THE CROSS-CULTURAL MARKETING AND
COMMUNICATIONS ASSOCIATION
PARTNER + MARKETING RECAP
www.theccmca.org | @theccmca

© 2013...
ASSOCIATION OVERVIEW

• 

An emerging trend to build insights and an enterprise
organization that reflects of the new mark...
MARKETING SUMMARY
OBJECTIVE
•  Build “total market” and cross-cultural industry awareness, education and engagement
•  Obt...
MARKETING CALENDAR
•  Highly focused and targeted go-to-market effort across 12 weeks
•  Multi-channel and content driven ...
THE RESULTS
MEMBERSHIP
•  A “start-up” Association exceeded expectations with obtaining almost 100 new members
•  Given it’s infancy, ...
STRATEGIC PARTNERS
•  Founding partners played a significant
role in establishing creditability
•  Identified partners tha...
PARTNER MERCHANDISING
ON-SITE PARTNER
MERCHANDISING
WEBSITE HOME PAGE DISPLAY

PUBLIC RELATIONS

WWW.THECCMCA.ORG | @THECC...
WEBSITE
•  “Alpha” version of the website used as the Association merchandising “Hub”
•  Post launch, goal of the site is ...
EMAIL
•  Targeted list of Marketing and Communications professionals
•  24 Campaigns with 17K Impressions with an average ...
PRINT
PAID MEDIA
• 
• 
• 
• 
• 

Total Average Qualified Paid/Non-Paid at 56.2K
Half page advertisement
Sponsored Content ...
PUBLIC RELATIONS
EARNED MEDIA

•  Pitched new Association via partner
relationship and press release
•  29MM Unique Visits...
PUBLIC RELATIONS
PAID MEDIA

TOP 5 COUNTRIES VIEWED

TOP 5 RELEASE WATCH LINKS

UNITED STATES

238

YAHOO! FINANCE

51.8M ...
PUBLIC RELATIONS
PAID MEDIA

•  A sample of National and Regional newswire pick-ups from the press release
•  Delivered mo...
SOCIAL MEDIA
EARNED MEDIA

130 Followers
200 Tweets
26K Impressions
Affiliate: 21.7K Impressions

132 Likes
29 Posts
3.8K ...
BOARD OF ADVISORS

WWW.THECCMCA.ORG | @THECCMCA

PLANNING COMMITTE
THANK YOU + CONTACT US

THE CROSS-CULTURAL MARKETING &
COMMUNICATIONS ASSOCIATION (THE CCMCA)
WEB: WWW.THECCMCA.ORG
EMAIL:...
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PARTNER AND MARKETING RECAP

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The CCMCA continues to share in the success of the launch of a Marketing and Communications industry first! Our partner and marketing recap is the final report from the launch of the Total Market Summit and Cross-Cultural Marketing and Communications Association. Now we move into the Association build phase.

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Transcript of "PARTNER AND MARKETING RECAP"

