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Sua presentation

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  • 1. WELCOME ESSENTIALS TO STARTING A DIGITAL MARKETING TRANSFORMATION PRESENTED BY: JOHN EIKOST BRANDY AlEXANDER-WIMBERLY THRIVE INTERNET MARKETING WHAT’S NEXT: TRANSFORMATIONWednesday, November 30, 2011
  • 2. TRANSFORMATION MARKETING OUR AGENDA FOR TODAY - 60 MINS OR LESS 01 OUR COMPANY HISTORY LETS GET TO KNOW EACH OTHER. 02 8 ESSENTIALS TO ONLINE SUCCESS WHAT MAKES THE WEB WORK? 03 ONLINE BLUE PRINT PROPOSAL A QUICK OVERVIEW OF WHAT THRIVE CAN DO FOR YOUR ORGANIZATIONWednesday, November 30, 2011
  • 3. TRANSFORMATION MARKETING OUR COMPANY – QUICK HISTORY LAUNCHED IN 1994 ORIGINALLY FOCUSED AS AN ISP, TRANSITIONING TO WEB DESIGN AND DEVELOPMENT IN 2000. CREATED TOLEDO.COM IN 1997 A CITY PORTAL SITE, FOCUSED ON SHOWCASING NEWS, EVENTS, AND INFORMATION ABOUT LOCAL BUSINESS. RELAUNCHED AS THRIVE IN JAN. 2011 WE REBRANDED THE DIGITAL MARKETING, DESIGN & DEVELOPMENT PORTION OF THE COMPANY TO THRIVE INTERNET MARKETING TO LEVERAGE AWARENESS ON A NATIONAL LEVEL.Wednesday, November 30, 2011
  • 4. TRANSFORMATION MARKETING THE THRIVE TEAM - TEAM OF 9 FULL TIME EMPLOYEES IAN HARTTEN FOUNDER/DIRECTOR JAMES HARSH SALES AND YMCA SUCCESS MANAGER BRANDY WIMBERLY ACCOUNT SERVICES SPECIALIST JEREMY ALDRICH INTERACTIVE DESIGNER JOHN EIKOST SOCIAL STRATEGIST & MANAGER OF TOLEDO.COM GWEN BETTS INTERACTIVE DESIGNER & TECHNICAL SUPPORT SPECIALIST EMILY RIPPE SOCIAL MEDIA SPECIALIST & CONTENT EDITOR BEN SNYDER VIDEOGRAPHER TRACY COX FINANCE DIRECTOR 5 PART TIME EMPLOYEES - PHOTO EDITING, COPY WRITING AND VIDEO EDITING.Wednesday, November 30, 2011
  • 5. TRANSFORMATION MARKETING OUR COMPANY – PREFERRED PROJECTS DYNAMIC WEB SITES WE BUILD MOST SITES USING THE ACCRISOFT FREEDOM CMS. ALL CLIENTS CAN MANAGE THEIR OWN SITES, ELIMINATING EXTRA TIME AND COSTS. ECOMMERCE WEB SITES WE SPECIALIZED IN BUILDING E-COMMERCE WEB SITES THAT ENABLE OUR CLIENTS TO SELL PRODUCTS ONLINE AND ACCEPT CREDIT CARD TRANSACTIONS. SOCIAL MARKETING WITH THE ADVENT AND MASS ADOPTION OF SOCIAL MEDIA, WE’VE TAKEN NOTE AND WORKED TO DEVELOP METHODS TO HELP OUR CLIENTS START A DIALOGUE WITH THEIR CUSTOMERS.Wednesday, November 30, 2011
  • 6. TRANSFORMATION MARKETING OUR COMPANY – EXPERIENCE 3 ADDY AWARDS ADVERTISING COMPETITION, SPONSORED BY THE AMERICAN ADVERTISING FEDERATION. 550 + WEBSITES DEVELOPED OUR BREAD AND BUTTER SERVICE. BEEN THERE, DOING THAT, AND HOPE TO KEEP IT UP. 240 HOSTED WEBSITES WE’VE GOT SPACE FOR YOUR SITE IF YOU NEED IT. 30 + SOCIAL MARKETING CAMPAIGNS WE WILL CREATE YOU A BLUEPRINT FOR YOUR CAMPAIGNWednesday, November 30, 2011
