FTB Consultants Final Presentation

1. FTB Consultants
Josh Schneider, Jackie Norton, Carlo Ligori,
Jonah Aelyon

2. Client Overview
● Online publishing of research articles and
related information
● Unite the Public with Research: Make
Research Accessible on the Web
● Professional networking and collaborating
opportunities
● Job and recruitment postings

3. Business Development Plan

4. Business Canvas Key Takeaways
● Key Partners
○ Universities
○ Google
○ Microsoft
● Revenue Stream
○ On-site advertising
○ Potential Fee from participating universities
● Costs
○ Software development
○ Employee salaries

5. Project Overview
Original Goals:
● Promote name, social media marketing
● Improve search engine optimization (SEO)
● Contact UW - Madison for partnership
● Add more schools to database

6. Schools Potentially Implementing
ResearchConnection

7. Project Milestones
● SEO - Google Ads
● Launched full beta version of website
● Added Boston University and Binghamton
University
● Met with UW Controller - work in progress

8. Results
● Increased traffic to website via SEO
● Began talks with 5 additional schools
● Got roughly 100 people to sign up via social
media

9. Social Media Campaign
● Posted 2 times per
week for 1 month
● Total of 32 posts
● Roughly 100 new
members joined

10. Advertisement
Ad Extension
Ad Description

11. What happens when you search
“research connection”
● Only Advertisement-no
competition
● Description-
“Get notified about
college research
● Ad-
“Find Research at
Your College”
Organic Results

12. Google Ad
● Goal is to have 4-5 Ads within campaign
● 10-20 keywords (word/phrase)
● Competition = similar setup of ad & any same keywords

13. Our Plans with Google AW
Location Targeting
● Our client wants people across US to see Ad
● Bid adjustment for NY - increase bid by x%
Image Ads
● Ads you see on other sites
Ad Extension
● Increase CTR (click-through-rate) by 30%
● Sitelink, Call, App extensions (7 total)
Mobile Ads
● Mobile search space is EXPLODING

14. Mobile Ads are IMPORTANT

15. SEO
● Cannot pay to be higher in
organic results
● Work on websites content
○ Blog
○ Page of Testimonials
○ Publications appeared in

16. Benefits to Customer
● Search engine optimization - Google
Adwords
● Compiled lists of Researchers at UW -
Madison
● Calling lab equipment companies for
advertising
● Talking with five colleges

17. Lessons Learned
● Tenacity--new clients
○ Patience
○ Takes longer than you may think
● Value of outside help
○ Power in Numbers
● How to capitalize SEO
● Importance of a good team : )