1. INTRODUCTION CNA Recap:
Client: My Best Friend’s Hair is a pure play Internet company located in Indianapolis specializing in consumer reviews of beauty salons across the country.
CNA Recap:
Very Internet-savvy customer with a thorough understanding of search, social media, and directories
2 target audiences: salon owners and consumers
Consumer: Women interested in beauty/health (main focus currently)
Site redesign in Q1 ’12 – need to drive traffic
Social networking has been a great resource – 2,300 facebook fans
Need to increase awareness (locally and nationally)
Currently getting 10,000 visitors/month to mybestfriendshair.com
Success measured by traffic to site and consumer reviews
Experimented with SEM in the past, open to this as a solution again
Budget range of $2,000-$4,000/month
Considering additional markets for future promotions (Chattanooga, Atlanta, and Charlotte)

2. 2012 Digital Partnership
A digital plan to ensure My Best Friend’s Hair continues to build it’s brand in Indianapolis, while driving consumers to its web site.
Presented by: Johanna Gallagher| | | 5/23/2012

3. campaign objectives
1> Increase company’s name recognition and branding efforts among Women 25-40
2> Continue to grow market penetration locally and nationally
3> Drive new traffic to re-launched website

4. name recognition Details
OBJECTIVE: Increase company’s name recognition and branding efforts among Women and continue to grow market penetration locally.
SOLUTION: Targeted display advertising online reaching women that are engaged with beauty and fashion content.
Details
RMM Vertical Channel*
300,000 impressions/ month
Geo-Targeting Indianapolis
*Sample site list included in Appendix

5. name recognition Details OBJECTIVE: Grow market penetration locally.
SOLUTION: Targeted display advertising online with WISHTV.com.
Details
WISHTV.com run-of-site
100,000 impressions/ month
Geo-targeted to Indianapolis DMA

6. drive web traffic Details
OBJECTIVE: Increase web site visitors and traffic
SOLUTION: Geographically targeted search engine marketing campaign on Google, Yahoo! and Bing
Details
3 major search engines only
Top positioning
Geo-Targeting Indianapolis
855 clicks/month
50% of available clicks
Targeted keyword list*
Hair Salon Reviews | mybestfriendshair.com
Your preferred source for hair salon reviews online
*Sample keyword list included in Appendix

7. investment $3,842/month 6 month commitment Reach Women 25-40
Display Advertising + Search Engine Marketing
$3,842/month 6 month commitment
Drive Site Traffic!
Build Local Brand!

8. appendix - DISPLAY BEAUTY/FASHION/STYLE VERTICAL CHANNEL SITE LIST
The site list featured to the right make up the vertical channel where your targeted display ads will be featured.

9. appendix - DISPLAY WISHTV.com RUN-OF-SITE DISPLAY ADVERTISING
INSIDE THE NUMBERS – WISHTV.com
Monthly Page Views: 5.4 million
Monthly Unique Users: 875,000
Avg. Time Spent per User: 19+ minutes
Monthly Video Views: 119,000
Social Media
Facebook Likes: 60,000
Twitter Followers: 10,500
Newsletter Subscribers
News: 3,500
Weather: 3,100
Contests: 5,700
Sources: Omniture, 2011, Facebook, Twitter
appendix - DISPLAY
WISHTV.com RUN-OF-SITE DISPLAY ADVERTISING
Your display ads will be featured on WISHTV.com’s most prominent sections and be targeted to reach individuals in the Indianapolis market.

10. appendix - SEM