Internet Marketing Plan Grandma‘s Helpers, LLC Steady Pivot Consulting: Elizabeth Del Valle Gregory Hanson Karyn

Lewis Zach Myrow In association with: 0105-440-01 Internet Marketing Rochester Institute of Technology Professor Neil Hair Winter 2008

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TABLE OF CONTENTS Terms and Liabilities………………………………………………………………….. 4 Executive Summary………………………………………………………………….. 6 About Us………………………………………………………………………………... 7 Elizabeth Del Valle…………………………………………………………... 8 Gregory Hanson……………………………………………………………. 9 Karyn Lewis………………………………………………………………….. 10 Zach Myrow…………………………………………………………………. 11 Preface……………………………………………………………………………….. 12 Assumptions…………………………………………………………………………. 15 Introduction………………………………………………………………………….. 17 Where are we now? ……………………………………………………………….. 19 Industry……………………………………………………………………….. 20 Current Goals……………………………………………………………….. 22 Target Market……………………………………………………………….. 23 Competition………………………………………………………………... 24 SWOT Analysis…………………………………………………………......... 26 Current E-Business Model…………………………………………………. 28 Website Taxonomy………………………………………………………… 29 Sustainable Value Proposition…………………………………………… 30 Focal Benefits…………………………………………………………......... 31 Key Resources (7S Framework)………………………………………….. 32 Current Marketing Strategies……………………………………………. 35 Where do we want to be? ………………………………………………………... 36 SMART Objectives Defined………………………………………………. 37 SMART Objectives Proposed…………………………………………….. 38 1. Brand Awareness/Recognition…………………………….. 38 2. Online Activity and Customer Feedback………………... 39 3. Credibility and Perceived Trustworthiness……………….. 41 How might we get there? ………………………………………………………… 43 Strategies/Recommendations…………………………………………... 44 Which way is best? ………………………………………………………………… 46 Tactics……………………………………………………………….. 47 Website Redesign…………………………………………………. 47 Website Forum with Registration……………………………….. 48 Google Adwords and Analytics………………………………... 52 Organizational Memberships…………………………………… 53 Choice Criteria…………………………………………………….. 56 How do we ensure safe arrival? ………………………………………………… 57 Key Resources Revisited (7S Framework)……………………………... 58 Suggested Steps…………………………………………………………… 60
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Metrics & Standards for Success………………………………………… 62 Customer Feedback………….…………………………………………… 62 Google Analytics Software………………………………………………. 63 Budget……………………………………………………………………….. 65 Risks…………………………………………………………………………… 66 Limitations……………………………………………………………………………. 67 Conclusion…………………………………………………………………………… 69 Letters of Thanks……………………………………………………………………. 70 Bobbi Goodridge & Associates of Grandma‘s Helpers, LLC……… 70 Neil Hair of Rochester Institute of Technology……………………….. 71 References…………………………………………………………………………… 72 Index………………………………………………………………………………….. 74 Examples of Good Web Designs……………………………………..… 74 Examples of Poor Web Designs……………………………………….… 77

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TERMS AND LIABILITIES This report and the information or materials contained therein are provided "as is" without any representations, warranties or covenants of any kind, either express or implied. The content of this Internet marketing plan for Grandma‘s Helpers, LLC is the intellectual property of Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, and Zach Myrow representing Steady Pivot Consulting. All information is being given free of charge to Bobbi Goodridge of Grandma‘s Helpers, LLC for unlimited personal use to change or modify in any way. Any material may be copied, reproduced, republished, uploaded, downloaded, posted, transmitted, or distributed without our express written consent, but any citation of this document to other entities must credit Steady Pivot Consulting. Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, and Zach Myrow representing Steady Pivot Consulting take no responsibility for any follow up service or for providing any information not already included in this report. By implementing any element of this report, Grandma‘s Helpers, LLC clears Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, and Zach Myrow of liability for any results or issues that may arise. We do not warrant that the information in this report will be operable, uninterrupted or error free. We also not provide any warranty regarding the accuracy, timeliness, authenticity, completeness or reliability of any information or content provided through this report. The use of the information provided in this report is at your sole risk and discretion. You agree to indemnify us and hold us and our director Neil Hair absolutely harmless from any claim arising from or in any way connected to your use of this information. In no event will we or our
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directors, officers, employees, agents and/or representatives be liable to any party under any circumstances for any indirect, incidental, special, or consequential damages or lost profits that result from your use of, or your inability to use, these materials. Grandma‘s Helpers, LLC does not owe any additional response or information to Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, or Zach Myrow as of the completion of this report.

Signed, Steady Pivot Consulting February 24, 2009 Elizabeth Del Valle ___________________________ Gregory Hanson Karyn Lewis Zach Myrow ___________________________ ___________________________ ___________________________

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EXECUTIVE SUMMARY This proposal sets forward a comprehensive five-question approach to an Internet marketing plan, with the ultimate goal of providing Grandma‘s Helpers, LLC tremendous opportunities for increased efficiency and effectiveness of current and potential marketing activities. The plan evaluates your firm‘s current Internet marketing strategy and proposes enhancements to that strategy. In this report, we examine relevant industry research to evaluate your competitive position, key value propositions, target market, implications to the marketing mix, and implementation issues. Our objectives for Grandma‘s Helpers, LLC include enhancing brand awareness and recognition, increase online activity and customer feedback, and expand credibility and perceived trustworthiness. There are a large number of strategies laid forward in this Internet marketing plan with specific tactics for improving the website quality, increasing perceived trustworthiness, improving communication through a forum, and improving search engine optimization. A set of measurements are suggested for examining the success of this marketing plan as these tactics are implemented. By following this Internet marketing plan, we expect Grandma‘s Helpers, LLC to see a noticeable increase in all key objectives.

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ABOUT US This Internet marketing plan has been developed by a talented group of four Rochester Institute of Technology (RIT) undergraduate students participating in Professor Neil Hair‘s 0105-440-01 Internet Marketing course in the winter quarter 2008-2009. Representing Steady Pivot Consulting, the group consists of highly motivated, creative, and passionate young individuals with a love for business communication. Combined with our technological backgrounds and business, advertising, and public relations experience, we propose to you cutting-edge information and marketing experience to help your organization develop a strong Internet presence. Following are brief, personalized biographies about each of us.

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Elizabeth Del Valle Elizabeth was born in Santo Domingo, Dominican Republic. She moved to Rochester, New York in September of 2005. She moved with her family with the main purpose to pursue her studies in international business. Since very young, Elizabeth showed to be interested in management and marketing. She studied at a Polytechnic Institution in Santo Domingo where she obtained a technical degree in Commercial Administration with a mention in Finance and Marketing. Very young, she started working at Verizon International Teleservices as a telemarketer and customer service representative in Santo Domingo. Within that time she developed great leadership and management skills that allowed her to become a Bilingual Trainer for different operations of Verizon International Teleservices. Currently Elizabeth is a senior at the Rochester Institute of Technology pursuing a degree in International Business/Marketing and International Relations. She is a student leader with a global vision; she has been able to develop leadership skills in global programs such as the Global Leadership Program in Prague. Furthermore, she is the solo founder and former President of the Model United Nations Organization at RIT and has developed research skills as a scholar for the McNair Scholars Program. Elizabeth is also Board Member of the Institute of Finance Leaders of the Americas; a non-profit organization tasked with introducing Latin American youth to financial markets. Elizabeth Del Valle (585)690-1635 elm1221@rit.edu

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Gregory Hanson Greg was born and raised in Rochester, NY. He attended high school in the Penfield district where he was an active athlete in the school‘s soccer and tennis programs. After winning a state championship his senior year with the soccer team, he moved on to college at Monroe Community College playing one year of college soccer. Through soccer he was able to gain a better understanding of working in groups and being a team player. After finishing two years at Monroe Community College, he transferred to Rochester Institute of Technology where he is pursuing a bachelor‘s degree in Marketing. At RIT, Greg has found an interest in marketing and the idea of promoting products and services in new and creative manors. Over the numerous marketing classes he has taken, he has found most interest in the sports field as well as the use of the Internet. He plans to graduate from RIT with a bachelor‘s degree by December, 2009. Gregory Hanson (585)267-9402 Ghh6382@rit.edu

