Make It Happen Plansbook

MAKE IT HAPPEN presented by Excolo Advertising Alyssa Eggleston, Trevor Lorance, Heather Melton, Alexis Reid, Jackson Tettenhorst

table of contents 03

Executive Summary

04 About

A. History

B. Current Positioning

C. Services Currently Offered 06 Current Market Analysis

A. Competitive Analysis (Current)

i. Direct ii. Indirect iii. Future

B. Pricing

C. Features 10

SWOT Analysis

11

Financials & Goals

12

Target Market i. B2B ii. The Decision-Maker iii. Meet John

13 Strategy, Forward-Thinking

A. Future Targeted Audience

i. Dreamers ii. Hispanics

B. The Modern Small Business

C. Online Marketing Trends

14

Strategy, New Services A. Location-Based Advertising B. Mobile-App Builder C. Website Template Design D. SMS Services

16 Mediums and Vehicles

A. Print

i. Entrepreneur Magazine ii. INC Magazine iii. People En Espanol iv. FSR Magazine v. Nation’s Restaurant News vi. New York Times

B. Print Online

i. Forbes.com

C. Radio

i. National Public Radio

D. Online

i. Google AdWords ii. YouTube iii. Bing iv. Ad Retargeting

E. Television

i. Super Bowl Commercial ii. NBC Sunday Night Football iii. CBS The Big Bang Theory iv. ABC Modern Family

D. Outdoor Advertising

19

Creative A. Online Campaign B. Print Campaign C. Outdoor Campaign D. TV Campaign

26

Identity Refresh

27

Website Refresh

28

Media Plan

31 References

executive summary Potential vs. the Fear of Failure.

No amount of marketing research can accurately portray just how much talent, creativity, and intelligence is wasted because someone is hesitant to move forward and embrace the future.

Let’s consider three groups of people: •

The visionaries, who have big dreams of starting their own business, but aren’t ready to take the leap;

•

The entrepreneurs, who are overwhelmed and doubting their ability to succeed; and

•

The underrepresented Hispanics, eager to break free from stereotypes and make an esteemed living.

As Constant Contact’s agency, Excolo knows the importance of forward-thinking.

It is definitely eye-opening for a leader in e-mail marketing to see the excitement that Google users expressed when Gmail started automatically sorting out promotional e-mails. E-mail marketing is a dying art.

So we are racing Constant Contact’s competitors to the future. Excolo has identified new services that will keep Constant Contact’s clients on top of marketing trends. Even more importantly, we have

developed a strategy that will expand Constant Contact’s customer base, generate sincere brand loyalty, and create top of mind awareness to small business owners across the nation.

Excolo’s mission is to cultivate inspiration. We immediately recognized the need to keep current entrepreneurs motivated and encouraged as they face the obstacles that every small business owner must tackle. But we’re taking it a step further. We want to inspire millions of Americans and Hispanics to stop dreaming about owning their own business, and instead take their futures into their own hands and make the dream happen.

The key to inspiring people to take a risk is to provide them with a safety net. Aspiring entrepreneurs will now know that with Constant Contact, they will have everything they need to find new clients, keep their customers, and build the business they’ve always wanted. They will have one less thing to worry about.

To whoever is reading this, whether you are a Constant Contact marketing executive, an advertising student seeking out ideas for your first plansbook, or Dr. Amy Stokes, do not let your potential go to waste.

You have your goal. Make it Happen.

3

about constant contact HISTORY Randy Parker founded Roving Software out of his attic in 1995.

His goal with Roving Software was to develop an affordable, easy-touse email marketing tool to help small businesses build successful, lasting customer relationships.

Roving Softward officially began operations in 1998, and its name was changed to Constant Contact in 2004. Since then, Constant Contact has picked up several new services in an attempt to keep up with current marketing trends.

CURRENT BRAND POSITIONING Constant Contact was the first-to-market in email marketing services, and with over half-a-million clients they remain the market leader.

Constant Contact claims to be the leader in online marketing and engagement tools. It is true that it does have a variety of online marketing tools and excellent free personalized coaching. However, on the first page of a simple Google search, one may see Constant Contact described with these terms:

“…e-mail marketing system” “In-depth email marketing service provider” “…software with a diverse selection of e-mail templates” “…Constant Contact e-mail marketing service” “…online list management service with more than 400 free templates” There is little-to-no awareness of the other services that Constant Contact provides. This must change in order to achieve Constant Contact’s ideal positioning.

