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SME club marketing plan pro.manchester

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The SME club marketing plan becomes much tighter following the series of meetings over the past few weeks. Still some debate about the final name for the project. Dateline July 28th 2011. JKA

The SME club marketing plan becomes much tighter following the series of meetings over the past few weeks. Still some debate about the final name for the project. Dateline July 28th 2011. JKA

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    • 1. pro.manchester SME Club Marketing Plan
    • 2. Contents Page 1 About pro.manchester 2 2 The business development programme 3 3 SME club 4 4 The e-team 5 5 The ISM squad - integrating social media 6 6 pro.manchester grabbing the high ground 7 7 How many SMEs in the City Region? 8 8 What information do they need? 9 9 Notes on content 10 10 What is the target for SME club 11 11 How much will it cost 12 12 The value proposition 14 14 The Brand Values 15 15 Media Metrics 16Page 1 pro.manchester SME Club Marketing Plan 2011
    • 3. 1 About pro.manchester pro.manchester is the not for profit members organisation representing the financial and professional services sector in Manchester. It represents the largest advisory group in the North West with over three hundred member organisations and five thousand active members. Established in 1986 as the Manchester Financial and Professional forum, pro.manchester has grown from in size and scope and hosts over 130 events each year. The organisation includes the blue chip list of major companies in the sector. Key events in the year include, the pro.manchester Business Conference, a news style “show” hosted by Kirsty Wark and Gavin Esler and the Annual Corporate finance lunch with over 220 attendees.Page 2 pro.manchester SME Club Marketing Plan 2011
    • 4. 2 The business development programme The CORE (Corporate Outreach) programme is at the heart of our business development agenda. The pro.manchester.connects programme is geared to linking the thinking of business and enterprise to advice and finance. We work closely with the Universities and Business Schools in the city and with groups including our Manchester Private Equity Group (MPEG), VC group and Business Angels network. pro.manchester has recently established CENBAR, the centre for business angels research in association with Manchester’s three business schools. SME club is a big step in the business development programme. The project will be launched in September 2011 in association with the MEN Business Week magazine as the key media partner.Page 3 pro.manchester SME Club Marketing Plan 2011
    • 5. 3 About SME club SME club stage one is a free model providing free information and advice to as wide a range of businesses as possible, no matter what the stage or size. Members signing up will receive ten tips on everything twice per week and also a copy of the pro.manchester.connects weekly update. The objective is to maximise the size of the mailing list in the first three months. Gaining authority, providing information that can be trusted to support businesses in Manchester. SME club stage 2 will be a paid subscription model planned for February 2012. SME club first class will give greater access to workshops, masterclasses and events. The fee is yet to be determined but would be no more that £20 per month. SME club stage 3 would be a SME club summit in June 2012 bringing together businesses and pro.manchester members into an interactive forum. SME club - gaining authority, providing information that can be trusted.Page 4 pro.manchester SME Club Marketing Plan 2011
    • 6. 4 About the e-team The SME club advice programme is geared around the three critical skills of the business leader or business team - the product champion, the sales performer and the financial analyst. The three traditional components. Since e-commerce and e-business is such an important part of any business programme today, SME club will place great emphasis on the “e-commerce expert” as an addition to team advice. pro.manchester has brought together over thirty of the key businesses in this sector, specialising in web design, web layout, SEO PPC, keywords, auto responders and e-mail strategies and more. This group is known as the e-team. SME club - gaining authority, providing information that can be trusted.Page 5 pro.manchester SME Club Marketing Plan 2011
    • 7. 5 About the ISM squad - integrating social media One of the biggest challenges to businesses of any size is the integration of social media into an existing business platform. Businesses are faced with the challenge of the new ISM, Integrating Social Media, ie Twitter, LinkedIn, Facebook, Google+, YouTube, Slide share and Flickr into an existing business platform. At the tip of the e-team vanguard is the ISM squad assisting businesses in this critical area The ISM squad is a group of specialists in this area, a key component in the SME club marketing programme. SME club - gaining authority, providing information that can be trusted.Page 6 pro.manchester SME Club Marketing Plan 2011
    • 8. 6 pro.manchester grabbing the high ground For pro.manchester and the launch of SME club it is important to grab the high ground of e-commerce and social media developments working with the e-team. To this end we launched in July 2011, the GM Tweetmap, ranking the most prolific and authorative users of Twitters in the city. GM Tweetmap, This will be followed by the pro.manchester Events board in October listing and promoting all of the key events for pro.manchester members and associates. Finally, the Manchester Brain Mill. The Brain Mill an interactive site where the e-team will work and play and share cutting edge ideas in online business, systems and technology. Events Board SME club - gaining authority, providing information that can be trusted. The Brain Mill,Page 7 pro.manchester SME Club Marketing Plan 2011
    • 9. 7 How many SMEs in the city For There are approximately 100,000 businesses in Greater Manchester and perhaps 250,000 in the North West. Of those almost two thirds have four or less employees. Much emphasis is made of the potential of high growth gazelles generating the majority of job gains in the private sector. Part of our strategy, our 4G strategy is to create a Grazing There are approximately 100,000 Ground for the Gazelles of Growth attracting more and businesses in Greater Manchester and more business into Manchester from across the North perhaps 250,000 in the North West West as potential clients of pro.manchester members. But our overall strategy within SME club is to target all businesses no matter what the size, sector, stage of growth or growth ambition. The cost of acquisition is low as is the cost of service. We want to assist the business community, within the city region, gaining authority, providing information that can be trusted. To become the one stop source of private sector business advice. SME club - gaining authority, providing information that can be trusted.Page 8 pro.manchester SME Club Marketing Plan 2011
    • 10. Business Link Enquiries 8 What information do they need ? Most popular themes: Using data from Business Link we can obtain an understanding of the type of enquiry onto the Business Star%ng
