PREPARED BY PAMELA BLAIRSENIOR MARKETING COORDINATOR

MARKETING PLAN IN SUPPORT OF CORPORATE STRATEGIC PLAN

2018

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Table of ContentsOverview......................................................................................................................................... 2

Target Customers and Markets.....................................................................................................2Marketing Objectives.......................................................................................................................3

A: Grow the Core.........................................................................................................................3b: Diversify the Business.............................................................................................................3Additional strategic initiatives for Marketing................................................................................4

Strategy........................................................................................................................................... 5Tactics............................................................................................................................................. 5

Executive Summary......................................................................................................................6Conduct Research).......................................................................................................................6Develop Brand Strategy ..............................................................................................................6

Campaigns ...................................................................................................................................... 8Objectives.................................................................................................................................... 8Example Campaign Calendar.......................................................................................................8List Development.........................................................................................................................9Content Development..................................................................................................................9Campaign Tactics.......................................................................................................................10Marketing Automation/Results Tracking.....................................................................................10Pay Per Click Advertising............................................................................................................11SEO............................................................................................................................................. 11PR............................................................................................................................................... 11Events........................................................................................................................................11Measurement & Reporting..........................................................................................................12

Baseline Marketing Programs........................................................................................................12Sales Support Materials..............................................................................................................12Cause Marketing.........................................................................................................................13Marketing Assets In Place...........................................................................................................13Staff Competency.......................................................................................................................14Budget........................................................................................................................................ 14

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OVERVIEWIngenium www.pureingenium.com is a rapidly growing award-winning hazardous waste management firm with a focus on sustainable solutions. Founded in 2006, Ingenium has offices throughout the U. S. West Coast with plans for expansion both in geography and services.

Ingenium’s Top Team embarked on their first strategic planning initiative in 2015. The Corporate Strategic Plan was completed in early 2016 and this Marketing Plan is designed to support the identified corporate objectives and goals.

Our mid to long-term focus is on building a marketing foundation, tools platform and marketing lead generation process that the Senior Marketing Coordinator can drive and manage on an ongoing basis.

TARGET CUSTOMERS AND MARKETS

Priority targets: Organizations on the West Coast that have a minimum of a monthly pickup of more than $1K per pickup

GEOGRAPHY

Washington Oregon California

INDUSTRIES

Life Scienceo Biotecho Pharmao Medical Device

Aerospace University/Education

JOB TITLES

EH&S (Supervisor, Manager, Director, Vice President)o Could also be listed as SHE or HSE

Facilities (Supervisor, Manager, Director, Vice President)

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COMPETITION

1. Clean Harborsa. Safety Kleen, which was bought by Clean Harborsb. Emerald Services, Inc. (WA only) bought by Clean Harbors in June 2016

2. PSC/Stericycle (called Burlington in WA)a. Kleen Environmental Technologies, bought by Stericycle (WA only)

3. ACT4. Veolia EnviroServ (bought by Waste Management) All Clean (San Jose)

MARKETING OBJECTIVES FROM 2016 STRATEGIC PLANA: GROW THE CORE

MARKET PENETRATION THROUGH EXISTING MARKETS AND EXISTING PRODUCTS

A2: Increase Revenue from Core Business: Develop and implement a strategic marketing plan that helps to identify, target, create awareness of individual programs, increase corporate visibility and generate leads

GROW THE CORE GOALS:

A2: Increase revenue from core business

• Baseline 2015: $14,717M• Goal 2016: $16,042M

B: DIVERSIFY THE BUSINESSNEW MARKET EXPANSION OR NEW PRODUCT DEVELOPMENT

B1: Increase number of customers buying non-core product (Bio-INergy)

B3: Increase annual revenue from non-core product, Radioactive, by cross selling into new and current customers

Develop marketing campaigns to drive leads (2016)• Bio-INergy• Radioactive

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DIVERSIFY THE BUSINESS GOALS:

