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Marketing Campaign.pptx
- 1. May 2022 Digital Marketing Campaign for Brand awareness and Lead generation Perstorp It’s a big world. Make it yours
- 2. Agenda 2 ◉ Company Introduction ◉ Problem and overview of the solution ◉ Project Lifecycle ◉ Client Engagement ◉ Measuring Success ◉ Challenges ◉ Next Steps
- 3. About Company It’s a big world. Make it yours 3
- 4. About Perstorp 4 The Perstorp Group is a world leader in several sectors of the specialty chemicals market for a wide variety of industries and applications. Perstorp is also devoted to success in gut health and preservation. • Feed plays a vital role in all animal production systems. It can be as high as 70% of all costs related to farm management. • That is why they are so passionate about helping their customers to optimize their feed and feed raw materials and by extension the performance and well-being of their animals. • Perstorp has almost 60 years of experience from developing innovative solutions for the agricultural industries
- 5. Problem and overview of the Solution It’s a big world. Make it yours 5
- 6. Problem 6 Perstorp launched a new product (a feed additive for chickens) which they wanted to market in a short period of time, project kicked off in October and deadline was March. They wanted to make their customers aware of this product, its benefits and increase sales. Solutions Creating a landing page (website) for the product. Creating Social media pages (Facebook, LinkedIn and others) Remote Symposiums / Live events / Webinars Banner Ads and 30 sec marketing videos Quick question polls created on social media Demand Generation ABM campaign (Account Based Marketing) Email campaigns Lead generation through LI navigator Edetailers for sales reps ROI calculator for internal and external use Lead Generation
- 7. Screenshots Website and LI page 7 Landing Page LinkedIn Page
- 8. Screenshots Facebook and Marketing Video 8 Facebook Page Animal Nutrition Movie
- 9. Project lifecycle It’s a big world. Make it yours 9
- 10. 10 Requirements and goals are clear, scoping, planning and budgeting, initiate, execute, monitor & control, closing Requirements Implementation Verification Maintenance Requirements gathering from the client, gathering data and discussing goals for this campaign (04 weeks) What needs to be done and how should it look? Approvals from client. (04 to 06 weeks) Building the website and social media pages & connect it to their servers (04 to 06 weeks) Testing and handover process (02 weeks) Ongoing Project Management Agile waterfall Model Deploy and support. Converting it into ongoing plan Design Project Lifecycle (Weekly calls + Excel- based email updates) * This is a hybrid of a rigid waterfall model and a fully Agile methodology, which ensures that we have some flexibility in certain areas but yet have clear handoffs between project phases.
- 11. Client Engagement 11 + Weekly meeting/ Reporting Project Management Tool
- 12. Measuring Success 12 + Google Analytics Report Template
- 14. Starting Again 14 + Testing Interface Allocating Resources
- 16. Thank you
Notes de l'éditeur
- How the campaign came about? It was through a lead I generated on LI navigator by touchpoint strategy and by hosting a ROI calculators webinar, their senior marketing manager attended that and we also got a referral from a company named BBN who was our partner in technology development. Perstorp got back to us after seeing our LI page/website and was interested in knowing if we could run a marketing campaign for them.
- How you defined the approach/strategy for the campaign and your role within that? My approach and strategy was to understand the client’s needs, audience for this campaign and their goals from this campaign. After understanding, I created a scope of work and proposed them a solution by which their brand can stand out from others and enable rapid adaptation. My role was scoping and budgeting, allocating resources and staying connected to the client as well as with the internal team working on the project, solving ongoing issues if any and making sure we meet the timelines.
- How you worked to manage the successful delivery of the campaign - including your approach to working with colleagues across different teams and any suppliers? I managed it by scoping and identifying resources, allocating the work and gathering them to a group of basecamp (a simple CRM to store, share and manage data, plus leads and prospects internally and externally) all the different teams were easily accessible for any questions/queries or any problems that arose during the project. We used Agile waterfall model for the project where client could be informed step by step and approve the designs and content in phases.
- How you kept the client informed and engaged? I kept the client informed and engaged by having an ongoing meeting set for Friday every week, where we showed him the weekly progress of the project. And by adding him to basecamp (internally) where he could chat to us at any time, upload documents which were needed, approve the designs and layouts for his project, Also giving him hands off between project phases.
- How you defined and measured success (both internally and with the client) We measured success by reporting to the client weekly which included google analytics of the landing page, and social media pages which included views of their content, traffic on their landing pages. And creating a weekly report template on excel.
- What challenges came up and how did you deal with them? The challenge was to create awareness for the brand and generate leads in a short period of time and keep the project aligned with the timeline. As the project kicked off in October and most of the resources wanted to avail their annual leaves for Dec, we as a team agreed on working extra hours before Christmas and managed to take out a certain number of hours and work remotely on the project, so the timelines do not get effected, I made sure team got compensated for the extra hours, as it was already planned in the scope of work/budget.
- What you would do differently if you were able to start again I would certainly want to keep more time in the testing and handing over process so that we don’t run into IT issues with the client servers and allocate more resources to the project where we could manage the project and test it before running it onto their servers.
- What did you propose as a next step to the client once the campaign was complete? The next step, that I proposed to the client was an ongoing support for their website, social media pages and events in a quarterly plan, where we generated reports for them and upload content on their website, media pages and support for their live events by creating flyers, banners etc… by adding an ongoing support, we created a long term relationship with client and was able to work on more projects. The success rate was 30% to 40% increase in their sales in 06 months.