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eROI Marketing & Sales Plan - Digital Marketing

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Working ON the business: Creating a Marketing+Sales Plan - a real one, not half-assed

We spent 9 months to birth an in-depth Marketing and Sales Plan with 5 different deliverables -
1. Marketing Channels Assessment + Recommendations: gathering insights across our web, email, social analytics, asking the hard questions of our clients, and scrutinizing our approach across all of our digital properties and events.
2. Client journey mapping + sales process
3. Social media + thought leadership
4. Email + events + PR
5. Marketing + Sales planning execution: Marketing calendar

Here is a distilled presentation of the above 5 deliverables that gets across the key message and is only 50 slides instead of a cumulative 250 slides in their entirety.

Published in: Marketing

eROI Marketing & Sales Plan - Digital Marketing

  1. 1. eROI MARKETING & SALES PLAN PHASE 1 - 4 SUMMARY Q4, 2014 - 2015 eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  2. 2. It started in December, 2013. Are we walking our talk? Internal marketing and sales assessment kicked off... eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 02
  3. 3. EMAIL USER EXPERIENCE ATTRIBUTE DEFINITION RECOMMENDATIONS Image Load Times √ Images within emails load quickly, requiring little waiting time in both desktop and mobile environments. Load times are fast on desktop and mobile. Mobile Compatibility √ Emails are optimized for viewing on mobile devices, including smartphones and tablets. Mobile emails format well. Email-to-Destination Continuity ! Tone, messaging and images are consistent from the email to the destination page upon click through. On mobile, most destination content does not show up, or is poorly formatted for mobile viewing. Blog posts don’t scale to fit the screen correctly, and landing pages don’t return any content. Recommend removing hard-code to send people to mobile site, instead send people to Think post which will scale to fit on mobile. Plain Text Version ! Plain text version that delivers your message on email clients with plain-text-only settings. Text emails don’t hold formatting, and the link/image heavy design doesn’t leave much compelling content in text-only views. It’s mostly complicated tracking links followed by a bit of text. Recommend editing text-only view to be more user-friendly and using bit.ly or similar to make tracking links shorter in text-only views. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 03
  4. 4. EMAIL PERFORMANCE Email Performance is the combined open, click through and unsubscribe rates, and the revenue generated by each send. Our engagement metrics are subpar and on a steady decline. Engagement has steadily fallen throughout this year culminating in a design week recap that had no clicks whatsoever. Our lack of focus with our email content, send consistency, value proposition and continuity between our on-site vs. email message are all causes of this trend. We need to hone in on why someone should read our blog and sign up for our email. Great content, that brings organic search visits related to our core competencies we will be defining is key to bringing quality leads and general traffic to eROI.com eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 04
  5. 5. CONTENT ASSESSMENT ATTRIBUTE DEFINITION RECOMMENDATIONS Mobile Content Experience ! Site is optimized for mobile viewing as content is easily readable and actionable. The mobile site experience is vastly different from the desktop experience. The top nav is small, and buttons are not defined at the top, while the main image that takes up the bulk of the real estate only takes a user to the contact page. Once into the site, the experience improves somewhat, but you are only allowed to see the portfolio page, not any of the other pages within the eROI site. Recommend moving from a separate mobile site into a responsive or adaptive site that retains all content and functionality. Usefulness of Content ! Site contains content and tools that makes it easy for users to easily shop and purchase. Promotions, features and benefits are easily identified and actionable. User specific information such as purchase history, account info and order status are readily available. Lots of