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
  • TREW Marketing Overview

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

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

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