eROI Marketing & Sales Plan - Digital Marketing

eROI MARKETING & SALES PLAN
PHASE 1 - 4 SUMMARY
Q4, 2014 - 2015
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART

It started in December, 2013.
Are we walking our talk?
Internal marketing and sales assessment
kicked off...
02

EMAIL USER EXPERIENCE
ATTRIBUTE DEFINITION RECOMMENDATIONS
Image Load Times √ Images within emails load quickly, requiring little
waiting time in both desktop and mobile
environments.
Load times are fast on desktop and mobile.
Mobile Compatibility √ Emails are optimized for viewing on mobile devices,
including smartphones and tablets.
Mobile emails format well.
Email-to-Destination
Continuity !
Tone, messaging and images are consistent from
the email to the destination page upon click
through.
On mobile, most destination content does not show up, or is poorly
formatted for mobile viewing. Blog posts don’t scale to fit the screen
correctly, and landing pages don’t return any content.
Recommend removing hard-code to send people to mobile site, instead
send people to Think post which will scale to fit on mobile.
Plain Text Version !
Plain text version that delivers your message on
email clients with plain-text-only settings.
Text emails don’t hold formatting, and the link/image heavy design
doesn’t leave much compelling content in text-only views. It’s mostly
complicated tracking links followed by a bit of text.
Recommend editing text-only view to be more user-friendly and using
bit.ly or similar to make tracking links shorter in text-only views.
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 03

EMAIL PERFORMANCE
Email Performance is the combined open, click through and
unsubscribe rates, and the revenue generated by each send.
Our engagement metrics are subpar and on a steady decline.
Engagement has steadily fallen throughout this year
culminating in a design week recap that had no clicks
whatsoever. Our lack of focus with our email content, send
consistency, value proposition and continuity between our
on-site vs. email message are all causes of this trend. We need
to hone in on why someone should read our blog and sign up
for our email. Great content, that brings organic search visits
related to our core competencies we will be defining is key
to bringing quality leads and general traffic to eROI.com

CONTENT ASSESSMENT
ATTRIBUTE DEFINITION RECOMMENDATIONS
Mobile Content Experience !
Site is optimized for mobile viewing as content is
easily readable and actionable.
The mobile site experience is vastly different from the desktop
experience. The top nav is small, and buttons are not defined at the top,
while the main image that takes up the bulk of the real estate only takes
a user to the contact page. Once into the site, the experience improves
somewhat, but you are only allowed to see the portfolio page, not any of
the other pages within the eROI site.
Recommend moving from a separate mobile site into a responsive or
adaptive site that retains all content and functionality.
Usefulness of Content !
Site contains content and tools that makes it easy for
users to easily shop and purchase. Promotions,
features and benefits are easily identified and
actionable.
User specific information such as purchase history,
account info and order status are readily available.
Lots of content on the Think page, and a good look at eROI culture in
the Who page and on the contact page. What’s missing is a glimpse at
what our process is like, what we bring as far as strategy goes, and
what to expect when someone chooses eROI as a partner. The Think
page also needs to show true thought leadership to encourage sharing
and subscribing.
While the site shouldn’t be overly sales-focused, it currently doesn’t
have much sales language or strong CTAs at all.
User
Friendliness/Readability !
Site allows for easy, intuitive navigation across
product categories, with easy-to-read product pages
and a streamlined checkout process.
The top navigation is clear and well laid out, as well as the footer links.
Multi-colored text within the pages gives the appearance of links, when
there aren’t any links there.
Recommend using a consistent color for links and removing colored
text otherwise.

Our findings were clear and obvious.
Now, we needed a plan to improve.
So began the Marketing & Sales plan.
06

PHASE I: JOURNEY MAPPING + SALES PROCESS
JULY 8, 2014

UNDERSTAND OUR CUSTOMER + STREAMLINE OUR
EFFORTS
Our goal in Phase I is to visualize an eROI
prospect’s journey, from unawareness to
advocate and understand priorities and
triggers along to way.
Additionally, we are seeking to define the
“who, what & when” of our sales process, to
better capitalize on our opportunities.
08

M&S PLAN OBJECTIVES
MARKETING + PR + SOCIAL CHANNELS + EVENTS
09
25 PARTNER PROSPECTS IDENTIFIED/MONTH
10 QUALIFIED
LEADS/MONTH
6 CAPABILITIES
PRESENTATIONS/MONTH
3 PROPOSALS/MONTH
1 NEW BUSINESS
WIN/MONTH

