1. MARKETING
PLANNING MEETING
June 9, 2010

2. MARKETING MEETING AGENDA
 Introductions
 Objectives for Today
 Discuss Direction of Strategy and Launch Plans
 Create Calendars
 Create Content Plan
 Integrated Marketing Plan
 Roles & Responsibilities
 Measurement & Keys To Success

3. OBJECTIVES FOR TODAY
 Everyoneon the same page for direction of
today’s marketing focus: Facebook and
eNewsletter
 Begin putting together calendars, content, and
roles and responsibilities
 Set next meeting date and structure

4. WHAT WE KNOW
Engage all territory customers in a new, dynamic
way that will strengthen relationships and
provide a 24/7 presence
 Establish Golden State as a leader and facilitator of every
day conversation
 Provide input and measurable data for Golden State to
make better decisions and thus, serve customers better
 Differentiate Golden State from regional competitors and
position as a thought-leader among Pierce dealers
Business Objectives
 Create leads
 Grow market share
 Interact more with customers

5. FACEBOOK STRATEGY
Create a channel that increases customer
engagement, forges tighter purchasing relationships
and builds significant brand value utilizing Facebook
elements and static FMBL
FBML allows you to customize tabs and content on your page and
transform it as part of your brand (requires knowledge of HTML,
CSS and Facebook Markup Language (FBML)

6. FACEBOOK ELEMENTS
Phase 1:
 Wall Tab
 Info Tab
 Custom Landing Page – Create a “Welcome” page to shape
the experience. i.e. benefits and entice to click the ‘Like’
button
 eNewsletter banner for sign up
 Promotion banner (when applicable)
 Photos Tab
 Notes Tab (for How To or version of eNewsletter Articles)
Phase 2 for Evaluation:
 Events including promotions, fundraisers, shows, etc.
(potentially use App: Eventbrite)
 Map Your Page – Promote territory you serve. Display a
mini-map with links to larger maps and directions
 Video (if there are current videos move to Phase 1)

7. FACEBOOK ELEMENTS SAMPLES

8. FACEBOOK – LANDING PAGE SAMPLE
Miller Electric Welders – the blue
represents the branding along
with the name. Also, lots of ways
to engage the customer

9. REAL TIME MONITORING
 Personalized Dashboard
 Reader/Alerts/Blogger

10. LAUNCH PLAN
 Outreach and Integration
 Leverage e-mail lists to
announce new presence
 Outreach to pre-existing fan pages and groups
 Outreach to local network using advanced profile
search tool
 Offline postcard direct mail
 Facebook targeted ad – focus demographic,
geographic, and psychographic

11. HOW WE WILL MEASURE

12. KEYS TO SUCCESS – THROUGH MONITOR
& MEASURE Facebook Estimated
Local Reach – 45,640
People
 PARTICIPATION • Who live in California
 Post Quality of 3+ • Age 19 and older
• Who like firefighter,
firefighting and
 ATTRACTIONS firefighters
 # of Likes (place a value on Likes for ROI)
 INTERACTION
 Time and dollars saved because of more direct
interactions (place a value on situations solved)
 TRANSFORMATION
 Takes an intended action

13. ENEWSLETTER STRATEGY
Create a long-term outreach campaign that embraces
and influences customers using unique goals that align
with the customers’ mindsets for each lifecycle stage
 New Customers  Engaged Customers
Move them to opt in to Maintain or increase
receive regular messages communication, strengthen
from you, visit your loyalty, encouraging
website, make a purchase recommendation to friends,
or visit service facility in and the delivery of efficient
the future customer service, visit
service facility in future
Messaging: Education
Messaging: Notices, special
campaigns, welcome
promotions for top
messages, promotion for customers, incentives to visit
first purchase website

14. Golden State Option
ENEWSLETTER TECHNIQUES
Recommendation:
 Build an Opt-In Email list
 Create a customized eNewsletter for your
target audience with website touch points
 Create a clean, simple, eNewsletter in order to
prevent barriers to the acquisition of
subscribers
 Evaluate ESP to ensure it facilitates a proper
list building initiative and eases management
complexities and deliverability issues and
metrics.
 Recognize the value proposition in
segmentation (view current customer list)
 Integrate with social media channel, Facebook
 Investigate integration opportunities with
CRM

15. ENEWSLETTER ELEMENTS
 Dear “Use Actual Name Here” with message: Here is your
latest issue of __________(name of eNewsletter). Your one-stop
shop for the latest news regarding product and promotions at
Golden State Fire Apparatus
 2 – 3 Consistent Content Categories (consider a series in
one category)
 Email the Editor
 Share _______ (name of eNewsletter)
 Contact a Sales Representative
 Footer: View in Browser, Email Editor, Sales
Representative, Change Email Address, Subscribe,
Unsubscribe, Share ______
 Clear Identity of eNews name – create a brand logo
 Use Golden State Logo
 Send both HTML and Text emails large % of people
generally have images turned off by default)
 Determine a Call To Action for every eNewsletter

16. ENEWSLETTER LAUNCH PLAN
 Create an offline and online communication piece
inviting to Opt-In to new email (go to website!)
 First Issue including agreed categories and
incentive.
 Ex: Invite (and provide link) to go to Facebook and
when they click “like” they get a VIP code for
promotion (tbd)

17. HOW WILL WE MEASURE
Confidential
 Graph Trend Charts
 Top 5 Links
 Mail Spam Score Analysis
 Test and Refine

18. ENEWSLETTER KEYS TO SUCCESS
 90+% Delivered
 20% – 30% Open Rate
 90% Opt In with 1st Distribution
 Unsubscribes and Bounces kept to a minimum
 Click Throughs to Website
 Calls To Actions are Met
 ?
 ?

19. INTERACTIVE 2010 PLAN – WHY ARE WE
INVESTING?
drive website traffic
promote brand awareness
encourage community engagement
marketing drives results
Embracing a variety of digital media platforms allows you to gain
insight into customer attitudes and learn important truths about
buying behavior as well as the evolving attitudes that will determine
future buying behavior.”

20. INTEGRATED MARKETING PLAN
Search
Engines
Website
E-news
with Facebook
Blog
Traditional Needs further
Mrktg planning and
discussion

21. THE WORK
BEGINS…NOW!
TOGETHER WE
WILL REACH THE
GOAL
LET’S HIT THE
BULL’S EYE!

22. 2010 BUSINESS /MARKETING CALENDAR –
IN PROGRESS
July Aug Sept Oct Nov Dec
Business Opening
of
Service
Facility?
Marketing
List events, communications, promotions, new facilities, etc.

23. ENEWSLETTER CONTENT
 Let’stalk….
 What’s New
 Feature Departments
 Golden State’s perspective on Industry News
 How To’s
 ?
 ?
 ?

24. 2010 EDITORIAL CALENDAR – IN PROGRESS
July Aug Sept Oct Nov Dec
Facebook Build Launch
eNews Research Opt In First
and Invite Issue
Evaluate
Web
(Blog)

25. ROLES & RESPONSIBILITIES – IN PROGRESS
Name Facebook eNewsletter Blog How
Often
Daron
Ryan
Marie
Jason
Dawn

26. TIMELINE AND NEXT STEPS – IN PROGRESS
Team modifies and approves direction June ____
Dawn to complete online competitive analysis
Complete ground work for launch of Facebook
and eNewsletter (evaluate ESP, speak with
webmaster, review customer lists, review
CRM, etc)