Date post: | 05-Dec-2014 |
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Communications Team
Sherry Kast@sherrykastCommunications and Public Relations Manager
Callie Collins@CallieCRCommunications Coordinator
Brie HobbsCommunications Coordinator
Miranda Wilson@mirandaLwilsonCommunications Coordinator
Jennifer Anderson Vice President of Marketing and Communications
Blog Contributors
Ashlie TurleyMarketing Coordinator
Jared BroxMarketing Coordinator
Situational Analysis
Refresh Leadership
Research
• Conducted web-domain research for site name
• Surveyed clients on top challenges and workplace issues
• Conducted internal research on email marketing data
Objectives
• To be ranked #1 in Google search results
• Create a site that would be appealing for guest authors like leadership experts to contribute their knowledge
• Increase open rates to the monthly email promotingthe publication
Action
• Purchased domain name
• Submitted name for trademark
• Developed Wordpress-based blog
• Utilized various plugins
• Developed iPad giveaway to promote launch
Communication
• Post two to four articles each week
• Plan content
• Share content on Twitter and Facebook using tools like dlvr.it
Communication
• Integrate the Refresh Leadership blog with our website
• Send monthly email to more than 250,000 subscribers using ExactTarget email
Evaluation
• Ranked #1 for the term Refresh Leadership in Google search results
• Blog posts have been featured in various SmartBrief publications
• We now receive regular contributions from leadership experts like Jim Stovall and Jay Larson.
• Acquired 10% more opens to our monthly email promoting the publication