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Internationalisation and Commercialisation Methods for Business Networks (InterCom) 2013-1-PL1-LEO05-38152 eMarketing for Internationalisation Strategy for the Leszno Printing and Advertising Cluster 4 March 2015

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Internationalisation and Commercialisation Methods for Business Networks (InterCom)

2013-1-PL1-LEO05-38152

eMarketing for Internationalisation Strategy for the

Leszno Printing and Advertising Cluster

4 March 2015

INTERCOM

INTERCOM eMarketing Strategy for the Leszno Poligrafia Cluster

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Table of Contents

Introduction .............................................................................................................................. 4  

1.   Cluster Objectives .............................................................................................................. 5  

2.   eMarketing Objectives ........................................................................................................ 6  2.1   Target Groups .............................................................................................................. 6  2.2   Strategic Objectives of Online Marketing ....................................................................... 6  2.3   Core Online Marketing Activities .................................................................................... 7  2.4   New Site Structure ............................................. Fehler! Textmarke nicht def in iert.  2.5   Traffic and Conversion Metrics ...................................................................................... 7  2.6   Newsletter Metrics ........................................................................................................ 8  2.7   Social Media Metrics ..................................................................................................... 9  2.8   eMarketing Responsibilities ......................................................................................... 10  2.9   Budget ....................................................................................................................... 10  

3.   Website Design Assessment ............................................................................................ 12  3.1   Graphic Design ........................................................................................................... 13  3.2   Site Structure & Navigation Structure .......................................................................... 13  3.3   URLs .......................................................................................................................... 14  3.4   Languages .................................................................................................................. 14  3.5   Reactive / Adaptive Site .............................................................................................. 14  3.6   Site Statistics .............................................................................................................. 14  

4.   Website Content .............................................................................................................. 15  4.1   Cluster Description ..................................................................................................... 15  4.2   Cluster Staff Profiles ................................................................................................... 15  4.3   Cluster Member Profiles .............................................................................................. 15  4.4   News & Events ........................................................................................................... 15  4.5   Articles ....................................................................................................................... 15  4.6   Calls to Action ............................................................................................................ 15  

5.   On-Page SEO .................................................................................................................. 17  

6.   Off-Page SEO .................................................................................................................. 18  

7.   Newsletters ...................................................................................................................... 18  

8.   Advertising ....................................................................................................................... 18  

9.   Social Media .................................................................................................................... 19  

10.   Analytics and Tools .......................................................................................................... 19  

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INTERCOM eMarketing Strategy for the Leszno Poligrafia Cluster

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L ist of Acronyms CMS Content Management System CTA Call to Action CTR Click Through Rate SEO Search Engine Optimisation URL Uniform Resource Locator

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INTERCOM eMarketing Strategy for the Leszno Poligrafia Cluster

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Introduction The InterCom Strategic Module on eMarketing for Internationalisation has as its objective the support for internationalisation via online marketing. These services should be part of the normal strategic development plan of each cluster or network. The eMarketing Module is part of the overall Business Strategy developed for each cluster, and has been developed as an Action Learning Module developed for deployment on the InterCom e-learning platform. The eMarketing Module therefore responds to two key requirements outlined in the InterCom project: a The need to improve the professional competencies of Lithuanian and Polish managers for

internationalisation and commercialisation b The delivery of competency development via Action Learning, as expressed through a

strategic analysis and development process specific to each cluster. All content should be viewed through the perspective of internationalisation: clusters must grow and expand internationally in order to provide higher value-adding services to their members and to the regional economic and social ecosystem in which they are located. However, the precise path towards internationalisation and commercialisation will be specific to each cluster. The eMarketing Module is one chapter of a wider strategic development plan, which includes Commercialisation Module as a second, and separate, chapter. This Module includes analysis and strategy based on the following sections: 1. Definition of Cluster Strategy and Objectives 2. Minimum eMarketing Requirements 3. Website Design 4. Website Content 5. On-Page SEO 6. Off-Page SEO 7. Newsletters 8. Advertising 9. Social Media 10. Analytics and Tools

