2012 Marketing Planning Deck

7/28/2019 2012 Marketing Planning Deck

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ROCKFISH DIGITAL 2012 5/29/12!

2012Marketing!Plan!


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2!

2011 Rockfish

Marketing Results!

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Highlights of 2011! Relaunched website with 137%

increase in unique visitors! Over 53 agency awards including

significant increase in creative! 26 speaking engagements at industry

events and conferences! 30% increase in Twitter followers for

@Rockfish! Press coverage in AdAge, New York

Times, iMedia, AdWeek, Mashable,

Mediapost, Venture Beat, Marketing

Vox, OMMA, Business Courier,

Soapbox, PR Week, ClickZ, BrandRepublic, and Direct Marketing News.!


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Top Recognition in 2011!

4!

Shortlist & Highly Commended!2011 Most Innovative Digital Agency !

Finalist!2011 Agency of the Year!

2011 Inc. 500 / 5000!Fastest Growing Companies!

Best B2B Innovation for Marketers!CouponFactory

!

Finalist!2011 Social Media Agency of the Year!

Agency of the Year!Best Web Design and Development (awarded January 2011)!

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AdditionalAwards!


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AdAge Media Vanguard Award CouponFactory! American Design Awards Semi-Annual Design Contest, 3rd place for Web Flash Design -

America's Health Rankings! Arkansas Business Journals Fast 15 - Jeannine Wheeler! Arkansas Business of the Year Finalist for Business of the Year and CEO of the Year.! District ADDY Americas Health Ranking - Bronze! DSVC Dallas Show, Bronze Royitos and White Cloud! eConsultancy Most Innovative Digital Agency - Shortlist & Highly Commended! eHealthcare Leadership Awards - Americas Health Rankings ! FWA Mobile Of The Day (MOTD) Award for 28th December 2011.! Horizon Interactive Awards - Sam's Club Mobile App - Best in Category (Mobile Apps - Utility),

America's Health Rankings - Silver (Websites - Activism/Non-Profit), Cisco One Million Acts ofGreen - GOLD (Websites - Activism/Non-Profit)!

Interactive Media Awards Best in Class Nonprofit for Americas Health Rankings, OutstandingAchievement Award(s) for Cisco One Million Acts of Green and Sams Club Mobile Application!

Interactive Media Awards Outstanding Achievement in Humor - Royito's Hot Sauce Website!

Over 53 Awards! Complete list of recognition in 2011:!

Recognition in 2011!

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Internet Advertising Competition (IAC) 5 awards for Americas Health Rankings from WebMarketing Association including Best of Show Website, Best Health Care Website, Best

Information Services Website, Best News Website, and Best Non-Profit Website ! Marcom Americas Health Rankings! NWA ADDYs Rockfish brought home 3 Gold, 6 Silver and 9 Bronze ADDYs. Gold - Americas

Health Rankings Microsite, Pure Charity Video, and Royitos Hot Sauce E-commerce Website! OMMA Magazine 2010 Agency of Year - Best Web Design and Development! Telly Award, Bronze - Traditions and Freshman 15! The Bees Awards - Finalist for best social media agency! The Internationalist Agency Innovators Michael Stich & Dave Knox! W3 Awards, Gold Award in the Video / Branded Content - White Cloud Roll-volution!

Web Health Awards Bronze - Americas Health Rankings!

Web Marketing Association's 2011 WebAwards, Healthcare Standard of Excellence Award -America's Health Rankings!

Over 53 Awards! Complete list of recognition in 2011:!

Recognition in 2011 (contd)!

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Recognition 2012 Q1! AVA Awards - America's Health Rankings Platinum award, Design/Website

category, Sam's Club Simply Delicious Meals Platinum award, Microsite category,Sam's Club iPad App Gold award, Mobile App category, White Cloud Roll-volution Gold award Design/Web Interactive Capabilities category!

NWA Addys - BEST IN SHOW:"White Cloud Roll-Volution microsite, GOLD:"Rockfish- Mobile Apps, Sam's Club iPad app; Micro or Mini Site, White Cloud Rollvolution,

SILVER:"Rockfish - Micro or Mini Sites, America's Health Rankings; Video salespresentation, Osk Kosh video; Video Sales Presentation, CouponFactory promotional

video! The IAC Awards CouponFactory Best B2B Website, Simply Delicious Meals

Outstanding Website, White Cloud Roll-volution Gold award Design/Web InteractiveCapabilities category!

Tellys - CouponFactory Information, Silver; Animation, Bronze; Visual Effects,Bronze, White Cloud Roll-volution - Humor, Bronze!!

Coming up: Cannes first Mobile Awards! !!


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Website Updates!


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Rockfish Executives appeared at 26+ industry events asspeakers in 2011:!Industry Speaking Events!

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Rockfish was covered in nearly every industry publication:!

Press Coverage!

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Twitter: Secured @Rockfish and crafted a Content and Engagement Strategy,growing followers over 30% to nearly 5,000 followers.!

Blog: Re-organized the blog categories and increased postings to 1 2 perweek !

Facebook: Increased views, content, and conversation. Next steps: designlanding like page and publish additional content from each office. !

