I have created a proposal document for Laura Kinoshita and they gave me 5/5 feedback on elance.com

2. Our Approach:
Persuading mental health providers to improve existing procedures and/or take the
necessary steps required of a trauma-sensitive environment will require sophisticated
communication strategies.
We also understand the ultimate measure of effectiveness is whether you meet your
goals. That’s why we rigorously measure campaign outputs, outgrowths and outcomes
in areas including awareness, engagement, influence and behavior. Our award-winning
campaigns are based on decades of marketing and communications research and more
than 20 years of personal experience.
We help:
• Get the right influencers talking about your issues
• Grow and expand provider relationships, networks
and online discussion forums
• Build an active, engaged community around topics
associated with trauma-centered care
• Ensure you get the highest return-on-investment for
each marketing dollar spent
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3. How We Work:
We will begin with a half-day messaging session to ensure the messages we deliver are appropriate, persuasive, compelling and authentic.
• Our approach engages mental health treatment and service providers in highly effective, meaningful and compelling ways. That’s because we begin
with one or more highly detailed “marketing persona(s)” or ideal mental health provider “avatar(s)” that provides clear direction to campaign efforts.
• You get real-time campaign data: We give you a single dashboard to monitor how your campaign is performing on a daily basis. No more jumping
from one system to another. Everything you need to monitor the health of your campaign is at your fingertips. Data from your social media accounts,
email newsletter, campaign landing pages, SEO keywords and more is integrated all in one place, so you can see what’s working – and why.
Accounts are managed by a senior marketing professional with 10 years or more of relevant industry experience.
We put service first and provide an upbeat, positive attitude in everything we do.
We use service plans to exceed expectations in areas such as professionalism, communication, availability, responsiveness, quality, value, timeliness
and expertise.
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4. We use a proven, 8-step process to ensure success of campaign objectives:
Who are the most important people you need to persuade?
•
What problems and pain points are you helping to solve?
•
What value – expertise, resources, guidance and tools – can you
bring to mental health providers and to the centers and clinics they
work in?
How are you improving or saving lives?
•
What is going to make mental health service providers listen to you?
•
What are the 3 greatest strengths of your campaign?
•
What are 3 greatest weaknesses?
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What are the greatest opportunities for the future?
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Why should mental health service providers listen to vou?
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Who else is talking about these issues?
•
How do you express your message in words, images and actions?
•
What are you doing to be truly innovative and move trauma-sensitive
care forward?
•
What words and keyword phrases are people using to learn about
this issue? (actual)
•
What keyword phrases do we WANT people to use to learn about
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What do you stand for, in 160 characters or less?
•
We will educate, inform and persuade mental health providers via an integrated
blend of communication tactics, including website, email lead nurturing,
social media activity, short videos, sponsorships and public relations. The
campaign’s ability to inform and persuade will be affected by campaign and
project staff, as well as mental health service provider experiences and
perceptions throughout the campaign. We will help you define:
•
•
Step 1: Clearly define and distinguish the message
this issue? (desired)

5. We use a proven, 8-step process to ensure success of campaign objectives:
Step 2: Design and deploy a content-driven website Step
Step 3: Set Meaningful Goals
Step 4: Set Specific and Measurable Objectives
Step5:BuildanIntegratedCampaignFueledbytheFourCoreMarketing
Strategies:
Step6:SetDynamicBudgetsthatCanBeShiftedBasedonPerformance
Connect marketing projects (“Epics”) to the audiences and metrics that
matter most. Prioritize activities based on greatest return-on-investment
potential.
Sample Monthly Gameplan
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6. We use a proven, 8-step process to ensure success of campaign objectives:
Step 8: Measure and Improve
Sample Scorecard
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7. Areas of Expertise
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Branding and Competitive Strategy
Web Design & Development
Search Engine Optimization
PPC Campaigns
Reviews & Testimonials
Metrics & ROI Analysis
Graphic Design and Illustration
Policies & Governance
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Print/Radio/Online Advertising
Mobile Optimization
Email Marketing & Lead Nurturing
•
Social Media Management
•
Online Reputation Management
•
Mobile Apps
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Blogging & Inbound Marketing
Search Engine Optimization
To attract quality traffic to your site, you will need to rank well for the words and phrases your ideal customer is searching for. We will give you that competitive analysis and provide you with
a keyword strategy that you can then use to build your content inventory. We will analyze keywords, increase rankings and calculate the return-on-investment. We’ll also track competitors’
rankings and target those keywords. Once rankings improve for a given keyword, we’ll track the number of leads generated by that term so you can better understand which keywords are
impacting your business most. You’ll know exactly which keywords are generating the most leads and customers.
Email Marketing & Lead Nurturing
We’ll help you design emails that make impact. Sadly, most email newsletter add clutter. We work with you to develop email messages your customers look forward to, open and act on.
