attracting more of the right customers for ogip fruit peak
Post on 13-Dec-2014
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Let’s see how we attract more
people for fruit peak!
“Well executed marketing campaigns work in harmony like a conductor
managing an orchestra”
Let’s spend a moment on how to design and launch an effective
campaign
But before we launch..
Your content will be the fuel for your marketing
campaign
Smart Marketing begins with understanding of customers.
Then to fuel up your marketing strategy with content and delivery.
Your Content Strategy is Key to your marketing
success
Smarketing improves your
entire lead generation and
conversion funnel
How?
By Designing around the Customer
Key Pillars of Smarketing
Awareness [ ATTRACT ]Awareness [ ATTRACT ]
Consideration [ CONVERT ]Consideration [ CONVERT ]
Decision Making [ CLOSE ]
Decision Making [ CLOSE ]
Awareness [ ATTRACT ]Awareness [ ATTRACT ]
Consideration [ CONVERT ]Consideration [ CONVERT ]
Decision Making [ CLOSE ]
Decision Making [ CLOSE ]
Goal Goal TargetTarget Channel Channel MessageMessage
Goal Goal TargetTarget ChannelChannel MessageMessage
Goal Goal TargetTarget ChannelChannel MessageMessage
Smarketing is Effective Content Marketing
So how do we develop smarketing
around our products?
Speaks to one target audience interested in teaching internship.
Focuses on a specific profile.
Content Marketing helps:
Improve your entire conversion process due to
stronger and focused messaging
People are clear on what the product is
People are clear on what the product is
People are clear on if they are the right
profile
People are clear on if they are the right
profile
People are given just enough
information so they are curious
People are given just enough
information so they are curious
People understand the value of what you’re offering
People understand the value of what you’re offering
Right Profile. Right Product.Right Time.
Objective: To set the right expectations throughout the process that lead to better conversion rates
Awareness [Attract]:
- What’s the Product?
- How does this help me?
- Why should I care?
- Who is it for?
Awareness [Attract]:
- What’s the Product?
- How does this help me?
- Why should I care?
- Who is it for?
Consideration [Convert]
- What skills are required?
- Where can I go?
- How long can I go?
- What’s the process? $$?
Consideration [Convert]
- What skills are required?
- Where can I go?
- How long can I go?
- What’s the process? $$?
Decision Making [Close]:
- Communication and Follow Up
- Reinforcement of value proposition
- Showcase past experiences
- Help them envision the journey
Decision Making [Close]:
- Communication and Follow Up
- Reinforcement of value proposition
- Showcase past experiences
- Help them envision the journey
Why? What? How?
To provide 300 senior university students who are graduating soon
on Global Talent Teaching Internships in India, Colombia, Brazil
this Summer for 3 months.
To provide 300 senior university students who are graduating soon
on Global Talent Teaching Internships in India, Colombia, Brazil
this Summer for 3 months.
What is your end goal? Everything you do from this point is to drive
the end goal.
To send students abroad!
What is your end goal? Everything you do from this point is to drive
the end goal.
To send students abroad!
G T C M
Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.
Target: Senior University students in English, International Relations, Business looking to develop their language skills
Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.
Target: Senior University students in English, International Relations, Business looking to develop their language skills
Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)
- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture
Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)
- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture
Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,
Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,
Content Creation Workflow Example:
Awareness [ ATTRACT ]Awareness [ ATTRACT ]
Consideration [ CONVERT ]Consideration [ CONVERT ]
Decision Making [ CLOSE ]
Decision Making [ CLOSE ]
Graphics CTA:5 Things Every
Aspiring Teacher Should Know”
Graphics CTA:5 Things Every
Aspiring Teacher Should Know”
Social Media CTA: “3 Destinations That Will Change Your
Life”
Social Media CTA: “3 Destinations That Will Change Your
Life”
Lead Generated Lead Generated
University Booth or Event — Physical
Offline Promotion
University Booth or Event — Physical
Offline Promotion
Day 1: Email: Send “Explore Destinations for Teaching Abroad.” Day 1: Email: Send “Explore Destinations for Teaching Abroad.”
Day 7: Email: Send “Our Internship Process in 5 steps.”
Day 7: Email: Send “Our Internship Process in 5 steps.”
Day 20: Email: Send “Success Stories of Going Abroad.”Day 20: Email: Send “Success Stories of Going Abroad.”
Lead Converted - EP RAISED Lead Converted - EP RAISED
Rolling Event: Exciting Information Session on Internship
Rolling Event: Exciting Information Session on Internship
Follow up
Follow up
Day 40: Inspiring Email focused on connecting EP to vision
Day 40: Inspiring Email focused on connecting EP to vision
Day 55: Provide Tips for Cultural Integration and Going Abroad
Day 55: Provide Tips for Cultural Integration and Going Abroad
Assuming 60 day gap between lead generated and matched Assuming 60 day gap between lead generated and matched
cccc
Email Example
Did you know?• 91% of consumers check their email daily
• 48% of emails are opened on mobile devices
• Only 11% of emails are optimized for mobile
• 35% of email recipients open email based on the subject line alone
• 91% of consumers check their email daily
• 48% of emails are opened on mobile devices
• Only 11% of emails are optimized for mobile
• 35% of email recipients open email based on the subject line alone
Powerful Emails
• Have a compelling subject line that connects value or curiosity
• Have a compelling subject line that connects value or curiosity
• Subject line has 50 characters or less • Subject line has 50 characters or less
• “Teach Abroad this Summer!” • “Teach Abroad this Summer!” • “Change Your Life This Summer by Teaching.” • “Change Your Life This Summer by Teaching.”
• Visualization of what you’re communicating• Visualization of what you’re communicating
• Personalization • Personalization
Ex: Opportunity Newsletter•Example of a JD•Put the mainly requirements•Focused in specific profiles •Gather mailing list with the university•Adapt for your local reality•Adapt in order to be used for different channels
•Insert deadlines for applications•Showcasing
Email segmentation
Segmented and more targeted perform significantly better
than blasted emails.
Segmented and more targeted perform significantly better
than blasted emails.
Your e-mail should generate curiosity and desire for interest
in the program so they click the CTA
Your e-mail should generate curiosity and desire for interest
in the program so they click the CTA
Concise, powerful and “bite-sized”
Concise, powerful and “bite-sized”
1.Launch a simple and powerful marketing campaign both nationally (online) and with
your LCs!2.Base your marketing campaign on your
products and partners3.Make your customers go through awareness,
consideration and decision making by using the right content!
ConclusionsConclusions
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