MARKETING PLANNING MEETING

June 9, 2010

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

OBJECTIVES FOR TODAY

 Everyone on 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

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

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)

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)

FACEBOOK ELEMENTS SAMPLES

FACEBOOK – LANDING PAGE SAMPLE

Miller Electric Welders – the blue represents the branding along with the name. Also, lots of ways to engage the customer

REAL TIME MONITORING

 Personalized Dashboard  Reader/Alerts/Blogger

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

HOW WE WILL MEASURE

KEYS TO SUCCESS – THROUGH MONITOR & MEASURE

  PARTICIPATION   Post Quality of 3+

  ATTRACTIONS   # 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

Facebook Estimated Local Reach – 45,640 People •  Who live in California •  Age 19 and older •  Who like firefighter,

firefighting and firefighters

ENEWSLETTER STRATEGY

  New Customers Move them to opt in to

receive regular messages from you, visit your website, make a purchase or visit service facility in the future

Messaging: Education campaigns, welcome messages, promotion for first purchase

  Engaged Customers Maintain or increase

communication, strengthen loyalty, encouraging recommendation to friends, and the delivery of efficient customer service, visit service facility in future

Messaging: Notices, special promotions for top customers, incentives to visit website

Create a long-term outreach campaign that embraces and influences customers using unique goals that align

with the customers’ mindsets for each lifecycle stage

ENEWSLETTER TECHNIQUES Golden State Option

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

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

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)

HOW WILL WE MEASURE

  Graph Trend Charts   Top 5 Links   Mail Spam Score Analysis   Test and Refine

Confidential

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   ?   ?

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.”

INTEGRATED MARKETING PLAN

Website with Blog

Search Engines

Facebook

Traditional Mrktg

E-news

Needs further planning and discussion

THE WORK BEGINS…NOW!

TOGETHER WE WILL REACH THE GOAL

LET’S HIT THE BULL’S EYE!

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.

ENEWSLETTER CONTENT

 Let’s talk….  What’s New  Feature Departments  Golden State’s perspective on Industry News  How To’s   ?   ?   ?

2010 EDITORIAL CALENDAR – IN PROGRESS

July Aug Sept Oct Nov Dec

Facebook Build Launch

eNews Research and Evaluate

Opt In Invite

First Issue

Web (Blog)

ROLES & RESPONSIBILITIES – IN PROGRESS

Name Facebook eNewsletter Blog How Often

Daron

Ryan

Marie

Jason

Dawn

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)