up 28% Link North West web site. If we use the last full year that Finance
and
Grants the Business Link North West portal was in operation 15% (Apr 2010 – Mar 2011), the following information is How
we
help available: 10% Total number of visitors – 136,000 Training
Directory Total number of page views – 600,000 7% Employment and Skills Average pages per visit 4.4 7% Ave time on site in minutes 4.9 Taxes,
returns
and
payroll From this table the quantification with an estimate for 6% Manchester is derived as follows : Sales
and
Marke%ng 5% Health,
safety,
premises 3% Grow
your
business 3% Your
business
sector 3% Interna%onal
Trade 3% IT
&
E‐commerce 3% Exploit
your
ideas 3% Environment
and
Efficiency 2% Buy
or
sell
a
business 2% SME club - gaining authority, providing information that can be trusted.Page 9 pro.manchester SME Club Marketing Plan 2011
    • 11. 9 Notes on content SME Club Tags Business Link enquiries are heavily geared to start up and early stage finance. Other organisations in the city are Tips advice and guidance better placed to deal with this and much is expected of the new growth hub. You get to choose Content for the first six weeks will be centred on E- The information you need commerce, e-business and the challenge of integrating Aimed at helping you social media. The content will react to user experience and You get to choose the best advice direction. The e-team are submitting content ideas, themes for your needs and script. Ten tips around 350 words. The e-mail lure for the landing pages will also be themed Private Sector, not business link, on - what everyone should know about social media - final I am from the government and I am theme to be determined. here to help you Whilst we believe the four module content is on message, Free advice to business owners product champion, sales performer, financial analyst and e- from business owners” commerce expert. the offer will react to user preference Access to Expertise” once we have achieved critical mass. Digital revolution is here, where RU? We just want to help you grow, The format for delivery will be, two e-mails per week Understanding the digital Space offering top ten tips on a variety of subjects, this together Entrepreneurs with a more general pro.manchester.connects mailing. Written by guys who are doing it private sector to private sector Tips and before and after stories will feature in the MEN Business Week Magazine on the SME club page each week. Most businesses haven’t got a SME club - gaining authority, clue when it comes to Digital providing information that can be trusted.Page 10 pro.manchester SME Club Marketing Plan 2011
    • 12. 10 What is the target for the mailing list? The mailing list will be derived from a simple squeeze page web site with an e-mail lure to seduce registration. Traffic to the site will be generated from : Advertising Adwords, SEO, Advertorials MEN Business Week E-mail strategies Referrals and recommendations from pro.manchester members, entrepreneurs and associates, including the GM Chamber of Commerce and the Federation of Small business. Substantial public relations campaign Sample Mailing Lists MEN Business Week Magazine 13,000 Business Desk Web Site Mailing 19,000 Insider North West Mailing List 29,000 A conventional conversion metric would suggest a conversion rate of between 1% - 3% of any universe. Target 1,000 - 3,000 on the mailing list. A more exotic metric where [c (f) m, v, i, f, a,] ie conversion is a function of motivation, value of proposition, incentive, site friction and authority, would suggest a much higher conversion is probable. Our target for SME club stage 1 has to be not less than 10,000 within the first three months of launch.Page 11 pro.manchester SME Club Marketing Plan 2011
    • 13. 11 How much will it cost? The costs of the operation will be covered by the advertising and sponsorship del with RBS. The sponsorship package has been front loaded to ensure exclusivity, avoiding a syndicated solution amongst the pro.manchester banking group. The major cost is the digital marketing manager recruited into the management team to manage the SME club project. An additional charge represents the engagement of additional pro.manchester team members e g finance, admin, creative. Mailing costs are a direct cost of the operation which may be subject to revision. Advertising costs in MEN Business Week, Insider and Business Desk are included at cost. Web design and amendments will be met from existing budgets.Page 12 pro.manchester SME Club Marketing Plan 2011
    • 14. 12 The value proposition The brand value proposition is based on the following calculations. MEN full page SME club (AVE*) £50,000 per annum MEN flash footer £10,000 per annum Advertising (Insider, Business Desk) £10,000 per annum SME club mailing programme 120,000 OTS per month SME club web site 10,000 hits per month pro.manchester Newsbyte mailing 25,000 OTS per month pro.manchester Connects mailing 25,000 OTS per month pro.manchester web site 5,000 hits per month Social Media Profile Twitter LinkedIn Facebook Google + Public Relations Profile PR Company SME Club RMS / Juice Digital The e-team MCMC The ISM squad RMS / Juice Digital National - Whitehall Weber Shandwick SME club - gaining authority, providing information that can be trusted. *AVE : Advertising Value EquivalentPage 14 pro.manchester SME Club Marketing Plan 2011
    • 15. 14 The Brand Values 1 SME club is the business development programme for “SME club - gaining authority, pro.manchester members, creating opportunities to engage with new providing information that can be trusted” clients and exploit cross selling opportunities amongst the variety of professional services. “Working together, sharing experiences, 2 In stage one, as a free advisory service, the objective of SME club is developing the business of Greater to gain authority and a reputation for providing information that can Manchester” be trusted. 3 pro.manchester brand identities - established, reputable, solid, safe, “Creating a partnership, in for the long high integrity, vast resources, leading names, including blue chip haul, we want to see Manchester thrive”. corporates and cutting edge e-commerce specialists. 4 Objectives To become the one stop source for advice on bps. “Sharing the same problems and finding To enhance the 4G strategy attracting more business into the city. solutions” To develop and encourage cross selling activities for member firms To develop brand loyalty and affinity programmes. Providing confidence in the future with 5 Brand identities advice from those who have been there in We face the challenges and want to share our experience. the past. We face the same needs and concerns, together we can win through We want to survive and grow our business and yours Providing support when needed, 6 Major themes in the stages of growth Business momentum, providing evidence of success From trusted experts engaged in business themselves Using examples and real life Sustainable programmes, in for the long haul no quick fix. case studies Building the brand, developing the offer, attracting new business, maximising cross sell and creating the community.Page 15 pro.manchester SME Club Marketing Plan 2011
    • 16. 15 Media Metrics 13,000 weekly Business
Desk
Circula%on
as
follows
for
the
North
West: 
 Daily
Email:
19,000
+ Weekly
Email:
21,000+ 
 Splash
Page
:

