To: Mr. David Watson, Major-Project, Course Co-ordinator From: Edward Michael Rhodes

Subject: Major Project Report

Date: October, 20th, 2017

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Table of ContentsIntroduction page 1

Table of Contents page 2

Table of Contents page 3

1 Research, 1.1 Country Selection, 1.3 Business Environment page 4

1.2.2 Population page 5

1.2.3 Market Synoposis page 6

1.3 Ground-level Awareness, 1.4 Market Defined page 7

1.4.1 Parenting Advice Market - Its Evolution page 8

1.4.2 Product/Service Offering page 9

1.5 Competitors Analysis, 1.5.1, 1.5.2 Parenting TT page 10

1.5.2 Build Great Minds page 11

1.5.3 Care Parenting, 1.5.4 Baby Babble Network page 12

1.6 Strategic Analysis page 13

1.7 Perceptual/Positioning Map page14

1.8 Website Analysis pages 14 -20

1.10 Indirect Competitors page21

1.11 SWOT page 22-23

2 Repositioning Statement pages 24 - 25

2.3 Repositioning Map 2.4 Strategic Direction page 26

2.5 Rationale For Strategic Repositioning page 27

3 Research Conclusion, 3.1 References page 28

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4 Document Statement page 28

4.1 Fundamentals of Strategic Expression 4.2 Segmentation page 29

4.3 Targeting 4.3.1 Target Market Strategy page 30

4.4 Key Strategic Statement 4.5 Service Offering Rationale page 31

4.6 Task For Strategic Positioning pages 32-34

4.7 Positioning 4.7.1Digital Marketing plan/The Birth Of The Commodity page 35

4.7.2 Objectives 4.7.3 Time Frame For Recommended Actions page 36

4.7.4 Target market page 37

4.7.5 Commodity Explored page 38

4.7.6 Navigation Bar pages 39 - 41

4.7.7 Digital Marketing Mix 1) Product/Service 2)Service Mix pages 41 - 43

3)Font Selection/Color Mix pages 43 - 44

4)Search Engine Optimization pages 44 - 45

5)Price/Revenue 6)Promotions/Place pages 45 - 46

7)Social Media 8)Agile Marketing 9)Internal Marketing pages 46 - 47

4.7.8 Summary Of Recommended Activities Via The RACE Model Of Planning 4.7.9 Controls 4.7.10 Contingency

page 48

4.7.10 Contingency pages 49 - 50

4.7.11 Concluding Digital Marketing Plan 5.0) Key Firmness Issues Supporting Marketing Activities/Positioning

pages 50-55

6.0)Key Delight Issues Supporting Marketing Activities/Positioning pages 55 - 59

7.0)Control Analysis - Monitoring Implementation pages 60 63

7.1)Search Engine Optimization Monitoring page 63

7.2) Website Performance page 64

Concluding Thought References page 65

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1 Research

1.1 Country Selection/Market A decision was taken at the start of this project to build a website targeting primarily the islands of Trinidad and Tobago, and to a lesser extent the English speaking territories of the Caribbean. This decision was made because of having over forty years hands-on exposure to this space by providing tuition, consultancy, and other business services; I developed a degree of instinctive and intuitive assets which I felt would be essential for the success of the exercise.

1.2 Business Environment1. 2.1 Brief Historical Profile taken from the Central Intelligence Agency World Fact Book Report: https://www.cia.gov/library/publications/the-world-factbook/geos/td.html

First colonized by the Spanish, the islands came under British control in the early 19th century. The islands' sugar industry was hurt by the emancipation of the slaves in 1834. Manpower was replaced with the importation of contract laborers from India between 1845 and 1917, which boosted sugar production as well as the cocoa industry. The discovery of oil on Trinidad in 1910 added another important export. Independence was attained in 1962. The country is one of the most prosperous in the Caribbean thanks largely to petroleum and natural gas production and processing. Tourism, mostly in Tobago, is targeted for expansion and is growing. The government is coping with a rise in violent crime.

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1.2.2 Population Profile

1,220,479 (July 2016 est.)

Nationality:

noun: Trinidadian(s), Tobagonian(s) adjective: Trinidadian, Tobagonian

Ethnic groups:

East Indian 35.4%, African 34.2%, mixed - other 15.3%, mixed African/East Indian 7.7%, other 1.3%, unspecified 6.2% (2011 est.)

Languages:

English (official), Caribbean Hindustani (a dialect of Hindi), French, Spanish, Chinese

Religions:

Protestant 32.1% (Pentecostal/Evangelical/Full Gospel 12%, Baptist 6.9%, Anglican 5.7%, Seventh-Day Adventist 4.1%, Presbyterian/Congretational 2.5%, other Protestant 0.9%), Roman Catholic 21.6%, Hindu 18.2%, Muslim 5%, Jehovah's Witness 1.5%, other 8.4%, none 2.2%, unspecified 11.1% (2011 est.)

Age structure:

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0-14 years: 19.34% (male 120,214/female 115,821) 15-24 years: 12.24% (male 77,738/female 71,629) 25-54 years: 46.1% (male 292,819/female 269,855) 55-64 years: 12.09% (male 73,457/female 74,062) 65 years and over: 10.23% (male 54,334/female 70,550) (2016 est.)

1.2.3 Market Synopsis As the above data indicates Trinidad and Tobago’s population comprises approximately 1.3 million people of which roughly half are males. Thirty-five(35) percent of the population are of people of African descent while another thirty-five(35) percent would be people of Indian descent and the remaining thirty(30) percent are people classified as white, Chinese or mixed. Its economy is primarily oil and gas based and this has evolved over decades of industrialization. Successive governments have failed to meaningfully diversify this industrial base, and like other territories that rely mainly on these commodities for growth, its fortunes fluctuate depending on the external prices of these products.

According to http://www.focus-economics.com/countries/trinidad-tobago, the islands GDP(USD bn) fluctuated between 25.8(bn) to 27.4(bn) during the years 2012-2016, and in 2017 it is expected to come in under 25(bn). The GDP per capita for this period has been around 19,000(USD), and the trend line is on the decline. The unemployment rate dropped to a low of 3% in 2013, and in 2017 it is north of 5%. Its fiscal balance(% of GDP) increased from -1.3% in 2012 to -5% in 2016 and this is expected to further increase in 2017. The public debt (% of GDP) was 39.4% in 2012 and grew to 57.9% in 2016, and in 2017 this amount is likely to significantly increase. Trinidad and Tobago’s international reserves(USD) fluctuated between 9 to 10bn during this period, and in 2017 it is projected to drop south of 9bn.

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1.3 Ground-level Awareness Although the above economic indicators are trending negative. At the ground-level(real-level) the situation was even worse; in that, a significant percentage of those employed were under-employed(especially among the under 25’s), and an illegal drug culture had taken root resulting in the islands experiencing many societal problems. Some of these include:

-An increase in the crime rate(murder, robberies, kidnapping) many of which are drug related.

-Evolving and growing mistrust and polarization between the very wealthy(a small minority) and the general public. -The pervasiveness of corruption/bribery as a business tactic and the manifesting problems of greed/envy stifling meritocracy and slowly killing productivity levels.

-Increase use of illegal drugs and alcohol among the different age groups particularly the teenage group.

-The trend shows consistent upward movement in student bullying, student to student violence, student to teacher violence, teenage pregnancies and lack of institutional support for the role of the father.

1.4 Market DefinedIt is envisaged due to the nature of my service offering it would be most convenient to divide the Target Market into two main groups. These groups will be classified as follows:a) Primary Group. This group will consist of people who are parents or grandparents. Anyone over eighteen who is a parent or grandparent and believe in the importance of Progressive

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Parenting, live or have lived on the islands of Trinidad and Tobago, possess an ability to rationalize issues and have access to the internet can be targeted. No classification based on religion, ethnicity, income levels, economic status, housing location, sexual orientation will exist.B) Secondary Group. This entity will consist of Corporate Trinidad, Ministries responsible for child development, health, crime, education/tertiary education, and arts.

1.4.1The Parenting Advice Market - Its EvolutionOn the islands of Trinidad and Tobago, this market had been supplied mostly by ad-hoc efforts from concerned individuals providing their views in the press, radio, and television during the 70's and until the early 90's. Parenting TT entered this arena in 1995 at a turbulent period in Trinidad's history. They pioneered the offering of parenting best practice advice from a central operation initially providing a basic format magazine and a local radio spot. From these humble beginning, their efforts grew into an entity offering multiple services across off and online vehicles. Although this space has seen numerous individual efforts, providing expertise mostly on a one off basis, it is only in the last five years some entities started offering various types of specialized packaged services targeting this area. And this growth is correlated with the quantum problems associated with the evolution of a society in a developing economy and in need of such services.

