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:
● YouTube ● Instagram
● YouTube ● Twitter
Channel Insights
Suggested Order of Importance:
Current Importance:
● 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
Questions?
usamarketing@raccoon.ag