DATA DRIVEN & HI-TECHDIGITAL MARKETING STRATEGYC.E. Gleeson Constructors, Inc: Building Visions to Reality for 90

Years

Table of Contents

I. Executive Summary............................................................................................. 2

II. Philosophy.......................................................................................................... 2

III. Marketing Intro................................................................................................... 2

IV. Market Research................................................................................................. 3

Market Segmentation and Competition Analysis...........................................................................3

Troy, MI.........................................................................................................................................................3

Charlotte, NC.................................................................................................................................................4

Austin, TX.......................................................................................................................................................5

Search Traffic Diversity...................................................................................................................6

Troy, MI.........................................................................................................................................................6

Charlotte, NC.................................................................................................................................................7

Austin, TX.......................................................................................................................................................8

V. SEO Technical Audit Results................................................................................9

VI. Online Directory Presence Analysis...................................................................10

VII. Proposed Services and Brief Task Explanation...................................................11

Summary of Tasks.........................................................................................................................11

SEO..............................................................................................................................................................11

Local Buzz....................................................................................................................................................11

Social Media Optimization...........................................................................................................................12

PPC...............................................................................................................................................................13

Remarketing................................................................................................................................................14

VIII. Pricing and Recommended Service Options.......................................................15

Executive Summary

We analyzed your current presence online as well as your competitions’ and as a result come up with online marketing options. Below you will find the results of our research as well as an explanation of our service options we recommend to you. In short, our analysis shows you have a severe lack of online exposure in the following areas:

- Major Search Engines – Google – Yahoo – Bing

- Primary Local Directories

- Social Media Presence – Google +, Facebook, Twitter and more

To get a better grasp on what may be causing your severe lack of exposure within the primary search engines we ran two technical audits on your website. Both of our audits came back with an overall grade of “F” in regards to your website’s search engine compliance and conversion score.

Additionally we have analyzed your marketing objectives, marketing budget and level of competition. After much analysis we have concluded that we are a GREAT fit for your company and feel that we can obtain your marketing objectives given the services options provided within this proposal.

Philosophy

We believe in expanding your brand - online global presence and traffic generation. Specifically, we believe in colossal targeted traffic for a very high conversion rate. We believe in generating phenomenal leads. We believe in significant ROI. We believe in going big online.

Marketing Intro

Our local search engine optimization services are among the crucial building blocks of a solid marketing

strategy. Just as not even the most beautiful or elaborate building could stand up for long without a solid

concrete foundation, no marketing strategy can be effective without proper search engine optimization (SEO).

In an ideal world, good products would always be easy to find. In the real world, the products and services

that succeed are those that are optimized to be easily accessible to potential customers. The foundation of

SEO combined with a powerful off-page push such as social media is what drives a powerful brand

recognition approach.

To realize the powerful potential of a good social media marketing company, all you have to do is look

at the numbers. Facebook has 1.26 billion users, Twitter has 500 million total or 250 million active users, Google+

has 343 million users, and LinkedIn has 238 million users. Altogether, that is a total of 2.91 billion active social

media accounts —and those numbers are only continuing to increase.

We can analyze the marketing efforts we exert with what we call a “brand expansion factor”. As your

brand expands we will measure and monitor it. We will chart your progress and set levels for you to attain

each quarter. We will also measure your expectations according to your brand expansion levels. Rest assured,

you will know what work is being done and why it is so powerful for your company!

Market Research

Market Segmentation and Competition Analysis

In order to understand your online presence vs. your competition we have analyzed the top 100 ranking web pages for

over 100 keywords. We then stored this data and plotted your rankings vs. your top competitions rankings. This analysis required us to analyze 10,000 web pages online. As a result of our in-depth analysis we are able to show you insights into your online presence on the major search engine that no other online marketing provider can!

*Full report is attached in separate zip file.

Troy, MI

Charlotte, NC

Austin, TX

Search Traffic Diversity

In an effort to understand your client market landscape online we have performed extensive research to identify how many people are searching for your company within the major search engine Google each month. The traffic data below per search term is only an indicator to the amount of traffic online. Google does not release actual traffic statistics and therefore we only have access to general information. The actual amount of traffic behind each keyword subject matter online can conservatively be multiplied by 3X to include unreported search traffic and additional search engines. To summarize, as a result of our research we have concluded that it is without a doubt worthwhile to purse a marketing campaign to obtain the largest share possible of the search and conversion traffic within the major search engines.

*Full report is attached in separate zip file.

Troy, MI

Charlotte, NC

Austin, TX

SEO Technical Audit Results

We use advanced software to run our technical website audits. The first audit shown below we run to analyze your website’s search engine compliance score. There are many factors that play a heavy role in how well your website will perform in the search engine results. In total, we analyze over 80 factors and compile our results into a comprehensive report in which we assign a grade value. The grade value is easy to understand and can be compared to the grading system of any school. Anything below a 60 is an F.

The second report shown below we run to also analyze factors to determine your search engine compliance score (for redundancy purposes) but also include factors that play a heavy role in conversion. Conversion, being when a user browser your website takes an action that will end up putting money in your pocket. This report also produces a score that can be interpreted the same way as a grading system in any school.

Your website is in dire need of help as you scored an F on both reports. Luckily, we are here to help!

*Full report is attached in separate zip file.

*Full report is attached in separate zip file.

Online Directory Presence Analysis

When people search online to find you they will typically search for you either in a major search engine or an online directory. Therefore it is marketing basics 101 to make sure you have your business registered in all the major online directories. This also will help your brand expansion factor, which in turn will help you gain more exposure in the major search engines because it will give more credibility to your brand. Remember, the stronger your brand presence is online,

the more credibility you will have with the major search engines, which is turn into your website obtaining more exposure online when people search for you!

As a result of our analysis below you need to register your business in more directories which is part of the service we offer to you.

Proposed Services and Brief Task Explanation

Summary of Tasks

SEO

Keyword and On-page SEO Research and Analysis We make sure that the effort we put into your SEO campaign is focused on returning optimal results, and so we identify target keywords by performing keyword research and analysis. This will also include analysis of your current rankings, as well as that of your competitors, using specialized software and manual assessment.

Account SetupsWe setup your social media accounts as well as off-site blog accounts for strong social signals, as well as content and freshness signals.

Business Directory and Press Release Sites SetupWe list you to the top business directories and press release sites for more visibility and quality back links.

On-site Blog and Authorship Configuration We setup your G+ authorship and publisher markup tags with your blogs for good G+ signals. We upload blog articles from you, categorize and tag them as part of optimization to ensure that if your content is ever duplicated, you will not be penalized by Google.

On-page Website OptimizationWe perform optimization of all on-page elements, including page titles and meta tags, header tags, content; keyword usage in content, links and anchor texts; as well as URLs and navigation, and XML site maps. We also integrate and install Google Webmasters and Google Analytics.

Content Generation and Optimization We provide on-page and off-page content generation such as, press release writing, company updates, industry news, coupon promotion, and custom content; optimized with the correct application of links, anchor texts and keyword usage. Users like valuable content and so search engines put much weight on content in their algorithms. The more useful the content you have on your web pages, the higher your web pages will rank on search engines.

Content DistributionWe distribute generated content through social networking and social sharing platforms, off-site blogs and press release publications if applicable.

Competitive Link BuildingCombining both manual and software intelligence, we will examine your competitors' back links. These back links will undergo analysis to determine the quality and probability of link building

Website Speed Optimization and Security This includes page load, image, static content cache, global content delivery network and mobile user optimization. Security measures include static content up-time security, SSL encryption and optimization, comment spam, malware and content scraping protection.

Local Buzz

Local Business Listing Research and Creation We will search for duplicate local business listings as these prove to be problematic and will affect the integrity and user-friendliness of your listings. Search engines and major local listing sites flag duplicate

entries as these confuse users. We also do competition analysis on your category and do search engine ranking comparisons as well as current directory listings analysis to assess your position and decide how to move forward. We make sure that your (NAP) name, address and phone numbers are valid, verified and are consistent across all current and future listings. This allows us to create your local listing profiles on Google Places, Bing Local, Facebook Places and Foursquare; as well as on top local directories, niche or geo-related directories.

Image Creation, Optimization, and Publication We provide high quality image sourcing, editing with branding, and optimization such as geo-tagging and back link generation. We then upload and publish your branded image to 4 primary local business directories.

Custom Citation BuildingWe perform directory research and register your business to specialized directories as well as submit a report of recommended paid directories.

Review Publication and Promotion CreationWe analyze the reviews of your competition and then we publish reviews for you. We also provide promotion copy writing and promotion banner/image design as well as coupon creation for you with a bar code.

Local Mobile "Check In" VisibilityWe will publicize your local mobile check-in promotions via your Facebook Places, Foursquare and Google Places accounts to encourage more check-ins and more business as well as strengthen your local signals.

Promotion and Event Social UpdatesThis includes Google Places offers creation/update, Google Plus business page promotion update, Facebook Page promotional "like" creation, Facebook Places promotion publication, Bing Local deals creation, Bing mobile deals publication and Foursquare promotion update to strengthen your local signals.

Social Media Optimization

Google+ Marketing To increase your online visibility, we will create a Google+ Personal Profile and a Google+ Business Page for your company or brand so that you can promote your products or services and share information, links, photos, and videos. We will establish your credibility by putting your company name or brand name, business information, your location, contact details, pictures and videos on your profile.

We will regularly update your Google+ Business Page with relevant information such as latest events, specials and promos increasing the chance of driving people to your website. In addition, we post links to pages explaining your products or services so that you can entice your visitors to look them up and consider your offers in their buying decisions.

Facebook Marketing Our initial work will cover creation and optimization of your profile; customization of your Facebook profile banner; sourcing, editing, resizing, and customizing of your banner image. We make sure that the information contained in your profile such as your name, address and contact details are accurate and updated.

We will then create and optimize your Facebook business page so that you can directly interact and get feedback from your current and potential customers. We will regularly update your page with

announcements about upcoming events, sales and promos bringing traffic to your website. We will see to it that the information contained in your business page highlights your company and your brand to elicit favorable impressions from your visitors.

Twitter Marketing We begin by creating your Twitter profile with your desired name and accurate information about your location and contact details. In the 'about us' section, we will write branded content to give current and potential customers a proper preview of your company and your products or services. For optimization purposes, we will insert target keywords in the content and make sure it is consistent with how the brand is displayed on other channels.

We will then customize your Twitter background and make it visually appealing but staying consistent with your company and brand image. We will keep your account actively working with regular tweets and real-time updates. We will incorporate links to your website into tweets so you can generate traffic to your website. Lastly, we will continuously acquire followers and make sure that any tweets we publish will appear on a follower's feed.

Linkedln MarketingWe will start building your professional profile incorporating the target keywords in the branded content that we will post on your Linkedln page with particular attention to the 'about us' section with accurate information regarding your location and contact details. Here, current and prospective customers will have a preview of your company and your products or services.

We will regularly monitor and update your profile to ensure that your Linkedln profile has credibility and an active presence in this professional social network. We will incorporate links into updates to generate traffic to your site. We place back links in comments to increase chances for your website to get hits and conversions.

We initiate topics and participate in various discussions that are related to your company's niche particularly on Linkedln Groups. This is especially beneficial if you want to be established as an industry authority. We will win over as many connections as possible and make sure that your updates and posts appear on their Linkedln home page.

PPC

Account SetupWe setup your PPC account with Google Adwords, Bing and/or with Bing and Yahoo! Network.

Market and Keywords ResearchWe perform market and keyword research to determine the most viable keywords that your target market is typing into the search engines to find you. We target keywords that will generate the right amount of traffic with the right intent at the right cost.

Campaign and Ad groups Setup We setup your campaign or campaigns with the appropriate ad groups based on tightly-knit themed keywords with keyword matching options.

PPC Budget ManagementWe setup your desired budget and make sure that we make the best out of it and that you do not go over budget spend for the month.

Targeting OptionsWe setup targeting options based on search and/or display advertising, language, geo-Iocation, device, scheduling.

Conversion TrackingWe setup conversion tracking with Google Analytics.

A/B TestingWe perform A/B testing of ad copies to improve CTR and keyword quality scores to bring the cost per click down; as well as A/B testing of other elements when applicable.

Measurement, Analysis and OptimizationCost per click, CTR, ad positions, and quality scores are measured and analyzed. Based on the results of this analysis, the PPC technicians will modify the campaign accordingly to improve performance.

Remarketing

Account SetupFor starters, we will set up your Remarketing account with Google AdWords. We can also create and install the remarketing tag code, as well as set the pages that will be triggers to retarget users.

Remarketing List CreationThe secret to retargeting is clustering your prospects into the right list or audience. A remarketing list is a collection of cookies from people who visited a website. This is the list you'd target your ads to that is based on the defined pages that they visited. Creating the list is one of the most important steps in setting up a remarketing campaign.

Banner Text Creation, Alignment (For Approval)Remarketing banner ads will be created to reflect your branding and key messages to effect brand recall to maximize impressions and/or with a call to action to influence high click through rates. Your banner ads will be aligned to your existing landing pages for high coherence and relevancy to promote higher conversion rates.

Testing of Banner Ads, Landing PagesWith split testing, two or more ads are tested side by side to determine which performs better at a specific metric, allowing us to make improvements as necessary. Testing banner ads allows you to be aware of what works and what doesn't on your PPC campaign. We also test landing pages to see what converts visitors to customers at a higher rate.

Conversion TrackingWe setup conversion tracking with Google Analytics.

Budget ManagementWe setup your desired budget and make sure that we make the best out of it and that you do not go over budget spend for the month.

Existing Customer TargetingWith list targeting rule, you may target existing customers visiting your website with remarketing banner ads with messaging aimed at retaining them.

Pricing and Recommended Service Options

Based on the high level of competition and industry there are several campaigns to create to really drive traffic and sales. The below listings are package pricing’s that are designed for what your trying to accomplish. Drive sales! Drive traffic! Build brand recognition! Blast Social Media! There are other avenues we can take with your campaigns. We can build just social media platforms designed for you or we can just establish a strong SEO campaign for your site. Budgeting usually directs us and clients into which strategy to start. There is also a campaign that we can design that is much smaller scale but will take longer periods of time to build momentum.

Service Classification Digital Services

Gold Targeting SEO–12 Advanced Local Buzz Intermediate for 1 locations Facebook Marketing - Small Twitter Marketing - Small Linked Marketing Google+ Dominator PPC – 500 Remarketing Add-on

Pricing: $8500

Diamond Targeting SEO–12 Advanced Local Buzz Intermediate for 3 locations Facebook Marketing - Small Twitter Marketing - Small Linked Marketing - Small Google+ Dominator - Medium PPC – 1000 Remarketing Add-on

Pricing: $10500

Platinum Targeting SEO–18 Advanced Local Buzz Intermediate for 3 locations Facebook Marketing - Small Twitter Marketing - Small Linked Marketing - Small Google+ Dominator - Large PPC – 2000 Remarketing Add-on

Pricing: $12500

3 months - pricing as shown above

6 months - 10% discount - Save $$$ Annually

12 months - 15% discount – Save $$$ Annually

IX. Appendix *All items are attached external to report

SEO Conversion Analysis Report (AKA Bang Site Audit Report)

Website Technical Audit (AKA Bang Site Audit)

Keyword Ranking and Competition full analysis

Keyword Traffic Analysis

Workload Report: Search Engine Optimization (SEO)

Workload Report: Google Dominator

Workload Report: Facebook

Workload Report: Twitter

Workload Report: Google+

Workload Report: PPC