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MarketingOverview
2015ADi Group
IndustryOverview
ADi Group Overview
MarketingStrategy
Timeline
Contents
IndustryOverview
theadigroup.net
Target Market
Mid-level companies that communicate to their internal and external audiences through print products
IndustryFinancial, technology, communication, healthcare, manufacturers, distributors
Client TypesADi has two customer types; Project clients and Program clients.
Project ClientsProject clients come to
ADi because they have a problem that they need
solved
Program ClientsProgram clients realize that customer service
and product knowledge takes a precedence over
price
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Competitors
National PrintFacilities
Local PrintFacilities
Small PromotionalFacilities
theadigroup.net
ADiOverview
ADi is dedicated to helping businesses
obtain the products and services they need
Situation Analysis
Strengths• Consistent, timely, and accurate
expertise and information to fulfill the client's printing needs.
• Offer one-stop-shopping with competitive pricing for the quality of products and services offered.
• Build long-term relations with clients to develop a loyal repeat customer base.
Challenges• The ideal multi-office client poses
multiple challenges including:• multiple decision makers• slow communication process
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Product PortfolioADi offers a comprehensive selection of products.
IprintIprint is ADi’s online ordering site. E-
procurement enables ultimate efficiency for our clients in print and
communication collateral. The system is specifically designed for
management of print, and distribution of branded promotional items.
PromotionalADi offers a comprehensive selection of
corporate specialty and promotional items. The company represents several
national vendors with thousands of items, from cups and coolers to pens
and office items to bracelets, electronics, golf balls, and more.
Warehouse InventoryADi is helps businesses by providing timely, flexible, and cost-effective
fulfillment solutions. They can manage any fulfillment project, from full-pallet
distribution or single-carton shipping to sell-sheet mailing, iprint store hosting, handwork and custom assembly, print
on demand and much more.
PrintingADi is a full service agency that sells
printing and related services. Products such as business cards, letterhead,
envelopes, brochures, booklets, business forms, posters, catalogues
and labels are manufactured and delivered on a timely and cost effective
basis.
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Our Value Proposition: Exceptional Customer Service
Our value proposition has to be different from the competitors in our industry. We offer our clients a vendor who is an ally, who is going to work for them and with them to obtain the product and service they want. Our confidence and ability translates into confidence for the consumer and a
starting point towards developing long-term relationships and trust.
theadigroup.net
Past Marketing
MarketingStrategy
Goals
Strive to reach gross profit margin above 30% by the end of 2015
Support 2015 revenue goals through the acquisition and development of 20 new, qualified leads by the end of the year
Develop and promote brand recognition and increase awareness of our products and services to Des Moines area businesses
Build and execute a cross-sell, up-sell program that contributes to relationship growth with new and exist-ing clients
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Strive to reach gross profit margin above 30% by the end of 2015
Margin Strategy & Tactics
Strategy:Strive to reach gross profit margin above 30% by the end of 2015
Tactics:• Promote products and services in such a way that the customer perceives added value
• Create communication campaigns/collateral individualized to the customer’s relationship with ADi and their particular interests
• Better promote the “big picture” and how various products and services work together
theadigroup.net
Support 2015 revenue goals through the acquisition and development of 20 new, qualified leads by the end of the year.
Lead Generation Strategy & Tactics
Strategy:Offer free, targeted content to specific audiences in exchange for their contact information so we can nurture the relationship and pass qualified leads
Tactics:• Develop premium content offerings to generate leads and educate our audiences
• Whitepapers• Social Media• Blog articles (promotional & educational)• Testimonials• Case studies• Develop landing pages on ADi website for content offerings to
capture lead information• Webinars
• Develop lead nurturing email campaigns
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Build and execute a cross-sell, up-sell program that contributes to relationship growth with new and existing clients
Cross-sell/Up-sell Strategy & Tactics
Strategy:Develop effective cross-sell and upsell campaigns to current customers, resulting in higher ROI
Tactics:• Identify a product category with well-known product adjacencies and
manually create offers relevant to the category (e.g. sell iprint solution customer warehouse storage services) and measure success
• Bundle multiple products that are relevant in offering at a special packaged price
• Develop, implement and manage loyalty programs to reward customers, gain insight and increase customer lifetime value
theadigroup.net
Develop and promote brand recognition and increase awareness of our products and services to Des Moines area businesses
Increase Awareness Strategy & Tactics
Strategy:Develop and promote brand recognition and increase awareness of our products and services to Des Moines area businesses
Tactics:• Improve digital outreach with redesigned business website, digital
marketing methods & social media efforts• Be more involved in local business organizations and networking groups• Increase content output
theadigroup.net
WebsiteEssential items that the ADi website needs in order to be successful
Editable DesignQuickly edit pre-defined areas on any web page
Landing Pages
Content should be original, well written and valuable
Re-write Wording
Multiple pages throughout the site to encourage download of content
SEO OptimizationAffecting the visibility of a website in a search engine's unpaid search results
CollateralDevelop landing pages on ADi website for content offerings to capture lead information
Google Analytics
No cost tracking solution
Social Media Promotion
In use46 LikesWe will use Facebook to connect with colleagues, customers and professional groups.