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Karyn Lewis Karyn grew up in a small town in southern New York, where she was well known in the community for her ability to draw and design logos and advertisements for various events in the area. Throughout high school she pursued the arts in a variety of different courses, including drawing, illustration, photography, media arts, studio art, ceramics, and sculpture. She was also heavily involved in advanced English and writing programs. When it came to college, she chose to expand her knowledge of information design and technology at Rochester Institute of Technology (RIT). At RIT, Karyn has focused on a wide range of digital tools as she‘s explored the variety of courses that New Media Design, New Media Publishing, and Advertising and Public Relations has to offer. Her focus has been in Communication and Professional Writing Studies, where she continues to employ a better understanding of self and society as an effective strategy in the creative and technical field of design. She has a passion for making things look and sound better and for creating and developing dynamic content from simple concepts. She plans to attend graduate school in RIT‘s Communication and Media Technologies program starting fall 2009. You can view her online portfolio at www.klewisportfolio.com. Karyn Lewis (607)759-0115 karyn.lewis@gmail.com

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Zach Myrow Zach is a young mind in the Advertising Industry. Currently, he‘s finishing his junior year at Rochester Institute of Technology with a major in Advertising and Public Relations. He also holds minors in Marketing and Creative Writing. Zach has worked at such agencies as Partners + Napier (Rochester, NY), Travers Collins & Company (Buffalo, NY) and Prime Source Inc. (Buffalo, NY). He started work in the ad industry when he was 16; eager to do get his hands dirty. They are filthy. He started as a graphic designer and spent his nights neglecting math homework and instead tore through how-to books on design. He moved from there to account work and the cold-call lifestyle. He then started writing and hasn‘t dropped the pen since. Zach is a writer by trade, but concept development is his true love. When he wasn‘t writing ads, he worked in the real estate business and the insurance industry and was lucky enough to work on a movie set in NYC on the movie, ―Old Dogs‖ with Robin Williams and John Travolta. This past summer Zach wrote the content for the advertising agency he started out in: Prime Source. That is up and viewable at www.primesourceinc.com. Zach‘s most recent endeavor was something new for him. He produced a training video for the town of Pittsford, NY. Right now he is gearing up to work in the Public Relations department at RIT, and applying for internships for the summer. See Zach‘s work: http://wordpress.zachmyrow.com When he‘s not working, he concepts. When he‘s not wordsmithing or concepting, he travels the globe. His favorite places include Cairns, Australia (the scuba diving is magnificent), Ireland, England, Amsterdam, Hawaii and Boulder Colorado. Zach is an avid soccer player, bicycler, car enthusiast and technology obsessor. Zach Myrow (716)998-7706 zmyrow@mac.com

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PREFACE A strategic Internet marketing plan is essentially a logical sequence or series of activities leading to the setting of marketing objectives and the formulation of plans for achieving them (Hair, 2008). This forces an organized approach which makes efficient use of resources, improves unity of effort, gains commitment, reduces overall friction, and highlights potential opportunities for your business. The plan should be developed with an iterative 3-5 year viewpoint based on sound information and suitable analysis. The ideas presented in this proposal are designed expose you—the client—to many ways in which marketing concepts and issues can be enhanced through effective use of the Internet and associated technologies in an online Business to Consumer (B2C) environment. The proposal is strategic in nature and will deal with the application of concepts learned by us—the participating students in Professor Neil Hair‘s 0105-440-01 Internet Marketing course in the winter quarter 2008-2009. In this report, we will run through a five-question approach to developing an effective Internet marketing plan for Grandma‘s Helpers, LLC. Each question is clearly identified in the context of your situation and answered in detail for clarity and comprehension. The five questions addressed are as follows: 1. 2. 3. 4. 5. Where are we now? Where do we want to be? How might we get there? Which way is best? How do we ensure safe arrival?
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Examining each question individually will allow Grandma‘s Helpers, LLC to understand the process Steady Pivot Consulting followed in developing this report. The first question, ―Where are we now?‖ combines information gathered from conversations with you, personal observations, and secondary research from a variety of sources. This information provides us with a starting point for comparison and determining the objectives set forth in question two. Question two, ―Where do we want to be?‖ is dedicated to a set of SMART (Specific, Measurable, Achievable, Reasonable, and Time‐based) objectives. These objectives were developed based on reasonable assumptions from conversations with you, personal observations, and secondary research from a variety of sources and reasonable assumptions from our primary research. These set the overall goals that we believe Grandma‘s Helpers, LLC should be aiming for. Next is ―How might we get there?‖ This question seeks to identify a wide variety of strategies that could possibly be used to move forward and meet the previously stated objectives. This section briefly touches on each of the many strategies and supports their value mainly through secondary research. At this point we do not recommend following every strategy laid forth, but found it useful to provide groundwork for question four, and to leave options open for Grandma‘s Helpers, LLC for a later time. Question four, ―Which way is best?‖ chooses several key strategies from those identified in question three and runs them through a set of choice
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criteria to support their value. These strategies are broken down further and given a set of tactics, or specific actions, that we recommend in order to implement the strategies. The final question, ―How do we ensure safe arrival?‖ measures the success of the tactics as Grandma‘s Helpers, LLC goes ahead with the plan. Specific measures of success are suggested, and the actions necessary to accurately measure this information are provided. This entire Internet marketing plan has been designed with this five questions approach in mind. Other models are included in the report, but are individually explained as they are introduced.

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ASSUMPTIONS Each participating student entered Professor Neil Hair‘s 0105-440-01 Internet Marketing course with a basic understanding of how to use computers and Web browsers, significant motivation to search, read and download information from the Web, and the capability to produce formatted documents in electronic form. This report may cover many aspects of Internet marketing and the various forms of e-commerce, but this proposal does not involve or obligate the members of Steady Pivot Consulting to the actual design of the website or teaching of Internet programming languages. All consultancy work completed is done so on a pro-bono basis agreed-upon prior to project initiation. Our main objectives for this Internet Marketing project are as follows: 1. Become conversant with the terminology of the online landscape 2. Develop clearer understandings of strategic business opportunities 3. Develop necessary skills in evaluating possible forms of online competitive advantage 4. Review critical marketing management skills to develop a clearer understanding of the issues and problems of the new age 5. Understand and introduce basic website planning, design, and strategic marketing auditing issues 6. Identify implementation issues surrounding the move from real world to virtual world for organizations and the need for reconciling business aims and objectives with the challenge of the virtual landscape

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7. Identify the regulatory and ethical issues related to Internet marketing and incorporated this understanding in our strategic recommendations 8. Develop hands-on experience of the virtual world, evaluating experiences and demonstrating capabilities in the virtual environment Not all marketing plans follow exactly the same format, as clients, consultancy firms, and professors all have their own preferences. For this report, emphasis is placed on the content and purpose of the plan for Grandma‘s Helpers, LLC.

