www.BrandLessBox.com White Paper

1.
Aaron
Abbott—www.BrandLessBox.com
1
Traffic
and
Promotion
Strategy
Aaron
Abbott
www.BrandLessBox.com

2.
Aaron
Abbott—www.BrandLessBox.com
2
Broad
Markets
Exposure
Goals
The
primary
goal
is
to
expose
the
CJexchange.com
brand
to
the
widest
possible
market,
which
displays
an
obvious
interest
in
the
subject
matter
of
the
training
video
program
being
sold.
The
Broad
Market
prospects
all
exhibit
extreme
interest
in
the
content
of
the
training
videos
through
their
Online
and
Offline
behaviors
in
relation
to
the
variety
of
crime
and
murder
investigation
dramas
running
on
television—in
primetime
and
syndication.
The
goal
is
to
expose
the
brand
to
an
established
market
of
700,000
monthly
exposures.
Conversion
Goals
The
conversion
will
be
the
sale
of
the
1-­‐week
Access
Package
of
the
training
video
content.
Stimulating
their
interest
in
experiencing
what
Hollywood
only
teases
in
these
dramas
could
be
the
stimulus
to
convert
the
market.
With
related
sites
showing
repeat
traffic
is
a
frequent
behavior
of
these
visitors
to
these
sites
(Quantcast.com,
n.d.),
it
is
viable
to
speculate
that
there
is
a
probability
for
conversions.
The
conversion
rate
of
5%
is
very
realistic
and
should
raise
much
above
this
as
the
brand
is
effectively
communicated
and
conversions
obtained.
ATV
Goals
The
cost
for
24-­‐hour
access
for
7
days
will
be
$10.95.
Advertising
to
meet
Exposure
Goals
The
principle
sites
of
exposure
are
as
follows:
o http://www.csimiami.wetpaint.com
100k
o http://www.csifiles.com
100k
o http://www.officer.com
500k
The
relevancy
of
these
sites
involves
the
interest
of
the
television
shows,
as
well
as
the
interest
of
the
professionals
in
the
field.
The
innate
human
interest
in
the
dead
body
creates
a
very
general
interest.
While
our
product
holds
professional
merit,
we
do
not
need
to
create
a
brand
like
Faces
of
Death.
However,
we
do
want
to
make
the
content
accessible
to
all
who
have
a
genuine
interest
in
learning
the
procedures
of
investigations
involving
death.
Capturing
the
audience
in
the
Interest
stage
of
the
AIDAS
model
will
be
considered
in
all
messaging
to
this
market.
The
brand
must
be
presented
in
a
way
that
will
get
them
to
the
site
and
make
the
purchase.
Traffic
and
Visitor
Profile
The
market
is
varied
from
students,
to
teachers,
professionals,
and
just
about
anyone
else
with
an
interest
in
crime
scene
investigation
and
autopsies.
Incomes
range
from
$30k
to
$100k
plus.
Traffic
frequency
shows
repeat
behaviors.

3.
Aaron
Abbott—www.BrandLessBox.com
3
Demographic
Segmentation
Focus
will
be
on
Females
at
the
College
level.
CSIfiles.com
is
representative
of
the
demographics
of
traffic
to
sites
of
this
nature.
The
following
chart
is
from
Quantcast.com
(Figure
1).
Figure
1.
Demographic
sample
of
CSIfiles.com
Ad
Formats
Initial
ad
formats
will
be
in
text
format
via
Google
AdWords.
Most
sites
the
network
utilize
only
text
formatted
ads.
Other
that
utilize
banner
and
video
display
ads
will
be
utilized
eventually.
Messaging
Strategy
Message
will
appeal
to
the
personas
of
the
market.
The
methodical,
humanistic,
and
competitive
are
the
majority
of
the
Criminal
Justice
System
and
those
interested
in
this
subject
matter.
Primary
messaging
will
intrigue
interest
in
what
they
can’t
find
anywhere
else.
Goals
of
Ad
Exposures
To
get
as
close
to
the
700,000
attainable
exposures
possible
to
click
through
to
the
site
and
purchase
the
1-­‐week
access
for
$10.95.
Get
the
exposed
to
click
through
and
purchase
the
training
access
bundle.
Special
Offers
and
Incentives
o Click
now
to
see
12
free
autopsy
videos
o Buy
the
1-­‐week
access
and
get
25%
off
the
DVD
video

