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Southern California Regional 10,000 Small Businesses – Client Outreach & Recruitment Status Update – 2015 Strategic Plan - 9/29/2015

Southern California 10,000 Small Businesses

Outreach and Recruitment Report – August 2014 to September 2015

September 29, 2015

Table of Contents

I. Executive Summary

II. Weekly Status Update – Week off 9/29/2015

a. Events Review

b. Leads Management

c. Application Numbers

d. Draft Applicants

III. New Development in Outreach and Recruitment

a. Review & Analysis: Relevant Referral Data

i. Alumni

ii. Partner

b. Strategic Planning for O&R

i. Implementation of ORAS

c. New Tools in O&R

i. Explanation

ii. Observations

iii. Challenges

d. Action Items

IV. Action Items

a. Alumni Testimonials

b. Draft Applicant Review & Activation

c. Tracking/Recording Outcomes

i. Phase II Implementation Planning

V. Appendix

a. LBCC C16 Applicant Tracker

b. LACC C12 Applicant

c. ORAS Strategic Calendar

d. ORAS Strategic Plan

e. Weekly Events Calendar

f. Lead Lifecycle

g. Leads Reference File – Salesgenie


I. Executive Summary

This report provides a status update for the Southern California Regional 10,000 Small Businesses Outreach and Recruitment efforts. Following the executive summary, the first component of the report delineates a status update for the week of 9/22/2015 through 9/29/2015, and includes updated statistics on current applications, lead data, and a discussion of recent events in which 10KSB participated, with a special write-up regarding the National League of Cities event. The next section provides a presentation of the strategic planning initiative for outreach and recruitment that has taken place over the last three months. This section focuses primarily on the analysis of relevant local data, (such as partner and alumni referral data), and how that data has informed new strategies for outreach that integrate all available ICIC and GS tools. A review of the specific tools that have been implemented are presented, along with an explanation, review of recent outcomes, and observations about challenges or further opportunities for development. Some general trends and observations that emerge from the review of the data and analysis are included in this report, specifically around partner and alumni referrals, the challenges and opportunities of targeting key demographics, geographic areas, and new partners, as well as a summary of how the strategic recruitment plan for 2016 will be refined through further tracking and reporting on outcomes from newly tested strategies. The final section of the report outlines action items for outreach and recruitment. In order to support the analysis and data presented throughout this report, an appendix is included for reference.

Table 1: A Year in Review. Source: 10KSB Application

. S

Full-

time

Part-

time

1099s

Total

LBCC 13 193/7 57/2 17/1 254/10 27,257,749.00$ 1,090,309.00$

LBCC 14 304/10 122/4 63/2 486/16 78,989,163.00$ 2,644,489.00$

LBCC 15 246/11 57/3 52/2 354/15 49,411,990.00$ 1,976,480.00$

LACC 9 132/5 72/2 114/4 194/7 15,597,549.00$ 599,906.00$

LACC 10 153/5 79/2 189/7 232/8 33,618,413.00$ 1,245,126.00$

LACC 11 222/12 35/2 52/2 337/18 27,649,741.00$ 1,626,439.00$

Aggregate 6 1277/9 459/3 455/3 1911/13 235,317,602.00$ 1,589,984.00$

Average Gross

Revenues

SUMMARY - A Year in Review

College Cohort 2014 Gross Revenues

Employees/Average


II. Weekly Status Update – 9/22/2015-9/29/2015

Events Review*

- 10KSB participated in the following events:

o Host Organization: South San Diego SBDC & City of Chula Vista

Event: Small Business Seminar & Expo – Grow Your Business: Focus on Finance & Funding

Value-add: No-cost event, 10KSB Rep presented for 20 minutes, called on local alumni to testify, Mayor of Chula Vista as keynote speaker, on-going partner development (untapped pool)

Attendance/Leads: 75/35 total, 6 warm and qualified, 1 application

o Host Organization: Offices of Senator Ricardo Lara

Event: Small Business Workshop Series – Covered CA: Rules & Regulations

Value-add: No-cost, logo feature on flyers, attendees have employees, 10KSB materials exhibited at workshop

Attendance/Leads: 30/25 total, 12 warm and qualified

o Host Organization: National League of Cities (DC), Offices of Mayor Eric Garcetti (City of Los Angeles)

Event: Big Ideas for Small Business Annual Summit

Value-add: No-cost, participation featured in program, partner development, best-practices sharing, recruitment of business owners, identification of new resource

Attendance/Leads: 30/25 total, 8 warm and qualified

* For a detailed summary of upcoming events, refer to the Week of 9/30/2016 Outreach Calendar in Figure E of the Appendix.

