Communication 2019

Reaching Startups

Communication Strategy 2019 Framework

Objectives

Insights

● Channel Insights ● Market Insights ● Demographics & Psychographics

Strategy & Tactics ● Funnel Strategy ● Channel Tactics

Objectives

● Reach startups where they a

● Increase Raccoon’s brand c

● Support sales team with qua ● Inbound lead generation

are

credibility and visibility

ality materials

INSIG

GHTS

Channel Insights

Suggested Order of Importance:

Current Importance:

● LinkedIn

● LinkedIn

● Facebook

● Facebook

● Twitter

● Instagram

● YouTube ● Instagram

● YouTube ● Twitter

Channel Insights

Suggested Order of Importance:

Current Importance:

● LinkedIn

● LinkedIn

● Facebook

● Facebook

● Twitter

● Instagram

● YouTube ● Instagram

● YouTube ● Twitter

Channel Insights

Suggested Goals:

Current Goals:

● Brand Awareness

● Brand Awareness

● Brand Reputation

● Sales & Conversions

● Sales & Conversions

● Lead Nurturing

● Lead Nurturing

Market Insights

https://www.kauffman.org/kauffmanindex/reporting/~/media/c9831094536646528ab012dcbd1f83be.ashx

Market Insights Opportunity Share: Up Percent of new businesses started by employed founders

https://www.kauffman.org/kauffmanindex/reporting/~/media/c9831094536646528ab012dcbd1f83be.ashx

Market Insights High Failure Rates in first 4 years of existence

https://www.bls.gov/bdm/entrepreneurship/entrepreneurship.htm

Market Insights

High Failure Rates in first 4 years of

f existence

https://www.bls.gov/bdm/entrepreneurship/bdm_chart3.htm

Market Insights

● 76% of small business owners r challenges. Source

● 82% of startup funds come from financial support. Source

● Previously successful founder previously unsuccessful found and new founders have an 18%

report facing marketing

m personal or friends/family

rs have a 30% success rate, ders have a 20% success rate, % success rate. Source

Demographics Avg. Age:

42

https://www.kauffman.org/kauffmanindex/reporting/~/media/c9831094536646528ab012dcbd1f83be.ashx

Demographics Gender Majority:

Male

https://www.kauffman.org/kauffmanindex/reporting/~/media/c9831094536646528ab012dcbd1f83be.ashx https://dataviz.pitchbook.com/founders/

Demographics Race:

Decreasingly White, Inc

creasingly Latino

https://www.kauffman.org/kauffmanindex/reporting/~/media/c9831094536646528ab012dcbd1f83be.ashx

Demographics Location:

California Texas Florida Colorado

https://www.kauffman.org/kauffmanindex/reporting/~/media/b27f0b8eb4a8414295f23870538e5372.ashx

Demographics

Location: Rate of New Entrepreneu

urs by State

https://www.kauffman.org/kauffmanindex/reporting/~/media/b27f0b8eb4a8414295f23870538e5372.ashx

Demographics

Location: Rate of New Entrepreneu

urs by Metro Area

https://www.kauffman.org/kauffmanindex/reporting/~/media/b27f0b8eb4a8414295f23870538e5372.ashx

Psychographics

● 76% of founders think Diversity are taking action. Source

● 52% of SME owners find health concern, making it the biggest c

● There are 10 SME problem clus Employees, Costs, Information, Competitors, Technology, Publi

y is important, but only 10%

h insurance problems as a concern for SMEs. Source

sters. Taxes, Regulations, , Management, Finance, ic Service. Source

INNOVATOR

FOUNDE

ER

SERIAL ENTREPRENEUR

STRA

ATEGY

Strategy

H

Awareness Appeal Customer Journey

Engage Action Retention

Broad Content Publication ac startup focused media chan

Increased emotional and logical app across social media channels (pers and comp

Website and blog with content fram Raccoon as experts in our

Packages and Contact pages on the web with CRO and UX considerat

Exceptional partner communication inter

How

Big Idea

Goal

cross nnels

Educate

Reach, Views

Engage

Site Traffic, Connections

Experts

Intent, Lead Gen

bsite tions

Value

MQLs, Contact

rnally

Keep doing what we’re doing, but in the US

Long term contracts

peals sonal pany)

ming field

Strategy - Brand Funnel

Strate

Awareness

Broad Content Publication ac startup focused media chan

Customer Journey

Appeal

● Content Ghostwriting a

Engage

names of André, and Hunters to draw traffic

published under the

their social presence an

Action

Raccoon’s website.

Retention

● Comments and interactions on publish content on startup focused communities

egy

cross nnels

and

to

nd

hed

TechCrunch

Strategy - Brand Funnel Awareness Appeal Customer Journey

Engage Action Retention

Strate

Increased emotional and logical app across social media channels (pers and comp

â—? Internalized BAMF Style posts to maximize soci profile engagement â—? Blog and Case Study posts to drive

engagement to Raccoo Website

egy

peals sonal pany)

e ial

on’s

Strategy - Brand Funnel Awareness Appeal Customer Journey

Engage

● New and translated blo

and case studies poste directly to Raccoon’s website.

Strate

Website and blog with content fram Raccoon as experts in our

Action Retention

● Newsletter exists at thi stage as well.

ogs

ed

egy

ming field

is

Strategy - Brand Funnel Awareness Appeal Customer Journey

Engage Action

â—? Development and

integration of the startu focused packages into

website along with mor detailed service descriptions Strate

Packages and Contact pages on the web with CRO and UX considerat

Retention

â—? Copy and structure revi

up the

re

egy

bsite tions

ision

Strategy - Brand Funnel Awareness

Sky

Appeal Customer Journey

Engage Action Retention

Strate

Exceptional partner communication inter

ype

egy

rnally

WhatsApp

Email

Questions?

usamarketing@raccoon.ag