April 13 2014

Mr.David Morris
Owner
Dynamic Shine
8828 Heather St
Vancouver BC, V6P 3S8

Dear Mr. Morris:
We would first like to thank you for your cooperation and involvement in the development of your Digital and Social Media marketing plan. As per our first meeting we have included requested analysis of various aspects of Dynamic Shine.

Dynamic Shine
Prepared for: David Morris
Prepared by: CT Consulting
This report is consistent with our signed Academic Integrity Form on file with the instructor

Trevor Burns
Cameron Knowles
CT Consulting
ENTR 3311 S10
April 13 2014
Executive Summary
David Morris took control of Dynamic Shine in 2010 and has since then grown the business to three profitable locations, with plans for more growth in the future. This report has analyzed the business for the purpose of making recommendation to increase online brand awareness and overall social media presence.
The main advantage we found Dynamic Shine has over their competition is the quality of the service being provided.
A detailed competitive analysis was done to determine which online activities the competition is partaking in and how this is directly impacting their company success. It was found that the competition was on the following digital platforms: twitter, instagram and facebook. Dynamic Shine must also partake in similar activities on all the most popular social media platforms. In respect to Dynamic Shine’s current website which we have concluded to be inactive, immediate action to correct this inactivity is paramount.
Dynamic Shine does indeed lack a consistent brand image by not having the same logo on all platforms. The inconsistency in turn does not promote brand loyalty as customers are unaware that the different locations are run by the same company. A consistent logo for Dynamic Shine is imperative in building brand awareness and customer loyalty.
Currently there is no structural digital or social marketing plan for Dynamic Shine. Several expenditures have been made for Groupon and Yelp advertising, but there is a weak presence on Facebook, Twitter and Instagram. In creating two way conversations with current and new customers, Dynamic Shine must improve their online activities to facilitate the new technologies that are constantly evolving. By hiring a social media manager online activities can improve in consistency and reach the largest reach on numerous social media platforms. A social media manager will not online provide online activities pertaining to the company, but with the use of these platforms can track invaluable data on customers ultimately impacting profitability.

Table of Contents Executive Summary ii Introduction 1 Company Description 1 Products and Services 1 Target Market 1 Heather Street 1 Oakridge 2 Coquitlam 2 Current Digital Marketing Situation 2 Primary Website 2 Facebook 3 Groupon 4 Yelp 4 SEO Techniques 5 Competitive Analysis 5 Brashir’s Auto Detail 5 Pearls Auto Spa 6 Blitz Auto Spa 6 Showroom Auto Spa 6 Summary of Current Digital Marketing Situation 7 Key Concerns 7 Options 7 Option # 1: Activate Twitter 7 Option # 2: Activate Instagram 8 Option # 3: Create Universal Facebook Page 8 Option # 4: Create a YouTube Campaign 8 Option # 5 Create Pinterest Account 9 Option # 6: Re-vamp Website 9 Recommendations 9 Implementation Plan 9 Option #1: Delegate Digital Activities to On-Site Manager 9 Option # 2: Hire a Social Media Manager 10 Option # 3: Hire CT Consulting 10 Conclusion 10 Appendices 11 Appendix A: Locations 11 Appendix B: SWOT Analysis 12 Appendix C: Social Networking Activity 13 Appendix D: Products and Services 13 Appendix E: Brashir’s Auto Detail 14 Groupon 14 Yelp 15 S.E.O Techniques 15 Appendix F: Pearl’s Auto Spa 15 Primary Website 15 SEO Techniques 16 Appendix G: Blitz Auto Spa 16 Primary Website 16 Facebook Page 17 Yelp 17 SEO Techniques 17 Appendix H: Showroom Auto Spa 18 Twitter 18 Yelp 19 Groupon 19 SEO Techniques 19 Appendix I: Twitter 20 Info-graphics 20 Competitors Best Practices 20 Appendix J: Instagram 21 Appendix K: Delegating Digital Activities to On-Site Manager 22 Appendix L: CT Consulting Resumes 23 Works Cited 27