JOURNEY
MAPPING

OVERVIEW & APPROACH
11
Finding the path
Partners and clients come to eROI in many
varied ways. Whether they come from
networking, search, or word of mouth, we
will be more successful if we can define and
refine the journey that they take.
The customer journey starts with the
potential partner being completely
unaware of eROI, and ends with a
successful partnership and advocacy by
those partners.
DALE
ALLISON

TIMING
12
Moving along the path
Each step along the journey is time agnostic.
We recognize that while the journey is
presented linearly, it does not necessarily
happen along a straight line. Steps can be
retraced, people can linger for a long time in
some of these categories, and sometimes
people will never advance into the sales
process.
Our strategies will recognize this and try to
speed people up where we can, and use
people along the way to add new prospects
into the funnel.

FROM UNAWARE...
13
… TO ADVOCATE

DALE’S
JOURNEY

eROI CUSTOMER JOURNEY
15
Dale’s Journey
Unaware
Dale first learns about eROI after seeing a tweet from
Deschutes about Portland Madness. He spends
twenty minutes filling out a bracket.
Aware
Noticing lagging performance in their email
marketing, Dale allocates some of his marketing
budget to hire an agency. He wants to revitalize the
Patagonia eCommerce emails to set them apart from
their normal sends.
Using a mental list of agencies he’s come in contact
with (including eROI), he starts his search.

16
Dale’s Journey
Interest
Looking over the eROI website, Dale dives
into case studies and capabilities. After
looking at the work we’ve done with Nike
and FMJ, he decides to reach out to eROI
via the Contact Form on eROI.com
SALES
Working through the pitch process, the
Pitch Team creates a proposal that will
focus on a series of apparel line launches.
Each new launch includes a series of
emails, a microsite and social strategy.

17
Dale’s Journey
Partner
Dale is ecstatic about the results of the eROI partnership.
He credits the campaigns with a 15% lift in email revenue
and a 50% increase in website traffic from social. His
numbers got him a meeting with the head of Global Brand
Strategy to talk about the successes of the program
where he was able to present the detailed eROI
performance report.
Weeks later, while catching up with a former colleague he
mentions the successes he had with the program. Dale’s
friend is a marketing manager for Sierra Nevada brewery,
and has just started looking for a digital agency to work
with. Dale passes along Leslie’s contact information. ADVOCATE

eROI SALES
PROCESS

LEAD SOURCES
eROI SALES PROCESS
New business opportunities for eROI are typically arising through four key sources
and can be grouped based on our familiarity with the prospect and opportunity:
19
Website Inquiry
Web form submission via eroi.com,
regardless of referral source
Direct Email
Emails sent directly to sales@eroi.com
and/or Ryan/eROI employee
Phone Call
Call in directly to front desk and/or
eROI employee
Networking
Contact made in person at industry
and networking events
WARM LEAD
Referral, networking contact, Why Project recipient
Has context and familiarity w/ eROI
More likely to convert
75% of current opportunities
Example: Fred Meyer Jewelers
COLD LEAD
Cold call, cold email, web search
No previous contact w/ eROI
Less likely to convert
25% of current opportunities
Example: LinkedIn
RELATIONSHIP

PROSPECT ONBOARDING
20
Regardless of lead source or opportunity tier, ALL new inquiries and opportunities
will be included in the following universal process:
STEP 1: INFORMATION CAPTURE IN ASANA
STEP 2: TRIGGERED THANK YOU EMAIL
STEP 3: FOLLOW UP PHONE CALL
STEP 4: PERSONAL EMAIL
STEP 5: CAPABILITIES PRESENTATION
The five steps in this sequence will be termed “Prospect Onboarding”.
Following onboarding, the Opportunity Tier will determine capabilities + proposal

CAPABILITIES DECKS
OWNER: M
The content that goes into the Capabilities Deck and the method of delivery and/or presentation will be determined by the
opportunity tier. As a rule, ALL NEW BUSINESS PROSPECTS RECEIVE A CAPABILITIES DECK.
21
A MASTER eROI Capabilities Deck will be built and updated quarterly, which will
contain slides and case studies that speak to the full gamut or eROI service offerings.
This will be a go-to resource across the team for building these decks.
SOFTWARE
Deck creation and
presentation lead by Tyler
SIMPLE
Project managed and
presented by M&S
Coordinator, bringing in
additional team members
for presentation as needed.
COMPLEX
Project managed by M&S
Coordinator, contributed
to and presented by Pitch
Team.
Formal proposal scoped
and created following
capabilities, delivered by
Pitch Team.
IDEAL
Project managed by M&S
Coordinator, contributed
to and presented by Pitch
Team.
Formal proposal scoped
and created following
capabilities, delivered by
Pitch Team.
PROSPECTS RECEIVE COMBINED CAPABILITIES + PROPOSAL