1.4.2 Product/Service OfferingAgainst the above-profiled background, my initial concept of this project was to build a website that offered a service which provided information/advice on a subject that was to be referred to as “Grand Parenting”; a term that would imply Best Practice parenting advice offered by Grandparents on the islands of Trinidad and Tobago. This concept was encapsulated in my

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Twitter expression; “GRAND Parenting and GRANDPARENTS” – nurturing, stabilizing, protecting, mentoring the family unit and ultimately be a progressive force in growing and diversifying sustainable economies. This was done to give “conceptual life” to my idea, and it was further reinforced by a proposed manifesto, which acknowledged a set of rules and guidelines that the contents of the website were to adhere. A list of these GUIDELINES included the following:

-Be aware of the makeup of the family unit in society.

-Demonstrate understanding, empathy in what can be a complex situation.

-Refrain from being Judgmental.

-Find out as much as possible on relevant issues – then more.

-Have a clear macro perspective of the dynamics of the family.

-Appreciate an interactive process will be the key.

-Offer logical, realistic, practical advice and where possible justify it on established case history.

-Be clear on the correlation between “Progressive Grand-Parenting” and crime reduction, improved educational achievements, healthier youths, balanced living, sporting excellence, healthy competition, reduction in unemployment, a stronger family unit, sustainable living.

-At all times try to be real, open, transparent and truthful.

-Plan, execute, monitor and adapt as the circumstances dictate.

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-Possess a medium to long-term vision yet don’t forget to live in the present.

1.5 Competitors AnalysisTrinidad and Tobago has one main parenting website; Parenting TT - www.parentingtt.org and three others that appear to be gaining ground: Rhea Lalla’s Build Great Minds - buildgreatminds.com, Marsha Riley’s (Care Parenting), marshariley.com, and Samantha John’s (Baby Babble Network) babybabblenetwork.com.

1.5.1 Parenting TTThis organization, also has a physical location in Arima, Trinidad. It started operations in1995, and it is run by a board of directors. It generates its revenue via a subscription model and offers parenting advisory services that focus on parents and their children. They provide some different services in both the digital and offline realms.

Parenting TT’s business model is interesting. According to their website, it started in1995 and was founded by three parents (Marilyn Robb, Marina Torres, and Barbara King) working in the areas of education and early childhood development. They sought a way to address the many cases of parents and caregivers who were making critical errors in parenting. Over the years it experienced significant growth; this was made possible through the generous sponsorship of both foreign and local funders particularly The Canadian High Commission, J. B. Fernandes Memorial Trust 1, United WayTT, BGTT and, since 2009, the Ministry of the People and Social Development. Additionally, it operates different tiers of sponsorships, and these are positioned

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as; individual, family, professional, and corporate sponsors. This revenue base has enabled them to have a sizable physical location in Arima, Trinidad; employ a staff of over five and run by a board of eight; all of whom are skilled in the management disciplines, nursing, education, and the behavioral sciences. The board is headed by Ms. Sharla Dwarika, Msc. and specializes in Counseling.

Also, it has pursued a significant corporate social responsibility program by ensuring ParentingTT is a member of the Citizens Security Program’s Civil Society Working Group. This collaboration provided parent education community engagement projects in Beetham Gardens and Gonzales (1-year duration) as well as short parent training projects in St. Barbs, Farm Road, Beetham Gardens and Mootoo Lands & Samara Village. These activities in impoverished areas have noticeably increased the awareness levels of the brand, Parenting TT in these communities.

Parenting TT offers parenting advisory services that focus on parents and their children in both the offline and digital realms. They provide a quarterly newsletter, Parenting courses, Media Presentations, Counseling Services and Psychological Assessments, Workshops, and Training for Parent Empowerment. These strategic business service offerings are delivered by a team and an institution that has over twenty-two years experience in offering these services.

1.5.2 Build Great MindsAnother parenting website that has a presence in Trinidad and Tobago is Build Great Minds - www.buildgreatminds.com. Rhea Lalla runs it; she is a Toronto, Canada based Conscious Parenting Speaker coach and author who focuses on generating messages to develop confident, happy kids who are thriving

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emotionally. She offers various courses, that combines both off and online activities, such as Ninja Parenting; a five-hour modular parenting program designed to raise parents’ consciousness and build parenting skills. Butterfly Effect; this course starts by taking ten parents on a weekly group training session for five(5) weeks to improve parenting skills. Her revenue stream seems to be generated primarily from sales from these courses. Also, Rhea Lalla has used her Trinidadian connections to establish a presence for her brand, Build Great Minds on the island and with the synergistic dimension of a Canadian existence, her effort has been noted in this Competitors Analysis.

1.5.3 Care ParentingMarsha Riley(Care Parenting), marshariley.com started in 2015. Marsha, as a young mother began a blog(Care Parenting) focussing on the issues of single mothers raising a child on the island of Trinidad. It grew into an off-line magazine(Care Parenting - The Magazine) a collaborative effort with the Express newspaper. She also produces Care Parenting - A Television Show. This is done in collaboration with the local Catholic television station, Trinity. In addition to the magazine and local TV show, she also runs seminars and holiday camps that focus on best practice parenting.

1.5.4 Baby Babble NetworkFinally, Samantha John, a local TV Host and a young mother. She started Baby Babble Network early in 2015. It is a local 30 minute weekly TV show offering advice to parents(mums and dads with their children being pre teenagers). Baby Babble also has a weekly morning spot on radio. They have a website babybabblenetwork.com that focuses on parenting advice and showcases the videos and podcasts of the programs on TV and radio.

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1.6 Strategic AnalysisThese four entities: Parenting TT, Marsha Riley(Care Parenting), Rhea Lalla’s Build Great Minds and Samantha John’s Baby Babble Network; their strategic service offerings and their websites have been positioned using the perceptual mapping approach(Kotler et al. 2012). The x-axis coordinate reflects the level of popularity/awareness of each institution while the y-axis coordinate reflects the market base that the institution’s service offering is being positioned towards. The x-axis coordinate of popularity for each institution was established via a limited telephone survey exercise, monitoring web popularity, market indicators and a level of subjectivity by this writer. The y-axis coordinate was determined by close external examination of each institution’s service offerings and the likely strategic direction(undifferentiated, differentiated or niche) being pursued.

It seems in the case of Parenting TT, they initially pursued an undifferentiated/mass market target market strategy(where one offering goes after the total market). However, with a service offering now consisting of: Quarterly Newsletter, Media Presentations, Parenting Courses, Counseling Services, Work-shops, Parenting Empowerment Groups and Facilitator Training. It appears the strategic direction being pursued reflect a mix of undifferentiated target market strategy with the differentiated/multi segment target market strategy(Mcdonald and Dunbar 2012). This is where the market is segmented, and a suitable offering is developed via their product/service development program; after which, they then go after a significant share with market penetration aggression in each segment identified. The market being parents(Mums and Dads) with children from conception to eighteen and over.

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Build Great Minds(buildgreatminds.com) with their service offerings being some different types of parenting training programs. It appears they are pursuing a “limited” differentiated/concentrated target market strategy(Kotler et al. 2012), targeting parents(mums and dads) with children from conception to pre-teenager. Also, it seems with their market being segmented; they attack each segment with market penetration aggression.

Marsha Riley’s Care Parenting and the website marshariley.com is a Wix built site, and it appears Marsha with her holiday camps, seminars, magazine and TV show, each providing different dimensions of best parenting practice is pursuing a differentiated/multi segment target market strategy(Kotler et al. 2012). It also seems once each segment of the young, parenting market(mums and dads with children from conception to pre-teenager) is identified; she pursues penetration aggression to capture market share in each segment.

Finally, Samantha John’s Baby Babble Network also seems to be positioned towards the parenting market(mums and dads with children from conception to pre-teenager). They appear to pursue a differentiated/concentrated approach(Kotler et al. 2012) - in that, it is likely the revenue from the TV and radio shows is used to finance recurrent expenditure and from observable indicators; it suggests that they are not as aggressive as the other players in seeking market share dominance.

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1.7 A Perceptual Map(Kotler et al. 2012) indicating the positioning strategy employed by the four main organizations offering Parenting Services on the islands of Trinidad and Tobago.

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After establishing each organization’s Strategic Positioning Strategy, it now becomes essential to audit their websites’ performance.

