Student Name: Natasha Fulton

Student Number: S5000577

Due Date: 27-May-2018

Class: MKT340 – Digital and

Social Media Marketing

Lecturer: Timo Dietrich

Executive Summary
This digital and social media marketing campaign has been written for Skinner Hamilton
Accountants and Business Consultants. Skinner Hamilton operate in a fast moving
technologically advancing world. This requires them to create a strong digital and social
media marketing campaign to stay ahead of the competition and the build great
customer relations, while also providing added value to the services they provide.

The research found there are several barriers to Skinner Hamilton’s goals of becoming
a customer relationship and value first focused business. Barriers include the use of
only one social media channel with little activity and engagement, a lack of other digital
media and a poorly implemented website with an extremely high bounce rate.

Further research looked at the persona who this digital and social media marketing
campaign aims to target. Small to medium business owners were chosen. The research
found them to be information hungry and wanting to grow their business. Furthermore,
the research found there to be five key areas that were added concerns on top of their
business growth goals.

The digital hourglass in this social media marketing campaign shows the steps current
and future clients will take towards becoming Skinner Hamilton advocates. Furthermore,
the digital hourglass provides 14 objectives that Skinner Hamilton can use to ensure
they meet their goals of becoming a customer relationship and value first focused
business.

Three content themes consisting of five angles has been provided to give Skinner
Hamilton a guide to the most relevant content to their target audience. It has been
recommended that Skinner Hamilton implement the following digital and social media
channels with content in relation to the themes and angles suggested:
 1. E-book
2. Monthly blogs
3. Monthly opt-in email newsletter
4. A skinner Hamilton app
5. Re-design of the website
6. Social media channels:
o Facebook
o Twitter
o LinkedIn
o Instagram

Furthermore, this digital and social media marketing plan provides both a budget and
breakdown of who should implement the content to ensure Skinner Hamilton have all
the details to successfully provide added value for their clients. Finally, a monitoring and
evaluation plan was set for Skinner Hamilton to ensure they can measure whether
success has been gained and objectives met. Furthermore, regular monitoring has been
suggested so content can be changed, increased or altered if results are not leading
towards success.
Contents
Executive Summary ........................................................................................................ 1
List of Tables ................................................................................................................... 1
List of Figures .................................................................................................................. 2
List of Images .................................................................................................................. 3
Digital Marketing Problem and Opportunity ..................................................................... 4
Persona – Small to Medium Businesses ......................................................................... 6
Digital Hourglass ............................................................................................................. 8
Content Creation ........................................................................................................... 10
Theme’s and Angles .................................................................................................. 11
E-Book ....................................................................................................................... 12
Blog ............................................................................................................................ 14
Opt-In Email Newsletter ............................................................................................. 15
Skinner Hamilton App ................................................................................................ 20
Website ...................................................................................................................... 23
Social Media .............................................................................................................. 24
Facebook ................................................................................................................ 25
Twitter ..................................................................................................................... 27
Instagram ................................................................................................................ 28
LinkedIn .................................................................................................................. 30
Budget Human Resources ............................................................................................ 30
Budget – Paid Strategy ................................................................................................. 32
Implementation of Content ............................................................................................ 34
Monitor and Evaluation.................................................................................................. 35
References .................................................................................................................... 38
Appendix 1 .................................................................................................................... 42
List of Tables

Table 1. Current digital and social media situation 4

Table 2. Website key marketing problems 5
Table 3. Target audience social and digital media usage 7
Table 4. Digital hourglass 8
Table 5. Digital hourglass objectives 9
Table 6. App contents of Skinner Hamilton's competitors 21
Table 7. Monitoring and evaluation plan 37
List of Figures

Figure 1. Theme 1 ......................................................................................................... 11

Figure 2. Theme 2 ......................................................................................................... 11
Figure 3. Theme 3 ......................................................................................................... 12
Figure 4. Recommended Skinner Hamilton budget ....................................................... 34
Figure 5. Implementation of content Gantt chart ........................................................... 34
List of Images

Image 1. E-book social media advertisement ................................................................ 14

Image 2. First half of Email newsletter .......................................................................... 17
Image 3. Second half of email newsletter...................................................................... 18
Image 4. Newsletter content .......................................................................................... 19
Image 5. Wireframe of Skinner Hamilton home page .................................................... 23
Image 6. Example Facebook post ................................................................................. 25
Image 7. Example Facebook post ................................................................................. 26
Image 8. Example Facebook post ................................................................................. 27
Image 9. Example Twitter post ...................................................................................... 28
Image 10. Example Instagram post ............................................................................... 29
Digital Marketing Problem and Opportunity
Skinner Hamilton have aims to become a customer relationship and value first focused
business (Skinner Hamilton, 2018). However, there are several barriers to these aims
being achieved. Skinner Hamilton have put much of their digital and social media
marketing efforts into their podcast “The Business Made Easy Podcast”, which has left
their accounting firm lacking in digital and social media endeavors. See table 1.

Current Digital and Social Media Situation

209 – Likes
Facebook
213 – Followers
Twitter N/A
LinkedIn N/A
Instagram N/A
Website Bounce Rate 69.80%
Website Acquisition – Organic 35.6%
Website Acquisition – Social Media 2.4%
Table 1. Current digital and social media situation (Facebook Analytics Report, 2018; Google
Analytic Report, 1 Jan 2018 - 31 Mar 2018)

Research has shown social media as a whole, has a direct influence on relationship
management (Maecker, etal., 2016). Furthermore, Twitter has been shown in recent
years, to quickly becoming an important platform in relationship building, information
seeking and information sharing (Akshay, et al., 2009). With Skinner Hamilton’s only
social media being the sporadic use of Facebook, they are quickly falling behind the
competition. Adding to this problem is Skinner Hamilton’s removal of email newsletters.
As Skinner Hamilton focus more on business advisory, the taxation content of previous
efforts was likely creating emotionally unsubscribed email list members, as the correct
message and value proposition was not being delivered (Chaffey & Ellis-Chadwick,
2016).

Further problems arise with the Skinner Hamilton website. There is a high bounce rate,
with very few users clicking past the first page they land on. The average session
duration is only 1 minute and 52 seconds (Google Analytic Report, 2018). This shows
many users are not using the website to its full potential. This could be due, in part, to
the website not following design best practices, shown in table 2, making the website
difficult to browse (Miller, 2011). Furthermore, there is very little web traffic arising from
social media, creating a poorly linked web presence (Google Analytic Report, 2018).

