EasyCare and Motor Trend Certified Digital Marketing

1. EasyCare and Motor Trend Certified Digital Marketing 30 November 2011

2. Prepared by Bruce Brownlee Bruce Brownlee Company LLC 888-667-2721 www.brucebrownlee.com

3. Contents • BBC Team for APCO • Yearly Highlights for EasyCare Digital Marketing • What We Operate for APCO • Open Projects and Opportunities • New Needs • Today’s Topics

4. BBC Team The First Team • Bruce Brownlee – SEO, LPO, Marketing Site Dev • Kani Cassens - SEO • Christopher Krauskopf – SEO, WordPress • Mark Dlugozima – SEO • Greg Kuzma – Creative • James Blakely – Web Programmer, Usability, UI Development The Reserve Team • Dario Ruff – SEO • Devin Poole – SEO Strategist, Site Optimizer • Dan Hawkins – PHP Developer, SOAP/Web Services Programmer

5. BBC Staff Supporting APCO • Bruce Brownlee – SEO, analytics, usability, web page construction, agent sites, landing pages • Dan Hawkins – web programmer for landing page submit handlers, Brafton content grabbers, Brafton content display, Storyserver database • Greg Kuzma – page design concepts, creative, Flash video, gradients, backgrounds, hero shots • Kani Cassens – joining to work SEO projects

6. Yearly Highlights

7. 2009 Highlights • May 2009 - First MotorTrendCertified.com built in less than a week. • June 2009 – First PPC Landing Pages first built and deployed with Google Adwords campaign. • October 2009 – New EasyCare.com designed

8. 2010 Highlights • January 2010 - New EasyCare.com live, hosted on Windows by IT, replacing Drupal site. • April 2010 - Mazda MEPP Landing Page to production. Includes web leads interface, zip code lookup, Blipstar geo-location for find a dealer. • August 2010 – Video CDN implemented for EasyCare and MTC videos • November 2010 – MTC Dealer Nomination contest enabled

9. 2011 Highlights • EasyCare Agent Site completed – First agent is ADG • New web leads interface built, tested, deployed for all landing pages and EasyCare.com • RV Landing Page deployed as LP76 with new web leads interface • Car Landing Page updated as LP74 • Visistat real-time web analytics and lead tracking installed

10. 2011 Highlights, page 2 • Redesigned prototype CoVideo page deployed • EasyCare Online wireframe site built to show navigation • Brafton content feed wired directly into MotorTrendCertified.com with Storyserver database, content grabbers, and automated content display • First fully-mobile friendly pages built for AutoNews / Auto Remarketing QR code campaign

11. 2011 Highlights, page 3 • Motor Trend Certified email campaigns • Motor Trend Certified dealer support and MTC 20 meetings • Significant quality and functionality upgrade to EasyCare.com Get EasyCare page

12. What We Operate for APCO

13. Online Properties • Easycare.com • Dealer.EasyCare.com • EasyCare Agent Site • LP74 – Car Micro Site and LP Database • LP76 – RV Micro Site and LP Database • Mazda MEPP Micro Site and LP Database • MotorTrendCertified.com • EasyCareCustomerCare.com • Brafton Content Feed

14. EasyCare.com Consumer facing web site with carefully crafted conversion paths and calls to action, designed to appeal to multiple personality types and buying modes.

15. Dealer.EasyCare.com Ready for a re-work now that an idea of what’s needed has coalesced. Was originally just a place for dealer creative to live after leaving old site. Dealer recruiting would be the new purpose.

16. New CoVideo Page Prototype http://dealer.easycare.com/CoVideoNewPage.aspx not yet in production – awaiting more videos and approvals

17. EasyCare Agent Site Template Developed for EasyCare agents. Implemented for ADG, underway for EasyCare Midwest and Dealer Performance Group. Curran next.

18. LP 74 – Car, Truck, SUV The LP74 micro site offers vehicle service contracts and EasyCare benefits for cars, trucks, and SUV’s. The landing page is integrated with the 2011-updated Web Leads interface to connect the call to action directly to the database at the ECCC. Customers often get a call back within 10 minutes.

19. LP76 - RV Like LP74, connected directly to the new Web Leads interface. Serves as the target for PPC ads and content advertising focused on RV, fifth wheel, towables, and popups.

20. Mazda MEPP LP73 is the Mazda MEPP landing page micro site. First to use the Web Leads interface. First to use the Blipstar geo-locator for find-a-dealer. First to use zip code entry with a reverse city/state lookup to make user entry easier. To be transitioned to a non-MEPP generic Mazda landing page, without official Mazda logo.

21. MotorTrendCertified.com A site whose purpose has shifted from presenting a credible face to recruitment of dealers and now to driving leads to dealer web sites.

22. Nominate Your Dealer for MTC Desktop landing page for MotorTrendCertified.com

23. Become MTC Dealer LP Provided in both desktop and mobile versions.

24. EasyCareCustomerCare.com A multi-page microsite built originally to receive and email submit VSC quote requests for the ECCC.

25. Web Leads Interface Online web leads connect instantly on submit with APCO and reach the ECCC in one minute. Customers can get a call in 10 minutes or less.

26. Brafton Content Feed Programs run on MotorTrendCertified. StoryServer database is hosted at EasyCare-Customer-Care.com.