1.8 Website Analysis1.8.1Online Website Test For parentingtt.org, buildgreatminds.com and babybabblenetwork.com using the Website Grader and The Nibbler Test

Criteria For Ranking

parentingtt.org

buildgreatminds.com

Criteria For Ranking

parentingtt.org

buildgreatminds.com

babybabblenetwork.com

Website Grader

Nibbler Test

Page Size 1.4 MB OK 3.6 MB Accessibility

18/25 17/25 7.1/10

Page Request

53 129 Code Quality

NFI - Need For Improvement

NFI - Need For Improvement

NFI - Need For Improvement

Page Speed

7.4 seconds

14.2 seconds

Internal Links

NFI NFI

Browser Caching

OK OK Experience 8/10 73/100 8.3/10

Page Redirects

OK OK Printability NFI NFI

Compression

OK OK Popularity NFI NFI NFI

Criteria For Ranking

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1.8.2 An analysis of marshariley.com, babybabblenetwork.com using Website Grader

Render Blocking

NFI-need for improvement

NFI-need for improvement

Marketing 69/100 7/10 6.5/10

Performance Scores

7/15 9/30 Meta Tags NFI NFI NFI

Social NFI

Responsive

OK OK Technology

6/10 61/100 6.2/10

View Port OK OK Printability NFI NFI

Mobile Score

1 1 Code Quality

NFI NFI NFI

Internal Links

NFI NFI

Page Titles

OK OK Meta Tags NFI NFI

Meta Description

NFI NFI Headings border line NFI

Headings NFI NFI Nibbler Test

7/10 67/100 7/10

Site Map OK OK

SEO Score

2/3 2/3

SSL Certificate

NFI NFI

Security Score

0 0

Website Grader Score

64/100 - rated, Ok

59/100 - rated, ok

Nibbler Test

70/100 67/100 70/100

parentingtt.org

buildgreatminds.com

Criteria For Ranking

parentingtt.org

buildgreatminds.com

babybabblenetwork.com

Criteria For Ranking

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1.8.3 GT metrix online website tool comparing Performance scores between websites

Criteria For Ranking marshariley.com babybabblenetwork.com

Website Grader

Page Size 525 KB OK 3.3 MB Respectable

Page Request 23 OK 73 Needs Work

Page Speed 2 seconds OK 2.3 seconds Ok

Browser Caching OK OK

Page Redirects OK OK

Compression OK OK

Render Blocking OK Needs Work

Performance Score 30/30 Excellent 21/30

Responsive Needs Work OK

Viewport Needs Work OK

Mobile Score 0/30 30/30

Page Titles OK OK

Meta Description OK Needs Work

Headings Needs Work Needs Work

Sitemap OK OK

SEO score 25/30 20/30

SSL Certificate Needs Work Needs Work

Security Score 0/10 0/10

Website Grader Score 55/100 71/100

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It seems by undertaking a google or yahoo search for the key words; parenting websites in Trinidad and Tobago, the only website that positions itself favorably is parenting.org.

1.9 Website Analysis Indicators On analyzing the above data; both the Website Grader and GT matrix tools suggest the four websites are not performing as well as they should. 1.9.1 parentingtt.orgThe Grader gave it a page speed score of 7.4 seconds, a page size of 1.4MB and a page request of 53. The GT metrix gives this site a Grade C(75%) for page speed with a fully loaded time of 14.7 seconds, a page size of 1.41 MB and a 62 request value. All are suggesting the site is heavy, slow, java-script bound and not performing as efficiently as it should. Additionally, the Grader’s intelligence indicates, parentingtt.org has problems with its SEO(headings and meta tags) issues and Security(SSL Certificate) dimensions.

However, the Nibbler online tool suggests it has a favorable social media program, its domain name is credible and quite good accessibility efforts.

Websites Under TEST

Page Speed Score

Y/Slow Score Fully Loaded Time

Total Page Size

Request

parenting.org Grade C(75%) Grade C(72%) 14.7seconds 1.41MB 62

buildgreatminds.com

Grade D(68%) Grade E(55%) 16.8seconds 3.55 MB 141

marsha riley.com

Grade A(90%) Grade D(69%) 22.6seconds 2.88 MB 249

babybabblenetwork.com

Grade D(66%) Grade F(45%) 6.5seconds 1.99 MB 114

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1.9.2 buildinggreatminds.com The Website Grader gave it a page speed score of 14.2 seconds, a page size of 3.6 MB and a page request value of 129. The GT metrix tool scored it a Grade D(68%) for page speed; a Grade E(55%) for its Y/Slow score, and a fully loaded page time of 16.8 seconds with a page size of 3.55 MB and a request value of 14.1. All are suggesting the site is bordering obese and slow. Additionally, the Grader has indicated problems with its SEO(headings and meta tags) issues and Security(SSL Certificate) dimensions. Despite these problems, the Nibbler online tool suggests it has a favorable social media program, its domain name(registered in 2012) is credible and embraces quite good accessibility efforts.

1.9.3 marshariley.comThe Grader scored it very good (30/30) in all the performance test. However, it is Not mobile responsive and has SEO(Heading Issues) as well as it needs an SSL(Secured Socket Location) Certificate. Additionally, the GT metrix tool gave the site a Grade A(90%) for page speed but a Grade D(69%) for its Y/Slow score, recommending work needs to be done on HTTP request and DNS look ups. Also, this tool recorded a slow 22.6 seconds for a full page load, a hefty page weight of 288 MB and 249-page request. Interestingly, despite some attempts across different browsers, the Nibbler tool came up with an error message when this site was being tested. However, marshariley.com Care Parenting does appear to have a solid social media program.

1.9.4 babybabblenetwork.comThe Website Grader offered a “work needs to be done” comment on this site after scoring it 71/100. It had a quick 2.3 seconds

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page speed but had a hefty 3.3 MB page size with a 73 Page Request and suggestions for Render Blocking issues. Additionally, warnings were given out for a Secured Socket Location Certificate, an appropriate Meta Description, and Headings. The GT metrix tool provided scores of Page Speed Grade D (66%), Y/slow Grade F (45%), Fully Loaded Time 11.6 seconds, Total Page Size of 1.99 MB, and Request of 114. All are suggesting the site is a bit on the heavy side, and it takes 11.6 seconds to load fully. Additionally, advice was given to: defer parsing of JavaScript, enable gzip compression, leverage browser Caching, minimize redirects and minify JavaScript. However, the Nibbler test did record it had a credible social media program, its domain is valid, and its content appears to be popular and fresh.

1.10 Indirect Competitors The above attempts to identify all the major players in the “Parenting Market” on the islands of Trinidad and Tobago. Some other organizations do provide off and online discussions on the issues of parenting. These include:-Trinidad Express Newspaper, www.trinidadexpress.com -Trinidad Guardian Newspaper, www.guardian.co.tt-Trinidad Newsday Newspaper, www.newsday.co.tt-B3 Parenting, www.issuu.com. This effort, initially was a Jamaican born initiative offering, premium subscription parental advice targeting the Jamaican market. However, relatively recently, an off-line magazine has been introduced targeting select outlets in New York City and Port of Spain, Trinidad. These developments are being closely monitored.-Outlish Magazine, www.outlish.com. This magazine is all about Caribbean lifestyle and focuses on fashion, health, sport, business, etc. It started in Trinidad during 2010, and in the past, it

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has published articles on parenting and parental advice. However presently, it does not appear to be as active as it was previously.

1.11 SWOT To achieve maximum efficiency in this planning exercise, I felt it necessary to pursue a SWOT statement. This will enable the crafting of actions that will use established strengths to capitalize on identified opportunities while correcting weaknesses and simultaneously preventing the flanking of known threats

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Strengths Weaknesses

Posses insigts of the Trinidad and Tobago market

Not widely known in the Parenting space

Can quickly source expertise in the behavioral disciplines of psychology, sociology socio-psychology

Many projects are likely to be going on simultaneously

Possess an awareness of the fundamentals of strategic marketing and strategic planning

The learning process of all things digital can be a weakness and a strength

Have access to key physical locations on the island of Trinidad

Initially, will have to use limited financial resources to ensure the success of the project

Possess a network of vital connections I can use once mutually beneficial transactions are prioritized

No internal processes exist, will have to conceptualize and implement as issues evolve

There is a hungriness of youth for success in the digital realm

lack of a formal content plan, to ensure the website always has fresh, relevant and updated content.

Opportunities Threats

It appears the “Dads Advice Parenting” niche has relatively few competitors in the Trinidad market

The barriers to market entry into the Dads Parenting advice space is relatively low

All the main players in the Parents Advice market seem to have some problems with their website

All the players in the Parenting Advice arena, all seem to have robust social media programs

Very little specific research is carried out on the problems of fathers in Trinidad

Most of the players in the Parenting Advice space appear to be experiencing synergistic benefits with their offline activities

There appears to exist an untapped demand for offline Dads parenting advice as well

All the players in the Parenting Advice area seem to be enjoying a diversified revenue base.

Possibility for market growth exist in the Caribbean as well as Guyana

The role of fathers in Trinidad is no way as respected as the role of mothers

No recognizable influencer marketer on Dads parenting advice exist in Trinidad

The behavior of some single fathers have further amplified the negativity associated with the role of fathers

No evidence of applied analytics being employed to improve the efficiency of the planning and control of websites

Many of the nation’s laws and policies are bias against the father. For example, on issues relevant to child maintenance, custody or even paternity leave

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2 The Dynamic Planning Environment and The Repositioning of The Strategic Fundamentals.

For a significant part of the time during this planning exercise, I felt it appropriate to build a website that offered a service which provided information/advice on a subject that was to be referred to as “Grand Parenting.” This term implies Best Practice parenting advice offered by Grandparents on the islands of Trinidad and Tobago. This concept is encapsulated in my Twitter expression; “GRAND Parenting and GRANDPARENTS” – nurturing, stabilizing, protecting, mentoring the family unit and ultimately be a progressive force in growing and diversifying sustainable economies. However, on closer examination of all the intelligence provided above and with the feed back I received from the MA program coordinators, I decided to reposition the strategic fundamentals in early June. This repositioning entailed the development of a concept to focus on fathers and not Grandparents, and parenting4dadstt.com was born. This evolved into an offering that provided an informative, educational and advisory digital resource targeting fathers on their crucial parenting role and other key stakeholders on the importance and value of fatherhood.

