Inspiring businesses to build their future

A Comprehensive Marketing and Consultancy Firm

STRATEGY APPROACH

1. DISCOVERY SESSION 2. STAKEHOLDER INTERVIEWS 3. DATA ACQUISITION AND ANALYSIS 4. WEBSITE USAGE/PERFORMANCE ANALYSIS 5. INDUSTRY RESEARCH 6. MARKET RESEARCH 7. CURRENT MARKETING PLAN EVALUATION 8. COMMUNICATION MESSAGING 9. INITIAL MARKETING MIX10. CUSTOMER RETENTION11. ROI Trak©

1. DISCOVERY SESSION

This initial discussion involves deciphering exactly what the client wants to see in their ideal strategy.

In this meeting we set out to accomplish the following:

• Identify potential objectives the strategy should help accomplish

• Clients services, history and growth projections

• Our suggestions to improve upon those objectives

• Discuss potential barriers to the strategy accomplishing those objectives and outlining a plan to resolve

• Outline the timing for completion of the strategy

• Distribute the follow-up survey

2. STAKEHOLDER INTERVIEWS

The intention of these interviews is to gain insight into the operation of a client’s business

on the ground level which could impact the communications for a marketing director or CEO.

Typical interviewees include:

• Office managers

• Medical staff

• Sales staff

• Front desk

• Call center employees

• Administrators

• Human Resources

3. DATA ACQUISITION AND ANALYSIS

We work with the clients to attain customer data for review.

Typically this data includes:

• Customer/Patient ID

• Date of service/purchase

• Customer ZIP code

• Customer Referral source (if available)

• Revenue associated

• Associated service or product

• Previous marketing channels

• Date of marketing

• Reach and frequency

• Public relations efforts

4. WEBSITE USAGE/PERFORMANCE ANALYSIS

The web analytics tool can help inform the strategy regarding how consumers are engaged

or seek out and respond to the brand online. Typically, reporting on performance includes:

• Usage or creation of traffic segmentation, groupings of visitors by similar traits as it pertains to

how consumers find, access and engage with the client’s website

• Daily traffic

• Geographic traffic (down to city)

• Top content

• Device

• Referral traffic (organic search, paid search, direct, email, referral and social)

• Time of day

• Campaign analysis

5. INDUSTRY RESEARCH

Before analyzing the specific market, we research the client’s industry to determine their

strengths, weaknesses, opportunities and threats. This research is includes:

• Industry development to determine brand/organization positioning

• Competitor communications

• Identifying what is being done, and what is done well

• Acquire, study and organize secondary relevant research

• Align consumer behavior

• Consumer demand

• Recognize and develop persistent themes

• Analyze regional online inquires related to client’s service or product

• Digital ethnography

6. MARKET RESEARCH

To address the specific service or trade zone of the business, we analyze agreed upon areas.

Typically this research and mapping includes:

• Competitors

• Competitors vs. Customers

• Competitors vs. Population

• Customers vs. Population

• Public Assistance or Percent of Houses Under 25K

• Total Households vs. Seasonal Households

• Employed vs. Total Population

• Ethnographic data

• Major sources of employment, schools, churches, culinary, travel destinations, etc...

• Median House Income (or relevant income brackets)

• Households with Kids

7. CURRENT MARKETING PLAN EVALUATION

To gain an understanding of the impact from previous marketing efforts, we outline the current

marketing plan details. Data from the existing plan includes:

• Channels or mediums active

• Creative messaging inclusions (purposeful exlcusions)

• Incentives

• Attribution

• Conversion of all mediums to impressions via reach and frequency

8. COMMUNICATION MESSAGING

Once research has been completed and targets are defined, we outline the recommended

messaging to motivate each target to take action.

• The messaging for each target is combined with geographical groupings identified

• Each grouping is broken down by recommended marketing and advertising mediums

• Recommended incentives are combined with the mediums and messaging

9. INITIAL MARKETING MIX

The mix is intended to outline the most effective way for the client to reach the targets with

the brand messaging. The mediums can include, but is not limited to the following:

• Public relations

• Digital advertising

• Optimization for organic web search

• Print pieces

• Billboards

• Radio

• Television

• Email marketing

• Social influencer outreach

10. CUSTOMER RETENTION

For many clients, we are asked to make specific recommendations regarding the treatment

of customers post purchase. We consider this an experience for the customer, rather then a series

of communications by each channel. We continue to leverage the research done initially to

focus on generation of content that the customer sees as valuable. This content should also build

perception of the clients brand as an authority within their industry. We evaluate all of the following

as a consideration for their recommendations:

• CRM tool capabilities/recommendations for changes

• Cadence of communications/messaging focus

11. ROI TRAK©

Perhaps the most critical piece of the client’s strategy is the ability to track their success.

This requires the client has training and continuous communication and monitoring.

The process includes adhering to these steps:

• Pre-purchase surveying/after-purchase survey

• Business call/new customer tracking

• Call tracking number implementation

• Developing and tracking ad variations

• Data collection/aggregation

• Integration of media spend, reach and frequency

Inspiring businesses to build their future

A Comprehensive Marketing and Consultancy Firm

855-725-3628rebuildnation.cominfo@rebuildnation.com