Work Sample_GS 10SKB Strategic Plan (2)

Southern California Regional 10,000 Small Businesses – Client Outreach & Recruitment Status Update – 2015
Strategic Plan - 9/29/2015
Southern California 10,000 Small Businesses
Outreach and Recruitment Report – August 2014 to September 2015
September 29, 2015
Table of Contents
I. Executive Summary
II. Weekly Status Update – Week off 9/29/2015
a. Events Review
b. Leads Management
c. Application Numbers
d. Draft Applicants
III. New Development in Outreach and Recruitment
a. Review & Analysis: Relevant Referral Data
i. Alumni
ii. Partner
b. Strategic Planning for O&R
i. Implementation of ORAS
c. New Tools in O&R
i. Explanation
ii. Observations
iii. Challenges
d. Action Items
IV. Action Items
a. Alumni Testimonials
b. Draft Applicant Review & Activation
c. Tracking/Recording Outcomes
i. Phase II Implementation Planning
V. Appendix
a. LBCC C16 Applicant Tracker
b. LACC C12 Applicant
c. ORAS Strategic Calendar
d. ORAS Strategic Plan
e. Weekly Events Calendar
f. Lead Lifecycle
g. Leads Reference File – Salesgenie

I. Executive Summary
This report provides a status update for the Southern California Regional 10,000 Small Businesses Outreach and Recruitment
efforts. Following the executive summary, the first component of the report delineates a status update for the week of 9/22/2015
through 9/29/2015, and includes updated statistics on current applications, lead data, and a discussion of recent events in which
10KSB participated, with a special write-up regarding the National League of Cities event. The next section provides a
presentation of the strategic planning initiative for outreach and recruitment that has taken place over the last three months. This
section focuses primarily on the analysis of relevant local data, (such as partner and alumni referral data), and how that data has
informed new strategies for outreach that integrate all available ICIC and GS tools. A review of the specific tools that have been
implemented are presented, along with an explanation, review of recent outcomes, and observations about challenges or further
opportunities for development. Some general trends and observations that emerge from the review of the data and analysis are
included in this report, specifically around partner and alumni referrals, the challenges and opportunities of targeting key
demographics, geographic areas, and new partners, as well as a summary of how the strategic recruitment plan for 2016 will be
refined through further tracking and reporting on outcomes from newly tested strategies. The final section of the report outlines
action items for outreach and recruitment. In order to support the analysis and data presented throughout this report, an appendix
is included for reference.
Table 1: A Year in Review. Source: 10KSB Application
. S
Full-
time
Part-
time
1099s
Total
LBCC 13 193/7 57/2 17/1 254/10 27,257,749.00$ 1,090,309.00$
LBCC 14 304/10 122/4 63/2 486/16 78,989,163.00$ 2,644,489.00$
LBCC 15 246/11 57/3 52/2 354/15 49,411,990.00$ 1,976,480.00$
LACC 9 132/5 72/2 114/4 194/7 15,597,549.00$ 599,906.00$
LACC 10 153/5 79/2 189/7 232/8 33,618,413.00$ 1,245,126.00$
LACC 11 222/12 35/2 52/2 337/18 27,649,741.00$ 1,626,439.00$
Aggregate 6 1277/9 459/3 455/3 1911/13 235,317,602.00$ 1,589,984.00$
Average Gross
Revenues
SUMMARY - A Year in Review
College Cohort 2014 Gross Revenues
Employees/Average

