This document provides a template and examples for a strategy presentation. It includes sections for an executive summary, industry research, current state, competitive ecosystem, SWOT analysis, recommendations, prioritized action items, timeline, and next steps. Visualizations like tables, charts, screenshots, and maps are recommended to summarize findings. The document emphasizes concisely outlining problems, opportunities, and proposed solutions across each section to clearly present strategic recommendations.

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<add a title for the
strategy>
<(optional) summary of strategy>
<date delivered>
<client logo>
<agency logo>
Update logos:
View >
Slide Master >
update on each
slide template

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Contents <| Agenda>
 (Executive) Summary
 (Industry Research)
 Current State
 Competitive Ecosystem
 SWOT Analysis
 Recommendations
 Opportunity Summary
 Prioritized Actions Items
 Timeline
 Next steps

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(Executive) Summary
 <define problem, state the objective of the meeting/deck>
 <state highest abstractions of finding in the data>
 <hint at high level recommendations>
 <consider using: flaticon.com (icons) and/or unsplash.com (free photos) for
credited use>

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<example of an icon executive
summary>
<section>
<description>
<section>
<description>
<section>
<description>
<section>
<description>
<section>
<description>
<section>
<description>

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<example of an executive summary>
Objective: Develop an SEO strategy for integrating new brands.
Value Adds
- Identify opportunities
- Identifying risks to mitigate
- Align new clients to
overarching strategy
CLIENT LOGO

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<example>
Summary
<item one>
<item two>
<item three>
<item four>
<item five>

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Industry research <relating to the
problem we’re solving>
<optional secondary line to summarize at high level>

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<header recapping findings in slide>
 <research from third party tools relating to industry>
 <example sources include: Forrester, eMarketer, ComScore, Mintel, industry
reports, Experian, Kleiner Perkins, and especially Mary Meeker’s Internet
Trends report, case studies>
 <non-profit data sources:
 https://nonprofitssource.com/online-giving-statistics/
 https://givingusa.org/insights/
 https://www.nptrust.org/reports/daf-report/
 https://foundationcenter.org/gain-knowledge/foundation-data
 https://www.charitynavigator.org/>

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Current State <of the problem we’re
solving>
<optional secondary line to summarize at high level>

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<header recapping findings in slide>
 <typically screenshots with arrows to problem areas>
 <make sure to add sources>

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Gift shop page on a separate domain,
should be consolidated into main site
 “The Beautiful Shop” (where donations are made)
is hosted on
https://pacw.z2systems.com/np/clients/pacw/gif
tstore.jsp versus http://www.keeppabeautiful.org
 Recommendation: Consolidate donation flow
onto http://www.keeppabeautiful.org.
 Navigation links on
https://pacw.z2systems.com/np/clients/pacw/gif
tstore.jsp linking to outdated URLs returning 404
errors:
 Example: About-us Mission Page
 Current URL:
http://www.keeppabeautiful.org/about-
us/mission/
 Link from the shop:
http://www.keeppabeautiful.org/about-keep-pa-
beautiful/keep-pennsylvania-beautiful-about-us-
affiliates-missionvision/
 Recommendation: Update the outdated links (in
the short term).
Source: https://pacw.z2systems.com/np/clients/pacw/giftstore.jsp;
http://www.keeppabeautiful.org/about-keep-pa-beautiful/
Many links on left navigation on “The
Beautiful Shop” site are broken links (in red)

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<header recapping data findings>
 <include visual data, try different presentations: trended data, bar charts, pie charts, tables,
maps (including: heat maps), scatter plots, tree maps (especially for keyword frequency)
etc.>
 <data may include: search volume, rankings, KPIs (revenue, orders, add to cart, logins, bill
pays, lead generation), traffic numbers (sessions, page views, clicks), impressions in search,
visitors, user engagement metrics (bounce rate, time on site, pages per visit), user flow,
internal site search, demographics information, user information (e.g., from Experian
Simmons or Hitwise), word frequencies (word clouds, density checkers) and various ratios
(CVR, entry visit %, pages per visit, visits per visitor, revenue per visitor), log file data, etc.>
 <this data can also be segmented by various dimensions to make it more compelling, including:
channel, entry page, device type, browser, operating system, new and existing visitors,
categories, etc.>
 <don’t forget seasonality!>
 <we can also look at various types of attribution (last is most common and should be used in
general), first and participation metrics can help determine high funnel content’s
contributions>
 <funnel of user journey, typically highlighting breakage in organic search flow; generally
covers: awareness, interest, consideration, decision, loyalty/customer care>
 <make sure to add sources>

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<example search volume visual table>
categories sum of avg. monthly searches
category 1
category 2
category 3
category 4
category 5
category 6
category 7
category 8
category 9
category 10
grand total

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<example>Search volume for tests,
procedures, conditions, and treatments had
the highest searcher interest

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<example illustrative user journey map>

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<example of summary of customer
journey pain points>
• < bullet of
goals, pain
points,
matching
content>
• < bullet of
goals, pain
points,
matching
content>
• < bullet of
goals, pain
points,
matching
content>
• < bullet of
goals, pain
points,
matching
content>
• < bullet of
goals, pain
points,
matching
content>

