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WE
ARE
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HANDS-ON INNOVATION
Digital Marketing Strategy outline Client: Revenue VM Date: 10/2/2020
2020 All rights reserved © Tinfish Creative Solutions Pty Ltd.
HANDS-ON INNOVATION
Content outline •
Insights from client meeting
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Market Analysis
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Strategic Thinking
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Traditional Marketing Tactics
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Digital Marketing Tactics
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Way Forward
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Insights from client meeting
Insights from client meeting on 15/1/2020 What is in place? •
Client requested Tinfish Creative Solutions to draft and finalize a comprehensive Digital Marketing Strategy for their newly formed company, Revenue VM.
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Tinfish Creative Solutions finalized and implemented the new Brand Architecture for Revenue VM. This was implemented in 02/2020.
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So far, no other marketing activities has been started. Standard brochure and corporate gifting handouts has been done since end 2019.
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A single page website has been created for Revenue VM and setup for Google Ads, Analytics and Google Company registration has been done.
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All team members have been appointed and received stationary, email signatures and Powerpoint templates to kickstart initial client engagement. !"#"$%"
Insights from client meeting on 15/1/2020 What is required? •
A clear marketing outline plan which will be agreed upon by all team members and set the roadmap for all sales and marketing activities for 2020.
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Identifying and clearly cement the Business Plan and Company Brand outline for Revenue VM. This includes Revenue VM’s Mission Statement, Business Offering for first fiscal, Target Audience, Key Brand Qualities and Benefits, Brand Outline, Brand Message and Elevator Pitch
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Time-saving sales and marketing tactics
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Effective lead generation digital marketing tactics.
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Traditional Marketing and Brand Awareness tactics
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Clear outline of activities and role-players required within Revenue VM to accomplish these goals
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How we work - Compiling your Strategy 15/1/2020 Bertus Botha & TinďŹ sh Rep
11/2/2020 Once ini9al outline has been presented to Revenue VM team
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Market Analysis
Revenue VM market analysis (Feedback required in RED) 1. OPPERTUNITY Why is Revenue VM needed? Why establish another Operations Service provider? 1. EXPERT TEAM - How many years experience, strongest selling points listed. 2. OFFER NEW SOLUTIONS - not tied to traditional municipal service offerings. Just how flexible will Revenue VM be in our service offering? 3. RESULTS DRIVEN - Revenue VM will offer solutions for each project based on tangible outcome. We keep clients informed and updated throughout. How? Do we offer site visit inspections with clients, do we submit weekly monthly reports, would client be able to track progress digitally? 4. QUICK TURNAROUND - From Tender approval through to project handover. How quick are we to compile RFQ on tenders? Who will be our procurement team - activity seeking tenders and submitting our proposals? Who will be able to attend Tender Q&A? 5. SAME BROOM, NEW BRUSH. We have experience in municipal operations, but will offer a smart and digital savvy solution for our clients. What does our clients hate from current service providers? What will set us apart? How will we be recognized? Do we have success stories we can use to sell our expertise?
2. MARKET SHARE What was in place before Revenue VM? Who currently fulfill our service to Municipalities? 1. TRADITIONAL SERVICE PROVIDERS - Who are these companies, consultants? BEEELevel companies who sub contract? How do they secure their tenders? What is their biggest advantage skill, price or service offering 2. DISRUPTIVE - Is there a new line of service providers in our sectors? Any new trends in our industry which should be considered? Are these larger or smaller companies? How can we incorporate their tactics in our company structure and service offering?
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Revenue VM market analysis (Feedback required in RED) 3. GOALS Targets? What do we want to accomplish? •
MARKET SECTOR INVASION Penetrate the current market share for: • Revenue Services • Planning Services • Infrastructure Services • Any other?? Low hanging fruits, where will we be noticed and make the biggest impact?
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GROWTH - Focus on profitable service offering in the 1st year and once established, grow market share. Feedback re. achievable goals - rewards? Business Plan outline crucial. BRAND AWARENESS - Through Revenue VM Interaction/Project experiences, the company will set the tone for a new ‘style’ of client interaction, attention to detail, affordability and project execution. What has been done to date? Has this worked? Spray and pray? What does our clients value?
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4. SOLUTION How will Revenue VM accomplish these goals? • MARKETING AWARENESS - Use own platforms to create awareness. Engage in partnerships with other service providers? and contractors that will benefit Revenue VM • REACH - All platforms of target markets. • RESULTS - How do we drive results and new business? Interactions, hits, conversions, tender applications, RFQ, Government alignment and all marketing efforts. Adjust to avoid stagnant patterns. • COMMUNICATE - Create open platform where Revenue VM team can discuss changes and findings on weekly basis. Lead and Knowledge share. One goal in mind. • Do we introduce a CRM system to the team? How can produce accurate quotes and tender proposals? • TIMING - Must set an example for other service providers in the industry. Quick turnaround on submissions, quotes, quick reaction to customer queries and quick conversion. Team members availability, online and on cellphone. Are we willing to offer a high level of interaction with our clients?