II. Weekly Status Update – 9/22/2015-9/29/2015
Events Review*
- 10KSB participated in the following events:
o Host Organization: South San Diego SBDC & City of Chula Vista
 Event: Small Business Seminar & Expo – Grow Your Business: Focus on Finance & Funding
 Value-add: No-cost event, 10KSB Rep presented for 20 minutes, called on local alumni to testify,
Mayor of Chula Vista as keynote speaker, on-going partner development (untapped pool)
 Attendance/Leads: 75/35 total, 6 warm and qualified, 1 application
o Host Organization: Offices of Senator Ricardo Lara
 Event: Small Business Workshop Series – Covered CA: Rules & Regulations
 Value-add: No-cost, logo feature on flyers, attendees have employees, 10KSB materials exhibited at
workshop
 Attendance/Leads: 30/25 total, 12 warm and qualified
o Host Organization: National League of Cities (DC), Offices of Mayor Eric Garcetti (City of Los Angeles)
 Event: Big Ideas for Small Business Annual Summit
 Value-add: No-cost, participation featured in program, partner development, best-practices sharing,
recruitment of business owners, identification of new resource
 Attendance/Leads: 30/25 total, 8 warm and qualified
* For a detailed summary of upcoming events, refer to the Week of 9/30/2016 Outreach Calendar in Figure E of the Appendix.
Weekly Event Highlight: Big Ideas for Small Business Summit
September 22nd
& 23rd
, 2015, Bradley Tower, City Hall, Los Angeles, CA
Every year the National League of Cities, a DC-based non-profit focused on building peer-based networks for improving equitable city
development, hosts the Big Ideas for Small Business Summit. Co-hosted with the City of Los Angeles for 2015, the event draws participants from
across the local region and the country, with the goal of accelerating efforts to support small business development, enhance civic engagement, and
encourage entrepreneurship. As a partner of the City of Los Angeles, 10KSB participated in the series of panel sessions, breakout discussions, and
keynote presentations that took place over a day and a half.
Key takeaways from the panel sessions, which were hosted by participants on a selection of topics, include: observations around the value-add
business owners feel when they have increased site visits and relationship-driven support from small business resource providers, including local
government (i.e., how real-time responsiveness and nimble, creative assistance can temper challenges such as construction-related street closures);
the importance of approaching entrepreneurship from a perspective of inclusivity; the need to re-think how resources are presented to entrepreneurs
through education and policy revision; and the on-going challenge for small business owners to advocate for local policy changes to officials in DC.
This last observation was most clearly articulated during the keynote address, where groups of small business owners asked for advice on this issue
from the keynote speaker, Michael Hendrix, Director of Emerging Issues and Research, US Chamber of Commerce Foundation.
During the one-on-one breakout sessions, where organizations were paired for discussion, 10KSB was involved in discussions with the keynote
speaker, Michael Hendrix, the City of Philadelphia Economic and Workforce Development team, and the representative for Code for America. The
interactions focused largely on best-practices sharing, and how organizations that offer resources to small business can maximize their impact in the
context of a shifting economy that continues to see the small business community stifled by overregulation. The one-on-one session with Code for
America was notably collaborative, as 10KSB was able to provide insights regarding the needs and challenges entrepreneurs face, and how the
software interface being developed by Long Beach’s i-Team might tackle these issues in meaningful and relevant ways.

Lead Management
- Leads input from 9/22/2015 to 9/29/2015 (Source: CRM): 60
- Leads input from June 2015 to Present (Source: CRM): 375
- Leads from Salesgenie email campaigns (Source: Constant Contact): 2800
Application Numbers
- LBCC C16*
o Part I
 Total: (Confidential)
 Qualified: (Confidential)
o Part II
 Submitted: (Confidential)
 Confirmed to Submit: (Confidential)
o Draft Applicants
 Qualified Draft Applicants: (Confidential)
- LACC C12*
o Part I
 Qualified: (Confidential)
o Part II
 Submitted: (Confidential)
 Confirmed to Submit: (Confidential)
o Draft Applicants
 Qualified Draft Applicants: (Confidential)
*For detailed information regarding the qualified applicants, those invited to interview, Part II commitment levels, and specific
referral data, please see LBCC C16/LACC C12 Trackers in Figures A and B of the Appendix.
Draft Applicants
- Table 1 features an overview of draft
applications from early April 2015 through
September 2015*
- Observations: As draft applicants have
clearly expressed interest through
registering an account in the online portal,
there is a missed opportunity due to the fact that contact information is not required, and thus not provided to the local
site by the vendor. Based on ICIC’s current protocol, driven by potential privacy concerns, a site does not have the
ability to follow up with all draft applicants to determine their qualifications.
*As the online application only stores data for 180 days, April 2015 marks the earliest available data. Source: 10KSB Portal.
Draft Applicant Qualified Contact Info No Contact Info
159 18 64 95
Totals for Long Beach and Los Angeles City College
SUMMARY - Draft Applicants
Table 2. Source: 10KSB Online Application Portal.