  1. 1. THE CROSS-CULTURAL MARKETING AND COMMUNICATIONS ASSOCIATION PARTNER + MARKETING RECAP www.theccmca.org | @theccmca © 2013 The Cross-Cultural Marketing Association CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION FROM THE CROSS-CULTURAL MARKETING & COMMUNICATIONS ASSOCIATION
  2. 2. ASSOCIATION OVERVIEW •  An emerging trend to build insights and an enterprise organization that reflects of the new marketplace is taking notice within the marketing and communications industry. •  The Cross-Cultural Marketing & Communications Association (The CCMCA) is the first global member driven, non-profit organization (501 (c)6), focused on helping members build a “total market” enterprise organization and cross-cultural awareness, thought leadership and Total Market Enterprise™ (TME) certification. •  A “start-up” Association founded by a group of seven partners and volunteers launched The Association on September 9th and 10th with the intent of building awareness and consideration for joining a cause focused on building the “Total Market” Industry vertical.
  3. 3. MARKETING SUMMARY OBJECTIVE •  Build “total market” and cross-cultural industry awareness, education and engagement •  Obtain founding partners (4) and members (60) focused on building the Association foundation and 2014 education and programming STRATEGY 1.  Develop the Cross-Cultural Marketing and Communications Association branding, positioning and messaging focused on the new marketplace 2.  Secure founding partners and members aligned with the mission and purpose 3.  Secure both paid/earned media and email channels to build awareness and engagement RESULTS DESCRIPTION RESULTS (JULY – OCT) MEMBERS 81 FOUNDING PARTNERS 7 WEBSITE 1.7K VISITS EMAIL 24 CAMPAIGNS AND 17K IMPRESSIONS PRINT 556.2K IMPRESSIONS PUBLIC RELATIONS (NY TIMES) 29MM IMPRESSIONS PUBLIC RELATIONS (NEWSWIRE) 17.3MM IMPRESSIONS SOCIAL MEDIA 84.5K IMPRESSIONS TOTAL MEDIA VALUE: 46,959MM IMPRESSIONS
  4. 4. MARKETING CALENDAR •  Highly focused and targeted go-to-market effort across 12 weeks •  Multi-channel and content driven approach across platforms (email, social media and video) •  Conference video to be shared Q4 - 2013 # OF WKS W/O DATE TARGET CHANNELS EMAIL #2 EARLY BIRD REGISTRATION 7/15 NO GO 2 1-Jul EARLY BIRD REGISTRATION 7/15 EARLY BIRD REGISTRATION 7/15 NO GO EMAIL (1X) EMAIL #1 1 24-Jun EMAIL (1X) SAVE THE DATE CALL TO ACTION 3 8-Jul 4 15-Jul LAST WK EARLY BIRD REGISTRATION 7/15 WHY CCMCA? 5 22-Jul PROGRAM ANNOUNCEMENT 6 29-Jul 7 5-Aug SPEAKER LISTS WHY ATTEND? REGISTER WHY JOIN? EMAIL (2X) MON & THUR EMAIL (2X) MON & THUR LAST WK EARLY BIRD REGISTRATION 7/15 - NO GO 8 12-Aug VIDEO EMAIL SPEAKER 9 19-Aug GOOGLE + INTERVIEW VIDEO EMAIL SPEAKER - NO GO VIDEO EMAIL SPEAKER TWO WEEKS FOR REGULAR EMAIL (2X) MON & THUR EMAIL (2X) MON & THUR EMAIL (2X) MON & THUR PARTNER SPOTLIGHT PARTNER SPOTLIGHT MEMBER BENEFITS 10 26-Aug 11 2-Sep REGISTER REGISTER LAST WEEK FOR REGULAR WALK-UP PRICING MEMBER BENEFITS CMO CTO DESIGN EMAIL EMAIL PARTNERS CREATIVE DIR. ED. NON-PROFIT DRIVE TO SITE VP BRAND DIR. BRAND ADV. SALES EMAIL - ALL EMAIL (1X) THUR WHY PARTNER? EMAIL - MEMBERS WHY JOIN? - NO GO PRESIDENT FOUNDER