Weekly Event Highlight: Big Ideas for Small Business Summit

September 22nd & 23rd, 2015, Bradley Tower, City Hall, Los Angeles, CA

Every year the National League of Cities, a DC-based non-profit focused on building peer-based networks for improving equitable city

development, hosts the Big Ideas for Small Business Summit. Co-hosted with the City of Los Angeles for 2015, the event draws participants from

across the local region and the country, with the goal of accelerating efforts to support small business development, enhance civic engagement, and

encourage entrepreneurship. As a partner of the City of Los Angeles, 10KSB participated in the series of panel sessions, breakout discussions, and

keynote presentations that took place over a day and a half.

Key takeaways from the panel sessions, which were hosted by participants on a selection of topics, include: observations around the value-add

business owners feel when they have increased site visits and relationship-driven support from small business resource providers, including local

government (i.e., how real-time responsiveness and nimble, creative assistance can temper challenges such as construction-related street closures);

the importance of approaching entrepreneurship from a perspective of inclusivity; the need to re-think how resources are presented to entrepreneurs

through education and policy revision; and the on-going challenge for small business owners to advocate for local policy changes to officials in DC.

This last observation was most clearly articulated during the keynote address, where groups of small business owners asked for advice on this issue

from the keynote speaker, Michael Hendrix, Director of Emerging Issues and Research, US Chamber of Commerce Foundation.

During the one-on-one breakout sessions, where organizations were paired for discussion, 10KSB was involved in discussions with the keynote

speaker, Michael Hendrix, the City of Philadelphia Economic and Workforce Development team, and the representative for Code for America. The

interactions focused largely on best-practices sharing, and how organizations that offer resources to small business can maximize their impact in the

context of a shifting economy that continues to see the small business community stifled by overregulation. The one-on-one session with Code for

America was notably collaborative, as 10KSB was able to provide insights regarding the needs and challenges entrepreneurs face, and how the

software interface being developed by Long Beach’s i-Team might tackle these issues in meaningful and relevant ways.


Lead Management

- Leads input from 9/22/2015 to 9/29/2015 (Source: CRM): 60 - Leads input from June 2015 to Present (Source: CRM): 375 - Leads from Salesgenie email campaigns (Source: Constant Contact): 2800

Application Numbers

- LBCC C16*

o Part I

Total: (Confidential)

Qualified: (Confidential)

o Part II

Submitted: (Confidential)

Confirmed to Submit: (Confidential)

o Draft Applicants


Qualified Draft Applicants: (Confidential) - LACC C12*

o Part I


Qualified: (Confidential)

o Part II

Submitted: (Confidential)

Confirmed to Submit: (Confidential)

o Draft Applicants


Qualified Draft Applicants: (Confidential) *For detailed information regarding the qualified applicants, those invited to interview, Part II commitment levels, and specific referral data, please see LBCC C16/LACC C12 Trackers in Figures A and B of the Appendix.

Draft Applicants

- Table 1 features an overview of draft applications from early April 2015 through September 2015*

- Observations: As draft applicants have clearly expressed interest through registering an account in the online portal, there is a missed opportunity due to the fact that contact information is not required, and thus not provided to the local site by the vendor. Based on ICIC’s current protocol, driven by potential privacy concerns, a site does not have the ability to follow up with all draft applicants to determine their qualifications.

*As the online application only stores data for 180 days, April 2015 marks the earliest available data. Source: 10KSB Portal.

