1 0 0 D ay D i g i t a l M a r ke ti n g P l a n

100 Day Digital Marketing Plan

DOING OUR HOMEWORK UP FRONT WILL MEAN A BETTER RETURN ON INVESTMENT LATER

1 Understand

2 Plan

3 Build

4 Execute

4 wee

ks

8 wee

ks

12 w

eeks

6-8 weeks

4-6 weeks

4-8 weeks

continuous

Iterative

Understand: Weeks 1 - 8

1.1 UNDERSTAND THE COMPANY AND ITS EXISTING DIGITAL LANDSCAPE (two weeks) Where are we now

• What specific business goals are we hoping digital can solve

• What are our existing assets and how are they performing (make stop/continue decisions on each)

• What’s been tried before, and what lessons can we take away from those efforts

• What initiatives are already in flight (make stop/continue decisions on each)

1.2 UNDERSTAND THE CUSTOMER (six weeks)

What do they want

• Who are our current and potential customers in all business lines

• What problems are we solving for each, and how does that differentiate us from their other options—subscribe to blogs, join forums, attend events

• How are we solving those problems in a differentiated and defensible way, and with which products

Understand: Weeks 1 - 8

1.3 UNDERSTAND OUR COMMUNICATION STRATEGY & STYLE (one week)

How should we communicate

• How do we want to prioritise the communication of and sale of our products?

• Based on customer insights, what’s the best way, the right time, and the most effective medium to deliver our message

• What are our options for delivering that message (owned, earned & paid)

• What are the explicit goals of our communications (engagement, traffic, trust, awareness, acquisition)

Understand: Weeks 1 - 8

Plan: Weeks 6-12

2.1 Prioritise the omnichannel customer journey (two weeks)

Reaching customers

• Which channels tie into which stage

• How do customers interact with the channel/touch point

• Hypothesise which stages are most important and focus there first

• How can we add value by solving problems they face

• How do we insert ourselves into the journey

2.2 Channel enhancement and development (three weeks)

Increasing capabilities

• Prioritise channels based on customer journey, business needs and effort/resource required

• Identify desired end state relative to current state

• Identify and engage resources needed

• Develop channel development roadmap

Plan: Weeks 6-12

2.3 Multichannel digital marketing communication plan (one week)

Reaching customers

• Prioritise channels across owned/paid/earned

• Monthly, weekly, and daily plan for how and what to communicate in each channel

• What should/can we outsource

• Each communication tied to a specific goal (brand awareness, site traffic, trust, acquisition)

Plan: Weeks 6-12

2.4 Make sure we have the right tools for the job (four weeks)

Working smarter

• Channel management

• Social listening & engagement

• Content management

• CRM/email marketing

• Metrics & analytics

• Competitor and opportunity analysis

• Digital innovation resources

Plan: Weeks 6-12

2.5 Who influences our customers & how can we reach them (one week)

Identify & engage

• Journalists

• Bloggers

• Twitter influencers

• IFA networks and forums

Plan: Weeks 6-12

Build (weeks 14-20) & Execute (continuous)

3.1 Deliver on the plan (continuous)

Influenced & defined by

• Channel prioritisation

• Product roadmap

• Marketing comms plan

• Internal infrastructure requirements

• Influencers outreach matrix

• Constantly testing, iterating, and improving based on customer feedback, changing business needs, and digital trends