2. MARKETING MEETING AGENDA
Introductions
Objectives for Today
Discuss Direction of Strategy and Launch Plans
Create Calendars
Create Content Plan
Integrated Marketing Plan
Roles & Responsibilities
Measurement & Keys To Success
3. OBJECTIVES FOR TODAY
Everyoneon the same page for direction of
today’s marketing focus: Facebook and
eNewsletter
Begin putting together calendars, content, and
roles and responsibilities
Set next meeting date and structure
4. WHAT WE KNOW
Engage all territory customers in a new, dynamic
way that will strengthen relationships and
provide a 24/7 presence
Establish Golden State as a leader and facilitator of every
day conversation
Provide input and measurable data for Golden State to
make better decisions and thus, serve customers better
Differentiate Golden State from regional competitors and
position as a thought-leader among Pierce dealers
Business Objectives
Create leads
Grow market share
Interact more with customers
5. FACEBOOK STRATEGY
Create a channel that increases customer
engagement, forges tighter purchasing relationships
and builds significant brand value utilizing Facebook
elements and static FMBL
FBML allows you to customize tabs and content on your page and
transform it as part of your brand (requires knowledge of HTML,
CSS and Facebook Markup Language (FBML)
6. FACEBOOK ELEMENTS
Phase 1:
Wall Tab
Info Tab
Custom Landing Page – Create a “Welcome” page to shape
the experience. i.e. benefits and entice to click the ‘Like’
button
eNewsletter banner for sign up
Promotion banner (when applicable)
Photos Tab
Notes Tab (for How To or version of eNewsletter Articles)
Phase 2 for Evaluation:
Events including promotions, fundraisers, shows, etc.
(potentially use App: Eventbrite)
Map Your Page – Promote territory you serve. Display a
mini-map with links to larger maps and directions
Video (if there are current videos move to Phase 1)
8. FACEBOOK – LANDING PAGE SAMPLE
Miller Electric Welders – the blue
represents the branding along
with the name. Also, lots of ways
to engage the customer
10. LAUNCH PLAN
Outreach and Integration
Leverage e-mail lists to
announce new presence
Outreach to pre-existing fan pages and groups
Outreach to local network using advanced profile
search tool
Offline postcard direct mail
Facebook targeted ad – focus demographic,
geographic, and psychographic
12. KEYS TO SUCCESS – THROUGH MONITOR
& MEASURE Facebook Estimated
Local Reach – 45,640
People
PARTICIPATION • Who live in California
Post Quality of 3+ • Age 19 and older
• Who like firefighter,
firefighting and
ATTRACTIONS firefighters
# of Likes (place a value on Likes for ROI)
INTERACTION
Time and dollars saved because of more direct
interactions (place a value on situations solved)
TRANSFORMATION
Takes an intended action
13. ENEWSLETTER STRATEGY
Create a long-term outreach campaign that embraces
and influences customers using unique goals that align
with the customers’ mindsets for each lifecycle stage
New Customers Engaged Customers
Move them to opt in to Maintain or increase
receive regular messages communication, strengthen
from you, visit your loyalty, encouraging
website, make a purchase recommendation to friends,
or visit service facility in and the delivery of efficient
the future customer service, visit
service facility in future
Messaging: Education
Messaging: Notices, special
campaigns, welcome
promotions for top
messages, promotion for customers, incentives to visit
first purchase website
14. Golden State Option
ENEWSLETTER TECHNIQUES
Recommendation:
Build an Opt-In Email list
Create a customized eNewsletter for your
target audience with website touch points
Create a clean, simple, eNewsletter in order to
prevent barriers to the acquisition of
subscribers
Evaluate ESP to ensure it facilitates a proper
list building initiative and eases management
complexities and deliverability issues and
metrics.
Recognize the value proposition in
segmentation (view current customer list)
Integrate with social media channel, Facebook
Investigate integration opportunities with
CRM
15. ENEWSLETTER ELEMENTS
Dear “Use Actual Name Here” with message: Here is your
latest issue of __________(name of eNewsletter). Your one-stop
shop for the latest news regarding product and promotions at
Golden State Fire Apparatus
2 – 3 Consistent Content Categories (consider a series in
one category)
Email the Editor
Share _______ (name of eNewsletter)
Contact a Sales Representative
Footer: View in Browser, Email Editor, Sales
Representative, Change Email Address, Subscribe,
Unsubscribe, Share ______
Clear Identity of eNews name – create a brand logo
Use Golden State Logo
Send both HTML and Text emails large % of people
generally have images turned off by default)
Determine a Call To Action for every eNewsletter
16. ENEWSLETTER LAUNCH PLAN
Create an offline and online communication piece
inviting to Opt-In to new email (go to website!)
First Issue including agreed categories and
incentive.
Ex: Invite (and provide link) to go to Facebook and
when they click “like” they get a VIP code for
promotion (tbd)
17. HOW WILL WE MEASURE
Confidential
Graph Trend Charts
Top 5 Links
Mail Spam Score Analysis
Test and Refine
18. ENEWSLETTER KEYS TO SUCCESS
90+% Delivered
20% – 30% Open Rate
90% Opt In with 1st Distribution
Unsubscribes and Bounces kept to a minimum
Click Throughs to Website
Calls To Actions are Met
?
?
19. INTERACTIVE 2010 PLAN – WHY ARE WE
INVESTING?
drive website traffic
promote brand awareness
encourage community engagement
marketing drives results
Embracing a variety of digital media platforms allows you to gain
insight into customer attitudes and learn important truths about
buying behavior as well as the evolving attitudes that will determine
future buying behavior.”
20. INTEGRATED MARKETING PLAN
Search
Engines
Website
E-news
with Facebook
Blog
Traditional Needs further
Mrktg planning and
discussion
22. 2010 BUSINESS /MARKETING CALENDAR –
IN PROGRESS
July Aug Sept Oct Nov Dec
Business Opening
of
Service
Facility?
Marketing
List events, communications, promotions, new facilities, etc.
23. ENEWSLETTER CONTENT
Let’stalk….
What’s New
Feature Departments
Golden State’s perspective on Industry News
How To’s
?
?
?
24. 2010 EDITORIAL CALENDAR – IN PROGRESS
July Aug Sept Oct Nov Dec
Facebook Build Launch
eNews Research Opt In First
and Invite Issue
Evaluate
Web
(Blog)
25. ROLES & RESPONSIBILITIES – IN PROGRESS
Name Facebook eNewsletter Blog How
Often
Daron
Ryan
Marie
Jason
Dawn
26. TIMELINE AND NEXT STEPS – IN PROGRESS
Team modifies and approves direction June ____
Dawn to complete online competitive analysis
Complete ground work for launch of Facebook
and eNewsletter (evaluate ESP, speak with
webmaster, review customer lists, review
CRM, etc)