Draft Applicant Qualified Contact Info No Contact Info

159 18 64 95

Totals for Long Beach and Los Angeles City College

SUMMARY - Draft Applicants

Table 2. Source: 10KSB Online Application Portal.


Partner Total Referrals Accepted Completed Qualified Not Qualified Total Accpt % of TOTAL Regionally Acceptanced

WBEC 8 0 0 5 3 0% 0%

LA Chamber 9 2 3 3 6 22% 3%

LB Chamber 6 3 4 4 2 50% 4%

LA Regional SBDC 14 1 2 2 12 7% 1%

LB SBDC 15 6 9 11 4 40% 8%

Partner Breakdown

III. New Developments in Outreach & Recruitment

Review & Analysis: Relevant Referral Data*

Alumni - As visible in Tables 3 and 4, alumni referrals tend to

have high-yield for Part II conversion, notably LBCC alumni referrals, and should continue to be leveraged in new ways as a referring base for applicants. Specific strategies are outlined in the next section for how the SoCal team is pursuing this objective. Table 6, which appears in the final sections, illustrates that while LBCC has better alumni referral conversion rates, LACC’s partner base has higher conversion rates.

Partners - The most successful referring partner organizations may

be tapped out on their base for qualified applicants, so a multitude of resources have been allocated toward new partner development, notably in areas such as supplier diversity, financial institutions, and private corporations/professional service providers. In the following sections, specific strategies are outlined for how the SoCal team is pursuing this objective. Table 5 provides YTD data for the paid partner program.

* See document Attachment for detailed partner and alumni referral data.

Strategic Planning for Outreach & Recruitment in 2016

Summary: ICIC has provided sites with a national template for strategic outreach and recruitment planning. This tool is called the ORAS Plan. This document, which is featured in the Appendix, assists sites with understanding the resources available to them through ICIC and the Goldman Sachs 10KSB toolkit, in addition to local adaptations and innovations. It also allows sites to strategically plan for application numbers through results estimations, and then allows for best practice identification through outcomes analysis. Since the development of this document in May of 2015, the SoCal team has worked closely with ICIC to leverage data and strategies to create a comprehensive outreach plan that targets key demographics, including women, disadvantaged businesses, and key geographic areas in and around the Los Angeles basin. This section presents an overview of data that has informed these strategies, a tabulation of those strategies that have been implemented, and some notable observations and recent outcomes regarding those strategies.

