90 Day Customer Acquisition Plan -

Toronto

Dom Lieskovsky

June 8th, 2014

• Articles in key local outlets

• Pursue strategic partners

• Explore opportunities with local business (products and/or services)

Define Strategy and

Goals

• Identify influencers

• Representative of target market

• Incentives for signing on new clients

• Scale through referrals

• Local social presence / campaigns

• Instagram and YouTube contests

• Flyer distribution

• Email marketing

• Investment in digital marketing

• Launch event

• Invite key individuals to attract consumers and business partners

• Sponsors

• Become active in local community

Mobilize

Monitor Results

Execute Marketing Awareness & Customer Acquisition Strategy

• Create integrated launch plan

• Leverage successes in other cities and add localized traditional and social marketing, partners, and promotions

Plan Approach

• Define goals

• Review strategy and localize as needed

• Identify target customers

• Collect marketing materials

• Promotion samples

• Aim to increase awareness and trial

• Invest in high impact traditional media

• Grow buzz and increase WOM

• Gather metrics

• Identify additional metric analyses to pursue

• Adjust campaigns and strategies accordingly

• Progress vs. goals

Develop Marketing

Plan & Materials

Gather Brand

Ambass-adors

Promotions &

Traditional Media

Partnerships &

Press

Digital, Social & Guerilla

Marketing

Events &

Sponsorship

Track Progress

& Adjust

Approach

Timeline

Activity 0-30 Days 30-60 Days 60-90 Days

Mobilize

Gather Brand Ambassadors

Develop Marketing Plan & Materials

Promotions & Traditional Media

Partnerships & Press

Digital, Social & Guerilla Marketing

Events & Sponsorship

Track Progress & Adjust

Mobilize

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

Define Goals

Develop Strategy

Identify Target Customer Segments

Gather Marketing Materials

The 90 Day plan will leverage successful practices and launch strategies from other geographies, while localizing the approach to the Toronto market using a high-touch model aimed to drive awareness and trial among target consumers.

Students

Moms

Young Professionals (“HENRYS”)

Home Improvement

Guru’s

• U of T, York, Ryerson, Western/Queens recent alumni• Targeted through campus LinkedIn groups and career sites

• Targeted through day care’s, gyms, and grocery stores• Begin with personal network/WOM and expand through

satisfied first-time users

• Target large corporations with Canadian offices; start with professional services

• Office managers used as entry point

• Invest in reputable endorsements (e.g. Property Brothers)• Potential for fixed fee or partnership opportunities for

endorsement rather than commission

Ambassadors will be identified and offered commissions on customer sign-ups, which can be gathered when convenient for the ambassador given the minimum monthly quota is met. Branded material (t-shirts, flyers) and email templates will be provided. Brand ambassadors will also be leveraged for Guerilla Marketing initiatives.

Gather Brand Ambassadors

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

PartnershipsDigital Marketing/Media

Social Media

Guerilla Marketing

Event Marketing & Sponsorship

Promotions Traditional Media

Brand Ambassadors

PR / Press

Develop Integrated Launch Plan

Toronto

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

Promotions & Traditional MediaPr

omoti

ons First Time Customer Promo:

Give us a try! 50% off for first time customers & satisfaction

guaranteed or your money back! Why not?

Refer a Friend Promo: Get 20% off your next booking

when you refer a friend!

Bundle Promo:The more you book, the less you

pay! See details.

Public Transportation Ads

Ads in Popular Local Publications

Radio Ads

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

Partnerships & PressProspect, Form & Maintain Strategic Partnerships

• Leverage personal network• Reach out to potential partners through referrals, emails, phone calls, or

personal visits • Visit direct channel partners: property managers and real estate

agencies• Other potential partners include: start-ups, gyms, child care centres, pet

care centres, established wealth management brokers, credit card/loyalty management companies, schools/universities, reality TV (e.g. Property Brothers)• Offer monetary incentives (commissions) on sales generated from

respective business referrals

Create Strong PR Image

• Reviews/articles/interviews in respected publications such as The Globe & Mail, Toronto Star, Huffington Post Toronto, Toronto Sun, and Metronews• Generate buzz – invite editors to launch event

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

Leveraging Internet & Guerilla Marketing

Digital & Social

Marketing

Blogs

- “Get to Know a Start-up” series on BlogTO

- Tumblr presence

Mobile

- Location based

marketing via Yellow Media

Digital Advertising & Other

- Digital advertising on popular online local media - Digital Marketing (SEM)

- E-mail Marketing- Customer feedback loop

Create Strong Local Social Media Presence

- #HandybookToronto - Create monthly Instagram

image contest- Create Handybook

Youtube Toronto channel - Microblogs on Twitter

Direct Contact• Hand out flyers or free innovative

cleaning supplies (e.g., microfiber rag) at busy locations such as MLSE Square, the PATH and Yonge & Dundas Square

• Form ambassador teams of 5-10 (each wearing HB gear) to enter condo buildings around the city and offer to clean residents’ apartments at random - document on YouTube and other social media as well as local news like CP24 to generate buzz

Other• Chalk Art in trendy neighborhoods• Projection Billboards in highly visible

places

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

Events & Sponsorship

• Consider partnership with local event planning start-up

• Source a recognized venue (e.g. TIFF lightbox)

• Plan for local media coverage/presence• Have a team of brand ambassadors

present• Hire photographer• Give away free promotions, Handybook

gear• Contest(s) with winning ticket(s) • Handybook features, ads, or

promotions highly visible• Food and drink provided

GOALS: Increase Brand Awareness & Trial

• Local community events

• Sports teams, clubs or tournaments

• Child care services

• Marathons & other sporting events for charity

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

Launch Event Sponsorship

Track Progress & Adjust

Define Strategy and

Goals

Monitor Results

Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach

Track Basic Metrics

Make Observatio

ns

Analyze

Take Action

How are we faring? • New customers (gained per

day/week/month)

• Referrals from consumers (word of mouth)

• Growth rate (month by month)

• Referrals/Sales from partnerships

• Referral Conversion

• % of sales from repeat customers

• % of one-time users (customer churn/attrition)

• Customer feedback metrics (sales from funded advertising, social marketing, press etc.)

• Cost per acquisition

Learn & Observe• Cohort Based Reports

(growth % by various markets/demographics)

• Split Testing (offer different promotions to different markets)

Analyze Data• Spot trends • What’s working?• Ask pertinent questions

(e.g. What market segment should we be penetrating/focusing on?)