2.1 Vision DirectionThe website parenting4dadstt.com Vision Statement - “Educating, informing and empowering Dads and other key stakeholders on the value and benefits of nurturing, stabilizing, protecting and mentoring their children and the family unit.”

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2.2 Service OfferingThe service offering is to include:-Acknowledge and reinforce the importance of the Responsibility involved in fatherhood.-Report on and sensitize fathers, grandfathers, male guardians and other key groups on the different: types of behavior of children, the likely impact of such behavior and explore how best practices by dads can help to control, encourage or change these behavioral patterns

-Examine, partake and where possible publicize research on the importance of fathers and their role in a modern society

-Lobby for legal and public policy changes that acknowledge the role of dads.

-Help all stakeholders in society to become more father-inclusive, and work directly with families.

2.3 The GAP To Be Filled By The Repositioning of parenting4dadstt.com In The Trinidad’s Parental Advice Market.

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2.4 Strategic Direction

The digital product parenting4dadstt.com will pursue a Niche Target Market strategy(Kotler et al. 2012). This is where the market is segmented, and one goes after a large share of one segment with penetration aggression focusing on the Dad/Father dynamic in the Parenting Advice market on the islands of Trinidad and Tobago.

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2.5 Rationale For Repositioning Niche Marketing and the parenting4dadstt.com concept will more appropriately impact the dynamics/needs occurring as a result of what is taking place in Trinidad. Such as:

-An increase in the crime rate(murder, robberies, kidnapping) many of which are drug related.

-Evolving and growing mistrust and polarization between the very wealthy(a small minority) and the general public. -The pervasiveness of corruption/bribery as a business tactic and the manifesting problems of greed/envy stifling meritocracy and slowly killing productivity levels.

-Increase use of illegal drugs and alcohol among the different age groups particularly the teenage group.

-The trend shows consistent upward movement in student bullying, student to student violence, student to teacher violence, teenage pregnancies and lack of institutional support for the role of the father.

Niche Marketing will provide better opportunities for parenting4dadstt.com to grow, improve targeting and the quality of marketing communications/website efforts, gain market share more quickly, and retain more viewers.

The service offering of parenting4dadstt.com is a much tighter fit and more likely to succeed when employing my strengths, going after identified opportunities while correcting weaknesses and mitigating known threats(discussed in detail in the SWOT statement)

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3 Research Report ConclusionThis Research/Analysis exercise attempts to provide the logical order of steps I took when preparing the website parenting4dadstt.com. It acknowledges the limitations of imperfect data, the dynamism of fast changing markets/environments, the subjectivity of decision making from this writer. However, despite these limitations, the exercise has provided a realistic scenario to enable a market need to be identified from a comprehensive view of a country’s business and cultural dynamics. A concept to be born from an analysis/application of his Strengths, Weaknesses, Opportunities, and Threats and the potent viability of the concept from a sound analysis of competitors’ strategies and their website’s performance.

3.1 ReferencesArmstrong G., Adam S., Denize S., and Kotler P(2012) Principles of Marketing, 5th Edition, Sydney, Pearson/Prentice Hall.

McDonald M., and Dunbar I.(2012) Market Segmentation How To Do it How to Get It Right, Revised 4th Edition, Wiley Publishers.

4 Document StatementAs indicated from the research analysis(section1 to 2.4), I decided to reposition the strategic marketing thrust of my project in mid- June 2017. Consequently, all my Original Preparatory Planning Documents for this website project had to be amended to reflect the new dimensions of this repositioning thrust. The following constitute(together with the Analysis/Research exercise) all critical

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aspects of the Analysis, Planning, Implementation, Monitoring and Control dynamics involved in the development of the digital/website project, http://parenting4dadstt.com.

4.1 Fundamentals of Strategic Expression To facilitate the most probable successful outcome for this digital/website project, I felt it essential all fundamental strategic marketing principles were comprehensively addressed. These included: Segmentation, Targeting, and Positioning(Kotler and Armstrong 2012).

4.2 Segmentation Initially, due to my perception at the time(January 2017) of the nature of the “service offering - Progressive Parenting for *Grand* Parenting” it would be most convenient to divide the Target Audience into two main groups. These groups will be classified as follows:1) Primary Group. This will consist of people who are parents or grandparents. Anyone over eighteen who is a parent or grandparent and believe in the importance of ProgressiveParenting, live or have lived on the islands of Trinidad and Tobago, possess an ability to rationalize issues and have access to the internet can be targeted. No classification based on religion, ethnicity, income levels, economic status, housing location, sexual orientation will exist.2) Secondary Group. This entity will consist of  Corporate Trinidad,  Ministries responsible for child development, health, crime, education/tertiary education, and arts.

In line with the repositioning effort, The Parenting Advice Market on the islands of Trinidad and Tobago was Segmented, and a clear, definable, and potentially attractive sub-segment was

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identified. That being, Fathers, and other Male figures who have the responsibility for “parenting” a child and shaping what is referred to as “progressive behavioral” patterns.(NOTE: In this document, the above 4.2.1, 4.2.2 will be the only occasion I repeat what was initially written for the concept called, Progressive Parenting for *Grand* Parenting. From now on, I would only reference my blog https://resetenergy.wordpress.com where these documents were first written)

4.3) Targeting The Target Market is identified as:A) Primary Group. This group will consist of people who are fathers, grandfathers, and male caretakers of children. Anyone over eighteen who is a father, grandfather or a male care-taker of children and live or have lived on the islands of Trinidad and Tobago, possess an ability to rationalize issues and have access to the internet can be targeted. No classification based on religion, ethnicity, income levels, economic status, housing location, sexual orientation will exist.B) Secondary Group. This entity will consist of Corporate Trinidad, Ministries responsible for child development, health, crime, education/tertiary education, and arts.

4.3.1 Target Market StrategyIn line with all the intelligence discussed in sections 2.2 to 2.5 of this report, the digital/website project http://parenting4dadstt.com will pursue a Niche Target Market strategy targeting the segments detailed in 4.2.A and 4.2.B and doing so with market penetration aggression for the first 12 months of this plan.

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4.4 Key Strategic Statements

The Value Proposition In What Is Being DoneThe parenting4dadstt.com digital/website project will provide an Informative, Educational and Advisory digital resource targeting fathers on their crucial parenting role and other key stakeholders on the importance and value of fatherhood; in the belief, societal ills can be examined, explored and behavior progressively changes to impact Trinidad and Tobago positively.

Service Offering/What We Do A) Acknowledge and reinforce the importance of the Responsibility involved in fatherhood. B)Report on and sensitize fathers, grandfathers, male guardians and other key groups on the different: types of behavior of children, the likely impact of such action and explore how best practices by dads can help to control, encourage or change these behavioral patterns C) Examine, partake and where possible publicize research and case history on the importance of fathers and their role in a modern society D)Lobby for legal and public policy changes that acknowledge the role of dads. E)Help all stakeholders in society to become more father-inclusive, and work directly with families.

4.5 Service Offering Rationale/BeliefParenting4dadstt’s Service Offering was conceptualized, designed, and configured to meet the present and evolving advisory, informative and educational expectations of fathers re specific behavior patterns, while reinforcing and when necessary,

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lobbying for the value and importance of the role of fatherhood on other key groups on the islands of Trinidad and Tobago. Additionally, it is my belief; these services are so intrinsically fused, significant synergistic pulses are likely to result.

4.6 Task For Strategic Positioning RecommendationsTo have a clear, strategic vision of this document, I have decided to embrace the Boston Consultancy Group(BCG) Portfolio Matrix (Mcdonald and Wilson 2016). Doing so will enable me to identify precisely where parenting4dadstt’s service offerings are positioned re, present Market Share and potential Market Growth indicators in Trinidad and Tobago’s Parenting Advice market. It is not meant to be a 100% accurate Graphical representation of Parenting4dadstt’s service offerings position about these figures. But to offer a realistic graphical representation of the strategic path the digital/website project, parenting4dadstt.com and by extension, its service offerings will pursue to be optimally positioned to achieve the requisite sustainability levels and stated objectives.

The BCG’s X-axis acknowledges the Market Share position of the service offerings of Parenting4dadstt in the parenting advice market re-parenting advice for fathers in Trinidad and Tobago. Although actual amounts have been used, these are not accurate figures. However, it provides the unit ingredient to conveniently divide this measurement into High Market share and Low Market Share representations. The Y-axis acknowledges the potential market figure of the parenting advice market re-parenting advice for fathers in Trinidad and Tobago. The amounts stated are also not accurate, but once again, it provides the basis for a realistic divide of the High Potential Market zone with the low Potential market zone. It must be emphasized all of parenting4dads tt’s service offerings are being positioned primarily in the Parents Advice market with a focus on the niche about Parenting Advice

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for fathers on the islands of Trinidad and Tobago. This space- based on available data(see Research Analysis) has not been subjected to much market activity(unlike in other territories where it is a mature zone). Therefore, all of the parenting4dads tt service offerings are considered “new” for this exercise and will have little market exposure and are positioned in the quadrant reflecting Low Market Share with High Potential for Market Growth. High Potential for Market Growth due to a market space not previously targeted, with a potential market at its source of nearly 50% of Trinidad and Tobago’s population(50% being Male).

