Dealer Services - Digital Marketing Solutions Group

BZ Virtual Dealership
Proposed Statement of Work
For:

Interstate Ford
Thursday, May 21, 2009

Submitted By:
Stephon Jones
E-Commerce Marketing & Advertising Manager
ADP Dealer Services
314-363-3896
sjones@bzresults.com

ADP Digital Marketing

2000 Nooseneck Hill Rd. Coventry RI 02816

Interstate Ford ADP Digital Marketing Proposal

May 21, 2009

Interstate Fords Digital Marketing Proposal

BZ is delighted to offer the following proposal for your consideration.
Interstate Ford Digital
Marketing Components
BZ Full Digital Marketing
System

Upfront

$1,000

Monthly
$2250

Buzz Trak ( 19 Additional

users 4 included)

$510

Ad Tracker Premium

$495

Video Car Lot Premium

500

$495

Custom BZ Website, Buzztrak

ILM Tool, Virtual Test Drives
and all BuzzMail suites
ILM Virtual BDC tool that
also provides direct mail and
bulk email campaigns. Total
23 users
Tracks incoming calls to
determine marketing
effectiveness w/ 50 Toll Free
numbers +2,000 minutes
Multi-media email marketing
messages and Animated voice
over vehicle walk arounds
Dealer responsible for
expenses
(**see notes on page 4)

Bootcamp
(2 Day Session)
$2,250
Your BZ Digital
Replaces Contact
Marketing System @ 24
Manager, Calltracker
month contract
$3,750
3,750
and current website.
Your new Digital Advertising Components
SEM (PPC)
Ford Digital Advertising
Admin Fee

$2500
$495

Social Network Marketing

(see Ford-Community.com)
Your BZ Digital
Advertising Solution @
12 months contract
Interstate Fords Total
Investment

Does not Includes Admin fee

of $495 monthly

$3,750

$1,800

Does not include

approximately $300 to be
made available on Dealership
credit card for registration
fees(Facebook,Flicker,
Ning,etc.

$4,795

Replaces current DA
contract and adds Social
networking by Ralph
Paglia

$8,545

Sign Contracts received

by May28th and receive A
Free Flash MicroSite
($495 value)

CONFIDENTIALITY NOTICE: The materials attached hereto are confidential and the property of the sender. The information
contained in the attached materials is privileged and/or confidential and is intended only for the use of the above-named
individual(s) or entity(ies). If you are not the intended recipient, be advised that any unauthorized disclosure, copying,
distribution or taking of any action in reliance on the contents of the attached is strictly prohibited. If you have received this
transmission in error, please discard the information immediately.

Confidential

Interstate Ford ADP Digital Marketing Proposal

May 21, 2009

Executive Summary
Phase I The Interstate Ford Virtual Dealership
BZ will install a BZ full Digital Marketing System to include the Virtual
Dealership. This creates a customized, interactive dealership online that
will mirror and compliment your brick and mortar facility. It is
optimized to provide a breadth of information pieces to your customers,
all of which are designed to drive qualified opportunities into your
physical dealership. It does this across all departments 24 hours a day.
Technology is built into the virtual dealership that provides real time
feedback to employees and managers on your customers online
activities. This allows you to modify your sales efforts to take advantage
of your online presence. The synergy between your virtual activities and
those at your store is a large part of the unique success that only BZ can
deliver in Digital Marketing.
Your virtual presence will be enhanced with several additions recently
introduced. Social Network Marketing that provides instant
interaction for the consumer thru multiple Ford Social Marketing Press
Releases, Facebook, Twiiter, Flicker and other to increase in traffic for
the entire dealership. Ad Tracker that tracks your incoming calls by
lead source to determine your marketing effectiveness for maximum
Return On Investment. Video Inventory that will enhance your
optimization and distinguishes you apart for competition.
Again, making sure all your efforts are coordinated and verified is an
important element of the BZ system. BZ understands that even the best
technology and process in the world is without value if not used
correctly. To that end we offer one of the best training and
implementation strategies available in any marketplace. As part of your
Digtial Marketing System, we encourage you to send all managers to the
BZ Boot Camp. BZ has put together a Strategy Boot Camp and
Internet Sales Training Workshop. The BZ Strategy Boot Camp is a
(2) Two Day Off-Site Event that will prepare you with a custom business
plan and strategic blueprint for implementing a successful Digital
Marketing strategy within your dealership. The BZ Internet Sales
Training Workshop gives your people the knowledge and skills needed to
get the results you want to receive.