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Revenue VM market analysis (Feedback required in RED) 2. WHO 3 areas has been identified for initial traditional and digital marketing tactics: Product offering differ between 3 target areas • NEW MARKET - New municipalities, newly identified sectors and opportunities identified by disruptive service providers. • CURRENT MARKET MUNICIPALITIES AND CONTRACTS - Traditional, contract and client we currently service, how do keep them and grow this into more business? • POTENTIAL MARKET - LEAD GENERATION - Aggressively pursuing previous client relations, current client relations within the team, service provider partnerships, municipal datalists, digital marketing tactics, Lead generation and conversions.
6. HOW? Tools • • • • • • • • •
STRATEGY - BUSINESS & MARKETING MARKETING ACTIVITES TRADITIONAL & DIGITAL KNOWLEDGE SHARE TEAM DEVELOPMENT SALES & PROCUREMENT TEAM ACTIVATION DIGITAL SALES PLATFORMS ACTIVATION ACCREDITATIONS & LISTINGS MEDIA EXPOSURE & INCLUSION REPUTATION & BRAND DEVELOPMENT - PHASE 2.
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Strategic Thinking
Marketing Tactics identified For further discussion with Revenue VM team Activated
Strategy Plan Conduct a digital and traditional marketing strategy plan specific to REVENUE VM. Clearly identify a roadmap for goals outlined for 2020. “Less time on the road, more time available to work” And how do we achieve “Hands-on Innovation” ?
Activated
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Brand Awareness Launch of the REVENUE VM Brand, All marketing collateral, interactive comms, unified collateral templates and corporate culture to help establish the Revenue VM Brand and application. Implementation - team, public, target sectors, our image to all. Company Ethos and Mission Statement.
Digital Marketing Implimentation Enhanced Web platform, Sharp and informative content, High quality SEO, targeted social media campaigns & conversions, Google Analytics reviews, Google Business outline & Adwords incorporation, internal contributions and external comms.
Databuilding
Public Relations
Communication Tactics
Lead Generation and building a databank with qualified leads, client details for use and cross integration for web, digital leads, events and industry research. Segment according to sectors, tags, client info and demographic identified.
Profile generation for REVENUE VM, Regular comment in media, trend forecast, New year exposure, intake feedback, Achievements quarterly, partner with media.
New informative content generation, content packaging, regular viewpoint pieces, municipal service guidelines, Project and client reviews, ect.
The most important tactic to Revenue VM’s success in 2020
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STRATEGIC THINKING TRADITIONAL MARKETING
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Estimated statistics on activities
LARGE CAPITAL INVESTMENT
Branding
NEW DIGITAL MARKETING Measured statistics on activities
Advanced SEO Opt-in strategy Adwords alignment Mailchimp subs QR Codes Google Business integration
MINIMAL CAPITAL INVESTMENT
Website
Digital Video Marketing YouTube Channels Client reviews Project overviews Project Success Adword Campaign Cross referral
REGULAR
Collateral Corporate image Corporate culture BLT Advertising Print Brand listings Government Gazette *BTL Advertising
CAMPAIGN DRIVEN OCCASIONAL
Direct
Public Relations
Databuilding Lead Generation tactics
Social Media
Opt-in strategies Active lead conversions EDMS Web Subs CRM Tools - up2date Team knowledge share
Linkedin Campaigns and paid marketing Facebook Campaigns and paid marketing Twitter - Campaign and client comms Paid campaigns
Client meetings Tender submissions Contract partners Government tenders
Company profile Press releases Media kits Opinion pieces Profile features Case studies Client Reviews
Communication Tools EDMS Newsletters Datalists - obtained?
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Traditional Marketing Tactics In progress - will be revealed in next client facilitation meeting with Tinfish
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Digital Marketing Tactics In progress - will be revealed in next client facilitation meeting with Tinfish
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Way Forward
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Internal discussion of Strategy outline supplied
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Onboard Tinfish Creative Solutions
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Retainer Marketing Services supplied by Tinfish
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Internal marketing services assigned to Revenue VM - who and how?
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Task team - form key members responsible for
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Procurement & Tenders
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Client relations and contact
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Initial Databuilding - Compiling all team info
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Introduce CRM System
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Datalist and Client information qualification
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Lead harvesting and conversion - initial
Set date for Client Facilitation meeting with Tinfish - Finalize Strategy !"#"$%"
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