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1. Cluster Objectives The Leszno Poligrafia Cluster was founded to promote networking, training and development of the printing and advertising industry in the Lezsno area, including the regions of Leszno, Rawicz, Gostyń, Wschowa and Góra. The members of the cluster are natural persons representing companies active in printing and advertising, and represent the following actors: • printing houses • advertising agencies • contractors of visual advertising • advertising give-aways, merchandise and trophies • manufacturers of packaging and paper articles • printing prepress. Additional partners include: • Research & Development Centre for the Graphic Arts (COBRPP) • Municipality of Leszno • Centre of Innovation and Transfer of Technologies of Leszno • Complex of Electronic-Telecommunication Schools in Leszno • Entrepreneurship Incubator Foundation of Kalisz • County Office of Leszno • Foundation of Adam Mickiewicz University - Science-Technological Park of Poznań • Regional Chamber of Industry and Trade in Leszno • Promotion and Development of Civil Initiatives Association (PISOP) The core objectives of the Cluster are to: 1. Increase competitiveness of the sector 2. Promote pro-innovative attitudes 3. Improve technological level of provided services 4. Exchange information and know-how between entrepreneurs. The Cluster’s internationalisation objectives are to identify new market opportunities and promote member services internationally.

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2. eMarketing Objectives 2.1 Target Groups The target groups for the Cluster include: 1. Potential printing and advertising firms in the region (future members) 2. Potential printing and advertising firms in other regions and internationally (future partners) 3. Downstream consumers of printing and advertising services 4. Other stakeholders, including media, government and associations. The target geographic markets are: a. Poland b. Germany and Central Europe Additional work is needed to define the internationalisation strategy given the structure and engagement of this cluster and its members. 2.2 Strategic Objectives of Online Marketing The strategic objectives of the Cluster’s online marketing campaign are to: 1. Promote the strategic objectives and core values of the Cluster and its members

2. Reinforce and develop the Cluster’s brand as well as the brands of its members

3. Seek new commercial opportunities and partners for imports, exports and other forms of

cooperation 4. Share and disseminate key information relating to best practise in the sector

5. Seek specific business partners, comprising customers, suppliers, and technical partners 6. Inform key target groups and stakeholders on new products, services, innovations and

applications 7. Continue and expand existing initiatives 8. Continue and expand training, knowledge exchange, professional development and related

initiatives

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2.3 Core Online Marketing Activities The minimum architecture for achieving these goals is the following: Table 1: Core Online Marketing Activities

Factor Current Performance Target to End-2015

# Pages in Site 274 Expand to 340

Average Words per Page 100-300 200-300

News Updates Cluster site: 15/09/2014 Every 3 days

Social Media Facebook Link

Facebook Page

Updates every 1-2 days

Question on English language content

Integrate staff profiles

Interact with advertising and design groups on LinkedIn,

Facebook and Google+

Newsletters Yes Monthly

Website Languages Polish English language content must be developed

2.4 Traffic and Conversion Metrics The website is partially developed into a tool which supports the Cluster in achieving its strategic objectives. Key initiatives should be expanded and improved. Its strategic effectiveness will be measured by monthly traffic and inquiries (form or email-based) gained from media, press, other chambers and sectoral associations, printing and advertising firms, consumers, universities, etc. A 3-year plan for traffic and conversion is provided in Table 2, below. Table 2: Website Traffic and Conversion Metrics

2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Traffic 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800 3,000 3,200 25,200 Inquiry Rate 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% # Inquiries 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 63.0

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2016 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Traffic 3,200 3,400 3,600 3,800 4,000 4,200 4,400 4,600 4,800 5,000 5,200 5,400 51,600 Inquiry Rate 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% # Inquiries 8.0 8.5 9.0 9.5 10.0 10.5 11.0 11.5 12.0 12.5 13.0 13.5 129.0

2017 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Traffic 5,400 5,600 5,800 6,000 6,200 6,400 6,600 6,800 7,000 7,200 7,400 7,600 78,000 Inquiry Rate 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% 0.25% # Inquiries 13.5 14.0 14.5 15.0 15.5 16.0 16.5 17.0 17.5 18.0 18.5 19.0 195.0

