Laura Kinoshita
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Transcript of Laura Kinoshita
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:
•Gettherightinfluencerstalkingaboutyourissues •Growandexpandproviderrelationships,networks andonlinediscussionforums •Buildanactive,engagedcommunityaroundtopics associatedwithtrauma-centeredcare •Ensureyougetthehighestreturn-on-investmentfor eachmarketingdollarspent
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How We Work:
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We will begin with a half-day messaging session to ensure the messages we deliver are appropriate, persuasive, compelling and authentic.
•Ourapproachengagesmentalhealthtreatmentandserviceprovidersinhighlyeffective,meaningfulandcompellingways.That’sbecausewebegin with one or more highly detailed “marketing persona(s)” or ideal mental health provider “avatar(s)” that provides clear direction to campaign efforts. •Yougetreal-timecampaigndata:Wegiveyouasingledashboardtomonitorhowyourcampaignisperformingonadailybasis.Nomorejumping 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.
Weuseaproven,8-stepprocesstoensuresuccessofcampaignobjectives:
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Step 1: Clearly define and distinguish the message
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 andperceptions throughout the campaign. We will help you define:
• Whatdoyoustandfor,in160charactersorless?
• Whoarethemostimportantpeopleyouneedtopersuade?
• Whatproblemsandpainpointsareyouhelpingtosolve?
• Whatvalue–expertise,resources,guidanceandtools–canyou
bring to mental health providers and to the centers and clinics they
workin?
• Howareyouimprovingorsavinglives?
• Whatisgoingtomakementalhealthserviceproviderslistentoyou?
• Whatarethe3greateststrengthsofyourcampaign?
• Whatare3greatestweaknesses?
• Whatarethegreatestopportunitiesforthefuture?
• Whyshouldmentalhealthserviceproviderslistentovou?
• Whoelseistalkingabouttheseissues?
• Howdoyouexpressyourmessageinwords,imagesandactions?
• Whatareyoudoingtobetrulyinnovativeandmovetrauma-sensitive
careforward?
• Whatwordsandkeywordphrasesarepeopleusingtolearnabout
thisissue?(actual)
• WhatkeywordphrasesdoweWANTpeopletousetolearnabout
thisissue?(desired)
Weuseaproven,8-stepprocesstoensuresuccessofcampaignobjectives:
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Step 2: Design and deploy a content-driven website Step
Step3:SetMeaningfulGoals
Step4:SetSpecificandMeasurableObjectives
Step5:BuildanIntegratedCampaignFueledbytheFourCoreMarketingStrategies:
Step6:SetDynamicBudgetsthatCanBeShiftedBasedonPerformance
Connect marketing projects (“Epics”) to the audiences and metrics thatmatter most. Prioritize activities based on greatest return-on-investment potential.
SampleMonthlyGameplan
Weuseaproven,8-stepprocesstoensuresuccessofcampaignobjectives:
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Step8:MeasureandImprove
Sample Scorecard
Areas of Expertise
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• BrandingandCompetitiveStrategy • Print/Radio/OnlineAdvertising• WebDesign&Development • MobileOptimization• SearchEngineOptimization • EmailMarketing&LeadNurturing• PPCCampaigns • SocialMediaManagement• Reviews&Testimonials • OnlineReputationManagement • Metrics&ROIAnalysis • MobileApps • GraphicDesignandIllustration • Blogging&InboundMarketing• Policies&Governance
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 impactingyourbusinessmost.You’llknowexactlywhichkeywordsaregeneratingthemostleadsandcustomers.
