1. Saepio
Learning
Series
How to
Champion
Your
Local
Marketing
Technology Initiative
(and most importantly,
how to get it done)
PART 1 of 4

2. How to
Champion
Your
Local
Marketing
Technology Initiative
(and most importantly,
how to get it done)
PART 1 of 4 Introduction
Four Key Steps to Launching a Marketing Technology Initiative
Within Your Organization
If you are reading this, you have already taken the hardest step toward implementing a new
or upgraded marketing platform for your corporate marketing team and your local market-
ers. Congratulations, your journey is off and running.
This guidebook is about helping you organize and structure your journey, and avoid the
pitfalls that can derail you. Drawing on best practices and the experiences of others, it pro-
vides a task-by-task outline for how to get your project adopted and implemented.
First, though, be forewarned. This guidebook won’t impress consultants. It will be deemed
an oversimplification by some internally. We’re fine with that if you are. The purpose of the
guidebook isn’t to impress anyone with the grandeur of a process. Rather, it’s about simpli-
fying everything so that the project can actually get done.
The guidebook is organized into four steps with three tasks for each step. Each task has a
worksheet associated with it. Additionally, each task and step builds on the previous ones
and all drive toward getting your marketing initiative launched so it is helpful to follow the
order of the outline. Your Saepio account executive will coach you through these steps,
tasks and worksheets.

3. This paper will focus on Step 1 of 4, providing instructions and worksheets to help you
through solidifying your case for your DMM project. Steps 2 – 4 are available upon discus-
sions with a Saepio Account Executive that will coach you through the process and provide
the necessary information you are seeking to educate and recruit your team, to help drive to
a decision, and to select a provider.
The Four Step Roadmap to Success
Part 1 of 4 Step 1: Solidifying the case for your DMM project
This paper will Task 1: Verify the organizational fit for distributed
provide Step 1.
marketing management
Complete Step 1
then connect with Task 2: Complete top-level ROI examples
the Sales team to
move forward Task 3: Create a timeline and case memorandum
for your vision
Part 2 of 4 Step 2: Educate and recruit your team
Connect with the Task 1: Identify the key stakeholders (roles and individuals)
Sales team to move
forward with Step 2.
Task 2: Create before / after stories
Task 3: Educate and recruit your team
Part 3 of 4 Step 3: Driving to a decision
Completing Step 2 Task 1: Refine the vision/plan with your team and create
with the Sales team
will prepare you for a resource plan and project timeline
the requirements of
Step 3. Task 2: Project the ROI and additional benefits/opportunities
and assess the risk of not moving forward
Task 3: Secure an executive sponsor and budget
Part 4 of 4 Step 4: Selecting a Provider
Completing Step 3 Task 1: Select a short list of potential solution providers
with the Sales team
will prepare you for Task 2: Secure proposals
the requirements of
Step 4.
Task 3: Select a provider and execute the contract
How to Champion Your Local Marketing Technology Initiative

4. Solidifying the Case for Your DMM Project
To navigate a distributed marketing management platform project through your organiza-
tion you are going to need to be able to address the following four questions:
1. Is there a need/fit for the proposed solution?
2. Can you authorize or get authorization for the proposed solution?
3. Is budget available for the solution?
4. What should drive the timeline for implementing the solution?
COMPLETE THE
WORKSHEETS ON The three tasks that follow are designed to help you succinctly answer the first
THE FOLLOWING of these questions which in turn will help you build the case for your project,
PAGES
get the answers you want to the remaining questions and navigate the project
WORKSHEET
through your organization to completion.
How to Champion Your Local Marketing Technology Initiative

5. Verify the Organizational Fit for Distributed Marketing Management
In this Task, we’ll verify that your organization is a fit for a distributed marketing manage-
ment platform. You will use this information as you develop a case document for a platform.
There are two parts to this Task. The first is a quick audit of the types of activities your
corporate and local marketers are engaged in. The second looks at how you are currently
creating and using content that could be included in a distributed marketing management
platform.
COMPLETE THE
WORKSHEET
Part 1: Complete the Match Matrix to Determine the Extent of Fit
BELOW
Trace your Y/N arrow pathway as you answer the five questions about your organization and
WORKSHEET
your local marketers. The answers you provide will serve as input for your ROI worksheet
and Case Paper.
Verify the Organizational Fit
Question 1: Question 2: Question 3: Question 4: Question 5: Indication of organizational Fit.
Do you support 50 or Is it important that Do your local Do you or your local Do you or your local
more local marketers? you have a strong marketers advertise marketers use ad marketers use
brand identity in the your brand and, if so, agencies or design multiple channels for
local marketplace? do they participate in resources to create marketing campaigns? Perfect Match!
the ad content local versions of your There is a clear opportunity for a DMM solution
creation for or about branded marketing Y
at your organization.
your brand? materials?
Y
N Strong Fit!
There is a clear path to ROI for a DMM solution
Y Y
at your organization.
N
Y Y
N N Good Candidate!
Many things look right for a DMM solution
Y Y Y
at your organization.
N N
Y Y
N N N Benefits Potentially Solid!
While you only have two Yes Answers, those two alone
Y Y
can help make a solid case for a DMM solution.
N N
Y
Complete this worksheet by
filling in five boxes answering N N Possible Match!
the question in each column. Even with just one yes on the chart, you may that
Y niche need a match.
N
N It’s a Big Stretch!
Unless you have a different use for the platform,
this doesn’t feel like a match.
How to Champion Your Local Marketing Technology Initiative