content on the Think page, and a good look at eROI culture in the Who page and on the contact page. What’s missing is a glimpse at what our process is like, what we bring as far as strategy goes, and what to expect when someone chooses eROI as a partner. The Think page also needs to show true thought leadership to encourage sharing and subscribing. While the site shouldn’t be overly sales-focused, it currently doesn’t have much sales language or strong CTAs at all. User Friendliness/Readability ! Site allows for easy, intuitive navigation across product categories, with easy-to-read product pages and a streamlined checkout process. The top navigation is clear and well laid out, as well as the footer links. Multi-colored text within the pages gives the appearance of links, when there aren’t any links there. Recommend using a consistent color for links and removing colored text otherwise. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 05
  6. 6. Our findings were clear and obvious. Now, we needed a plan to improve. So began the Marketing & Sales plan. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 06
  7. 7. eROI MARKETING & SALES PLAN PHASE I: JOURNEY MAPPING + SALES PROCESS JULY 8, 2014 eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  8. 8. UNDERSTAND OUR CUSTOMER + STREAMLINE OUR EFFORTS Our goal in Phase I is to visualize an eROI prospect’s journey, from unawareness to advocate and understand priorities and triggers along to way. Additionally, we are seeking to define the “who, what & when” of our sales process, to better capitalize on our opportunities. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 08
  9. 9. M&S PLAN OBJECTIVES eROI MARKETING & SALES PLAN MARKETING + PR + SOCIAL CHANNELS + EVENTS eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 09 25 PARTNER PROSPECTS IDENTIFIED/MONTH 10 QUALIFIED LEADS/MONTH 6 CAPABILITIES PRESENTATIONS/MONTH 3 PROPOSALS/MONTH 1 NEW BUSINESS WIN/MONTH
  10. 10. eROI MARKETING & SALES PLAN JOURNEY MAPPING eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 10
  11. 11. OVERVIEW & APPROACH eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 11 Finding the path Partners and clients come to eROI in many varied ways. Whether they come from networking, search, or word of mouth, we will be more successful if we can define and refine the journey that they take. The customer journey starts with the potential partner being completely unaware of eROI, and ends with a successful partnership and advocacy by those partners. DALE ALLISON
  12. 12. TIMING eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 12 Moving along the path Each step along the journey is time agnostic. We recognize that while the journey is presented linearly, it does not necessarily happen along a straight line. Steps can be retraced, people can linger for a long time in some of these categories, and sometimes people will never advance into the sales process. Our strategies will recognize this and try to speed people up where we can, and use people along the way to add new prospects into the funnel.
  13. 13. FROM UNAWARE... eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 13 … TO ADVOCATE
  14. 14. eROI MARKETING & SALES PLAN DALE’S JOURNEY eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 14
  15. 15. eROI CUSTOMER JOURNEY eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 15 Dale’s Journey Unaware Dale first learns about eROI after seeing a tweet from Deschutes about Portland Madness. He spends twenty minutes filling out a bracket. Aware Noticing lagging performance in their email marketing, Dale allocates some of his marketing budget to hire an agency. He wants to revitalize the Patagonia eCommerce emails to set them apart from their normal sends. Using a mental list of agencies he’s come in contact with (including eROI), he starts his search.
  16. 16. eROI CUSTOMER JOURNEY eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 16 Dale’s Journey Interest Looking over the eROI website, Dale dives into case studies and capabilities. After looking at the work we’ve done with Nike and FMJ, he decides to reach out to eROI via the Contact Form on eROI.com SALES Working through the pitch process, the Pitch Team creates a proposal that will focus on a series of apparel line launches. Each new launch includes a series of emails, a microsite and social strategy.
