Marketing Strategy Plan 2018 Presented by: Estie van Heerden Tinfish Creative Solutions 23/11/2017
Š2017 Tinfish Creative Solutions. All rights and content reserved
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Background - Tinfish & GTMI Relationship overview
Tinfish Creative Solutions entered into a retainer service agreement with Gauteng Tooling Initiative NPC in November 2017. Tinfish Creative Solutions director, Estie van Heerden, had previous experience working on the GTI account through Marketing Fanatics as a consulting Strategist. When Marketing Fanatics closed down in September 2017, Tinfish Creative Solutions approached GTI to take over their account and handle all turnkey marketing activities on their behalf. Since our inception, Tinfish Creative Solutions has gained in-depth knowledge of the manufacturing and toolmaking markets GTMI would be involved in. Through our involvement during the transition period from TASA Gauteng to GTI to GTMI, we were involved in strategy and planning session that benefit the quality of work we do for GTMI in line with their vision. We are a certified Government Service Provider, and have successfully executed tender projects for other government entities such as Eskom, CSIR, PIC and the NCPC.
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Marketing Strategy Overview Past and current objectives
• Gain members • Create awareness among members of TASA Gauteng benefits • Communication with members • Communication to potential members • Brand awareness on TASA Group and branches across SA.
• Brand Awareness • Promote GTI’s mandate • Ensure that GTI activities are promoted through media platforms • Switch GTI to a full digital marketing platform • Document and market GTI success stories • Public relations - Ensure GTI, and it’s CEO, are correctly represented in the media. • Reputation management for GTI board members
• Brand Establishment & Marketing • Launch the newly formed GTMI • Ensure that GTI activities are promoted through media platforms • Switch GTI to a full digital marketing platform • Document and market GTI success stories • Public relations - Ensure GTI, and it’s CEO, are correctly represented in the media. • Reputation management for GTI board members
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Marketing Feedback Report
Marketing Strategy Overview GTI Marketing Activities for 2017 Public Relations & Content
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General Marketing Management • Monthly renewal of the communication strategy • managing, coordinating and executing on milestones and tasks • strategy check-in’s and quarterly business reviews with client • Conceptualisation in conjunction with GTI of new campaigns, ideas to boost the marketing efforts and ongoing strategic input relative to the latest trends and developments in marketing. • Client feedback meetings, attendance of board meetings and report back sessions.
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• Developing and maintaining GTI’s PR strategy & in line with monthly events, announcements and comment on market related news. • Established a relationship and database of media agencies and publications with interest in GTI market activities • Setup Public profile for GTI CEO, Henk Snyman, as voice and preferred contact of industry related comment in the media. • Reputation management on behalf of CEO, and social media training for the whole team, and basic PR training when using digital platforms • Distributed 8 media releases on behalf of GTI to the media and on digital platform, related to events, news and changes in the industry. • Management of placed articles and ROI measurement through relative media tracking tools. • Sourcing and researched concepts, mediums and competitor activities relevant to monthly strategy for GTI news related articles. • Developed content for digital platforms and marketing collateral
Digital: • Web: completed the new GTI website. • Google Analytics & Adwords: Conducted a new keyword research and setup 4 campaigns for GTI to enhance traffic • Managed monthly PPC campaigns and kept in line with strategy outcome - implemented into Adwords campaigns • Social media: Setup all GTI accounts on Linkedin, Twitter and facebook. Managed each of these accounts on GTI behalf on monthly basis with an average of 2 posts per month. • Setup GTI Youtube channel, completed 4 edited videos for upload, integrated into website. • Video: Filmed, edited and used 3 videos on events, case studies and interviews for use on all GTI digital platforms
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Marketing Strategy Overview GTI Marketing Activities for 2017
Digital databuilding and maintenance
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• Integrated all TASA contacts, databases and leads into a master and sectioned GTI database • Monthly updated this through website subscriptions, GTI event leads and new market role players. • Conducted content, design and distribution of Newsletters and EDM’s of specific events and industry news, to GTI database. • Continuously introduced new subscription platforms on social media, and digital tactics to build GTI database.
Creative Services • Designed and delivered marketing collateral, event material, products, digital material documents as tasked after each monthly strategy meeting. • Photographed, edited and kept GTI staff member profiles up to date. Photographed all GTI events for image use in media, on digital platforms and for use by business partners.