Website Key Marketing Problems

Website Area Best Practice Issue Not Being Followed

 Navigation menu does not have hover changes

Navigation  Navigation menu does not tell the reader what page they are on
 No ‘back-to-top links

Images  Missing image links

 Social media buttons do not have hover changes (Can I click

these?)
Buttons  Twitter takes user to podcast Twitter
 LinkedIn takes user to Jason’s LinkedIn
 Book an appointment button does not have hover changes

 Blog page is not symmetrical

 Book keeping page – table has no title (should never make user
have to think about what something is)
General
 Overall, site is messy and repetitive
 Homepage slide show has the same message and each slide
links to the same place.
Table 2. Website key marketing problems (Miller, 2011)

Finally, social and digital media, that is active, creates engaging content, provides direct
communication and active participation and provides a strong linking web presence, has
been proven to increase customer relationships, engagement, retention, eWOM, reach,
brand awareness and purchase influence (Chaffey & Ellis-Chadwick, 2016; Parsons,
2013;Dubihlela & Rundora, 2015). This provides opportunities for Skinner Hamilton in
the form of a website that follows best design practices and increased efforts and
channels in linked digital and social media marketing.
Persona – Small to Medium Businesses
Jason Skinner has noted, that he receives enormous satisfaction helping business
owners to grow and achieve their goals, and is passionate about business development.
Furthermore, Jason Skinner would like to see his business brand become recognized
as the ultimate place for small to medium business owners to get help, advice and
support (Skinner Hamilton, 2018). Therefore, this digital marketing campaign will focus
on small to medium business owners as the target audience so Jason Skinner can
achieve his goals.

Small to medium business owners are predominately 35-55 years old, English speaking
females (58%) and males (40%), who are married with children, living on the Gold
Coast, Australia (Facebook Analytics Report, 2018). They have an annual turnover of at
least $200,000 and want more from their accountant than tax returns (Skinner Hamilton,
2018). They want business growth and are hungry for information that will help them
achieve this. They are goal oriented, leaders, decisive, conflict solvers and are great at
building relationships. They plan ahead and seek information about the environment in
which they operate. They participate in social events that will help them further their
business while attempting to lead a balanced life (De Oliveira, etal., 2015).

Small to medium business owners are concerned with the cost of utilities, fuel prices,
late payments from customers, cash flows and profitability and price margins, they find
these 5 issues are putting extreme pressure on their business. Many small to medium
business owners are noticing the reduction of cash transactions (MYOB, 2017). On
average 68% of small to medium business owners search the internet for information
prior to making a purchase (Sensis, 2017).

The most common social media channels used by small to medium business owners
are Facebook, LinkedIn, Twitter, Instagram and Google+. Many businesses use social
media daily (Sensis, 2017). The majority of businesses have internet access, with cable
and NBN connections slowly increasing. Large proportions of businesses access the
internet via a computer and/or mobile smart phone. Table 3 provides percentage
breakdowns of social and digital media usage of small to medium business owners
(Sensis, 2017).

Target Audience Social and Digital Media Usage

Percentage % of Small to
Item
Medium Business Users
Facebook 90%
LinkedIn 35%
Twitter 25%
Instagram 20%
Google+ 16%
YouTube 11%
Email 95%
Access the internet via a computer 95%
Access the internet via a smart phone 79%
Have internet access 89%
Access social media daily 36%
Access social media weekly 22%
Have a website 52%
Have an internet presence, other than a website 80%
Table 3. Target audience social and digital media usage (Sensis, 2017; MYOB, 2017)
Digital Hourglass
Current Desired
Hourglass Metrics
Martech Martech
 Facebook  Facebook  Organic search
 Facebook analytics  Twitter  Direct traffic from
 Iconosquare  LinkedIn social media
 Co-Schedule  Instagram Awareness  Social media page
 Social media follows
analytics per Sizzle  Social media likes
platform  Page reach
 Hootsuite
 Google Analytics
 Website  Website Exploration  Unique visitors
 Google analytics  Google analytics  Bounce rate
 Page depth
Speak  Time on site
 Website enquire  Website enquire  Email sign-ups
form form  Form fills
 Phone call button  Phone call button Consideration  Phone call
 Google analytics enquiries
 Email Serve
 Infusionsoft
 Google tag manager
 Free 15 minute no  Free 15 minute no Experience  Free trial
obligation obligation
consultation consultation
 Infusionsoft  Infusionsoft Sell
 Client login  Client login  Sales
Conversion
 Sage handisoft  Sage hanisoft  New clients
 Calendly  Calendly
 Google analytics  Google analytics Sell
 App Loyalty  App downloads
 Satisfaction survey  Satisfaction
 Infusionsoft
Save
 Facebook  Facebook  Reviews
 Facebook analytics  Twitter  Social mentions
 Iconosquare  LinkedIn Advocacy
 Social media
analytics per Save
platform
 Hootsuite
Table 4. Digital hourglass
 Hourglass Objectives
1. Increase brand awareness by 10% every 3 months over the next 12
months from campaign start.
Awareness
2. Increase reach by 50% over the next 12 months from campaign start.
Sizzle 3. Increase website social media acquisition by 25% over the next 12
months from campaign start.
4. Increase website visits by 15% over the next 12 months from campaign
Exploration start.
5. Reduce bounce rate by 20% over the next 12 months from campaign
Speak
start.
6. Grow email database by 100 per 6 months over the next 12 months
from campaign start.
Consideration 7. Increase enquire form fills by 15% over the next 12 months from
campaign start.
Serve
8. Increase phone call button clicks by 15% over the next 12 months from
campaign start.

Experience 9. Increase 15 minute no obligation consultations by 15% over 12 months

from campaign start.
Sell
10. Increase sales from the 15 minute no obligation consultations by 20%
Conversion over 12 months from campaign start.
11. Increase client base by 30 clients over 10 months from second month of
Sell
campaign.
12. Grow app downloads by 50 over 12 months from end of second month
Loyalty of campaign.
13. Reduce overall cost-to-serve by 10% over 12 months from campaign
Save
start.

