Presentation on Brand Positioning, delivered by Footprint Digital for New Anglia Growth Hub

1. Strategic Brand Communications & Brand Positioning
• Footprint Digital
• January 2019

2. What is Strategic Brand Communications?
Slide 2

3. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION & POSITIONING – WHERE are we going?WHO do we serve?
PRODUCT –WHAT do we need to communicate?
DISTRIBUTION - WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?

4. • WHY communicate?
• WHAT do we want to achieve?
• To WHOM do we need to communicate?
• WHAT do we need to communicate?
• HOW and WHERE will we communicate?
Slide 4
Strategic Brand Communications

5. What is Brand Positioning?
Slide 5

6. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION & POSITIONING – WHERE are we going?WHO do we serve?
PRODUCT –WHAT do we need to communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?
DISTRIBUTION - WHERE will we communicate?

7. This document exists to
ensure alignment for all
parties involved with the
brand.
It is intended to be a
starting point and
something to which all
parties will contribute
 History
 Why
 Vision
 Goals
 Values
 Products
 Audience
 Territories
 Tone
 Sales Messages
 Customer Anxieties
 Calls to action

8. Why Communicate?
Slide 8

9. Slide 9

10. Webelievethatthereisnothing people
can'tachieve
Footprint Digital |Partner Pack |201910
BouchraBaibanou'sdreamistobefirstAfricanwomantocomplete
TheSevenSummits,thehighestmountainpeaksofthesevencontinents.FootprintDigital
helppeopletoachievetheirvisions.
WeareproudtosupportBouchratoachievehers.

11. Vision
Slide 11

12. Ourvisionistohelpevery
businessachievemore
Footprint Digital |Partner Pack |201912
Webelievethatthereisnothingyourbusinesscan’tachieveandthattogether
wecanmakeithappen.
WeprovidespecialistDigitalMarketingServicesacrosstheglobe.

13. BHAG
Slide 13

14. Big…H…A…G
Slide 14

15. Big…Hairy…A…G
Slide 15

16. Big…Hairy…Audacious…G
Slide 16

17. Big…Hairy…Audacious…Goal
Slide 17

18. Slide 18
GoodTimes

19. Slide 19
Stages
1. Start-up
2. Growth?
Invest?
DAY 1
4. Plateau
Excited
Anxious/
Frantic
Good
Times
Relaxed Payback Frustration/
Stress

20. Slide 20
Goals

21. Non-Commercial:
• Clients that say: “Thank you for
helping me achieve my goals"
• A team that says: "I am proud of my
job. I am supported to do the best
work of my career”
Goals
Slide 21
Commercial:
• 74 – 175 happy clients
• 11 – 24 team members
• £500,000 - £1,685,000 yearly
revenue
Website Specific:
• Start the relationship to get more
clients
• Recruit more great people
• Find more partners
• Retain existing clients

22. MARKETING
ISSUES
OPERATIONAL OR
FUNDING
ISSUES
TERRITORY
MAJOR
CUSTOMERS
MARKET SECTORS
PROFIT
PEOPLE
TURNOVER
MARKETING CHANNELS
SME
£550k
Partnerships 80%
Events
Website 10%
Referrals
Existing Networking Groups
Direct
Upsales
London
SE
10-15 Partnerships
Q1 – Review of Product Definition
~
Internal Education
Evaluate / Define Roles & Responsibilities
£705k
£1.68m
Training & Communications
DME Course
Push Channels:
- Direct
- Content Marketing
Clarity of Positioning
Competition
Collateral
£1m
2020/21
22.5%
25%
30%
20%
3 Delivery
4 Cust. Service
2 PDM
1 Sales
1 Manager
0.5 Marketing
2019/20
2018/19
2017/18
3 Delivery
6 Cust. Service + 1 Manager
3 PDM
2 Sales
1 Marketing Manager
1 Manager
9+1 Cust. Service
3 Delivery
4 PDM
3 Sales
1 Office Manager
1 Marketing Manager
1 Manager
1 Opps. Manger
Conversion £8k
Organic Search £247k
Paid Search £115k
Training/Education £20k
Site Build )
Migration ) £3k
Strategy £13k
Content £4k
Audit £22k
+ Content Production
+ Content Marketing (incl. SM & PR)
+ Strategic Coaching
+ Outsourced Digital Marketing Manager
PRODUCTS / SERVICES
Systems
Definition of Product
Resources
Partnerships
/ Content /
Events / Gen
Digital
Marketing
Competitor Research
Client Research
Market Research

