How to Market Your Business, Get Results, and Track the Return on Investment BY REBECCA ROBERTS DO IT YOURSELF 1
How to Market Your Business, Get Results, and Track the Return on Investment
BY REBECCA ROBERTS
DO IT YOURSELF
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YOU MAY(probably) DO BOTH!
MARKETING SALESSMARKETING
WHY IS THIS IMPORTANT?HOW YOU MEASURE RESULTS
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DEVELOP YOUR STRATEGY
• What do you want to do? • Who is your target audience? • Which strategies and tactics
will you use?
Cause marketing Relationship marketing (over transactional) content marketing Event marketing
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DEVELOP YOUR STRATEGY
• Do you know your competition?
• Have you had time to do any research?
• What timeline do you want?
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Marketing At-A-Glance Plan / TimelineYear 2017
Quarter Quarter 4 Quarter 1 Quarter2
Month June July August September October November December
Primary Item Sub Item Description/Logistics
Branding
Current Logo Logo Remains for Conferences/ Contracts/ Statewide Trainings/Webinars
New Logo Transition to full New Logo
Co-Branding Co-Branding through November Merger Decision
Merger Decision Expected by November / Plan to create new logo or push transition
Websites
IT Hire Hire Person to unlock IT/ tech bottleneck
Templates Determine WP templates to work w/ CRM
Website Updates
Release old template or new template/ image and link to new website
New website Create New Website/ Image and link to current
Conference website
Reconfigure Conference site to match other sites, create new Graphic User Interface
Training train several staff on WP
New Customer Campaigns / Past and Current Customers
New Customer Campaign
Cause-based or Relationship New Customer Drive
Phone Calls and Follow Up to New Customer Letters (possibly get help with phone call backs - scripts written?)
Third-Wave Follow Up to Same Campaign
Retention Thank companies if you’ve done work with them - simple postcard sends
Membership Development
Website Member Login on New Website/Dedicated Pages
Data Transfer all member data to new Database/ Beta Test before release and train all employees how to use (trainer - TBD)
Corporate Partners
Discontinue $Vendor Members (ends July 1) and continue with tiers as developed last October; Continue to Build and Strengthen Corporate Memberships
Membership/Marketing Collateral
Applications Co-Brand all Applications
Membership Packets
introduce FBHA to new members/ partners with co-branded brochure: primary brochure/FADAA/FBHA Top Accomplishments/Annual Report/ Legislative HL
Folders Create/Order FBHA Folders once merger decision complete
Letterhead Co-Branding Complete
B-Cards Update All attending Conference
Brochure Update Brochure with all new and current logos
Corporate Brochure
Update to include FBHA Logo/Update List of Benefits to include changes to FADAA/FBHA Boards
Slide Decks Make all Presentation Slide Decks Consistent through color/Logo placement/ Font Use/and availability
Year 2017
Quarter Quarter 2 Quarter 3 Quarter 4
Month June July August September October November December
Primary Item Sub Item Description/Logistics
Event Marketing
2017 Conference
Signage/Banners/Entranceway/Awards/Giveaways
2018 Conferene
Start Planning 2018 Conference - Marketing Dept. to include theme/logo/Color/
Workshops Take Individual Membership Applications to Workshops - Once New Website Contains all Current Member Data
Email Marketing
Insider Montly Email to Full Members of The Insider
Conference Weekly Emails to Large Target List
Workshops and Webinars
1x - 2x Weekly emails to Large Target List
Health Update
Need New Person to write content for Health Care Update/Medicaid/Medicare/then update template to FADAA/FBHA
Data AnalysisEmails Monthly Tracking of Membership Newsletter The Insider
Campaigns New Member Campaign Analysis
Digital Marketing
Social Media Conference reach / get new conference FB, Twitter, and hand-off FADAA or FBHA
SEO and SEM
With Launch of New Website take the time to organize key words/ Title Pages with FADAA and FBHA/ pay for some SEM
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Marketing At-A-Glance Plan / TimelineYear 2017
Quarter Quarter 4 Quarter 1 Quarter2
Month June July August September October November December
Primary Item Sub Item Description/Logistics
Branding
Current Logo Logo Remains for Conferences/ Contracts/ Statewide Trainings/Webinars
New Logo Transition to full New Logo
Co-Branding Co-Branding through November Merger Decision
Merger Decision Expected by November / Plan to create new logo or push transition
Websites
IT Hire Hire Person to unlock IT/ tech bottleneck
Templates Determine WP templates to work w/ CRM
Website Updates
Release old template or new template/ image and link to new website
New website Create New Website/ Image and link to current
Conference website
Reconfigure Conference site to match other sites, create new Graphic User Interface
Training train several staff on WP
New Customer Campaigns / Past and Current Customers
New Customer Campaign
Cause-based or Relationship New Customer Drive
Phone Calls and Follow Up to New Customer Letters (possibly get help with phone call backs - scripts written?)