  • 7. TRANSFORMATION MARKETING OUR PORTFOLIO – DESIGN & DIGITAL MARKETING OUR CLIENTS INCLUDE SOME OF THE REGION’S TOP COMPANIES AND ORGANIZATIONS. THE TOLEDO COMMUNITY FOUNDATION HOSPICE OF NORTHWEST OHIO THE STRANAHAN FOUNDATION BGSU ATHLETICS THE UNIVERSITY OF TOLEDO FOUNDATION WOOD COUNTY ECONOMIC DEVELOPMENT THE UNIVERSITY OF TOLEDO LUCAS COUNTY IMPROVEMENT CORP. THE MANCY FAMILY RESTAURANTS THE TOLEDO SYMPHONY ORCHESTRA THE HONEYBAKED HAM COMPANY THE TOLEDO BOARD OF REALTORSWednesday, November 30, 2011
  • 8. TRANSFORMATION MARKETING WHAT WE KNOW ABOUT ST. URSULA TODAY ✓ AN ONLINE STRATEGY IS NEEDED FOR 2012 ✓ HAS A NEW WEB SITE AND LEARNING HOW TO UPDATE ✓ NEEDS TO IMPROVE THEIR SOCIAL MEDIA EFFORTS ✓ NEEDS TO IMPROVE ATTENDANCE WITHOUT BREAKING THE BANK ✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 9. TRANSFORMATION MARKETING WHY ARE WE HERE DOING THIS? CREATE LOYALTY AND FIND NEW STUDENT PROSPECTS YOUR DIGITAL IMAGE IS YOUR REAL IMAGE AMPLIFIED CREATE GREAT CONTENT, GET FOUND ONLINE, INTERACT WITH TARGET AUDIENCE, GENERATE LEADS, INCREASE NEW ENROLLMENT THIS IS A MARKETING AND SALES EFFORT THAT IS 100% MEASURABLE. OUR GOAL: SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE LOWER THE OVER ALL MARKETING AND ADVERTISING COSTS BECOME THE MOST SAVVY ONLINE PRIVATE SCHOOL IN TOLEDO THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 10. TRANSFORMATION MARKETING WHERE ARE YOUR PROSPECTS? MORE OF THE THINGS WE USED TO DO OFFLINE, WE NOW DO ONLINE. 94% 87% 78% 75% 72% 66% 61% 59% 32% EMAIL SEARCHING RESEACH NEWS FUN SHOPPING SOCIAL DYI RATING FOLLOW YOUR PROSPECTS AND CUSTOMERS ONLINE. THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 11. TRANSFORMATION MARKETING “ Social media account for 22.5 percent of the time that Americans spend online. NIELSEN-ONLINE.COM NOV 2011 WHAT’S NEXT: TRANSFORMATIONWednesday, November 30, 2011
  • 12. TRANSFORMATION MARKETING “ Facebook now has over 800 million users, over 500,000 in the Toledo area alone. WHAT’S NEXT: TRANSFORMATIONWednesday, November 30, 2011
  • 13. TRANSFORMATION MARKETING KEY CONCEPTS TO UNDERSTAND ✓ INBOUND VS OUTBOUND MARKETING ✓ EVERYONE’S EYES ARE ONLINE - YOUR MARKETING NEEDS TO MOVE THERE ✓ HAVING AN ONLINE MARKETING STRATEGY IS IMPERATIVE ✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 14. TRANSFORMATION MARKETING YOUR WEBSITE IS YOUR MARKETING FOUNDATION SOCIAL MEDIA BROADCAST EMAILS LIVE EVENTS YOUR BLOG POSTINGS WEBSITE SEARCH TRAFFIC PRESS RELEASES TRADITIONAL ADVERTISING WHITE PAPERS THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 15. ONLINE BLUEPRINT WHAT IS IT? HOW DO YOU IMPLEMENT IT? WHAT’S NEXT: TRANSFORMATIONWednesday, November 30, 2011
