www.BrandLessBox.com White Paper

1. Aaron
Abbott—www.BrandLessBox.com
1
CJexchange.com:
Internet
Marketing
Action
Plan
By:
Aaron
M.
Abbott
I.
Relationship
Development
Strategy
The
Audience
Defined
There
are
3
market
segments
to
be
considered:
1. Criminal
Justice
Students
2. Criminal
Justice
Instructors
3. Criminal
Justice
Professionals
The
audience
to
be
targeted
is
the
entire
Criminal
Justice
System—from
students
to
their
educators
and
other
working
professionals
in
the
industry.
While
the
Criminal
Justice
System
is
a
very
specific
niche
market,
the
composition
ranges
from
college
students
to
seasoned.
In
regards
to
the
initial
offer
to
be
made
by
CJexchange.com,
we
will
define
the
initial
audience
in
relation
to
whom
we
need
to
attract
initially
to
create
a
successful
platform.
This
initial
audience
will
focus
initially
on
students,
those
interested
in
being
students,
and
their
direct
educators/trainers.
The
professional
segment
will
be
initially
drawn
from
existing
relationships
we
have
developed
over
the
years.
These
segments
need
these
resources
in
order
to
successfully
connect
Online
and
to
make
use
of
the
evolving
Internet
technologies
that
will
better
their
learning/teaching
experience.
While
money
will
be
made
off
of
the
students
purchasing
the
training
videos
Online,
all
other
resources
are
free
of
charge
to
use
if
you
are
a
part
of
the
Criminal
Justice
System.
So
while
ages
will
be
split,
as
will
income
levels,
the
actual
dichotomy
between
market
segments
happens
in
relation
to
why
they
will
be
visiting
CJexchange.com,
rather
than
focusing
on
the
money
they
will
be
spending.
The
resources
we
will
sell
will
be
very
affordable
and
will
be
tangential
to
the
reasons
they
users
are
visiting
the
site
in
the
first
place.
Existing
Intentions
The
identification
of
the
existing
audience
intentions
has
been
grounded
by
the
fact
that
we
have
nearly
5
years
of
insightful
data
and
feedback
regarding
the
use
of
the
existing
resources
we
offer,
as
well
as
the
future
solutions
being
developed.
The
major
intention
of
each
member
of
the
target
audience
deals
with
need
for
effective
learning
resources
and
next-­‐generation
tools
that
will
provide
support
and
advancement
from
the
beginning
of
the
education
to
the
journey
through
the
professional
life
in
the
Criminal
Justice
System.
These
intentions
allow
us
to
look
in
and
see
that
we
need
to
find
the
commonality
between
the
students
and
the
teachers
and
create
a
platform
that
will
serve
them
individually
and
collectively.
Appealing
to
their
needs
for
quality
training
videos,
and
an
interactive
Internet
experience
that
brings
Web
2.0
solutions
to
the
field.

