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CONTENTS EDITOR’S NOTE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .


WELCOME . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .


KERESE MILLER . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . .


ENTREPRENEUR AND DIGITAL MARKET . . . . . . . . . . . . .


DIGITAL MARKETING . . . . . . . . . . . . . . . . . . . . . . . . . . . .


WHY DIGITAL MARKETING? . . . . . . . . . . . . . . . . . . . . . .


SEARCH ENGINE OPTIMIZATION . . . . . . . . . . . . . . . . . . . 10 SOCIAL MEDIA MARKETING 101 . . . . . . . . . . . . . . . . . . 15 BOOST YOU POST . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 THE DO’S & DONT’S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 OF SOCIAL MEDIA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 KADENE MCPHERSON . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 MARKETING DIRECTOR . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Throughout the creation of this project ,I have grown not only as a student but as a budding entrepreneur. I have learnt techniques that can be applied in more than one space. This magazine has also enabled me to think ,write and execute, creatively .For the completion of this project I have to thank a few people: Angela Miller: For helping with content and briefing Ronaldo Russel: For consultation and help with the layout Advisor: Melville Cook Yanique Gayle: Photography

IMPORTANCE OF GOOD GRAPHICS IN MARKETING . . . 28 GLOSSARY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32


Welcome Trying to build a business is hard. Any business owner or future business owner could attest to this. I myself have been wanting to through in the towel because things weren’t going the way I wanted them to. So, I had to take a different approach to branding and relaunching. Through my research I realized that my approach for marketing was way off. If you are on the same page you are at the right place! I am now currently integrating the principles of traditional marketing and digital marketing. I want you to know that these strategies I have used and have worked for me.This issue of Traditional to digital will give straightforward and easy to read ways of using digital marketing within your small business. We are on this Journey Together Thank you for subscribing and reading the first Issue of The digital Takeover!


KERESE MILLER Entrepreneur and Digital Marketer

A:My name is kerese Miller I am a 21 year old Final year university student studying a BA in Communication Arts & technology as well as Globally accredited Digital Marketer & Entrepreneur. Q: Why did you choose digital marketing ? A:Being apart of the creative industry , there is always a need to set yourself apart. It was something I knew had existed however it did not come really into play until I wanted to start my business , my one and only baby. Q:What is the name of my business and what is it about ? A:The name of my business is Crime Scene Cleaners JA. We are primarily a biohazard and removal service located in Jamaica, Kingston. Yep you heard me, we clean blood, brain matter , tear gas and anything that if not removed or cleaned properly can be hazardous to humans if they come in direct contact with it. These services are currently only offered to kingston private home owners. However the bigger picture is to offer these services all throughout all 14 parishes.

I also can tell you that these strategies have worked because these are strategies I have used for other companies as apart of my job. Q: Where did you become a globally certified Digital Marketer? A: The course itself was facilitated by the iCreate Institute and accredited by The Digital Marketing Institute , in Ireland. Q: Personally, What has been the difference from solely using traditional marketing to use Digital Marketing ? A: It has been a complete 360 , It was really a huge issues especially when my targets were not met , I was spending money marketing my business and I wasn’t getting the turn around I needed or expected. With the use of Digital Marketing it has been the world of a difference, being able to manipulate your market and your target audience in a digital space I realised was very important.

Q: Why a crime scene cleanup company ? A:Well I saw a space in market and I took the pace , if im to be frank. There was no other companies that offered these services, well obviously they were clean up companies but not hazardous clean up. So in in 2016 I started Crime Scene Cleaners JA. Q: How can I tell you that , the things in this magazine will work ? A:Well, Simply because i’ve done it before, it is one of the reasons I am writing this guideline. When I was starting this business I was only open to the traditional medium of marketing but let’s be real that was costly i was looking at 300,000 , with a plan and mediums that were not working or hitting my targets . So I had to find another way to market my business , with research I found digital marketing.




