Gut Checking Your 2015 Digital Marketing Plan

Is Your 2015 Integrated Digital

Marketing Plan Complete?

Time for a Gut Check?Thursday, December 11, 2014 - 1:00 EST(10:00PST)

Speakers:

David Robidoux, VP, Marketing, Franchise Services, Inc.

Mike Bell, VP, Marketing, Parchment

Mike Corak, EVP, Strategy, ethology

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Today’s Presenters

David Robidoux

VP, Marketing, Franchise Services, Inc.

www.linkedin.com/pub/david-robidoux/2/317/7b2

Mike Corak

EVP, Strategy, ethology

www.linkedin.com/in/mikecorak

@mikecorak

Mike Bell

VP, Marketing, Parchment

www.linkedin.com/in/bellmichael1

#GutCheck

@michaelrsbell

About Parchment

#GutCheck

2. Learners Request,

Collect, Deliver & Share

Multiple Credentials via

One Account

1. Issuers Move from

Paper to Electronic

Credentials (Issue,

Order, DRM, etc.)

4. Credentials are

Delivered to Official

Destinations (e.g.

Admissions)

A Secure & Trusted Platform

3. Credentials Are

Displayed in Online

Profiles

Parchment 5.0

Parchment Send Parchment.com Parchment Receive

Parchment 5.0, our electronic credentials platform, delivers the

full B2B2C credential lifecycle securely and at scale.

Issue. Request. Collect. Deliver. Share. Analyze.

About Franchise Services

Franchise Services, Inc. is a franchise

management company that owns the

franchise brands TeamLogic IT, Sir Speedy,

PIP, Signal Graphics and MultiCopy. FSI’s

award-winning brands support the small- to

medium-sized business market.

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Top Considerations

1. Planning Process

2. Tactical Needs

3. Integration

4. Resourcing

5. Analytics

6. Budgeting

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#1 PLANNING PROCESS

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Pro Tip: Budgeting…

But Still LAST!

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Polling Question 1

Poll 1: Where do most marketers plan to focus their

digital efforts in 2015?

a) Brand Awareness

b) Revenue Support

c) Data Acquisition

d) Digital Channel Expansion

e) Improving Customer Experience

#GutCheck

Ethology (Annual) Integrated

Planning ProcessBusiness Goals

•Definition

•Map digital KPIs

•Audit ability to efficiently measure and tie back to business goals

Audits & Inputs

•Consumer Insights

•Content Demand

•Personas

•Tactical Audits

•Customer Experience Audits

•Resource Audit

•Competitive Analysis

•Share of Voice

•Offline Marketing Plan Review

•Tool Assessment

•Funnel Definition

Strategy

•Opportunity Assessment

•GAP Analysis

•Brand Taxonomy

•Tactical Strategy

• Integrated Strategy

•Content Strategy

•Resource Assignment

•Projections

•Journey Mapping

Plan

•Ops Design

•Service Design

•Tactical Calendar

•Content Calendar

•Technical Roadmap

•Usability Roadmap

•Resource Roadmap

• Innovation Roadmap

• Integrated Processes

•Roles & Responsibilities

Budget

•Cost Estimate Against Program & Outcomes

•Feasibility Assessment

Adjust and Repeat Until Approved

#GutCheck

Parchment Planning Timeline

7’14 8’14 9’14 10’14 2015

Q4 15

Phase 1Strategic Planning

Phase 2Research &

Analysis

Phase 3Brand Identity

• Parchment

Vision

• Strategic Pillars

• Map Current

Tactics to

Pillars

• Map Future

Tactics to

Pillars

• Identify KPIs

• Map Org Chart

to Strategic

Direction

• *Pricing

Strategy

Strat Plan

Phase 5Execution

• GA Audit

• PPC “Test”

campaign

Quantitative

• Positioning

• Brand Drivers

• Creative Brief

• Logo

Refinements

• Logo/Brand

Extensions

• Style Guide

• Presentations

• Internal

• Sales

• IR

• PR

Brand

• P.com survey

• Member Focus

Groups

• Learner Focus

Groups

• Social Listening

Qualitative

• Consistent but

custom

messaging

• Insight-driven

initiatives

• Targeted

Campaigns

• Segmented

Decks

Member

Phase 4Socialization

• Interview

internal

stakeholders

• Gain consensus

on Strategic

Pillars

• Socialize KPIs

• Present final

Strategy

Road Show

Systems

Te

am

Marketing

Sales

Product

Marketing

Product

Sales

Agency Partner

Marketing

Product

Sales

Agency Partner

Marketing

Product

Sales

Finance

Marketing

Sales

Product

• PR

• Influencer

• Education

• Interactive

• Social

Learner

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FSI PLANNING

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#2 TACTICAL NEEDS

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Polling Question 2

Poll 2: Where do you tactically feel that your digital

marketing execution has the most opportunity for

improvement?

a) Mobile

b) Big Data

c) Conversion Optimization

d) Content Marketing

e) Marketing Automation

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Tactical Focus

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Content Marketing Challenges

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Polling Question 3

Poll 3: Organizationally where do you feel the

biggest opportunity for digital marketing

improvement lies?

• Integration

• Resourcing

• Analytics

• Budgeting

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#3 INTEGRATION

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Common Integration Deficiencies

Upon Audit

• Modern SEO: Technical SEO, Content

Strategy, UX, Creative, Social

• Local: National SEO, Local SEO, Local

Content, Social (reviews), Localized Content

• Customer Experience: UX Design and

Content Strategy (Service Design – Offline)

• Retention: CRM, Email, Social, and Offline

• Multi-Channel Analytics (Attribution)

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Content Strategy at the Core

tactically-

agnostic

future-

friendly

search

social

promotion

and

discussion

analytics

lifecycle

marketing

(email)

paid media

promotion

content

creation

content

strategy

lenses: local + mobile

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#4 RESOURCING

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Top Impediment to Integration

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Cultural Shifts That Break Down Silos

• Reimagine your organizational structure, processes, and

ops design

• Rally teams and partners around integrated programs

• Assign common success KPIs across teams (incentives)

• Create a senior level content position

• Include cross-channel teamwork in performance reviews

• Celebrate group successes

• Educate!

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Staffing Model Extremes

In-house

• Tactical execution with internal

staff

• Consultation from tactical industry

experts

• Examples: Intuit, Amazon

Benefits: Cost effective, activity

oversight, integration control (in

theory)

Risks: Planning ability, talent, ability to

tactically stay cutting edge, team

management, knowledge for program

evolution and integration

Delivery Partners

• Tactical execution with external

staff

• Partnered planning

• Examples: CPG

Benefits: Tactical accountability

Risks: Direct tactical oversight

and staffing, cost, multiple agency

management and integration,

ability to understand where to

make bets (partner competition)

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FSI Marketing Staff

#5 ANALYTICS

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Marketing Mix Value

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FSI Media Mix

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#6 BUDGETING

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Budget Allocation

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Forecasted Market Factors

1. Improved measurement controls

superfluous spending

1. Contextual marketing steals media dollars

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Recommended Areas of Focus

• Foundational Tactical Improvements

• Content Strategy, Content, and Content Marketing

• User Experience and Technical Roadmaps

• Infrastructure: Systems, Tools, and Staff (Content

Managers, Program Managers)

• Direct Improvements: CRM, email, sms, integration

• Service Design

• Advanced Analytics

• Testing Slush-Fund!

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http://digitalmarketingdepot.com

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Thank You!

www.ethology.com

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