Local Market Campaign Synchronization


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Are you fighting to get your local markets aligned with corporate marketing initiatives? Are you nervous that their marketing efforts are not in compliance with CAN SPAM? Is it hard to enforce branding guidelines at the local level? Kelly Services had these same problems and now local branches are enthusiastically sending email messages to their customers that are branded, government compliant, and customizable. Find out how this transformation took place.

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  • Need Kelly Services logo/brand on master title page and subsequent pages!
  • I still need to update with the information that you sent to me
  • A National company with local presence? Go to market through franchises? Have branches that fulfill your local presence? Sell through local markets that have some autonomy? Franchise and Co-op Marketers – Take the complexity out of marketing for your local franchises and provide them a highly-effective consistently on-brand way to drive demand into their local stores with integrated, cross-medium campaigns. With total visibility into email marketing activities, franchisors can have a complete understanding of effectiveness and spend. National brands have the ability to enable their dealer networks to aggressively drive demand and brand awareness at the local level. Local Markets are different in terms of business maturity, infrastructure, economic performance, priorities and culture. That is why it is vital to think local.
  • I’m sure you have all been there. I’m sure you have had your own battles. I’m sure you can even add to this list of comments… But these are real concerns that drive negativism in the company The challenge is turning this around to engagement & enthusiasm And I think we have a great case study to share with you today to depict the changing tides. BUT THERE IS ONE PERSPECTIVE THAT IS MISSING HERE>
  • What is the customer’s perspective? This is their perspective walking up to your local shop It could be a local Midas shop, a local restaurant, bank branch or local office… you get the idea. Who are they talking to? Who is there relationship with? When it comes to email… who would the customer rather get an email from????
  • The shop owner… or the corporation?? By acting locally you can create powerful, highly focused marketing campaigns that build on the strengths of your main brand, but incorporate localized messages and images that reflect individual market conditions. A coordinated support program can help your branches compete effectively in their local marketplace Don’t lose focus on your objectives In the end, your strategy must align with your overall objectives both locally and nationally Retention, acquisition? Growth strategies Increase in market share Increase in sales Global is Out, Local is In Coke is instituting a strategy of think local, act local, by putting increased decision making in the hands of local managers KitKat has taken localization down to the product development level. There are over 50 flavors of KitKat, 19 being very specific to a region in Japan. Have you ever tried Soy KitKat? You probably won’t unless you are in China. Better understanding and appealing to local differences Social Media is creating unparalleled ability for creating relationships and dialogue with customers Social works in concert with email Social is a game changer If you are not on social media, that doesn’t mean your customers aren’t or that they are not talking about you
  • When it comes to email, by providing local solutions you are decreasing the level of effort that is required to do the most effective tactic. “ Delivering content relevant to segment” proves to be the most effective and challenging at the same time. By providing tools to your local branches, you are increasing your effectiveness automatically. This: Drives revenue Decreases local marketing costs Reduces marketing complexity Maintains brand integrity
  • Do your affiliates have a clear and actionable local marketing strategy? Do you have visibility into all local marketing efforts including creative, spend and results? Are all local store marketing activities executed in concert with your national brand? Can Local Markets have autonomy with their email communications? Can Corporate be ensured that the emails will be CAN- SPAM compliant? These are the questions that you should be asking yourself… and we can help answer in our case study by Lorrie Sole from Kelly Services
  • Bullet # : In such business disciplines as: Finance Engineering information technology Law Science Education Health care Office services
  • - Because the branches were sending email with Kelly’s internal email system, their was not an unsubscribe option. Which made them not can-spam compliant. - Emails were very lengthy with no call to action. - Kelly’s branding was missing from the email communications. AND Images were imported at the users discretion (ex. ms clip art) so emails were often unprofessional. - No way to gauge email performance – we had no idea what was working and what was not.