2. Aaron
Abbott—www.BrandLessBox.com
2
Our
Customer
Roles
and
Personas
Based
on
direct
feedback
from
a
variety
of
professionals
in
the
Industry,
the
initial
targeting
of
Instructors/Educators
seems
to
rely
on
targeting
this
segment
with
the
Methodical
persona—with
a
touch
of
them
being
Humanistic.
While
the
students,
and
those
looking
to
become
students
fall
more
into
the
Humanistic
and
Spontaneous
personas.
Being
that
both
of
the
initial
segments
share
Humanistic
qualities,
the
initial
marketing
and
design
concepts
should
utilize
this
as
the
relationship
that
binds
them.
Their
broader
needs
are
shared
in
the
view
that
both
segments
utilize
Internet
technologies
outside
of
the
Criminal
Justice
System.
It
is
just
that
there
are
no
readily
available
Web
2.0
Criminal
Justice
tools.
As
we
approach
the
teachers
and
instructors—Humanistic
and
Methodical
personas—we
will
be
sure
to
engage
them
in
a
manner
that
will
show
how
we
make
their
teaching
life
easier.
CJexchange.com
will
become
their
own
“Teacher’s
Assistant”
and
will
help
them
connect,
teach,
and
collaborate
all
via
our
Web
site.
The
students,
on
the
other
side
of
the
fence—with
their
Humanistic
and
Spontaneous
personas—will
be
shown
how
CJexchange.com
will
give
them
a
step
ahead
in
starting
and
managing
their
career,
as
well
as
being
provided
paid-­‐for-­‐access
to
fundamental
training
videos
that
will
ground
them
in
their
studies
to
get
more
out
of
their
education
and
their
future.
Messages
will
evolve
around
communicating
these
benefits
and
results,
rather
than
the
products
and
services.
Showing
each
segment
the
emotional
appeal
that
connects
with
the
broad
terms
of
their
persona
will
lead
to
greater
success.
Online
Channels
for
Audience
Reach
The
online
channels
that
will
be
focused
on
involve:
o The
variety
of
social
networks
that
students
use
o The
sites
they
visit
for
leisure
o Where
they
are
going
Online
to
find
training
and
study
aides
o Sites
relating
to
the
topics
of
the
videos
o Sites
relating
to
the
Criminal
Justice
System
The
idea
is
to
connect
and
to
serve
the
Criminal
Justice
System.
Participating
in
these
channels
will
connect
us
with
the
student
side
of
the
audience.
With
respect
to
the
teachers,
CJexchange.com
must
be
identifiable
and
recognizable.
Looking
to
where
they
purchase
their
class
supplies,
to
where
they
look
online
for
training
content
will
be
very
valuable.
Teachers
are
less
involved
in
social
sites
but
do
have
the
need
for
mobile
applications
that
would
make
their
lives
easier.
Looking
for
advertising
opportunities
in
every
site
they
visit
would
promote
this
awareness.
Also
being
involved
in
the
variety
of
Associations
and
Network
groups
would
make
great
channel
opportunities
as
well.
By
getting
the
teachers,
they
can
reinforce
the
brand
and
trust
for
all
students.
And
as
the
student
uses
and
benefits
from
the
resources,
the
teachers
will
gain
more
trust.
This
exchange
will
lead
to
successful
conversions
of
both
use
and
purchase
of
resources.

3. Aaron
Abbott—www.BrandLessBox.com
3
Audience
Actions
The
actions
necessary
to
the
successful
implementation
and
evolution
of
CJexchange.com
involves
three
actions:
1. Registration
2. Use
of
resources
3. Purchase
of
the
training
video
experience.
The
site
will
be
designed
for
the
variety
of
users
who
will
come
to
this
unique
experience.
The
idea
is
to
make
the
registration
experience
easy
and
intuitive,
while
the
use
of
the
resources
will
be
innate
and
easy.
Online
videos
explaining
the
resources
and
how
to
use
them
will
be
plentiful.
When
it
comes
time
to
purchase
training
videos,
with
them
logged
in,
all
we
will
need
is
their
credit
card
information.
By
feeding
data
within
different
form
functions
of
the
site
will
prove
to
provide
a
more
harmonious
user
experience,
which
will
lead
to
effective
navigation
and
getting
the
users
to
act
as
they
want
to,
and
as
we
need
them
to
act.
AIDAS
Model
Insights
In
regards
to
the
AIDAS
model,
the
motivations
between
the
segments
are
rather
complementary.
The
students
need
to
learn,
and
the
teachers
need
to
teach.
One
cannot
survive
without
the
other,
and
both
can
be
engaged
in
a
similar
fashion.
While
the
message
can
be
the
same,
the
presentation
and
communicative
qualities
of
the
message
to
each
segment
must
be
shaped
for
that
segment.
The
following
approaches
are
how
each
segment
will
be
approached
in
reference
to
their
position
in
the
buying
process:
o Attention
can
be
generated
with
the
sharing
of
the
benefits
of
the
education
process
being
made
easier
for
each
segment.
Use
of
call
to
action
PPC
and
banner
ads
will
be
a
direct
source.
o Interest
will
be
reinforced
in
regards
to
how
these
solutions
and
resources
make
their
role
easier
in
the
relationship
they
have
between
one
another
in
the
education
process.
The
landing
page
will
appeal
to
the
visitor
and
lead
them
along
the
scent
to
the
sale
conversion.
o Desire
will
be
to
make
their
lives
easier
in
the
process
while
gaining
more
insight
and
knowledge
through
the
experience.
It
will
be
expressed
through
pictures
and
testimonials
of
what
these
resources
provide.
o Action
will
be
engaged
with
calls
to
action,
such
as
great
discounts
if
purchased
now.
Use
of
promotions
and
contests
will
support
conversions.
o Satisfaction
will
be
shown
in
the
actions
of
re-­‐use
of
the
resources
and
continual
use
over
a
lifetime,
as
well
as
sharing
the
resources
with
peers
and
colleagues.
This
is
supported
by
lifetime
guarantee
on
the
physical
DVD/CD-­‐ROM
set.
We
will
keep
our
users
in
front
by
allowing
them
to
provide
feedback
to
hone
the
resources
provided.
Surveys
and
questionnaires,
with
rewards
for
completion
of
them,
will
be
mainstay
to
ensure
and
develop
customer
satisfaction.