Third-Wave Follow Up to Same Campaign
Retention Thank companies if you’ve done work with them - simple postcard sends
Membership Development
Website Member Login on New Website/Dedicated Pages
Data Transfer all member data to new Database/ Beta Test before release and train all employees how to use (trainer - TBD)
Corporate Partners
Discontinue $Vendor Members (ends July 1) and continue with tiers as developed last October; Continue to Build and Strengthen Corporate Memberships
Membership/Marketing Collateral
Applications Co-Brand all Applications
Membership Packets
introduce FBHA to new members/ partners with co-branded brochure: primary brochure/FADAA/FBHA Top Accomplishments/Annual Report/ Legislative HL
Folders Create/Order FBHA Folders once merger decision complete
Letterhead Co-Branding Complete
B-Cards Update All attending Conference
Brochure Update Brochure with all new and current logos
Corporate Brochure
Update to include FBHA Logo/Update List of Benefits to include changes to FADAA/FBHA Boards
Slide Decks Make all Presentation Slide Decks Consistent through color/Logo placement/ Font Use/and availability
Year 2017
Quarter Quarter 2 Quarter 3 Quarter 4
Month June July August September October November December
Primary Item Sub Item Description/Logistics
Event Marketing
2017 Conference
Signage/Banners/Entranceway/Awards/Giveaways
2018 Conferene
Start Planning 2018 Conference - Marketing Dept. to include theme/logo/Color/
Workshops Take Individual Membership Applications to Workshops - Once New Website Contains all Current Member Data
Email Marketing
Insider Montly Email to Full Members of The Insider
Conference Weekly Emails to Large Target List
Workshops and Webinars
1x - 2x Weekly emails to Large Target List
Health Update
Need New Person to write content for Health Care Update/Medicaid/Medicare/then update template to FADAA/FBHA
Data AnalysisEmails Monthly Tracking of Membership Newsletter The Insider
Campaigns New Member Campaign Analysis
Digital Marketing
Social Media Conference reach / get new conference FB, Twitter, and hand-off FADAA or FBHA
SEO and SEM
With Launch of New Website take the time to organize key words/ Title Pages with FADAA and FBHA/ pay for some SEM
So, What Really is a Brand?
IT’S EVERYTHING PEOPLE SAY, THINK, FEEL, AND COMMUNICATE ABOUT
YOUThey Meet
Our Needs!
They Support
Great Causes!
I want to hire them!
They get the job
done.Professional Look
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And a Brand isn’t...
or a Logo
It’s not Colors
Just a website
And it’s not a single person or a specific group of people
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What is Good Brand Strategy?
Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals.
A well-defined and executed brand strategy affects all aspects of a business and is directly connected to customer needs, emotions, and competitive environments.
And How do You Expand a Current Brand?
