Sky Downing, profile picture
Uploaded bySky Downing
65 views

CT3 strategic approach

CT3 is developing a strategic approach for 2021-2022 to acquire new business, grow existing accounts, increase brand perception, and develop tentpole campaigns. The strategic recommendations include utilizing storytelling and thought leadership to showcase CT3's work in anti-racism and position its internal experts. The objectives are to build trust, acquire and retain customers, strengthen CT3's unique value proposition, and develop thought leadership in the education category.

Embed presentation

2021 – 2022 STRATEGIC APPROACH Presented by: W. Sky Downing, Founder, COO sky@successment.co
AGENDA • CT3’s Journey • Strategic Recommendations • Messaging Strategy • Brand Persona • Audience Development • Content Development • Channel Approach
Research & Discovery Report Where we are today WHERE WE ARE IN CT3’S JOURNEY……. CT3’s Integrated Strategy & Channel approach Juneteenth Launch Q2 – Q4 Content plans (with feedback and KPIs) Strategy Frameworks & Messaging Approach Established/Objectives C T 3 • Identification of communication gaps • where to engage clients along the sales funnel • Identification of education and engagement opportunities • Fleshed out remaining tactical plans (for Q2 to Q4) • Establish tactical plans for phase 1 2021-2022 • Detailed layout of marketing framework, and channel approach channels • Brainstorming of content implementation • Integrated approach for 2022 • Deep dive on social • Tactical plan review that accounts for all feedback • KPI review – holistic and per channel Juneteenth
STRATEGIC RECOMMENDATIONS
ACQUIRE. New business by utilizing creation of entertaining and informative IP and thought leadership and GROW. Existing accounts and serve information that brings clients further down the marketing funnel INCREASE. Brand perception by becoming niche story tellers that showcase ct3’s dynamic leadership and decision making. DEVELOP . Tent pole campaigns that are socially relevant, and lead stories from the culture and education space. EXPAND. CT3’s core business into the future and bring into the next era of growth PRODUCE. Multidimensional content and thought leadership BUILD. And engage a loyal community of educators CULTIVATE. Opportunities to grow CT3’ s brand recognition DEVELOP. A full-funnel digital marketing strategies across all CT3’s channels , so that we can facilitate audience conversions BRAND OBJECTIVES BUSINESS MARKETING COMMUNICATIONS AUDIENCE DEVELOPMENT C T 3
C T 3 Client 1 Competition Category 2 3 Company 4 Customers have bought into CT3’s philosophies, and are advocates of the organization’s vision and work. However, ae looking to the organization on what the next steps are on AR in regards to thought leadership. The pandemic has only further uncovered some hard truths regarding gaps in the education system, teachers are struggling to find greater ways to connect with students. CT3 as an organization needs to further lean into the concept of storytelling, with a key focus on thought leadership, client success stories, and creating campaign content regarding their IP. Organizations who compete in the category; utilize storytelling to showcase the organization's stance on AR, and use client work as content success stories Key Focus Areas: Key Focus Areas: Key Focus Areas: Key Focus Areas: • Client have strong connection to CT3’s mission and program work • Clients in search of guidance regarding AR programs, so they can incorporate into their work • Clients would like an insertion of digital agile process for onboarding, and account management Competition focuses on the importance of advocacy and storytelling Clients have supporting coursework and paraphernalia to support on ground work Clients utilize social to close the content gap, and push thought leadership • The anti-racism work is being incorporated into the classroom and has to begun penetrate discussions that were once faux pa • Previous frameworks developed by industry leaders are no longer applicable as the scenarios don’t fit all classrooms • Teachers and education leads are in search of guidance to overcome the disconnect with students, only further brought on by covid-19 and civil injustices • Content development and thought leadership are key focuses areas to further position CT3’s IP surrounding NNN • Lean towards people driven values, with the embracement of anti-racism as part of CT3’s program work • Develop messaging pillars that CT3’s marketing can be positioned around • Develop content packs to aid in training closing the sales gap 4C’S RECAP: WHAT WE’VE LEARNED SO FAR C T 3
PROACTIVE WORK THAT CAN TACKLE THE CONCERN OF OFTEN PLAYING TO A TOUGH CROWD DEVELOPING A MESSAGING STRATEGY THAT CENTERS ON ANTI- RACISM & THOUGHT LEADERSHIP DEVELOPMENT OF AN EVOLVING CONTENT PLAN THREE MAIN CHALLENGES & THINGS CT3 NEEDS TO OVERCOME 1 2 3 C T 3
STRATEGIC APPROACH CT3’s legacy can be utilized to buildout the brand’s authority in the marketplace, highlight thought leaders within the company, and create a connection between it’s internal thought leaders and the organization’s program work. This strategic approach will allow CT3 to inform marketing communications, close any sales gaps, create a launch for additional work or IP. This will also allow room for a nurture program for the organization’s long- standing clients, and pre-empt any Communication challenges C T 3
CT3 STRATEGY ON A PAGE CT3 is a change maker within the education category, where school systems are struggling to connect with students, only heightened by the pandemic, and lack of civil rights for a global majority PROBLEM IS schools are either unaware of the NNN programs CT3 provides or are have lack of bandwidth to bring them on board. WE NEED To showcase the importance of continual training in the school system, aide educators in uncovering anti-racist biases. SO THAT educators feel assured they’re doing the most to serve children in the way that they’re receiving the education they deserve, with am actively conscious and antiracist angle. HELPING TO increase CT3’s reach, and guide down the marketing funnel. C T 3
OBJECTIVES STRATEGIES TO ACHIEVE GOALS KPIS Acquire new business ▪ Develop audience personas, including AR readiness/continuum ▪ Create messaging framework ▪ Creation of onboarding and transitional documents from decision makers and leaders to teachers ▪ Establish lead generation infrastructure ▪ Produce targeted campaigns aligned to sales stage and personas ▪ Total revenue ▪ # of MQLs + SQLs ▪ % of content engagement ▪ Conversion rates: Lead > MQL > SQL Grow existing accounts ▪ Develop cross-sell and up-sell offers & incentives ▪ Produce targeted content aligned what stage the partner is in with CT3 ▪ Total revenue ▪ % increase in revenue YoY ▪ # re-engagement proposals/% of total proposals ▪ Total lifetime value Increase brand perception ▪ Refresh brand identity (purpose, values, image, brand promise) ▪ Update content (and website) ▪ Creation of thought leadership content and case studies ▪ Develop baseline program of influencers and success stories ▪ Total reach/Impressions ▪ Web traffic & engagement ▪ Social engagement Develop tent pole campaigns ▪ Creation of key campaign periods to position business as authoritative in identified spaces ▪ Creation of creative assets to boost engagement, and drive customers further down the funnel ▪ # of MQLs + SQLs ▪ % of content engagement ▪ Conversion rate ▪ Total reach ▪ Web traffic & engagement ▪ Social engagement 1 0 STRATEGIC FRAMEWORK C T 3
Challenges Strategy To Achieve Each 4C Goal Customer A brand strategy that is audience-centric, enables education, nurtures leads, and builds on client retention Competition Category Brand Positioning. Content Optimization. Strengthening CT3’s Digital Ecosystem. Company Built-in trust and transparency (via case studies as key differentiators) A lack of agility and communication has impacted trust Pricing Lack of “viral-ness” Solution-orientated messaging and content development that communicates safety essentials and product offerings Further position CT3’s IP Differentiation hat will enable CT3 to themselves apart Insertion of (digital) agile process, creation of sales, marketing, and content partners Case studies; success metrics, support program superiority, and convey excellence, share impact Creation of co-sponsored work, position internal stakeholders as thought leaders, host panels, and conferences. MARKETING STRATEGY Objectives Build trust, acquire and retain customers Build brand identity & change perception Develop thought leadership Strengthen UVP Recommendations To be the top of mind and recognized a thought leader in the space. With a build towards value that will overcome price. Bringing the latest trends and providing the audience with something to talk about Impact Be the organization that enables change & defies the odds As well as dismantles the status quo Build content (& team) that drives excellence, creates connectivity, and drives thought leadership C T 3
• Audience targeting • Content category • Channel approach • Creative Marketing • Website Homepage • & Navigation Branding & Messaging Development Key Success Metrics • Tone of Voice • Engagement Style Typography • Imagery • Brand positioning • Client advocacy & engagement Content Development Sales enablement & Lead Generation Audience development Campaigns • Persona Development • Audience Segmentation • Customer Journey Mapping • Sales Positioning & Materials • Nurture Program • Tent Pole Campaigns That Build Relevancy • Enable Organization To Be Adjacent To Trends 30 -45 Days 60 Days 90 Days Learning Goals Client Goals Performance Goals Business Goals Optimization Goals ▪ Reach ▪ Opportunities for engagement ▪ Impact on the industry ▪ Share of voice ▪ Share of market ▪ Conversion of competitive customers ▪ Revenue ▪ MQLs or SQLs ▪ Conversion rates ▪ Reach ▪ Web Traffic & Engagement ▪ Social Engagement • Evolving Brand Impact Study • Opportunities for engagement STRATEGIC ROADMAP C T 3