4122%

5027%

6435%

2916%

Accepted Applicants by Lead Source

Los Angeles Partners

Long Beach Partners

LACC Alumni

LBCC Alumni

2931%

6469%

Alumni Referrals (Accepted) by Campus

LACC

LBCC

Table 3 (Top), Table 4 (Bottom), Table 5 (Below). Source: 10KSB Application


New Tools in Outreach & Recruitment

Strategies & Tools: Alumni Engagement

Objective: Increase number of alumni referrals, leverage alumni

networks

- Regularly request referrals through distribution of

Google referral form in email and weekly Small Biz

Tip

- Develop alumni testimonials based on applicant/lead

feedback

- Reach out to cohort ambassadors/alumni to distribute

application deadline information to professional

networks/social media

- Capitalize on Alumni Summit as recruitment driver

- Leverage alumni as applicant motivators via one-on-

one match-making sessions

Strategies & Tools: Partner Development

Objective: Leverage existing partner network, identify new

areas for development, and increase referrals

- Implementation of paid partner program

- Identification of new organizations through current

alumni network

- Pursuit of new types of referring organizations,

including financial institutions, supplier diversity,

private corporations/professional service providers

- Increased accountability for partner referrals through

enhanced tracking and outcomes reporting

- Work with ICIC to develop new strategies for

identifying relevant local partners

Strategies & Tools: Lead Identification & Applicant

Management

Objective: Identify new pools of qualified applicants, enhance

use of GS Toolkit/ICIC/national strategies, and marketing

campaigns available

- Full digital implementation of SugarCRM, and Online

Application, integration with Constant Contact email

campaigns

- Salesgenie as a lead generator*

o GS Toolkit Email Campaigns

o Follow up calls per response activity, as

tracked through Constant Contact

- First contact calls* to qualified applicants to improve

conversion, weed out applicants, draw new observations

*See Salesgenie in Figure F of Appendix

**See Lead Lifecycle in Figure G of Appendix

Strategies & Tools: ICIC Collaboration

Objective: Share national best-practices, use ICIC data to

determine local best-practices based on outcomes, leverage data

to inform the identification and implementation of strategies,

establish target demographics and key geographic populations

- Geomapping for untapped geographies, underserved

areas, and zip codes with high concentration of small

businesses

- Informational Workshop webinars

- Interview Addendum webinars

- Co-hosted webinar workshops with referring partners

- Draft applicant follow up

- Participate and lead national CRM/Online

Application conversations

Strategies & Tools: Targeting Key Demographics & Geographies

Objective: Create lead identification/outreach campaigns that specifically target populations that are difficult to recruit/reach

- Separate lead campaigns by zip code and gender; redistribute O&R resources to align with target populations

- Use Salesgenie, ICIC geomaps to generate lists of qualified applicants in both untapped and successful geographies

- Tailor email and marketing campaigns to different populations through the use of alumni testimonials and GS approved

marketing materials, and based on their stage in the MEDA process (Motivation, Education, Dedication, Activation)


Recent Challenges

- Challenge of transitioning to a digital system

o Greater need to plan human engagement with digital engagement

o Leads can easily submit an application without ever meeting a program representative, making it difficult to

establish level of interest and commitment

- Backlog of draft applicants with no contact information

o Warmest leads that cannot be capitalized upon

- Targeting women-owned businesses that are larger and have higher employee count

Observations

- Consistency in relationship manager is

critical for the conversion of a Part I

applicant to a completed Part II

- Content-driven email campaigns are

more effective in eliciting an activated

response from qualified leads

- Qualified applicants’ top reasons for

approaching the program:

o Industry expert with no

business education

o Isolation as a small business

owner and desire for peer-based

learning with like-minded

individuals

o Benefit of creating a growth

plan to help them map their growth strategy and an implementation plan for meeting targets

o Desire and position to seek capital, but need mentorship in pitching, lending, and the opportunity to develop a

comprehensive growth plan with financial projections

o Need motivation and a space to focus on their business and create opportunities, outside of their business

o Stagnant growth, and they need a growth-focused source of mentorship, education and peer-learning

Action Items

- Further develop the relationship between Alumni Services and Outreach and Recruitment

o Development of targeted alumni testimonials

o Contextualize and position all alumni events as key recruitment events – this is critical and has been widely

successful at other sites (ex: referral competitions, event participation contingent on a referral/bring-a-buddy)

o Alumni ambassadors to do more heavy lifting in supporting the SoCal team in these efforts

- Draft applicant activation campaign

o Targeted draft applicant follow-up campaign through alumni testimonials and in-person contact

Targeting Marketing Materials through the MEDA*

(Motivation, Education, Dedication, Activation)

Motivation – Drive awareness of and interest in the program

Ex: outreach emails

Education – Help potential applicants understand what the curriculum offers

Ex: informational webinar

Dedication – Explain the commitment needed and the success of alumni

Ex: alumni testimonial emails

Activation – Validate applicants’ decisions and help them apply to the program

Ex: interview addendum webinar

*Source: GS 10KSB Toolkit


- Tracking and reporting to enhance strategic planning efforts

o Tracking and reporting on outcomes from ORAS plan in order to identify practices that work, eliminate

strategies that fail, and to refine the 2016 O&R Strategic Plan

o Leverage data on referrals to focus on relationships that result in qualified and engaged applicants

- On-going partner development

o Identify new ways that 10KSB can act as

an additional resource to partners in order

to incentivize higher referral rates. Table 6

provides context for which region has

partners that tend to have higher

conversion rates to accepted scholars.

o Brainstorm on strategies for creative

partner identification

o Continue to develop local connections

through ICIC national partner relationships

5055%

4145%

Partner Referrals (Accepted) by Region

Los Angeles Partners

Long Beach Partners

Table 6. Source: 10KSB Application.


