This webinar is focused on selection criteria for choosing partners and vendors, enacting a detailed task analysis, and developing measurable objectives.
Pre_Scribed Series Chapter 2: Find Partners & Devise a Game Plan
1. 6 doses for a healthy global online marketing launch Webinar 2: Find Partners & Devise a Game Plan Presented by: Rob DeMento & Matt Helf — March 30, 2011 Questions? Reach out: via Twitter @Pre_Scribed via email at Pre_Scribed@vodori.com Pre_Scribed is a webinar series sponsored by:
2. Webinar Series Overview 6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies Please stay in touch with us through Twitter by following us @Pre_Scribed and also by checking our Pre_Scribed page (http://www.vodori.com/pre-scribed.html) for updates. 1 Define Goals for Your Global Online Marketing Program 2 Find Partners & Devise a Game Plan 3 Design Content to Fit Your Goals 4 Coordinate your Channels 5 Implement Your Program 6 Evaluate Your Success, Maintain Momentum, and Grow Your Program Step 2: Find Partners and Devise a Game Plan March 30, 2011 | 2
10. online marketing program management (SEM, Social Media, etc.)To ensure continued success Step 2: Find Partners & Devise a Game Plan March 30, 2011 | 3
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12. The 10 Steps Assemble your Agency Selection Team Identify your Objectives, Potential Initiatives, & Goals Make an Inventory of Existing Capabilities Select your Candidates Evaluate Capabilities and Roadblocks Evaluate Portfolios and Reputations Evaluate the Team and Working Relationship Make your Agency Selection Establish a Game Plan and Set Milestones Revisit your Plan Early and Often Step 2: Find Partners & Devise a Game Plan March 30, 2011 | 5
13. About Today’s Presenters: Rob DeMento & Matt Helf Rob DeMento: As the head of Vodori's Strategy practice, Rob helps clients develop immediately-actionable plans in interactive media. Rob's work includes online strategic planning, online promotion (Search Engine Optimization and Marketing), user needs and persona development, business needs analysis, web analytics, and offline business integration. Rob has a breadth of experience across diverse industries, with depth in the medical device and biotechnology verticals. Rob holds an MBA and in his "former life" he was an IP attorney at an international law firm where he assisted clients with patent litigation, prosecution, and transactional matters. Matt Helf: Matt is the Strategic Web Marketing Manager for the AMA Insurance Agency. He has over nine years of experience in the health and wellness industries and has played integral roles in company re-branding efforts and coordinating the online and offline channels. He has experience with online strategic plan development and identifying the necessary tactics to increase brand awareness and online presence, such as SEO/SEM, website analytics and social media. Our Work Together: Rob and Matt have worked together for 18 months, developing and executing the AMA Insurance Agency’s online strategy. Through their combined efforts the AMA Insurance Agency/Vodori Team has successfully implemented a number of high value changes to existing web properties, including impactful updates to content and site infrastructure, effective SEO updates, and a far-reaching SEM campaign. Their teams are currently working together to spearhead the AMA Insurance Agency’s foray into Social Media. Step 2: Find Partners & Devise a Game Plan March 30, 2011 | 6
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15. Depending on the scope of your initiative and decision-making authority, consider including appropriate team members from the following functional areas:
24. Final round should include entire team with all key decision makers participating
25. Your organization may have an established Request for Proposal (“RFP”) procedure; if that is the case then follow company guidelines for the RFP Process as it pertains to your selection team. (*Note that a “formal” RFP Process is not necessarily required in the Agency selection process.) Step 2: Find Partners & Devise a Game Plan March 30, 2011 | 7
101. Multiple agencies: if your new Agency will be working closely with an existing bench of Agency talent, do they have a track record of doing so successfully?
105. Budget: To the extent it is possible to determine in the early stage, will the Agency be capable of delivering the results you seek within your budgetary constraints?Step 2: Find Partners & Devise a Game Plan March 30, 2011 | 12
111. Explore how the Agency measures its successes and compare to your objectives. Do they measure success in number of new ideas?...Or rather service? Process? Results?
112. Attempt to uncover details about the Agency’s existing client relationships.
118. The Agency is a trusted partner with envelope-pushing ideas and not just an executorStep 2: Find Partners & Devise a Game Plan March 30, 2011 | 13
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120. Are you meeting the people that are going to be on “your” team?
121. Leadership: who will be your main points of contact? Are you confident in them?
139. Treat the selection process as if it is the more complex version of a final interview for an employee
140. While Agency selection is not scientific, you should make your selection based on empirical evidence related to your assembled team’s findings regarding:
141. The Agency that has the best capabilities to fit your overarching goals and objectives
153. Establish a content update and publication schedule for initial and immediate updates Step 2: Find Partners & Devise a Game Plan March 30, 2011 | 16
158. Ask for budget status and any revised expectations on a monthly basis
159. Review invoices closely during first three months and have any “frank” conversations early in the process in an effort to avoid any future misunderstandingsStep 2: Find Partners & Devise a Game Plan March 30, 2011 | 17
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161. Access to all levels in the organization: from junior-most designer to company president
183. For pitches on large projects that will entail speculative creative work at your request, consider reimbursing RFP participants for at least some of their workStep 2: Find Partners & Devise a Game Plan March 30, 2011 | 19
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Hinweis der Redaktion
Heading: About VodoriSubheading: Strategy, Creative, and Technology for Full Lifecylce
Strategy:Branding, business objectives analysis and alignmentCompetitive analysisUser needs and persona developmentSearch Engine Marketing (SEM) and Search Engine Optimization (SEO)Email marketing campaign managementSocial media marketingOnline content planning, development and publishingAnalytics, targeting and trackingTechnologySystem integrationContent managementCustom application developmentCreative