2.6 Newsletter Metrics The role of the Cluster Newsletter is to promote engagement and return visits to the website on a monthly basis. The Newsletter should initially be in two editions: Polish (domestic market contacts) and English (all other contacts). The Newsletter should include content about: • Cluster news • Training seminars and events • Cluster member news • Achievements in the past month • Commercial opportunities • Recruitment • New designs, products and ideas • Other sectoral news The Cluster sends information to members the form of email messages. These should be formalised into the Monthly newsletter, with a different edition and frequency for members. Ad-hoc, single-issue breaking news emails can be sent to members. We forecast a monthly newsletter, sent to a minimum of 300 contacts in January 2015, and adding 150 contacts per month thereafter. Of these, approximately 100 initial contacts will be for members and other stakeholders. Approximately 50-100 should be international partners. Approximately 25-30 should be journalists and media sources. Contacts can and should be contributed from Cluster members. Both the Cluster and its members are highly active in international marketing and promotion. Contributing the contacts of key partners should not be a problem as long as it is clear that these will be used for standard mailings and communications on behalf of the Cluster. The open rate is forecast at 20%; the click-through-rate (CTR) is forecast at 10%. All numbers are conservative given sectoral experience and current best practice.

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Table 3: Newsletter Performance Metrics

2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total # Contacts 300 335 370 405 440 475 510 545 580 615 650 685 Open Rate 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% # Opens 60 67 74 81 88 95 102 109 116 123 130 137 CTR 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% # Clicks 30 33.5 37 40.5 44 47.5 51 54.5 58 61.5 65 68.5 591

2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total # Contacts 720 755 790 825 860 895 930 965 1000 1035 1070 1105 Open Rate 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% # Opens 144 151 158 165 172 179 186 193 200 207 214 221 CTR 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% # Clicks 72 75.5 79 82.5 86 89.5 93 96.5 100 103.5 107 110.5 1095

2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total # Contacts 1140 1175 1210 1245 1280 1315 1350 1385 1420 1455 1490 1525 Open Rate 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% # Opens 228 235 242 249 256 263 270 277 284 291 298 305 CTR 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% # Clicks 114 117.5 121 124.5 128 131.5 135 138.5 142 145.5 149 152.5 1599

2.7 Social Media Metrics Social media is a key driver of interaction, particularly for tech sector participants and younger demographics and trade partners. All Cluster news and events should be distributed across Facebook, a LinkedIn Group, and a Google+ page with hangout. The target should be for each channel to gain 25 followers, members or “likes” per month per channel. Table 4: Social Media Engagement

2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Facebook Likes 131 156 181 206 231 256 281 306 331 356 381 406 LinkedIn Group 25 50 75 100 125 150 175 200 225 250 275 300 Google+ Members 25 50 75 100 125 150 175 200 225 250 275 300

2016 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Facebook Likes 406 431 456 481 506 531 556 581 606 631 656 681 LinkedIn Group 300 325 350 375 400 425 450 475 500 525 550 575 Google+ Members 300 325 350 375 400 425 450 475 500 525 550 575

2017 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Facebook Likes 681 706 731 756 781 806 831 856 881 906 931 956 LinkedIn Group 575 600 625 650 675 700 725 750 775 800 825 850 Google+ Members 575 600 625 650 675 700 725 750 775 800 825 850

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2.8 eMarketing Responsibilities A single manager should be appointed responsible for online marketing. The role of this manager is to: 1. Coordinate all online marketing tasks within the cluster 2. Continually update the Cluster website 3. Distribute tasks relating to website content, including translation of modules and creation of

content such as articles, staff profiles, news, etc. 4. Posting news at least once every two days 5. Improving the quality of site content, including keyword optimisation 6. Managing the Cluster social media network 7. Cross-posting news, events, photos, etc. to the social media network 8. Continually expanding the database of contacts 9. Developing, sending and monitoring 1 newsletter each month (2 languages) using

MailChimp or equivalent programme 10. Monitoring Google Analytics and Google Webmaster Tools 11. Other online marketing tasks as needed. It is anticipated that the daily work requirement is between 1-2 hours per day for online marketing. This will be difficult to accommodate given the Cluster structure and operation. 2.9 Budget The main costs associated with the Cluster’s eMarketing strategy, not counting staff costs or VAT, are estimated at € 2,730 between 2015-2017 as follows. This assumes that the current website is useds. Table 5: eMarketing Budget (all figures in Euros) 2015 # Units Cost/Unit Total Cost Website maintenance 1 250 250 Domain Name 1 20 20 Hosting 1 200 200 Email Accounts 1 250 250 Total 720

2016 # Units Cost/Unit Total Cost Website maintenance 1 250 250 Domain Name 1 20 20 Hosting 1 200 200 Email Accounts 1 250 250 MailChimp Subscription 6 25 150

