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WEB COMMUNICATION

CAMPAIGN PROPOSAL

Prepared by : JAYS Consulting


Prepared for : MESH
Prepared on : 28 March 2017
JAYS Consulting

JAYS CONSULTING

JAYS Consultings mission is to have a professional team working,


partnering and collaborating with various parties in innovating the
web, the internet and the digital world.

Our vision is to be the best provider and help for companies in their
web presence to face the digital world of the 21 st century and
beyond.

JAYS Consultings aim is to provide Communication, Information


Communication Technology, Marketing and Public Relations
services for small and medium enterprises and non-profit
organisations in managing their websites, communication
campaigns via the use of websites and other web-based services.

Our objectives are:


To provide the best consultancy for small and medium
enterprises and non-profits by performing the best web
designs, web campaigns, web managements, social media
maintenance and other web-based services
To provide a collaboration for various parties in their
innovation via the use of the web
To be the link between parties and society by providing
professional communication plans, strategies and tactics that
targets specific demographics of society
To perform various web-based services that are done to
improve an organisations standing in the increasingly

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digitised world by fully understanding their organisational


needs and business objectives

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Executive Summary

JAYS Consultings mission is to perform and deliver the best quality consultations to meet
specific needs for our clients. Our vision is to contribute and innovate the marketing industry
of the web. In web communication campaigns, our professional members, networking and
high quality resources help to give customers the best possible campaigns for their websites.

After receiving the oral client brief from Ms. Meave Berry from MESH at Murdoch University,
we have performed our research, planning and presentation that we will deliver in the form of
a web campaign proposal for MESH. In our research and planning, we have drawn
conclusions based on identified observations and interpretations of various references and
source materials.

In providing the best quality consultations for MESH, we in JAYS Consulting will provide a
thorough situation analysis and appropriate goals, objectives and strategies. Furthermore, we
have identified key stakeholders or audiences and appropriate messages, channels and
tactics. Not only that, we uphold campaign planning principles including timetabling and
budgeting. Our research and evaluation plan are linked to the campaign goals and objectives
for MESH. We will provide consultations in how to engage audience members.

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Table of Contents

JAYS CONSULTING .................................................................................................... 2


Executive Summary ......................................................................................................... 4
I. Background .................................................................................................................. 6
II. Problems and Opportunities ........................................................................................ 7
III. Objectives................................................................................................................... 8
IV. Target Publics ............................................................................................................. 9
V. Message .....................................................................................................................11
VI. Strategies ..................................................................................................................13
VII. Channels and Tactics.................................................................................................14
VIII. Timeline ..................................................................................................................16
IX. Budget.......................................................................................................................18
Extra: Web Analytics, SEO and Information Architecture .................................................19
Web Analytics ........................................................................................................................ 20
Search Engine Optimisation and Information Architecture ...................................................... 21
X. Evaluation ..................................................................................................................23
Acceptance .....................................................................................................................24
Appendix ........................................................................................................................25
I. Problems and Opportunities Specifications .......................................................................... 25
II. Strategy Specifications........................................................................................................ 27
III. Three Personas Specifications ............................................................................................ 33
Persona 1 ...................................................................................................................................... 33
Persona 2 ...................................................................................................................................... 35
Persona 3 ...................................................................................................................................... 37
IV. Channels and Tactics Specifications.................................................................................... 39
IV.I. Controlled Channels .............................................................................................................. 39
IV.II. Uncontrolled Channels ......................................................................................................... 42
V. Timeline GANTT Chart and Specifications ............................................................................ 43
V.I. Timeline GANTT Chart ............................................................................................................ 43
V.II. Timeline Specifications .......................................................................................................... 44
VI. Budget Specifications ........................................................................................................ 46
VII. Budget Spreadsheet ......................................................................................................... 48
VIII. Search Engine Optimisation Analysis ................................................................................ 50
IX. Web Analytics Analysis ...................................................................................................... 63

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I. Background

This document is the official document for the web campaign proposal from JAYS Consulting
to MESH Murdoch University. Including this Background section, this document is divided into
10 sections. MESH should refer to this document as the basis of the web campaign proposal
pending changes made by JAYS Consulting.

JAYS Consulting understands the background of the web campaign proposal for MESH.
MESH was founded in 2011. It is a website which showcase student work and courses on
offer to target various audiences from the production units in Murdoch Universitys Sc hool of
Arts. The website aims to engage with present and new students, industry professionals and
networks, and to highlight industry work.

The newly formed MESH team comprises of:


1. Meave Berry as Lead Consultant
2. Renae Desai as Lead Strategist
3. Mark Cypher as Lead Developer
4. Chris Smyth as Engagement Manager

To support the MESH teams strategy to officially launch in the next 12 months, JAYS
Consulting has understood that MESH would like a web strategy proposal that utilizes new
media, in particular social media platforms to create a presence and engage the Singaporean
public. This is specified further in Section VII. Channels and Tactics. Furthermore,
specification of the tasks provided by MESH for JAYS Consultings consultation is detailed in
Section VI. Strategies.

JAYS Consulting has outlined the timeline and budget for this web campaign proposal. We
have understood that the campaign timeline is 3 months from March 2017 to June 2017 and
the initial campaign budget is SGD 5,000. The timeline in the form of a GANTT chart is further
outlined in Section VIII. Timeline and the budget plan is shown in Section IX. Budget.

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II. Problems and Opportunities

JAYS Consulting has found that in launching MESH to the Singapore Community, MESH has
experienced problems. In analysing MESHs web analytics from February 2016 until February
2017, we have identified that there is low amount of users who return often and use the
website daily. The amount of bounce users is also statistically high at 42%. Furthermore,
Singapore visitors ranked on third, after Australia and Russia.

However, the Singaporean market provide various opportunities for MESH to be launched. It
has a high number of young to middle-age user. They are also more productive than other
cities and countries in the region. Furthermore, Singapore companies have good relationship
with students of higher education for their training and working experience. There are also
substantial young working adults who can contribute to MESHs causes in Singapore.

Furthermore, the initial budget at $5,000 will most likely be not enough and JAYS Consulting
will help in finding suitable sponsorships and beneficial partnerships for MESH. Not only that,
MESH lacks having the most popular social media such as Facebook, Twitter and Instagram.
An opportunity in this area is to utilize Murdoch Universitys connections for sponsorships and
partnerships. MESH also have small league social media platforms they can utilize to bring
attention to its Facebook page in order to have at least 2,500 Facebook followers by the end
of the web campaign.

In terms of content plan of the website, we have identified that MESH does not sufficiently
showcase on student and staff works. We have also found out that a proper advertisement
platform for MESH is important in Singapore. There is a need for a light website with easy
navigability for Singaporean visitors to be engaged. The web analytics also shows that the
courses and news menu are the most visited page in MESH, hence this can be utilized to
further engage the Singapore market.

From the understanding of problems and opportunities, JAYS Consulting provide a launch
plan for the website by considering unforeseen disruption of event and resolving the disruption
by adjusting the timeline. This should provide better framework to other tasks. For further
analysis of the Problems and Opportunities, please see Appendix I.