CHIEF DIVERSITY OFFICER CHIEF TALENT OFFICER CHIEF TECHNOLOGY OFFICER HR PROFESSIONAL IT PROFESSONAL DATA - ANALYTICS PROFESSIONAL SEGMENTATION PROFESSIONALS RESEARCH & INSIGHTS PROFESSIONAL MARKETING PROFESSOR MARKETING & ADV. STUDENTS TECHNOLOGY FOUNDER MEDIA PROFESSIONAL AGENCY ACCOUNT LEADERSHIP AGENCY PLANNER CONSULTING PROFESSIONAL GOVERNMENT LEADERSHIP SALES PROFESSIONAL ENTERTAINMENT PROFESSIONAL -TV/FILM industry: CONSUMER PACKAGED GOODS industry: FILM AND TELEVISION industry: AUTOMOTIVE industry: RESTAURANT industry: GROCERY industry: RETAIL industry: HEALTH AND BEAUTY industry: MEDICAL industry: BABY industry: QUICK SERVICE RESTUARANTS industry: BEVERAGE industry: TELECOMMUNICATIONS industry: HBA - HAIR industry: TECHNOLOGY industry: RETAIL - APPAREL EMAIL (1X) PARTNER PARTNER SPONSORSHIP SPONSORSHIP OPPTY OPPTY PARTNER SPONSORSHIP OPPTY AFFILIATE EMAIL - 5K PITCH FOR ON-LINE STORIES PITCH FOR ON-LINE STORIES PUBLIC RELATIONS DRIVE TO PHONE OR CONTACT@THECCM CA.ORG PITCH FOR ON-LINE STORIES - NO GO? TWITTER DRIVE TO STE OR @ FOLLOWS BASED ON TARGET CONTENT CALENDAR ADVERTISING AGE (1.3M MNTH UNIQUES; 56K SUBS) LINKEDIN DRIVE TO STE OR FOLLOW JOIN GROUPS BASED ON TARGET CONTENT CALENDAR ADVERTISING AGE (1.3M MNTH UNIQUES; 56K SUBS) FACEBOOK LIKE US OR DRIVE TO SITE JOIN GROUPS BASED ON TARGET CONTENT CALENDAR ADVERTISING AGE (1.3M MNTH UNIQUES; 56K SUBS) INSTAGRAM PUBLIC RELATIONS FOLLOW US OR DRIVE TO SITE FOLLOWS BASED ON TARGET CONTENT CALENDAR ADVERTISING AGE (1.3M MNTH UNIQUES; 56K SUBS) PARTNER SITES DRIVE TO SITE EMAIL (2X) MON EMAIL (2X) MON & THUR & THUR PITCH FOR ON-LINE STORIES - NO GO? PITCH FOR ON-LINE STORIES PITCH FOR ONLINE STORIES AD-AGE PRESS RELEASE GOOGLE+ INTERVIEW WITH PANELIST AND MERCHANDISING + SPEAKERS - "SPONSORED BY" PR WITH PARTNERS + PRESS EXCLUSIVES SOCIAL MEDIA DISPLAY VIDEO BARTER DISPLAY ADVERTISEMENT BASED ON SPONSORSHIP PACKAGE: I.E. FORTUNE, ADVERTISING AGE, ADV. WEEK, NY TIMES, 4A'S THE ONE CLUB, AAF, THE ANA, THE ARF LIVES ON SITE OR DRIVE TO SITE PARTNER SITES SEARCH AD WORD PURCHASE DRIVE TO SITE EVENT SPEAKING OR PUBLICATION DRIVE TO SITE NO GO PARTNER SPOTLIGHT ON-SITE "SPONSORED BY" ADVERTISING AGE (1.3M MNTH UNIQUES; 56K SUBS) MEMBER SPOTLIGHT ON-SITE "SPONOSED BY" ALL THREE LIVE ON-SITE SPONSORED BY" AD WORD PURCHASE AFTER FUNDING CLOSE - "SPONSORED BY" UCLA EVENT K-C TOTAL MARKET SUMMIT
  5. 5. THE RESULTS
  6. 6. MEMBERSHIP •  A “start-up” Association exceeded expectations with obtaining almost 100 new members •  Given it’s infancy, the focus over the next 90 days is establishing a foundation and leadership team •  First member meeting scheduled for Wednesday, October 24, 2013 81 MEMBERS WWW.THECCMCA.ORG | @THECCMCA Membership Type (OCT 2013) Founder/President/CEO Chief Marketing Officer (CMO) Chief Operating Officer (COO) Chief Talent Officer (CTO) Chief Diversity Officer (CDO) SVP/VP of Marketing Head of Retail Brand Marketers Agency Leadership Media Leadership Research Leadership Creative Directors Education Leaders (Administrators & Professor) Shopper Marketing Global Regions United States Mexico Australia Industry Representation Technology Beverage Agency News Services Media Research TM
