Intangible assets are defined as identifiable non-monetary assets that cannot be seen, touched or physically measured, which are created through time and/or effort and that are identifiable as a separate asset. They are recorded in the financial statements of a company.
Using this definition, I believe that the intangible assets of Live Life Aloha are as follows.
1. Our name and logo. They give us recognition and create consistency through our web pages and social media sites.
2. UH Distribution Network. As students we have access to UH email and have access to the individuals who would approve sending out a blast email to students and faculty on campus informing them about our new website.
3. Human Capital. Our teams knowledge and technical skills have enabled us to create a website and build our social media network.
4. Software. Our actual webpage and social media sites are our main assets. Without them we do not have any contact or communication with our customers.
Saturday, April 2, 2011
Sunday, March 27, 2011
Our Updated E Marketing Draft
Step out of your dreams. Be who you are. Life Life Aloha.
Step 1 Situation Analysis (SWOT)
Strengths
Excellent collective knowledge of social media
Access to low cost resources
Group network of Hawaii connections
Event planning experience
Familiar with Hawaii and the culture
Weakness
Experience in the industry
Funding/Revenue sources
No brand/name recognition
Opportunity
Large population at risk
Increased public concern about obesity
Potential source of revenue through Lets Move campaign
Threats
Competition from other websites or insurance groups
Constantly changing trend of fad diets
Step 2 E-Marketing Strategic Planning (Tier 1 Strategies)
Targeting and Segmentation- We are targeting the local population in the Hawaiian Islands, that have access to the internet. Hawaii had an estimated population of 1,308,789 persons which is .4% of U.S. market in comparison to California which is 12% of the total country population or Alaska which has only .2% of the population. In Hawaii there are 1,081,506 persons who use the internet either at work or at home or 82.6% penetration compared to 53.5% in Mississippi and 90.1 in New Hampshire. 597,100 persons in Hawaii use Facebook as of this date or 45.6% penetration. This compares to District of Columbia with 260.1% and 24.2% in Delaware.
Differentiation and Positioning- Live Life Aloha is an informational website that aims to provide the internet using population of Hawaii a single location where they can access health and nutrition information. Links to fitness classes across the islands, healthy recipe options, valuable health care information and more will be accessible at no cost. Our social media sites will also provide a support group setting where individuals can share information on health related issues.
Step 3 Objectives (task specific, measurable goals)
1. Increase UH Maui College’s Wellness Center Facebook page “likes” to 500 by 8/31/11 through email to UHMC students, faculty and staff suggesting the page.
2. Have 500 registrants on our Live Life Aloha page by 8/31/11
3. Create links from all UH wellness centers websites to Live Life Aloha site by 8/31/11
4. Create a web presence on Oahu, Maui, Kauai and the Big Island through links to class offerings and relationship building with local health and fitness organizations by 10/31/11
Step 4 E-Marketing Strategies (Tier 2 Strategies, the 4 P’s)
Objective –Strategy Matrix
Online Goals Online Strategies
Online Ads DB Mkt Direct E-Mail Online Sales Viral Mkt
Objective 1 No Yes Yes No No
Objective 2 No Yes Yes Yes No
Objective 3 No Yes Yes No No
Objective 4 No Yes Yes No No
The 4 P’s
Product
Information and services that help lead to obesity reduction in the US
Place
Hawaiian Islands (Maui based)
Price
Free
Promotion
Social Media
Rewards Program
Press Releases
Local Health Fairs
Partnering with other non profits (MEO, YMCA etc)
Fundraising Events
Step 5 Implementation Plan
Twitter: Implementation Plan -Twitter will enable Live Life Aloha to instantly share and gather information. With Twitter we can build and improve our relationships with members, organizations, and businesses. It is an effective social media tool that is quick and easy to use. It also provides users with real-time communication and customer service. Through our Twitter account, we can stay connected to our followers by listening and responding to them. This is a great way to promote our business and to increase public awareness of obesity in Hawaii.
Our @livelifealoha account will provide our members with a place to connect with others and share information on health, nutrition and fitness. For example, our followers can view current updates, upcoming events/classes, and links to relevant recipes, videos, and articles. On a daily basis our employees will read, write and share messages of up to 140 characters. One of our objectives is to have 500 followers on 08/31/11.
Twitter offers many resources to help promote our @livelifealoha account. We will add either a “Follow us on Twitter” button or embed a widget on each of our sites. We will also add a Tweet button on our sites, which will let people share content on Twitter.
In addition, for a fee we can reach a broader audience by advertising on Twitter through promoted Tweets, trends, and accounts. With Twitter, companies can gain insight into both paid and unpaid activity by using advertiser analytics.
Blogger.com- Implementation Plan
Mission: Live Life Aloha Blog will feature Obesity Prevention in the context of Hawaii to add current content to our website and our social media channels.
Goals:
1. Blogger.com used to connect persons.
2. Builds Community
3. Lists content about Hawaiian sports and fitness events.
4. Features Hawaiian healthy lifestyles.
5. Promotes uniqueness of the islands.
Methodology:
1. Use connect and “like” buttons to email, twitter, facebook, like and save.
2. Use comment dialog and CTA (calls to action) as well as polls and surveys to engage community and connect on a personal level.
