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Is Your
Marketing Effective? Sarah McMaster
Director of Marketing & New Media
TODAY WE WILL COVER
• Your marketing foundation
• Building a marketing campaign
• Establishing benchmarks
• Setting goals
• Measuring outcomes
• Case study: MWCC
• Discussion
YOUR MARKETING FOUNDATION
• Brand essence
• Unique selling proposition(s)
• The market: awareness, saturation, share
• Understanding your audience segments
• Communication channel mix
SETTING GOALS
WHAT DO YOU
WANT TO ACHIEVE?
Holiday Sale at
Retail Business
• Store Visitors
• Coupon Use
• Mail list sign-ups
• Purchases
Annual Fundraising
Event at Nonprofit
Organization • Attendance
• Donations
• New members
• Volunteers
S.M.A.R.T. GOALS
• At least 50 store visitors on
Saturday who stay for more than
5 minutes
• Ten mail-list recipients use
emailed 10% off coupon during
the pre-sale on Friday
• Increase mail list members by
25% on Friday and Saturday
• At least 25 purchases over $15
and 5 purchases above $75 on
Saturday (non-coupon)
S.M.A.R.T. GOALS
• At least 60% of current active members in
attendance (# RSVPs returned)
• 10 donations above $200, 10 donations
above $100, and 50 donations above $10
• Recruit 5 new members from guests in
attendance with members
• Recruit 10 volunteers for the upcoming
advocacy event
ESTABLISHING BENCHMARKS
RETAIL BENCHMARKS
Last Three Holiday Sales:
• Averaged 47 visitors on Saturdays
• Averaged 11 coupons used during the pre-sale
on Friday
• Average of 70 new mail-list sign-ups
• Average of 23 purchases over $15 and 6
purchases above $75 on Saturday (non-coupon)
NONPROFIT BENCHMARKS
Last Three Annual Dinners • Approximately 55% of current active
members attend (65 RSVPs returned)
• Average 9 donations above $200, 7
donations above $100, and 55 donations
above $10
• Averaged 7 new members
• Averaged 10 volunteers recruited
BUILDING A
MARKETING CAMPAIGN
Newsletters
Direct Mail
Publications Fundraising
Events
Outreach
Media Relations Social Media
Radio
MULTI-CHANNEL APPROACH
“REVERSE ENGINEERING”
Goal Tactic Channel Audience
At least 50 store
visitors on Saturday
who stay for more than
5 minutes
Billboard on Main St. Display/Signage Downtown shoppers,
foot traffic
Newspaper Ad series Print Ads Residents of Town A, B,
C
Ten customers use
10% off coupon during
the pre-sale on Friday
Coupon mailer Direct Mail Purchased List
Coupon promotional
contest
Social media
(Facebook)
New email subscribers
Increase mail list
members by 25% on
Friday and Saturday
In-store promotion Display/Signage Customers & Shoppers
Referral/referree
discount
Email New email subscribers
At least 25 purchases
over $15 and 5
purchases above $75
on Saturday (non-
coupon)
Billboard on Main St. Display/Signage Downtown shoppers,
foot traffic
Newspaper Ad series Print Ads Residents of Town A, B,
C
Holiday Sale at Retail Business
“REVERSE ENGINEERING”
Goal Tactic Channel Audience
At least 60% of current
active members in
attendance (# RSVPs
returned)
Invitation with RSVP Direct Mail Current members
Reminder with Keynote
speaker info
Email Current members
10 donations above
$200, 10 donations
above $100, and 50
donations above $10
Mail insert w giving
impact infographic
Direct Mail Current members
Personal “ask” during
event from E.D. in
remarks
Person-to-person Event Attendees
Recruit 5 new members
from non-members in
attendance
Event invitation Print Ad Newspaper readership
“Bring a friend” Email Current members
Recruit 10 volunteers
for the upcoming
advocacy event
Personal “ask” during
event from E.D. in
remarks
Person-to-person Event Attendees
Thank you Email Event Attendees
Annual Dinner at Nonprofit
MEASURING OUTCOMES
KEY METRICS
• Student/Customer/Member Lifetime Value
• Engagement
• Conversion
– Inquiry Form Submissions
– Event RSVPs
– Online Sign-ups
• Cost Per Lead
MEASUREMENT
• Google Analytics
• Facebook Insights
• Spreadsheets
• Online Forms
• Landing Pages
• Survey Results
MEMBER LIFETIME VALUE
($25 x 100) x 5 = $12,500 Member Lifetime Value
ENGAGEMENT
COST PER SIGN-UP
Personnel = $30/hour x 2 hours Marketing Activity= $800 Facebook Contest Number of Sign-Ups= 120 Cost of Sign-Up= $7.16
LANDING PAGE
CONVERSIONS
If, for every 200 visits, 5 calls to action are completed, you have a
2.5% conversion rate
LANDING PAGES
• Limited navigation
• Call-to-action
FULL CIRCLE: mROI
“Our October 2015 Facebook promotion increased online engagement by 7%, brought 3,027 visitors to our landing page, converted 9% into sales leads, resulted in 72 new email sign-ups, with a 400% ROI at a lower cost per inquiry than our concurrent direct mail campaign” -Fictional Marketing Superstar
ALLOCATING BUDGET
ALLOCATING BUDGET
ALLOCATING BUDGET
CASE STUDY: MWCC
CAREER FOCUS V. HIREed
TARGET AUDIENCES
CareerFocus HIREed
Mail Strategy: Saturation Mail Strategy: Targeted
Mass mailed by zip code to all
households
• Geography: MWCC service area
• Age: 26 + years
• Behavioral: job seeker, career
changer, out of work
COST PER INQUIRY
Personnel = $30/hour x 15 hours Recruitment Overhead= $170 Marketing Activity= $30,000 magazine Number of Inquiries = 110 Cost of Inquiry = $271.00
STUDENT LIFETIME VALUE
($100 x 10) x 4 = $4,000 Student Lifetime Value (SLV)
PROSPECTING MAGAZINE
Benchmark: 0.03% response rate; cost per lead was $271; cost per enrollment was $750.
Goal: Increase response rate by 100%
Tactics: Audience segmentation, mailing strategy, content revamp
Outcomes: 0.14% response rate; cost per lead was $87; cost per enrollment was $490.
mROI: 400%
TRACKING KEY METRICS
WHAT’S THE RETURN?
SIX STEPS TO SUCCESS
Step 1 • Set specific, measurable, realistic goals
Step 2 • Look at trends and establish your baseline to achieve success
Step 3 • Reverse engineer tactics from your goals and map to your audiences
Step 4 • Measure by channel
Step 5 • Assess the outcomes
Step 6 • ROI analysis based on your lifetime value and other metrics
Discussion
