Published on March 7, 2014
Step changing GrowthAccelerator Marketing in Year Two 16 April 2013 www.growthaccelerator.com
Three elements for success • The right strategy • The right team • The right process
VISION PILLARS STRATEGIES Step change GrowthAccelerator in year two by creating a customer-focused brand and marketing strategy that will drive client acquisition through increased awareness and positive word-of-mouth Create the customer experience that nurtures leads into acquisition Create a worthy customer journey Provide tools for the job Enable & empower partners, coaches & training providers Create 2 campaign periods of coordinated activity (June and October) Targeted paid media activity Ongoing PR Drive awareness at a local level to empower lead acquisition Empower local marketing Regional activity to include: o Local partnerships oLocal events Ongoing Local PR £320k – 29% £380k- 35% £ £100k – 9% Drive awareness at a national level to generate demand All PR - £300k - 27% ENABLERS Brand consistency: Underpin everything we do with a consistent brand across all customer touch points; including operations. Refined messaging: New tangible and clear brand messaging rolled out across the board Website: Distinct plan for lead nurturing & communications plan for all leads coming in Case studies: Vital proof points for prospects – we need a refined and entrepreneurial approach to achieving these Growth Observatory: Unlock the information and insight to add value to our customers and fuel our PR stories NB Excludes community as separate budget
Working as a single delivery team Head of Marketing and Communications Janet Coulthurst Communications Manager On-demand strategic Customer Marketing Manager Recruiting Regional Marketing Manager - GT Karoline Regional Marketing Manager - OI Louisa and BM/project management support Regional Marketing Manager - Pera Zoe Consolidated PR 4Ps Digital Southerly (Internal comms) VCG Catapult (branded collateral) Structured By Design (website) Journey 9 (events) + manage campaigns and national event + web content, articles etc Regional Marketing Manager - WP Mel When needed: December 19 (media buying) 999 designs (branding) Nick
Marketing Process improvements Our new way of working: • Strategy and 1 year plan • Monthly regional marketing update to Head of Marketing ongoing • Clear process for regional plan sign off and KPI tracking ongoing • Agency relationships will be agreed for the year to get best value and allow more forward planning • Fortnightly all-agency meetings to have a productive one-team approach to delivery and monthly all hands • Monthly marketing update to the leaders ongoing
Local Marketing – scope: In Scope Out of scope •Local events at target cost per delegate and cost per lead • Agency appointments • Media purchase (unless free) • Capital expenditure • Staff time • Social media / PR • Creative (now supplied) • Research • Use of consortium partner individual brands •Managing local PR with central PR agency •Find, set up and manage local partnerships and sponsorships
Annex – Title of document i. Full Single Page Plan ii. Marketing planning process flow 00 Month 2012
VISION PILLARS STRATEGIES ENABLERS Step change GrowthAccelerator in year two by creating a customer-focused brand and marketing strategy that will drive client acquisition through increased awareness and positive word-of-mouth Create the customer experience that nurtures leads into acquisition Drive awareness at a national level to generate demand Drive awareness at a local level & empower lead acquisition Create a worthy customer journey o Streamline process with automated brand emails o Be useful & engaging with content and e-mailers o Roll out new messaging to website (+ case studies) o Transfer to community Provide tools for the job o Fast-track branded materials with new messaging o Tactical marketing materials available Enable & empower partners, coaches & training providers o Branded materials & guidelines for all these partners to recruit o Manage & regularly communicate with them Create 2 campaign periods of coordinated activity o Hook into results & insight from annual report (June) o Create a campaign behind Growth Summit – inc. launch of community Targeted media activity o Sustainable level of online display + 2 peaks with print (April/May & Sept) o Distinct messaging per target with media choice driven by Q1 trial Ongoing PR & placement o Steady level using case studies/GO insight o Plus two campaign Empower local marketing o Process for planning & national sign off rolled out with regional manager responsible for developing & submitting marketing plans with budget & KPIs o Creative templates created & policed Regional activity to include: o Local partnerships to reach membership groups o Local events o Select comms activity around partners & events Ongoing Local PR o Regional pushes using local GA successes Strategic & tactical partnerships o Clear criteria for strategic vs tactical partners o Clear strategy for what we offer & expect o Yearly summit involves key partners Create a sustainable community Drive exclusivity for GA o Sold as a core GA benefit at the very start o Member only events o Aspirational benefits o Equal P2P opportunities Become invaluably useful o Nurture continued learning focused on growth o Access to info / insight for competitive advantage o Open up ‘opportunities’ via online profiles & introductions at events Empowered to drive leads o Connect GA MDs to high potentials (mentoring) Strategy and process for LEPs & LACs o Tactical/local partner process defined & rolled out o Partners recruited to create an exclusive and valuable community membership o Brand consistency: Underpin everything we do with a consistent brand across all customer touch points; including operations. Refined messaging: New tangible and clear brand messaging rolled out across the board Website Distinct plan for lead nurturing & communications plan for all leads coming in Case studies: Vital proof points for prospects – we need a refined and entrepreneurial approach to achieving these Empower Growth Observatory: Unlock the information and insight to add value to our customers and fuel our PR stories
The marketing planning process ongoing: Marketing Strategy & 1 year plan developed Exemption Report submitted Share with the team RESULTS AGREED Submit & feedback Activate Q1 Detailed Q1 plan developed AGREED Detailed Q2 plan developed inc. budget rationale & KPIs Submit & feedback Activate Q2 inc. budget rationale & KPIs RECYCLE Monthly status report RECYCLE Monthly status report REPEAT 1 year Regional Marketing plan developed
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