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III. Objectives

JAYS Consulting provide the objectives of this web campaign for MESH based on our
understanding, research and planning of the main tasks that needs to be done within a time
period and budget constraints:
1. To launch MESH to the Singapore community by
a. increasing website visitors from Singapore by 150% by the end of the campaign
period. Latest analytics, Singapore visitors are 15% which is around 819
sessions
b. Increasing website visit duration to minimum of 1 minute average by the end of
the campaign period. Latest analytics, percentage of audience viewing longer
than 1 minute is only around 20%
c. generating 150% more views on students and staffs works website page by the
end of the campaign period. Latest analytics, webpage views on students and
staffs works are less than 1% or less than 1200k
2. To leverage sponsorship partners by:
a. Obtaining partners that can provide additional funds
b. Obtaining partners that can provide manpower
3. To integrate social media platforms by:
a. enhancing MESHs social media profile, lifting MESHs name in online media
(making MESH more well known)
b. having at least 2500 Facebook followers on MESH Facebook page by the end
of the campaign
c. providing content for the audiences would find interesting in the Facebook page
to attract and retain audiences
d. proposing a content plan by providing more coverage on staffs and students
work by moving staffs and students works to the front page/landing page
4. To share MESH to the member of the public by providing advertisement poster and
media board around places with high volume of people
5. To provide structured time frame for tasking via smooth flow of the work and creating
scheduling of task chart, prevent work overlapping each other
6. To increase MESHs engagement to its audiences and public by developing three
personas for its website

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IV. Target Publics

JAYS Consulting has identified three types of target publics for MESHs web communication
campaign in Singapore.

The figure above shows that the target publics, stakeholders and audiences can overlap.
General artists in Singapore can be considered as part of both target publics, stakeholders
and audiences.

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Target Public
To whom the campaign is targeted at
Singapore community Introducing MESH to Singapore community
Facebook community 2500 Facebook followers
Murdoch students and staffs
Artists community

Target Stakeholders
Individuals, groups, or companies that may be partnered with
Design firms
Art museums
Artists
Art schools
Kaplan Singapore

Target Audiences
The intended audience, specifically whom the advertiser are trying to attract. Majority of MESH
audience are 18-34
Art graduates
Art students
High school graduates
Artists
Any stakeholders with interest in art

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V. Message

JAYS Consulting has identified a main message and four additional messages that creatively
targets the various publics and fulfil the objectives of the six tasks at the same time:

Main message:

Art is but an expression of feelings which go


undescribed, we bring out the professionals in
you and help you vent the emotions

Sub messages:

Work of Art is global

Art is but an expression of feelings which go undescribed

Everyone has emotional distraught, some chose to express it with Art

The culmination of human being is a work of art by itself

No work of art is perfect, this is why every piece is unique

MESH is professional

Each of us are all artists, we make it professional

Every piece is a work of art, we ensure it

MESH helping artists

When the dance of your brush is not heard, we are here to provide an ear

Let us hear your passion, pencil, brush, or tablet

We are your channel for your creation

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We create good works

Our trust lies within our artists, for they are what we are

Providing you with the works from only the best

Presenting the best artwork, period

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VI. Strategies

JAYS Consulting has proposed various strategies of this web campaign for MESH based on
our understanding, research and planning of the main tasks that needs to be done within a
time period and budget constraints. For our basic consulting fee, JAYS Consulting has
provided six strategies that are based on each and every task. Please take note that each and
every strategy may have some elements of offline strategies. The six strategies are:

1. Launch MESH to the Singapore Community: Telling a Great Singapore Story from
Artwork
2. Attract partnerships/sponsorships
3. Social media strategy: 2500 Facebook followers : Combining Offline and Online
Strategies to Increase Awareness to MESH Facebook Page
4. Content plan with one example on the website: Showcase the Best Artwork by Both
Students and Staff on MESH Websites Landing (Home) Page
5. Launch plan (timeline) for the website: This strategy is outlined on its own in Section
VIII. Timeline
6. Two personas: Targeting the Right Fans by Identifying the Largest Two

For the specification of each six strategies, please refer to Appendix II.

For each and every strategy, JAYS Consulting will divide it into three parts:
1. Pre-campaign: research, planning and design stage of the specific strategy for the
campaign
2. Campaign: implementation of the specific strategy
3. Post-campaign: re-evaluation, testing and feedback of the specific strategy

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VII. Channels and Tactics

JAYS Consulting has researched the current channels that MESH is currently having or
maintaining. The following is our preliminary analysis:
Website
o Problems limitations for website already listed in Problem/Opportunities and
analytics
YouTube
o MESH Youtube Channel does not even appear on Youtube search list with
keyword MESH. MESH Youtube channel only has 12 subscriber on their
channel with a total of less than 5 thousand views. The latest video is also from
3 years ago. Summarizing, MESH Youtube channel is greatly unnoticed and
uncared
Google+
o MESH Google+ account only has 3 followers, with latest post from 21 August
2015, this account is greatly unnoticed and uncared
Vimeo
o MESH Vimeo account only have 2 video with 0 followers and 0 likes. In short,
this account is greatly unnoticed and uncared
Flickr
o MESH Flickr account has moderate amount of posts, images, and videos. The
account itself however, has only 3 followers and also greatly unnoticed and
uncared
SoundCloud
o MESH Murdoch at soundcloud has posted 12 tracks with 8 followers. Their
latest post was from 7 months ago, making it the most popular platform MESH
has on this list aside from their website. This account though, is also unnoticed
and uncared.
MailChimp database of 800+
o MESH definitely have high number of subscribers in their Mailchimp database,
but this does not mean anything as the number show does not classified the
active and inactive user of the email address. Mailchimp email services
reached out to MESH subscribers by sending out marketing email and
automated message, by doing so MESH show that it has a well-structured
email marketing platform to manage it subscribers, but it downside will be

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MESH leaving these email address outcasted as no one will check on it or


update them.

For these channels and tactics of MESHs web communication campaign, JAYS Consulting
will be focusing more on online advertisement as MESH is an online website, it objective is to
showcase student artwork online. We will be focusing on an online tactic to help reduce the
advertisement cost and reaching out to the younger target audiences who usually are network
savvy, as for the rest of offline advertisement if we are able to get the right resources we
definitely will be involved in that direction of the high end budget. Please refer to Appendix IV
for the full list of specifications for the proposed channels and tactics for MESHs web
communication campaign in Singapore.

For some of the online tactics, we propose that we will be using online media publisher and
social media influencer to promote MESH here locally, online media publisher like TSL (The
Smart Local) mainly focusing on lifestyle and event has around 1 million visitors each month
to their website alone, this show that an online media publisher has the potential of helping
MESH to step foot here in Singapore.

Using social media influencer help us to gain young audience in promoting MESH at their
media platform, social media influencer here in Singapore play an exclusive role in the market
as the target audience will be young adult, as these young adult are the majority of followers
on the social media platform of a particular influencer we can determine that they are also
network savvy person, this proof that the influencer does help us to attract the right audience
who are able to surface the net and are interested in artwork.

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VIII. Timeline

The following is the summary of the timeline of MESHs Web Communication Campaign. For
the complete list, please see Appendix V.

