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TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
TREW Marketing Overview
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TREW Marketing Overview

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  • Should we consider adding Denise to this slide sometime in the future, designating her role further from the others somehow? It will make more since when Irene moves to employee ;)
  • Updated 9/15/10
  • Consider changing topic to “Product Promotion” and add the postcard mailing
  • Use starburst shape showing percentage growth
  • Transcript

    • 1. Collaborative. Smart. Measured.
    • 2. Who is TREW Marketing?
      Headquartered in Austin, Texas
      Full service marketing firm
      Uniquely serving companies in engineering and science
    • 3. TREW Marketing Co-Founders have
      35+ years of combined marketing experience
      Rebecca Geier
      Principal
      Wendy Covey
      Principal
      Director of Strategic Positioning and Communications
      Top areas of expertise:
      • Company and product positioning
      • 4. Message development
      • 5. Market research
      • 6. Media relations
      • 7. Spokesperson training
      Director of Strategic Integrated Marketing
      Top areas of expertise:
      • Marketing planning

      • 8. Web strategy and SEO
      • 9. Trade shows and conferences
      • 10. Webcasts and virtual events
      • 11. Corporate presentations
    • The TREW Crew
      Denise Goluboff
      Senior Marketing Manager
      Charlie Brown
      SEM & Advertising Sr. Specialist
      Irene Bearly
      Technical Marketing Manager
      Morgan Norris
      Sr. Communications
      Specialist
      Ryan Kagan
      Sr. Web Architect/Programmer
      Steve Goodwin
      Creative Director
      Gail Folkins
      Sr. Copyeditor
    • 12. Markets We Serve
    • 13. TREW Marketing Methodology
    • 14. Client Snapshot
    • 15. TREW Client Quotables
      "TREW Marketing was the right partner, given their technical industry knowledge and strategic approach. The new website looks great …We are absolutely pleased with the results.”
      TREW Marketing took time to really understand our brand research goals and challenges. They…helped us achieve a remarkable response rate for our external survey. The website refresh project has given us a more visually appealing site and easy-to-use tool for managing content.
      ”On a scale of 1 – 10, TREW delivered a 12!”
      ”With TREW's long history working in this area, they were able to quickly get up to speed and execute to meet a tight timeline. We were very pleased with the results, including surpassing our goal for dollars quoted and helping the sales team close business.”
      ”I wanted to take a few minutes to personally thank you and [the TREW] team for the great work. The final result was spectacular!”
      “TREW has managed our corporate rebranding, website redesign, marketing strategy and day-to-day execution exceptionally well. They…work so collaboratively, I feel part of their team.”
      “TREW's experience marketing technical products to engineers and scientists made them a great partner for us.”
    • 16. TREW Services
      Web
      Awareness
      Preference
      Loyalty
    • 17. Website Design
    • 18. Content Development
    • 19. Database Marketing
    • 20. Core Materials
    • 21. Marketing-Ready Results
      Ground transportation & energy test products, services
      Video & RF test products, services
      Industrial, medical test and machine vision
      Automated test, embedded control for industrial & bioprocess
      Controls labs for academic teaching
      “One of our recent web leads went from new prospect to booking a PO for $250k within 3 weeks! Thanks TREW Marketing for driving qualified visitors to our website through search marketing.”
      – Darryn La Zar, VP of Sales and Marketing, Wineman Technologies
    • 22. 5 Highest Priority Marketing Investments
    • 23.
    • 24. Examples of Work
    • 25. The leadership team at the school, including the Associate Dean and Communications Director, commended TREW’s professional, detail-oriented approach, on-time and on-budget delivery. He recognized outstanding results and TREW’s experience working with engineers, making the company a perfect fit with the school.
    • 26. Research, “Brain”, Communications Activity Planning
      Goal: Through qualitative and quantitative research, develop core messaging and communications plan
      Deliverables:
      In-person interviews with Dean, Dept Chairs, faculty & staff
      Analysis, findings and recommendations
      External survey questionnaire and execution
      Analysis, findings and recommendations
      Messaging “Brain”
      School tagline
      School campaign “pitch”
      Tagline, pitch and top three key messages for four major funding areas
      12-month communications activity plan
    • 27. Example Research Results
      n=631
      n=454
      n=204
      17. In the future, how would you prefer to stay informed about and engaged with either your department or the Cockrell School of Engineering?
