Local Market Synchronization: Creating Harmony Between Your Local and National Email Marketing Efforts Thursday, March 25, 2010 06/06/22 1
Local Market Campaign Synchronization
Nov 07, 2014
Are you fighting to get your local markets aligned with corporate marketing initiatives? Are you nervous that their marketing efforts are not in compliance with CAN SPAM? Is it hard to enforce branding guidelines at the local level? Kelly Services had these same problems and now local branches are enthusiastically sending email messages to their customers that are branded, government compliant, and customizable. Find out how this transformation took place by joining us.
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Local Market Synchronization: Creating Harmony Between Your Local and National Email Marketing Efforts
Thursday, March 25, 2010
04/08/23 1
Webcast “Housekeeping”
• Ask questions throughout the presentation using the “Questions” button at the top of the screen
• All questions will be answered at the end of the presentation
• Please report any technical difficulties to [email protected]
• At the end of the presentation, please evaluate the webcast by clicking the “Rate” button at the top of your screen
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Today’s Presenters
Lorrie SoleInteractive Marketing Manager at Kelly Services.
Lorrie has worked at Kelly Services for the past 10 years. Since 2004, she has managed Kelly’s interactive marketing endeavors. She has led the industry with permission-based email marketing campaigns through her corporate initiatives, local initiatives and International initiatives. A proponent of best practices she constantly strives to educate internal and external audiences on the best ways to utilize email marketing. Lorrie’s campaigns work as hard as she does for the company, and have consistently proved valuable to Kelly Services overall marketing mix.
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Today’s Presenters
Marci Hower Vice President, Interactive Services at Metrics Marketing
Marci has 15 years experience in online direct marketing. Prior to joining Metrics, Marci was a Business Development Manager with a national e-strategy consulting firm. She was also an integral part of growing a start-up company as the General Manager of a Midwest interactive agency.
Marci blends her experience in sales, marketing, design and interactive technologies to help clients such as National City, Kelly Services, Midas, World Market Center and American Greetings create and implement their online strategies. A local thought leader, Marci is honored to be a past president of DMA Cleveland. Marci is a past recipient of Crain's Forty under Forty award, and she is a frequent speaker at events and seminars.
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Local Market SynchronizationCreating Harmony Between Your Local and National Email Marketing Efforts
• The challenge• Identifying the problem• Putting it in context
• Kelly Services case study• The challenge• The resolution• The deployment• Lessons learned
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Understanding Perspective
Corporate Viewpoint04/08/23
I can’t believe what they are
sending out now!
I know my customers better than corporate
does
This email looks nothing like our
brand
When I have a special I need to communicate
it to my customers immediately
Waiting for corporate
approval takes forever
This does not abide by best
practices?
Local Viewpoint
Going through corporate is expensive!
Is that even legal?
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What’s the customer’s perspective?
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What’s the customer’s perspective?
Understanding Today’s WorldMost Effective Tactics
10MarketingSherpa 2010 Email Benchmark Report
Translating National Strategies into Local Execution
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Local Market SynchronizationCreating Harmony Between Your Local and National Email Marketing Efforts
• The challenge• Identifying the problem• Putting it in context
• Kelly Services case study• The challenge• The resolution• The deployment• Lessons learned
Kelly ServicesA People Company, Staffing the World
• Leader in providing global workforce solutions that offers comprehensive array of outsourcing and consulting services as well as world-class traditional temporary staffing.
• More than 500 company-owned and -operated branch office locations across the US.
• Kelly provides employment to nearly 480,000 employees annually from 35 countries around the globe.
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Case Study: Kelly Services
The ChallengeLocal branches were sending marketing email campaigns Via Kelly’s internal email system that were:
– Not Can-Spam compliant– Contained poor messaging– Lacked brand Integrity– Had no tracking
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Case Study: Kelly Services
The SolutionDevelop/purchase an email system that:
Delivers CAN-SPAM compliant emails Contained an “easy-to-use” email solution Allowed for flexibility in messaging Included corporate branding standards Performed email tracking and reporting
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Case Study: Kelly Services
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Case Study: Kelly Services
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Case Study: Kelly Services
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Case Study: Kelly Services
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Case Study: Kelly Services
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Case Study: Kelly Services
Case Study: Kelly Services
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Case Study: Kelly Services
Deployment:
• Pilot to a local market first• After pilot, gather feedback and make changes• Staggered full launch to have better control• Use corporate based user Hotline for Q & A
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Case Study: Kelly Services
Lessons Learned:
• Monitoring of emails • Users have a hard time writing for email • Continued training and regular communications on
best practices
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Case Study: Kelly Services Successes
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This is a technology I can not do without!
My emails are timely, personalized and
inexpensive.
The tool is very easy to use.
Communications maintain Kelly’s brand identity.
The branded emails give my market
communications a professional look.
Local email campaigns are now
compliant with CAN- SPAM.
Local ViewpointCorporate Viewpoint
Local markets now track open/click rates to gauge
how email are performing.
Case Study: Kelly Services
What to look forward to?
• Providing more templates to local users• Automating tasks locally and nationally• Aligning with our social media strategy
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Questions?
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Other Metrics Marketing Webinars
• Next Webinar: eNewsletter design tipsApril 22, 2010 12:00 PM - 1:00 PM ESTPresenter: Marci Hower, VP, Interactive ServicesLearn more at http://events.metricsmarketing.com
• Other Previously Recorded BrightTalk Webcasts:Automated Triggered Opportunity MarketingPresenter: Todd ThompsonBrightTalk: http://www.brighttalk.com/webcasts/7621/play
Landing Page OptimizationPresenter: Cathy ZapataBrightTalk: http://www.brighttalk.com/webcasts/7618/play
Customer Conversion OptimizationPresenter: Mike KihalekBrightTalk: http://www.brighttalk.com/webcasts/7622/play
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