Telling a Great Singapore Story from Artwork


Pre-campaign: promotion (6 Mar to 19 Mar) - 14 days
Campaign 1: communication (20 Mar to 2 Apr) - 14 days
Campaign 2: registration for students (20 Mar to 16 Apr) - 28 days
Campaign 3: announcements (20 Mar to 16 Apr) - 28 days
Campaign 4: advertisements (20 Mar to 16 Apr) - 28 days
Pre-campaign: monitor (17 Apr to 30 Apr) - 14 days

Attract partnerships and sponsorships


Pre-campaign (13 Mar to 26 Mar) - 14 days
Campaign (27 Mar to 30 Apr) - 35 days
Post campaign (30 Apr to 14 May) - 14 days
Combining Offline and Online

Strategies to Increase Awareness to MESH Facebook Page


Pre-campaign 1: SEO (3 Apr to 9 Apr) - 7 days
Pre-campaign 2: Facebook links and ads (3 Apr to 16 Apr) - 14 days
Campaign 1: announcements (17 Apr to 23 Apr) - 7 days
Campaign 2: social media (17 Apr to 7 May) - 21 days
Campaign 3: contest (24 Apr to 7 May) - 14 days
Post-campaign (8 May to 25 Jun) - 49 days

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Showcase the Best Artwork by Both Students and Staff on MESH Websites Landing
(Home) Page
Pre-campaign (24 Apr to 7 May) - 14 days
Campaign (8 May to 28 May) - 21 days
Post campaign (29 May to 25 Jun) - 28 days

Web Audience: Two Personas for MESH


Pre-campaign (20 Mar to 26 Mar) - 7 days
Campaign (27 Mar to 9 Apr) - 14days
Post campaign (10 Apr to 23 Apr) - 14 days

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IX. Budget

JAYS Consulting has categorized the budget of MESHs Web Communication Campaign into
two parts as part of the variable budgeting for this project:
Low end
High end

For those two ends, we categorized the budget into five categories:
Personnel costs
Operating and material costs
Media cost
Equipment and facilities
Administrative items

To summaries, the initial budget that forms the low end budget is capped at SGD 5,000. The
high end budget is proposed to be at SGD 13,950 from sponsorships and partnerships. Note
that JAYS Consulting does not pursue physical and digital advertisement fee, and no web
management service (CMS, SEO, etc.) fees. This are purely the budget for the campaign of
this project. For the complete list, please see Appendix VI. For the excel spreadsheet
screenshot, please see Appendix VII.

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Advanced: Web Analytics, SEO and Information Architecture

We in JAYS Consulting firmly believe in the importance of Search Engine Optimisation of our
clients. We provide research, planning and consultation for our clients for their websites SEO,
Information Architecture and we analyse web analytics of the website.

In this brief introduction to our analysis of SEO, IA and Web Analytics for MESH, we have
encountered some current problems that we would like to present for your view and
knowledge. Please take note that this is an additional work and will require additional fees
from our consultancy.

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Web Analytics

JAYS Consulting firmly believes in the power of Web Analytics in which we based our analysis,
research and planning for every project with our client. Web Analytics provides an objective
view of a website and its place in the web environment. From Web Analytics, we can find the
problems and opportunities that websites have in relation to a specific set of aims and
objectives.

Please refer to Appendix IX for the detailed specification on the Web Analytics done from
February 2016 until February 2017 on MESH.

The Web Analytics for MESH shows five important things:


Audience Overview: The highest number of the sessions was 140 on late
November/early December 2016. This pie chart shows that the numbers of visitors by
containing the new and returning of visitors. The returning visitors were 65% and the
new visitors were 35%.
Users engagement: there were 5260 sessions out of total 100% and 12928 page
views out of total 100%. The highest number of users engage the session duration
was from 0-10 seconds, 2692 sessions and 3378 page views.
Sessions: the total number of sessions was 203, 184 total users and the 296 total
page views. The highest number of the sessions was 30 on 1 February 2017. This pie
chart shows that the numbers of visitors by containing the new and returning of visitors.
The returning visitors were 12.8% and the new visitors were 87.2%.
Country of users: the users flow of the statistics shows that the three country of users,
starting pages of 5.3k sessions with 3,8k drop-offs, 1st interaction until the 3rd
interaction. Australia have 2.1k users gone to the 3.4k users flow of starting pages.
Singapore have 817 users that why it is the least population. Hence, the users flow of
starting pages have the most populated.
Demography: people of the demographic age of 18-24 is 44% of all ages accessing
the website, while for the ages 24-34, the percentage is at 31.5%.
Landing page: the landing pages of the courses and the homepage shows that the
users click on the landing pages on different courses. For web communication course,
the users go to that course have 1485, (12.16%) impressions and 27 times of clicking.

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Search Engine Optimisation and Information Architecture

In JAYS Consulting, we believe the true value of a website is determined by a number of leads
it can bring to the owner for the growth of the business. What is the point of having a website
without any leads being generated from it? SEO will provide MESH with free and unlimited
leads. We recommend MESH to do SEO for greater traffic and leads generation in Singapore.
It also helps to grow MESHs branding as well.

These are the most important advantages of SEO and information architecture for MESH:
1. Free and unlimited leads. The cost of advertising on newspapers can cost a few
thousand dollars per day. SEO allows MESH to connect to your customers for free.
The traffic to the website is unlimited.
2. Targeted audience. Unlike newspapers advertisement, MESH pay to get readers to
look at your advertisement. This group of readers also include those that are not
interested in your products/services. SEO allows for a targeted audience. Only when
potential customers search for the keywords you have optimized, your website will
appear.
3. Expose MESHs advertisement 24 hours a day, 7 days a week. The Internet is
always available so is Google. SEO allows your website to be found anytime and
anywhere.
4. Perform business intelligence. A good information architecture of the website can
provide benefit in the long run. Patterns, trends and other web analytics features can
be generated to maintain competitiveness in the market.

In our research, we have found significant problem in our analysis for MESHs SEO and
information architecture. Please see Appendix VII for specifications.

JAYS Consulting has provided an in-depth SEO and Information Architecture Plan for MESH
in its launch to the Singaporean market. Based on the analysis of the problems above, we
have prepared an SEO and Information Architecture plan. Please see Appendix VII for
specifications.

For simplicity purposes, we will demonstrate our basic SEO strategy. using Google Keyword
Planner Tool. This tool allows us to find the right keywords to target for various types of online
advertisements that is part of a basic SEO strategy. JAYS Consulting propose the use of this
strategies:

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1. Budget
2. Target audience
a. Locations: set to Singapore, Singapore
b. Networks: to be determined
c. Keywords:

i. Graphic design courses


ii. Art school
3. Bids
4. Text ad

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X. Evaluation

When doing our research and strategizing, we realize that MESH's major problems would be
how unpopular MESH is in all social media platforms, especially the most popular ones such
as Facebook, Twitter and Instagram. Thus, we will build our strategies with each and every
objective to raise MESH's popularity within social media, especially to the Singapore
community and Facebook.

Methods that we will use to help frame MESHs web communication campaign is to provide
the best quality consultation possible to fulfill each and every task that has been briefed in the
client brief. Only after they have been satisfactory to our client, then we will move on to other
methods such as SEO and IA which are complementary in nature to the campaign. We realize
that our strategies are not perfect, therefore, we will progress the campaign in a steady manner
to enable us to monitor the whole campaign in best way possible. Furthermore, we fully
understand that changes to society and the web environment are unpredictable. Hence, we
will uphold our professionality and will bring together MESH to have continuous and regular
meetings in order to have an effective and efficient communication to meet their objectives
and evaluate for the future.

