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WHAT’S NEXT: TRANSFORMATION

ESSENTIALS TO STARTING A DIGITAL MARKETING TRANSFORMATION

PRESENTED BY:

WELCOME

JOHN EIKOSTBRANDY AlEXANDER-WIMBERLY THRIVE INTERNET MARKETING

Wednesday, November 30, 2011

TRANSFORMATION MARKETING

OUR AGENDA FOR TODAY - 60 MINS OR LESS

01 OUR COMPANY HISTORYLETS GET TO KNOW EACH OTHER.

02 8 ESSENTIALS TO ONLINE SUCCESSWHAT MAKES THE WEB WORK?

03 ONLINE BLUE PRINT PROPOSALA QUICK OVERVIEW OF WHAT THRIVE CAN DO FOR YOUR ORGANIZATION



OUR COMPANY – QUICK HISTORY

LAUNCHED IN 1994ORIGINALLY FOCUSED AS AN ISP, TRANSITIONING TO WEB DESIGN AND DEVELOPMENT IN 2000.

CREATED TOLEDO.COM IN 1997A CITY PORTAL SITE, FOCUSED ON SHOWCASING NEWS, EVENTS, AND INFORMATION ABOUT LOCAL BUSINESS.

RELAUNCHED AS THRIVE IN JAN. 2011WE REBRANDED THE DIGITAL MARKETING, DESIGN & DEVELOPMENT PORTION OF THE COMPANY TO THRIVE INTERNET MARKETING TO LEVERAGE AWARENESS ON A NATIONAL LEVEL.



THE THRIVE TEAM - TEAM OF 9 FULL TIME EMPLOYEES

IAN HARTTEN FOUNDER/DIRECTOR

JOHN EIKOST SOCIAL STRATEGIST & MANAGER OF TOLEDO.COM

JEREMY ALDRICH INTERACTIVE DESIGNER

GWEN BETTS INTERACTIVE DESIGNER & TECHNICAL SUPPORT SPECIALIST

EMILY RIPPE SOCIAL MEDIA SPECIALIST & CONTENT EDITOR

BEN SNYDER VIDEOGRAPHER

TRACY COX FINANCE DIRECTOR

5 PART TIME EMPLOYEES - PHOTO EDITING, COPY WRITING AND VIDEO EDITING.

JAMES HARSH SALES AND YMCA SUCCESS MANAGER

BRANDY WIMBERLY ACCOUNT SERVICES SPECIALIST



OUR COMPANY – PREFERRED PROJECTS

DYNAMIC WEB SITESWE BUILD MOST SITES USING THE ACCRISOFT FREEDOM CMS. ALL CLIENTS CAN MANAGE THEIR OWN SITES, ELIMINATING EXTRA TIME AND COSTS.

ECOMMERCE WEB SITESWE SPECIALIZED IN BUILDING E-COMMERCE WEB SITES THAT ENABLE OUR CLIENTS TO SELL PRODUCTS ONLINE AND ACCEPT CREDIT CARD TRANSACTIONS.

SOCIAL MARKETINGWITH THE ADVENT AND MASS ADOPTION OF SOCIAL MEDIA, WE’VE TAKEN NOTE AND WORKED TO DEVELOP METHODS TO HELP OUR CLIENTS START A DIALOGUE WITH THEIR CUSTOMERS.



OUR COMPANY – EXPERIENCE

550 WEBSITES DEVELOPEDOUR BREAD AND BUTTER SERVICE. BEEN THERE, DOING THAT, AND HOPE TO KEEP IT UP.

240 HOSTED WEBSITESWE’VE GOT SPACE FOR YOUR SITE IF YOU NEED IT.

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30 SOCIAL MARKETING CAMPAIGNSWE WILL CREATE YOU A BLUEPRINT FOR YOUR CAMPAIGN

3 ADDY AWARDSADVERTISING COMPETITION, SPONSORED BY THE AMERICAN ADVERTISING FEDERATION.

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OUR PORTFOLIO – DESIGN & DIGITAL MARKETING

OUR CLIENTS INCLUDE SOME OF THE REGION’S TOP COMPANIES AND ORGANIZATIONS.

THE TOLEDO COMMUNITY FOUNDATION

THE STRANAHAN FOUNDATION

THE UNIVERSITY OF TOLEDO FOUNDATION

THE UNIVERSITY OF TOLEDO

THE MANCY FAMILY RESTAURANTS

THE HONEYBAKED HAM COMPANY

HOSPICE OF NORTHWEST OHIO

BGSU ATHLETICS

WOOD COUNTY ECONOMIC DEVELOPMENT

LUCAS COUNTY IMPROVEMENT CORP.

THE TOLEDO SYMPHONY ORCHESTRA

THE TOLEDO BOARD OF REALTORS


THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.

✓ AN ONLINE STRATEGY IS NEEDED FOR 2012

✓ HAS A NEW WEB SITE AND LEARNING HOW TO UPDATE

✓ NEEDS TO IMPROVE THEIR SOCIAL MEDIA EFFORTS

✓ NEEDS TO IMPROVE ATTENDANCE WITHOUT BREAKING THE BANK

✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS


WHAT WE KNOW ABOUT ST. URSULA TODAY


WHY ARE WE HERE DOING THIS?



