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WELCOME
ESSENTIALS TO STARTING
A DIGITAL MARKETING TRANSFORMATION

PRESENTED BY:
JOHN EIKOST
BRANDY AlEXANDER-WIMBERLY
THRIVE INTERNET MARKETING

WHAT’S NEXT: TRANSFORMATION

Wednesday, November 30, 2011

TRANSFORMATION MARKETING

OUR AGENDA FOR TODAY - 60 MINS OR LESS

01 OUR COMPANY HISTORY
LETS GET TO KNOW EACH OTHER.

02 8 ESSENTIALS TO ONLINE SUCCESS
WHAT MAKES THE WEB WORK?

03 ONLINE BLUE PRINT PROPOSAL
A QUICK OVERVIEW OF WHAT THRIVE CAN DO FOR YOUR ORGANIZATION



OUR COMPANY – QUICK HISTORY

LAUNCHED IN 1994
ORIGINALLY FOCUSED AS AN ISP, TRANSITIONING TO WEB DESIGN AND DEVELOPMENT IN 2000.

CREATED TOLEDO.COM IN 1997
A CITY PORTAL SITE, FOCUSED ON SHOWCASING NEWS, EVENTS, AND INFORMATION ABOUT
LOCAL BUSINESS.

RELAUNCHED AS THRIVE IN JAN. 2011
WE REBRANDED THE DIGITAL MARKETING, DESIGN & DEVELOPMENT PORTION OF THE COMPANY
TO THRIVE INTERNET MARKETING TO LEVERAGE AWARENESS ON A NATIONAL LEVEL.



THE THRIVE TEAM - TEAM OF 9 FULL TIME EMPLOYEES

IAN HARTTEN FOUNDER/DIRECTOR
JAMES HARSH SALES AND YMCA SUCCESS MANAGER
BRANDY WIMBERLY ACCOUNT SERVICES SPECIALIST
JEREMY ALDRICH INTERACTIVE DESIGNER
JOHN EIKOST SOCIAL STRATEGIST & MANAGER OF TOLEDO.COM
GWEN BETTS INTERACTIVE DESIGNER & TECHNICAL SUPPORT SPECIALIST
EMILY RIPPE SOCIAL MEDIA SPECIALIST & CONTENT EDITOR
BEN SNYDER VIDEOGRAPHER
TRACY COX FINANCE DIRECTOR

5 PART TIME EMPLOYEES - PHOTO EDITING, COPY WRITING AND VIDEO EDITING.



OUR COMPANY – PREFERRED PROJECTS

DYNAMIC WEB SITES
WE BUILD MOST SITES USING THE ACCRISOFT FREEDOM CMS.
ALL CLIENTS CAN MANAGE THEIR OWN SITES, ELIMINATING EXTRA TIME AND COSTS.

ECOMMERCE WEB SITES
WE SPECIALIZED IN BUILDING E-COMMERCE WEB SITES THAT ENABLE OUR CLIENTS TO SELL
PRODUCTS ONLINE AND ACCEPT CREDIT CARD TRANSACTIONS.

SOCIAL MARKETING
WITH THE ADVENT AND MASS ADOPTION OF SOCIAL MEDIA, WE’VE TAKEN NOTE AND WORKED
TO DEVELOP METHODS TO HELP OUR CLIENTS START A DIALOGUE WITH THEIR CUSTOMERS.



OUR COMPANY – EXPERIENCE

3 ADDY AWARDS
ADVERTISING COMPETITION, SPONSORED BY THE AMERICAN ADVERTISING FEDERATION.

550 + WEBSITES DEVELOPED
OUR BREAD AND BUTTER SERVICE. BEEN THERE, DOING THAT, AND HOPE
TO KEEP IT UP.

240 HOSTED WEBSITES
WE’VE GOT SPACE FOR YOUR SITE IF YOU NEED IT.

30 + SOCIAL MARKETING CAMPAIGNS
WE WILL CREATE YOU A BLUEPRINT FOR YOUR CAMPAIGN



OUR PORTFOLIO – DESIGN & DIGITAL MARKETING

OUR CLIENTS INCLUDE SOME OF THE REGION’S
TOP COMPANIES AND ORGANIZATIONS.

THE TOLEDO COMMUNITY FOUNDATION HOSPICE OF NORTHWEST OHIO
THE STRANAHAN FOUNDATION BGSU ATHLETICS
THE UNIVERSITY OF TOLEDO FOUNDATION WOOD COUNTY ECONOMIC DEVELOPMENT
THE UNIVERSITY OF TOLEDO LUCAS COUNTY IMPROVEMENT CORP.
THE MANCY FAMILY RESTAURANTS THE TOLEDO SYMPHONY ORCHESTRA
THE HONEYBAKED HAM COMPANY THE TOLEDO BOARD OF REALTORS



WHAT WE KNOW ABOUT ST. URSULA TODAY

✓ AN ONLINE STRATEGY IS NEEDED FOR 2012

✓ HAS A NEW WEB SITE AND LEARNING HOW TO UPDATE

✓ NEEDS TO IMPROVE THEIR SOCIAL MEDIA EFFORTS

✓ NEEDS TO IMPROVE ATTENDANCE WITHOUT BREAKING THE BANK

✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS

THIS IS THE “WHAT’S NEXT TEXT” WHERE YOU PUT THE TITLE OF THE NEXT SLIDE.



WHY ARE WE HERE DOING THIS?