23. Slide 23
Values

24. OurValues
Believe inpeople and
what they canachieve
Value
relationshi
ps
Together wemake
it happen
Be proactive, askyourself
"What else canIdo?"
Giveashit
Takeresponsibility
and takeaction
Be open
andhonest
Encourag
e people
Embrace
challeng
es
Footprint Digital |Partner Pack |201924

25. Slide 25
Product

26. Slide 26

27. Slide 27
Audience

28. Our perfectclient
Established,
£1-20million
turnover
With Marketing Managerand
1-3person marketingteam
Looking for atleast
a 20%onyeargrowth
Based in London and the
Eastand Southof England
Itchy,driven,ambitious,
visionary andfrustrated
Selling to UK market with
interestin Europe and USA
28

29. Slide 29
What are the characteristics of your
perfect client?
•Where are they based?
•What are their interests?
•Personality traits – Itchy, Driven and Determined
•What are their goals and objectives?
•What do they need?

30. Slide 30
A, B, C Model
A
B
C
- Perfect Client
- Minimum Requirements
- Does Not Fit Requirements

31. Slide 31
Territories

32.  UK businesses that want to target the UK market
 UK businesses that want to target international markets
 International businesses that want to target the UK market
Subheading
• xxx
• xxx
• xxx
Subheading
• xxx
• xxx
• xxx
Subheading
• xxx
• xxx
• xxx
Subheading
• xxx
• xxx
• xxx
Subheading
• xxx
• xxx
• xxx
Subheading
• xxx
• xxx
• xxx

33. Slide 33
CustomerAnxieties

34. What are the current challenges within the Industry?
What do your customers need?
What are your biggest challenges as a business?
What makes you different?
Slide 34
Customer Anxieties

35. Slide 35
Sales Messages

36. Slide 36

37. Slide 37

38. Slide 38

39. Be more human
We believe that there is nothing that you can't achieve and that together we can make it happen.
happen. We use technology to unite. In everything we do we strive to be more human.
Join the dots.
We exist to help you see the wood AND the trees. We understand our part in the whole. We get
you results and educate you along the way. Join the dots.
On. Your. Terms.
An obsessive “on it” approach to getting you results.
We investigate your business and find answers to help you achieve your goals.
Clear contract terms & transparent pricing that make us easy to work with.
Approach+able.
Human AND processed. Specialist AND Generalist. Tactical AND Strategic. Data-led AND
Creative.
Exceptional technical knowledge, human relationships and ruthless in our execution.
We bridge the extremes.
Above all. Give a shit
Sales Messages
Slide 39

40. Slide 40
WhatYou SellVsWhatYour Customers Buy
1. Digital MarketingAudit
2. Paid Search Management
3. Conversion Rate Optimisation
4. Content Creation
5. Education
1. Expertise
2. Reassurance
3. Results/Visibility, traffic and increased
sales
4. Understanding SEO in relation to
their business
5. Time
What you Sell: WhatYour Customers Buy:

41. Slide 41
MSVP
Market (Who), Service, (How),Value (Why), Product (What)

42. Slide 42
Market (M), Service (S),Value (V), Product (P)
Market (Who) Service (How) Value (Why) Product (What)
• Knowledgeable
• Outgoing
• Established
• Engaged
• Interesting
• Inquisitive
• Creative
• Engaging
• Fun
• Entertaining
• Informative
• Trust
• Demonstrate
• Brand
• Reach
• Foundation
• Differentiate
• Revenue
• Money
• Podcast
• Education
• Escapism
• Exploration
• Sharing
• Inspiring
• Audio
 Helping inquisitive brands inspire trust through creative podcasts
 Educational podcasts that reach and inform interested new customers

43. Slide 43
Tone

44. Slide 44
Approachable HelpfulHuman Insightful Enthusiastic

45. Slide 45
CallTo Actions

46. • Start your journey
• Explore your options
• Take action
• See what you can discover
HowWillYou CommunicateYour Message?
Slide 46

47. 47