A Promotional Campaign
By Patrick Parnaby

Durham Bus and Coach
Ltd.

Introduction
 In

this presentation we will discuss:

 A brief overview of the business.
 Principles of successful internet marketing
 Recommendations in a campaign proposal of the

methods mentioned above.
 A selection of online media and media techniques.
 Clarification of why these ideas were put forward.

Business Overview


Durham Bus and Coach Ltd.



Maintenance and repairs for Buses, Coaches, and Trucks.



Established in 2001.



Branches at Ferryhill and Blaydon.



Breakdown recovery service throughout North East.



Services include:- Major overhauls
Engine Replacement/Refit
Clutch/Gearbox Replacement
M.O.T Preparation
Scheduled Inspections
Contract Maintenance
Breakdown Recovery

Business Overview
(Continued)
 Technicians

receive indefinite manufacturer training, keeping them up-to-date.

 Fully

updated diagnostic software for Bus and Truck electronic systems.

 On-site

servicing from basic inspection to full engine refit/replacement  Courtesy

Vehicle Hire – 8, 16, 24, 49, 57 seats

--Areas to Address:
Social Networking, Affiliate Marketing, Keywords, Brand
Marketing, Website Content

Principles of EMarketing
The Seven P’s:


Product



Prices



Promotion



Place



Packaging



Positioning



People

Principles of E-Marketing
(Ctd)
The Five S’s
 Story
 Strategy
 Search
 Spend
 Site

Engine Optimisation

Search Engine Optimisation
(SEO)
 Google

Search

Results
 What

does this show? Search Engine Optimisation
(SEO)

 Keywords

help search engines determine what a website is based on and how relevant to a user’s search they are.

Campaign Proposal
Affiliate
Marketi ng Site
Optimisati
on

Social
Networki
ng
Primary
Objecti ves Brand
Marketi
ng

Keyword
Monitori
ng

Site Optimisation
Example (1)

Site Optimisation
Example (2)

Campaign Proposal (Ctd)

Trackin g Sponsorsh ips Newslett ers and
Emails
Second ary Objecti ves Discoun ts Paid
Advertisi
ng

Online Media and
Marketing Techniques


Social Networking – “Like”, “Follow”, “Tweet”

Video Advertisements – John Lewis, GoCompare
John West, Sheila’s Wheels
 Distinctive Logo/Slogan –




Search Engine Optimisation – Keywords, Links,
Reputation, Relevance



Content Marketing – “Good content marketing makes a person stop…read… think… behave… differently” Why will this be successful? Cost
Efficient
TargetSpecific
Low-risk

Successf ul? Structured
Website
Focus
Originality
Adaptable

Summary
 Business
7

Overview

P’s / 5 S’s of E-Marketing

 Primary

Objectives

 Website

Issues/Main Competitor

 Secondary
 Media

Objectives

and Marketing Techniques

 Justification

Any questions?

References
 Marketing,

business - The 7 Ps of Marketing | Entrepreneur.com. 2013. Marketing, business - The 7 Ps of Marketing | Entrepreneur.com. [ONLINE] Available at: http://www.entrepreneur.com/article/70824 .
[Accessed 10 December 2013].
 The