content strategy and touchpoint mapping (a journey with the brand)

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