  7. 7. STRATEGIC PARTNERS •  Founding partners played a significant role in establishing creditability •  Identified partners that represented and had a vested interest in the “Total Market” & Cross-Cultural •  Group consisted of a partner Industry Association (4A’s), a brand that’s demonstrated enterprise wide Total Market experience (PepsiCo), a research partner (Millward Brown) and service organization that’s demonstrated the ability to engage and implement a CrossCultural strategy (The Ogilvy Group and DraftFCB) •  Both PR Newswire and Savoy were barter partners and provided in-kind services in exchange for a value (i.e. print advertisement, on-line and conference signage) WWW.THECCMCA.ORG | @THECCMCA
  8. 8. PARTNER MERCHANDISING ON-SITE PARTNER MERCHANDISING WEBSITE HOME PAGE DISPLAY PUBLIC RELATIONS WWW.THECCMCA.ORG | @THECCMCA EMAIL CAMPAIGN (PROGRAM AND TABLE TENTS)
  9. 9. WEBSITE •  “Alpha” version of the website used as the Association merchandising “Hub” •  Post launch, goal of the site is to increase awareness, content curating and member engagement globally JULY 1ST – SEPT, 2013 VISITS 1.7K UNIQUE VISIT 1.1K PAGE VIEWS 3.3K PAGES/VISIT 1.95 AVG. VISIT DURATION 01:31 % NEW VISITS 60% % US VISITS 95.5% % NON US VISITS 4.5% NEXT STEPS 1.  Drive to site focus for new members, training and education 2.  Increase partner and sponsored content (i.e. thought leadership and video) 3.  Monthly programming and event hosting via web WWW.THECCMCA.ORG | @THECCMCA Source: Google Analytics
  10. 10. EMAIL •  Targeted list of Marketing and Communications professionals •  24 Campaigns with 17K Impressions with an average 46% Open Rate, 34% Click-Thru and 0.4% Unsubscribe •  Exceeded all E-Mail campaign benchmarks # OF CAMPAIGNS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 CAMPAIGN NAME DATE THE CCCMCA MEMBER KICK-OFF MEETINGOct 18, 2013 10:01AM Member Email #2 - Kick-off Meeting Oct 09, 2013 9:30AM New Member Email #1 Oct 04, 2013 2:41PM Thank You to Conference Attendees 9-20 Sep 20, 2013 10:14AM Association - Conference Sep 09, 2013 1:02PM New York Times - General Sep 03, 2013 2:02PM New York Times Influencers, Clients Sep 03, 2013 1:31PM Influencers Complimentary Invitation Aug 29, 2013 9:47AM Association Complimentary Invitation Aug 29, 2013 9:46AM Client Complimentary Invitation Aug 29, 2013 9:38AM Last Conference Email Aug 29, 2013 9:32AM Advertising Age 8-09-13 Aug 09, 2013 4:07PM Registered Guests Contact 1 8-7-2013 Aug 07, 2013 9:04AM Founding Partners2 - 8-02-13 Aug 02, 2013 12:56PM Founding Partners - 8-02-13 Aug 02, 2013 12:36PM Last Chance - Early Bird - 7-19-13 Jul 19, 2013 6:13PM Segment Letter P 7-9-13 Jul 10, 2013 10:16AM Segment Letter B 7-9-13 Jul 10, 2013 10:17AM Segment Letter I 7-9-13 Jul 10, 2013 10:07AM Segment Letter A 7-9-13 Jul 10, 2013 10:01AM Early Bird Registration - 7-3-2013 Jul 03, 2013 3:05PM Save The Date Template - 6-27-13 Jun 27, 2013 11:48AM Copy of Save The Date Template May 03, 2013 2:37AM Save The Date Template May 02, 2013 11:11PM TOTAL WWW.THECCMCA.ORG | @THECCMCA Source: Vertical Response # SENT 60 61 61 76 8 2,398 74 23 10 41 2,434 2,317 8 63 2,309 2,348 742 1,557 238 27 867 1,049 