interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2012 IGAEA Summer Conference at Clemson University. Here is a description of the presentation that John delivered: Successful printers are transforming and growing their business by adding more marketing services to their toolbox. In addition to print, they are now helping their clients with web design, landing page creation & hosting, email efforts, mobile marketing, and more! It is no longer enough to just teach the dynamics of how to put ink and toner on paper. You need to teach students how to build, manage, execute, and measure integrated multi-channel marketing campaigns. Learn how you can help them evolve away from a commodity business into a value-added services provider!

1. The I-Team: Integrated Marketing
Is Now Part of Your Job
John Foley, Jr.
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

2. First: Today we are Interactive
• Turn on your Phone , iPAD, Laptop and device that
allows you to get to the internet
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

3. Second: THANK YOU!
► For Being Here!
► For Being Willing to Learn and Engage!
► For Liking My Boston Accent!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

4. Our Inspiration: The A-Team!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

5. But Today… We Are Going to Talk About:
YOU = The “I-Team”!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

6. Today’s Overview
► Brief Introduction
► The Marketing Landscape
► How You the I-Team Can Help
► Final Thoughts and Questions
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

7. Brief Introduction
I promise, I’ll be brief!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

8. Intro: John Foley, Jr.
 Grow Socially – Marketing
Support Services I love Mar(H)keting!
 Strategic Marketing Planning
 Online Marketing/Social Media
 Plan, Manage, Execute and
Measure
 interlinkONE – Software
(SaaS)
 Enterprise Marketing
Management Software
 Plan, build, manage, execute
and measure all marketing
activities
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

9. The Book
 Strategies, Plans, Case
Studies Campaign Ideas,
and More.
 A guide to help
companies grow their
print business!
NewPathToProfit.com
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

10. The Books
 Printers – Business
Transformation
 Mailers, Fulfillment
providers– Business
Transformation
 All Businesses –
Untethered Marketing
(September 2012)
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

11. Keep Your Phone On!
► Feel free to Tweet, Post, Update, Email, take
notes, photos, and more! HashTag #IGAEA
@JohnFoleyJr
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

12. Get Involved!
► Grab your handout card! I want your feedback!
I hope you’ll participate!!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

13. Ready to Get Involved?
► POLL Question #1:
Which of these social networks
do you currently use?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

14. The Evolving World
of Marketing
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

15. Communications Today
• “Kitchen Table
Effect”
• Generational
Differences
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

16. Marketing Used to Be “Easier”!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

17. Inbound Marketing: Game-Changer
Social Media, Websites, SEO!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

18. Mobile Technology: Big Disruptor!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

19. Ready to Get Involved?
► POLL Question #2:
Which of these mobile trends
do you think will impact the
print industry the greatest?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

20. Social Media Statistics
900 Million Users on Facebook
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
50 million users… and sold for $1 billion!
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

21. How Are These Changes
Affecting the
Print Industry?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

22. US Commercial Printing to 2017
Source: Dr. Joe Webb via WhatTheyThink
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

23. State of the Industry: 2020
Source: Dr. Joe Webb via WhatTheyThink
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

24. Those Charts Aren’t Pretty.
How Can the I-Team Help?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

25. How the I-Team
Can Help
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

26. What We Will Look At
► The Importance of Moving Forward
► The Importance of Planning
► The Importance of Having the Right Team
► The Importance of Measuring
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

27. “I Ain’t Getting On No Plane”
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

28. The Print Industry is moving forward and
transitioning!
► Do not let your students be scared to “get on the
plane”… help them move forward!
► Educate students on new ways that service providers can
and will help their customers
► Promote and demonstrate the effectiveness of
integrated, multi-channel marketing efforts.
► Help them become thought leaders for their new
employers!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

29. Four Steps To helping
► Accept the Need for Transformation
► Understand and Embrace Marketing
Solutions
► View New Technology as
Opportunities, Not as Problems
► Change Lesson-Curriculum Plans /
Practice what you preach!!!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

30. Business Transformation for the Print Industry
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

31. Step 1: Business Transformation
► The communication
game had changed.
Printers had not.
► Printers could change and
become a bigger, valued
partner.
► Move from commodity
based transactional sales
to a value-driven focus /
solution sale.
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

32. Print Service Provider (PSP) vs.
Marketing Service Provider (MSP): The Difference
PSP: Focused on Hardware and MSP: Focused on Solutions and selling a
selling transactions solution that meets customers
marketing needs
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

33. What The Transformation Might Look Like
Year 1 Year 2 Year 3
• Basic Mgmt.
Disciplines
Additional MSP Fully Developed MSP
• Business Plan
• Print, Mailing, Capabilities
Fulfillment
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

34. Delivering Marketing Communication
Business Plan programs,
- Resource Assessment •Marketing Programs
- Business Management •Email
•Webinars
Fulfillment •Training
Print •Kitting •Social
Print
•Digital
Mail
•Small Box •LinkedIn
•Commercial Mail
•Bulk •Literature •Facebook
•Offset
•Presort •Premiums •Twitter
•X,Y,Z
•X,Y,Z •Product •YouTube
Sales Process Redefined
Business
Assessment Business Transformation
Education
Data Marketing
Fulfillment
Sales Management Communications
Assessment Marketing
Marketing Service Providers
Execution Education
•Seminars
•Classes
•Whitepapers, Articles,
•Webinars

35. Transformation Timeline
Year 1 Year 2 Year 3
Business/Marketing/Sales Process Redefined
Business >>>>>>>>>>>>>>>>>>>>>>>Transformation
Education
Business Capability additions: Fully Developed
Fundamentals Data Management -Brand
-Plans Multi-Channel Offerings -New marketing
-Positioning Executing integrated offerings
Dabble in some campaigns -Customer recognized
offerings: -Emails, PURLS, VDP, QR partner not vendor
-Purls Codes -New technology and/or
-Emails -Workforce training solution aware
-VDP -Technology to support
- Cross Media -FULL Campaign
Management

36. Step 2: Understand Marketing
March Seminar Measuring Response Rates
Email SMS / Text Print
Direct Mail
Invitation Email Invitation Text
Invitation
PURL PURL
Reply Text Call Center
/ Response Page / Response Page
Email vs. Text vs. Print
- Week Follow-Up - Measuring Subject Lines
Reminder Direct 22% You’re Invited!
Reminder Email Reminder Text
Mailer
6% Win a FREE gift!
PURL PURL 47% Check out our March Seminar
Reply Text Call Center
/ Response Page / Response Page
25% Are you interested in attending?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

37. Step 3: Change Their Perspective
► How Do We View:
► Social Networks
► Smartphones
► Tablets
► Online Advertising
► And other newer
forms of media?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

38. Step 4: Self Promotion
Two Major Benefits:
► Build Credibility by Eating
Your Own Dog Food
► Understand Resource
Requirements and
Capabilities.
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

39. Multi-Channel Campaign
► Let’s look at a print service provider that
ran a successful multi-channel marketing
campaign.
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

40. Campaign Layout
PRINTEGR8
Customers Prospects Associates
Print Email Web Print Mobile
Invitation Social Direct Mail
Postcard Flyer Banner Ad Mobile Ad SMS/Text
Email Media Invitation
PURL
Landing Landing Landing Inbound Landing
/ Response QR Code Reply Text
Page Page Page Calls Page
Page
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

41. Multi-Channel Promotion
Print / Direct Mail
- PURLs & QR Codes
Twitter
EMail Facebook
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

42. Measured: Response by Channel
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

43. The Results
► This campaign helped this printer to learn the In’s
and Out’s of what it meant to build, manage,
execute, and measure a multi-channel marketing
campaign.
► Best of all: they directly exposed their full-service
capabilities to their customers and prospects!
► Thus, they were ready to start selling!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

44. NEXT…
►Let’s go to the I-Team
For Some More Help
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

45. The Importance of Having the Right Resources
► “Give me a minute, I'm
good. Give my team an
hour, we're unbeatable.”
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

46. Organizational Chart: Core of Today’s Printer
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

47. Organizational Charts: Core of Tomorrow’s Printer
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

48. Marketing Resources: Needs
► Create Content through:
► Writing
► Video
► Audio
► Presentations
► Conversational
► Mobile/Social
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

49. Change in Resources: For Today and Tomorrow
 Marketing support!
 Database
Management
 Website
Development
 Mobile Applications
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
Photo Credit

50. Change in Sales: For Selling Integrated Solutions
► Solutions vs.
Commodities
► Resources, Demos,
Toolkit
► Questions and
Listening
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
Photo Credit