B1: Increase number of customers buying non-core product (Bio-INergy)

• Baseline 2015: 1 New bundled customer (Bio-INergy)• Goal 2016: 20 New bundled customers (Bio-INergy)

B3: Increase annual revenue from non-core product, Radioactive, by cross selling into new and current customers

• Baseline 2015: $110K revenue from Radioactive Disposal• Goal 2016: Increase revenue to $250K from Radioactive Disposal

ADDITIONAL STRATEGIC INITIATIVES FOR MARKETING

Acting CMO actively contribute to:

Other Top Team Objectives:o CEO: Determine how to transition current clients with <$1K per projects (upsell,

bundle, sell, fire)o Sales Director: Refocus and prioritize sales targets (identify & focus on target

clients >$1K per project)• Develop and execute Sales campaigns (Bio-INergy, Radioactive)

o CIO: Create the biz dev plan for Retail and break even analysiso CSO: Identify the key elements of the value chain and incorporate metrics (EH&S

included) The Value Chain via:

o Customer Researcho New Customer Identificationo Education to Upsell Existing Customerso Competitive Intelligence

Other Strategic Initiatives:o DoI to produce a list of IP assets and those we wish to acquire: trademarks, URLs,

etc• Suggested by Jay that we also buy all potential hyphenated URLs: orphan-

chemical.com, emerald-energy.com, etc.o COO and CCO to complete Crisis Ops Plan

• This is not a Marketing Objective, but if we don’t have this in place, it will become a Marketing problem

Parking Lot (2017?):o Campaign to go after weak competitors

• Biotech in Seattle• Thomas Grey

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o New Business Lines• Consulting/Gov’t Contractors

STRATEGY Develop a marketing foundation, tools platform and marketing lead generation process

that drives immediate-term leads and sets the stage for long-term growtho Identify and target potential customers, create awareness, and generate leads o Develop and optimize marketing tools, processes, resources and management

know-how to create a “marketing machine” that the new Senior Marketing Coordinator can manage efficiently and effectively with ideal mix of internal and external marketing resources

o Leverage content marketing and research on our buyer’s journey to help move prospects into and through the sales funnel

Develop and implement marketing automation system/tools to capture campaign results providing analytics to:

o More accurately gauge effectiveness of marketing campaignso Direct and inform modification and development of campaignso Maximize effectiveness of marketing budgeto Leverage workflow automation to reduce staff time demand (applicable to

Marketing, Sales, and Customer Service efforts) Support Sales Department efforts through marketing programs that increase positive

perceptions and awareness of Ingenium’s services, clearly differentiate against the competition, generate demand, and reduce barriers to entry

Deliver high-scoring leads to the Sales Team for 1:1 interaction

TACTICS Conduct customer and competitive research to inform and update brand strategy,

understand our buyer’s process and journey, and add to the Value Chaino Conduct product and market research to support sales, company and product

positioning and other marketing objectives, as well as to guide new product/service development

Develop new content and leverage existing content to push through the website, email campaigns, social media, educational seminars, and PR

Drive leads via a robust marketing automation program and PPC campaigns Manage and track leads via a CRM that’s easy for Senior Marketing Coordinator (and

potentially Sales) to utilize

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EXECUTIVE SUMMARY

This table shows how each of the tactics outlined below supports the four main pillars of the primary objective: Develop and implement a strategic marketing plan that helps to identify, target, create awareness and generate leads

Identify Target Create Awareness Generate LeadsResearch Research

Brand Strategy DevelopmentSEOList Development

Content DevelopmentEmailNewsletterBlogsDirect MailSocial MediaPREventsCause Marketing

Content DevelopmentEmailNewsletterBlogsDirect MailPPC AdvertisingPR Events

CONDUCT RESEARCH ( IDENTIFY & TARGET)