Partner Total Referrals Accepted Completed Qualified Not Qualified Total Accpt % of TOTAL Regionally Acceptanced
WBEC 8 0 0 5 3 0% 0%
LA Chamber 9 2 3 3 6 22% 3%
LB Chamber 6 3 4 4 2 50% 4%
LA Regional SBDC 14 1 2 2 12 7% 1%
LB SBDC 15 6 9 11 4 40% 8%
Partner Breakdown
III. New Developments in Outreach & Recruitment
Review & Analysis: Relevant Referral Data*
Alumni
- As visible in Tables 3 and 4, alumni referrals tend to
have high-yield for Part II conversion, notably LBCC
alumni referrals, and should continue to be leveraged in
new ways as a referring base for applicants. Specific
strategies are outlined in the next section for how the
SoCal team is pursuing this objective. Table 6, which
appears in the final sections, illustrates that while LBCC
has better alumni referral conversion rates, LACC’s
partner base has higher conversion rates.
Partners
- The most successful referring partner organizations may
be tapped out on their base for qualified applicants, so a
multitude of resources have been allocated toward new
partner development, notably in areas such as supplier
diversity, financial institutions, and private
corporations/professional service providers. In the
following sections, specific strategies are outlined for
how the SoCal team is pursuing this objective. Table 5
provides YTD data for the paid partner program.
* See document Attachment for detailed partner and alumni referral data.
Strategic Planning for Outreach & Recruitment in 2016
Summary: ICIC has provided sites with a national template for strategic outreach and recruitment planning. This tool is called
the ORAS Plan. This document, which is featured in the Appendix, assists sites with understanding the resources available to
them through ICIC and the Goldman Sachs 10KSB toolkit, in addition to local adaptations and innovations. It also allows sites
to strategically plan for application numbers through results estimations, and then allows for best practice identification through
outcomes analysis. Since the development of this document in May of 2015, the SoCal team has worked closely with ICIC to
leverage data and strategies to create a comprehensive outreach plan that targets key demographics, including women,
disadvantaged businesses, and key geographic areas in and around the Los Angeles basin. This section presents an overview of
data that has informed these strategies, a tabulation of those strategies that have been implemented, and some notable
observations and recent outcomes regarding those strategies.
41
22%
50
27%
64
35%
29
16%
Accepted Applicants by Lead Source
Los Angeles Partners
Long Beach Partners
LACC Alumni
LBCC Alumni
29
31%
64
69%
Alumni Referrals (Accepted) by Campus
LACC
LBCC
Table 3 (Top), Table 4 (Bottom), Table 5 (Below). Source: 10KSB
Application