4

CURRENT SERVICES E-mail Marketing

SaveLocal

Social Campaigns

Everything you need for a successful email campaign, from initial design to tracking final results

Be able to promote your business by offering deals and coupons

Help you build a solid and successful social media campaign

•

•

• • • •

Design professional-looking emails with customizable templates Grow your email list and manage contacts Extend your reach with social media integration Track your reach with email marketing metrics

EventSpot This has all the tools you will need to create a successful event.

•

•

•

Promote the event by using templates to create invitations and landing pages or easy social sharing tools Create registration forms and tickets and then have the ability to accept them and process payments if need be Track RSVP’s, attendance, and payments

• •

Send your offer to your contact list Have the ability to reward customers who share your offer Track how many people open, share, and use your offer

Boot Camp

•

•

Hands on workshops offered in your neighborhood.

• • •

Classes in Email, Social Media, and Event marketing Private training sessions Industry events provide networking venue for small business professionals

Online Survey Create an online survey to help you learn about your target market and better serve them in the future • • •

Create a survey or poll from scratch or choose from prewritten questions Easily send to email contacts or insert link on social sites Track results in real time with easy-to-read reports

Create professional looking landing page coupon or downloadable content Publish your campaign on Facebook and promote it to other social networks and existing email lists Track your social media reach with easy-to-read reports and stats that help you measure the number of new fans, email contacts, campaign visitors, conversations, and shares

SinglePlatform Attract new customers to your location with local search listing.

•

• •

Publish information about your business with search sites and social media such as Google, Foursquare, Yahoo, Yellow Pages, and Facebook Create mobile optimized websites and apps Post your digital menu on Facebook

5

competitive analysis DIRECT COMPETITION MAIL CHIMP SWOT ANALYSIS

6

STRENGTHS ¬ beautiful, user-friendly site ¬ great brand personality ¬ beautiful, easy-to-use product ¬ free for new customers ¬ Inbox Inspector feature prevents emails from being trashed ¬ can be used to manage an sms campaign

WEAKNESSES ¬ their own social media promotion could be stronger ¬ number of tools and features overwhelming at first ¬ very basic customer support (only five days a week on phone) ¬ can’t use if you purchase your email lists

OPPORTUNITIES ¬ develop social media aspect ¬ make list of features less overwhelming

THREATS ¬ MailChimp needs to be more forward-thinking (develop social media even more) ¬ not good for heavy-hitters with huge lists ¬ Constant Contact offers webinars and many learning opportunities — acts as more of a mentor

Constant Contact’s current direct competition includes other internet email marketing companies.

Their biggest competitor is Mailchimp.

EMAIL NEWSLETTERS MUST: • Be reasonably priced • Be easy to use (and learn to use) • Integrate seamlessly with your social media • Incorporate safeguards for deliverability • Have great customer support and tutorials

THE PROBLEM If Constant Contact is for small businesses, it must be free to use, and easier to use.

Constant Contact is more difficult for the beginner, and if the email newsletters we’ve been receiving are any indicator… rather then helping businesses to appear professional, they tend to do the opposite.

FUTURE COMPETITION Once we shift our brand position from an e-mail marketing company to a full service online marketing resource, we will have to deal with new direct competitors.

Our biggest will likely be Trumpia: All-in-One Marketing

INDIRECT COMPETITION

TRUMPIA SWOT ANALYSIS

Indirect competitors would include any organization that provides event planning, social media strategy, online coupons, surveys, and/or single-platform applications. This could include: •

Full-service advertising agencies and marketing firms, such as Barkley in Kansas City

•

Event planning or public relations firms, such as BRB Event Management or the Hauser Group

•

Digital agencies that specialize in social media, such as Blitz

•

Business consulting firms, such as Eagle Eye Business Solutions LLC

STRENTHS • Offers a Quick SMS feature that allows you to set up and send a message very quickly.

• Great customer service

• Very professional, easy to use

OPPORTUNITIES

• Growing use of mobile devices and ability of users to efficiently use them.

• A trend that still hasn’t fully caught it’s wind yet in popularity and prominence in marketing.

WEAKNESSES • The layout of the interfaces is very cluttered by the amount of features offered • Higher end cost compared to competitors. ($50 lowest price plan) compared to $24-30 • Hidden costs • No refund available for customers

THREATS • Direct competitors gaining relevance in SMS marketing.

• People are getting very tired of receiving promotional texts that are not currently beneficial to them.