4. Aaron
Abbott—www.BrandLessBox.com
4
Confidence
in
Action
In
order
for
the
segments
to
feel
confident
in
these
actions,
CJexchange.com
must
provide
unique
and
up-­‐to-­‐date
solutions.
Everything
from
site
design,
to
the
design
of
the
media
player
must
communicate
the
reasons
why
they
are
here
in
the
first
place.
Considering
the
most
important
actions
and
what
is
involved
for
the
user
to
take
these
actions,
we
must
consider
a
variety
of
factors
that
will
keep
them
coming
back
for
more.
These
in
order,
starting
with
the
most
important
involve:
1. Security
of
there
personal
information
2. Quality
and
feel
of
the
interactive
experience
3. That
the
training
resources
are
valuable
and
mean
something
4. That
they
are
a
part
of
something
big,
and
unique.
Unique
Value
Proposition
Variations
Finally,
in
consideration
of
variations
of
the
Unique
Value
Proposition
(UVP),
the
relationship
of
the
segments
is
what
really
provides
the
most
communicative
value
between
the
segments
in
regards
to
the
primary
relationships.
The
following
are
variations
of
the
UVP:
1. CJexchange.com
connects
and
serves
the
Criminal
Justice
System.
2. CJexchange.com
provides
solutions
and
technology
you
need
to
succeed.
3. CJexchange.com
opens
the
door
to
the
reality
of
Criminal
Justice.
Effective
implementation
and
testing
of
these
variations
will
lead
to
greater
growth
and
development
of
the
resources
over
time.
While
we
can
come
up
with
ideas,
it
will
be
the
behaviors
and
the
feedback
of
the
user’s
experience
that
will
evolve
CJexchange.com.
The
relationship
formed
with
the
user
is
the
relationship
they
form
with
the
resources
and
Web
site
being
provided.
It
is
not
the
other
way
around.
II.
Conversion
and
Optimization
Strategy
Headline
Options
1.
CJexchange.com—the
1st
for
Criminal
Justice.
2.
CJexchange.com
connects
and
innovates
the
Criminal
Justice
System.
3.
CJexchange.com—the
Internet
solutions
you
want
for
on
the
scene.
Offer
Summary
Options
1.
CJ
Students
get
the
resources,
connections,
and
fundamentals
for
your
success.
2.
Our
Job:
To
connect
and
to
serve
the
Criminal
Justice
System.
3.
CJ
training
and
networking—on
the
Web,
for
on
the
Job!
Offer
Image
Library
Options
1. Main
element
of
the
design
will
be
a
dead
body
at
an
obvious
crime
scene.
The
images
will
be
very
vivid
and
graphic,
but
not
offensive.
Where
appropriate,
Flash

