Download - Life and Times Proposal by Startup Elite
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ALIKO DANGOTENIGERIAN BILLIONAIRE
“In whatever you do, strive to be the best at it.”
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DIGITALEVENTMARKETING
Lupita Nyong’oAcademy Award Winning Actress
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EVENT WEBSITE KEY ELEMENTS
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MAIN OBJECTIVE: LAUNCH AN EVENT-SPECIFIC WEBSITE
KEY ELEMENT #1: CONTENT- Informative Content: Event agenda, special guests, speaker bios, sponsor list, event partners etc.- Marketing Content: Strategically placed marketing copy that provides a clear call to action (buy tickets/RSVP).
KEY ELEMENT #2: FEATURES - Registration Process: The ability to quickly and effortlessly register and pay any fees (if those apply).- Discount Features: Offering promotional discounts including early bird and group discounts.- Multiple Registration Paths: Implementation of landing pages to target different types of attendees.
KEY ELEMENT #3: CONNECT - Social Component: Get people activated to follow your social media channels and share the website.- E-mail Capture: Offering newsletters and insightful premium content to get the email address of non-attendees.
“Event websites can make or break an event.”
EVENT WEBSITE COMMON MISTAKES
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Long Registration Forms Nobody wants to spend their time filling out lengthy forms that ask pointless questions.
No Ongoing Content The website needs to have marketing objectives beyond driving attendance for a single event and that requires ongoing content strategy.
Unnecessary ContentEliminate the content that does not support your marketing objectives. All content needs to drive the visitor towards a defined action.
Over-Optimized Many features have the ability to improve conversion but if they are thoughtlessly implemented they will negatively affect event attendance and brand reputation.
Too Many Ticket Options Giving too many options will complicate the ticket buyers decision making process and cause inaction.
No Analytics Without analytics you are missing out on a huge opportunity to fully evaluate your overall performance.
We will assess your current event website and make recommendations for improvement. If necessary, we get our team involved in the implementation whether that requires building upon your current infrastructure and rebuilding from scratch.
EVENT MARKETINGSOCIAL MEDIA
Tony ElumeluChairman of Heirs Holdings
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SOCIAL MEDIA EVENT STRATEGY
As you promote your event through social media channels it is important to modify the language and tactics over time to keep the message from going stale.
- Create a captivating message that gets people to act now/perform a desirable action.- Get people excited about the event by teasing them with what they can expect. - Inform attendees early on about any event hashtags you plan on using. - Implement multiple pre-event objectives such as capturing new emails. - Modify not just the language but the graphics that you use to stay interesting.
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SOCIAL MEDIA CONTENT MARKETING
Launch, revamp or improve your social media efforts through informative, engaging and entertaining content across all your social media channels.
STEP 1: GETTING STARTED - Content Mix Strategy - Content Production Strategy - Editorial Voice Guidelines - Editorial Calendar - Content Distribution Strategy - Hands-on Social Media Management - Performance Tracking Tools
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STEP 2: AMPLIFICATION - Implementing top trends and staying on the cutting edge. - Developing unique co-branding opportunities. - Launching user-generated content campaigns. - Execute promotional campaigns for increased engagement.
We use strategy, creativity and savvy tools to engage with your audience to ensure your brand is relevant and part of the conversation.
We will help you in creating an event-specific and ongoing social media strategy that will support the marketing objectives for the magazine and the events. With the right strategy in place we can offer affordable rates for continuous hands-on social media management.
DIGITALPR STRATEGY
Chiwetel EjioforActor, Director, Writer
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DIGITAL PR STRATEGY
Digital PR is a complex combination of several processes including content marketing, social media and search that builds upon the traditional ways of doing PR such as developing media relations and publishing press releases.
Key Digital PR Initiatives:- Amplify content marketing efforts by repurposing content you already have into “fresh” new content. - Growing your digital footprint by publishing repurposed content on multiple online platforms. - Expanding media relations to include bloggers as well as social media influencers. - Launching internal C-Level personal branding initiatives to indirectly grow brand value for the organization.- Implement measurement tools to easily track all earned media and progress towards milestone goals. - Leveraging all things digital to support the traditional PR initiatives.
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We will ensure that your strategy will significantly grow your digital footprint so that followers, advertisers and sponsors can easily identify you as a key player in your industry.
