HonorDigital Marketing Launch Strategy

Tobias Kemper 4/6/2015

Disclaimer:

This digital marketing launch strategy deck was prepared for a marketing role at Honor as part of the interview process. Ultimately I pursued another opportunity.

Situation:

Honor, an in-home care service marketplace, had not launched and was looking for a marketing lead to develop and execute a strategic digital marketing plan to support the launch their service from a few households to the Bay Area, and beyond.

In this deck, I present two strategies and recommend one, complete with funnel development, content marketing options, competitive research and staffing requirements.

Execution is split into a seed-, growth-, and scale stage, introducing goals, objectives, action items, and relevant metrics per stage.

Overview

• Goal and Objectives

• Comparison: Strategy Options

• Recommended Strategy

• Implementation

• Staff

Goal & ObjectivesGoal

Exponential growth from 0 homes to Bay Area and beyond.

Objectives

Quantitative: increase new users and retention

Qualitative: increase service quality

Growth Strategy Options

Organic SEO Paid

Growth exponential linear

Price $ $$$$

Results from search 3-8 months 3 months testing

Actionability now requires conversion funnel

Strategy ComparisonOnline education marketplaces

Udemy $48mm in funding

Lynda $289mm in funding

Strategy Organic SEO Paid Search

Sources

Traffic 500k

1mm

200k

400k

Etsy's Traffic

Paid Search CompetitionCCC SF

Organic search

SF

CCC

Marketplaces shouldn’t think about customer acquisition until their processes are near perfected. When you only get one shot at a first impression, ensuring that user experience from start to finish is as flawless as possible is worth spending more time on before moving to acquisition.

Dennis Yang, CEO Udemy

Recommended Approach

Seed Growth Scale

< 30 homes Bay Area additional cities• manual customer acquisition • content development/

distribution • build online audience • understand

- evergreens (topics/content) - site navigation - key app usage

• build carepro profiles •

• test paid campaigns • retargeting campaigns • determine best acquisition

channel • optimize funnel • A/B test for conversion • launch affiliate programs

• deploy - requirement resources- required ad spend

• local office • publish local content pages • enable local affiliates • branding campaigns

Organic SEO driven

Bay Area Only

Actions Channels Metrics

Plan• define personas and target

audience • branded content

development (pages/files) • define targeting approaches

• website • blog • social profiles

• define KPIs • select keyword set • set up dashboards

Reach prospects and customer

• influencer outreach • promote content • encourage sharing • build audience

• social networks • industry blogs • publishers/

communities/forums/organizers

• unique visits • fans/followers • RSS subcribers • reservations

Actachieve interaction

• provide relevant content hub • deliver inspirational content • provide clear customer

journey

• website • blog • newsletter • app

• time on site • shares/comments/

likes • downloads

Convertto lead or sale

• heavy A/B testing on copy and forms

• leverage marketing automation software/CMS

• sign up process • order process

• sales • revenue • average order

value

Engage via customer advocacy

• provide incentive to recommend/share/invite

• prompt for feedback

• Carepro Mentors • Customer

Councils

• repeat purchase • satisfaction • advocacy

Se e d

Gr owth

Scale

Funnel Development

repeat

SEO/Content Examples• Topic/Service pages

Alzheimer’s, dementia, companion

• Local partner pages Events, meetups, AARP, Shuddle, doctors

• Awareness pages

• Shareable social content webinars, PDFs, worksheets

• Blog postsguides, trend reports, calculators

• Honor Newsletters

• Sponsored newsletterswebMD, AARP

Competition

• not user friendly

• no clear action

• non informative

• bad design

• cumbersome process

• all-in-one

Opportunity to educate, inspire, convince prospects.

Staff by stageSeed Growth Scale

Content Creator- asset creation- copywriting

ADDITIONAL Content Creator - asset creation- copywriting

Web Developer - landing page development - web app development

ADDITIONAL Web Developer- landing page development- web app development

Intern- data scientist

SEM/SEO Manager- 3-5 years experience - running SEO/SEM- display experience

Demand gen (email marketer)- marketing automation experience- significant growth experience

Lean and flexible