5. Aaron
Abbott—www.BrandLessBox.com
5
will
be
utilized
to
animate
the
crime
scene
tape
blowing
in
the
wind
with
police
car
lights
flashing.
2. This
design
will
utilize
the
software
computer
screen
shots
we
see
everyday
in
the
CSI
television
shows.
Create
a
representative
image
that
makes
the
user
feel
as
if
they
are
clicking
into
the
mainframe
of
the
crime
lab.
Have
images
relating
to
the
Internet,
the
globe,
and
crime
scene
software.
3. The
focus
here
is
to
push
into
the
realm
of
education
and
training.
Use
training
tools
as
graphic
elements
and
images
that
relate
to
books,
education,
and
professionalism.
Show
shaking
hands
and
hands
being
cuffed
of
opposite
sides
of
the
ad
could
be
an
interesting
contrast.
Call
to
Action
Options
1. Get
on
the
CJexchange.com!
Building
your
foundation
a
connection
at
a
time.
2. Get
on
the
inside
of
the
yellow
tape…
(The
design
will
show
the
yellow
crime
scene
tape.)
3. Don’t
shoot
blanks!
Train
and
connect
with
CJexchange.com!
Statement
of
Trust
Options
1. CJexchange.com
provides
the
latest
in
Internet
security
protection
with
MacAfee
Security.
Your
data
is
never
seen
by,
rented,
or
sold
to
anyone.
We
work
hard
to
ensure
we
provide
you
with
the
latest
security
measures
available.
Contact
us
now
with
any
concerns
or
comments.
2. Being
in
the
Criminal
Justice
System,
we
know
how
to
protect
your
information.
We
implement
the
latest
in
Internet
Security
features.
Go
ahead
try
to
copy
an
image
from
this
page.
See
what
we
mean.
The
only
way
to
get
to
your
data
is
with
your
username
and
password.
Contact
us
now
with
any
concerns
or
comments.
3. CJexchange.com
takes
your
privacy
seriously.
We
cut
no
corners
and
spare
no
expense
in
ensuring
that
your
private
information
and
data
is
kept
secure
and
confidential.
You
control
who
you
share
your
information
with,
and
we
ensure
that
is
who
will
have
access.
We
implement
MacAfee
Security
on
each
page
of
our
site
and
we
will
never
share
rent
or
sell
your
information
to
marketing
firms
or
other
companies.
Contact
us
now
with
any
concerns
or
comments.
Main
Funnel
Navigation
The
following
funnel
navigations
detail
the
process
in
acquiring
and
moving
the
site
visitor
closer
to
the
respected
conversion.
While
each
stage
has
a
specific
action,
great
care
and
thought
is
put
into
the
structure
in
relation
to
what
visitors
are
here
for,
and
what
the
company
is
providing.
In
this
case,
CJexchange.com
is
at
an
advantage
as
the
focus
of
the
business
model
deals
with
promoting
the
free
resources,
while
having
the
training
resources
as
a
valuable
subscription
service
targeted
to
the
student
visitors.
Ample
traffic
will
support
the
main
purchase
conversion,
as
the
other
conversions
will
fuel
the
appropriate
traffic.