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STRATEGY TOOLS
BRAND COMMUNICATION AND GROWTH
CLARIFYING MISSION AND GOALS DISTRIBUTION CHANNELS PRICING
• TRADITIONAL MEDIA • DIRECT MAIL • PUBLICITY • TELEPHONE CALLS • EVENTS
• SEARCH ENGINE OPTIMIZATION
• SEARCH ENGINE MARKETING
• ONLINE ADVERTISING • SOCIAL MEDIA • EMAIL MARKETING
• CUSTOMER RETENTION • BUSINESS
DEVELOPMENT • SALES MANAGEMENT • MEMBER ANAYTICS
TRADITIONAL DIGITAL MANAGEMENT
Key Brand Components NAMING MESSAGING DESIGN AND LOGO IDENTITY THROUGH BROCHURES, SIGNAGE, RECRUITING LITERATURE
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Growth StrategyExternal and InternalExternal is typically mergers/acquisitions/joint ventures
Internal • INTENSIVE GROWTH THROUGH NEW FOCUS/SERVICES/
PRODUCTS • BUILDING ON EXISTING SERVICES/PRODUCTS FOR NEW
OPPORTUNITIES • INCREASE GROWTH OF COMPANY THROUGH BETTER MARKET
REACH • EXPAND EXISITNG LINE OF CUSTOMER SERVICES/PRODUCTS • REACHING OUT TO NEW MARKETS
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Product/ Service Development
Market Development
Market Penetration
Diversification
Existing New
New New
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Market Development
This is the idea behind expanding your current reach
• Expanding Geographic Range • A Current Service/Product is altered to improve
and market to existing market • Target to Additional Customer Segments
STRATEGYPRICING DISTRIBUTION CHANNELS CLARIFYING MISSION
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Product/ Service Development
This is building and launching a new service/product or expand existing
Product/ Service Development
TOOLS
• Increase New Services and Products/Expand Existing Products • New Services and Products are Aimed at a Segment of its
Current Market, but New to the Business
NAMING MESSAGING DESIGN AND LOGO IDENTITY THROUGH BROCHURES, SIGNAGE, RECRUITING LITERATURE
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Diversification
Horizontal Diversification or Vertical Diversification
• The new business is closely related to the existing business through process, markets, and/or technology
OR • The new business is not as closely related to the
current business through very different products, services, or processes
CUSTOMER RETENTION BUSINESS DEVELOPMENT SALES MANAGEMENT
MANAGEMENT
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Make Them Work for You and Track Them!
WHAT VEHICLES WILL WORK BEST FOR YOU ? WHAT GETS YOU TO WHERE YOU WANT TO GO?
HOW TO GET WHERE YOU ARE GOING
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Digital • Website • Mobile • Social Media • SEO/SEM
Print • Signs • Direct Mail • First-Class Letters • Press Releases • Brochures • Flyers • Newspapers
Print and/or Digital • Newsletters • Articles • Coupons
In-Person • Presentations • Workshops • Networking • Events
Other • TV Commercials • Referrals • Referrals • Content/Context • Radio
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Website Building and Hosting
• wordpress.com is completely hosted through Wordpress
• wordpress.org is self-hosted, so you pick your hosting preference
Other Website Builders and Hosting Options
Joomla - self hosting Drupal - self hosting Wix - completely hosted at Wix Weebly - completely hosted at Weebly Google Sites - completely hosted and free
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NEWS FOR IMMEDIATE RELEASE
October 11, 2016 FBHA Contact: Rebecca Roberts
[email protected] myStrength Contact: Chuck Tepper
Partnership Increases Behavioral Healthcare Access Statewide
FBHA Offers Innovative Online Resource to 67 Agency Members and Their Clients
DENVER and TALLAHASSEE ─ myStrength, Inc.™, a recognized leader in digital behavioral healthcare, and the Florida Behavioral Health Association (FBHA), signed a partnership agreement today offering access to myStrength’s web-based and mobile applications at special rates to all 67 FBHA provider organizations across Florida, their members, associated clinicians and their clients. With this statewide availability, thousands of adults, children and families across Florida can have access to digital mental health self-care. Florida currently ranks 49th of the 50 states in per capita funding for mental health services and 66% of counties report a provider shortage. This new partnership dramatically increases access to behavioral health support services that better serve the needs of mental health and substance use disorder clients throughout the state of Florida. Complementing a range of behavioral health services currently provided by FBHA members, myStrength transforms evidence-based, clinical resources into self-care applications. The self-driven, interactive web and mobile tools empower clients with resources, including step-by step eLearning modules, for managing and overcoming depression, anxiety, stress and substance use disorders. These HIPAA-compliant, 24/7 resources help open communication between clinicians and their clients and allow clients to continue their growth outside of sessions. “It is crucial to augment current services and utilize programs that dramatically enhance access to care. Our members understand their clients with mental health and substance use disorders increasingly use the Internet and online services for education and support,” said Mark Fontaine, Executive Director of FBHA. “myStrength’s technology complements our existing models of care, broadens access and can help provide treatment and recovery support.”