3. Educational content as well as event calendars
4. Google streaming health news
5. Video bars on relevant Hawaiian topics and exercise.
6. Informational links, exercise classes and videos.
7. Use Podcasts, audio and music, visual photo slideshows to enhance and sell Hawaii emotion and experience.
Placement:
Our blog will be geographically placed to appeal to persons with love of Hawaii.
Monetize company:
1. Amazon.com product selection
2. Adsense advertising bars
3. Sell and promote logo gear through vista print and café press.
4. Sell Hawaiian Music and or Hawaiian health/spa/eco tours?
Point in Time:
1. HST Daylight hours-one staff member to monitor comments and communicating with customers.
2. HST 10:00 pm once daily blog entry by rotating authors. All seven team members will participate, each with one blog per week.
3. All staff members have ability to post and change blog design, add widgets and flash on a whim and with regular occurrence. Flexibility in posts and design will enhance our more static website which will have less flexibility and more complicated html code.
4. Add as many followers as possible and follow all relevant influential persons and companies in the health business of the state of Hawaii.
DETAILS of the above Plan-
Mission Statement:
Featuring Obesity Prevention in Hawaii, the Live Life Aloha Blog will provide relevant and current content for the Live Life Aloha website. The blog will promote our Live Life Aloha brand about the Hawaiian Healthy Lifestyle including sense of place, Hawaiian culture, Hawaiian sports, the weather and opportunity of uniqueness of the islands.
Goals:
Blogger.com will be used as the place where diverse groups of people will come together to find out and read content created or shared by our company and website. We will also add calls to action (CTA) at the end of each Blog and use of surveys and polls to ask our supporters and readers to engage in conversations with our community and to get personal with our consumers. Not only will our Blog create support but it will add educational input and desired content whereby persons from diverse channels will meet to find out more about the prevention of Obesity and add input to our discussion. By streaming Google news about the prevention of Obesity, Hawaii Fitness and/or Nutritional foods and providing videos of on-going Hawaii sports and fitness events or exercise, we can provide residents and persons around the world with information about the latest news regarding the prevention of Obesity in the context of Hawaii. By adding informational links to events and fitness classes in Hawaii, we can link healthy habits to our state values and our cultural and local needs and give our content emotional appeal. We hope to attract a diverse group of visitors in our local geography, but will most likely attract voyeurs of the Hawaiian lifestyle who are intrigued by the allure of the islands.
Monitize:
Our blog will be able to sustain our non-profit goals and earn income when we monetize our group with links to our personalized branded products available on Café Press and Vista Print as well as products we search for and suggest on Amazon.com. We will also use Ad Sense to allow advertisements to be seen on our Blog. We will self select products and types of advertisements seen on our blog which has subject applicability. We can also add video links and small ads for local companies who wish to advertise their fitness opportunity. There is a possibility that we could eventually sell The ability to earn money will help to promote our educational goals and help to link us to other groups with similar goals.
Driving Business to our blog and website:
When gathering information in the local market about losing weight and maintaining a healthy lifestyle, our Blog will add information on a daily basis to ideas, opinions and great web links for more information found locally and globally. We can drive business to our Blog and to our website through our main social media channels of facebook, Linkedin and twitter. The Live Life Aloha Blog will be a place where e-books, power point presentations and pod casts, videos and photos will have a permanent researchable, ever-changing and current page. The Blog will be easier for our non-profit small staff to manage as opposed to managing website html code. A blog can be changed daily just enough to keep it interesting. In other words, a Blog can be a permanent part of our webpage which is easily managed and also where content is easily added with manageable software. Also our entire staff, not just highly trained IT staff can easily update and add input with little or no training. The Blog Administrator will delegate jobs for the staff and will ask for input to create and change the design and ask team members to add various gadgets which will keep the content new and relevant to all sorts of users.
Point of Time:
The blog will include one post once a day with a new Blog and comment on any additional user comments at least once in a 24-hour cycle. Because HST time lags behind the rest of the world, we may want to post our daily Blog late in the evening about 10:00 pm. and have our comment posts monitored in the daylight hours between 8 am and 6 pm. The blog administrators can track increased traffic and the effectiveness of the information that is being posted. We will also monitor ad payments and ADsense analytics to see how much revenue is generated by the website on a daily basis. The Face book and twitter connect and “like” key will be incorporated into our page. This will drive more traffic to our Blog content page.
Sustainability in the Long Run:
The Live Life Aloha Blog will begin by adding and following The UH Maui College Wellness Center, YMCA, and other local health and fitness affiliates into our twitter feed which can be shown on the Blog homepage. Our other social media channels and email can be added to each Blog and to each comment so that our Blog can be forwarded to new persons by our users. By following other groups with similar interest on our Blog, and through connected social media channels, we can drive diverse groups to our Blog page to see what we are all about. It may bring in new leads that our other social media has not yet been able to target. The goal is to become influential in the Hawaii health market and branch out eventually to the National USA Health Market due to our unique pacific and global attentive markets.
