AdWords Business Pre-Campaign Strategy Report – Calvert Marine Museum Client Overview Client Profile: The Calvert Marine Museum (CMM) is a public, non-profit, educational museum located in Solomons, Maryland. CMM has 65 employees and is dedicated to the collection, preservation, research, and interpretation of the culture and natural history of Southern Maryland. The museum explores the areas of paleontology, estuarine biology, and maritime history. CMM’s educational programs serve as a linchpin for its services. CMM also hosts concerts from May to September in a small to medium sized venue. Year-round facility rentals for both formal and relaxed settings are also offered. Cove Point Lighthouse is rented out 85% of the year, and Harms Gallery is popular for hosting corporate events. Five employees comprise essential marketing personnel. CMM was dedicated in October 1970, and its doors officially opened on June 29, 1975. Its website (calvertmarinemuseum.com), maintained by Exhibits Graphic Tech, Rachel Reese, was developed in 2004 and re-mastered in October 2014. CMM maintains a social media presence through Facebook, Twitter, Instagram, YouTube, Pinterest, and Google +. Other online channels include music calendars and e-mail marketing. Primary offline channels are print, radio, and sponsorships. In terms of other relevant information, CMM raises money by dedicating exhibits to patrons that finance them. Market Analysis: The majority of CMM’s customers are parents, grandparents, and their children, aged 12 and younger. The majority of these customers live within 30 minutes of the museum, but some customers travel from over an hour and a half away. CMM also has a museum membership program in which members receive certain benefits, such as purchasing presale concert tickets. With about 3,000 members and stagnant membership rates, CMM expresses the need to reach more customers and thus acquire more members. CMM competes with different organizations for each of its concert, museum, and facility rental offerings. Respectively, its main competitors for each of these offerings include St. Leonard Volunteer Fire Company, the Chesapeake Bay Maritime Museum, and Holiday Inn. Potential competitors include other local museums, concerts, and event venues. CMM has a wide variety of product offerings but is best categorized in the US Museum Industry. For key industry characteristics, 4,959 US museums make up the $9.8 billion industry. This mature industry is expected to grow 2.5% in the next five years. CMM experiences medium industry competition (72.9% smaller museums), and low market share.

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Calvert Marine Museum

Industry data is not available for digital marketing, but museums spend an average of 4.3% revenue on marketing. Digital marketing spending is projected to increase 15.5% in 2015. CMM positions itself in the market as an entertaining, educational museum, specializing in the Chesapeake Bay and its inhabitants. Its unique selling point stems from its diverse mix of exhibits, clubs, facility rentals, and concerts. The summer months constitute CMM’s peak season. During this time, it has a higher facility rental rate and hosts concerts, which serve as the most substantial revenue streams. CMM maintains a unique industry position through paleontology, estuarine biology, and maritime history exhibits. Current Marketing: CMM’s website provides information on events, concerts, family programs, museum memberships, facility rentals, and educational resources. Strengths of the site include its wealth of information, aesthetic appeal, and social media accessibility. Weaknesses of the site include its complex structure, repetitive information across pages, and the lack of installation of Google Analytics. Google Analytics is to be installed prior to the beginning of the AdWords campaign. CMM’s website has 18,147 external backlinks and a current Google PageRankTM of 0/10, because they recently redesigned their website. CMM enhances its online presence with various social media sites including Facebook (11,251 likes), Twitter (888 followers), and Instagram (380 followers). CMM posts Facebook updates approximately once per day. In the future, CMM plans to increase its social media presence, through Google+ and YouTube. Other online marketing methods, such as online music calendars and e-mail marketing, focus on concert promotion. CMM’s offline marketing includes print media such as posters, flyers, and newspaper ads. Outdoor advertising with road signs is used to advertise concerts. CMM also writes the Bugeye Newsletter, produced quarterly and mailed to subscribers. Other offline advertising methods include local radio ads and a Papa John’s sponsorship. CMM uses trade ads with Comcast to show pre-produced commercials on regular TV networks. The call-to-action of these commercials encourages ticket sales on CMM’s website. Conclusion: CMM’s online marketing goals are to: 1) increase the number of museum members, 2) increase member engagement, and 3) increase overall awareness of facility rental, concerts, and museum events. CMM is a nonprofit with a limited budget, making Google AdWords the ideal advertising platform to allow it to reach customers in a costeffective manner. Advertising through Google AdWords will also give CMM the advantage of reaching customers who are already searching for their services.