WHY DIGITAL MARKETING? The heart of our business lies in how we market it. A successful business relies on successful marketing. Advertising, Public relations, promotions and sales. We can therefore say that marketing is a process by which a product or service is introduced and promoted to potential customers. I started a company named crime scene cleaners JA. What my company does is the proper removal of bio-hazard materials such as ‘ blood,urine,tear gas. “Traditional marketing refers to any type of promotion advertising or campaign that has been in use by companies for years and has been successful. These can include methods such as; print, advertisements such as newsletter billboards flyers and newspaper print ads.” This is the method that has been in use for years and has been successful but, let’s be honest things are changing. When I started my business as a new business owner and a non expertise in marketing I was beyond clueless as to the first marketing strategy to take when it came to putting my business out. So of course I did what i knew how to do, research. Upon research I was mainly exposed to the traditional methods of marketing, what was digital was not for the layman.This inspired the need for my magazine.


DIGITAL MARKETING? Now, I know we are talking about digital marketing but let’s be clear, we aren’t leaving out our core foundations of traditional marketing. in any kind of corporate or business institutions, marketing holds a key role for success and maintaining client relations for sustainability of the business. What we are there for doing is using our evolving era/generation, and using our core foundations to make our businesses better. Now that that understood let’s get right into it. People are consuming more digital content daily – using their smartphones, desktops computers, laptops, tablets, and more. The thing is, companies need to recognize that they need to alter their marketing strategies to adapt to this (Summers.A,2016) According to the (Digital Marketing Institute 2016) digital marketing is


known as online marketing, internet marketing or web marketing. it describes engaging with consumers through online advertising and marketing communications by means of the digital marketing communications by means of the digital devices consumers commonly use; computer, tablets, smartphones and mobile phones. Why is digital marketing so important? Because via electronic channels and by posting positive comments, feedbacks about your company/ product you (and your happy customers) can attract new customers and build long-lasting relationship.

When we talk about moving from the full reliance of traditional marketing into more use of Digital marketing there are a few advantages we can consider.

Global reach - a website allows you to find new markets and trade globally for only a small investment. Lower cost - a properly planned and effectively targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods. Trackable, measurable results measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising. Web analytics can be set up to show you exactly how much money you make from each digital tactic.

Personalization - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them. Openness - by getting involved withsocial media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with. Social currency - digital marketing lets you create engaging campaigns using different types of rich media content. On the internet, these campaigns can gain social currency - being passed from user to user and becoming viral. (2018). Benefits of digital marketing. [online] Available at: https:// [Accessed 22 Jan. 2018].



“SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. “(DMI,2016)

Q.What is SEO? A:SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. Q: How does SEO choose relevance and popularity? A: To a search engine, relevance means more than finding a page with the right words. In the early days of the web, search engines didn’t go much further than this simplistic step, and search results were of limited value. Over the years, smart engineers have devised better ways to match results to searchers’ queries.

Search Engine Optimization.

Popularity and relevance aren’t determined manually. Instead, the engines employ mathematical equations (algorithms) to sort the wheat from the chaff (relevance), and then to rank the wheat in order of quality (popularity). “One of the most important elements to building an online marketing strategy around SEO is empathy for your audience. Once you grasp what your target market is looking for, you can more effectively reach and keep those users.” (Moz.2016) Q: How do people interact with search engines?


Q:WHY DO I NEED SEO? A:When visitors type a query or a keyword into a search box and land on your site, will they be satisfied with what they find? The search engines’ primary responsibility is to serve relevant results to their users. So ask yourself what your target customers are looking for and make sure your site delivers it to them. It goes something like this

Experience the need for an answer, solution, or piece of information. Formulate that need in a string of words and phrases, also known as “the query.” Enter the query into a search engine. Browse through the results for a match Click on a result. Scan for a solution, or a link to that olution. If unsatisfied, return to the search results and browse for another link or ...