Facebook Implementation Plan
Facebook will be used by Live Life Aloha as a place where our members can come together for support and group discussion. Whether you are struggling with shedding those stubborn pounds and you’re looking for advice from someone who has been through it themselves or you just want a healthy idea for dinner, the Live Life Aloha page is where you can find what you are looking for.
The Social Media Manager will post twice a day on the wall. Once in the morning around 8:00a.m and once during lunch around 12:00p.m. The morning post will be an informative statement or a question and the lunch time post will be a healthy recipe. All posts should end with a call to action such as “Visit our website for more recipe ideas” or “Tell us your favorite place to Zumba”. Google Analytics will also be reviewed daily by our Social Media Manager as a way to track increased traffic and the effectiveness of the information that is being posted.
The Facebook “like” key will be incorporated into our Twitter, LinkedIn, Blogger, and webpage in an effort to direct more traffic to our page. Live Life Aloha will also add The UH Maui College Wellness Center, YMCA, and other health and fitness affiliates into our “favorite pages.” Comments will be posted on other health and wellness sites in an effort to begin discussion and increase awareness for our own page.
LinkedIn Implimentation Plan: LinkedIn gives Live Life Aloha the opportunity to connect with other organizations and businesses. This offers Live Life Aloha the benefit of receiving and issuing updates between companies and providing the “human side” of what the organization is about. The company profile allows the organization to post career openings, profiles of the people behind the organization, products & services, analytics, and key statistics. For a fee LinkedIn also provides the option of being listed in their service provider directory and using LinkedIn Ads for advertising needs. The following are a list of organizations and businesses in Hawaii that Live Life Aloha plans to connect with:
• Univeristy of Hawaii
• University of Hawaii at Manoa
• Hawaii Pacific University
• Hawaii Pacific Health
• HMSA
• State of Hawaii
• Rehabilitation hospital of the pacific
• Pacific Quest
• BYU Hawaii Athletic Training
• Swim Baby Hawaii LLC
• Hawaii Health and Wellness Coaching
• YMCA of Honolulu
• Five Mountain Fitness Center
• Benchmark Wellness
• Team Move
• Wellness With Aloha
• Graceful Earth Inc.
• Recaka Fitness
• 24 hour fitness
• Nutritionist World
By connecting with different companies and organizations, Live Life Aloha will be able to promote and receive upcoming events, classes, and reviews on products or services.
Step 6 Budget
We are currently in the process of working on our budget. The following tasks have been assigned and are due at our next meeting scheduled on Sunday April 3, 2011 at 11:15 via Skype.
Daniela & Alana: Intangibles
Bob & Jared: Technology costs
Bevin & Brandy: Cost savings
What is our ROI?, IRR? ROMI?
Revenue Forecast- what is our established sales forecasting method to estimate revenues in the short, intermediate and long term? Estimate level of web traffic over time.
Intangibles- What is our brand equity? Brand awareness?
Cost Savings- Money saved through internet efficiencies is considered soft revenue.
E-Marketing Costs-
Technology (hardware, software, internet access, hosting services, educational materials and training, maintenance)
Site Design
Salaries
Other site development costs (registering domain name, consultants to write content)
Marketing communications (Ads, PR, promotion)
Miscellaneous (travel, office supplies etc)
Step 7 Evaluation Plan
Once plan is implemented, it requires continuous evaluation.
Step 1 Situation Analysis (SWOT)
Strengths
Excellent collective knowledge of social media
Access to low cost resources
Group network of Hawaii connections
Event planning experience
Familiar with Hawaii and the culture
Weakness
Experience in the industry
Funding/Revenue sources
No brand/name recognition
Opportunity
Large population at risk
Increased public concern about obesity
Potential source of revenue through Lets Move campaign
Threats
Competition from other websites or insurance groups
Constantly changing trend of fad diets
Step 2 E-Marketing Strategic Planning (Tier 1 Strategies)
Targeting and Segmentation- We are targeting the local population in the Hawaiian Islands, that have access to the internet. Hawaii had an estimated population of 1,308,789 persons which is .4% of U.S. market in comparison to California which is 12% of the total country population or Alaska which has only .2% of the population. In Hawaii there are 1,081,506 persons who use the internet either at work or at home or 82.6% penetration compared to 53.5% in Mississippi and 90.1 in New Hampshire. 597,100 persons in Hawaii use Facebook as of this date or 45.6% penetration. This compares to District of Columbia with 260.1% and 24.2% in Delaware.
Differentiation and Positioning- Live Life Aloha is an informational website that aims to provide the internet using population of Hawaii a single location where they can access health and nutrition information. Links to fitness classes across the islands, healthy recipe options, valuable health care information and more will be accessible at no cost. Our social media sites will also provide a support group setting where individuals can share information on health related issues.
Step 3 Objectives (task specific, measurable goals)
1. Increase UH Maui College’s Wellness Center Facebook page “likes” to 500 by 8/31/11 through email to UHMC students, faculty and staff suggesting the page.