51. IT Resources: Needs
► Ability to manage data (Excel, CSV, Access)
► HTML/Web Development Experience
► Basic Understanding of Web Security
► Not Afraid to Communicate with Sales & Marketing
Departments Inside Your Customer’s Walls
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

52. Final Thoughts on Resources
► In order to succeed as a Marketing Services Provider,
printers absolutely need different resources than in
the past. (YOUR STUDENTS!)
► The best way for a MSP to be sure you have the right
talent? Build, manage, execute, and measure
marketing initiatives for their own business!
► … Can your team handle it?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

53. NEXT…
►Let’s go to the I-Team
For Some More Help
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

54. “I Love it When a Plan Comes Together”
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

55. Success: Almost Always Starts with the Strategy
► Business Plan
► Marketing Plan and
Calendar
► Sales Plan
► Financial Plan
► Organizational Needs
► Measure
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

56. The Marketing Plan
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

57. Marketing Calendar: Take 1
Announce Mail -
Send out on website Monthly
flyers to
Newsletter
clients
Phone Calls
Email
eNewsletter
(Announce)
Tell
Expo Event
colleagues
8AM-6PM
you’re
attending
Send thank Enter new
you cards contacts in
CRM
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

58. Marketing Calendar: Take 2
Create Announce Announce on Mail -
Send out Post, Link on website & Monthly
flyers to back to Newsletter
clients website
Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)
Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending
Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
Post & Post Integrated Marketing Is Now Part of Your Job
The I-Team: presentation
Pictures Jr.| interlinkONE and Grow Socially: Copyright 2012
John Foley,
on

59. Steps to Marketing Success
► Create a Strategy (PLAN)
Remember…
► EXECUTE Execution
TRUMPS
Strategy!
► Measure
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

60. Final Thoughts on Planning
► Educate your students on the importance of always
taking the time to strategize and plan
► Far too many printers have failed today because they
did not have a plan ready. When things took a turn
for the worse, they weren’t sure where to go.
► Planning can make building, managing, measuring,
and execution easier!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

61. NEXT…
►Let’s go to the I-Team
For Some More Help
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

62. “I Pity The Fool… That Doesn’t Measure!”
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

63. Essential Element: Reporting Dashboard
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

64. Measure: What did people respond to?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

65. Measure: What groups responded?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

66. Measure: Landing Page Activity
Who visited the page?
Who responded?
Who did not?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

67. Measure: Inquiries and Leads
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

68. Measure: E-Mail Efforts
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

69. How to Measure Online Marketing Success?
► How many
► Downloads
► eNewsletter Sign-Ups
► Blog Comments
► Questions
► Shared Links
► Re-Tweets
► Followers
► Site Traffic
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

70. Measure: ROI and Cost per Lead
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

71. Measure: Print & Mobile with QR Codes
► # of Scans
► Date/Time
► Device
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

72. Summary on Measurement
► Measurement across all channels is easier than
ever… it still takes effort, but it must be done!
► Key part of any service providers job is to actively
track, analyze, and deliver results.
► The measurement step can be used to generate on-
going and additional business!
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

73. Final Thoughts
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

74. Transformation Timeline
Year 1 Year 2 Year 3
Business/Marketing/Sales Process Redefined
Business >>>>>>>>>>>>>>>>>>>>>>>Transformation
Education
Business Capability additions: Fully Developed
Fundamentals Data Management -Brand
-Plans Multi-Channel Offerings -New marketing
-Positioning Executing integrated offerings
Dabble in some campaigns -Customer recognized
offerings: -Emails, PURLS, VDP, QR partner not vendor
-Purls Codes -New technology and/or
-Emails -Workforce training solution aware
-VDP -Technology to support
- Cross Media -FULL Campaign
The I-Team: Integrated Marketing Is Now Part of Your Job
Management
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

75. The I-Team Can Help This Industry Thrive!
► Know the student of past will not be able to serve
transitioning companies without new skills
► Embrace Integrated Multi Channel Marketing
► Focus on the importance of students understanding
customer’s problems… and using multiple channels to
solve them
► Stay up-to-date on emerging marketing trends
► Practice what you preach
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

76. THANK YOU!
Questions?
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

77. Q & A / Contact Me!: http://ilink.me/JR
QR Code
iFlyMobi.com
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012

78. !
The I-Team: Integrated Marketing Is Now Part of Your Job
John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012