Event Management:
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• Assisted GTI task team with planning and execution of various marketing events. TASA Clustering event, Tooling EXPO, NAACAM and planning of GTMI launch • For GTI events Tinfish handled all rsvp, datalist building, reception, post event activities, PR and feedback.
*Tinfish maintained an avg of 50 billable hours per month 6 www.tinfishcreative.co.za
Marketing Strategy Overview GTMI Marketing Activities for 2017
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Creative Services • Designed and delivered new CI for GTMI. • Designed e-signatures, letterheads, ppt presentation templates, and other digital assets needed. • Photographed, edited new GTMI staff member and profiles. • Marketing Video: wrote script and animated 1st draft of animated GTMI launch video to be used on digital platforms, and events. • Started the GTI Annual report layout - have been changed to GTMI 2017 review report. • Designed an interactive ‘timeline’ animation to be used on website and closeout message for 2018
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General Marketing Management • Strategy session to scope and advise GTMI to the best way to establish GTMI brand and mandate
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Public Relations & Content • Wrote an opinion peace regarding the investment from Ford motor company in Gauteng - still to submit for approval by GTMI before submission to media • Draft release for release as soon as new CEO has been appointed. • Constantly research and review media platforms for related news that would offer marketing opportunity for GTMI
Digital: • Web: Completed phase1 of the new GTMI website. Migration of old content and coding. • Google Analytics & Adwords: Conducted a new keyword research and setup new campaigns for GTMI to enhance traffic. • Social media: converted all GTMI accounts on Linkedin, Twitter and facebook. Managed each of these accounts so far for the month of October - November • Setup a new GTMI Youtube channel, for launch video and new CEO introduction video • Video: Planned and scripted an interview with newly appointed GTMI CEO for digital and media announcement.
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Event Management: • Assisted GTI task team with planning & project timeline for the GTMI launch event. • Started building an new GTMI event database of invitees. • Contacted and received quotes from service providers.
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Feedback from Strategy session Round Table discussion at GTMI on
Who is GTMI?
Mouthpiece to government We need GTMI Testimonials
The industry needs assistance to align themselves with requirements
In a nutshell, we must assist Technical manufacturing sectors to access government opportunities.
“We must be to toolmaking and manufacturing sectors, what NAACAM is to Automotive�
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Marketing Plan - 2018
Marketing Tactics Focus areas for 2018
! Strategy Plan Conduct a renewed strategy plan specific to GTMI. Clearly identify a roadmap for objectives in each marketing category for 2018
Brand Awareness
Digital Services
Launch of the GTMI Brand, All marketing collateral, branded reports, interactive presentations, events, unified collateral, media training, GTMI corporate culture.
Web, SEO, targeted social media, Google Analytics & Adwords, partnerships, internal and external comms.
Communication Tactics
Public Relations
Databuilding
New informative content generation, regular viewpoint pieces, market guidelines, knowledge sharing, Testimonials & Case Studies
Profile generation for Management, Regular comment in media, trend forecast, Project feedback and info to publications.
Management of existing GTMI databases, capture data from web, digital leads, events and industry research. Segment according to sectors.
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Strategy plan - GTMI Research, Strategy, and Account Management Services
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Strategy plan outline • Conduct and in depth strategy follow up session with GTMI board of directors and newly appointed CEO to understand business objectives and goals for 2018. • Competitor research analysis and research on marketing objectives and business strategies used by other associations like GTMI. • Insure our digital strategy are in line with marketing trend predictions for 2018. • Reseach possible changes in consumer information processing and ensure GTMI package their content and marketing in the preferred way to ensure traction and increased brand awareness.
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Our deliverables: A 12 month strategy plan, broken into monthly communication plans that will act as roadmap for 2018 tasks.
Account Management • Managing, coordinating and executing on milestones and tasks as set out in new GTMI Strategy • Regular strategy check-in’s and quarterly business reviews • Monthly status meeting to include new campaigns, ideas to boost the marketing efforts and ongoing strategic input relative to the latest trends and developments in marketing. • Monthly feedback session ahead of status meeting, where we report on each sector of our marketing activities for GTMI and tasks allocated.
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Brand Tactics - GTMI Design, Production and Media handling
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Brand Awareness • Assist GTMI with monthly design requirements to achieve communications Our deliverables: strategy including but not limited to the design of company website, General Marketing merchandising, corporate identity, marketing collateral, proposals, press service hours as releases, eDM’s, case studies, profiles, success stories etc. • All Print advertising bookings and material handling set out above. • All Digital advertising bookings and material handling • Promotional material production • Events planning guidance and assistance • Media training to staff and management when needed - interviews, media comment • In conjunction with GTMI Management establish corporate culture, look and feel which would positively display GTMI Brand to the public.
