30-60-90 Day Plan Let’s Get Started - · PDF fileWhere Do We Start? 30-60-90 Plan For the organization For marketing First 30 Days – listen and learn Days 31 to 60 – engage and

30-60-90 Day Plan Let’s Get Started

Prepared by Marlise Nishikihama

Who is Marlise?

Senior marketing professional

Highly organized

Detail-oriented

Deadline-driven

Self-motivated

Works well under pressure

Energetic

Enthusiastic can-do attitude

Ambitious

Your best candidate to join Nightingale!

April 2014 Prepared by Marlise Nishikihama

2

What Does Marlise Bring to Nightingale?

10+ years of marketing experience

(digital/social/traditional)

Direct experience developing brand strategies

and communication plans that drive brand

awareness and customer engagement

Adept negotiation skills necessary to build

strategic alliances and partnerships

Excellent project management skills

Business development mindset to seek out new

opportunities that will drive future growth


3

Where Do We Start?

30-60-90 Plan For the organization

For marketing

First 30 Days – listen and learn

Days 31 to 60 – engage and participate

Days 61 to 90 – prioritize, grow and review


4

What Do I Need To Know About Nightingale?


5

First 30 Days – Listen and Learn

Learn more about the organization What is Nightingale’s vision/mission?

Critical success factors Organizational goals

Action plans

Responsibilities

Timelines and priorities

Start to develop a SWOT (Strengths/

Weaknesses/Opportunities/Threats) analysis


6


Dig deeper into Nightingale’s culture What are the core values and principles?

Social responsibility

Familiarize myself with the processes and

procedures Paperwork?

Reports?

Training?


7


Get to know the people Understand Mark’s expectations of my role and the

marketing department Meet with each functional and other critical

individuals/stakeholders everyone Introduce myself to the rest of the Marketing team

and schedule weekly 1 on 1 /team meetings Outside vendors?

Do the HR thing Benefits Company policies Performance evaluations


8


Learn and live Nightingale’s products and services Do an in-depth review of the products and services and

financials Review the product roadmap Explore the competitive landscape

Understand how to best support the sales team Discuss current value proposition and effectiveness Examine any perceived gaps in the current marketing

strategy and/or product line Review key accounts Continue to support/examine initiatives already in

progress


9

Days 31 to 60 – Engage and Participate

Continue to absorb company knowledge Review financial reporting processes and functions Review budget and forecasting processes Review reporting and performance metrics Solicit feedback from all department for opportunities Participate in all meetings (if applicable)

Continue to build relationships

Continue to build rapport with corporate leadership team and other departments Get feedback from Mark

Determine strengths and capacity of marketing team Review position duties and responsibilities


10


Continue to study and improve my product and

industry knowledge Understand customer/prospect wants and needs

Review customer/prospect segmentation

Focus on customer perception and service issues


11

Days 61 to 90 – Prioritize, Grow and Review

Continue to build relationships Continue to build rapport with corporate leadership team and

other departments Solicit (constructive) feedback re: quarterly review Explore future organizational structure for the marketing team (if

required) Team-building initiatives?

Continue to study and improve my product and industry knowledge Keep up-to-date on the product road map/key milestones

Explore growth opportunities Strategic alliances and partnerships?

Exceed all expectations!


12

What’s Up With Marketing?


13

Nightingale’s Marketing Needs

Audience profile Segmentation analysis

Customer persona

Competitive analysis


14


Brand awareness programs

Brand management Brand guidelines maintenance

Strategic brand extension opportunities

Brand messaging refinement


15


Website audit and analytics Site usage

Unique visits, page views, pages/visit Bounce rate Average time on site Percentage of new visits

Traffic sources Search engines Direct traffic Referring sites

Content Overview

Intranet


16


E-marketing Demand generation tactics

Lead nurturing programs

E-newsletter(s)/eBlasts

Analysis and reporting Number of emails opened, deleted, forwarded

Number of new subscribers, unsubscribes

Determine bounce backs (contact loss and undeliverable)

Unique clicks per link, CTRs


17


Content marketing Content mapped to the buying cycle

Blog posts Webinars Articles Infographics Industry reports Case studies Demos Customer testimonials Detailed product info Analysts reports


18


Social media marketing Two-way conversations

Facebook

Google+

LinkedIn

Twitter

YouTube

Tumblr

SlideShare

Webinars

Measuring success ROI


19


Event Marketing Nightingale hosted

Nightingale Connects 2014

Booster sessions/training events

Upcoming trade shows/events E-Health 2014 Conference, Vancouver

Sponsorships


20


Traditional marketing Direct mail

Print/advertorials

Radio

Press releases

PR


21


Collateral and promotional items Sales collateral/leave-behind

Nightingale-branded promotional items

Trade show signage/booth

Price guide


22


Determine the target audience/s Use analytics to find out more about Nightingale’s

audience Start developing customer profile/persona and

understand what motivates them What social networks do they use What time of day are they online What interactive formats do they prefer – chat, video, forums,

etc.

