bravematters strategic platform
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7/31/2019 BraveMatters Strategic Platform
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Platform
Acquire customers & amplify your message
A smart, strategic and systematic marketing solution,
designed to acquire and engage customers at every relationship stage.
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8 GUIDELINESA strategic marketing solution or any size company, designed to deliver results at every level o investment.
1. Smart. A marketing solution ocused on value and outcomes.
2. Strategic. Aligned with organizational priorities and consumer insights.
3. Diferentiated. Designed to maximize opportunities in crowded categories.
4. Systematic. A process o activating your market at each relationship stage.
5. Measurable. Designed with outcomes and metrics in mind.
6. Integrated. Branding, customer acquisition, social business, public relations.
7. Flexible. A solution or every client and investment level.
8. Brave. For high-growth companies, ready or new direction and momentum.
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Strategic Foundation
Who are tomorrows customers?
How can we maximize our prots?
How do our customers perceive us?
How can we dierentiate ourselves?
How do we create value or our customers?
What are our strategic priorities?
What can we learn rom our competition?
Brand Platorm
What messaging helps improve our position?
What visual assets support our brand?
How do customers interact with us online?
How does our sales process work?
How can we leverage technologies to improve our sales.
Campaigns
How will we reach all o the stakeholders in our brand?
Platorm to advance stakeholders at every stage.
Specic measures and metrics.
Aligned communications.
Search, Social, Public Relations.
BUILD A PLATFORM
BraveMatters provides a oundation
o marketing insight and strategic
communications, designed to engage
and activate customers and inuencers at
every relationship stage.
Our goals are simple. Our entire platorm
is optimized to deliver value that, without
question, advances our proft, loyalty, and
amplifes your story.
Successul brands are relevant to customers
at multiple connection points; deepening
relationships so that leads are transormed
into customers and customers, transormed
into loyal advocates and valued partners.
Our program provides transparency and
exibility or any size budget, any category,anywhere in the world.
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BE ALIGNEDSituation: When your marketing eorts arent aligned eectively
Benefts o Improved Alignment
Consistency in messaging
Ecient use o investment
Reinorcement o consistent position
Repetition - multiple opportunities
Improved measurement and optimization
Insight - better opportunities or customer-eedback
Long-term ocus on every relationship stage
Multiple-channels to better reach and activate consumers
When a marketing program lacks alignment
Increased cost and ineciency
Dicult to measure
Short-term ocus
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BE RELEVANTThe astest way to dierentiate your brand and expand your market.
The value o trust and relevance in your brand.
Relevance
Where your values and those o your
customers intersect. This is the basis
o your conversation. Its the reason
that your brand will be remembered,shared, and loved.
Customer Values
Has wants and needs and problemsthat you can solve. Theyll buy rom
you when your value proposition is
conirmed under the scrutiny o other
choices. Theyll remember you when
you oer them value, knowledge and
comort beyond the transaction.
Inluencers and Advocates
Customers trust riends, reviewers
and journalists or inormation about
solutions to their needs. When your
brand and your oerings are relevant
to trusted publishers, your visibility
and loyalty can improve dramatically.
Your values
You sell a product or provide a service
that your customer values; however,
that is oten not enough to urther aconversation beyond the transaction.
Where can you connect?
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FOCUS ON THE JOURNEYDevelop a marketing solution that is ocused on winning critical touch-points at every stage o the customers experience.
Awareness & Consideration
Evaluation
What else should I consider?
What criteria is important?
Customer Journey: McKinsey & Company
LOYALTY LOOPTransorm customers into
partners and advocates
PURCHASING JOURNEY
Experience
How does it meet my wants and
needs and preerences?
Purchase
Bond
Share
Enjoy
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STAGESPlatorm ollows a structured, systematic process, designed to maximize prot and provide an ecient approach to your market.
STRATEGIC FOUNDATION
Consumer Insights Research
Strategic Factor Analysis
Competitive Analysis
Market Selection
Value Proposition Development
Product Selection & Conguration
BRAND PLATFORM
Messaging Development
Corporate Identity & Branding Guidelines
Website Development
Collateral & Communications Design
Sales process design & CRM conguration
CAMPAIGN PLATFORM
Personas & customer journeys
Concepts and brand messaging
SocialValue plan
Public relations plan
Organic seo with 1st page guarantee
PPC advertising
Display network advertising & retargeting
List procurement
Quarterly campaign plan
Media kit development
PROGRAM MANAGEMENT
Dene metrics and develop dashboards
Online client management center
Monthly perormance review
Quarterly steering review
CONTENT DEVELOPMENT
Blogging
Press releases
Surveys
Case Studies
Email campaigns
SEO Page Optimization
ONGOING CAMPAIGN EXECUTION
Media relations
Copy writing and content creation
Social Engagement
Website updates
SEO Optimization
Landing page development
Online Advertising & PPC optimization
Art direction, graphic design
1 2 3
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OVERVIEWLAUNCH PILOT PRO ALL INCLUSIVE
OVERVIEW $3,000 Month
1 YR Commitment
$5,000 Month
6M Commitment
$10,000 Month
90D Commitment
$2,500 to $12,000 Month
1YR commitment
STRATEGIC FOUNDATION Research, conrmation, analysis and strategic marketing planning.
Market research required to evaluate new & existing markets and conrm assumptions about customer
perceptions, competitive landscape, and develop specic value propositions. Depending on the depth o research
required and alignment o existing strategies, this may require additional investment.
Custom program, congured
or the unique requirements o
each client, ocused 100% on
outcomes and objectives.
Typically inclusive o all hours.