Through venues such as PR Newswire/Email/Website
Press Releases
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There is growing alarm in Florida, Ohio, Texas and elsewhere around the nation about a new drug called Flakka. It is causing users to exhibit paranoid, delusional and often violent behavior. A number of bizarre street crimes have been linked to this new designer drug, which can give users superhuman strength.
What is Flakka and how is it used? Flakka is in the same class of chemical found in bath salts. It contains a compound known as alpha-PVP, similar in structure to MDPV. It is a synthetic drug that is structurally related to cathinone. The drug can be snorted, smoked, injected or even ingested. The United States Drug Enforcement Administration has classified alpha-PVP as a Schedule I drug since 2014.
Flakka comes in a crystalline rock form and it is often sold online and repackaged in capsules or made available for vaping in e-cigarettes. Because of this, it can be easily concealed and used in public without raising suspicion of law enforcement or friends and family.
What are its effects? Alpha-PVP is a central nervous system stimulant. This drug is highly addictive, both physically and psychologically. Its effects can be as potent as crystal meth, bath salts or cocaine. Its use increases brain levels of dopamine, which results in alert and euphoric feelings often coupled with dangerous side effects of aggression and excited delirium. Acute psychotic reactions have been documented, and users have been known to rip off their clothes and exhibit adrenaline-like strength. Physiological effects may include hypertension, elevated heart rate and a hypermetabolic state that may lead to hyperthermia.
Flakka’s effects can last as few as 3-4 hours or possibly linger for several days. It is often taken while the user is already high on Flakka—a practice known as snacking—or cut with other drugs such as heroin, cocaine or marijuana, often leading to additional serious health problems.
Street names: Flakka is a part of the new trend in the drug supply industry of creating brand names to build popularity, much like the drug K2, also known as Spice. Flakka is also popular elsewhere in the nation, especially Tennessee and Pennsylvania, often sold under the street name of Gravel because it looks like grainy pebbles or salt.
WHAT IS FLAKKA? The New Designer Drug Hitting Florida!
TRENDS
According to the U.S.
Drug Enforcement
Administration, Flakka
cases are significantly
increasing, from zero
cases in 2010 to 85 cases
in 2012, and more than
670 cases in 2014.
SIDE EFFECTS
x Anxiety and paranoia
x Extreme aggression
x Hallucinations
x Rapid heart rate
x Rapid body heat elevation to 105-106o
x Death
QUICK FACTS
Flakka is made from the
chemical alpha-PVP, a
synthetic version of the
stimulant cathinone.
Flakka is in the same
class of chemicals used to
make bath salts.
For more information, visit www.cordantsolutions.com, email [email protected], or call 855-625-3778
Norchem is a Cordant Forensic Solutions Laboratory with more than 20
DETECTION
The chemical compound
of Flakka, also known as
Gravel, is alpha-PVP,
which can be detected in
urine with specialized lab
testing. The urine
specimen must be
wrapped in foil due to
light sensitivity.