Customer Research (Primary); particularly as it relates to how customers buy and are influenced in their purchase decisions

o We currently have several customer research proposals in hand o We recommend starting with a small segment for a low cost per interview plus

analysis of the datao Segment by industry and type/volume of wasteo Who/what sources do they seek out for recommendations as to who they should

buy fromo What specific place(s) do they go to learn

Customer Research (Secondary)o Where do prospects and customers “hang out” digitally

Competitive analysiso Complete the competitive analysis for use in developing brand strategyo Leverage competitive information to develop messaging with sales to sell

against competition

DEVELOP BRAND STRATEGY (TARGET)

Complete the brand brief Develop a naming architecture and rename existing programs

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o Clearly defined for the customer as adding valueo IP that we can protect to increase valuation

We can’t protect Orphan Chemical, Emerald Energy We haven’t tried to protect In-ergy, Bio-INergy, Emerald Energy +, Risk

Ranking tool, IN-sighto We have three naming architecture proposals for review

Develop a positioning and messaging platform and message map Develop brand voice and tone Clear differentiation and competitive advantage

o Competitive advantage: Reporting such as via the IN-sight customer portal Look at the requirements for reporting, the data we have on each

customer, aggregate data about waste we are managing, etc. o Competitive advantage: Customer Service

Provide top notch usable and impactful reporting, proof of $s saved, proof of compliance (lack of issues?), service reports (on-time, response time, etc.), other areas critical to showing biz value for the customer (based on their research responses)

Can we quantify either data or anecdotal from clients as to the difference good customer service from Ingenium made on their business?

Can we quantify i.e. response times, solutions to problems, lower risk, money saved, other?

o Competitive advantage: Innovations in Sustainable Programs Only with Orphan Chemical Only with Emerald Energy Leading edge with Bio-INergy Customized sustainable solutions for customer situations, i.e. the

industrial plastic wrap recycling solution (name of plastic type to come from Jason)

Unique “Sustainability First” approach Effective and consistent value propositions

o Education around reasons, value, services, etc. for why Ingenium vs. status quo and/or competitor

o i.e. lack of our own incinerator or landfill is a pro We have some sophisticated sales reps that understand the different messaging needs

for decision maker/influencer/end user. Use them in the process. Brand usage guidelines for publication to team (style guide), to include

o elevator pitcho positioning statemento 25/50/100 word company descriptiono logo usageo document templates

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o use of awards

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CAMPAIGNS (CREATE AWARENESS & GENERATE LEADS)

OBJECTIVES Generate new leads for the sales team Nurture existing leads so it is easier and faster for the sales team to meet and close the

sale (requires buyer research and targeted content) Support the new Senior Marketing Coordinator with a marketing automation system that’s

efficient, and easy to use and measure resultso Provide a centralized hub for email campaigns, landing pages, lead scoring, lead

nurturing, and paid ad campaign analysis o With a unified platform in place, it will be easier to determine which marketing

channels and campaigns are driving the most qualified leads

EXAMPLE CAMPAIGN CALENDAR

Note that this example calendar only shows a subset of what would actually be included, and is subject to change based on opportunities and threats.

Bio-INergy June 2016Radioactive Exit Signs July 2016Portal TBD launch date from DoICustomer Loyalty (Could include customer appreciation plaques, dinner, events, happy hours, educational conferences)

August 2016

Customer Referral Campaign September 2016Radioactive September 2016Orphan Chemical October 2016 (Operations Plan due

9/1)Sacramento Expansion November 2016Generators S10 December 2016Don’t Waste Your Waste TBD Ops PlanRetailRetail soft launch at RILA show in Sept, Q4 launchSuperior Customer Service (We often get our foot in the door because they know they have this problem)

Q1 2017

Recycling Options (Customers don’t know what recycling options are available to them)

Q2 2017

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VS Competition Biotech in Seattle 2017VS Thomas Grey 2017