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INTRODUCTION The senior care industry is already booming and it's just getting started (Senior Care Marketer, 2007). From home care services and medical products to senior housing options like assisted living and moving, the demand for products and services related to the care of older Americans is growing exponentially. The move management industry, previously a cottage industry, is now coming to the forefront. With about 500 move management consultants around the country, senior move management companies are ready to tap into the 78 million Baby Boomers headed for retirement and the dwindling members of their parents‘ generation. Including Grandma‘s Helpers, LLC, there are an increasing number of senior move management businesses offering services to retirees who are moving and must sift through the detritus of a lifetime. Grandma‘s Helpers, LLC and similar companies help seniors move from a beloved home to somewhere more suited to their circumstances, sorting through leftover possessions, supervising the sale of some items, shredding documents and packing boxes for charities to haul away. You also recommend estatesales specialists, appraisers, and auction houses, and even offer advice. Overall, you make something in a smaller version while maintaining the features of the original—now empty—house (Heath, 2009). Senior move managers are essentially the wedding planners of the moving industry. As comedian George Carlin once said, ―A house is just a pile of stuff with a cover on it.‖ When people downsize, selling a house is usually not as difficult as dealing with its contents (DeSimone, 2006). The sheer amount and sentimental meaning of ―stuff‖ stashed in attics and basements often confound older adults or children whose elderly parents die or fall seriously
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ill. Picking through possessions, dividing them fairly and discerning what has monetary value and what does not can be a mammoth job, especially if it‘s done under distress or during a time of grieving. Senior move managers are prepared to play a variety of roles as they help clients through this transition. You give the kind of help a person would want from a devoted and highly organized child or relative, stepping in and dramatically reducing stress levels as you accomplish countless tasks that might otherwise overwhelm your clients or their adult children. Your approach is deeply ethical and very meaningful. Many customers are caught in the vortex of emotion and confusion about where to start and what to keep, as contemplating the breakup of a household can cause conflict within the family and bring up thoughts of mortality (DeSimone). Jewelry, art or antique furniture can be earmarked or itemized in a will, but other knickknacks might have emotional value. You work with aging baby boomers and their parents who now live in their house happily surrounded by their own stuff, their parents‘ stuff, and their kids‘ stuff. It‘s not an easy task. People who use transitional assistance, move management, consulting and design services can spend up to several thousand dollars depending on the selection of services and nature of the move (DeSimone, 2006). The challenge, then, is convincing your clients that it is generally worthwhile to hire you, the professional, for the downsizing process so no hasty decisions are made while feeling inundated and later regretted. Steady Pivot Consulting is here to provide ideas on how to accomplish that task.

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WHERE ARE WE NOW? Social changes have made it increasingly difficult for family members or friends to provide all of the physical and emotional assistance needed for a later-life move of a loved one. Many older adults have not moved in many years and often have grown children living far away who have children themselves on top of demanding careers. Whatever the situation, they need assistance when it comes time to transition from one living situation to another. With older people making up the fastest growing segment of the U.S. population, senior move management companies such as Grandma‘ Helpers, LLC have emerged to fill the gaps and make moving easier for everyone involved. Senior move managers at Grandma‘s Helpers, LCC fill a much-needed niche in the ever-burgeoning world of seniors in transition, helping with the coordination of a move from beginning to end. You deal with everything and ensure that customers feel less frustrated and stressed when moving to a new house or disabusing an estate. With the boom of the dot-com bubble, an increasing number of businesses are relocating part of their offline operations to the World Wide Web. The senior move management industry has also relocated a portion of their business to the Internet since a rising number of seniors are entering the online world. For instance, 50% of the 50+ population have the Internet. Nowadays, Grandma‘s Helpers, LLC are also adopting the World Wide Web as a medium where the potential clientele can access information on the services offered by the seniors moving managers.

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Industry The senior care industry is booming and it‘s just getting started as the Baby Boom generation cares for their aging parents and require care themselves (Senior Care Marketer, 2007). People 65 years and older represent the fastest growing age group in the United States, with projected increases of 80% by 2030 (Buysse, 2008). By 2030, approximately one out of every five Americans will be over the age of 65. While many companies focus on the marketing of products and services to the aging ―Boomer‖ generation, a larger market is developing with regard to the care-giving of older Americans. As America ages, the demand for products and services that relate to the care of these individuals will grow significantly, from home care services and medical products to housing options and financial or finance-related products (Senior Care Marketer, 2007). Some of these products and services include:           Home Safety Pharmaceuticals Medical Equipment Personal Healthcare Finance and Insurance Legal Services Physical Therapy Mobility Home Care Housing

As businesses throughout the country find ways to serve and profit from aging America, it will become increasingly important to establish and promote your brand. Many senior vendors are already spending their marketing dollars to reach Baby Boomers directly. It will become equally
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important for companies selling products and services relating to aging America to reach purchase influencers of senior care products and services (Senior Care Marketer). Some of these include:           Family Caregivers Medical Doctors, Nurses and Pharmacists Physical Therapists and Rehabilitation Centers Home Health Care Housing and Residential Facilities Retirement Communities Social Service Agencies Hospitals Geriatric Care Managers Investment and Retirement Advisors

The senior move management industry is untapped nationally, let alone internationally (Heath, 2009). Most companies in this line of work grow their business locally, though some partake in a network of nationwide senior transitional assistance businesses. To franchise a business at a national level is perceived as very difficult, threatening the perceived quality of service. About 500 move management businesses are operating nationwide, according to the National Association of Move Managers (Heckman, 2007). An increasing number of entrepreneurs, including many with elderly care backgrounds, are marketing their services to seniors on the move as the demand for these types of services grow. The growth in retirement communities and the scattering of adult children have created this niche service (Buysse, 2008). Businesses like Grandma‘s Helpers, LLC might be new, but the challenges of moving an elder are not.
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Current Goals     To provide assistance with all aspects of a living transition, from planning to moving arrangements, to the new home set-up. To provide complimentary services such as liquidation services to seniors and their families as they navigate life's transitions. To provide knowledge and advice as to cost, quality, and availability of resources that older adults need to ensure a successful move. To offer a customizable variety of services depending on individual client needs and wants.

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Target Market Grandma‘s Helpers, LLC strives to provide services designed to meet the needs of older adults, their adult children, baby boomers and their families throughout the Western New York region. Senior move managers deal with the sandwich generation where the kids are still raising their own kids, but their parents are getting older (Luttger, 2008). They don‘t quite have the time and will gladly pay someone to be the go-between for their parents. Some statistics of this audience from the U.S. Census Bureau (2009) include:  A substantial increase in the number of older people is expected to occur during the 2010 to 2030 period, after the first Baby Boomers turn 65 in 2011.  The older population in 2030 is projected to be twice as large as in 2000, growing from 35 million to 72 million and representing nearly 20% of the total U.S. population.   The overall growth of the older population has outpaced that of the total population and the population under age 65. The median age rose from 22.9 in 1900 to 35.3 in 2000, and is projected to increase to 39 by 2030. The primary target segments of Grandma‘s Helpers, LLC are seniors, baby boomers and their families within the Western New York area.

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Competition Achieving company goals depends on the accurate determination of the needs and wants of your target market based on price, place, product, and promotion, and delivering their desired satisfaction more effectively and efficiently than your competitors (Hair, 2008). As defined by the American Marketing Association (AMA), competition refers to the result of vying for customers by the pursuit of differential advantage—i.e., changing to better meet consumer wants and needs. The senior moving management industry is not, as yet, a widely known sector. However, the number of business within this industry is continually rising. Many organizations offering moving management services are small mom-and-pop operations, but some of them have, in fact, as many as 25 employees. The major competitor of Grandma‘s Helpers, LLC is other local business named Everything has a Place, LLC. As Grandma‘s Helpers, LLC, this company also offers moving management services to customers within the Rochester and Finger Lakes areas of Upstate New York. Furthermore, they also target the senior community and their children. The principal services offered by the competition include:          Organizing and downsizing Possession Allocation Packing and Unpacking Staging to Sell and to Live Restaging and Setup Appraisal Assignments Ebay Sales Real Estate Management/Referrals Long Distance Move Management
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  

Household Sales Management of Estate Sales and Auctions Free Community Placement Referral

The e-business model used by your primary competition is a brochure model similar to that of Grandma‘s Helpers, LLC. The web site of Everything has a Place, LLC is very informative. It presents organizational information as well as information on the services provided and also has a photo gallery where it is shown how they helped customers with moving and organizing. Everything has a Place, LLC is member of the National Association of Senior Move Managers (NASMM) as well.