Listen to what others are saying Google Alerts Twitter Blogs Industry influencers


23


Assess the competition Who are the key competitors and what are their

strengths and weaknesses?

Who are competitors targeting?

What does their marketing strategy/tactics look like? What do you like/not like about what they are doing?

How does Nightingale distinguish itself from its

competitors? Why should customers choose Nightingale over the

competitors?


24


Start to develop a marketing plan Build a scorecard to measure marketing effectiveness

Review the current brand strategy

Determine what’s working and what’s not working Gather/research requirements if necessary

Review brand guidelines Determine what, if any, updates/changes need to be made

Audit the website/s Determine current/ongoing website updates Update outdated/incorrect website info Obtain/review all website analytics reports and try to identify

patterns and trends


25


Review current e-marketing strategy and tactics Determine what is working/not working

Use current data to establish a baseline/benchmark on

where you are today

Review current e-mail/e-newsletter templates,

content, frequency and make recommendations as

needed Examine current analytics for patterns and trends

Start to develop an editorial calendar for e-

newsletters

Determine how, where and what info is being

captured for lead generation


26


Evaluate the status of content marketing Determine what content is owned vs. 3rd party Start to map (available) content to the buying cycle Build an editorial calendar Map out processes to manage and track content Establish roles and responsibilities

Review social media marketing strategy and tactics Determine how social media “buzz” is being tracked and

review analytics for patterns and trends Start to plan social media campaign/increase brand

awareness through channels such as Facebook, Twitter, LinkedIn, YouTube, Google+


27


Review event marketing schedule Develop a 2014 events calendar including events to

attend and events that will be hosted by Nightingale

Inventory current trade show booth and collateral

Explore sponsorship opportunities

Determine traditional marketing requirements Map traditional marketing channels to target

audience profile/s

Review budget


28


Inventory current collateral and promotional

items Create a catalogue of current collateral and

promotional items

Review, make suggestions, determine if new

collateral is required


29


Continue to refine target audience profile/s Use analytics to build customer profile/persona

Personalize/customize the experience whenever possible

Continue to listen to what others are saying and start

to participate in the conversations Look for/track social mentions and brand mentions

Continue to track and assess competitors Are there industry benchmarks? How does

Nightingale fare?


30


Finalize the marketing plan; incorporate calendars created in the 30 day plan Update marketing scorecard

Maintain/update the brand strategy as required

Enforce brand standards everywhere Find all the places where the company can be found online i.e.,

social networks, directories, wikis, blogs, etc.

Maintain the website/s Optimize backend of website for SEO Set-up (Google) analytics on website to measure traffic and ROI Update website as needed Add social media icons as those channels are developed Create keyword list for Google AdWords


31


Review/refine e-marketing strategy and tactics Monitor and update e-mail/e-newsletter templates,

content, frequency and continue to make recommendations as needed

Finalize annual editorial calendar for e-newsletters Include distribution dates Work with sales team to announce new product launches,

events, etc.

Continue to monitor lead capture opportunities and make changes as needed to optimize lead information

Examine current marketing automation as suggest other tools as required/budget allows


32


Build the inventory of content available to

market Continue to map (available) content to the buying

cycle Make sure content is relevant/useful/current and aligned with

business goals/key milestones – Try experimenting with different types of content

Use persona’s interests, needs, and problems to create

targeted CTAs

Create remarkable CTAs

Ensure landing pages are optimized

Complete annual editorial calendar


33


Develop a social media calendar Continue to monitor Nightingale’s social media buzz Create social media pages and cross-link sites

Use HootSuite or similar tool to manage all social media sites Build word of mouth

Encourage sharing of content/forwarding emails Start to grow Nightingale’s community

Provide thought leadership blogs Comment on related posts Participate in related communities

Build/refine event marketing schedule

Plan for upcoming events Work with company evangelists on abstracts for potential

speaking engagements Make changes to trade show booth and collateral as required Continue to explore strategic events/sponsorship opportunities


34


Integrate traditional marketing strategy/tactics

into overall marketing plan Ensure all channels can be tracked ROI

Update collateral and promotional items as

required Maintain catalogue of current collateral and

promotional items

Explore ideas and content for new collateral i.e., case

studies, customer testimonials, etc.

Obtain quotes for production of any new collateral


35


Continue to refine target audience profile/s Continue to use analytics to develop comprehensive

customer profile/persona

Continue to listen to what others are saying and

actively participate in the conversations Look for/track social mentions and brand mentions

Continue to track and assess competitors How is Nightingale faring?


