Web Strategy Proposal for the L Pub

INDEX

Web Strategy Proposal – The L Pub

30/11/2009
1. INTRODUCTION
2. CLIENT BRIEF
2.1 Business Profile
2.2 Products & Services
2.3 Clients' objectives
3. WEBSITE REQUIREMENTS
3.1 Technology
3.1.1 Domain
3.1.2 Hosting
3.1.3 Tools & Functionality
3.1.4 Website Management
3.2 The target market
3.2.1 Who
3.2.2.What can they expect?
3.3 Structure, Navigation
3.3.1 Number of pages
3.3.2 Level of Content - Site Map
3.4 Usability & Design
3.4.1 Look & Feel
3.4.2 Design & Layout

4. WEB MARKETING PLAN

4.1 The online Market
4.1.1 Customers
4.1.2 Competitors
4.1.3 Players
4.2 SEO
4.2.1 Business Objectives
4.2.2 Keyword Analysis
What are people searching for
Which search terms generate most traffic?
4.2.3 Onpage SEO
Meta Tags
Headser, formatted text and content
Customised URLs
4.2.4 Offpage SEO – Link Building
4.2.5 Onpage online marketing
Registration
Forum
Online Reservations
4.2.6 Offpage online marketing
Pay Per Clic- Google Adwords
Information emails – Direct Mailing
Social marketing
4.3 Webmetrics plan

5. BUDGET

1. INTRODUCTION

Web Strategy Proposal – The L Pub

30/11/2009
I am very pleased to submit a proposal for the development of The L Pub
website.

My company has been successfully evolving in the Web Services Business

for over 7 years. We are specialised in digital marketing and offer a full
package of website development and design expertise.

The following proposal has been drafted in line with your current needs
and requirements and is meant to be updated and modified in the long
term.

The terms of this proposal are valid until 31st June 2010.

2. CLIENT BRIEF
The following has been minuted at a preliminary meeting on 3rd November
2009.

2.1 Business Profile

- The L pub is a pub / café located in Dublin City Centre, in business for 15
years and recently acquired by a young Irish man.
- It currently employs 7 permanent staff and 3 temporary staff and
generates a turnover of €2m.
- On this area of the city there are approximately 20 pubs less than 2
minutes away for the client so competition is high. Those are either
privately owned or franchises.

The L pub's unique selling points are:

- its prime location along the quays of the Liffey, in Dublin City Centre,
- its 2 different atmospheres: pub & sport on one side, café / bar & food
on the other side
- live music every Saturday night ( one guitarist or one pianist)
- a small terrace; rare advantage in Dublin City Center.

The L pub is the perfect mix between a traditional Irish pub and a
sophisticated café / bar. It is bright and welcoming, with attentive staff.

2.2 Products & Services

The pub serves all type of drinks and the café / bar side also offers an
exhaustive menu of food and cocktails. Food ranges from €5 to €15, from
finger food to 3 course menus.

The L pub welcomes individual customers as well as groups; the layout of

the bar allows reservations to be made on one part of the premises.

2.3 Client's objectives for the new web strategy

 Improving the website design and usability: be more user-friendly.
 Making the website more visible in the views of increasing the number
of actual customers visiting the premises.
 Targeting international visitors to Dublin: they are potential customers.

Web Strategy Proposal – The L Pub

30/11/2009
 Getting more from social networking among the Irish community.
 Getting the visitors to interact with the website in order to develop off
page marketing activities.
 Developing and advertising seasonal events.

3. WEBSITE REQUIREMENTS
3.1 Technology
Technical aspects play a very important role in the success of a website.
Because of the nature of the business, we need to aim at getting the
highest ranking possible on search engine and at showcasing as much as
we can the venue.

3.1.1 Domain
The current URL is www.thelpub.com. It is short and relevant to the
business.
In order to improve search engine visibility, we recommend that the
following geographical domain be registered too, with a redirection to the
main domain: www.thelpub.ie.
This will allow local search engines to rank the website higher.