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SWOT Analysis Within the initial stages of strategic and marketing planning, businesses typically implement a SWOT analysis which includes an examination of internal factors such as strengths and weaknesses as well as external factors, such as opportunities and threats. In order to perform the SWOT analysis, organizations study past and present data to identify trends, forces, as well as conditions with the potential to influence the performance of the organization and the selection of appropriate strategies. We have completed a SWOT analysis for Grandma‘s Helpers, LLC. Strengths          Legitimate, ethical, and insured business Association with NASMM Significant expertise in the field Experience working with the target market Customizable offerings Excellent service reviews High level of personal/professional commitment Aging population is growing rapidly Delivery of content is almost instantaneous with zero cost online

Weaknesses            Fairly new/unfamiliar service Lack of brand awareness Poor website design Low perceived trustworthiness Few employees Low feedback Lack of research and statistical data collection Low personal and corporate ranking in search engines The industry requires you to be highly accommodating Lack of financial resources No formal headquarters (in-home office)
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Opportunities         Capitalize on being the industry standard for the Rochester area Growing industry – only ‗little fish in the pond‘ at this point National and international markets not yet tapped into Extended membership with other credible senior business organizations Further licensing opportunities Local and regional partnerships and networking Expansion of touch points Your services extend to everyone

Threats     Local/regional competitors Expanding too much increases risk of service quality loss Few employees lead to disorganization and service quality loss Ineffective use of technology for marketing purposes

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Current E-Business Model Currently, Grandma‘s Helpers, LLC uses the Internet—specifically your web site—simply to promote an offline business. This strictly-information-only practice is also known as a brochure e-business model. Nowadays the brochure model is one of the most prevalent out there. Undoubtedly, the brochure model is the simplest, but it can also be very effective, especially for small businesses.

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Website Taxonomy As an increasing portion of the target segment are using the World Wide Web to search and access information, Grandma‘s Helpers, LLC employs an online strategy that focuses on providing information about the available services as well as information on the benefits of using their moving management services. Furthermore, current and potential customers can access information about upcoming sales and organizational information that allow clients to know more about the people they are doing business with. In addition, the website offers information on the different methods of payments and public relations information. The e-business model used by Grandma‘s Helpers, LLC reassures potential customers that you are aware of the frustrations and fears seniors and their families face when moving to a new house or state; and more importantly how senior moving managers can help them solve those problems, reduces stress, and calm those fears. The brochure model is all about clarity and credibility (Capala, 2008). In your website, Grandma‘s Helpers, LLC presents your team‘s biographies. This shows that your organization has work experience, training, and education, and this certainly can convince a potential customer to acquire the offered services. This also is a significant tactic that increases business credibility.

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Sustainable Value Proposition Value is the ―consumer‘s overall assessment of the utility of a service based on perceptions on what is received and what is given‖ (Zeithaml, 1988; Heinonen, 2004). When making a purchase, customers evaluate both monetary costs of a purchase and non-monetary costs like the time and effort invested in the selection of the service (Yen, Rhoades & Hsu, 2007), as well as other additional benefits offered by the service relative to competition. In other words, value is the sum of all the benefits that a vendor promises to customers in return for the associated payment. Grandma‘s Helpers, LLC is one of over 450 companies that belong to the National Association of Senior Move Managers (NASMM), a group that requires members to follow a code of ethics and businesses to carry insurance and provide references (Buysse, 2008). Grandma‘s Helpers, LLC understands that relocating to a new home or state can cause frustration and can be stressful and overwhelming as well. Nevertheless, moving tends to be particularly challenging for older adults and their families (Buysse, 2008). The value proposition of Grandma‘s Helpers, LLC has as pivotal component—the notion of being emphatic with all customers. Grandma‘s Helpers, LLC strives to provide customers with the same caring attention that their own grandmothers have enjoyed. Your company not only offers moving management services, but also helps to reduce stress and gives comfort to seniors and their families that are sorting through a lifetime‘s worth of memories and possessions.

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Focal Benefits The primary benefits that increase customer perceived value within Grandma‘s Helpers, LLC include customized services, complementary personal consultations, outstanding customer service, and personalization. Grandma‘s Helpers, LLC offers a variety of services to clients to reduce the stress of the relocation process. However, because different customers have different needs, Grandma‘s Helpers, LLC also customizes their services in order to fit each customer‘s needs. All services begin with a personal, no obligation, consultation and estimate. Most importantly, Grandma‘s Helpers, LLC is entirely dedicated to reduce the physical as well as emotional stress that seniors, baby boomers and their families experience when moving to a new house or state. The staff at Grandma‘s Helpers, LLC provides outstanding customer service that certainly enhances customer satisfaction. Senior moving managers at Grandma‘s Helpers, LLC are not only hard workers but they also are friendly with all customers, empathic, understanding and helpful. Senior managers at Grandma‘s Helpers, LLC provide a unique and personal approach to each customer. By providing a personalized approach when doing business, customer relations certainly increase. Your staff understands values and the importance of customer relations. Grandmas‘s Helpers, LLC view and treat each individual customer as the most important person ever to walk in the door of your office.

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Key Resources (7S Framework) McKinsey developed an innovative framework for analyzing and improving organizational effectiveness, called the 7S model. The model encompasses the key resources of a company, including the current strategy, structure, systems, style, staff, skills and shared values of Grandma‘s Helpers, LLC, as described below.  Strategy As defined by businessdictionary.com, a strategy consists of the marshalling of resources for their most efficient and effective use. Grandma‘s Helpers, LLC has an empathic and sensitive team that helps to increase customer value. The personal and customizable treatment is the main component of increasing clientele through word of mouth. Furthermore, Grandma‘s Helpers, LLC also uses brochures and your online web site mainly to inform past and potential customers about the services provided, information.  Structure Currently, Bobbie Goodridge is the sole proprietor and senior move manager of Grandma‘s Helpers, LLC. The team also includes two other senior move managers: Margot Long and Kathy Scott. The three senior move managers are dedicated to reduce the emotional and physical aspects of home transitions for seniors and their children. current sales and important organizational

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Systems Nowadays, Grandma‘s Helpers, LLC offers a website where customers can access information on the services provided.

Skills Grandma‘s Helpers, LLC has the ability to be sensitive and empathic with each customer while providing the physical assistance of moving to a new house. Senior move managers are entirely dedicated to eliminating the stress of emotional and organizational aspects of transition of seniors and their children. You assist customers with the packing and unpacking of items, personal property appraisal, household liquidation services, as well as a variety of moving services that eliminate frustration and confusion.

Staff Grandma‘s Helpers, LLC comprises a team of three senior move managers—one of them the sole proprietor. The team is fully trained with necessary skills to assist seniors and their families with the moving services. Furthermore, the three members of the staff are active members of the Greater Rochester Area Partnership for the Elderly, and all are trained with great organizational, interpersonal and supervisory skills.

Style The company‘s leadership and overall operating approach are mainly based on the concept of providing meaningful help to seniors and their children. They are engaged in providing
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valuable services that relieve the stress, frustration and confusion seniors typically experience when leaving the homes they have lived in for decades.  Shared Values The values and beliefs of the company are based on the ideal of caring, dedication and sensitivity. Grandma‘s Helpers, LLC do business to help seniors within the community. The company strives to make each customer a member of their family and give them the same caring attention that they have given to their grandmothers.

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Current Marketing Strategies Grandma‘s Helpers, LLC currently provides a variety of services to help seniors when relocating to a new home or disbursing an estate. Due to a lack of a formidable online presence, however, most of the clientele of Grandma‘s Helpers, LLC learn of the business through word-of-mouth and personal referrals and not through promotional activities. However, the company also uses brochures and their informational website to inform potential customers about the services provided and other significant organizational information.

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WHERE DO WE WANT TO BE? E-business transforms the exchange of goods, services, information, and knowledge through the use of network-enabled technology to facilitate the performance—electronically—of processes central to the functioning of an organization, including commercial and non-commercial transactions (Hair, 2008). No longer is Internet access to information restricted and expensive, and no longer does it take several years and deep pockets to build a business with an effective online presence. Technology factors of the web, including its ease of use, two-way communication methods, rapid technology development, standards, and leveraging digital convergence are all spurring interest in online business strategies. Customer interaction is changing—one-to-one marketing is becoming the norm, people are dealing with systems directly, highly personalized systems are being formed, the traditional basis of competitive advantage as well as business is changing, and the Internet has an increasingly pervasive influence on all markets—consumer and industrial (Hair, 2008). This change in technology provides Grandma‘s Helpers, LLC tremendous opportunities for increasing the efficiency and effectiveness of many marketing activities.

