eROI Marketing & Sales Plan - Digital Marketing

eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART

eROI MARKETING & SALES PLANPHASE 1 - 4 SUMMARY

Q4, 2014 - 2015


It started in December, 2013.

Are we walking our talk?

Internal marketing and sales assessment kicked off...

02

EMAIL USER EXPERIENCE

eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 03

ATTRIBUTE DEFINITION RECOMMENDATIONS

Image Load Times √Images within emails load quickly, requiring little waiting time in both desktop and mobile environments.

Load times are fast on desktop and mobile.

Mobile Compatibility √ Emails are optimized for viewing on mobile devices, including smartphones and tablets.

Mobile emails format well.

Email-to-Destination Continuity !

Tone, messaging and images are consistent from the email to the destination page upon click through.

On mobile, most destination content does not show up, or is poorly formatted for mobile viewing. Blog posts don’t scale to fit the screen correctly, and landing pages don’t return any content.

Recommend removing hard-code to send people to mobile site, instead send people to Think post which will scale to fit on mobile.

Plain Text Version !

Plain text version that delivers your message on email clients with plain-text-only settings.

Text emails don’t hold formatting, and the link/image heavy design doesn’t leave much compelling content in text-only views. It’s mostly complicated tracking links followed by a bit of text.

Recommend editing text-only view to be more user-friendly and using bit.ly or similar to make tracking links shorter in text-only views.

! Does not meetbest practices ! Somewhat adheres

to best practices √ Meets best practices ? Rating inconclusive-

need more information

EMAIL PERFORMANCE


Email Performance is the combined open, click through and unsubscribe rates, and the revenue generated by each send.Our engagement metrics are subpar and on a steady decline.

Engagement has steadily fallen throughout this yearculminating in a design week recap that had no clickswhatsoever. Our lack of focus with our email content, send consistency, value proposition and continuity between ouron-site vs. email message are all causes of this trend. We needto hone in on why someone should read our blog and sign upfor our email. Great content, that brings organic search visits related to our core competencies we will be defining is key to bringing quality leads and general traffic to eROI.com

CONTENT ASSESSMENT


ATTRIBUTE DEFINITION RECOMMENDATIONS

Mobile Content Experience!

Site is optimized for mobile viewing as content is easily readable and actionable.

The mobile site experience is vastly different from the desktop experience. The top nav is small, and buttons are not defined at the top, while the main image that takes up the bulk of the real estate only takes a user to the contact page. Once into the site, the experience improves somewhat, but you are only allowed to see the portfolio page, not any of the other pages within the eROI site.

Recommend moving from a separate mobile site into a responsive or adaptive site that retains all content and functionality.

Usefulness of Content !

Site contains content and tools that makes it easy for users to easily shop and purchase. Promotions, features and benefits are easily identified and actionable.

User specific information such as purchase history, account info and order status are readily available.

Lots of content on the Think page, and a good look at eROI culture in the Who page and on the contact page. What’s missing is a glimpse at what our process is like, what we bring as far as strategy goes, and what to expect when someone chooses eROI as a partner. The Think page also needs to show true thought leadership to encourage sharing and subscribing.

While the site shouldn’t be overly sales-focused, it currently doesn’t have much sales language or strong CTAs at all.

User Friendliness/Readability !

Site allows for easy, intuitive navigation across product categories, with easy-to-read product pages and a streamlined checkout process.

The top navigation is clear and well laid out, as well as the footer links. Multi-colored text within the pages gives the appearance of links, when there aren’t any links there.

Recommend using a consistent color for links and removing colored text otherwise.

! Does not meetbest practices ! Somewhat adheres

to best practices √ Meets best practices ? Rating inconclusive-

need more information


Our findings were clear and obvious.

Now, we needed a plan to improve.

So began the Marketing & Sales plan.

