The document outlines an ADDIE approach to marketing which includes analyzing current efforts, designing new strategies based on goals, developing initiatives, implementing plans, and evaluating outcomes, and provides examples of marketing tactics like digital ads, content planning, social media, and customer journey emails that can be used at each stage of the awareness and attraction goals. It also includes templates for estimating lead generation from various marketing channels, sample team schedules, and descriptions of potential projects.

2. Marketing & ADDIE
Approach to Marketing
Analysis
Review of what you have, what works and what doesn’t.
Understand what the goals and objectives are.
Design Strategy & Planning: Based on analysis, what is needed, design.
Resources + X = Goals & Objectives
Develop
With the concept, develop a storyboard and the resources,
create the initiative, campaign, program, platform
Implement
Run the initiative, put the plan into motion and track,
test, and monitor the outcomes.
Evaluate
At pre-determined intervals, as applicable,
review the outcomes against expectations, costs, and goals.

3. Strategy & Planning

4. Media Planning & Budget

5. Digital & Print Ads

6. Content Planning & Development

7. Social Media Management

8. Awareness - Attraction
Goal:
• Entice and move to engagement
Requirements:
• Capture Email Addresses
Encourage Email Sign Ups:
• Ask
• Provide quality content up front to entice for
more
• Direct Targeting (remarketing) for content offer
sign up
• Once email address received, begin nurturing
• Welcome
• Resource links
• Confirm information, ask qualifying
questions, offer resources
Customer Journey Email Touch Points

9. Audience Targeted Emails

10. Responsive Website & CMS

11. CRM Management & Administration

12. Performance Dashboards

13. AOV/YOY $ Converison Rate YOY
$2,402 6.92% $2,246 j 16.29% -35.55% 25.28%
$2,305 -31.46% $3,362 f 13.26% -30.63% 19.11%
$3,277 44.04% $2,275 m 18.45% -0.09% 18.46%
$3,044 23.00% $2,475 a 25.11% -13.76% 29.12%
$2,972 34.59% $2,208 m 31.30% 16.52% 26.86%
$2,628 9.22% $2,406 j 31.02% 28.51% 24.14%
$2,751 3.80% $2,650 j 35.89% 9.45% 32.79%
$2,658 17.69% $2,258 a 31.47% 19.67% 26.30%
$3,178 34.34% $2,366 s 37.56% 2.70% 36.57%
#DIV/0! #DIV/0! $3,338 o #DIV/0! #DIV/0! 83.61%
#DIV/0! #DIV/0! $3,078 n #DIV/0! #DIV/0! 62.03%
#DIV/0! #DIV/0! $3,327 d #DIV/0! #DIV/0! 54.72%
YTD Average AOV $2,802 6.35% $2,635 YTD 25.85% -21.48% 32.92%
Reporting Methods

14. Lead Generation Estimator -- Quick Calculator
Medium Type Circ.
Avg. Response
Rates*
Expected
Response Cost
Expected Cost per
lead
Industry average
benchmark**
Print 0.017% 0 #DIV/0!
Direct Mail (oversized) house list 3.950% 0 #DIV/0! $51.40
Direct Mail (oversized) prospect list 1.440% 0 #DIV/0! $51.40
Direct Mail (letter sized) house list 3.400% 0 #DIV/0! $54.10
Direct Mail (letter sized) prospect list 1.280% 0 #DIV/0! $54.10
Direct Mail (postcard sized) house list 2.470% 0 #DIV/0! $54.10
Direct Mail (postcard sized) prospect list 1.120% 0 #DIV/0! $54.10
Email house list 0.120% 0 #DIV/0! $55.24
Email Prospect list 0.030% 0 #DIV/0! $55.24
Display - 0.040% 0 #DIV/0!
PPC - 0.220% 0 #DIV/0! $52.58
Telephone house list 12.950% 0 #DIV/0! $78.00
Telephone prospect list 8.210% 0 #DIV/0! $190.00
Planning Tools & Resources

15. Training & Demonstrations

16. Team Management
ASHLEY - General Weekly Schedule
Monday
8:30-11:00 Collateral Requests, Social Media Standing Meetings
11:00-11:30 Content Development - blogs, case studies, emails etc. Daily Status -- first thing AM
11:30-1:00 Social and analytics Weekly Individual Status -- Wednesday 2-3PM
1:30- 3:00 Email Dev Weekly Team Brainingstorming -- Thursday 2-3PM
3:00-3:30 Houzz Management
3:30-5:00 PROJECTS
Tuesday
8:30-11:00 Collateral Requests, Social Media, Content Dev
11:00-2:00 PROJECTS
2:00-3:30 Content Development - blogs, case studies, emails etc.
3:30-4:00 Houzz Management
4:00-5:00 PROJECTS
Wednesday
8:30-10:00 Collateral Requests, Social Media CURRENT PROJECTS
10:00-12:00 Website Updating Hardware Audit
12:00-1:30 Houzz Updates to Profile, Management Webinar Research
1:00-5:00 Content Development - blogs, case studies, emails etc. Mission Style Research - market, keywords, audience
Thursday Website Content Review, Revising Layout
8:30-11:00 Collateral Requests, Social Media
11:00-12:00 Meetings, internal
12:00-1:00 Reporting & Analytics UPCOMING PROJECTS
1:30-2:30 Email Dev Path to Purchase presentation
2:30-3:00 Meetings, internal History of Shutters presentation/video
3:00-3:30 Houzz Management History of Shutters - Illustration piece/timeline
3:30-5:00 Content Development - blogs, case studies, emails etc.
Workflow
planning
for
customer
engagem
ent Casting Call for Photos
Friday Touches for funnel stages
8:30-11:00 Collateral Requests, Social Media, prep weekend posts
10:30-11:30 Content planning - Calendar updating Endurian Pro Talking Points - Flyer
11:30-1:00 Content Development - blogs, case studies, emails etc. Mobile Application Redo - Audit, recommendations
1:30-3:30 PROJECTS State Logo/Shape Cut out promotion
3:30-4:00 Houzz Management
4:00-5:00 PROJECTS