IMPACT STRATEGIC COMMUNICATIONS PLAN RACHEL HARKNESS-FELIX TODAY'S - - PowerPoint PPT Presentation

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IMPACT STRATEGIC COMMUNICATIONS PLAN RACHEL HARKNESS-FELIX TODAY'S - - PowerPoint PPT Presentation

May 11, 2023 409 likes •709 views

EFFICIENCY FOR IMPACT STRATEGIC COMMUNICATIONS PLAN RACHEL HARKNESS-FELIX TODAY'S PRESENTATION DISCUSSION POINTS Formative Research Strategy Tactics Evaluation HOW DO WE CREATE RELATIONSHIPS WITH INDIVIDUALS IN AN ORGANIZATION MOST

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STRATEGIC COMMUNICATIONS PLAN RACHEL HARKNESS-FELIX

EFFICIENCY FOR

IMPACT

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TODAY'S PRESENTATION

DISCUSSION POINTS

Formative Research Strategy Tactics Evaluation

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HOW DO WE CREATE RELATIONSHIPS WITH INDIVIDUALS IN AN ORGANIZATION MOST LIKELY TO DISCOVER, PITCH, AND DESIRE NEW SOFTWARE SOLUTIONS?

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LEVERAGE

A strong solution, goodwill from satisfied customers, and the strategic intelligence of a highly-knowledgeable team.

OVERCOME

An undefined niche, and limited monetary and human resources.

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CAPITALIZE

On changing B2B purchasing demographics, increasing preference for thought leaders, growing market for Enterprise Content Management tools in North America.

MITIGATE

Large, well-established competitors with significant recognition in the industry, like OpenText.

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THE AVERAGE B2B BUYER IS CHANGING

Average buying committee has grown to 6.8 people in 2017 81% of non-C-suite employees have some influence in corporate purchasing decisions

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WHO ARE THEY?

Purchase from Leaders, not Salespeople Trust is Built Through Content and Reviews

BIASES

Independent Research Before Sales Searchability Within General Niche

EXPECTATIONS

Content Targeted to Them

NEEDS

Highly Social Defined Content Preferences Engaged with Trade Publications

MEDIA HABITS

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65% OF ALL B2B SOFTWARE PURCHASES ARE MADE

OUTSIDE

THE IT DEPARTMENT - AND IT'S ESTIMATED TO GROW TO 80%.

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FUNCTIONAL STAFF AND LEADERS

Further divided into HR and SCM groups for targeted messaging

IT LEADERS CURRENT CLIENTS

Primary Audience - Actors Secondary Audience - Influencers/Enablers Secondary Audience - Influencer/Enabler Able to encourage or prevent relationships with Functional Staff and Leaders Opinions of this group are highly persuasive to Functional Staff and Leaders

AUDIENCES

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GOAL

Build relationships with Functional Staff and Leaders in HR and SCM and create a reliable channel for future communication with them - giving IntellaQuest the foundation for future sales and marketing initiatives while creating

  • pportunities for client growth.
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FUNCTIONAL STAFF AND LEADERS

Increase IntellaQuest’s monthly unique website sessions by 130% over 8 months (August 2019 - March 2020) Gain 50 new subscribers for IntellaQuest’s email list over 8 months (August 2019 - March 2020) Record a 75% understanding of campaign key messages in the evaluative research survey completed in April 2020.

IT LEADERS

Primary Audience - Actors Secondary Audience - Influencers/Enablers Record a 75% understanding of campaign key messages in the evaluative research survey completed in April 2020.

CURRENT CLIENTS

Secondary Audience - Influencers/Enablers Convert 25% of selected current clients into PR program participants over 2 months (May - June 2019).

OBJECTIVES

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MIRROR ENGAGE BUILD

STRATEGY

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EFFICIENCY FOR

IMPACT

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TACTICS

TARGETED COMMUNICATIONS CLIENT OUTREACH PROGRAM THOUGHT LEADERSHIP CONTENT STRATEGY

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TACTICS

TARGETED COMMUNICATIONS

Introduce Audience-Specific Messages

CLIENT OUTREACH PROGRAM

Review Placement Client Ranking Index Client Proposals

THOUGHT LEADERSHIP CONTENT STRATEGY

Targeted Blog Posts Exclusive Case Studies LinkedIn Ads and Organic Posts Media Query Submission Advertorials/Sponsored Content in Trade Publications

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INTRODUCE AUDIENCE- SPECIFIC MESSAGES

Updating the IntellaQuest Website and LinkedIn to include more audience-specific key messages, niche identification, and visual communication. Work Sample Available

TARGETED COMMUNICATIONS

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REVIEW PLACEMENT

Sign up for a free account on Q2 Crowd so current clients have the ability to leave a review where 1.5 million potential customers are already searching for software.

CLIENT OUTREACH PROGRAM

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CLIENT RANKING INDEX

Rank existing clients based on their suitability to participate in the PR program (function addressed, IntellaQuest solutions used, success rate with them, and their perceived happiness with the program)

CLIENT OUTREACH PROGRAM

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CLIENT PROPOSALS

Based on ranking, ask suitable clients to participate in the PR program during their bi-weekly or monthly check in meeting, then follow up over

  • email. First ask to review on G2 Crowd, then if they review, follow up

with a request to ask to participate in the case study. Work Sample Available

CLIENT OUTREACH PROGRAM

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EXCLUSIVE CASE STUDIES

Using stories gained from Client Proposals, craft exclusive case studies (one per functional group) that are only available to those who sign up for IntellaQuest's email list. Work Sample Available

THOUGHT LEADERSHIP CONTENT STRATEGY

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TARGETED BLOG POSTS

Write long-form blog posts once a week, alternating between HR and SCM, with thought leadership content on topics related to the case

  • study. Include multiple calls-to-action to download related case study.

THOUGHT LEADERSHIP CONTENT STRATEGY

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LINKEDIN NATIVE ADS

Share blog posts as native ads on LinkedIn in a CPC campaign

  • ptimized for link clicks, targeting ads based on functional group

(showing HR blog posts to individuals in the HR industry).

THOUGHT LEADERSHIP CONTENT STRATEGY

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MEDIA QUERY SUBMISSION

Subscribe to Cision's free service, Help a Report Out, and connect with reporters looking for industry experts and pitch IntellaQuest spokespeople to be featured.

THOUGHT LEADERSHIP CONTENT STRATEGY

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ADVERTORIALS

Purchase advertorials in trade publications, one for HR and one for SCM, in strategic issues.

THOUGHT LEADERSHIP CONTENT STRATEGY

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BUDGET: $11,981.00

APPENDIX E

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SCHEDULE

PREPARATION ACTIVE COMMUNICATION EVALUATION APRIL 2020 AUGUST 2019 - MARCH 2020 MAY - JULY 2019 APPENDIX E

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FUNCTIONAL STAFF AND LEADERS

Increase IntellaQuest’s monthly unique website sessions by 130% over 8 months (August 2019 - March 2020) Gain 50 new subscribers for IntellaQuest’s email list over 8 months (August 2019 - March 2020) Record a 75% understanding of campaign key messages in the evaluative research survey completed in April 2020.

IT LEADERS

Primary Audience - Actors Secondary Audience - Influencers/Enablers Record a 75% understanding of campaign key messages in the evaluative research survey completed in April 2020.

CURRENT CLIENTS

Secondary Audience - Influencers/Enablers Convert 25% of selected current clients into PR program participants over 2 months (May - June 2019).

EVALUATION

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SINCERE

THANKS!