Make the Most of Your Marketing

Kate DunnDigital Innovations Group

• Help organizations solve their marketing and sales challenges with innovative strategy, inspired execution & purposeful creativity.

• Specialists in relevant, integrated, interactive and trackable communication strategies and execution.

• Focus markets– Higher Education Development– Small & Midsize businesses

Digital Innovations Group

It is Rough Out There• Sluggish economy continues to wreak havoc on

sales and marketing budgets• Leaner organizations having trouble executing

plans to improve results– Reduced staff– Reduced budgets

• Strategic plans to grow the business are on hold

But, What About the Future?

• Only 15% of short terms results are a result of today’s marketing initiatives

• Today’s marketing will be responsible for 85% of long term results

Improving Results Without Breaking the Bank

• Over 19% of marketing spend fails outright• 67% of spend could achieve significant

improvement in results without additional cost

• What to tweak:– Messaging – better understanding of your donor’s

motivations– Marketing Mix – VeriSign found that 10% of spend

drove 98% of actions they wanted– Integration – synergize tactics to optimize results

Communicating Today• Is more complex

– Increasing competition for attention• Both old and new channels in

play– Average American is exposed to up

to 5,000 messages per day• They notice 52• They remember only 4

– 5 – 30% of total media time is spent multi-tasking

– Seeing a message in more than one channel increases response by 10 – 15%

Source: Wizard of Ads, Roy H. Williams citing Yankelovich study, USPS Study Delivered to PIA Variable Data Conference, January 2007

Relevant

Just Personalized

Over 3x higher

Relevance Counts• Relevance is the single largest lever on response in

individualized direct marketing Jupiter research reports:• Relevancy improves campaign revenues by 9 times

over untargeted broadcast mailings• Revenues are improved by an average of 18 times

with relevance

Static DM response averages less than 2%Relevant DM

averages 6.5%

Focus on the Learning

Right Time

20x liftLearningResponse Rate

Static Personalized Highly Relevant

10x lift

20% lift

5x liftRight Message

2x liftRight Individual

Personalized

Today…• Marketing best practices can help

– Improve response rates– Improve lead quality– Improve sales productivity– Increase sales– Improve customer loyalty– Provide continuous improvement– Generate greater returns

Keys to Success• Strategic marketing plan built to capitalize

on your differentiators• Focused on communicating with your

audience in relevant, trackable and interactive ways

• Concentrate on getting the right message, to the right person, at the right time via the right channel

Step 1: What’s Remarkable?• Competitive Advantages

– Unique– Sustainable– Quantifiable

• Make sure the entire organization knows them and communicates them consistently

• Ensure all communication channels reflect your differentiators

Integrated Cross Channel

Data

Messaging/Channels

Trackable Response/Purls Gurls/Curls

Nurture ActivitiesRevenue

Best Practices

Capture Information

Strategic Technology Systems• Positioning Statement:

– Smart Solutions. Simply Applied.– http://www.ststechnology.com

• Key Messages– Technology explained in simple terms– We can take care of your technology and

security so you can focus on your business– Cost effective managed services can minimize

downtime and maximize productivity

The Audience• Busy professionals, small and midsized

business like medical, dental, law practices, & community banks

• Characteristics– Smaller organizations– No onsite technology staff– Focused on providing service– Need technology to work without taking up a

lot of time– Problems may be intermittent or rare but cause

huge declined in productivity

Strategic Requirement• Provide real value by bringing critical issues

to light before they turn into problems• Stay “top of mind” when problems crop up• Demonstrate ROI for managed service

contracts• Accomplish all this, cost effectively!

• Solution: SmartWire

Lead GenerationRelevant Copy for:Dental, Medical PracticesSmall & Midsize Businesses

Interactive

Maintaining Mindshare

Rosemont College• Fully integrated cross channel strategy

including:– Relevant and personalized direct mail– Email– Personalized landing pages– Social Media

• Alumni Magazine including– Video links, giving portal, interactive polls and

link tracking

Rosemont College Fund Raising

Young AlumniReconnectCampaign

Rosemont College Fund Raising

Young AlumniReconnectCampaign

Continuity

Pre- Initiative E-Mail

Link to Website Announcement of

Direct Mail Piece Tied to other

communication tactics

Direct Mail - Reconnect

Direct Mail Piece - Outside Personalized URL Name Graduation Year

Direct Mail - Reconnect

Personalized URL Name Graduation Year Major

Engage

Follow-Up Direct Mail Piece - Outside

Emails

E-Mail

Graduation YearPercent of Graduate SchoolTop Graduate Degrees EarnedPercent SinglePercent with ChildrenPercent VolunteeringReunion Preference

Social Media Integration

Facebook

Alumni Magazine

Publication Analytics

Results• 23% response rate• 85% of those respondents completed the

process & provided relevant information to be used by Rosemont College in the future

• 50% of those that went to their personalized landing page made a gift

• 38.46% of the donors did not give last year• Increased Facebook fans by over 1,100%

• There is NO silver bullet!• Value proposition of continuous

improvement• Critical Success Factors

– Continuously improve the quality of your list– Track and qualify interest on landing page– Integrate sales process to convert opportunities

• Key message: Use technology and best practices to make your communication Relevant, Integrated, Interactive & Trackable

Conclusions

Remember• Visit www.STSiPad.com, sign up for

SmartWire and enter to win and

Drawing:Friday May 20, 2011

ThanksKate Dunn4615 West Broad St.Richmond, VA 23230804 377-6070– Kate.dunn@digcreative.com

• blog

– www.digcreative.com– Twitter

• Digkatedunn• Dig_results