Submission 1 - DSMMCM1819

Task 1: Description of Ryman

As part of our DSMMCM1819 unit we have partnered up with Ryman Stationary. Ryman is a leading stationery company who operate in the UK selling stationary and office supplies.

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Task 2: Identification of new PSO

Chosen PSO: Online Arts & Crafts Tutorial

Justification:

• Cost effective in comparison to PSO B and C (See A1)

• Integrates well with Ryman brief (Grave, 2018)

• Primary School children becoming more active on social media (see D1) (Ofcom, 2016)

• Effective way of providing creative, educational online activities

• Convert into online sales via parents

Reasons for not choosing PSO B and C

• Expensive (See A1)

• Time consuming

• Reshaping of the business

Risks of choosing PSO A

• Does not guarantee conversion to online sales

• Focuses on just B2C rather than integrating both B2C and B2B within the PSO

• YouTube is a very competitive marketplace with over 1.8billion users (Gilbert, 2018)

• PSO C has the potential to build lucrative B2B relationships

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Task 3: Key phrases for new PSO

Chosen:

• DIY

• Craft shop near me

• DIY tutorial

Justification:

• (a) has higher volume, lower competition in comparison to (b) (See D2 & D3)

• (d) is more relevant to PSO compared to (c) (See D4 & D5)

• (e) is a new market opportunity, low CPC & low competition (See D6)

Risks:

• (a) high investment, has B&Q as strong competitor

• losing (b) audience

• (c) is the cheapest option

• (d) has Hobby Craft as strong competitor

• (e) is a new market, need to build audience

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Task 4: Key Phrases for DigiSpringUK

Chosen:

• Ryman Stationery

• Digital Agency Manchester

• MMU SEO

Justification:

• (a) relates to our unit DSMMCM1819, they are our client, and its included in our SEO

• (c) specific to location

• (d) zero competition and CPC

Risks:

• (a) our website isn’t what people look for when they search it.

• (c) it's a broad search and not specific.

• (d) it’s competitive and expensive.

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Team:

• Sophia Richmond: 16014958

• Oliver Taylor: 16026205

• Josh Johnson: 15063274

• Gizem Kul: 15072538

• Kong Shan Shan: 16058589

Total Word Count: 574