4.
Aaron
Abbott—www.BrandLessBox.com
4
Summary
of
Projected
Revenue
and
Costs
Table
1.
Broad
Placement
Summary
Broad
Paid
Placement
Conversion
Rate
5.00%
Average
Transaction
Value
$10.95
Traffic
Metrics
Exposures
700,000
Click-­‐Thru
Rate
(CTR)
0.10%
Branding/View-­‐Throughs
Rate
0.15%
Paid
Visitors
700
Brand/View-­‐Thru
Visitors
1,050
Total
Visitors
1,750
Ad
Budget
$200
Cost
Per
Click
$0.29
Cost
Per
Visitor
$0.11
Revenue
$958.13
Total
Conversions
88
RPV
$0.55
MPV
$0.43
Ad
Spend/Revenue
Ratio
20.87%
Discounting
Percent
0%
Total
Cost/
Revenue
Ratio
20.87%
Targeted
Markets
Exposure
Goals
The
targeted
segment
focuses
primarily
on
the
student
segment
of
the
market.
The
resources
are
designed
for
students
to
connect
with
professionals
and
teachers.
So
exposing
them
is
the
primary
relationship
that
will
drive
traffic
to
the
site.
The
targeted
market
has
an
exposure
potential
of
120,000.
While
much
less
than
the
Broad
Market,
this
group
contains
those
persons
who
have
a
vested
interest
in
education
in
the
Criminal
Justice
System.
They
have
an
intrinsic
need
to
master
the
content
of
our
training
program.

5.
Aaron
Abbott—www.BrandLessBox.com
5
Conversion
Goals
The
conversion
will
be
the
purchase
of
the
Student’s
Semester
Access
Bundle.
This
conversion
provides
them
with
4
months
of
unlimited
access
to
the
training
video
resources.
While
other
conversions
will
help
secure
this
conversion—such
as
becoming
a
free
member
to
join
the
CJ
blog
with
Industry
pros.
The
conversion
rate
of
10%
is
a
realistic
objective.
ATV
Goals
The
transaction
value
of
the
purchase
of
the
Student’s
Semester
Access
Bundle
is
$29.95
for
4
months
access
to
streaming
video
resources.
Advertising
to
meet
Exposure
Goals
The
principle
sites
of
exposure
are
as
follows:
o http://www.criminaljusticeonlineblog.com
10k
o http://www.911hotjobs.com
100k
o http://www.criminaljusticeusa.com
10k
These
sites
are
sites
that
students
and
recent
graduates
frequent.
These
sites
represent
those
interested
in
what
is
being
said
in
blogs,
those
seeking
jobs,
and
those
interested
in
education
and
career
advice
in
the
Criminal
Justice
Foundation.
Traffic
and
Visitor
Profile
Comprised
mostly
of
college
age
and
young
adults
with
incomes
under
$60k,
these
visitors
are
on
a
quest
for
information.
The
majority
of
traffic
is
comprised
of
one-­‐
time
visitors
with
very
few
return
visitors.
Although
they
only
visit
the
sites
only
a
few
times,
they
are
in
search
of
the
resources
we
provide.
They
are
at
a
higher
level
in
the
AIDAS
model,
closer
to
the
desire
and
action
stages.
Demographic
Segmentation
Focus
will
be
on
Females
at
the
College
level.
Criminaljusticeusa.com
is
representative
of
the
demographics
of
traffic
to
sites
of
this
nature.
The
following
chart
is
from
Quantcast.com
(Figure
2).

6.
Aaron
Abbott—www.BrandLessBox.com
6
Figure
2.
Demographic
sample
of
criminaljusticeusa.com.
Ad
Formats
These
sites
primarily
only
provide
text
display
advertisements.
Messaging
Strategy
With
the
majority
of
traffic
being
one-­‐time
visitors
to
these
sites
displaying
advertisements,
attention
grabbing
headlines
and
unique
call
to
actions
will
be
implemented.
Goals
of
Ad
Exposures
To
get
as
close
to
the
120,000
attainable
exposures
possible
to
click
through
to
the
site
and
purchase
the
4-­‐month
access
for
$29.95.
The
goal
is
to
build
brand
awareness
for
this
market
segment
in
relation
to
their
stage
in
the
AIDAS
model.
They
are
in
search
of
resources
for
education
and
career,
and
these
are
the
solutions
we
provide.
Special
Offers
and
Incentives
o Get
the
entire
DVD/CD-­‐ROM
training
package
for
50%
off
when
you
purchase
4
month
access
o Share
our
site
with
7
friends
and
get
entered
in
monthly
drawing
to
win
the
DVD/CD-­‐ROM
set
o Get
a
1
hour
conversation
with
the
author
for
sharing
the
site
with
3
friends
weekly
competition
Summary
of
Projected
Revenue
and
Costs
Table
2.
Targeted
Market
Summary
Targeted
Paid
Placement
Conversion
Rate
10.00%