Advocacy 14. Increase social media reviews by 15% over 12 months from campaign
start.
Save
Table 5. Digital hourglass objectives
Content Creation
As all Skinner Hamilton staff have a wealth of internal and external intellectual
knowledge of Accounting and business advisory, content should be sourced from this
knowledge. Furthermore, content can be sourced from:

1. Press releases
2. The Australian Tax Office
3. The Australian government
4. Accounting journals
5. The Institute of Public Accountants
6. CPA Australia
7. Chartered Accountants Australia and New Zealand

It is important to mix serious and formal posts with more relaxed fun posts. Content
should be aimed at seasonal influences for example; tax time, BAS due dates and
governmental budget releases. Blog posts can be paraphrased and snippets posted to
all social media channels. The E-book can also be paraphrased and posted to social
media channels with links back to the E-book. Finally, once Skinner Hamilton’s web
presence is up and running, content can begin to filter from the Business Made Easy
Podcast through to Skinner Hamilton digital media channels. However, it is advised to
not let this content outshine or outnumber Skinner Hamilton content, otherwise it will
become a promotion of the podcast.
Theme’s and Angles

Business Growth

Angle 3 Angle 4 Angle 5

Angle 1 Angle 2
The rapidly Skinner
Business
Business Strategic changing Hamilton
growth
Strategies Planning business business
tools
world bootcamp

Figure 1. Theme 1

Business Accounting

Angle 1 Angle 2 Angle 5

Monitoring Angle 3 Angle 4
Profitabilty Super
and
and price Cash flows Taxation
maximising annuation
margins
R.O.I.

Figure 2. Theme 2
 Business Advice

Angle 1 Angle 2 Angle 3 Angle 4

The Dealing Cost of
Book
sharing with late utilities and
keeping
economy payments fuel

Figure 3. Theme 3

E-Book

“Want to grow your business? Get a helping hand with

Skinner Hamilton’s
Business Strategies E-Book.
Found @ www.skinnerhamilton.com.au”

It is suggested Skinner Hamilton write an E-book as their big rock item. E-books are
extremely useful to a service business for several reasons:

1. E-books turn intellectual capital into tangible evidence.

2. E-books educate consumers on what a service business can do for them.
3. E-books allow consumers to research a service before purchase.
4. E-books allow service businesses to influence decision makers.
 5. E-books allow service businesses to present high quality information to
information hungry customers.
6. E-books can provide customers with examples and success stories.
7. E-books can be promoted through many digital channels (Handley &
Chapman, 2012).

As Skinner Hamilton are a service business targeting information hungry small to

medium business owners, who have the ability to research many business advisory
accountants, an E-book is recommended so they can provide the target audience with
an example of exactly what they can do for them. It is also recommended the Skinner
Hamilton focus on a specific angle within the business growth theme, with past/current
customer stories and a breakdown of exactly what Skinner Hamilton offers on this angle
so the target audience can see exactly how Skinner Hamilton can help them achieve
their goals.

It is suggested the E-book be written in an informational, but fun, conversational and

relaxed format using plenty of images, tables and previous customer stories (Handley &
Chapman, 2012). Adding social media icons will allow for the potential for the E-book to
be spread by eWOM. Finally, provide an email newsletter sign-up at the back of the E-
book, instead of making it a requirement to read the E-book. This will allow the E-book
to cast a wide digital marketing net, while still enabling those who want further
information to sign up for that information and have it delivered to them directly
(Handley & Chapman, 2012).
 Image 1. E-book social media advertisement (Umutavci; Skinner Hamilton, 2018)

Blog
A blog is recommended for Skinner Hamilton. Gilbert, et al., (2016) found 80% of
businesses use blogs, making them a valuable tool for building customer relationships
via communication, interaction and sharing (Schmidt, 2007). Furthermore, blogging is
low cost, high impact and creates an informational platform and virtual community that
can elevate the brand (Gilbert, et al., 2016). Adding to this, blogs have great capabilities
to build community sharing and increase educational experiences, making it a great
platform for the target audience (Gilbert, et al., 2016).

Blogs allow the author to use text, images and owned media to build engagement with
customers and potential customers (Schmidt, 2007; Gilbert, et al., 2016). When writing
a blog it is suggested the content be written in the author’s voice and in a manner than
encourages communication. As all Skinner Hamilton’s owners and employees have vast
intellectual knowledge of accounting and advisory services (Skinner Hamilton, 2018),
the content should be directly sourced from within the business.

While Skinner Hamilton do currently create blogs, Gilbert, et al., (2016) recommend
these blogs become regular and consistent, it is therefore suggested that blogs are
written at the begging of each month. Furthermore, as blogs should encourage reader
interaction; consider ending the blog with a question, also ensure the author replies to
any conversations that do occur (Gilbert, et al., 2016). Adding to this, the content should
come from the angles and themes listed earlier, so they are most relevant to the target
audience. Content should also relate to the current business environment and seasonal
influences to keep the blog relevant.

Finally, social media channels should regularly link to the blog, even incorporating small
parts or briefs of the blog in the textual part of social media posts. An example of this is
image 6 and image 9.

Opt-In Email Newsletter

Email marketing has been chosen for Skinner Hamilton as it has been found that email
marketing has the potential to provide twice the return on investment, compared to other
forms of digital marketing (Ellis-Chadwick & Doherty, 2012) Furthermore email
newsletters can be personalized to different target audiences and members of the target
audience at relatively low costs (Pavlov, et al., 2008). However, because of these
benefits, some not-so legitimate marketers have flooded the market resulting in much
email marketing being thought of as spam and therefore ignored by consumers.
(Pavlov, et al., 2008).

To overcome these issues, email newsletters should revolve around opt-in email
marketing where the consumer chooses to sign up and receive emails, thus showing
their interest and consideration of the business (Ellis-Chadwick & Doherty, 2012). Ellis-
Chadwick and Doherty (2012) recommend the following practices be followed to
improve open rates:

1. Email newsletters should not be too long, so readers don’t lose interest.
2. Email newsletters should be sent monthly, however can increase during
important business seasons. Example; tax time.
3. Images should be used to sustain and engage readers and break up written
content.
4. The content subject line and headline of the newsletter are very important,
they should grab the reader’s attention and link to the most important parts of
the newsletter.
5. The content should be engaging and important to the target audience, and
leave the reader wanting more.
6. The business logo should be prominent.
7. Interactivity is important. Provide buttons that lead to content, the website,
and various social media channels. Provide opt-out buttons, store locator
buttons and buttons to share the email.
8. The content of the email should be personalized to the person receiving the
email.

