SWOT Analysis This will be an analysis of competitor sites and deriving requirements to positi on the site as a market leader

majoring on competitor shortcomings. This will en able the site to asume positioning of a niche leader by mimicking all the good e lements from competitors, and meeting the shortcomings. This will enable the sit e to have top functionality and presentation of materials, which in turn will ma ke the site a great business asset. Brand Persona Development With the requirements and suggestions from the SWOT Analysis, the ideal next ste p is to develop a Brand Persona. This will help the site establish a personality in such a way that it maximizes on suggestions from the SWOT Analysis while hav ing a strong sense of personal touch. As a leisure-related industry, this site w ill need the extra nudge so people would use it instead of competitor sites. Ideal Customer Persona Analysis Building the site to speak to the top performing demographics group is one more competitive advantage component that will help the site achieve higher rates of reservation. Focusing on a target group(s) can greatly increase reservation rate s because the site will be able to anticipate and answer visitors questions and concerns. Landing Page Optimization A site that has a Brand Persona and has established Ideal Customer Persona(s) sh ould optimize the marketing pitch of each page to match the visitor Persona. Als o, integrating each page in a site-wide conversion funnel will increase the site 's profitability by converting more visitors into customers. SEO Analysis and Implementation Once the site has a well developed character and speaks correctly to visitor gro ups, it needs a lot of traffic. As over 70% of all navigational traffic comes fr om search engines, the site will need to capture this traffic. Running an SEO analysis will prepare the site for the three types of search: int erest only; research; and ready to buy traffic. Finding the right phrases and us ing them in the right place in the Conversion Funnel is crucial to maximize the site's potential of converting visitors into clients. Social Media Marketing Strategy Developing a strategy to build the Social Footprint of the site using the site's persona and the ideal visitor personas. Social Media is increasingly growing in ecommerce decisions, and approaching visitors from all sides with the same voic e increases the value of this Social Footprint which acts as pre-qualifier and c an become a part of the Conversion Funnel and greatly increase the conversion ra te of the site. Email Marketing Strategy and Optimization As it takes 7 times more resources to gain a new client rather than maintain a w orking relaitonshop with an exisitng client, running an active, personalble and relevant Email Marketing Campaign is extremely important. Building the Email Mar keting Strategy is a one-time project, but running an on-going Email Optimizatio n will fine-tune the effectiveness, which can offer a double-digit conversion ra te of all traffic that comes from email. Content Development Writing for visitors in an informative, yet personable and entertaining way is t he single make-or-break element of each website. When content is well engineered and artistically written out, the site can become "the place to go" for travel related issues. Also, writing excellant hotel and resort descriptions will contr ibute to the overal site friendliness and conversion potential.

Six Month Web Presence Optimization Campaign Ongoing analysis of competition, traffic patterns, and implementing findings int o the site's content and overal work. Yearly Web Presence Optimization Campaign Two Years Web Presence and Social Media Optimization