Best Banks in America™ Super Conference

Email Recruitment Series to Webinar Events targeting Super Conference Event

Sales Proposal

“It’s All in the Follow-up”

Phil Alfaro

Overview The overall strategy for this marketing campaign has two parallel tracks.

We will create an email series that sets the hook for attending and consuming each of the two webinars for July 19th and August 9th. The emails presell the Super Conference event and the webinars complete the call to action to purchase tickets.

After each webinar the emails will pull traffic to the replay. Emails will be customized to their actions whether they left early (prior to the call to action) or failed to attend.

The email series then continues with the objective of filling the Super Conference event.

The emails will feature a series of stories that captivate their imaginations and drive their desire to be one of the featured success cases. We will leverage the portfolio of testimonials both in print and in videos.

Strategy & Observations Bank CEO and executives need a longer lead time for planning to attend the Super Conference in September. This places a lot of pressure to maximize sales conversions in July.

The June direct mail campaign is registering new prospects into the CRM that is getting exposed to all this content for the first time. Roxanne’s track record and outstanding testimonials should create a positive response in the July 19th Webinar. Plus leveraging the appearance of Howard Putnam within the campaign will enhance registration and live attendance.

It is essential to use this email campaign to properly frame Roxanne, the Problem-Solution and social proof of the testimonials prior to the webinar.

We will use the “Net Interest Margin Solutions” book as a lead magnet to complement webinar registration and get the prospects into the email campaign series. This will also register their mailing address and phone to allow for additional contact opportunities.

We will leverage all the testimonials in text and videos in the email campaign. The key is to maximize consumption of the content so creating short trailers on customized landing pages and quotes in the emails will be key.

There will also be an email series built into the webinar registration. These emails can be customized to the prospects actions… whether they registered and attended, not attended, left early or arrived late.

This proposal also includes support for the live webinars and the EverWebinar configuration and management. This software platform has already been purchased by FPG Creative for the TV Show.

Below is my understanding of the current email activity.

There are broadcasts scheduled for the weekly eZine and bi-weekly TV Show. There should be new prospects registering into the CRM from the direct mail campaign.

The emails from this campaign proposal can also send the new registrants key content or summaries of the eZine and TV Show to further drive sales of the Super Conference event.

Webinar Series Management & Execution

● July 19th & August 9th Webinars ○ Landing Page Copy & Conversion Monitoring ○ Email follow-up sequence for registrants - 24 hours, 1

hour, 15 minutes ○ Tracking Live Attendees, Late Show-ups, No-Shows,

Left early ○ Custom emails for each for replay based on above

actions

● Webinar Management ○ Overall support - Greenroom, Chat, Questions,

Troubleshooting ○ Sales presentation consulting

● Replay ○ Custom emails, custom landing page creation

● EverWebinar ○ Programming, landing page, emails, tracking and

reporting

Pre Webinar Email Series for July 19th ● Webinar: Howard Putnam former CEO

of Southwest ● Recruitment Emails

○ 3 emails the week of the July 10th ○ 1 email the 18th

Post July 19th Webinar Email Series

● Webinar Replay Email ○ Replay + Last call for early bird

● Super Conference Sales Series part 1 ○ Webinar Highlights ○ Testimonials ○ Pain-Solution ○ 2 emails the week of the 24th ○ 3 emails the week of the 31st

Pre August 9th Webinar Email Series ● Recruitment Series

○ 1 email the 7th ○ 1 email the 8th ○ Last call email the 9th

Post August 9th Webinar Email Series ● Webinar Replay Email

○ August 10th Replay email + Last call for 2nd discount price

● Super Conference Sales Series part 2 ○ Webinar Highlights ○ Testimonials ○ Pain-Solution ○ 2 emails the week of August 14th ○ 2 emails the week of August 21st ○ 2 emails the week of August 28th ○ 2 emails the week of September 4th

Proposal Scope of Work Summary

● Overall Webinar support ○ Sales presentation coaching ○ EverWebinar programming

● Webinar Landing Pages ● Custom Landing Pages featuring key testimonials with Conference

Buy button ● 6 emails built into the webinar registration

○ 3 per Webinar ○ 24 hour, 1 hour, 15 minutes prior reminders

● 22 emails total in webinar and event sales series ● 28 total emails ● Assist sales & marketing team with related activity

My overall intent is to complement the existing sales & marketing activity and create a campaign that will help frame the problem-solution to facilitate sales conversions for the September event. This is roughly a 2.5 month retainer and the scope of work can be modified as we communicate with the team. The deliverables will create a framework that could be used for the planned 4 events per year. The follow-up and pre-framing is an essential component to any marketing initiative and prove to be very valuable in this project. I am strategically pricing this proposal at a reduced rate of an average one-month retainer. My intent is to prove the effectiveness of email marketing and to be considered as part of the solution for the future events and new projects. Price: $12,500 50% to start engagement and 50% in 30 days.

Resources Needed ● Lead Magnet for Webinar Registration - “Net Interest

Margin Solutions” book ● Requests to create special tracking and registration

tags in Infusionsoft ● Contact to manage email broadcast via Infusionsoft

and reporting ● Roxanne video for Webinar post registration page to

encourage live attendance (one for each webinar) ● Test - upload Roxanne’s email list to her Facebook

page just to see how many contacts are found (for potential retargeting)

Phil Alfaro Bio ● Large accounts sales with NCR Corporation

○ Won Chairman's Award for #1 salesperson in the Computer Systems Division worldwide after closing a deal that place NCR PC´s in all JCPenney Stores and throughout corporate

● 17 years in Silicon Valley ○ Launched 5 technology and telecommunications start-ups. Last

one was acquired by Chasm Industries.

● 10 years in Direct Marketing ○ Founder of the Virtual Entrepreneur Academy for the Spanish

market (over 2000 clients) ○ Star course - NetEventosPro.com about how to fill live events

and webinars. Built from the experience of filling 11 live events in a 2 year span in Peru for a leading NLP Coach. Average participants were 500.

○ Core strengths include copywriting, Facebook advertising, Webinar sales conversions and Information Product creation.

○ Certified in AWAI (America’s Writers and Artists, Inc.) The Accelerated Program for Six-Figure Copywriting Program

○ Currently being mentored by copywriter Daniel Levis a highly sought after direct response copywriter, consultant, info-marketer and protege of Clayton Makepeace one the leading financial industry master copywriters.