Introduction
The purpose of this report is to provide recommendations for Mr. David Morris, owner of Dynamic Shine, so that he can improve his current digital and social media presence. This report will analyze Dynamic Shine’s primary website, Facebook, Twitter, Instagram, and other digital marketing strategies. A competitive analysis was done to determine the best practices being used within the industry and how Dynamic Shine can use them to better reach his customer base. A series of options addressing the issues found within the company are listed with recommendations as to how to implement our recommendations will conclude the report.
Company Description
Dynamic Shine was founded in 1978 by Eytan Rousseau; it initially opened Dynamic shine as a hand car wash center that eventually would expand to becoming a professional car detailing organization. Rousseau built the company to one of the most prominent car detailing shops in the lower mainland that would service several major car dealerships within the Marine Drive area. The first Dynamic Shine location is still standing at 8828 Heather Street. After 33 years Rousseau made the decision to sell his company. The company was in great financial standing, however, Rousseau had begun to notice his peers were becoming ill and he felt he wasn’t utilizing the time he had left which is what prompted him to sell the company in 2010 to its current owner, David Morris.
Once Morris took ownership, he was still working closely with Rousseau to ensure all employee morale was not affected and that B2B relationships were maintained. They worked closely together until Rousseau felt Morris could self-sustain Dynamic Shine. Once Morris took control of the company he has continually expanded operations by opening two additional locations with a fourth location pending.
Products and Services
Dynamic Shines competitive advantage comes directly from its ability to outperform the competition in providing excellence in both service and quality. Dynamic Shine is a service primary organization that supplies complimentary products.
The services offered include installation of the products available from Dynamic Shine, the automobile detailing service for how customers are drawn and retained to the organization. Dynamic Shines competitive advantage is their ability to provide full externally beneficial services to new and used vehicles to increase their durability and lifespan better than the competition. Many competitors offer similar services but do not provide equivalent quality. The core value of Dynamic Shine is to leave the customer with a satisfied outcome after using the car washing services, regardless of which location the customer has used.
Target Market
The target market for Dynamic Shine can be segmented into three separate audiences based on the three locations.
Heather Street
The Heather street location is Dynamic Shines flagship location. This makes their target market in this location quite diverse. The target market for this location is: * Individuals aged 30-50 (Primarily women) * Car enthusiast * No particular income level * Repeat customers have above average income levels
Oakridge
The target market for this location is: * Affluent individuals between ages of 30-50 * Those in the same geographical vicinity * Oakridge’s primary target market is one of the most affluent and upscale in Canada (Ivanhoe Cambridge, 2013). * Oakridge’s trade area made up of 381,500 households and a population of 909,200. The average household income in this area is $82,100, this is above the average income for Vancouver (StatsCan, 2011). * Oakridge has another benefit as it is the closest shopping mall to the Shaughnessy neighbourhood. Shaughnessy is the most expensive neighborhood in (The Huffington Post B.C., 2013). * Impulse purchases from mall traffic
Coquitlam
Dynamic Shine’s Coquitlam location an automated Wash World. The target market for Coquitlam is quite vast. The target market is essentially anyone in the area. Based on the geographic of Coquitlam the following statistics were found: * This region of Coquitlam contains roughly 12,000 vehicles (ICBC, 2013). * Those 12,000 vehicles belonging to approximately 15,430 residents(who are over the age of 15)
Current Digital Marketing Situation
Primary Website
The primary website for Dynamic Shine can be found at www.dynamicshine.com is was found to be ‘inactive’ on April 2nd. The duration of the inactivity was unknown as Dynamic Shine does not use Google Analytics; this issue was immediately corrected.
The screenshot in Figure 1 was taken from the Wayback machine and is dated at January 2 2014 (WayBackMachine, 2014). There has been no content changes made since then. The website provided detail regarding the services offered by Dynamic Shine. There is also a contact us page that was located on the website where the consumer can input their information and request a quote for services. The website is very weak with a Google Page Rank of 1/10 (PRChecker, 2014) Dynamic shine has three locations which all perform different key activities. The Heather street location is a luxury car detailing service shop, the Oakridge is a hand car wash and detailing center and the Coquitlam Wash world provides quick touch less car washes.
Facebook
Dynamic Shine is currently active on one social media website, Facebook. The active Facebook account is only set up for their Oakridge location and currently has 80 likes. Their account is updated with a post every few days but there is no conceivable organization or pattern. The posts typically contain pictures of cars they have detailed or a type of daily deal. Most posts have few to no comments and have yet to achieve ten likes. Presently, Dynamic Shine's page is managed by one of their employees with no formal social media marketing training. It is very evident that their Facebook page is not helping their brand or connecting with their consumers.

