3. Mommy’s Mutuals
Mission
REPOSITION ETRADE BRAND TO CATER TOWARD
TRADITIONAL PRODUCT USERS IN ADDITION TO
UNDERDEVELOPED FEMALE SEGMENT
AS INDUSTRY LEADERS IN FINANCIAL SERVICES, THE
DEVELOPMENT OF BIGENDER PARTICIPATION WILL
FURTHER INCREASE MARKET SHARE
4. Mommy’s Mutuals
Situational Analysis
Environment
WITH ECONOMY IN RECESSION, PROVIDES UNIQUE
OPPORTUNITY TO TAKE ADVANTAGE OF STOCK MARKET
WOMEN CONTINUE TO INCREASE THEIR ROLE IN FAMILY
UNIT, WORKPLACE WHILE GAINING FINANCIAL FREEDOM
IMPROVEMENT OF ONLINE INVESTMENT MAKES TRADING
SIMPLE - BENEFICIAL FOR AVERAGE CONSUMER
5. Mommy’s Mutuals
Situational Analysis
Market
FINANCIAL SERVICE INDUSTRY PROVIDES SELF-DIRECTED
INVESTMENT OPPORTUNITIES - BUYING AND SELLING OF
STOCKS, BONDS, OPTIONS, MUTUAL FUNDS, ETC.
ONLINE BROKERAGE FIRMS CONTINUE TO TAKE MARKET
SHARE FROM TRADITIONAL INVESTMENT AVENUES
RAPID ONLINE ADVANCES CONTINUE TO FORSEE GROWTH
FOR DIGITAL-BASED TRADING FIRMS
6. Mommy’s Mutuals
Situational Analysis
Target Audience
WORKING-CLASS, FINANCIALLY FLEXIBLE, WOMEN 30-50
PROVIDER IN FAMILY UNIT, MOST LIKELY MOTHER/WIFE
WOMEN SHY AWAY FROM TRADITIONAL FINANCIAL
PRACTICES IN WHICH MALE OF THE HOUSE DEALS WITH
FINANCES AND MAJOR DECISIONS AFFECTING FAMILY
7. Mommy’s Mutuals
Opportunities & Issues
EVOLUTION OF GENDER ROLES (SOCIETY/FAMILY/
BUSINESS) TRANSFORMS PROMOTIONAL STRATEGY TO
REFLECT FEMALE CONSUMER INSIGHT
WOMEN CONTINUE TO PUSH “GLASS-CEILING” AND HAVE
EQUAL GROUND IN ORGANIZATIONAL LEADERSHIP
WITH FINANCIAL FREEDOM, MOTIVATION AND FLEXIBILITY
ETRADE STRATEGY COULD REFLECT MODERN CULTURAL
EVOLUTION WHILE REVOLUTIONIZING GENDER ROLES
8. Mommy’s Mutuals
Goals & Objectives
PRIORITY IS INCREASING PRODUCT USAGE WITHIN TARGET
SEGMENT THROUGH THE USE OF DIGITAL MARKETING TO
INCREASE PRODUCT KNOWLEDGE - AWARENESS OF
ETRADE SERVICES, BENEFITS AND FEATURES
SECONDARY MOTIVATION TO SHAPE CONSUMER
BEHAVIOR AND BRAND IDENTITY TO HOLD ONTO PAST
PURCHASERS, WHILE TAKING ADVANTAGE OF NEW
GENERATE REACH THROUGH SEM/SEO
INFLUENCE ACQUISITION VIA WEBSITE/MULTIMEDIA
STIMULATE CONVERSION THROUGH SITE INFO/EMAIL
AID IN RETENTION BY MEANS OF SOCIAL MEDIA/EMAIL
HOPEFULLY RETAIN LOYALTY
9. Mommy’s Mutuals
Marketing Strategy
GENERATING ONLINE BUZZ TOWARD WOMEN THROUGH
ONLINE COMMUNITIES AND RICH KEYWORDS
ATTRACT MOTHERS/WIVES TO FINANCIAL FREEDOM
THROUGH CONTEXTUAL TARGETING TECHNOLOGY
KEYWORD OPTIMIZATION AIMS TO EXPAND REACH OF
ETRADE PRODUCT ADVERTISEMENTS WHILE DRIVING THE
TARGET MARKET TO WEBSITE OR DISTRIBUTION AVENUE
SAMPLE KEY WORDS: ONLINE STOCKS * SECURITIES, INVESTMENTS, ONLINE TRADING *
ONLINE STOCK BROKERAGE * INDEPENDENT INVESTMENT RESEARCH
INTEGRATION OF SOCIAL MEDIA PLATFORMS/BLOG
10. Mommy’s Mutuals
Action Plan
GOOGLE: TRENDS TO MEASURE SEARCH VOLUMES
THINK WITH GOOGLE PROVIDE MARKET RESEARCH,
CONSUMER INSIGHTS AND INDUSTRY ANALYSIS
GOOGLE ANALYTICS FOR WEBSITE TRACKING AND
ANALYZING MARKETING EFFECTIVENESS
GOOGLE ADWORDS TO TRACK KEYWORDS AND MONITOR
THEIR STRENGTH IN SEARCH ENVIRONMENT
11. Mommy’s Mutuals
Budget
MONTHLY DIGITAL MARKETING BUDGET: $48,000 /MONTH
SEARCH ENGINE OPTIMIZATION: $9,600 /MONTH
PAY PER CLICK: $14,400 /MONTH
SOCIAL MEDIA: $14,400 /MONTH
EMAIL: $2,400 /MONTH
MOBILE: $4,800 /MONTH
CONTENT: $2,400 /MONTH
YEARLY DIGITAL MARKETING BUDGET: $576,000