CONTENT PRODUCTIONE-MAILINTERVIEWS
Mosunmola “Mo” AbuduTalk Show Host, Moments with MoSTARTUP ELITE
CONTENT PRODUCTION EMAIL INTERVIEWS
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VALUE OF EMAIL INTERVIEWS - Depending on the type of questions that are asked the interview may have a very long shelf life.- This type of content is in high demand from the people that are being interviewed and their followers.- It is highly social content that is likely to be shared and receive a great amount of engagement. - This content type can be scalable, it’s very efficiently produced and brings effective results. - It is one of the most cost-effective methods to build up brand value and reputation.- The unique ability to start building real relationships with very powerful/influential people. - Email interviews allows you to create a lot of spin-off content such as interview quote graphics.
COMMON MISTAKES IN DOING EMAIL INTERVIEWS - Interviewing everyone. In order to add brand value you need to be interviewing people that are known.- Asking all the same questions. If all the questions are literally the same the interview loses value and admiration. - Completely switching over. A digital magazine needs to have a content mix that goes beyond just interviews. - Not doing your homework. You need to research the people you are interviewing to be able to ask good questions. - Too casual approach. Have a structured process about approaching and following up with people about interviews.
We can not just put the strategy in place but completely take over the interview content development process allowing you to focus on the content you are currently producing.
POTENTIAL INTERVIEWEE
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SAMPLE LIST OF POTENTIAL INTERVIEWEE
Fatou Bensouda | Gambia Chief Prosecutor of the ICC
Thabo Mbeki | South Africa Former President of South Africa
Salva Kiir | South SudanPresident of South Sudan
Riek Machar | South Sudan Vice President of South Sudan
Akinwumi Adesina | NigeriaNigeria’s Agriculture Minister
Nkosozana Dlamini-Zuma | South Africa Chairperson of the African Union
Yoweri Museveni | Uganda President of Uganda
Aliko Dangote | Nigeria Africa’s Richest Man
Donald Kaberuka | RwandaHead of the African Development Bank
Ngozi Okonjo-Iweala | Nigeria Nigeria’s Minister of Finance
Bridgette Radebe | South Africa Head of the South African Mining Development
Mariéme Jamme | Senegal CEO of Spot One Global Solutions
Benjamin Ohiaeri | Nigeria Medical Director at First Consultants Hospital
Isha Sesay | Sierra LeoneAnchor and Correspondent for CNN International
Note: In our initial research we have identified over 100 potential interviewees.
Mosunmola ‘Mo’ Abudu | NigeriaEbony Life Television CEO
Rafael Marques de Morais | Angola Investigative Journalist
Anas Aremeyaw Anas | GhanaUndercover Journalist
Kwangu Liwewe | Zambia Executive Producer and Anchor of Africa 360
Jason Njoku | Nigeria Founder of iRoko TV
Ferial Haffajee | South Africa Editor at City Press
Lupita Nyong’o | Kenya Academy Award Winning Actress
E-MAILMARKETINGSTRATEGIES
Isha SesayAnchor for CNN International
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EVENT MARKETING E-MAIL INVITATIONS
Bundling e-mail event invitations with an online event registration page, a trustworthy payment-processing system and a professional website can dramatically increase attendance.
E-Mail Invitations are the most economical event marketing method and drive more attendance than any other marketing medium. Great emails include:
- Professional Design
- Eye-Catching Graphics
- Effective Subject Line
- Relevant Content
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E-MAIL MARKETING GOALS & OBJECTIVES
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GOAL: INCREASE REVENUE FROM E-MAIL MARKETING
OBJECTIVE #1: INCREASE E-MAIL SUBSCRIBER LIST - Optimize the website’s design to prominently display subscription opportunities. - Implement features that ensure a simple yet effective e-mail signup process. - Create marketing copy and other content to entice website visitors to become e-mail subscribers. - Launch cross-promotional campaigns with industry organizations to strategically accelerate e-mail signups.
OBJECTIVE #2: IMPROVE E-MAIL CONTENT MANAGEMENT - Create an editorial calendar that will determine content production requirements and financial projections.- Determine a predominantly value added content mix that keeps subscribers highly engaged yet fits within the
content production capabilities.