2. Have 500 registrants on our Live Life Aloha page by 8/31/11
3. Create links from all UH wellness centers websites to Live Life Aloha site by 8/31/11
4. Create a web presence on Oahu, Maui, Kauai and the Big Island through links to class offerings and relationship building with local health and fitness organizations by 10/31/11
Step 4 E-Marketing Strategies (Tier 2 Strategies, the 4 P’s)
Objective –Strategy Matrix
Online Goals Online Strategies
Online Ads DB Mkt Direct E-Mail Online Sales Viral Mkt
Objective 1 No Yes Yes No No
Objective 2 No Yes Yes Yes No
Objective 3 No Yes Yes No No
Objective 4 No Yes Yes No No
The 4 P’s
Product
Information and services that help lead to obesity reduction in the US
Place
Hawaiian Islands (Maui based)
Price
Free
Promotion
Social Media
Rewards Program
Press Releases
Local Health Fairs
Partnering with other non profits (MEO, YMCA etc)
Fundraising Events
Step 5 Implementation Plan
Twitter: Implementation Plan -Twitter will enable Live Life Aloha to instantly share and gather information. With Twitter we can build and improve our relationships with members, organizations, and businesses. It is an effective social media tool that is quick and easy to use. It also provides users with real-time communication and customer service. Through our Twitter account, we can stay connected to our followers by listening and responding to them. This is a great way to promote our business and to increase public awareness of obesity in Hawaii.
Our @livelifealoha account will provide our members with a place to connect with others and share information on health, nutrition and fitness. For example, our followers can view current updates, upcoming events/classes, and links to relevant recipes, videos, and articles. On a daily basis our employees will read, write and share messages of up to 140 characters. One of our objectives is to have 500 followers on 08/31/11.
Twitter offers many resources to help promote our @livelifealoha account. We will add either a “Follow us on Twitter” button or embed a widget on each of our sites. We will also add a Tweet button on our sites, which will let people share content on Twitter.
In addition, for a fee we can reach a broader audience by advertising on Twitter through promoted Tweets, trends, and accounts. With Twitter, companies can gain insight into both paid and unpaid activity by using advertiser analytics.
Blogger.com- Implementation Plan
Mission: Live Life Aloha Blog will feature Obesity Prevention in the context of Hawaii to add current content to our website and our social media channels.
Goals:
1. Blogger.com used to connect persons.
2. Builds Community
3. Lists content about Hawaiian sports and fitness events.
4. Features Hawaiian healthy lifestyles.
5. Promotes uniqueness of the islands.
Methodology:
1. Use connect and “like” buttons to email, twitter, facebook, like and save.
2. Use comment dialog and CTA (calls to action) as well as polls and surveys to engage community and connect on a personal level.
3. Educational content as well as event calendars
4. Google streaming health news
5. Video bars on relevant Hawaiian topics and exercise.
6. Informational links, exercise classes and videos.
7. Use Podcasts, audio and music, visual photo slideshows to enhance and sell Hawaii emotion and experience.
Placement:
Our blog will be geographically placed to appeal to persons with love of Hawaii.
Monetize company:
1. Amazon.com product selection
2. Adsense advertising bars
3. Sell and promote logo gear through vista print and café press.
4. Sell Hawaiian Music and or Hawaiian health/spa/eco tours?
Point in Time:
1. HST Daylight hours-one staff member to monitor comments and communicating with customers.
2. HST 10:00 pm once daily blog entry by rotating authors. All seven team members will participate, each with one blog per week.
3. All staff members have ability to post and change blog design, add widgets and flash on a whim and with regular occurrence. Flexibility in posts and design will enhance our more static website which will have less flexibility and more complicated html code.
4. Add as many followers as possible and follow all relevant influential persons and companies in the health business of the state of Hawaii.
DETAILS of the above Plan-
Mission Statement:
Featuring Obesity Prevention in Hawaii, the Live Life Aloha Blog will provide relevant and current content for the Live Life Aloha website. The blog will promote our Live Life Aloha brand about the Hawaiian Healthy Lifestyle including sense of place, Hawaiian culture, Hawaiian sports, the weather and opportunity of uniqueness of the islands.
Goals:
Blogger.com will be used as the place where diverse groups of people will come together to find out and read content created or shared by our company and website. We will also add calls to action (CTA) at the end of each Blog and use of surveys and polls to ask our supporters and readers to engage in conversations with our community and to get personal with our consumers. Not only will our Blog create support but it will add educational input and desired content whereby persons from diverse channels will meet to find out more about the prevention of Obesity and add input to our discussion. By streaming Google news about the prevention of Obesity, Hawaii Fitness and/or Nutritional foods and providing videos of on-going Hawaii sports and fitness events or exercise, we can provide residents and persons around the world with information about the latest news regarding the prevention of Obesity in the context of Hawaii. By adding informational links to events and fitness classes in Hawaii, we can link healthy habits to our state values and our cultural and local needs and give our content emotional appeal. We hope to attract a diverse group of visitors in our local geography, but will most likely attract voyeurs of the Hawaiian lifestyle who are intrigued by the allure of the islands.