Perform a new search with refinements to the query Q:Why do i need SEO? A: SEO helps the engines figure out what each page is about, and how it may be useful for users. “An important aspect of SEO is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, they still can’t see and understand a web page the same way a human can. (MZO,2016)

A: SEO helps the engines figure out what each page is about, and how it may be useful for users.

FUN FACTS ABOUT GOOGLE • Google holds 78% of search market share • Google has 83% of mobile search market share • 3.5 Billion searches everyday • 20% of all search quieries are unique (never before searched) • Universal research shows up on 85% of all search queries HERE IS A SEO CHECKLIST, HAVE YOU DONE THEM YET ! • Target Market Business Analysis- website analysis, competitive analysis, initial keyword nomination. • Keyword Research and Development- keyword analysis, baseline ranking assessment,goals and objectives. • Content Optimization and Submission-create page titles & meta tags Continuous Testing and Measuring- test and measure, maintenance.



SOCIAL MEDIA MARKETING 101 I thought my social media was just for fun !how do I use this to benefit my business?? Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you’re not speaking directly to your audience through social platforms like Facebook, Twitter, Instagram, and Pinterest, you’re missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.


SOCIAL MEDIA MARKETING 101 When I started my business I could not figure out how to marketing using my platforms ! it was something I would soon figure out to be easier than I thought. The first step to any strategy is to understand what you want out of your efforts. Social media marketing isn’t about flipping a switch and calling it a day

HERE’S WHAT YOU CAN ASK YOURSELF? • What are you hoping to achieve through social media marketing? • Who is your target audience? • Where would your target audience hang out and how would they use social media? • Which social media platform is your target audience using ? • What message do you want to send to your audience with social media marketing?

Researching your audience is almost a given ! How will you know how to reach them ? This is important because it will guide you as to how , and where to target your audience. Find out the demographics of your audience TIP: use the 80/20 rule The 80/20 Rule is the cardinal rule of social media marketing. It states that


80% of your social media posts should inform, educate, and entertain your audience, while only 20% should directly promote your business.


BOOST YOU POST What does this mean ? A boosted post is a post from your business Page that, for a fee, can appear higher up on your audience’s News Feeds. The fee depends on how many people you want the post to reach—the payment depends on the number of impressions the post gets with time.

For example : Boosting your post can be done on three main platforms facebook,twitter and instagram.

Why is this even important? since 100% organic traffic is hard to come by it’s necessary to spend money advertising your Page and posts. It’s the best way to ensure your Page stands a chance in a user’s crowded News Feed. Since you have to invest a portion of your budget into each post you boost, choose the content with the highest ROI value. Unless they are dedicated to a time-sensitive campaign, boost posts with ‘evergreen’ content—those Here this boosted post budget showing you that for $3 your estimated that will help spread awareness of your brand in the long run. As a rule reach is 1200-3300 thousand for 3 days. Here is an example of a boosted of thumb, a post worth boosting also satisfies the following criteria: post once it is done.


• It helps promote a product or service offered by your business • It encourages visits to your business’s website • It spreads awareness of a limitedtime campaign your business is running


THE DO’S & DONT’S OF SOCIAL MEDIA 1.Don’t like your own posts. don’t “like” or “favorite” your own material. Encourage your employees, however, to share and like the material that is posted. Your employees can be your brand’s greatest ambassadors.

4. Interact With Your Audience

2. DO check if your privacy settings are ultra secure.

3. Why do I need to reply to My direct messages if I told them to email me in description?? It is always in your interest to reply to all messages that are directed to your page , they could be a prospective customer or client, do not limit yourself.


5. We don’t care about your personal relationship!

6. Don’t make assumptions about your audience


KADENE MCPHERSON MARKETING DIRECTOR What is your background? Kadene McPherson is the Founder and Managing Director of K. Mc & Associates Marketing Solutions. At the core of her career is serving businesses seeking marketing solutions to impact their underserved markets. She possesses strong expertise in developing and implementing Marketing Strategies in order to build brand awareness and influence perception of top of mind while maintaining cost-efficiency in budget management.

