Background

• TURNER is an integrated marketing communications agency that specializes in travel and lifestyle brands.

• TURNER offers the following services:Media relations Content marketingDigital communications Crisis communicationEvents and showrooms Celebrity placementsPress tripsPartnershipsInfluencer relations Research

Challenges

• How do you grow business with current clientele?

• How do you tap adjacent business related to travel and lifestyle?

TURNER is challenged to grow their business.

• How do you position the company as a truly integrated agency that delivers valuable digital and social media services?

TURNER is challenged to promote awareness about their digital

capabilities.

Recommendations

• How do you grow business with current clientele?

• How do you tap adjacent businesses?

• How do you create awareness about digital expertise?

TURNER should highlight their success throughout the years. How has the company helped its clients meet their goals?

TURNER should highlight their knowledge of the emerging market. How is the company able to assess and foresee outcomes?

TURNER should highlight their digital offerings and services. How is the company able to keep up with the latest digital trends?

Publics

TURNER

Current Clientele

Future Clientele

IndustryRelated

Organizations

EmployeesCompetitors

Messages

• TURNER will communicate the following messages throughout the campaign.

TURNER builds personal relationships with their clients which translate to mutual growth and success.

TURNER helps clients assess trends and foresee outcomes using the proper knowledge and expertise.

TURNER keeps up with the evolving digital trends which give their clients a competitive edge.

Goals and Objectives

• Objective 1• Increase overall business by 20%

Goal 1 Grow business with

current clientele and tap adjacent business

• Objective 2• Increase thought-leadership in digital

realm

Goal 2 Promote awareness

about digital offerings and capabilities

• Objective 3• Increase public awareness through the

use of employees

Goal 3 Promote growth within the company and out

Strategies and Tactics

Strategy 1 Highlight the success of the company by promoting the personal

relationship they build with the clients

From Me to You What are your clients saying?

Out and About What can you and your client do?

Something is Brewing What is next for your client?

Current Clientele and Adjacent Businesses

From Me to You

What can your client say about you?

• Have a client create a blog post on behalf of Turner• Interview a client and ask about your collaboration• Create a video featuring your client

Out and About

What can you and your client do together?

Curated team building

Account specific Goal oriented

Celebrate success

Reconnect Future

Something is Brewing

What can people expect from your clients?

• Using Turner assets to promote clients• Teasers that can leave audience curious• DO NOT BE HARD SELL

Strategies and Tactics

Strategy 2 Pitch CEO to industry related media and conferences and owned

platforms specific to digital communications

Turner Story Who is Christine Turner?

Turner Lifestyle What is the Turner lifestyle?

Turner Corner What would Christine Turner do?

Turner Story

How do you pitch the CEO?

• Who is Christine Turner?• What is her success story?• When did she start Turner?• Where did she start it?• Why is it transitioning?

Turner Lifestyle

What kind of lifestyle did Christine Turner create for the company and its employees?

• What is a typical day in Turner?• How does Christine communicate with the employees?

Turner Corner

What would Christine Turner do?

• Weekly blog posts and/or digi talks from Christine• Christine can talk about upcoming projects, collaborations,

and digital trends

Strategies and Tactics

Strategy 3 Encourage employees to promote the company through digital

Turner Takeover What is happening today?

Page Turner What are your thoughts for the week?

Turner Hackathon Should we come together?

Turner Takeover

Page Turner

What do your employees think?

• One blog post a week from employees• Employees can talk about the agency life, digital trends, etc• Management chooses one post per week

FUN FACTS!

Turner Hackathon

When should you get together with regional offices?

• Chicago, New York, and Denver offices get together• What are the plans moving forward?• How can we help each other?

Social Media

Audit

Instagram Twitter Facebook Pinterest LinkedIn SnapchatFollowers 648 3,538 1,203 519 2,855 n/a

Posting Frequency Weekly Daily

Every 2-3 days n/a Every 2 days Daily

Content

Company & client events, behind the scenes at Turner

Client & industry

news, chats

Client & industry

news

Travel destinations,

style, food/drink

Company info, job postings, industry

information

Behind the scenes at Turner,

Client work

Audit

Social Media Playbook

The essentials

Purpose and objectives Roles

Social media channels How to be social Content

Social Media Playbook ✔ ✖Consider audience on social channel

✔

Check previous content before creating your post

✔

You do not need to evaluate content

✖

Recommendations

• User more trending hashtags• More visual content than informative contentInstagram

• Central hub for news/events and updates• Original video content from managementFacebook

• Engage with influencers and potential clients• Promote news/events from Facebook pageTwitter

• Turner work culture• Day to day of Turner employees at workSnapchat

• Promote articles from Spin Kitchen• CEO to share company storiesLinkedIn

Constraints

Budget restrictions

Employee count and expertise

Getting existing clientele on board

Success Factors

• Did business increase by 20%?Clientele

• Which projects were featured?• Did these attract more clientele?Awards

• Where was the company mentioned?• Are the correct messages reflected?Impressions

• Was there an increase in website clicks?• Did these convert into action?Traffic

• Are there more job applications from people with background in digital communications?Jobs