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Putting Humanity Back into Marketing
@centrallyhumanCentrallyHuman.com
We’ve Come a Long Way in 10 Years!
We Finally Have All the Suppliesto Reach our Customers• Technologyhasadvanced• Creativestorytellingisatitspeak• Mediaplacementistailoredtorefined,nicheaudience• Dataavailabilityatanabundance• Consumersarecomfortablewithgreatmarketing• Talentisyearningtobuildgreatmarketingprograms
Complexity is Keeping You from Your Customer
OverwhelmingamountofdataandinformationDatabecomingmoreofaburdenthanabenefit
IncreasedcomplexityhasincreasedsilosSoftwarepartnersoverpromisedthattheycouldeveryproblem
TrustedagencypartnersarebeinglesstransparentFraudandwasteareeatingupthemajorityofmarketingbudgetsYourcustomersareexpectationsarehighernowmorethanever
Marketing:ReachPeopleTheconnectionbetweenyourbrandandagroupofindividualstodrive
emotional&businessresults
Technology:YourTool
Apowerfulassettodrivesolutionsasgoodasthe
peopleandplanspoweringit
Data:SmartDecision-MakingYourmostpowerfulassetappearsinfinitelycomplexbutisactuallybeautifullysimplewhenyouhaveatranslator
LacksRealInsight&Purpose
MeaningfulbutNotScalable
Scale&SpeedWithoutDirection
REALHUMAN
CONNECTION
Centrally Human Helps Marketers Connect with People in Deeper,
More Meaningful & Profitable Ways
• Independent Marketing Consulting Firm• Born from Digital Experience & Designed Specifically for Marketers• Human-Centric Strategic Planning & Implementation• Proprietary Process that’s Integrated, Data-Driven, Digital, Actionable,
Measurable and Built Around Your Customer• And 12+ Years of Real Experience• 5 core digital channels mastered• $1 billion in media managed• 50+ clients across all major verticals • 20 cross-functional employees managed 800+ marketing strategies created• 8 sales strategies designed and executed• 2 business divisions reimagined
Let Us Introduce Ourselves!
What It Means to be Human-Centric
DataComprehension andTranslation
ContinuityatEveryPlanLevel
EmpowerYourGreatestAsset
• Dataareproxiestopeople• Actasyourauniversaltranslator• Listen,translate,connect,puttouse
• Dataanalytics,technology,marketing=complexplans
• Ensureallplansarealignedaroundthekeygoal
• Makesureeveryone’scompassispointinginsamedirection
• Coachpeoplerunningprogramstounderstandgoalsandvision
STRATEGIZE EXECUTESELECTAUDIT EMPOWERIntegrated blueprint
that maps business goals to
action plan
Know what you have and what you
need
Secure your ideal partners
and assets
Ensure the best laid plans are managed
successfully
Harness the power of
your human capital and
talent
How We Do It
CentrallyHuman In-House Specialty Firms
MegaConsulting
FirmsAgencyTeams Technology
Providers
Hands-onExperience
Neutrality
Advocacy
Connections
Focus
Efficiency
Transparency
We’re Different; We’re Designed for You
Business Development Success Stories• Mediated and translated digital-first plan between creative and marketing
agencies, resulting in successful brand awareness campaign• Designed partnership organization for data company looking to enter digital
marketing industry and sell to publishers and agencies, resulting in division being highest grossing at corporation for first 2 years running• Reorganized North American business division for SaaS company caused by
new product launch and focus• Re-booted 3 client relationships for marketing agencies and built teams
around new digital techniques and best practices, resulting in 40% revenue growth• Advised 5 SaaS technology partners on agency partnership best practices and
integration/relevancy in digital marketing, resulting in repeat business and significant revenue growth
Case Study | High-Tech• Challenge: New Product Launch
Client launching a new product that had a different price point, function, business model and customer than their previous offerings. The product existed and market research was completed, and they needed a complete go-to-market strategy to ensure success.
• Solution: Go-to-Market StrategyDesigned and lead implementation of strategic plan over the course of 3 months that connected the dots between the marketplace, product features and end buyer. Included reframing product features and reengineering pricing strategy, marketing, sales structure, legal contracts and operational flow to create a cohesive, meaningful, profitable and in-demand product that every functional team understood and supported.
• Results: Sales pipeline grew 300% and 3 global clients were reviewing $500,000+ contracts within a month of project completion.
Case Study | Hospitality• Challenge: Drive Loyalty Program Membership
Low brand awareness and lack of high reach marketing budget was resulting in low sign-ups for hotel brands new loyalty program.
• Solution: Integrated Digital Strategy Custom-designed integrated digital strategy leveraging display, search and social across 2 agency partners. Strategy designed from business objective to creative alignment, tactical implementation and monitoring of optimizations.
• Results: Met loyalty registration goal, drove 28% increase in brand awareness and gained new insights for future integrated channel and integrated agency programs.
• Challenge: Disconnected Digital MarketingDigital program was lacking efficiency and results had plateaued. Client needed to identify what wasn’t working, how to fix it along with support in implementation.
• Solution: Digital Strategy RestructureFull audit of digital, search and social efforts by marketing agency. This included both the digital marketing plan structures as well as the team dynamic supporting them. Found misalignment on needs, redundancy in work, and missed opportunities. Tactical recommendation to restructure the digital buying were presented and implemented by agency with full client support.
• Results: 330% increase in ROI within 3 months of restructure.
Case Study | Insurance
• Challenge: Non-Integrated Media PlanningEach quarter, planning happened in a marketing channel silo without any cohesiveness to each other. There was no transparency into effectiveness, consistent measurement or clear understanding of what was being chosen, how it was implemented and what worked. A customer would have a different brand experience depending on the medium they were using.
• Solution: Integrated Strategic Planning BlueprintBespoke architecture for the brand and marketing strategy built around the customer journey that functioned as blueprint for client’s B-to-C and B-to-B plans. Blueprint used as guide for all planning, ensuring transparency into spending and alignment on goals and results. Technology integrations that linked online and offline customer touchpoints for improved customer service and insights. Improved team morale and working relationships.
• Results: Smarter optimizations resulted in 200% increase in agency partner efficiency. Coherent branding across channels resulted in 100% increase in customer satisfaction scores.
Case Study | Insurance
• Challenge: Data, Tech and Marketing SilosGrocery retailer had good results in each of their marketing disciplines (digital marketing, analytics and DM) but was struggling to bridge the silos to gain greater customer understanding, improve their marketing strategy and better measure results.
• Solution: Customer-Centered Digital CampaignHigh-touch alignment of multi-stakeholder group followed by bespoke strategy built around a pilot campaign. The strategy connected online and offline data sources for targeting and measurement. Work included multi-team brainstorm sessions and buy-in, asset review and partner selection. Deliverable was a final strategy with tactical instructions and clear KPIs for client and agency partner.
• Results: Strategic work was successful in getting a clear, defined and scalable plan for client supported by all parties and in-market. Actual campaign results pending.
Case Study | Retail
• Challenge: New to DigitalApparel retailer was losing ground to massive and high-spending competition. They needed to modernize their marketing from basic branding the results-driving digital without braking the bank.
• Solution: Simple, Clear & Measurable PlanConsultative and strategic planning to define business goals, challenges, assets available and budget. Created strategic digital plan that leveraged both online and offline data to drive traffic to website and stores. Worked with marketing agency to translate plan into live digital campaign.
• Results: Highly-targeted addressable campaign with comparable costs to non-targeted digital. Client reviewing results and 2017 strategic marketing recommendations.
Case Study | Retail
• Challenge: Efficient Lead GenerationHighly competitive industry for online university programs (associate, bachelor and master programs) presented the challenge of standing out and connecting with quality prospective students while maintaining low cost per lead.
• Solution: Digital-First ProgramDeveloped national digital marketing program with clear strategic alignment to other marketing efforts that was transparent, measurable and ease to optimize to maximize business results based on market fluctuations.
• Results: Cross-functional marketing program, resulting in 300% increase in conversions with only 15% increase in cost per lead.
Case Study | Higher Education
• Challenge: Crossover into DigitalUniversity was looking to scale a business division into the digital space, but they didn’t know where to start or if it would work.
• Solution: Detailed Brand Roadmap Created strategic plan that outlined the specific adjustments that would need to be made to bring business into the digital space along with the tactical plan outlining each step with timeline.
• Results: Actionable strategic plan that addressed the end-user needs and how the business could adapt and grow profitability. Client successfully implemented plan.
Case Study | Higher Education
Our Clients Talk to Us When They Are:• Beginning AnnualStrategicPlanning• Going through Big Change, Product Launch or Tent-Pole Campaign • Rebooting Agency or Tech Relationship • Optimizing In-Market Strategy to Boost Effectiveness and ROI • Looking to Increase Results & Transparency while Reducing Waste & Fraud • Taking Ownership and Control of Marketing Assets or Functions• Empowering Talent to Succeed in a Digital-First World
How Can We Help You?