It is recommended that Skinner Hamilton make sure each email newsletter links with the
blog and blog discussions, current business environmental events, any breaking news
events and the angles of themes mentioned earlier to keep newsletters current and
relevant. An example newsletter layout and newsletter content layout is provided in
images 2, 3 and 4.
Image 2. First half of Email newsletter (Iconfinder, 2017; Kreative, 2014; Skinner Hamilton, 2018)
Image 3. Second half of email newsletter (Iconfinder, 2017; Kreative, 2014; Skinner Hamilton, 2018)
Image 4. Newsletter content (Iconfinder, 2017; Kreative, 2014; Skinner Hamilton, 2018; Apex
Business Consulting, 2018)
Skinner Hamilton App
An app has been suggested for Skinner Hamilton. Two of their direct competitors
currently offer apps and in today’s fast paced, highly mobile world, mobile smartphone
apps are commonly used (Sridhar & Grewal, 2017). In Australia 79% of business
owners own a mobile smartphone connected to the internet, making digital marketing
via smartphones and apps invaluable (Sensis, 2017). Furthermore free smartphone
apps create trust, customer value, commitment, loyalty and increase customer
engagement by providing service information, knowledge, services and assistance on-
the-go at user’s fingertips (Sridhar & Grewal, 2017). Mobile apps create multiple
customer touchpoints and create bonds between businesses and customers (Sridhar &
Grewal, 2017). Sridhar and Grewal (2017) found free service apps in the business to
business (b2b) sector increase return on engagement. Furthermore, it was found the
return on engagement increased annual sales revenue, even after taking development
costs into consideration. This is due to apps allowing for direct engagement with
business services at any time and place.

Table 6 shows the app layout and features of two of Skinner Hamilton’s direct
competitors.
 App contents of Skinner Hamilton’s Competitors
William Buck McMasters
5 star rating on android
no current ratings
3 star rating on ITunes
500 downloads on Android 100 downloads on Android
 Calculators
 Tax tables  Blog
 Financial dates  Make a payment
 Logbook  Contact us
 Income manager  Meet the team
 Receipt manager  Website
 Business news  Videos
 How we help  Document upload
 Meet the team  Xero
 Events  Calculators
 Website  Tax tables
 Get in touch  Key tax dates
 Xero  Logbook
 MYOB  How we help
 Reckon  Financial news
 Precious metals  Review app
 ASX markets  Forms
 My portfolio  Message center
 Blog  My details
 Federal budget  Manual news
 Message center
App homescreen App homescreen

Table 6. App contents of Skinner Hamilton's competitors Information and Images sourced from
apps downloaded to Natasha Fulton’s phone
The Skinner Hamilton app should follow a similar layout with changes in colours and
fonts to match the skinner Hamilton logo. The app should be provided once a business
has become a Skinner Hamilton client to help build loyalty. The following features are
recommended for Skinner Hamilton’s app:

 Contact us
o Website
o Email
o Social media
o Direct form from app
o Phone
o Address and map
 Meet the team
 Blog
 Website
 Tax tables
 Calculators
 Key dates
 Income manager
 Financial news
 Business growth
 Business accounting
 Business advice
 How we help
 Message center
 My details
 Forms
 Receipt manager
 Logbook
 Review app
 Settings
Website
As mentioned earlier, the website follows very few web design best practices. Therefore
a re-design of the website is recommended, taking table 2 into account. The key area’s
to focus on are hover links and buttons, making sure the user does not need to think
about whether they are clickable. The navigation panel should show the user what page
they are on (a simple underline of the navigation page title is sufficient). A back-to-top
button would make the longer pages easier to navigate. Consider symmetry and
following the grid design practice to keep pages neat, easily readable and easy to
access information from (Lynch & Horton, 2009; Miller, 2011). Finally it is suggested to
add a page for the E-book, adding an email newsletter sign up and API’s to Twitter and
Instagram to create a fully linked website and social media presence. A wireframe of the
homepage has been provided below.

Email signup

Image 5. Wireframe of Skinner Hamilton home page

Social Media
Facebook, Twitter, Instagram and LinkedIn are the social media channels chosen for
Skinner Hamilton. These are the top four social media channels where Skinner
Hamilton’s target audience can be found (table 3). Social media is everywhere and is
changing the way businesses communicate with customers and potential customers. In
today’s world it is almost expected that businesses have a web presence that includes
social media (Parsons, 2013). As businesses operate in real-time, social media enables
them to keep up with current events by deploying accounting information issues and
changes in a timely manner (Dubihlela & Rundora, 2015).

Social media and its ability for users to like, comment on and share content help create
online communities that revolve around the brand. Furthermore, social media is a large
key in the management of customer relationships (Maecker, et al., 2016). Skinner
Hamilton can use social media to educate consumers about service offerings, to
respond to client needs quickly, to provide timely information, to remove the negative
stigma surrounding accounting and to remove perceptions of accounting being boring,
technical, insensitive and a grudge purchase (Dubihlela & Rundora, 2015).

When creating channels, the goals of Skinner Hamilton, and the target audiences needs
and wants must be the driving force behind the content provided (Parsons, 2013).
Skinner Hamilton must also ensure a balance between selling, talking, listening and
participation on their social media (Dubihlela & Rundora, 2015).
Facebook
Facebook should contain a mix of content. Images should be used to tell stories and sell
services. Skinner Hamilton should provide paraphrases of each blog and a link to the
blog. Furthermore posts should often link to the website and E-book. Content should
provide a short brief of what’s in ‘this months’ email newsletter, to remind consumers to
check their email. Finally content should provide breakdowns and snippets of services
Skinner Hamilton provide, with links to the website pages the services are on (Alhabash
& Ma, 2017). Examples are shown below in images 6, 7 and 8.

Image 6. Example Facebook post (Skinner Hamilton, Skinner Hamilton blog page; MarinaD, 2018)
Image 7. Example Facebook post (Skinner Hamilton, Grow your business page; MarinaD,
Facebook post mockup, 2018; Umutavci)
 Image 8. Example Facebook post (Skinner Hamilton, 2018; MarinaD, 2018; Apex Business
Consulting, 2018)

Twitter
Twitter has been found to be a great vehicle for sharing information (Akshay, et al.,
2009). This platform provides great opportunities for Skinner Hamilton to share up-to-
date accounting information and news. This can be sourced from the blog, E-book,
current accounting events, press releases, various accounting website, happenings
around the Skinner Hamilton office and the intellectual knowledge of Skinner Hamilton
employees. Furthermore, Skinner Hamilton should ensure all posts make use of
hashtags to increase reach and awareness, making sure the hashtags used relate
directly to the content of the tweet. Using a website such as Hashtagify
(https://hashtagify.me) could be of great use to help pick the most popular and trending
related hashtags. An example of a tweet is provided in image 9.

