NEW CLIENT HANDBOOK 2015
that edge
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
NEED TO FIND YOUR COMPETITIVE EDGE?
that edge
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
CONTENTS. WHAT IS DIGITAL MARKETING?
HOW THAT EDGE MAKES DIGITAL MARKETING WORK FOR YOU
SO, WHERE TO START...
OUR A LA CARTE SERVICES
START HERE. CONNECT THERE.
COMPONENTS OF THAT EDGE’S APPROACH
OUR TEAM
FURTHER RESOURCES
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
WHAT IS DIGITAL MARKETING? Digital marketing extends far beyond the simple ability to use social media, it requires the understanding of consumer habits and motivations, the ability to synthesize analytics as well as communicate effectively with clients. Digital marketing is the promotion of products or brands via one or more form of electronic media. As opposed to traditional marketing, digital marketing uses channels and methods which enable real-time analysis of marketing campaigns, allowing for the timely ability to see and understand what is and isn’t working by monitoring what is being viewed (frequency and duration), sales conversations (visits converting to purchases) and what content does or does not work.
FINDING YOUR EDGE
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
HOW THAT EDGE MAKES DIGITAL MARKETING WORK FOR YOU. FOR YOU The digital landscape can be hard to navigate without the proper tools and skillsets. That Edge recognizes the keys to success in digital marketing and applies them to your business’ personal marketing strategy. We manage complex customer relationships across a variety of channels, participate in dynamic and meaningful customer interactions as well as utilize “big data” to successfully facilitate faster decision making. The modern marketing system is a hybrid of creativity and technology as the digital age has transformed the landscape adding new tools, techniques and strategies. Contemporary marketing strategy requires innovative campaigns that engage consumers and strong analytical skills that calibrate strategy.
yo u r e d g e
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
SO, WHERE TO START... Developing a brand in modern times means developing your online presence, creating social media accounts, building a website that is both user-friendly and embodies your business’ objectives. Without a proper background in Digital Marketing Strategy, it can be a tricky road to navigate.
ADVANCED PREMIUM PACKAGE (WEB DEVELOPMENT) ($6,000)
You have started your business and you obviously realise the importance of marketing your brand and having an online presence but, how do you make this happen? You are computer savvy and frequent the web for business and personal use but really it’s not where your expertise lie, you would rather be focusing on your growing business. Includes: Edge Starter Pack, Starter Logo, Starter Web Design, Basic Social Media set up (up to 3 platforms) and SEO Edge Pack.
OR BASIC STARTER PACKAGE ($3,000)
Includes: Edge Starter Pack, Starter Logo, Templated Web Design,
Basic Social Media set up (1 platform) and SEO Edge Pack.
BRAND INCUBATION PACKAGE ($4,300)
You have a business, have set up a website, a Facebook page, a blog - you name it - but, there lacks a strategy to your posts, your website isn’t up to par and your branding needs an update. Our Brand Incubation Package takes what you have, breaks it down, develops personalized strategies to improve your Social-Sphere and offers a website rebuild option. Includes: Edge Brand Incubation Pack, Social Media Management, Website Development Pack and SEO Edge Pack.
CAMPAIGN PACKAGE ($2,300)
You might have all of these things in check, your business is great, your marketing team is doing great but you have a campaign coming up and not enough human resources to pull it off. That Edge provides digital solutions to help you develop your online campaign strategy including marketing, graphic design, content and maintenance. Includes: Edge Campaign Pack, Social Media Management and Web Design Remodel
PARTNERSHIP PACKAGE (Starting at $2,000/Month)
Your business is going so well, you just don’t have time to maintain the upkeep required for successful digital marketing. That Edge offers a monthly partnership package specifically designed to reach your company’s needs and sustain online customer engagement. Partnership Packages are an excellent addition for our Starter Package clients wishing to maintain their online presence. Includes: Social Media Management, Content Curation and Project Management.
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OUR A LA CARTE SERVICES. EDGE STARTER PACK ($500)
Consultation, Client Content Feedback Form, Content Project Proposal (research and content curation) and Design Project Proposal (research and design development), Social Media Strategy.
