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Quarterly eMarketing Report

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This is a confidentialized sample of marketing results I derived from my campaigns done for World Builders Inc. in Q3 of 2012 as part of a more comprehensive business development program.

This is a confidentialized sample of marketing results I derived from my campaigns done for World Builders Inc. in Q3 of 2012 as part of a more comprehensive business development program.

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  • 1. 2011 Third Quarter Marketing Report
  • 2. 2011 Third Quarter Marketing ReportTHE PURPOSE OF THIS REPORT IS TO ILLUSTRATE THE POSITIVE IMPACTTHAT MARKETING INITIATIVES TAKEN IN THE THIRD QUARTER OF 2011 (JUNETHROUGH SEPTEMBER) HAVE MADE UPON WORLD BUILDERS INC.’S BRANDAWARENESS AND SALES.THIS REPORT IS DIVIDED INTO 5 SECTIONS.1. CLIENT STATUS: This section provides an overview of 2011 Q3 Business Develop ment with known data regarding client relations and bids in progress.2. OVERALL CAMPAIGN PERFORMANCE: This section shows the number of emails sent per campaign, the percentage of emails sent that made it to the subscriber’s inbox (deliverable), the number and percentage of sent emails opened by unique subscribers, the number and percent of unique clicks that showed subscribers inter - acting with email and social media marketing content, and the style of campaign.3. BRAND INTERACTION: This section describes exactly who has interacted with the World Builders Inc. brand via our email and social media marketing campaigns including names, job titles, and companies.; as well as the way in which the responder interacted with us. Brand interactions described include unsubscribes, bid requests, content downloads, forwards to other people, viewing the email as a web page, and following external links to the World Builders Inc. web page, and the World Builders Inc. facebook page.4. INDIVIDUAL CAMPAIGN PERFORMANCE: This section shows the actual campaigns sent out including statistical data regarding each campaign’s individual performance.5. INSIGHTS: This section contains recommendations for future marketing objectives based on the data provided in the preceding three sections of this report. 1
  • 3. 2011 Third Quarter Marketing Report Client Status 2
  • 4. 2011 Q3 Client Status SummaryExplanation of Client Status and Ratings STATUSNew Client: New clients are defined as any client that had not requested a bid from World Builders Inc. prior to April, 2011. While the time period of April through June, 2011, does not fall in Q3, World Builders Inc. did not have a defined Business Development program at that time, nor any employees assigned to such role. September 30, 2011 marks the end of the first complete Quarter for which results could be tracked. For the purposes of maintaining more complete data, progress from Q2 shall be included in all Q3 Marketing and Business Development Reports.Existing Client Existing clients are defined as any client having requested a bid, and/or entered into a contract for multifamily renovation and construction services with World Builders Inc., prior to April, 2011. RATING New or existing clients are rated as "Closing if they currently are or have consistently in the Closing past gone to contract for the majority of open bids presented by World Builders Inc. Neutral New or existing clients are rated as "Neutral" or "Unknown" if they either have an even won/loss ratio of projects bid by World Builders Inc., or there is not sufficient data to Unknown define the relationship as positive or negative. New or existing clients are rated as losing if they have a greater percentage of bids Losing presented by World Builders Inc. that did not result in projects awarded than those that went to contract. New or existing clients are rated as dismissed if World Builders Inc. has deemed the value or bids requested by the client are not of Dismissed sufficient contract value to secure a profitable interest for World Builders to complete the bid or project. 3