FIGURE C: ORAS Calendar

Nov Dec Feb

7/3 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/6 12/11 2/5

August

7/3 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/16 12/11 2/5

Week 0 Week 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18

E-Mail Blast Campaigns

E-mail Blasts - Application

Apply Now E-Mail (to existing leads)

Small Biz Tip

Campaign 1: Info Session Invitation

Campaign 2: Info Session Reminder

Campaign 3: Custom Lead Campaign (Salesgenie & Constant Contact)

Campaign 4: Alumni Referral Request

Campaign 5: Application, Deadline Reminder

Targeted E-mail Blasts - Interview Addendum

Campaign 7: Education, Addendum Workshop Reminders

Campaign 8: Interview Addendum Deadline Reminder

Recruitment Workshops (Webinar)

Information Session: Workshop 1

Information Session: Workshop 2

Interview Addendum: Workshop 1

Supplemental Marketing Campaigns

Social Media - Twitter

Social Media - LinkedIn

Online Networking Forums

Newsletters (SmallBizTip)

Earned Media (see "Earned Media Organizer" tab)

Direct Mail Campaign (if applicable)

Events

Sponsored Event

Co-Hosted Event

Alumni Outreach

Marketing to 10KSB Program Scholars/Alumni for referrals

Marketing to Educational Institution network for referrals

Alumni Phone Calls to Support Lead Conversion

Partner Outreach

Partner Emails

Partner Outreach Calls

Partner Meetings

Supplemental Marketing Campaigns

Social Media - Twitter

Social Media - LinkedIn

E-Blast Campaigns

Newsletter Promotion

Events

Partner Event

P

a

r

t

n

e

r

s

Stage 2: Outreach and Recruitment

Share Site-Hosted event dates and

deadlines with Partners for

promotion via their own channels

Share Application Deadline with

program and Educational Institution

networks

Establish Sponsorship Schedule as

well as series of Co-Hosted events

with partners

Establish dates for Site-Hosted

workshops/events leading up to the

Application Deadline AND leading

up to the Interview Addendum

deadline for finalists

Schedule targeted E-Blast Campaign

over course of Outreach and

Recruitment Cycle using pre-

approved E-Blast templates

available in the 10KSB Toolkit; any

alternative email content you create

for mass dissemination must be

approved by Program Officer

Outline key Partner Events

throughout Outreach Cycle

E

d

u

c

a

t

i

o

n

a

l

I

n

s

t

i

t

u

t

i

o

n

CLASS

START

Stage 3. Application and Selection

CLASS

START

Pt. 1. Soft

Deadline

10/2

App.

Deadline

10/23

Finalize Int.

List.

11/16

Establish schedule for regular

communication with Partners via

email, phone calls, and in-person

meetings

Key Program Dates Finalize Int.

Sched.

12/11

Market the Program (Calendar)

March April May June

Stage 1: Preparation

Establish schedule for program

promotion through supplemental

marketing campaigns such as social

media, online forums, newsletters,

earned media, and direct mail

March April May June July


FIGURE D: ORAS Strategic Plan

Strategy / Tactic DetailsContact/Owne

rDate of Tactic

Completed

(Y/N)

Goal

Qualified

Leads

Deadline for

Consolidating

Leads

Actual

Qualified

LeadsGoal Apps

Actual

Apps

Received

Cost

LEVERAGE CURRENT SCHOLARS & ALUMNI

Market Scholar & Alumni Testimonials Alumni Summit - Bring a qualified applicantBSD, Alumni Mgr,

ED 10/8/2015 N 30 11/16/2015 30

Request for Alumni ReferralBlast for registering qualified applicants, request during

C11/C15 ModsAlumni Mgr, BSD,

EDOn-going In Progress 50 11/16/2015 40

Leadership Lunch SeriesInformation sessions that leverage alumni network of business

owners with a partnerO&R Team

Member, BSDLate Sept. N 10 11/16/2015 5

Speakers & Panels In conjuction with events at local organizationsAlumni Mgr, BSD