  17. 17. eROI CUSTOMER JOURNEY eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 17 Dale’s Journey Partner Dale is ecstatic about the results of the eROI partnership. He credits the campaigns with a 15% lift in email revenue and a 50% increase in website traffic from social. His numbers got him a meeting with the head of Global Brand Strategy to talk about the successes of the program where he was able to present the detailed eROI performance report. Weeks later, while catching up with a former colleague he mentions the successes he had with the program. Dale’s friend is a marketing manager for Sierra Nevada brewery, and has just started looking for a digital agency to work with. Dale passes along Leslie’s contact information. ADVOCATE
  18. 18. eROI MARKETING & SALES PLAN eROI SALES PROCESS eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 18
  19. 19. LEAD SOURCES eROI SALES PROCESS New business opportunities for eROI are typically arising through four key sources and can be grouped based on our familiarity with the prospect and opportunity: eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 19 Website Inquiry Web form submission via eroi.com, regardless of referral source Direct Email Emails sent directly to sales@eroi.com and/or Ryan/eROI employee Phone Call Call in directly to front desk and/or eROI employee Networking Contact made in person at industry and networking events WARM LEAD Referral, networking contact, Why Project recipient Has context and familiarity w/ eROI More likely to convert 75% of current opportunities Example: Fred Meyer Jewelers COLD LEAD Cold call, cold email, web search No previous contact w/ eROI Less likely to convert 25% of current opportunities Example: LinkedIn RELATIONSHIP
  20. 20. PROSPECT ONBOARDING eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 20 Regardless of lead source or opportunity tier, ALL new inquiries and opportunities will be included in the following universal process: STEP 1: INFORMATION CAPTURE IN ASANA STEP 2: TRIGGERED THANK YOU EMAIL STEP 3: FOLLOW UP PHONE CALL STEP 4: PERSONAL EMAIL STEP 5: CAPABILITIES PRESENTATION The five steps in this sequence will be termed “Prospect Onboarding”. Following onboarding, the Opportunity Tier will determine capabilities + proposal
  21. 21. CAPABILITIES DECKS OWNER: M The content that goes into the Capabilities Deck and the method of delivery and/or presentation will be determined by the opportunity tier. As a rule, ALL NEW BUSINESS PROSPECTS RECEIVE A CAPABILITIES DECK. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 21 A MASTER eROI Capabilities Deck will be built and updated quarterly, which will contain slides and case studies that speak to the full gamut or eROI service offerings. This will be a go-to resource across the team for building these decks. SOFTWARE Deck creation and presentation lead by Tyler SIMPLE Project managed and presented by M&S Coordinator, bringing in additional team members for presentation as needed. COMPLEX Project managed by M&S Coordinator, contributed to and presented by Pitch Team. Formal proposal scoped and created following capabilities, delivered by Pitch Team. IDEAL Project managed by M&S Coordinator, contributed to and presented by Pitch Team. Formal proposal scoped and created following capabilities, delivered by Pitch Team. PROSPECTS RECEIVE COMBINED CAPABILITIES + PROPOSAL
  22. 22. eROI MARKETING & SALES PLAN PHASE II: SOCIAL MEDIA + THOUGHT LEADERSHIP JULY 25, 2014 eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  23. 23. CASUAL INDIVIDUAL CULTURAL PROUD ARTISTIC INSPIRED
  24. 24. DEFINING A STYLE eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 24 Our Voice eROI social channels should have a well-defined voice and point of view. Messaging should be concise and tightly edited. Style will be reflective of our nature as an agency: bold, youthful, energetic, irreverent, even a bit cheeky.
  25. 25. DEFINING A STYLE eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 25 Defining a visual style that doesn’t tax design Bold. Clean. Discoverable. We should use brand colors sparingly but effectively. Imagery shouldn’t be overworked; content should stand on its own.
  26. 26. PROMOTING CLIENT WORK eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 26 Type Of Work When to Promote Follow Up Live websites and social At launch and periodically campaigns while live* Campaign completion with performance data Email-Specific Campaigns Creative: After deployment Post-deployment with performance data Retainer Work Full campaigns: After Performance reporting is complete Upon case study completion *AE/AC of a project should flag the social team at least 1 week in advance of any campaign launch.
  27. 27. SOCIAL TEAM eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 27 The Social Team will be comprised of 4-5 people who will manage the day-to-day operations of all social channels. The Social Team Lead will manage long-term strategy, content calendars and the weekly synch team meetings. Like other committees at eROI, people will be appointed to the team, and assigned indefinitely, with team changes made as needed.