Parenting4dadstt as acknowledged in section 4.4 A to E, is to offer information, advice, in five key areas. These are focusing on reinforcing the role of fatherhood, changing or reinforcing behavioral patterns, acknowledging and publicizing research and or case history, a lobbyist for public policy change and being a catalyst for the improved perception and importance of fathers. These five (5) offerings in the below BCG matrix are positioned as Question Marks. These are services with a low market share but are in a market space with a high potential for growth. The task for this strategic program is moving parenting4dadstt’s five service offerings from the Question Marks category to the STAR classification. That is, to ensure all offerings have a high market share in its high potential market growth area. And to remain there, as long as the external and internal variables suggest it is viable to do so. And when these offerings move into the “Cows” category, that is, a service offering with a high market share but are in a low potential market space, pursue programs to get the most out of these offerings. At the same time adopting a new service offering policy to examine the viability of modifying existing offerings to reenter the Question Mark category and mitigating the likelihood of a “Dog” classification. That is, a service offering with a low market share operating in a low market potential space. The arrows in the BCG Model Diagram suggest

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the pursuance of this ideal path the digital/website project parenting4dads tt, and by extension, its service offerings must attempt to emulate.

BCG Model Diagram

It must be emphasized; The above BCG model is not a mathematically accurate reflection of Parenting4dadstt’s service offering’s position in Trinidad and Tobago’s Parenting Advice Market for fathers about Market Share and Market Potential status. However, it presents a realistic scenario in a visual format reflecting the Task the project Parenting4dadstt and its service offerings will need to pursue to ensure the projected objectives are achieved.

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4 .7 Positioning The total/complete output of the digital/website project parenting4dads tt must be designed, coordinated, implemented and controlled in such a way to appeal to the target market’s (4.2A, 4.2B) consciousness. Thereby facilitating the perception of a trusted, informative, educational and advisory digital resource targeting fathers on their crucial parenting role and other key stakeholders on the importance and value of fatherhood(Value Proposition). And in doing so, it is my belief societal ills can be examined, explored and behavior progressively changes to impact Trinidad and Tobago positively. It is felt it is imperative these groups must be Reached, to enable Action, while encouraging Conversion when necessary, and ensuring consistency of results through efficient Engagement(Chaffey and Ellis-Chadwick 2016). For this to be achieved, the following Digital Marketing Plan has been prepared for the digital project parenting4dads tt and doing so clearly illustrates how the concept evolved and transformed into a Commodity that will generate the exchanges enabling a scenario for likely success.

4.7.1 Digital Marketing Plan/The Birth Of The CommodityThis is the updated Digital Marketing Plan for the repositioned parenting4dadstt.com project. (The original plan for the concept was written for Progressive Parenting 4 “Grand” Parents )

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4.7.2 ObjectivesA) Experience a minimum 450 visitors per month from Google, Bing, and others for the 12-month duration of this plan.

B) 60% of visitors should be returners by the end of the 12-month duration of this plan.

C) Seek a ratio of 1 in 5 Negative to Positive Comments

D) Keep parenting4dadstt.com bounce rate consistently below 40% for all traffic during the 12-month duration of this plan.

E)Improve organic traffic conversion/adoption rate by 50% by the end of the first three months of this plan

4.7.3 Time Frame For Recommended Actions

ACTIONS TIME FRAME FOR THE NEXT 12 MONTHS

Web Design Website online since September 2017. Design continuously being tweaked.

Content Policy The articulated Content Policy will be employed for the Full 12 month duration of this plan.

Cost Per Action(CPA); Cost Per Impression(CPM);Cost Per Click(CPC)

These activities will be pursued during the third quarter of this 12 month plan

SEO Policy The articulated policies on Search Engine Optimization issues will be pursued for the full 12 month duration of this plan

Social Media These vehicles will be employed during the second quarter of this 12 month plan

Agile Marketing The articulated policy on Agile Marketing will be pursued for the full 12 months of this plan.

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4.7.4 Target Market :A) Primary Group. This group will consist of people who are fathers, grandfathers, and male caretakers of children. Anyone over eighteen who is a father, grandfather or a male care-taker of children and live or have lived on the islands of Trinidad and Tobago, possess an ability to rationalize issues and have access to the internet can be targeted. No classification based on religion, ethnicity, income levels, economic status, housing location, sexual orientation will exist.B) Secondary Group. This entity will consist of Corporate Trinidad, Ministries responsible for child development, health, crime, education/tertiary education, and arts.

Internal Marketing Additional voluntary support in the behavioral disciplines is expected during the third quarter of this plan.

The Forum The Forum is likely to be activated during the second quarter of this 12 month plan.

Influencer Marketing Key Influencers and Opinion Leaders will be targeted for the full duration of this 12 month plan

Mobile Marketing More fiercely used during the first six months of this 12 month plan

Viral Content Campaign More fiercely used during the first six months of this 12 month plan

Case History This activity will be instigated during the third month of this plan.

Contingency Plan See Contingency Plan

Controls Monitoring of this plan will likely be a daily exercise for the full 12 months of this plan.

ACTIONS TIME FRAME FOR THE NEXT 12 MONTHS

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.4.7.5)Commodity Explored For the utilities associated with the Commodity to evolve, it is convenient to explore parenting4dadstt.com Vision expression. “Educating, informing and empowering Dads and other key stakeholders on the value and benefits of nurturing, stabilizing, protecting and mentoring their children and the family unit”.

This statement encapsulates a powerful expression that guided the reasoning for the proposed service offerings(utility of exchange). That is, A) Acknowledge and reinforce the importance of the Responsibility involved in fatherhood. B)Report on and sensitize fathers, grandfathers, male guardians and other key groups on the different: types of behavior of children, the likely impact of such action and explore how best practices by dads can help to control, encourage or change these behavioral patterns C) Examine, partake and where possible publicize research and case history on the importance of fathers and their role in a modern society D)Lobby for legal and public policy changes that acknowledge the role of dads. E)Help all stakeholders in society to become more father-inclusive, and work directly with families.

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4.7.6) Navigation BarThe service offering being established, a navigation system that supports the following key areas were deemed essential: A) Home Page - due to the nature of the theme that was used to build/support the site (MH Cicero Theme), a static Home Page was selected and used, and post was structured, together with the slider option so as to enable most of the site to be experienced without moving to the navigation bar B) Fatherhood – this will acknowledge and reinforce the importance of the responsibility involved in fatherhood. Parenting4dads tt view the role of Fatherhood as being crucial to the well-being of the child, the family, and the country. He can be the provider, teacher, mentor, friend, disciplinarian, banker, and protector of children. He needs to be always there for his children and selflessly put their interest paramount in all his endeavors. C) Behavior - in this area, parenting4dads tt will report on and sensitize fathers, grandfathers, male guardians and other key groups on the different: types of behavior of children, the likely impact of such action and explore how best practices by dads can help to control, encourage or change these behavioral patterns. To achieve a level of balance, a policy decision was introduced to explore both; Regressive/Negative behavior and Progressive behavior and the importance of encouraging these patterns. The initial, specific, behavior trends covered are: Fathers/Multiple Women/Multiple Children School Fighting - Its Impact

Banditry - Culture and Fathers Bullying - How To Get It Right

Inappropriate Social Media Use Passion - Encourage It

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D)Research - In line with parenting4dads tt’s institutional remit, carefully selected research exercises whose results can be of value to the fathers of Trinidad and Tobago and other key stakeholders were selected and published on the website. They have been published by kind permission of the Fatherhood Institute Uk and Dr. Michael Yogman. Additionally, the results of these research exercises, provide depth to our advice/recommendations and generates insights to ignite more learning. Also, a statement acknowledging our intention to work closely with all entities locally and abroad who are concerned about the plight of fathers, their role, how it can progressively evolve and the balanced transformation of Trinidad and Tobago’s society. It is expected during the first two months of this plan to introduce a Case History aspect to compliment the research component where the people would give their story, and in this regard as it is told to me, it would be communicated on the site. It is intended for the site to have a dynamic, new piece of content every three weeks evolving into a two week period.The idea would be to keep the tone and diction of these messages as close as possible as to how it was expressed. The initial research exercises published are as follows:

E)Topics/Forum - This area was included to provide healthy debate on all the issues raised by the website. It is hoped a balanced perspective where all dimensions and

FRED THE RESEARCH

FATHERS CHARACTERISTICS ON CHILDREN

FATHERS SENSITIVITY AND PARENTING STYLE

PATERNITY LEAVE

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interpretations on the topics would be expressed. The aim is to keep the returners and first-time visitors fully engaged. However, it is felt better control of this activity is more likely if I am physically present on the island of Trinidad. Consequently, the Forum and discussions will start during the second quarter of this 12-month plan.F)Resources - In this zone, all relevant addresses, phone numbers will be included and updated to ensure visitors experience an informative and reliable digital resource.

