THE RESULTS ORIENTED WEB ROADSHOWQuick Guide
ANNOUNCING OUR CAMPAIGNCMOs at the largest technology companies report that establishing effective content marketing is one of their most important organizational initiatives, second only to measuring ROI. (IDC)
70% of marketers lack a consistent or integrated content strategy. (Altimeter)
We are at the dawn of a new type of website and a new way of doing business: one that relies on serving the right content, at the right time, to the right person.The future of American industry, both businesses and non-‐profits, depends on implementing effective content strategies. While so many are struggling to find the answers they seek, our nation’s candidates are silent on this subject.Therefore, LevelTen has decided to hit the road to help ensure a better digital America. During the campaign season we will be crisscrossing this great country of ours, giving real people real solutions.
We'd like you to be a part of this amazing journey.
MARKETING IS MORE COMPLEXB2B marketers use an average of 13 content marketing tactics. (TopRankBlog) • Stylish, responsive website design
• User-‐friendly content management• Blogging• Rich media integration• Webforms• Landing pages• Calls-‐to-‐action
• Marketing automation• Content personalization• SEO• Social media• In-‐depth analytics• …and the list goes on.
Effective content marketing strategies require an extensive array of tools and tactics:
With so many moving parts, its no wonder so many organizations either don’t know how to get started or have significant gaps in their strategies.
OUR 4 POINT PLANOnly 30% of B2B marketers say their organizations are effective at content marketing, down 38% from last year. (CMI)
1. Tools To Own Your Own DestinyBased on the demands of leading websites, dozens of open source Drupal modules have been developed to facilitate state-‐of-‐the-‐art internet marketing strategies. We have even integrated the best marketing and analytics modules into a Drupal distribution, creating a comprehensive, easy-‐to-‐get-‐started content management and marketing system.2. A Real Plan For Real SuccessRealizing that organizations need more than just tools, we have developed a set of execution methodologies to help organizations jump-‐start their content strategies now and build for the future.3. Training For the Demands of Tomorrow’s WebsitesTo help everyone get the most out of this advanced toolset and execution framework, we have developed a complete on-‐demand training course. In less than 8 hours anyone can learn all the essentials to implement a state-‐of-‐the-‐art digital marketing campaigns.4. Take It To The StreetsEverybody who wants to succeed online should be given that opportunity. So we are going out and spreading the word, person to person.
TAKING IT TO THE STREETSIn-person events have been rated the most effective marketing tactic by CMOs for six years straight. (CMI)
The ROW Roadshow3 months, 20+ cities, and 1 big RV
LevelTen will spend the 2016 campaign season driving across this great country of ours, putting on seminars and presentations to spread the word. (schedule subject to change)
• Half-‐day seminars in 1 to 2 cities a week• 3 hours of live seminars, demos, and website evaluations• Video recordings posted online
• Weekly office hour broadcasts from the road• Live streaming 1 hour per week, answering audience questions and demonstrating
techniques• Live streaming• Edited video how-‐tos posted online
BUILDING ON A STRONG TRADITIONIn 2014-‐15, LevelTen did a regional seminar series, visiting Austin, Dallas, Houston, and San Antonio. The response from these seminars was very positive, so the ROW Roadshow builds on the prior format, refined based on feedback.
38% OWNERS/MANAGERS/C-‐LEVEL
39% FEMALE61% MALE
35% MARKETERS 27% WEB DEVELOPERS/IT
82 Attendees4.8
This presentation was informative and helpful
4.8If given the opportunity, I would like to hear more from this speaker
4.9I would recommend this presentation to a colleague
4.6This presentation will inform website changes in the future
Ratings(out of 5)
DEMOCRACY AT WORKThe Right Content at the Right Time
LevelTen conducted a survey, asking what topics potential attendees would be most interested in.
The leading topic, chosen by 55% of respondents, was Content Strategy: How to deliver the right content, to the right people, at the right time.
This is the central theme of the ROW Roadshow.