New Tools in Outreach & Recruitment
Strategies & Tools: Alumni Engagement
Objective: Increase number of alumni referrals, leverage alumni
networks
- Regularly request referrals through distribution of
Google referral form in email and weekly Small Biz
Tip
- Develop alumni testimonials based on applicant/lead
feedback
- Reach out to cohort ambassadors/alumni to distribute
application deadline information to professional
networks/social media
- Capitalize on Alumni Summit as recruitment driver
- Leverage alumni as applicant motivators via one-on-
one match-making sessions
Strategies & Tools: Partner Development
Objective: Leverage existing partner network, identify new
areas for development, and increase referrals
- Implementation of paid partner program
- Identification of new organizations through current
alumni network
- Pursuit of new types of referring organizations,
including financial institutions, supplier diversity,
private corporations/professional service providers
- Increased accountability for partner referrals through
enhanced tracking and outcomes reporting
- Work with ICIC to develop new strategies for
identifying relevant local partners
Strategies & Tools: Lead Identification & Applicant
Management
Objective: Identify new pools of qualified applicants, enhance
use of GS Toolkit/ICIC/national strategies, and marketing
campaigns available
- Full digital implementation of SugarCRM, and Online
Application, integration with Constant Contact email
campaigns
- Salesgenie as a lead generator*
o GS Toolkit Email Campaigns
o Follow up calls per response activity, as
tracked through Constant Contact
- First contact calls* to qualified applicants to improve
conversion, weed out applicants, draw new observations
*See Salesgenie in Figure F of Appendix
**See Lead Lifecycle in Figure G of Appendix
Strategies & Tools: ICIC Collaboration
Objective: Share national best-practices, use ICIC data to
determine local best-practices based on outcomes, leverage data
to inform the identification and implementation of strategies,
establish target demographics and key geographic populations
- Geomapping for untapped geographies, underserved
areas, and zip codes with high concentration of small
businesses
- Informational Workshop webinars
- Interview Addendum webinars
- Co-hosted webinar workshops with referring partners
- Draft applicant follow up
- Participate and lead national CRM/Online
Application conversations
Strategies & Tools: Targeting Key Demographics & Geographies
Objective: Create lead identification/outreach campaigns that specifically target populations that are difficult to recruit/reach
- Separate lead campaigns by zip code and gender; redistribute O&R resources to align with target populations
- Use Salesgenie, ICIC geomaps to generate lists of qualified applicants in both untapped and successful geographies
- Tailor email and marketing campaigns to different populations through the use of alumni testimonials and GS approved
marketing materials, and based on their stage in the MEDA process (Motivation, Education, Dedication, Activation)

Recent Challenges
- Challenge of transitioning to a digital system
o Greater need to plan human engagement with digital engagement
o Leads can easily submit an application without ever meeting a program representative, making it difficult to
establish level of interest and commitment
- Backlog of draft applicants with no contact information
o Warmest leads that cannot be capitalized upon
- Targeting women-owned businesses that are larger and have higher employee count
Observations
- Consistency in relationship manager is
critical for the conversion of a Part I
applicant to a completed Part II
- Content-driven email campaigns are
more effective in eliciting an activated
response from qualified leads
- Qualified applicants’ top reasons for
approaching the program:
o Industry expert with no
business education
o Isolation as a small business
owner and desire for peer-based
learning with like-minded
individuals
o Benefit of creating a growth
plan to help them map their growth strategy and an implementation plan for meeting targets
o Desire and position to seek capital, but need mentorship in pitching, lending, and the opportunity to develop a
comprehensive growth plan with financial projections
o Need motivation and a space to focus on their business and create opportunities, outside of their business
o Stagnant growth, and they need a growth-focused source of mentorship, education and peer-learning
Action Items
- Further develop the relationship between Alumni Services and Outreach and Recruitment
o Development of targeted alumni testimonials
o Contextualize and position all alumni events as key recruitment events – this is critical and has been widely
successful at other sites (ex: referral competitions, event participation contingent on a referral/bring-a-buddy)
o Alumni ambassadors to do more heavy lifting in supporting the SoCal team in these efforts
- Draft applicant activation campaign
o Targeted draft applicant follow-up campaign through alumni testimonials and in-person contact
Targeting Marketing Materials through the MEDA*
(Motivation, Education, Dedication, Activation)
Motivation – Drive awareness of and interest in the program
Ex: outreach emails
Education – Help potential applicants understand what the curriculum offers
Ex: informational webinar
Dedication – Explain the commitment needed and the success of alumni
Ex: alumni testimonial emails
Activation – Validate applicants’ decisions and help them apply to the program
Ex: interview addendum webinar
*Source: GS 10KSB Toolkit

- Tracking and reporting to enhance strategic planning efforts
o Tracking and reporting on outcomes from ORAS plan in order to identify practices that work, eliminate
strategies that fail, and to refine the 2016 O&R Strategic Plan
o Leverage data on referrals to focus on relationships that result in qualified and engaged applicants
- On-going partner development
o Identify new ways that 10KSB can act as
an additional resource to partners in order
to incentivize higher referral rates. Table 6
provides context for which region has
partners that tend to have higher
conversion rates to accepted scholars.
o Brainstorm on strategies for creative
partner identification
o Continue to develop local connections
through ICIC national partner relationships
50
55%
41
45%
Partner Referrals (Accepted) by Region
Los Angeles Partners
Long Beach Partners
Table 6. Source: 10KSB Application.

