You have learned about Cortez Creations and the current situationwith the company’s Web site. In addition, you have studied ways toimprove the Web site and add digital marketing, including social mediaand mobility marketing. You have communicated what you have learned toPete, Anna, and Re-Pete and made some preliminary recommendations. Nowis the time to compile the information you have learned and complete atactical marketing plan.

Prepare a tactical marketing planwith the objective of improving Cortez Creations’ Web site andincorporating social media and mobility marketing. You need to usematerials presented in the previous weeks of this course. The tacticalmarketing plan should include the following:

• Three or more clearly stated objectives. Specifically, the objectives should address
  • Improvements to the search rankings for the Web site using SEO,
  • Additional social media and mobility marketing methods of communication (two or more), and
  • Use of a database for relationship marketing.
• Adiscussion of the importance of SEO as a way to improve search rankingsand at least three specific SEO tactics for Cortez Creations’ Web site.
• Adetailed tactical plan for two or more social media or mobilitymarketing describing how the communications will be implemented,monitored, and improved.
• A description of at least one method for using a database to build and sustain relationships with loyal customers.
• Adiscussion of the knowledge and skills needed for a world-class Website and digital marketing program. Include budget considerations forequipment, staffing, and related costs.

Add this section to the draft of the tactical marketing plan. Then, compile the tactical marketing plan as shown below.

Organize the completed sections of the tactical marketing plan.Pete, Anna, and Re-Pete are anticipating your first draft of themarketing plan. Use the information gathered in Phases 1–3, add materialfor Phase 4, and organize the tactical plan as follows. NOTE: Thetactical marketing plan should be 1,200–1,500 words. You must addsection headers so readers can quickly find information within the plan.

1. Title Page
2. Executive Summary
3. Overview of the company, including description of current Web site and Internet-based communications
4. SWOT Analysis
5. Customer Analysis, including description of demographic and behavioral characteristics of consumers who shop on the Internet
6. TacticalMarketing Plan, including at least three objectives, discussion of SEO,description of at least two social media or mobility marketingopportunities, description of a relationship marketing program using acompany database, and discussion of knowledge and skills for Web sitemanagement including budget considerations
7. Reference Page, showing resources you used in preparing the marketing plan