Presented by ClearEdge Marketing CEO & Founder, Leslie Vickrey, at the New York Staffing Association (NYSA) Webinar on September 22, 2014. Topics covered: - Connecting with new buyers with a target account program - Ensuring your website is effective, regardless of the device - Launching referral campaigns that drive connections

1. Marketing for Where You WANT TO BE
3 Proven Ways to Get Leads & Grow
Presented by:
Leslie Vickrey, CEO & Founder
September 22, 2014
Confidential Information. Copyright ClearEdge Marketing 2014.

2. Your Presenter, Leslie Vickrey
• CEO and Founder of ClearEdge Marketing, an agency
specializing in outsourced marketing solutions for
staffing and HR technology companies
 8+ years in business
 Serving clients across four continents
 Staff from coast-to-coast (30+)
• 18 years managing marketing operations or providing
consulting services for companies such as Spherion,
Harvey Nash, TechServe Alliance, Bartech, CRi, Aon
Hewitt RPO and Fieldglass
• Co-founder of ARA—a mentoring organization for
attracting, retaining and advancing women in tech
(www.aramentors.com)
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CEO & Founder
ClearEdge Marketing

3. Q&A on Twitter
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4. Today’s Agenda
• Connecting with new buyers with a target account
program
• Ensuring your website is effective, regardless of the
device
• Launching referral campaigns that drive connections
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5. Do you have a
formal lead
generation
program?
5
Poll #1

6. Target Account Programs: TAPs
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Inavero Insight
“CUSTOMERS EXPECT EXPERTISE.
While the right skill match is the number one
factor in placement success, clients rank
knowledge of their industry as second in
importance to ensuring a successful placement.”
TAPs offer companies a fun, engaging platform
for explaining their expertise.
• What Is It?
 A scheduled weekly mail-based or drop-in
program for targeted accounts
 4-8 weeks, depending on target and
service/solution
 Branded Components: A weekly postcard and
giveaway tied into a campaign theme
 Calls-to-Action: Get appointments, landing pages
playing new role for solutions-based campaign,
including online advertising (LinkedIn)

7. TAP Benefits
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• Targeted & Concentrated
• Puts business development team in front of key decision makers
• Allows teams time to focus on specific businesses and needs
• Training for Your Sales Team
• Arms sales staff with purpose and materials
• Offers a training tool for new sales staff eager to learn the business
• ROI Is Easy to Measure
• Offers a simple way to measure marketing message effectiveness
• Plan on a 30% return (if program and best practices followed!)

8. TAP Sample: Campaign Overview – Outreach Cycle
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Touch Item Follow-up
Touch 1
Fold-over Direct Mail Introduction Piece:
How Far Will You Go to Source Java
Development Talent?
Follow-up call & e-mail
Touch 2
HTML Email:
How Hard Will You Work To Build Your
Java Dream Team?
Follow-up call & e-mail
Touch 3
Drop-off Notecard + Low-end Giveaway
How Quickly Can you Access the Java
Development Talent You Need?
Follow-up call & e-mail
Touch 4
HTML Email:
How Much Will You Sacrifice to Hire Skilled
Java Resources?
Follow-up call & e-mail
Touch 5
Drop-off Notecard + High-end Giveaway
How Long Will You Wait for Java
Development Resources?
Follow-up call & e-mail
Fold-over Direct Mail Introduction Piece
HTML Emails
Drop-off Notecards + Giveaways

9. SAMPLE TAP: Campaign Schedule
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
July 2013
14 15 16 17 18
9
Kick off call/Rep Training
19 20
21
Touch Point 1 –
HTML Email
22 23 24 25
LAUNCH! Push First HTML
Email to List
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Follow-up Phone Calls &
Emails
27
28 29
Follow-up Phone Calls
& Emails
30
Follow-up Phone
Calls & Emails
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Follow-up Phone
Calls & Emails
1 Follow-up Phone Calls &
Emails
2 Follow-up Phone Calls &
Emails
3
August 2013
4
Touch Point 2 –
Notecard & Giveaway
5
Prep Packages –
Giveaway & Notecard
6
Deliver Package
7
Deliver Package
8
Deliver Package
9 Follow-up Phone Calls &
Emails
10
11 12
Follow-up Phone Calls
& Personal Emails
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Follow-up Phone
Calls & Personal
Emails
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Follow-up Phone
Calls & Personal
Emails
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Follow-up Phone Calls &
Personal Emails
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Follow-up Phone Calls &
Personal Emails
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Touch Point 3 –
Notecard & Giveaway
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Prep Packages –
Giveaway & Notecard
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Deliver Package
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Deliver Package
22
Deliver Package
23
Follow-up Phone Calls &
Emails
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25
Touch Point 4 –
HTML Email
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Follow-up Phone Calls
& Emails
27
Push Second & Last
HTML Email to List
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Follow-up Phone
Calls & Emails
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Follow-up Phone Calls &
Emails
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Follow-up Phone Calls &
Emails. END CAMPAIGN.

10. 10
TAP SAMPLE: Mailer (local message)

11. TAP SAMPLE: Metrics Report
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12. Critical Success Factors TAPs
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• Executive buy-in and oversight
• List quality
 Target “real” buyers of your services
• Sales buy-in
• Creativity
• Track/share results and ROI
• Going all the way in terms our outreach
 Making all the calls, all the visits.
70% of the population
needs at least 5 contacts
before they'll trust you
enough to grant you an
appointment.
Make the 5th Call

13. TAPs: Right or Wrong for YOUR Business?
• Can your business create and concentrate
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on a narrow, targeted list of strong
prospects?
• Do you have a sales team with the
discipline and reliability to follow a
carefully designed outreach program?
• Are you willing to put some investment
into a creative program that will catch the
eyes and ears of top prospects?