06


eROI MARKETING & SALES PLANPHASE I: JOURNEY MAPPING + SALES PROCESS

JULY 8, 2014


UNDERSTAND OUR CUSTOMER + STREAMLINE OUR EFFORTS

Our goal in Phase I is to visualize an eROI prospect’s journey, from unawareness to advocate and understand priorities and triggers along to way.

Additionally, we are seeking to define the “who, what & when” of our sales process, to better capitalize on our opportunities.

08


M&S PLAN OBJECTIVESeROI MARKETING & SALES PLAN

09

25 PARTNER PROSPECTS IDENTIFIED/MONTH

10 QUALIFIED LEADS/MONTH

6 CAPABILITIES PRESENTATIONS/MONTH

MARKETING + PR + SOCIAL CHANNELS + EVENTS

3 PROPOSALS/MONTH

1 NEW BUSINESS WIN/MONTH


eROI MARKETING & SALES PLAN

JOURNEY MAPPING


OVERVIEW & APPROACHeROI MARKETING & SALES PLAN

11

Finding the pathPartners and clients come to eROI in many varied ways. Whether they come from networking, search, or word of mouth, we will be more successful if we can define and refine the journey that they take.

The customer journey starts with the potential partner being completely unaware of eROI, and ends with a successful partnership and advocacy by those partners.

DALE

ALLISON


TIMINGeROI MARKETING & SALES PLAN

12

Moving along the pathEach step along the journey is time agnostic. We recognize that while the journey is presented linearly, it does not necessarily happen along a straight line. Steps can be retraced, people can linger for a long time in some of these categories, and sometimes people will never advance into the sales process.

Our strategies will recognize this and try to speed people up where we can, and use people along the way to add new prospects into the funnel.


FROM UNAWARE...eROI MARKETING & SALES PLAN

13

… TO ADVOCATE



DALE’S JOURNEY


eROI CUSTOMER JOURNEYeROI MARKETING & SALES PLAN

15

Dale’s JourneyUnawareDale first learns about eROI after seeing a tweet from Deschutes about Portland Madness. He spends twenty minutes filling out a bracket.

AwareNoticing lagging performance in their email marketing, Dale allocates some of his marketing budget to hire an agency. He wants to revitalize the Patagonia eCommerce emails to set them apart from their normal sends.

Using a mental list of agencies he’s come in contact with (including eROI), he starts his search.



16

Dale’s JourneyInterestLooking over the eROI website, Dale dives into case studies and capabilities. After looking at the work we’ve done with Nike and FMJ, he decides to reach out to eROI via the Contact Form on eROI.com

SALESWorking through the pitch process, the Pitch Team creates a proposal that will focus on a series of apparel line launches. Each new launch includes a series of emails, a microsite and social strategy.



17

Dale’s JourneyPartnerDale is ecstatic about the results of the eROI partnership. He credits the campaigns with a 15% lift in email revenue and a 50% increase in website traffic from social. His numbers got him a meeting with the head of Global Brand Strategy to talk about the successes of the program where he was able to present the detailed eROI performance report.

Weeks later, while catching up with a former colleague he mentions the successes he had with the program. Dale’s friend is a marketing manager for Sierra Nevada brewery, and has just started looking for a digital agency to work with. Dale passes along Leslie’s contact information. ADVOCATE



eROI SALESPROCESS


LEAD SOURCESeROI SALES PROCESS

19

Website InquiryWeb form submission via eroi.com, regardless of referral source

New business opportunities for eROI are typically arising through four key sources and can be grouped based on our familiarity with the prospect and opportunity:

Direct EmailEmails sent directly to [email protected] and/or Ryan/eROI employee

Phone CallCall in directly to front desk and/or eROI employee

NetworkingContact made in person at industry and networking events

WARM LEAD Referral, networking contact, Why Project recipient

Has context and familiarity w/ eROI

More likely to convert

75% of current opportunities

Example: Fred Meyer Jewelers

COLD LEADCold call, cold email, web search

No previous contact w/ eROI

Less likely to convert

25% of current opportunities

Example: LinkedIn

RELATIONSHIP

mailto:[email protected]


