EasyCare and Motor Trend Certified Digital Marketing 30 November 2011 1.

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EasyCare and Motor Trend Certified Digital Marketing

30 November 2011

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Prepared by

Bruce BrownleeBruce Brownlee Company LLC888-667-2721www.brucebrownlee.com

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Contents

BBC Team for APCO

Yearly Highlights for EasyCare Digital Marketing

What We Operate for APCO

Open Projects and Opportunities

New Needs

Today’s Topics

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BBC Team

The First Team

Bruce Brownlee – SEO, LPO, Marketing Site Dev

Kani Cassens - SEO

Christopher Krauskopf – SEO, WordPress

Mark Dlugozima – SEO

Greg Kuzma – Creative

James Blakely – Web Programmer, Usability, UI Development

The Reserve Team

Dario Ruff – SEO

Devin Poole – SEO Strategist, Site Optimizer

Dan Hawkins – PHP Developer, SOAP/Web Services Programmer

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BBC Staff Supporting APCO

Bruce Brownlee – SEO, analytics, usability, web page construction, agent sites, landing pages

Dan Hawkins – web programmer for landing page submit handlers, Brafton content grabbers, Brafton content display, Storyserver database

Greg Kuzma – page design concepts, creative, Flash video, gradients, backgrounds, hero shots

Kani Cassens – joining to work SEO projects

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Yearly Highlights

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2009 Highlights

May 2009 - First MotorTrendCertified.com built in less than a week.

June 2009 – First PPC Landing Pages first built and deployed with Google Adwords campaign.

October 2009 – New EasyCare.com designed

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2010 Highlights

January 2010 - New EasyCare.com live, hosted on Windows by IT, replacing Drupal site.

April 2010 - Mazda MEPP Landing Page to production. Includes web leads interface, zip code lookup, Blipstar geo-location for find a dealer.

August 2010 – Video CDN implemented for EasyCare and MTC videos

November 2010 – MTC Dealer Nomination contest enabled

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2011 Highlights

EasyCare Agent Site completed – First agent is ADG

New web leads interface built, tested, deployed for all landing pages and EasyCare.com

RV Landing Page deployed as LP76 with new web leads interface

Car Landing Page updated as LP74

Visistat real-time web analytics and lead tracking installed

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2011 Highlights, page 2

Redesigned prototype CoVideo page deployed

EasyCare Online wireframe site built to show navigation

Brafton content feed wired directly into MotorTrendCertified.com with Storyserver database, content grabbers, and automated content display

First fully-mobile friendly pages built for AutoNews / Auto Remarketing QR code campaign

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2011 Highlights, page 3

Motor Trend Certified email campaigns

Motor Trend Certified dealer support and MTC 20 meetings

Significant quality and functionality upgrade to EasyCare.com Get EasyCare page

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What We Operate for APCO

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Online Properties

Easycare.com Dealer.EasyCare.com EasyCare Agent Site LP74 – Car Micro Site and LP Database LP76 – RV Micro Site and LP Database Mazda MEPP Micro Site and LP Database MotorTrendCertified.com EasyCareCustomerCare.com Brafton Content Feed

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EasyCare.comConsumer facing web site with carefully crafted conversion paths and calls to action, designed to appeal to multiple personality types and buying modes.

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Dealer.EasyCare.comReady for a re-work now that an idea of what’s needed has coalesced. Was originally just a place for dealer creative to live after leaving old site. Dealer recruiting would be the new purpose.

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New CoVideo Page Prototypehttp://dealer.easycare.com/CoVideoNewPage.aspx not yet in production – awaiting more videos and approvals

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EasyCare Agent Site TemplateDeveloped for EasyCare agents. Implemented for ADG, underway for EasyCare Midwest and Dealer Performance Group. Curran next.

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LP 74 – Car, Truck, SUVThe LP74 micro site offers vehicle service contracts and EasyCare benefits for cars, trucks, and SUV’s.

The landing page is integrated with the 2011-updated Web Leads interface to connect the call to action directly to the database at the ECCC. Customers often get a call back within 10 minutes.

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LP76 - RVLike LP74, connected directly to the new Web Leads interface. Serves as the target for PPC ads and content advertising focused on RV, fifth wheel, towables, and popups.

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Mazda MEPPLP73 is the Mazda MEPP landing page micro site.

First to use the Web Leads interface. First to use the Blipstar geo-locator for find-a-dealer. First to use zip code entry with a reverse city/state lookup to make user entry easier.

To be transitioned to a non-MEPP generic Mazda landing page, without official Mazda logo.

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MotorTrendCertified.comA site whose purpose has shifted from presenting a credible face to recruitment of dealers and now to driving leads to dealer web sites.

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Nominate Your Dealer for MTCDesktop landing page for MotorTrendCertified.com

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Become MTC Dealer LPProvided in both desktop and mobile versions.

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EasyCareCustomerCare.comA multi-page microsite built originally to receive and email submit VSC quote requests for the ECCC.

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Web Leads InterfaceOnline web leads connect instantly on submit with APCO and reach the ECCC in one minute. Customers can get a call in 10 minutes or less.

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Brafton Content FeedPrograms run on MotorTrendCertified. StoryServer database is hosted at EasyCare-Customer-Care.com.