BRAND PERSONA
People are not loyal to brands or organizations, they are loyal to a cause. We want viewers to connect to the greater message via CT3’s thoughts and imagery, so that it serves a purpose. • Imagery style should be dynamic, positive, thought provoking. We want viewers to see the sense of urgency, and gather enough empathy to take action. • We don’t have any posing, out of focus, and less driven studio photography. We also don’t cover activities that require a lot of time. C T 3 PERSONALITY & IMAGERY Buttercup Pear Tradewind Astronaut Blue Science Blue COLOR PALETTE:
COPY CT3’s Brand Persona should be the embodiment of the organization’s mission and essence, and place content for client partners and their students are at the center. This will reflect the target audience CT3 is trying to reach with their communication. Tone Of Voice THOUGHT PROVOKING AND AUTHORITATIVE CT3 wants educators to feel as if they are connecting with a change maker within the education space. We want the audience to believe they are being guided and taught by a friendly and personable individual who has knowledge to share through experience and trial. Engagement Style FRIENDLY AND PROACTIVE Interactions are handled with the ambition of being the world’s class education approach in mind, and CT3 proactively engaging with and delivering content to client partners when the opportunity arises. Key Words Teaching Training, Anti- Racism, Training Programs, In Class Room Learnings, Educational Thought Leader, Post Doctoral Lead C T 3
AUDIENCE DEVELOPMENT
Desired Brand Behavior Comms Challenge Acquire and Encourage secondary audience to to trial or transition a learning program for their teachers Working with school districts to ensure academic success, is CAO’s key focus area. They are continual need of content and resource to support their established objectives and strategies that will help achieve their goals. CAO’s key responsibility is monitor the schools or programs that will ensure that academic standards are met and that regulations are followed. The global pandemic has made their goals harder achieve. In conjunction with the infringement of the civil liberties of those within global majority communities; have only heightened these concerns further. Recruit primary audience and communicate the benefits of working with CT3 staying on board with CT3. Utilize learnings from existing audience, in order to optimize and expand primary group. Engage tertiary audience (outliers) on the benefits of insuring CT’3 program work is useful. Finding the appropriate integration of a positive school culture and classroom climate that will create a positive outcome for a global majority student. This target audience is continually in search of information that will encourage their workforce to a create a meaningful environment for students. This is often impacted by budget restraints, lack of participation, and process. Secondary Audience Primary Audience • (CT3) Brand Consideration • Campaign Awareness • Brand Identity • (CT3) Brand Preference • Change in Behavior • Brand Identity • Frequency of use and applied methods in the classroom • Prepared in encourage to onboard • Engagement and share ability with content Desired Client Behavior Teachers are faced with the evolving concern of developing safe and engaging environments for their students; with the burden of processes, budgets restraints, coursework, and overall red tap. However, that does not keep in mind the added disconnect of working with students they at times they can not relate to culturally. As a key target audience, they are both primary and tertiary; as they are not financial decision making role, however, are on continual search of information to strengthen their skill sets, engage students and in turn are in immediate need of training from both academic and cultural civil point of view. Engagement Opportunities • They are more likely to respond via email or website, and less likely to respond via social media. • If social use is important , then this may either be utilized as an entertainment or serve an immediate purpose. • This audience is more likely to enroll via a sales lead, website or on the phone • They are more likely to be digitally engaged and conduct their own research regarding an organization. • . The older side of this group is also more likely to consider WOM and advice from colleagues in regarding improving the academic experience. • Ae the most likely to be digitally engaged and conduct their own research regarding a organization prior to training. • However, they can often be disengaged on social media or in person if the information at all threatens their work. • They are continual search of information to either validate their work or make it easier. CHIEF ACADEMIC OFFICER PRINCIPAL TEACHER C T 3 Tertiary Audience DEFINING AUDIENCES PERSONAS & DETERMINING USER BEHAVIOR
Stages Pre-sales Onboarding Early Usage Mature Usage Support and Upsell Thought leadership & building brand authority Touchpoints Placement Approach Steps Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Sales/Educator intro Trial/Live demo Supporting marketing materials Establish relationship Develop into frequent user/advocate Nurture program Content optimization Support Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Contextually relevant Connection with purchase opportunities + promotions Build community driving advocacy Capitalize on innovation pushing product superiority Contextually relevant Connection with purchase opportunities + promotions Contextually relevant Connection with purchase opportunities Build community driving advocacy Capitalize on content partnership + innovation Contextually relevant Connection with purchase opportunities + promotions Build community driving advocacy Capitalize on content partnership + innovation Contextually relevant Connection with purchase opportunities + promotions Build community driving advocacy Capitalize on innovation pushing product superiority CREATING A USER JOURNEY & BUILDING A CONTENT OPTIMIZATION FLOW; TO BETTER CONNECT WITH CLIENTS C T 3
● Increase website traffic across email, organic, and referral channels as measured by pageviews, unique visitors, and sessions. ● Develop full-funnel digital marketing strategies that will track how different content strategies facilitate audience conversions as measured by email subscription, push notification, and improving percentage of website traffic coming returning visitors. ● Determine which audience segments to cultivate in 2021 in accordance to strategies set forth by the ar team, and sales team, and social media accounts. . ● In partnership with product and sales team; develop a roadmap that will deploy: o Content packs to clients for onboarding o Will reduce page load speed time and TOS o Measure SEO KPI’s AUDIENCE DEVELOPMENT 2021 GOALS AND TACTICS C T 3
MESSAGING
2 1 Brand Promise Serve as that go-to source in coaching and serves as an advocate for that global majority student. Brand Vision Build educators’ capacity to transform education centered on students. student engagement, build life-altering relationships, and foster a culture of coaching anchored in its commitment to anti-racist action. Brand UVP: How We Do It Differently And Better Teachers are continually looking for a guiding light; on how to think, feel, and do better in the classroom. With a predominantly large audience to engage, teachers will often go for the easy fix; communicating with students, they can relate to. This puts the global majority of students at risk; CT3 promises to eliminate that risk and ensure an engaging and safe environment for a global majority student. Customer Positioning how we are different CT3 is the partner of choice to carry educators forward to connect with students in impactful and needed ways Partner Positioning different — WIFM Educator led programs who understand the space, and provide content and insight Client Partner Solutions No-Nonsense Nurturer Real Time Teacher Coaching Real Time Leadership Coaching Leadership Workshops Translated Partner Experience Prestigious Active engagement Expertise and mentorship MESSAGING FRAMEWORK C T 3
BRAND STRATEGY How we achieve CT3’s goals Client centric policy VALUE PROPOSITIONS Client benefits and value drivers A brand strategy that is audience-centric, enables education, nurtures leads and builds on client retention. Advanced industry leaders that are at the forefront of the organizations Simplified programs that enhance the teaching experience and eliminates biases Advanced program on ground support and expertise Expansion of program offerings beyond hero products i.e. Formal AR Trainings Message perfect for cause you don’t have all of the MISSION What CT3 represents Improve lives of students by transforming the quality and culture of education for them, especially those in traditionally disenfranchised communities. CLIENT PARTNER SOLUTIONS What product offerings sets CT3 apart NO NONSENSE NURTURER REAL TIME LEADERSHIP COACHING LEGACY & REPUTATION VALUE TRANSPARENCY CUSTOMER DIFFERENTIATORS REAL TIME TEACHER COACHING CULTURE COACHING WORKSHOP SERIES ANTI-RACISM TRAINING CAO’s, Principals, Teachers TARGET AUDIENCE BRAND MESSAGING PILLARS MESSAGING STRATEGY RELATIONSHIP & COMMUNITY BUILDING REAL TIME TEACHING ENGAGEMENT ANTI RACISM FRAMEWORK S Centering on the student
MESSAGING PILLARS EXPLAINED & HOW THEY’LL AIDE CT3 IN GAUGING SUCCESS RELATIONSHIP & COMMUNITY BUILDING REAL TIME TEACHING ENGAGEMENT ANTI RACISM FRAMEWORK S C T 3 CENTERING ON THE STUDENT Content that showcases the immediate impact CT3 has on those who take part. On the spot, feedback enables the teacher to learn from any communication gaps or engagement mistakes and immediately apply them. Content that conveys that CT3 is setting a path for success for global majority students. Everything CT3's does is centered around this premise and focuses on eliminating bias and actively pursuing equity; it's is about matching and not just mindset. Whether it is a student to teacher, teacher to family, teacher to CT3; the content will illustrate how the student is at the core of the organization's concerns and work, with the ultimate goal of and making things better for them and their learning environment. CT3 is an advocate for educational justice, and its life's mission is to commit to fighting the ongoing racial bias seen in classrooms. And develop culturally sustaining classroom management strategies.