CREATE LOYALTY AND FIND NEW STUDENT PROSPECTS

YOUR DIGITAL IMAGE IS YOUR REAL IMAGE AMPLIFIED

CREATE GREAT CONTENT, GET FOUND ONLINE, INTERACT WITH TARGET AUDIENCE, GENERATE
LEADS, INCREASE NEW ENROLLMENT

THIS IS A MARKETING AND SALES EFFORT THAT IS 100% MEASURABLE.

OUR GOAL: SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE

LOWER THE OVER ALL MARKETING AND ADVERTISING COSTS

BECOME THE MOST SAVVY ONLINE PRIVATE SCHOOL IN TOLEDO




WHERE ARE YOUR PROSPECTS?
MORE OF THE THINGS WE USED TO DO OFFLINE, WE NOW DO ONLINE.
94%
87%
78% 75% 72%
66%
61% 59%

32%

EMAIL SEARCHING RESEACH NEWS FUN SHOPPING SOCIAL DYI RATING

FOLLOW YOUR PROSPECTS AND CUSTOMERS ONLINE.




“ Social media account for 22.5
percent of the time that
Americans spend online.
NIELSEN-ONLINE.COM
NOV 2011




“ Facebook now has over 800 million
users, over 500,000 in the Toledo
area alone.




KEY CONCEPTS TO UNDERSTAND

✓ INBOUND VS OUTBOUND MARKETING

✓ EVERYONE’S EYES ARE ONLINE - YOUR MARKETING NEEDS TO MOVE THERE

✓ HAVING AN ONLINE MARKETING STRATEGY IS IMPERATIVE

✓ CREATE A MEASUREMENT FOR RETURN ON MARKETING INVESTMENTS




YOUR WEBSITE IS YOUR MARKETING FOUNDATION
SOCIAL MEDIA

BROADCAST EMAILS
LIVE EVENTS

YOUR
BLOG POSTINGS WEBSITE SEARCH TRAFFIC

PRESS RELEASES
TRADITIONAL ADVERTISING

WHITE PAPERS



ONLINE BLUEPRINT
WHAT IS IT? HOW DO YOU IMPLEMENT IT?




WHAT IS AN - ONLINE BLUEPRINT?
A COMPREHENSIVE PLAN TO BUILD A STRONG DIGITAL STRATEGY

01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING
02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL
03 CREATE AN ACTION PLAN & AGENDA
04 CREATE A TIMELINE WITH GOALS & MILESTONES
05 CREATE AN ACTION PLAN TO ACHIEVE GOALS




01 ASSES YOUR EXISTING WEB AND SOCIAL MARKETING
✓ REVIEW YOUR WEB SITE

✓ REVIEW YOUR SOCIAL MEDIA EFFORTS

✓ REVIEW THE LIFECYCLE OF YOUR DIGITAL LEADS

✓ LEARN MORE ABOUT YOUR ONLINE CONTRIBUTORS

✓ REVIEW EMAIL MARKETING CAMPAIGNS AND OTHER ADMISSIONS, STUDENT/
FAMILY AND ALUMNI TOUCH POINTS




02 EVALUATE MARKET LEADERS BOTH LOCAL/NATIONAL
✓ IDENTIFY AND FOLLOW EDUCATION MARKET LEADERS IN OTHER AREAS OF THE COUNTRY.

✓ REVIEW LOCAL COMPETITION

✓ EVALUATE IDEAS AND EFFORTS THAT SUA COULD EFFECTIVELY EMULATE

✓ ADD NEW CONCEPTS TO THE MILESTONES TIMELINE

✓ ACTUALIZE NEW CONCEPTS

✓ CREATE A SYSTEM TO MONITOR MARKET LEADERS




03 CREATE AN ACTION PLAN / AGENDA
✓ IDENTIFY AND FOCUS ON NEW SOCIAL MEDIA EFFORTS AND NEEDS

✓ IDENTIFY NEEDED WEB SITE UPDATES AND FIXES

✓ LAUNCH A TWITTER CAMPAIGN

✓ CREATE A SEARCH ENGINE STRATEGY

✓ IDENTIFY ROLES AND ADVISE ON NEW STAFF

✓ IDENTIFY INTERNAL CONTENT CONTRIBUTORS

✓ IDENTIFY ONLINE PERSONAS AND TARGET THEM




04 CREATE A TIMELINE WITH GOALS & MILESTONES
CHART OUT A YEAR LONG TIMELINE

ADD MILESTONES TO A CALENDAR WITH KEY STAFF’S INPUT

ADD NEW IDEAS TO THE MILESTONES TIMELINE

CREATE A SYSTEM TO MONITOR BEACHHEADS




05 CREATE AN ACTION PLAN TO ACHIEVE GOALS
IDENTIFY WHO WILL IMPLEMENT DIFFERENT PARTS OF THE PLAN

IDENTIFY ANY NEW STAFF NEEDED

CREATE A MONITORING PLAN TO WATCH COMPETITION EASILY

CREATE A MEASUREMENT FOR RETURN ON YOUR INVESTMENT




THE GOALS & PRICING
✓SET ST. URSULA APART BY IMPROVING THEIR DIGITAL IMAGE
✓LOWERING THE COST TO ATTRACT NEW STUDENTS
✓CRAFT A STRATEGY FOR KEEPING IN TOUCH WITH ALUMNI AND DONORS.

THE THRIVE SOCIAL MEDIA MARKETING BLUE PRINT: $2500 FLAT RATE FEE

IMPLEMENTATION COSTS INCLUDE A MONTHLY RETAINER: $1500-$3500 PER MONTH
*6-12 MONTH MINIMUM COMMITMENT.

THRIVE HOURLY RATE FOR ANY WORK OUTSIDE RETAINER: $115 PER HOUR



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