proposal for turner - erna
Post on 07-Apr-2017
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Background
• TURNER is an integrated marketing communications agency that specializes in travel and lifestyle brands.
• TURNER offers the following services:Media relations Content marketingDigital communications Crisis communicationEvents and showrooms Celebrity placementsPress tripsPartnershipsInfluencer relations Research
Challenges
• How do you grow business with current clientele?
• How do you tap adjacent business related to travel and lifestyle?
TURNER is challenged to grow their business.
• How do you position the company as a truly integrated agency that delivers valuable digital and social media services?
TURNER is challenged to promote awareness about their digital
capabilities.
Recommendations
• How do you grow business with current clientele?
• How do you tap adjacent businesses?
• How do you create awareness about digital expertise?
TURNER should highlight their success throughout the years. How has the company helped its clients meet their goals?
TURNER should highlight their knowledge of the emerging market. How is the company able to assess and foresee outcomes?
TURNER should highlight their digital offerings and services. How is the company able to keep up with the latest digital trends?
Publics
TURNER
Current Clientele
Future Clientele
IndustryRelated
Organizations
EmployeesCompetitors
Messages
• TURNER will communicate the following messages throughout the campaign.
TURNER builds personal relationships with their clients which translate to mutual growth and success.
TURNER helps clients assess trends and foresee outcomes using the proper knowledge and expertise.
TURNER keeps up with the evolving digital trends which give their clients a competitive edge.
Goals and Objectives
• Objective 1• Increase overall business by 20%
Goal 1 Grow business with
current clientele and tap adjacent business
• Objective 2• Increase thought-leadership in digital
realm
Goal 2 Promote awareness
about digital offerings and capabilities
• Objective 3• Increase public awareness through the
use of employees
Goal 3 Promote growth within the company and out
Strategies and Tactics
Strategy 1 Highlight the success of the company by promoting the personal
relationship they build with the clients
From Me to You What are your clients saying?
Out and About What can you and your client do?
Something is Brewing What is next for your client?
Current Clientele and Adjacent Businesses
From Me to You
What can your client say about you?
• Have a client create a blog post on behalf of Turner• Interview a client and ask about your collaboration• Create a video featuring your client
Out and About
What can you and your client do together?
Curated team building
Account specific Goal oriented
Celebrate success
Reconnect Future
Something is Brewing
What can people expect from your clients?
• Using Turner assets to promote clients• Teasers that can leave audience curious• DO NOT BE HARD SELL
Strategies and Tactics
Strategy 2 Pitch CEO to industry related media and conferences and owned
platforms specific to digital communications
Turner Story Who is Christine Turner?
Turner Lifestyle What is the Turner lifestyle?
Turner Corner What would Christine Turner do?
Turner Story
How do you pitch the CEO?
• Who is Christine Turner?• What is her success story?• When did she start Turner?• Where did she start it?• Why is it transitioning?
Turner Lifestyle
What kind of lifestyle did Christine Turner create for the company and its employees?
• What is a typical day in Turner?• How does Christine communicate with the employees?
Turner Corner
What would Christine Turner do?
• Weekly blog posts and/or digi talks from Christine• Christine can talk about upcoming projects, collaborations,
and digital trends
Strategies and Tactics
Strategy 3 Encourage employees to promote the company through digital
Turner Takeover What is happening today?
Page Turner What are your thoughts for the week?
Turner Hackathon Should we come together?
Turner Takeover
Page Turner
What do your employees think?
• One blog post a week from employees• Employees can talk about the agency life, digital trends, etc• Management chooses one post per week
FUN FACTS!
Turner Hackathon
When should you get together with regional offices?
• Chicago, New York, and Denver offices get together• What are the plans moving forward?• How can we help each other?
Social Media
Audit
Instagram Twitter Facebook Pinterest LinkedIn SnapchatFollowers 648 3,538 1,203 519 2,855 n/a
Posting Frequency Weekly Daily
Every 2-3 days n/a Every 2 days Daily
Content
Company & client events, behind the scenes at Turner
Client & industry
news, chats
Client & industry
news
Travel destinations,
style, food/drink
Company info, job postings, industry
information
Behind the scenes at Turner,
Client work
Audit
Social Media Playbook
The essentials
Purpose and objectives Roles
Social media channels How to be social Content
Social Media Playbook ✔ ✖Consider audience on social channel
✔
Check previous content before creating your post
✔
You do not need to evaluate content
✖
Recommendations
• User more trending hashtags• More visual content than informative contentInstagram
• Central hub for news/events and updates• Original video content from managementFacebook
• Engage with influencers and potential clients• Promote news/events from Facebook pageTwitter
• Turner work culture• Day to day of Turner employees at workSnapchat
• Promote articles from Spin Kitchen• CEO to share company storiesLinkedIn
Constraints
Budget restrictions
Employee count and expertise
Getting existing clientele on board
Success Factors
• Did business increase by 20%?Clientele
• Which projects were featured?• Did these attract more clientele?Awards
• Where was the company mentioned?• Are the correct messages reflected?Impressions
• Was there an increase in website clicks?• Did these convert into action?Traffic
• Are there more job applications from people with background in digital communications?Jobs
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