Image 9. Example Twitter post (Skinner Hamilton, 2018; Umair, 2017)

Instagram
Instagram enables users to share images of self-expression. Furthermore Instagram
improves social connections, support and status through imagery (Lee & Sei-Ching,
2016). Content on Instagram should be of a motivational aspect to motivate followers in
to using Skinner Hamilton to improve and grow their business. Furthermore inspirational
and motivating quotes will encourage users to follow and then share Skinner Hamilton
posts to add to follower’s self-expression, which increases customer engagement (Lee
& Sei-Ching, 2016). Again Skinner Hamilton should make use of hashtags to increase
reach. However the hashtags here must be well thought out, they must be financially
motivating hashtags to ensure Skinner Hamilton reach the correct audience (Wang, et
al., 2016). Below is an example of an Instagram post in image 10.

Image 10. Example Instagram post (MarinaD, 2016; Emilie, n.d.)

LinkedIn
Firstly, Skinner Hamilton should create a business LinkedIn profile. As LinkedIn is a
professional platform, content should provide insights, articles, the blog, a link to the E-
book and press releases. Content should be of a professional and informational nature.
Furthermore, posts from other social media channels that are professional and
educational in nature should also be posted to LinkedIn. For example image 9’s Twitter
post could be posted to LinkedIn, excluding the image.

Budget Human Resources

Most content and implementation can be completed by Skinner Hamilton. It is advised
that Jason and Melissa Skinner set aside the first working day of each month to create,
plan and implement all sections of the digital media marketing plan. Most content will be
created by Jason and Melissa, however, current staff have a wealth of knowledge and
should be used to create feature content for the email newsletter. The email newsletter
should be sent out 2 weeks after each blog post to keep a constant, steady but not over
done stream of Skinner Hamilton news going out to consumers.

As Melissa currently creates blogs for Skinner Hamilton’s website, it is recommended

that she continue this, increasing it to monthly blogs, writing and implementing them at
the start of each month. The blog should then become part of the social media posts.
Jason, with his wealth of knowledge and passion for business growth should write the
E-book. The E-book could take up to a month to write, and as such it is recommended
Jason set aside some time each week until the E-book has been written.

For social media posts, it will be shown in the budget – paid strategy section that there
are two routes Skinner Hamilton can take. Firstly they can complete social media
themselves in conjunction with Hootsuite to schedule a months’ worth of content across
all platforms at the start of each month (Hootsuite, 2018). It would be recommended that
both Jason and Melissa take on this role, sharing each month’s efforts. If Skinner
Hamilton take on this role they would also be required to conduct daily checks of social
media via Hootsuite and reply to any comments or questions from followers, fans and
friends. The second route Skinner Hamilton could choose to take is employing a social
media company to operate all of Skinner Hamilton’s social media. The social media
company would conduct daily posts, create social media content, complete paid social
media advertising and monitor and reply to social media activity.

The website and app would be outsourced, however Jason and Melissa will need to
conduct meetings with both developers to provide thorough guidance on what they want
and expect from these platforms. Jason and Melissa would also need to learn the
fundamentals of the platforms so they can update them with the E-book and Blog posts.

Finally, if the digital marketing campaign planning, content creating and implementation
becomes overwhelming or encroaches on Jason and Melissa’s daily work activities,
they could consider hiring a Digital marketing administrator, if the budget allows. The
digital marketing administrator would be required to implement the digital marketing
plan, as well as maintain monthly, weekly and daily tasks, create content and conduct
analysis of social media platforms. The wage range in Australia for a digital marketing
administrator is between $41, 064 and $83, 142, with the median wage being $57, 953
per month (Payscale, 2018).
Budget – Paid Strategy
In regards to budget, the cost of this digital marketing campaign can vary greatly. For
example; social media marketing can cost anywhere from $349 per month, right up to
$1639 per month to have a social media company complete social media marketing,
management, performance and analytics (Easy Social Media, n.d.; The Social Saviour,
n.d.). However if Skinner Hamilton choose to do this themselves it would cost on
average $225 - $329 per month plus their time. This cost includes using Hootsuite to
manage all of their social media from one place plus Facebook advertising. The budget
shown in figure 4 reflects these differences.

For app development, currently Skinner Hamilton competitors use My Firms App for
their app creation. The cost for this app is dependent on Skinner Hamilton client needs
and varies between $179 per month up to $499 per month (My Firms App, n.d.).
Otherwise for a one off cost, app development can cost anywhere from $1000 for a very
basic app right up to $50,000 for a more complex app (Fu, 2017).

It has been suggested for the email newsletter that Skinner Hamilton use Infusionsoft,
as this is a platform they are already familiar with. The cost to Skinner Hamilton would
be $99 per month, using the opt-in email created web form hosted on the Skinner
Hamilton website (David at Infusionsoft, 2018).

To gain customer satisfaction understanding a 3 monthly survey has been suggested.

Survey Monkey have plans starting from $24 a month up to $99 a month, both with
unlimited responses (SurveyMonkey, 2018). Furthermore, the survey can be used in
conjunction with Infusionsoft and Hootsuite.

To have Jason’s E-book have a professional look and feel it is recommended that Jason
use E-book launch to create a custom professional E-book cover at $349 (Ebook
Launch, 2018). Once this has been completed, Jason can look at publishing the E-book
through a company such as Australian E-book Publisher, who charge between $400 (for
an imageless E-book) up to $2000 (Australian Ebook Publisher, n.d.).

After much research, it has been suggested that Skinner Hamilton do not use AdWords.
This is due to AdWords in relation to business advisory, accounting and financial
services having some of the most expensive click rates in Australia. For example the
term business service costs between $19.74 and $58.64 per click (COG Digital, 2018;
Finn, 2018). Furthermore, the finance and business advisory category is highly
competitive, with much larger companies increasing the cost per click on finance
AdWords, making finance the 3rd most expensive category and business and marketing
the 5th most expensive category in Australia (Von der Heyde, 2016). This would lead to
a small to medium AdWords budget being eaten up fairly quickly. In some cases, due to
the nature of Skinner Hamilton’s business, return on investment may still be higher than
the cost per click, however, if sales are not made from regular clicks, then the cost per
click will out do the return on investment (Rampton, 2014).