Southern California Regional 10,000 Small Businesses – Client Outreach & Recruitment Status Update – 2015 Strategic Plan - 9/29/2015
FIGURE C: ORAS Calendar
Nov Dec Feb
7/3 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/6 12/11 2/5
August
7/3 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/16 12/11 2/5
Week 0 Week 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18
E-Mail Blast Campaigns
E-mail Blasts - Application
Apply Now E-Mail (to existing leads)
Small Biz Tip
Campaign 1: Info Session Invitation
Campaign 2: Info Session Reminder
Campaign 3: Custom Lead Campaign (Salesgenie & Constant Contact)
Campaign 4: Alumni Referral Request
Campaign 5: Application, Deadline Reminder
Targeted E-mail Blasts - Interview Addendum
Campaign 7: Education, Addendum Workshop Reminders
Campaign 8: Interview Addendum Deadline Reminder
Recruitment Workshops (Webinar)
Information Session: Workshop 1
Information Session: Workshop 2
Interview Addendum: Workshop 1
Supplemental Marketing Campaigns
Social Media - Twitter
Social Media - LinkedIn
Online Networking Forums
Newsletters (SmallBizTip)
Earned Media (see "Earned Media Organizer" tab)
Direct Mail Campaign (if applicable)
Events
Sponsored Event
Co-Hosted Event
Alumni Outreach
Marketing to 10KSB Program Scholars/Alumni for referrals
Marketing to Educational Institution network for referrals
Alumni Phone Calls to Support Lead Conversion
Partner Outreach
Partner Emails
Partner Outreach Calls
Partner Meetings
Supplemental Marketing Campaigns
Social Media - Twitter
Social Media - LinkedIn
E-Blast Campaigns
Newsletter Promotion
Events
Partner Event
P
a
r
t
n
e
r
s
Stage 2: Outreach and Recruitment
Share Site-Hosted event dates and
deadlines with Partners for
promotion via their own channels
Share Application Deadline with
program and Educational Institution
networks
Establish Sponsorship Schedule as
well as series of Co-Hosted events
with partners
Establish dates for Site-Hosted
workshops/events leading up to the
Application Deadline AND leading
up to the Interview Addendum
deadline for finalists
Schedule targeted E-Blast Campaign
over course of Outreach and
Recruitment Cycle using pre-
approved E-Blast templates
available in the 10KSB Toolkit; any
alternative email content you create
for mass dissemination must be
approved by Program Officer
Outline key Partner Events
throughout Outreach Cycle
E
d
u
c
a
t
i
o
n
a
l
I
n
s
t
i
t
u
t
i
o
n
CLASS
START
Stage 3. Application and Selection
CLASS
START
Pt. 1. Soft
Deadline
10/2
App.
Deadline
10/23
Finalize Int.
List.
11/16
Establish schedule for regular
communication with Partners via
email, phone calls, and in-person
meetings
Key Program Dates
Finalize Int.
Sched.
12/11
Market the Program (Calendar)
March April May June
Stage 1: Preparation
Establish schedule for program
promotion through supplemental
marketing campaigns such as social
media, online forums, newsletters,
earned media, and direct mail
March April May June July