27. Landing Page Inventory • Twenty seven active landing pages and seven thanks pages on five domains. Fifty eight retired landing pages • Desktop and mobile • Quote requests • Information requests • Submit testimonials • Become a dealer • Find a dealer • Nominate your dealer See 2011-07-26 Landing Page Inventory v34.xls

28. Operations • 24x7 monitoring for web properties: • Dealer.easycare.com • EasyCare.com • LP74 and LP76 • Mazda MEPP • MotorTrendCertified.com • EasyCareCustomerCare.com • Car and RV PPC campaigns in Google Adwords • Lead and close tracking

29. Operations, page 2 • MTC Nominate Your Dealer • MTC dealer referral reporting • Web content updates for all sites • MTC Find a Dealer map updates and news • Monitoring and censoring Facebook postings • Review and report EasyCare.com testimonials • Track and react to Google alerts

30. Operations, page 3 • Manage and operate Brafton content feed • Assist with Brafton content posting process • Download web server log files for GoDaddy-hosted sites • Review and report from Google Analytics, including dealer referrals • On page quality and link checking for all sites

31. Open Projects and Opportunities

32. Hot Issues • Horse boot ranking ahead of APCO for EasyCare • Rip Off report on home page for EasyCare vehicle service contracts • MotorTrendCertified.com improvements requested by Larry 20 July • Support for MTC dealers • Leads for MTC dealers

33. Horse Boots? Varies by Day

34. The 2002 Ripoff Report It will take more high-ranking properties (other than EasyCare.com) to bump this 2002 report, and 13 others off the home page. Ripoff Reports are a fundraising scheme. They take money to modify or remove reports.

35. Opportunities to Leverage • Updated Keyword Plan and Content Plan • SEO on page optimization for EasyCare.com and MotorTrendCertified.com to boost traffic and conversions. Focus on conversions, not appearance. • Keyword optimization and keyword linking in Brafton content • Link building campaigns for EasyCare.com and MotorTrendCertified.com • Motor Trend Certified blog with keyword linking

36. Updated Keyword Plan

37. Current Project Areas • Brafton Content Feed • Digital Marketing • EasyCare.com • Lead Gen • Motor Trend Certified • Reputation Management

38. Brafton Content Feed • SEO friendly URLs for MTC • SEO links into articles • Automate Brafton feed to EasyCare.com

39. EasyCare Digital Marketing • Refresh stock art inventory checks • Cross property fact check and update • Social media widget updates on all properties

40. EasyCare.com • Warranty Comparison Tables Update • Improved static 404 page • Add a blog module • On page and in-site SEO for entire site including canonical tags and keyword optimization • Rebuild dealer.easycare.com to align with plan provided

41. Lead Gen • Migrate Mazda MEPP page to EasyCare branded page • Add 2012 models to landing pages • Test Google Website Optimizer to find headlines, hero shots, and calls to action with enhanced click through • Resolve ULID close reporting • Update RV comparison table and CTA fields

42. Motor Trend Certified • 20 July meeting changes including geo-aware dealer flyer ads, Pure Cars search page • Big footer with sitemap, social, RSS feed • Single click find-a-dealer map • Lighter site design, dealer picture train • Lots of site SEO including new KW Plan • Lots of content additions and updates including dealer pages that link to dealer sites and inventory

43. MTC Dealer Pages To provide more measurable traffic from MotorTrendCertified.com to dealers. Build forwards for new dealers, build backwards to cover existing dealers. Link to dealer inventory, dealer site pages.

44. New Needs • Reputation Management – developing more EasyCare search results from other properties • EasyCare.com Mobile Pages • MotorTrendCertified.com Mobile Pages • EasyCare.com iPhone/iPad application • My EasyCare functionality not implemented for EasyCare.com • Checking contract expiration, checking payments made, doing online renewal request was original intention

45. Today’s Topics

46. MotorTrendCertified.com • Home page news accordion story for Jeff Schmitt on MotorTrendCertified.com with a picture from the opening and a link to the Ohio dealers list.  The link is implemented in a way that it will bring up Jeff Schmitt’s locations at the top of the list. – completed • Jeff Schmitt image gallery page for the launch with for the better pictures we have – completed • Press release posts - completed • National dealer map – art received. Work left to cut out individual states, position dealer locations, rebuild state popup pages. Also have new styling and art ready for state pages.

47. EasyCare.com • Duplicate pages when creating pages back end of easycare.com – for Ashley Moore • Claims paid ticker at bottom of the site (new request)

48. Reputation Management • Plan prepared 16 November • First step in plan completed • 5.1 Research and Analyze Competitive and Adverse Results • Need to report out – keywords, links, rank, traffic data • Next two steps • Tuning article and image content on easycare.com to get image and article results to rank • Social media profiles tune-up using branded keyword combinations

49. Social Media • YouTube Channel connection to Facebook • New question on tools to research • Developing YouTube Channel is very important to have as another result between EasyCare and Ripoff Reports

50. Extra 3000 a Month • Was envisioned as leveraging what we already have to get more sales • Instead of more SEO time, more construction was covered – such as… • Brafton Content Management System • New Web Leads System – development, testing, deployment • Auto News / Auto Reseller Mobile Landing Pages • New CoVideo page prototypes on dealer.easycare.com