7

competitive analysis PRICING FREE PLAN CONSTANT UP TO 100 CONTACT SUBSCRIBERS

100

LOWEST PRICE

UP TO

UP TO

UP TO

SUBSCRIBERS

SUBSCRIBERS

2,500

5,000

25,000

SUBSCRIBERS

FREE TRIAL

$15

$30

$50

$150

60 DAYS

ICONTACT

UP TO SUBSCRIBERS

$14

$29

$47

call

30 DAYS

VERTICAL RESPONSE

NO

$8.50

$28

$46

$150

500 CREDITS

CAMPAIGNER

NO

$10

$25

$40

$55

30 DAYS

aweber

NO

$19

$29

$49

$149

30 DAYS

$10

$30

$50

$150

FREE ACCOUNT

$50

NOT OFFERED

$50

$133

30 DAYS

MAIL UP TO 2,000 CHIMP SUBSCRIBERS

8

TRUMPIA

NO

competitive analysis GOOGLE ANALYTICS INTEGRATION

FEATURES

TEMPLATE SELECTION

SOCIAL MEDIA MARKETING

CONSTANT CONTACT

400+

FREE UP TO 100 FANS

NO

$15/MO. for up to 5,000 responses

NO

ICONTACT

HUNDREDS

INCLUDED

YES

INCLUDED

YES

VERTICAL RESPONSE

HUNDREDS

INCLUDED

YES

starts at $13.50/MO.

YES

CAMPAIGNER

500+

INCLUDED

NO

NO

YES

AWEBER

150+

NO

YES

NO

YES

HUNDREDS

INCLUDED

YES

YES

YES

MAIL CHIMP

SURVEYS

LIST SEGMENTATION

9

constant contact swot analysis STRENTHS • First to market • Established clientele • Strong social media marketing • Sincere commitment to each client • High brand equity

OPPORTUNITIES • Target Visionaries and Hispanic market • Offer new services to get ahead with future trends • Market the variety of services • Highlight personal counselors

10

WEAKNESSES • Services beyond email marketing are not featured well • High introductory cost • Website is not as userfriendly as competitors’ (though it is getting better) • Difficult to find contact information

THREATS • Our direct competitors providing free services • Email inboxes are now sorting promotional emails into separate in-box folders • Social media is ultimately free to use • Event Spot is a free service that could oust our event promotions program

financials & goals Constant Contact (CTCT) has grown considerably from its revenue in 2008 of $87.27 million to 2012’s revenue of $252.15 million.

However, the growth rate has had a steady decline over the last 3 years., averaging a -10.1% decline.

FIG. 1

As you can see from Fig. 1, Constant Contact is still a growing company but the growth is starting to plateau. A regular business heuristic is if there is no growth, there is no future. This decline in growth makes it apparent that new customers are necessary. If CTCT pursues these new markets of “Dreamers” and “Hispanic Small Business Owners” (see Strategy, page 13), it is beyond feasible to halt this decline in percentage growth.

40

With $252.15 million in revenue with close to 500,000 customers, it is a roughly an average of $525 spent per customer per year. There are over 2.2 million Hispanic owned firms in the United States. If we could gain 12% of that market, that would give Constant Contact 264,000 new customers. Revenues could potentially increase by $138.6 million.

Goals need to be realistic yet challenging. With the implementation of this advertising campaign we can achieve a 20% growth from the previous year, putting revenues at $302.58 million for the next fiscal year.

250 200

30

150 20

100

10

50

2008

2008 2009 2010 2011 2012

2009

2010

0% 47.89% 47.89% 23.07% 7.60%

87,270,000 129,060,000 129,060,000 214,420,000 87,270,000

2011

2012

11

target market b2b

the decision-maker

Constant Contact targets small businesses and non-profit organizations. It could be a great resource for any business that chooses not to have a large advertising budget. This decision could be due to lack of available funds or they simply do not require extensive traditional advertising. For example:

Though Constant Contact is a B2B marketer, we cannot forget that it is an actual person that we are trying to influence with our advertising campaign. Small business owners share some common psychographics. By nature they are independent, proud, ambitious, and they embrace risk. Once they become an entrepreneur, they share similar emotions. The underlying emotion for nearly all small business owners is fear. Everything is on the line and they are consistently afraid of failure. This often leads to a need for control over all of the business’s operations, even in the departments in which they have very little experience or knowledge. Fully entrusting tasks such as marketing to someone else does not come easily to the small business owner.

