Strategy Brief

1. Strengths of your company?Deb:

Team members with unique skills, commitment to mission, preparedness. Industry knowledge / insights into what works for families and what doesn't Unique in that large time and financial investment made to obtain data, build trust

and credibility. Unique in that solutions are being developed which can drive revenue while solving

problems. Authentic and well branded. No real competition. Appeal to both consumers and professionals, men and women.  Addressing problems with common sense answers for agencies and policy makers. Positioned well for funding; doors are opening.

Weaknesses:

Deb:

Groundbreaking vision means it takes more time and money to launch. Taking on tough issues that society normally would avoid. Low tolerance for actual problem-solving by mainstream. Short on manpower due to slow funding process, but improving with some

volunteer work by professionals. Enormous needs by consumers lead to frustration because of the wait time, which is

part of the issue - it is a process to fix anything that is broken and complicated. Spread thin.

2. Who are your main competitors (halo)? What do they do that you don’t already?

Deb: There are no competitors, only counseling services offered that do not address professional misconduct which is the biggest pitfall in this arena.

3. Objectives: What is your primary objective?

Deb: -The nature of litigation and the tactics often employed to “win” damages children and interferes with parents’ ability to cope and work together.

- We expect to change how families approach conflict resolution, meaning they will more -readily look at alternatives to litigation and learning how to avoid abusive tactics

-Focusing on this area of family conflict and the conduct of professionals should over time help us minimize cycles of abuse and addiction.

4. Marketing plan and pieces: Is your primary objective to achieve more sales leads from the site? Or are you trying to spread brand awareness? Or are you trying to expand your identified target market?

Deb: Initially, I’ve focused on creating a brand and valuable, authentic content. Inviting collaboration and contributors who can benefit from strong, unique branding and sales opportunities.

5. Drivers/Problems: Do you have an existing marketing platform that you work with already?

Deb:

Using first blogs / web pages / social pages to start the conversation and test the audience,

News media to build awareness of the issues, Social media advertising to promote news media and key content,

Host an event that reaches a large enough audience to be newsworthy, and then following up to deliver the goods - results on actual cases and savings for parents and children, in time, stress, dollars and relationships.

Transparency in this work has allowed much of our audience - consumers, professionals, law enforcement, policymakers - to see that there is action, not just talking, and that we are achieving goals.

Leveraging others in the community - networking - validation by peers and leaders in different sectors.

6. Were the marketing strategies successful, unsuccessful, or still a work in progress? What examples do you have to reference for branding, and messaging?

Deb: Initially, I’ve focused on creating a brand and valuable, authentic content. Inviting collaboration and contributors who can benefit from strong, unique branding and sales opportunities.

Deb: There are many talking about the industry problems and damages, but most are alienating professionals rather than engaging them positively and constructively.

7. Do you think you have different objectives for your SEO (Search engine optimization) than for the rest of your digital marketing

Deb: So far I have not focused on SEO but rather allowed the content and social media work on their own, so there is a big opportunity to see the difference strong SEO makes. Then as funding becomes available, we can test paid advertising methods.

8. What are your brand positioning and your brand voice?

Deb: Empowering consumers to make better choices, get more value from paid service providers, while creating accountability and transparency in a way that improves safety, health, stability.  Quality of life with a focus on the needs of children. Niche is in family law and child custody. I don’t do legal work, but do insert common sense where it’s often missing.  Empathy combined with tough love. “Have fun while making lemonade out of some pretty nasty lemons.”

9. Have you thought about taking a more niche, differentiated positioning for your online representation and your online messaging?

Deb: Will differentiate more when ready to drive sales of materials and services.

10. How does your online marketing distinguished from your main competitors?

Deb: positive - constructive - solutions-oriented - balanced (serving men/women and consumers/professionals) 

11. What does your company provide that customers need? Why would customers want them from you?

Deb: Consumers need;Emotional;

honesty - what is realistic action, not just talk positive approach

empathy - understand anxiety / depression / loss / fear for children’s safety

12. What other marketing materials does your SEO integrate with (radio station?)? is it part of an ad campaign, or is it overall corporate branding?

Other forms of communication systems that are not to be made public yet.

13. Will there also be SEM (search engine marketing)/PPC (Pay per click advertising) advertising?

Deb: Always looking for the next best thing in technology.