MESSAGING PILLARS WILL GUIDE & INSPIRE CONTENT CREATION C T 3 The recommendation is to build, and measure content based on distinct messaging content pillars; this enable CT3 to niche content, build stronger SEO standards, and optimize accordingly. MESSAGING PILLARS/ CONTENT CATEGORIZATION IS CREATED FOR TWO MAIN REASONS: 1. To change the way GA labels and aggregates the incoming traffic for different types of content on a brand’s website 1. And to quickly check the performance of content and compare the performance of different content categories with each other
MESSAGING PILLARS GUIDELINES C T 3 Each content pillar will have at least one piece of hero content for the quarter This hero content, will set the tone of core themes (or ideas) for each quarter The next stage is to consider the core ideas for each brand’s hero content This approach will also enable the audience development, and the sales team 2 1 3 4 Create more distinct customer journeys and enable editorial to produce evergreen strategic pieces. 5
CONTENT DEVELOPMENT
Content Creation Targeting Consumption Engagement Feedback (Keyword) Preferences & Behavior People (Influencers), Reach, Extended Content Viral Actions and Re-Engagement Supporting (Website Channels) Creator Feedback, Retention and Optimization Distribution Drivers Into The Ecosystem Brand Website s HOW MESSAGING PILLARS FEED INTO A CONTENT ECOSYSTEM C T 3
(251- 300 Word minimum) Write-ups To Be Delivered Back To CT3 • Return write-ups to be delivered within a week • Follow-up feedback would need to be determined by CT3 Content will be featured within category section of the website; videos will be the header. Social Media SEO Email Briefing Editorial Write -Ups Amplify Publish Editorial Team SCT Creative Team SCT/CT3 Team Editorial Social Media Audience Development Review CT3 Team Visual Assets HOW THE CONTENT ECOSYSTEM TRANSLATES INTO: A CONTENT OPERATION PROCESS • Campaign Start/End Date • Internal/External Deliveries • Client & Objective • Assets: • Anvato Code (Video Assets) • Gif/Relevant Artwork (Please No Static Imagery) • And Relevant Social Content) C T 3 • Design imagery • Photo editing • Video creation
Subject/Proposed Title Summary Channel Approach Content Type Next Steps Deliverable date The Global Majority The global majority of children are Underserved. How do we shift their reality? In addition to being the majority of students in public schools, GM students are also the ones least served by those schools. What will it take for us to ensure that all students, particularly GM students get what they need and deserve from their teachers? The ways we support teachers to do that well include relationship- building, identifying/naming/dismantling how classroom policies and procedures disenfranchise students, ensuring students get clear directions for how to engage in the learning within educational settings. Website Social Media Email Whitepaper/ Ebook Remaining Brief/ Content Outline TBD (EOM) The Truth In Teaching Insight into what BIPOC kids are learning within today's school system and how teachers can extend educational opportunities to learn about moments across black, indigenous, and Latin history at any time during the school year. With a special note to parents: Parents — recognize our kids in school, use whatever curriculum, AND know what questions should be asked by kids/parents who look like me? Whatever curriculum, raising engagement, know where BIPOC can be represented and advocated for. Website Social Media Email Blog Post Remaining Brief/ Content Outline TBD (EOM) Teaching the Global Majority: A declaration of love Teaching students is a declaration of love, and AR work can become a massive part of that stance. (Content can cover what operationalizing AR work looks like in the classroom. Why do teachers love their jobs, choose this particular path, and how CT3 can help fellow teachers with this love declaration of love in their work.) Website Social Media Email Whitepaper/ Blog Post Remaining Brief/ Content Outline TBD (EOM) Teach - Cheat- Prep In preparation for the school year, CT3 would offer a cheat sheet to help them prepare themselves to make their life easier. (CT3 wants to help teachers think about what needs to be different for the following school, and this work will impact students. And what teachers and students need so that they have what they need and can excel.) Website Social Media Email Digital One Pager Remaining Brief/ Content Outline TBD (EOM) One step at a time Top 5 declarations to taking a step forward to combat stereotypes in the classroom. CT3 will position client partners as advocates of their program. With examples that cover how bias shows up in the classroom, with tangible results on how they tackled it with CT3’s guidance Website Social Media Email Online Video Remaining Brief/ Content Outline / CT3 to connect with clients as voices for the content TBD (EOM) The Universal NNN How becoming a no-nonsense nurturer teacher doesn’t just start in the classroom. Being a NNN doesn’t stop outside the school. This has to affect every area of your life. A series of open-ended questions. How you are giving NNN to all aspects of your life. End of the piece, add questions that enable engagement across social channels. Website Social Media Email Blog Post Questionaire Remaining Brief/ Content Outline /CT3 to connect with clients as voices for the content TBD (EOM) The NNN for the hollistic soul How holistic approaches should replace checklists in the classroom: Call and response. (What are the cause and effect before a teacher becomes a NNN). Key Focus Areas: Passes out documents, not a studentClassroom etiquette without a uniform approach Website Social Media Email One pager/ Checklist Remaining Brief/ Content Outline TBD (EOM) EVOLVING CONTENT PLAN CENTERED AROUND CT3’S IP C T 3
CHANNEL APPROACH
Umbrella messaging, creative concept and content strategy EXISTING CLIENT RETENTION WELCOME/ ONBOARDING NEW CLIENT ACQUISITION Email Owned Social Virtual Events/Video SEO/ SEM Hyper local Ads Virtual Events/Video Email Blog/ Newsletter Virtual Member Events Blog/ Newsletter Paid Social/ Retargeting Retain Acquire & Activate Audience-centric go-to-market approach In market performance measurement, learning, insights Audience data, cultural insights, past performance data CHANNEL APPROACH COME TO LIFE C T 3
ROLE OBJECTIVE PRIMARY ACTIVITY TONE PERSONALITY PRIMARY TARGET MEDIA TYPE PRIMARY KPIS DESIRED BEHAVIOR FORMATS EXAMPLE OF WHAT CONTENT CAN BE FOUND COST & FREQUENCY Brand knowledge bank Brand and product resource hub Resource hub Trusted Expert and educational Enthusiast looking for information Owned/Paid Product and category functional adverts & text, images, and video Time spent with content Seek sales lead for more information Thought Leadership, Video Reviews, Podcasts Website Conversation starter and facilitator Build a community on a personal level Interaction with decision makers Personal and yet informative Trusted ally Tech Enthusiast looking for peer interaction Owned/Earned/Paid Photos, quotes, short-form videos, BTS, challenges Likes/comments/shares/ Engagement Engagement & Sales Lead Photos, quotes, short-form videos, BTS, challenges Email 50% production | 30% distribution | 20% conversion ROLE OF CHANNEL 40% production| 40% distribution | 20%conversion 2-3x a month 3-5x a week
ROLE OBJECTIVE PRIMARY ACTIVITY TONE PERSONALITY PRIMARY TARGET MEDIA TYPE PRIMARY KPIS DESIRED BEHAVIOR FORMATS EXAMPLE OF WHAT CONTENT CAN BE FOUND Real-time visual inspiration aggregator Visually storytelling and inspiration Engagement Bite sized and visually appealing Expert + trendsetter (via media partners)) Enthusiast looking for inspiration and information Owned/Earned/Paid Inspirational, entertaining , behind the scenes images and short videos in real-time Likes/comments/shares/ Engagement Engagement & Sales Lead Photos, quotes, short-form videos, BTS Display/OLV & Mobile 20% production | 40% distribution | 40% conversion Conversation starter and facilitator Visually storytelling and inspiration Engagement Bite sized and visual appealing Expert and trendsetter Optimistic Explorer looking for visual inspiration Owned/Earned/Paid Inspirational, entertaining , behind the scenes images and short videos in real-time Likes/comments/shares/ Engagement Engagement and Conversion Behind the scenes of the photo shoots and at workshops 3x a week Social Media COST & FREQUENCY 40% production | 50% distribution | 10% conversion 3x a week ROLE CHANNEL (CONT.)
• Creating an internal program using A mix of CT3’s most popular voices. Will enable CT3 further push brand superiority with content that matters and builds authority Assets Needed: • Video • Brand integration/Panels (How To’s) • Thematic or Tent Pole Moments) Culture Politics Health Beauty • With the creation of an internal influencer program, CT3 can create a baseline strategy where each month key voices in the organization can create or be featured on ghost written content. THOUGHT LEADERSHIP: BRINGING BRAND SUPERIORITY TO THE FOREFRONT WITH AN ALWAYS ON INTERNAL VOICE PROGRAM C T 3
Traffic/Website Performance Goals: ● Increase readership and audience ● Increase email subscribers (new users) ● Increase time spent on website by visitors ● Monitor bounce rate to determine what benchmarks to use for monitoring performance ● Determine best performing variations of email sign-up modals, recommended content, social sharing buttons, highlighting offers and other promotional options. A/B TESTING: TO HELP IMPROVE WEBSITE TRAFFIC C T 3
THANK YOU. Presented by: W. Sky Downing, Founder, COO sky@successment.co