Informational Articles
WHAT HAVE YOU DONE? AND WHAT COULD YOU DO?
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! 4!
Figure 1 Key Stats and Member Accounts 2013 - 2014
Members'By'Segmentation'
Full!Agency!.!69!Networks!.!5!Vendors!.!18!Associates!.!16!Full!Individual!Members!.!87!Coalitions!.!8!Individual!Agency!Members!.!3654!
Members'by'Revenue'
Full!Agency!.!69!Networks!.!5!Vendors!.!18!Associates!.!16!Full!Individual!Members!.!87!Coalitions!.!8!Individual!Agency!Members!.!3654!
! 4!
Figure 1 Key Stats and Member Accounts 2013 - 2014
Members'By'Segmentation'
Full!Agency!.!69!Networks!.!5!Vendors!.!18!Associates!.!16!Full!Individual!Members!.!87!Coalitions!.!8!Individual!Agency!Members!.!3654!
Members'by'Revenue'
Full!Agency!.!69!Networks!.!5!Vendors!.!18!Associates!.!16!Full!Individual!Members!.!87!Coalitions!.!8!Individual!Agency!Members!.!3654!
Customer Demographics/age/region/gender/race
Research Like-Minded Companies
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! 7!
Membership Price Comparisons: NAATP Gross Charges Annual Membership Dues: Associate or Individual Member $700.00 Organizational Members: Gross Charges less than 1.5M $824.00 Gross Charges 1.5M but less than 3M $927.00 Gross Charges 3M but less than 5M $1,339.00 Gross Charges 5M but less than 8M $2,575.00 Gross Charges 8M but less than 12M $4,120.00 Gross Charges 12M but less than 18M $5,150.00 Gross Charges 18M but less than 25M $7,210.00 Gross Charges 25M but less than 35M $9,785.00 Gross Charges greater than 35M $12,360.00
FCCMH Membership Dues:
Minimum membership dues: $5000 Smaller agencies with total annual revenues under $5 million Maximum membership dues: $40,000 Large agencies with total annual revenues over $40 million Dues for agencies whose total annual revenues fall between $5 and $40 million per year will be assessed on a base rate of.1% of total annual revenues. The base rate will be adjusted (+/- ) based on the approved Council annual operating budget. Associate Members Dues assessed at 70% of what dues would be for full membership: Minimum: $3500 to a Maximum: $28,000 Managed Care Organizations $20,000 Flat annual membership fee Managing Entity Maximum dues established at $20,000, less network member dues. Minimum dues established at $7500. Managing Entities dues are reduced by the total amount dues paid by their Network providers who are also dues paying members of the Florida Council. Affiliate Members $500 Flat annual membership fee
Illinois Alcohol and Drug Dependence Association IADDA Dues: Under $53,333 Minimum Dues $200 $53,355 - $1 mil. 3.75 per $1,000 $200-$3,750 $1 mil. - 2 mil. $3,750 + $2.75 per $1,000 over $1 mil. $3,750-$6,500 $2 mil. - $3 mil. $6,500 + $1.50 per $1,000 over $2 mil. $6,500-$8,000 $3 mil. - $5 mil. $8,000 + $.75 per $1,000 over $3 mil. $8,000-$9,500 $5 mil. - $10 mil. $9,500 + $.50 per $1,000 over $5 mil. $9,500-$12,000 $10 mil. - Up $12,000 + $.25 per $1,000 over $10 mil. $12,000-Up
!New York Agency Budget Annual Dues $ 250,000 and under $ 200 $ 250,001 - $ 499,999 $ 750 $ 500,000 - $1,499,99 $1,000 $ 1,500,00 - $2,999,99 $2,000 $ 3,000,00 - $4,999,99 $3,500 $ 5,000,00 - $9,999,99 $4,500 $10,000,000 - $24,000,00 $6,000 $25,000,000 and UP $8,000
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Work/Life Balance Table
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don’t use it, why should they? We can build more likes by posting great and informative content. One new method is to use Constant Contacts Social Networking Share each time an email is sent to our members. Large group emails should mostly be sent using an Email Service Provider (more found under Communications needs) where social sharing is easily available through our LinkedIn and Twitter account. Associations with the best use of social media have everyone on their internal team involved with an awareness of the importance of a social presence and posts are encouraged by multiple employees when news or events occur: trainings, upcoming events, meetings, and webinars are a few examples.
