The Summer Academy Marketing Program - A success story.

This is a quick, high level view of a multichannel marketing plan that I created and implemented last year, with very promising results.

Transcript

1. The 2012 Search Institute Summer Academy Marketing Program- A success story
2. The Search Institute Summer Academy is an annual training of trainers event, hosted by Search Institute in their Minneapolis location.
3. Develop an integrated, comprehensive marketing and sales plan that outlines: • Strategy • Target Markets • Existing Assets • Key Messaging • Tactics and Timelines • Post event follow up Marketing Vision: SUMMER ACADEMY: Integrated Marketing Plan January 2012 Objective: 1. Develop an integrated, comprehensive marketing and sales plan for the Search Institute Survey Services that outlines a strategy for growing customer volume and lengthening customer lifetime and value. a. Plan will include tactics, responsibilities and timeline for execution. b. Meeting or exceeding the sales goals will be the measure of success. i. Calendar Year Goal: Confirm 5 new survey accounts with a lifetime value of 3 years and $60k in total sales Strategies 1. Increase awareness of Survey Services within target market. a. Social Media b. Timely email campaigns c. Target 2 & 4 year customers d. Website content management 2. Focused conference presence. a. Pinpoint top conferences to attend and develop a specific pre & post conference plan. 3. Clear chain of events for customer service/sales experience a. What do you want your customer to experience? b. Staff training (monthly) c. Deliberate methods for capturing data on customers i. Where did they hear about Search Surveys? 4. Bi-Weekly Check-ins Existing Marketing & Sales Assets • Survey Services print collateral: brochure, catalog, fact sheets • Survey Service web pages • Existing SI Customer database (22K) • Social media • SI Sales & Customer service departments (expertise, knowledge of product) SUMMER ACADEMY: Integrated Marketing Plan January 2012 Objective: 1. Develop an integrated, comprehensive marketing and sales plan for the Search Institute Survey Services that outlines a strategy for growing customer volume and lengthening customer lifetime and value. a. Plan will include tactics, responsibilities and timeline for execution. b. Meeting or exceeding the sales goals will be the measure of success. i. Calendar Year Goal: Confirm 5 new survey accounts with a lifetime value of 3 years and $60k in total sales Strategies 1. Increase awareness of Survey Services within target market. a. Social Media b. Timely email campaigns c. Target 2 & 4 year customers d. Website content management 2. Focused conference presence. a. Pinpoint top conferences to attend and develop a specific pre & post conference plan. 3. Clear chain of events for customer service/sales experience a. What do you want your customer to experience? b. Staff training (monthly) c. Deliberate methods for capturing data on customers i. Where did they hear about Search Surveys? 4. Bi-Weekly Check-ins Existing Marketing & Sales Assets • Survey Services print collateral: brochure, catalog, fact sheets • Survey Service web pages • Existing SI Customer database (22K) • Social media • SI Sales & Customer service departments (expertise, knowledge of product) SUMMER ACADEMY: Integrated Marketing Plan Objective: 1. Develop an integrated, comprehensive marketing and sales plan for the Search Institute Summer Academy that outlines a strategy for growing customer volume and lengthening customer lifetime and value. a. Plan will include tactics, responsibilities and timeline for execution. b. Meeting or exceeding the sales goals will be the measure of success. i. 2012 event goal: 30 paid attendees per day (5 days) 90% kit sell through Strategies 1. Increase awareness of the Summer Academy within target market. a. Social Media b. Timely email campaigns c. Target 2 & 4 year customers d. Website content management 2. Focused conference presence. a. Pinpoint top conferences to attend and develop a specific pre & post conference plan. 3. Clear chain of events for customer service/sales experience a. What do you want your customer to experience? b. Staff training (monthly) c. Deliberate methods for capturing data on customers i. Where did they hear about Search Surveys? 4. Bi-Weekly Check-ins Existing Marketing & Sales Assets • Training print collateral: brochure, catalog, fact sheets • Training web pages • Existing SI Customer database (22K) • Social media • SI Sales & Customer service departments (expertise, knowledge of product)
4. • 30 Paid attendees per day, 150 total • 90% of attendees purchase a resource library • 100% Registration for follow up support 30% 2012 Goals:
5. Meeting or exceeding the sales goals will be the measure of success. 30% 2012 Goals:
