Think Topography �Strategic Planning�

by Sabina Leybold

The Problem�

•  Company has shifted to less product-focused, more holistic agency

•  Lack of communication of company values, benefits, and stories

•  Want to bring in more clients without much outbound marketing effort

Messages to Communicate �

•  TT bridges the gap between where you are & where you want to be

•  TT’s approach is customized to your needs; TT is your collaborative partner rather than outsourced work

•  TT thinks long-term success, not just today’s tweets

•  TT addresses both form & function

Mission Statement �

•  Helping our clients reach their most ambitious goals through strategy, software, and design

Ideal Client Characteristics �

•  Understand value of digital marketing

•  Coachable, open-minded, trusting

•  Proactive, long-term outlook

•  In a transitional period—about to make big leap or start new venture

•  Most important: Strategic partners to build together, share responsibility

Objectives �

1.  Increase awareness

–  Target clients can say what we do, reduce “you do that?” response

2.  Find/reinforce our narrative

3.  Do MORE + reduce stakes of communication

4.  Adequately reflect internal personality externally

Strategies�

•  Redesign website to reflect TT’s differentiation

•  Increase face-to-face presence for TT

•  Leverage social media to tell TT’s story

•  Boost site ranking on search engines

•  Send out quarterly newsletter

Tactics: Redesign�1.  Establish portfolio section

2.  Create “impact graphics” (data visualizations) for clients’ major projects

3.  Show what we do graphically

4.  Collect and provide 3+ testimonials

•  Considerations: keep content fresh, do full website redesign process, incorporate social feeds

Evaluation: Redesign�

•  Track site traffic: visits, new visitors, and referral sources.

•  Qualitative discussion:

– Does the new website make us proud?

– Does it reflect who we are and who we want to be?

Tactics: Face-to-Face �

•  Attend Chamber of Commerce events and workshops

•  Network at ribbon cuttings and business-oriented community events

•  Do one-on-ones twice a month

•  Find other face-to-face opportunities!

Evaluation: Face-to-Face �

•  Track how many events attended, how many presentations delivered, and how many one-on-ones completed

Tactics: Social Media�•  Include mission statement on social

media profiles

•  Post 3x/week on Facebook, LinkedIn, and Instagram with thought leadership or portfolio pieces

•  Disseminate impact graphics through quarterly paid Facebook campaigns

•  Use our profiles to promote clients

•  Close down channels we won’t use

Social Content Ideas �

•  Content should relate to marketing, design, and web development

•  Share articles or photos of real-world examples & add commentary

•  Podcasts, videos, TED Talks

•  Updates on happenings at the Studio

Social Content Ideas �

•  Highlights of TT accomplishments or clients’ successes

•  Mentions of happenings in Ithaca

•  Promoting new website content (portfolio pieces or client stories)

Evaluation: Social Media�

•  Measure likes, shares, and comments to determine most popular content

•  Measure follows to show awareness•  Measure traffic from social profiles

to TT website

Tactics: Site Ranking �

•  Claim Google Business and Bing Places pages

•  Update Chamber of Commerce website listing to categorize as marketing/design/software rather than “Offices”

•  Create listings on directory sites

Evaluation: Site Ranking �

•  Are these actions completed? •  Measure traffic from search engines

and other online sources

Tactics: E-Newsletter �

•  Send e-newsletter quarterly to mailing list of previous clients, stale prospects, interested leads, and referral partners

•  Share 5-6 pieces of content, including sections for educational content, TT updates, and client stories

Evaluation: E-Newsletter �

•  Conduct yearly survey of what recipients like/dislike about the emails

•  Measure clicks on email content pieces

Additional Evaluation �•  Create monthly spreadsheet with

“marketing score,” website performance, social media engagement, and qualitative feedback or anecdotes

•  Begin client meetings with “what do you know about us?” and “how did you hear about us?” and track responses