Communications – External: All email blasts to members other than mandatory billing and mandatory board items such as minutes or board meeting announcements need to use an email service provider so we can track and monitor results and so members can sign up for other alerts and services in the future. Print communications should be checked by a second FADAA staff member before being sent to members. Web communication ideally, is also checked, but is much easier to change. Internal: We should put a calendar of events and planned communications (newsletters, emails) on the intranet or post other information to share. We need to develop more opportunities to work in Zone 2 of the Work/Life balance table to get optimum productivity and communication.
Urgent Not Urgent Important Important and Urgent – 1
Crisis, Pressing Problems, Deadline-driven Projects, Reports, Meetings
Important and Not Urgent – 2 Preparation, Prevention, Planning, Relationship Building, Re-Creation, Values Clarification
Not Important
Urgent and Not Important – 3 Needless Interruptions, Unnecessary Reports, Unimportant phone calls, emails, Work done but not used or needed Another person’s emergency
Not Urgent and Not Important – 4 Busywork, Timewasters and escape activities (video games, internet surfing) Trivia
• The idea is to work in Box 2 of the work/life balance table for optimum productivity and communications
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• Email Service Providers • Social Campaign Tracking • Google Analytics • Use of Promo Codes • Collect Source Origination from
new customers
Website TrackingGoogle Analytics• PAGES VISITED • HOW LONG THEY STAYED ON EACH PAGE • WHAT BROWSER THEY USE • WHAT TIMES OF DAY ARE BEST • HOW MANY VISITORS PER MONTH
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Pages Visited
Promo Codes and Source OriginationsSet Yourself Up to Receive Data• Use of Promo Codes allows Tracking Multiple Campaigns or,
One Campaign with Several Marketing Venues • Use Different Codes for Each Campaign and Vehicle • Promo Codes can be captured via websites, email,
manually if the campaign is small • Keep and/or export data for further analytics
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20170501 BHcon17 FNM05 MayDay1
How Can You Measure Success?It certainly can be measured one metric at a time, but a bigger picture is gained viewing multiple metrics
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Analytics looks at the Long-Term Data of a marketing strategy, campaign or campaign strategy
• What is the possible customer conversion in your target market? • What is the Open Rate and Click Rate of your emails? • How many new customers did you have last quarter? Last Year? • What is your advertising spend per new customer? Versus total
revenue from all customers?
More Tracking
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Lead Generation/List Building – for list building, track the number of new customer leads, leads that became customers, and the number of new customer segments based against the initial spend for an ROI.
Customer Metrics – here is where we track and report on net new customers, customer satisfaction rate, total number of all customers, and length of customer lifecycle on those lost and those that show an interest but never make the full transition.
Social Media Metrics – FB track based on number of likes, number of posts, number of comments; Twitter track based on number of new followers, number of tweets, and number of retweets;
Website Metrics – Start using and reading reports from Google Analytics (or another service you may choose) with at least a quarterly review to update website to get your desired results.
A Full-Scale MarComm Plan
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Marketing/Communications Plan
!!!!!!!!!!!!!!!!!!!!
! Communications and Marketing Plan 2014-2015
!!
Table of Contents
Introduction .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Situation Analysis ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Objectives .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Strategy ..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Membership Price Comparisons .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Programs ..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Tactics .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Budget .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Reporting/Metrics .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
List of Abbreviations .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 !!
Are You Ready for Growth?How do you keep track of your past and current customers?
Spreadsheets
• Are you creating them manually? • Or is there a service that keeps track of your customers for you?
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