Jul 12, 2015
Is Your 2015 Integrated Digital
Marketing Plan Complete?
Time for a Gut Check?Thursday, December 11, 2014 - 1:00 EST(10:00PST)
Speakers:
David Robidoux, VP, Marketing, Franchise Services, Inc.
Mike Bell, VP, Marketing, Parchment
Mike Corak, EVP, Strategy, ethology
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Today’s Presenters
David Robidoux
VP, Marketing, Franchise Services, Inc.
www.linkedin.com/pub/david-robidoux/2/317/7b2
Mike Corak
EVP, Strategy, ethology
www.linkedin.com/in/mikecorak
@mikecorak
Mike Bell
VP, Marketing, Parchment
www.linkedin.com/in/bellmichael1
#GutCheck
@michaelrsbell
About Parchment
#GutCheck
2. Learners Request,
Collect, Deliver & Share
Multiple Credentials via
One Account
1. Issuers Move from
Paper to Electronic
Credentials (Issue,
Order, DRM, etc.)
4. Credentials are
Delivered to Official
Destinations (e.g.
Admissions)
A Secure & Trusted Platform
3. Credentials Are
Displayed in Online
Profiles
Parchment 5.0
Parchment Send Parchment.com Parchment Receive
Parchment 5.0, our electronic credentials platform, delivers the
full B2B2C credential lifecycle securely and at scale.
Issue. Request. Collect. Deliver. Share. Analyze.
About Franchise Services
Franchise Services, Inc. is a franchise
management company that owns the
franchise brands TeamLogic IT, Sir Speedy,
PIP, Signal Graphics and MultiCopy. FSI’s
award-winning brands support the small- to
medium-sized business market.
#GutCheck
Top Considerations
1. Planning Process
2. Tactical Needs
3. Integration
4. Resourcing
5. Analytics
6. Budgeting
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#1 PLANNING PROCESS
#GutCheck
Pro Tip: Budgeting…
But Still LAST!
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Polling Question 1
Poll 1: Where do most marketers plan to focus their
digital efforts in 2015?
a) Brand Awareness
b) Revenue Support
c) Data Acquisition
d) Digital Channel Expansion
e) Improving Customer Experience
#GutCheck
Ethology (Annual) Integrated
Planning ProcessBusiness Goals
•Definition
•Map digital KPIs
•Audit ability to efficiently measure and tie back to business goals
Audits & Inputs
•Consumer Insights
•Content Demand
•Personas
•Tactical Audits
•Customer Experience Audits
•Resource Audit
•Competitive Analysis
•Share of Voice
•Offline Marketing Plan Review
•Tool Assessment
•Funnel Definition
Strategy
•Opportunity Assessment
•GAP Analysis
•Brand Taxonomy
•Tactical Strategy
• Integrated Strategy
•Content Strategy
•Resource Assignment
•Projections
•Journey Mapping
Plan
•Ops Design
•Service Design
•Tactical Calendar
•Content Calendar
•Technical Roadmap
•Usability Roadmap
•Resource Roadmap
• Innovation Roadmap
• Integrated Processes
•Roles & Responsibilities
Budget
•Cost Estimate Against Program & Outcomes
•Feasibility Assessment
Adjust and Repeat Until Approved
#GutCheck
Parchment Planning Timeline
7’14 8’14 9’14 10’14 2015
Q4 15
Phase 1Strategic Planning
Phase 2Research &
Analysis
Phase 3Brand Identity
• Parchment
Vision
• Strategic Pillars
• Map Current
Tactics to
Pillars
• Map Future
Tactics to
Pillars
• Identify KPIs
• Map Org Chart
to Strategic
Direction
• *Pricing
Strategy
Strat Plan
Phase 5Execution
• GA Audit
• PPC “Test”
campaign
Quantitative
• Positioning
• Brand Drivers
• Creative Brief
• Logo
Refinements
• Logo/Brand
Extensions
• Style Guide
• Presentations
• Internal
• Sales
• IR
• PR
Brand
• P.com survey
• Member Focus
Groups
• Learner Focus
Groups
• Social Listening
Qualitative
• Consistent but
custom
messaging
• Insight-driven
initiatives
• Targeted
Campaigns
• Segmented
Decks
Member
Phase 4Socialization
• Interview
internal
stakeholders
• Gain consensus
on Strategic
Pillars
• Socialize KPIs
• Present final
Strategy
Road Show
Systems
Te
am
Marketing
Sales
Product
Marketing
Product
Sales
Agency Partner
Marketing
Product
Sales
Agency Partner
Marketing
Product
Sales
Finance
Marketing
Sales
Product
• PR
• Influencer
• Education
• Interactive
• Social
Learner
#GutCheck
FSI PLANNING
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#2 TACTICAL NEEDS
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Polling Question 2
Poll 2: Where do you tactically feel that your digital
marketing execution has the most opportunity for
improvement?
a) Mobile
b) Big Data
c) Conversion Optimization
d) Content Marketing
e) Marketing Automation
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Tactical Focus
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Content Marketing Challenges
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Polling Question 3
Poll 3: Organizationally where do you feel the
biggest opportunity for digital marketing
improvement lies?
• Integration
• Resourcing
• Analytics
• Budgeting
#GutCheck
#3 INTEGRATION
#GutCheck
Common Integration Deficiencies
Upon Audit
• Modern SEO: Technical SEO, Content
Strategy, UX, Creative, Social
• Local: National SEO, Local SEO, Local
Content, Social (reviews), Localized Content
• Customer Experience: UX Design and
Content Strategy (Service Design – Offline)
• Retention: CRM, Email, Social, and Offline
• Multi-Channel Analytics (Attribution)
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Content Strategy at the Core
tactically-
agnostic
future-
friendly
search
social
promotion
and
discussion
analytics
lifecycle
marketing
(email)
paid media
promotion
content
creation
content
strategy
lenses: local + mobile
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#4 RESOURCING
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Top Impediment to Integration
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Cultural Shifts That Break Down Silos
• Reimagine your organizational structure, processes, and
ops design
• Rally teams and partners around integrated programs
• Assign common success KPIs across teams (incentives)
• Create a senior level content position
• Include cross-channel teamwork in performance reviews
• Celebrate group successes
• Educate!
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Staffing Model Extremes
In-house
• Tactical execution with internal
staff
• Consultation from tactical industry
experts
• Examples: Intuit, Amazon
Benefits: Cost effective, activity
oversight, integration control (in
theory)
Risks: Planning ability, talent, ability to
tactically stay cutting edge, team
management, knowledge for program
evolution and integration
Delivery Partners
• Tactical execution with external
staff
• Partnered planning
• Examples: CPG
Benefits: Tactical accountability
Risks: Direct tactical oversight
and staffing, cost, multiple agency
management and integration,
ability to understand where to
make bets (partner competition)
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FSI Marketing Staff
#5 ANALYTICS
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Marketing Mix Value
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FSI Media Mix
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#6 BUDGETING
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Budget Allocation
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Forecasted Market Factors
1. Improved measurement controls
superfluous spending
1. Contextual marketing steals media dollars
#GutCheck
Recommended Areas of Focus
• Foundational Tactical Improvements
• Content Strategy, Content, and Content Marketing
• User Experience and Technical Roadmaps
• Infrastructure: Systems, Tools, and Staff (Content
Managers, Program Managers)
• Direct Improvements: CRM, email, sms, integration
• Service Design
• Advanced Analytics
• Testing Slush-Fund!
#GutCheck