In all of the stipulated divisions, one, a few of or all of the following media were embraced: videos, photos, user feedback mechanisms, and case studies. The idea is to ensure the Content pool on the website is always informative, relevant, educational, engaging and the communication experience will be easy to use, cutting different, enjoyable and user-centered to generate a total stimuli package which enables the best probability of experiencing optimum user satisfaction.

4.7.7)Digital Marketing Mix 1)Product/ServiceThe actual “utility of exchange” is information that is informative, educational and advisory targeting fathers on their crucial parenting role and other key stakeholders on the importance and value of fatherhood with the hope that, societal ills can be examined, explored and behavior progressively changes to impact Trinidad and Tobago positively.2)Service MixThe service mix was itemized in section 3 A to E.Educational, Informative and Advisory information wrapped in a commodity called parenting4dadstt.com children matter, driven by a clear vision acknowledged in section 3 Commodity and posses

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an important value proposition which guides and directs the concept to target fathers on their crucial parenting role and other key stakeholders on the importance and value of fatherhood.

All information on the digital/website project called parenting4dadstt.com will be categorized in divisions referred to as: About Us, Fatherhood, Behavior, Research/Lobby, Resources, Forum, and Contact. The nature and type of information to be included in each of these headings were discussed in section 3.1. The Information Expressed will contain an authoritative, advisory, informative tone with definitive links to: -Expert/Guest Opinion, -Case history, -User Opinions. Additionally, multiple media vehicles will be embraced to support and reinforce the potency of the site’s content. These media vehicles include videos(YouTube/Customize), Photos, Case Study/History(All Case History will appear on the site with minimum editing), Podcasts and other Interactive Assets.

The content policy has been configured to ensure a clear, analytical, logical and evidence-based reinforcement of parenting4dadstt’s concept. The site will have a new, electrifying content piece every three weeks, starting from the end of November 2017. It is hoped the frequency of these pieces would be increased during the second half of this 12-month plan. Additionally, all of parenting4dadstt’s content will adhere to a Policy of Governance/Manifesto which details the following key Guidelines:-Demonstrate understanding and empathy as to the makeup of the family unit in society.-Find out as much as possible on relevant issues - then more. Acknowledge the importance of interaction.

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-Offer logical, realistic, practical advice and where possible justify it on established research and or case history. -Be clear on the correlation between “Best Practice Parenting By Dads” influencing behavior and leading to crime reduction, improved educational achievements, healthier youths, balanced living, sporting excellence, healthy competition, reduction in unemployment, a stronger family unit, sustainable living.-At all times be real, open, transparent and truthful.-Where possible try to keep a word amount of 300 words per page.-Plan, execute, monitor and adapt as the circumstances dictate.-Possess a medium to long-term vision yet don’t forget to live in the present. As of September 20th, 2017 most of the content on the website parenting4dadstt.com was written by me at the library at Stockwell Road, Greenwich.

3)Font Selection/Color MixIn line with parenting4dadstt’s positioning thrust, I made a decision to use a mature, relax and subtle color palette. For the most part all key areas would be a blend of a blackish variant(#343434), a gray base(#EDEDE6), and white(#FFFFFF). To generate impact a gray variant(#E1E5DE) was stealthy employed on areas such as; ul.menu, .entry-content ul, .page ul, .entry-title .feature-caption background property. The anchor (a) tag was coded as follows: a:link {color:#343434;}a:visited {color:#34343;}a:hover {color:#5f9ea0;}a:focus {color:#5f9ea0;}a:active {color:#5f9ea0;}

a.more-link{color:#ffff00;

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}The Google Web fonts Characters Greek was employed. The Google Webfont for Text, the font Tauri was used while for the Google Webfont for Headings, the font Bree Serif was utilized. The above fonts were selected because of its no-nonsense, professional personality.

The brand, parenting4dads tt children matter was designed with simplicity and no-frills as the focus. Its root is the HTML code; <div class="logo-text"> <h1><span class="logo-name">parenting4dads tt</span> children matter</h1> </div> while the following CSS does the styling .logo-text{padding-top:10px;padding-left:54px;}header h1 .logo-name {

font-family:"Bree Serif"; font-size: 25px;

color:#ffff00;}header h1{color:white;font-size:16px;}

4) Search Engine Optimization Considerations.The Yoast WP plugin has been installed. Some of its benefits include:- It facilitates the import of new posts, pages, or custom post

types and their SEO settings can all be configured in the same import.

- SEO settings can be updated for existing posts, pages, or custom post types already published on your site.

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- It provides complete support. That is, it can configure all available SEO settings for your posts, including social media images.

Headings, Sub-Headings,(H-Values). All titles as far as possible is to embrace and have embraced the concept of Key-Word planning. The site’s content policy is rooted in the philosophy/belief that for the site to progressively evolve, it must do so by strong, reliable, authentic and trustworthy content. Each page/post has and needs to have an efficient Meta Description. The Yoast WP plugin has been tweaked to enable the site’s XML Sitemap, and this plugin also monitors for the efficiency of all links.

5)Price/RevenueThe short-term survival of this website is crucial. The priority will be to build a strong, loyal user pool built on quality content, ease and enjoyability of site use and an integrated approach to user experience. In this light, no subscription model will be utilized. However, due to the possible “potent message” of the content, it is realistic to achieve limited advertising support from Corporate Entities, Government Institutions, and Professionals. Consequently, all of the following advertising revenue mixes will be considered: Cost Per Action(CPA), Cost Per Impression(CPM) and Cost PerClick(CPC). It is envisaged one piece of real estate on each page could be considered for advertising revenue. However, two advertisements on each page is likely to be possible. It is anticipated these actions to generate revenue from selling advertising space are likely to materialize during the third quarter of this 12-month plan.

6)Promotions/PlaceAs this program is being focused in the digital universe, The Distribution and Promotion recommendations will be similar. The

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use of Case Studies, Expert Opinion, Academic Research, User Interaction Mechanisms, Blogs, Photos, Podcasts, and Videos will enable the targeted segments to simultaneously receive messages while appealing to their consciousness.

These latter points have implications for the “total Stimuli” from  the website and include The typeface/font used, color mix, real estate locations, structure and order of information, the ratio of words to other communication vehicles, etc. At this time, no online advertising campaign is envisaged.

Additionally, a database of actual users and potential users is being built. Thus far a limited mobile marketing program has been instigated targeting Opinion-Leaders/Influencers among this group and a few responded with comments. The frequency and intensity of this activity will be incrementally increased during the full 12 months of this plan. I copied and pasted the actual words of two: Trinidad’s Legendary Media Personality, Josanne Leonard, “This is a great initiative!” Entrepreneur Extraordinaire, Kester Sylvester, “Good content ... very relevant to our society”. These and some other comments are published on the website. The idea is to generate a Viral Content Campaign approach and create a buzz on the brand, parenting4dadstt.com and keep the promise of the brand as articulated in the value proposition through consistent, engaging, content.

7)Social MediaIt is anticipated during the second quarter of this 12-month program, the Social Media Vehicles of Facebook, Twitter, and Instagram would be commissioned. This will enable greater scope of reach for the Distribution and Promotion of parenting4dads tt’s messages. All on-line vehicles will be subject to a similarity of

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content thereby reinforcing the site’s brand potency and value proposition while experiencing the synergistic electricity expected from this fusion. The timing of these activities has been deliberately scheduled to enable the site to initially establish a presence and brand following built on the strength of its content. Also, the actual physical presence of the site’s senior editorial team(ME) on the islands of Trinidad and Tobago.

8)Agile Marketing The sustainability and success of this Digital Project necessitate the quicknesses of response. This response must be influenced by quality Intelligence. Therefore, the monitoring mechanisms(controls) must be efficient and reliable. Quality Intelligence together with a best practice policy to Agile Marketing would be embraced. This strategy would be: Our highest priority is to satisfy the customer through the early and sustained delivery of marketing that solves problems and creates value. Parenting4dadstt welcomes and plans for change. We believe our ability to quickly respond to change is a source of difference and sustainable competitive advantage.

9)Internal MarketingThe Internal Marketing(Piercy, Nigel 1995) and the resources of time, finance, and effort for this digital project has been and would be continually sourced from this writer. However, it is expected by the third quarter in the 12 month period of this plan, voluntary support in the social, behavioral and psychological disciplines would be identified, and agreements made for these resources to add their areas of expertise to the content and potency and value of parenting4dads tt's digital landscape.

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4.7.8)Summary of Recommended Activities Adopting The RACE Model of Planning

4.7.9)Controls(See 7 Controls/Analysis - Monitoring Implementation

4.7.10)ContingencyClose monitoring of the website parenting4dadstt.com and other digital activities will take place daily over the next twelve months.