More Related Content

PDF
Example Content Strategy
byArbell Noach
 
PDF
Social Media Marketing with Red Rock Branding
byRed Rock
 
PPTX
Social Media for Events
byJoe Edwards
 
PPTX
How to Run an Integrated Digital Campaign - Digital Marketing Workshop
bySola Obayan
 
PPTX
Engaging you audience for a informed digital marketing campaign in the age of...
byKenny Ong
 
PPTX
Lecture 4 strategy
byronpiovesan
 
PPTX
Marketing: A Journey in Enterprise Digital Transformation
byConductor
 
PPTX
Social Media Therapeutics for a 2014 World
byMSP Digital Marketing
 
Example Content Strategy
byArbell Noach
 
Social Media Marketing with Red Rock Branding
byRed Rock
 
Social Media for Events
byJoe Edwards
 
How to Run an Integrated Digital Campaign - Digital Marketing Workshop
bySola Obayan
 
Engaging you audience for a informed digital marketing campaign in the age of...
byKenny Ong
 
Lecture 4 strategy
byronpiovesan
 
Marketing: A Journey in Enterprise Digital Transformation
byConductor
 
Social Media Therapeutics for a 2014 World
byMSP Digital Marketing
 

Similar to CT3 strategic approach

PDF
CNX16 - Nine Ways to Track and Empower Social Media Success
byCloud_Services
 
PDF
Marketing Mashup: Top takeaways of 2013
byMarketingSherpa
 
PPTX
IMC Strategy and Implementation
byWax Marketing, Inc.
 
PDF
Grow your business speakers
byApril Heavens- Woodcock
 
PDF
Content Marketing for B2B: Aligning Storytelling to Lead Generation
byDigital Vidya
 
PDF
Content Strategy of Thought Leadership - Speed Presentation
byStacey King Gordon
 
PPTX
Marketing for Nonprofits: Presentation to the Association of Fundraising Prof...
byAmy Atkinson Communications
 
PPTX
Advance Marketting Practices-Lecture slides.pptx
byAreejAnwar6
 
PDF
Social Media: Tailoring your strategy to a targeted digital audience
byCasey Knox
 
PDF
Take3 Capabilities
byLaurel Gerdine
 
PDF
How Can Take3 Help You Win?
byLaurel Gerdine
 
PDF
Barnes Overview
byAmy Barnes
 
PPTX
How to create a Digital Marketing Plan
byEder Holguin
 
PPTX
From the Corporate Social Media Trenches: 4 Lessons in Centralized #SocialMed...
byRachel Metscher (@rachelmetscher)
 
PPT
Shoutlet CMOUS - Public
byTeresa Caro
 
PDF
objectives and strategies for social media
byJake Aull
 
PDF
Five ways to crack content marketing ROI
byB2B Marketing
 
PDF
Content marketing best practices
byJack Morton Worldwide
 
PDF
Content Strategy and Ideation
byGideon Ilori
 
PDF
Think Topography Strategic Planning
bySabina Leybold
 
CNX16 - Nine Ways to Track and Empower Social Media Success
byCloud_Services
 
Marketing Mashup: Top takeaways of 2013
byMarketingSherpa
 
IMC Strategy and Implementation
byWax Marketing, Inc.
 
Grow your business speakers
byApril Heavens- Woodcock
 
Content Marketing for B2B: Aligning Storytelling to Lead Generation
byDigital Vidya
 
Content Strategy of Thought Leadership - Speed Presentation
byStacey King Gordon
 
Marketing for Nonprofits: Presentation to the Association of Fundraising Prof...
byAmy Atkinson Communications
 
Advance Marketting Practices-Lecture slides.pptx
byAreejAnwar6
 
Social Media: Tailoring your strategy to a targeted digital audience
byCasey Knox
 
Take3 Capabilities
byLaurel Gerdine
 
How Can Take3 Help You Win?
byLaurel Gerdine
 
Barnes Overview
byAmy Barnes
 
How to create a Digital Marketing Plan
byEder Holguin
 
From the Corporate Social Media Trenches: 4 Lessons in Centralized #SocialMed...
byRachel Metscher (@rachelmetscher)
 