  • We knew that local branches needed to be able to perform email marketing to get their local message out to their audiences. Needed an email tool that had an unsubscribe and list management features so that Kelly domains would not be in jeopardy. Users email knowledge is basic, so tool needed to be easy to understand and easy to navigate. Provide best practices and guidance for how to write a compelling email message. Creative needed to be branded yet flexible for the messages they need to send. Tracking was non-existent with the internal tool the branches were using - so the ability to have tracking and reporting was critical to show trends and usage of the system We then engaged metrics to help solve the email challenge we had.
  • We then engaged metrics to help solve the email challenge we had. Web-based application that is secure for our branches Email application is wizard based so users can not falter Must be easy to use for local staff, with very little training. Tool is branded Kelly Services Links to a email list management system (ExactTarget) that ensure Can-Spam compliancy
  • The “Help” section is critical 1 st step for users Users guide & instructions Best practices for messaging “ text” samples General email guidelines & FAQ’s
  • 7-Step Easy-to-use wizard to launch an email
  • Entering text is simple and follow MS word for editing Added help doc on this page for easy access A preview screen of your email shows what your email will look like
  • Here are some samples Emails that our local team sends: The use email for : Business development to current customers and prospects Recruiting and retention to our candidates and employees
  • Users can then view their email launch history. They can see: Emails sent Delivered Undelivered Opened Clicked They can also see the detail of each email recipient.
  • Administrators of the tool can easily allow them to: Manage users Generate reports on topics like - emails sent & templates used
  • To get an idea how the users would re-act to the tool and how well the tool performed. No training was offered, just the user guide. Gain feedback for any needed changes. Being launch in an staggered approach to that we could control users questions/issues. Engaged our Corp Hotline support team to get to questions quick and to track issues. How long did you pilot? How long did the deployment take?
  • Even though we provided best practices and guidance on how email should be written, many users are still “green” to writing for email. I need review from time to time, email that go out and follow with users who may need help. Launched a email user newsletter to talk email with users, get feedback and talk about best practices. This helps with keeping guidelines fresh in their minds. Conducted users groups for best practice sharing.
  • Allowing branches to manage their own campaigns makes the messages more targeted and relevant. Open and click rates are above email industry standards. Email sends: 2/1/2008 - 2/1/2009 = 285,904 2/1/2009 - 2/1/2010 = 603,602 2/1/2010 - 3/22/2010 = 143,964 Total to date = 1,033,470
  • Templates for newsletters and other marketing initiatives Auto email messages based on front end system actions – new employee or customer Linkage to social is critical – develop a plan to get local users more involved including social media (linkedIn, Facebook and Twitter) included in their campaigns.
  • How do you communicate CAN-SPAM to the local markets? A: In our user guide we give specific instruction on what email data branches can use.  We also do a high level review of what Can-Spam really means and how the tool takes care of much of the legal requirements for them. What type of best practices for email was communicated? A: How to write text: keep it short, encourage action, always include your contact in, font usage, Always test your email before sending, how to develop subject lines. How did you come up with a plan for email creative? A: We have branding standards that we follow at Kelly so that part was simple. It was the determining what email templates needed to look like based on audience that got tough. So we came up with a design that could manage our brand and audience. How many emails have been sent out to date? A: 2/1/2008 - 2/1/2009  = 285,904 2/1/2009 - 2/1/2010  = 603,602 2/1/2010 - 3/22/2010 = 143,964 Total  to date  = 1,033,470 What about landing pages and local web site development efforts?  - Marci How was the cost for the tool managed? Co-op? Through the branches or only Corporate?
