Marketing Project MKTG 519

Marc Chhiu

Jimmy Hoesan

Dennis Vu

Jiajia Feng

Rui Xu

Grace Mehm

Tommy Nguyen

What is QGITS?

Question – to inspire

wonderment and the

pursuit of knowledge.

Green – to preserve the

planet for generations

to come.

Innovate – to create

pioneers and disruptive markets.

Technology  – to manifest

advanced methods and

tools.

Science – to promote critical

thinking, problem

solving, and creativity.

Mission Statement

Delivering cutting edge, innovative content to inspire our community and a new generation of pioneers in the advancements of science, technology, and the pursuit of knowledge.

Design & Develop for Target Audience

People you want to visit

QGITS

What they are looking

for?

Tools for Targeting Audience

Google Analytics

Alexa

QuantCast

Going Up

Surveys

Interviews

Men vs Women

Between 1989 and 2008, the approximate percentages of women receiving their Bachelor’s degree in any engineering field were 17% and 19.6%, respectively

http://www.audiencetargeting.com/technology.jsp

Interview ResultsWorking Professionals (Engineers, Professor, Senior Web Developer, Writer, Product Manager), 8+ years working, 40 years old+

Don’t regularly visited Science/Tech Websites

Original content important

Don’t feel a need to/Time restraints

Reads articles that are forward/recommended to them by friends, family & coworkers

Easy to read/understand

Informally informed

Make source easily found

Interview ResultsWorking Professionals (Engineer, Web Site Developer, Web designer, small business owner, Federal Officer with background in IT) 1-7 years experience, Less than 40 years old

Visits websites daily/almost daily basis- TechCrunch, Engadget, Mashable, Anandtech

Simple, non clutter website, clean interface, easy to navigate and organized

Need current/original content, updated constantly

Prefers articles- video/podcast if they are really interested to go along with article

Make source easily found

Likes Blogs, but need to be credible and knowledgeable

Marketing Plan (Short-Term)

• Local Science Events and Forums- Brochures - Promotional Products

Marketing Plan (Short-Term)

• Search Engine Optimization (SEO)- Keyword Phrases (check the top three

competitors)- Density- Social Media (Facebook, Twitter, Linkedin)- Page Title- Graphics Friendly- Good Design

Marketing Plan (Short-Term)

• SEO features from Domain Providers:- GoDaddy.com $2.99/month- NetworkSolutions.com $49/month- Dotster.com $99.99/month

Marketing Plan (Long-Term)

• Retain the Viewers:- Subscription- Website Reputation and Image

• yelp.com, citysearch.com, social media• Feature from domain providers (register.com

$9.95/month)- Survey Readers for feedback

Marketing Plan (Long-Term)

• Improve Content- check the science trend

(www.google.com/trends)

• Expand the market segment- Kids- Young Generation

SWOT Analysis

Top 3 Science

Websites:

Howstuffworks.com

Discovery.com Popsci.com

Howstuffworks

Strengths- strong brand,

highest ranking, regularly updated

Weaknesses- not entirely

focus on science & tech, exclude less tech savvy

audiences

Opportunities- offers magazines,

multiple languages,

international coverage

Threats- external changes,

maturing categories,

products, or services

PopsciStrengths-

offer print since 1872, well-established, friendly user

interface

Weaknesses- no daily update,

lack original contents,

limited science topic

Opportunities- develop more

original contents, daily update, short

HD videos

Threats- external changes,

maturing categories,

products, or services

Discovery

Strengths- brand recognition, broad

diversification, multiple

distribution

Weaknesses- lack innovation,

poor original content, less tech-savvy

demo

Opportunities- develop new

programs, products, and

expand services

Threats- external changes,

maturing categories,

products, or services

Jiajia HERE

Core Content Elements

Highly relevant Educational

Easy to digest Visually appealing

Conversation inviting

Lacks a sales angle

Original Content Types

How-to Articles Expert Interviews

Reviews

Case Studies News Stories Contrarian stories

Generation Process

Produce• Owners• Outside Experts• Employees• Freelance writers

Process• Editorial Guide

Release• Adaptive Content

(COPE)

Repeat• Editorial

Calendar• Market

Intelligence System

Integrated Marketing Communications

Email

• Weekly Newsletter• Sign-up form on

website/other platforms• Include social sharing

icons in emails

Twitter• Follow relevant

people/events• Tweet insider

information• Retweet button on each

article• Ask followers for their

feedback/suggestions

Facebook

• Link to website articles• Post pictures/videos• Follow events/people• Link to other social

platforms• Display number of

shares/likes on website

Pinterest

• Visual content• User-generated

pinboards• Pinboards for events• Integrated with

Facebook• Large time investment

Forum

• Large active audience needed

• Difficult to start• Valuable after website

established

Financial Plan

Revenue Generations

Expenses

Funding Sources

Revenue Generations

AdvertisementsComplete Site Domination• Google Adsense , Clicksor,

MSN adCenter

Direct Banner Advertising

Affiliate Advertising • Link Share, ClickBank,

Commission Junction

Selling Products & Services Ebook: The Case for Going to Mars

Premium Membership Extra original contents, special giveaways, ect.

Expenses

Minor (>$1,000/yr)• domain name,

hosting fees, maintenance fees, merchant fee, and promotion

Major (<$1,000/yr)• web design, content

generation, and marketing

Funding Sources

Direct• financial institution

such as banks for small business loan

Indirect• angel investors, friends,

family, crowdfunding

Income StatementFirst Year Budgeted

For the Year Ended, Dec. 2013

Revenues

Advertising $300

Membership $400

Total Revenue $700

Expenses

Web start-up $7,800

Content $3,650

Marketing $2,575

Total Expenses $14,025

Profit/Loss ($13,325)

Recommendations