REACH ACT CONVERT ENGAGE

Search Engines Policies

Web Design Issues: Color Mix, Font-Mix,

Minimum of Noise - Absence of Hard Sell Activities

Feed Back Mechanisms/Forum

Evolving and Growing Social Networks

Nav-Bar Configuration, Ease of Use, Site Experience

A Commodity Evolved on The Basis of Real Value

Building Strong Networks Through Ultimate Satisfactory Experiences and Social Media Vehicles

Strong Content Policy Message Potency and Value

Time Spent Is The Price Paid For The Commodity

Building Brand Loyalty and Equity Through Consistent Value.

Blogs, Videos, Social Media Vehicles

Interactive Tools and Feed Back Mechanisms./Forum

Pursuing Remarketing Thrust To Facilitate Context Relevance

Building an Army of Site Repeaters Through Integrated Digital Marketing Efforts

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The WordPress Plugin Google Analytics WD has been installed since September 17th, 2017 and providing vital intelligence for monitoring. If in the event indicators suggest things are not proceeding as anticipated the following actions would have to be implemented. 1)A Sales Promotions activity in collaboration with the only Authentic Italian Pizzeria on the Islands of Trinidad and Tobago, La Cantina Pizzeria - Here the visitor of the site would be asked a question relevant to an issue in the content and if answered correctly, this correct answer would be placed in a basket for a weekly pull to select the winner. The promotion would have one winner every week for six weeks. The winner would be announced weekly on the site and all Social Media being used(Prize, 1 Large Pizza with any three toppings). The idea is to create interest, cause a sizzle, without any loss of the site’s credibility. Winners would be able to claim their prize in locations in North or South, Trinidad, and in Tobago. Depending on the performance of the Digital Activities recommended in the plan, this promotional program can be implemented at any time after the first three months of the plan’s actions being implemented. The anticipated cost would be six-hundred TT dollars or 60 pounds(Sterling Currency). 2)A more aggressive Mobile Marketing effort using deliberately crafted and Personalized text. 3)A greater penetrative word of mouth campaign targeting friends, social networks, the idea is to spice the viral activity thereby improving the likelihood of improved adoption rates for the parenting4dads tt concept. The cost for these last two activities would be minimum. All of the above contingency measures can be embraced at the Guerrilla level. At any-time, one, two or all the activities can be embraced. This decision to do so would be influenced solely by the performance of the main Digital marketing activities recommended in the above Digital Marketing Plan.

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4.7.11)Concluding Digital Marketing Plan

The above exercise attempt to provide an order of presentation that takes a concept and puts it into a form, a commodity that can and likely be Exchanged. In doing so, it demonstrates the Positioning effort of this exercise.

.

5.0)Key Firmness Issues Supporting Core Marketing Activities/Positioning

As discussed all through this report, Parenting4dads tt children matter – is the central theme for the proposed website.Due to the perceived initial size of this site, the importance of quality and relevant content, ease of use, my evolving skill level,resource limitations(time and finance) it is my view, the most appropriate way to build and showcase this site is through a Content Management System(CMS).WordPress is the CMS, I have selected to assist in the development of this project.  This decision-making process weighed the options, open source or via the proprietary approach(a fee-based  CMS and an initial no charge possibility). This was done against a criteria pool that included issues such as empirical evidence of success, support system, likely first-year cost, ease of use, my skill set, forecasted learning curve,

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perceived needs for the successful development of the website.  Once the open source dimension was settled, a further decision had to be made in determining which CMS of the very many was most appropriate.  A short list of possible options was selected and weighed against a similar criteria pool as in the first decision- making exercise. The CMS online comparison tools: cmsmatrix.org and cmsmatch.com were of assistance in this exercise. Although WordPress is my choice for this exercise, I have designated CMS Made Simple as a possible contingency.

WordPress has a wide and significant pool of themes, templates, and plugins to assist with page layout, color mix, typographical choice, forms for comments, importing external media.  Additionally, it has robust roles and permission rules that can be extended through plugins.  Also, it has mechanisms to track revisions and revert to older content – this dimension coupled with the fact that I would be the sole person responsible for the design and maintenance of the website suggest no additional version control layers will be necessary at least in the first stages of the development of the website. I intend to build the complete website with native WordPress tools. However, if feedback suggests, the Home Page in its present format is not sustaining interest, and I can’t achieve a suitable template hack for the positioning of my full content, I anticipate designing and developing an external homepage embracing aTwitter Bootstrap template and importing this page or pages into the WordPress site.

The  Wordpress themes I was considering were HelpGuru; Newsflash, A Fresh Multi-Concept News and Magazine Theme; and Vivas, Blog Magazine Newspaper Wordpress Theme with Visual Composer. This was an ongoing exercise, and my initial audit of the themes looked favorable. HelpGuru is a clean and modern knowledgebase theme that has been created to help you support your products or services in style. Its useful set of

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features combine to provide an amazing framework for building an interactive knowledgebase website. Content can be easily organized using its drag & drop system. The other themes Divas, and Newsflash were organized and built more in line with the news, blogging nature of the parenting4dads tt concept.

However, when these themes were more closely examined, they were found to be: -Very image-driven, and not fitting into the parenting4dads tot topic.- One had visual page builder, and with this feature, one has to be very careful and possibly avoid as they can add too much page weight, behave badly without JavaScript and can be very distracting to work with. They just simply have too many layout options and or possibilities without them being necessary.- Ironically, the page weight was too much for all the themes, and or they were just not in line with the message concept parenting4dads tt had evolved into.

At this stage, I asked for recommendations from the MA Course Tutor, Prisca as to her opinion as to what possibly could be a suitable theme given my situation. She felt given her understanding as to what I was attempting to do with the concept parenting4dads tt; a possible workable theme is the WordPress MH Cicero Theme. The following quote was my introduction to the theme - MH Magazine WordPress theme is the perfect solution for bloggers, journalists, and editors who want to create organized online magazines and news websites. (950kB). After, careful analysis of the MH options, I decided to select the recommended option the MH Cicero theme. As this was truly a lightweight possibility and very much in line with the heavy word, blogging content of the parenting4dads tt concept.

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Additionally, the theme provided the creative maneuverability to import a child theme to the parent theme and customize the Header, Footer and Theme Functions. A CSS editor where significant parts of the Theme can be customized(see Section Delight). A Post dynamic that enables the posting of posts on a set page layout(my choice) for the Home-Page. A menu provision enabling the building of Navigation Bars in The Header and Footer Areas. A specific customize section providing access to Color Schemes, Header Image, Background Image, Menus, and Widgets. Visitors can rate articles, giving feedback on what content users are finding the most useful (or the least useful). Adding attachments and or inputting content to post and or articles and or pages is relatively straightforward, and the live search feature improves the user experience by eliminating unnecessary page loads. When it comes to setting up your website using the MH Cicero theme, the live customizer that is part of WordPress can be used to get a live preview of the changes you make to the site. This theme is fully integrated with the Discussion Board WordPress plugin to help you easily add a discussion forum to the website.I intend to make the website as accessible as possible.  In this light, I expect to use the WP Accessibility Plugin.  This plug-in helps with a variety of common accessibility problems in WordPress themes. While most accessibility issues can’t be addressed without directly changing your theme, WP Accessibility adds some helpful accessibility features with a minimum amount of setup or expert knowledge. I have added some other WP Plugins to help with Security, Analytics, Page-Scroll, Caching, Minifying, and SEO.

WordPress Web Hosting – Due to the natural rhythm of the evolution of this website, I considered two hosting agreements: the shared arrangement and the Virtual Private Server option. The cost, the nature of the website and its position in its possible

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life cycle suggested to me, the selection of the shared solution is the best fit at this time.  Initially, I was leaning towards HostGator.com to provide this service. This hosting provider appears to have the right balance of service, security, cost, reputation, and reviews. However, I selected Clook Internet for this service, particularly because of the high-quality service I received from them during the duration of the MA program.

To minimize successful hacking efforts, I intend to instigate a security policy that ensures a few key rules are observed to keep the site as secure as possible:Use strong passwords for all user accounts.Choose a reputable hosting provider where websites on shared servers are isolated from each other.Keep WordPress core, MH Cicero themes and plugins up-to-date.Use an intrusion detection and prevention system like Wordfence (In Use)as an additional layer of security.Remove all old and unmaintained web applications including old backups of the site from your website.Ensure there are no sensitive temporary files lying around on your website.Ensure there are no subversion, git or other repository files publicly accessible.