They become time-starved, overwhelmed, and periodically feel hopeless in their endeavors.

• • • • • • •

12

Small retail stores Restaurants Gyms/fitness centers Small town political campaigns Public/private schools Manufacturing businesses Specialty/gourmet food companies

Meet John…

John is a 45 year-old male. He has been married to for 22 years and has four children. He is intelligent and creative, but did not obtain a college education.

After serving in the Navy, John obtained work in landscaping. His work ethic, attention to detail, and passion for nature’s beauty helped him excel. He built a reputation as the best Landscape Designer in Southern Missouri.

At the age of 40, John decided it was time to take a risk. He started up his own landscaping company: Spirit of Nature. The first few years went well because the clients he worked for over the last 18 years followed him. However, obtaining new clients soon became crucial to the longevity of this business.

This is when John fully accepted that it takes more than being a great landscaper to run a successful landscaping company. He realized how little he really knows about marketing and other business tools.

John became discouraged and started to doubt that he would be one of the few small-business owners to survive the first 7 years of operation.

strategy

FUTURE TARGETED AUDIENCE dreamers These are the aspiring Entrepreneurs, the men and women that have a great idea, but have yet to take the leap. Constant Contact has the ability to facilitate a beginning for many of these new business ideas. We want to reach out to those people who have an idea, inspire them, and and give them the confidence and tools necessary to “Make it Happen.”

hispanics The second segment we would like to add to our target market is the Hispanic small business owners. According to the United States Hispanic Chamber of Commerce, from 2002-2007 there was an 8.72% increase in Hispanic owned firms from 1.57 million to 2.26 million. The projected number of Hispanic owned firms for 2013 is 3.16 million, over double that of 2002. We would hold a large share of voice in the Hispanic community, because currently our competitors do not openly extend an invitation to the Hispanic community. If we want to have major growth and increase in shareholder equity, reaching out to the Hispanic small businesses owners would be very wise .

FORWARD-THINKING THE MODERN SMALL BUSINESS The face of the entrepreneur is evolving from the middle-aged, white, college-educated male to include immigrants, women, baby boomers, and millennials. One-person operations make up 70% of small businesses, adding up to $887 billion in annual sales. They can operate at a lower cost, giving them more flexibility than the larger companies they compete with. These companies tend to outsource many of their functions so they can focus on their main objective.

ONLINE MARKETING TRENDS Due to the clutter of modern advertising, it is becoming increasingly important to make content easy and quickly digestible. Simplicity is key, yet consumers prefer messages and brands that have depth and meaning. Infographics, which combine images with minimal amounts of text, have become increasingly popular.

87% of connected device sales by 2017 will be tablets and smartphones. Mobile-friendly content is imperative.

Ad retargeting is anticipated to become more mainstream in 2014.

This cookie-based technology uses a code to follow visitors after they leave the website. It enables you to only show ads to people who have previously visited your site. Only 2% of traffic converts on a potential customer’s first visit to a website. Ad retargeting allows a business to virtually “follow up” with the consumer, increase saliency, create a sense of familiarity with the brand, and eventually turn that trust into motivation to make the purchase.

Search engine optimization or PPC/Paid Search is becoming an important way to reach customers. Over 75% of website traffic is generated from organic search and 85% of people trust search engines to meet their primary business needs. This can also be used with mobile technology.

The use of social media will continue to rise for both B2C and B2B organizations. It offers a realistic way to build rapport and maintain a loyal following. Various social media platforms also provide opportunities for efficient image-based ads.

13

strategy NEW SERVICES

Location-Based Advertising This is a new form of advertising that integrates mobile advertising with location-based services.

The technology is used to pinpoint consumers' location and provide location-specific advertisements on their mobile devices. There are 2 types of this location-based service: push and pull.

For pushed-based LBA, users must opt-into the company’s LBA program; this would most likely be done via the seller's website or at the store. Then users would be requested to provide their personal information, such as mobile phone number, first name, and other related information. After the data are all submitted, the company would then send a text message requesting users to confirm the LBA subscription. Once these steps have been completed, the company can now use location based technology to provide their customers with geographically based offers and incentives

14

Using the LBA pull approach, users can directly search for information by entering certain key words. The users look for specific information and not the other way around. For example, a traveler visiting New York could use a local search application such as WHERE on her device to find the nearest local Chinese restaurant in Manhattan. After she selects one of the restaurants, a map is provided as well as an offer for a free appetizer good for the next hour.