  • 16. TRANSFORMATION MARKETING WHAT IS AN - ONLINE BLUEPRINT? A COMPREHENSIVE PLAN TO BUILD A STRONG DIGITAL STRATEGY 01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING 02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL 03 CREATE AN ACTION PLAN & AGENDA 04 CREATE A TIMELINE WITH GOALS & MILESTONES 05 CREATE AN ACTION PLAN TO ACHIEVE GOALS THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 17. TRANSFORMATION MARKETING 01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING ✓ REVIEW YOUR WEB SITE ✓ REVIEW YOUR SOCIAL MEDIA EFFORTS ✓ REVIEW THE LIFECYCLE OF YOUR DIGITAL LEADS ✓ LEARN MORE ABOUT YOUR ONLINE CONTRIBUTORS ✓ REVIEW EMAIL MARKETING CAMPAIGNS AND OTHER ADMISSIONS, STUDENT/ FAMILY AND ALUMNI TOUCH POINTS THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 18. TRANSFORMATION MARKETING 02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL ✓ IDENTIFY AND FOLLOW EDUCATION MARKET LEADERS IN OTHER AREAS OF THE COUNTRY. ✓ REVIEW LOCAL COMPETITION ✓ EVALUATE IDEAS AND EFFORTS THAT SUA COULD EFFECTIVELY EMULATE ✓ ADD NEW CONCEPTS TO THE MILESTONES TIMELINE ✓ ACTUALIZE NEW CONCEPTS ✓ CREATE A SYSTEM TO MONITOR MARKET LEADERS THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 19. TRANSFORMATION MARKETING 03 CREATE AN ACTION PLAN / AGENDA ✓ IDENTIFY AND FOCUS ON NEW SOCIAL MEDIA EFFORTS AND NEEDS ✓ IDENTIFY NEEDED WEB SITE UPDATES AND FIXES ✓ LAUNCH A TWITTER CAMPAIGN ✓ CREATE A SEARCH ENGINE STRATEGY ✓ IDENTIFY ROLES AND ADVISE ON NEW STAFF ✓ IDENTIFY INTERNAL CONTENT CONTRIBUTORS ✓ IDENTIFY ONLINE PERSONAS AND TARGET THEM THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 20. TRANSFORMATION MARKETING 04 CREATE A TIMELINE WITH GOALS & MILESTONES CHART OUT A YEAR LONG TIMELINE ADD MILESTONES TO A CALENDAR WITH KEY STAFF’S INPUT ADD NEW IDEAS TO THE MILESTONES TIMELINE CREATE A SYSTEM TO MONITOR BEACHHEADS THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 21. TRANSFORMATION MARKETING 05 CREATE AN ACTION PLAN TO ACHIEVE GOALS IDENTIFY WHO WILL IMPLEMENT DIFFERENT PARTS OF THE PLAN IDENTIFY ANY NEW STAFF NEEDED CREATE A MONITORING PLAN TO WATCH COMPETITION EASILY CREATE A MEASUREMENT FOR RETURN ON YOUR INVESTMENT THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011
  • 22. TRANSFORMATION MARKETING THE GOALS & PRICING ✓SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE ✓LOWERING THE COST TO ATTRACT NEW STUDENTS ✓CRAFT A STRATEGY FOR KEEPING IN TOUCH WITH ALUMNI AND DONORS. THE THRIVE SOCIAL MEDIA MARKETING BLUE PRINT: $2500 FLAT RATE FEE IMPLEMENTATION COSTS INCLUDE A MONTHLY RETAINER: $1500-$3500 PER MONTH *6-12 MONTH MINIMUM COMMITMENT. THRIVE HOURLY RATE FOR ANY WORK OUTSIDE RETAINER: $115 PER HOUR THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.Wednesday, November 30, 2011

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