Plan and Manage Integrated Marketing Projects and Programs November 14th, 2013 Jared Brickman Senior Digital Strategist Pinckney Hugo Group Twitter: @JaredBrickman @PinckneyHugo
Site visits to OCRRA facilities jumped to over 12,000, an increase of over 12% compared to 2011. Total compost revenues nearly doubled, and OCRRA collected over 536,800 tons of material for a 60% total recycling rate in Onondaga county. It all adds up to a county that continues to lead the nation in recycling, helping to preserve the natural wonders around us.
Planning and Executing... and planning while you execute.
Begin first with your goals.
What communications assets will constituents use to interface with your organization?
Perform market research to discover...
... which channels will drive your constituents to your assets and to take action.
Measure your campaign performance - always be adjusting and experimenting (plan while you execute).
The Marketing Process
Introspection and Market Research
Problems Less-than-ideal awareness and recall of your program Less-than-ideal program participation Complex/changing regulations Overloaded constituent support channels; costs
Goals Improve brand and message recall among constituency Drive more participation in programs Communicate new regulations Improve constituent experience when ordering materials, interacting with support channels
Constituents Breakdown your various targets into groups; possibly by program/service Profile targets (demographics, psychographics)
Constituents What is their problem? What is your solution?
Getting into Semantics (Messaging and SEO) How does each target...... define your agency?... describe the problem they re having?... describe the solutions that you offer?... describe what your solutions are not? Consider surveys and focus groups
Stakeholders Consider not only your boss, but those who play a part in providing your programs and interacting with constituents. What is/are...... success?... metrics that measure success?... ways they feel your constituent services could be made better?... problems that they have properly serving constituents?... the insights they have in feedback from constituents?
Transactional Cycle For constituents and stakeholders, itemize their interactions with your programs: How do constituents hear about it? What information do they need to decide to take action? What actions do constituents take to interact with your programs? Which stakeholders are they interacting with? What are the additional touch-points that constituents have with your program? Which stakeholders are involved? How does the constituent feel at each step of the cycle? What are their pain points? What can you do improve your process to make it better? What communications would improve their education about how your services relieve their pain points? Are there any interactive functions/services that can help to improve your experience?
Leveraging Data Existing program marketing metrics: Ad performance metrics Website analytics Search engine analytics Resources FedStats.gov/Census.gov (Census Data Map) Pew Center (Internet & American Life) comscore Insights Google Trends
Peers What market problems are your peers resolving? How are they doing so using marketing/communications and interactive assets? Peek at the marketing strategies of well-endowed organizations: get top-dollar marketing strategy ideas for free (case studies, awards, marketing news outlets) Business intelligence platforms: SEMRush - how peers semantically define their programs for search Topsy - Social content trend mining ProQuest - Industry trends and news Crew - Advertisements running worldwide Google tip:site:adage.com recycling program si
Planning Measurement Match the metric to the goal: Brand/messaging recall Program enrollment Event attendance Website content engagement/downloads Recycling hotline phone calls; constituent support staff workload Are there pre-conversion steps or secondary actions that bring value? Filled out a contact form on your website Commented on a social media post Downloaded program enrollment materials
Identifying Communications Channels
Assess All Channels Available
Revisit Constituents and Market Research What communications channels are your constituents most comfortable with and consistently using? Who do those constituents consider to be influential? Is there a means by which you can tap into that influence? Can you reach multiple constituencies with the same channel? With the same message? In what context should you reach out to the constituent (when, where and [in the case of digital] what devices)? How busy are the channels that you re considering? What can you do to stand out or be unique?
Revisit Peers Of the channels you re considering, are your peers also using those channels? How are your peers using the channels you re considering? What message? Tone? Timing? Action point?
Assess the Use Case and ROI Assess the use-case are your constituents really likely to engage with you in the particular channel? Are constituents really going to Like my Facebook Page? Are users really going to watch your Virtues of Composting while they re using their mobile device on a Friday night? Assess the Potential ROI (measuring ROI is next ;-) ) what activities will get you the most bang for your buck (and time)? Social media can be a lot of work - it s a noisy space and may not drive action. AdWords ads can be highly-targeted, focused and catch the user at just the right time. Billboards are located in high-traffic areas, but they re also expensive.
Measure Performance and Experiment
Tap Existing/Establish New Performance Measurement Systems for Goals Program enrollments Event attendees Website/email/social media analytics Conversion points - actions that bring your organization closer to meeting its goals Secondary conversions points - actions that represents supplemental value or a step proceeding a final action that brings your organization value Content engagement - time on website, lower bounce rate, social audience, social content engagement (RTs, Likes, Comments etc.) Customer support system (CRM) Reduction in support tickets/emails/phone calls
Conversion Attribution per Channel Which channels drive constituents to take valuable action? Tag incoming conversions per channel: Campaign and Vanity URLs Event tickets per channel How did you hear about our program? Phone calls to a specific number Emails to a specific address
Assess Channel Performance Cost per acquisition: Total Cost of Marketing Channel Total Conversions Continue initiatives that result in the most ideal CPA + ROI; eliminate those with the worst Test a variety of techniques through A/B testing change a single aspect about the same marketing piece and see which performs best. Ex: Email event invite - subject line or message send timing Social media - Photos with a link vs. videos with a link Ads - Creative showing people vs. creative showing waste
Execute, Refine, Repeat
Jared Brickman Senior Digital Strategist Pinckney Hugo Group jared@pinckneyhugo.com @JaredBrickman 315.478.6700