Monitize:
Our blog will be able to sustain our non-profit goals and earn income when we monetize our group with links to our personalized branded products available on Café Press and Vista Print as well as products we search for and suggest on Amazon.com. We will also use Ad Sense to allow advertisements to be seen on our Blog. We will self select products and types of advertisements seen on our blog which has subject applicability. We can also add video links and small ads for local companies who wish to advertise their fitness opportunity. There is a possibility that we could eventually sell The ability to earn money will help to promote our educational goals and help to link us to other groups with similar goals.
Driving Business to our blog and website:
When gathering information in the local market about losing weight and maintaining a healthy lifestyle, our Blog will add information on a daily basis to ideas, opinions and great web links for more information found locally and globally. We can drive business to our Blog and to our website through our main social media channels of facebook, Linkedin and twitter. The Live Life Aloha Blog will be a place where e-books, power point presentations and pod casts, videos and photos will have a permanent researchable, ever-changing and current page. The Blog will be easier for our non-profit small staff to manage as opposed to managing website html code. A blog can be changed daily just enough to keep it interesting. In other words, a Blog can be a permanent part of our webpage which is easily managed and also where content is easily added with manageable software. Also our entire staff, not just highly trained IT staff can easily update and add input with little or no training. The Blog Administrator will delegate jobs for the staff and will ask for input to create and change the design and ask team members to add various gadgets which will keep the content new and relevant to all sorts of users.
Point of Time:
The blog will include one post once a day with a new Blog and comment on any additional user comments at least once in a 24-hour cycle. Because HST time lags behind the rest of the world, we may want to post our daily Blog late in the evening about 10:00 pm. and have our comment posts monitored in the daylight hours between 8 am and 6 pm. The blog administrators can track increased traffic and the effectiveness of the information that is being posted. We will also monitor ad payments and ADsense analytics to see how much revenue is generated by the website on a daily basis. The Face book and twitter connect and “like” key will be incorporated into our page. This will drive more traffic to our Blog content page.
Sustainability in the Long Run:
The Live Life Aloha Blog will begin by adding and following The UH Maui College Wellness Center, YMCA, and other local health and fitness affiliates into our twitter feed which can be shown on the Blog homepage. Our other social media channels and email can be added to each Blog and to each comment so that our Blog can be forwarded to new persons by our users. By following other groups with similar interest on our Blog, and through connected social media channels, we can drive diverse groups to our Blog page to see what we are all about. It may bring in new leads that our other social media has not yet been able to target. The goal is to become influential in the Hawaii health market and branch out eventually to the National USA Health Market due to our unique pacific and global attentive markets.
Facebook Implementation Plan
Facebook will be used by Live Life Aloha as a place where our members can come together for support and group discussion. Whether you are struggling with shedding those stubborn pounds and you’re looking for advice from someone who has been through it themselves or you just want a healthy idea for dinner, the Live Life Aloha page is where you can find what you are looking for.
The Social Media Manager will post twice a day on the wall. Once in the morning around 8:00a.m and once during lunch around 12:00p.m. The morning post will be an informative statement or a question and the lunch time post will be a healthy recipe. All posts should end with a call to action such as “Visit our website for more recipe ideas” or “Tell us your favorite place to Zumba”. Google Analytics will also be reviewed daily by our Social Media Manager as a way to track increased traffic and the effectiveness of the information that is being posted.
The Facebook “like” key will be incorporated into our Twitter, LinkedIn, Blogger, and webpage in an effort to direct more traffic to our page. Live Life Aloha will also add The UH Maui College Wellness Center, YMCA, and other health and fitness affiliates into our “favorite pages.” Comments will be posted on other health and wellness sites in an effort to begin discussion and increase awareness for our own page.
LinkedIn Implimentation Plan: LinkedIn gives Live Life Aloha the opportunity to connect with other organizations and businesses. This offers Live Life Aloha the benefit of receiving and issuing updates between companies and providing the “human side” of what the organization is about. The company profile allows the organization to post career openings, profiles of the people behind the organization, products & services, analytics, and key statistics. For a fee LinkedIn also provides the option of being listed in their service provider directory and using LinkedIn Ads for advertising needs. The following are a list of organizations and businesses in Hawaii that Live Life Aloha plans to connect with:
• Univeristy of Hawaii
• University of Hawaii at Manoa
• Hawaii Pacific University
• Hawaii Pacific Health
• HMSA
• State of Hawaii
• Rehabilitation hospital of the pacific
• Pacific Quest
• BYU Hawaii Athletic Training
• Swim Baby Hawaii LLC
• Hawaii Health and Wellness Coaching
• YMCA of Honolulu
• Five Mountain Fitness Center
• Benchmark Wellness
• Team Move
• Wellness With Aloha
• Graceful Earth Inc.
• Recaka Fitness
• 24 hour fitness
• Nutritionist World
By connecting with different companies and organizations, Live Life Aloha will be able to promote and receive upcoming events, classes, and reviews on products or services.
Step 6 Budget
We are currently in the process of working on our budget. The following tasks have been assigned and are due at our next meeting scheduled on Sunday April 3, 2011 at 11:15 via Skype.