We will use Twitter to send 140 bursts of information to colleagues and customers.
From one dashboard we will schedule Tweets and Facebook posts, monitor conversations, prove social ROI, and quickly create and customize ready-to-present analytics reports.
Not in use
Not in useWe will use Linkedin to connect with colleagues, customers and professional groups.
Timeline 1-3 Months
March 2015 Strategy Presentation
• Development of new website OR modification of existing website (landing pages, re-write content)
Website
• Begin development of new brand-ing documents (all-encompassing brochure + PPT)
Collateral
• List development• Email campaign set up• Launch Campaign 1
Email Campaigns
• Write promotional and educational blog articles to further establish industry thought-leadership 1 Blog article per week
• Implement social media platforms (LinkedIn, Twitter, FB) publish posts once new brochure/article/blog post is finished.
Social Media/Blog
Timeline 4-6 Months
• Post content and modify landing pages
Website
• Continue to write promotional and educational blog articles to further establish industry thought-leadership 1 Blog article per week
• Support social media platforms with content (LinkedIn, Twitter, FB)
• Monitoring of social mediaWeekly updates/engagements Twitter – 5 posts per weekFacebook – 5 posts per weekLinkedin – 2 posts per week
Social Media/Blog
• List development• Email campaign set up• Launch Campaign 2
Email Campaigns
• Create additional branding documents as needed:
WhitepapersCase studiesTestimonialsNewsletter
Collateral
Timeline 7-12 MonthsWebsite
• Continue to write promotional and educational blog articles to further establish industry thought-leadership 1 Blog article per week
• Support social media platforms with content (LinkedIn, Twitter, FB)
Social Media/Blog
• List development• Email campaign set up• Launch Campaign 3
Email Campaigns
• Create additional brand-ing documents as needed:
WhitepapersCase studiesTestimonialsNewsletter
• Hosted Webinars
Collateral
• Post content and modify landing pages
Success Measurement
Email Campaigns• Opens• List Growth
Social Media/Blog
Website• Google Analytics
Content
• Number of content downloads from forms
• Engagement/Follower Increase
theadigroup.net
Pricing
theadigroup.net
Website
Modifications to website: Rewrite wording using SEO strategies
• HomepageThis is the most important page of a website, and is often the most difficult to write.Fee Range: $450 to $600
• Information PageAn “information” page contains good relevant content such as a “How To” articles, product reviews and any other information your prospect might need as part of the decision process. The goal of an information page is not to directly sell something, but to move the sales process forward in some way.Fee Range: $250 to $750
• Subscription PageProduct description is minimal; the focus is more on the benefits the prospect will experience once they complete the transactionFee Range: $100-$300
• Sales PageA page that directly sells a product or service. These can range from a short product description page (similar to the ones you see on Amazon.com) to a full blown sales letter.Fee Range: $100-$300
Email Campaign• Service Provider: Mailchimp
Fewer than 2,000 subscribers, we can send up to 12,000 emails per month at no costCall to action strategyEmail layout designCopywriting$250 per campaign
Collateral
• Newsletters & internal communications:$500 First month’s newsletter (content + template) Up to 4 pages$450 Subsequent newsletters (content + layout) Up to 4 pages
• Promotional brochures & collateral:Design: 4-6 page brochure $1500 (Includes page layouts & content writing)
Blog
• Blog set up & design (one time charge)$179 set up
• Unique, organic traffic-driving custom blog posts/month tailored to your audience.$75 per blog post
Social Media
• Social Media strategy (Twitter, FB & LI)Set up of social media platforms (Twitter, FB & LI) including custom graphics & backgrounds$179 set up (one time charge)
• Monitoring of social mediaWeekly updates/engagements
• Twitter – 5 posts per week• Facebook – 5 posts per week• LinkedIn – 2 posts per week
Monthly calendar outlining posts$400 per month
Typical Month of Work
Month 1
2 Blog Articles $150
Blog Set up $179
Social Media Set Up $179
Monitoring of Social Media+ 12 Posts $400
Continue websitemodifications $250
2 Blog Articles $150
$958/Month $1550/Month
2 Blog Articles $150
$1050/Month
theadigroup.net
Begin Website Modifications $450
1 Email Campaign $250
Complete half new promotional brochure
$750
Month 2 Month 3
2 Blog Articles $150
$1300/Month
Month 4
Monitoring of Social Media+ 12 Posts $400
Monitoring of Social Media+ 12 Posts $400
White paper $250
Complete half new promotional
brochure$750
Thank You
Contact Information:
Email: [email protected]
Skype: laura.smith_22
Linkedin: www.linkedin.com/in/fcslaurasmith/
Blog: https://www.linkedin.com/today/author/45136449
Twitter: @lauracdsm