3.1.2 Hosting
The scope of hosting services varies widely. We will ensure that the host for
The L Pub's website provide the following services:
- reliability: domain accessible at all times
- storage space: for uploaded files.
- high speed = meaning easy access and ease of use
- security
- email accounts
- back-ups

3.1.3 Tools & Functionality

The L Pub's website currently provides a good overview of the venue and its
services, with a lot of pictures.
The website is purely informative and doesn't bring the visitor to interact.
We need to keep it as visible as possible for search engines so we will use
technology that are non problematic.
- Registration
We recommend the use of online registration for the company to build a
database of potential clients to be used when needed. We will make sure to
use the appropriate technology so that your inbox isn't inundated with
spams.
- Forum
The L Pub is a sports pub so a forum should be inserted on the website to
allow clients to share their views. Posts on forum can only be made after
registration has been completed.
- Information emails – Direct Mailing
Customers and prospect need to be informed of all the various events
taking place in the pub.
- Online Reservations

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The L Pub should allow customers to make online reservations to develop
its food activity. I recommend a page where customers fill in their details
and you will call them back to reconfirm all arrangements.
- Languages
The L Pub website should be available in different languages. I suggest
French, Spanish and Italian.

In order to allow data collection, the website will be set-up with a

database management system to allow easy use of data.

3.1.4 Content Management System

We take responsibility to manage and develop the website as needed.
However, we will re-develop and introduce a content management system
for the website in order to allow you to make small and easily manageable
changes directly on the website. This way, you can amend as many times
as necessary your menu, prices, promotions, etc.
We will of course train you to use the content management system and
will of course be available if support is needed at anytime.

3.2 The target market

3.2.1 Who
As previously mentioned, The L Pub offers 2 different atmospheres: pub &
sport on one side, café / bar & food on the other side.

- For the pub side, the target audience is Irish men ranging 25 – 60
gathering to watch and chat about sport. In another word, they are sport
fans.
- On the café / bar, the target market is individuals / groups aged 25 –
70, locals or tourists, gathering on a social occasion, day or evening time.

3.2.2 What can they expect from the website?

The Sport fans will expect and will be interested by the following:
- to see the calendar of sport events which will be showed in the
pub.
- to know what and when it is happening.
- to be informed about all events and promotions and/or
competition organised around those.
- to know that they can have food onsite, without having to leave
the pub.
The individuals / groups visiting or planning to visit the café / bar side will
be interested in the following:
- the food menu and prices
- the cocktail list
- the calendar of musical events
- being informed of any special events taking place in the café.

3.3 Structure & Navigation

3.3.1 Number of pages
In order to meet the customers and visitors expectations, I suggest the
following pages (please see next page)

3.3.2 Level of Content – Site Map

Web Strategy Proposal – The L Pub

30/11/2009
I propose the following site map:

WEBSITE HEADER: The L Pub with its logo

WEBSITE FOOTER: Address, telephone number and email address.

HOME PAGE: 1 or 2 pictures, quick description of the venue and atmospheres,

registration for a free pint voucher, news update. The registration section will
be highly visible.

SPORTS PUB: Calendar of games showed, competitions and how to register to

enter.

MENUS: food with prices, cocktails.

MUSIC: calendar and description of invited musicians.

RESERVATIONS: details about opening times and fields to make a reservation.

CONTACT US: address, directions and map.

FORUM: Register, wall for different topics

SITE MAP: summary of all information available on website and where to find it.

GALLERY: Photos of the pub / sport side, photos of the café side.

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 SUGGESTED STRUCTURE

Home Page

Sports Pub Menus Music Reservations Contact Us Forum Site map Gallery

Food Cocktail Pub Cafe

Web Strategy Proposal – The L Pub

30/11/2009
3.4 Usability & Design
3.4.1 Look & Feel
We need to make the website more user-friendly, attractive and easy to
use.
- Pictures: In order to achieve the objectives described by the client for
the website (see 2.3), I would recommend the use of at least one picture
on all pages to keep it attractive and entertaining.
Please note that pictures are to be provided by the L Pub.
- Color scheme: colors need to be coherent with the ones used within
the pub itself: wood, golden, wine.
- Font: The L Pub has a traditional atmosphere but it also needs to focus
on the younger audience so I would use a modern and easily readable font
such as Trebuchet.

The pub should be described as a welcoming, traditional yet trendy place

to be. The 2 atmospheres need to be highlighted and clearly identified.

3.4.2 Design & Layout

A header and footer will be used on every page and will serve the
coherence of the website.