7.
Aaron
Abbott—www.BrandLessBox.com
7
Average
Transaction
Value
$29.95
Traffic
Metrics
Exposures
120,000
Click-­‐Thru
Rate
(CTR)
1.00%
Branding/View-­‐Throughs
Rate
0.10%
Paid
Visitors
1,200
Brand/View-­‐Thru
Visitors
120
Total
Visitors
1,320
Ad
Budget
$500
Cost
Per
Click
$0.42
Cost
Per
Visitor
$0.38
Revenue
$3,953.40
Total
Conversions
132
RPV
$3.00
MPV
$2.62
Ad
Spend/Revenue
Ratio
12.65%
Discounting
Percent
0%
Total
Cost/
Revenue
Ratio
20.87%
Intention-­‐based
Paid
Exposure
Goals
While
most
keyword
related
terms
in
this
Industry
are
pushing
$15.00
per
click
and
more,
a
unique
advantage
has
been
discovered.
With
certain
keywords
and
associated
pairings,
potential
exposures
are
pushing
nearly
3,000,000.
These
terms
are
costing
at
most
$0.50
per
click,
with
the
majority
much
lower.
Positioning
at
the
top
is
attainable
within
the
current
budget
allowance.
Conversion
Goals
The
sale
of
the
physical
DVD/CD-­‐ROM
set
is
the
primary
conversion
for
this
segment
of
the
strategy.
These
are
people
looking
for
autopsy
footage.
They
will
be
more
likely
to
want
the
physical
product
for
their
collection
of
videos.
Conversion
goals
will
be
conservative
at
a
steady
2%
Appeal
to
their
desires.
ATV
Goals
The
physical
training
set
is
$59.95.

8.
Aaron
Abbott—www.BrandLessBox.com
8
Branded
Terms
to
Measure
and
Protect
Table
3.
Keyword
search
volume
via
Google
Keyword
Tool.
Keyword
Monthly
Search
Volume
Autopsy
2,240,000
Autopsy
photos
201,000
Autopsy
pictures
74,000
Autopsy
movie
5,400
Dead
autopsy
5,400
Autopsy
video
27,100
Death
55,600,000
Death
is
a
relevant
term
and
will
be
tested.
The
size
of
the
sample
could
lead
to
tremendous
click
through
rates,
but
without
insight
to
relevancy
to
conversion,
it
must
be
tested.
While
not
figured
in
the
statistics
of
this
analysis,
it
is
pointed
out
for
the
very
large
sample
size.
The
term
autopsy
is
intrinsic
to
the
resources
provided
and
should
lead
to
consistent
conversions.
Cost
and
Conversion
Strategy
for
Keyword
Table
4.
Keyword
cost
per
click
via
Google
Keyword
Tool.
Keyword
Cost
Per
Click
Autopsy
$0.40
Autopsy
photos
$0.28
Autopsy
pictures
$0.32
Autopsy
movie
$0.56
Dead
autopsy
$0.05
Autopsy
video
$0.55
Death
$0.66
The
goal
for
all
keyword
associated
PCP
conversions
will
come
from
identifying
that
these
visitors
are
all
in
the
Interest
and
Desire
stages
of
the
AIDAS
model.
While
these
words
are
affordable,
relativity
to
the
value
of
our
product
is
key.
While
conversions
to
the
term
death
is
questionable,
as
it
is
much
more
general;
autopsy
will
direct
qualified
traffic
who
will
take
action
and
convert.
Special
Offers
and
Incentives
o Purchase
any
Online
Access
Bundle
and
get
what
you
paid
back,
plus
an
additional
25%
off
the
DVD/CD-­‐ROM
Set
Summary
of
Projected
Revenue
and
Costs
Table
5.
Intention-­‐Based
Paid
Summary
Intention-­‐Based
Paid