PROSPECT ONBOARDINGeROI MARKETING & SALES PLAN

20

Regardless of lead source or opportunity tier, ALL new inquiries and opportunities will be included in the following universal process:

STEP 1: INFORMATION CAPTURE IN ASANA

STEP 2: TRIGGERED THANK YOU EMAIL

STEP 3: FOLLOW UP PHONE CALL

STEP 4: PERSONAL EMAIL

STEP 5: CAPABILITIES PRESENTATION

The five steps in this sequence will be termed “Prospect Onboarding”.Following onboarding, the Opportunity Tier will determine capabilities + proposal


CAPABILITIES DECKSOWNER: M

21

A MASTER eROI Capabilities Deck will be built and updated quarterly, which will contain slides and case studies that speak to the full gamut or eROI service offerings. This will be a go-to resource across the team for building these decks.

SOFTWARE Deck creation and presentation lead by Tyler

SIMPLE Project managed and presented by M&S Coordinator, bringing in additional team members for presentation as needed.

COMPLEXProject managed by M&S Coordinator, contributed to and presented by Pitch Team.

Formal proposal scoped and created following capabilities, delivered by Pitch Team.

IDEALProject managed by M&S Coordinator, contributed to and presented by Pitch Team.

Formal proposal scoped and created following capabilities, delivered by Pitch Team.

The content that goes into the Capabilities Deck and the method of delivery and/or presentation will be determined by the opportunity tier. As a rule, ALL NEW BUSINESS PROSPECTS RECEIVE A CAPABILITIES DECK.

PROSPECTS RECEIVE COMBINED CAPABILITIES + PROPOSAL


eROI MARKETING & SALES PLANPHASE II: SOCIAL MEDIA + THOUGHT LEADERSHIP

JULY 25, 2014

INDIVIDUALCULTURALPROUDARTISTICINSPIRED

CASUAL


DEFINING A STYLEeROI MARKETING & SALES PLAN

24

Our VoiceeROI social channels should have a well-defined voice and point of view.

Messaging should be concise and tightly edited. Style will be reflective of our nature as an agency: bold, youthful, energetic, irreverent, even a bit cheeky.


DEFINING A STYLEeROI MARKETING & SALES PLAN

25

Defining a visual style that doesn’t tax design

Bold. Clean. Discoverable.We should use brand colors sparingly but effectively. Imagery shouldn’t be overworked; content should stand on its own.


PROMOTING CLIENT WORKeROI MARKETING & SALES PLAN

26

Type Of Work When to Promote Follow UpLive websites and social campaigns

At launch and periodically while live*

Campaign completion with performance data

Email-Specific Campaigns Creative: After deployment Post-deployment with performance data

Retainer Work Full campaigns: After Performance reporting is complete

Upon case study completion

*AE/AC of a project should flag the social team at least 1 week in advance of any campaign launch.


SOCIAL TEAMeROI MARKETING & SALES PLAN

27

The Social Team will be comprised of 4-5 people who will manage the day-to-day operations of all social channels. The Social Team Lead will manage long-term strategy, content calendars and the weekly synch team meetings.

Like other committees at eROI, people will be appointed to the team, and assigned indefinitely, with team changes made as needed.


STRATEGYPARTNER SERVICES

PERFORMANCE MANAGEMENT

CREATIVE SERVICES

28


CHANNELSPECIFICS


CHANNEL MATRIXeROI MARKETING & SALES PLAN

29

CHANNEL FACEBOOK TWITTER INSTAGRAM LINKEDIN GOOGLE+ PINTEREST

THOUGHT LEADERSHIP

CULTURE

NETWORKING/HIRING

NEWS

CLIENT INTERACTION


FACEBOOKeROI MARKETING & SALES PLAN

30

The melting pot of Social

Facebook is a place to aggregate content from all over the Web. Idea posts, links, photos, events and other content all live on Facebook.

