KICKOFF

Digital​ ​Content​ ​Marketing​ ​Kickoff​ ​Example​ ​2017     

GRAPHIC​ ​MEDIA​ ​SOLUTIONS 

KICKOFF  OVERVIEW 

Graphic​ ​Media​ ​Solutions​ ​is​ ​a​ ​commercial​ ​printing​ ​partner​ ​that​ ​started​ ​in​ ​2008​ ​with​ ​a​ ​leadership team​ ​that​ ​has​ ​been​ ​in​ ​the​ ​printing​ ​business​ ​for​ ​over​ ​25​ ​years.​ ​GMS​ ​is​ ​looking​ ​to​ ​acquire​ ​new customers​ ​and​ ​sales​ ​through​ ​strategic​ ​content​ ​marketing​ ​focus​ ​on​ ​variable​ ​data​ ​&​ ​direct​ ​mail products.

ONBOARDING  Week​ ​1  Administrative​ ​Inventory ▢ Primary​ ​contact​ ​for​ ​production,​ ​approval​ ​&​ ​reporting ▢ Primary​ ​contact​ ​for​ ​billing ▢ Client​ ​Company​ ​Billing​ ​Information  Account​ ​Inventory ▢ Tag​ ​Manager ▢ Google​ ​Analytics ▢ Google​ ​AdWords ▢ Google​ ​Search​ ​Console ▢ Google​ ​My​ ​Business ▢ Any​ ​other​ ​established​ ​local​ ​listing​ ​directories​ ​(Yelp,​ ​Foursquare,​ ​etc.) ▢ YouTube ▢ Facebook​ ​Business​ ​Manager ▢ Facebook​ ​Business​ ​Page ▢ Facebook​ ​Ads​ ​Manager ▢ Instagram​ ​(find​ ​out​ ​if​ ​this​ ​is​ ​general​ ​or​ ​a​ ​business​ ​account) ▢ LinkedIn​ ​Company​ ​Page ▢ LinkedIn​ ​Ads​ ​Manager ▢ Twitter ▢ Twitter​ ​Ads​ ​Manager ▢ Google+​ ​Business​ ​Page​ ​(likely​ ​tied​ ​to​ ​Google​ ​My​ ​Business​ ​listing​ ​if​ ​this​ ​exists) ▢ Email ▢ Automation​ ​Platform ▢ CRM​ ​(customer​ ​relationship​ ​management)​ ​Platform ▢ Any​ ​other​ ​analytics​ ​platforms​ ​or​ ​dashboards​ ​(Hotjar,​ ​KissMetrics,​ ​Woopra,​ ​Cyfe,​ ​etc.) Account​ ​Creation We​ ​will​ ​create​ ​the​ ​accounts​ ​for​ ​you​ ​that​ ​do​ ​not​ ​exist​ ​from​ ​the​ ​Account​ ​Inventory​ ​list.

 

Account​ ​Access ▢ Google​ ​Properties​ ​(and​ ​/​ ​or​ ​Bing) ▢ Social​ ​Media​ ​Profiles ▢ Email​ ​/​ ​Automation​ ​Platforms ▢ Ad​ ​Accounts ▢ Website​ ​Credentials​ ​/​ ​FTP​ ​Access ▢ Other​ ​Analytics​ ​Platforms Establish​ ​/​ ​Update​ ​&​ ​Test​ ​Tracking ▢ Google​ ​Tag​ ​Manager ▢ Google​ ​Analytics ▢ Google​ ​AdWords ▢ Google​ ​Search​ ​Console ▢ Facebook​ ​Ads​ ​/​ ​Instagram​ ​Ads ▢ Twitter​ ​Ads ▢ LinkedIn​ ​Ads Asset​ ​Inventory ▢ Brand​ ​Guidelines ▢ Large​ ​High​ ​Resolution​ ​Logo​ ​File ▢ Existing​ ​Ad​ ​Creative ▢ Customer​ ​Email​ ​Lists ▢ Customer​ ​Physical​ ​Mailing​ ​Lists 

RESEARCH  Weeks​ ​1​ ​-​ ​2  Digital​ ​Marketing​ ​Audit This​ ​audit​ ​researches​ ​your​ ​existing​ ​marketing​ ​efforts,​ ​your​ ​current​ ​online​ ​presence,​ ​what​ ​has​ ​/​ ​is working,​ ​what​ ​hasn’t​ ​worked,​ ​why​ ​it​ ​is​ ​or​ ​isn’t​ ​working,​ ​what​ ​to​ ​do​ ​to​ ​fix​ ​things​ ​that​ ​are​ ​not​ ​working, how​ ​to​ ​amplify​ ​efforts​ ​that​ ​are​ ​working​ ​and​ ​includes​ ​a​ ​competitive​ ​analysis. Market​ ​Research We​ ​look​ ​at​ ​the​ ​behavior​ ​of​ ​your​ ​target​ ​market​ ​to​ ​find​ ​out​ ​what​ ​they​ ​are​ ​searching​ ​for,​ ​what​ ​questions they​ ​are​ ​asking,​ ​how​ ​the​ ​search​ ​engines​ ​are​ ​delivering​ ​answers​ ​and​ ​how​ ​other​ ​people​ ​are​ ​answering these​ ​same​ ​questions. ▢ ▢ ▢ ▢ ▢