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SMART Objectives Defined Having clear marketing goals is important to achieving good business returns. A clear business target provides a clear aim for the Grandma‘s Helpers, LLC's Internet presence. Understanding the differences between a goal and an objective, however, can be confusing. Goals are broad, brief statements of intent that provide focus or vision for planning. They are usually non-specific and immeasurable. Objectives, on the other hand, are meant to be realistic targets for an organization. They are statements that we want to achieve, starting at the broadest level and progressing in a logical flow through to the specific (Hair, 2008). SMART is an acronym built around the five leading measures of strong objectives. They will always answer the following questions: who is going to do what, when, why and to what standard?

Specific – Measurable – Achievable – Realistic – Time

Following the five SMART leading measures, your objectives should state specific and precise outcomes to be accomplished. Outcome should be stated in numbers, percentages, frequencies, reach, scientific outcome, etc. They should be assessable with identifiable quantifying sources. Furthermore, expectations of what will be accomplished must be realistic given current market conditions, time period, and resources allocated.

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SMART Objectives Proposed Based on your current business goals and company vision and mission, we propose the following SMART objectives to enhance Grandma‘s Helpers, LLC‘s overall brand awareness/recognition, online activity and customer feedback, and credibility and perceived trustworthiness: 1. Establish regular appearance in the first 20 listed results by Google search to enhance brand awareness/recognition by 25% within 6 months after implementation of suggested online marketing strategies. We know that your services aren't easily sold directly from your website. Your current business model relies on more personal contact with prospects and word-of-mouth references to generate sales leads. Regardless of whether your online marketing goals include persuading a visitor on your site to request service information, view a testimonial, browse online listed resources, contact the reference nearest him, or ask to speak with you directly, search engine marketing generates powerful results. For many Internet users, brand recognition starts with their use of search engines (Enclick, 2005). In fact, over a third of surveyed Internet users believe the companies topping search results lists to be leading brands in the business category searched. If your site repeatedly appeared in search results for Senior Move Management, you'd create multiple brand impressions, certainly enhancing your brand equity. Furthermore, research
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shows that brand recall—the process of seeing a brand and recalling related perceptions—is best performed in a search engine environment in up to a 3-to-1 margin over other online advertising methods such as banner ads or buttons. Brand is particularly about relevance to the customer, and appearing in the top search results for a particular topic or problem is a powerful way to convey relevance to your customers. After all, your site is listed in search engines in response to a keyword phrase that was queried to answer a question, solve a problem or find a product or service. If your site is returned, it gives your brand added credibility that it is relevant to the searcher's needs. As more and more people use search engines to find products, services or information, they assume the companies appearing in the search results are the category leaders. By engaging in a comprehensive search engine marketing campaign, you can move your brand toward a top-of-the-mind presence.

2. Increase traffic to the website to enhance online activity and customer feedback by 25% within 6 months after the implementation of suggested online marketing strategies. We know you have a valuable service to offer, yet your website is probably not getting the web traffic you desire because your online presence is very limited. This traffic is highly important for the survival and prosperity of your business, even though you
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don‘t currently operate an e-commerce website. Qualified visitors are the lifeblood of any relevant business today—on or offline. We want them to know about Grandma‘s Helpers, LLC and spend time exploring the rich information and resources provided comments. Businesses spend millions every year in promoting themselves in the form of advertising dollars when there is an inexpensive tool at their disposal that is being underutilized—customer feedback. Regardless of the type of business you are in, getting input from your customers is critical to your success. There can be a lot of different ideas and suggestions that come in over time, and it's one of the surest ways of knowing, beyond a doubt, that your company is meeting customer needs and doing what you strive to do every day. You can think you're doing a good job and not realize that you're off target until profits have dropped and you've lost market share to a competitor who's more in tune with what your customers want. The opinions of your current and past customers are going to carry a lot of weight with a potential customer who is undecided on whether or not to do business with you. By hearing about a positive experience, an undecided customer may very well become a paying customer. through your website, ask questions and list

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3. Extend

local

partnerships to enhance

and

national

organizational perceived

involvement

credibility

and

trustworthiness by 25% within 6 months after the implementation of suggested online marketing strategies. 50% of NASMM members report that older adults are the ones making the initial contact with Seniors Move Managers for services, while 39% of members report the older adult‘s child or family is making the initial contact (National Association of Senior Move Managers, 2008). 11% of NASMM members report that a senior housing community is making the initial contact. We need to make your brand credible and trustworthy in the eyes of potentials so you don‘t miss the opportunities for these contacts. Your company brand is an important asset for your company, and the Internet offers great opportunities to promote that brand. Ensuring that elements of your brand are remembered in the minds of customers and prospects is a key component of any good branding campaign, and one that should certainly be a part of your online marketing strategy. We want you to be contacted regularly by various sources including older adults, family members, bank and trust officers, realtors, senior living communities, attorneys, geriatric care managers and others. Professional organizations in your industry provide a mark of distinction in your field by requiring rigorous reviews and verification processes. These organizations, in turn, can provide
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you and your company connections with networks of other qualified, reputable businesses, referrals to seniors themselves, third party authentication and background checks, codes of ethics and professional discounts on standards, print further licensing media, opportunities, and broadcast

enhanced web listings with special features, and online search directory listings. Most importantly, extended involvement with local partnerships and national organizations will provide peace-of-mind assurance to your customers.

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HOW MIGHT WE GET THERE? Grandma‘s Helpers, LLC seeks to provide its clients an objective viewpoint and an effective transitional plan. You want to let them know that you fully understand that life transitions, whether relocating to a new home or disbursing an estate, can be frustrating, confusing and even overwhelming. We know you have a strong commitment to connecting with mid-life and older adults and a strong desire to perform meaningful work above all else. Website publicity is critical for any growing business, and the time and effort involved will lead to more potential clients to your services. If you want to increase awareness/recognition, online activity and customer feedback, and credibility and perceived trustworthiness on your site, you will need a set of strategies for each objective to get you there.

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Strategies/Recommendations In broad terms, potential strategies outline all the ways you could achieve your corporate objectives (Hair, 2008). For any set of objectives, responses to the question ‗how?‘ will generate a set of strategies aimed at achieving them. Here is a complete list of potential strategies we‘ve come up with for your Internet marketing needs:    Search engine optimization for the website via keywords or meta tabs such as Google Adwords Implementation of website monitoring software such as Google Analytics or SiteMeter Website improvements to page layout/design and listed information/links and resources such as moving tips and customer testimonials, personal profiles, and/or evaluations, Ebay, a ―make my homepage‖ or bookmark option, The Guide to Retirement Living, AARP, the Senior Transition Society, and/or the Grass Roots Organization for the Wellbeing of Seniors (GRWOS)       Implementation of a website forum with user registration for Q&A and customer comments Publicity/online advertising activities such as press releases and a YouTube video of a customer‘s personal experience List of public relations/community activities to enhance image of goodwill Rewards/special offers or incentives Additional promotional contact points Temporary 3-6 month employment of an RIT co-op student for marketing and/or design work

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 

Primary research/data collection on the target markets via SurveyMonkey, PollDaddy, etc. for reference use Sponsorships with community senior centers, local recreation centers, the Center for Disability Rights, moving/shipping companies such as UPS and/or FedEx, and /or other foundations

Membership with select online communities and professional organizations such as the National Association of Professional Organizers (NAPO), SeniorChecked, myTimeHero, LinkedIn, MoveSeniors and Certified Relocation and Transition Specialists (CRTS), and/or IONA Senior Services

 

Occasional snail mail follow-up greeting cards Monthly e-newsletters including current events and successful local transitions