With the challenges of organic reach, Facebook posts need to be highly shareable, and relevant to our audience. Over time, more people will be reached as the algorithms reward that high-quality content.

Create posts that ask questions, assert our point of view and generally encourage participation.


INSTAGRAMeROI MARKETING & SALES PLAN

31

Get out of the office, and get off the phone.

Instagram for business is a different animal than personal Instagram accounts. Imagery needs to be sharp, styled, and be backed with purpose. That’s not to say we can’t use Instagram for those cultural moments, we just need to elevate the quality.


AUTHORSeROI MARKETING & SALES PLAN

32

Upleveling quality. Writing strategically

+ Each eROI employee will write or contribute to one blog post per year− As eROI grows as an agency, we will no longer be able to support two posts by

each employee− Remaining weeks will be filled with posts around internal campaigns or to fill a

strategic need identified by Performance or the Social Team− ex. Writing a post that will take the place of a 404 page that is being linked to

by outside site.+ Incentivize promotion and overall blog performance with monthly recognition and

YouEarnedIt prizes+ FUTURE: Add Ideas posts onto Social Dashboard for the week


AUTHOR TIMELINEeROI MARKETING & SALES PLAN

33

2 WEEKS 1 WEEK PUBLISHED

Identify strategic targets, keywords, content type, etc.

First Draft reviewed by employee’s Exec Member

Design and Dev needs flagged and resourced.

Content finished and sent for proofing

Keywords, hashtags and influencers identified

AUTHOR DRAFTING POST REVISIONS

Topics approved by Manager, Performance and Social Lead

3-8 WEEKS


CONTENTeROI MARKETING & SALES PLAN

34

Posts need to be written with a purpose

+ Which persona are you talking to? Write to 10% of our audience.+ What problem are you trying to solve for them?+ How is eROI uniquely qualified to solve it?+ What is eROI’s distinct point-of-view (it’s ok to be controversial)?+ Write the blog in a way that would speak to the persona (How would you get them

to click on the link? To read the whole thing? What different types of content can you use?)

+ How will the persona find this content (search, sharing, etc)?


POSTING SCHEDULEeROI MARKETING & SALES PLAN

35

Blog Posts have been scheduled out through the end of the year.

Asana tasks and assignments are handled by the AE/AC assigned to Content.

https://docs.google.com/a/eroi.com/spreadsheet/ccc?key=0AiSchwKkYnCvdEh3Z3FiaENGam9PYXAxTXZOcmdqSHc#gid=0


eROI MARKETING & SALES PLANPHASE II: EMAIL + EVENTS + PR

AUGUST 8, 2014



EMAIL STRATEGY + ACQUISITION


SIGN UP FOR OUR NEWSLETTER

People want stories that matter to them and content they can actually use. People want to be part of something.

We’re not asking your permission to send you emails.

We’re inviting you into our community.

38


DATABASE GROWTHeROI MARKETING & SALES PLAN

39

WHY SHOULD WE FOCUS ON THIS?

+ Increased audience size for content distribution and sales opportunities

+ Credibility as an email-specialized agency through a large, active database

+ Opportunity to test effectiveness of new tactics and glean real-time statistics

Multiple opportunities exist to grow our eROI email database by utilizing the very tactics and capabilities we sell ourselves on to clients.

CURRENT DATABASE SIZE: 7,215

GROWTH GOALSEND OF 2014: 9,000

END OF 2015: 20,000

CURRENT ACQUISITION EFFORTS:+ Sign-up fields on eROI.com (Homepage, Think posts)

+ Tab on eROI Facebook

+ Opt-In on Portland Madness submissions


GROWTH OPPORTUNITIESeROI MARKETING & SALES PLAN

40

ON-SITE SIGN UP

New eROI.com will contain multiple opportunities to register for the eROI community.