Suggested Partner Company:

Sense Networks Inc. Sense Networks, Inc. provides location data analytics and information solutions.

In 2009, Sense was named one of "The 25 Most Intriguing Startups in the World" by Bloomberg Businessweek and was called "The Next Google" on the cover of Newsweek. Their services include: •

AdMatch, a platform that serves local advertisements based on real-time location, behavioral profiles, and predictive analytics.

•

AudienceSense, which organizes applications' users into audiences that advertisers fight over

•

Click-to-Visit Analytics, a measurement tool that measures the effectiveness of mobile advertising campaigns for brands and marketers.

•

MacroSense technology platform that transforms raw location data into actionable intelligence.

•

The company also provides a Retail Retargeting solution that allows retailers to identify shoppers who have been to their store and retarget them with timely and relevant mobile ads to drive customer loyalty. It also provides a real-time bidding platform for buying mobile impressions on ad exchanges.

Mobile-App Builder

website template design

sms services

We are incorporating a mobile app partnership to hop on the growing trend for mobile usage and to give our customers assistance in starting and maintaining their business.

For those of us who are not well-versed in HTML, designing a website can be a daunting task. Many entrepreneurs choose to just go without. So we are adding a premiere website builder to our list of services.

We are adding SMS Marketing to our services as this is the fastest growing marketing tactic, and one that our company looks at to possibly replace our lost market share from the decline of email marketing.

Suggested Partner Company:

Suggested Partner Company:

Mobile by Conduit

SquareSpace

Suggested Partner Company:

Mobile by Conduit is a very user-friendly, quick to build, and overall visually pleasing site for mobile apps. They are also relatively cheap compared to other app building sites and a lot simpler for users to understand.

Mobile makes it very easy to build the clients' apps using their current website or Facebook to transfer already existing information. Users may then add a lot of content at their leisure.

SquareSpace is by far the most efficient, effective, and affordable web-site builder on the market. They are a very professional company that provides the users with many different templates to build from. They are one of the few sites that incorporate a mobile website in their packages, giving our users access to the growing mobile-user market.

Not only is SlickText easy to get started with, but they also provide excellent customer support and experience in the field of text/ SMS marketing. They are a relatively affordable service that we will look to form an alliance with to boost both company’s services and market share.

Custom App Features: • • • • •

Make Money: E-Commerce, Table Reservations, Coupons Content Sharing App Management User Engagement Promotions

Squarespace provides users with over 30 website templates . From there, the user has access to free website domain names to launch their sites.

Pricing: $8 a month for standard package, $16 a month for unlimited, and $24 a month for business (includes online shopping cart)

SlickText

Users can buy keywords (5-digit numbers) that are unique to their business. Companies can provide their clientele with that number so they can be added to their SMS marketing lists. Then the company can send these targeted clients special offers, coupons, and important news at their leisure.

Pricing: Free package, as low as $29 a month for their Basic Package (500 texts) and between $49-$139 for their larger packages

Pricing: Free for basic package and only $33 a month for unlimited everything.

15

mediums & vehicles PRINT Entrepreneur Magazine

INC. Magazine

People En Espanol

FSR Magazine

This magazine is an innovative publication read by millions of business owners. MRI data told us that Entrepreneur would be perfect for targeting the aspiring business owners as well.

This magazine is designed for the growing company and provides advice and real business solutions. This magazine will attract our existing customer base as well as the entrepreneur seeking business knowledge.

This magazine will be a great resource to reach the Hispanic portion of our target market. It’s the most trusted voice in Hispanic culture, covering celebrities and influential people. People En Espanol has the highest circulation of any Hispanic American magazine.

FSR is a trade publication that appeals to the owners, executives, and chefs in the full service restaurant industry. This is a great example of a sector that should utilize Constant Contacts services.

Audience | 2,640,000 Subscriptions | 95% Newsstand | 5% Male readers | 55% Female readers | 45% Average age | 45 Average HHI | 249,160 Business Owners/ Partners | 69.9% Decision Makers | 55.2% Average minutes read | 62 Impressions | 4.28 people p/ issue

16

Total audience | 1.4 million Average age | 41.5 Male readers | 79% Female | 21% Top management | 31.9% Owner/partner | 29.7% Decision maker | 53.7%

Total audience | 6,605 Male readers | 36% Female readers | 65% Average age | 37% Home owners | 44% Average HHI | $38,242 HHI $50,000+ | 35% College | 35%

Investor/owners | 67% Executive-level leadership | 84% Independent restaurant operators | 58%

PRINT

PRINT online

radio

Nation’s Restaurant News

New York Times

Forbes.com

National Public Radio

This is a publication that delivers news stories relevant to the restaurant industry and attracts a good portion of our small business owners.