  • 5. 2011 Q3 Client Status SummaryTotal New Clients: 9Total Existing Clients: 4Total Value of Completed Bids: $ 2,918,222.00Lost Bids: $ 13,581.00 $ 33,785.00 $ 54,978.00 $ 44,744.00 $ 18,551.00 $ 38,000.00 $ 19,181.00Total Known Value of Lost Bids $ 222,820.00New Client Bid Values: $ 643,487.00 Closing $ 871,829.00 Unknown $ 140,198.00 Losing $ 18,551.00 $ 38,000.00 $ 137,335.00 $ 19,181.00Total Value of New Client Bids: $ 1,868,581.00Lost New Client Bids: $ 18,551.00 $ 19,181.00 $ 38,000.00Total Lost New Client Bids: $ 75,732.00Remaining New Client Bid Value: $1,792,849.00Existing Client Bid Values: $ 895,945.00 Closing $ 147,088.00 Neutral $ 6,608.00 LosingTotal Value of Existing Client Bids: $ 1,049,641.00Lost Existing Client Bids: $ 13,581.00 $ 33,785.00 $ 54,978.00 $ 44,744.00Total lost Existing Client Bids: $ 147,088.00Remaining Existing Client Bid Value: $ 902,553.00 4
  • 6. 2011 Q3 Client Status SummaryIncomplete Bids: open unknown Paul dismissed Bid Source Comparison ($ Bid) $3,500,000.00 Total Value of $3,000,000.00 Completed Bids: Total Value of New $2,500,000.00 Client Bids: $2,000,000.00 Total Value of Existing Client Bids: $1,500,000.00 Total Known Value of Lost Bids $1,000,000.00 Total Lost New $500,000.00 Client Bids: $- Total lost Existing Client Bids: $902,553.00 Bid Source Comparison (% of Remaining Open Bid Value after Lost) Total Value of New 36% Client Bids: Total Value of 64% Existing Client Bids: 5
  • 7. 2011 Q3 Client Status Report Project Client Property Scope of work Bid Value Bid Status Status Status Client Company New Interurban Companies near full rehab $643,487.00 won complete full rehab $651,894.00 won contract New The Focus Group full rehab $219,935.00 won contract in New Fairfield Residential exterior paint upgrade $140,198.00 won progress New Element National trim repairs $19,181.00 lost New Fairfield Residential exterior paint upgrade incomplete New Fairfield Residential exterior paint upgrade incomplete full rehab unknown New Private Investor fire damage restore $38,000.00 lost Concierge Asset pool & bbq upgrade $18,551.00 unknown New Management granite countertops for units on turn lost New Private Investor siding & paint $137,335.00 unknown full rehab $486,630.00 won contract Existing Interurban Companies full rehab $362,730.00 won contract required repairs $9,485.00 won complete mail kiosk $37,100.00 unknown wood repair & paint $13,581.00 lost exterior paint $33,785.00 lost Existing Oak Leaf Management siding & paint $54,978.00 lost siding & paint $44,744.00 lost6
  • 8. 2011 Q3 Client Status Report Client Project Status Client Company Property Scope of work Bid Value Bid Status Status pier rebuild lost stairway handrail paint Existing Westdale Management & repair Existing car wrecked kitchen $6,608.00 won complete7
  • 9. 2011 Third Quarter Marketing ReportOverall Campaign Performance 8
  • 10. 2011 3rd Quarter Email Campaign Report Emails Emails Sent Delivered Unique % Unique Per Per Emails Unique Click- Campaign Name Date/Time Sent Campaign Campaign % Deliverable Opened % Opened Clicks Through Campaign Style Calling the Police - PR Nightmare or news article with link Liability Protection? 9/30/2011 16:44 673 94.8 107 16.8 8 1.3 to download How to Develop the Infrastructure news article with link of a Safe Apartment Community 9/15/2011 13:49 731 92.3 94 13.9 17 2.5 to download Were Back and Ready for Action! 9/7/2011 12:29 730 96.2 97 13.8 6 0.9 personal email teaser for cold Engagement Campaign 8/22/2011 14:27 58 87.9 9 17.6 1 2.0 contacts teaser for cold Engagement Campaign 8/2/2011 13:07 56 96.4 11 20.4 1 1.9 contacts Great Gazebo Giveaway 7/8/2011 13:03 549 98.9 59 10.9 4 0.7 incentive offer World Builders Gives You the Scoop on Managing Pet Friendly tips and tricks Multifamily Properties 6/30/2011 10:03 551 99.8 71 12.9 6 1.1 newsletter And the iPad 2 Goes to. . . 6/15/2011 8:29 467 99.4 67 14.4 1 0.2 incentive offer Pauls Intro. 6/8/2011 11:01 482 97.1 106 22.6 6 1.3 personal email Debbies introduction 5/26/2011 15:39 120 95.8 30 26.1 2 1.7 personal email teaser for cold Welcome to World Builders Email 2 5/24/2011 6:01 271 72.3 47 24.0 5 2.6 contacts World Builders Inc. Thanks You for Joining Us at the 2011 HAA Expo 5/23/2011 11:35 135 80.7 28 25.7 5 4.6 relationship email Q3 TOTALS FOR 2011 4823 94.7 726 15.9 62 1.4 2011 Q3 Email Campaign Effectiveness 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Campaign Style incentive offer news article with link to download personal email relationship email teaser for cold contacts tips and tricks newsletter9