+ CONNECT in site header/footer+ Customized opt-in fields in all Case Studies, Work posts and Ideas posts

Action Items:Event registration module on new eROI.com (In progress)

Customized email sign up links within specific modules of new eROI.com (In progress)

EVENT REGISTRATIONS

As eROI begins hosting more events in 2014-15, we will capture event registrations directly through eROI.com, always including an opt-in for our community.

Additionally, we will create a station (laptop, iPad, etc) to manually capture email addresses at all eROI events.

Action Items:Event registration module on new eROI.com (In progress)

Creation of email capture page, on display and/or circulated at eROI-hosted events

SOCIAL CHANNELS

Select eROI social channels will have opportunities to join our email community.

+ Facebook sign up tab+ Links within select social posts across all channels+ Google+ sign up tab?

Action Items:Creation of Facebook and Google+ sign up tabs/pages

Acquisition content/posts built into content team planning

OPT-IN THROUGH eROI CAMPAIGNS

Through our own promotional campaigns like Portland Madness, we have the opportunity to create interactive digital experiences.

Prompting users to join our community is an intuitive and high-yielding component.

Action Items:Pro-active campaign creation within eR+D that drive email opt-ins


Emails from eROI have a recognizable and consistent look, feel and tone, which will carry over into the new email efforts proposed.


EMAIL TRIGGERSeROI MARKETING & SALES PLAN

42

SALES INQUIRY

Set expectations of what’s to come and in the mean time, share eROI work examples.

Cadence: One touch trigger, immediately after inquiry submission

JOBSEEKERS

Inform jobseeker we’ve received their application and invite them to learn more about the eROI team. Phase 1: Confirmation & lifecycle series. Phase 2: Account Login

Cadence: One touch trigger, immediately after submitting resume/cover letter through email

GENERAL SIGNUP

Let them know what they can expect from eROI emails. Provide work examples, culture updates and thought leadership to help innovate

Cadence: Three-touch email series over 14 days.

WHY SHOULD WE FOCUS ON TRIGGERS?

+ We want to personalize the email experience based on how they came into the funnel+ Slowly transition them into the lifecycle emails+ Invite audience to connect through other social channels


MONTHLY DEPLOYMENTSeROI MARKETING & SALES PLAN

43

After the user goes through the welcome series, they are transitioned into the Lifecycle series. We want to create content that is useful and innovative so users look forward to receiving their engagement email.

Industry Content eROI Specific Content+ Happenings & Insights + New Partners + Campaign Launches+ Local Events Calendar + Client Quotes + New Blog Posts

+ New Team Members

Our plan is to create a modular eROI email template, with interchangeable content, deployed on a monthly basis.


PREFERENCE CENTEReROI MARKETING & SALES PLAN

44

Built into the framework of new eROI.com will be an email preference center, a best-practice that we consistently recommend to partners but, to-date, have not executed ourselves.

BENEFITS TO eROI+ Create and build experience in segmentation within our own email list

+ Gain insights into what topics and site sections are of the most interest to our audience

+ Identify, through hidden fields, which pages/modules are driving the most registrations

+ Provide a tangible example of a preference center in pitches and proposals

A customized ET preference center is being explored within new eROI.com and will go live is a phased rollout, following the site launch.



EVENT HOSTING& HOSPITALITY


eROI HAS A GOAL OF CREATING MEMORABLE EVENTS

Through hosting events, our focus on unique, sharable experiences for our audiences will carry over into our own physical space.

eROI has the opportunity to create memorable events and build a local reputation by going above and beyond in our hospitality towards event guests.

46


eROI HOSTED EVENTSeROI MARKETING & SALES PLAN

47

The renewed energy and social layout of eROI’s new office makes this an ideal location for hosting events that draw industry peers, like-minded professionals and current/potential partners.