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Calvert Marine Museum

Proposed AdWords Strategy The proposed Google AdWords strategy for Calvert Marine Museum includes five campaigns and 33 focused Ad Groups. Table 1 shows the proposed account structure to highlight CMM’s offerings. The Brand Campaign focuses on searches specific to CMM. The Information Campaign targets people searching for CMM’s hours and admission fees. The Concert Campaign is centered on information and ticket sales for the concerts at CMM. The Facility Rental Campaign includes Ad Groups for both the lighthouse and exhibit hall. Ad Groups such as vacation, wedding, family, and corporate rentals further segment these searches. The Birthday Parties Campaign features themed party packages for children with Ad Groups focusing on children, kids, and themed parties. Table 1: Campaigns, Select Ad Groups and Sample Keywords Brand Calvert Marine Museum Ad Group

Information Hours Ad Group

Concerts PNC Pavilion Ad Group

Facility Rental Lighthouse Rental Ad Group

Birthday Parties Kids’ Birthday Party Ad Group

[calvert marine museum] [calvertmarine museum.com]

[marine museum solomons hours] [calvert marine museum hours]

“PNC pavilion concert” +heart +PNC +pavilion

+rent +covepoint +lighthouse “lighthouse rental”

[book kids birthday party] -teenager

Marine Museum Ad Group

Directions Ad Group

Barenaked Ladies Ad Group

Wedding Ad Group

Themed Birthday Party Ad Group

[marine museum solomons island] [marine museum]

[directions to calvert marine museum] [directions to CMM solomons]

+barenaked +ladies +solomons [barenaked ladies concert tickets maryland]

“wedding reception calvert county” “wedding venue maryland”

“dinosaur themed birthday party” [pirate theme party for kids]

“Phrase match,” [exact match], +modified +broad +match, and broad match will be used to effectively reach searchers. Adding negative keywords such as -ocean city and -cheap rentals improves ad relevancy and Quality Score. Keyword selections are based on market research, landing page content, and insights from Google Keywords Planner and Google Trends. Dynamic Keyword Insertion {DKI} will be used in the Birthday Parties Campaign to make party theme ads more relevant to search queries. As the campaigns run, the Search Terms Report helps identify new search terms with high potential. Table 2 shows examples of the geo-targeted Lighthouse Rental Ad Group ad copy. Table 2: Sample Google AdWords Ads

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Table 3 shows the proposed budget for each campaign. Since the Brand Campaign has high organic rankings, it receives the smallest budget. Although the Information Campaign is expected to maintain a higher click-through rate, it receives a smaller budget because of low expected search traffic. The Concerts and Facility Rental Campaigns have the highest budgets because they represent the most profitable activities at CMM, and are expected to have the highest amounts of search traffic. The Birthday Parties Campaign is expected to receive slightly less search traffic than the higher budgeted campaigns. All of these campaigns are centered on CMM’s main goal of increasing awareness and participation, leading to increased membership. Table 3: Proposed AdWords Budget by Week and Campaign Week 1 (20%) Week 2 (30%) Week 3 (50%) Total

Brand (12%) $6.00 $0.86/day $9.00 $1.29/day $15.00 $2.14/day $30.00 $1.43/day

Information (13%) $6.50 $0.93/day $7.50 $1.07/day $12.50 $1.79/day $32.50 $1.55/day

Concerts (30%) $15.00 $2.14/day $22.50 $3.21/day $37.50 $5.36/day $75.00 $3.57/day

Facility Rental (30%) $15.00 $2.14/day $22.50 $3.21/day $37.50 $5.36/day $75.00 $3.57/day

Birthday Parties (15%) $7.50 $1.07/day $11.25 $1.61/day $18.75 $2.68/day $37.50 $1.79/day

Total $50 $75 $125 $250

All campaigns will be run within the Search Network only to allow a greater focus on relevant users searching for CMM or its related services. Continuous use of A/B split testing can identify the best performing ads, increasing campaign success. Ad rotation will be set to rotate evenly, being manually optimized to increase clicks after sufficient data is collected. Manually bidding on keywords assists in obtaining low cost-per-click (CPC) keywords. Geotargeting will be used in each campaign to target an 80 kilometer radius around CMM, including adjacent counties. Ad extensions such as sitelink extensions, call extensions, location extensions, review extensions, callout extensions, and social extensions will be utilized to make ads more relevant and visible, increasing click through rate (CTR). Due to the increasing number of searches on mobile devices and CMM’s mobile-friendly website, it is beneficial to enable mobile ads to reach users at the exact time they are searching. For example, these ads can reach those looking for directions to the museum on mobile devices. Calvert Marine Museum’s primary AdWords goal is to increase awareness and involvement. CMM’s projected CTR of 1% at an average cost-per-click (CPC) of $1.15 should generate 21,739 impressions and 217 clicks. Account success will be measured using the above goals for CTR, CPC, impressions, and clicks.

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Calvert Marine Museum