behind the scenes: hederman brothers

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Are You Using These 4 New Marketing Automation Capabilities In Your Campaigns? MindFire Educational Webinar October 22, 2015

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Page 1: Behind the Scenes: Hederman Brothers

Are You Using These 4 New Marketing Automation Capabilities In Your Campaigns?

MindFire Educational Webinar October 22, 2015

Mackenzi Farsheed
[email protected] how about these?
Ramin Zamani
I like the first one very much. I am not sure if we need the second one though.
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You should be able to hear us. If not, call 949-474-4418 option 2.

Ramin Zamani
Who is manning option 2? Can someone make sure they know we are posting this on the webinar?
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Are we recording this? Yes.Will you get a copy of the slides? Yes.

All registrants and attendees will receive an email with a link to the recording and slides of this presentation within 24 hours.

Ramin Zamani
[email protected] Can you or Kathy create the post webinar campaign in time?
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Agenda

Case study: Hederman Brothers and Phi Theta Kappa Digital Marketing Initiative

How MindFire Uses Marketing Automation to Promote Webinars and Events

Q & A

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Doug Hederman

CEO, Hederman Brothers

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Phi Theta Kappa Digital Marketing InitiativePhi Theta Kappa is an Honor Society that encourages academic achievements and leadership growth for college students.

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Phi Theta Kappa (PTK)

Global society, HQ in Jackson, Mississippi

More than 2 million members in more than 1,250 chapters

In each state of the United States, Canada and several other countries in Europe, Asia and Latin America.

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Campaign Objective

To promote the society among college students in the United States.

Over 250 chapters within the United States *

Organized by 4 divisions and 35 regions

Campaign success metric:

Paid membership to join the society

* Not all chapters are participating in this program.

Ramin Zamani
[email protected] -- info needed
Kushal Dutta
No revenue info available - talk to Doug pl
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Poll

David Rosendahl
What does "Mobile" mean?
Mackenzi Farsheed
[email protected] are these good now after revision?
Ramin Zamani
I would change the second one to address the question Moe asked above.
Moe Farsheed
I think it is safe to assume many campaigns include (the ones printers run) Print and email. I would be more interested to find out if the DM and Email are coordinated or if they see any benefit of them being coordinated
Moe Farsheed
Guys, What is the purpose of these 2 questions?
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Campaign Strategy

Reach out to the student communities in the participating chapters using:

a combination of targeted direct mail and email, along with personalized landing pages

a carefully designed lead nurturing follow-up sequence

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Invitation Email

Invitation Direct Mail

Microsite &Payment

portal

Follow-upEmails

Student Communities

Follow-upEmailsFollow-up

EmailsFollow-upEmails

Campaign Workflow

Different versions of letters and emails were sent out to different groups of students.

Initial letters and emails went out to everyone in the list, followed by reminder emails to non-responders.

For people that responded by coming to the microsite but did not complete the payment, “follow-up” emails were sent out after 24 hours and 48 hours to remind them to complete the payments.

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Example of an email sent to the students in a certain community

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Example of a direct mail sent to the students in a certain community

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Sign up Microsite: Personalization and Privacy (with the Passcode)

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Conversion Optimization

A/B split tests and other considerations

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A/B split testing

Version B

- With and without logo of the local college- With and without signature of the local dean

Version A

Ramin Zamani
[email protected] -- Need screenshots of A/B splits.
Kushal Dutta
Check this out!
Ramin Zamani
Which version worked better?
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Closed-loop Measurement

You can’t manage what you don’t measure

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Detailed reporting using multiple factors: Communities, Timing, and Campaign Elements to monitor every aspect of the campaign

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PTK campaign results

Name Contacts Emails Sent Page Impressions Unique Visitors Paid

PTK 2013 Fall 183027 344353 10357

PTK 2014 Spring 312025 551719 82798 47781 24640

PTK 2014 Fall 287438 647116 70962 42205 21567

PTK 2015 Spring 379747 780701 82415 44877 27705

PTK 2015 Fall 242144 428166 26957 15576 8645

Ramin Zamani
[email protected] -- info needed
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Ramin Zamani

EVP, Product Marketing @MindFireInc

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MindFire Webinar Programs

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Poll

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http://www.mindfireinc.com/webinars

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Webinar Process

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MindFire webinar hosting and promotion

Webinar hosting platform: GoToWebinar

Webinar promotion and registration: MindFire Studio

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Webinar CampaignWorkflow

At 30,000 ft...

Target Audience

Invitation Channels

Registration Microsite

Confirmation& Follow-ups

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Facebook AdsTwitter PostsLinkedIn

Posts

Registration Microsite

Blog Post Website Invitation Emails

Cloud Connect

ConfirmationEmail

Lead Alert Email

GoToWebinar

Target SegmentsAt 10,000 ft...

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Before we dive in… A brief intro:

What is MindFire Studio?

Moe Farsheed
After you give a 1 minute overview of Studio, should we promote Mary's 24 min video for those who are more interested?
Ramin Zamani
Great idea. We can also post a link to the video in the chat.
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Target Audience

Channels

Registration

Confirmation

Follow-ups

At 1,000 ft...

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Using technology to improve marketing results

Let’s take a look at some of the new capabilities and see how they can help you and your team improve your (client’s) campaign results

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Help your clients send better emails.

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Email is still the preferred communication channel and it’s going mobile

For 69.7% of US internet users, email is the preferred method of communicating with businesses. (eMarketer)

53% of Emails open on mobile. (Litmus)

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Increase your Email deliverability and response rates

Does your email pass the spam filters?

How does your email look on different mobile and desktop devices and email clients?

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Drive traffic to your microsite with Social Media posts.

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Integrate your campaign with anything, anywhere...

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It’s a connected world...

Your client often wants you to:

Send your campaign leads to their favorite CRM

Register contacts to a certain Webinar hosting platform

Retrieve or send data from or to other (legacy?) databases

The need for connecting with other services is increasing rapidly.

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Cloud Connect App lets you integrate your campaign with any 3rd party app so you can meet all your client needs...

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Get a complete picture of lead activities across all channels

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1. Increase your Email deliverability and response rates with the new Email Preview and Spam Score Analysis

2. Spread your offer via social media by easily scheduling the posts in advance

3. Meet all your client integration needs. Connect your campaign with any 3rd party app or service using the new Cloud Connect app.

4. Gain a 360 degree view on lead’s activity timeline

Putting it all together…

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How can I get started?

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Next steps

To learn more about MindFire, watch a 24-minute video overview at: http://www.mindfireinc.com/software

To schedule a one-on-one demo send a request through chat. Or visit: http://www.mindfireinc.com/demo

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http://www.mindfireinc.com/guide

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Poll

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Questions?