A Digital & Direct Marketing Agency

A Brief Introduction@CFehrmann

@1100BWay

Gplus.to/CFehrmann

[Slideshare.comlink]

About.me/ChrisFehrmann

Facebook.com/1100Broadway

2008

ConceptJune-July 2008

The LaunchOctober-December 2008

The LaunchJanuary 1, 2009

The LaunchFebruary - July 2009

The LaunchFebruary - July 2009

The LaunchJuly 2009 – Jan 2010

The LaunchJanuary 2010

The Evolution

1100 Broadway led to Culture Changes Throughout Advertising Department

Sales Vision

“We are a customer focused sales organization that helps businesses succeed and reach their goals by

providing them with strong advertising and marketing solutions.”

The EvolutionCulture Changes

Today2011

Today

Breakdown of Revenue– Direct Mail 40%– Media Buying 15%– Web Development 15%– SEM 15%– E-Mail 10%– Social Media, Creative 5%

TodaySales Structure

Keys TKA Classifieds

(2) Digital

Specialists

Digital Specialis

tDigital

Specialist

Traditional Sales Staff = Multi-Media RepsConsultative Sales Strategy

TodayFulfillment Structure

Digital Specialist

sAgency Account

ManagersDeveloper

s, Specialists or Vendor

TodayFulfillment Structure• 1 Project Manager

• 2 Agency Account Managers

• 1 Direct Marketing Specialist

• 4 Website Developers• 1 SEM Specialist• 1 Media Buyer• Vendors

– Email Blasts– Direct Mail/Printing– SEM Software– Text Messaging

No Shared Resources!

Agency-Quality Creative Staff

TodayEmployee Recruitment• Mixture of outside and inside talent

– Launch recruitment was outside talent• Website Developers & Programmers• Continue to recruit outside “technical” talent

– Digital Specialists were mostly outside talent• Look for digital agency sales experience including websites,

SEM, email, etc.

– Agency Account Managers were inside talent – Trained!

TodayEmployee Training• New Hires go through “Boot Camp”

– Sales Reps needing extra help will go to specific sessions

• Ongoing “Deep Dive” trainings for Digital Specialists

• Digital Specialists train and build relationships with their teams

TodayMarketing• Separate 1100 Broadway brand

– Website, collateral, sales sheets, etc.• Print & online ads• Feet on the street• Digital Specialists have 1100 Broadway business cards.• THRIVE Seminar Series

– 18 Seminars; 1,000+ attendees– $200k+ in revenue

Ideal Customer

• Spending potential $25,000 - $250,000

• Not sophisticated marketers

• Don’t have marketing resources in-house

• Digital marketing-aware, but not savvy

• Need agency services, but not an ad agency

• Goal is to have a bunch of $75k clients

What We Do

A Digital & Direct Marketing Agency

Products& Services

• Custom Website Development

• Content Management

Systems

• Extensive Capabilities

• Website Hosting

• Google Analytics

• Competitive Pricing• Custom Quoted

Custom Quoted$4k-$20k

Fareway Food Stores“Tummy Nummies” Campaign

3-Month Campaign Website

Recipe Sharing Tools

Coupon Distribution

Video Upload Sweepstakes

Interactive Blog

45,000+ Pageviews

200+ Sweepstakes Entries

Landing Pages• 2-Page Templates• Custom Graphics• Quick Turnaround• Tracking & Analytics

Splash Pages• Custom-Design• 1-Page Website• Quick Turnaround• Tracking & Analytics

A “Micro-Site” Solution

Landing Pages$350 Setup $25/Month

Splash Pages$750+ Setup$25/Month

Lumpy’s“Boutique & Bubbles Fashion Show”

Temporary Landing Page Supporting Campaign

Provided RSVP Registration

Supported Online & Print Advertisements

20+ Online Registrations

200+ Total RSVP Registrations

PPG Porter Paints“Endless Summer Sale”

Custom Designed Splash Page

Supported Inserts & Print Display Ads

Communicated Locations & Provided Directions

Custom URL Address

Google Analytics Tracking & Reporting

• Custom Designed• Mobile-Ready• Auto Detection• Custom URLs

• SMS Capable• Location Maps• Google Analytics

Mobile Websites$750+ Setup $25/Month

Jet’s PizzaAuto-Detect Phone Technology

Displays Locations

Click-To-Call Phone Numbers

SMS Coupon Opt-In Subscription

Bi-Weekly SMS Blasts Back Out to Database Subscribers

1,100+ SMS Registrants

• Google & Bing/Yahoo

• Proxy-Site Tracking

• Human Optimization

• Differentiate From Competitors

• Automatic Reports

• Reporting Portal

• Transparent Billing

Packages Start at $500/Month

30% Management Fee

Brentwood Granite

Google PPC Campaign

Campaigns for Granite, Cabinets and Tile

$500 per Month Budget

1.14% Click-Thru Rate

357% ROI and over $40k in Sales in first 3 Months!