36


Implement marketing initiatives as detailed in the marketing plan and/or discussed in internal meetings Ensure all initiatives are trackable ROI Update marketing scorecard

Maintain/update the brand strategy as required

Enforce brand standards everywhere

Maintain/update the website/s Continue to add new, relevant, valuable content Monitor website analytics and make changes accordingly


37


Monitor e-marketing campaign results Continue to monitor and update e-mail/e-newsletter

templates, content, frequency and continue to make

recommendations as needed Add e-newsletters to website and add e-newsletter sign-up to

website

Continue to monitor lead capture opportunities and

make changes as needed to optimize lead

information


38


Grow the inventory of content available to

market Continue to map (new) content to the buying cycle

Make sure content is relevant/useful/current and aligned with

business goals/key milestones – Continue experimenting with different types of content

Use persona’s interests, needs, and problems to create

targeted CTAs

Create remarkable CTAs

Ensure landing pages are optimized


39


Expand the inbound strategy through social media Continue to build word of mouth

Connect with evangelists, advocates, industry influencers Encourage sharing of content/forwarding emails

Continue to grow Nightingale’s community Consider syndicating content help it grow legs through postings to

LinkedIn, Facebook, SlideShare Provide thought leadership blogs Comment on related posts Participate in related communities

Continue to monitor all social media pages, measure ROI and post to all sites regularly

Continue to monitor Nightingale’s social media buzz

Build/refine event marketing schedule Plan for upcoming events Organize industry events online and offline Continue to explore strategic events/sponsorship opportunities


40


Monitor traditional marketing campaigns Advertise website and social media presence in trade

magazines

Update collateral and promotional items as

required Maintain catalogue of current collateral and

promotional items

Explore ideas and content for new collateral i.e., case

studies, customer testimonials, etc.

Refresh promotional items


41

Here’s My Thought Process

42 Prepared by Marlise Nishikihama April 2014

Plan The Work;

Work The Plan

Know Your

Audience

Create

Relevant

Experiences/

Content

Identify Your

Distribution

Channels

Manage The

Process

Share/

Interact Measure

Plan The Work; Work The Plan

Ensure the marketing plan supports the broader strategic plans of the organization

Define what you want to achieve: Increase

Site traffic Brand awareness Free trials Lead generation Sales

Educate prospects on your product benefits Improve SEO Build customer trust, rapport, loyalty Create communities/conversations

Determine tactics Examine risks and how to mitigate them Review and optimize the process on an ongoing basis


Know Your Audience

Build your buyer persona/determine who you are talking to: Who are they? What are their biggest concerns/needs? What problems are

they trying to solve? What information are they searching for? What kinds of content do they want? Where do they look for content?

Consider segmenting based on:

Demographics/Firmographics Past behaviour Products already purchased Psychographics and preferences Behaviour of similar customers


Create Relevant Experiences/Content

Make content valuable, not self-promotional

Personalize/customize the experience whenever possible

Map content to the buying cycle: Awareness – get the prospect acquainted with your

brand/product Blog posts Social media updates

Research/Education – identify solutions for the prospect Webinars Industry reports

Comparison/Validation – let the prospect examine options Case studies Demos Customer testimonials

Purchase – complete the sale Detailed product info Analysts reports

Build an editorial calendar 45 Prepared by Marlise Nishikihama April 2014

Identify Your Distribution Channels

Determine how and where your audience is consuming your content Your website

Articles/Infographics/Research reports Blogs Webinars/Webcasts/Podcasts

3rd party websites/partners Syndicated content

Email/E-newsletters Social media

Facebook, Twitter, LinkedIn, Google+, etc. Video

YouTube Search Engines Mobile Events Print Advertising/PR Sales reps. Influencers/Evangelists

Establish metrics for each channel


Manage The Process

Put processes in place to manage the content phases Create and manage Optimize, aggregate, curate, repurpose Converse, listen Measure and learn

Establish roles and responsibilities

Determine style and writing guidelines

Schedule postings/update frequency

Experiment to determine the types of content that best meet goals


Share/Interact

Connect to/converse with your audience Listen and determine how to best respond

Owned platforms: blogs, social media sites External channels: industry forums, review sites

Set-up Google Alerts Be as transparent as possible

Consider other engagement tools Live chats

Optimize landing pages Call to action Collect customer/prospect information at every touch point


Sign-up for an e-newsletter

Collect event attendee info

Register for a webinar

Subscribe to your blog

View a demo

Survey your audience

Have a sale rep call you

Start a chat session

Share this on Facebook

Start a free trial

Tweet this offer to your followers

Measure

Determine what is working and what is not working

Implement a system/process for monitoring and reporting experiences/content

Ask for direct feedback

Don‘t ignore your gut

Optimize, iterate, test


Page views

Video views

Document views

Downloads

Social chatter

Shares, Likes, Tweets, etc.

Email forwards

Form completions

Email subscriptions

Blog subscriptions

Blog comments

Conversion rates

Online/Offline sales

Take-Aways

Fail Fast

Learn from mistakes

Build on what works

Grow engagement

Get more teams involved

Training willing teams


50

Today – Hire Me!

Nightingale’s

New Director of Marketing

Marlise Nishikihama


Thank You!


52

Marlise Nishikihama 416-550-1357

[email protected]

http://marlise13.wordpress.com

mailto:[email protected]

http://marlise13.wordpress.com/

Documents

30-60-90 Day Plan Let’s Get Started - · PDF fileWhere Do We Start? 30-60-90 Plan For the organization For marketing First 30 Days – listen and learn Days 31 to 60 – engage and