6. Aaron
Abbott—www.BrandLessBox.com
6
1.
Purchase
Training
Conversion
(Figure
1)
The
sale
of
training
videos
resources
is
the
conversion
that
will
drive
money
into
the
company.
That
is
until
enough
traffic
generates
advertisement
placement
opportunities.
Each
step
through
the
funnel
has
been
designed
to
keep
the
interested
visitor
engaged.
By
keeping
the
registration
step
after
the
actual
purchase
of
the
training
experience,
we
can
combat
abandonment
for
those
who
hate
to
register
their
private
information,
or
don’t
have
the
patience.
By
getting
their
money
first,
we
guarantee
that
they
will
follow
through.
Examples
of
Call
to
Action:
a.
Build
Your
Foundation
b.
Purchase
Training
c.
Get
Training
Now
Figure
1.
Purchase
Training
Funnel
Review
training
resources
and
cost.
Click
on
"Train
Now"
button.
Submit
Payment
Information.
Submit
Registration
Information
Payment
and
Registration
ConJirmation
2.
Registration
Conversion
(Figure
2)
While
selling
the
training
resources
is
the
main
goal
for
the
company,
acquiring
consistent
new
users
is
vital.
Having
these
new
users
become
consistent
users
will
guarantee
internal
targeted
traffic
that
we
can
sell
the
training
resources
to.
There
will
be
no
cost
to
the
user
for
this
conversion.
We
must
appeal
to
their
humanistic
and
methodical
personas
in
order
to
get
them
to
create
an
International
network
for
us.
The
value
is
the
stimulation
of
traffic
by
those
who
will
use
and
share
the
resources.
Selling
to
them
will
never
be
a
part
of
the
process,
as
all
information
will
be
there
for
them
to

7. Aaron
Abbott—www.BrandLessBox.com
7
take
and
use.
We
can
offer
some
type
of
free
incentive
or
tool
for
them
filling
it
out
completely.
Examples
of
Call
to
Action:
a.
Get
Connected
Now
b.
Get
In
Here
c.
Build
Your
Network
Figure
2.
Registration
Funnel
Click
thourgh
landing
page.
Review
resources
and
the
network
solutions.
Click
"Join
Now".
Submit
Registration
Information.
3.
Review
Training
Video
Samples/Sample
Test
Conversion
(Figure
3)
A
major
conversion
of
interest
deals
with
determining
the
actual
interest
in
utilizing
the
training
resources
being
sold.
We
have
moved
the
registration
process
up
in
the
funnel
for
this
conversion.
The
purpose
is
we
want
to
filter
who
really
is
serious
about
the
resources.
The
images
are
very
graphic,
and
unless
you
are
really
meant
to
see
these
videos
and
images,
we
will
do
everything
to
keep
them
out
of
accidental
prying
Web
surfers.
Knowing
the
actual
interest,
and
where
interest
is
either
gained
or
lost
will
allow
development
of
the
resources
with
capturing
and
maintaining
attention
in
mind.
Also
determining
where
they
drop
out
in
the
registration
process
will
lend
insight
into
determining
the
necessary
information
we
can
gather
without
triggering
abandonment.
Examples
of
Call
to
Action:
a.
Free
Training
Tour
b.
Test
Your
Knowledge

8. Aaron
Abbott—www.BrandLessBox.com
8
c.
Show
What
You
Know
Figure
3.
Training
Review
Funnel
Click
on
sample
training
button.
Review
training
information.
Submit
Registration
Information
for
Preview
Track
the
assets
they
preveiw.
4.
Use
of
Free
CJ
Resources
Conversion
(Figure
4)
The
use
of
the
free
resources
CJexchange.com
will
provide
is
a
very
important
conversion.
Although
it
is
not
generating
actual
money
to
the
company,
it
is
the
mechanism
that
is
utilized
to
drive
qualified
traffic
to
the
site.
Getting
users
to
sign
up
seems
like
it
would
be
the
aspect
to
focus
on
most.
But
actually
providing
innovative
solutions
that
are
used
by
the
registered
members
is
what
will
ensure
the
success
of
the
site.
The
use
of
the
resources
is
what
will
drive
traffic
to
the
site
and
is
what
will
provide
the
opportunity
to
sell
the
training
video
experience
to
the
user.
Examples
of
Call
to
Action:
a.
Use
Resources
Now
b.
CJ
Solutions
Here
c.
Click
for
CJ
Tools

