How to Champion Your Local Marketing Technology Initiative- Part 1

SaepioLearning

Series

(and most importantly,how to get it done)

How to

Your

Technology Initiative

Champion

Marketing

PART 1 of 4

Local

(and most importantly,how to get it done)

How to

Your

Technology Initiative

Champion

Marketing

PART 1 of 4

Local

Introduction

Four Key Steps to Launching a Marketing Technology Initiative Within Your OrganizationIf you are reading this, you have already taken the hardest step toward implementing a new or upgraded marketing platform for your corporate marketing team and your local market-ers. Congratulations, your journey is off and running.

This guidebook is about helping you organize and structure your journey, and avoid the pitfalls that can derail you. Drawing on best practices and the experiences of others, it pro-vides a task-by-task outline for how to get your project adopted and implemented.

First, though, be forewarned. This guidebook won’t impress consultants. It will be deemed an oversimplification by some internally. We’re fine with that if you are. The purpose of the guidebook isn’t to impress anyone with the grandeur of a process. Rather, it’s about simpli-fying everything so that the project can actually get done.

The guidebook is organized into four steps with three tasks for each step. Each task has a worksheet associated with it. Additionally, each task and step builds on the previous ones and all drive toward getting your marketing initiative launched so it is helpful to follow the order of the outline. Your Saepio account executive will coach you through these steps, tasks and worksheets.

How to Champion Your Local Marketing Technology Initiative

This paper will focus on Step 1 of 4, providing instructions and worksheets to help you through solidifying your case for your DMM project. Steps 2 – 4 are available upon discus-sions with a Saepio Account Executive that will coach you through the process and provide the necessary information you are seeking to educate and recruit your team, to help drive to a decision, and to select a provider.

The Four Step Roadmap to Success

Step 1: Solidifying the case for your DMM project

Task 1: Verify the organizational fit for distributed marketing management

Task 2: Complete top-level ROI examples

Task 3: Create a timeline and case memorandum for your vision

Step 2: Educate and recruit your team

Task 1: Identify the key stakeholders (roles and individuals)

Task 2: Create before / after stories

Task 3: Educate and recruit your team

Step 3: Driving to a decision

Task 1: Refine the vision/plan with your team and create a resource plan and project timeline

Task 2: Project the ROI and additional benefits/opportunities and assess the risk of not moving forward

Task 3: Secure an executive sponsor and budget

Step 4: Selecting a Provider

Task 1: Select a short list of potential solution providers

Task 2: Secure proposals

Task 3: Select a provider and execute the contract

Part 1 of 4This paper will provide Step 1.

Complete Step 1 then connect with the Sales team to move forward

Part 2 of 4Connect with the Sales team to move forward with Step 2.

Part 3 of 4Completing Step 2 with the Sales team will prepare you for the requirements of Step 3.

Part 4 of 4Completing Step 3 with the Sales team will prepare you for the requirements of Step 4.

How to Champion Your Local Marketing Technology Initiative

Solidifying the Case for Your DMM Project To navigate a distributed marketing management platform project through your organiza-tion you are going to need to be able to address the following four questions:

1. Is there a need/fit for the proposed solution?

2. Can you authorize or get authorization for the proposed solution?

3. Is budget available for the solution?

4. What should drive the timeline for implementing the solution?

The three tasks that follow are designed to help you succinctly answer the first of these questions which in turn will help you build the case for your project, get the answers you want to the remaining questions and navigate the project through your organization to completion.

COMPLETE THE WORKSHEETS ON THE FOLLOWING PAGES

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How to Champion Your Local Marketing Technology Initiative

Verify the Organizational Fit for Distributed Marketing Management

In this Task, we’ll verify that your organization is a fit for a distributed marketing manage-ment platform. You will use this information as you develop a case document for a platform.

There are two parts to this Task. The first is a quick audit of the types of activities your corporate and local marketers are engaged in. The second looks at how you are currently creating and using content that could be included in a distributed marketing management platform.

Part 1: Complete the Match Matrix to Determine the Extent of FitTrace your Y/N arrow pathway as you answer the five questions about your organization and your local marketers. The answers you provide will serve as input for your ROI worksheet and Case Paper.

Perfect Match!There is a clear opportunity for a DMM solution at your organization.

Strong Fit!There is a clear path to ROI for a DMM solution at your organization.

Good Candidate! Many things look right for a DMM solution at your organization.

Bene�ts Potentially Solid!While you only have two Yes Answers, those two alonecan help make a solid case for a DMM solution.

Possible Match!Even with just one yes on the chart, you may that niche need a match.

It’s a Big Stretch! Unless you have a di�erent use for the platform, this doesn’t feel like a match.