The structure of the website is simple so I recommend the use of an

horizontal menu at the top. When a page has a dropdown menu, this will
be displayed on the left.

Example:

Header

Menus

Food
Description
Cocktail

Footer

Web Strategy Proposal – The L Pub

30/11/2009
4. WEB MARKETING PLAN
4.1 The online Market
For the L Pub, the online market is made of all the actors who influence
the customer in his decision of where to go for a drink, for food, to watch
a sport event or to listen to music in Dublin.
The online market can be divided between the customers, the competitors
and the other players.

4.1.1 Customers
- For the pub/sports side, the customers are Irish men, mostly from
Dublin, ranging 25 – 60 gathering to watch and chat about sport. Online,
they are checking game results or where to go to watch the next event.

- On the café / bar, the customers are individuals / groups aged 25 – 70,
Dubliners, foreigners or tourists, gathering on a social occasion, day or
evening time. Online, they look for the best place to go for food, for drinks
and to listen to music. They are interested in good deals, special offers,
tradition, authenticity and good service.

Anyone who like going out to socialise can be seen as a potential

customer.

4.1.2 Competitors
Competitors are other pubs / cafes in Dublin City Centre offering the same
kind of service: food, drinks, entertainment, tradition.
Restaurants in Dublin City Centre are also strong competitors as the L Pub
offer a wide range of food, local and worldwide.

4.1.3 Players
The online market gathers a wide range of players on the pub/food
market:
- Pub guides and listings such as www.dublinpubscene.com or
www.pubguidedublin.com, www.dublinsportpubs.com, offer a list and a
description of almost every pub in Dublin.
- Restaurant listings such as www.menupages.ie provide a list of
restaurants together with detailed information and reviews.
- Individual or Business Tourism Boards also play a role on the market:
www.discoverireland.ie, www.ireland.com, www.failteireland.ie,
www.dcb.ie promote and recommend various not to be missed pubs and
restaurants in Dublin.
- Travel Agencies such as www.abbey.ie offer tailor-made trips to Ireland
to individuals or corporate business incorporating meals in traditional
restaurants.

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4.2 Search Engine Optimisation (SEO)
The aim of the Search Engine Optimisation (SEO) will be to promote The L
Pub's website by increasing its visibility on search engine pages. In other
terms, it aims at building high ranking on search engines to increase
traffic to the website.

4.2.1 Business Objectives

Online objectives
- Improving the website design and usability: be more user-friendly
and attractive.

- Making the website more visible to search engines in the views of

increasing the number of actual customers visiting the premises.

- Getting more from social networking among the Irish community.

- Developing an online presence on other websites (via links).

- Getting the visitors to interact with the website in order to develop

off page marketing activities.

- Developing and advertising seasonal events.

Offline objectives
- Developing sales, increasing the numbers of customers.

- Targeting international visitors to Dublin: they are potential customers.

- Creating loyalty among existing customers and get them to visit the
venue again.

- Developing and advertising seasonal events.

4.2.2 Keyword Analysis

A keyword analysis will help us know what are customers are searching
for on the web, which search terms generate the most traffic and will help
us know which term to use in order to get high ranking on search engines.

What are people searching for?

The obvious terms that people are searching for in the case of the L Pub
are: "pub Dublin", "pub Dublin city centre", "traditional pub Dublin",
"traditional food Dublin", "Dublin pub".

Which search terms generate most traffic?

Using a keyword analysis tool and looking at what competitors use, I have
come to the conclusion that the following terms generate the most traffic
for the following pages. I recommend the use of 2 to 3 keywords per page
/ target market.

- Home page: "irish pub in Dublin", "pub in Dublin city centre"

- Menus page: "traditional irish food", "pub food Dublin"

Web Strategy Proposal – The L Pub

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- Sports page: "sport pubs Dublin", "football in pub Dublin"
The keywords identified thanks to the keyword analysis will be used as
much as possible as part of the onpage SEO.

4.2.3 Onpage SEO

Onpage SEO involves the tactics that we will use to make the L Pub's
website visible to search engines.