As the website does not follow web design best practices, a website re-design should
be conducted. This is another area where costs can vary greatly. Furthermore, this is an
area where often you get what you pay for, meaning the cheaper option will rarely be
the better option. Website packages start from $1550 up to $3850 (WD Website design
experts, 2018; Walker, 2018). However, often when using a website package, inclusions
are limited, there are ongoing monthly hidden costs, little to no SEO and often the
package provider retains ownership of the website. If not choosing a package option,
Skinner Hamilton is looking at between $7500 to $50,000 for a website with built in SEO
(Katkin, 2017). A quote was provided by Whitehat agency for $19, 920 + GST (Michael,
2018). Further costs would arise in domain name registration of $25 per year and
website hosting at $120 - $300 per year (Start Digital, 2017). Figure 4 provides a
recommended budget. Appendix 1 has a full budget breakdown with what is provided in
each budget item plus all quotes
 YEAR TOTAL - YEAR TOTAL - using
using social Skinner Hamilton
Item Januray February March Q1 TOTAL April May June Q2 TOTAL July August September Q3 TOTAL October November December Q4 TOTAL media company +Hootsuite
Social media - completed by Easy Social Media 749 749 749 $ 2,247.00 749 749 749 $ 2,247.00 749 749 749 $ 2,247.00 749 749 749 $ 2,247.00 $ 8,988.00 ////////////////////////////
Social media - completed by Skinner Hamilton 225 225 225 $ 675.00 225 225 225 $ 675.00 225 225 225 $ 675.00 225 225 225 $ 675.00 ///////////////////////// $ 2,700.00
App Development 499 499 499 $ 1,497.00 499 499 499 $ 1,497.00 499 499 499 $ 1,497.00 499 499 499 $ 1,497.00 $ 5,988.00 $ 5,988.00
Email - Infusionsoft 99 99 99 $ 297.00 99 99 99 $ 297.00 99 99 99 $ 297.00 99 99 99 $ 297.00 $ 1,188.00 $ 1,188.00
Survey - Customer Satisfaction 29 29 29 $ 87.00 29 29 29 $ 87.00 29 29 29 $ 87.00 29 29 29 $ 87.00 $ 348.00 $ 348.00
Website and SEO completed by Whitehat 21912 0 0 $ 21,912.00 0 0 0 $ - 0 0 0 $ - 0 0 0 $ - $ 21,912.00 $ 21,912.00
Website managed services 150 150 150 $ 450.00 150 150 150 $ 450.00 150 150 150 $ 450.00 150 150 150 $ 450.00 $ 1,800.00 $ 1,800.00
Website domain and hosting 325 0 0 $ 325.00 325 0 0 $ 325.00 325 0 0 $ 325.00 325 0 0 $ 325.00 $ 1,300.00 $ 1,300.00
E-book cover 349 0 0 $ 349.00 0 0 0 $ - 0 0 0 $ - 0 0 0 $ - $ 349.00 $ 349.00
E-book publishing 2000 0 0 $ 2,000.00 0 0 0 $ - 0 0 0 $ - 0 0 0 $ - $ 2,000.00 $ 2,000.00
Campaign Total $ 29,839.00 $ 5,578.00 $ 5,578.00 $ 5,578.00 $ 43,873.00 $ 37,585.00

Figure 4. Recommended Skinner Hamilton budget

Implementation of Content
January February March April May June July August September October November December
Budget Social
Budget S/H media
Task Completed by Objective/s social media company 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
E-Book Jason 4, 5 $ - $ -
Blog Melissa 3, 4, 5 $ - $ -
E-mail Newsletter -Overall Jason and Melissa 4, 6, 11
E-mail Newsletter Accountant 1 -Feature article 4, 6
E-mail Newsletter Accountant 2 -Feature article 4, 6
E-mail Newsletter Accountant 3 -Feature article 4, 6 $ 1,188.00 $ 1,188.00

Social Media scheduling Jason 1, 2, 3, 11, 14

Social Media scheduling Melissa 1, 2, 3, 11, 14 $ 2,700.00 $ 8,988.00
Social Media daily checks Jason and Melissa 1, 2, 3, 11, 14 $ - $ -
Wesite re-design Jason and website desginer 7, 8, 9, 10, 11 $ 25,012.00 $ 25,012.00
App development Jason and App designer 8, 12, 13, $ 5,988.00 $ 5,988.00

Survey Survey monkey and Jason 13, 14 $ 348.00 $ 348.00

E-Book Cover ebook launch 4, 5 $ 349.00 $ 349.00

E-Book publishing Australian ebook publisher 4, 5 $ 2,000.00 $ 2,000.00

Budget Totals $ 37,585.00 $ 43,873.00

Objectives
1 Increase brand awareness by 10% every 3 months over the next 12 months from campaign start

2 Increase reach by 50% over the next 12 months from campaign start

3 Increase website social media acquisition by 25% over the next 12 months from campaign start

4 Increase website visits by 15% over the next 12 months from campaign start

5 Reduce bounce rate by 20% over the next 12 months from campaign start

6 Grow email database by 100 per 6 months over the next 12 months from campaign start

7 Increase enquire form fills by 15% over the next 12 months from campaign start

8 Increase phone call button clicks by 15% over the next 12 months from campaign start

9 Increase 15 minute no obligation consultations by 15% over 12 months from campaign start

10 Increase sales from the 15 minute no obligation consultations by 20% over 12 months from campaign start

11 Increase client base by 30 clients over 10 months from second month of campaign

12 Grow app downloads by 50 over 12 months from end of second month of campaign

13 Reduce overall cost-to-serve by 10% over 12 months from campaign start

14 Increase social media reviews by 15% over 12 months from campaign start

Figure 5. Implementation of content Gantt chart

Monitor and Evaluation
Objective What to measure How to measure When
1. Increase brand  Organic search  Google analytics – Acquisition, organic 3 monthly and at
awareness by 10% search numbers end of campaign
every 3 months over
the next 12 months  Social media page  Social media platform analytics 3 monthly and at
from campaign start. follows end of campaign
 Hootsuite page/profile follower growth and
fans

 Social media likes  Social media platform analytics 3 monthly and at
end of campaign
 Hootsuite page/profile likes
2. Increase reach by  Page reach  Social media – Social media platform 3 monthly and at
50% over the next 12 analytics, page reach end of campaign
months from
 Website – Google analytics, new visitors
campaign start.
 Time on site  Google analytics – Session duration 6 monthly and at
end of campaign
3. Increase website  Direct traffic from social  Google analytics – Acquisition, acquisition 3 monthly and at
social media media source end of campaign
acquisition by 25%
 Facebook pixels – View content count
over the next 12
months from
campaign start.

