Execu&veSummarySitua&onAnalysis

BrandAnalysisS.W.O.T.AnalysisGeographicAnalysisCompe::veAnalysisTargetMarket

MediaVisionMediaObjec&vesRecommenda&ons

RoadTripTexasCollegeSuitcaseGeneralMedia

25

5791115

212223

232529

CONTENTS

TABLE OF

Executive Summary

ShopAcrossTexasisbuiltonthebeliefthatqualitycontentdrivestraﬃc.Star:ngfromthisfounda:on,CuNngEdgewillbringShopAcrossTexastothenextlevelbyimplemen:ngafullyintegratedmediaeﬀortemphasizinguserinterac:on.Throughthis,CuNngEdgewillestablishShopAcrossTexasasthego-tostopforshoppingfortravelers.Theevolu:onofShopAcrossTexascomesinseveralparts.Firstisamobileapplica:onknownas

RoadTrip:Texas

,developedtoprovidetravelersrecommendedstopsandshopstailoredtotheirtripbasedondes:na:oninputs.

RoadTrip:Texas

willfeaturereviewsfromSAT’ssite,loca:on-basedsearching,contentsharing,andmore.extisareassessmentofShopAcrossTexas’sblogstrategy.CuNngedgehasdevelopedtwoalterna:vepathsspreadresourcesbetweenCollegeSuitcaseandHitherandYonderinaempttosegmentaudiencesorconsolidateeﬀortsaroundanenhancedHitherandYondertoserveasastrong,singularvoicefortheSATbrand.However,theprimarypathonShopAcrossTexas’smaptosuccessiscontentexpansionthatwilldrivetraﬃcto

RoadTrip:Texas

,arevampedblog,andthesiteitself.InorderforShopAcrossTexastobecomeausefultoolfortravelers,itmustincorporateagreatervarietyoflocalbusinesses,aswellasuser-generatedcontent.Whilemaintainingafocusonretail,includinginsightsonlocalrestaurantsandotherac:vi:eswillgrowSAT’saudienceappeal.Inaddi:on,userreviewsshouldbecomeakeycomponenttothesite,allowingvisitorstogiveinputandfeelapartoftheSATcommunity.Finally,inordertospreadthewordaboutShopAcrossTexas’sbrandreforma:on,CuNngEdgehasdevelopedstrategicmediarecommenda:ons.AnincreaseddigitalpresenceasembodiedbysmarterSEO/SEM,strongersocialintegra:on,andplacementsoncompe:torsitesandmobileappswillgrabtheaen:onofourpre-planningprimarytarget.Toreachthemorespontaneoussecondarytargetontheroad,ShopAcrossTexaswillemployradioandOOHadver:singtodrivemobiletraﬃcandcross-promote

RoadTrip:Texas

.