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WHICH WAY IS BEST? Each move is a mission. You must invade a client‘s home, shoot digital photos of the entire place, create a map of the floor plan and recreate it on a small scale. Every detail must be considered, from towels to window treatments, custom paintings to china hutches. Every plan is customized— some just need unpacking, while some may need decorating help and full service in-between. Along with it all, there is a lot of handholding, empathy and gentle persuasion that goes with the job. Beyond organizational skills, you may have to morph into a hybrid of counselor, mediation specialist and good friend as you assist older adults in their transition (Buysse, 2008). In the previous section ―How might we get there?‖ we discussed the vast list of potential strategies that Grandma‘s Helpers, LLC could use to accomplish the objectives laid out in section 2, ―Where do we want to be?‖ In this section, we will discuss select strategies and explain our choice criteria for the selected strategies laid out in question 3, ―How might we get there?‖ We provide insight and reason for the chosen criteria, and examine specific tactics for the strategies recommended. The strategies we will discuss in this section include:     Website Redesign Website Forum with Registration Google Adwords and Analytics Organizational Memberships

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Tactics While each of the following tactics have their own strengths and some can be used alone, it is advised that each of them be implemented together. Our proposed tactics work in sync and can further the success of each one when used as a campaign rather than as individual ideas. Website Redesign As we discussed in section 1, ―Where are now?‖ Grandma‘s Helpers, LLC has a target market that can be divided into two main target markets, and a smaller and secondary market. They include the individual elderly themselves, family and friends of the elderly, and finally, other businesses. Currently the website has one message for all three target markets. That can be problematic because the messages for the three target markets should be very different. By utilizing a welcome screen with three descriptions, Grandma‘s Helpers, LLC can offer a customized message to each market. Selling the service to the elderly and the family members of the elderly is somewhat similar. However, the message for potential partnerships needs to include information about sales numbers, turnover, and numbers of clients – something the average consumer does not need to know. The following is an example welcome screen.

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This welcome screen helps tailor the experience so it‘s more personal, further building a sense of quality service and dedication.

Website Forum with Registration In addition to the three-tier design, we also recommend a forum. A forum can enhance and build a sense of community for seniors with Grandma‘s Helpers, LLC as the hub. The forum will be a community for seniors, family and friends of seniors, and businesses interested in senior living. The forum may include topics that relate to senior living, and not confined to move management. Individuals will be required to register to add comments on the forum. More information on the data collection can be found in section 4.5. An example registration page is below.

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Contributors will be broken down into five sections. The first three will be the same as the three-tier design seen in section 4.3. The other two contributor categories will be Grandma‘s Helpers, LLC and businesses or professionals that can answer questions in their particular field. Users will be able to:    Receive professional advice on moving Find information about the moving process Post questions or comments
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  

Upload photos and graphics Receive special offers via email Receive monthly newsletters

Questions about moving will be answered by Grandma‘s Helpers, LLC staff and, when necessary, referred to real-estate agents or other professionals. The users themselves could provide content and businesses providing information on relevant products or services. Because this forum will provide a sense of community and exclusivity, registered users will be able to upload pictures of themselves and one-page biographies. Additionally, registered users will be able to receive special offers from Grandma‘s Helpers, LLC (such as a free consultation) and receive monthly e-newsletters describing current events and other successful relocations. One idea to increase and/or maintain web traffic to the forum is a fictional character. This character (written by staff) could talk about daily issues and solutions that arise for seniors. This character is also a good way to announce the forum via a press release. An example press release can be seen below:

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Release Date: After March 15 2009.
Contact: Grandma‘s Helpers (585) 334-3544 grandmab@grandmashelpers.biz

Evelyn Smith Blogs About Life as a Senior Seniors take their discussions online with a little help from local businesses Evelyn Smith, a 75 year-old resident of Brighton has a few issues. She is attempting to downsize and move out of her house because she can‘t afford the upkeep and payments. Her worsening arthritis has reduced her mobility and she has seen her friends fall ill and pass on. Evelyn Smith isn‘t real. She‘s a character made up by Bobbi Goodrich, owner of Grandma‘s Helpers LLC. Bobbi (a move-management specialist) has started an online forum for seniors. On the forum she discusses common issues of seniors today, and tells them from through the eyes of Evelyn Smith. The forum is located at http://forum.grandmashelpers.biz Grandma‘s Helpers LLC provides move management services and builds lasting relationships with seniors who could do without the stress, but would like a new place to call home. Bobbi can be reached at grandmab@grandmashelpers.biz. - 30 -

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Google Adwords and Analytics Selecting and finding keywords and phrases most likely to drive targeted web traffic is an important exercise that you can undertake when planning your web site deployment. You want to increase search engine ranking for a variety of specific terms and phrases such as ―Rochester Senior Move Management,‖ ―Rochester Moving Help,‖ ―Western NY Transition Assistance,‖ etc. Getting more hits or an increase in website traffic and having massive amounts of visitors to your website is not the only objective of good search engine marketing, however. You need to optimize your website according to your target market, you need to know what people are searching for, and you need to be able to measure the visitors to your web site. Once this has been achieved you will enjoy the benefits of a profitable high search engine ranked website. With Google Analytics, you can learn more about where your visitors come from and how they interact with your site. It will help you find out what keywords attract your target markets and what web pages and content get the most hits, as well as advanced segmentation information, motion charts, custom reports, keyword and campaign comparison, internal site search, benchmarking, trend and date sliders, a variety of visualizations, GeoTargeting, etc. Furthermore, Google Analytics provides tightly integrated AdWords support, so you can view AdWords ROI metrics without having to import cost data or add keyword tracking codes. You'll get the information you need to strengthen your marketing initiatives and create
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higher-converting

websites

without

professional analytics experience. Best of all, Google Analytics is completely free to use and 100% safe, so you can spend money on marketing, not on web analytics. All you need to do is register the Grandma‘s Helpers, LLC website with Google Analytics. Organizational Memberships Moving coordinators are NASMM‘s trusted colleagues in the rapidly growing area of senior relocation, transition and downsizing. These companies are valued collaborators in helping NASMM shape the bright future and integrity of senior move management as a whole (Buysse, 2008). According to the NASMM website, the majority of client moves by NASMM members are to the following types of residences: 1. 2. 3. 4. 5. 6. 7. 8. Assisted Living Communities (84.86%) Independent Living Communities (84.32%) Active Adult Communities (84.32%) Continuing Care Retirement Communities (65.41%) Townhouse or Condo (53.51%) Skilled Nursing Facility (26.49%) Family Member‘s Home (24.86%) Adult Family Group Home (11.35%)

Grandma‘s Helpers, LLC needs to build strong relationships with senior communities in the Rochester region for reputation enhancement and overall brand awareness. These senior communities, for example, could offer new residents a set number of hours of access to move management assistance at no charge to the resident.

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We also recommend you become a member of one or more of the following organizations to build your credibility and perceived trustworthiness: MoveSeniors and CRTS (http://www.moveseniors.com) The only third-party credential in the industry and is much more than a paid membership or certificate. It is a Professional Designation that is earned. Through accreditation, all CRTS graduates comprise the body of professionals known as the CRTS Registry. This group represents standards of excellence in the field of senior home transition and is maintained by the Senior Transition Society Council. IONA Senior Services (http://iona.org) A nonprofit community organization dedicated to enabling older people to live with dignity and independence. IONA provides services and access to programs designed to meet the needs of seniors and their families. NAPO National Association of Professional Organizers (http://napo.net) The premier national association dedicated to the field of organizing, serving customers through education, networking, industry resources, and promoting the profession to the public. NAPO‘s mission is to develop, lead, and promote professional organizers and the organizing industry. The association is also affiliated with the National Association of Senior Move Managers (NASMM).
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SeniorChecked (http://public.seniorchecked.com) A legitimate business charter filed with state governments to mark distinction in the senior industry by completing rigorous review and verification processes. The service provides potential customers peace of mind that your business is thoroughly background checked, consumer endorsed, legitimate, licensed, insured, and committed to seniors. myTimeHero (http://www.mytimehero.com) A social networking site similar to Facebook but targeted toward an older audience, designed to connect with others of similar interests through chat, photos, workshops, games, and more. LinkedIn A professional networking site designed to reconnect with past and present colleagues, classmates, and industry experts and discover insider connections for new business opportunities.