According to a study done by Print Measurement Bureau, the average age of a Facebook user in Canada is 35 years old. The study also shows that women are more likely to use Facebook than men with 74% of females reporting usage in the past month compared to only 66% of men. Business professionals and senior managers are heavy users of Facebook as well, with 60%of professional females and 72% professional males using the media platform in the last month. In Exhibit 6, we see that a large portion of the time used on this social media platform is occupied by reading reviews and determining what others think about a certain product or service.
Dynamic Shine's Facebook page is not meeting its full potential nor does not appeal to their target market. The page gives very little benefit to their user and provides limited information or reviews about the company. Posting pictures of exotic and luxurious cars they have detailed typically only appeals to younger users and rarely attracts the large market of professional female Facebook users.
Groupon
Dynamic Shine has previously used Groupon on two occasions. The first deal was $79 for a Diamond Package (Original value: $200); they sold over 180 deals on this Groupon. The second deal was either $29 for three exterior hand washes (Original value: $60), and $79 for a Diamond (Original: $200), they sold over 460 deals on this Groupon. Both deals were targeted for the Oakridge location.
With over 42.6 million active users and 200+ million global subscribers, Groupon is an ideal place to penetrate the market (Benefits, 2013). Groupon doesn’t only bring incremental revenues, but also places Dynamic Shine in many customers evoked set. It’s both a channel of marketing and source of extra revenue for any business. 67% of the Groupon users earn more than $50,000 annually, and 76% of them spend more than the value of their Groupon (Benefits, 2013). In the Vancouver area in 2011, Groupon had over 340,000 subscribers and 12,700 Groupons sold (Scalza, 2011).

Yelp
Dynamic Shine has reviews on Yelp for two of its locations, Heather Street and Oakridge. The two locations each have three combined reviews; these reviews all have a 5 star rating and are personal friends of Morris.
The Yelp presence has been limited due to a lack of reviews. Morris has attempted to post ‘fake’ reviews that he and his friends make but has claimed that Yelp removes them. Yelp has been under scrutiny for their practices and were sued in 2010 by an Animal Hospital for highlighting negative reviews (Burros & Galante, 2010). Morris has identified Yelp as a key interest in his digital strategies but is unaware of how to get more reviews.
SEO Techniques
Dynamic shine only uses one Meta tag:
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8" />
This Meta tag does not improve your organic positioning in search engines (MetaTags.org, 2014). There are currently not ‘Content’ or ‘Keyword’ Meta tags used. This is a very poor practice by Dynamic Shine and the company they outsource their website to [W3] should execute better practices.
Competitive Analysis
There were four direct competitors whose social media presence was analyzed: * Brashirs Auto Detail * Pearls Auto Spa * Blitz Auto Spa * Showroom Auto Spa
Brashir’s Auto Detail
Brashir’s was noted as Dynamic Shine’s biggest competitor (Morris, 2014). Brashir’s primary website is active, which gives it a competitive advantage over Dynamic Shine, however Brashir’s doesn’t currently have any other digital media presence (Facebook, Twitter or Instagram). Brashir’s website is aesthetically archaic and has a Google Page Rank of ‘0/10’ (PRChecker, 2014). This ranking is incredibly poor which give it lower positioning on organic search queries through Google.
Brashir’s also advertises on Groupon promoting their car detailing services. They have a more effective Groupon campaign as over 860 individuals purchased a Groupon for Brashir’s. Brashir’s also has only three active reviews on Yelp (average rating: 3.5 Stars). When analyzing Brashir’s S.E.O. techniques it was revealed that they use Meta>Tags to increase their S.E.M. The Meta tags used relate to the services provided and the company name.
Pearls Auto Spa
Pearls Auto spa targets primarily affluent individuals in the downtown Vancouver area. Pearls Auto spa also has a very low Google Page rank of ‘1/10’ (PRChecker, 2014). Pearls has a Facebook link on their webpage but it is a dead-link. Pearls has three active reviews on Yelp (average rating: 4.5 stars) and has not used Groupon. Pearls is not active on any other digital media platform and does not use inorganic advertisements on Google. Pearls Auto Spa has incredibly poor SEO techniques, there are few Meta tags (Content and Keyword). An abnormality was noticed with Pearls Auto Spa – they had many <link type> . This can create confusion when Google is trying to match the search query with the primary website.