This is an influential newspaper read across the country by millions of people. We will be able to reach a large portion of our target market through this media vehicle.

This website reaches a large variety of business professionals ranging from top CEO’s to the aspiring entrepreneur. Forbes online will help keep top of mind awareness, especially to those dealing with the corporate investing side of Constant Contact.

26 million listeners tune into the programs from NPR nationwide.

Their audience consists of wellinformed, publicly involved, socially aware, highly educated individuals from all over the spectrum. We chose to take the route of paying for our name to be mentioned during popular talk radio shows because it comes across as more genuine to the customer verses a scripted commercial.

Total circulation | 61,021 Audited pass-along | 174,961 Work in commercial food service operations | 90% Company officers or operations management | 81% Average minutes spent reading | 49

Affluent audience | 2,326,000 Average HHI | $154,460 Average age | 54 Male readers | 60% Female readers | 40% Graduated college | 80% Professional/managerial | 64% Top management | 19%

Total audience | 5,079,000 Male readers | 69.5% Women readers | 30.5% Average age | 45.6 Top management | 15% Decision makers | 27.8% HHI income 100k+ | 42.2%

television Super Bowl Commercial The 2012 Super Bowl broke the record of most watched television program in the US with 111.3 million viewers. NFL has worked to broaden its audience by appealing to women and Hispanics.

Creating the right commercial for an event of this magnitude could do wonders for Constant Contact's reputation and, ultimately, their numbers.

NBC Sunday Night Football

CBS The Big Bang Theory

ABC Modern Family

According to Nielsen.com, Sunday night football is ranked #1 on the ratings with 21.5 million viewers.

It’s on during primetime at 7pm on Sunday with the average audience age range from 18 to 54.

This show is rated #3 and is on Thursdays at 8 during primetime TV. It attracts an audience that ranges from 19 to 49 and on average is viewed by 18.6 million people.

This show is watched by an average of 12.3 million viewers between the ages of 18-49 and is on Wednesday at 9pm. It also won a Primetime Emmy Award for an outstanding comedy series.

17

online Google AdWords

YouTube

Bing

Ad Retargeting

Google AdWords will help to reach the customers when they Google terms relating to Constant Contact's services. Our target words include:

On average 174,046,000 people from a multitude of ages and backgrounds watch videos on youtube.com monthly. Pairing Constant Contact with video searches related to business will be a great match for our target audience.

Bing is a search engine that will also be beneficial because it tends to have an older audience in the range of 35+ with a strong US focus. Similar keywords will be used as in Google but with a much lower CPM. Our keywords include:

As listed in our future trends, this is a method that will continue to grow into the future.

Being able to track the those who visit the Constant Contact website and then continue to market to them as they search the web will increase the overall conversion rate by reminding the customer of the product they just viewed.

• • • • •

Constant Contact, small business, starting a business, online marketing, small business marketing

With this combination, anyone from the existing small business owner to the person in the first stages of planning their business will be targeted.

outdoor For our outdoor advertising we chose to use bus advertisements and billboards in cities with high populations and recorded rates of entrepreneurship.

These cities include: Los Angeles, New York, Seattle, Boston, and Dallas. We plan to use some of our buses and billboards to reach our future Hispanic entrepreneurs by placing them in predominantly Hispanic neighborhoods. We will also be able to target out future and current business owners as well.

18

• • • • •

Constant Contact small business starting a business online marketing small business marketing

THE MESSAGE: Constant Contact has everything you need to make the right customer connections.

So breathe in, breathe out, and build the business you have always wanted.

Make it happen.

online campaign Banner ads will run all year across the web using Re-Targeter. Ads will be placed in people's online screens based on related terms online they've searched for. Other online placements include Inc. online welcome ads, and Forbes.com takeover ads, where the ad is placed everywhere site-wide for an entire day.

Banner ads will move through several screens, breaking the message into several pieces (see print campaign), in order to provide a be more eye-catching, and deliver a richer message.

creative Constant Contact aims to inspire. We are a business for small businesses, and we are there to help people achieve everything they've always wanted to achieve.