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Acceptance

Affix your electronic signature below to indicate your approval of the proposed web
communications campaign outlined above. Our project management team will reach
out to you to begin coordinating the audit within one working day.

AGREED TO AND ACCEPTED:

___________________________

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Appendix

I. Problems and Opportunities Specifications

Task Problem Opportunity


Launch MESH to the Low amount of user who High number of young to
Singapore Community return often and use the middle-age user in
website daily Singapore (productive age
users)
Amount of bounce users are
statistically high at 42% Beneficial if the bounce
visitors can be converted to
Singapore visitors ranked on recurring visitors.
third, second to Russia with
Australia on first Singapore companies have
good relationship with
students of higher education
for their training and
working experience
Young working adults in
Singapore who can
contribute their respective
work to bring the advantages
of the working society

Attract Budget most likely not be Murdoch has connection


partnerships/sponsorships enough, need sponsorships which MESH can utilize for
and partnerships starting sponsors. (First
choice of sponsors before
considering other
partnerships)

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Social media strategy: Lack of popular social media MESH have small league
2500 Facebook followers platform such as Facebook, social media platforms they
Twitter, Instagram, etc. can utilize to bring attention
to MESH Facebook page

Content plan with one MESH website does not Light website with easy
example on the website showcase much on students navigability
and staffs works
The courses and news menu
are the most visited page in
MESH website

Launch plan (timeline) for Unforeseen disruption of Able to resolve the


the website event which occurrence disruption by adjusting the
during the timeline timeline, this provide better
framework to other task

Two personas Wrong target audience, as Able to reach out to more


Mesh focus on showcasing member of public
student artwork on the
website

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II. Strategy Specifications

Task Strategy
Launch MESH STRATEGY NAME: Telling a Great Singapore Story from Artwork
to the
Singapore Pre campaign
Community Building hype/excitement/curiosity through covert promotion;
Coming soon, etc.; [optional]
o Website and social media
o Change to website layout
Campaign
Word of Mouth communication
Mandatory registration for students [optional]
Advertisement [budget constraint]
Announcements to classes/students
o Offline promotion
Word of Mouth communication
Physical advertisements (Brochures, posters,
pamphlets, etc.) [budget constraint]
Announcements to classes/students
o Online promotion
Direct email to students
Direct email to public [optional]
Advertisement in Murdoch official website
o Social media promotion
Facebook
Post campaign: monitor and re-assess campaign

Attract STRATEGY NAME: Attract Partnerships and Sponsorships


partnerships or
sponsorships Pre campaign
o Where to look for partnerships
Murdochs partners
Small scale companies

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Graphic design companies


Game companies
Art-based outlets (art store, independent artwork
shops, etc.)
Singapore Deviantart, Pixiv, or other art-oriented
website users in Singapore
Large-scale partner (International context)
[optional]
o Type of partnerships
Funds and sponsorship
Providing a one-time fund
Providing a continuous fund within
campaign period
Manpower
Temporary staffs
Permanent staffs
Materials or venue
Computers
Internets
Venue for event, etc.
Information
Analytics and statistics
Campaign
o Working with sponsors
What are to be done to fulfill the sponsorships is
discussed when forming the partnership
Maybe in form of advertisement, admission, etc.
o Post campaign
Ensuring the partnerships went well
Ensuring the sponsors obtained what they wanted
Leaving a good impression for future partnerships
Best result, permanent/long-term partnership
Post campaign: monitor and re-assess campaign

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Social media Strategy name: Combining Offline and Online Strategies to Increase
strategy: 2500 Awareness to MESH Facebook Page
Facebook
followers Pre campaign
o Announcing the competition
The competition which will be held would be a
general art competition, any form of art
(photography, 2d or 3d artwork, videos, skits, etc.)
are welcomed
The prize for the competition would be vouchers
from sponsors
The competition is to be announced in every
MESHs platform, including Murdochs and
Kaplans official website
The timeline of the competition is also announced
at this period
o The competition submission
The focus of the competition would be MESHs
Facebook page
For participants, they must own a Facebook account
and like the MESH Facebook page to be able to
submit their piece.
For viewers, when they want to vote, they must own
a Facebook account and like the MESH Facebook
page to vote for their favorite submission
Campaign
o Waiting period for submission
During this period, each participants may only
submit a piece for the competition
Voting is still closed, but viewers may already view
all the submission

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Even though voting is still unavailable, viewers will


mostly see the earliest submission before seeing the
latest
o Close submission
When the submission period is closed and no one
may be allowed to submit their piece after
o Voting period
After the submission period, the voting period will
open
All submission can be viewed on every platform
MESH has
However, the voting can only be performed through
MESHs Facebook page
In the voting period, each submission will be
viewed fairly without favoritism by MESHs side,
votes casted are also hidden within the voting period
Post Campaign
o Close voting
When the voting period is over, no more votes can
be given
All the submission will still be showcased on
MESHs various platforms
After vote closing period, votes are calculated
o Showcasing winners period
After all votes are calculated, the winners are then
announced
The winners will be announced using MESHs
various platform
The winning prize will be given and photo will be
taken as a form of commemoration and also
promotion
o Evaluation:

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As the main purpose is stated, is to gather a


minimum of 2500 likes on MESHs Facebook
page. The source of likes is projected to come
from:
Participants that like the page to
participate
Voters that like the page to view
participants submission and to vote
Participants that tell their friends and/or
social circle to like the page to vote
Potential industry person that want to scout
for good talent between submissions, they
have to like the page to view submissions

Content plan STRATEGY NAME: Showcase the Best Artwork by Both Students
with one and Staff on MESH Websites Landing (Home) Page
example on
the website Pre campaign
o Inform students that the best artwork by students and staff will be
shown in the website
Campaign
o Voting/selection of the best artwork by both student and staff
Post campaign
o Add slideshow on landing (main page) of the the best 3 artwork
each by the student and the staff

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Launch plan STRATEGY NAME: Web Audience: Two Personas for MESH
(timeline) for
the website Pre campaign
o DECIDE on which important and prioritize tasks?
o DECIDE whether tasks can be simultaneous or parallel?
Campaign
Follow pre schedule timeline as a base indicator of work flow
Update timeline or adjust work flow to prevent hiatus on work
Post campaign
Evaluate of pre and post timeline schedule to show the difference
of the workload located for future better plan

Two personas STRATEGY NAME: Targeting the Right Fans by Identifying the
Largest Two

Pre campaign
o Approval of the two personas
Campaign
o Engage audiences that match or closely match the two personas
Post campaign
o Evaluate the effectiveness of the two personas

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III. Three Personas Specifications

Persona 1

Name: Phibi Froske


Age: 17
Occupation: High School Graduate
Location: Canberra, Australia
Quote: Connections, they are valuable

Bio:
Phibi just graduated from high school and is considering to study art for university. She like
drawings, traditional and digital, although she claims that she is bad at drawing. Her limitation
however, does not stop her from trying and she has set a goal to graduate with art degree and
work as a designer.
Phibi Froske is an active girl with the tendency to socialize with anyone and everyone. She
appreciates designs and wish to be able to create her own and publicize it. She understands that
her skill in art is not great, but she is eager to learn all she could to achieve her dream.

