1. Online & New Media
Class Introduction
SNC-MKTG350
October 2, 2013

2. Tonight’s Agenda: Marketing Plans
• 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

3. Reading Recap: Ch 12,
Communication Campaigns
• Public health campaigns as examples
– Ad campaigns vs. public health?
• Consistent components:
– Purposeful
– Goal to inform, persuade, change behavior
– Well-defined audience
– Specific time period

4. Reading Recap: Ch 12,
Communication Campaigns
• People move through change in steps:
– Pre-contemplation
– Contemplation
– Modify behavior

5. Reading Recap: Ch 12,
Communication Campaigns
http://www.youtube.com/watch?v=c4xmFcrJexk

6. Reading Recap: Ch 12,
Communication Campaigns
• Metrics for success:
– Remember the ad?
– Communicate the point
– Change behavior
– Inquiries
– Social media engagement/chatter
– Sales
• The more compatible the idea is with someone’s
beliefs and values, the more likely it will diffuse
into society.

7. Marketing Plan Assignment
• 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)
1. Turn in written 3-page plan
2. Post slide deck to online link: Powerpoint via
SlideShare or Prezi
3. Post to blog before class with 100-word description
of your plan, link to presentation
4. 5-minute presentation
Grade value: 35%

8. Scope of the Plan:
• Marketing (not Operations)
• Digital Marketing
– How that does integrate with other media
– How that does not include plans on other media
• Costs
• Goals
• Timeframe

9. 7-Point Plan Structure
• PLAN. Create a digital marketing strategy
• REACH. Grow your audience online
• ACT. Encourage brand interactions and leads
• CONVERT. Increase sales through optimization
• ENGAGE. Build customer loyalty and advocacy
• RESOURCES. Tools to help you create and
implement your plans
• MEASUREMENT. How will you gauge your plan’s
success?

10. 7-Point Plan: Planning
• PLAN. Create a digital marketing strategy
Should include:
– Description of your company
– Problem statement
– Overview of the tools you’ll use
– May include some justification for why these specific
tools (ie., mothers are short on time and value
reviews of peers so we will use Yelp…)
– Indicate budget
– Indicate timeline

11. 7-Point Plan: Reach
• REACH. Grow your audience online
Should include:
– Establish a baseline of where your company or
project is in their online marketing today
– Project goals for key digital media metrics such as:
• Site visits/pageviews * Social likes or reviews
• Online sales * Newsletter signups
• Online sales, revenue/sale * Inquiries
• Phone calls * New appointments

12. 7-Point Plan: Act
• ACT. Encourage brand interactions and leads
Should include:
– What actions you want users to take
– What value will that create for the company?
– What has to happen for users to take this action?
• Do they need to be qualified or try things on or buy another
thing to be able to use your thing?
– Can be multiple steps such as “sign up for a
newsletter and then within 3 months buy and thing
from us or sign up for a conference…”

13. 7-Point Plan: Convert
• CONVERT. Increase sales through optimization
Should include:
– What you want someone to do: buy, signup, like,
refer, comment, and WHERE they will do that
– What might have to change in the new year to make
this possible: tactical steps indicated here, but
detailed in the Resources section.
– Any obstacles?
– Are you looking for a different kind of consumer or
different kinds of sales than previous years? If so,
what might enable this group to convert better?

14. 7-Point Plan: Engage
• ENGAGE. Build customer loyalty and advocacy
Should include:
– What happens after the sale?
– What happens after conversion but BEFORE sale?
– What’s expected from this customer?
– How will you encourage more business?
– What does a good second engagement look like?
Could be another sale, or testimonial or review or a
like or … what do you want from them?

15. 7-Point Plan: Resources
• RESOURCES. Tools to help you create and implement
your plans
Should include:
– Does a site or FB page need to be built?
– Do new people need to be hired?
– Do you need analytics setup in the backend of your site or
the sales process smoothed out?
– Do you need to gather a baseline of sales numbers and
customer opinion?
– Can you estimate how many hours are needed to
implement and manage the plan?

16. 7-Point Plan: Measurement
• MEASUREMENT. How will you know if you
achieved your goals?
Should include:
– What metrics will you watch?
– How often will you report out?
– How will you decide if changes are needed? Is
there a minimum performance you can’t continue
program if you don’t meet goals?

17. How might we evaluate success?
• Sales volume
• Pre-sales inquiries
• Social media chatter/engagement
• Surveys
• Clickthroughs, site traffic volume
• Customer interviews
• Performance against your plan’s goals

18. 7 Points of the Plan
• Plan
• Reach
• Action
• Engage
• Convert
• Resources
• Measurement

19. Next week:
• No class on Monday
• Quiz on Wednesday, Oct 9th
• Company descriptions due
– Post to blog before class
• Discussion:
– Ecommerce and payment tools: Paypal, online
payment options, Bitcoin
• Reading: Ch. 14, Analytics: Launching a New
Product