Progressive brands are analyzing and prioritizing digital integration in their 2015 plans. Speakers shared a few key considerations throughout the planning process. They will discuss research and strategy, integrated tactics v. programs, and full-funnel analytics as we move into 2015. Attendees of the webcast will take away the following: Planning: What inputs and analysis are used to understand where tactical and integrated opportunities exist? Execution: Where do “program” opportunities exist to improve cross-channel efficiencies and results? What tactics will help your team successfully plan and execute winning digital campaigns? Full-Funnel Analytics: What plans should be made to measure and capitalize upon results throughout the funnel, online and offline?

2. Is Your 2015 Integrated Digital
Marketing Plan Complete?
Time for a Gut Check?
Thursday, December 11, 2014 - 1:00 EST(10:00PST)
Speakers:
David Robidoux, VP, Marketing, Franchise Services, Inc.
Mike Bell, VP, Marketing, Parchment
Mike Corak, EVP, Strategy, ethology

3. Viewing Tips
 Turn Off Pop-Up Blockers
 Technical difficulties?
• Click on “Help?” link
• Use Q+A box
 Submitting questions to speaker
• Q+A session at end of webcast
• Use “Ask a Question” box to submit questions
• Send questions at any time
• #DMDwc
#GutCheck

4. Today’s Presenters
David Robidoux
VP, Marketing, Franchise Services, Inc.
www.linkedin.com/pub/david-robidoux/2/317/7b2
Mike Corak
EVP, Strategy, ethology
www.linkedin.com/in/mikecorak
@mikecorak
Mike Bell
VP, Marketing, Parchment
www.linkedin.com/in/bellmichael1
#GutCheck
@michaelrsbell

5. About Parchment
Parchment 5.0, our electronic credentials platform, delivers the
full B2B2C credential lifecycle securely and at scale.
2. Learners Request,
Collect, Deliver & Share
Multiple Credentials via
3. Credentials Are
Displayed in Online
Profiles
Parchment Send Parchment.com Parchment Receive
Issue. Request. Collect. Deliver. Share. Analyze.
Parchment 5.0
#GutCheck
One Account
1. Issuers Move from
Paper to Electronic
Credentials (Issue,
Order, DRM, etc.)
4. Credentials are
Delivered to Official
Destinations (e.g.
Admissions)
A Secure & Trusted Platform

6. About Franchise Services
Franchise Services, Inc. is a franchise
management company that owns the
franchise brands TeamLogic IT, Sir Speedy,
PIP, Signal Graphics and MultiCopy. FSI’s
award-winning brands support the small- to
medium-sized business market.
#GutCheck

7. Top Considerations
1. Planning Process
2. Tactical Needs
3. Integration
4. Resourcing
5. Analytics
6. Budgeting
#GutCheck

8. #1 PLANNING PROCESS
#GutCheck

9. Pro Tip: Budgeting…
But Still LAST!
#GutCheck

10. Polling Question 1
Poll 1: Where do most marketers plan to focus their
digital efforts in 2015?
a) Brand Awareness
b) Revenue Support
c) Data Acquisition
d) Digital Channel Expansion
e) Improving Customer Experience
#GutCheck

11. Ethology (Annual) Integrated
Planning Process
Business Goals
• Definition
•Map digital KPIs
•Audit ability to
efficiently
measure and tie
back to
business goals
Audits & Inputs
• Consumer
Insights
• Content Demand
• Personas
• Tactical Audits
•Customer
Experience
Audits
• Resource Audit
•Competitive
Analysis
• Share of Voice
•Offline Marketing
Plan Review
• Tool Assessment
• Funnel Definition
Strategy
•Opportunity
Assessment
•GAP Analysis
• Brand
Taxonomy
• Tactical Strategy
• Integrated
Strategy
• Content
Strategy
• Resource
Assignment
• Projections
• Journey
Mapping
Plan
•Ops Design
• Service Design
• Tactical Calendar
• Content Calendar
• Technical
Roadmap
• Usability
Roadmap
• Resource
Roadmap
• Innovation
Roadmap
• Integrated
Processes
• Roles &
Responsibilities
Budget
•Cost Estimate
Against Program
& Outcomes
• Feasibility
Assessment
Adjust and Repeat Until Approved
#GutCheck