BRAND PLATFORM: Development o key visual brand assets and media.
Sales collateral, visual identity systems, conguration o customer-relationship-management (CRM) systems,
website development or other brand inrastructure required to execute your specic program.
In most cases, requires additional investment, unique to each client.
CAMPAIGN PLATFORM Always all-inclusive strategic campaign planning solution.Integrating content marketing, brand messaging, public relations, search marketing, social marketing, permission-
based communications, direct mail and other advertising channels as they are specically related to the clients
campaign. Your campaign platorm is designed to generate leads, create demand, and oster advocacy or your
products and your brand.
PROGRAM MANAGEMENT Comprehensive program management.
Fixed investment, all-inclusive management, monitoring, and continuous optimization o your program.
Monthly reporting and review o the key metrics that drive unique success in each clients business.
CAMPAIGN COMPONENT CREDITS
All inclusive credits toward the development o strategic
content and campaign components o your program.
Inclusive o all hours required.
4 per month 8 per month 12 per month
CAMPAIGN IMPLEMENTATION HOURS
Variable, fexible hours allocated to your campaign
platorm or execution and necessary agility in the
implementation o your ongoing campaign.
up to 16 per month up to 24 per month up to 40 per month
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CAMPAIGNSLAUNCH PILOT PRO
MONTHLY INVESTMENT $3,000 $5,000 $10,000
CAMPAIGN PLATFORM
Personas & customer journeys x x x
Brand messaging x x x
SocialValue plan x x x
Public relations plan x x
Organic seo with 1st page guarantee x x x
PPC advertising x x x
Display network advertising & retargeting x x x
List procurement x x x
Quarterly campaign plan x x x
Media kit development x x
PROGRAM MANAGEMENT
Dene metrics and develop dashboards x x x
Online client management center x x x
Monthly perormance review x x x
Quarterly steering review x x x
COMPONENT CREDITS (max available per month) 4 8 12
SEO Optimized blog (credits req. / max per month) 1/4 1/4 1/4
Press releases 4/1 4/2 4/3
Surveys 4/1 4/1 4/2
Case Studies 6/1 6/2
Email campaigns 4/1 4/1 4/2
SEO Page Optimization 2/2 2/4 2/6
CAMPAIGN IMPLEMENTATION HOURS (UP-TO) 16 24 40
Media relations x x x
Copy writing and content creation x x x
Social Engagement x x x
Website updates x x x
SEO Optimization x x x
Landing page development x x x
Online Advertising & PPC optimization x x x
Art direction, graphic design x x x
Blocks o Additional Engagement Hours 4/$500 4/$500 4/$500
About Campaigns
Campaigns are time-based programs consisting o aligned activities designed to
increase awareness, inspire advocacy, and create demand or your products and
services. Most programs are based on a 12-month engagement, so that results can be
suciently developed and optimized. Our goal is to deliver positive nancial outcomes;
measurement, deeper insights, and tactical improvements are critical to the success o
every campaign.
Campaign Platorm
Once your brand oundation is in place, we plan, measure, and execute an integrated
customer acquisition, and strategic communications program.
Program Management
Most campaign planning services are included in your investment, so theres never a meter
running to discuss your program or provide you a report. Our online project-management
services oer access to real-time inormation about your programs progress.
Component Credits
At each campaign level, monthly credits are allocated towards creating content
components or your campaign. The table identies the number o monthly credits
available at each campaign level and below, the number o credits required or each
component and the maximum components that can be used per month, e.g. (x/x).
Example, a typical 300 word blog post requires 1 credit and 4 may be implemented per
month.
Campaign Implementation Hours
Implementation hours provide additional fexibility in the execution o your program.
Hours can be used or any o the identied items, provided that they are aligned with
your campaign plan. In most cases, we allow 2-3 hours o overages to account or a wide
range o variables with no additional investment required on behal o the client. You may
also request a custom or xed investment campaign to ensure objectives are executed no
matter how many hours are required.
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1. Discover, listen and analyze
2. Brand concepts and options
3. Understand customer journeys
4. Select strategic priorities
5. Awareness through advertising
6. Awareness through Public Relations
7. Sales processes, CRM and sales tools
8. Search marketing (SEO)
9. Social channels
10. Permission-based channels
11. Tele-prospecting
12. Test content
13. Evaluate customer eedback
14. Optimize online conversions
15. Retargeting warm leads
16. Online analytics
17. Shopping cart optimization
18. Evaluate program metrics
19. Insights and refnement
CUSTOMER ACQUISITIONAn eective customer acquisition strategy depends on clarity and alignment at every stage.
START WITH INSIGHTS
Understanding your customer and category
CREATE DEMAND
Creating awareness, value, and loyalty
CONVERT SALES
Transorming warm leads into sales
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ADVOCACY & AMPLIFICATIONCreating loyalty and awareness through social infuencers and earned media.
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1. Discovery and readiness evaluation
2. Key communication objectives
3. Understand social journeys
4. Defne outcome measures
5. Social listening
6. ID social stakeholders
7. Content creation
8. Stakeholder engagement
9. Content syndication
10. Social search optimization
11. Overall outcome measures
12. Insights and refnement
13. Communications monitoring
14. Campaign creation
15. Media list development
16. Media relations
17. Speaking opportunit ies
18. Media measures
PUBLIC RELATIONS
Building awareness and loyalty
STRATEGY & LISTENING
Audience insights and strategies or
social value creation
SOCIAL ACTIVATION
Improving customer experiences and
creating advocacy or your brand
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START MARKETING
www.bravematters.com888.236.8829
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