EmailMarketing&LeadNurturing
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:
• Setuptemplates,signupforms,thank-youpagesandconfirmationpages• Organize,researchandwritecontent• Managesubscribers• Reviewperformance• Provideemailanalytics&reports• Adviseontopicsandcontentstrategy
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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Blogging&InboundMarketing
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:
• Createpostseasilywithasimpleeditinginterface• Getkeywordandsearchengineoptimizationstrategiesandtipsasyoutype• Automaticallyincludesocialsharingiconsforeachpost• Automaticallyposttomultiplesocialmediaprofilesandplatformsatonce• Easilyputcallstoaction(CTAs)inyourblogpostsandturnyourreadersintonewbusinessprospects• Tracksubscribers,pageviews,commentsandinboundlinks• Triggeremailnewsletterworkflows• Integrateintoyourcustomerrelationshipmanagement(CRM)system• Keepallyourdataallinoneplace,soyoucanseeataglancewhat’sworkingandwhy
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 alsohelpyoudevelopappropriatesocialmediagovernancepolicies,workingwithyourHumanResourcesandLegalteamstoreviewandupdateexistingpoliciesthatmayaffectyourmarketingefforts.
SocialMediaManagement
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.Thatmeanswewill supportandbuildyourbrand, listen toand talkwithyourcustomers, join industry-specificcommunitiesandconversations,monitoryour reputationandyourcompetitionandactivelyseekoutopportunitiesforyoutostartconversationsonline.Asprofessionalsocialmediamanagers,webuildtrustandcreatecontagiousenthusiasmforyourbrand.Youget:
• Two-wayconversationswithcustomers• Ateammonitoringandlisteningtosocialmediaconversationsonyourbehalf• Anaccountmanagertoforeword“needaction”itemstoyourteamforreview• Positionyourcompanyasathoughtleaderinthefield;breakoutfromthepack• Activelyseekoutandstartconversationsaboutyourbrand• Supportacross3socialmediachannels(Facebook/Twitter/Instagram)• TwoTravel/ReviewRecommendationsites(Yelp!/TripAdvisor)• Etiquettepostings(thanksfor@mentions,comments,removespam)• Recommendedresponses&strategiccounselfornegativefeedbackorcriticism• Monthlyinsightreportandrecommendations
Areas of Expertise
Meettheteam:LauraKinoshita
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As founder of Kinoshita Communications LLC, Laura leads a small team of creative professionals who are self-motivated and consistently deliver exceptional results. As team lead, Laura will provide senior strategic counselfor 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 PublicRelations Award for best product launch and a Silver Telly award for best educational video. Additionally, LauraKinoshitawasnamed2013WomeninBusinessChampionattheSmallBusinessAdministrationinJanuary.
Before founding Kinoshita Communications, Laura was Public Information Officer at theW. M. Keck Observatorywhere she directed all media relations, visitor services, science communications and public outreach for NASA,Caltech and the University of California.
Before Keck, Laura was Managing Supervisor at Fleishman-Hillard, a world-leading international communicationsfirm with 70 offices worldwide. Laura’s responsibilities included the management of U.S. and European publicrelations campaigns for clients such as Excite, Hewlett-Packard, IBM, Seagate, Vicinity Corporation, Websense,Yahoo!andmanyothers.
Laura earned her Bachelor’s degree in public relations from the College of Communications at California StateUniversity, Fullerton, one of the largest and top-performing programs in the nation. She moved to Hawaii in 2001 tobecomePIOatW.M.KeckObservatory.
Laura is now board member of Social Media Club, Hawaii chapter, a non-profit organization that connectsmedia 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 MarketingProfessional and Inbound Educator. She was voted one of Hawaii’s Top 15 Social Media Personalities byEmergingNewMediaatthe2012SocialMediaAwards.
LauraKinoshita
Meettheteam:JillynDillon,MBA
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Jillyn is a Hawaii-based software developer and business process expert focused on Web design anddevelopment.
Jillyn holds an MBA in Finance and Marketing and completed most of her coursework toward her Master’s ofScienceinSystemsEngineeringattheNavalPostgraduateSchoolinMonterey,California.
Jillyn spent her entire career at NorthropGrumman, until recently. Sheworked for them for just over a decade ina diverse array of roles including software development, project engineering, systems engineering, competitiveintelligence, and international business development.