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Total 870

2017 # Units Cost/Unit Total Cost Website maintenance 1 250 250 Domain Name 1 20 20 Hosting 1 200 200 Email Accounts 1 250 250 MailChimp Subscription 12 35 420 Total 1,140

Total 3 Years 2,730

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3. Website Design Assessment Exhibit 1: Leszno Polygrafia Cluster Home Page

Exhibit 2: Cluster News Page

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3.1 Graphic Design Graphic design and general layout of the Cluster are interesting and fit the wider identity of the sector. It is difficult to navigate between the English and German content, as many of the navigation menus and other content remain in Polish. 3.2 Site Structure & Navigation Structure The English language homepage retains its Polish navigation structure and tag lines. Exhibit 3: Cluster EN Page

It should update the content in English to the same quality level as Polish content. The following additional content should be considered: 1. Regularly update the site with news in Polish and English 2. Add Cluster staff profiles on separate pages, with LinkedIn contacts 3. Enhance individual Cluster member profile static pages for each member with a description,

logo, contacts, etc.

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4. Include sections for each institution (not just each company). 5. A searchable product or service database might help potential customers decide whether or

not to contact the Cluster members with cooperation requests. 6. A list of research interests, projects or cooperation requests would support the process of

cooperation with other technical or institutional partners. This exists on a single page, but it is mixed with other information and is not comprehensive.

7. Further expand and post the large amount of technical presentations and documentation

the Cluster gathers from trade fairs and its own events and seminars 8. Integrate social media sharing and likes apart from Facebook. 3.3 URLs The URL structure is search-engine friendly. Example http://www.poligrafia.leszno.eu/wazne-dokumenty.html 3.4 Languages Polish and English, with fragmented EN content. 3.5 Reactive / Adaptive Site It is an reactive / adaptive site. 3.6 Site Statistics Google Analytics is installed.

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4. Website Content 4.1 Cluster Description The Cluster Description is good, but it needs to be split into multiple sections. It would benefit from an expansion with more detailed sub-sections on the specific initiatives and full profiles of members and staff. It also needs to be updated. Content which could be added includes: • Mission • Vision • Core Values • Membership Policies • Cluster Strategy • Working with Us • Join the Cluster 4.2 Cluster Staff Profiles None. Each profile should be on a separate page, with links to LinkedIn profiles. 4.3 Cluster Member Profiles These exist as single pages for companies, not for institutions. Static pages for all members should be introduced with a keyword-optimised description. 4.4 News & Events These exist, but are not often updateds. 4.5 Articles Should be expanded. 4.6 Calls to Action Limited. Key CTAs should include:

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INTERCOM eMarketing Strategy for the Leszno Poligrafia Cluster

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• Join our Cluster • Meet us at a Trade Fair • Project Cooperation • Find a Supplier • Request a Call • Request a Quote • Contact Us

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5. On-Page SEO

Page Count 274

Word Count 200-300: good

Keyword Prominence Limited

Keyword Proximity Limited

Keyword Density Limited

Keyword Frequency Limited

Keywords in Domain Name Yes

Keywords in URL Yes

Meta Tags – Title Titles reflect page titles.

Meta Tags – Description Roughly common to entire site: not customised per page

Images Rarely used; not optimised for search (no keywords in name)

ALT Tags Available but not used

Image Names No

Title Tags Yes

Site Links and Link Structure Yes, well-done. Could expand footer.

Regular Updates / News Not frequent enough

Social Media Integration Facebook Like Tab and Recent Posts

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6. Off-Page SEO

Number of Backlinks 3957

Quality Links Yes

Trusted Links Yes

Related Websites Member companies with logo

Social Media Integration Facebook

7. Newsletters There are email alerts used.

8. Advertising No advertising campaigns have been used.

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9. Social Media Following Analysis is for English: A Facebook page exist in Polish.

On-Page Sharing No (not on Cluster Site)

On-Page Likes None

On-Page Comments None

Facebook Profile Yes

Facebook Events No

Facebook Staff Integration No

LinkedIn Page No

LinkedIn Group No

LinkedIn Staff Integration No

Google+ Profile No

Google+ Staff Integration No

Twitter No

Youtube No

Photo Sharing Sites No

Google Maps No

File Sharing Sites No

Other Aspects None

10. Analytics and Tools Google Analytics used.