LIST DEVELOPMENT

Source and purchase lists for new potential clientso D&Bo Associationso Other TBD pending availability of the titles we needo Washington State Aerospace Directory https://issuu.com/imaginecds/docs/final-

flash o Inside Prospects http://www.insideprospectsinc.com/

Use existing SalesForce list to educate, generate awareness and interest, and upsell existing potential and current clients (nurture via drip campaigns)

CONTENT DEVELOPMENT

Get ahead of the content requirement by developing a content inventory to be used for the next three months

o Develop a list of content ideas with an orientation towards positioning ourselves as an expert and thought leader, i.e.:

Universal Waste packaging guidelines/fact-cheat sheet Medical Waste packaging guidelines/fact-cheat sheet Tutorials on a variety of topics such as WA labeling tutorial

o Create a master distribution content calendar showing multiple potential customer touches at designated times including newsletter, email blasts, direct mail, etc. The calendar will also show postings of blogs and LinkedIn articles. (Could also include sales phone and personal email follow-ups for high scoring leads.)

o Stay ahead of this curve by using this rolling content development plan and calendar and ensure that content is mapped to sales funnel

o Leverage the content as part of lead nurturing and development from campaigns as well as content developed for future campaigns.

o Connect with Sales team for content review relative to what they are experiencing face-to-face with customers, and what customers need to make decisions

Content Developmento Emails and landing pages for campaignso Fulfillment documents for campaigns

Infographics, whitepapers, etc.o Blogs for website, newsletter, social media

Content that answers common customer questions (FAQs)o Case Studies

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Customer based “proof points” and validation via testimonials, case studies, data reporting etc.

o Videos Info videos Service examples Case studies Testimonials

CAMPAIGN TACTICS

Target one campaign every six to eight weeks (number of touches/week and/or /month TBD)

Each campaign will employ at least one but preferably multiples of the tactics below. Usage of these tactics will be outlined prior to the launch of each campaign in a Project/Campaign Marketing Plan.

Some campaigns may be highly targeted to specific accounts or specific issues.

List acquisition Email Landing pages PPC (digital ads, sponsored posts, or other to help drive traffic to landing pages) Fulfillment vehicles; white papers, case studies, etc. Telephone call scripts Sales support collateral Promotion at trade shows Press efforts; press releases, story pitching Special events such as Lunch and Learns, Webinars, etc. Direct mail Blogs Social media postings

MARKETING AUTOMATION/RESULTS TRACKINGMove to a comprehensive marketing automation platform to manage and track marketing campaigns (outbound, nurture, PPC, etc.). From a reporting vantage, it will bring together website visitors and campaign data to provide a complete view of the top of funnel lead generation performance. Reporting will include both campaign-level reporting combined with Google Analytics.

Set up marketing automation platform to deliver and measure campaigns Deliver content as outlined above Nurture leads via additional “touches” with content to move them through the funnel

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Set up lead scoring to match Sales Department requirements Deliver only highest scoring leads to Sales Department for 1:1 sales efforts Test, measure, adjust, repeat

While we are currently unable to follow a lead from generation to sale, we want to ultimately be able to do so. Moving to a marketing automation platform, with only the highest scoring leads going to Sales, will reduce the amount of reporting required by Sales to support measurement of Marketing’s contribution to revenue.

PAY PER CLICK ADVERTISING

Test 2-3 PPC campaigns for effectiveness and budget efficiency Test, measure, adjust, repeat

SEO

Reinstate SEO program to assist the above tactics in driving organic search results Continue to increase visibility on internet searches via next level targeted key words Optimize all inbound marketing tactics, landing pages, posts, campaigns, etc. for SEO

purposes

PR

With increased activity in news-worthy programs and company growth, revisit establishment of Public Relations program. This will work to increase corporate visibility and support campaigns as well as maximize benefit in participation of community support efforts. Examples are:

Cross promotion with alliance partners such as Interfaith Larger outreach of campaign announcements to industry specific target customers Increased visibility in trade publications Assistance with development of customer stories and case studies that can then be

pitched to industry publications

Other PR initiatives currently underway:

