Assignment

For this exercise, you need to choose a small and/or local business (B2C or B2B) or nonprofit organization (e.g., a church) that you believe could benefit from both email and search engine marketing. The organization you select should already have an online presence (e.g., a Web site or Facebook page) but may otherwise be "behind the curve" in Internet usage.

1. What business/organization did you select? Why do you believe this business could benefit from search engine and social media marketing?

2. Pretend that were asked to develop an email marketing campaign to acquire NEW customers (e.g., members, subscribers, etc...) for the site you visited. Briefly describe your email marketing plan using terms/concepts from Chapter 7. (e.g., How would you obtain a mailing list, design the email, send the email, measure the results, etc.).

3. Using the name of the business/organization and a selection of key words related to the company (e.g., brand name, names of products/services provided, location, etc...), search for the company using AT LEAST TWO different search engines. What terms did you use? What was the company's position in natural search? Did the company appear in the paid search results? How did your company compare to competitive firms in your search?

4. What recommendations would you make to your selected company/organization to help them improve their organic search rankings on the search engines you studied?