PHASE II: SOCIAL MEDIA + THOUGHT LEADERSHIP
JULY 25, 2014

CASUAL
INDIVIDUAL
CULTURAL
PROUD
ARTISTIC
INSPIRED

DEFINING A STYLE
24
Our Voice
eROI social channels should have a well-defined
voice and point of view.
Messaging should be concise and tightly
edited. Style will be reflective of our
nature as an agency: bold, youthful,
energetic, irreverent, even a bit cheeky.

DEFINING A STYLE
25
Defining a visual style that doesn’t tax design
Bold. Clean.
Discoverable.
We should use brand colors sparingly but
effectively. Imagery shouldn’t be
overworked; content should stand on its own.

PROMOTING CLIENT WORK
26
Type Of Work When to Promote Follow Up
Live websites and social
At launch and periodically
campaigns
while live*
Campaign completion
with performance data
Email-Specific Campaigns Creative: After deployment Post-deployment with
performance data
Retainer Work Full campaigns: After
Performance reporting is
complete
Upon case study
completion
*AE/AC of a project should flag the social team at least 1 week in advance of any campaign
launch.

SOCIAL TEAM
27
The Social Team will be comprised of 4-5 people who will manage the day-to-day
operations of all social channels. The Social Team Lead will manage long-term
strategy, content calendars and the weekly synch team meetings.
Like other committees at eROI, people will be
appointed to the team, and assigned indefinitely,
with team changes made as needed.

28
CHANNEL
SPECIFICS

CHANNEL MATRIX
29
CHANNEL FACEBOOK TWITTER INSTAGRAM LINKEDIN GOOGLE+ PINTEREST
THOUGHT LEADERSHIP
CULTURE
NETWORKING/HIRING
NEWS
CLIENT INTERACTION

FACEBOOK
30
The melting pot of Social
Facebook is a place to aggregate content from all over the Web. Idea posts, links,
photos, events and other content all live on Facebook.
With the challenges of organic reach, Facebook posts need to be highly shareable,
and relevant to our audience. Over time, more people will be reached as the
algorithms reward that high-quality content.
Create posts that ask questions, assert our point
of view and generally encourage participation.

INSTAGRAM
31
Get out of the office, and get off the phone.
Instagram for business is a different animal than personal Instagram accounts.
Imagery needs to be sharp, styled, and be backed with purpose. That’s not to say we
can’t use Instagram for those cultural moments, we just need to elevate the quality.

AUTHORS
32
Upleveling quality. Writing strategically
+ Each eROI employee will write or contribute to one blog post per year
− As eROI grows as an agency, we will no longer be able to support two posts by
each employee
− Remaining weeks will be filled with posts around internal campaigns or to fill a
strategic need identified by Performance or the Social Team
− ex. Writing a post that will take the place of a 404 page that is being linked to
by outside site.
+ Incentivize promotion and overall blog performance with monthly recognition and
YouEarnedIt prizes
+ FUTURE: Add Ideas posts onto Social Dashboard for the week

AUTHOR TIMELINE
AUTHOR DRAFTING POST REVISIONS
33
2 WEEKS 1 WEEK PUBLISHED
Identify strategic
targets, keywords,
content type, etc.
First Draft reviewed
by employee’s Exec
Member
Design and Dev
needs flagged and
resourced.
Content finished
and sent for
proofing
Keywords, hashtags
and influencers
identified
Topics approved by
Manager,
Performance and
Social Lead
3-8 WEEKS

CONTENT
34
Posts need to be written with a purpose
+ Which persona are you talking to? Write to 10% of our audience.
+ What problem are you trying to solve for them?
+ How is eROI uniquely qualified to solve it?
+ What is eROI’s distinct point-of-view (it’s ok to be controversial)?
+ Write the blog in a way that would speak to the persona (How would you get them
to click on the link? To read the whole thing? What different types of content can
you use?)
+ How will the persona find this content (search, sharing, etc)?

POSTING SCHEDULE
35
Blog Posts have been scheduled out through the end of the year.
Asana tasks and assignments are handled by the
AE/AC assigned to Content.