  • 11. 2011 Q3 Facebook Page Marketing Report Lifetime Post Total Lifetime Post Organic Lifetime Post Message Posted Lifetime Post Total Reach Lifetime Post Organic Reach Lifetime Post Paid Reach Lifetime Post Viral Reach Impressions Impressions Lifetime Engaged Users Lifetime Talking About This Lifetime Post Stories Lifetime Post Consumers Consumptions Lifetime The number of Lifetime The number of Lifetime The number of times Lifetime The number of people Lifetime The number of Lifetime The number of impressions of your post in Lifetime The number of people who clicked anywhere people clicked anywhere in Lifetime The number of who saw your Page post in people who saw your Page people who saw your Page Lifetime The number of News Feed or Ticker or on Lifetime The number of unique people who created a Lifetime The number of in your post without your posts without people who saw your Page News Feed or Ticker, or on your post in an Ad or Sponsored post in a story from a friend. impressions of your Page your Pages Wall. (Total people who clicked anywhere story about your Page post. stories generated about your generating a story. (Unique generating a story. (Total post. (Unique Users) Pages Wall. (Unique Users) Story. (Unique Users) (Unique Users) post. (Total Count) Count) in your posts. (Unique Users) (Unique Users) Page post. (Total Count) Users) Count) Looks like the market for upgraded properties is alive and well. Go Greystar! http://www.multihousingnews.com/ne ws/todays-deals-greystar-sells-388- unit-community-in- houston/1004041352.html 9/27/11 8 8 37 37 1 North Carolina project is winding down. New project here in Dallas is about to begin, and sometime soon were bound for Pasadena, TX! Were about to get busy. Superintendent and sub candidates, send us your resumes! 9/26/11 7 7 26 26 2 1 1 How to Develop the Infrastructure of a Safe Apartment Community 9/15/11 6 6 23 23 1 "I wish to avail myself of all that is already known and then, if possible, add my mite to help on the future worker who will attain final success. " -- Wilbur Wright, co-inventor of the first airplane to launch into successful flight 9/14/11 9 9 46 46 1 Borrowing this beautiful quote from the folks at Papyrus: "Legends say that hummingbirds float free of time, carrying our hopes of love joy and celebration. The hummingbirds delicate grace reminds us that life is rich, beauty is everywhere, every personal connection has meaning and that laughter is lifes sweetest creation." What a beautiful sentiment! 9/8/11 2 2 16 16 1 World Builders Vendor Package 9/7/11 5 5 20 20 1 Check out a sample bid from World Builders! Paul Kester is one of the most detail oriented estimators in the industry, which means you understand exactly what youll be paying for. No more chicken scratch from guys working out of their trucks. This baby is interactive! 8/17/11 1 1 210
  • 12. 2011 Q3 Facebook Ad ReportDate Campaign Ad Name Impressions Spent Jun-11 Facebook Ads World Builders Inc. 1373 $0.00 Jul-11 Facebook Ads World Builders Inc. 0 $0.00 Aug-11 Facebook Ads World Builders Inc. 0 $0.00 Sep-11 Facebook Ads World Builders Inc. 0 $0.00 11
  • 13. 2011 Q3 Linked In PageMarketing Report 12
  • 14. 2011 Q3 Linked In PageMarketing Report 13
  • 15. 2011 Q3 Linked In Ad Performance CLICK TOTAL CLICK IMPRESSIONS PROFILE TOTAL THROUGH THROUGH DATE CAMPAIGN NAME STATUS SHOWN CLICKS CLICKS CLICKS RATE RATE AVERAGE CPC AVERAGE CPM TOTAL SPENT LEAD COUNT 6/1/2011 Time for an Upgrade? Off 5196 0 0 0 0 0 0 0 $0.00 0 7/1/2011 Time for an Upgrade? Off 463 0 0 0 0 0 0 0 $0.00 0 8/1/2011 Time for an Upgrade? Off 2169 0 0 0 0 0 0 0 $0.00 0 6/1/2011 When Diligence is Overdue We Come to the Rescue. Off 14753 2 0 2 0.014 0.014 14.76 2 $29.53 014
  • 16. 2011 Third Quarter Marketing ReportBrand Interaction 15