EACH eROI HOSTED EVENT PROVIDES:+ Opportunity for entertaining and involving current or potential clients

+ Database acquisition through event registration and attendance

+ Increased awareness and credibility of eROI in the local business and agency communities, establishing our office as a destination for quality events

+ Opportunity to establish ourselves as leaders in high-caliber hospitality and event hosting


EVENT PLANNINGeROI MARKETING & SALES PLAN

48

1. FORMAT + CONTENT WHO: Events Committee w/ 1-2 Exec team members- Complete team TBD

HOW: - Quarterly and/or monthly event planning meeting to determine…

Event formatContent/SpeakersDatesPlan for Outreach

Event planning requires a legitimate time commitment for creating valuable, worthwhile content and set-up/breakdown of the event itself.

2. PROMOTION + OUTREACHWHO: M&S Coordinator

HOW: - Event/Registration module on eROI.com

- Promotion in monthly/qtrly eROI emails

- Social channel promotion - Content Team

- Outreach to local event calendars and online communities/forums

- Press release to local media

3. EXECUTIONWHO: M&S Coordinator + Office Coordinator

HOW: - Creation of event checklist and assignment of responsibilities

- Responsible as a team for all food/drink/bar set-up

- Facilitating set-up and breakdown of all events, assigning team members as needed

OUR GOAL IS TO HOST TWO EVENTS PER QUARTER AT eROI

SHORT TERM NEED: DETERMINE EVENTS BUDGET & RESOURCING REQUIREMENTS


EVENT FORMATS eROI MARKETING & SALES PLAN

49

+ eROI CONTENT/SPEAKER

+ AGENCY ROUNDTABLE

+ PANEL

+ GUEST SPEAKER/Q&A

+ OPEN HOUSE/FIRST THURSDAY

+ AGENCY NIGHT

+ ART SHOW/DIGITAL GALLERY

+ PARTNERSHIP EVENT

+ MEET-UPS, NETWORKING

+ INTERACTIVE/HACKATHON

+ FUNDRAISERS

PARTNERSHIP OPPORTUNITIES:

American Marketing Association, AIGA, Local Colleges/Universities (Art Institute, PSU), Local Media Outlets (Oregonian, KGW), Non-Profits & Charities, Portland Ad Federation, Social Media Club PDX, EO


eROI MARKETING & SALES PLANPHASE III: PLANNING & EXECUTION

AUGUST 21, 2014


INTERNAL PROJECTS, NEW ASSET CREATION, CLIENT WORK

The next 16 months will be some of the most ambitious in our history, spanning a new website launch, creation of several new assets and a major marketing initiative.

To accomplish this, we need careful planning, scoping, scheduling and communication.

51



Q3 - Q4, 2014 EXECUTION


Q3 2014 Q4 2014

AUG SEPT OCT NOV DEC

INTERNAL EVENTS

Black Butte 10/2-4

Q4 Offsite 12/16

HOSTED EVENTS

DWP 10/6-10

VolunteerDay

Design Week Wrap-up 10/23

eROI.com

eROI.com and Anniversary Campaign

Brainstorm

Holiday Gifts to Clients

Deliver 12/2

Office Redesign Purchase

Lobby Furniture and Lighting

Desks Delivered

Entrance Floor Redone

Room Signage

Kitchen Update

CAMPAIGN & ASSET CREATION TIMELINE



Q1 - Q2, 2015 EXECUTION


Q1 2015 Q2 2015

JAN FEB MAR APR MAY JUN

INTERNAL EVENTS

Q1 Offsite Friends of the Children

Q2 OffsIte

HOSTED EVENTS

Anniversary Party

eROI Hosted

eROI.comLaunch

eROI.com Campaign

Launch

Email Template Deploy

Presentation Template Template Master

Capabilities

3 - Touch Welcome ET

Sales/Job Triggers ET

Content Speaking Sheets

Design Week Brainstorm Execution

CAMPAIGN & ASSET CREATION TIMELINE