PHASE II: EMAIL + EVENTS + PR
AUGUST 8, 2014

EMAIL STRATEGY
+ ACQUISITION

SIGN UP FOR OUR NEWSLETTER
People want stories that matter to them
and content they can actually use. People
want to be part of something.
We’re not asking your permission to send
you emails.
We’re inviting you into our community.
38

DATABASE GROWTH
Multiple opportunities exist to grow our eROI email database by utilizing the very
tactics and capabilities we sell ourselves on to clients.
39
WHY SHOULD WE FOCUS ON THIS?
+ Increased audience size for content distribution and sales opportunities
+ Credibility as an email-specialized agency through a large, active database
+ Opportunity to test effectiveness of new tactics and glean real-time statistics
CURRENT DATABASE SIZE: 7,215
GROWTH GOALS
END OF 2014: 9,000
END OF 2015: 20,000
CURRENT ACQUISITION EFFORTS:
+ Sign-up fields on eROI.com (Homepage, Think posts)
+ Tab on eROI Facebook
+ Opt-In on Portland Madness submissions

GROWTH OPPORTUNITIES
40
ON-SITE SIGN UP
New eROI.com will contain
multiple opportunities to
register for the eROI
community.
+ CONNECT in site
header/footer
+ Customized opt-in fields in all
Case Studies, Work posts and
Ideas posts
Action Items:
Event registration module on
new eROI.com (In progress)
Customized email sign up links
within specific modules of new
eROI.com (In progress)
EVENT REGISTRATIONS
As eROI begins hosting more
events in 2014-15, we will capture
event registrations directly
through eROI.com, always
including an opt-in for our
community.
Additionally, we will create a
station (laptop, iPad, etc) to
manually capture email addresses
at all eROI events.
Action Items:
Event registration module on new
eROI.com (In progress)
Creation of email capture page, on
display and/or circulated at eROI-hosted
events
SOCIAL CHANNELS
Select eROI social channels will
have opportunities to join our
email community.
+ Facebook sign up tab
+ Links within select social posts
across all channels
+ Google+ sign up tab?
Action Items:
Creation of Facebook and
Google+ sign up tabs/pages
Acquisition content/posts built
into content team planning
OPT-IN THROUGH eROI
CAMPAIGNS
Through our own promotional
campaigns like Portland
Madness, we have the
opportunity to create
interactive digital experiences.
Prompting users to join our
community is an intuitive and
high-yielding component.
Action Items:
Pro-active campaign creation
within eR+D that drive email
opt-ins

Emails from eROI have a recognizable and consistent look, feel and tone,
which will carry over into the new email efforts proposed.

EMAIL TRIGGERS
WHY SHOULD WE FOCUS ON TRIGGERS?
+ We want to personalize the email experience based on how they came into the funnel
+ Slowly transition them into the lifecycle emails
+ Invite audience to connect through other social channels
42
SALES INQUIRY
Set expectations of what’s to
come and in the mean time, share
eROI work examples.
Cadence:
One touch trigger, immediately
after inquiry submission
JOBSEEKERS
Inform jobseeker we’ve received
their application and invite them to
learn more about the eROI team.
Phase 1: Confirmation & lifecycle
series. Phase 2: Account Login
Cadence:
One touch trigger, immediately
after submitting resume/cover
letter through email
GENERAL SIGNUP
Let them know what they can
expect from eROI emails. Provide
work examples, culture updates
and thought leadership to help
innovate
Cadence:
Three-touch email series over 14
days.

MONTHLY DEPLOYMENTS
43
After the user goes through the welcome series, they are
transitioned into the Lifecycle series. We want to create content
that is useful and innovative so users look forward to receiving their
engagement email.
Industry Content eROI Specific Content
+ Happenings & Insights + New Partners + Campaign Launches
+ Local Events Calendar + Client Quotes + New Blog Posts
+ New Team Members
Our plan is to create a modular eROI email template, with
interchangeable content, deployed on a monthly basis.

PREFERENCE CENTER
44
Built into the framework of new eROI.com will be an email preference center, a best-practice
that we consistently recommend to partners but, to-date, have not executed
ourselves.
BENEFITS TO eROI
+ Create and build experience in segmentation within our own email list
+ Gain insights into what topics and site sections are of the most interest to our audience
+ Identify, through hidden fields, which pages/modules are driving the most registrations
+ Provide a tangible example of a preference center in pitches and proposals
A customized ET preference center is being explored within new eROI.com
and will go live is a phased rollout, following the site launch.