252 1 17,024 % OPEN % CLICK % BOUNCE % UNSUB 31.67% 45.90% 57.38% 50.00% 75.00% 35.78% 50.00% 78.26% 50.00% 48.78% 33.69% 23.78% 75.00% 38.10% 27.50% 34.03% 55.93% 41.62% 50.84% 44.44% 18.11% 21.35% 19.05% 11.67% 4.92% 22.95% 46.05% 75.00% 6.46% 40.54% 165.22% 140.00% 48.78% 7.76% 2.76% 125.00% 22.22% 3.98% 1.75% 20.08% 14.71% 21.43% 29.63% 1.38% 3.05% 2.78% 0.00% 1.64% 0.00% 2.63% 0.00% 0.29% 0.00% 0.00% 0.00% 0.00% 0.82% 0.43% 0.00% 0.00% 0.39% 0.47% 1.21% 1.35% 1.26% 0.00% 0.46% 16.78% 13.10% 0.00% 0.00% 0.00% 0.00% 0.00% 0.38% 0.00% 0.00% 0.00% 0.00% 0.66% 0.43% 0.00% 0.00% 0.82% 1.19% 0.54% 1.54% 2.94% 0.00% 0.46% 0.95% 0.40% 100% 46.09% 0.00% 34.09% 0.00% 1.70% 0.00% 0.43%
  11. 11. PRINT PAID MEDIA •  •  •  •  •  Total Average Qualified Paid/Non-Paid at 56.2K Half page advertisement Sponsored Content in partnership with 4A’s/MAIP National news stand distribution across major US markets Readership 45% Advertising and Support Services and 31% Manufacturers/Product Marketers/Service Companies/Telecommunication and Entertainment Companies WWW.THECCMCA.ORG | @THECCMCA Source: Alliance for Audited Media and Savoy Magazine 2013 Media Kit •  •  •  •  Full page advertisement Summer 2013 Issue – 500K Readership National news stand distribution across major US markets targeting African Americans Annual HHI $87.5K; Median Age 33; 87% College Graduate and 75% Purchase Decision
  12. 12. PUBLIC RELATIONS EARNED MEDIA •  Pitched new Association via partner relationship and press release •  29MM Unique Visits Monthly •  Twitter: @stuartenyt - 29K Followers •  Twitter: @NYTimes •  Facebook: ~5K Friends •  Median HHI: $74K •  Media Age: 44 •  52% College Educated •  27% Professional •  6% Top Management/C-Suite WWW.THECCMCA.ORG | @THECCMCA Source: Twitter, Facebook, LinkedIn and Slideshare
  13. 13. PUBLIC RELATIONS PAID MEDIA TOP 5 COUNTRIES VIEWED TOP 5 RELEASE WATCH LINKS UNITED STATES 238 YAHOO! FINANCE 51.8M PER/DAY FRANCE 235 MARKET WATCH 758K PER/DAY NORWAY 10 REUTERS 617K PER/DAY INDIA 6 BOSTON.COM 561K PER/DAY UNITED KINGDOM 6 BLOOMBERG BUSINESSWEEK 407K PER/DAY TOP 5 STATES VIEWED POSTING BY INDUSTRY NEW YORK 89 MEDIA AND INFORMATION 221 ILLINOIS 59 FINANCIAL 22 CALIFORNIA 33 TECH 10 NEW JERSEY 19 BUSINESS SERVICES 5 TEXAS 6 MULTICULTURAL AND DEMOGRAPHIC 2 WWW.THECCMCA.ORG | @THECCMCA
  14. 14. PUBLIC RELATIONS PAID MEDIA •  A sample of National and Regional newswire pick-ups from the press release •  Delivered more than 17.3MM impressions WWW.THECCMCA.ORG | @THECCMCA
  15. 15. SOCIAL MEDIA EARNED MEDIA 130 Followers 200 Tweets 26K Impressions Affiliate: 21.7K Impressions 132 Likes 29 Posts 3.8K Impressions WWW.THECCMCA.ORG | @THECCMCA Source: Twitter, Facebook, LinkedIn and Slideshare 14 Posts 2.6K Impressions 3 Shares 5 Followers 1.4K Views
  16. 16. BOARD OF ADVISORS WWW.THECCMCA.ORG | @THECCMCA PLANNING COMMITTE
  17. 17. THANK YOU + CONTACT US THE CROSS-CULTURAL MARKETING & COMMUNICATIONS ASSOCIATION (THE CCMCA) WEB: WWW.THECCMCA.ORG EMAIL: CONTACT@THECCMCA.ORG TM TWITTER: @THECCMCA POSTAL ADDRESS: PO BOX 230984 NEW YORK, NY 10023 PHONE: 1-347-471-0607 WWW.THECCMCA.ORG | @THECCMCA

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