This presentation has been produced in 2008 for autorapidresponse.co.uk agency. Christina D'oro Hooley has produced the digital media content which was implemented together with Mark Griffin MD. Christina's role within the agency was to turn around a traditional direct marketing and print automotive agency towards new media channels by researching, implementing technologies, client and internal procedures, and acquiring therefore new competitive edge for the company in a challenging time for all economy sectors, and especially marketing/advertising agencies.Teams managed: 3-7 persons. 7 years on, "web PR" is a cornerstone of digital and social media communication strategies. Christina's approach on content strategy has its basis on study of semiotics, semiology in history and the collective imaginary force vectors of signs, signifiers and signifieds.

1. CONTENTS: CLARITY. SERVICES. TWELVE-MONTH RULE.
DIGITAL SOLUTIONS FOR AUTOMOTIVE RETAILERS

2. CLARITY: When we receive a quotation request or agree a contract for digital support services our objective is to
achieve clarity: clarity of purpose, clarity of expectation. Simply put, ‘we need to understand what you wish to
achieve in order to deliver it in the most efficient manner.’ If appropriate we’ll challenge your assumptions and
offer alternatives. We promise not to embark on a project if we consider it to be flawed or lacking clarity.
Whether you are requesting a quotation for your first web site, considering replacing an existing site or require
other digital marketing services - email campaigns, viral marketing, PR on the web etc. - we’ll offer informed and
understandable support and advice.
Mark Griffin, MD
iPerception Limited
CLARITY

3. SERVICES
• WEB SITE DESIGN AND BUILD PROJECTS
• DIGITAL MARKETING PROJECTS
• EMAIL MARKETING
Options include: EMAIL CREATIVE, CODING, BROADCAST;
EMAIL CODING, BROADCAST; EMAIL BROADCAST ONLY.
• EMAIL: DIGITAL STATIONERY
• GOOGLE ADWORDS AND PPC
• ORGANIC SEARCH ENGINE OPTIMISATION
• VIRAL MARKETING
• WEB PR
• WEB BANNERS

4. WEB SITE DESIGN AND BUILD PROJECTS
It’s like this: The best car manufacturers combine technical
engineering and design skills to achieve a beautiful and
reliable product. The best of both worlds. A car enthusiast
can purchase a vehicle, ‘pimp it’ and make it look great but
unfortunately the engine is shot and performance is
disappointing. Finding a car with a great engine but
dilapidated bodywork leaves the owner with a reliable car
that looks poor. We strive to combine our technical
engineering and design skills in the construction of each
project to achieve a beautiful and reliable product that is fit
for purpose.
Click sample links below
Microsite1
dynamic1
Microsite2
dynamic2

5. EMAIL MARKETING
From origination to broadcast we’ve got email marketing
solutions to support your marketing effort. Our creative
origination can be developed as part of a cross-media
campaign or specifically for digital marketing.
EMAIL CREATIVE, CODING, BROADCAST
autorapidresponse provides you with the bespoke creative
for the layout, coding and optimization for all known email
client platforms and broadcasts it to your list of emails.
Click sample links below
SEATlaunchemail
Aston Martin animated
Landrover

6. EMAIL CODING, BROADCAST
If you’ve already had creative work produced for another
medium and require conversion for email no worries, send a
copy of the pdf of the layout and we'll produce the coding and
optimization for all known email client platforms and broadcast
it to your list of emails.
EMAIL BROADCAST ONLY
The broadcasting service is sending the email campaign to your
email list using a secure server, and we are a trusted
broadcasting agency, which guarantees that your campaign will
reach its target without being cast out as spam.

7. EMAIL: DIGITAL STATIONERY We've developed a digital
CRM product that keeps you in control.
Introducing digital stationery to your sales and aftersales
contact programme will save money and increase your
marketing efficiency. Adding a bespoke professional feel to
your email communications will assist in generating cost
effective sales and aftersales enquiries. Available as a web
browser link (e.g. Internet Explorer) or as a stationery item
added to your mail programme stationery (e.g. Outlook) you
will be in control of personalising your email message, adding
links to offers on your web site and sending the email from
your desktop. Have a go with our case study samples below
to demonstrate the ease of use.
You want your emails to look exactly like your letterhead, but
you don't want the hassle of embedding pictures in your
signature? Digital stationery provides this with the added
benefit of your emails going through heavy spam filters,
delivering the wanted message without adding attachments
each time. This improves the sending speed, decreases
SEATletter1
Aston Martin1
Jaguarletter1
Click sample links below

8. GOOGLE ADWORDS
No problem, we’ll set up and manage your pay per
click campaign and provide all the analytics
that you require to generate cost effective traffic to
your website.

