemented between 7-14 calendar days • To promote the “Giveaways” campaign between July and October • To promote the “Dream List” • Educate consumers about Ookus • The content should create buzz and engagement with the end user • Meets the campaign objectives identified below Campaign Objectives • To enhance brand awareness • To increase website traffic • To increase membership and conversion Target Audience • Individuals from metropolitan western Australia • Young, social, opinion leaders • “Dreamers” • Relevant community organisations (such as schools, universities etc) Desired Outcomes • Who is Ookus? • Generate significant reach and click-through • Increase in conversion • Cost effective • Generate insights for future AdWords strategies Budget $100 across two-weeks period of implementation A two-page proposal summary (12-point Times New Roman font, 2.54cm/1in page, 1.5 spacing) outlining: • How does the AdWords Campaign align with the client’s business? • Proposed AdWords Strategies: o Targeting methods o Bidding strategies o Adgroups o Keywords o Examples of Tex-ads AdWords Pre-Campaign Report (Proposal) The AdWords Pre-Campaign Report has three components: 1. Client Overview that describes your client business 2. Proposed AdWords Strategy that helps your team craft and defend your draft AdWords Strategy 3. Communication and Readability Ideally, students should gather input from their clients in developing the AdWords Pre-Campaign Report. 1. Client Overview As a foundation for the proposed AdWords Strategy, this section should provide a brief overview of the client and its marketing. Client Profile: • Name, Location • Number of employees • Goods and services offered • Key online marketing personnel • Age of the company • URL • Website Age • Website Management • Social media such as Google+ • Company presence and sales via online and offline channels • Other relevant information Market Analysis: • Current and potential customers • Current and potential competitors • Overview of the industry (key characteristics, competitive/saturated/mature) • Market position/specialties • Unique selling points of the goods/services offered • Seasonality of their goods/services or seasonality that the company has identified • Other relevant market information Current Marketing: • Website uses, e.g. sales, customer service • Website strengths and weaknesses • If available, summary information from Google Analytics or other third party web tracking software • Other online advertising and offline promotion of the url Conclusion: • How does the AdWords Campaign align with the client’s business? 2. Proposed AdWords Strategy Based on an analysis of the client, its website and marketing, each team should craft an appropriate AdWords Strategy and metrics for their campaign. The proposed strategy should include:
Back