  • Local Market Campaign Synchronization

    1. 1. Local Market Synchronization: Creating Harmony Between Your Local and National Email Marketing Efforts Thursday, March 25, 2010 05/04/10
    2. 2. Webcast “Housekeeping” <ul><li>Ask questions throughout the presentation using the “Questions” button at the top of the screen </li></ul><ul><li>All questions will be answered at the end of the presentation </li></ul><ul><li>Please report any technical difficulties to [email_address] </li></ul><ul><li>At the end of the presentation, please evaluate the webcast by clicking the “Rate” button at the top of your screen </li></ul>05/04/10
    3. 3. Today’s Presenters <ul><li>Lorrie Sole </li></ul><ul><li>Interactive Marketing Manager at Kelly Services. Lorrie has worked at Kelly Services for the past 10 years. Since 2004, she has managed Kelly’s interactive marketing endeavors. She has led the industry with permission-based email marketing campaigns through her corporate initiatives, local initiatives and International initiatives. A proponent of best practices she constantly strives to educate internal and external audiences on the best ways to utilize email marketing. Lorrie’s campaigns work as hard as she does for the company, and have consistently proved valuable to Kelly Services overall marketing mix. </li></ul>05/04/10
    4. 4. Today’s Presenters <ul><li>Marci Hower </li></ul><ul><li>Vice President, Interactive Services at Metrics Marketing Marci has 15 years experience in online direct marketing. Prior to joining Metrics, Marci was a Business Development Manager with a national e-strategy consulting firm. She was also an integral part of growing a start-up company as the General Manager of a Midwest interactive agency. Marci blends her experience in sales, marketing, design and interactive technologies to help clients such as National City, Kelly Services, Midas, World Market Center and American Greetings create and implement their online strategies. A local thought leader, Marci is honored to be a past president of DMA Cleveland. Marci is a past recipient of Crain's Forty under Forty award, and she is a frequent speaker at events and seminars. </li></ul>05/04/10
    5. 5. 05/04/10 Local Market Synchronization Creating Harmony Between Your Local and National Email Marketing Efforts <ul><li>The challenge </li></ul><ul><ul><li>Identifying the problem </li></ul></ul><ul><ul><li>Putting it in context </li></ul></ul><ul><li>Kelly Services case study </li></ul><ul><ul><li>The challenge </li></ul></ul><ul><ul><li>The resolution </li></ul></ul><ul><ul><li>The deployment </li></ul></ul><ul><ul><li>Lessons learned </li></ul></ul>
    6. 6. 05/04/10
    7. 7. Understanding Perspective <ul><li>Corporate Viewpoint </li></ul><ul><li>Local Viewpoint </li></ul>05/04/10 I can’t believe what they are sending out now! I know my customers better than corporate does This email looks nothing like our brand When I have a special I need to communicate it to my customers immediately Waiting for corporate approval takes forever This does not abide by best practices? Going through corporate is expensive! Is that even legal?
    8. 8. 05/04/10 What’s the customer’s perspective?
    9. 9. 05/04/10 What’s the customer’s perspective?
    10. 10. Understanding Today’s World Most Effective Tactics MarketingSherpa 2010 Email Benchmark Report
    11. 11. Translating National Strategies into Local Execution 05/04/10
    12. 12. 05/04/10 Local Market Synchronization Creating Harmony Between Your Local and National Email Marketing Efforts <ul><li>The challenge </li></ul><ul><ul><li>Identifying the problem </li></ul></ul><ul><ul><li>Putting it in context </li></ul></ul><ul><li>Kelly Services case study </li></ul><ul><ul><li>The challenge </li></ul></ul><ul><ul><li>The resolution </li></ul></ul><ul><ul><li>The deployment </li></ul></ul><ul><ul><li>Lessons learned </li></ul></ul>