    • 28. Results
      35 hours of in-person meetings resulting in:
      7 key findings
      14 “big ideas”
      25 recommendations
      Alumni-wide external survey with 9% response
      41% of respondents agreed to be contacted
      6-page messaging “Brain” to guide all school-wide marketing and communications
      “Engineering Change in the World”
      12-month activity plan organized by quarter and initiative with recommended media prioritized
    • 29. "TREW Marketing was the right partner, given their technical industry knowledge and strategic approach. The new website looks great and has all the features we wanted. We are absolutely pleased with the results."
      -- Matt Eurich, VP of Engineering, Wineman Technology
    • 30. Snapshot fromMarketing Strategy
      From
      To
      Campaign-centric using many vehicles
      Growing web traffic, lead capture
      Clear navigation, professional site
      Nurture ALL leads
      Engage proactively, build long-term relationships
      Messaging benefits
      Trade-show centric
      Low web traffic, no lead capture
      Difficult web experience
      Amassing lead volume, cherry-pick follow up
      Follow-up reactively, transactional
      Messaging features
    • 31. Wineman Technology Inc. CONFIDENTIAL
    • 32. Website Redesign
      Goal: Provide WTI with a redesign of their existing website
      Objectives:
      Modernize the website graphics, layout, and navigation
      Incorporate industries and applications
      Add lead capture opportunities
      Improve SEO through site programming and updated/new content
    • 33. Website Redesign
      Before
      After
    • 34. 2010 Web and Search Results
      Sample of Monthly Data
      CTR – .35%
      CPC - $1.84
      TOS – 2:05
      Position –1.6
      156% YOY growth in web traffic
      70% driven by search engine marketing
      800% increase in clicks from paid search
      3.3 average pages per visit for 2:03 min stay
      “One of our recent web leads went from new prospect to booking a PO for $250k within 3 weeks! Thanks TREW Marketing for driving qualified visitors to our website through search marketing.”
      – Darryn La Zar, VP of Sales and Marketing, Wineman Technologies
      Wineman Technologies CONFIDENTIAL
    • 35. ”Our audience of controls professors and our products are both very technical in nature, but with TREW's long history working in this area, they were able to quickly get up to speed and execute to meet a tight timeline. We were very pleased with the results, including surpassing our goal for dollars quoted and helping the sales team close business.”
      -- Rachel Oliver, Marketing Director, Quanser
    • 36. Quanser Targeted Campaign
      Goal: With 3 weeks to execute, provide an integrated campaign via microsite and database marketing for Inverted Pendulum promotion
      Objectives:
      Leverage new Quanser branding
      Create clean, modern design to engage professors
      Design carried through website, email and print
      Provide multiple points of entry by discipline (mechantronics, electrical, robotics, etc)
      Drive request for quotes
      Nurture existing database as well as engage new prospects
    • 37. Quanser Inverted Pendulum Microsite
      Home Page
      Find a Module
    • 38. Direct Marketing
      Postcard
      HTML Email
    • 39. Results
      Quanser CONFIDENTIAL
    • 40. Imagine a better test solution
      “TREW has managed our corporate rebranding, website redesign, marketing strategy and day-to-day execution exceptionally well. The diverse TREW team provides us with expertise and consistency across all marketing disciplines. They are dedicated to understanding our needs and work so collaboratively, I feel part of their team.”
      -- Mauro Arigossi, President and CEO, Alfamation
    • 41. Marketing Focus Areas
      Focus Areas:
      Company branding
      Identity
      Positioning
      Website
      Company & product positioning and messaging
      Website redesign
      12-month marketing plan
    • Mission
      We leverage our scientific passion and knowledge to imagine and create new ways to engineer functional test systems.
      Tagline
      Imagine a better test solution
    • 47.
    • 48. Campaign-Centric Mktg (Execution) Snapshot
    • 49. Results
      Website
      100% increase of pages viewed from previous site
      NIWeek Results
      Booth traffic
      3x the visitors from previous years
      Resulted in 181 qualified leads
      PR
      Meetings with 5 top editors
      Coverage in 15 publications
      Lead to high natural search relevancy
      Post NIWeek DM
      Email marketing response rate 2.6x greater than industry average
      Click-through rate 2x greater than the industry average, at 28%
      Alfa response rate: 43%
      Industry avg: 15-18%
    • 50. ”On a scale of 1 – 10, TREW delivered a 12!"