12. Parchment Planning Timeline
Strat Plan
Quantitative
Brand
Qualitative
Member
Road Show
Learner
• PR
• Influencer
• Education
• Interactive
• Social
7’14 8’14 9’14 10’14 2015
Q4 15
Phase 1
Strategic Planning
Phase 2
Research &
Analysis
Phase 3
Brand Identity
• Parchment
Vision
• Strategic Pillars
• Map Current
Tactics to
Pillars
• Map Future
Tactics to
Pillars
• Identify KPIs
• Map Org Chart
to Strategic
Direction
• *Pricing
Strategy
Phase 5
Execution
• GA Audit
• PPC “Test”
campaign
• Positioning
• Brand Drivers
• Creative Brief
• Logo
Refinements
• Logo/Brand
Extensions
• Style Guide
• Presentations
• Internal
• Sales
• IR
• PR
• P.com survey
• Member Focus
Groups
• Learner Focus
Groups
• Social Listening
• Consistent but
custom
messaging
• Insight-driven
initiatives
• Targeted
Campaigns
• Segmented
Decks
Phase 4
Socialization
• Interview
internal
stakeholders
• Gain consensus
on Strategic
Pillars
• Socialize KPIs
• Present final
Strategy
Systems
Team
Marketing
Sales
Product
Marketing
Product
Sales
Agency Partner
Marketing
Product
Sales
Agency Partner
Marketing
Product
Sales
Finance
Marketing
Sales
Product
#GutCheck

13. FSI PLANNING
#GutCheck

14. #2 TACTICAL NEEDS
#GutCheck

15. Polling Question 2
Poll 2: Where do you tactically feel that your digital
marketing execution has the most opportunity for
improvement?
a) Mobile
b) Big Data
c) Conversion Optimization
d) Content Marketing
e) Marketing Automation
#GutCheck

16. Tactical Focus
#GutCheck

17. Content Marketing Challenges
#GutCheck

18. Polling Question 3
Poll 3: Organizationally where do you feel the
biggest opportunity for digital marketing
improvement lies?
• Integration
• Resourcing
• Analytics
• Budgeting
#GutCheck

19. #3 INTEGRATION
#GutCheck

20. Common Integration Deficiencies
Upon Audit
• Modern SEO: Technical SEO, Content
Strategy, UX, Creative, Social
• Local: National SEO, Local SEO, Local
Content, Social (reviews), Localized Content
• Customer Experience: UX Design and
Content Strategy (Service Design – Offline)
• Retention: CRM, Email, Social, and Offline
• Multi-Channel Analytics (Attribution)
#GutCheck

21. Content Strategy at the Core
social
promotion
and
discussion
paid media
promotion
tactically-agnostic
future-friendly
search
analytics
lifecycle
marketing
(email)
content
creation
content
strategy
lenses: local + mobile
#GutCheck

22. #4 RESOURCING
#GutCheck

23. Top Impediment to Integration
#GutCheck

24. Cultural Shifts That Break Down Silos
• Reimagine your organizational structure, processes, and
ops design
• Rally teams and partners around integrated programs
• Assign common success KPIs across teams (incentives)
• Create a senior level content position
• Include cross-channel teamwork in performance reviews
• Celebrate group successes
• Educate!
#GutCheck

25. Staffing Model Extremes
In-house
• Tactical execution with internal
staff
• Consultation from tactical industry
experts
• Examples: Intuit, Amazon
Benefits: Cost effective, activity
oversight, integration control (in
theory)
Risks: Planning ability, talent, ability to
tactically stay cutting edge, team
management, knowledge for program
evolution and integration
Delivery Partners
• Tactical execution with external
staff
• Partnered planning
• Examples: CPG
Benefits: Tactical accountability
Risks: Direct tactical oversight
and staffing, cost, multiple agency
management and integration,
ability to understand where to
make bets (partner competition)
#GutCheck

26. FSI Marketing Staff

27. #5 ANALYTICS
#GutCheck

28. Marketing Mix Value
#GutCheck

29. FSI Media Mix
#GutCheck

30. #6 BUDGETING
#GutCheck

31. Budget Allocation
#GutCheck

32. Forecasted Market Factors
1. Improved measurement controls
superfluous spending
1. Contextual marketing steals media dollars
#GutCheck

33. Recommended Areas of Focus
• Foundational Tactical Improvements
• Content Strategy, Content, and Content Marketing
• User Experience and Technical Roadmaps
• Infrastructure: Systems, Tools, and Staff (Content
Managers, Program Managers)
• Direct Improvements: CRM, email, sms, integration
• Service Design
• Advanced Analytics
• Testing Slush-Fund!
#GutCheck

34. Thank You!
www.ethology.com
http://digitalmarketingdepot.com
webcasts@digitalmarketingdepot.com
#DMD
#GutCheck