4. Increase website visits  Unique visitors Google analytics – unique visitors 6 monthly and at
by 15% over the next end of campaign
12 months from
campaign start.
5. Reduce bounce rate  Bounce rate  Google analytics – bounce rate 3 monthly and at
by 20% over the next end of campaign
12 months from
campaign start.  Page depth  Google analytics – behaviour flow, 3 monthly and at
end of campaign

6. Grow email database  Email sign-ups  Infusionsoft – email opens, open rates, new 6 monthly and at
by 100 per 6 months contacts, opt-ins, end of campaign
over the next 12
months from
campaign start.
7. Increase enquire form  Form fills  Infusionsoft – form fills, unique submissions, 6 monthly and at
fills by 15% over the new contacts captured end of campaign
next 12 months from
 Google tag manager and google analytics
campaign start.
goal, enquire now button clicks

8. Increase phone call  Phone call enquiries  Google tag manager and google analytics 6 monthly and at
button clicks by 15% goal, call to action button clicks end of campaign
over the next 12
https://businessassist.net/measure-website-
months from
interactions-google-tag-manager
campaign start.
9. Increase 15 minute no  Free trial  Infusionsoft – CRM tools 3 monthly and at
obligation end of campaign
consultations by 15%
over 12 months from
campaign start.
10. Increase sales from  Sales  Infusionsoft – CRM tools 6 monthly and at
the 15 minute no end of campaign
obligation
consultations by 20%
 over 12 months from
campaign start.
11. Increase client base  Infusionsoft – CRM tools 3 monthly and at
by 30 clients over 10 end of campaign
months from second
month of campaign.
12. Grow app downloads  App downloads  My Firms app analytics – downloads and 3 monthly and at
by 50 over 12 months app buttons being used end of campaign
from end of second
month of campaign.
13. Reduce overall cost-  Satisfaction  Google analytics – Ratio of new to returning 6 monthly and at
to-serve by 10% over visitors end of campaign
12 months from
campaign start.
14. Increase social media  Reviews  Hootsuite – reviews, social mentions, 3 monthly and at
reviews by 15% over end of campaign
 Social mentions
12 months from
campaign start.
Table 7. Monitoring and evaluation plan
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Appendix 1

Budget Quotes
Social Media
Easy Social Media Standard  3 posts or videos per week across Facebook, LinkedIn Business, Twitter, Google+
$349 per month  $100 monthly paid advertising campaign (included)
 Monitoring and responses to social activity
 Dedicated Content Manager
02 8540 3263  Email and Skype / Phone Support

Premium  5 posts or videos per week across Facebook, LinkedIn Business, Twitter, Google+
$499 per month  $150 Monthly Facebook Paid Advertising Campaign
https://www.easysoc  2 Video Uploads Per Week
ialmedia.com.au  Monitoring and responses to social activity
 Email and Skype / Phone Support
 Dedicated Content Manager
 Access to Monthly activity reports

Professional  Complimentary 1 hour initial strategy session

$749 per month  Daily posts or videos across Facebook, LinkedIn Business, Twitter, Google+
 Monthly Paid Advertising Campaign (Included)
 Unlimited Video Uploads
 Monitoring and responses to social activity
 Email and Skype / Phone Support
 Dedicated Content Manager
 Access to Monthly activity reports
The Social Savior Social media  Account setup
marketing plan  Facebook management - daily
$649 per month  $60 facebook adverts
 Twitter management - daily
 Instagram management -daily
 Audience building
 Weekly updates
 Monthly strategy call
 Monthly performance report
Social and content  Account setup
marketing plan  Facebook management daily
$1199 per month  $60 facebook adverts
 Twitter management -daily
 Instagram management -daily
 Audience building
 Content creation
 Blog management
 Relationship building
 Weekly updates
 Monthly strategy call
 Monthly performance report
Social and content  Account setup
marketing plus  Facebook management -daily
$1639 per month  $60 facebook adverts
 Twitter management -daily
 Instagram management -daily
 Audience building
 Specialised content
 Blog management
 Relationship building
 Unlimited content edits
 Weekly updates
 Monthly strategy call
 Monthly performance report
Social media Hootsuite $25 per  Social media analytics
completed by month  10 social media platforms / profiles
Skinner Hamilton  Bulk scheduling
 Real-time analytics
 Social sweepstakes
 Unlimited RSS integrations
Hootsuite $129 per  20 social profiles,
month  3 users
 Bulk scheduling
 Real-time analytics
 Social sweepstakes
 Unlimited RSS integrations
 Custom analytics reports
 Team assignments
 6 contest templates
 1 Custom Branded URL
 1 social media certification
Facebook Ads  $140 per month for Facebook ads
 $15 per post boost
App Creation and Development
My Firms App Less than 100 All packages include:
clients  Your brand and exclusive content across the App – you get to work with one of our
$179 per month dedicated designers to create the unique look and feel of your App.
https://www.myfirm starting price  All tax tables, key dates and a series of calculators uniquely tailored for your own
sapp.com.au From 101 to 300 practice and specific to your region
clients  Logbook tracking – your clients have unlimited use of this tool to track and submit
$359 per month mileage to you
starting price  Expense and income management tools – a quick and pain-free way for your clients to
More than 300 capture and submit income and receipts to you
clients  Quick links for your clients into their cloud accounting program, ATO and any client
$499 per month portals or tools you may use
starting price
  An easy to use receipt manager to make recording expenditure and submitting to
yourselves both quick and easy
 Intuitive control panel – see who has downloaded your App, what they are using and
communicate effortlessly with your clients
 Automated key dates reminders
 Unlimited push messaging to your clients – get in touch with both individuals and
groups of clients at the push of a button with a tool proven to be 5 times more
effective than email.