    13. 13. Kelly Services A People Company, Staffing the World <ul><li>Leader in providing global workforce solutions that offers comprehensive array of outsourcing and consulting services as well as world-class traditional temporary staffing. </li></ul><ul><li>More than 500 company-owned and -operated branch office locations across the US. </li></ul><ul><li>Kelly provides employment to nearly 480,000 employees annually from 35 countries around the globe. </li></ul>05/04/10
    14. 14. Case Study: Kelly Services <ul><li>The Challenge </li></ul><ul><li>Local branches were sending marketing email campaigns </li></ul><ul><li>Via Kelly’s internal email system that were: </li></ul><ul><ul><li>Not Can-Spam compliant </li></ul></ul><ul><ul><li>Contained poor messaging </li></ul></ul><ul><ul><li>Lacked brand Integrity </li></ul></ul><ul><ul><li>Had no tracking </li></ul></ul>05/04/10
    15. 15. Case Study: Kelly Services <ul><li>The Solution </li></ul><ul><li>Develop/purchase an email system that: </li></ul><ul><ul><li>Delivers CAN-SPAM compliant emails </li></ul></ul><ul><ul><li>Contained an “easy-to-use” email solution </li></ul></ul><ul><ul><li>Allowed for flexibility in messaging </li></ul></ul><ul><ul><li>Included corporate branding standards </li></ul></ul><ul><ul><li>Performed email tracking and reporting </li></ul></ul>05/04/10
    16. 16. Case Study: Kelly Services 05/04/10
    17. 17. Case Study: Kelly Services 05/04/10
    18. 18. Case Study: Kelly Services 05/04/10
    19. 19. Case Study: Kelly Services 05/04/10
    20. 20. Case Study: Kelly Services 05/04/10
    21. 21. 05/04/10 Case Study: Kelly Services
    22. 22. Case Study: Kelly Services 05/04/10
    23. 23. Case Study: Kelly Services <ul><li>Deployment: </li></ul><ul><li>Pilot to a local market first </li></ul><ul><li>After pilot, gather feedback and make changes </li></ul><ul><li>Staggered full launch to have better control </li></ul><ul><li>Use corporate based user Hotline for Q & A </li></ul>05/04/10
    24. 24. Case Study: Kelly Services <ul><li>Lessons Learned: </li></ul><ul><ul><li>Monitoring of emails </li></ul></ul><ul><ul><li>Users have a hard time writing for email </li></ul></ul><ul><ul><li>Continued training and regular communications on best practices </li></ul></ul>05/04/10
    25. 25. Case Study: Kelly Services Successes 05/04/10 Local Viewpoint Corporate Viewpoint This is a technology I can not do without! My emails are timely, personalized and inexpensive. The tool is very easy to use. Communications maintain Kelly’s brand identity. The branded emails give my market communications a professional look. Local email campaigns are now compliant with CAN- SPAM. Local markets now track open/click rates to gauge how email are performing.
    26. 26. Case Study: Kelly Services <ul><li>What to look forward to? </li></ul><ul><ul><li>Providing more templates to local users </li></ul></ul><ul><ul><li>Automating tasks locally and nationally </li></ul></ul><ul><ul><li>Aligning with our social media strategy </li></ul></ul>05/04/10
    27. 27. Questions? 05/04/10
    28. 28. Other Metrics Marketing Webinars <ul><li>Next Webinar: eNewsletter design tips April 22, 2010 12:00 PM - 1:00 PM EST Presenter: Marci Hower, VP, Interactive Services Learn more at http://events.metricsmarketing.com </li></ul><ul><li>Other Previously Recorded BrightTalk Webcasts: </li></ul><ul><ul><li>Automated Triggered Opportunity Marketing </li></ul></ul><ul><ul><li>Presenter: Todd Thompson </li></ul></ul><ul><ul><li>BrightTalk: http://www.brighttalk.com/webcasts/7621/play </li></ul></ul><ul><ul><li>Landing Page Optimization </li></ul></ul><ul><ul><li>Presenter: Cathy Zapata </li></ul></ul><ul><ul><li>BrightTalk: http://www.brighttalk.com/webcasts/7618/play </li></ul></ul><ul><ul><li>Customer Conversion Optimization </li></ul></ul><ul><ul><li>Presenter: Mike Kihalek </li></ul></ul><ul><ul><li>BrightTalk: http://www.brighttalk.com/webcasts/7622/play </li></ul></ul>05/04/10