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Landing Page Inventory

Twenty seven active landing pages and seven thanks pages on five domains. Fifty eight retired landing pages

Desktop and mobile

Quote requests

Information requests

Submit testimonials

Become a dealer

Find a dealer

Nominate your dealer

See 2011-07-26 Landing Page Inventory v34.xls

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Operations

24x7 monitoring for web properties: Dealer.easycare.com EasyCare.com LP74 and LP76 Mazda MEPP MotorTrendCertified.com EasyCareCustomerCare.com

Car and RV PPC campaigns in Google Adwords

Lead and close tracking

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Operations, page 2

MTC Nominate Your Dealer

MTC dealer referral reporting

Web content updates for all sites

MTC Find a Dealer map updates and news

Monitoring and censoring Facebook postings

Review and report EasyCare.com testimonials

Track and react to Google alerts

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Operations, page 3

Manage and operate Brafton content feed

Assist with Brafton content posting process

Download web server log files for GoDaddy-hosted sites

Review and report from Google Analytics, including dealer referrals

On page quality and link checking for all sites

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Open Projects and Opportunities

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Hot Issues

Horse boot ranking ahead of APCO for EasyCare

Rip Off report on home page for EasyCare vehicle service contracts

MotorTrendCertified.com improvements requested by Larry 20 July

Support for MTC dealers

Leads for MTC dealers

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Horse Boots? Varies by Day

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The 2002 Ripoff ReportIt will take more high-ranking properties (other than EasyCare.com) to bump this 2002 report, and 13 others off the home page. Ripoff Reports are a fundraising scheme. They take money to modify or remove reports.

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Opportunities to Leverage

Updated Keyword Plan and Content Plan

SEO on page optimization for EasyCare.com and MotorTrendCertified.com to boost traffic and conversions. Focus on conversions, not appearance.

Keyword optimization and keyword linking in Brafton content

Link building campaigns for EasyCare.com and MotorTrendCertified.com

Motor Trend Certified blog with keyword linking

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Updated Keyword Plan

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Current Project Areas

Brafton Content Feed

Digital Marketing

EasyCare.com

Lead Gen

Motor Trend Certified

Reputation Management

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Brafton Content Feed

SEO friendly URLs for MTC

SEO links into articles

Automate Brafton feed to EasyCare.com

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EasyCare Digital Marketing

Refresh stock art inventory checks

Cross property fact check and update

Social media widget updates on all properties

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EasyCare.com

Warranty Comparison Tables Update

Improved static 404 page

Add a blog module

On page and in-site SEO for entire site including canonical tags and keyword optimization

Rebuild dealer.easycare.com to align with plan provided

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Lead Gen

Migrate Mazda MEPP page to EasyCare branded page

Add 2012 models to landing pages

Test Google Website Optimizer to find headlines, hero shots, and calls to action with enhanced click through

Resolve ULID close reporting

Update RV comparison table and CTA fields

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Motor Trend Certified

20 July meeting changes including geo-aware dealer flyer ads, Pure Cars search page

Big footer with sitemap, social, RSS feed

Single click find-a-dealer map

Lighter site design, dealer picture train

Lots of site SEO including new KW Plan

Lots of content additions and updates including dealer pages that link to dealer sites and inventory

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MTC Dealer PagesTo provide more measurable traffic from MotorTrendCertified.com to dealers. Build forwards for new dealers, build backwards to cover existing dealers. Link to dealer inventory, dealer site pages.

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New Needs

Reputation Management – developing more EasyCare search results from other properties

EasyCare.com Mobile Pages

MotorTrendCertified.com Mobile Pages

EasyCare.com iPhone/iPad application My EasyCare functionality not implemented for

EasyCare.com Checking contract expiration, checking

payments made, doing online renewal request was original intention

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Today’s Topics

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MotorTrendCertified.com

Home page news accordion story for Jeff Schmitt on MotorTrendCertified.com with a picture from the opening and a link to the Ohio dealers list.  The link is implemented in a way that it will bring up Jeff Schmitt’s locations at the top of the list. – completed

Jeff Schmitt image gallery page for the launch with for the better pictures we have – completed

Press release posts - completed

National dealer map – art received. Work left to cut out individual states, position dealer locations, rebuild state popup pages. Also have new styling and art ready for state pages.

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EasyCare.com

Duplicate pages when creating pages back end of easycare.com – for Ashley Moore

Claims paid ticker at bottom of the site (new request)

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Reputation Management

Plan prepared 16 November

First step in plan completed 5.1 Research and Analyze Competitive and Adverse

Results Need to report out – keywords, links, rank, traffic

data

Next two steps Tuning article and image content on easycare.com

to get image and article results to rank Social media profiles tune-up using branded

keyword combinations

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Social Media

YouTube Channel connection to Facebook New question on tools to research Developing YouTube Channel is very important to

have as another result between EasyCare and Ripoff Reports

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Extra 3000 a Month

Was envisioned as leveraging what we already have to get more sales

Instead of more SEO time, more construction was covered – such as… Brafton Content Management System New Web Leads System – development, testing,

deployment Auto News / Auto Reseller Mobile Landing Pages New CoVideo page prototypes on

dealer.easycare.com

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Brafton Recommendation

Content does not use the keywords we requested

Content is of mediocre quality

We aren’t seeing a big traffic bump from the content

Our time could be better spent $$$ Tuning and linking content already received Tuning our landing pages for higher submit rates Social media linking on our best keywords Getting other properties like YouTube Channel to

rank