9. ORGANIC SEARCH ENGINE OPTIMISATION
Metatags, page descriptions, keywords, text and alternative text for
images will take roughly a week to implement, including the manual
registering with search engines. Once that is done it takes roughly
one month to get registered in the search engines (it’s their
acceptance – each submission is overviewed by a human operator
and approved) and from 3-6 months for the website to rank higher
and higher.
Database engine outputs flat information on the used cars pages,
which means it’s searchable. Also all the other content introduced
via Content Management System. The search engine optimization
process is one of finely tuning elements of the website every month,
paying attention of the links uploaded, having alternative text
description for images, writing the text in such a way that it helps the
ranking.

10. ORGANIC SEARCH ENGINE OPTIMISATION
Actions to perform (all must be checked and performed accordingly.)
Keywords
Keyword in title tag Keyword in URL Keyword density in document
Keyword in H1 and H2 headings Keyword in the beginning of
document
Keyword in ALT tags Keyword in Meta tags Check not to have
keyword stuffing
(repeated without reason or sense – search engines now penalise the
“artificial push” of a keyword)
Links
Anchor text of inbound links Origin of inbound links Links from similar
sites (register with directories)
Anchor text of internal links
NO: Many outgoing links /Outbound links to bad neighbours / Cross-
linking
Meta Tags
Description Meta Tag Keywords Meta Tag Refresh Meta Tag
Content

11. VIRAL MARKETING
It’s like this: You get an email from a
friend or colleague with a joke, video or
graphic and you forward it and those
recipients forward it etc .etc. We’ll help
you to achieve the same effect for your
business. Click sample link below
Big spender

12. WEB PR
Make sure that Web PR is at the heart of your internet
marketing strategy and it will deliver increased web site
traffic in a cost effective manner.
Try this: Go to your favourite search engine and type in
your company name, your own name, or one of your
competitor’s names. First try a normal web search, then try
an image search. You’ll find your own web site, long lists of
directory searches featuring your company address details,
perhaps the occasional happy or disgruntled customer
making comments, a local press article on sponsorship
that you have agreed etc. We’ll assist you in actively
promoting your organisation online.
Cont..

13. WEB PR
Influencing these searches to generate positive coverage and
generating additional hits on your web sites is what Web PR can do
for you. It affects every part of your Internet marketing efforts. From
search engine positioning right through to exposure on social and
business networking websites, web PR is vital to your Internet
marketing success.
Internet public relations benefits: search engine optimisation,
attracting and cultivating link partners, web directory coverage,
building relationships in relevant communities and blog
representation. It can also be used in its traditional form, but just
done online instead!
At autorapidresponse we can offer WEB PR consultancy or we can
take care of the whole process for you. We can devise a campaign
to include article distribution, link bait, viral marketing, information
creation and distribution, blog feeds and propagation, bookmarking

14. SERVICES: WEB BANNERS
production and placement of banners on relevant sites.
Placing your advertising message on
skyscrapers, banners or buttons on
complementary websites can substantially
increase your own site traffic. Design and
deployment, no problem

15. We offer this advice based on the good, bad and positively ugly experiences
enjoyed and endured during our ‘digital adventures’ over the last few years.
Consider how you will feel about your website in 12 months’ time.
Several questions and suggestions
Can you get on with and trust the people from your chosen agency?
Price is important, people critical.
Does your site design allow for development and ‘growing room?’
How much time and how many people does your business have to edit your new site?
Do you need an agency to provide creative content and copywriting
or can you do it in house?
TWELVE-MONTH RULE

16. Is the designing agency providing the server hosting? Have you registered the
domain name or does somebody else hold the legal title?
Do you require launch support to ensure that the site is promoted and
launched? effectively?
If you need a Content Management System does it allow you to add content
simply and efficiently?
Is the designing agency providing the server hosting? Have you registered the
domain name or does somebody else hold the legal title?
Do you require launch support to ensure that the site is promoted and
launched effectively?
Remember that in launching a website your company and agency has become
both editor and publisher.

17. For help advice and quotations email:
enquiries@autorapidresponse.co.uk
© iperception Limited 2009