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Choice Criteria  Research All of our objectives, recommendations and tactics were chosen based on secondary research support. Google Analytics will enhance this support.  Time Constraints We chose strategies that can reasonable be completed within a 6month time span.  Costs We know you are trying to operate on a zero dollar budget, or as close to this as possible.  Technical Complexity We understand that all potential Internet marketing suggestions are dependent on your technologic literacy and ease of implementation.  Feasibility We know Grandma‘s Helpers, LLC consists of a mere 3-person staff, with Bobbi Goodridge primarily in charge of the website and promotions.

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HOW DO WE ENSURE SAFE ARRIVAL? Striving for more website visitors without the knowledge of winning web traffic analysis is a blind fight. You need to know where your visitors are coming from, what terms they use to find you on the search engines, and which pages they visit most often. The section of ―How do we ensure safe arrival?‖ will put in place the timeframes and implementations that will be required for your success. By following the 7S model, Grandmas Helpers, LLC will be able to stay organized and implement the strategies that will benefit you in the future.

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Key Resources Revisited (7S Framework) Strategy The new and improved strategy will look to attract new potential clients through the website and forum while still informing past and potential customers about the services provided, instead of relying mainly on referrals from past clients and friends. However, Grandma‘s Helpers, LLC will maintain an empathic and sensitive team that helps to increase customer value, still using personal and customizable treatment as the main component of increasing clientele through word of mouth. Structure Bobbie Goodridge will remain the sole proprietor and senior move manager of Grandma‘s Helpers, LLC. The team will also still include two other senior move managers: Margot Long and Kathy Scott, with the potential for additional staff in the future. Systems Besides just being a website where customers can access information on the services provided, your website will be a means of collecting customer information and implementing a database. The process of keeping your data will be a new system that will be put in place. This can be easily implemented with an Excel document to store potential and current client‘s information attained via the registration process for the forum. The database can be used to keep in contact with previous clients and may lead to more referrals.
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Skills You will have an increased ability to be sensitive and empathic with each customer while providing the physical assistance of moving to a new house by enhancing your understanding of your customer‘s needs through increased customer feedback with the implementation of different tools offered from Google such as Adwords and Analytics as well as other free website statistical tools. You will need to become familiar with these offerings and become comfortable with using them. Staff With the new strategies in place, the company Grandmas Helpers, LLC should see a growth in revenue allowing the hiring of additional staff to increase the efficiency of the company. Style By revamping the website and starting an online forum, Grandmas Helpers, LLC will look more professional and appear as a more trustworthy company. Shared Values The shared values of the company should remain the same with the caring theme. In order to move forward, the company must maintain cohesiveness with all future employees.

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Suggested Steps Step 1 Create an account with Google to create a campaign on Adwords as well as begin using Google Analytics. Start by 03/02/2009. Step 2 Begin collecting client data such as name, address, location, new address (if moving) and keep stored in a database such as an Excel file. Use the database of client information to send greeting cards, and use potential client information from the website forum to e-mail offerings and other contact information. Step 3 Find a student intern who will revamp your company website and start a forum for topics on elderly moving. Step 4 Begin actively posting on forums at least once per day to answer questions as well as adding new content for the first month. Step 5 Create a video of company offerings to be placed on Youtube.com and embed the video into your website as well as links to the video from the forums.

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Step 6 Continue to be active on the forums by increasing the amounts of posts per day to 2-3, and keep the information on the website as up to date. Step 7 Continue to be more active on forums and create a campaign on Youtube.com of more videos that can be used towards a viral marketing campaign.

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Metrics & Standards for Success Customer Feedback This section will be related to the overarching section of the website redesign in terms of its increased trustworthiness and professionalism. To evaluate a new website, the only accurate way to seek feedback from former and potential customers. We also suggest measuring brand recognition increases through forum presence. The simplest way to do this would be to conduct a survey. Interviews and focus groups may award you more specific details about the issues that may exist. There are claims that it is possible to measure website attractiveness without talking to customers, but in the end, all that matters is what the customers think of the website. You can also subjectively browse popular senior living forums for information about Grandma‘s Helpers, LLC posted by others, as well as the general acceptance and acknowledgement of Grandma‘s Helpers, LLC professional postings on the boards. Viewing an increased number of references to your website and improved responses to these postings will be the best way to measure increased brand awareness. While it is unlikely that you will be able to invest the money necessary to create a perfect website, there is easily room for improvement. We recommend that a minimum of 70% of respondents rank the website as moderate or above average. If money is an issue, we would suggest slightly lower standards of at least 60% ranking it moderate or above average. In order to ensure continued success and compensate if standards
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are not reached, we have a few particular suggestions. The first recommendation is to increase the number of posts, while it is not possible to set a specific number of posts since it is going to require judgment calls to avoid spam. If it seems that Grandma‘s Helpers, LLC has been posting a lot and not meeting the standards, we suggest you look at the responses to their threads for feedback. We also recommend continually evaluating the quality of posts and responses referencing quality of information. Whenever there seems to be a lapse, we recommend working to increase posting quality to maximize perceived trustworthiness. In general, Grandma‘s Helpers, LLC will have to spend a lot of effort evaluating their posting quality and quantity to find the right level to maximize return. This will take trial and error in building a successful forum presence. Google Analytics Software When Grandma‘s Helpers, LLC does alter their search engine optimization, it is very important to measure the effectiveness of individual search terms, as well as determine how much of an overall increase in traffic you see from Internet searches. To measure the effectiveness of improved search engine optimization we recommend watching the increase in the number of hits to your website that are directed from search engines. We suggest Grandma‘s Helpers, LLC to monitor the specific search terms that were used to bring in customers the most often, as well as monitor the overall increase in traffic to the website from search engines. We believe it is entirely reasonable to see a 25% increase in traffic
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through search engines within 6 months of adding new search terms. We also believe that with continued work on finding new search terms, and altering search terms to match new services, it is possible to see as high as a 50% increase in traffic through search engines within one year of implementation and easily maintain a position in the top 20 listed results from Google search. Our primary suggestion for maintaining success and adapting to any lack of success in meeting the proposed standards is in continually updating search terms based on services offered. We also recommend continually monitoring your competitors‘ search terms for new ideas. As adding to metatags does not cost money, we recommenmnjjjjjd that Grandma‘s Helpers, LLC update these whenever they have new ideas. If it is still difficult to increase traffic through search engine optimization, we recommend that Grandma‘s Helpers, LLC be ready to invest in search engine optimization by putting key search terms at the top of the results list on Google. The terms that are worth paying for can be determined by choosing the keywords that bring in the highest number of visitors as tracked by Google Analytics.

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Budget Since our client is working out of pocket, our thinking for suggestions to improve the business of Grandmas Helpers, LLC was based on a zerodollar budget. For the aspects of revamping the company‘s website as well as creating a forum, we feel the use of a student internship or student project would allow our client to get these created at a minimal to no cost. As for our suggestions with Google Adwords and Google Analytics, our client can choose depending on monthly income how much she is willing to pay at a day-by-day budget. The only other cost that would be associated with this marketing plan would be the client‘s actual time put into implementing these ideas, which would be associated with creating a video that could be placed on Youtube.com for free advertising about the company‘s offerings.

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Risks In every company decision there is risks that could lead to negative consequences. A few of the risk we could see from this marketing plan are listed below. 1. The forums do not become as popular as expected 2. The student intern does not do a professional job with the site. 3. The keywords chosen do not reach top 20 status with Google search.