• Exposure in Local Directories• Exposure in Maps Websites

• Listings on Mobile Websites & Platforms

• Submission to 1,050 Places!• Before & After Monthly Reporting• Added SEO Benefits

Local Optimization$499/Year

Avida Healthwear, Inc. Local Franchise Location

Needed Local Exposure in Engines

Submitted to 1,050 Engines, Directories and more!

Images and Coupons Available

SERP Rankings Increasing!

• On-Site & Off-Site

SEO Techniques

• Keyword Blueprinting

• Not Automated

• Monthly Packages

• Monthly Reporting

• Human Optimization

Packages Start at $350/Month

Bob Parks Auction12-Month SEO Program

Search Engine Traffic Increased 665 Visits per Month

Google Traffic Increased 375 Visits per Month

Increased Top 20 Rankings by 16

• Text Keyword Campaigns• Build an Opt-In Database• Reblast Out to Database

• Create Conversions from Print Ads• Simple Campaign Setup• Quick Turnaround

Keyword Campaigns

$450 per 1,000 Messages

ComcastKeyword Text Campaign

Advertised to Hispanic Marketplace

Over 250 RSVP’s

Highest Turnout Ever!

Text “HIRE ME” to

511-511to RSVP for

Career Open House

• Targeted Email Blasts• Geo-Targeted• Demographic Targeted• Open & Click Reporting

• 26.2% Avg. Open Rate• 3.56% Avg. Click- Thru Rate

20,000 MinimumCPMs Start at $35

Floorz, Inc.Geographic Targeting by Zip Codes

Demographically Targeted by Age of Home and Income Level

Open Rate: 23.5%

Click-Thru Rate: 4.23%

Sales: $12,000 in flooring

*Full-service agency client through cold-call

• Facebook Business Page Creation• Custom Tab Design & Programming• Pay-Per-Click Advertising

A La Carte Services$250 Setup

$150-$250 Tabs30% Management Fee

Columbia StateFacebook PPC Advertisements

Geographic Targeting by City

Demographically Targeted by Age Range

Impressions: 653,658

Total Clicks: 724

Mattresses Unlimited

Facebook Business Page Creation

Custom-Designed Facebook Tab

Locations Plotted on Google Map

Location Addresses Listed

Branded Consistent with Website

Our Best and Most Complete

ClientShowcase

Realty Trust AuctionsFull-Service Marketing Agency

Creative Brand Execution

Creative Advertisement Design

Collateral & Business ID Package Creation

Direct Mail Programs

Website Maintenance

Media Planning & Purchases

Ongoing PPC Advertising

Jets PizzaAccount Threatened due to TMC Changes

Supplemented Changes with Direct Mail Program

Now Provide Direct Mail to 20 Markets Nationwide

Print Advertising

Splash Page > Text Messaging & Mobile > Opt-in Database

Billboards

More!

Goodall HomesDeclining Print Advertisement Revenue

New Marketing Director Hired

Business ID & Collateral Package

Community Signage

Billboard Designs

Email Blasts

2011 Contract Included Print & Incremental Revenue!

O’Charley’s Roll ModelCoupons/Give-A-Way’s Awarded for

Submission

Multi-Media Campaign with Print, Online, Radio & In-Store POP

In-Store POP Materials

Encourages Viral Word-of-Mouth Advertising

1,000+ submissions

Heartfelt Stories (Engaged w/Brand)

6,500 Website Visits

Drop In 2 Win Campaign

Goal to Drive Property Traffic/Tours

90-Day Sweepstakes

Full Strategy & Campaign Creation

Multi-Media Approach

Print, Signage, Website, Direct Mail, Online & Media Buys

3,574 Property Tours Delivered!

3 Campaigns So Far – Planning 4th

Our Process

HowWe Work

Our Process

The Right PeopleSales Rep, Digital Specialists, Supervisors, Project Managers, Creative Managers, Strategist and Marketing ProsThe Right InformationClient Objectives, Client Needs Assessments, Market Data, Audience Target Data, Past Results Experiences, etc.Bringing It TogetherConnecting the Pieces, Media Strategies, Marketing Messages, Media Consumption Reports, Strong Creative, Results Tracking, Campaign Optimization

ChangesDoing it Over Again• Project Management System• Processes (Structured fulfillment, forms,

etc.)• Quality Assurance Position• Launch products slower• Agency Account Managers• Social Packages

The FutureWhat’s Next?• Mobile and Portable• Grow Quality vs. Quantity• Continue to Evolve & Refine Products• Catch-up on Internal Projects (Website,

Collateral, Blog & Social) *More Marketing• Further Define Social Offerings• Local Optimization > Reputation Mgmt.

A Digital & Direct Marketing Agency

A Brief Introduction@CFehrmann

@1100BWay

Gplus.to/CFehrmann

[Slideshare.comlink]

About.me/ChrisFehrmann

Facebook.com/1100Broadway

Questions?

The End