We will:
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Set up templates, signup forms, thank-you pages and confirmation pages
Organize, research and write content
Manage subscribers
Review performance
Provide email analytics & reports
Advise on topics and content strategy
PPC Campaigns
We help you manage your paid search traffic with top-notch consulting. We develop effective campaigns based on the strategic business goals of your company and your marketing
opportunities. Creating the perfect campaign is not only about knowing where to place the online ads, but also the technical details of getting highly ranked and properly following search
engine protocols for high quality and relevancy scores. We manage this important aspect of your business for you.
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8. Areas of Expertise
Blogging & Inbound Marketing
Fresh, linkworthy pages are the best way to attract new prospects to your website. If you don’t have a website, we will build one for you using the most robust, reliable and flexible content management
system on the market. Businesses that have an optimized website and add content on a regular business average 55% more website visitors than those that don’t. We will work with your team to
install a website that seamlessly ties into your keyword and search engine optimization efforts while allowing you to:
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Create posts easily with a simple editing interface
Get keyword and search engine optimization strategies and tips as you type
Automatically include social sharing icons for each post
Automatically post to multiple social media profiles and platforms at once
Easily put calls to action (CTAs) in your blog posts and turn your readers into new business prospects
Track subscribers, page views, comments and inbound links
Trigger email newsletter workflows
Integrate into your customer relationship management (CRM) system
Keep all your data all in one place, so you can see at a glance what’s working and why
Policies & Governance
In a world where anyone has the ability to speak about the company, it’s essential for frontline employees to be able to carry the message of your company forward. Customer-facing employees carry
the most credibility with consumers. As part of this effort we will identify qualified individuals at your company, including management, service staff, sales associates, support personnel, etc. We will
also help you develop appropriate social media governance policies, working with your Human Resources and Legal teams to review and update existing policies that may affect your marketing efforts.
Social Media Management
People are going to be increasingly talking about you on Facebook, Twitter, TripAdvisor, Pinterest, Yelp and more. We will help you direct the conversation to establish a presence that is authentic,
accessible and interesting. We will build your community of believers and raving fans.
That means we will support and build your brand, listen to and talk with your customers, join industry-specific communities and conversations, monitor your reputation and your competition and actively
seek out opportunities for you to start conversations online. As professional social media managers, we build trust and create contagious enthusiasm for your brand. You get:
•
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Two-way conversations with customers
A team monitoring and listening to social media conversations on your behalf
An account manager to foreword “need action” items to your team for review
Position your company as a thought leader in the field; break out from the pack
Actively seek out and start conversations about your brand
Support across 3 social media channels (Facebook/Twitter/Instagram)
Two Travel/Review Recommendation sites (Yelp! / TripAdvisor)
Etiquette postings (thanks for @mentions, comments, remove spam)
Recommended responses & strategic counsel for negative feedback or criticism
Monthly insight report and recommendations
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9. Meet the team: Laura Kinoshita
As founder of Kinoshita Communications LLC, Laura leads a small team of creative professionals who are selfmotivated and consistently deliver exceptional results. As team lead, Laura will provide senior strategic counsel
for the development and implementation of all campaign activities.
Laura’s work has earned the 2012 PRSA Koa Anvil Award for Integrated Communications, a Creativity in Public
Relations Award for best product launch and a Silver Telly award for best educational video. Additionally, Laura
Kinoshita was named 2013 Women in Business Champion at the Small Business Administration in January.
Before founding Kinoshita Communications, Laura was Public Information Officer at the W. M. Keck Observatory
where she directed all media relations, visitor services, science communications and public outreach for NASA,
Caltech and the University of California.
Laura Kinoshita
Before Keck, Laura was Managing Supervisor at Fleishman-Hillard, a world-leading international communications
firm with 70 offices worldwide. Laura’s responsibilities included the management of U.S. and European public
relations campaigns for clients such as Excite, Hewlett-Packard, IBM, Seagate, Vicinity Corporation, Websense,
Yahoo! and many others.
Laura earned her Bachelor’s degree in public relations from the College of Communications at California State
University, Fullerton, one of the largest and top-performing programs in the nation. She moved to Hawaii in 2001
to become PIO at W. M. Keck Observatory.
Laura is now board member of Social Media Club, Hawaii chapter, a non-profit organization that connects
media makers from around the world to promote media literacy, industry standards and ethical standards. She
is also an instructor at University of Hawaii Manoa Outreach College, as well as a certified HubSpot Marketing
Professional and Inbound Educator. She was voted one of Hawaii’s Top 15 Social Media Personalities by
Emerging New Media at the 2012 Social Media Awards.
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10. Meet the team: Jillyn Dillon, MBA
Jillyn is a Hawaii-based software developer and business process expert focused on Web design and
development.