Confidential

Interstate Ford ADP Digital Marketing Proposal

May 21, 2009

Virtual Dealership Components for Interstate Ford

Search Engine Placement
Search Engine Optimization
BZ Advertising / Merchandising Suite
Hosting & Maintenance
Business eMail (10 users 1200Mb)
Custom website look and feel
Dealership FAQ section
Statistical engine
New vehicle ordering module
Multiple real-time submission buttons
Enterprise Reporting
Used vehicle ordering module
Dealership contact module on every
page
Populates other lead management
tools
Virtual service department
Online map to dealership
Specials: OEM, New, Used, F&I,
Service, Parts
Online service appointment module
Online door-to-door driving directions
Online loan application
Virtual parts department
Dealership personnel photos
Payment calculator
FAQ Financing section
Dealership employment opportunities
Dealership tip section
BZs Virtual Test Drive
High-end animation

Used vehicle lemon check

Maintenance schedule / menu
Synchronized audio
NHTSA safety reports
Service & Technical tips
New car test drive reviews
Virtual Body Shop/ Collision Center
Retail check module
KBB trade-in link
Virtual Rental Department
Online insurance quotes
Embedded multimedia
presentations:
o Why buy here?
o About our dealership
o How to trade your vehicle
o Finance v. lease
o Service contracts
o Why service here?
o Road hazard
o Insurance
o Gap insurance
o Certified used vehicle
BZ Virtual Inventory
Automated Specials Updater
BZ Buzzlot Inventory Manager
Inventory Leak Stopper
Automated Notification System
Lost Customer Coupon System
Buzztrak ILM Tool

** YOU WILL BE RESPONSIBLE FOR ALL TRAVEL EXPENSES INCLUDING AIR, HOTEL, CAR,
FOOD, AND TRAINING MATERIALS. The per-diem rate is $225.00 which covers hotel, car, food,
and any miscellaneous expenses (ex. Parking, tolls). The airfare is in addition to the per-diem,
however, BZ only books lowest fares possible. Also, the manuals are $12 each, and will be charged
dependent on the number of people attending training from your dealership. There is an annual
website refresh fee on $995 due to intial wavier of fees.
Please note that all pricing is confidential and is only for use by Interstate Ford and not to be shared with or shown to
any outside entity. Additional work not expressly outlined in this proposal will be priced on a per project basis.

Confidential

Interstate Ford :

ADP Digital Marketing:

Date

Date

Interstate Ford ADP Digital Marketing Proposal

May 21, 2009

Website References
Here are some sites for you to review: As a reference for your question of support, please call
Dave or Christine. When you call, ensure you mention that you are not in their market area.
http://www.londoff.com/ou/florissant-chevrolet/
Dave Wolfe, is the IT Director at Johnny Londoff Chevrolet. 314-897-1800
www.seegertoyota.com
Christine Seeger, is the BDC/Customer Retention Manager at Seeger Toyota 314-434-5000
Here are some websites to visit:

For Ford :
www.fordcommunity.com
www.ford-community.com
www.myjeepcommunity.com

www.capitalford.com
http://www.alvarezlm.com/ou/riverside-lincoln-mercury-jaguar/

Some others you may know:

Herb Chambers Group 21 Locations Jay Gubala
617-666-8333 x416 (www.herbchambers.com)
jgubala@herbchambers.com
Tasca Auto Group 3 Super Locations Bob Tasca III
401-681-1300 (www.tasca.com)
rft@tasca.com

Stephon W. Jones
BZ Results
Central Region
314-363-3896 Office
sjones@bzresults.com

Confidential

Interstate Ford ADP Digital Marketing Proposal

May 21, 2009

Frequently Asked Questions

At BZ Results, we strive to keep our dealer's websites updated with the latest in Search
Engine Optimization techniques. We also want to keep our dealer partners up to date by
providing them with answers to frequently asked questions and glossary of common search
marketing related terms.
Q: Why don't I rank for a certain keyword?
A: Internet users have become increasingly sophisticated in the way they search for products
online. In 2006, BZ Results recognized this change and shifted its keyword optimization
strategy from being specific keyword centric to focusing on long tail keywords. This strategy
change has paid off handsomely for our dealers. While those of us in the automotive industry
would conclude that keywords X, Y and Z are the most important keywords to rank for, the
reality is that consumers not familiar with the industry think differently. Our statistics have
shown dealer websites receiving internet traffic from well over 6,000 keyword combinations
in a 12 month period! If our strategy still focused on ranking for a handful of keywords, there
is a good chance these dealers would have missed out on thousands of potential customers.
Additionally, long tail keywords tend to more readily match the users search term, and
statistically have a higher click through rate and lower bounce rate.
Q: How long will it take to see our website in the search engines?
A: The typical crawl or index cycle for most websites is 4 - 6 weeks. What this means is that
approximately every 4-6 weeks the search engines will rank or adjust the rankings for a
website based on existing or updated content.
Q: Why do my rankings change?
A: The indexing cycle happens at various intervals for different websites. For instance, of the
top 10 websites shown for a given search term, 2 of the websites may be re-indexed at the
beginning of the month, 4 may be indexed during the middle of the month, and 4 may be
indexed toward the end of the month. Because of this, a website may appear to raise or fall
slightly in rank until all contending websites have been re-indexed and positioned.
Q: Do Flash Based Websites get ranked?
A: Yes. While in the past, ranking flash based websites presented certain challenges, BZ
Results was successful at getting our dealer websites to rank well for a large variety of
keywords. In 2008, Google announced that they had worked with Adobe to improve Google's
ability to index and rank flash based websites. We have leveraged this collaboration between
Google and Adobe to provide even stronger optimization for our flash based dealer websites.
Confidential

Interstate Ford ADP Digital Marketing Proposal

May 21, 2009

Q: How do you choose what keywords to use?