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Interactive Brand Awareness Assist GTMI with monthly interactive requirements to an online brand awareness through Video blogs, animated infographics, short video’s, event coverage, photography and general direction duties. [Kindly note our hours included are for project management, creative direction and content guidance only. Costs for videographers, photographers, voice artists, equipment rental and editing of footage will be quoted per project and will be billed separately.]
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Digital Tactics- GTMI Digital Strategy, Services and Deliverables
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Website Phase 2 Redefine the navigation and produce new content of the current GTMI Website and optimize data received for monthly online strategy to navigate more traffic to the site. • GTMI company intro - interactive launch infographic video • Amend landing page to clearly indicate mandate, sectors serviced, and opportunities within GTMI • Produce highly interactive Testimonials / Case studies. Each to contain overview, case study outline, history and challenges, procedures and solutions implemented by GTMI, a news article, image gallery and video interview • Include general newsroom for content generation for GTMI • Interactive section to site that list opportunities within GTMI - tenders and cluster opportunities. Will offer application form, criteria and response action on each listing. • Implement new topical video content - interview with GTMI CEO, Government entities that underwrite GTMI, industry leaders in each sector.
Technical update • • • • •
Implement SEO for overall new sections of the site Improved Keyword research and Adwords campaigns for GTMI Social media incorporation Google Analytics implementation and tracking. Improved databuilding tactics on landing page of website
Our deliverables: Continious monthly web management, SEO implimentation, Google Analytics feedback, Keyword research and implementation,
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Digital Tactics- GTMI Digital Strategy, Services and Deliverables
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Targeted Social media marketing Update and Audit GTMI social media platforms in line with most current online marketing tactics. Implement monthly communication strategies to generate brand awareness and traffic flow • • • •
GTMI Linkedin Profile and new CEO. GTMI Facebook page GTMI Twitter account Monthly article posts and opinion pieces linked to website on Linkedin platform - according to communication strategy outline • Link articles and opinion pieces back to website - traffic generation • Update all profiles with more focussed video material instead of content.
Our deliverables: Continious social media account management, Content harvesting, monthly digital communication plan, monthly digital feedback
Additional Strategy • • • •
Advertising on all social media platforms - connected to launch, event and newsworthy articles Article submission to various online platforms Listing with online Manufacturing and Tooling platforms and media agencies. Search for new online media opportunities to enhance GTMI brand
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Communication Tactics - GTMI Content Strategy, Services and Databuilding
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Targeted Content Generation & PR • Developing and maintaining PR tactics as set out in GTMI strategy for specialised, targeted media approach. • Connection and communication as well as follow-up on submitted PR to ensure a relationship between GTI and relevant media. • Generate monthly content and communication pieces for media and all digital platforms for GTMI • Testimonial & Case study generation - as per web phase 2 • Post, share and load content assets to various platforms • Ensure latest trends, news and industry feedback is reported to GTMI on monthly basis • Management Profiles sent to various online and print publications for comment • Constantly track and report on media activity which could benefit GTMI
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Our deliverables: Monthly communication plan for digital, pr articles, internal and external communication. Content harvesting, writing, submission on behalf of GTMI and followup.
Databuilding • • • •
Plan, compile and design monthly communication pieces to internal and external databases EDMS specifically tailored and directed to segmented GTMI databases. Ensure database is captured and updated on a universal platform with easy access. Constant databuilding through Linkedin and website feedback - newsletter subscription
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$ Cost outline - 2018
PROPOSED COSTING – TURNKEY MARKETING SERVICES Monthly Project Budget Breakdown – 12 MONTH RETAINER
STRATEGY & ACCOUNT MANAGEMENT: 6 HOURS BRAND AWARENESS: 10 HOURS DIGITAL SERVICES: 20 HOURS PR & CONTENT: 10 HOURS DATABUILDING: 3 HOURS TOTAL: 49 HOURS MONTHLY
Total: R 441 000.00 Full Campaign * Cost based on 12 month retainer
Monthly: R 36 750.00 Monthly Retainer * Monthly Cost ex VAT based on 49 Hours of billable hours. Additional costs: R 2000 /month Proposed Adwords spent. R 1000 /month Social media spent - promotional
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$ Closing
Š2017 Tinfish Creative Solutions. All rights and content reserved