Strongbox



23164801682496StrongboxMarketing Plan00StrongboxMarketing Plan-2462374949825Our ObjectiveThe Marketing Executive will illustrate a plan to cover a broad range of marketing strategies to improve B2B sales, brand exposure and awareness. This plan will cover tactics to the end of 2019, whereby a new plan will be created to cover 2020.010000Our ObjectiveThe Marketing Executive will illustrate a plan to cover a broad range of marketing strategies to improve B2B sales, brand exposure and awareness. This plan will cover tactics to the end of 2019, whereby a new plan will be created to cover 2020.2552708230235Author of Documenttomera.rodgers@941009200Author of Documenttomera.rodgers@Table of Contents1. Business SummaryStrongboxMarketing ExecutiveHeadquarters, Office LocationsMission StatementSWOT Analysis2. Business InitiativesOverarching initiativesMarketing tactics, goals and metrics3. Target MarketMedia and TechnologyBuyer Persona(s)Competitive Analysis4. Market StrategyProductPricePromotionPeopleProcessPhysical Evidence5. Budget 6. Marketing ChannelsBusiness SummaryOur CompanyStrongbox is a company headquartered in the UK with offices at Pinewood Studios. The company’s mission is to provide premiere IT and bespoke solutions to media and film industry.Our Marketing LeadersAlastair Head is Strongbox’s Sales Manager. He will sign off on marketing plan and is a direct line of support.Tomera Rodgers is Strongbox’s Marketing Manager. She will create and carry out activities outlined in this plan. She supports and reports to Alastair Head.SWOT AnalysisStrongbox’s Marketing Manager will want to help the brand lean into what it does well, improve what it doesn’t, capitalize on what it can do, and defend against possible challenges. With that in mind, here is my SWOT analysis:StrengthsWeaknessesOpportunitiesThreatsWhat we’re good at. What’s working. What our customers like about us.What we want to fix. What we want to strengthen. What we want to become more efficient at.What the industry might soon want.What we think we’ll be good at. What will be our difference-maker. What we think could hinder our growth. What/who we think could take our customers.Designing and building ultra fast computers for film and media softwareOngoing supply to existing customers who love SBEnthusiasm, reliability, service and support Not having any pipeline of business, not having any contracts to supply or maintain, and not having enough new customers coming on boardSales and MarketingSelling new products into new vertical markets where there is a need New products – Storage, disruption of service (security device) Taking a share of the portable storage marketUnique product Tech overloaded and needs more helpNot too much competition but there will be when we grow largerKey people too involved and infrastructure has to build so not total reliance on 2 or 3 peopleBusiness InitiativesReferencing current statistics, Strongbox has the ambitious goal of doubling its site and social media visitors and engagement within 12 months. To help the business achieve this, the Marketing Manager will pursue the following initiatives in:Initiative 1 - B2B Sales (Inbound marketing and email outreach)Description: The manager will establish new customer leads/contactsGoal of initiative: Improve sales and identify new/potential customers.Metrics to measure success: The amount of email campaign responses which lead to salesInitiative 2 – Strongbox ArticlesDescription: The manager will work on building a blog property that becomes a go-to resource for our customers’ burning questions -- and our number-one source of leads – tech will help with this if the will is there to keep it up – which it will be now Goal of initiative: To increase our website’s rank on Google and create critical top-of-the-funnel marketing content that helps the sales team start more conversations with prospects.Metrics to measure success: 400-1200 organic page views per month / 10 content downloads per month.Initiative 3 – Awareness (see appendix on page 10 for detailed approach) Description: The manager will activate more social media accounts and establish analytics.Goal of initiative: Improve exposure through more closely managed accounts.Metrics to measure success: An increase in visits and CTA (call-to-action) clicks.Initiative 4 - ComplianceDescription: The manager will review site and report on suggested edits and broken links as well as GDPR compliance to include web forms.Goal of initiative: To ensure the website is above standards and in full compliance with current guidelines.Metrics to measure success: The website is correct and error free to include completion of checklist and signed off by Senior Manager. Target MarketIndustriesThis year we’re targeting the following industries where we’ll sell our product and reach out to customers within:Film production companies3D Animation housesSpecial Effects companies (VFX)Post Production companiesShopping centre operators (security product)ArchitectsBuyer PersonasWithin our target market, the buyer personas that represent our ideal customers have been