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Client Profile:

The Free and Fair Election Network (FAFEN) was founded in 2006 as a
coalition of 30 non governmental organizations to observe the general election
and mobile voters with the mission of strengthen public accountabilities by
enhancing capability, associations to work for civil liberties, improved
governance, democracy and peace in Pakistan. Started from more than seven
employees in 2008, has 125 employees in just three years. FAFEN Has owned
the domain http://www.fafen.org for 7 Years. The FAFEN utilizes Facebook and
Twitter to enhance their online presence. Currently, FAFEN has an active
Facebook page with 159 likes, a Twitter account with 6363 followers.
Market Analysis: FAFEN is currently governed by the Trust for Democratic
Education and Accountability (TDEA), which includes approximately 30 nonprofit
organizations.
The Free and Fair Election Network is currently coalition of 30 non government
organizations to observer the general election and activities of Federal and
provisional government. FAFEN is a non for profit organization, is working on
awareness of voting process and importance of free and fair election. FAFENs
primary goals are: increasing election awareness in public, extracting the
information from the grass root level and pass general public demands to the
care taker setup, connecting constituents to their elected representatives,
monitoring the performance of public and elected institutions and advocating
electoral and democratic reforms.
FAFEN is a Non profitable organization but still they have Competitors in the
market, some of the competitors are Election Commission of Pakistan, Election
Support Group, South Asia Partnership Pakistan etc.
Current Marketing: FAFEN website is used for general information, project
information, publications, partnerships, and for press release events and well as
online memberships. The site is visually appealing to their target audience and
provides easy navigation, which is a key asset to this site. Additionally the site
has career opportunities allowing customers to give jobs and internships. A
weakness of this site is that it has all information in English language. As its a
non profit organization where information is collected from general public and

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transformed into report and suggestions for the government polices so for the
ease of public information should be in Urdu language.
Currently, we aim to improve the form submission goal conversion for the public
petitions regarding the electoral reforms at federal level.
Google analytics is installed with the site and report from March 18, 2014 to April
17, 2014 shows 2159 total visits with 58.8% new visits. 87.70% of traffic comes
from the Pakistan of which 34.67% are from Islamabad. Direct traffic is major
source with 1738 visits.
Proposed AdWords Strategy :
The proposed Google AdWords strategy is structured based FAFEN goal to
increase the number of Petitioner for Local Government Elections.
As illustrated in Table 1 below, the strategy will consist of our local body election
petition campaign.
Campaigns AdGroups Example keywords
Local Body Elections Local government,
government, elections,
democracy, Legislation
Local government
elections, elections in
Pakistan, PMLN
government, democracy
in Pakistan, free and fair
elections,

We would target the market using keywords because good keywords direct
traffic to the website. The Keyword Tool will be used to generate a large, yet
targeted, keyword list. For each keyword, phrase and [exact] matching will be
used to attract customers seeking those specific products. Broad match will also
be used, but monitored carefully in order to prevent untargeted impressions from
accumulating. The Search Term Report will be used on a regular basis to identify
new search terms with high potential, and those that are irrelevant to the
campaign and should be added as negative keywords. Negative keywords will

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include rigging, unfair elections, and other words discovered throughout the
campaign that attract untargeted impressions. The keywords for Pakistani online
market are really cheap so we have dedicated $100 from our budget and this
means $ 4.76 daily. We will use the Traffic estimator to calculate projected cost
per click (CPC) and number of clicks for new keywords. The keywords that are
high and low will be dropped, but we will accept the medium impression rate
keywords. The Ads should be shown all day long at any hour of the day and all
days of the week including weekends.

Example google Adword ad:

Campaign: Local government elections
AdGroup: Elections

Local government elections in Pakistan
Fight for the voters rights protection
Sign the petition on our website
www.fafen.org/petition

The goal of our AdWords campaign is to aware individuals of Pakistan to sign
petition for the voters rights protection. As the count of the petitioner will
approaches 50000 it will be shared with the Prime Minister of Pakistan to
consider the proposed petition. The success of the campaign would be measured
by the petitioner count.