Vertical Marketing Campaigns

Transcription

1 Vertical Marketing Campaigns

2 Table of contents Part 1 Vertical marketing campaign overview Part 2 Preparing your database of contacts Part 3 The Request for Campaign (RFC) document Part 4 Working with the Print Shop

3 Part 1: Vertical marketing campaign overview

4 Why participate? Brand awareness Suspects and prospects seeing the Security 101 brand in their inboxes and on the web increases your visibility Authority in your marketplace Providing quality content to suspects and prospects solidifies your reputation as the integrator of choice Digital footprint Allows multiple forms of connectivity to increase site traffic, social media activity and online awareness Contacts / Leads Regular and repeated efforts of targeted s and messages organically grow your database of suspects Happier sales teams Campaign materials are available as files to be used as supplemental information during sales process

5 Two levels 1) Full participant 12 weeks long 8 weeks of communication 2 postal mail items (intro letter and post card) 6 s 4 weeks of event promotion Ending in a culminating event, such as a lunch and learn or a manufacturer-sponsored summit that focuses on a specific vertical 2) Communications only 8 weeks of communication only 2 postal mail items 6 s No event under this scenario

6 Associated costs Fixed costs of printing and mailing Roughly $4 per contact E.g. Sending materials to 200 contacts costs $500 to print and $300 to mail, totaling $800 Includes introduction letter and post card Manpower costs associated with database scrubbing Entertainment costs to host your event (if applicable) All creative, supplied materials creative, and digital admin is covered by Corporate Marketing.

7 Interested? Materials for the following verticals are complete: Healthcare (HLC) Property Management (PRP) Education (EDU) Manufacturing (MFG) Government (GOV) Decide which vertical(s) your office would like to market to and prepare a contact list/database for each Note: If you do not have a database, corporate can provide you with a preliminary list of companies/contacts that you must scrub

8 Part 2: Preparing your database of contacts

9 Database preparation If you already possess a marketing-qualified list of contacts/leads, feel free to use it as long as the contacts are upto-date. If you request a preliminary database from corporate, we will provide a general list of companies from the related vertical and some security-related contacts within your territory Note: Understand that the information in purchased databases can never be 100% accurate; if you are sent a database, it is your responsibility to narrow down your suspects and contact them to verify accuracy!

10 Database preparation Prepare your database of contacts in a spreadsheet Include verified suspects, prospects, and customers Must contain the following information in separate fields: First name Last name Full name (First + Last) Job title address Phone number Company name Address 1 Address 2 (if applicable) Full address (Address 1 + 2) City State Zip S101 Industry Code 1 Account Owner - Important: Take care to not include extra spaces before or after the entry, non-standard characters, multiple entries, misspellings, or random capitalization. Failure to adhere to these requirements will result in your database not being accepted and will delay the launch of your campaign.

11 Typing the function into cell D2 (right) exactly as shown produces the desired result (below). Database example

12 Part 3: Request for Campaign (RFC) Document

13 RFC Form The Request for Campaign form can be found in the company OneDrive which is listed under Resources on 101WARE. Navigate to the folder: Sales and Marketing Marketing Vertical Markets Vertical (e.g. Education) Vertical Marketing Campaign Items Request for Campaign

14 RFC Form In the document, wherever you see a yellow triangle, please select an option or fill out the relevant fields.

15 Content Schedule The content consists of printed and ed materials The printed material will be an introduction letter and a post card (and an event invitation if you sign up as a full participant) The ed material consists of vertical-specific security information that will showcase Security 101 as a source-of-knowledge leader. For a more in-depth schedule of content, contact marketing@security101.com

16 Reports After each , Corporate will a summary of which messages were delivered, opened, clicked on, etc. approximately a week after the is sent.

17 Frequently asked questions (FAQ) Carefully review the FAQ portion of the RFC document if you have any questions regarding marketing.

18 Event Support Event flyer (PDF) Document that advertises your event; attach it to your s, print it and mail it, or bring it with you to meetings Speaker bio(s) (PDF) Document that lists bio information about event speakers Registration landing page (web) Web page that is dedicated to event registration and administration Event sign-up sheet (PDF) Document that collects information from potential unexpected event attendees Event survey ( , web) that is sent to attendees after the event was held that directs them to a survey so they can answer a few questions about the event

19 Completing the RFC form You must digitally sign the RFC document in order for the vertical marketing campaign to launch Once you click Submit, the document prompts you to save and then it attaches itself to an to Be sure to also include your database to send for approval during this time!

20 Part 4: Working with the Print Shop

21 Security 101 Print Shop Upon database approval: Go to the Security 101 Print Shop Sign in to your account Select your location Click the top middle option, Vertical marketing campaign (Kit) Selection which vertical (education, healthcare, etc.) Make selections to the variable data Attach approved database during the checkout process Provide payment information

22 Security 101 Print Shop

23 Post Campaign: Corporate will create a campaign summary that will include: address of the recipient Subject line of the Delivery date of the Whether the was delivered or bounced Whether the was opened Whether the contact clicked a link within the Whether the was marked as spam Whether the contact unsubscribed

24 Q & A Any questions? Call marketing@security101.com This presentation can be found in the Vertical Markets folder on OneDrive A video-based version of this presentation can be found at the following address: