Mkt Plan Essay

Submitted By jklimek
Words: 4129
Pages: 17
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I. Executive Summary
Since it was first introduced in May of 2012, Zenith City Online has provided its users with a free, public research archive celebrating historic Duluth, Western Lake Superior, and Minnesota's Arrowhead. Found at http://www.zenithcity.com, this publication is the place to visit for historic information and articles regarding this fascinating region. In order to continue to provide this unique service, our client wishes to turn a profit on his online publication by selling advertising blocks to interested companies. In order to gain attention from advertisers, Zenith City must first increase its customer base and identify their specific demographics. By renovating the web site and developing its Facebook Page, Zenith City Online has great potential to convert passersby to committed, lifelong advocates. II. Situational Analysis
Our client has received plenty of great anecdotal feedback in person, through comments, and via Facebook regarding Zenith City Online which validates the site’s great public perception. Users with an innate interest in the region and its history who come across the site often love it. Similarly, the authenticity and unique approach of the site keep customers coming back. Our client’s use of email notifications have proven effective in that he has received great feedback regarding emailed articles and updates. That being said, the functionality of the site and lack of user friendliness hinder individuals from staying on the site. While its resources and articles are full of great content, the home page of the site lacks organization and does not provide passersby with a welcoming experience. Although the feedback our client has received has been extremely positive, the customer base is limited as many individuals have never heard of Zenith City Online. Our client’s current strategy of utilizing a Facebook Page is useful in providing an outlet for articles, however it does little to engage or excite customers. Because our client has a very limited budget, rather than dumping any and all funds into uncertain advertising campaigns, we feel it is best to encourage engagement and interaction among current customers in order to promote buzz marketing1 through word-of-mouth advertising. Refer to the SWOT analysis below that highlights internal strengths and weaknesses of ZCO along with external opportunities and threats faced by the organization. In order to better outline the weaknesses of Zenith City Online, we have provided multiple screenshots on Pages 4 and 5 that pinpoint problem areas.

SWOT Analysis | Strengths: * Reliable, educational site * Nobody has a site quite like Zenith City Online, which means there may not be a main competitor * There is no other regional site like it that serves its community * Completely unique idea * Updates multiple times daily, unlike other sites * Content is factual and not opinion based like similar sites * Customer base that exists is loyal | Weaknesses: * Limited customer awareness * Lack of marketing and e-marketing * Service is hard to identify initially on Home Page * Lack of understanding for the name “Zenith” in Zenith City Online to identify Duluth * Very limited budget to develop customer base and generate income * Customer interaction with site is limited * “Z” in Zenith City is difficult to read | Opportunities: * Obtain customers from competitors with similar audience such as Perfect Day Duluth and Minnesota Historical Society * Make Zenith City Online the place to go for Duluth history * Increase value of site * Generate income from selling advertisements * Create a Twitter Account to reach a broader audience | Threats: * Larger, well-known sites that aren’t as unique as ZCO threaten their customer support * Society is losing an interest in history * Expansion is limited because the site is regional * Lack of presence on organic search engines * Many consumers use quick
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