CREATE LOYALTY AND FIND NEW STUDENT PROSPECTS

YOUR DIGITAL IMAGE IS YOUR REAL IMAGE AMPLIFIED

CREATE GREAT CONTENT, GET FOUND ONLINE, INTERACT WITH TARGET AUDIENCE, GENERATE LEADS, INCREASE NEW ENROLLMENT

THIS IS A MARKETING AND SALES EFFORT THAT IS 100% MEASURABLE.

OUR GOAL: SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE

LOWER THE OVER ALL MARKETING AND ADVERTISING COSTS

BECOME THE MOST SAVVY ONLINE PRIVATE SCHOOL IN TOLEDO


WHERE ARE YOUR PROSPECTS?



MORE OF THE THINGS WE USED TO DO OFFLINE, WE NOW DO ONLINE.

EMAIL SEARCHING RESEACH NEWS FUN SHOPPING SOCIAL DYI RATING

32%

59%61%66%

72%75%78%

87%94%

FOLLOW YOUR PROSPECTS AND CUSTOMERS ONLINE.



“ Social media account for 22.5 percent of the time that Americans spend online.


NIELSEN-ONLINE.COM NOV 2011



“ Facebook now has over 800 million users, over 500,000 in the Toledo area alone.




✓ INBOUND VS OUTBOUND MARKETING

✓ EVERYONE’S EYES ARE ONLINE - YOUR MARKETING NEEDS TO MOVE THERE

✓ HAVING AN ONLINE MARKETING STRATEGY IS IMPERATIVE

✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS


KEY CONCEPTS TO UNDERSTAND


YOUR WEBSITE IS YOUR MARKETING FOUNDATION



LIVE EVENTS

BLOG POSTINGS

BROADCAST EMAILS

WHITE PAPERS

TRADITIONAL ADVERTISING

SOCIAL MEDIA

PRESS RELEASES

YOURWEBSITE SEARCH TRAFFIC



ONLINE BLUEPRINTWHAT IS IT? HOW DO YOU IMPLEMENT IT?




WHAT IS AN - ONLINE BLUEPRINT?

01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING

A COMPREHENSIVE PLAN TO BUILD A STRONG DIGITAL STRATEGY

02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL

03 CREATE AN ACTION PLAN & AGENDA

04 CREATE A TIMELINE WITH GOALS & MILESTONES

05 CREATE AN ACTION PLAN TO ACHIEVE GOALS



✓ REVIEW YOUR WEB SITE

✓ REVIEW YOUR SOCIAL MEDIA EFFORTS

✓ REVIEW THE LIFECYCLE OF YOUR DIGITAL LEADS

✓ LEARN MORE ABOUT YOUR ONLINE CONTRIBUTORS

✓ REVIEW EMAIL MARKETING CAMPAIGNS AND OTHER ADMISSIONS, STUDENT/

FAMILY AND ALUMNI TOUCH POINTS


01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING



✓ IDENTIFY AND FOLLOW EDUCATION MARKET LEADERS IN OTHER AREAS OF THE COUNTRY.

✓ REVIEW LOCAL COMPETITION

✓ EVALUATE IDEAS AND EFFORTS THAT SUA COULD EFFECTIVELY EMULATE

✓ ADD NEW CONCEPTS TO THE MILESTONES TIMELINE

✓ ACTUALIZE NEW CONCEPTS

✓ CREATE A SYSTEM TO MONITOR MARKET LEADERS


02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL



✓ IDENTIFY AND FOCUS ON NEW SOCIAL MEDIA EFFORTS AND NEEDS

✓ IDENTIFY NEEDED WEB SITE UPDATES AND FIXES

✓ LAUNCH A TWITTER CAMPAIGN

✓ CREATE A SEARCH ENGINE STRATEGY

✓ IDENTIFY ROLES AND ADVISE ON NEW STAFF

✓ IDENTIFY INTERNAL CONTENT CONTRIBUTORS

✓ IDENTIFY ONLINE PERSONAS AND TARGET THEM


03 CREATE AN ACTION PLAN / AGENDA



CHART OUT A YEAR LONG TIMELINE

ADD MILESTONES TO A CALENDAR WITH KEY STAFF’S INPUT

ADD NEW IDEAS TO THE MILESTONES TIMELINE

CREATE A SYSTEM TO MONITOR BEACHHEADS


04 CREATE A TIMELINE WITH GOALS & MILESTONES



IDENTIFY WHO WILL IMPLEMENT DIFFERENT PARTS OF THE PLAN

IDENTIFY ANY NEW STAFF NEEDED

CREATE A MONITORING PLAN TO WATCH COMPETITION EASILY

CREATE A MEASUREMENT FOR RETURN ON YOUR INVESTMENT


05 CREATE AN ACTION PLAN TO ACHIEVE GOALS



✓SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE

✓LOWERING THE COST TO ATTRACT NEW STUDENTS

✓CRAFT A STRATEGY FOR KEEPING IN TOUCH WITH ALUMNI AND DONORS.

THE THRIVE SOCIAL MEDIA MARKETING BLUE PRINT: $2500 FLAT RATE FEE

IMPLEMENTATION COSTS INCLUDE A MONTHLY RETAINER: $1500-$3500 PER MONTH*6-12 MONTH MINIMUM COMMITMENT.

THRIVE HOURLY RATE FOR ANY WORK OUTSIDE RETAINER: $115 PER HOUR


THE GOALS & PRICING


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