Blitz Auto Spa
Blitz Auto Spa has a stronger digital presence than Dynamic Shine as they utilize multiple digital platform. They have a Facebook page, Twitter handle and google+ account. Their website is also the aesthetically pleasing but still only has a page rank of ‘0/10’ (PRChecker, 2014). Blitz AutoSpa also has a twitter account but has made 0 tweets and has 0 engagement.
Blitz Auto spa also has a very weak Yelp presence with only 1 review; this review was a 5 star rating. Blitz Auto Spa has not used Groupon but do have online coupons that are available to print on their website. The Meta tags found in Blitz website indicates that they primarily use geo-targeting when targeting queries from search engines. Showroom Auto Spa
Showroom Auto Spa has the strongest online presence out of the competitors; they have a Google Page rank of ‘3/10’ (PRChecker, 2014). The Showroom Auto Spa Facebook page has accumulated 391 likes but has failed to post anything since December 31 2013. The Showroom twitter handle @Showroomauto has 130 followers and since activating account in 2009 has average 0.02 tweets per day. Although Showroom auto does not tweet frequently they still hold a competitive advantage over the other mentioned competitors and Dynamic Shine. The two Yelp reviews on Showroom Auto are not favourable with an average rating of 2 stars. Showroom Auto spa uses an interesting technique in their Meta Tags, they include their companies phone number; this can be utilized if a company wants to cold-call their customers. If the customer does not answer and searched the number through google it will come up organically opposed to the Yellow pages or Reverse lookup being the 1st and 2nd in organic searches.
Summary of Current Digital Marketing Situation
Currently Dynamic Shine has a weak online presents which is out dated and inconsistent. With many individuals within his target market being online, Dynamic Shine has a great opportunity to interact and engage these individuals. As it stands, the Dynamic Shine’s website is inactive. In today’s business environment, companies are expected to have at the very least a company website with their contact information. Dynamic Shine is currently active on one social media website, Facebook with only 80 likes. With minimal activity and interesting content, Dynamic Shine can expect to double, the likes and followers of their facebook page within a few short weeks. All in all, Dynamic Shine has limited digital activities and low social media presents. To be current in the industry and to attract and maintain current customers, emphasis on digital activities must be established. The following infograph compares Dynamic Shine with their leading competitors.