6. Part 2: Complete Marketing Use Assessment
COMPLETE THE Next, complete an assessment of what marketing communication materials and/or ac-
WORKSHEET tivities are currently occurring within your organization along with those that should be
BELOW happening but are currently too complicated to implement. Provide a check mark for each
WORKSHEET
marketing resource you and your local marketers currently use. Put an X in the box for
items you would use if a simpler process was available.
Corporate Local
Marketer Marketer
Bag Stuffers ......................................................... ....
Billboards ............................................................. ....
Brand Guidelines ............................................... ....
Business Cards and Letterhead .................... ....
Business Forms .................................................. ....
Case Studies ........................................................ ....
Counter Toppers /Table tents ....................... ....
Coupon ................................................................. ....
Customer Events ............................................... ....
Digital Signage (flash or Jpeg) ..................... ....
Direct Mailers ..................................................... ....
Display ads (Flash Jpeg Animated GIF) .... ....
Door Hangers...................................................... ....
eBrochures........................................................... ....
Email ...................................................................... ....
Employee Handbook ....................................... ....
FAcebook Posting.............................................. ....
Flash Video........................................................... ....
Hard Goods.......................................................... ....
Images / Logos ................................................... ....
Landing Pages .................................................... ....
Linked In .............................................................. ....
Newsletter ........................................................... ....
Postcards .............................................................. ....
Press Releases .................................................... ....
Print Ads ............................................................... ....
Product /Service Fliers..................................... ....
Promotional Banners ....................................... ....
Proposals ............................................................. ....
Radio and TV ads ............................................... ....
Shelt Talkers / Hang Tags ................................ ....
If you have Store Signage ..................................................... ....
Thank you for completing
additional Text Messages - SMS ........................................ ....
this work sheet.
materials Twitter Tweets .................................................... ....
please add White Papers ....................................................... .... We will use this information in a later
them in the Other...................................................................... .... section of this document when we create
“Other” lines Other...................................................................... .... the business case memorandum for your
as needed. Other...................................................................... .... management team.
How to Champion Your Local Marketing Technology Initiative

7. Complete a Top-Level ROI Case
COMPLETE THE In Task 2, we’ll help you map your answers from the previous exercise to create one simple
WORKSHEET
BELOW
ROI example. Again, the purpose of this Task is to help you build a case for creating a team
and project. If you already have a project team in place, you can skip this Task.
WORKSHEET
As we’ll explore later, the ROI for a distributed marketing platform is derived of hard and soft
costs. Here, we’ll simply look at the savings a distributed marketing platform can provide
through dynamic ad localization.
To complete the worksheet, you’ll need to gather a few data points. For some, you may
choose to just make a reasonable estimate. Again, at this stage we’re not trying to be exact,
we just want to provide a glimpse into why your project is important.
Ad Localization Savings Worksheet
TRADITIONAL
Time to create and project manage a new ad/layout............................................................................ _________ (a)
Time to create and project coordinate a new version of the original layout................................ _________ (b)
Fully loaded cost for graphic designer (hourly rate x 1.4 for benefits)
or hourly cost of ad agency providing this service...................................................................... $________ (c)
= Cost to create a new ad/layout: (a*c)............................................................................................ $________ (d)
= Cost to create an updated version of an existing layout: (b*c)............................................ $________ (e)
DMM
Time to create a distributed marketing template (estimated at layout time x 2.5).................... _________ (f )
Time required by the local marketer to version a template (typically less than .25 hours): .... _________ (g)
Hourly cost of a local marketer (recommended estimate is $50)...................................................... $________ (h)
= Cost to create a new ad/layout using DMM: (f*c) .................................................................... $________ (i)
= Cost to create a unique ad version using DMM: (g*h) ........................................................... $________ (j)
SAVINGS
= Savings per unique ad version: (j-e) ............................................................................................. $________ (k)
= Difference in creation cost per ad/layout: (i-d) ......................................................................... $________ (l)
Estimated number of versions needed for a single layout across the distributed
network (how many local markets)................................................................................................... _________ (m)
= Total savings per ad versioned: [(m*k) – l] .................................................................................. $________ (n)
Enter a number … 5, 10 or 20 ads… just to show the impact at a small number....................... _________ (o)
= Total savings from just _______ads: (n*o) ................................................................................. $________
How to Champion Your Local Marketing Technology Initiative