  28. 28. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 28 eROI MARKETING & SALES PLAN CHANNEL SPECIFICS
  29. 29. CHANNEL MATRIX eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 29 CHANNEL FACEBOOK TWITTER INSTAGRAM LINKEDIN GOOGLE+ PINTEREST THOUGHT LEADERSHIP CULTURE NETWORKING/HIRING NEWS CLIENT INTERACTION
  30. 30. FACEBOOK eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 30 The melting pot of Social Facebook is a place to aggregate content from all over the Web. Idea posts, links, photos, events and other content all live on Facebook. With the challenges of organic reach, Facebook posts need to be highly shareable, and relevant to our audience. Over time, more people will be reached as the algorithms reward that high-quality content. Create posts that ask questions, assert our point of view and generally encourage participation.
  31. 31. INSTAGRAM eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 31 Get out of the office, and get off the phone. Instagram for business is a different animal than personal Instagram accounts. Imagery needs to be sharp, styled, and be backed with purpose. That’s not to say we can’t use Instagram for those cultural moments, we just need to elevate the quality.
  32. 32. AUTHORS eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 32 Upleveling quality. Writing strategically + Each eROI employee will write or contribute to one blog post per year − As eROI grows as an agency, we will no longer be able to support two posts by each employee − Remaining weeks will be filled with posts around internal campaigns or to fill a strategic need identified by Performance or the Social Team − ex. Writing a post that will take the place of a 404 page that is being linked to by outside site. + Incentivize promotion and overall blog performance with monthly recognition and YouEarnedIt prizes + FUTURE: Add Ideas posts onto Social Dashboard for the week
  33. 33. AUTHOR TIMELINE eROI MARKETING & SALES PLAN AUTHOR DRAFTING POST REVISIONS eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 33 2 WEEKS 1 WEEK PUBLISHED Identify strategic targets, keywords, content type, etc. First Draft reviewed by employee’s Exec Member Design and Dev needs flagged and resourced. Content finished and sent for proofing Keywords, hashtags and influencers identified Topics approved by Manager, Performance and Social Lead 3-8 WEEKS
  34. 34. CONTENT eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 34 Posts need to be written with a purpose + Which persona are you talking to? Write to 10% of our audience. + What problem are you trying to solve for them? + How is eROI uniquely qualified to solve it? + What is eROI’s distinct point-of-view (it’s ok to be controversial)? + Write the blog in a way that would speak to the persona (How would you get them to click on the link? To read the whole thing? What different types of content can you use?) + How will the persona find this content (search, sharing, etc)?
  35. 35. POSTING SCHEDULE eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 35 Blog Posts have been scheduled out through the end of the year. Asana tasks and assignments are handled by the AE/AC assigned to Content.
  36. 36. eROI MARKETING & SALES PLAN PHASE II: EMAIL + EVENTS + PR AUGUST 8, 2014 eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  37. 37. eROI MARKETING & SALES PLAN EMAIL STRATEGY + ACQUISITION eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 37
  38. 38. SIGN UP FOR OUR NEWSLETTER People want stories that matter to them and content they can actually use. People want to be part of something. We’re not asking your permission to send you emails. We’re inviting you into our community. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 38
  39. 39. DATABASE GROWTH eROI MARKETING & SALES PLAN Multiple opportunities exist to grow our eROI email database by utilizing the very tactics and capabilities we sell ourselves on to clients. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 39 WHY SHOULD WE FOCUS ON THIS? + Increased audience size for content distribution and sales opportunities + Credibility as an email-specialized agency through a large, active database + Opportunity to test effectiveness of new tactics and glean real-time statistics CURRENT DATABASE SIZE: 7,215 GROWTH GOALS END OF 2014: 9,000 END OF 2015: 20,000 CURRENT ACQUISITION EFFORTS: + Sign-up fields on eROI.com (Homepage, Think posts) + Tab on eROI Facebook + Opt-In on Portland Madness submissions