Key Concerns
Some of the key concerns with Dynamic Shines current Digital Marketing situation are: * Inconsistencies across digital platforms for each location * Improper SEO strategies * Underutilization of essential digital platforms
Options
The competition within the car detailing industry do not have a strong digital presence; this represents a huge opportunity that Dynamic Shine can exploit. As the current google page rank of the competitors is very low and Meta Tags are not used properly Dynamic Shine can implement strong and consistent Meta tags which will help its overall page ranking and positioning in Google’s organic searches.
As Dynamic Shine is a service with an intermediate good it is essential that they provide their customers with testimonials and examples of their finished product; this will drive more customers to Dynamic Shine.
Option # 1: Activate Twitter
There currently is no Twitter account associated with Dynamic Shine. Twitter can be an essential element for creating brand awareness and communicating with customers (Bulearca & Bulearca, 2010). Twitter is one of the most engaging digital platforms for companies today. A twitter account can be made for Dynamic Shine as an entire organization (linking all three current locations).
In order to be effective on Twitter Dynamic shine can follow suite with a detailing shop out of England, @GriffithsDetail . They have accumulated 2,900 followers and has a 60% reply rate to all tweets directed at them. Griffith’s theme is also consistent with their Facebook page and primary website- which helps their overall brand image. Dynamic Shine can gain more followers and recognition by Retweeting and replying to car enthusiast and other popular twitter accounts such as @BBC_TopGear. In order to get the best results from Twitter Dynamic Shine can execute the tweeting tips from Twitters official blog. The blog discusses what activities Tweeters can do to help gain higher engagement.
Source: DigitalTrends
Source: DigitalTrends
Option # 2: Activate Instagram
Instagram is an incredibly engaging platform and has the greatest increase in active users compared to any other digital platform. As Dynamic shines intermediate product is clean cars Instagram is an effective tool for showing off their finished product. Pictures of completed cars can be posted to highlight the level of quality dynamic shine provides to their customers.
It is recommended that universal account be made for Dynamic shine which includes all three locations. Each posts will incorporate geo-tagging so customers can see which location completed the job.
In order to engage customers and to gain new Instagram followers before and after shots of the cars being detailed/cleaned can be posted. This will help improve the perceived quality and attitudes customers have towards Dynamic Shine. Other content posted can include a time-lapse of a vehicle being detailed.

