sua presentation
TRANSCRIPT
WHAT’S NEXT: TRANSFORMATION
ESSENTIALS TO STARTING A DIGITAL MARKETING TRANSFORMATION
PRESENTED BY:
WELCOME
JOHN EIKOSTBRANDY AlEXANDER-WIMBERLY THRIVE INTERNET MARKETING
Wednesday, November 30, 2011
TRANSFORMATION MARKETING
OUR AGENDA FOR TODAY - 60 MINS OR LESS
01 OUR COMPANY HISTORYLETS GET TO KNOW EACH OTHER.
02 8 ESSENTIALS TO ONLINE SUCCESSWHAT MAKES THE WEB WORK?
03 ONLINE BLUE PRINT PROPOSALA QUICK OVERVIEW OF WHAT THRIVE CAN DO FOR YOUR ORGANIZATION
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TRANSFORMATION MARKETING
OUR COMPANY – QUICK HISTORY
LAUNCHED IN 1994ORIGINALLY FOCUSED AS AN ISP, TRANSITIONING TO WEB DESIGN AND DEVELOPMENT IN 2000.
CREATED TOLEDO.COM IN 1997A CITY PORTAL SITE, FOCUSED ON SHOWCASING NEWS, EVENTS, AND INFORMATION ABOUT LOCAL BUSINESS.
RELAUNCHED AS THRIVE IN JAN. 2011WE REBRANDED THE DIGITAL MARKETING, DESIGN & DEVELOPMENT PORTION OF THE COMPANY TO THRIVE INTERNET MARKETING TO LEVERAGE AWARENESS ON A NATIONAL LEVEL.
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TRANSFORMATION MARKETING
THE THRIVE TEAM - TEAM OF 9 FULL TIME EMPLOYEES
IAN HARTTEN FOUNDER/DIRECTOR
JOHN EIKOST SOCIAL STRATEGIST & MANAGER OF TOLEDO.COM
JEREMY ALDRICH INTERACTIVE DESIGNER
GWEN BETTS INTERACTIVE DESIGNER & TECHNICAL SUPPORT SPECIALIST
EMILY RIPPE SOCIAL MEDIA SPECIALIST & CONTENT EDITOR
BEN SNYDER VIDEOGRAPHER
TRACY COX FINANCE DIRECTOR
5 PART TIME EMPLOYEES - PHOTO EDITING, COPY WRITING AND VIDEO EDITING.
JAMES HARSH SALES AND YMCA SUCCESS MANAGER
BRANDY WIMBERLY ACCOUNT SERVICES SPECIALIST
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TRANSFORMATION MARKETING
OUR COMPANY – PREFERRED PROJECTS
DYNAMIC WEB SITESWE BUILD MOST SITES USING THE ACCRISOFT FREEDOM CMS. ALL CLIENTS CAN MANAGE THEIR OWN SITES, ELIMINATING EXTRA TIME AND COSTS.
ECOMMERCE WEB SITESWE SPECIALIZED IN BUILDING E-COMMERCE WEB SITES THAT ENABLE OUR CLIENTS TO SELL PRODUCTS ONLINE AND ACCEPT CREDIT CARD TRANSACTIONS.
SOCIAL MARKETINGWITH THE ADVENT AND MASS ADOPTION OF SOCIAL MEDIA, WE’VE TAKEN NOTE AND WORKED TO DEVELOP METHODS TO HELP OUR CLIENTS START A DIALOGUE WITH THEIR CUSTOMERS.
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TRANSFORMATION MARKETING
OUR COMPANY – EXPERIENCE
550 WEBSITES DEVELOPEDOUR BREAD AND BUTTER SERVICE. BEEN THERE, DOING THAT, AND HOPE TO KEEP IT UP.
240 HOSTED WEBSITESWE’VE GOT SPACE FOR YOUR SITE IF YOU NEED IT.
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30 SOCIAL MARKETING CAMPAIGNSWE WILL CREATE YOU A BLUEPRINT FOR YOUR CAMPAIGN
3 ADDY AWARDSADVERTISING COMPETITION, SPONSORED BY THE AMERICAN ADVERTISING FEDERATION.
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TRANSFORMATION MARKETING
OUR PORTFOLIO – DESIGN & DIGITAL MARKETING
OUR CLIENTS INCLUDE SOME OF THE REGION’S TOP COMPANIES AND ORGANIZATIONS.