Daniela & Alana: Intangibles
Bob & Jared: Technology costs
Bevin & Brandy: Cost savings
What is our ROI?, IRR? ROMI?
Revenue Forecast- what is our established sales forecasting method to estimate revenues in the short, intermediate and long term? Estimate level of web traffic over time.
Intangibles- What is our brand equity? Brand awareness?
Cost Savings- Money saved through internet efficiencies is considered soft revenue.
E-Marketing Costs-
Technology (hardware, software, internet access, hosting services, educational materials and training, maintenance)
Site Design
Salaries
Other site development costs (registering domain name, consultants to write content)
Marketing communications (Ads, PR, promotion)
Miscellaneous (travel, office supplies etc)
Step 7 Evaluation Plan
Once plan is implemented, it requires continuous evaluation.
Friday, March 11, 2011
Putting it All Together
If you have had a chance to read Bob's blog, you'll know that our meeting with Rafi went well last Monday. We are moving on the right track with our project, creating an E-Marketing plan, not a business plan, that will encourage public health behavior modification. The next step in our plan is the Implementation. This is a very important, detail filled, part of the plan.
At the last meeting we created an email address and a facebook page. We also need to create a Blog via Blogger as well as a Twitter and LinkedIn account. Each account needs to have a detailed implementation plan similar to the one that I have listed below for facebook. I would like to assign each person a task in order to complete the implementation plan. We can discuss these tasks further at our meeting on Sunday.
Shawna ~ Please create a Twitter account @LiveLifeAloha if it's available and write out a detailed plan of how we are going to use Twitter to our benefit.
Brandy ~ Please create a LinkedIn Company for us along with a detailed plan on it's benefits and how we will use it.
Bevin ~ Please create a Blogger account along with a detailed plan of how it will be used
Jared ~ I would love to utilize your technical skills with putting together a power point presentation for our presentation once we have the content complete.
Alana ~ Please assist Bob with anything that he needs in putting together the website.
Implementation Plan
Facebook
Facebook will be used by Live Life Aloha as a place where our members can come together for support and group discussion. Whether you are struggling with shedding those stubborn pounds and you’re looking for advice from someone who has been through it themselves or you just want a healthy idea for dinner, the Live Life Aloha page is where you can find what you are looking for.
The Social Media Manager will post twice a day on the wall. Once in the morning around 8:00a.m and once during lunch around 12:00p.m. The morning post will be an informative statement or a question and the lunch time post will be a healthy recipe. All posts should end with a call to action such as “Visit our website for more recipe ideas” or “Tell us your favorite place to Zumba”. Google Analytics will also be reviewed daily by our Social Media Manager as a way to track increased traffic and the effectiveness of the information that is being posted.
The Facebook “like” key will be incorporated into our Twitter, LinkedIn, Blogger, and webpage in an effort to direct more traffic to our page. Live Life Aloha will also add The UH Maui College Wellness Center, YMCA, and other health and fitness affiliates into our “favorite pages.” Comments will be posted on other health and wellness sites in an effort to begin discussion and increase awareness for our own page.
I am open to and encourage any comments and/or constructive criticism.
Looking forward to hearing your thoughts on Sunday.
At the last meeting we created an email address and a facebook page. We also need to create a Blog via Blogger as well as a Twitter and LinkedIn account. Each account needs to have a detailed implementation plan similar to the one that I have listed below for facebook. I would like to assign each person a task in order to complete the implementation plan. We can discuss these tasks further at our meeting on Sunday.
Shawna ~ Please create a Twitter account @LiveLifeAloha if it's available and write out a detailed plan of how we are going to use Twitter to our benefit.
Brandy ~ Please create a LinkedIn Company for us along with a detailed plan on it's benefits and how we will use it.
Bevin ~ Please create a Blogger account along with a detailed plan of how it will be used
Jared ~ I would love to utilize your technical skills with putting together a power point presentation for our presentation once we have the content complete.
Alana ~ Please assist Bob with anything that he needs in putting together the website.
Implementation Plan
Facebook will be used by Live Life Aloha as a place where our members can come together for support and group discussion. Whether you are struggling with shedding those stubborn pounds and you’re looking for advice from someone who has been through it themselves or you just want a healthy idea for dinner, the Live Life Aloha page is where you can find what you are looking for.
The Social Media Manager will post twice a day on the wall. Once in the morning around 8:00a.m and once during lunch around 12:00p.m. The morning post will be an informative statement or a question and the lunch time post will be a healthy recipe. All posts should end with a call to action such as “Visit our website for more recipe ideas” or “Tell us your favorite place to Zumba”. Google Analytics will also be reviewed daily by our Social Media Manager as a way to track increased traffic and the effectiveness of the information that is being posted.
The Facebook “like” key will be incorporated into our Twitter, LinkedIn, Blogger, and webpage in an effort to direct more traffic to our page. Live Life Aloha will also add The UH Maui College Wellness Center, YMCA, and other health and fitness affiliates into our “favorite pages.” Comments will be posted on other health and wellness sites in an effort to begin discussion and increase awareness for our own page.