   

Keyword​ ​Research Search​ ​Engines Social​ ​Media Quora Industry​ ​Publications 

STRATEGY  Weeks​ ​2​ ​-​ ​3  Content​ ​Ideation This​ ​is​ ​where​ ​we​ ​create​ ​content​ ​ideas​ ​based​ ​the​ ​opportunity​ ​we​ ​discovered​ ​through​ ​keyword​ ​research, search​ ​engine,​ ​social​ ​media​ ​and​ ​publication​ ​research​ ​then​ ​matching​ ​the​ ​client’s​ ​goal​ ​(required​ ​outcome) to​ ​that​ ​opportunity​ ​to​ ​formulate​ ​what​ ​campaigns​ ​and​ ​content​ ​will​ ​be​ ​developed.  Campaign​ ​Development These​ ​are​ ​derived​ ​from​ ​the​ ​content​ ​ideas​ ​curated​ ​based​ ​on​ ​the​ ​goals​ ​of​ ​the​ ​client​ ​and​ ​research performed.   Tactical​ ​Strategy​ ​Development This​ ​document​ ​defines​ ​what​ ​content​ ​will​ ​be​ ​created,​ ​where​ ​it​ ​will​ ​be​ ​distributed​ ​and​ ​serves​ ​as​ ​the organization​ ​of​ ​the​ ​research​ ​and​ ​channel​ ​opportunity. 

PRODUCTION  Weeks​ ​3​ ​-​ ​4  Account​ ​Brand​ ​Optimization ▢ Consistent​ ​Narrative​ ​&​ ​Contact​ ​Information ▢ Consistent​ ​&​ ​Updated​ ​Creative  Website​ ​Optimization ▢ Copy ▢ Title ▢ Meta​ ​Description ▢ On-Page​ ​Optimizations ▢ Technical​ ​Optimizations Blog​ ​Post​ ​&​ ​Webpage​ ​Creation ▢ Copy ▢ Images Landing​ ​Page​ ​Creation​ ​&​ ​Optimization ▢ Copy ▢ Layout Campaign​ ​Deliverables ▢ Whitepapers ▢ Ebooks ▢ Infographics ▢ Reports

Form​ ​Creation ▢ Contact​ ​Forms ▢ Download​ ​Submission​ ​Forms ▢ Subscription​ ​Forms Emails​ ​&​ ​Templates ▢ Transactional​ ​Customer​ ​Emails​ ​(simple​ ​header​ ​&​ ​footer) ▢ Thank​ ​You ▢ Nurture Conversion,​ ​Goals​ ​&​ ​Event​ ​Set​ ​Up ▢ Google​ ​Analytics​ ​Goals​ ​&​ ​Events ▢ Google​ ​AdWords​ ​Conversions ▢ Facebook​ ​Conversions ▢ Twitter​ ​Conversions ▢ LinkedIn​ ​Conversions Ad​ ​Creation ▢ AdWords​ ​(Campaigns​ ​&​ ​Ad​ ​Groups) ▢ Text​ ​Ads ▢ Display​ ​Ads ▢ Video​ ​Ads​ ​(YouTube) ▢ Remarketing ❏ Text​ ​Ads ❏ Display​ ​Ads ❏ Video​ ​Ads ▢ Facebook​ ​/​ ​Instagram ▢ Sponsored​ ​Posts ▢ Remarketing​ ​Ads ▢ LinkedIn ▢ Sponsored​ ​Posts ▢ InMail​ ​Ads ▢ Twitter ▢ Promoted​ ​Tweets ▢ Remarketing​ ​Ads Content​ ​Calendar ▢ Website​ ​/​ ​Blog​ ​Posts ▢ Social​ ​Channels ▢ Email ▢ Press​ ​Releases ▢ Other​ ​Channels Ad​ ​Calendar ▢ Paid​ ​Search ▢ Paid​ ​Social ▢ Display ▢ Other​ ​Ads

Proofing,​ ​Testing​ ​&​ ​Approval During​ ​this​ ​phase​ ​we​ ​are​ ​working​ ​with​ ​you​ ​to​ ​approve​ ​the​ ​developed​ ​content​ ​and​ ​the​ ​schedule​ ​for campaigns.​ ​ ​At​ ​the​ ​same​ ​time​ ​we​ ​are​ ​proofing​ ​the​ ​work​ ​for​ ​accuracy​ ​and​ ​testing​ ​all​ ​functionality​ ​to ensure​ ​everything​ ​is​ ​100%​ ​before​ ​launch.  Analysis​ ​&​ ​Reporting To​ ​run​ ​successful​ ​marketing​ ​campaigns​ ​you​ ​must​ ​regularly​ ​monitor​ ​performance,​ ​analyze​ ​results​ ​and make​ ​updates​ ​based​ ​on​ ​the​ ​analysis.​ ​ ​We​ ​review​ ​these​ ​findings​ ​and​ ​recommendations​ ​with​ ​you​ ​each month. We​ ​will​ ​be​ ​reviewing​ ​this​ ​data​ ​with​ ​you ▢ 2x​ ​per​ ​month