THE TOLEDO COMMUNITY FOUNDATION
THE STRANAHAN FOUNDATION
THE UNIVERSITY OF TOLEDO FOUNDATION
THE UNIVERSITY OF TOLEDO
THE MANCY FAMILY RESTAURANTS
THE HONEYBAKED HAM COMPANY
HOSPICE OF NORTHWEST OHIO
BGSU ATHLETICS
WOOD COUNTY ECONOMIC DEVELOPMENT
LUCAS COUNTY IMPROVEMENT CORP.
THE TOLEDO SYMPHONY ORCHESTRA
THE TOLEDO BOARD OF REALTORS
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THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
✓ AN ONLINE STRATEGY IS NEEDED FOR 2012
✓ HAS A NEW WEB SITE AND LEARNING HOW TO UPDATE
✓ NEEDS TO IMPROVE THEIR SOCIAL MEDIA EFFORTS
✓ NEEDS TO IMPROVE ATTENDANCE WITHOUT BREAKING THE BANK
✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS
TRANSFORMATION MARKETING
WHAT WE KNOW ABOUT ST. URSULA TODAY
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WHY ARE WE HERE DOING THIS?
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
TRANSFORMATION MARKETING
CREATE LOYALTY AND FIND NEW STUDENT PROSPECTS
YOUR DIGITAL IMAGE IS YOUR REAL IMAGE AMPLIFIED
CREATE GREAT CONTENT, GET FOUND ONLINE, INTERACT WITH TARGET AUDIENCE, GENERATE LEADS, INCREASE NEW ENROLLMENT
THIS IS A MARKETING AND SALES EFFORT THAT IS 100% MEASURABLE.
OUR GOAL: SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE
LOWER THE OVER ALL MARKETING AND ADVERTISING COSTS
BECOME THE MOST SAVVY ONLINE PRIVATE SCHOOL IN TOLEDO
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WHERE ARE YOUR PROSPECTS?
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
TRANSFORMATION MARKETING
MORE OF THE THINGS WE USED TO DO OFFLINE, WE NOW DO ONLINE.
EMAIL SEARCHING RESEACH NEWS FUN SHOPPING SOCIAL DYI RATING
32%
59%61%66%
72%75%78%
87%94%
FOLLOW YOUR PROSPECTS AND CUSTOMERS ONLINE.
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WHAT’S NEXT: TRANSFORMATION
“ Social media account for 22.5 percent of the time that Americans spend online.
TRANSFORMATION MARKETING
NIELSEN-ONLINE.COM NOV 2011
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WHAT’S NEXT: TRANSFORMATION
“ Facebook now has over 800 million users, over 500,000 in the Toledo area alone.
TRANSFORMATION MARKETING
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THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
✓ INBOUND VS OUTBOUND MARKETING
✓ EVERYONE’S EYES ARE ONLINE - YOUR MARKETING NEEDS TO MOVE THERE
✓ HAVING AN ONLINE MARKETING STRATEGY IS IMPERATIVE
✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS
TRANSFORMATION MARKETING
KEY CONCEPTS TO UNDERSTAND
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YOUR WEBSITE IS YOUR MARKETING FOUNDATION
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
TRANSFORMATION MARKETING
LIVE EVENTS
BLOG POSTINGS
BROADCAST EMAILS
WHITE PAPERS
TRADITIONAL ADVERTISING
SOCIAL MEDIA
PRESS RELEASES
YOURWEBSITE SEARCH TRAFFIC
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WHAT’S NEXT: TRANSFORMATION
ONLINE BLUEPRINTWHAT IS IT? HOW DO YOU IMPLEMENT IT?