14. Is your website
responsive?
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Poll #2

15. What Is Website Optimization?
• Ensuring a Sharp, Adaptable Design
 This is more than how the website looks—it’s also about ensuring it performs for
users across a wide range of devices: computers, tablets, phones, smart TVs,
etc.
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• Enabling Strategic SEO
 Ensuring the website can be found through the search engines and online
resources key audience use to find information, products/services, jobs, etc.
• Creating, Maintaining Valuable, Fresh Content
 Providing informative content across the entire site and through a variety of
mediums: videos, blogs, whitepapers, case studies, news releases, social
media, etc.

16. Sharp, Responsive Design
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• A good, professional we site is the “cost of
entry” in business today
 Poor websites will limit business,
partnership and recruiting opportunities
• Websites that do not adapt with
technologies and users limit your audience
• Mobile-able websites are critical for
engaging with job seekers
 77% of job seekers use mobile job search
apps –
Beyond.com Career Network Survey
 3 out of 5 job seekers have searched for
jobs on their mobile device in the past
year – Glassdoor.com Survey

17. Optimized Web Design Example
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18. Top Website Design Trends to Take Into Consideration
Responsive Design Large Image Backgrounds
• When a website is responsive, it means that the layout
of your website will adjust to whatever screen size on
which you're viewing it. This flexibility allows for a
better user experience to get around a website,
whether you’re on a smartphone, tablet or desktop.
Sample site: www.kcmsolutions.com
• We’ve all been to sites that have beautiful, full page
stunning images that really make an impression.
More and more businesses are putting large
photographs as backgrounds of their websites to
really give the site visitors an idea of what the
company is about (i.e. culture). Sample site:
www.psci.com
Parallax Scrolling Infinite Scrolling
• Parallax scrolling is a technique in which the
background moves at a slower rate in the foreground,
creating an illusion that looks like it is 3D.
• Many websites have started to employ this technique,
but if overused, it may look gimmicky. If you consider
how this technique will make your website more
interactive with the audience, it can be very
successful. Sample site: www.shoppertrak.com
• You may recognize this technique when you are
looking at Google Images. Infinite scrolling means
that as you scroll down the page, the website
continues to load.
• It allows users to remain on the same page instead of
hopping between many different pages within your
website. Also, it's much faster to continue to load one
long page than to load multiple pages. Sample site:
www.almazcapital.com
It’s important to know the pros and cons behind each trend (from an SEO and development/maintenance perspective) and fully
understand the terminology when working on your website project.
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Trends courtesy of HubSpot

19. Engaging Content
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• Original Content
 Content that is unique to your expertise
and business will attract an audience
­SME
blogs, articles
• Testimonial Content
 Content that demonstrates your business’
success and abilities is critical
­Case
studies, testimonials
• Multimedia Content
 Websites that tap into multimedia (video,
social, chat, etc.) are more engaging to
users today

20. Engaging Content: Surveys, Blogs, Infographics and More
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21. Critical Success Factors in Web Optimization
• Consider your Audience. Develop messaging and content that
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resonates with your diverse audiences.
• Willingness to Invest. A good website requires time, resource and
investment.
• Ongoing Content, SEO Work. A website is dynamic and must remain
so to succeed.
• SMEs. The very best websites rely on original content contributions
(blogs, posts, articles, videos) from subject matter experts. Ghost
writers can help ensure regular cadence.
Go Beyond the Basics

22. Website Optimization: Right for YOUR Business!
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• Do you communicate on your website
with prospects, job seekers, partners and
clients?
• Does your website work (responsive)
across various devices?
• Is your content fresh and engaging?

23. What % of your placements
come from referrals?
23
Poll #3

24. Referral Programs
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• What Are They?
 A program that rewards
employees or
consultants in cash or
prizes for referring new
talent to the business

25. Referral Program Benefits
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• Expands the Resources Fueling the
Talent Pipeline
• Talented people are often friends and family with
other talented people
• Insiders have insight into who will work well within
the culture
• Ties Staff or Consultants Closer to the
Business
• Employees get to take part in bringing new talent
to the business
• Reminds Staff of the Value of Talent
• Businesses that are always on the hunt for talent,
value people and value their culture

26. Critical Success Factors: Referral Programs
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• Simplicity. If it’s too hard to refer and get
rewards, no one will participate
• Communication! Program must be regularly
shared with entire business to ensure new staff
are aware and constant reminders in place
• Monitoring. If referral programs aren’t working,
it’s important to know why and adjust
Make It Simple

27. “Place Me Maybe” – Email & Social Media Campaign
GOAL:
•Get at least 500 views on YouTube
and generate interest from
candidates to apply for open
positions
RESULTS:
•The video received nearly 3,000
views and the number of new
candidates Harvey Nash received
during the campaign more than
doubled
http://www.youtube.com/watch?v=oHjUU6rbkwM
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28. Referral Programs: Right or Wrong for YOUR Business?
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• Will your business be diligent in
following up on referrals and rewarding
them?
• Is your business willing to invest in giving
contractors referral bonuses or awards?
• Does your business have effective ways of
communicating with former and current
contractors to make the referral program
widely known?
• Do you have the systems in place to track
referrals and compare the success to
other candidate attraction/placement
strategies?

29. Need Help? Contact Us Any Time!
Leslie Vickrey, CEO &
Founder
ClearEdge Marketing
Tel: 312.731.3149
E-mail: lvickrey@clearedgemarketing.com
Twitter: @lvickrey
@clearedgemktg
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