Jillyn is an analyst at heart. It’s what made her great at Northrop and it’s the reason she’s an excellent Webdeveloper. 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.
JillynDillon
Meettheteam:DeannGinoza
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Deann is the team’s functional hub, keepingprojects organized andhelping to respond to clientdemandsquicklyand 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 managementof The Shops at Mauna Lani on the Kohala Coast as well as managed close interactions with all tenants. Sheworked hand-in-hand with the property manager to assist in any and all aspects of property management, including all special activities and entertainment.
Deann holds a bachelor’s degree fromUniversity of Hawaii at Hilo with amajor in Japanese Studies and aminorin Business Administration.
DeannGinoza
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3-YearAgencyRevenueGrowth
Portfolio
Weenjoyworkingwithpassionateandcommittedclientswhoarereadytomoveforward in bold and innovative ways
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Portfolio:ImplementedtheC.O.P.P.S.SocialMediaMethod
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3-YearAgencyRevenueGrowth
Portfolio
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3-YearAgencyRevenueGrowth
Portfolio
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Portfolio: Branding and Social Channels
Established:2007
NumberofCurrentActiveClients:12
NumberofAccountStaff:5
2012Billings:Under$200,000
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Established:2007
NumberofCurrentActiveClients:12
NumberofAccountStaff:5
2012Billings:Under$200,000
NotableProjects:
2012-Present:HonoluluPoliceDepartment:OnlineCommunityEngagementandSocialMediaTraining
2011:ShopsatMaunaLani:TurningDigitalCommunitiesinto
In-StoreTraffic
2008-2010:EarlyLearningCouncil:Act259:KeikiFirstSteps
2009:NaHonuaMauliOla:HawaiianCulturalGuidelines2ndEdition
2007-2009:KamehamehaSchoolsStrategicPlanningandIm-plementation
Agency Profile:
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Awards:
2013SBAAward
2012PRSAKoaAnvil,IntegratedMarketing
2012Top15SocialMediaInfluencer
2012HermesCreativeGoldAward
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IncreaseLeads:PPCReturn-on-Investment
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IncreaseLeads:PPCReturn-on-Investment
ClientsCurrent engagements are marked with an asterisk:
EDUCATION
» Bilinsky Educational Services
» GoodBeginningsAlliance
» Hawaii Dept. of Education | EarlyLearningCouncil
» KamehameSchoolsStrategicPlanning&Implementation
FOOD&BEVERAGE
» BiteMeFishmarket&Grill*
» JetWayBeverages
» MonettesatMaunaKea Beach Hote
» Ultimate Burger
HAWAIIANCULTURE
» NaLauLama
» NaHonuaMauliOla,Uiversity of Hawaii | HawaiianLanguageCollege
HEALTHCARE&FITNESS
LAWENFORCEMENT
EVENTS
REALESTATE&PROPERTYMANAGEMENT
PROFESSIONALSERVICES
RETAIL
VISITOR&TRAVEL
» Alzheimer’s Care Consultants
» Dr.JohnD.Stover,DDS MaxillofacialandCosmetic Centers of Hawaii
» Le`ale`aFitnessCenter*
» HonoluluPoliceDepartment*
» TheShopsatMaunaLani
» AugustineRealty,Inc.
» HawaiiResortHomes*
» LavaRockRealty
» MacArthur&Company| Sotheby’sInternational*
» KamuelaHolisticRetreat
» Kona-KohalaChamberof Commerce
» NonieToledo&Associates*
» PaydayWorkforceSolutions*
» SocialMediaClubofHawaii*
» Hana Hou Island Treasures
» TheShopsatMaunaLani
» MauiPacificadbaMaui Christmas
» ActivityRez*
» BiteMeSportfishing*
» MaunaKeaVisitorInformation Station,W.M.KeckObservatory
KohalaCoast,Hawaii,96743www.laura-kinoshita.com(877)[email protected]@lkinoshita