Iq capabilities 2016 (1)

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IQ AGENCY CAPABILITIES

CREATIVE INTELLIGENCEIn the digital age successful marketing springs from creative built on a foundation of strategic intelligence. It ensures that we engage the right person, at the right time, with the right message.

IQ is an integrated marketing agency with digital at its core. Our mission is guiding mid-sized companies in the essential work of super serving the demanding, modern consumer.

BROAD CONSUMER EXPERIENCE

RECOGNIZED FOR INNOVATION AND CREATIVITY

We have won hundreds of creative awards, including:

Cyber Cannes Grand Prize

Breakthrough of the Year

STRATEGY DIGITAL

TECHNOLOGY ADVERTISING

SOCIAL

SEARCH

CONTENT EXPERIENCE SCIENCES ANALYTICS

MOBILE MEDIA PROJECT DELIVERY

COMPREHENSIVE CAPABILITIES

FOUNDER OF THE SODA NETWORK

IQ’s CEO, Tony Quin founded and is the chairman of the board of SoDA, the Society of Digital Agencies, which today counts 100 of the top digital agencies in the world within its network. SoDA not only provides the affiliated services of its member agencies, but also among other things produces the SoDA report, the most viewed digital trends report in the world.

Click to view latest report

Click for more info

CREATIVE

CLICK TO VIEW

Our team of writers and designers create print ads, FSIs, mailers, email and more. Combined with list acquisition, CRM and drip marketing strategies we offer comprehensive direct marketing and advertising capabilities.

DIGITAL ADVERTISING, EMAIL, PRINT

IQ has created numerous award-winning websites and micro-sites.

WEBSITES

Allstate

Yamaha Waverunners

Holland America Cruises

We have internal social media strategists and community managers who work to ensure our owned and earned opportunities are maximized with compelling content and differentiated strategies across channels.

SOCIAL MEDIA

TV & VIDEOFor TV and web video, IQ has a history of world class creativity and production. Click to view examples.

Pennington

Microsoft

CASE-STUDY

Challenge: Launch a re-imagined CPG brand with an integrated campaign.

Brand position: "Great Entertainment for your Yard”

Creative platform: The Wild Bird band

The integrated campaign used local search, social media, banners, content marketing plus TV, radio, print and outdoor in a head-to-head battle with Scott’s for the Walmart account.

INTEGRATED CAMPAIGN CASE STUDY

+128Sales Target product lift

Ultra Premium Bird Seed

RESULTS

Basic Bird Seed

Sales Halo lift

Pennington won the battle against Scott’s with Walmart and secured an nine figure national contract.

STRATEGY

Conversion

YouTube

Facebook

PR/EventMedia

Search

E-mail

Earned

Twitter

Mobile

In-store

The objective is to create a marketing system that uses less expensive Owned and Earned media to do most of the work, triggered by Paid media. The brand’s website acts as the hub for conversion into the sales channel. The following pages outline our comprehensive strategic process.

THE NEW SYSTEM

DISCOVERY

ORGANIZATION Objectives & Goals Brand Positioning Lead Gen Methodology Technology Landscape

COMPETITORS Competitive Analysis

CATEGORY Review of Research Secondary Research Business Trends

CONSUMER Segmentation/personas Search analysis Social listening

We start with what information is available, add insights from Social listening and Search analysis, and together decide if and how we will fill in the gaps in our knowledge.

Next we map the journey that each persona takes, not only to purchase, but also post purchase to loyalty and advocacy. We look for the key interaction and influence points so we can focus our resources.

FIND OUT WHEN & WHERE TO INTERACT CONSUMER JOURNEY MAPPING

INTERNET

DECIDE WHAT TO SAY & HOW TO COMMUNICATE INTEGRATED CONTENT STRATEGYContent strategy then tells us what to say and how to say it, to each persona, at each of the key interaction points we have identified.

INTERNET

INTEGRATED CHANNEL STRATEGYThis first results in a channel strategy which tells us the role and purpose of each channel for each persona.

INTERNET

STRATEGY DRIVES TACTICSAfter a number of additional steps our plans becomes the Playbook, which is a prioritized roadmap of tactics designed to achieve business goals. This includes an estimate of cost and resources required. The Playbook acts as the guide for all marketing activity, including media, and is often used for budgeting.

ANALYTICS

Determine Business & Marketing Objectives

Align Key Success Metrics

Develop Data Capture Points

Design Report Templates

•  Clearly document business & program objectives

•  Identify program learning objectives

•  Identify metrics of success for each objective (KPI)

•  Develop a measurement plan to quantify each metric of success

•  Enable tracking mechanisms across data sources

•  Benchmark and forecast KPIs

•  Design dashboard layout and frequency

•  Determine analysis and optimization needs (monthly trending, quarterly business, campaign performance)

Everything we do is measurable. These metrics provide insights to our analysts that tells us not only what is working and what is not, but how to optimize performance, ROI, and future opportunities.

ANALYTICS APPROACH

Key KPIsKey KPIs Key KPIs Key KPIs• Increased traffic per test market • Increased revenue per test market • Increased frequency of purchase • Increased Average Sale

• Increased Video/Certification Participation • Increased social sharing • Increased Site Traffic • Increased traffic from email • Increased traffic from influencers

• Increased consumer acquired emails • Increased installer acquired emails • Increase lead database size • Increased rate of new customer

Learning and purchasing Discovering, Sharing, Experiencing

Sales/Consideration Engagement Awareness Marketing Objectives

Key Performance

Indicators

Channel Metrics

Site: Video Path Analysis (video started to certification ‒ fallout) • Rate of Video Completion • Rate of Certification • Hint usage • Page Views • Visits • Trended Referral Traffic to Site • Rate of Consumer Story Shared • Email: Open Rate Click Rate

• Site: Consumer emails acquired Installer emails acquired Velocity of new customer acquisition

Site: Conversion Path Analysis (video, certification, & email) Conversion Funnel (cert to lead to sale) • Rate of Request a quote (at time of certification or in response to email) Certifications by market Traffic by market Sales by market

Acquisition Grow Leads Database Knowledge of Brand

• Increased social sharing • Increased chatter volume

Site: • Traffic to the Share a Story Page • Rate of Social Sharing Social Listening: • Chatter volume

We develop a measurement plan for each initiative as well as for the overall activity of a brand. This allows a brand to understand how their marketing is changing the dynamics of their sales process.

MEASUREMENT PLAN

This is an example of a monthly analytics dashboard and detailed reporting. We produce weekly, monthly and quarterly reports.

It is extremely valuable to be able to see a single view of all metrics. However the most value comes from the human analysis and their recommendations.

DATA DASHBOARD & REPORTING

For more information visit www.iqagency.com or contact Scott Solter 678-449-2010 scott.solter@iqagency.com