PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM

Transcription

1 PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM

2 WHY IT MATTERS GETTING STARTED STRATEGY CONCEPT PLAN TYPICAL INVESTMENT AND TIMEFRAME

3 01. WHY IT MATTERS When you re revamping a marketing program, developing a new campaign or launching a new product, you need an approach that s as systematic as it is relevant. That s why our entire methodology is grounded in the realities of your customer base. We begin with insight, focus into a compelling concept and ultimately deploy with measurable tactics that move your audience to action. PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM WHY IT MATTERS

4 GROUNDED IN THE REALITIES OF YOUR CUSTOMER BASE PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM WHY IT MATTERS

5 GODFREY S METHODOLOGY PROVIDES A DEFINED APPROACH FOR: Discovering the realities of your market, competitors and audience Developing strategies to achieve your goals given those realities Creating the concept that will differentiate and resonate Producing the tactical plan to reach, engage and move your audience to action Setting the stage for project execution, measurement and optimization PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM WHY IT MATTERS

6 02. GETTING STARTED This package assumes that the immersion and insight steps have been completed. As part of these steps, it s essential that we talk with some customers and prospects to understand your buyers behavior and needs at every stage of their journey toward a purchase. PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM GETTING STARTED

7 REAL VOICES = REAL INSIGHT PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM GETTING STARTED

8 03. STRATEGY In essence, the strategy determines how we will achieve your objectives given the realities of the market, the competition and the audience. Whether it s a high-level positioning strategy or a focused execution strategy, we build everything around a singular, differentiating statement. From there, we use established tools to map the foundations that will drive concept and plan development. PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM STRATEGY

9 WE BUILD EVERYTHING AROUND A SINGULAR, DIFFERENTIATING STATEMENT. PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM STRATEGY

10 TYPICAL CAMPAIGN STRATEGY DELIVERABLES: Key Strategies: Aligned with insight findings Brief: Summarizes insight and strategy for concept development Messaging Strategy: Key pillars, reasons to believe and initial proof points Strategic Framework: Aligned with the customer journey, initial framing of the audience situation, key messages, content types, channels, KPIs and measurements PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM STRATEGY

11 04. CONCEPT Leveraging the insight and strategy, we develop several concepts that effectively express your strategic message in a creative way. Why several? First, because who likes a take it or leave it proposition? Second, because we want you to be a part of the process. Every option we provide will be on-strategy and on-brand, but we re out to find the concept that will have you just as excited as we are. PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM CONCEPT

12 CONCEPT = A REPEATABLE CREATIVE IDEA THAT EXPRESSES YOUR STRATEGIC MESSAGE PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM CONCEPT

13 TYPICAL CONCEPT DELIVERABLES: Definition: A recipe for each idea, articulating the approach in as few words as possible Inspiration: A curated sampling of work that shows what you can expect from the final execution Demonstration: Early executions, often in the form of a sketch Concept Guide: A simple how-to for anyone executing the selected concept AFTER A CONCEPT IS SELECTED: Refinement: Details of execution Sample Expressions: Initial executions or samples Concept Guide: A how-to for anyone executing the concept PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM CONCEPT

14 05. PLAN The plan is a crucial bridge from strategy and concept to the actual execution. A B2B marketing plan can get pretty complex, but it s our job to sort through the details. We bring all of our collected expertise to bear. Driven by the strategy and concept and governed by your investment level, the final plan unifies the appropriate owned, earned and paid channels to achieve your marketing goals. PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM PLAN

15 TYPICAL PLANNING DELIVERABLES: Plan Framework: Overall view of the key elements of the plan Content Strategy: Details the audience situation, key messages, types of content and channels Content Development: New content to be developed, including print, digital, visual assets, articles, trade show displays, sales tools and other content assets Owned Media: Includes website properties, blog(s), apps, social media pages Earned Media: Includes public relations activities, word-of-mouth and shared content Paid Media: Includes print and online advertising, search engine marketing and sponsorships Internal Communications: As applicable, especially for branding engagements Optimization: KPIs at each step, with recommended measurement techniques PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM PLAN

16 06. TYPICAL INVESTMENT AND TIMEFRAME Investment and time frame vary, depending on the nature and scope of the project, the market and geographic reach and other factors. Scale and scope Investment range Timeframe Product launch or small campaign $10,000-$25, weeks Large campaign or small program Large program with extensive tactical planning $15,000-$35, weeks $35,000-$50, weeks PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM TYPICAL INVESTMENT AND TIMEFRAME

17 Godfrey is more than a global B2B marketing agency. We re an engine one that drives industry knowledge, audience insight and strategic creativity through a broad landscape of marketing tactics. Everything we do is fine-tuned for B2B. That s our secret: marketing that makes sense for your industry, your brand and your goals. Talk to us today or learn more at godfrey.com. PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM