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Marketing Mix: 4 P’s Product, Promotion, Price, Place Product: The SBA Group prioritized on hard wood products for retail. Product: The SBA Group prioritized on hard wood products for retail. Promotion: The SBA Group prioritized on website development and logo design. Promotion: The SBA Group prioritized on website development and logo design. Price: The SBA Group thematically emphasized competitive pricing. Price: The SBA Group thematically emphasized competitive pricing. Place: The SBA Group focused on developing a primary local market in Southern NH, and a secondary international/global market. Place: The SBA Group focused on developing a primary local market in Southern NH, and a secondary international/global market.

Website Design Layout

Suggested Home-Page Layout

Home-Page Suggestions Re-construct the format of the homepage. Re-construct the format of the homepage. Create each page with a link back to the homepage, to help simplify navigation. Create each page with a link back to the homepage, to help simplify navigation. Create a short statement using keywords to welcome and inform potential customers about New England Forest Products. Create a short statement using keywords to welcome and inform potential customers about New England Forest Products. Less is more!!! Take away clutter and excess information on the homepage, and add links to important areas. Less is more!!! Take away clutter and excess information on the homepage, and add links to important areas.

Home-Page Suggestions Cont. Use a slogan for the homepage Delete existing opener- “Practicing the highest level of professional forestry” Delete existing opener- “Practicing the highest level of professional forestry” Add a new slogan; Here are some possibilities: Add a new slogan; Here are some possibilities: NEFP, locally grown, nationally used. NEFP, locally grown, nationally used. Wood products from your own back yard. Wood products from your own back yard. New England Forest Products committed to providing the finest quality timber since New England Forest Products committed to providing the finest quality timber since Imagine what our wood could become. Imagine what our wood could become. Professionalism with a touch of family. Professionalism with a touch of family. Family ran, community built. Family ran, community built. Branching out to you, for you. Branching out to you, for you.

Home-Page Suggestions Cont. Create a short statement, using keywords: Google advertising has generated some keywords that people search for in relation to purchasing wholesale or retail forest products. Google advertising has generated some keywords that people search for in relation to purchasing wholesale or retail forest products. To be an effective website, and also to boost popularity and search ratings, NEFP must create a short statement informing the public about the company, using some of these keywords. To be an effective website, and also to boost popularity and search ratings, NEFP must create a short statement informing the public about the company, using some of these keywords.

Google Advertising

Google AdWords You create your ads. You create your ads. You create ads and choose keywords (words or phrases related to your business). Get keyword ideas You create ads and choose keywords (words or phrases related to your business). Get keyword ideas Get keyword ideas Get keyword ideas Your ads appear on Google. Your ads appear on Google. When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you. When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you. You attract customers. You attract customers. People can simply click your ad to make a purchase or learn more about you. You don't even need a webpage to get started - Google will help you create one for free. It's that easy! People can simply click your ad to make a purchase or learn more about you. You don't even need a webpage to get started - Google will help you create one for free. It's that easy!

Google AdSense Maximize your site's revenue potential with contextually targeted ads. Maximize your site's revenue potential with contextually targeted ads. Customize ads to complement the look and feel of your site. Customize ads to complement the look and feel of your site. Track the success of different formats and locations with online reports. Track the success of different formats and locations with online reports.

Getting Paid How do I get paid? How do I get paid? You get paid whenever someone on your site clicks on one of the AdSense ads. Advertisers can also bid to appear on your site on a CPM (cost per thousand impressions) basis. Both CPC and CPM bids compete in the AdWords program to ensure that you optimize your ad revenue. You get paid whenever someone on your site clicks on one of the AdSense ads. Advertisers can also bid to appear on your site on a CPM (cost per thousand impressions) basis. Both CPC and CPM bids compete in the AdWords program to ensure that you optimize your ad revenue.AdWords Electronic Fund Transfer (EFT) Electronic Fund Transfer (EFT) Google has an EFT payment system available in a number of countries, which will help get your AdSense earnings delivered directly to your bank account every month without any additional effort. Google has an EFT payment system available in a number of countries, which will help get your AdSense earnings delivered directly to your bank account every month without any additional effort. How much do I get paid? How much do I get paid? How much you earn depends on a number of factors including how much an advertiser bids on your site -- you'll receive a portion of what the advertiser pays. The best way to find out how much you'll earn is to sign up and start showing ads on your web pages. How much you earn depends on a number of factors including how much an advertiser bids on your site -- you'll receive a portion of what the advertiser pays. The best way to find out how much you'll earn is to sign up and start showing ads on your web pages.