OBJECTIVE #3: MONETIZE E-MAIL MARKETING EFFORTS - Determine a pricing strategy and create multi-platform advertising/sponsorship packages.- Develop a database with contact information of pre-vetted potential advertisers. - Put together a sales strategy, training program and a remuneration plan before launching monitored sales activities.
POTENTIAL SPONSORS & ADVERTISERS
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SAMPLE LIST OF POTENTIAL SPONSORS & ADVERTISERS
Noah Syken | VP, Global Sponsorships & Client Executive ProgramsInternational Business Machines Corporation | [email protected]
Angie Tipton | Manager, Corporate SponsorshipsHewlett-Packard Company | [email protected]
Lisl Stanton | VP, Community SponsorshipsJPMorgan Chase & Co. | [email protected]
Tina Davis | SVP, Corporate Sponsorships & MarketingCitigroup Inc. | [email protected]
Jaci Quincy | Manager, Sponsorships & EventsUnited Parcel Service, Inc. | [email protected]
Tim Hadzima | SVP, Sponsorship Marketing, GlobalBank of America Corporation | [email protected]
Steve Fox | Associate Director, Media & SponsorshipsVerizon Communications Inc. | [email protected]
Brian Curran | Manager, Sponsorships & Special EventsHilton Worldwide, Inc. | [email protected]
Steve Pacheco | Director, Advertising & Sponsorship MarketingFedEx Corporation | [email protected]
Kathleen Watson | Senior Manager, Global Advertising, Media & SponsorshipsCisco Systems, Inc. | [email protected]
Daniel Pincus | Associate VP, Sponsorship & PromotionsMetLife, Inc. | [email protected]
Leslie Berkshire | VP & Regional Manager, Marketing & SponsorshipU.S. Bancorp | [email protected]
Rich Lehrfeld | VP, Global Media, Sponsorship & Experiential MarketingAmerican Express Company | [email protected]
Dick Soule | Head, Sales, Sponsorship & Media ProgramsGoogle Inc. | [email protected]
Note: This sample list has real contact information, please treat the information respectfully.
STRATEGICMARKETINGPARTNERSHIPS
Jason NjokuFounder of iROKO TV
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STRATEGIC MARKETING PARTNERSHIPS
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VALUE OF STRATEGIC MARKETING PARTNERSHIPS - In a mutually beneficial partnership each entity can leverage the customers, followers and other contacts.- It can help spread the marketing workload and the combined marketing budget will allow for greater results. - The customers, followers and other contacts benefit from the expanded referral pool of trusted resources.
COMMON MISTAKES IN STRATEGIC PARTNERSHIP MARKETING - Focusing on quantity over quality. Ensure your partner has a good brand and reputation with shared core values. - Never putting anything in writing. Hold partners accountable by putting responsibilities and goals in writing. - Aiming too high. Work with partners slightly bigger than you and create “quick wins” that will build momentum.
EXAMPLES OF STRATEGIC MARKETING PARTNERSHIPS- Using the partner as an ongoing source of content for social media and website.- Launching a cross promotional e-mail campaign focused on a specific target market.- Creating an united awareness/fundraising campaign that leverages the resources of both partners. - Designing, manufacturing, promoting and distributing co-branded merchandise. - Leveraging resources to create experiential event marketing initiatives.
STRATEGIC MARKETING PARTNERSHIPS
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POTENTIAL STRATEGIC PARTNERS
African Private Equity & Venture Capital Associationhttp://www.avca-africa.org/
Association of African Business Schools http://www.aabschools.com/
Pan African Community Association http://www.panafricoma.org/
African Finance and Economic Association http://afea.info/
Eastern Africa Journalists Association http://www.eaja.org/
National Association of African American Owned Media http://www.naaaom.com/
South African Association of Business Communities http://www.saabc.net/
Africa Travel Association http://www.africatravelassociation.org/
African Digital Currency Association http://www.africandca.org/
African Association of International Law http://www.aail-aadi.org/
African Women’s Cancer Awareness Association http://www.awcaa.org/
Africa Fashion & Art Weekhttp://www.africafashionandartweek.com/
Note: In our initial research we have identified over 50 potential strategic marketing partners.