TBD In Progress NA 11/16/2015 NA

Alumni AmbassadorsAlumni representatives that promote the program at events

and through their networks

O&R Team

Member, BSD,

Alumni Mgr

Week of 8/31 Y NA 11/16/2015 NA

ENGAGE CURRENT PARTNERS

Business Support and Networking Services

Affiliate ProgramCo-branded informational/recruitment event wherein a

partner provides a minimum of 5 qualified business ownersBSD, O&R Team

MemberTBD (2) N 20 11/16/2015 10

Paid Partner ProgramPartners paid upon delivery of a set number of applications

(national model)ED, BSD

Sept-Dec 2015 In progress15 per partner,

90 total11/16/2015 4

Panelist, Speakers

Invite panelists to sit in on panels and serve as speakers for

Mods, and be guest attendees to Mods to demonstrate impact

of program on business owners

BSD, BAs2-4 times per

cohortY NA 11/16/2015 NA

Direct ReferralsSet up direct referral systems between professional service

firms and 10KSB O&R TeamBSD, O&R Team

Member

Varies depending

on opportunityY

3-10 per

organization11/16/2015

2 per

organization

Feature Partner Organizations/EventsInclude relevant information on partner-hosted events in

weekly Small Biz Tip newsletterBSD, O&R Team

MemberWeekly Y NA 11/16/2015 NA

Financial Institutions

BanksUnion Bank, Chase Bank, Wells Fargo - Business mixers and

direct referrals, connect alumni for lendingED, BSD, BAs, Christina to

RequestIn Progress 25 11/16/2015 5

CDFIs

VEDC, Pacific Coast Regional SBDC, AmPac Tri-State

Development Co. - Co-branded events, business support

services, connect alumni for lending services

ED, BSD, BAs, Sept. 18 - VEDC

EventIn Progress 10 11/16/2015 5

Government

LA City Mayor's Office, LB City Mayor's OfficeDirect referral program, co-branded events, business support

services via networking opportunities

ED, BSDOn-going Y

5 per

recruitment

cycle

11/16/2015 5

Other

Promote Program in Newsletters and E-BlastsRequest that partners promote application and deadline

information through their e-blast and newsletter networks

BSD, O&R Team

Member

2-3 times per

recruitment cycle,

on-going

Y NA 11/16/2015 NA

CULTIVATE NEW PARTNERSHIPS

EventsMeet new partners and cultivate new relationships at events

and mixersED, BSD, O&R

Team MemberSept. -Dec. 2015 In Progress 15 11/16/2015 NA

Leverage Existing Partners for IntroductionsDevelop potential partnerships through current partners of the

program

ED, BSDOct.-Dec 2015 In Progress

3-5 Unique

Partnerships -

15 Leads

11/16/2015 NA

Leverage Alumni/Scholars for IntroductionsDevelop relationships with organizations they chair, sit on the

board of, etc

ED, BSD, Alumni

MgrLissette/Sharon to

DoIn Progress

3-5 Unique

Partnerships -

10 Leads

11/16/2015 NA

MAINTAIN VISIBILITY THROUGH EVENTS

Current Partner Events

Attend Local Partner EventsMaintain representation at events affiliated with organizations

tied to LBCC and LACC (SBDC, Innovate!SoCAL)ED, BSD, O&R

Team Member

Sept. - Dec. 2015 -

5 EventsIn Progress

5-7 per event,

30 total11/16/2015 10

ADVERTISE/MARKET THE PROGRAM

Leverage Alumni Blogs/NewslettersPromote the program through e-publications by alumni to

their networksBSD, Alumni Mgr Week of

8/31/2015Y NA 11/16/2015 NA

Social Media PromotionUse Twitter and LinkedIn to push program updates and

development, and feature application deadlines and alumni Program Mgr,

Alumni MgrWeekly Y 20 11/16/2015 5

Marketing Materials at EventsExhibit at events to distribute marketing materials, request

features in event programsBSD, O&R Team

MemberEvery event In Progress TBD 11/16/2015 TBD

Request Partner E-DistributionRequest partners to distribute application deadlines, program