5.1)Summarizing Key Issues:Website – parenting4dadstt.com - parenting4dads tt children matter.Choice of tool to assist with building and storing the Content of the website - Content Management System(CMS).Choice of Content Management System – WordPress Choice of WordPress Theme – MH Magazine WordPress theme, MH Cicero Theme is selected.  This theme has mechanisms to track revisions and revert when necessary. Also, I would be the

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sole person responsible for design and maintenance, therefore no further initial version control layers will be required.Accessibility, Security, Analytics, Page-Scroll, Caching, Minifying and SEO Plugins are being utilized. – These WordPress Plugins will be used to assist with in their respective areas.The Domain was registered on July 25, 2017. Actual snippets from the email indicating this - Domain Registration - parenting4dadstt.com - 1 Year/s (25/07/2017 - 24/07/2018) £10.99 GBP. Status: Paid.Security – A website security Policy will be established.  This Policy statement will identify key security rules the website will address.Web Hosting – The website will be hosted via the shared hosting arrangement and the company Clook Internet will be responsible for this hosting.HTTPS was not pursued concerning the site. I felt due to the scale of the project, no monetary exchange in the short term is likely to take place and was not convinced it would have any meaningful impact on SEO issues. However, this issue is being reviewed, and for the start of parenting4dadstt.com second year of existence, this situation is likely to be rectified.

6.0)Key Delight Issues Supporting Core Marketing Activities/PositioningThe nature of the MH Cicero Theme enabled the parenting4dads tt website to be built from what I describe as a “Root of Two” foundation. The Home Page was built via the Static Front Page provision of the Theme where a post with different types of layouts and media supporting capabilities can be posted. The most recent dated post appear first on the Front Page. The navigation bar was built via the menu provision of the Theme. In this area, content is built through Pages. The main Page is established, and this becomes a classification on the navigation bar. Additionally, different options are available for the layout of

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the page. From this page, different sub-categories can be established, and they appear in the drop-down list on the website when the mouse hovers over them. In the parenting4dads tt website, most of the content on the site can be sourced from the Front Page or all of the content via the classifications on the Navigation Bar(“The Root of Two”). This has been done to embrace a user-centric approach and improving the quality of the user-experience on the site. Presently, the navigation bar posses eight(8) primary classifications. These are Home, Fatherhood, Behavior, Research, Topics/Forum, Resources, Contact. The Behavior classification has six(6) sub-categories. Each sub-category discusses and explores a different behavioral trend. The Research classification has four sub-categories. Each sub-category publishes a relevant research exercise undertaken by the Fatherhood Institute Uk and published with Permission from them.

The website parenting4dads tt employs four(4) key colors and In-Line with its positioning thrust, decisided to use a mature, relax and subtle color palette. For the most part, all key areas would be a blend of a blackish variant(#343434), a gray base(#EDEDE6), and white(#FFFFFF). To generate impact a gray variant(#E1E5DE) was stealthy employed on areas such as; ul.menu, .entry-content ul, .page ul, .entry-title .feature-caption background property.

The brand, parenting4dads tt children matter utilizes three colors. Parenting4dads tt uses the yellow pulse of #ffff00 while children matter comes with the contrasting white on a blackish variant #343434. The brand was designed with simplicity and no-frills as the focus yet the color-mix is impactful and draws attention. Interestingly the size of the font is 25 pixels while children matter is 16 pixels - this relatively small font size and the Bree Serif font-family used in styling will impact the professional pulse of its

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expression. The root of the brand design is the HTML code; <div class="logo-text"> <h1><span class="logo-name">parenting4dads tt</span> children matter</h1> </div> while the following CSS does the styling .logo-text{padding-top:10px;padding-left:54px;}header h1 .logo-name {

font-family:"Bree Serif"; font-size: 25px;

color:#ffff00;}header h1{color:white;font-size:16px;}

Simple, yet riveting a professional vibe that that speaks to the loyalty of Trinidadians (tt) and concerned about the well-being of its children(children matter)

Extent of Customization To achieve the perceptual vision I had for the site, a level of customization for the theme was necessary. These Included: The child-theme was uploaded, and via the header and footer themes the parenting4dads tt brand was coded and styled. Most of the list on the site was configured to have a CSS styling of background:#E1E5DE and padding and margin tweaks. The Theme’s h5 and h6 HTML header tags were coded to stealthy represent a relevant quote with the colors of the site’s

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brand(yellow, white and the blackish variant #343434). The color-mix on all the widgets in the Front-Page have styled away from the theme. CSS styling was added to change the header sizes and color mix in a number of ways for the slider on the Front-Page. The Navigation Bar had to be styled to achieve balance. The anchor tag(a) was customized. The site had to be tweaked to accommodate full mobile responsiveness. The following media query rules were embraced;

@media screen and (max-width: 768px){ h5{

float:left;text-align:left;width:100%;font-size: 90%;

margin-bottom:30px;}h6{float:left;

text-align:left;width:55%;font-size: 90%;

margin-bottom:30px;}@media screen and (max-width: 478px){ h5 {

float:left;text-align:left;width:100%;font-size: 80%;

margin-bottom:30px;} h6{

float:left;text-align:left;width:60%;font-size: 90%;

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margin-bottom:10px; } h3.entry-title{ font-size:90%;} h1.entry-title { font-size: 85%;}

6.1)The nature of WordPress MH Cicero Theme, its feel, color mix, the way it has been architecturally configured, the content, how the theme has been customized all has been fused and working in a harmonious flow aimed at the identified target markets and generating more than acceptable levels of user satisfaction and sustainability.

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7.0)Controls/Analysis - Monitoring Implementation The website parenting4dadstt.com has been up and running for the last month. The WordPress Plugin Google Analytics WD has been installed from the start of this period. Consequently, a fair amount of intelligence is available for on-going assessment of the site’s performance thus far. The following is an actual snippet taken as of today’s date  

 

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The above data suggest the site has sparked a level of interest. Interestingly, the sessions coming out of Trinidad and Tobago with only a limited viral campaign targeting that space thus far has been credible. The total amount of users for this period is 304 users with a daily average of just over 10. The total sessions were

654 with an average just under 22 - not bad.

For a website being built on the quality and value of its content. The above indicators suggest ok results. During this period the

PAGE VIEWS BOUNCE RATE % NEW SESSIONS

PAGE VIEWS PER SESSION

Total 4311

Average 143.70 43.73% 30.58% 6.58

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website had a total Page Views of 4311, with a daily average of 143.70 Page Views. The Bounce Rate - that is, the percentage of single-page visits (or web sessions). It is the number of visits in which a person leaves your website from the landing page without browsing any further. This site’s Bounce Rate has a percentage value of 43.73, where the rule of thumb is, a rate in the range of 26 to 40 percent is considered excellent. Again implying people may be reading the content. The percentage New Sessions average score came in at a credible 30.58% while I am pleased with the fact that for the period 2017-09-18 - 2017-10-17 the average Page Views Per Session is 6.58. Just above six pages are viewed per session - not bad.

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Additionally, the above pie-chart provides evidence for the same period 2017-09-18 - 2017-10-17 . It may suggest that viewers may be reading the content and returning to the site. However, a 70% to 30% ratio re Returning Visitors to New Visitors may suggest work needs to be done to attract more New Visitors to the site.

7.1)Search Engine Optimization MonitoringThe WordPress Plugin, Yoast SEO has been installed from the beginning of this period under review. All Pages and Posts have been monitored for word length and Readability issues. These measures are rated ok as of today’s date. This plugin was instrumental in facilitating the writing of the Meta Description for each Page/Post, the site’s XML Sitemaps and the healthy link status of the site.

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7.2)Website Monitoring

Website Grader

Gt Metrix

Additionally, all indicators suggest the website parenting4dadstt.com is also performing credible. Both the Website Grader and the GT Metrix online testing tool gives it credible scores on speed, size, SEO, security and responsiveness.

All of the above key issues are being monitored on a daily basis, the contingency program(4.7.9) have been put in place. I am committed to the best policy practices of Agile Marketing(4.7.7.8). Consequently, once indicators suggest an alternative course of action is required - then, such actions would be put in place.

PERF MOBILE SE0 SECURITY TOTAL

parenting4dadstt.com

19/30 30/30 30/30 10/10 89/100

PAGE SPEED YSLOW FULLY LOADED TIME

SIZE REQUEST

parenting4dadstt.com

B 88% C 74% 1.9S 723KB 53

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This report acknowledges the Analysis, Planning, Implementation and Control measures which have gone into the Digital, Website Project parenting4dadstt.com. It details the research that identified the need for the concept. It guides the focus on the Strategic Task that appears most attractive while applying the critical strategic marketing principles of Segmentation, Targeting, and Positioning. This has been done while fusing the most recent thinking in Web Design, Content Planning, Digital Marketing, and Marketing. Ultimately, its real test will be on its sustainability and for that only time will tell us the answer.

ReferencesMcDonald M., and Dunbar I.(2012) Market Segmentation How To Do it How to Get It Right, Revised 4th Edition, Wiley Publishers.

McDonald M., and Wilson H.(2016) Marketing Plans How To Prepare Them, How To Profit From Them, John Wiley and Sons(2016)

Chaffey D., and Ellis-Chadwick F(2015) Digital Marketing, 6Edition, Pearson.

Kotler P., and Armstrong G.(2015) Principles of Marketing, Global Edition, Pearson.

Piercy N., (1995) "Customer satisfaction and the internal market: Marketing our customers to our employees", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 Issue: 1, pp.22-44, https://doi.org/10.1108/EUM0000000003878

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