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THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
TRANSFORMATION MARKETING
WHAT IS AN - ONLINE BLUEPRINT?
01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING
A COMPREHENSIVE PLAN TO BUILD A STRONG DIGITAL STRATEGY
02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL
03 CREATE AN ACTION PLAN & AGENDA
04 CREATE A TIMELINE WITH GOALS & MILESTONES
05 CREATE AN ACTION PLAN TO ACHIEVE GOALS
Wednesday, November 30, 2011
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
✓ REVIEW YOUR WEB SITE
✓ REVIEW YOUR SOCIAL MEDIA EFFORTS
✓ REVIEW THE LIFECYCLE OF YOUR DIGITAL LEADS
✓ LEARN MORE ABOUT YOUR ONLINE CONTRIBUTORS
✓ REVIEW EMAIL MARKETING CAMPAIGNS AND OTHER ADMISSIONS, STUDENT/
FAMILY AND ALUMNI TOUCH POINTS
TRANSFORMATION MARKETING
01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING
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✓ IDENTIFY AND FOLLOW EDUCATION MARKET LEADERS IN OTHER AREAS OF THE COUNTRY.
✓ REVIEW LOCAL COMPETITION
✓ EVALUATE IDEAS AND EFFORTS THAT SUA COULD EFFECTIVELY EMULATE
✓ ADD NEW CONCEPTS TO THE MILESTONES TIMELINE
✓ ACTUALIZE NEW CONCEPTS
✓ CREATE A SYSTEM TO MONITOR MARKET LEADERS
TRANSFORMATION MARKETING
02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL
Wednesday, November 30, 2011
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
✓ IDENTIFY AND FOCUS ON NEW SOCIAL MEDIA EFFORTS AND NEEDS
✓ IDENTIFY NEEDED WEB SITE UPDATES AND FIXES
✓ LAUNCH A TWITTER CAMPAIGN
✓ CREATE A SEARCH ENGINE STRATEGY
✓ IDENTIFY ROLES AND ADVISE ON NEW STAFF
✓ IDENTIFY INTERNAL CONTENT CONTRIBUTORS
✓ IDENTIFY ONLINE PERSONAS AND TARGET THEM
TRANSFORMATION MARKETING
03 CREATE AN ACTION PLAN / AGENDA
Wednesday, November 30, 2011
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
CHART OUT A YEAR LONG TIMELINE
ADD MILESTONES TO A CALENDAR WITH KEY STAFF’S INPUT
ADD NEW IDEAS TO THE MILESTONES TIMELINE
CREATE A SYSTEM TO MONITOR BEACHHEADS
TRANSFORMATION MARKETING
04 CREATE A TIMELINE WITH GOALS & MILESTONES
Wednesday, November 30, 2011
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
IDENTIFY WHO WILL IMPLEMENT DIFFERENT PARTS OF THE PLAN
IDENTIFY ANY NEW STAFF NEEDED
CREATE A MONITORING PLAN TO WATCH COMPETITION EASILY
CREATE A MEASUREMENT FOR RETURN ON YOUR INVESTMENT
TRANSFORMATION MARKETING
05 CREATE AN ACTION PLAN TO ACHIEVE GOALS
Wednesday, November 30, 2011
THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.
✓SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE
✓LOWERING THE COST TO ATTRACT NEW STUDENTS
✓CRAFT A STRATEGY FOR KEEPING IN TOUCH WITH ALUMNI AND DONORS.
THE THRIVE SOCIAL MEDIA MARKETING BLUE PRINT: $2500 FLAT RATE FEE
IMPLEMENTATION COSTS INCLUDE A MONTHLY RETAINER: $1500-$3500 PER MONTH*6-12 MONTH MINIMUM COMMITMENT.
THRIVE HOURLY RATE FOR ANY WORK OUTSIDE RETAINER: $115 PER HOUR
TRANSFORMATION MARKETING
THE GOALS & PRICING
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