E TRADE

BUSINESS MODEL…

$9.99 or less stock & option trades

Financial service company based in New York City

Online discount stock brokerage service for self-directed investors.

Buy and sell securities, such as stocks, bonds, options, mutual funds, and ETF’s via electronic trading platforms

WHERE THEY’VE BEEN…E TRADE’s comic relief for a serious subject

Advertisements paint a picture of ease of use and clarity

"Me and the boys were talkin' about what to do with all this extra coin, and I was like, 'I'm rentin' a clown." ...and, uh, I

really underestimated the creepiness."

Humorous spin to financial investing

GOALS & CHALLENGES…

Currently decreasing advertising budget

Marketing to the 10 to 15 million people tracking online investmentsBuild brand value and awareness

Build brand differentiation

Drive traffic to the E TRADE website

Show the ease of use through advertising

Market competition from Charles Schwab and TD Ameritrade

Increase E Mobile use

PROPOSAL…Social media

Facebook page is bare and colorless

Addition of key word links to develop natural search results

Feature Ads link broken

Absences of a Twitter

Missing out on a leading online community and marketing tool

Streamline, simple, automatedDrive traffic to the E TRADE website

through tweets and landing pages

PROPOSAL…Blogging

Roll of a Blog

Community site – consumers can post about the product or service

Real time feedback

Takes biases out of the equation

Informative to the consumers

Development of strong customer relationship

“Human face” of a corporation

Interactive environment

SEARCH ENGINE OPTIMIZATION & INTEGRATIONFACEBOOK, TWITTER, BLOG

Integration of social media platforms and blog for a seamless campaign

Rich keywords throughout to drive traffic and increase natural search through automated tweets, landing pages, and search engines

Facebook, Twitter, and the blog should all have the same domain name such as ETRADE for better search engine results and congruity throughout the campaign.

KEY WORDS:•FINANCIAL SERVICES•DISCOUNT STOCK BROKERAGE•SECURITIES•STOCKS, OPTIONS, BONDS, MUTUAL FUNDS, ETF’S•TRADING PLATFORM•INVESTMENT•MONEY MANAGEMENT•E*TRADE•E*TRADE BABY•INDEPENDENT RESEARCH•ONLINE STOCK TRADING•E*MOBILE

Banner ads placed on financial websites such as Morningstar, Yahoo Finance, Bloomberg News, CNN Money

METRICS OF SUCCESS

INSIGHTS & ANALYTICS

Insights

Compares search volume patterns across specific regions, categories, time frames and propertiesTrack keywords to monitor how their being used and how often

Evaluate which keywords are most effective and implement them into the campaign as links

Track search trends throughout the year to find seasonal opportunities

Analytics

Analytic data solution for tracking website traffic and analyzing marketing effectivenessDirectly trace transactions to keywordsSelf defined benchmarks allow for comparison

BUDGET

Facebook$ 5,000/ month

60,000/ yearAllocated towards updating and maintaining

the site as well as paid advertisements

Twitter$3000/month$36,000/year

Allocated towards tweeting and SEO additions

Blog1,000/month12,000/year

Allocated towards blog post and SEO additions

TOTAL = $108,000Seasonality will be at random, for

instance when the market takes a down turn

PRESENTED BY:

CODY WICKHAM

ANY QUESTIONS?