  • 17. 2011 3rd Quarter Brand Interaction Report Campaign Name Date Sent First Name Last Name Job Title Company Response Type Assistant Manager Whispering Winds article download G D & JS Investments LLC article download Calling the Police - PR Francis Property Management article download Nightmare or Liability 9/30/2011 16:44 West Plaza Mgmt article download Protection? Assistant Manager BH Management Services, Inc. article download article download Greystone Asset Management article download BH Management Services, Inc. article download G D & JS Investments LLC article download article download The Inverness Apartments LLC Bayou City Management LLCarticle download How to Develop the FDI Prop Mgmt Srv article download Infrastructure of a Safe 9/15/2011 13:49 CRES Management article download Apartment Community Mikob Properties Inc article download Milestone Management article download Asset Plus Companies article download Ginkgo Residential article download Principle McCann Realty article download Were Back and Ready for vendor package Action! 9/7/2011 12:29 download Engagement Campaign 8/22/2011 14:27 Asset Plus Companies viewed as webpage Engagement Campaign 8/2/2011 13:07 Managing Director Meridian Capital unsubscribed Marketing Specialist Asset Plus Companies viewed as webpage Resident Manager Lincoln Property Company viewed as webpage Lincoln Property Company viewed as webpage Great Gazebo Giveaway 7/8/2011 13:03 Business Development Westcorp Management Group unsubscribed16
  • 18. 2011 3rd Quarter Brand Interaction Report World Builders Gives You General Manager Marbletree Apartments email forwarded the Scoop on Managing Pet 6/30/2011 10:03 Milestone Management unsubscribed Friendly Multifamily CRES Management unsubscribed Properties Assistant Property ManOmnium Management unsubscribed Corporate Camden Property Trust unsubscribed Regional Leasing Mana The NRP Group LLC unsubscribed And the iPad 2 Goes to. . . 6/15/2011 8:29 Apartment Manager Greystar unsubscribed bid request for Pauls Intro. 6/8/2011 11:01 Enclave at Property Manager Concierge Asset Management Woodbridge Human Resources Davis Development unsubscribed viewed Debbies introduction 5/26/2011 15:39 www.worldbuildersin Business Manager Summit Housing Partners LLC c.com Welcome to World Builders 5/24/2011 6:01 Assistant Manager Woodglen Village viewed as webpage Email 2 Leasing Specialist Madera Residential unsubscribed Property Manager The Retreat Apartments viewed as webpage World Builders Inc. Thanks Summart viewed as webpage You for Joining Us at the 5/23/2011 11:35 Account Executive Redi Carpet viewed as webpage 2011 HAA Expo Accountant RCMI viewed our facebook viewed www.worldbuildersin Account Executive Redi Carpet c.com17
  • 19. 2011 Q3 Facebook Page Brand Interaction ReportDescription Message Posted like Looks like the market for upgradedLifetime The number of unique properties is alive and well. Go Greystar!people who created a story http://www.multihousingnews.com/news/toabout your Page post, by days-deals-greystar-sells-388-unit-action type. (Unique Users) community-in-houston/1004041352.html 9/27/11 North Carolina project is winding down. New project here in Dallas is about to begin, and sometime soon were bound for Pasadena, TX! Were about to get busy. Superintendent and sub candidates, send us your resumes! 9/26/11 How to Develop the Infrastructure of a Safe Apartment Community 9/15/11 "I wish to avail myself of all that is already known and then, if possible, add my mite to help on the future worker who will attain final success. " --Wilbur Wright, co-inventor of the first airplane to launch into successful flight 9/14/11 Borrowing this beautiful quote from the folks at Papyrus: "Legends say that hummingbirds float free of time, carrying our hopes of love joy and celebration. The hummingbirds delicate grace reminds us that life is rich, beauty is everywhere, every personal connection has meaning and that laughter is lifes sweetest creation." What a beautiful sentiment! 9/8/11 World Builders Vendor Package 9/7/11 Check out a sample bid from World Builders! Paul Kester is one of the most detail oriented estimators in the industry, which means you understand exactly what youll be paying for. No more chicken scratch from guys working out of their trucks. This baby is interactive! 8/17/11 1 18
