Strategic Planning for Success & Sanity

Strategic Planning for
Success & Sanity
Marketing Essentials…
Getting it Right
Caylor-Solutions.com | 317-985-7375
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MUST HAVES
Bottomline-focused website
Content that is user-focused
and answers questions
Social media strategy that
drives prospective students
and parents to the website
and content.

If You Don’t Know
Where Your Going,
You’ll End Up
Somewhere Else.
Yogi Berra
Caylor-Solutions.com | 317-985-7375 5

Caylor-Solutions.com | 317-985-7375 7
Antoine de Saint-Exupéry
A Goal Without a
Plan is Just a
Wish.

Goal (gōl) noun
The object of a person’s
ambition or effort; an aim or
desired result.
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Your Audience: Who
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“You can spread jelly
on the peanut butter
but you can’t spread
peanut butter on the
jelly.”
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DickVan Dyke, My Lucky Life In and Out of Show Business: A Memoir

Reason for your marcom?
 Audiences?
Who are your personas?
 New growth?
Prospects, suspects, influencers?
 What are the goals?
Growth, advancement, retention, education?
 How are you driving traffic?
SEO, social media, lateral content?
 Conversion?
Call to action, conversion, lead generation, nurturing?
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Social Media
Channels and Methods
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Facebook
 “Grand Daddy” of Social
Media
 “Grand Central Station”
 Trending to older generations
(not youth centric)
 Promoted Content Through
Feeds
 Company Pages vs.
Individuals
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Twitter
 Steady Growth
 “Mighty River”
 Trending to younger,
business
Sponsored Tweets
 Hashtags
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LinkedIn
 Business Focused, 2003
 “Water Cooler”
 Strategic Growth into Youth
Market
Sponsored Ads
 Groups is unique key
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Instagram
 Photo focused
 “Look at This”
 Youth Focused
Sponsored Posts
 Hashtags, Photos, Videos,
Entertainment
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Pinterest
 Visual Focus, Lifestyle
 “Collections and Save”
 Women dominant
 Promoted content through
sponsored pins
 Visual, how-to’s, tips, tricks
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YouTube
 Videos
 “Watch and Research”
 Teens that use: 82% (teenagers
frequent YouTube 14% more than
Facebook. That is nearly double
the frequency of ITunes,
Instagram, and Twitter.)
 Millennials: 72%
 Average time on YouTube per
mobile session: 40 minutes
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Goals: What Does Your Organization
Want and Need?
 What do you want your marketing to achieve?
 Awareness?
 Engagement with constituents?
 Giving?
 How does your media support that?
 Drive traffic to website?
 Educate?
 Inform?
 Build Relationships?
 Social, Web, Content, and Advertising MUST work together
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SMART GOALS
Specific
Measureable
Attainable
Relevant
Time-Bound
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EXAMPLE
SPECIFIC: Share valuable content on social media to encourage users to
learn more on our site.
MEASUREABLE: Post 4 social media posts to valuable content each week
on social media channels. Measure via Google Analytics the conversions
driven from Social Media.
ATTAINABLE: Yes, we have the content and conversion points…or NO, we
need to develop the content and conversion points.
RELEVANT: Yes, this would be helpful and value added. Timing should be
during peak investigative times or connected to seasonal questions (Easter,
Christmas, etc). What is the end goal after engagement? CTA?
TIME-BOUND: Should take 3 weeks for questions, blogs, and research.
Should be posting with editorial calendar. Work on this after weekly meetings
for 30 minutes.
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Drive Traffic to Site for Conversion

Exercise
Audience
Channels
Frequency
SMART Goals
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Bart Caylor
caylor@caylor-solutions.com
317-985-7375
caylor-solutions.com
@bartcaylor
slideshare.net/bartcaylor

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Strategic Planning for Success & Sanity

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