The document discusses a situation analysis and strategy for increasing awareness of a new home buying offering through digital means. It outlines objectives like improving site traffic and capturing customer data. The strategy involves segmenting first-time buyers aged 25-34, customizing content, and building community. Tactics include optimizing the website, search, email, video/photo content, and paid search campaigns. Performance will be monitored through web analytics, surveys, and tracking site visitor profiles and returns on marketing investments.

1. C Cris Morgado

4. Social media is people having conversations on line Simply put

5. Companies that don’t realise that their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity”. According to www.cluetrain.com

6. I began by listening.

11. Sizzle

13. Speak

14. Objectives How to increase awareness of CA New Build HomeBuy offering to first-time buyers through its website and other digital means? How to engage with this market segment on-line? How to improve site traffic and stickability How to capture personal data to increase Circle Anglia’s database of potential customers and allow for dialogue? Overall improve Circle Anglia’s marketing message and strengthen its brand through different on-line tools?

21. Actions A single point of contact Managing external agencies

23. Actions www.clicktracks.com Monitors site user profile PPC/ SEO/ ROI www.Ethnio.com Surveys

24. Examples

26. www.Ethnio.com Surveys

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