  • 20. 2011 Q3 Facebook Page Brand Interaction ReportDescription Message Posted like Looks like the market for upgraded properties is alive and well. Go Greystar!Lifetime The number of stories http://www.multihousingnews.com/news/todcreated about your Page post, ays-deals-greystar-sells-388-unit-community-by action type. (Total Count) in-houston/1004041352.html 9/27/11 North Carolina project is winding down. New project here in Dallas is about to begin, and sometime soon were bound for Pasadena, TX! Were about to get busy. Superintendent and sub candidates, send us your resumes! 9/26/11 How to Develop the Infrastructure of a Safe Apartment Community 9/15/11 "I wish to avail myself of all that is already known and then, if possible, add my mite to help on the future worker who will attain final success. " --Wilbur Wright, co-inventor of the first airplane to launch into successful flight 9/14/11 Borrowing this beautiful quote from the folks at Papyrus: "Legends say that hummingbirds float free of time, carrying our hopes of love joy and celebration. The hummingbirds delicate grace reminds us that life is rich, beauty is everywhere, every personal connection has meaning and that laughter is lifes sweetest creation." What a beautiful sentiment! 9/8/11 World Builders Vendor Package 9/7/11 Check out a sample bid from World Builders! Paul Kester is one of the most detail oriented estimators in the industry, which means you understand exactly what youll be paying for. No more chicken scratch from guys working out of their trucks. This baby is interactive! 8/17/11 2 19
  • 21. 2011 Q3 Facebook Page Brand Interaction Report otherDescription Message Posted clicks Looks like the market for upgraded properties is aliveLifetime The number of people and well. Go Greystar!who clicked anywhere in your http://www.multihousingnews.com/news/todays-deals-post without generating a greystar-sells-388-unit-community-in-story, by type. (Unique Users) houston/1004041352.html 9/27/11 North Carolina project is winding down. New project here in Dallas is about to begin, and sometime soon were bound for Pasadena, TX! Were about to get busy. Superintendent and sub candidates, send us your resumes! 9/26/11 1 How to Develop the Infrastructure of a Safe Apartment Community 9/15/11 "I wish to avail myself of all that is already known and then, if possible, add my mite to help on the future worker who will attain final success. " --Wilbur Wright, co-inventor of the first airplane to launch into successful flight 9/14/11 Borrowing this beautiful quote from the folks at Papyrus: "Legends say that hummingbirds float free of time, carrying our hopes of love joy and celebration. The hummingbirds delicate grace reminds us that life is rich, beauty is everywhere, every personal connection has meaning and that laughter is lifes sweetest creation." What a beautiful sentiment! 9/8/11 World Builders Vendor Package 9/7/11 Check out a sample bid from World Builders! Paul Kester is one of the most detail oriented estimators in the industry, which means you understand exactly what youll be paying for. No more chicken scratch from guys working out of their trucks. This baby is interactive! 8/17/11 20
  • 22. 2011 Q3 Facebook Page Brand Interaction Report otherDescription Message Posted clicksLifetime The number of times Looks like the market for upgraded properties is alive and well.people clicked anywhere in Go Greystar! http://www.multihousingnews.com/news/todays-your posts without generating deals-greystar-sells-388-unit-community-in-a story, by type. (Total Count) houston/1004041352.html 9/27/11 North Carolina project is winding down. New project here in Dallas is about to begin, and sometime soon were bound for Pasadena, TX! Were about to get busy. Superintendent and sub candidates, send us your resumes! 9/26/11 1 How to Develop the Infrastructure of a Safe Apartment Community 9/15/11 "I wish to avail myself of all that is already known and then, if possible, add my mite to help on the future worker who will attain final success. " --Wilbur Wright, co-inventor of the first airplane to launch into successful flight 9/14/11 Borrowing this beautiful quote from the folks at Papyrus: "Legends say that hummingbirds float free of time, carrying our hopes of love joy and celebration. The hummingbirds delicate grace reminds us that life is rich, beauty is everywhere, every personal connection has meaning and that laughter is lifes sweetest creation." What a beautiful sentiment! 9/8/11 World Builders Vendor Package 9/7/11 Check out a sample bid from World Builders! Paul Kester is one of the most detail oriented estimators in the industry, which means you understand exactly what youll be paying for. No more chicken scratch from guys working out of their trucks. This baby is interactive! 8/17/11 21