Clients keep business doors open, and we want to help keep those doors open by helping people find and keep their clients.

In this campaign we aim to inspire all the people out there who've been dreaming of starting their own business, but just need a nudge to take the leap. We're speaking to the people who are overwhelmed at the thought of starting a business. We're speaking to the people who don't think they have the resources or the know-how they need. We're speaking to the selfstarters who are driven, and just need to go ahead and make it happen. We have everything they need to find customers, keep customers, and build the business they've always wanted.

But we are also speaking words of encouragement to people who have already taken the leap and started their business, but are still working towards their dream. Business may be plateauing, or they may be overwhelmed trying to balance it all, but Constant Contact is here for them to keep their shop doors open.

19

print campaign

20

Owning business is overwhelming - in this campaign we use visual metaphor to compare it to other overwhelming things in life, and relate to multiple audiences - those who are still thinking about starting a business, those who are working hard to keep their business going, and those who may see their business plateauing, and need to find new customers.

Ads will run full bleed on the right side of magazines.

Other print sizes include 1/3 page ads, 1/2 page ads, and newspaper ads

21

outdoor campaign For our outdoor ads, we've taken our message, and simplified it, distilling it to its simplest form. When people hear "Constant Contact," we want them to think "Make it happen."

We've combined our message, our logo, and images of small business owners who have made their dream happen. Even if you only look at the image for 2 seconds, you get the message.

Constant Contact.

Make it happen.

22

23

TV campaign This 90 second commercial highlights the real-life things that hold entrepreneurs back from achieving their goals, and aims to inspire those who have yet to take the leap and start their business. It brings in both the visual metaphor from the print campaign and the real entrepreneurs from the outdoor campaign. This commercial gives voice to actual entrepreneurs who have made it happen, and aims to be the catalyst for those who just need a nudge from Constant Contact.

How much potential is wasted due to fear of failure?

DF1: I am an entrepreneur...Well, I’m going to be… someday DH1: I want to own my own business DM1: To be my own boss DF2: To start a non-profit DH2: I want to give my children the life that I never had and to teach them that it’s ok to dream and expect more for yourself

Shortened 30-second versions will run on major networks throughout the year (see media plan), as well as on YouTube.

CAST KEY

24

DF1: Dreamer Female 1 DH1: Dreamer Hispanic 1 DM1: Dreamer Male 1 DF2: Dreamer Female 2 DH2: Dreamer Hispanic 2 EF1: Entrepreneur Female 1 EF2: Entrepreneur Female 2 EH: Entrepreneur Hispanic EM1: Entrepreneur Male 1 EM2: Entrepreneur Male 1

EF1: It’s definitely had its ups and downs.

There have been times when I started to doubt if I would be able to pull this off

EH1: It helped a lot once I accepted that I don’t have to do this alone and it’s ok to ask for help

You’re not alone.

Every successful entrepreneur has these doubts and fears.

Don't let them stop you.

EF1: Finally, I just did it!

EH1: It took 5 years of planning and gathering the courage, but I realized that it’s never going to be the right time. It’s my job to jump in and make it happen.

DM1: But to be honest, I’m scared DF1: It just never feels like the right time DF2: Sure, I’m a great cook, but I don’t know much about actually running a business DM1: Marketing, accounting, sales… definitely not my area of expertise

MAKE IT HAPPEN.

EM1: You can live your life being scared, or you can embrace the fact that nothing great has ever happened without a little bit of risk and a big leap of faith

EF1: Now, I own my own restaurant EH: my own bakery EM2: my own law firm EM1: I have been granted 3 patents EF2: My non-profit is saving lives across the country EF1: I am living the American dream EM2: the American dream EH: El sueno Americano

25

identity refresh We kept the logo the same essentially, but freshened it by updating the typeface and narrowing the color palette for a more straightforward, clean look.

original logo

horizonal logo

stacked logo

reversed logo 26

C 77 M 10 Y 33 K0 C 90 M 42 Y 46 K 15

website refresh ONE-STOP ONLINE MARKETING SHOP Constant Contact's current website is very impersonal, and appears dated. We wanted to revamp and rebrand it as a One Stop Online Marketing Shop. It's set up like a store, with shelves containing the different products offered. The current site doesn't showcase the variety of products offered at all.