Shoutlet CMOUS - Public
byTeresa Caro
 
objectives and strategies for social media
byJake Aull
 
Five ways to crack content marketing ROI
byB2B Marketing
 
Content marketing best practices
byJack Morton Worldwide
 
Content Strategy and Ideation
byGideon Ilori
 
Think Topography Strategic Planning
bySabina Leybold
 

More from Sky Downing

PDF
Good Green Strategy
bySky Downing
 
PDF
Brand Jordan Brand Strategy
bySky Downing
 
PDF
BigFuture Brand and Comms Strategy
bySky Downing
 
PDF
Aunt Jackie's Brand and Comms Strategy
bySky Downing
 
PDF
Erleada_TTT Strategy
bySky Downing
 
PDF
Slutty Vegan Strategy
bySky Downing
 
PPTX
UPS Strategy
bySky Downing
 
PDF
Lavazza
bySky Downing
 
PDF
Lifewise open enrollment plan client reivew 9.7.20
bySky Downing
 
PPTX
IBM Social Strategy & Content Approach PPTX
bySky Downing
 
PDF
IBM Social Strategy & Content Approach
bySky Downing
 
PDF
Promise Social Media
bySky Downing
 
PDF
CareVoz
bySky Downing
 
PDF
Kit Kat 2014 Strategy
bySky Downing
 
PDF
Quality Street Social Strategy
bySky Downing
 
PDF
Timberland Media Strategy
bySky Downing
 
PDF
Home Depot Internal Comms Strategy
bySky Downing
 
PDF
Vida Hotel Influencer Strategy
bySky Downing
 
PDF
Gywnnie Bee Social and Digital Strategy
bySky Downing
 
PDF
HERE Digital Content and Strategic Approach
bySky Downing
 
Good Green Strategy
bySky Downing
 
Brand Jordan Brand Strategy
bySky Downing
 
BigFuture Brand and Comms Strategy
bySky Downing
 
Aunt Jackie's Brand and Comms Strategy
bySky Downing
 
Erleada_TTT Strategy
bySky Downing
 
Slutty Vegan Strategy
bySky Downing
 
UPS Strategy
bySky Downing
 
Lavazza
bySky Downing
 
Lifewise open enrollment plan client reivew 9.7.20
bySky Downing
 
IBM Social Strategy & Content Approach PPTX
bySky Downing
 
IBM Social Strategy & Content Approach
bySky Downing
 
Promise Social Media
bySky Downing
 
CareVoz
bySky Downing
 
Kit Kat 2014 Strategy
bySky Downing
 
Quality Street Social Strategy
bySky Downing
 
Timberland Media Strategy
bySky Downing
 
Home Depot Internal Comms Strategy
bySky Downing
 
Vida Hotel Influencer Strategy
bySky Downing
 
Gywnnie Bee Social and Digital Strategy
bySky Downing
 
HERE Digital Content and Strategic Approach
bySky Downing
 

Recently uploaded

DOCX
7 Sites to Buy Verified Binance Account Overview.docx
byTopsellerit
 
PDF
Optimizing Buy Old Gmail Accounts Security – Academic & Professional Guide 20...
byBuy iCloud Email Accounts
 
PDF
Impact of Earnings Surprises on Short Term Asset Prices.pdf
bybharadwajduggarajupr
 
PPTX
Production and Ops - 1 Unit-I-Foundation to Production and Operations Managem...
byDavies Chacko
 
PDF
Professional Profile of Micky Ahuja | CEO of MA Services Group Australia
byMicky Ahuja
 
DOCX
7 Best Legitimate Ways to Buy Verified Cash App Accounts in 2026.docx
byLos Angeles
 
PDF
Mesh WiFi for Mine: Reliable and Secure Wireless Connectivity for Mining Oper...
byAeroMesh Systems
 
PDF
A good time to buy a diamond company? By James Allan
byJames AH Campbell
 
PDF
Hryhorii Butovych: Talent Management у PMO: як бути лідером для лідерів (UA)
byLviv Startup Club
 
PDF
Carol Gauvreau - Focus Is On Wellness And Spending Time With Her Sons
byCarol Gauvreau
 
PPTX
PRELIMS for PES on world businesses.pptx
bySureshGKPESUniversit
 
PDF
Top 10 Trusted Places to Buy Verified Airbnb Accounts Today.pdf
byriwansavage
 
PDF
Reliable Coolrooms for Commercial Kitchens
byCool Fast Refrigeration
 
PDF
Decoded: The Mystery of Life and the Begining of Time
byanyebepeter
 
PDF
Raman Bhaumik - A Licensed Pharmacist In Multiple States
byRaman Bhaumik
 
PPTX
Production and Operations Unit 5 Unit V - Maintenance and Waste Management.pptx
byDavies Chacko
 
PDF
IFS state pension.pdf From IFS and Oxford
byHenry Tapper
 
DOCX
Why Should I Buy Old Gmail Accounts_losangeless _______________.docx
byjoshuabellc7
 
DOCX
Best Platforms for Acquiring Aged LinkedIn Accounts Effectively.docx
byBusiness
 
PDF
Dr. Michael T. Conner - Serves As CEO
byDr. Michael T. Conner
 
7 Sites to Buy Verified Binance Account Overview.docx
byTopsellerit
 
Optimizing Buy Old Gmail Accounts Security – Academic & Professional Guide 20...
byBuy iCloud Email Accounts
 
Impact of Earnings Surprises on Short Term Asset Prices.pdf
bybharadwajduggarajupr
 
Production and Ops - 1 Unit-I-Foundation to Production and Operations Managem...
byDavies Chacko
 
Professional Profile of Micky Ahuja | CEO of MA Services Group Australia
byMicky Ahuja
 
7 Best Legitimate Ways to Buy Verified Cash App Accounts in 2026.docx
byLos Angeles
 
Mesh WiFi for Mine: Reliable and Secure Wireless Connectivity for Mining Oper...
byAeroMesh Systems
 
A good time to buy a diamond company? By James Allan
byJames AH Campbell
 
Hryhorii Butovych: Talent Management у PMO: як бути лідером для лідерів (UA)
byLviv Startup Club
 
Carol Gauvreau - Focus Is On Wellness And Spending Time With Her Sons
byCarol Gauvreau
 
PRELIMS for PES on world businesses.pptx
bySureshGKPESUniversit
 
Top 10 Trusted Places to Buy Verified Airbnb Accounts Today.pdf
byriwansavage
 
Reliable Coolrooms for Commercial Kitchens
byCool Fast Refrigeration
 
Decoded: The Mystery of Life and the Begining of Time
byanyebepeter
 
Raman Bhaumik - A Licensed Pharmacist In Multiple States
byRaman Bhaumik
 
Production and Operations Unit 5 Unit V - Maintenance and Waste Management.pptx
byDavies Chacko
 
IFS state pension.pdf From IFS and Oxford
byHenry Tapper
 
Why Should I Buy Old Gmail Accounts_losangeless _______________.docx
byjoshuabellc7
 