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<example of Content Marketing Funnel Map>
Goals
Common
Traits
Next
Stage
Types of
Content
Content
Location
Name
<goals of individuals in this
stage>
• <common traits, questions,
quotes, behavior, may
think>
• <what types of content to
move into next stage>
• <types of content>
• <content section on site>
<name for stage>
<goals of individuals in this
stage>
• <common traits, questions,
quotes, behavior, may
think>
• <what types of content to
move into next stage>
• <types of content>
• <content section on site>
<name for stage>
<goals of individuals in this
stage>
• <common traits, questions,
quotes, behavior, may
think>
• <what types of content to
move into next stage>
• <types of content>
• <content section on site>
<name for stage>
<goals of individuals in this
stage>
• <common traits, questions,
quotes, behavior, may
think>
• <what types of content to
move into next stage>
• <types of content>
• <content section on site>
<name for stage>
Awareness Acceptance Consideration Decision

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<example of Content Marketing Funnel Map>
Awareness Consideration Selection Service LoyaltyBilling
Goal
Narrative
Core Messaging
Timeline
Common
Interactions
with Website
Marketing
Actions
Recommended
<awareness goals>
<awareness narrative>
<awareness core
messaging>
<awareness timeline>
<awareness common
interactions with
websites>
<awareness marketing
actions recommended>
<consideration goals>
<consideration narrative>
<consideration core
messaging>
<consideration timeline>
<considerations common
interactions with
websites>
<consideration marketing
actions recommended>
<selection goals>
<selection narrative>
<selection core
messaging>
<selection timeline>
<selection common
interactions with
websites>
<selection marketing
actions recommended>
<service goals>
<service narrative>
<service core messaging>
<service timeline>
<service common
interactions with
websites>
<service marketing
actions recommended>
<billing goals>
<billing narrative>
<billing core messaging>
<billing timeline>
<billing common
interactions with
websites>
<billing marketing actions
recommended>
<loyalty goals>
<loyalty narrative>
<loyalty core messaging>
<loyalty timeline>
<loyalty common
interactions with
websites>
<loyalty marketing
actions recommended>
Next Stage <awareness to
consideration>
<consideration to
selection>
<selection to service> <service to billing> <billing to loyalty> <how to keep and retain
happy customers>

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<example visual recapping audiences>
AUDIENCE 1 AUDIENCE 2 AUDIENCE 3 AUDIENCE 4 AUDIENCE 5 AUDIENCE 6
AUDIENCE OVERVIEW
AUDIENCE
MINDSET
CONTENT
STRATEGY
OVERVIEW
OPPORTUNITY

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<example (for products)>Content Map
conversion potential
generic, non-brand
branded
transactional
research
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>

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<example (for services)>Content Map
<content
type>
<content
type>
conversion potential
levelofurgency
Seeking an ExpertDIYer
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
<content
type>
Low Urgency
High Urgency

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Best-in-class | Competitive
ecosystem
<optional secondary line to summarize at high level>

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<header recapping findings in slide>
 <typically screenshots with arrows annotating what competitors are doing tat
is compelling (particularly things that are best-in-class)>
 <mobile experiences look good within high quality phone photos>
 <make sure to add sources>

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<example of an annotated competitive
screenshot, include relevant header >
Source: https://www.prudential.com/death-claims/file-a-claim#/
Clear, action-
based header
Upfront about
needed
information
Clear about
what to expect

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<example visuals for mobile, include
relevant header>

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<header recapping data findings>
 <include visual data, try different presentations: bar charts, pie charts,
tables, etc.>
 <data may include: competitive rankings>
 <make sure to add sources>

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SWOT
<optional secondary line to summarize at high level>

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<template for> SWOT Analysis
STRENGTHS
• <strengths bullet>
WEAKNESSES
• <weakness bullet>
OPPORTUNITIES
• <opportunity bullet>
THREATS
• <threats bullet>

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Recommendations
<optional secondary line to summarize at high level>

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<example: Opportunity summary>
<initiative #1>
<initiative #2>
<initiative #3>
<initiative #4>
<initiative #5>
High Impact
High
Effortneveravoid
prioritizelow-hanging fruit
We estimate that these
initiatives will drive <input
estimate based on analysis>
incremental organic search
visits per month once
implemented for <insert
timeframe for estimates>.
1
2
3
4
5 1
2
3
4
5

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<example: Opportunity summary>
Anticipatedeffortlevel
Anticipated risk level
High effort
Highrisk
<initiative>
<initiative>
<initiative>
<initiative>

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<recommendation ## explained in one
line>
 <include visual representing what is recommended; show what you want to
have completed>

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Prioritized opportunities
Recommendations Estimated Impact Estimated Effort
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>
<action item> <high, med, low> <high, med, low>

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Timeline <option one>
January February March April May June July August September October November December
<task/initiative>
<task/initiative>
<task/initiative>
<task/initiative>
<task/initiative>
<task/initiative>
<task/initiative>

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Timeline <option two>
Week 1 2 3 4 5 6 7 8 9 10
1. <phase one> 2. <phase two>
<explanation of phase one> <explanation of phase two>
<task> <task>
<task>
<task> <task> <task>
<task> <task>
<task> <task>
<task> <task>
<task>

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Next steps
 <outline responsibilities and owners, include dates where applicable>
 <ensure that you list what you need from client (including: approvals needed,
specific recommendation follow-ups)>

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<example of next steps>
Strategic Area Action Owner Dates
<area affected (e.g.,
content, information
architecture, technical
SEO, local, migration,
analytics, etc.)>
<action item> <owner> <due date>
<area affected> <action item> <owner> <due date>
<area affected> <action item> <owner> <due date>
<area affected> <action item> <owner> <due date>
<area affected> <action item> <owner> <due date>
<area affected> <action item> <owner> <due date>
<area affected> <action item> <owner> <due date>
<area affected> <action item> <owner> <due date>

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Thank you. Any questions?
<contact information>

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<optional>Appendix
<list contents of the appendix>