FIGURE D: ORAS Strategic Plan
Strategy / Tactic Details
Contact/Owne
r
Date of Tactic
Completed
(Y/N)
Goal
Qualified
Leads
Deadline for
Consolidating
Leads
Actual
Qualified
Leads
Goal Apps
Actual
Apps
Received
Cost
LEVERAGE CURRENT SCHOLARS & ALUMNI
Market Scholar & Alumni Testimonials Alumni Summit - Bring a qualified applicant
BSD, Alumni Mgr,
ED 10/8/2015 N 30 11/16/2015 30
Request for Alumni Referral
Blast for registering qualified applicants, request during
C11/C15 Mods
Alumni Mgr, BSD,
ED
On-going In Progress 50 11/16/2015 40
Leadership Lunch Series
Information sessions that leverage alumni network of business
owners with a partner
O&R Team
Member, BSD
Late Sept. N 10 11/16/2015 5
Speakers & Panels In conjuction with events at local organizations
Alumni Mgr, BSD
TBD In Progress NA 11/16/2015 NA
Alumni Ambassadors
Alumni representatives that promote the program at events
and through their networks
O&R Team
Member, BSD,
Alumni Mgr
Week of 8/31 Y NA 11/16/2015 NA
ENGAGE CURRENT PARTNERS
Business Support and Networking Services
Affiliate Program
Co-branded informational/recruitment event wherein a
partner provides a minimum of 5 qualified business owners
BSD, O&R Team
Member
TBD (2) N 20 11/16/2015 10
Paid Partner Program
Partners paid upon delivery of a set number of applications
(national model)
ED, BSD
Sept-Dec 2015 In progress
15 per partner,
90 total
11/16/2015 4
Panelist, Speakers
Invite panelists to sit in on panels and serve as speakers for
Mods, and be guest attendees to Mods to demonstrate impact
of program on business owners
BSD, BAs
2-4 times per
cohort
Y NA 11/16/2015 NA
Direct Referrals
Set up direct referral systems between professional service
firms and 10KSB O&R Team
BSD, O&R Team
Member
Varies depending
on opportunity
Y
3-10 per
organization
11/16/2015
2 per
organization
Feature Partner Organizations/Events
Include relevant information on partner-hosted events in
weekly Small Biz Tip newsletter
BSD, O&R Team
Member
Weekly Y NA 11/16/2015 NA
Financial Institutions
Banks
Union Bank, Chase Bank, Wells Fargo - Business mixers and
direct referrals, connect alumni for lending
ED, BSD, BAs, Christina to
Request
In Progress 25 11/16/2015 5
CDFIs
VEDC, Pacific Coast Regional SBDC, AmPac Tri-State
Development Co. - Co-branded events, business support
services, connect alumni for lending services
ED, BSD, BAs,
Sept. 18 - VEDC
Event
In Progress 10 11/16/2015 5
Government
LA City Mayor's Office, LB City Mayor's Office
Direct referral program, co-branded events, business support
services via networking opportunities
ED, BSD
On-going Y
5 per
recruitment
cycle
11/16/2015 5
Other
Promote Program in Newsletters and E-Blasts
Request that partners promote application and deadline
information through their e-blast and newsletter networks
BSD, O&R Team
Member
2-3 times per
recruitment cycle,
on-going
Y NA 11/16/2015 NA
CULTIVATE NEW PARTNERSHIPS
Events
Meet new partners and cultivate new relationships at events
and mixers
ED, BSD, O&R
Team Member
Sept. -Dec. 2015 In Progress 15 11/16/2015 NA
Leverage Existing Partners for Introductions
Develop potential partnerships through current partners of the
program
ED, BSD
Oct.-Dec 2015 In Progress
3-5 Unique
Partnerships -
15 Leads
11/16/2015 NA
Leverage Alumni/Scholars for Introductions
Develop relationships with organizations they chair, sit on the
board of, etc
ED, BSD, Alumni
Mgr
Lissette/Sharon to
Do
In Progress
3-5 Unique
Partnerships -
10 Leads
11/16/2015 NA
MAINTAIN VISIBILITY THROUGH EVENTS
Current Partner Events
Attend Local Partner Events
Maintain representation at events affiliated with organizations
tied to LBCC and LACC (SBDC, Innovate!SoCAL)
ED, BSD, O&R
Team Member
Sept. - Dec. 2015 -
5 Events
In Progress
5-7 per event,
30 total
11/16/2015 10
ADVERTISE/MARKET THE PROGRAM
Leverage Alumni Blogs/Newsletters
Promote the program through e-publications by alumni to
their networks
BSD, Alumni Mgr Week of
8/31/2015
Y NA 11/16/2015 NA
Social Media Promotion
Use Twitter and LinkedIn to push program updates and
development, and feature application deadlines and alumni
Program Mgr,
Alumni Mgr
Weekly Y 20 11/16/2015 5
Marketing Materials at Events
Exhibit at events to distribute marketing materials, request
features in event programs
BSD, O&R Team
Member
Every event In Progress TBD 11/16/2015 TBD
Request Partner E-Distribution
Request partners to distribute application deadlines, program
information and alumni success stories to their networks
BSD, O&R Team
Member On-Going In progress NA 11/16/2015 NA
Small Biz Tip - Weekly Newsletter
Distribute weekly newsletter containing business tips for small
business owners, relevant application information, information
for events with partners
BSD, O&R Team
Member Weekly Y NA 11/16/2015 NA
OTHER
Direct Mail & Phone Campaign
Develop qualified lists using Salesgenie; launch direct mail
campaign and associated phone campaign using Callfire
BSD, O&R Team
Member
Nov. 2015 No
50 per
campaign
11/16/2015 10
Constant Contact - Salesgenie - Tailored Lead Outreach Campaign
Develop qualified lists using Salesgenie; use 10KSB toolkit
materials to do a targeted outreach campaign, accompanied by
Sept. - Dec. 2015 In Progress 150 11/16/2015 15
Totals Appx 510 240

