CUSTOM WEST DASHBOARD

Project: ACTIVE

 

Custom West Marketing Plan

Calendar of Events – October 5, 2016

Timelines/Deadlines in bolded brackets like this: [10/5/16]. Where no timeline listed, dates TBD.

Click to View Printable PDF

1. Create master list of all lead sources.

• NEXT STEP – FINALIZE LIST: Set up finalized list of lead sources to install into Custom West’s database / system
  • Phone Call (Source Unidentified)
  • Website
  • Video
  • Facebook
  • Social Media (Other)
  • Online Advertising
  • Social Ads
  • Display Ads
  • Single Ad source
  • Directory Ads
  • Referrals
  • Email
  • Existing Customer
  • Past Customer (Recapture)
  • Inactive Customer (Reactivation)
  • Directory Listings
  • Direct Mail
  • Newsletter
  • Media Coverage
  • Events
  • Sponsorships
  • Direct Sales Activities
  • Speaking Engagements
  • Print Ads
  • Newspaper add-ins
• Create procedures for customer service for incoming leads, documenting and tracking
  • Ask how they came to call us.
  • Use list of categories to input for EVERY CALL
  • Procedure for asking: First, be very welcoming, and solve their problem as quickly as possible (usually this means set a service appointment). Then, after their immediate need has been met, ask how they came to call us. Wait for their answer. If vague, ask a follow up question in attempt to glean enough info to categorize the lead.
• Measure and track progress moving forward by generating the report monthly or quarterly and reviewing category totals for the “How they found us” field.
• Prioritize lead generation activities based on this working list of lead sources. (SEE BELOW FOR TOTALS OF “HOW THEY FOUND US” CURRENT DATA)

 

2. Commercial Lead-Gen Campaign set-up.

• NEXT STEP – BUILD LIST: Creating list of potential strategic partners, distribution partners, referral partners, large sources of potential clients, “big fish” clients, client targeting details (demos and identifiable targeting data).
  • TO DO – NATE: Go through list of Missoula companies and categorize based on your best guess:
    • 1. Great potential client, 2. OK possible potential client, 3. Unlikely to become a client. (SUPER BONUS 1+ = Potential strategic alliance or referral partner.)
  • Chamber list
    • Labels w/ N&A
  • NARPM member list?
  • Your networking group
    • Introduction / referral letter?
    • Access to B2B mailing list, email list, etc?
  • Other opportunities (MBIA, MDA, SBC, City Club, Rotary, Lions, etc.)
• NEXT STEP – SETH: COPYWRITING / SALES MESSAGES: Create marketing communications and materials to use to reach out to partners and clients, and to communicate the value proposition effectively.
• Defining sales activities for outreach and encouraging inbound leads in these areas.
• Scheduling sales and outreach activities (manual, automated, calendar and triggers, CRM set-up, etc.)

 

3. Content ideas:

• NEXT STEP – SETH: CREATE EDITORIAL CALENDAR
• From count extension office, get calendar of pest seasons and re-write to match CWPC’s services. Create a proactive plan for customers to stay ahead of each seasonal threat. Commercial and Residential focus (different for each).
• Addressing the pet issue. Pet Fest.
• “Green” issues. Address them up front. We’ll give you all the alternatives for chemical-free treatment up front, for you to decide. (Then give them a way to “push the easy button” to use chemicals and get the problem taken care of immediately.)
• Myths and Realities (Allan Felsot, PhD) http://www.croplife.ca/wp-content/uploads/2012/02/Pesticides-and-Health-Myth-vs-Realities.pdf
• Bed bugs. Hotels. Learn how to identify bed bugs before your guests do. Self Test, and DFY test.
• Flesh out entire editorial calendar of content for the next 12 months.

 

4. Begin USP / Content creation strategy process.

• Message/USP – Goal is to refine and finalize Message/USP by {set dates w/ Nate & Karen}
• 3 USP meetings total.
  • 1st initial meeting to gather information and set course. (After meeting action steps: Seth goes to work to compile and write the first draft of the USP. Custom West team gathers and submits information to Seth.)
  • 2nd meeting to go over the first draft, gather input and feedback, and make edits. (After meeting action steps: Seth rewrites and refines the USP.)
  • 3rd meeting to finalize the USP with the objective of coming away from this meeting with a practical, working message to market we can use across all marketing channels.
• Important note to guide this process: After “finalizing” the USP, we can always tweak and change it. In fact, this is common for the USP to be tweaked over the weeks, months, and years as things evolve. But it is important at this stage to “finalize” the USP to the point where it is “ready to publish” to the public in marketing materials.

 

5. Social media content distribution/promotion and customer interaction structure and set-up.

• Including organic, native posting and paid ads.
• Where we will post active content, and where we won’t (I call this your “Content Distribution Network” or CDN).
• Best practices: Who will post what, when and how.
• Creating a content editorial calendar for the company.

 

6. Begin setting up the database for the systematized follow-up system.

• Strategy process
• Technical set-up
• Implementation

 

7. Video marketing

• Determining what videos we will create, and when.
• Outlining, recording audio and video, editing, reviewing, and publishing new video content across our CDN (Content Distribution Network).
• Continual video creation, tracking of results, and improvement.
• Implementing strategies for your team to capture footage in the field, and determining what our internal procedures will be to filter, edit, and publish that video content onto our CDN and social platforms.

 

8. Sales training

• Strategy session about your current process.
• Options, opportunities, and potential improvements.
• Setting our game plan.
• Setting up training sessions with your staff.

 

9. Customer Connection & Retention Strategy and Plan

• Defining your current procedures.
• Options, opportunities, and potential improvements.
• Setting our game plan.
• Implementation (and training if necessary.)

 

Other Items:

• Community Marketing
• Other Strategic Alliances
• Local Media Opportunities
• Expert Positioning Strategies
• Adding More Value (Process)
• Pricing Audit
• Print and Display Campaigns
• Direct Mail Campaigns
• More….

 

This calendar of events will evolve and adjust as things progress. For now, this is just a general guideline to keep us on track. Any questions, please feel free at any time.

 

 

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Deliverables

FEES: Ongoing monthly package – Marketing Consulting and Web Video Campaign – $1000.00 per month

TERMS: Monthly fee, no set contract, cancel anytime. Cancellation procedures: You may cancel manually through the payment portal or by simply emailing or calling (406) 493-0805 directly and requesting cancellation immediately.

Project Scope

1. Implement a marketing “master plan” designed to set objectives for everything we do with your marketing campaigns. (Virtual Director of Marketing service (VDM) with a comprehensive company-wide marketing strategy/system.
2. Set up a timeline and a calendar of events with accountability assignments. (Seth, Nate, Custom West management, etc. working together, or delegated to associated team members.)
3. Determine the “phases” of the plan together and adjusting the calendar of events and deliverable accordingly.

Deliverables based on the marketing blueprint and the phases we decide together to implement.

(Click image below to view full blueprint in pdf form.)