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Search Engines
First and foremost I've made every page on eBeaverton so that it's search engine friendly. My goal is that within six months, when you type in anything and Beaverton, Oregon, eBeaverton will come up. I believe eBeaverton is the biggest website (in number of pages) about Beaverton. This gives me a great advantage in the search engines.
Word of Mouth
Craigslist is built purely on word of mouth. With compelling content and features for the Beaverton area, eBeaverton will spread the same way. At some point I may also offer contests with drawings to help compel people to send eBeaverton to their friends.
Strategic Partnerships
I will constantly look for ways to create synergy with local businesses. I imagine situations where businesses promote eBeaverton in trade for upgraded directory listings. Also with the event calendar in place, it allows small businesses to place events there and send customers to eBeaverton for the information.
Additionally, I have a strategic partnership already set up with a coupon mailer. That mailer will go out to 1000's of local people and promote eBeaverton.
Community Involvement
eBeaverton sponsor's a Beaverton Area Little League team and website. With this sponsorship we get the following exposure...
- A prominently placed ad in the roster book, delivered to over 500 families in the Beaverton Area, as well as a full page 'Thank you" page in the Beaverton Times & playoff roster books (out to hundreds more families in the District)
- Banner featured at all games, visible to parents, family and more.
- Logo feature on team clothing.
Signs
Jobdango did a huge amount of business through using signs posted next to main roadways. It's an effective targeted message. I've found that people in Beaverton are naturally curious about eBeaverton.com when they hear the URL. This means signs that just say eBeaverton.com will be effective.
Online Advertising
I will use targeted online advertising. Mostly, I'll focus on free advertising however I may also decide to use some paid placement.
Phase Two
The above represents Phase One of my marketing strategy. When I feel I've reached the limit of those methods, I'll add new strategies. The advertising landscape is constantly changing, so I'll make those decisions when the time is right.
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