Do you support 50 or more local marketers?

Is it important that you have a strong brand identity in the local marketplace?

Do your local marketers advertise your brand and, if so, do they participate in the ad content creation for or about your brand?

Do you or your local marketers use ad agencies or design resources to create local versions of your branded marketing materials?

Do you or your local marketers use multiple channels for marketing campaigns?

Indication of organizational Fit.

Verify the Organizational FitQuestion 1: Question 2: Question 3: Question 4: Question 5:

Y

N

Y

N

Y

N

Y

N

Y

N

Y

NY

N

Y

N

Y

N

Y

N

Y

N

Y

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Y

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Y

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Complete this worksheet by �lling in �ve boxes answeringthe question in each column.

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How to Champion Your Local Marketing Technology Initiative

Part 2: Complete Marketing Use AssessmentNext, complete an assessment of what marketing communication materials and/or ac-tivities are currently occurring within your organization along with those that should be happening but are currently too complicated to implement. Provide a check mark for each marketing resource you and your local marketers currently use. Put an X in the box for items you would use if a simpler process was available.

Bag Stu�ers ......................................................... ....Billboards ............................................................. ....Brand Guidelines ............................................... ....Business Cards and Letterhead .................... ....Business Forms .................................................. ....Case Studies ........................................................ ....Counter Toppers /Table tents ....................... ....Coupon ................................................................. ....Customer Events ............................................... ....Digital Signage (�ash or Jpeg) ..................... ....Direct Mailers ..................................................... ....Display ads (Flash Jpeg Animated GIF) .... ....Door Hangers...................................................... ....eBrochures........................................................... ....Email ...................................................................... ....Employee Handbook ....................................... ....FAcebook Posting.............................................. ....Flash Video........................................................... ....Hard Goods.......................................................... ....Images / Logos ................................................... ....Landing Pages .................................................... ....Linked In .............................................................. ....Newsletter ........................................................... ....Postcards .............................................................. ....Press Releases .................................................... ....Print Ads ............................................................... ....Product /Service Fliers..................................... ....Promotional Banners ....................................... ....Proposals ............................................................. ....Radio and TV ads ............................................... ....Shelt Talkers / Hang Tags ................................ ....Store Signage ..................................................... ....Text Messages - SMS ........................................ ....Twitter Tweets .................................................... ....White Papers ....................................................... ....Other...................................................................... ....Other...................................................................... ....Other...................................................................... ....

Corporate Marketer

Local Marketer

Thank you for completing this work sheet.

We will use this information in a later section of this document when we create the business case memorandum for your management team.

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If you have additional materials please add them in the “Other” lines as needed.

How to Champion Your Local Marketing Technology Initiative

Complete a Top-Level ROI Case

In Task 2, we’ll help you map your answers from the previous exercise to create one simple ROI example. Again, the purpose of this Task is to help you build a case for creating a team and project. If you already have a project team in place, you can skip this Task.

As we’ll explore later, the ROI for a distributed marketing platform is derived of hard and soft costs. Here, we’ll simply look at the savings a distributed marketing platform can provide through dynamic ad localization.

To complete the worksheet, you’ll need to gather a few data points. For some, you may choose to just make a reasonable estimate. Again, at this stage we’re not trying to be exact, we just want to provide a glimpse into why your project is important.

Ad Localization Savings WorksheetTRADITIONAL

Time to create and project manage a new ad/layout ........................................................................... ________ (a) Time to create and project coordinate a new version of the original layout ............................... ________ (b) Fully loaded cost for graphic designer (hourly rate x 1.4 for benefits) or hourly cost of ad agency providing this service ..................................................................... $ _______ (c) = Cost to create a new ad/layout: (a*c) ........................................................................................... $ _______ (d) = Cost to create an updated version of an existing layout: (b*c) ........................................... $ _______ (e)

DMM

Time to create a distributed marketing template (estimated at layout time x 2.5) ................... ________ (f ) Time required by the local marketer to version a template (typically less than .25 hours): ... ________ (g) Hourly cost of a local marketer (recommended estimate is $50) ..................................................... $ _______ (h) = Cost to create a new ad/layout using DMM: (f*c) ................................................................... $ _______ (i) = Cost to create a unique ad version using DMM: (g*h) .......................................................... $ _______ (j)

SAVINGS

= Savings per unique ad version: (j-e) ............................................................................................ $ _______ (k) = Difference in creation cost per ad/layout: (i-d) ........................................................................ $ _______ (l) Estimated number of versions needed for a single layout across the distributed network (how many local markets) .................................................................................................. ________ (m) = Total savings per ad versioned: [(m*k) – l] ................................................................................. $ _______ (n) Enter a number … 5, 10 or 20 ads… just to show the impact at a small number ...................... ________ (o) = Total savings from just _______ads: (n*o) ................................................................................ $ _______