  40. 40. GROWTH OPPORTUNITIES eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 40 ON-SITE SIGN UP New eROI.com will contain multiple opportunities to register for the eROI community. + CONNECT in site header/footer + Customized opt-in fields in all Case Studies, Work posts and Ideas posts Action Items: Event registration module on new eROI.com (In progress) Customized email sign up links within specific modules of new eROI.com (In progress) EVENT REGISTRATIONS As eROI begins hosting more events in 2014-15, we will capture event registrations directly through eROI.com, always including an opt-in for our community. Additionally, we will create a station (laptop, iPad, etc) to manually capture email addresses at all eROI events. Action Items: Event registration module on new eROI.com (In progress) Creation of email capture page, on display and/or circulated at eROI-hosted events SOCIAL CHANNELS Select eROI social channels will have opportunities to join our email community. + Facebook sign up tab + Links within select social posts across all channels + Google+ sign up tab? Action Items: Creation of Facebook and Google+ sign up tabs/pages Acquisition content/posts built into content team planning OPT-IN THROUGH eROI CAMPAIGNS Through our own promotional campaigns like Portland Madness, we have the opportunity to create interactive digital experiences. Prompting users to join our community is an intuitive and high-yielding component. Action Items: Pro-active campaign creation within eR+D that drive email opt-ins
  41. 41. Emails from eROI have a recognizable and consistent look, feel and tone, which will carry over into the new email efforts proposed. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 41
  42. 42. EMAIL TRIGGERS eROI MARKETING & SALES PLAN WHY SHOULD WE FOCUS ON TRIGGERS? + We want to personalize the email experience based on how they came into the funnel + Slowly transition them into the lifecycle emails + Invite audience to connect through other social channels eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 42 SALES INQUIRY Set expectations of what’s to come and in the mean time, share eROI work examples. Cadence: One touch trigger, immediately after inquiry submission JOBSEEKERS Inform jobseeker we’ve received their application and invite them to learn more about the eROI team. Phase 1: Confirmation & lifecycle series. Phase 2: Account Login Cadence: One touch trigger, immediately after submitting resume/cover letter through email GENERAL SIGNUP Let them know what they can expect from eROI emails. Provide work examples, culture updates and thought leadership to help innovate Cadence: Three-touch email series over 14 days.
  43. 43. MONTHLY DEPLOYMENTS eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 43 After the user goes through the welcome series, they are transitioned into the Lifecycle series. We want to create content that is useful and innovative so users look forward to receiving their engagement email. Industry Content eROI Specific Content + Happenings & Insights + New Partners + Campaign Launches + Local Events Calendar + Client Quotes + New Blog Posts + New Team Members Our plan is to create a modular eROI email template, with interchangeable content, deployed on a monthly basis.
  44. 44. PREFERENCE CENTER eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 44 Built into the framework of new eROI.com will be an email preference center, a best-practice that we consistently recommend to partners but, to-date, have not executed ourselves. BENEFITS TO eROI + Create and build experience in segmentation within our own email list + Gain insights into what topics and site sections are of the most interest to our audience + Identify, through hidden fields, which pages/modules are driving the most registrations + Provide a tangible example of a preference center in pitches and proposals A customized ET preference center is being explored within new eROI.com and will go live is a phased rollout, following the site launch.