Option # 3: Create Universal Facebook Page
To create a more consistent strategy Dynamic Shine should create one universal Facebook page for all three current locations. This will help to improve overall brand recognition and awareness. The Facebook Page will link the twitter and Instagram accounts and provide details to the customer on upcoming promotions (Groupon).
As the demographic for the Oakridge location is younger, a Facebook page is consistent with the target markets consumer insights; the Heather street location’s primary target market is older, therefore a Facebook page does not seem essential to the branding; however, in 2014 58.9% of Facebook users were over the age of 30 (Saul, 2014).
Option # 4: Create a YouTube Campaign
A current social media trends is companies becoming completely transparent with their customers in how things are made or what the processes are (Yaskowich, 2014). This can be a beneficial strategy for Dynamic Shine as they can provide YouTube videos on tips for cleaning a car properly. This can be linked directly to the Instagram account which can provide a quick 15 second preview to the full length video on YouTube.
Lowe’s has successfully implemented this strategy through Vine. Vine is not a recommended digital platform to execute as 4x as many brands are on Instagram and Vine engagement has severely suffered since Instagram’s installment of videos.
Option # 5 Create Pinterest Account
Pinterest’s primary user demographics are 80% women (Smith, 2014); this coincides with the Heather Street’s customer demographics. Pinterest is best utilized for fashion products, however can be used to showcase a variety of products and services. The Pinterest account could be used to post pictures of the freshly cleaned and detailed cars (similar to Instagram). The content on Pinterest would lead the customer to the primary website where they can submit a request for an appointment.
Option # 6: Re-vamp Website
The current primary website has a strong layout, however it does not use SEO to its full potential. Dynamic Shine currently outsources their website management to Morris’s friend, Derek Zarbrook. It is recommended that Morris guide Zarbrook to increase SEO and SEM. To improve the overall Google Page Rank <Meta tags> should be put in each page. This will help Dynamic Shine appear higher in organic search results. An example of a Meta tag that should be used for the home page would look like:
<meta name="KeyWords" content="vancouver auto detailing, vancouver auto detail, auto detailing, vancouver, vancouver car detail, car detailing vancouver, car detailing">
Recommendations
In order for Dynamic Shine to create a stronger online presence they should: * Create a Twitter Account * Create a Instagram Account * Create a Universal Facebook Page * Revamp Website
The YouTube campaign was not chosen as it would create too much work and the production costs would exceed the benefits. In the distance future, a youtube campaign may be plausible if there is to be a demand for it pushed by consumers.
Implementation Plan
There are two different ways Dynamic Shine can implement their strategic digital marketing plan; all digital activities can be delegated to the on-site manager or to an outsourced social media manager(s).
Option #1: Delegate Digital Activities to On-Site Manager
To address the key concerns Dynamic Shine can delegate all social media activity to the on-site manager for each location. The approximate cost of this option would be a total of $15,000. These costs are taken from estimates for how much a social media manager costs for each platform, training costs and how much time each manager will spend on social media. There is no timeline set for this as it is an on-going process and must be continually monitored.
The benefits of delegating to on-site managers is that the content posted will be incredibly current and relevant. Morris will also need to learn how to effectively use Social Media techniques so he can guide his staff and answer any questions they have.
The risks affiliated with this implementation plan is that the on-site managers already have a ‘full-plate’ and asking them to take on another tasks may lower their morale, this would be combatted by giving a 5% increase in salary. The on-site managers may also be incredibly inexperienced and delay the timeline for completion. Another risk is that the on-site managers may post content that is not consistent as there would be 4 potential people posting on behalf of Dynamic Shine.
Option # 2: Hire a Social Media Manager
Dynamic Shine can also hire a social media manager to look after all digital marketing activities. This is an essential way for Dynamic Shine to build their brand awareness and interact with current and potential customers. The benefits of bringing in a social media manager for Dynamic Shine first and for most would be keeping the content fresh and on a regular schedule (Pollard, 2012). Having one person solely managing and creating Dynamic Shine’s social media will also provide a consistent message throughout their social network. Consistency in their brand values throughout their social media platforms is critical for a successful campaign. In a recent survey done by the Harvard Business Review found that only 12% of companies thought they were using social media effectively (Herman, 2013). The survey also found that 12% of companies observed were using or had a dedicated social media manager (Herman, 2013). This is not a coincidence effective use of social media takes time and expertise.
The cost of hiring a dedicated social media manager ranges from $3,000 - $20,000 a month (Thomas, 2012). Based on the requirements for Dynamic Shine it is estimated that it cost $42,000 per year.
Option # 3: Hire CT Consulting
An additional option would be to hire CT Consulting to execute a digital marketing strategy. The cost of hiring CT Consulting would only be approximately $3,500. Both Cameron and Trevor have learned valuable concepts and strategies throughout their time at Kwantlen. CT Consulting would monitor the account for the first month while also providing Morris with tutorials and lessons which will give him the skills needed to monitor the digital strategy himself.
Conclusion
In conclusion Dynamic Shine has a few areas of improvement in which limited effort can increase their reach significantly. With the use of social media and online activities, Dynamic Shine can gain invaluable information from customers strictly by listening to what they’re talking about on social media. By following the listed recommendations, Dynamic Shine can expect to increase their brand awareness and significantly increase loyalty amongst customers. We expect Mr. Morris and Dynamic Shine to continue to grow and we wish them the best of luck in the future.

Appendices
Appendix A: Locations

Unit 111-8828 Heather Street
Vancouver, BC
V6P 3S8

Unit 111-8828 Heather Street
Vancouver, BC
V6P 3S8

650 41st Ave West
Vancouver, BC
V5Z 2M9

650 41st Ave West
Vancouver, BC
V5Z 2M9

641 Lougheed Highway
Coquitlam, BC
V3K 3S5

641 Lougheed Highway
Coquitlam, BC
V3K 3S5

Appendix B: SWOT Analysis | Strengths: * Strong brand-quality relationship with surrounding car dealerships * Efficient usage of capacity * Involved in Group-on | Weaknesses: * Low direct to customer transactions * Retail brand awareness is low * Physical promotional signage inconsistent with online signage | Opportunities: * Potential expansion to retail customers through online media * Expand into retail and direct to customer markets * Establish strong brand image with non-commercial customers * Competitors do not have a strong social media presence | Exploit: * Online media presence * Earned media outlets * Potential gains from user review websites | Develop: * Brand awareness for B2C operations * Social-Media presence * Aesthetically appealing imagery through social media channels | Threats: * Growing competition * Low barriers to entry * Seasonality * BC Hydro regulations | Contend: * Competitive pricing * Direct competitor promotional strategies on sites similar to Group-on and living social | Address/Avoid: * Ensure customers are satisfied with quality of service * Ensure no negative feedback is displayed on social media * Monitor and control negative posts |