9.
Aaron
Abbott—www.BrandLessBox.com
9
Conversion
Rate
2.00%
Average
Transaction
Value
$59.95
Traffic
Metrics
Exposures
3,000,000
Click-­‐Thru
Rate
(CTR)
0.15%
Branding/View-­‐Throughs
Rate
0.20%
Paid
Visitors
4,500
Brand/View-­‐Thru
Visitors
6,000
Total
Visitors
10,500
Ad
Budget
$550
Cost
Per
Click
$0.12
Cost
Per
Visitor
$0.05
Revenue
$12,589.50
Total
Conversions
210
RPV
$1.20
MPV
$1.15
Ad
Spend/Revenue
Ratio
4.37%
Discounting
Percent
0%
Total
Cost/
Revenue
Ratio
4.37%
SEO
Campaigns
Exposure
Goals
With
a
more
specified
targeting
and
much
higher
cost
per
click,
these
SEO
exposure
goals
involve
using
specified
those
very
expensive
keywords
($10.00
plus)
used
consistently
by
those
seeking
education,
jobs,
and
information
involving
lives
in
the
Criminal
Justice
System.
With
these
targeted
words,
the
exposure
goals
fall
in
at
250,000.
These
exposures
rely
on
effective
implementation
of
these
keywords
as
a
part
of
the
search
engine
optimization
strategy
for
the
Web
site
architecture.
Conversion
Goals
While
being
more
targeted
to
the
solutions
provided
at
CJexchange.com,
the
conversion
will
be
the
purchase
of
the
1-­‐week
Internet
Access
Bundle.
A
conversion
goal
of
10%
is
reasonable
and
takes
into
account
that
the
initial
conversion
being

10.
Aaron
Abbott—www.BrandLessBox.com
10
communicated
via
this
channel
method
is
least
expensive
product
sold
to
those
who
would
have
the
most
interest
than
every
other
segment.
ATV
Goals
The
cost
of
the
1-­‐week
Internet
Access
Bundle
is
$10.95.
Link
Building
Strategy
for
Selected
Keywords/Terms
Table
5.
Keyword
search
volume
and
cost
per
click
via
Google
KeyWords.
Keyword
Cost
per
click
Search
Volume
Criminal
justice
$7.88
1,220,000
Criminal
justice
online
$20.54
74,000
Criminal
justice
schools
$15.11
22,000
Degree
criminal
justice
$16.73
90,500
Introduction
to
criminal
justice
$2.78
9,900
Criminal
justice
class
$16.31
8,100
Criminal
justice
training
$11.04
12,100
These
keywords
are
all
natural
terms
that
can
be
used
throughout
he
text
of
the
site—a
favorite
for
the
search
engine
crawlers.
By
incorporating
these
terms
into
the
metatags
and
the
text
of
the
site,
organic
SERPS
can
lead
to
consistent
conversions.
A
link-­‐building
engine
will
be
utilized
and
an
abundance
of
the
existing
clients
are
education
facilities.
Incoming
links
from
their
site
will
also
lend
to
increased
ranking,
as
they
are
domains
with
.edu
extensions.
Special
Offers
and
Incentives
o Click
now
to
see
12
free
autopsy
videos
o Buy
the
1-­‐week
access
and
get
25%
off
the
DVD
video
Summary
of
Projected
Revenue
and
Costs
Table
6.
SEO
Campaign
Summary
SEO
Campaign
Conversion
Rate
10%
Average
Transaction
Value
$10.95
Traffic
Metrics
Exposures
250,000
Click-­‐Thru
Rate
(CTR)
3%
Branding/View-­‐Throughs
Rate
0.10%
Paid
Visitors
7,500
Brand/View-­‐Thru
Visitors
250

11.
Aaron
Abbott—www.BrandLessBox.com
11
Total
Visitors
7,750
Ad
Budget
$600
Cost
Per
Click
$0.08
Cost
Per
Visitor
$0.08
Revenue
$8,486.25
Total
Conversions
775
RPV
$1.10
MPV
$1.02
Ad
Spend/Revenue
Ratio
7.07%
Discounting
Percent
0%
Total
Cost/
Revenue
Ratio
7.07%

12.
Aaron
Abbott—www.BrandLessBox.com
12
References
Google
AdWords.
(n.d.).
Retrieved
November
13,
2009
from
https://adwor
ds.google.com
Google
Keyword
Tool.
(n.d.).
Retrieved
November
13,
2009
from
https://adwor
ds.google.com/select/KeywordToolExternal
Quantcast.com.
(n.d.).
Retrieved
November
12,
2009
from
http://www.quantca
st.com