  45. 45. eROI MARKETING & SALES PLAN EVENT HOSTING & HOSPITALITY eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 45
  46. 46. eROI HAS A GOAL OF CREATING MEMORABLE EVENTS Through hosting events, our focus on unique, sharable experiences for our audiences will carry over into our own physical space. eROI has the opportunity to create memorable events and build a local reputation by going above and beyond in our hospitality towards event guests. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 46
  47. 47. eROI HOSTED EVENTS eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 47 The renewed energy and social layout of eROI’s new office makes this an ideal location for hosting events that draw industry peers, like-minded professionals and current/potential partners. EACH eROI HOSTED EVENT PROVIDES: + Opportunity for entertaining and involving current or potential clients + Database acquisition through event registration and attendance + Increased awareness and credibility of eROI in the local business and agency communities, establishing our office as a destination for quality events + Opportunity to establish ourselves as leaders in high-caliber hospitality and event hosting
  48. 48. EVENT PLANNING eROI MARKETING & SALES PLAN Event planning requires a legitimate time commitment for creating valuable, worthwhile content and set-up/breakdown of the event itself. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 48 1. FORMAT + CONTENT WHO: Events Committee w/ 1-2 Exec team members- Complete team TBD HOW: - Quarterly and/or monthly event planning meeting to determine… Event format Content/Speakers Dates Plan for Outreach 2. PROMOTION + OUTREACH WHO: M&S Coordinator HOW: - Event/Registration module on eROI. com - Promotion in monthly/qtrly eROI emails - Social channel promotion - Content Team - Outreach to local event calendars and online communities/forums - Press release to local media 3. EXECUTION WHO: M&S Coordinator + Office Coordinator HOW: - Creation of event checklist and assignment of responsibilities - Responsible as a team for all food/drink/bar set-up - Facilitating set-up and breakdown of all events, assigning team members as needed OUR GOAL IS TO HOST TWO EVENTS PER QUARTER AT eROI SHORT TERM NEED: DETERMINE EVENTS BUDGET & RESOURCING REQUIREMENTS
  49. 49. EVENT FORMATS eROI MARKETING & SALES PLAN eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 49 + eROI CONTENT/SPEAKER + AGENCY ROUNDTABLE + PANEL + GUEST SPEAKER/Q&A + OPEN HOUSE/FIRST THURSDAY + AGENCY NIGHT + ART SHOW/DIGITAL GALLERY + PARTNERSHIP EVENT + MEET-UPS, NETWORKING + INTERACTIVE/HACKATHON + FUNDRAISERS PARTNERSHIP OPPORTUNITIES: American Marketing Association, AIGA, Local Colleges/Universities (Art Institute, PSU), Local Media Outlets (Oregonian, KGW), Non-Profits & Charities, Portland Ad Federation, Social Media Club PDX, EO
  50. 50. eROI MARKETING & SALES PLAN PHASE III: PLANNING & EXECUTION AUGUST 21, 2014 eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  51. 51. INTERNAL PROJECTS, NEW ASSET CREATION, CLIENT WORK The next 16 months will be some of the most ambitious in our history, spanning a new website launch, creation of several new assets and a major marketing initiative. To accomplish this, we need careful planning, scoping, scheduling and communication. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 51
  52. 52. eROI MARKETING & SALES PLAN Q3 - Q4, 2014 EXECUTION eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 52
  53. 53. CAMPAIGN & ASSET CREATION TIMELINE Q3 2014 Q4 2014 AUG SEPT OCT NOV DEC INTERNAL EVENTS Black Butte 10/2-4 Q4 Offsite 12/16 eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 53 HOSTED EVENTS DWP 10/6-10 Volunteer Day Design Week Wrap-up 10/23 eROI.com eROI.com and Anniversary Campaign Brainstorm Holiday Gifts to Clients Deliver 12/2 Office Redesign Purchase Lobby Furniture and Lighting Desks Delivered Entrance Floor Redone Room Signage Kitchen Update
  54. 54. eROI MARKETING & SALES PLAN Q1 - Q2, 2015 EXECUTION eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 54
  55. 55. CAMPAIGN & ASSET CREATION TIMELINE Q1 2015 Q2 2015 JAN FEB MAR APR MAY JUN INTERNAL EVENTS Q1 Offsite Friends of the Children Q2 OffsIte HOSTED EVENTS Anniversary Party eROI Hosted eROI.com Launch eROI.com Campaign Launch Email Template Deploy Presentation Template Template Master Capabilities 3 - Touch Welcome ET Sales/Job Triggers ET Content Speaking Sheets Design Week Brainstorm Execution eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 55

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