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Future Marketing Strategy Beth Evarts Slide 2 What is Marketing? ( Wikipedia ) Marketing is the process which creates communicates delivers the value to the customer and maintain the relationship with customers. [1] It generates the strategy that underlies sales techniques, business communication, and business developments. [1] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. [1] [1] customer relationships [1] Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management.customer marketing managementbusiness management The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.productionprofitable The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. [2] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. [2]target markets [2] Slide 3 Problem Statement: Today Our marketing driven events are decentralized, reactive, and inconsistent. Many existing processes are redundant and inefficient. We do not completely understand or track the full impact and ROI of our current activities. Slide 4 New Approach: Mission To develop efficient, cost-effective and consistent processes to capture the attention of our ideal prospects and convert them to new profitable clients while we retain and grow the goodwill of our current clients. Slide 5 New Approach: Vision Develop unified, consistent messaging across the company, increase financial savings and process efficiencies, and continue to deliver and increase the value of the company brand. How? Slide 6 New Approach: Objectives Leverage and expand brand equity and company reputation. Obtain consistent messaging. Track and analyze marketing costs Marketing Plan Marketing Budget Marketing ROI Proactive approach to internal and external market trends (inbound/outbound marketing). Slide 7 New Approach: Goals Maximize financial effectiveness Short term recommendations Long term plan Capitalize on financial savings Leverage existing technologies Investments in new technologies Slide 8 Shift Blended Approach Centralized (Future) Financial savings and process efficiencies Little to no financial effectiveness; no process Decentralized (Today) WA NH SC WA CA FL PA ME MA NY PA DE CT Blended Marketing Approach Benefits: Centralized systems & processes supporting decentralized activities Slide 9 S hort Term Recommendations Branding Strategy Use of style guidelines, roll out plan, training and templates to achieve consistency Successful Implementation Requires: Executive management buy-in, support, and company-wide communication Established roll out plan and training Office visits and face-to-face presentation Implementation Update business stationary items such as letterhead, envelopes, business cards, labels Update existing business templates such as invoices, proposal templates, SF330 templates, reports, etc. Slide 10 Short Term Recommendations (contd) eStore Front Expand use of existing online electronic store (tool) Centralizes branded and approved marketing materials, business cards and stationary Regionalizes materials based on templates Soft marketing expenses minimized Material costs built into office and/or facility budgets Quicker turnaround for support of regional activities Successful Implementation Requires: Time needed to recreate marketing materials based on brand guidelines with options for localization (e.g. local office address, phone) Roll out plan Training Executive management buy-in, support, and company-wide communication Slide 11 Short Term Recommendations (contd) Proposals Centralized approach with thresholds Over $50,000 in value Multi-year contract MSA/IDIQ Federal and GSA proposals SF330 requirements Multiple teaming partners/subcontractors Strategic in nature (gets our foot in the door) Successful Implementation Requires: Dedicated technical editor/writer in marketing Proposals and other marketing program goals (e.g. project descriptions, case studies, web news, etc.) Formal Bid/No Bid process Corporate/marketing review prior to submission Executive management buy-in, support, and company-wide communication Slide 12 Project Descriptions Use Vision to capture project descriptions Key word searching Feeds SF330s Feeds online resumes Start up, mid-point, close-out descriptions Successful Implementation Requires: Mandatory process Rollout, implementation & training strategy Documentation / user guides Executive management buy-in, support, and company-wide communication Short Term Recommendations (contd) Slide 13 On Line Resumes Use Vision to create resumes on-the-fly Uses project descriptions & client information stored in Vision Customized resumes can be created easily (e.g. wetlands vs. permitting, etc) Feeds into SF330s Successful Implementation Requires: Mandatory use of Vision to capture project descriptions Rollout, implementation & training strategy Documentation / user guides Process for new hire resumes and temp employees Executive management buy-in, support, and company-wide communication Slide 14 Short Term Recommendations (contd) Tradeshows/Conferences/Sponsorships Blended support Centralize management of requests Ability to track costs using account codes Future budgeting and planning ability Local office support of events Successful Implementation Requires: Marketing event items for each major office (can stock each major office with the following for