Personality:
Introvert --------+- Extrovert
Analytical -----+---- Creative
Conservative --------+- Liberal
Passive --------+- Active

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Goals:
Master the concept of designing
Involved in a community with similar passion
To be able to publish her designs

Frustrations:
When theres no one to share ideas with
Being regarded as inadequate
Reaching limit of her skills

Motivations:
Incentive ========+=
Fear =====+====
Achievement ========+=
Growth ===+======
Power =======+==
Social =======+==

Preferred channels:
Traditional ads ====+=====
Online and social media ======+===
Referral ====+=====
Guerrilla efforts and PR =======+==

Brands:
Deviant art
Pixiv

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Persona 2

Name: Tobias Fate


Age: 21
Occupation: Art Student
Location: Sydney, Australia
Quote: we are all artist, but not everyone realize it

Bio:
Tobias is a student at Murdoch University, currently in his third year of study. Currently taking
bachelor in Visual Design, Tobias aim to work as an illustrator. Having been fascinated with
many form of arts since he was young, his skill with pencil and brush is exceptional. Yet,
Tobias claims that no one is an expert in art, everyone is always a beginner including him.
Tobias Fate is a calm yet enthusiastic individual, to a point where he can be described as
volatile when it comes to drawings. Hes highly passionate and keep himself busy with
painting. He often look for inspiration, anything that can keep his passion going and growing.
For Tobias, everything is art, and he intend to keep it that way. With such affection towards
art, he does not like it when someone insult art instead of criticizing.

Personality:
Introvert ---+------ Extrovert
Analytical --------+- Creative
Conservative -----+---- Liberal
Passive ------+--- Active

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Goals:
Hoping that everyone understand art
Sharing his ideas with those with the same passion
To be proficient in every form of art

Frustrations:
Any form of art being insulted
Being misunderstood
Artist block

Motivations:
Incentive ======+===
Fear ==+=======
Achievement ===+======
Growth =========+
Power ====+=====
Social =======+==

Preferred channels:
Traditional ads ==+=======
Online and social media ========+=
Referral ======+===
Guerrilla efforts and PR ==+=======

Brands:
Deviant art
Pixiv

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Persona 3

Name: Pence Rites


Age: 29
Occupation: Indie Game Developer
Location: Australia
Quote: Theres always new things, even from old stuffs

Bio:
Pence Rites is a full-time indie game developer, he previously worked in a game company
before deciding to work as an indie developer instead. Pence has vast experience on game
coding in multiple platform which he utilize greatly in making his own games. He claims that
his aim is simple, to have his game enjoyed by everyone.
Pence Rites is very active and sociable, he enjoy thinking and sharing new ideas with others.
He has great passion with video games and enjoy chatting about it. In his time in the game
company, he was also the man who offered himself taking up novel task and challenges

Personality:
Introvert --+------- Extrovert
Analytical --------+- Creative
Conservative -------+-- Liberal
Passive -------+-- Active

Goals:
Create things that other adores
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Learning new things


Tackle every problem that surface in life

Frustrations:
Running out of ideas
Reaching own limit in term of skills and capabilities
Being ignored

Motivations:
Incentive ========+=
Fear ==+=======
Achievement ===+======
Growth ========+=
Power ==+=======
Social =====+====

Preferred channels:
Traditional ads ==+=======
Online and social media ======+===
Referral =======+==
Guerrilla efforts and PR ===+======

Brands:
Ubisoft
Bethesda

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IV. Channels and Tactics Specifications

IV.I. Controlled Channels

Controlled Tactics
Channel

Website Low-End Budget:


Engaging the smart local to provide an exclusive coverage of MESH, as
they are an online media publisher it provides coverage of Singapore
lifestyle and event. It is one of the infamous website that Singaporean visit
cos of the large variety of local lifestyle post.

Social Low-End Budget:


media Facebook: By creating an Facebook page it help us to connect
people who are interested in artwork, with this they can create
awareness of MESH by sharing it to their friend.
Twitter: Twitter is a social media tools use to achieve simple aim of
tracking and directing attention, by using it we can simply advertise
MESH by tweeting it and letting other people who is interested to
retweets it for us.

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Instagram: Instagram is one of the famous social media in


Singapore, it mainly consist of videos and photos posted by end
user. It help MESH by providing the platform to showcase their
artwork and promote the website itself.

Social Low-End Budget:


media Engage Gushcloud by hiring their social media influencers
influencer

YouTube Low-End Budget:


Creator Academy have many features to recommend of the usage
productions. Create great content - target your audience and set a creative
strategy.
High-End Budget:
The advanced tactics can promote their YouTube channel and increasing
subscribers. How to gain more YouTube subscribers to their video channel
to promote MESH audience?

Roadshow High-End Budget:


Being a part of Singapore night festival event help to promote the MESH
website by showcase of student artwork. It provide us with the right target
audience who is interested in artwork.

Advertising High-End Budget:


Advertising through billboard around MRT station and buses, with Kaplan
as our main partner to promote both MESH and Murdoch.

Soundcloud Low-End Budget:


Long Term SoundCloud follower building strategies can enhance of the play
tactics. The social evidence can be found everything.

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https://devumi.com/2016/12/long-short-term-soundcloud-follower-and-
plays-tactics/

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IV.II. Uncontrolled Channels

Uncontrolled Tactics
Channel

Television Singapores free to air TV channels to go fully digital cause want to pave
the way for better viewing experiences. The remaining three channels -
Okto, Channel U and Channel NewsAsia will first be broadcast in
Standard Definition from end 2013, before being broadcast in High
Definition in 2016.

Radio Mediacorp radio stations have the lions share of the English radio
audience. Highly engaging and relevant to their participation at those
events combined with the currents listenership results.

News media The newspaper headline something can be misleading, some of the
newspaper author often providing information of other website which may
not trustworthy, and this may lead to negative image to MESH website.

Web Communication Campaign Proposal for MESH at Murdoch 42


V. Timeline GANTT Chart and Specifications

V.I. Timeline GANTT Chart


V.II. Timeline Specifications

Strategy Name Strategy Task Start End Duration


Date Date

Telling a Great Singapore Story Pre-campaign: 6 March 19 14 days


promotion 2017 March
from Artwork
2017

Campaign 1: 20 2 April 14 days


communication March 2017
2017

Campaign 2: 20 16 April 28 days


registration for March 2017
students 2017

Campaign 3: 20 16 April 28 days


announcements March 2017
2017

Campaign 4: 20 16 April 28 days


advertisements March 2017
2017

Post-campaign: 17 April 30 April 14 days


monitor 2017 2017

Attract Partnerships and Pre-campaign 13 26 14 days


March March
Sponsorships
2017 2017

Campaign 27 30 April 35 days


March 2017
2017

Post-campaign 30 April 14 May 14 days


2017 2017

Combining Offline and Online Pre-campaign 1: SEO 3 April 9 April 7 days


2017 2017
Strategies to Increase Awareness
to MESH Facebook Page Pre-campaign 2: 3 April 16 April 14 days
Facebook links and 2017 2017
ads

