content strategy and touchpoint mapping (a journey with the brand)
TRANSCRIPT
PROSPECTIVE CUSTOMER
CURRENTCUSTOMER
STRATEGICPARTNERS
SOCIAL &COMMUNITY
INFLUENCER/BRAND LOYALIST
JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC
Year ForecastTeaserVideo
Year ForecastTeaserVideo
Year ForecastTeaserVideo
Year ForecastTeaserVideo
WebinarSession 1
WebinarSession2
WebinarSession 3
WebinarSession 4
PartnerProgram Launch
PartnerAppreciation
Event
New ProductLaunch 1
A�liatePartner Plan
Complete
New ProductLaunch 1
AmazoneBook
Published
AmazoneBook
Published
New ProductLaunch 1
New ProductLaunch 2
New ProductLaunch 2
CommunityMeet-up #1
CommunityMeet-up #2
CommunityMeet-up #1
ImpactInfographic
ImpactInfographic
ImpactInfographic
MembershipCampaign
BlogArticles (6)
BlogArticles (6)
BlogArticles (6)
BlogArticles (6)
CollaborationApp Project(user input)
WebUser Behavior
Testing
WebUser Behavior
Analysis
WebUser Behavior
Analysis
Premium MemberContentSprint 3
Premium MemberContentSprint 2
PremiumMemberContentSprint 4
MobileApp
Rollout
MobileApp
Teaser
MobileApp
Rollout
New GenStrategy
In�uencer/Partner
Holiday Party
PersonalizedThank You
In�uencer/Partner
Holiday Party
HolidayStory &
Promo Discount
Social & WebHoliday Branded Items
& Cover Photos
SmallVIP Event
AudienceBuilding
SocialLIKE campaigns
CEO/PartnerPR Interview
Q3Brand Impact
Report
Premium MemberContentSprint 1
Q2Brand Impact
Report
LocalPR
Event
LocalPR
Event
NetworkingEvent
NetworkingEvent
Event Sponsorship
SeededLinkedIn Group
LinkedInGroup Invite
LinkedInGroup Invite
LinkedInGroup Invite
Q4Brand Impact
Report
Q1Brand Impact
Report
MiniCase StudyCampaign
GuestSpeakerEvent
CommunityMeet-up #2
Team BioWebsiteRefresh
New ProductLaunch 2
New ProductLaunch 1
New ProductLaunch 2
New ProductLaunch 3
MembershipUpsell
Impact Investing
BlogLaunch
Blog O�cialLaunch (12)
WebsiteRefresh
WebsiteRefresh
WebsiteRefresh
WebsiteRefresh
WebsiteRefresh
PremiumPartner
Program
Year-EndInvestor Pitch
Start-upInvestor Pitch
Year-EndInvestor Pitch
Web LeadGen Campaign
Web Lead (Membership)Gen Campaign
Web LeadGen Campaign
= New contentdevelopment
# people reached= level of e�ort
= engagement = revenue = retention
HolidayProduct
O�er
SpringBrand
Campaign
SpringCampaign
SpringCampaign
SpringCampaign
(earned & paid media)
SpringCampaign
SummerEducation
Series
SummerEducation
Series
Annual AwarenessCampaign
A Journey with the Brand - Key Touchpoints & Messages by Audience
2015GOALSKey Messages
1:1
ROI (sales vs. operations)
##
Quali�ed Prospects
XX%
Social Engagement
XXXM
Unique Website Visits
XX%
Repeat Site Visits
XX
Customer Poll Rating
Who we are
What we do
Who we’ve helped
Resources to help you
What we are planning
New member only content
The value we add
Why we appreciate you
How we can help eachother
How you will be incentivized
Content you can brand & share
Networking event invites
Share your needs
Innovation and brand milestones
Membership o�ers
Impact stories & reviews
(buzz-worthy)
How can we help you?
How you can help
Why we are di�erent
Why we are succeeding