1. Brand awareness
1.1. Problems
1.1.1. Low brand awareness among people
1.1.2. Low brand awareness among CK
1.2. Aims
1.2.1. Increase of time spent on CK portal
1.2.2. Increase of target actions made on CK portal
1.2.3. Increase of traffic from SMM to site
1.2.4. Booking/Calls from SMM
1.2.5. Increase in involvement on SMM
1.2.6. Increase references of brand in www
1.3. Decisions
1.3.1. #10 SMM strategy
1.3.2. #11 Content marketing. Reason: soft promotion, educating potential clients
1.3.2.1. #11.1 Articles on related sites.
1.3.2.2. #11.2 Working with leaders of opinion. (experts, leaders of autoclubs ets)
1.3.2.3. #11.3 Webinar fo CK
1.3.3. #12 Create landing pages "Road to carglass" for CK. Target action: download of brochure, download call script ets.
1.3.4. #13 Portal for CK as main interaction place betweenCK and carglass
1.3.5. #14 Mobile app. Reason: ???
2. Traffic
2.1. Problems
2.1.1. Bad trand in SEO traffic
2.1.2. No PPC traffic in Moscow
2.1.3. No traffic from other sources
2.2. Aims
2.2.1. Increase site SEO trafic on __% in 4 months
2.2.2. Collect email base 3000 - 5000 by the end of 2015 year
2.3. Decisions
2.3.1. #6 Plan of SEO improvements
2.3.1.1. #6.1 internal SEO improvement
2.3.1.2. #6.2 Articles for blog
2.3.2. #7 Email marketing. Reason: Work with visitors on early stages of decision-making
2.3.2.1. #7.1 Online form on carglass.ru to collect emails
2.3.2.2. #7.2 Create main email chain of "touches" for main client segment (5-7 letters)
2.3.2.3. #7.3 Create main email chain of "touches" for other client segment
3. Jobs
3.1. Problems
3.1.1. Low quantity of jobs from oline source
3.1.2. Site badly converts visitors into leads/calls
3.2. Aims
3.2.1. Increase conversion into lead rate from 0,69% to 2-3%
3.2.2. Reduse site overall bounce rate from 16,6% to 12%
3.2.3. Get extra jobs from referel programm
3.3. Decisions
3.3.1. #3 Move portal for CK at subdomain. Reason: Separate traffic CK from others
3.3.2. #4 Site redesign
3.3.2.1. #4.1 Make 2 landing pages for main products
3.3.2.2. #4.2 A/B testing of LPs
3.3.2.3. #4.3 Make all site looks as landing pages (new design)
3.3.2.4. #4.4 Adaptation for mobile
3.3.3. #5 Implementation of referal marketing programm
4. Finance
4.1. Problems
4.1.1. Raise revenue from high margin products (glass repair)
4.1.2. Marketing budget could be spent more efficient
4.1.3. Site visitors prefere make a call than use online form. Extra expenses on ip telephony
4.1.4. "Red calls" from people who didn't find info at the site (location, order etc.)
4.2. Aims
4.2.1. Increase efficiency of marketing expenses. At least make more results spending same amount of money
4.2.2. Cut current expenses on 15%
4.2.3. Increase proportion of repairing from __ to ___
4.3. Decisions
4.3.1. #1 Online marketing savings plan
4.3.2. #2 Implementation of analitics sistem that integrates info from AdWords, Y.Direct, site and 1C. Reason: see ROI of marketing action online in one place
4.3.3. #8 Real BOL Reason: cut expenses on extra calls
4.3.4. #9 Site improvements based on statistics of "Red calls"
5. Learning market/client
5.1. Problems
5.1.1. Client don't know about our NPS
5.1.2. Client don't know about importance of qualified glass instalation
5.2. Aims
5.2.1. Quantity of views
5.2.2. Traffic from youtube, vimeo
5.3. Decisions
5.3.1. #15 Video blog "How to ...", "We are best in ...", "Our customers say ..."