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LIMITATIONS As with any research and consulting work, there are some limitations that are simply unavoidable. This section details some of the most notable limitations we ran into as students during the research and writing of this report. Due to time constraints and scheduling issues between us and Bobbi Goodridge of Grandma‘s Helpers, LLC, we were unable to schedule any personal interviews or surveys over the phone, online, or in person with current or potential customers. As such our research is primarily based on and limited to data gathered on industry trends, market competition, and personal insight. This secondary research could lead to several general problems, including a mismatch between data and needs, quality issues, the lack of control over collection procedures, and out-of-date information (Hair, 2008). For these reasons, we strongly encourage you to conduct your own primary research of observation, experimentation, or surveys both to improve the quality of your business decision-making by means of accurate, relevant information about the marketplace and to monitor and control the business and performance of your marketing activities. It is also necessary to note a lack of information by nature of the inability to arrange full, consistent meeting times between us and Grandma‘s Helpers, LLC and potential information gathered from Google Analytics on the site‘s current trends. We were unable to gather information on profits or time lapse between transactions, along with personal customer experiences. Please keep in mind, it can be difficult to determine whether failure to reach objectives are caused by poor information, poor
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planning, or poor execution (Hair, 2008). There can also be timing delays in the control process. With this understanding, we recommend future Emarketing projects for Grandma‘s Helpers, LLC take these limitations into consideration when performing research or developing means of primary research. This would ensure more accurate results and stronger feedback for future E-marketing plans.

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CONCLUSION Senior move managers are members of a fledgling industry that‘s gaining a foothold across the nation by offering elders practical help and emotional support when they enter nursing homes or downsize into retirement communities (Heckman, 2007). Grandma‘s Helpers, LLC is company that strives to provide peace of mind for adult children and their parents. The company is ran by legitimate business owners with incredible passion and experience in customer service, who treat their clients with respect and professionalism. The local business is not only a smart and innovative concept based on market and industry trends, but one that greatly helps those most in need of assistance—seniors. The Internet today provides many web-specific marketing control challenges, including a higher visibility of errors, a more dynamic competitive environment, more fluid organizational boundaries, a more dynamic market environment, and more complex linkages (Hair, 2008). Change is happening at a rapid rate in the virtual world, requires SMART objectives with a strong tactical battle plan and consistent follow-up. We sincerely hope that this Internet marketing plan provides Grandma‘s Helpers, LLC with a clearer understanding of strategic and tactically enabled business opportunities for an online competitive advantage in order to extend market reach, explore new markets, channels and methods, and innovate old marketing strategies.

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LETTERS OF THANKS Thank you to Bobbie Goodridge & Associates of Grandma’s Helpers, LLC Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, and Zach Myrow of Professor Neil Hair‘s 0105-440-01 Internet Marketing course at Rochester Institute of Technology in the winter quarter 2008-2009, would like to take this opportunity to thank Bobbie Goodridge, owner, personal property appraiser, and senior move manager of Grandma‘s Helpers, LLC, for the wonderful opportunity to work with you and your company throughout these past 11 weeks. We are thankful for the experience and personal insight we have gained, and are delighted with the chance to assist you in your e-marketing needs. We also extend our thanks to Margot Long and Kathy Scott, senior move managers of Grandma‘s Helpers, LLC. We would specifically like to thank you all for your assistance in gathering information and meeting with us on multiple occasions to discuss potential options and opportunities in making this Internet marketing plan a reality. We wish you and Grandma‘s Helpers, LLC the best of luck going forward with this marketing plan and all future endeavors. Signed, February 24, 2009 Elizabeth Del Valle ___________________________ Gregory Hanson Karyn Lewis Zach Myrow ___________________________ ___________________________ ___________________________

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Thank you to Neil Hair of Rochester Institute of Technology Elizabeth Del Valle, Gregory Hanson, Karyn Lewis, and Zach Myrow of the 0105-440-01 Internet Marketing course at Rochester Institute of Technology in the winter quarter 2008-2009, would like to take this opportunity to thank Professor Neil Hair, PhD, Chartered Marketer, and Professor, for all your assistance in integrating this Internet marketing plan and your role in facilitating our knowledge acquisition and the means to independently identify and locate necessary resources. Your passion and expertise for Internet marketing has provided us wonderful experience and inspiration. We thank you for the thorough and comprehensive information we have obtained by taking this course, and we wish you the best in all future endeavors. Signed, February 24, 2009 Elizabeth Del Valle ___________________________ Gregory Hanson Karyn Lewis Zach Myrow ___________________________ ___________________________ ___________________________

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REFERENCES American Marketing Association (AMA). (1995). Dictionary. Available at: http://www.marketingpower.com/_layouts/Dictionary [Accessed 15 February 2009]. Buysse, M.K., 2008. Moving an Aging America. Direction, 65 (12), pp. 44-48. Capala, M., 2008. Basics of E-Business - Building a Successful ‗Brochure‘ Website. CP Communications Blog, [Online] 29 May. Available at: http://www.cpcom.com/blog. [Accessed 9 February 2009]. DeSimone, B., 2006. This is a Job for ‗Senior Move‘ Managers. The New York Times, [Online] 24 Oct. Available at: www.nytimes.com [Accessed 13 February 2009]. Enlick, 2005. Marketing Objectives, [Online] Available at: www.enclick.com [Accessed 19 February 2009]. Hair, N., 2008. Marketing and the Internet. [Presentation] Internet Marketing course, Rochester Institute of Technology, NY, Winter 2009. Heath, T., 2009. Value Added: The ―Move Management‖ Industry. The Washington Post Washbiz Blog, [Online] 2 Feb. Available at: http://voices.washingtonpost.com/washbizblog [Accessed 13 February 2009]. Heckman, M., 2007. Senior move management companies offer practical
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aid to elders in transition. Concord Monitor, [Online] 18 Nov. Available at: www.concordmonitor.com [Accessed 13 February 2009]. Luettger, L., 2008. When it‘s just all too much, call in an expert; Profile: Grandma‘s Helpers LLC. Rochester Business Journal, 24 (29), pp. 17. National Association of Senior Move Managers, 2008. The Face of NASMM, [Online] Available at: www.nasmm.org [Accessed 12 February 2009]. Novack, M., 2008. Helping Parents Move Upwind. Gilbert Guide, [Online] Available at: http://www.gilbertguide.com/2008/05/15/helpingparents-move-upwind [Accessed 10 February 2009]. Senior Care Marketer, 2007. Industry Overview, [Online] Available at: www.seniorcaremarketer.com [Accessed 13 February 2009]. U.S. Census Bureau, 2009. [Online] Available at: www.census.gov [Accessed 14 February 2009].

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INDEX Examples of Good Web Design The screenshots of the following websites are some examples of eyecatching, well-designed websites for Senior Move Management: Beautiful Spaces www.beautifulspaces.net

While Beautiful Spaces does not use any interactive flash or have a particularly attractive design, it is simple to use, and it has certifications listed.

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Lifetime Transitions, a division of Lifetime Estate Liquidations, LLC www.lifetimetransitions.com

Lifetime transitions incorporates a very user friendly design with a visually attractive look. Most importantly it is very clean, and has a great deal of HTML meaning that search engines will be able to find search words.

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Transition Partners www.transitionp.com

Transition Partners is not only a good website in relation to move manage specialists, it is a good website when compared to many corporations. The Adobe Flash software used brings a level of interactivity while also providing a simple and clean design. It is a good benchmark to aim for.

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Examples of Poor Web Designs The screenshots of the following websites are some examples of poorlydesigned websites for Senior Move Management: More Than Moving, Inc. www.morethanmovinginc.com

More than Moving means well. However, their amateurish design incorporates many design fo-paws including the font Comic Sans and a great deal of clipart. They also use the menu bar that is often used by goodle to display advertisements. Additionally, their descriptive sections are not poignant enough and do not provide particular confidence.

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Simplified Spaces www.simplifiedspaces.net

Simplified Spaces is unclear, amateurish and does not look credible.

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The Simplifiers www.thesimplifiers.com

The Simplifiers has far too many design aspects on one page. Information about their company is provided via banners that look like advertisements. The website looks like a placeholder and does not provide any confidence that this is aprofessional organization.

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