Jillyn holds an MBA in Finance and Marketing and completed most of her coursework toward her Master’s of
Science in Systems Engineering at the Naval Postgraduate School in Monterey, California.
Jillyn spent her entire career at Northrop Grumman, until recently. She worked for them for just over a decade in
a diverse array of roles including software development, project engineering, systems engineering, competitive
intelligence, and international business development.
Jillyn Dillon
Jillyn is an analyst at heart. It’s what made her great at Northrop and it’s the reason she’s an excellent Web
developer. Because she’s an analyst, she really looks at what her clients want, what the company does, and how
their Web presence can help bridge that gap. Content matters. Structure matters. And she’s an expert at guiding
clients toward the best decisions on content and structure for their sites.
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11. Meet the team: Deann Ginoza
Deann is the team’s functional hub, keeping projects organized and helping to respond to client demands quickly
and efficiently. She is responsible for activities that require research and decision-making skills to support
client initiatives across many industries and markets. Deann researches and writes client materials, builds and
maintains editorial calendars and media lists, monitors client mentions, researches keyword data, compiles
monthly dashboards and much more.
Before working with Kinoshita Communications, Deann oversaw the day-to-day operations and management
of The Shops at Mauna Lani on the Kohala Coast as well as managed close interactions with all tenants. She
worked hand-in-hand with the property manager to assist in any and all aspects of property management,
including all special activities and entertainment.
Deann Ginoza
Deann holds a bachelor’s degree from University of Hawaii at Hilo with a major in Japanese Studies and a minor
in Business Administration.
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12. Portfolio
We enjoy working with passionate and committed clients who are ready to move
forward in bold and innovative ways
3-Year Agency Revenue Growth
11

13. Portfolio: Implemented the C.O.P.P.S. Social Media Method
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14. Portfolio
3-Year Agency Revenue Growth
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15. Portfolio
3-Year Agency Revenue Growth
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16. Portfolio: Branding and Social Channels
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17. Notable Projects:
2012-Present: Honolulu Police Department:
Online Community Engagement and Social Media Training
Agency Profile:
Established: 2007
Number of Current Active Clients: 12
Number of Account Staff: 5
2012 Billings: Under $200,000
2011: Shops at Mauna Lani:
Turning Digital Communities into
In-Store Traffic
2008-2010: Early Learning Council:
Act 259: Keiki First Steps
2009: Na Honua Mauli Ola: Hawaiian Cultural Guidelines 2nd
Edition
2007-2009: Kamehameha Schools Strategic Planning and Implementation
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18. Awards:
2013 SBA Award
2012 PRSA Koa Anvil,
Integrated Marketing
2012 Top 15 Social Media Influencer
2012 Hermes Creative Gold Award
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19. Increase Leads: PPC Return-on-Investment
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20. Increase Leads: PPC Return-on-Investment
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21. Clients
Current engagements are marked with an asterisk:
EDUCATION
»» Bilinsky Educational Services
»» Alzheimer’s Care Consultants
»» Good Beginnings Alliance
REAL ESTATE &
PROPERTY MANAGEMENT
HEALTHCARE & FITNESS
»» Dr. John D. Stover, DDS
Maxillofacial and Cosmetic
Centers of Hawaii
»» Hawaii Dept. of Education |
Early Learning Council
»» Kamehame Schools Strategic
Planning & Implementation
»» Augustine Realty, Inc.
»» Hawaii Resort Homes*
»» Lava Rock Realty
»» Le`ale`a Fitness Center*
»» MacArthur & Company |
Sotheby’s International*
LAW ENFORCEMENT
»» Honolulu Police Department*
RETAIL
FOOD & BEVERAGE
»» Hana Hou Island Treasures
»» Bite Me Fishmarket & Grill*
PROFESSIONAL SERVICES
»» The Shops at Mauna Lani
»» JetWay Beverages
»» Kamuela Holistic Retreat
»» Monettes at Mauna Kea
Beach Hote
»» Kona-Kohala Chamber of
Commerce
»» Maui Pacifica dba Maui
Christmas
»» Ultimate Burger
HAWAIIAN CULTURE
»» Na Lau Lama
»» Na Honua Mauli Ola,Uiversity
of Hawaii |
Hawaiian Language College
»» Nonie Toledo & Associates*
VISITOR & TRAVEL
»» Payday Workforce Solutions*
»» ActivityRez*
»» Social Media Club of Hawaii*
»» Bite Me Sportfishing*
EVENTS
»» The Shops at Mauna Lani
»» Mauna Kea Visitor Information
Station, W. M. Keck Observatory

22. Kohala Coast, Hawaii, 96743 www.laura-kinoshita.com
(877) 239-3067 laura@laura-kinoshita.com @lkinoshita