information and alumni success stories to their networks

BSD, O&R Team

Member On-Going In progress NA 11/16/2015 NA

Small Biz Tip - Weekly Newsletter

Distribute weekly newsletter containing business tips for small

business owners, relevant application information, information

for events with partners

BSD, O&R Team

Member Weekly Y NA 11/16/2015 NA

OTHER

Direct Mail & Phone CampaignDevelop qualified lists using Salesgenie; launch direct mail

campaign and associated phone campaign using CallfireBSD, O&R Team

MemberNov. 2015 No

50 per

campaign11/16/2015 10

Constant Contact - Salesgenie - Tailored Lead Outreach CampaignDevelop qualified lists using Salesgenie; use 10KSB toolkit

materials to do a targeted outreach campaign, accompanied by Sept. - Dec. 2015 In Progress 150 11/16/2015 15

Totals Appx 510 240


FIGURE F: Leads Lifecycle


FIGURE G: Leads Reference File - Salesgenie

Group ID# Zip Codes Cities Gender # of Leads Open Rate Campaign Date Initiated Campaign Date Completed **Campaign Type Field User

1

90209, 90210, 90211,

90212, 90213, 90038,

90046, 90048, 90069,

90027, 90028, 90038,

90068, 90078

Beverly Hills, West Hollywood,

Hollywood M 227 24% 22-Sep-15 3-Oct-15 Constant Contact - Cold - LA Kaine

1a F 139 23% 22-Sep-15 3-Oct-15

Constant Contact - Cold - LA -

Female Target DeShawnda

1b not stated no emails 53

2

91801, 91802, 91803,

91804, 91896, 91899,

91001, 91003, 91790,

91791, 91792, 91793

Alhambra, West Covina,

Altadena M 77 In Progress 22-Sep-15 3-Oct-15 Constant Contact - Cold - LA Laura

2a F 40 17% 22-Sep-15 3-Oct-15

Constant Contact - Cold - LA -

Female Target DeShawnda

2b not stated No emails 30

3

91722, 91723, 91724,

90041, 90026, 91740,

91741, 90026, 95666,

90027, 91773

Covina, Eagle Rock, Echo Park,

Fontana, Glendora, Silverlake,

Los Feliz, San Dimas M 247 22% 22-Sep-15 3-Oct-15 Constant Contact - Cold - LA Roberta

3a F 85 22% 22-Sep-15 3-Oct-15 Laura

3b not stated 49

4

91201, 91202, 91203,

91204, 91205, 91206,

91207, 91208, 91209,

91210, 91214, 91221,

91222, 91224, 91225, 91226 Burbank, Glendale M 208 23% 3-Oct-15 Constant Contact - Cold - LA

4a F 77

4b not stated not many emails56

5

91601, 91602, 91603,

91604, 91605, 91606,

91607, 91608, 91609,

91610, 91611, 91612,

91614, 91615, 91617,

91618, 91602, 91604, North Hollywood, Studio City M 160

5a F 50

5b not stated not many emails 56

6

91101, 91102, 91103,

91104, 91105, 91106,

91107, 91108, 91109,

91110, 91114, 91115,

91116, 91118, 91121,

91123, 91124, 91125,

91126, 91129, 91182, Pasadena M 110

6a F 56

6b not stated 45

7

91765, 91766, 91767,

91768, 91769, 91765,

91789,91701, 91729, 91730,

91737, 91739, 91784,

91785, 91786

Pomona, Diamond Bar, Rancho

Cucamunga, Upland M 396

7a F 124

7b not stated 68

8

91316, 91401, 91402,

91404, 91405, 91406,

91407, 91408, 91409,

91410, 91411, 91412,

91413, 91416, 91423,

91426, 91436, 91470,

91482, 91495, 91496, 91499 Van Nuys, Sherman Oaks M 286

8a F 80

8b not stated 66

2800 **Types:

Geography

Cold vs warm lead

Media Type

Female Target

work sample_gs 10skb strategic plan (2)

Documents