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8 GUIDELINES
A strategic marketing solution for any size company, designed to deliver results at every level of investment.
1. Smart. A marketing solution focused on value and outcomes. 2. Strategic. Aligned with organizational priorities and consumer insights. 3. Differentiated. Designed to maximize opportunities in crowded categories. 4. Systematic. A process of activating your market at each relationship stage. 5. Measurable. Designed with outcomes and metrics in mind. 6. Integrated. Branding, customer acquisition, social business, public relations. 7. Flexible. A solution for every client and investment level. 8. Brave. For high-growth companies, ready for new direction and momentum.
www.bravematters.com
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BUILD A PLATFORM
BraveMatters provides a foundation of marketing insight and strategic
Strategic Foundation
Who are tomorrows customers? How can we maximize our profits? How do our customers perceive us? How can we differentiate ourselves? How do we create value for our customers? What are our strategic priorities? What can we learn from our competition?
communications, designed to engage and activate customers and influencers at every relationship stage. Our goals are simple. Our entire platform is optimized to deliver value that, without question, advances our profit, loyalty, and amplifies your story. Successful brands are relevant to customers at multiple connection points; deepening relationships so that leads are transformed into customers and customers, transformed into loyal advocates and valued partners. Our program provides transparency and flexibility for any size budget, any category, anywhere in the world.
Brand Platform
What messaging helps improve our position? What visual assets support our brand? How do customers interact with us online? How does our sales process work? How can we leverage technologies to improve our sales.
Campaigns
How will we reach all of the stakeholders in our brand? Platform to advance stakeholders at every stage. Specific measures and metrics. Aligned communications. Search, Social, Public Relations.
www.bravematters.com
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BE ALIGNED
Situation: When your marketing efforts arent aligned effectively
Benefits of Improved Alignment
Consistency in messaging Efficient use of investment Reinforcement of consistent position Repetition - multiple opportunities Improved measurement and optimization Insight - better opportunities for customer-feedback Long-term focus on every relationship stage Multiple-channels to better reach and activate consumers
www.bravematters.com
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BE RELEVANT
The fastest way to differentiate your brand and expand your market. The value of trust and relevance in your brand.
Customer Values Has wants and needs and problems that you can solve. Theyll buy from you when your value proposition is confirmed under the scrutiny of other choices. Theyll remember you when you offer them value, knowledge and comfort beyond the transaction.
Your values You sell a product or provide a service that your customer values; however, that is often not enough to further a conversation beyond the transaction. Where can you connect?
Relevance Where your values and those of your customers intersect. This is the basis of your conversation. Its the reason that your brand will be remembered, shared, and loved.
Influencers and Advocates Customers trust friends, reviewers and journalists for information about solutions to their needs. When your brand and your offerings are relevant to trusted publishers, your visibility and loyalty can improve dramatically.
www.bravematters.com
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PURCHASING JOURNEY
Bond
Share
LOYALTY LOOP
Enjoy
Purchase
www.bravematters.com
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STAGES
Platform follows a structured, systematic process, designed to maximize profit and provide an efficient approach to your market.
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STRATEGIC FOUNDATION Consumer Insights Research Strategic Factor Analysis Competitive Analysis Market Selection Value Proposition Development Product Selection & Configuration
2
CAMPAIGN PLATFORM Personas & customer journeys Concepts and brand messaging SocialValue plan Public relations plan Organic seo with 1st page guarantee PPC advertising Display network advertising & retargeting
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CONTENT DEVELOPMENT Blogging Press releases Surveys Case Studies Email campaigns SEO Page Optimization
BRAND PLATFORM Messaging Development Corporate Identity & Branding Guidelines Website Development Collateral & Communications Design Sales process design & CRM configuration
ONGOING CAMPAIGN EXECUTION Media relations Copy writing and content creation Social Engagement
PROGRAM MANAGEMENT Define metrics and develop dashboards Online client management center Monthly performance review Quarterly steering review
Website updates SEO Optimization Landing page development Online Advertising & PPC optimization Art direction, graphic design
www.bravematters.com
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OVERVIEW
LAUNCH OVERVIEW $3,000 Month 1 YR Commitment P I LOT $5,000 Month 6M Commitment PRO $10,000 Month 90D Commitment ALL INCLUSIVE $2,500 to $12,000 Month 1YR commitment STRATEGIC FOUNDATION Research, confirmation, analysis and strategic marketing planning.