6. Target Markets Existing Assets Key Messaging Tactics and Timelines Post event follow up Create awareness around the event, primarily through digital media channels with a regional focus, targeting consumers who have prior knowledge of Search Institute. Strategy: SUMMER ACADEMY: Integrated Marketing Plan January 2012 Objective: 1. Develop an integrated, comprehensive marketing and sales plan for the Search Institute Survey Services that outlines a strategy for growing customer volume and lengthening customer lifetime and value. a. Plan will include tactics, responsibilities and timeline for execution. b. Meeting or exceeding the sales goals will be the measure of success. i. Calendar Year Goal: Confirm 5 new survey accounts with a lifetime value of 3 years and $60k in total sales Strategies 1. Increase awareness of Survey Services within target market. a. Social Media b. Timely email campaigns c. Target 2 & 4 year customers d. Website content management 2. Focused conference presence. a. Pinpoint top conferences to attend and develop a specific pre & post conference plan. 3. Clear chain of events for customer service/sales experience a. What do you want your customer to experience? b. Staff training (monthly) c. Deliberate methods for capturing data on customers i. Where did they hear about Search Surveys? 4. Bi-Weekly Check-ins Existing Marketing & Sales Assets • Survey Services print collateral: brochure, catalog, fact sheets • Survey Service web pages • Existing SI Customer database (22K) • Social media • SI Sales & Customer service departments (expertise, knowledge of product) SUMMER ACADEMY: Integrated Marketing Plan January 2012 Objective: 1. Develop an integrated, comprehensive marketing and sales plan for the Search Institute Survey Services that outlines a strategy for growing customer volume and lengthening customer lifetime and value. a. Plan will include tactics, responsibilities and timeline for execution. b. Meeting or exceeding the sales goals will be the measure of success. i. Calendar Year Goal: Confirm 5 new survey accounts with a lifetime value of 3 years and $60k in total sales Strategies 1. Increase awareness of Survey Services within target market. a. Social Media b. Timely email campaigns c. Target 2 & 4 year customers d. Website content management 2. Focused conference presence. a. Pinpoint top conferences to attend and develop a specific pre & post conference plan. 3. Clear chain of events for customer service/sales experience a. What do you want your customer to experience? b. Staff training (monthly) c. Deliberate methods for capturing data on customers i. Where did they hear about Search Surveys? 4. Bi-Weekly Check-ins Existing Marketing & Sales Assets • Survey Services print collateral: brochure, catalog, fact sheets • Survey Service web pages • Existing SI Customer database (22K) • Social media • SI Sales & Customer service departments (expertise, knowledge of product) SUMMER ACADEMY: Integrated Marketing Plan Objective: 1. Develop an integrated, comprehensive marketing and sales plan for the Search Institute Summer Academy that outlines a strategy for growing customer volume and lengthening customer lifetime and value. a. Plan will include tactics, responsibilities and timeline for execution. b. Meeting or exceeding the sales goals will be the measure of success. i. 2012 event goal: 30 paid attendees per day (5 days) 90% kit sell through Strategies 1. Increase awareness of the Summer Academy within target market. a. Social Media b. Timely email campaigns c. Target 2 & 4 year customers d. Website content management 2. Focused conference presence. a. Pinpoint top conferences to attend and develop a specific pre & post conference plan. 3. Clear chain of events for customer service/sales experience a. What do you want your customer to experience? b. Staff training (monthly) c. Deliberate methods for capturing data on customers i. Where did they hear about Search Surveys? 4. Bi-Weekly Check-ins Existing Marketing & Sales Assets • Training print collateral: brochure, catalog, fact sheets • Training web pages • Existing SI Customer database (22K) • Social media • SI Sales & Customer service departments (expertise, knowledge of product)
7. Strategy Existing Assets Key Messaging Tactics and Timelines Post event follow up Create a customer profile identifying: • Organizations • Groups • Regions • Key Decision Makers Target Market:
8. Strategy Target Markets Key Messaging Tactics and Timelines Post event follow up • Social Media • E-Mail lists • Websites • Regional conferences • Direct mail lists • Podcasts • Listserve posts • Downloads Existing Assets:
9. Strategy Target Markets Existing Assets Post event follow up • Strong call to action • Value proposition • Budget cycles • Follow-up support Create an editorial calendar to ensure timing and cross channel consistency. Key Messaging:
10. Target Markets Existing Assets Key Messaging Post event follow up • 6-Month campaign starting January 2012 • Weekly outbound messaging directing traffic back to the event landing page • Bi-weekly team check-ins • 30 day goal reviews • Adjust as necessary Tactics and Timelines
11. Existing Assets Key Messaging Tactics and Timelines • Thank you email from assigned sales representative • Dedicated bi-monthly email news letter • Google map listing • Password protected web resource area • Certificate of completion • One time 30% product discount Post Event Follow up:
12. • Averaged 50 paid attendees per day, 178 total • 99% of attendees purchased a resource library • All Training of Training attendees are now a part the Search “training team” network Results: 68% Increase over 2011
13. To learn more about me and my professional accomplishments meet me on Linkedin. Sincerely, Peter Hodges