I am open to and encourage any comments and/or constructive criticism.
Looking forward to hearing your thoughts on Sunday.
Sunday, March 6, 2011
Outline of Where We Are
I have put together a rough outline of where we are in our actual plan. I inserted my own objective goals. Please remember this is a rough outline intended to show us where we need to focus. I also created it with the assumption that we were going to be using the Wellness Center as a physical location. We will talk more about this at the meeting.
Step 1 Situation Analysis (SWOT)
Strengths
Excellent collective knowledge of social media
Access to low cost resources
Group network of Hawaii connections
Event planning experience
Familiar with Hawaii and the culture
Weakness
Experience in the industry
Funding/Revenue sources
No brand/name recognition
Opportunity
Large population at risk
Increased public concern about obesity
Potential source of revenue through Lets Move campaign
Threats
Competition from other websites or insurance groups
Constantly changing trend of fad diets
Step 2 E-Marketing Strategic Planning (Tier 1 Strategies)
Segmentation-
Targeting-
Differentiation-
Positioning-
Step 3 Objectives (task specific, measurable goals)
1. Increase UH Maui College’s Wellness Center Facebook page “likes” to 500 by 8/31/11 through email to UHMC students, faculty and staff suggesting the page.
2. Have 500 registrants on our Live Life Aloha page by 8/31/11
3. Create links from all UH wellness centers websites to Live Life Aloha site by 8/31/11
Step 4 E-Marketing Strategies (Tier 2 Strategies, the 4 P’s)
Are we selling products or services on the site? Advertising?
What are the costs associated if we do sell something?
How will the products be distributed if we are selling something?
Relationship Marketing?
Objective –Strategy Matrix
Product
Information and services that help lead to obesity reduction in the US
Place
Hawaiian Islands (Maui based)
Price
Free
Promotion
Social Media
Rewards Program
Press Releases
Local Health Fairs
Partnering with other non profits (MEO, YMCA etc)
Fundraising Events
Step 5 Implementation Plan
Detailed plan how to accomplish objectives through creative and effective tactics.
Web Analytics?
What is our Marketing Mix?
Step 6 Budget
What is our ROI?, IRR? ROMI?
Revenue Forecast- what is our established sales forecasting method to estimate revenues in the short, intermediate and long term? Estimate level of web traffic over time.
Intangibles- What is our brand equity? Brand awareness?
Cost Savings- Money saved through internet efficiencies is considered soft revenue.
E-Marketing Costs-
Technology (hardware, software, internet access, hosting services, educational materials and training, maintenance)
Site Design
Salaries
Other site development costs (registering domain name, consultants to write content)
Marketing communications (Ads, PR, promotion)
Miscellaneous (travel, office supplies etc)
Step 7 Evaluation Plan
Once plan is implemented, it requires continuous evaluation.
Step 1 Situation Analysis (SWOT)
Strengths
Excellent collective knowledge of social media
Access to low cost resources
Group network of Hawaii connections
Event planning experience
Familiar with Hawaii and the culture
Weakness
Experience in the industry
Funding/Revenue sources
No brand/name recognition
Opportunity
Large population at risk
Increased public concern about obesity
Potential source of revenue through Lets Move campaign
Threats
Competition from other websites or insurance groups
Constantly changing trend of fad diets
Step 2 E-Marketing Strategic Planning (Tier 1 Strategies)
Segmentation-
Targeting-
Differentiation-
Positioning-
Step 3 Objectives (task specific, measurable goals)
1. Increase UH Maui College’s Wellness Center Facebook page “likes” to 500 by 8/31/11 through email to UHMC students, faculty and staff suggesting the page.
2. Have 500 registrants on our Live Life Aloha page by 8/31/11
3. Create links from all UH wellness centers websites to Live Life Aloha site by 8/31/11
Step 4 E-Marketing Strategies (Tier 2 Strategies, the 4 P’s)
Are we selling products or services on the site? Advertising?
What are the costs associated if we do sell something?
How will the products be distributed if we are selling something?
Relationship Marketing?
Objective –Strategy Matrix
Product
Information and services that help lead to obesity reduction in the US
Place
Hawaiian Islands (Maui based)
Price
Free
Promotion
Social Media
Rewards Program
Press Releases
Local Health Fairs
Partnering with other non profits (MEO, YMCA etc)
Fundraising Events
Step 5 Implementation Plan
Detailed plan how to accomplish objectives through creative and effective tactics.
Web Analytics?
What is our Marketing Mix?
Step 6 Budget
What is our ROI?, IRR? ROMI?
Revenue Forecast- what is our established sales forecasting method to estimate revenues in the short, intermediate and long term? Estimate level of web traffic over time.
Intangibles- What is our brand equity? Brand awareness?
Cost Savings- Money saved through internet efficiencies is considered soft revenue.
E-Marketing Costs-
Technology (hardware, software, internet access, hosting services, educational materials and training, maintenance)
Site Design
Salaries
Other site development costs (registering domain name, consultants to write content)
Marketing communications (Ads, PR, promotion)
Miscellaneous (travel, office supplies etc)
Step 7 Evaluation Plan
Once plan is implemented, it requires continuous evaluation.