Market research required to evaluate new & existing markets and confirm assumptions about customer perceptions, competitive landscape, and develop specific value propositions. Depending on the depth of research required and alignment of existing strategies, this may require additional investment.
Custom program, configured for the unique requirements of each client, focused 100% on outcomes and objectives. Typically inclusive of all hours.
BRAND PLATFORM:
CAMPAIGN PLATFORM
PROGRAM MANAGEMENT
4 per month
8 per month
12 per month
up to 16 per month
up to 24 per month
up to 40 per month
www.bravematters.com
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CAMPAIGNS
About Campaigns
Campaigns are time-based programs consisting of aligned activities designed to increase awareness, inspire advocacy, and create demand for your products and services. Most programs are based on a 12-month engagement, so that results can be sufficiently developed and optimized. Our goal is to deliver positive financial outcomes; measurement, deeper insights, and tactical improvements are critical to the success of every campaign.
LAUNCH MONTHLY INVESTMENT CAMPAIGN PLATFORM Personas & customer journeys Brand messaging SocialValue plan Public relations plan Organic seo with 1st page guarantee PPC advertising Display network advertising & retargeting List procurement Quarterly campaign plan Media kit development PROGRAM MANAGEMENT Define metrics and develop dashboards Online client management center Monthly performance review Quarterly steering review COMPONENT CREDITS (max available per month) SEO Optimized blog (credits req. / max per month) Press releases Surveys Case Studies Email campaigns SEO Page Optimization CAMPAIGN IMPLEMENTATION HOURS (UP-TO) Media relations Copy writing and content creation Social Engagement Website updates SEO Optimization Landing page development Online Advertising & PPC optimization Art direction, graphic design Blocks of Additional Engagement Hours 4/1 2/2 16 x x x x x x x x 4/$500 x x x x 4 1/4 4/1 4/1 x x x x x x x x $3,000
PILOT $5,000
PRO $10,000
x x x x x x x x x x
x x x x x x x x x x
Campaign Platform
Once your brand foundation is in place, we plan, measure, and execute an integrated customer acquisition, and strategic communications program.
Program Management
Most campaign planning services are included in your investment, so theres never a meter running to discuss your program or provide you a report. Our online project-management services offer access to real-time information about your programs progress.
Component Credits
At each campaign level, monthly credits are allocated towards creating content components for your campaign. The table identifies the number of monthly credits available at each campaign level and below, the number of credits required for each component and the maximum components that can be used per month, e.g. (x/x). Example, a typical 300 word blog post requires 1 credit and 4 may be implemented per month.
www.bravematters.com
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CUSTOMER ACQUISITION
An effective customer acquisition strategy depends on clarity and alignment at every stage.
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Discover, listen and analyze Brand concepts and options Understand customer journeys Select strategic priorities
5. 6. 7. 8.
Awareness through advertising Awareness through Public Relations Sales processes, CRM and sales tools Search marketing (SEO)
Evaluate customer feedback Optimize online conversions Retargeting warm leads Online analytics
www.bravematters.com
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SOCIAL ACTIVATION Improving customer experiences and creating advocacy for your brand
STRATEGY & LISTENING Audience insights and strategies for social value creation
9. 10. 11. 12. Content syndication Social search optimization Overall outcome measures Insights and refinement 13. 14. 15. 16.
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Discovery and readiness evaluation Key communication objectives Understand social journeys Define outcome measures
5. 6. 7. 8.
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www.bravematters.com
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START MARKETING
www.bravematters.com 888.236.8829