Best Platforms for Acquiring Aged LinkedIn Accounts Effectively.docx
byBusiness
 
Dr. Michael T. Conner - Serves As CEO
byDr. Michael T. Conner
 

CT3 strategic approach

  • 1.
    2021 – 2022 STRATEGICAPPROACH Presented by: W. Sky Downing, Founder, COO sky@successment.co
  • 2.
    AGENDA • CT3’s Journey •Strategic Recommendations • Messaging Strategy • Brand Persona • Audience Development • Content Development • Channel Approach
  • 3.
    Research & DiscoveryReport Where we are today WHERE WE ARE IN CT3’S JOURNEY……. CT3’s Integrated Strategy & Channel approach Juneteenth Launch Q2 – Q4 Content plans (with feedback and KPIs) Strategy Frameworks & Messaging Approach Established/Objectives C T 3 • Identification of communication gaps • where to engage clients along the sales funnel • Identification of education and engagement opportunities • Fleshed out remaining tactical plans (for Q2 to Q4) • Establish tactical plans for phase 1 2021-2022 • Detailed layout of marketing framework, and channel approach channels • Brainstorming of content implementation • Integrated approach for 2022 • Deep dive on social • Tactical plan review that accounts for all feedback • KPI review – holistic and per channel Juneteenth
  • 4.
  • 5.
    ACQUIRE. New business byutilizing creation of entertaining and informative IP and thought leadership and GROW. Existing accounts and serve information that brings clients further down the marketing funnel INCREASE. Brand perception by becoming niche story tellers that showcase ct3’s dynamic leadership and decision making. DEVELOP . Tent pole campaigns that are socially relevant, and lead stories from the culture and education space. EXPAND. CT3’s core business into the future and bring into the next era of growth PRODUCE. Multidimensional content and thought leadership BUILD. And engage a loyal community of educators CULTIVATE. Opportunities to grow CT3’ s brand recognition DEVELOP. A full-funnel digital marketing strategies across all CT3’s channels , so that we can facilitate audience conversions BRAND OBJECTIVES BUSINESS MARKETING COMMUNICATIONS AUDIENCE DEVELOPMENT C T 3
  • 6.
    C T 3 Client 1 CompetitionCategory 2 3 Company 4 Customers have bought into CT3’s philosophies, and are advocates of the organization’s vision and work. However, ae looking to the organization on what the next steps are on AR in regards to thought leadership. The pandemic has only further uncovered some hard truths regarding gaps in the education system, teachers are struggling to find greater ways to connect with students. CT3 as an organization needs to further lean into the concept of storytelling, with a key focus on thought leadership, client success stories, and creating campaign content regarding their IP. Organizations who compete in the category; utilize storytelling to showcase the organization's stance on AR, and use client work as content success stories Key Focus Areas: Key Focus Areas: Key Focus Areas: Key Focus Areas: • Client have strong connection to CT3’s mission and program work • Clients in search of guidance regarding AR programs, so they can incorporate into their work • Clients would like an insertion of digital agile process for onboarding, and account management Competition focuses on the importance of advocacy and storytelling Clients have supporting coursework and paraphernalia to support on ground work Clients utilize social to close the content gap, and push thought leadership • The anti-racism work is being incorporated into the classroom and has to begun penetrate discussions that were once faux pa • Previous frameworks developed by industry leaders are no longer applicable as the scenarios don’t fit all classrooms • Teachers and education leads are in search of guidance to overcome the disconnect with students, only further brought on by covid-19 and civil injustices • Content development and thought leadership are key focuses areas to further position CT3’s IP surrounding NNN • Lean towards people driven values, with the embracement of anti-racism as part of CT3’s program work • Develop messaging pillars that CT3’s marketing can be positioned around • Develop content packs to aid in training closing the sales gap 4C’S RECAP: WHAT WE’VE LEARNED SO FAR C T 3
  • 7.
    PROACTIVE WORK THATCAN TACKLE THE CONCERN OF OFTEN PLAYING TO A TOUGH CROWD DEVELOPING A MESSAGING STRATEGY THAT CENTERS ON ANTI- RACISM & THOUGHT LEADERSHIP DEVELOPMENT OF AN EVOLVING CONTENT PLAN THREE MAIN CHALLENGES & THINGS CT3 NEEDS TO OVERCOME 1 2 3 C T 3
  • 8.
    STRATEGIC APPROACH CT3’s legacycan be utilized to buildout the brand’s authority in the marketplace, highlight thought leaders within the company, and create a connection between it’s internal thought leaders and the organization’s program work. This strategic approach will allow CT3 to inform marketing communications, close any sales gaps, create a launch for additional work or IP. This will also allow room for a nurture program for the organization’s long- standing clients, and pre-empt any Communication challenges C T 3
  • 9.
    CT3 STRATEGY ONA PAGE CT3 is a change maker within the education category, where school systems are struggling to connect with students, only heightened by the pandemic, and lack of civil rights for a global majority PROBLEM IS schools are either unaware of the NNN programs CT3 provides or are have lack of bandwidth to bring them on board. WE NEED To showcase the importance of continual training in the school system, aide educators in uncovering anti-racist biases. SO THAT educators feel assured they’re doing the most to serve children in the way that they’re receiving the education they deserve, with am actively conscious and antiracist angle. HELPING TO increase CT3’s reach, and guide down the marketing funnel. C T 3
  • 10.
    OBJECTIVES STRATEGIES TOACHIEVE GOALS KPIS Acquire new business ▪ Develop audience personas, including AR readiness/continuum ▪ Create messaging framework ▪ Creation of onboarding and transitional documents from decision makers and leaders to teachers ▪ Establish lead generation infrastructure ▪ Produce targeted campaigns aligned to sales stage and personas ▪ Total revenue ▪ # of MQLs + SQLs ▪ % of content engagement ▪ Conversion rates: Lead > MQL > SQL Grow existing accounts ▪ Develop cross-sell and up-sell offers & incentives ▪ Produce targeted content aligned what stage the partner is in with CT3 ▪ Total revenue ▪ % increase in revenue YoY ▪ # re-engagement proposals/% of total proposals ▪ Total lifetime value Increase brand perception ▪ Refresh brand identity (purpose, values, image, brand promise) ▪ Update content (and website) ▪ Creation of thought leadership content and case studies ▪ Develop baseline program of influencers and success stories ▪ Total reach/Impressions ▪ Web traffic & engagement ▪ Social engagement Develop tent pole campaigns ▪ Creation of key campaign periods to position business as authoritative in identified spaces ▪ Creation of creative assets to boost engagement, and drive customers further down the funnel ▪ # of MQLs + SQLs ▪ % of content engagement ▪ Conversion rate ▪ Total reach ▪ Web traffic & engagement ▪ Social engagement 1 0 STRATEGIC FRAMEWORK C T 3
  • 11.
    Challenges Strategy To Achieve Each4C Goal Customer A brand strategy that is audience-centric, enables education, nurtures leads, and builds on client retention Competition Category Brand Positioning. Content Optimization. Strengthening CT3’s Digital Ecosystem. Company Built-in trust and transparency (via case studies as key differentiators) A lack of agility and communication has impacted trust Pricing Lack of “viral-ness” Solution-orientated messaging and content development that communicates safety essentials and product offerings Further position CT3’s IP Differentiation hat will enable CT3 to themselves apart Insertion of (digital) agile process, creation of sales, marketing, and content partners Case studies; success metrics, support program superiority, and convey excellence, share impact Creation of co-sponsored work, position internal stakeholders as thought leaders, host panels, and conferences. MARKETING STRATEGY Objectives Build trust, acquire and retain customers Build brand identity & change perception Develop thought leadership Strengthen UVP Recommendations To be the top of mind and recognized a thought leader in the space. With a build towards value that will overcome price. Bringing the latest trends and providing the audience with something to talk about Impact Be the organization that enables change & defies the odds As well as dismantles the status quo Build content (& team) that drives excellence, creates connectivity, and drives thought leadership C T 3
  • 12.
    • Audience targeting •Content category • Channel approach • Creative Marketing • Website Homepage • & Navigation Branding & Messaging Development Key Success Metrics • Tone of Voice • Engagement Style Typography • Imagery • Brand positioning • Client advocacy & engagement Content Development Sales enablement & Lead Generation Audience development Campaigns • Persona Development • Audience Segmentation • Customer Journey Mapping • Sales Positioning & Materials • Nurture Program • Tent Pole Campaigns That Build Relevancy • Enable Organization To Be Adjacent To Trends 30 -45 Days 60 Days 90 Days Learning Goals Client Goals Performance Goals Business Goals Optimization Goals ▪ Reach ▪ Opportunities for engagement ▪ Impact on the industry ▪ Share of voice ▪ Share of market ▪ Conversion of competitive customers ▪ Revenue ▪ MQLs or SQLs ▪ Conversion rates ▪ Reach ▪ Web Traffic & Engagement ▪ Social Engagement • Evolving Brand Impact Study • Opportunities for engagement STRATEGIC ROADMAP C T 3
  • 13.
  • 14.