9. Aaron
Abbott—www.BrandLessBox.com
9
Figure
4.
Social
Resource
Use
Funnel
Registered
user
log-­‐in.
Click
on
"CJ
Resources".
Track
use
of
free
CJ
tools
and
resources.
Testing
and
Optimization
Plan
CJexchange.com
is
in
the
development
stage.
Being
at
this
stage
will
allow
the
company
to
develop
the
site
with
testing
and
optimization
as
key
factors
in
the
structure
of
the
site
and
resources.
This
way
we
can
grow
with
our
market.
With
three
market
segments
(1.
students,
2.
teachers,
and
3.
professionals),
CJexchange.com
is
able
to
implement
a
variety
of
testing
strategies.
One
immediate
thought
is
to
actually
ask
the
visitor
who
they
are
in
the
Criminal
Justice
System
so
we
can
customize
the
site
to
fit
their
needs.
Immediately,
we
are
able
to
segment
the
traffic
and
see
where
they
go
in
the
site.
Utilizing
Web
metrics
and
tools
such
as
Google’s
Website
Optimizer
will
allow
in-­‐depth
analysis
to
test
and
analyze
all
relevant
data
sets
and
variables
in
order
to
optimize
the
experience,
the
tools,
and
the
site.
The
main
relationships
and
actions
to
be
tested
are
explored
in
Table
1.
Table
1.
Types
of
Testing
for
CJexchange.com
Message
Variation/
Type
of
Test
Measurement
Assumption
Purchase
Training:
A/B
test
Click
through
rate
See
what
call
to
action
compared
to
number
of
stimulates
more
sales
conversions.
purchases
of
training
portion.
Register
for
Membership:
A/B
test
Compare
number
of
See
if
different
calls
to
unique
site
visitors
to

10. Aaron
Abbott—www.BrandLessBox.com
10
action
lead
to
more
or
number
of
registrant
less
registrations.
conversions.
Use
of
Sample
A/B
test
Compare
number
of
Test/Review:
unique
visitors
to
number
Do
unregistered
visitors
of
visitors
use
sample
access
and
experience?
test/review.
How
far
do
they
get
into
the
samples
before
dropping?
Headlines:
Multivariate
test
Click
through
rate
form
Which
headlines
work
landing
page
to
site.
better?
Offer
Summary:
A/B
test
Click
through
rates
from
Test
for
effectiveness
in
landing
page/ads
to
site.
getting
visitor
to
site.
Statement
of
Trust:
A/B
test
See
if
the
statement
is
Test
for
effectiveness
in
accessed,
how
long
it
is
securing
transaction.
accessed
for,
and
whether
user
bounces
off
of
site
or
not,
and
track
where
they
go
next.
UVP’s:
Multivariate
test
Click
through
rate
from
Which
are
most
landing
pages
and
ads
effective?
compared
to
types
of
related
conversions.
Are
sales
UVP
providing
sales
conversions?
Are
brand
UVP
converting
registrations?
Usability
of
Site:
Multivariate
test
Bounce
rate
and
length
of
Are
visitors
and
users
time
on
site.
staying
on
the
site?
Design
of
Site:
Multivariate
test
Compare
time
on
site,
Do
different
site
designs
versus
pages
visited,
as
lead
to
longer
user
compared
to
bounce
rate.
experiences
Market
Segment
Traffic:
Multivariate
test
Calculate
total
unique