Green Biz certification for Escondido then other sites (Gigi) Awards

o San Diego Business Journal Fastest Growing Companies (150)o Inc. Fortune 5000o Waste 360 Top 100 Waste

EVENTS

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On an opportunistic level, evaluate participation in/development of the following as they map to individual campaigns:

Trade Shows – specific to target industries and attended by desired audience by job title Lunch and Learns Webinars

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MEASUREMENT & REPORTING ACROSS ALL CAMPAIGN TACTICS

All tactics set up with baseline KPIs and ongoing KPI reporting monthly Following monthly review of tactical performance, make adjustments and/or optimize

tactic for highest ROI possible

BASELINE MARKETING PROGRAMS CURRENTLY IN PLACE

While not optimized for efficiency in distribution and reporting, the below programs are currently running smoothly, timely, and in a cost-effective manner. Where possible, leverage the marketing automation platform to increase effectiveness, implement lead nurturing, and create workflows to support activities.

Customer Satisfaction Survey Email Newsletter Blog postings LinkedIn postings Sales support materials Contact form tracking and reporting Website updates and maintenance Campaign development, distribution, analytics and reporting Crisis communications development and support

SALES SUPPORT MATERIALS (COLLATERAL)

Develop a polished corporate and industry specific presentation o We have lots of content to pull fromo We have proposals from several firms to turn our content into a slick presentation

that will stand up to the competitiono We are still missing the sales process

Update the corporate proposal Create a bid library Develop for all campaigns as needed Develop upon Sales Department need/requests Sales tool content mapping (pending Sales completion of sales process) Other sales tools that need development (primary messaging will be developed as part of

the Message Map)o Prospecting messagingo Opportunity drivers analysis

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o Pain points, with tree down each pointo Statement of work (proposal)o Value props and elevator pitch

Leverage workflow automation to support Sales team communications and lead nurturing

CAUSE MARKETING

These great community support efforts can be leveraged from a marketing standpoint by developing stronger cross alliance promotions, optimizing visibility on our website and in social media activity, and utilizing increased public relations efforts.

25 Cities Helping Homeless (Interfaith) Fresh Start Surgical Gifts (CEO) March of Dimes (COO) March Beach Cleanup (Chelsea & Kelley) Susan G. Komen Walk Spirit of Sharing

MARKETING ASSETS IN PLACE

Website Social Media sites

o Facebook https://www.facebook.com/pureingenium/?fref=ts o Twitter @PureIngeniumo LinkedIn https://www.linkedin.com/company/219746?trk=prof-exp-company-name o YouTube – domain only, no content

https://www.youtube.com/channel/UCIEcDcDWgGJpLEd7BPpaCTw WBBA Business Solutions presentation by CEO on 8/12/14

https://www.youtube.com/watch?v=NG6L09YYEic SalesForce list Support Team for Senior Marketing Coordinator’s tactical implementation

o Projects and ongoing support as necessary: Marketing Manager Bertha Edingtono Website and collateral design: Solutio Design (Jay Nielsen)o Digital marketing and marketing automation training and support as necessary:

Digital Marketing Strategist Michelle Tresemero PR and Crisis Communications as necessary: Stalwart Communications (David

Oates) Note that we will want to change PR firms as we cannot support a pay-for-

performance model like Stalwart Communications employs

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STAFF COMPETENCYTRAINING FOR SENIOR MARKETING COORDINATOR

Training in tactics and tools is currently underway.

Specific areas of focus through the end of 2016:

Marketing content writingo Emails and landing pageso Content planning and calendar development

Wordpresso Website content updates

Marketing automation platform

Once that’s complete and Pamela is completely comfortable in those areas, we will move into training on marketing theory, strategy, and campaign development.

Pamela has proven to be a quick study and we expect training hours and need for supervision will taper off.

BUDGET

Currently under review by CEO

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