    People are notloyal to brands or organizations, they are loyal to a cause. We want viewers to connect to the greater message via CT3’s thoughts and imagery, so that it serves a purpose. • Imagery style should be dynamic, positive, thought provoking. We want viewers to see the sense of urgency, and gather enough empathy to take action. • We don’t have any posing, out of focus, and less driven studio photography. We also don’t cover activities that require a lot of time. C T 3 PERSONALITY & IMAGERY Buttercup Pear Tradewind Astronaut Blue Science Blue COLOR PALETTE:
  • 15.
    COPY CT3’s Brand Personashould be the embodiment of the organization’s mission and essence, and place content for client partners and their students are at the center. This will reflect the target audience CT3 is trying to reach with their communication. Tone Of Voice THOUGHT PROVOKING AND AUTHORITATIVE CT3 wants educators to feel as if they are connecting with a change maker within the education space. We want the audience to believe they are being guided and taught by a friendly and personable individual who has knowledge to share through experience and trial. Engagement Style FRIENDLY AND PROACTIVE Interactions are handled with the ambition of being the world’s class education approach in mind, and CT3 proactively engaging with and delivering content to client partners when the opportunity arises. Key Words Teaching Training, Anti- Racism, Training Programs, In Class Room Learnings, Educational Thought Leader, Post Doctoral Lead C T 3
  • 16.
  • 17.
    Desired Brand Behavior CommsChallenge Acquire and Encourage secondary audience to to trial or transition a learning program for their teachers Working with school districts to ensure academic success, is CAO’s key focus area. They are continual need of content and resource to support their established objectives and strategies that will help achieve their goals. CAO’s key responsibility is monitor the schools or programs that will ensure that academic standards are met and that regulations are followed. The global pandemic has made their goals harder achieve. In conjunction with the infringement of the civil liberties of those within global majority communities; have only heightened these concerns further. Recruit primary audience and communicate the benefits of working with CT3 staying on board with CT3. Utilize learnings from existing audience, in order to optimize and expand primary group. Engage tertiary audience (outliers) on the benefits of insuring CT’3 program work is useful. Finding the appropriate integration of a positive school culture and classroom climate that will create a positive outcome for a global majority student. This target audience is continually in search of information that will encourage their workforce to a create a meaningful environment for students. This is often impacted by budget restraints, lack of participation, and process. Secondary Audience Primary Audience • (CT3) Brand Consideration • Campaign Awareness • Brand Identity • (CT3) Brand Preference • Change in Behavior • Brand Identity • Frequency of use and applied methods in the classroom • Prepared in encourage to onboard • Engagement and share ability with content Desired Client Behavior Teachers are faced with the evolving concern of developing safe and engaging environments for their students; with the burden of processes, budgets restraints, coursework, and overall red tap. However, that does not keep in mind the added disconnect of working with students they at times they can not relate to culturally. As a key target audience, they are both primary and tertiary; as they are not financial decision making role, however, are on continual search of information to strengthen their skill sets, engage students and in turn are in immediate need of training from both academic and cultural civil point of view. Engagement Opportunities • They are more likely to respond via email or website, and less likely to respond via social media. • If social use is important , then this may either be utilized as an entertainment or serve an immediate purpose. • This audience is more likely to enroll via a sales lead, website or on the phone • They are more likely to be digitally engaged and conduct their own research regarding an organization. • . The older side of this group is also more likely to consider WOM and advice from colleagues in regarding improving the academic experience. • Ae the most likely to be digitally engaged and conduct their own research regarding a organization prior to training. • However, they can often be disengaged on social media or in person if the information at all threatens their work. • They are continual search of information to either validate their work or make it easier. CHIEF ACADEMIC OFFICER PRINCIPAL TEACHER C T 3 Tertiary Audience DEFINING AUDIENCES PERSONAS & DETERMINING USER BEHAVIOR
  • 18.
    Stages Pre-sales OnboardingEarly Usage Mature Usage Support and Upsell Thought leadership & building brand authority Touchpoints Placement Approach Steps Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Sales/Educator intro Trial/Live demo Supporting marketing materials Establish relationship Develop into frequent user/advocate Nurture program Content optimization Support Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Website/Whitepaper/ Ebook/Display/OLV/ Email +Social & Search Contextually relevant Connection with purchase opportunities + promotions Build community driving advocacy Capitalize on innovation pushing product superiority Contextually relevant Connection with purchase opportunities + promotions Contextually relevant Connection with purchase opportunities Build community driving advocacy Capitalize on content partnership + innovation Contextually relevant Connection with purchase opportunities + promotions Build community driving advocacy Capitalize on content partnership + innovation Contextually relevant Connection with purchase opportunities + promotions Build community driving advocacy Capitalize on innovation pushing product superiority CREATING A USER JOURNEY & BUILDING A CONTENT OPTIMIZATION FLOW; TO BETTER CONNECT WITH CLIENTS C T 3
  • 19.
    ● Increase websitetraffic across email, organic, and referral channels as measured by pageviews, unique visitors, and sessions. ● Develop full-funnel digital marketing strategies that will track how different content strategies facilitate audience conversions as measured by email subscription, push notification, and improving percentage of website traffic coming returning visitors. ● Determine which audience segments to cultivate in 2021 in accordance to strategies set forth by the ar team, and sales team, and social media accounts. . ● In partnership with product and sales team; develop a roadmap that will deploy: o Content packs to clients for onboarding o Will reduce page load speed time and TOS o Measure SEO KPI’s AUDIENCE DEVELOPMENT 2021 GOALS AND TACTICS C T 3
  • 20.
  • 21.
    2 1 Brand Promise Serve asthat go-to source in coaching and serves as an advocate for that global majority student. Brand Vision Build educators’ capacity to transform education centered on students. student engagement, build life-altering relationships, and foster a culture of coaching anchored in its commitment to anti-racist action. Brand UVP: How We Do It Differently And Better Teachers are continually looking for a guiding light; on how to think, feel, and do better in the classroom. With a predominantly large audience to engage, teachers will often go for the easy fix; communicating with students, they can relate to. This puts the global majority of students at risk; CT3 promises to eliminate that risk and ensure an engaging and safe environment for a global majority student. Customer Positioning how we are different CT3 is the partner of choice to carry educators forward to connect with students in impactful and needed ways Partner Positioning different — WIFM Educator led programs who understand the space, and provide content and insight Client Partner Solutions No-Nonsense Nurturer Real Time Teacher Coaching Real Time Leadership Coaching Leadership Workshops Translated Partner Experience Prestigious Active engagement Expertise and mentorship MESSAGING FRAMEWORK C T 3
  • 22.
    BRAND STRATEGY How weachieve CT3’s goals Client centric policy VALUE PROPOSITIONS Client benefits and value drivers A brand strategy that is audience-centric, enables education, nurtures leads and builds on client retention. Advanced industry leaders that are at the forefront of the organizations Simplified programs that enhance the teaching experience and eliminates biases Advanced program on ground support and expertise Expansion of program offerings beyond hero products i.e. Formal AR Trainings Message perfect for cause you don’t have all of the MISSION What CT3 represents Improve lives of students by transforming the quality and culture of education for them, especially those in traditionally disenfranchised communities. CLIENT PARTNER SOLUTIONS What product offerings sets CT3 apart NO NONSENSE NURTURER REAL TIME LEADERSHIP COACHING LEGACY & REPUTATION VALUE TRANSPARENCY CUSTOMER DIFFERENTIATORS REAL TIME TEACHER COACHING CULTURE COACHING WORKSHOP SERIES ANTI-RACISM TRAINING CAO’s, Principals, Teachers TARGET AUDIENCE BRAND MESSAGING PILLARS MESSAGING STRATEGY RELATIONSHIP & COMMUNITY BUILDING REAL TIME TEACHING ENGAGEMENT ANTI RACISM FRAMEWORK S Centering on the student
  • 23.
    MESSAGING PILLARS EXPLAINED &HOW THEY’LL AIDE CT3 IN GAUGING SUCCESS RELATIONSHIP & COMMUNITY BUILDING REAL TIME TEACHING ENGAGEMENT ANTI RACISM FRAMEWORK S C T 3 CENTERING ON THE STUDENT Content that showcases the immediate impact CT3 has on those who take part. On the spot, feedback enables the teacher to learn from any communication gaps or engagement mistakes and immediately apply them. Content that conveys that CT3 is setting a path for success for global majority students. Everything CT3's does is centered around this premise and focuses on eliminating bias and actively pursuing equity; it's is about matching and not just mindset. Whether it is a student to teacher, teacher to family, teacher to CT3; the content will illustrate how the student is at the core of the organization's concerns and work, with the ultimate goal of and making things better for them and their learning environment. CT3 is an advocate for educational justice, and its life's mission is to commit to fighting the ongoing racial bias seen in classrooms. And develop culturally sustaining classroom management strategies.