11. Aaron
Abbott—www.BrandLessBox.com
11
Who
is
visiting
the
site
visitors.
Compare
to
more
form
the
three
responses
at
the
entry
main
segments
of
our
portal
to
site
that
ask,
market—students,
“Who
are
you?”
teachers,
or
professionals?
Paid
Training
Users:
Multivariate
test
Compare
the
total
Who
is
paying
to
use
the
registered
users
to
who
training
video
purchase
training
videos.
resources?
What
segment
are
they
a
part
of?
Compare
cost
limits
per
market
segments.
It
is
clear
to
see
that
the
user
experience
is
most
important.
The
more
traffic
we
can
drive
to
the
site,
as
it
is
an
industry
specific
site,
the
better
the
chance
to
have
these
users
purchase
the
training
solutions.
The
only
non-­‐Industry
traffic
expected
to
be
stimulated
would
more
than
likely
consist
of
people
who
are
interested
in
the
topic,
such
as
fans
of
the
CSI
television
shows.
These
visitors
are
likely
to
have
an
interest
in
purchasing
the
training
video
resources
themselves,
so
they
are
welcomed.
A/B
testing
and
multivariate
tests
will
be
implemented
in
non-­‐obtrusive
ways
internally
on
the
site
and
on
the
various
landing
pages
used
to
drive
traffic
from
the
3
market
segments
being
targeted.
The
goal
is
to
create
an
experience
that
will
drive
each
of
the
three
segments
to
the
site,
and
to
convert
them
with
respect
to
their
actual
role
in
the
experience.
While
professionals
and
teachers
won’t
necessarily
be
interested
in
purchasing
the
training
resources,
their
presence
provides
qualification
of
our
resources
in
the
minds
of
the
students.
Uncovering
these
relationships
will
allow
the
site
and
the
company
to
evolve
with,
and
for
each
market
segment.
III.
Traffic
and
Promotion
Strategy
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.

12. Aaron
Abbott—www.BrandLessBox.com
12
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.
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
5).

13. Aaron
Abbott—www.BrandLessBox.com
13
Figure
5.
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
Summary
of
Projected
Revenue
and
Costs
Table
2.
Broad
Placement
Summary
Broad
Paid
Placement
Conversion
Rate
5.00%
Average
Transaction
Value
$10.95
Traffic
Metrics

14. Aaron
Abbott—www.BrandLessBox.com
14
Exposures
700,000
Click-­‐Thru
Rate
(CTR)
0.10%
Branding/View-­‐Through
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.
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.

15. Aaron
Abbott—www.BrandLessBox.com
15
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
6).
Figure
6.
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.

16. Aaron
Abbott—www.BrandLessBox.com
16
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
3.
Targeted
Market
Summary
Targeted
Paid
Placement
Conversion
Rate
10.00%
Average
Transaction
Value
$29.95
Traffic
Metrics
Exposures
120,000
Click-­‐Thru
Rate
(CTR)
1.00%
Branding/View-­‐Through
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%

17. Aaron
Abbott—www.BrandLessBox.com
17
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%
while
appealing
to
their
desires.
ATV
Goals
The
physical
training
set
is
$59.95.
Branded
Terms
to
Measure
and
Protect
Table
4.
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
5.
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

18. Aaron
Abbott—www.BrandLessBox.com
18
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
6.
Intention-­‐Based
Paid
Summary
Intention-­‐Based
Paid
Conversion
Rate
2.00%
Average
Transaction
Value
$59.95
Traffic
Metrics
Exposures
3,000,000
Click-­‐Thru
Rate
(CTR)
0.15%
Branding/View-­‐Through
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%

19. Aaron
Abbott—www.BrandLessBox.com
19
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
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
7.
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

20. Aaron
Abbott—www.BrandLessBox.com
20
Summary
of
Projected
Revenue
and
Costs
Table
8.
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-­‐Through
Rate
0.10%
Paid
Visitors
7,500
Brand/View-­‐Thru
Visitors
250
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%
IV.
Partnership
Development
Strategy
The
following
three
sites
are
not
only
perfect
to
partner
with
in
a
variety
of
aspects
of
the
resources
CJexchange.com
will
provide,
they
have
made
great
partners
for
the
past
5
years.
These
established
relationships
we
share
have
allowed
us
to
get
them
to
join
efforts
with
the
development
and
contribution
of
content
to
CJexchange.com.
They
love
our
ideas
and
have
given
us
their
support
in
all
future
developments.
They
are
waiting
on
our
developments
and
resources.
Each
will
be
explained
further
in
relation
to
their
value
as
a
particular
type
of
partner.

