Progressive brands are analyzing and prioritizing digital integration in their 2015 plans. Speakers shared a few key considerations throughout the planning process. They will discuss research and strategy, integrated tactics v. programs, and full-funnel analytics as we move into 2015.
Attendees of the webcast will take away the following:
Planning: What inputs and analysis are used to understand where tactical and integrated opportunities exist?
Execution: Where do “program” opportunities exist to improve cross-channel efficiencies and results?
What tactics will help your team successfully plan and execute winning digital campaigns?
Full-Funnel Analytics: What plans should be made to measure and capitalize upon results throughout the funnel, online and offline?
Gut Checking Your 2015 Integrated Digital Marketing Plan
1.
2. Is Your 2015 Integrated Digital
Marketing Plan Complete?
Time for a Gut Check?
Thursday, December 11, 2014 - 1:00 EST(10:00PST)
Speakers:
David Robidoux, VP, Marketing, Franchise Services, Inc.
Mike Bell, VP, Marketing, Parchment
Mike Corak, EVP, Strategy, ethology
3. Viewing Tips
Turn Off Pop-Up Blockers
Technical difficulties?
• Click on “Help?” link
• Use Q+A box
Submitting questions to speaker
• Q+A session at end of webcast
• Use “Ask a Question” box to submit questions
• Send questions at any time
• #DMDwc
#GutCheck
4. Today’s Presenters
David Robidoux
VP, Marketing, Franchise Services, Inc.
www.linkedin.com/pub/david-robidoux/2/317/7b2
Mike Corak
EVP, Strategy, ethology
www.linkedin.com/in/mikecorak
@mikecorak
Mike Bell
VP, Marketing, Parchment
www.linkedin.com/in/bellmichael1
#GutCheck
@michaelrsbell
5. About Parchment
Parchment 5.0, our electronic credentials platform, delivers the
full B2B2C credential lifecycle securely and at scale.
2. Learners Request,
Collect, Deliver & Share
Multiple Credentials via
3. Credentials Are
Displayed in Online
Profiles
Parchment Send Parchment.com Parchment Receive
Issue. Request. Collect. Deliver. Share. Analyze.
Parchment 5.0
#GutCheck
One Account
1. Issuers Move from
Paper to Electronic
Credentials (Issue,
Order, DRM, etc.)
4. Credentials are
Delivered to Official
Destinations (e.g.
Admissions)
A Secure & Trusted Platform
6. About Franchise Services
Franchise Services, Inc. is a franchise
management company that owns the
franchise brands TeamLogic IT, Sir Speedy,
PIP, Signal Graphics and MultiCopy. FSI’s
award-winning brands support the small- to
medium-sized business market.
#GutCheck
7. Top Considerations
1. Planning Process
2. Tactical Needs
3. Integration
4. Resourcing
5. Analytics
6. Budgeting
#GutCheck
10. Polling Question 1
Poll 1: Where do most marketers plan to focus their
digital efforts in 2015?
a) Brand Awareness
b) Revenue Support
c) Data Acquisition
d) Digital Channel Expansion
e) Improving Customer Experience
#GutCheck
11. Ethology (Annual) Integrated
Planning Process
Business Goals
• Definition
•Map digital KPIs
•Audit ability to
efficiently
measure and tie
back to
business goals
Audits & Inputs
• Consumer
Insights
• Content Demand
• Personas
• Tactical Audits
•Customer
Experience
Audits
• Resource Audit
•Competitive
Analysis
• Share of Voice
•Offline Marketing
Plan Review
• Tool Assessment
• Funnel Definition
Strategy
•Opportunity
Assessment
•GAP Analysis
• Brand
Taxonomy
• Tactical Strategy
• Integrated
Strategy
• Content
Strategy
• Resource
Assignment
• Projections
• Journey
Mapping
Plan
•Ops Design
• Service Design
• Tactical Calendar
• Content Calendar
• Technical
Roadmap
• Usability
Roadmap
• Resource
Roadmap
• Innovation
Roadmap
• Integrated
Processes
• Roles &
Responsibilities
Budget
•Cost Estimate
Against Program
& Outcomes
• Feasibility
Assessment
Adjust and Repeat Until Approved
#GutCheck
12. Parchment Planning Timeline
Strat Plan
Quantitative
Brand
Qualitative
Member
Road Show
Learner
• PR
• Influencer
• Education
• Interactive
• Social
7’14 8’14 9’14 10’14 2015
Q4 15
Phase 1
Strategic Planning
Phase 2
Research &
Analysis
Phase 3
Brand Identity
• Parchment
Vision
• Strategic Pillars
• Map Current
Tactics to
Pillars
• Map Future
Tactics to
Pillars
• Identify KPIs
• Map Org Chart
to Strategic
Direction
• *Pricing
Strategy
Phase 5
Execution
• GA Audit
• PPC “Test”
campaign
• Positioning
• Brand Drivers
• Creative Brief
• Logo
Refinements
• Logo/Brand
Extensions
• Style Guide
• Presentations
• Internal
• Sales
• IR
• PR
• P.com survey
• Member Focus
Groups
• Learner Focus
Groups
• Social Listening
• Consistent but
custom
messaging
• Insight-driven
initiatives
• Targeted
Campaigns
• Segmented
Decks
Phase 4
Socialization
• Interview
internal
stakeholders
• Gain consensus
on Strategic
Pillars
• Socialize KPIs
• Present final
Strategy
Systems
Team
Marketing
Sales
Product
Marketing
Product
Sales
Agency Partner
Marketing
Product
Sales
Agency Partner
Marketing
Product
Sales
Finance
Marketing
Sales
Product
#GutCheck
15. Polling Question 2
Poll 2: Where do you tactically feel that your digital
marketing execution has the most opportunity for
improvement?
a) Mobile
b) Big Data
c) Conversion Optimization
d) Content Marketing
e) Marketing Automation
#GutCheck
18. Polling Question 3
Poll 3: Organizationally where do you feel the
biggest opportunity for digital marketing
improvement lies?
• Integration
• Resourcing
• Analytics
• Budgeting
#GutCheck
20. Common Integration Deficiencies
Upon Audit
• Modern SEO: Technical SEO, Content
Strategy, UX, Creative, Social
• Local: National SEO, Local SEO, Local
Content, Social (reviews), Localized Content
• Customer Experience: UX Design and
Content Strategy (Service Design – Offline)
• Retention: CRM, Email, Social, and Offline
• Multi-Channel Analytics (Attribution)
#GutCheck
21. Content Strategy at the Core
social
promotion
and
discussion
paid media
promotion
tactically-agnostic
future-friendly
search
analytics
lifecycle
marketing
(email)
content
creation
content
strategy
lenses: local + mobile
#GutCheck
24. Cultural Shifts That Break Down Silos
• Reimagine your organizational structure, processes, and
ops design
• Rally teams and partners around integrated programs
• Assign common success KPIs across teams (incentives)
• Create a senior level content position
• Include cross-channel teamwork in performance reviews
• Celebrate group successes
• Educate!
#GutCheck
25. Staffing Model Extremes
In-house
• Tactical execution with internal
staff
• Consultation from tactical industry
experts
• Examples: Intuit, Amazon
Benefits: Cost effective, activity
oversight, integration control (in
theory)
Risks: Planning ability, talent, ability to
tactically stay cutting edge, team
management, knowledge for program
evolution and integration
Delivery Partners
• Tactical execution with external
staff
• Partnered planning
• Examples: CPG
Benefits: Tactical accountability
Risks: Direct tactical oversight
and staffing, cost, multiple agency
management and integration,
ability to understand where to
make bets (partner competition)
#GutCheck