identified as:MattMatt is 20 years old. He works in children’s educational short videos for a living and spends his free time playing and watching sports with his friends. Ultimately, Matt wants to use a program he is fluent in but doesn’t want to over or underspend on a computer that can’t handle the requirements of the application. He simply wants to perform the tasks he needs to without complications.FeliciaFelica is 40 years old and works for a major film studio creating trailer videos for movie promotions. She spends her free time with her husband and children. Ultimately, Felicia wants to start out with a computer that will function with her trusted applications, from the start. She also wants immediate support and does not want to have to modify an existing petitive AnalysisWithin our target market(s), we expect to compete with the following companies:HPProducts we compete with: The range of HP workstationsOther ways we compete: This competitor has a blog that ranks highly on Google for many of the same keywords we would like to write content on.DellProducts we compete with: Dell workstations and storageOther ways we compete:Super Micro Products we compete with: All products Other ways we compete: This company has no overall flexibility and products are overpriced.Market StrategyProductProduct description – will be worked onChallenges our product solves is as described in our buyer persona description(s)This product is different from or at least competitive against…PriceOur products are competitive and realistic for our customers’ budget as is. Highlighting our current competitive price or offers we may have available such as:Seasonal promotionsDiscounts associated with productsLeasing optionsPromotionSocial media and content marketing will drive value into our products.PeopleAlastair Head is the POC for direct sales and Tomera Rodgers manages marketing tactics and reports to Alastair.ProcessHow will the product be delivered to our customer? Management of this side works wellIs it an ongoing service? YesHow do we support their success with our product?By giving special offers, customized machines (we already do this for 2 customers), and loyalty programsPhysical EvidenceBacklinks acquired and or testimonialsLoads of testimonials available - need to be publishedBudgetOver the course of the final quarter, given the cash allotted to marketing budget, we expect to invest in the following items to ensure we meet the objectives outlined in this marketing plan:Marketing ExpenseEstimated PriceMarketing Software or Applications – to be determined? XX.XX Content Sponsorship [time period of campaign]This will not be relevant until we have raised awareness and backlinksPay-per-click (Google)This will be a last resort campaign since 80% of searchers only click on organic resultsTotal? xx.xxMarketing ChannelsOver the course of the last quarter in 2019 we will launch/ramp up our use of the following channels for educating our customers, generating leads, and developing brand awareness:Home Website/Publications: Thought-leader articles, whitepapers and new products or services Purpose of channel: Drive Strongbox as Industry Expert - Brand AwarenessMetrics to measure success: 1,000 unique page views per month (or current increase 10-20%)These need writing by Brian Gannon and TRBacklinks and other associatesPurpose of channel: To gain exposure as trusted business and website/storefrontMetrics to measure success: 1-5 quality backlinks per monthYouTube and Pinterest – activate accountsPurpose of channel: To present Strongbox as thought-leader through video promosMetrics to measure success: The amount of visits/views, shares, likes and or commentsNeed to record videosFacebook, Instagram, LinkedIn, Twitter – see appendix 1 on page 10 and 11 for detailsPurpose of channel: Brand awareness and engagementMetrics to measure success: The amount of shares, likes and views.DittoInitiative 3 - Social Media Planning Outline – Weekly213336948450500400263662992000048450500Monday – Funny memeTuesday – Share Associates Blog or Neutral Industry News Article Associated companies such as do not offer general news, only product release updates. We can repost their blog articles as a last resort but engagement on their updates is necessary. Sites such as: Sky Tech News, Wired and Gadgets Now will be the source of neutral zone industry reporting. – Inspirational MemeThursday – Strongbox Article ShareThis will be a building block process and will need to be addressed immediately.Strongbox News and updates should be evergreen and for proactive marketing and can be either a short or long read.Friday – Strongbox product highlights An image of a product or service we want to highlight along with brief text and CTA. Social Media Channels: Posting TimesThe specs are available but not attached.Facebook: Monday-Friday 1300-1500Twitter: Monday-Friday 1200-1300Instagram: Monday-Friday 1700 or 0200LinkedIn: Tuesday-Thursday 1000-1100 Pinterest: Daily 1900-2200YouTube: Monday-Friday 1900-2000Snapchat: Daily 2200-0100 ................
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