Online & New MediaClass Introduction

SNC-MKTG350September 30, 2013

Tonight’s Agenda: Marketing Plans• Read Chapter 3 in Analytics text: Picking the Tools of

the Trade• 0 blog posts to review• Preparing for your digital marketing plan project:– All the plan’s pieces– Why these pieces?

• What do you need to know about a company to make a digital marketing plan?

Reading Recap: Ch 3, Analytics

• Listening tools help you digest socialmedia content

• Social media listening tool necessities– Data capture abilities (quality, quantity)– Integration, disparate data– Cost (free vs. hard costs)– Collect and then repurposed data– Historical data

Reading Recap: Ch 3, Analytics

• Engagement tools– Buddy Media– Vitrue– HootSuite

• Manage a brand presence in social media• Upload and pre-load content• Analytics on volume and type• Evaluate similarity of algorithms (“black box”)

Marketing Plan Assignment1. Post to blog before class with 100-word description,

link to presentation2. Post slide deck to online link: Powerpoint via

SlideShare or Prezi3. 5-minute presentation4. Turn in written 3-page plan• Prep: Turn in 150-word company description you will

write plan for, including size, revenue, product, key audience, scope of marketing plan (by 10/9/13)

Grade value: 35%

Why shall we post a summary?

Summarizing = important writing skill• Focuses you on the

most important points• You only get 100

words…choose wisely• Allows readers to scan• Contributes to class blog content

Why shall we post our presentation?

Sharing slides allows readers to get more detail

•Listening and reading at the same time is hard: share so audience can re-visit.•Forces you to think throughthe details.

Why shall we present?

Presenting = important executive skill

• Persuade the audience that yours is the right solution

• Focus on the most important points• You only get 5 minutes…choose wisely

Why do we turn in a written plan?

Writing it down = Accountability• Seeing it in writing helps you

check the plan’s reasonableness.• Written communication is a

vital skill to develop.• Allows you to gauge progress• Writing it helps me grade it.

4 Points of the Plan

• Writing a 3-page plan• Writing a 100-word summary• Writing a slide presentation• 5-minute presentation

All written components posted on our blog.

Where to start?

• Defining the company you will plan for:– How many employees?– How long in this business?– What do they do now?– What do they want to promote?

Sample DescriptionServiceMaster Absolute is a franchisee serving southern San Diego County for 35 years. They have 46 employees and generated $7.5 million last year. Their primary business is cleaning and re-construction after fire and flood damage for businesses and homeowners. Their profits in this area have decreased in prior three years because insurance companies have been paying less on claims.

They want to revive their carpet cleaning business which requires more jobs, but offers higher margins. In 2012, they completed 150 carpet cleaning jobs at an average rate of $375 each, generating $56,250. In 2014, they want 450 jobs at $400 each generating $180,000.

We have 10% of the projected revenue to work with to build that business through online marketing. We will update their Facebook page, create Facebook contests and run ads to attract residential clients, leverage testimonials and refer-a-friend campaigns. We will also use search engine marketing to generate leads.

Tutor Time is a chain of preschool and afterschool care centers based in Michigan with 14 centers in California, Oregon, Arizona, Ohio and Michigan. They recently emerged from a bankruptcy and are re-investing in their centers after several years of neglect. Their primary client is a family of 2 children with an annual household income of greater than $80,000.

Tutor Time will start their repairs in the 7 facilities in Southern California’s Orange County and suburban Phoenix. They want an online marketing effort to promote their upgrades in both facilities and offerings targeted at these locations. The remodeling campaign will also have a TV component the digital campaign will need to integrate with and can use the video creative in the digital messaging.

The primary decision-maker for daycare services is the mother and we know she is very busy, very price conscious but values the opinions and recommendations of her friends.

Sample Description

Components of the Description• Company name, territory, age, revenue, employees• Describe core business, one sentence• State the problem they want to solve• State the time period• State the audience to reach• State your budget

Remember: You will use this description often to check that your plan is on target.

Next steps?

• Define the company you will write a plan for:– Source companies:• Family business• Businesses you work for• Businesses you would like to work for• Company you are thinking of building

– Write up a description of the company– Post it on the blog before class on Oct 9th

Next week:

• Review Persuasion Ch. 12: Communication Campaigns

• 0 blog posts to review• Defining the scope of your plan:– We are in marketing, not Operations– We are in digital marketing: manage the scope of

your plan