Meta data
Using appropriate Meta Data will serve the page optimisation.
Title tag
This is what will appear in the blue bar at the top of the page and on the
1st line on a Google search.
Description tag
This is what appears on a Google search, under the title tag. It is a
description of your business which will encourage visitors to go on your
website so it needs to be well worded. The description should mention the
keywords identified previously and be no longer than 150 words.
Keywords tag
These will not be seen on the page but will help the ranking on a search.
It will be the opportunity to use the "second-class" keywords that we
didn't use anywhere else as they are not the best.
Alt Tags
These are alternative names that we will use to describe the pictures on
the website, as search engines cannot technically read pictures. As I
recommend the use of at least one picture per page, this will be an
important aspect of the L Pub's website.

Examples of meta data that will be used for the following pages:

HOME PAGE
- Title tag: The L Pub – Irish Pub in Dublin
- Description tag: A traditional Irish pub in Dublin city centre with
everything from traditional irish food to sports. Live music at weekends
too. Check the latest events in a must-see pub in Dublin city centre.
- Alt tag: The L Pub, pub Dublin

SPORTS Page
- Title tag: The L Pub – Sports pub Dublin
- Description tag: A traditional Irish pub in Dublin city centre where to
watch live sports. Every week we show football, rugby and other sports
live in a very friendly atmosphere.
- Alt tag: The L Pub, football in pub

On every page, the most relevant headers will be used and will include the
keywords, where possible.
The content of the page will be formatted and emphasised, especially the
keywords, to draw attention. However, the standard rules will be
respected i.e. text will only be underlined only if it is a hyperlink.

Web Strategy Proposal – The L Pub

30/11/2009
Customised URLs
As previously mentioned, the current URL is www.thelpub.com. It is short
and relevant to the business. For every page that we will create on the
website, we will use a self-explaining URL:
www.thelpub.com/sportspub
www.thelpub.com/menus
www.thelpub.com/music
www.thelpub.com/gallery
.... etc.

4.2.4 Offpage SEO – Link building

We will use inbound links from other websites to build up the L Pub's
website popularity. The most inbound links there are to the L Pub's
websites, the better the ranking on search engines will be.

I have previously identified the players on the L Pub's online market.

Pub – Café Directories
There are a few renown pub guides and listings available for Dublin such
as www.dublinpubscene.com or www.pubguidedublin.com,
www.dublinsportpubs.com. We will make sure that the L Pub is listed on
those and that the description of the Pub includes the right keywords and
gives the right message. A link to the L Pub's website will also be available
on those listings for potential visitors to find out more relevant
information.
Restaurant listings and review websites
In order to develop the food activity of the company, we will place a weel
worded description and link to the website on restaurant guides for Dublin
such as www.menupages.ie. Those sites are very popular among the
foodies community and the fact that they allow reviews to be posted
makes them a real interactive tool for customers.
Individual or Business Tourism Boards
The L Pub will need to be visible from "official websites" such as
www.discoverireland.ie, www.ireland.com, www.failteireland.ie or
www.dcb.ie and be recommended as a not to be missed traditional pub in
Dublin. It is important to be trusted by such organisations so having a link
to the L Pub's website from their websites will help achieve the objective
of welcoming more foreign visitors and tourists. When the L Pub has a
seasonal activity such as a big promotion, or a resident musician, an
additional link and description will be added in the "calendar" and "events"
section of those websites.

I recommend the implementation of one-way linking which tent to appear

more natural to search engines.
When approaching the above players, we will emphasise on the relevancy
for them to have a link to the L Pub's website. It will be described as a
win-win occasion to develop our activities as The L Pub will also offer to
link the other website from its own. The suggested anchor text that will be
sent will use keywords and will be different for every link opportunity. We
will use the home page as the landing page.

Web Strategy Proposal – The L Pub

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Once links invitations have been sent, recorded and set-up, I will work on
checking that there are no broken links, that the descriptions are relevant
and accurate to the image we want to give for the L Pub.

4.2.5 Onpage online marketing

The objective of onpage online activities for the L Pub will be to develop
activities and tools to convert online visitors into actual physical customers
for the Pub. We will aim at building up relationships with the customers
and getting them to interact with the website.

