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)