  • 24.
    MESSAGING PILLARS WILLGUIDE & INSPIRE CONTENT CREATION C T 3 The recommendation is to build, and measure content based on distinct messaging content pillars; this enable CT3 to niche content, build stronger SEO standards, and optimize accordingly. MESSAGING PILLARS/ CONTENT CATEGORIZATION IS CREATED FOR TWO MAIN REASONS: 1. To change the way GA labels and aggregates the incoming traffic for different types of content on a brand’s website 1. And to quickly check the performance of content and compare the performance of different content categories with each other
  • 25.
    MESSAGING PILLARS GUIDELINES C T 3 Eachcontent pillar will have at least one piece of hero content for the quarter This hero content, will set the tone of core themes (or ideas) for each quarter The next stage is to consider the core ideas for each brand’s hero content This approach will also enable the audience development, and the sales team 2 1 3 4 Create more distinct customer journeys and enable editorial to produce evergreen strategic pieces. 5
  • 26.
  • 27.
    Content Creation Targeting Consumption Engagement Feedback (Keyword) Preferences& Behavior People (Influencers), Reach, Extended Content Viral Actions and Re-Engagement Supporting (Website Channels) Creator Feedback, Retention and Optimization Distribution Drivers Into The Ecosystem Brand Website s HOW MESSAGING PILLARS FEED INTO A CONTENT ECOSYSTEM C T 3
  • 28.
    (251- 300 Word minimum) Write-upsTo Be Delivered Back To CT3 • Return write-ups to be delivered within a week • Follow-up feedback would need to be determined by CT3 Content will be featured within category section of the website; videos will be the header. Social Media SEO Email Briefing Editorial Write -Ups Amplify Publish Editorial Team SCT Creative Team SCT/CT3 Team Editorial Social Media Audience Development Review CT3 Team Visual Assets HOW THE CONTENT ECOSYSTEM TRANSLATES INTO: A CONTENT OPERATION PROCESS • Campaign Start/End Date • Internal/External Deliveries • Client & Objective • Assets: • Anvato Code (Video Assets) • Gif/Relevant Artwork (Please No Static Imagery) • And Relevant Social Content) C T 3 • Design imagery • Photo editing • Video creation
  • 29.
    Subject/Proposed Title SummaryChannel Approach Content Type Next Steps Deliverable date The Global Majority The global majority of children are Underserved. How do we shift their reality? In addition to being the majority of students in public schools, GM students are also the ones least served by those schools. What will it take for us to ensure that all students, particularly GM students get what they need and deserve from their teachers? The ways we support teachers to do that well include relationship- building, identifying/naming/dismantling how classroom policies and procedures disenfranchise students, ensuring students get clear directions for how to engage in the learning within educational settings. Website Social Media Email Whitepaper/ Ebook Remaining Brief/ Content Outline TBD (EOM) The Truth In Teaching Insight into what BIPOC kids are learning within today's school system and how teachers can extend educational opportunities to learn about moments across black, indigenous, and Latin history at any time during the school year. With a special note to parents: Parents — recognize our kids in school, use whatever curriculum, AND know what questions should be asked by kids/parents who look like me? Whatever curriculum, raising engagement, know where BIPOC can be represented and advocated for. Website Social Media Email Blog Post Remaining Brief/ Content Outline TBD (EOM) Teaching the Global Majority: A declaration of love Teaching students is a declaration of love, and AR work can become a massive part of that stance. (Content can cover what operationalizing AR work looks like in the classroom. Why do teachers love their jobs, choose this particular path, and how CT3 can help fellow teachers with this love declaration of love in their work.) Website Social Media Email Whitepaper/ Blog Post Remaining Brief/ Content Outline TBD (EOM) Teach - Cheat- Prep In preparation for the school year, CT3 would offer a cheat sheet to help them prepare themselves to make their life easier. (CT3 wants to help teachers think about what needs to be different for the following school, and this work will impact students. And what teachers and students need so that they have what they need and can excel.) Website Social Media Email Digital One Pager Remaining Brief/ Content Outline TBD (EOM) One step at a time Top 5 declarations to taking a step forward to combat stereotypes in the classroom. CT3 will position client partners as advocates of their program. With examples that cover how bias shows up in the classroom, with tangible results on how they tackled it with CT3’s guidance Website Social Media Email Online Video Remaining Brief/ Content Outline / CT3 to connect with clients as voices for the content TBD (EOM) The Universal NNN How becoming a no-nonsense nurturer teacher doesn’t just start in the classroom. Being a NNN doesn’t stop outside the school. This has to affect every area of your life. A series of open-ended questions. How you are giving NNN to all aspects of your life. End of the piece, add questions that enable engagement across social channels. Website Social Media Email Blog Post Questionaire Remaining Brief/ Content Outline /CT3 to connect with clients as voices for the content TBD (EOM) The NNN for the hollistic soul How holistic approaches should replace checklists in the classroom: Call and response. (What are the cause and effect before a teacher becomes a NNN). Key Focus Areas: Passes out documents, not a studentClassroom etiquette without a uniform approach Website Social Media Email One pager/ Checklist Remaining Brief/ Content Outline TBD (EOM) EVOLVING CONTENT PLAN CENTERED AROUND CT3’S IP C T 3
  • 30.
  • 31.
    Umbrella messaging, creativeconcept and content strategy EXISTING CLIENT RETENTION WELCOME/ ONBOARDING NEW CLIENT ACQUISITION Email Owned Social Virtual Events/Video SEO/ SEM Hyper local Ads Virtual Events/Video Email Blog/ Newsletter Virtual Member Events Blog/ Newsletter Paid Social/ Retargeting Retain Acquire & Activate Audience-centric go-to-market approach In market performance measurement, learning, insights Audience data, cultural insights, past performance data CHANNEL APPROACH COME TO LIFE C T 3
  • 32.
    ROLE OBJECTIVE PRIMARY ACTIVITY TONE PERSONALITY PRIMARY TARGET MEDIATYPE PRIMARY KPIS DESIRED BEHAVIOR FORMATS EXAMPLE OF WHAT CONTENT CAN BE FOUND COST & FREQUENCY Brand knowledge bank Brand and product resource hub Resource hub Trusted Expert and educational Enthusiast looking for information Owned/Paid Product and category functional adverts & text, images, and video Time spent with content Seek sales lead for more information Thought Leadership, Video Reviews, Podcasts Website Conversation starter and facilitator Build a community on a personal level Interaction with decision makers Personal and yet informative Trusted ally Tech Enthusiast looking for peer interaction Owned/Earned/Paid Photos, quotes, short-form videos, BTS, challenges Likes/comments/shares/ Engagement Engagement & Sales Lead Photos, quotes, short-form videos, BTS, challenges Email 50% production | 30% distribution | 20% conversion ROLE OF CHANNEL 40% production| 40% distribution | 20%conversion 2-3x a month 3-5x a week
  • 33.
    ROLE OBJECTIVE PRIMARY ACTIVITY TONE PERSONALITY PRIMARY TARGET MEDIATYPE PRIMARY KPIS DESIRED BEHAVIOR FORMATS EXAMPLE OF WHAT CONTENT CAN BE FOUND Real-time visual inspiration aggregator Visually storytelling and inspiration Engagement Bite sized and visually appealing Expert + trendsetter (via media partners)) Enthusiast looking for inspiration and information Owned/Earned/Paid Inspirational, entertaining , behind the scenes images and short videos in real-time Likes/comments/shares/ Engagement Engagement & Sales Lead Photos, quotes, short-form videos, BTS Display/OLV & Mobile 20% production | 40% distribution | 40% conversion Conversation starter and facilitator Visually storytelling and inspiration Engagement Bite sized and visual appealing Expert and trendsetter Optimistic Explorer looking for visual inspiration Owned/Earned/Paid Inspirational, entertaining , behind the scenes images and short videos in real-time Likes/comments/shares/ Engagement Engagement and Conversion Behind the scenes of the photo shoots and at workshops 3x a week Social Media COST & FREQUENCY 40% production | 50% distribution | 10% conversion 3x a week ROLE CHANNEL (CONT.)
  • 34.
    • Creating aninternal program using A mix of CT3’s most popular voices. Will enable CT3 further push brand superiority with content that matters and builds authority Assets Needed: • Video • Brand integration/Panels (How To’s) • Thematic or Tent Pole Moments) Culture Politics Health Beauty • With the creation of an internal influencer program, CT3 can create a baseline strategy where each month key voices in the organization can create or be featured on ghost written content. THOUGHT LEADERSHIP: BRINGING BRAND SUPERIORITY TO THE FOREFRONT WITH AN ALWAYS ON INTERNAL VOICE PROGRAM C T 3
  • 35.
    Traffic/Website Performance Goals: ●Increase readership and audience ● Increase email subscribers (new users) ● Increase time spent on website by visitors ● Monitor bounce rate to determine what benchmarks to use for monitoring performance ● Determine best performing variations of email sign-up modals, recommended content, social sharing buttons, highlighting offers and other promotional options. A/B TESTING: TO HELP IMPROVE WEBSITE TRAFFIC C T 3
  • 36.
    THANK YOU. Presented by:W. Sky Downing, Founder, COO sky@successment.co