EDGE CAMPAIGN PACK ($500)
Consultation, Client Content Feedback Form, Content Project Proposal (research and content curation), Design Project Proposal (research and design development), Social Media Proposal (analytics, report and strategy).
EDGE BRAND INCUBATION PACK ($500)
Consultation, Client Content Feedback Form, Content Project Proposal (research and content curation), Design Project Proposal (research and design development) and Social Media Proposal (analytics, report and strategy).
EDGE SEO PACK ($100)
Analysis of current SEO efforts and proposed strategy.
STARTER LOGO ($1,125)
Creative concept research, development, graphic design, file prep and delivery (brand identity and formatting) and project management fee.
STARTER WEBSITE DEVELOPMENT ($3,375)
Consultation, development, wireframe, website content curation, test website, final website delivery and client domain and project management fee.
WEB DESIGN REMODEL ($2,400)
Consultation, development, editing, website content curation, final website delivery and project management fee.
SOCIAL MEDIA MANAGEMENT PACK (Starting at $1,200/month)
3 posts/week on two platforms (24 posts/month), two banners/platform, monthly analytics report and project management fee.
ADWORDS CAMPAIGN Google Adwords, Facebook Adwords, Basic SEO
ASK US FOR A QUOTE
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
START HERE. CONNECT THERE. ONLINE MARKETING STRATEGY
Having a strategic online marketing plan is ideal for reaching out to online consumers, to not only tap into new customer sources, but to also stay connected with current ones. It provides a personalisation between brand and consumer, and contributes to the immediacy craved by the growing online society. As an ever-growing consumer led business, it is important to maintain and increase this growth. Our Online Marketing Strategy aims to achieve and maintain a stronger online social presence for your Business. This focus will not change the brand as it is currently established, but will help it to promote and grow within both the current online and offline community, and those surrounding it. We believe you get the most out of your online marketing when you can couple the obvious need for a great online presence with a wide online social reach, and an online presence that is a true reflection of your industry and business values. It should be our goal together to cultivate a response from your online followers that is reflective of how one feels when visiting your business or purchasing your product. An effective and analytical strategic Marketing Plan can be ‘That Edge’ you are looking for.
BALANCED SCORECARD APPROACH
From a Balanced ScoreCard Perspective the performance of your online digital marketing progress needs to be measured. From a Learning and human resource perspective the business team/ employees need to understand the social policy and commit to the Policy. From an internal business perspective the business needs to determine what the business is good at and what the business needs to promote online that aligns with the business strategy. From a customer perspective the Business needs to grow, engage and transact with your customers online. It is important to investigate and understand customers. From a financial perspective the business needs to determine what level of financial involvement the business wishes to invest online to deliver strategic initiatives.
ENGAGE WITH ONLINE CUSTOMERS AND CLIENTS
GROW AN ONLINE PRESENCE
CREATE A PROCESS FOR CUSTOMERS & CLIENTS TO TRANSACT
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
COMPONENTS OF THAT EDGE’S APPROACH. CONTENT CURATION
How content influences your company’s Return on Investment (ROI) through Search Engine Optimisation (SEO). Content marketers think strategically and are process-oriented, having goals and standard protocol in place to ensure successful content delivery. That Edge creates content for humans and optimizes content for SEO, understanding that Google prefers natural copy to overused industry buzzwords. That Edge produces tailored content for our clients and their Potential New Client/Customers (PNC) which captive and utilize the short attention span of web page visitors. Creating specialized and catchy copy and composition, we encourage better traffic quality, translating this to a greater ROI.
GRAPHIC DESIGN
The brain processes visuals 600,000 times faster than text. Striking, relevant and informative branding is essential to effectively promote your product or service to your (PNC). As apart of your graphic design package, That Edge follows the following steps to ensure that your business model is accurately portrayed through your design aesthetics.