KADENE MCPHERSON Marketing Director

Ms. McPherson has over 10 years’ experience in various facets of marketing to include Campaign Management, Product Development, Corporate Affairs, Digital Marketing, Project Management and Market Expansion to name a few. She is highly experienced in marketing multiple brands through her work with several groups of companies in the communication, entertainment and financial industries. Ms. McPherson holds a Master in Business Administration in Marketing from the Mona School of Business & Management, University of the West Indies and a Bachelor in Business Administration in Finance with a minor in Marketing from the University of Technology. Ms. McPherson has also obtained through Continuous Professional Development Training, certifications in Business Communication as well as in Project Management. Ms. McPherson is currently a Lecturer of Digital Marketing and Creative Trainer for Project Management for Creatives at the iCreate Institute. She is a Course Facilitator for the Heart Trust – NTA Employability Skills Programme.


You recently opened your own company, tell us more about it.

Why is it important to incorporate Digital Marketing with traditional marketing?

K. Mc. & Associates Marketing Solutions is the first of its kind offering an outsourced, cost-effective, full-service marketing department for Jamaican based businesses. Operating in the capacity of a strategic marketing partner to our clients with products & services tailored for both local and international markets, we are committed to practical and measurable solutions using the most cost-effective methods.

Traditional marketing remains relevant for persons who have not yet to catch on to functioning heavily in the digital space; because of the freedom in the digital space, where anyone can start a business and start marketing with very little proof of its existence, many persons assume that traditional medium is verified‌ this may only be a perception rather than the truth. Traditional marketing is a strong support and reinforcer of your digital marketing effort.

What type of services do you offer?

How has it helped you personally/ in the workplace?

Our services include Consultation, Strategic Marketing Management, Brand Management, Public Relations & Communications, Digital Marketing and Website Development.

Based on the nature of my business, we are not trying to get large volumes of clients hence we don’t push heavily on any platform. We however use digital marketing as a means to showcase some of our work and to be accessible

Why Marketing?

How did you use digital marketing to push your business?

Marketing is my passion. Marketing to me is the genesis of all sale and I will leave this for deep thought regarding the importance of marketing. As a marketing executive while working for companies I discovered the need for additional support that a consultant with the capability to execute could provide, hence my reason for offering my expertise.

Through the showcasing of our work and our offerings. While a customer is considering doing business with us, the fact that we are in the digital space helps them to make a decision

Why Digital Marketing?

The most lucrative market segment has been spending a significant amount of their time in the digital space, therefore to reach them companies have to make themselves available there. Along with this digital marketing allows for greater flexibility as well as reach. Digital removes geographic barriers. It has also level the playing field for my businesses.

Digital marketing is the platform that has opened up many opportunities for businesses. Increase access to many untapped markets. Digital marketing has become a prerequisite for doing business with a company. The most lucrative market segment has been spending a significant amount of their time in the digital space, therefore to reach them companies have to make themselves available there.


Why do you think we are moving from traditional media to digital media?

If someone who owns a small business wanted to Market their business, which would avenue in your opinion would be best and why? Digital would be best for small businesses as it allows for greater targeting at a much more affordable cost. It also allows for quicker response to changes in the market.


Graphic Design R O N A L D O


In marketing looks is very important. Is that a vein approach? No actually it’s a very wise approach. As we’ve learnt brand/branding is everything. What we put out is what we will get back. Therefor when approaching our clientele, we must do it in an attractive manner, and our graphics is one of those elements we must consider.