21. Aaron
Abbott—www.BrandLessBox.com
21
www.LineofDuty.com
(LOD)
Traffic
Partners
LOD
currently
drives
roughly
3%
of
our
current
traffic
from
the
banner
ads
and
product
information
page
on
their
Web
site.
As
CJexchange.com
grows,
the
amount
of
traffic
from
their
site
should
increase
exponentially.
Especially
after
we
reach
a
deal
and
announce
that
we
are
utilizing
their
unique
training
content
as
well.
Content
Partners
Their
contribution
of
videos
will
add
a
tremendous
value
to
the
resources
provided
via
CJexchange.com.
They
will
not
lose
traffic,
as
the
majority
of
their
traffic
is
law
enforcement
professionals.
CJexchange.com
will
be
targeting
students
mainly,
and
young
professionals
new
to
the
job.
Only
a
portion
of
their
total
library
of
videos
will
be
utilized,
leaving
their
business
model
in
tact
and
in
a
position
to
grow,
as
CJexchange.com
becomes
a
vital
resource
in
the
Criminal
Justice
System.
Copyrights
will
be
secure
and
content
protected
where
appropriate.
Trust
and
Authority
Partners
With
an
existing
5
minute
video
presentation
by
the
founding
partners
of
LOD
proclaiming
necessity
and
unrivaled
value,
trust
and
authority
is
provided
through
their
combined
50
years
of
service.
www.ICSIA.org
Revenue
Generation
Partners
ICSIA
is
the
International
Crime
Scene
Investigators
Association.
The
generate
sales
for
us—domestic
and
International.
Traffic
Partners
The
value
of
this
existing
2-­‐year
relationship
rests
in
the
realm
of
the
quality
traffic
they
send
to
our
site
and
the
links
they
provide
to
our
site.
Trust
and
Authority
Partners
They
are
very
respected
in
the
Industry
and
put
their
name
behind
our
product.
We
return
the
favor.
Technology
Partners
Utilizing
RSS
feeds
and
sharing
training
and
event
information
from
their
Web
site
through
CJexchange.com
will
allow
a
wider
audience
access
to
the
information
than
they
currently
present
to.
Credits
will
always
be
in
view
when
their
resources
are
being
utilized
via
CJexchange.com.

22. Aaron
Abbott—www.BrandLessBox.com
22
www.SOHOteam.com
(SOHO)
Revenue
Generation
Partners
By
working
together
in
alliance
and
partnership
with
well-­‐recognized
brand
names
in
the
industry,
this
company
is
one
of
the
main
suppliers
of
Forensics
and
Identification
products
in
Latin
America
expanding
to
Europe
and
Asia.
They
sell
our
training
product
as
one
of
their
featured
training
programs.
The
partnership
has
existed
for
1
year.
Traffic
Partners
SOHO
generates
a
great
deal
of
International
traffic
to
our
site.
They
will
be
a
major
source
of
future
traffic
to
CJexchange.com.
Once
they
announce
the
variety
of
resources,
a
true
first
for
the
system,
traffic
should
flow
nicely.
Trust
and
Authority
Partners
With
an
International
customer
base
and
notoriety,
the
existing
partnership
of
12
months
has
proven
to
be
very
productive.
They
back
the
quality
and
innovation
of
our
product.
Technology
Partners
They
deal
with
Law
Enforcement
technology.
A
viable
possibility
that
would
lend
to
the
content
partnership
as
well
is
the
ability
to
feature
their
products
via
the
informative
technology
section
of
CJexchange.com.

23. Aaron
Abbott—www.BrandLessBox.com
23
References
Eisenberg,
B.
&
Quatro-­‐vonTivadar,
J.
(2008).
Always
be
testing:
the
complete
guide
to
Google
website
optimizer.
Indianapolis,
IN:
Wiley
Publishing,
Inc.
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