Registration
We need to get customers to register online to build a database of
customers to be used for marketing purposes. Customers will register and
will be offered to be kept up-to-date with the L Pub's promotion and events.
Customers always think about what is valuable enough for them to give
their email address. We need to make it attractive and give at least one
incentive. For every new registration, the L Pub could send a voucher for
one free pint (checking the IP address so that there won't be more that one
voucher per person).
Forum
Once registered, visitors will be offered the possibility to take part in to
the forum. The L Pub is a sports pub so this feature is important for clients
to share their views on the coming games,etc. Different topics will be
launched by the L Pub's management such as food, music, etc.
Online Reservations
Online reservations will be possible so this will also allow the L Pub to get
more contact details for customers. We will ask for the following
information: first name, surname, address, contact telephone number,
email address, date and time of reservation, number of guests.

4.2.6 Offpage online marketing

There are a number of activities that we will put in place to advertise the L
Pub's website and to drive new visitors towards it
Pay Per Clic- Google Adwords
We will set-up the PPC campaign with Google Adwords. This is the most
common form of direct marketing online. The ad is paid for only if
someone clicks on it so it will allow great control over spendings which a
very important point for the L Pub. Because it is keyword-based, the ad
appears on search engines only if it is relevant to the search so we will be
advertising to people already searching for a traditional Irish pub in Dublin
or to people looking for place where to match sport.
The PPC ad itself will include keywords such as "Irish Pub Dublin", and will
request customers to log in to the page and register to get a free pint
voucher. There will be one head line, no more than 2 lines of text and a
destination URL. As for links to the L Pub's website, the landing page will
be the home page.

Web Strategy Proposal – The L Pub

30/11/2009
Example for the PPC ad:

The L Pub – Irish pub in Dublin

Visit a must-see Irish pub in Dublin city

centre. Food, sports and live music at
weekends too.

Register now for a free pint voucher.

www.thelpub.com

The set-up of a PPC ad will give you great ROI as original spendings are
controlled.

Information emails – Direct Mailing

Thanks to the contact details collected via registration and online
reservation, the L Pub will be able to communicate easily the latest news
and events happening. It could be special offers on the menu, a new
musician, a promotion on drinks, etc.

Social marketing
In order to advertise the L Pub among the Dublin young community, I
recommend the set-up of a facebook page. According to Facebook ad
stats 1,010,980 people living in Ireland are Facebook users so it
represents a huge market for the L Pub.
Facebook allows great interaction and communication with "fans". When
an update is posted on the L Pub's Wall, fans receive it too in their news
feed so, like viral marketing, this has the potential to increase the traffic
driven to the website. The status update is a quick way to inform fans of a
new event or promotion without sending them an email, which can be
seen as intrusive.

4.3 Webmetrics plan

I recommend the use of a web statistics tool to measure the traffic going
to the L Pub's website. It will be of use to know who is going on the
website so in order to get to know the customers better. It will mention
where the visitors are coming from so that we will see clearly which
marketing activity gives the most results.
I suggest the set-up of AWstats (free) to get a good range of statistical
data. Additionally, I recommend the set-up of Google Analytics which is a
free, quick and easy way to get reports on how the L Pub's website is
used.

Web Strategy Proposal – The L Pub

30/11/2009
5. BUDGET

BASIC FEES
Website Development & Web marketing plan €5,000.00 ex VAT
This includes design of the website and SEO.
The L Pub will provide all images for the website. Text for each page will
also be provided by the company and we will make sure that the content
is optimised for readability and search engine optimisation.

Registration feature and database set-up €1,800.00 ex VAT

Forum set-up €800.00 ex VAT

ADDITIONAL OPTIONAL FEES

Adwords PPC ad, set-up €600.00 ex VAT

Facebook page set-up €300.00 ex VAT

ROI for each tool has been detailed in this proposal.

Periodic website maintenance & support €60.00 ex VAT

Website maintenance €2,000.00 ex VAT /an

EXCLUSIONS
This proposal does not cover:
HTML instruction
Computer instruction
Website design instruction
Fees related to merchant accounts and online payment processing

SCHEDULE
The website has to be delivered and approved by 1st March 2010.

Thank you for giving me the opportunity to quote for your new website. If
you have any questions about this quote, your new website, or websites in
general, please feel free to contact me.

With best wishes,

Yours sincerely,

Loraine

Web Strategy Proposal – The L Pub

30/11/2009