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  • 25. 2011 Third Quarter Marketing ReportIndividual Campaign Performance 24
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  • 51. 2011 Third Quarter Marketing Report Insights 50
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  • 54. Below are your personalized email list growth recommendations. For more ideas, be sure to download ourEmail List Growth Study in its entirety. While list growth is important, a strategy that keeps your emailstimely, relevant, and personalized will ultimately have the biggest impact your email programs success.Not even the biggest list will perform if you ignore your subscribers needs - or, to put it another way, neverforget that SUBSCRIBERS RULE!1 Website Registration - Incented Selling the value of your email program with an opt-in incentive -- whether Forward to a friend Social Networks its a free download, a coupon, or a special offer -- is one of the most effective list-building tactics available today. Although used by both B2B Offline Print Adv. and B2C marketers, incentivized opt-ins -- particularly those touting free whitepape -- are especially popular and successful with those in the B2B Trade Shows space. Whatever your incentive, be sure to simultaneously leverage your "Welcome Email" to get your new subscriber immediately engaged with your email communications.2 Website Registration - Incented Selling the value of your email program with an opt-in incentive -- whether its a free download, a coupon, or a special offer -- is one of the most effective list-building tactics available today. Although used by both B2B and B2C marketers, incentivized opt-ins -- particularly those touting free whitepape -- are especially popular and successful with those in the B2B space. Whatever your incentive, be sure to simultaneously leverage your "Welcome Email" to get your new subscriber immediately engaged with your email communications.3 Paid Search Advertising Chances are that youre already advertising via paid search. The question is whether youre increasing your ROI on that spend by offering those visitors an opportunity to opt-in to receive your email communications -- even if they dont make a purchase. Integrate subscription opportunities into your landing pages. While making the sale may be your immediate goal, dont forget that you can use email to nurture those paid search visitors who might not be ready to buy this time around. 53
  • 55. Your Tactics Your List Size: < 1,000The number of list growth tactics you are using The chart below shows the list size of over 350puts you in line with your marketing peers. If you marketers who responded to our List Growthhave already optimized your existing email Survey. Keep in mind that list size is just oneacquisition methods, turn your attention to testing component of a successful email marketingthe tactics weve recommended in order to break program-keeping your list clean helps ensure yourfrom the pack. For even more ideas, check out messages get to your subscribers and messageour Email List Growth Study. relevance keeps subscribers engaged. Both can have far greater impact on your bottom line.Your Tracking of List Grow th Sources Your Evaluation FrequencyYou indicated that youre not currently tracking Uh-oh. You indicated that you rarely-if ever-the performance of your various email list growth evaluate the performance of your list growthsources. Get started by adding a "list source" sources. This is a big red flag that may also pointfield in your email or CRM database and capturing to huge opportunities. Its time to roll-up thethe sources at every collection point. This simple sleeves, evaluate your list acquisition tactics, andstep will arm you with the ammo you need to then see how your subscribers perform based onevaluate which list sources are producing and the way in which they were acquired. Yourwhich need to be sent to the bench. findings may yield ways to cut costs or redirect spend. © 2011 ExactTarget 54

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