76% of B2C marketers report using content marketing, yet only 37% say their strategy is effective. (CMI)
51% of business owners report that content management is “very important” or “absolutely critical” to creating a cohesive customer journey. (Salesforce)
20+ CITIES IN 3 MONTHS• DENVER, CO• KANSAS CITY, KS• DES MOINES, IA• MINNEAPOLIS, MN• CHICAGO, IL• ST. LOUIS, MO• INDIANAPOLIS, IN• COLUMBUS, OH• PITTSBURG, PA• PHILIDELPHIA, PA• NEW YORK, NY• BALTIMORE, MD
• WASHINGTON, DC• VIRGINIA BEACH, VA• RALEIGH, NC• COLUMBIA, SC• ATLANTA, GA• JACKSONVILLE, FL• ORLANDO, FL• MIAMI, FL• TAMPA BAY, FL• MOBILE, AL• NEW ORLEANS, LA• HOUSTON, TX
* Tentative schedule: will be adjusted to align with DrupalCamps, meetups, and registrations
ABOUT THE PRESENTERTom McCracken is a leading expert in Results Oriented Websites. He has one of the industry's deepest and most diverse backgrounds, ranging across web development, UX, marketing, content strategy, and project management.
Over the past 20 years, Tom has consulted on over 200 digital projects for companies such as AT&T, U.S. Bank Corp, Abbott Labs, Pratt & Whitney, ADP, E*TRADE, NEC, Nationwide Insurance, Simon & Schuster, and Tektronics, along with numerous small and mid-‐sized organizations.His passion is helping organizations to move beyond their typical websites into Results Oriented Web presences that drive lasting business value.
Fast Facts:• Built first website in 1996• Founded LevelTen Interactive in 1999 to create
Results Oriented Websites• Has been programming for 30+ years in 20+ languages• Authored dozens of open source projects, modules,
and plugins, primarily focused on content strategy, marketing and UX�
• Created an Ad Age Top 100 blog with more than a million visitors
• Certified Scrum Product Owner• Presented at 100+ seminars & conferences on a wide
range of digital topics• Professionally trained hundreds of developers,
marketers, and content strategists• Chaired multiple user & meetup groups including the
Dallas Drupal User Group, the Results Oriented Web Meetup, and the Dallas Search Engine Marketing Association.
• Engineering degree from Johns Hopkins University
PROMOTION
AVG. MONTHLYPAGE VIEWS
AVG. MONTHLYUNIQUE VISITORS
EMAIL NEWSLETTERSUBSCRIBERS
20K 13k 14kLEVELTEN INTERACTIVE
How are we going to get the word out about the ROW Roadshow?• Intensive Content Marketing: emails, blog posts, video teasers• Networking With Local User Groups: Drupal, HubSpot HUGs, Meetups,
LinkedIn Groups, etc.• Social Media: Twitter, Facebook, LinkedIn• Online Ads: PPC, Facebook, Twitter• Sponsor Co-‐Promotion: that's you!
FUNDING THE CAMPAIGNLevelTen:• Presenter• Road support staff• Marketing, logistics and production staff• Campaign bus• Tow vehicle• AV equipment• Meals
Sponsor Help:Travel Expenses
• Gas – $3000 ($1000/mo)• Lodging – $4500 ($1500/mo)• Incidentals, maintenance & repairs -‐ $2500
Seminar/Venue expenses• Venue rental – $2000 ($100/event)• Food, coffee & refreshments – $8000 ($400/event)
Promotional Expenses• Advertising/Media buy (PPC, Facebook, etc) –
$12,000Other
• Bus wrap -‐ $7000• Signage printing -‐ $2000
SPONSORSHIP OPPORTUNITIESIn-‐kind(unlimited)
• In-‐kind sponsors provide help & resources with promotion, give-‐aways, etc.
• Logo at bottom of sponsor display• Optional logo on video credits• Listed on sponsor page of ROW
website
Primary(1 sponsor)
• $12,000 ($4000/mo) • Funds travel expenses
• Prominent logo on sponsor display
• Prominent thank you at beginning and end of seminars
• Sponsor materials distributed at seminars
• Prominent logo on video credits
• Listed on all pages of ROW website
Major(unlimited)
• $4,500 ($1,500/mo) • Funds promotional media buys
• Logo on sponsor display• Mentions at beginning and end of
seminars• Sponsor materials distributed at
seminars• Logo on video credits• Listed on all pages of ROW
website
Venue(1 sponsor per venue)
• $500-‐$1000 per venue (depending on attendance)
• Funds venue rental & refreshments
• Logo provided by sponsor on sponsor display
• Mentions at beginning and end of seminars
• Sponsor materials distributed at seminars
• Listed on events page of ROW website
Also available: unlimited Get-‐The-‐Word-‐Out sponsorships ($ 100 donations added to budget for promotional media buys)