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How to Champion Your Local Marketing Technology Initiative

Create a Timeline and a Case Memorandum For Your Vision

Create a TimelineEvery project needs deadlines. So as you make your case, be sure to include these. To set yours, look for a natural annual date or event at which to introduce your new resource to your local marketing network and then work backwards. Perhaps this is an annual meeting, annual campaign season or some industry conference your local marketers attend. From the selected date, allow 60 days for test-driving your solution. Allow 90 to 120 days from point of contract signing to having your solution up and running. How fast this happens depends on how much content must be in your solution, how much focus you can give to the project, and how much you plan to do yourself versus working with Saepio to help you launch it.

Create a Sample Case Memorandum For Your VisionIn this step, you’ll use the results of the previous worksheets to create a case memoran-dum for your project. Again, the purpose of this document is to help you make the case to recruit a project team.

You can view the document on the following page as a sample case statement or you can copy and paste it for your own use. Simply add the correct information from your work-sheets to the document on the next page and make any additional edits you feel are relevant.

My Target Dates WorksheetTarget Event/Launch Date: .................................. ___________ (a)

Test Drive Start Date ( - 60 days): ....................... ___________ (b)

Implementation Start Date ( - 90 days): .......... ___________ (c)

Target Contract Date ( - 14 days): ..................... ___________ (d)

Target Provider Selection Date ( - 14 days): .. ___________ (e)

Project Team Start Date ( - 45 days): ................. ___________ (f )

COMPLETE THIS DEADLINE WORKSHEET

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How to Champion Your Local Marketing Technology Initiative

SAMPLE CASE MEMORANDUM

Month 00, 201X

Subject:

More Efficient Management of Distributed/Local Marketing Activities, Brand Compliance and Costs

Summary:

As part of our ongoing effort to effectively engage our local marketers in our brand marketing efforts, I have conducted a preliminary review of distributed marketing management platform solutions. These solutions help coordinate corporate and local marketing activities, enforce brand compliance and can dramatically reduce content creation and project management time costs. Here’s what I’ve observed:

1. We are viewed as a << insert results from Y/N exercise here>> fit for a distributed marketing management solution. This is based on our << delete the items you an-swered N to>> number of local marketers, the importance of proper brand represen-tation in the local market, the local marketers involvement in creating local market-ing messages, our use and our local marketers’ use of external creative services and the need for multi-channel marketing at the local level.

2. There are <<insert number of Checked items from the second worksheet>> mar-keting communications activities such as print ads, emails, point-of-sale signs that we currently supply to our local marketers that could potentially be more efficiently delivered to local marketers through such a solution. Additionally, there are <<insert number of X’d items from the second worksheet>> resources we could be make available to our local marketers through such a solution that we aren’t today.

3. In a simple ROI exercise, I looked at the savings we could gain if we just had <<in-sert number of ads from line (o) of the ROI worksheet>> ads on the platform, we would experience <<insert number from line (p) of the ROI worksheet>> in annual savings. We’ll obviously want to conduct a thorough ROI analysis but that number certainly suggests that we should explore further.

<< Prospective Team Member Name>>, I’d like for you to be part of a project team to help me explore this opportunity further, and if validated, move this project forward. I’ve set a target date of << insert date from line (e) from the Target Date Worksheet>> to complete assessment of a fit and, if appropriate, secure budget for the project. This would lead to << insert date from line (c) from the Target Date Worksheet>> as a target date to begin implementation.

I look forward to your reply.

COMPLETE THIS MEMORANDUM WORKSHEET

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How to Champion Your Local Marketing Technology Initiative

How to Receive Steps 2, 3 and 4

To receive steps 2 – 4 of “How to Champion Your Local Marketing Technology Initiative,” contact an account executive today by emailing [email protected] or by calling 877.768.4613.

How to Champion Your Local Marketing Technology Initiative

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• Easy to Build and Run Cross-Channel Campaigns because everything – email, land-ing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and much more – are all managed in a single, integrated digital marketing platform.

• Easy to Maximize Brand Value at the Local Level because local and corporate mar-keters share a single platform but experience the same platform differently based on their roles. Brand control, speed to market, and content localization is all easily accom-plished whether messages are for local, national or global audiences and corporate marketers can easily assign campaign tasks to local marketers.

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This robust yet simplified approach to today’s complex marketing challenges is in use at hundreds of leading companies and organizations, including many of the world’s most powerful brands. It is transforming the way corporations focus and manage their marketing efforts in a world that introduces new channels, new competitors, new regulations and new opportunities at every turn.

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