Marketing is more complex than ever. The old models, partnerships and expectations don’t work. Data, Marketing and Technology industries are converging, and those who win will know how to leverage these distinct disciplines to reach the ultimate goal: authentic human connection.

1. Putting Humanity Back into Marketing
@centrallyhuman
CentrallyHuman.com

2. We’ve Come a Long Way in 10 Years!

3. We Finally Have All the Supplies
to Reach our Customers
• Technology has advanced
• Creative storytelling is at its peak
• Media placement is tailored to refined, niche audience
• Data availability at an abundance
• Consumers are comfortable with great marketing
• Talent is yearning to build great marketing programs

4. Complexity is Keeping
You from Your Customer
Overwhelming amount of data and information
Data becoming more of a burden than a benefit
Increased complexity has increased silos
Software partners overpromised that they could every problem
Trusted agency partners are being less transparent
Fraud and waste are eating up the majority of marketing budgets
Your customers are expectations are higher now more than ever

5. Marketing: Reach People
The connection between your brand
and a group of individuals to drive
emotional & business results
Technology:
Your Tool
A powerful asset to drive
solutions as good as the
people and plans
powering it
Data: Smart
Decision-Making
Your most powerful asset
appears infinitely complex
but is actually beautifully
simple when you have a
translator
Lacks Real Insight &
Purpose
Meaningful but Not
Scalable
Scale & Speed
Without
Direction
REAL
HUMAN
CONNECTION

6. Centrally Human Helps Marketers
Connect with People in Deeper,
More Meaningful & Profitable Ways

7. • Independent Marketing Consulting Firm
• Born from Digital Experience & Designed Specifically for Marketers
• Human-Centric Strategic Planning & Implementation
• Proprietary Process that’s Integrated, Data-Driven, Digital, Actionable,
Measurable and Built Around Your Customer
• And 12+ Years of Real Experience
• 5 core digital channels mastered
• $1 billion in media managed
• 50+ clients across all major verticals
• 20 cross-functional employees managed 800+ marketing strategies created
• 8 sales strategies designed and executed
• 2 business divisions reimagined
Let Us Introduce Ourselves!

8. What It Means to be Human-Centric
Data Comprehension and Translation
Continuity at Every Plan Level
Empower Your Greatest Asset
• Data are proxies to people
• Act as your a universal translator
• Listen, translate, connect, put to use
• Data analytics, technology, marketing
= complex plans
• Ensure all plans are aligned around
the key goal
• Make sure everyone’s compass is
pointing in same direction
• Coach people running programs to
understand goals and vision

9. STRATEGIZE EXECUTESELECTAUDIT EMPOWER
Integrated
blueprint
that maps
business
goals to
action plan
Know
what you
have and
what you
need
Secure
your ideal
partners
and assets
Ensure the
best laid
plans are
managed
successfully
Harness the
power of
your human
capital and
talent
How We Do It

10. Centrally
Human
In-House Specialty Firms
Mega
Consulting
Firms
Agency Teams
Technology
Providers
Hands-on
Experience
Neutrality
Advocacy
Connections
Focus
Efficiency
Transparency
We’re Different; We’re Designed for You

11. Business Development Success Stories
• Mediated and translated digital-first plan between creative and marketing
agencies, resulting in successful brand awareness campaign
• Designed partnership organization for data company looking to enter digital
marketing industry and sell to publishers and agencies, resulting in division
being highest grossing at corporation for first 2 years running
• Reorganized North American business division for SaaS company caused by
new product launch and focus
• Re-booted 3 client relationships for marketing agencies and built teams
around new digital techniques and best practices, resulting in 40% revenue
growth
• Advised 5 SaaS technology partners on agency partnership best practices and
integration/relevancy in digital marketing, resulting in repeat business and
significant revenue growth

12. Case Study | High-Tech
• Challenge: New Product Launch
Client launching a new product that had a different price point, function, business model and
customer than their previous offerings. The product existed and market research was
completed, and they needed a complete go-to-market strategy to ensure success.
• Solution: Go-to-Market Strategy
Designed and lead implementation of strategic plan over the course of 3 months that
connected the dots between the marketplace, product features and end buyer. Included
reframing product features and reengineering pricing strategy, marketing, sales structure,
legal contracts and operational flow to create a cohesive, meaningful, profitable and in-
demand product that every functional team understood and supported.
• Results: Sales pipeline grew 300% and 3 global clients were
reviewing $500,000+ contracts within a month of project
completion.