8. Create a Timeline and a Case Memorandum For Your Vision
Create a Timeline
Every project needs deadlines. So as you make your case, be sure to include these. To set
yours, look for a natural annual date or event at which to introduce your new resource to
your local marketing network and then work backwards. Perhaps this is an annual meeting,
annual campaign season or some industry conference your local marketers attend. From
the selected date, allow 60 days for test-driving your solution. Allow 90 to 120 days from
point of contract signing to having your solution up and running. How fast this happens
depends on how much content must be in your solution, how much focus you can give to
the project, and how much you plan to do yourself versus working with Saepio to help you
launch it.
COMPLETE THIS My Target Dates Worksheet
DEADLINE
WORKSHEET Target Event/Launch Date: .................................. ___________ (a)
WORKSHEET
Test Drive Start Date ( - 60 days): ....................... ___________ (b)
Implementation Start Date ( - 90 days): .......... ___________ (c)
Target Contract Date ( - 14 days): ..................... ___________ (d)
Target Provider Selection Date ( - 14 days): .. ___________ (e)
Project Team Start Date ( - 45 days): ................. ___________ (f )
Create a Sample Case Memorandum For Your Vision
In this step, you’ll use the results of the previous worksheets to create a case memoran-
dum for your project. Again, the purpose of this document is to help you make the case to
recruit a project team.
You can view the document on the following page as a sample case statement or you
can copy and paste it for your own use. Simply add the correct information from your work-
sheets to the document on the next page and make any additional edits you feel
are relevant.
How to Champion Your Local Marketing Technology Initiative

9. COMPLETE THIS
MEMORANDUM
WORKSHEET
SAMPLE CASE MEMORANDUM
WORKSHEET
Month 00, 201X
Subject:
More Efficient Management of Distributed/Local Marketing Activities, Brand
Compliance and Costs
Summary:
As part of our ongoing effort to effectively engage our local marketers in our
brand marketing efforts, I have conducted a preliminary review of distributed marketing
management platform solutions. These solutions help coordinate corporate and local
marketing activities, enforce brand compliance and can dramatically reduce content
creation and project management time costs. Here’s what I’ve observed:
1. We are viewed as a << insert results from Y/N exercise here>> fit for a distributed
marketing management solution. This is based on our << delete the items you an-
swered N to>> number of local marketers, the importance of proper brand represen-
tation in the local market, the local marketers involvement in creating local market-
ing messages, our use and our local marketers’ use of external creative services and
the need for multi-channel marketing at the local level.
2. There are <<insert number of Checked items from the second worksheet>> mar-
keting communications activities such as print ads, emails, point-of-sale signs that
we currently supply to our local marketers that could potentially be more efficiently
delivered to local marketers through such a solution. Additionally, there are <<insert
number of X’d items from the second worksheet>> resources we could be make
available to our local marketers through such a solution that we aren’t today.
3. In a simple ROI exercise, I looked at the savings we could gain if we just had <<in-
sert number of ads from line (o) of the ROI worksheet>> ads on the platform, we
would experience <<insert number from line (p) of the ROI worksheet>> in annual
savings. We’ll obviously want to conduct a thorough ROI analysis but that number
certainly suggests that we should explore further.
<< Prospective Team Member Name>>, I’d like for you to be part of a project team
to help me explore this opportunity further, and if validated, move this project forward.
I’ve set a target date of << insert date from line (e) from the Target Date Worksheet>>
to complete assessment of a fit and, if appropriate, secure budget for the project. This
would lead to << insert date from line (c) from the Target Date Worksheet>> as a target
date to begin implementation.
I look forward to your reply.
How to Champion Your Local Marketing Technology Initiative

10. How to Receive Steps 2, 3 and 4
To receive steps 2 – 4 of “How to Champion Your Local Marketing
Technology Initiative,” contact an account executive today
by emailing sales@saepio.com or by calling 877.768.4613.
How to Champion Your Local Marketing Technology Initiative

11. About Saepio
Saepio makes it easy for corporate and local marketers to build and run effective and en-
gaging all-channel marketing campaigns. Saepio’s powerful MarketPort marketing platform
starts with easy …
• Easy to Build and Run Cross-Channel Campaigns because everything – email, land-
ing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and much
more – are all managed in a single, integrated digital marketing platform.
• Easy to Maximize Brand Value at the Local Level because local and corporate mar-
keters share a single platform but experience the same platform differently based on
their roles. Brand control, speed to market, and content localization is all easily accom-
plished whether messages are for local, national or global audiences and corporate
marketers can easily assign campaign tasks to local marketers.
• Easy to Engage Customers with personalized, relevant messages because corporate
intelligence gleaned from CRM data, customer analytics, consumer actions and more
can determine what content is served when, where and how.
• Easy to Automate Marketing Fulfillment because robust workflow enables every
cross channel customer touch point to happen automatically whether launched by
corporate marketing, initiated by a local marketer or triggered by a customer’s action.
This robust yet simplified approach to today’s complex marketing challenges is in use at
hundreds of leading companies and organizations, including many of the world’s most
powerful brands. It is transforming the way corporations focus and manage their marketing
efforts in a world that introduces new channels, new competitors, new regulations and new
opportunities at every turn.
Visit Saepio.com, email sales@saepio.com or call 877-468-7613 to learn more.
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How to Champion Your Local Marketing Technology Initiative