Appendix C: Social Networking Activity

Appendix D: Products and Services
Dynamic Shine offers the following Products and Services: * Auto Detailing * Fabric Protection * Leather Protection * Paint Sealing * Rust Proofing * Under Coating * RHINO Truck Bed Liners * Hand Carwash and Detailing – Oakridge * Touchless Carwash – Coquitlam * Self-Serve Carwash - Coquitlam

Appendix E: Brashir’s Auto Detail Location: 5751 Minoru Boulevard, Richmond
Services offered: wash, wax, cut polish, polish, interior shampoo, paint protection, Fabric/ Leather protection, Rust protection, Undercoating

Groupon

Yelp

S.E.O Techniques

Appendix F: Pearl’s Auto Spa

Locations: 1652 West 5th Ave. Vancouver BC, Canada & 1128 Alberni Street, Shangri-La Hotel
Services Offered: wash, wax, clay and wax, scratch removal, paint protection, fabric/ leather protection, Car storage, upholstery repair, wheel repair, dent removal, ozone odour treatment.
Primary Website

SEO Techniques

Appendix G: Blitz Auto Spa Two locations: 820 Marine Drive, North Vancouver & 1519 Clyde Ave, West Vancouver
Services Offered: wash, wax, clay and wax, scratch removal, paint protection, fabric/ leather protection, upholstery repair, wheel repair, dent removal, ozone odour treatment.

Primary Website

Facebook Page

Yelp

SEO Techniques

Appendix H: Showroom Auto Spa Location: 55 5th Ave E, Vancouver
Services Offered: wash, wax, clay and wax, scratch removal, paint protection, fabric/ leather protection, 3M paint protection film, upholstery repair, wheel repair, dent removal, ozone odour treatment.

Twitter

These statistics were taken from www.twitonomy.com; this is a paid service.
Yelp

Groupon

SEO Techniques

Appendix I: Twitter
Info-graphics

Competitors Best Practices

Source: Twitonomy.com
Appendix J: Instagram

This is an example from ’Allure Detail’ of what type of photos Dynamic Shine can include on their Instagram account.

This figure shows the optimal time to post Instagram videos such as the time-lapse of a car being detailed at the Heather Street location; hand washed at Oakridge; touchless wash at Coquitlam

Appendix K: Delegating Digital Activities to On-Site Manager
The cost of $15,000 [$3,000 pay increase for each manager]. This was based on each manager spending 30 minutes per day conducting social media activities for 250 working days and an average yearly salary of approximately $48,000 (Morris, 2014). These costs are based on an estimation of additional training time required to learn each of the platforms and how to manage them effectively.

Appendix L: CT Consulting Resumes

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[ 1 ]. See Exhibit 1: SWOT Analysis
[ 2 ]. See Appendix D: Products and Services
[ 3 ]. See Appendix D: Target Market
[ 4 ]. See Appendix E: Brashir’s Auto Detail
[ 5 ]. See Appendix F: Pearls Auto Spa
[ 6 ]. See Appendix G: Blitz Auto Spa
[ 7 ]. See Appendix H: Showroom Auto Spa
[ 8 ]. See Appendix B: SWOT Analysis
[ 9 ]. See Appendix I: Twitter Infographics
[ 10 ]. See Appendix J: Griffiths Detailing Twitter page
[ 11 ]. https://blog.twitter.com/2013/tweet-tips-most-effective-calls-to-action-on-twitter
[ 12 ]. See Appendix K: Instagram
[ 13 ]. See Appendix L: YouTube & Vine
[ 14 ]. This is an example of the Meta Keywords that the competitor, Showroom Auto-Spa uses.
[ 15 ]. See Appendix K: On-Site Manager Costs
[ 16 ]. Appendix L: CT Consulting