In 2011, the marketing team aimed to Walk the Talk withRockfishs Digital Ecosystem crafted at the same level ofexcellence that we deliver to our clients:!

Establishing our Digital Ecosystem!

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FacebookTimeline: !!Continuing to keepthe RockfishFacebook fresh in order to be aplace for all

audiences toexplore bothcompany cultureand our work!


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Ramping up of the Rockfish Blog!!

Zero social sharing before April 2011!


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Introducing the Rockfish Quarterly!!

A quarterly newsletterfeaturing thought

leadership posts from theRockfish blog, upcoming

digital events, Rockfish

news, and pictures fromaround the offices. A

sign-up form will beadded to the website to

capture e-mail addresses

and the newsletter will be

totally sharable viasocial.

*First issue out in June


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2012 Objective:!!Establish Rockfishsreputation as theleading DigitalInnovation Partner

in the industry!

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Measurable increase in number & qualityof New Business Leads! Double the impact and reach of Rockfishs

Digital Ecosystem ! Attract the best employees to join

Rockfish!

2012 Goals!

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2012 Strategies!!! Position Rockfish and our employees as

thought leaders in digital innovation forthe marketing & advertising industry:!

o Spark conversation and debate through activecontribution by Rockfish Executives in industryevents / press!

o Keynote & Panel participation at selectconferences!

o Guest columns for publications such as iMedia &AdAge!

o Publish Rockfish branded whitepapers POVs,slideshare, blogs!

o Place Rockfish senior leaders in contributing roleswithin a relevant industry associations (Shop.org,Forrester CMO Council, VCU BrandCenter)!

o Host must-attend events for partners and clientsaround key industry events!!

Measurements: !!o Rockfish a featured speaker at

20+ industry events in 2012!o Rockfish featured in industry

press 2+ times per month!o Significant increase in Klout

(by 10) Scores of Rockfish andIndustry Voices / Executives!

o Publish 1+ major industrythought leadership report(s)!

o 50% of Rockfish VPs inassociation leadership roles!

!


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! Walk the Talk with RockfishsDigital Ecosystem crafted at thesame level of excellence that wedeliver to our clients:!

o Work with content strategy to create aConversational Calendar for the Rockfish Blog,Twitter Account and Facebook Fan Page to drivedaily / weekly participation by Rockfishemployees and partners!

o Continue improving existing platforms !o Continue building Rockfish presence on emerging

platforms: Pinterest, Instagram, Google +!o Use these new channels to create our own best

practices and share experiences with press andclients !

Measurements: !!o Website drives a 25% quarter

over quarter increase in traffic!o At least 2 new posts per week

on Rockfish Blog withincreased participation from

employees!o Rockfish Twitter account has

over 6,500 followers.!o Improve SEO!o Creative brainstorms once a

quarter to keep marketingfresh!

!

!

2012 Strategies (contd)!!


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!Showcase and celebrate our work tothe industry:!"

o Work with creative to substantially increase ourparticipation in Award Shows, dividing entries into

A-List (must-win industry tentpoles) and B-List(nice to win). Focus on:"

Company (Ad Age A-List / OMMA)" Creative Award Shows (Addy / Webby /

Effies / Cannes)" Culture Awards (Best Places to Work / Inc

Workplaces)"o Create an industry leading structured process for

announcing and pitching the launch of new clientwork to industry press and in our Digital

Ecosystem"o Use constantly updated case studies to explain

and gain interest in our work"o Sponsorship of area events at each office "!

Measurements: !!o Win at least one significant industry

award in each bucket: Company /Creative / Culture !

o Successfully win 50% of A-ListAward entries!

o Drive unprecedented industry press forclients with approval !

o Internal library of approved casestudies posted on Sharepoint to easecreation of business developmentdecks!

o Sponsor up to 2 events a quarter ateach office city!



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! Callout company culture internally andexternally:!o Increase internal knowledge of everything

Rockfish!o Announce key new hires to industry through

relevant channels!o Movement towards content creation from

employees!

o Produce more content about what its like towork at Rockfish!!

Measurements: !!o Use Sharepoint more efficiently by

updating homepage more oftenwith essential Rockfish news weekly updates!

o Showcase employees over digitalecosystem- website, blog,facebook, etc weekly/monthly!

o One creative campaign per quarterfocusing on employee involvement !

o Announce key new hires to industrythrough relevant channels!



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Client Launch Checklist for moreefficient launch marketing!!

Obtain explicit permission from client to promote work viaRockfish channels and feature on website (CS)!Supply marketing with short brief on project including why

client approached Rockfish and final deliverables (CS)!Contact Traffic to engage designer (Marketing)!

Have final banner and blog material approved by client lead (Marketing)!Post approved material on launch date (Marketing)!


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Increasing Visibility in 2012!

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$25K for Award Entries (a significantincrease vs 2011).!

$15K for Local Marketing, w/ $5K peroffice for sponsorships in the industry &community around our offices.!

$10K for Industry Marketing Events suchas SXSX, Advertising Week, CES andothers.!

2012 Marketing Budget - $50K!

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Documents

2012 Marketing Planning Deck