SOCIAL-SPHERE APPROACH
The key to success in the ‘Social-Sphere’ stem from your social drivers: Meaning, Excellence, Accountability, Transparency, Opportunity and Expectations. It is simply understanding that the most effective content for your business is not going to be the same as your neighbour, nor is there a secret social media algorithm for social success. It’s about working smarter, not harder, knowing the difference between relevant and irrelevant content, accepting that being active doesn’t mean you’re being productive, grasping the notion that being a trendy brand will not guarantee your social presence will trend, being driven to be the first to know… or the second to share… even the third to engage…aware that beyond the fifth, it becomes 50% less effective…and like a crazed woman at the boxing day sales fighting for that last pair of boots slashed by 50%...you understand the value in that significant chunk of percentage, and of course, appreciating the importance of implementing a strategic plan that is seen as a living document that demands consistent adjustments based on analytics and natural changes in the ‘Social-Sphere’.
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
OUR TEAM.
ALEXANDRA CAMERON Managing Director
Marketing Guru and creative engine, Alexandra will help identify that edge you seek and path the way for your brand to start here and connect there, using insightful and competitive digital strategies.
NATALIE PASNIN Senior Graphic Designer
Creative approaches to design is what Natalie is all about as she masterminds imaginative visuals to perfectly communicate your business model.
NUPUR DATTA SEO Digital Marketing Manager
The office’s SEO genius, Nupur understands the science behind the coupling search engine optimization with customer rapport and business objectives.
JOHN CAMERON Director
MBA educated with Harvard Business School training in Strategic Planning, John balances the office’s creative energy with his sharp-witted approach to business analytics and brand longevity.
ASHLEY MAJOR Content Curation Manager
Wordsmith with a strong journalism background in arts and fashion, Ashley finds a way to turn even the dullest of topics into content gold.
NIC CAMERON Resident Photographer
Photography prodigy and endlessly talented, Nic lends his brilliant eye to capture your product or business at its best.
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
FURTHER RESOURCES. SOCIAL MEDIA REVIEW: Discover what prospects are saying about your brand, products and competitors. Our Social Media Strategy focuses on analytics to determine, reach and engage with your target audience; we can analyse your clients sentiment and understand where conversations are happening, giving you that edge to take immediate action. PHOTOGRAPHY PACKAGE: Having stock images of your business’ products, events and space is a great way to form a cohesive and thoughtful social media strategy. By having our resident photographer capture everything from your grand opening to your product That Edge uses these images as an invaluable marketing and design facet. NEGATIVE SOCIAL MEDIA CONTROL: One of the challenges with social media is the inability to control the comments, both good and bad, however the correct handling of negative situations can actually enhance your business reputation and business performance. We can help you with managing social media negativity.
STRATEGIC ALIGNMENT REVIEW
Today’s demanding business environment suggests we have a quicker time to market and shorter ROI cycle with Total Cost of Ownership (TCO). Our Strategic Alignment Review provides the tools your business requires to develop an online strategy that is robust and aligns itself with your current business objectives and initiatives, achieving synchronization both online and offline.
INCLUDES: - Strategic Perspectives Review - Performance Measurements Review - Strategic Outcomes Overview YOUR CHOICE OF: (GST NOT INCLUDED) 1 hour Workshop Consultation & Report ($450) 2 hour Workshop Expanded Report ($600)
4 Strategic Perspectives
FINANCIAL
CUSTOMER
INTERNAL BUSINESS PROCESS
GROWTH
3 Strategic Outcomes
GROW AN ONLINE PRESENCE
ENGAGE WITH ONLINE CUSTOMERS AND CLIENTS
CREATE A PROCESS FOR CUSTOMERS & CLIENTS TO TRANSACT
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015
THAT EDGE DIGITAL SOLUTIONS 2.04, 20 Convention Centre Place, South Wharf VIC 3006 P: 1300 763 723 E: info@thatedgedigitalsolutions.com W: www.thatedgedigitalsolutions.com.au
that edge
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START HERE. CONNECT THERE // NEW CLIENT HANDBOOK // July 2015