A: When a dealer signs on with BZ, they fill out a dealer information form. The dealer
supplied information helps us determine their desired market reach. We analyze potential
cities within the dealer's desired reach, based on various key data sets, and choose the best
potential cities and towns to drive traffic to a dealer's website. This information is carefully
combined with other information supplied by the dealer as well as tested and proven
keywords relevant to the automotive vertical. This creates the basis for dealer website
keywords.
Q: Why don't I see more keywords in the Keyword Meta tag?
A: The keyword meta tag is no longer relevant to the major search engines. Similar to link
building, the keyword meta tag was abused by unethical marketers and the search engines
had to redefine their search algorithms, no longer giving the keyword tag the weight it once
held as part of the ranking decision.
Q: Do I need a lot of links pointing to my website?
A: Yes and no. As with the keyword meta tag, creating inbound links to a website became an
abused practice, producing top ranking websites that were not the most relevant for a given
search term. Google tightened up their "rules" for how links affect search ranking. Generally
speaking, a good link comes from a website relevant to your website (a website from the
automotive industry) and that referring website has a higher page rank than your website.
Links from non-automotive websites or automotive websites with lesser page rank can be
beneficial as they offer a channel for driving traffic, but this traffic typically will have a low
lead conversion ratio, and the links can have a negative impact on your overall website.
Additionally, Google not only looks at how many links you have and where they come from,
but how fast you acquired them. Acquiring too many links too fast can also be damaging to
your overall web ranking. Because of this, we feel that websites should acquire inbound links
naturally, with little to no intervention.
Q: How often do you update the SEO on my website?
A: BZ runs a constant measure and improve program at the global, OEM, and rooftop levels.
As we observe new trends in the way search engines index and rank websites, we test new
SEO techniques with dealers who have agreed to be test partners. If the results of these tests
are favorable, we update our optimization tools and immediately begin to implement the new
SEO our dealers.
Q: Is having a lot of content important to my website?
A: Yes, although this wasn't always the case. But recent algorithm changes by the search
engines have placed more focus on content and depth. Recognizing this need, we have made
the necessary changes to our websites to allow for more content. Updates to our various
optimization tools is underway and as are plans for a global rollout. Dealers can expect to see
significant content changes to their websites in the near future.
Confidential

Interstate Ford ADP Digital Marketing Proposal

May 21, 2009

Q: Why does my Title Meta tag read the way it does?

A: The Title tag has always been an important factor in search rankings. The keywords
placed in the title tag, as well as the order that they appear, is very deliberate and based on
years of measure and improve testing. While we implement these keywords in a way that
makes them stand out to a web searcher, it is important that the focus of the title tag be for
the web crawlers, and that the description tag deliver the marketing method. This is
underscored by the fact that both Google and Yahoo will often overwrite the description
information with relevant copy from within the website to help with click thru.
Q: Do you submit our website to the search engines.
A: Yes - For new URLS we submit the URL to Google, Yahoo, MSN and ASK. Second tier
search engines such as AOL and Lycos use search technology from one of the first tier
engines, and receive your information by default.
Q: I'm changing my website from my old provider to BZ Results, how will the search
engines find us?
A: Once the DNS change has been made, the search engines will be able to follow your URL
to the new website and host. What is important for a seamless transition is that your old web
set up 301 redirects from your old web pages to your new site.
Q: There is a website that ranks well for our name, but lists negative information about
our dealership. How do we change that?
A: While we can't make negative websites "go away", there are strategies that can be
implemented to push negative websites down in the rankings or off the first page. BZ Results
offers customized reputation management solutions for dealers faced with this situation.
Please contact your field representative for more information.
Q: Does my website have a sitemap?
A: Yes. All BZ websites have a sitemap to expedite the indexing of all web pages on that
site.
Q: Should I be concerned that a free online website analysis tool said my website's SEO
is poor?
A: No. Online tools that "analyze" your website are very generic, one size fits all tools. They
have no way of understanding the business purpose of your website or the search marketing
efforts employed to help achieve those business goals. Often times the results don't tell the
whole story because these tools are designed to get you to make a purchase or take some
other desirable action.

Confidential