13. Case Study | Hospitality
• Challenge: Drive Loyalty Program Membership
Low brand awareness and lack of high reach marketing budget was resulting in low sign-ups
for hotel brands new loyalty program.
• Solution: Integrated Digital Strategy
Custom-designed integrated digital strategy leveraging display, search and social across 2
agency partners. Strategy designed from business objective to creative alignment, tactical
implementation and monitoring of optimizations.
• Results: Met loyalty registration goal, drove 28% increase in brand
awareness and gained new insights for future integrated channel
and integrated agency programs.

14. • Challenge: Disconnected Digital Marketing
Digital program was lacking efficiency and results had plateaued. Client needed to identify
what wasn’t working, how to fix it along with support in implementation.
• Solution: Digital Strategy Restructure
Full audit of digital, search and social efforts by marketing agency. This included both the
digital marketing plan structures as well as the team dynamic supporting them. Found
misalignment on needs, redundancy in work, and missed opportunities. Tactical
recommendation to restructure the digital buying were presented and implemented by agency
with full client support.
• Results: 330% increase in ROI within 3 months of restructure.
Case Study | Insurance

15. • Challenge: Non-Integrated Media Planning
Each quarter, planning happened in a marketing channel silo without any cohesiveness to
each other. There was no transparency into effectiveness, consistent measurement or clear
understanding of what was being chosen, how it was implemented and what worked. A
customer would have a different brand experience depending on the medium they were using.
• Solution: Integrated Strategic Planning Blueprint
Bespoke architecture for the brand and marketing strategy built around the customer journey
that functioned as blueprint for client’s B-to-C and B-to-B plans. Blueprint used as guide for all
planning, ensuring transparency into spending and alignment on goals and results.
Technology integrations that linked online and offline customer touchpoints for improved
customer service and insights. Improved team morale and working relationships.
• Results: Smarter optimizations resulted in 200% increase in
agency partner efficiency. Coherent branding across channels
resulted in 100% increase in customer satisfaction scores.
Case Study | Insurance

16. • Challenge: Data, Tech and Marketing Silos
Grocery retailer had good results in each of their marketing disciplines (digital marketing,
analytics and DM) but was struggling to bridge the silos to gain greater customer
understanding, improve their marketing strategy and better measure results.
• Solution: Customer-Centered Digital Campaign
High-touch alignment of multi-stakeholder group followed by bespoke strategy built around a
pilot campaign. The strategy connected online and offline data sources for targeting and
measurement. Work included multi-team brainstorm sessions and buy-in, asset review and
partner selection. Deliverable was a final strategy with tactical instructions and clear KPIs for
client and agency partner.
• Results: Strategic work was successful in getting a clear, defined
and scalable plan for client supported by all parties and in-market.
Actual campaign results pending.
Case Study | Retail

17. • Challenge: New to Digital
Apparel retailer was losing ground to massive and high-spending competition. They needed to
modernize their marketing from basic branding the results-driving digital without braking the
bank.
• Solution: Simple, Clear & Measurable Plan
Consultative and strategic planning to define business goals, challenges, assets available and
budget. Created strategic digital plan that leveraged both online and offline data to drive
traffic to website and stores. Worked with marketing agency to translate plan into live digital
campaign.
• Results: Highly-targeted addressable campaign with comparable
costs to non-targeted digital. Client reviewing results and 2017
strategic marketing recommendations.
Case Study | Retail

18. • Challenge: Efficient Lead Generation
Highly competitive industry for online university programs (associate, bachelor and master
programs) presented the challenge of standing out and connecting with quality prospective
students while maintaining low cost per lead.
• Solution: Digital-First Program
Developed national digital marketing program with clear strategic alignment to other
marketing efforts that was transparent, measurable and ease to optimize to maximize
business results based on market fluctuations.
• Results: Cross-functional marketing program, resulting in 300%
increase in conversions with only 15% increase in cost per lead.
Case Study | Higher Education

19. • Challenge: Crossover into Digital
University was looking to scale a business division into the digital space, but they didn’t know
where to start or if it would work.
• Solution: Detailed Brand Roadmap
Created strategic plan that outlined the specific adjustments that would need to be made to
bring business into the digital space along with the tactical plan outlining each step with
timeline.
• Results: Actionable strategic plan that addressed the end-user
needs and how the business could adapt and grow profitability.
Client successfully implemented plan.
Case Study | Higher Education

20. Our Clients Talk to Us When
They Are:
• Beginning Annual Strategic Planning
• Going through Big Change, Product Launch or Tent-Pole Campaign
• Rebooting Agency or Tech Relationship
• Optimizing In-Market Strategy to Boost Effectiveness and ROI
• Looking to Increase Results & Transparency while Reducing Waste & Fraud
• Taking Ownership and Control of Marketing Assets or Functions
• Empowering Talent to Succeed in a Digital-First World

21. How Can We Help You?