Q: Why graphic design? Graphic design is an important tool that Graphic design is so much more than enhances how you communicate with what we think, this element of creativity other people. It serves to convey your is really what pushes messages. ideas in a way that is not only effective, Digital Display advertising is what it is but also beautiful. Here are just a few known as in digital marketing ; logos, factors to consider before investing in pictures , location maps and so on. graphic design services.In addition to helping you communicate a message Q: How does graphics help in that is remembered, effective visuals marketing? play an important role of keeping your What do we see with first ? our eyes, audience engaged. it decides whether or not we become interested or if we remain attracted , Communicating does no good if it the text is important too , don’t get me does not connect with your audience. wrong. it’s easy for information to get lost or ignored if it’s not in a digestible format. Q: What is the KEY element of design? Integrating visual content can boost For me ? simple always does it , dont how much your audience absorbs and be over the top, your message will get remembers. lost in the design. That’s something I had to learn the hard way. Ronaldo Russell is the senior graphic designer for the agency e-media and Branded. He is a past student of The Edna Manley School of the Visual arts. He has been in the field for over six years. QUICK FACT: Studies show our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually.




1. Plan your design

3. Make sure we can read it! don’t strain our eyes!

Planning ahead makes everything easier jot down they key facts or message that should be relayed in your message , the color scheme you are wanting to use

Limit your design to no more than 2 fonts. Make sure that what you have written can be read, ensure it is sized appropriately.

2. Use the right colors Choose a color scheme that has 1-3 primary colors and an additional 1-3 secondary colors that contrast and complement each other. Use different tones of the same color for consistency by adjusting brightness for contrast.


4.Make sure it is aligned Symmetry can make or break your graphic no matter how busy it is. Always adjust the alignment to achieve uniformity 5.Be consistent in your designs

GS L A OR SY Glossary


• Ad- a marketing communication message conveyed to the consumer • Ad-click - A click on Ad impression served in the period being measured. • Ad impression Each instance that a consumer is exposed to an ad • AdWord- is a SEM (search engine marketing) tool used to manage PPC (pay per click) ad campaigns hosted by Google • Advertiser-an organization that wants to get its message to the right audience • Branding -he process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. • Cookie- A text file placed on a web users hard drive by a website to remember data about the websites user. • Cost-per-click with cost per click pricing you pay only when someone clicks on your ad • Digital display advertising – direct marketing is a form of digital marketing which users display adverts appearing on web pages as a means of communicating relevant commercial messages to a specific audience based on their profile. • Digital marketing plan – a plan for implementing digital marketing with the organization • Followers- non-mutual connections to which data and updates are ascribed. • Hashtag- a dominant feature of twitter and Instagram, a hashtag is a clickable

keyword that sums up the content of a tweet or status update • Key word- the key word you choose are the terms of phrases you want to “trigger” your ad to appear. • Key phrase- the word or phrase that a user enters into a search engine. • Mobile marketing- mobile marketing involved using mobile devices in order to disseminate promotional or advertising messages to target customers through ubiquitous wireless networks. • Pay-per-click (PPC)- advertising on a search engine in a bid to drive traffic to a website, only paying when someone clicks on your ad • ROI- Usually stands for return on investment .You can think of ROI as the actual ‘worth’ of your investment. Another way of seeing it, is that ROI is the money you get back from your invested money • Search engine Marketing – Advertising on a search engine in a bid to drive traffic to a website, only paying when someone clicks on your ad. • Social media – a catch all term used to describe the tools and technologies that facilitate social interaction over the internet • Social media marketing – the process of gaining traffic or attention through engagement on social media sites. • Target audience- a particular group of consumers at which a product or service is aimed. • A search engine - is a web site that collects and organizes content from all over the internet. Those wishing to locate something would enter a query about what they’d like to find and the engine provides links to content that matches what they want. Read more:


Let me tell you more about me! My name is kerese Miller I am a 21-yearold completing a Bachelors of Arts in Communication and technology with a Public Relations Major and Advertising Minor and a Diploma in Digital Marketing. I have recently started a business named @crimesceneja, it isn’t where I want it to be yet but with what I have learned and applied I am sure it will. I hope this magazine was helpful to you because these are things I was exposed to but in a much more difficult way, my aim in this magazine is to break down the material I have been exposed to and adding my own experience and advise that has worked. Whatever you chose to do or be in life I hope it is successful. Thank you for taking the time to read my magazine.

Contact information: 876-351-451 Kayanna_M Kayann_K