Campaign 1: 17 April 23 April 7 days


announcements 2017 2017

Campaign 2: social 17 April 7 May 21 days


media 2017 2017

Campaign 3: contest 24 April 7 May 14 days


2017 2017
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Post-campaign 8 May 25 June 49 days


2017 2017

Showcase the Best Artwork by Pre-campaign 24 April 7 May 14 days


2017 2017
Both Students and Staff on MESH
Websites Landing (Home) Page Campaign 8 May 28 May 21 days
2017 2017

Post-campaign 29 May 25 June 28 days


2017 2017

Web Audience: Two Personas for Pre-campaign 20 26 7 days


March March
MESH
2017 2017

Campaign 27 9 April 14 days


March 2017
2017

Post-campaign 10 April 23 April 14 days


2017 2017

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VI. Budget Specifications

The following is the list of sponsors for the high end budget:
Singapore Game companies - projected $5500
o Asiasoft Online Pte Ltd [Online game company] - $1000
o Cabal Entertainment Software [Mobile game company] - $1000
o Electronic Arts Asia [Big game company] - $2000
o Garena Online Pte Ltd [Multi-platform game company] - $1500
Graphic design companies - Covering physical and digital advertisement, and website
management fee AND/OR 9000
o Adscreen Pte Ltd [Advertisement company] - covering all physical
advertisement fee OR $1500
o Artnexus Design Pte Ltd [Graphic design company] - $1000
o Asia Compass (Singapore) Pte Ltd [IT and online advertisement company]
covering all digital advertisement OR $1000
o Botak Sign Pte Ltd [Design and advertisement company] - covering all physical
advertisement fee OR $1500
o G Concept & Design [Design and gift company] - $1000
o B2bcast [Web design company] - $1000
o Ciprico Asia-Pacific Inc [Web design company] - $1000
o Astralys Solutions Pte Ltd [Web design and management company] - Covering
web needs fees (CMS, SEO, etc.) OR $1000

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Group of Expense Specific Expense Low-end High-end

Personnel SEO Consultants 200 2000

Gushcloud Marketers 200 2000

Event organiser 100 3000

Operating and Material Costs Software 100 500

Printing 100 500

Research activities 100 500

Media Cost Outside communication 100 200

Online news media advertising 200 500

Social media advertising 200 500

Media buying agency/mark up 500 2500

Equipment and Facilities Computers, printers, scanners 100 250

Expenditures 300 1000

Administration Basic admin or office activities 100 250

Retainers 500 2000

Other Expenditures (food, transport, etc.) 100 500

Web Communication Campaign Proposal for MESH at Murdoch 47


VII. Budget Spreadsheet
JAYS Consulting

Web Communication Campaign Proposal for MESH at Murdoch 49


VIII. Search Engine Optimisation Analysis

COMMON SEO ISSUES

Meta Title The meta title of your page has a length of 93 characters. Most
search engines will truncate meta titles to 70 characters.

MESH - Representing the best student work from Murdoch


Universitys media production students

Meta The meta description of your page has a length of 86 characters.


Description Most search engines will truncate meta descriptions to 160
characters.

Representing the best student work from Murdoch Universitys


media production students

Google MESH - Representing the best student work from Murdoch


Search http://meshatmurdoch.com/
Results Representing the best student work from Murdoch Universitys
Preview media production students

Most There is likely no optimal keyword density (search engine


Common algorithms have evolved beyond keyword density metrics as a
Keywords significant ranking factor). It can be useful, however, to note
Test which keywords appear most often on your page and if they
reflect the intended topic of your page. More importantly, the
keywords on your page should

design - 23 times
media - 18 times
murdoch - 17 times
mesh - 17 times
JAYS Consulting

student - 15 times

Keyword Congratulations! You are using your keywords in your meta-tags,


Usage which help search engines to properly identify the topic of your
page.

Keyword(s) included in Meta-Title Tag


Keyword(s) included in Meta-Description Tag

Keywords arts august awards benefits best brand career category


Cloud
choose communication community company components
conditions contact core course courses creative current

daniel degree design details digital dilate doing double


entry events extra finishing focuses frenzy future games

graduate graduates graphic groups heard identity illustration

industry interview involve journalism judging just local major

majors march marketing media mesh more...


murdoch need news newsletter opportunities
originally photography planning practical print process

production projects public radio read


relations representing research school screen showcase

sign skills sound staff started strategies strategy student


students supanova tafe time traditional university
universitys used wearing whilst work working year

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<h1> Your page contains H1 headings. Their contents are listed below:
Headings
Status MESH

<h2> Your page contains H2 headings. Their contents are listed below:
Headings
Status MESH AT MURDOCH AWARDS 2016
DOUBLE MAJORS AT MURDOCH UNIVERSITY: SCHOOL OF
ARTS
A NEW GRAPHIC DESIGN COURSE
SELECTED STUDENT WORK
Games Art and Design graduate interview- Daniel Wearing
Design graduate interview- scores job before graduating

Robots.txt Congratulations! Your site uses a "robots.txt" file:


Test http://meshatmurdoch.com/robots.txt

Sitemap Test Congratulations! We've found 1 sitemap file for your website:

http://meshatmurdoch.com/sitemap.xml

Broken Links From 51 anchor links analyzed, 1 of them is considered broken.


Test Check this list for more details about HTTP status codes. Broken
link is listed below:

HOW TO FIX BROKEN LINKS TEST


In order to pass this test you must identify within your page all the
reported broken links and replace the content of the href attribute
with a proper URL.

SEO Friendly We have found 4 URLs that are not SEO friendly!
URL Test

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http://meshatmurdoch.com/front_page_main...ors-at-murdoch-
university-school-of-arts
http://meshatmurdoch.com/front_page_main_story/gad-graduate-
scores-top-games-job
http://meshatmurdoch.com/front_page_seco...design-graduate-
interview-daniel-wearing
http://meshatmurdoch.com/front_page_seco...e-interview-scores-
job-before-graduating

HOW TO FIX SEO FRIENDLY URL TEST


- In order for URLs to be SEO friendly, they should be clearly
named for what they are and contain no spaces, underscores or
other characters. You should avoid the use of parameters when
possible, as they are make URLs less inviting for users to click or
share.
- If your website is new and is not indexed by search engines you
can replace underscores with hyphens or redirect those links to
URLs that use hyphens.BUT, if your website is ranked well by
search engines you do not need to do this (probably you have
other ranking factors working very well).
- The general advice remains: build links that contain hyphens
rather than underscores and avoid dynamic URLs.

Image Alt Your webpage has 11 'img' tags and 5 of them are missing the
Test required 'alt' attribute.

HOW TO FIX IMAGE ALT TEST


In order to pass this test you must add an alt attribute to every
<img> tag used into your webpage.
An image with an alternate text specified is inserted using the
following HTML line:

<img src="image.png"
alt="text_to_describe_your_image"> .

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Remember that the point of alt text is to provide the same


functional information that a visual user would see. Search
engines, users who disabled images in their browsers and other
agents who are unable to see the images on your webpage can
read the alt attributes assigned to the image since they cannot
view it.Learn more about optimizing images for SEO.