Saturday, March 5, 2011
Objectives
From the posts that I have read so far it seems that there is some confusion on the direction of the project and exactly what Rafi is looking for. Bob, I like the idea of supporting the wellness center, creating a facebook page etc, we just have to make sure that if that is the direction that we are going it is still what Rafi was looking for. When I spoke with him, he told me we were creating an e-marketing plan. Using the wellness center would clarify things for me. In any case, we do need to get things moving and start putting something together for our presentation.
Rafi's office hours are Monday and Wednesday from 12:00 - 1:00, I will meet with him after class on Monday. I will clarify the project, show him what we have so far, and discuss the direction he would like us to go in. Any group members that would like to join me in this meeting are welcome. If you are unable to attend, I will post a blog with our discussion after the meeting. I would also like to schedule a meeting in person perhaps over spring break? Bevin, we can have you signed in with us via skype. We can discuss this more on Sunday at our meeting.
As far as the objectives goals, lets wait to post them until we have clarification on using the wellness center or if we will continue with our non profit model. They objective goals would be quite different. Any comments are welcome...
Rafi's office hours are Monday and Wednesday from 12:00 - 1:00, I will meet with him after class on Monday. I will clarify the project, show him what we have so far, and discuss the direction he would like us to go in. Any group members that would like to join me in this meeting are welcome. If you are unable to attend, I will post a blog with our discussion after the meeting. I would also like to schedule a meeting in person perhaps over spring break? Bevin, we can have you signed in with us via skype. We can discuss this more on Sunday at our meeting.
As far as the objectives goals, lets wait to post them until we have clarification on using the wellness center or if we will continue with our non profit model. They objective goals would be quite different. Any comments are welcome...
Sunday, February 20, 2011
Team PHBM Collective SWOT & 4 P's
After reviewing each team members individual SWOT and 4 P's I compiled a list of information with the main themes.
Strengths
Excellent collective knowledge of social media
Access to low cost resources
Group network of Hawaii connections
Event planning experience
Familiar with Hawaii and the culture
Weakness
Experience in the industry
Funding/Revenue sources
No brand/name recognition
Opportunity
Large population at risk
Increased public concern about obesity
Potential source of revenue through Lets Move campaign
Threats
Competition from other websites or insurance groups
Constantly changing trend of fad diets
Product
Information and services that help lead to obesity reduction in the US
Place
Hawaiian Islands (Maui based)
Price
Free
Promotion
Social Media
Rewards Program
Press Releases
Local Health Fairs
Partnering with other non profits (MEO, YMCA etc)
Fundraising Events
Strengths
Excellent collective knowledge of social media
Access to low cost resources
Group network of Hawaii connections
Event planning experience
Familiar with Hawaii and the culture
Weakness
Experience in the industry
Funding/Revenue sources
No brand/name recognition
Opportunity
Large population at risk
Increased public concern about obesity
Potential source of revenue through Lets Move campaign
Threats
Competition from other websites or insurance groups
Constantly changing trend of fad diets
Product
Information and services that help lead to obesity reduction in the US
Place
Hawaiian Islands (Maui based)
Price
Free
Promotion
Social Media
Rewards Program
Press Releases
Local Health Fairs
Partnering with other non profits (MEO, YMCA etc)
Fundraising Events
4 P's and SWOT
Product
A non profit organization that provides heath and fitness information via the web, targeting Hawaii residents.
Place
Based out of Maui however targeting entire island chain
Price
Free access to website which will provide heath and nutritional information as well as links to complimentary fitness classes and activities.
Promotion
Our website will be promoted through social media as well as those offering the complimentary fitness classes and various fundraising events.
SWOT
Strengths
Excellent collective knowledge of social media
Team members located on Maui and Kauai
Effective marketing knowlege
Weakness
Lack of experience in managing a non profit and in the Health and Fitness industry
No clear source of revenue
Opportunity
Obesity continues to be a growing problem in the US with Hawaiians at a 37% obesity rate (thanks for the stat Bevin)
Michelle Obama's focus on obesity creates funding opportunities (grants)
Threats
Other health and fitness websites such as Spark Teens
A non profit organization that provides heath and fitness information via the web, targeting Hawaii residents.
Place
Based out of Maui however targeting entire island chain
Price
Free access to website which will provide heath and nutritional information as well as links to complimentary fitness classes and activities.
Promotion
Our website will be promoted through social media as well as those offering the complimentary fitness classes and various fundraising events.
SWOT
Strengths
Excellent collective knowledge of social media
Team members located on Maui and Kauai
Effective marketing knowlege
Weakness
Lack of experience in managing a non profit and in the Health and Fitness industry
No clear source of revenue
Opportunity
Obesity continues to be a growing problem in the US with Hawaiians at a 37% obesity rate (thanks for the stat Bevin)
Michelle Obama's focus on obesity creates funding opportunities (grants)
Threats
Other health and fitness websites such as Spark Teens
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