Suggested Google Terms American forest products Building materials Certified forest products Forest product Forest products Forest products company Hardwood products Lumber Lumber company Lumber prices Lumber products Kiln Dried Wood Lumbersupplier Lumber supplier Lumber yard MillMillworkRetailWholesale Wholesale lumber Wholesale products Wood Wood forest products Hardwood Lumber

Deborah Buxton’s Suggested Terms TimberForestryStumpageTSPLogsCordwoodFirewood Licenseced forester Forest management Timber appraisal Log buyer Procurement forester Tree farm KD Lumber Kiln dried lumber Grade stakes TSI Current use Management plan LoggerHardwoodSoftwoodLoggingSawdustChipsMillwork Retail lumber Wholesale lumber Sustainable Sustainability Sustainability Buy local Buy green Barkmulch Bark mulchLumberBoards Custom sawing VeneerFAS/1FSelect 1 common 2 Common 3A Common Sound 3B CantsGreen Rough cut S2S Stair treads Flooring

Home-Page Recommended Text New England Forest Products is a lumber supplier seeking to meet your forest product needs. Whether it be a small or large project, our diverse wholesale and retail selections of hardwood and softwood allow us to do our job to ensure every customer leaves as a satisfied one. We specialize in kiln dried wood and hardwood lumber products. Our mill and retail outlet is located on Route 31 in Greenfield, New Hampshire. Green- Google Keywords Red- Deborah Buxton’s Keywords Blue- Google & Deborah Buxton’s Keywords

“About Us” Link Rather than have a major link labeled “mission” on the homepage, an “About Us” link would be more strategic. Rather than have a major link labeled “mission” on the homepage, an “About Us” link would be more strategic. Should be more condensed. Should be more condensed. Other Layout Suggestions Should have links along the side of the page (or top or bottom) to the following related areas: Mission, History, Meet The Staff, Location/Directions, Careers, and In the News. Should have links along the side of the page (or top or bottom) to the following related areas: Mission, History, Meet The Staff, Location/Directions, Careers, and In the News.

“About Us” Link Recommended Edited Text New England Forest Products is a retail and wholesale lumber producer. We are a hardwood mill focusing on quality northern hardwoods, such as red oak, maple, white ash, and birch. Our customers purchase lumber for various projects, including raised garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds, barns, custom flooring, stair treads, and cabinets. By-products from the mill are also processed into landscaping products, including mulch and sawdust, used for wood pellets. That we are a green company that cares for the environment, and we apply sustainable practices ensures high quality products. “We like to think of this company as one that is involved with the practice of forestry involving many different aspects – from educating and working with landowners who share our mission of conscientious management of a sustainable and important resource, to the manufacturing of a product actually made here in the United States. There are many changes happening in the industry. More products are being manufactured outside of this country. The term ‘exotic woods’ sometimes translates to endangered species and illegal logging. The products we manufacture here are being produced as part of good forestry, and we are proud of that fact. By practicing good forestry and good business, we are hopefully leaving a better world for the future!”-NEFP Website

“Mission” Link Recommended Text NEFP needs a mission statement NEFP needs a mission statement None exists on the website None exists on the website An example of a possible mission statement An example of a possible mission statement Our mission at New England Forest Products is to provide our customers with the highest quality wood products, at a competitive price, using environmentally friendly practices. Our mission at New England Forest Products is to provide our customers with the highest quality wood products, at a competitive price, using environmentally friendly practices.

“History” Link Recommended Edited Text New England Forest Products was established in The mill was formerly the site known as M.E. Smith’s mill. Dave Buxton, owner of the mill, is a licensed professional Forester (LPF#180) for the State of New Hampshire. After graduating from the University of New Hampshire with a degree in forestry, Buxton worked as county forester for Hillsborough and Coos counties. Eventually, he earned the position of Marketing and Utilization Specialist for the University of New Hampshire. He left the University system and began to work in the private sector. New England Forest Products was established in The mill was formerly the site known as M.E. Smith’s mill. Dave Buxton, owner of the mill, is a licensed professional Forester (LPF#180) for the State of New Hampshire. After graduating from the University of New Hampshire with a degree in forestry, Buxton worked as county forester for Hillsborough and Coos counties. Eventually, he earned the position of Marketing and Utilization Specialist for the University of New Hampshire. He left the University system and began to work in the private sector. In 1993, he purchased the current business site located on Route 31. Over the years, he had established relationships with landowners interested in good forest management, as well as local loggers. These relationships are an integral part of the success of New England Forest Products. Dave expanded the business - upgrading the equipment to increase efficiency and productivity of the mill. In 1997, the was a setback. On July 3, a freak tornado whipped through the area – leaving the newly renovated mill a pile of rubble. With the help of NEFP’s neighbor across the street, American Steel; a local builder, Norm Shephard, as well as many friends, the mill was up and running again within 6 weeks. This was no easy task and the fact that the mill was up and running again in six weeks – employees never having lost a day of work, and all markets intact – was a testament to what it takes to survive and succeed – commitment and community!!

“Meet the Staff” Link Suggestions Since it is a small family ran company, people would like a meet the staff section. Since it is a small family ran company, people would like a meet the staff section. The SBA Group believes it will benefit the company as it will show the consumer that they care about family values and employees. The SBA Group believes it will benefit the company as it will show the consumer that they care about family values and employees.

“Directions” Link Suggestions Located on Route 31 (also known as Sawmill Road) in Greenfield, N.H. Located on Route 31 (also known as Sawmill Road) in Greenfield, N.H. Give directions to the mill from major cities/towns throughout Mass and NH. Give directions to the mill from major cities/towns throughout Mass and NH. Include a map Include a map

“Careers” Link Suggestions We recommend that the About Us page should include a direct link to career opportunities at the mill. We recommend that the About Us page should include a direct link to career opportunities at the mill. We recommend that the About Us page include the In the News section and Testimonials of buyers, suppliers, and other stakeholders We recommend that the About Us page include the In the News section and Testimonials of buyers, suppliers, and other stakeholders. “ In the News and Testimonials ” Link Suggestions

Questions ?