EVENT HOSTING
& HOSPITALITY

eROI HAS A GOAL OF CREATING MEMORABLE EVENTS
Through hosting events, our focus on
unique, sharable experiences for our
audiences will carry over into our own
physical space.
eROI has the opportunity to create
memorable events and build a local
reputation by going above and beyond in
our hospitality towards event guests.
46

eROI HOSTED EVENTS
47
The renewed energy and social layout of eROI’s new office makes this an ideal
location for hosting events that draw industry peers, like-minded professionals and
current/potential partners.
EACH eROI HOSTED EVENT PROVIDES:
+ Opportunity for entertaining and involving current
or potential clients
+ Database acquisition through event registration
and attendance
+ Increased awareness and credibility of eROI in the
local business and agency communities, establishing
our office as a destination for quality events
+ Opportunity to establish ourselves as leaders in
high-caliber hospitality and event hosting

EVENT PLANNING
Event planning requires a legitimate time commitment for creating valuable,
worthwhile content and set-up/breakdown of the event itself.
48
1. FORMAT + CONTENT
WHO: Events Committee w/ 1-2 Exec
team members- Complete team TBD
HOW:
- Quarterly and/or monthly event
planning meeting to determine…
Event format
Content/Speakers
Dates
Plan for Outreach
2. PROMOTION + OUTREACH
WHO: M&S Coordinator
HOW:
- Event/Registration module on eROI.
com
- Promotion in monthly/qtrly eROI
emails
- Social channel promotion - Content
Team
- Outreach to local event calendars and
online communities/forums
- Press release to local media
3. EXECUTION
WHO: M&S Coordinator + Office
Coordinator
HOW:
- Creation of event checklist and
assignment of responsibilities
- Responsible as a team for all
food/drink/bar set-up
- Facilitating set-up and breakdown of all
events, assigning team members as
needed
OUR GOAL IS TO HOST TWO EVENTS PER QUARTER AT eROI
SHORT TERM NEED: DETERMINE EVENTS BUDGET & RESOURCING REQUIREMENTS

EVENT FORMATS
49
+ eROI CONTENT/SPEAKER
+ AGENCY ROUNDTABLE
+ PANEL
+ GUEST SPEAKER/Q&A
+ OPEN HOUSE/FIRST THURSDAY
+ AGENCY NIGHT
+ ART SHOW/DIGITAL GALLERY
+ PARTNERSHIP EVENT
+ MEET-UPS, NETWORKING
+ INTERACTIVE/HACKATHON
+ FUNDRAISERS
PARTNERSHIP OPPORTUNITIES:
American Marketing Association, AIGA, Local Colleges/Universities (Art Institute, PSU), Local Media
Outlets (Oregonian, KGW), Non-Profits & Charities, Portland Ad Federation, Social Media Club PDX, EO

PHASE III: PLANNING & EXECUTION
AUGUST 21, 2014

INTERNAL PROJECTS, NEW ASSET CREATION, CLIENT WORK
The next 16 months will be some of the
most ambitious in our history, spanning a
new website launch, creation of several new
assets and a major marketing initiative.
To accomplish this, we need careful
planning, scoping, scheduling and
communication.
51

Q3 - Q4, 2014
EXECUTION

CAMPAIGN & ASSET CREATION TIMELINE
Q3 2014 Q4 2014
AUG SEPT OCT NOV DEC
INTERNAL
EVENTS
Black Butte
10/2-4
Q4 Offsite
12/16
HOSTED
EVENTS
DWP
10/6-10
Volunteer
Day
Design Week Wrap-up 10/23
eROI.com
eROI.com and
Anniversary
Campaign
Brainstorm
Holiday Gifts
to Clients
Deliver 12/2
Office
Redesign Purchase
Lobby
Furniture and
Lighting
Desks
Delivered
Entrance Floor
Redone
Room
Signage
Kitchen
Update

Q1 - Q2, 2015
EXECUTION

CAMPAIGN & ASSET CREATION TIMELINE
Q1 2015 Q2 2015
JAN FEB MAR APR MAY JUN
INTERNAL
EVENTS
Q1 Offsite Friends of
the Children
Q2 OffsIte
HOSTED
EVENTS
Anniversary
Party
eROI Hosted
eROI.com
Launch
eROI.com
Campaign
Launch
Email
Template Deploy
Presentation
Template Template Master
Capabilities
3 - Touch
Welcome ET
Sales/Job
Triggers ET
Content
Speaking
Sheets
Design
Week Brainstorm Execution

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