Inline CSS Congratulations! Your web page does not use inline CSS styles.
Test

Deprecated Congratulations! Your page does not use HTML deprecated tags.
HTML Tags

Google Congratulations! Your website is using the correct version of


Analytics Google Analytics tracking code.
Test

Favicon Test Congratulations! Your website appears to have a favicon.

Backlinks
Checker

JS Error We found one JavaScript error on your web page!


Checker
Uncaught TypeError: undefined is not a function Source file:
http://meshatmurdoch.com/wp-
content/themes/mesh_2016/js/functions.js at line: 6, column: 3

HOW TO FIX JS ERROR CHECKER


If your site has JavaScript errors it might not work properly, which
can lead to improper or incomplete loading of content. It's hard to
advise how to fix JavaScript errors since there are many different
types, but here are some tips:
- First of all, you have to locate the source of errors;

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- If you are using JS plugins or other third party code, you must
carefully read the documentation;
- Syntax errors (a typo or missing character) are easy to fix;

Social Media Congratulations! Your website is connected successfully with


Check social media using: Facebook; Google Plus;

SPEED OPTIMIZATIONS

Your HTML size is 35.65 Kb and is over the average web


page HTML size of 33 Kb. This can lead to slower than
average load times, lost visitors, and decreased revenue.
Good steps to reduce HTML size include: using of HTML
compression, CSS layouts, external style sheets, and
moving javascript to external files .

HOW TO FIX HTML PAGE SIZE TEST


In order to resolve this problem you are advised to:
use gzip compression
move all CSS style rules into a single, external and
minified CSS file
minify all JS files and,if possible, try combining them
into a single external JS file
use CSS layouts

HTML Your page do not use any HTML compression! You should
Compression/GZIP compress your HTML to reduce your page size and page
Test loading times - this will help your site retain visitors and
increase page views. If you were using compression, you
could be compressing your HTML size by 75 % - from
35.65 Kb to 8.85 Kb which would further reduce your page
loading time..

HOW TO FIX HTML COMPRESSION/GZIP TEST


Your two options for file compression are Deflate and GZIP.
Deflate is an option which comes automatically with
the Apache server and which is simple to set up.
GZIP on the other hand needs to be installed and
requires a bit more work to install. However, GZIP
does achieve a higher compression rate and
therefore might be a better choice if your website
uses pages which have a lot of images or large file
sizes.

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Setting up file compression for your website will depend on


which type of server you?re using for your website. Most
likely, you?ll be using Apache, which means you can
enable compression by adding a few deflate codes to your
.htaccess file.

# compress text, html, javascript, css,


xml: .
AddOutputFilterByType DEFLATE
text/plain .
AddOutputFilterByType DEFLATE
text/html .
AddOutputFilterByType DEFLATE
text/xml .
AddOutputFilterByType DEFLATE
text/css .
AddOutputFilterByType DEFLATE
application/xml .
AddOutputFilterByType DEFLATE
application/xhtml+xml .
AddOutputFilterByType DEFLATE
application/rss+xml .
AddOutputFilterByType DEFLATE
application/javascript .
AddOutputFilterByType DEFLATE application/x-
javascript .

For more advanced information regarding deflate you can


check this Apache documentation.

Site Loading Speed Your site loading time is around 3.616 seconds and this is
Test under the average loading speed which is 5 seconds.

Page Objects Your page has more than 20 http requests, which can slow
down page loading. You can try reducing http requests
through various methods such as using text instead of
images, using css sprites, using data URIs instead of
images, or combining several external files together into
one.

HTML Pages: 6; CSS Files: 11; Scripts: 27; Images: 19;


Flash Files: 0;

Page Cache Test Congratulations, you have a caching mechanism on your


(Server Side website. Caching helps speed page loading times as well
Caching) as reduce server load.

Flash Test Congratulations! Your website does not include flash


objects (an outdated technology that was sometimes used
to deliver rich multimedia content). Flash content does not
work well on mobile devices, and is difficult for crawlers to
interpret.

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Image Expires Tag Your site is not using expires headers for all of your
Test images. An expires tag can help speed up the serving of
your webpages for users that regularly visit your site and
see the same images. Learn more about how to add
expires headers to your images .

HOW TO FIX IMAGE EXPIRES TAG TEST


In order to reduce the number of HTTP requests, you can
use the HTTP Expires header to set an expiration time for
your images or any other content type. You can add the
following lines into your .htaccess file:

<IfModule mod_expires.c>
ExpiresActive on

ExpiresByType image/jpg "access plus 1 month"


ExpiresByType image/jpeg "access plus 1 month"
ExpiresByType image/gif "access plus 1 month"
ExpiresByType image/png "access plus 1 month"
</IfModule>

JS Minification Some of your website's JavaScript files are not minified!


Test
http://meshatmurdoch.com/wp-
content/plugins/sociable/js/sociable.js?ver=4.4.4
http://meshatmurdoch.com/wp-
content/plugins/sociable/js/vuible.js?ver=4.4.4
http://meshatmurdoch.com/wp-
content/plug.../sociable/js/addtofavorites.js?ver=4.4.4
http://meshatmurdoch.com/wp-
content/plug...gallery/colorbox/mycolorbox.js?ver=4.4.4
http://meshatmurdoch.com/wp-
content/themes/mesh_2016/js/functions.js

HOW TO FIX JS MINIFICATION TEST


In order to pass this test you must minify all of your external
JavaScript files. For this task you can use an online JS
minifier like YUI Compressor, Closure Compiler or JSMin.

CSS Minification Some of your website's CSS files are not minified!
Test
https://fonts.googleapis.com/css?family=Muli:400,300
http://meshatmurdoch.com/wp-
content/themes/mesh_2016/style.css
http://meshatmurdoch.com/wp-
content/themes/mesh_2016/responsive_style.css
http://meshatmurdoch.com/wp-content/plug...tyles/bxslider-
integration.css?ver=4.4.4
http://meshatmurdoch.com/wp-
content/plugins/sociable/css/sociable.css?ver=4.4.4

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http://meshatmurdoch.com/wp-content/plug...-
gallery/colorbox/colorbox.css?ver=4.4.4
http://meshatmurdoch.com/wp-content/plug...ponsive-flickr-
gallery/rfg.css?ver=4.4.4

HOW TO FIX CSS MINIFICATION TEST


In order to pass this test you must minify all of your external
CSS files. For this task you can use an online CSS minifier
like YUI Compressor or cssmin.js.

Nested Tables Test Congratulations, your page does not use nested tables.
This speeds up page loading time and optimizes the user
experience.

Frameset Test Congratulations! Your webpage does not use frames.

Doctype Test Congratulations! Your website has a doctype declaration:

<!DOCTYPE html>

URL Redirects Congratulations! Your URL doesn't have any redirects


Checker (which could potentially cause site indexation issues and
site loading delays).

SERVER AND SECURITY

URL http://meshatmurdoch.com and


Canonicalization http://www.meshatmurdoch.com/ resolve to the same URL.
Test

HTTPS Test Your website is not using https, a secure communication


protocol. Even for sites that do not collect senstive customer
information, search engines suggest that switching to https is
an increasingly good idea and may help improve rankings.
Note: if your site relies primarily on adsense income, be aware
that using https may be detrimental to ad earnings.