We wanted to concretize these intangible products into tangible things that you could purchase in a warmer, store-like atmosphere.

original site

27

28

JANUARY – APRIL

media plan

29

MAY – AUGUST

media plan

media plan SEPTEMBER – DECEMBER

30

references •

Digital Rates/Specs http://www.forbesmedia.com/digital-rates-specs

• • •

•

Banner Advertising http://www.homebusinessmag.com/banner-ads

Mobile by Conduit http://campaigns.conduit.com/mobile/make_business_app/5?srl=1036612&keyword=app+ builder&ad_type=D19_8_1D&gclid=CJPHrLXv0LoCFS8S7AodHRoA9Q

•

10 Hot Cities for Entrepreneurs http://www.forbes.com/sites/patrickhull/2013/09/17/10-hot-cities-for-entrepreneurs/

Simply Cast http://www.simplycast.com/

•

Bus Advertising http://www.psta.net/busadvertising.php

SMS Review http://sms-polling-services-review.toptenreviews.com/

•

Visual Microsharing Platforms Next Big Thing in Social Media Marketing https://socialmediatoday.com/jdemers/1344646/visual-micro-sharing-platforms-nextbig-thing-social-media-marketing

•

Constant Contact Small Business Week Commercial http://www.youtube.com/watch?v=PId4zXD-aDM

•

Constant Contact Ads http://www.moat.com/ads/Constant_Contact_ads

•

Constant Contact, Inc. http://www.vault.com/company-profiles/computer-software/constant-contact,-inc.aspx

•

Constant Contact http://m.crunchbase.com/company/constant-contact

•

Constant Contact a Radio Success Story http://radio2020.wordpress.com/2010/02/15/constant-contact-a-radio-success-story/

•

Top 7 Online Marketing Trends that will Dominate 2014 http://www.forbes.com/sites/jaysondemers/2013/09/17/the-top-7-online-marketingtrends-that-will-dominate-2014/

•

5 Magazines for Your Small Business http://www.getbusymedia.com/5-magazines-for-your-small-business/

•

E-mail Marketing Service Review http://email-marketing-service-review.toptenreviews.com/

•

Trumpia.com http://trumpia.com/?promocode=GEMAIL0022&gclid=CMT4xsqc97kCFSJqMgodTBoAgw

•

Small Business Spending More on Online Advertising http://smallbusiness.aol.com/2011/03/29/small-businesses-spending-more-on-onlineadvertising/

•

Retargeter Pricing http://www.retargeter.com/pricing

•

Small Business Pulse Preliminary Results http://img.constantcontact.com/docs/pdf/Small_Business_Pulse_Preliminary_Results.pdf

•

A Snapshot of Constant Contact’s Business http://www.trefis.com/stock/ctct/articles/188205/a-snapshot-of-of-constant-contactsbusiness/2013-06-04

•

Digital Subscribers Buy Newspaper Circulation http://www.nytimes.com/2013/05/01/business/media/digital-subscribers-buoy-newspaper-circulation.html?_r=0

•

Free Standing Inserts and Targeted Marketing Products http://www.facebook.com/l.php?u=http%3A%2F%2Fnytmarketing.whsites.net%2Fmediak it%2Fuploads%2Frates%2F12-2333_2013_FSI_RateC_IH2_opt.pdf&h=JAQFdG5XF

•

Primetime Network TV Season http://www.oceanmediainc.com/media-agency-blog/30-ad-rates-2012-2013-primetimenetwork-tv-season/

•

What does public radio sponsorship cost http://ask.metafilter.com/69881/What-does-public-radio-sponsorship-cost

•

Location-Based Marketing http://www.protexting.com/location-based-marketing.html?gclid=CMLkh4D50LoCFSlo 7Aod0VwAlA

•

Highly interactive mobile marketing http://player.vimeo.com/video/46604717

•

What is location based marketing? http://www.youtube.com/watch?v=FizN5m-Vh8A

•

Squarespace pricing http://www.squarespace.com/pricing/

•

Advertising Agency’s Use of Social Media http://tiger-fish.com/blog/advertising-agency’s-use-social-media

•

Slicktext http://www.slicktext.com/

•

•

Shopify http://www.shopify.com/

Businesses that Use Email Marketing and Social Media Achieve Higher Email Open Rates http://www.verticalresponse.com/about/press/businesses-that-use-email-marketingand-social-media-achieve-higher-email-open-rates

•

SMS Inc. http://www.sms-inc.com/

•

Mail Chimp Vs. Constant Contact: Which is Better for Small Business? http://www.cloutsmiths.com/2011/mail-chimp-vs-constant-contact/

31