      -- Andy Long, CEO, Cyth Systems
    • 51. Life Sciences/BioProcess Product Launch
      Goal: Strategically plan and execute product launch for bioprocess
      application in 3 weeks
      Objectives:
      In 4 days, build launch strategy and plan
      Study competition, define key differentiators
      Develop messaging, key features/benefits/audience care-abouts
      Build media list, execute all outreach
      Attend/follow-up on all press meetings
      Set up, attend partner sales strategy meetings
      Write all content: news release, web landing page, case study (working directly with customer)
      Collaborate with product partner to extend reach of launch
    • 52. Results
      PR
      5 in-person media interviews
      11,993 web impressions, 15 “reads”
      11 online articles in first few days
      New product content
      Product flyer (image to right)
      Customer case study
      “PBS Biotech Uses CythCircaflex Embedded Control System to Create an Innovative Bioreactor”
      Web landing page redone – aligned layout, messaging, call-to-action to strategy
      Extended reach through partner collaboration
      Partner news, event keynote
      Key regional partner opportunities identified (New England, Midwest)
    • 53. Thank you and your staff for your excellent work. We are proud of the final product and the publicity it has and will receive.
      -- Dr. J. Tinsley Oden, TAMEST President
Associate Vice President for Research, The University of Texas at Austin
    • 54. Virtual Marketing/PR Director
      Goal: Serve as a Virtual Marketing and PR Director, providing strategic input, project management, and execution of marketing projects
      Deliverables:
      Develop and execute state-wide launch of
      K-12 STEM education report
      Create a five-year strategic plan
      Project manage major marketing initiatives
      such as annual report
      Provide event and PR support
      Lead recruitment of Director of Communications
    • 55. Results
      Professionally written, designed and produced publication
      143 clips across a publications in Texas, across U.S.:
      Feature news articles in major Texas dailies including:
      Dallas Morning News
      Houston Chronicle
      San Antonio Express-News
      Broadcast coverage: KTBC FOX, KVUE ABC, CBS 42 KEYE, KAKW Univision
      Feature story on NPR Austin affiliate, KUT
      Wrote, pitched, and placed op-eds in tier 1 and 2 Texas markets
      Feature story on National Academies home page, nationalacademies.org
      Coverage on major news sites: forbes.com, marketwatch.com, latimes.com
      Direct marketing open rates far exceeding industry averages
      78% growth in traffic to tamest.org
    • 56. E-Newsletter Launch
      Goal: Engage members, grow awareness of distant/new constituents, drive traffic to the TAMEST website
      Deliverables:
      E-newsletter design
      Editorial calendar process for content
      Direction regarding subject lines, article headlines
    • 57. TREW's experience marketing technical products to engineers and scientists made them a great partner for us.
      --Markus Tarin, CEO, MoviMED
    • 58. Goal #1: Partner with National Instruments to successfully launch product
      Deliverables:
      Develop co-marketing launch plan with NI marketing
      Create and oversee MoviMED portion of launch plan
      Manage partner relationship with NI
      Provide content guidance and review
      Results:
      Global internal NI sales awareness
      Global external coverage in industry press
      Home page feature on ni.com and vision pages
      Inclusion in NI customer publications
      Product Launch
    • 59. Results
      50% increase in web traffic to www.movimed.com
      News release published in 66 global news outlets, including magazines such as Advanced Imaging and Electronic Design
      AF-1501 featured on partner website home page with an estimated 400,000 unique visitors
      AF-1501 featured multiple times in partner global print and e-newsletters reaching hundreds of thousands of readers
      60% of partner global sales force attended MoviMED training module
    • 60. Product Launch Deliverables50% increase in web traffic following launch
      Ni.com home feature graphic, news item
      NI News (e-newsletter) feature
      Webcast
      Wired NR – WSJ Coverage
    • 61. We create smart ideas to promote the innovations of our world’s scientific, engineering and academic leaders.
      www.trewmarketing.com

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