HOW TO FIX HTTPS TEST


If your website needs a secured authentication or an
encrypted transfer of data, you need to install an SSL
certificate in order to provide a secure connection over HTTPS
protocol. HERE is a "step by step" guide to purchase and
install an SSL certificate.

Safe Browsing This site is not currently listed as suspicious (no malware or
Test phishing activity found).

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Server Signature Congratulations, your server signature is off.


Test

Directory Congratulations! Your server has disabled directory browsing.


Browsing Test

Libwww-perl Your server appears to allow access from User-agent Libwww-


Access Test perl. Botnet scripts that automatically look for vulnerabilities in
your software are sometimes identified as User-Agent libwww-
perl. By blocking access from libwww-perl you can eliminate
many simpler attacks. Read more on blocking Libwww-perl
access and improving your website's security.

HOW TO FIX LIBWWW-PERL ACCESS TEST


In order to pass this test you must block the libwww-perl user-
agent in your .htaccess file.
If your site is running on apache server, you could put these
lines in your .htaccess after RewriteEngine on line:

RewriteCond %{HTTP_USER_AGENT} libwww-


perl.* .
RewriteRule .* ?
[F,L] .

Plaintext Emails We found 1 email addresses in your page code. We advise


Test you to protect email links in a way that hides them from the
spam harvesters.

HOW TO FIX PLAINTEXT EMAILS TEST


In order to pass this test you must make your email addresses
invisible to email spiders. Note that the best option is to
replace your entire contact mechanism with a contact form and
using the POST method while submitting the form. Other
solutions are listed below:
replace the at (@) and dot (.) characters
replace text with images
use email obfuscators
hide email addresses using JavaScript or CSS trick

MOBILE USABILITY

Media Query Congratulations, your website uses media query technique,


Responsive which is the base for responsive design functionalities.
Test

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Mobile
Snapshot

ADVANCED SEO

Microdata Your webpage doesn't take the advantages of HTML Microdata


Schema specifications in order to markup structured data. View Google's
Test guide for getting started with microdata.

HOW TO FIX MICRODATA SCHEMA TEST


HTML5 Microdata is an easy way to add semantic markup to your
web pages. Search engines rely on this markup to improve the
display of search results, making it easier for people to find the right
web pages.

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Here is a simple example of how to use HTML5 microdata in your


contact web page:

<div itemscope itemtype="http://schema.org/Person">


<span itemprop="name">Joe Doe</span>
<span itemprop="company">The Example Company</span>
<span itemprop="tel">604-555-1234</span>
<a itemprop="email"href="mailto:joe.doe@example.com">
joe.doe@example.com
</a>
</div>

Noindex Your webpage does not use the noindex meta tag. This means that
Tag your webpage will be read and indexed by search engines.
Checker

Canonical Your page is using the canonical link tag. This tag specifies that the
Tag URL: http://meshatmurdoch.com is preferred to be used in search
Checker results. Please ensure that this specification is correct, as canonical
tags are often hard-coded and may not always reflect the latest
changes in a site's URL structure.

<link rel="canonical" href="http://meshatmurdoch.com" />

Nofollow Your webpage does not use the nofollow meta tag. This means that
Tag search engines will crawl all links from your webpage.
Checker

Disallow Your robots.txt file disallow the search engines access to some parts
Directive of your website. You are advised to check carefully if the access to
Checker these resources or pages must be blocked.

Disallow: /wp-admin/

SPF Your DNS server is not using an SPF record. SPF (Sender Policy
records Framework) allows administrators to specify which hosts are allowed
checker to send mail from a given domain by creating a specific SPF record
or TXT record in the Domain Name System (DNS). You can find
more information about SPF records here.

HOW TO FIX SPF RECORDS CHECKER


An SPF record is a type of Domain Name Service (DNS) record that
allows email systems to check if the sender of a message comes
from a legitimate source and refuse an email if the source is not
legitimate. Adding an SPF record is as easy as adding CNAME, MX
or A records in your DNS zone. You can find more information here.

Before creating the SPF record for your domain, it is important to


have access at your domain's DNS zone and to know what mail
servers your domain is likely to use and plan how you want any non-
authorised email to be handled.

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Example:
Let's say that you are planning to send emails using Google Apps
and you also want to ensure that no other mail servers are
authorised. You can use an SPF record like this:

v=spf1 include:_spf.google.com -
all .
"v=spf1" - This sets the SPF version
"include:_spf.google.com" - This includes Google mail servers in your
list of authorized sending servers
"-all" - This means that any server not previously listed is not
authorized

If you are using your own VPS to send email and not any other
service like Mandrill, Google Apps, etc. then you can create an SPF
record like this:

v=spf1 mx -
all .

Note:
Setting an SPF record for your domain can help in reducing the
chances of a spammer using your domain name in unsolicited
emails. Research carefully what mail servers your domain is likely to
use and plan how you want any non-authorised email to be handled.

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IX. Web Analytics Analysis

Categories Screenshot and Explanation


Audience
Overview

The audience overview shows that the line chart of the number of sessions.
The audience overview have statistics of sessions, users, pageviews,
percentage of new sessions, average of session duration and bounce rate.
The highest number of the sessions was 140 on late November/early
December 2017. This pie chart shows that the numbers of visitors by
containing the new and returning of visitors. The returning visitors were 65%
and the new visitors were 35%.

Users
Engageme
nt

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The numbers of users have the engagement for the session duration,
numbers of sessions and page views. There were 5260 sessions out of total
100% and 12928 pageviews out of total 100%. The highest number of users
engage the session duration was from 0-10 seconds, 2692 sessions and
3378 pageviews.

Language

The audience overview of language shows that the line chart of the number
of sessions. The audience overview of language have statistics of sessions,
users, pageviews, percentage of new sessions, average of session duration
and bounce rate. The total number of sessions was 203, 184 total users and
the 296 total pageviews. The highest number of the sessions was 30 on 1
February 2017. This pie chart shows that the numbers of visitors by
containing the new and returning of visitors. The returning visitors were
12.8% and the new visitors were 87.2%.

Country
Flow

The users flow of the statistics shows that the three country of users, starting
pages of 5.3k sessions with 3,8k drop-offs, 1st interaction until the 3rd
interaction. Australia have 2.1k users gone to the 3.4k users flow of starting
pages. Therefore, Australia have the highest population and have their own

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campus. Singapore have 817 users that why it is the least population. Hence,
the users flow of starting pages have the most populated. From the 1st
interaction to 3rd interaction, the users are deteriorating by surfing the mesh
homepage or other courses.

Demograp
hic
Overview

The demographic of the overview in statistics shows that the bar chart in the
age of people and the pie chart in the gender sections. The age of people
have 35.72% of total sessions. From 18-24 of young people have 44% of
their age. From 24-34 of young and mid people have 31.5% of their age. The
pie chart shows that the number of male and female of their gender, which
have 37.97% sessions. There were 52.3% male and 47.7% female.

Landing
Page

The landing pages of the courses and the homepage shows that the users
click on the landing pages on different courses. For web communication
course, the users go to that course have 1485, (12.16%) impressions and
27 times of clicking. The users like to go to the homepage side have 1120,
(9.17%) impressions and have 69 times of clicking. Which is more than the
web communication course by clicking on the landing page.

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