CAUSE MARKETING
Nkosozana Dlamini-ZumaChairperson of the African Union
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CAUSE-RELATED MARKETING
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Cause Marketing allows for-profit businesses and non-profit organizations to collaborate for mutual benefit. To do this effectively you have to choose the right partners and be able to maximize the resources that each partner brings to the table.
Ripple Africa http://www.rippleafrica.org/
Malawi Orphan Care Trust Fund http://malawiorphancare.org/
Porridge and Rice http://www.porridgeandrice.co.uk/
Cameroon Association of Active Youthshttp://camaayworldwide.org/
Uganda Rural Elderly Supporthttp://www.ugres.org/
Reading Hamletshttp://www.readinghamlets.org
Project Keshohttp://www.projectkesho.org/
Friends of Ket Wangi Orphanagehttp://ketwangi.org/
Together 4 Africahttp://www.together4africa.org/
SOS Children: Aids Africahttp://www.aids-children.org/
Achieve in Africahttp://www.achieveinafrica.org/
The Mustard Seed Projecthttp://www.mustardseedproject.co.uk/
The Ufosa Foundationhttp://www.ufosafoundation.org/
Build A Schoolhttp://buildaschool.org.uk/
Action Africa http://www.actionafrica.org/
African Rainforest Conservatory www.africanrainforest.org
Asante Africa Foundationwww.asanteafrica.org
Ashesi University Foundationwww.ashesi.org
Note: We have identified over 50 African-related charities that could be a potential partner.
CAUSE MARKETING MISTAKES
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Cause Marketing is in part about doing something good but there are plenty of ways to do cause marketing incorrectly where it can potentially hurt a brands image. Here are a few guidelines on avoiding the two most common mistakes:
Choosing the wrong nonprofit. It is critical to choose the right organization to work with otherwise the cause marketing program will be build on a weak foundation. - The right nonprofit will have influence over the target market that you are after. - Your partner needs to be a cultural fit and have the same marketing mindset.
It is not just about giving money. Cause marketing is supposed to deliver measurable results.- Set quantitative and qualitative goals for any cause marketing program and implement measurement tools.- Don’t have a transactional relationship with the nonprofit but grow an ongoing partnership.
ONLINE ADVERTISINGSTRATEGIES
Chimamanda AdichieNovelist, Non-Fiction Writer
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ONLINE ADVERTISING STRATEGIES
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Online Advertising can be a very effective marketing method especially for a niche target market. The challenge lays within identifying the right infrastructure to use for advertising dollars and to strategically invest at the right moment when other marketing initiatives are in progress which will cause a synergistic effect that will amplify the result of every dollar spent.
For companies that are already investing a lot into content marketing efforts it makes sense to support the distribution of such content on a social platform such as Facebook. Facebook has a very sophisticated advertising platform that allows you to market to your current followers and well as solicit new followers.
Who you are marketing to and whether that makes sense financially depends in large part on what you are marketing. We are here to help you define the right advertising solutions that supports your content marketing initiatives.
MAGAZINE AND EVENTFINANCIALPROJECTIONS
Tidjane ThiamCEO of Credit Suisse
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MAGAZINE AND EVENT FINANCIALS
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We do not only provide you with a strategy that grows your business and optionally help you implement it but we also make sure that these initiatives will provide a positive return on investment (ROI) so that we can continue to build a long working relationship with our clients.
- Determine expected growth in monthly website traffic (unique visitors). - Define the potential revenue from website advertisers using market value CPM rates.- Based on traffic projections and CPM rates determine whether a sponsorship model may be favorable. - Estimate the increase in e-mail subscribers and project potential revenues from newsletter integration. - Optimize the event pricing strategy for sponsors, exhibitors and ticket sales to ensure maximum profitability. - Identify other cross-selling and upselling opportunities and associated revenues. - Ultimately determine which strategies fit the organization given the currently available resources.
STRIVE MASIYIWAZIMBABWE’S RICHEST MAN
“A vision on its own is not enough. Hard work and dedication is required to make that vision a reality.”
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STARTUP ELITEFOUNDED BY MARKUS BIEGEL
Startup Elite is a consulting firm specialized in early stage ventures. From strategy review and development to hands-on implementation, we help you achieve accelerated growth. We are your partner in getting your business to the next level.
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