Plus
 24/7 support from our highly-qualified customer success team
 An expert design team to translate your dream into reality
 The security of working with the world leader in CPA Apps – accredited by leading
professional bodies
 Legislative updates – no need to worry about tax changes – we’ll update your App for
you as soon as they are released
 A super-fast tried and tested kick start process to get your App available for both IOS
and Android within a matter of weeks
Otherwise app development can cost anywhere from $1000 up to $50,000 depending on complexities and requirements of the app and
platforms it uses (iPhone or Android)

 https://digital.astegic.com/much-cost-develop-mobile-app
 https://www.codementor.io/blog/how-much-does-it-cost-to-make-an-app-in-2017-1nqj6ehste

Email
Infusionsoft for $99 per month  Unlimited emails
Email  Broadcast to your email list
 Used in conjunction with web forms hosted on website
https://www.infusion
soft.com
Surveys
Survicate Essential  Website, email and NPS surveys
 Clear and lucid reports
https://survicate.com Free for 50  Essential survey customization
responses, $25 per  Conditional question branching
month for 250  Integration with single software
Works with responses  Data removal (GDPR)
Infusionsoft  Three seats
Professional  Everything in Essential, plus:
 Survey results export
$199 per month for  Full design customization & branding
10,000 responses  Advanced survey targeting
 Integration with your software stack
 Data access history
 Ten seats
Ultimate  Everything in Professional, plus:
 Survey data export API
$549 per month for  Survey sampling
25,000 responses  Custom attributes targeting
 Workspaces for domains and teams
 Access rights management
 Unlimited seats
Survey Monkey Standard  Unlimited number of surveys
 Unlimited questions per survey
https://www.survey $24 per month  Unlimited responses per survey
monkey.com  24/7 priority email support
 Quizzes with custom feedback
Works with  Unlimited filters & crosstabs, trended data
Infusionsoft and  Custom logo, colors, and survey URL
Hootsuite  Data exports (CSV, PDF, PPT, XLS)
 Skip logic only
 Text analysis
Advantage  Unlimited number of surveys
 Unlimited questions per survey
$29 per month  Unlimited responses per survey
 24/7 expedited email support
 Quizzes with custom feedback
 Unlimited filters & crosstabs, trended data
 Custom logo, colors, and survey URL
 Data exports (CSV, PDF, PPT, XLS)
 Skip logic, question & answer piping
 Text analysis & statistical significance
 Advanced data exports (SPSS)
 A/B testing, randomization, quotas
 Custom variables
 File upload
 $25 AUD Audience panel credits**
 SurveyMonkey industry benchmarks
Premier  Unlimited number of surveys
 Unlimited questions per survey
$99 per month  Unlimited responses per survey
 24/7 Phone and email support
 Quizzes with custom feedback
 Unlimited filters & crosstabs, trended data
 Custom logo, colors, and survey URL
 Data exports (CSV, PDF, PPT, XLS)
 Skip logic, question & answer piping
 Text analysis & statistical significance
 Advanced data exports (SPSS)
 A/B testing, randomization, quotas
 Custom variables
 File upload
 $50 AUD Audience panel credits**
 SurveyMonkey industry benchmarks
 Advanced branching & piping, block randomization
 White label surveys and Multilingual surveys
SEO
Whitehat Agency $2000 per month  Search Engine Optimisation (SEO)

https://www.whiteha
tagency.com.au
Reload Media $1000 - $3000 per  Search Engine Optimisation (SEO)
month
https://www.reload
media.com.au

Website Design
Jetset Marketing $3850  Customised design to your choice of colour scheme, content and branding.
 Wordpress CMS - enabling you to log in and manage the content on your website, add
new images for promotions, change text etc. There are no on-going license fees to use
http://www.jetsetma this system.
rketing.com.au  Up to 6 content pages
 Optional Blog section to help with SEO (Search Engine Optimization - website ranking)
over time.
 Slideshow/gallery of images
 Contact form for customers to fill out
 12 months of complimentary website hosting, including an SSL certificate to maintain
the security of your website. (This makes the site load from https rather than just http).
 Email accounts specific to your domain name. You will have the ability to add up to 100
email accounts with your website hosting (This can be upgraded if needed)
 Basic Search Engine Optimization for each page, including editing the current content
for SEO purposes.
 Basic website security
 Links to Social Media Profiles
 Google Site Submission (official submission/registration of your site to Google & Bing)
 Mobile Optimized/Responsive
WD Website Design Premium All of our websites include:
Experts We build high quality websites using HTML 5 the latest in HTML standards and we never
$1795 use templates. CMS for UNLIMITED easy self-updating with awesome editable photo
https://www.website galleries. Video tutorials as well as fast technical support by phone and email. Social media
design.com.au Requires SEO integration to Facebook, Twitter etc.
 Enquiry form on contact page
 Responsive design - Optimised for all devices
 Smart phone call to actions
 eCommerce compatible
 Slideshow on home page
 Graphical buttons on home page
 Favicon and icon customisation
 iPhone "add to home screen" pop up
 Interactive dropdown enquiry form
 Full screen background images
 Additional design time on graphics
 Sectional content areas
The Works All of our websites include:
We build high quality websites using HTML 5 the latest in HTML standards and we never
$2495 use templates. CMS for UNLIMITED easy self-updating with awesome editable photo
galleries. Video tutorials as well as fast technical support by phone and email. Social media
Requires SEO integration to Facebook, Twitter etc.
 Enquiry form on contact page
 Responsive design - Optimised for all devices
 Smart phone call to actions
 eCommerce compatible
 Slideshow on home page
 Graphical buttons on home page
 Favicon and icon customisation
 iPhone "add to home screen" pop up
 Interactive dropdown enquiry form
 Full screen background images
 Additional design time on graphics
  Sectional content areas
 Upgraded full width slideshow with text
 Upgraded graphical buttons with hover transitions
 Additional content styling
 Custom footer
 Advanced animation on content
 10 professional stock images
 Logo preloader
ATILUS $7500 - $50,000  Domain Name: $10-$100 per year
 Hosting: $100/month; $50 – $1,200/year
https://www.atilus.c  Custom Design/Information Architecture: $2,500 – $10,000+
om  Shopping Cart Integration & Programming: $200 – $15,000
 Website Content Creation: $50-$200 per page, or hourly
 project Management & Information Gathering: $600-$3,000
 Testing & Training: $600-$4,800
 Launch & Digital Marketing Setup: $600-$4,800
 Website Managed Services: $75-$150+/month
 Hourly rate $150
Whitehat Agency $19,920 + GST  Australia’s number 1 web design and development business
 Design - $7,420
https://www.whiteha  Development - $10,600
tagency.com.au  Launch - $1900
Miscellaneous
EBook Launch $349  Book cover

Australian Book $400 - $2000  EBook publishing

Publisher
Start Digital  Domain Name $25 per year
https://startdigital.co  Hosting $120 - $300 per year
m.au/how-much-
website-cost-2017