The document outlines a strategic planning approach for a marketing agency, addressing the need for improved communication of company values and the acquisition of new clients. It details objectives such as increasing awareness, refining narratives, and enhancing digital presence through tactics like website redesign and social media engagement. Evaluation methods include tracking traffic, measuring engagement, and obtaining feedback to ensure alignment with the agency's mission and client goals.

1. Think Topography
Strategic Planning
by Sabina Leybold

2. The Problem
• Company has shifted to less product-
focused, more holistic agency
• Lack of communication of company
values, benefits, and stories
• Want to bring in more clients without
much outbound marketing effort

3. Messages to Communicate
• TT bridges the gap between where
you are & where you want to be
• TT’s approach is customized to your
needs;TT is your collaborative
partner rather than outsourced work
• TT thinks long-term success, not just
today’s tweets
• TT addresses both form & function

4. Mission Statement
• Helping our clients reach their most
ambitious goals through strategy,
software, and design

5. Ideal Client Characteristics
• Understand value of digital marketing
• Coachable, open-minded, trusting
• Proactive, long-term outlook
• In a transitional period—about to
make big leap or start new venture
• Most important: Strategic partners to
build together, share responsibility

6. Objectives
1. Increase awareness
– Target clients can say what we do,
reduce “you do that?” response
2. Find/reinforce our narrative
3. Do MORE + reduce stakes of
communication
4. Adequately reflect internal
personality externally

7. Strategies
• Redesign website to reflect TT’s
differentiation
• Increase face-to-face presence for TT
• Leverage social media to tell TT’s
story
• Boost site ranking on search engines
• Send out quarterly newsletter

8. Tactics: Redesign
1. Establish portfolio section
2. Create “impact graphics” (data
visualizations) for clients’ major
projects
3. Show what we do graphically
4. Collect and provide 3+ testimonials
• Considerations: keep content fresh, do
full website redesign process,
incorporate social feeds

9. Evaluation: Redesign
• Track site traffic: visits, new visitors,
and referral sources.
• Qualitative discussion:
– Does the new website make us proud?
– Does it reflect who we are and who
we want to be?

10. Tactics: Face-to-Face
• Attend Chamber of Commerce
events and workshops
• Network at ribbon cuttings and
business-oriented community events
• Do one-on-ones twice a month
• Find other face-to-face
opportunities!

11. Evaluation: Face-to-Face
• Track how many events attended,
how many presentations delivered,
and how many one-on-ones
completed

12. Tactics: Social Media
• Include mission statement on social
media profiles
• Post 3x/week on Facebook, LinkedIn,
and Instagram with thought
leadership or portfolio pieces
• Disseminate impact graphics through
quarterly paid Facebook campaigns
• Use our profiles to promote clients
• Close down channels we won’t use

13. Social Content Ideas
• Content should relate to marketing,
design, and web development
• Share articles or photos of real-
world examples & add commentary
• Podcasts, videos,TED Talks
• Updates on happenings at the Studio

14. Social Content Ideas
• Highlights of TT accomplishments or
clients’ successes
• Mentions of happenings in Ithaca
• Promoting new website content
(portfolio pieces or client stories)

15. Evaluation: Social Media
• Measure likes, shares, and comments
to determine most popular content
• Measure follows to show awareness
• Measure traffic from social profiles
to TT website

16. Tactics: Site Ranking
• Claim Google Business and Bing
Places pages
• Update Chamber of Commerce
website listing to categorize as
marketing/design/software rather
than “Offices”
• Create listings on directory sites

17. Evaluation: Site Ranking
• Are these actions completed?
• Measure traffic from search engines
and other online sources

18. Tactics: E-Newsletter
• Send e-newsletter quarterly to
mailing list of previous clients, stale
prospects, interested leads, and
referral partners
• Share 5-6 pieces of content, including
sections for educational content,TT
updates, and client stories

19. Evaluation: E-Newsletter
• Conduct yearly survey of what
recipients like/dislike about the
emails
• Measure clicks on email content
pieces

20. Additional Evaluation
• Create monthly spreadsheet with
“marketing score,” website
performance, social media
engagement, and qualitative feedback
or anecdotes
• Begin client meetings with “what do
you know about us?” and “how did
you hear about us?” and track
responses