FIGURE F: Leads Lifecycle

FIGURE G: Leads Reference File - Salesgenie
Group ID# Zip Codes Cities Gender # of Leads Open Rate Campaign Date Initiated Campaign Date Completed **Campaign Type Field User
1
90209, 90210, 90211,
90212, 90213, 90038,
90046, 90048, 90069,
90027, 90028, 90038,
90068, 90078
Beverly Hills, West Hollywood,
Hollywood M 227 24% 22-Sep-15 3-Oct-15 Constant Contact - Cold - LA Kaine
1a F 139 23% 22-Sep-15 3-Oct-15
Constant Contact - Cold - LA -
Female Target DeShawnda
1b not stated no emails 53
2
91801, 91802, 91803,
91804, 91896, 91899,
91001, 91003, 91790,
91791, 91792, 91793
Alhambra, West Covina,
Altadena M 77 In Progress 22-Sep-15 3-Oct-15 Constant Contact - Cold - LA Laura
2a F 40 17% 22-Sep-15 3-Oct-15
Constant Contact - Cold - LA -
Female Target DeShawnda
2b not stated No emails 30
3
91722, 91723, 91724,
90041, 90026, 91740,
91741, 90026, 95666,
90027, 91773
Covina, Eagle Rock, Echo Park,
Fontana, Glendora, Silverlake,
Los Feliz, San Dimas M 247 22% 22-Sep-15 3-Oct-15 Constant Contact - Cold - LA Roberta
3a F 85 22% 22-Sep-15 3-Oct-15 Laura
3b not stated 49
4
91201, 91202, 91203,
91204, 91205, 91206,
91207, 91208, 91209,
91210, 91214, 91221,
91222, 91224, 91225, 91226 Burbank, Glendale M 208 23% 3-Oct-15 Constant Contact - Cold - LA
4a F 77
4b not stated not many emails56
5
91601, 91602, 91603,
91604, 91605, 91606,
91607, 91608, 91609,
91610, 91611, 91612,
91614, 91615, 91617,
91618, 91602, 91604, North Hollywood, Studio City M 160
5a F 50
5b not stated not many emails 56
6
91101, 91102, 91103,
91104, 91105, 91106,
91107, 91108, 91109,
91110, 91114, 91115,
91116, 91118, 91121,
91123, 91124, 91125,
91126, 91129, 91182, Pasadena M 110
6a F 56
6b not stated 45
7
91765, 91766, 91767,
91768, 91769, 91765,
91789,91701, 91729, 91730,
91737, 91739, 91784,
91785, 91786
Pomona, Diamond Bar, Rancho
Cucamunga, Upland M 396
7a F 124
7b not stated 68
8
91316, 91401, 91402,
91404, 91405, 91406,
91407, 91408, 91409,
91410, 91411, 91412,
91413, 91416, 91423,
91426, 91436, 91470,
91482, 91495, 91496, 91499 Van Nuys, Sherman Oaks M 286
8a F 80
8b not stated 66
2800 **Types:
Geography
Cold vs warm lead
Media Type
Female Target

Work Sample_GS 10SKB Strategic Plan (2)

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