As
per
home
page Website
Home
Page
:
250,000
page
views
per
month SME
Channel
:
6,000
page
views
page
per
month. 
 4
Week
campaign
to
target
the
SME
market,
here
are
some
ideas
in
order
of
 effec%veness
(and
cost): 
 1.
Splash
Page:
This
is
the
highest
profile
product
we
have
and
generated
 phenomenal
click
through
rates
for
Pannone
during
their
re
brand.

It
appears
 once
of
every
user
when
they
login,
greying
out
the
en%re
background
so
only
 the
ad
can
be
seen
in
the
centre
of
the
screen
before
the
reader
navigates
to
 the
site. 
 2.
Home
Page
Banner
:
Same
as
you
had
for
the
conference
but
with
more
 readers,
as
we
are
growing
around
2000
per
month.

Reaches
the
widest
 possible
audience
and
is
seen
by
every
visitors
to
the
site
regardless
of
the
 market
segment
the
editorial
they
have
chosen
to
read
has
come
from.

This
will
 be
seen
250,000
%mes
in
an
average
month
and
success
can
be
measured
 through
click
through
rates. 
 3.

SME
Channel
banner:
This
targets
SME’s
by
tagging
your
brand
to
the
top
of
 every
SME
story,
this
is
seen
by
every
reader
that
reads
an
SME
story
–
these
 are
predominantly
SME’s
themselves
. 
 SME club - gaining authority, providing information that can be trusted.Page 16 pro.manchester SME Club Marketing Plan 2011
    • 17. pro.manchester SME Club Marketing Plan

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