Safe Harbor Case Study

A CASE STUDY

SAFE HARBOR November 12 Board Meeting

SAFE HARBOR 2009 $10,000 Corporate Sponsor

SAFE HARBOR SUPPORT 350 email addresses 3,000 mailing addresses

$?$

we have seen a change in marketing OPPORTUNITIES.

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

SOCIAL MEDIA proved its influence during the election and got our attention.

WILL THIS WORK for Safe Harbor?

OUR TARGET AUDIENCE Upstate women 18+

OBJECTIVES 1. Awareness 2. Advocacy 3. Fundraising

OUR TARGET AUDIENCE? 65% - Upstate women 18+

12.01.08 Facebook Cause Page

12.14.08 600 supporters on Facebook

12.15.08-12.19.08 How much can we raise in 5 days?

THE ReSULts: Awareness - 2,500 visitors

THE ReSULts: Awareness - 2,500 visitors Advocacy - 400 gave 1,500 supporters

THE ReSULts: Awareness - 2,500 visitors Advocacy - 400 gave 1,500 supporters Fundraising - $10,100

THE ReSULts: Awareness - 2,500 visitors Advocacy - 400 gave 1,500 supporters Fundraising - $10,100 ROI - measured over 2009

This was a SOCIAL MEDIA SUCCESS

This is a

marketing

presentation.

no,

really?

marketing: any effort that assists or supports a sale (or a goal)

1

positioning lead generation conversion

marketing Relevance. it’s about connecting with your audience. positioning

are you truly RELEVANT?

marketing relevance begins with your battle cry.

that single statement that drives you from within.

the ultimate driving experience

FOUR ESSENTIALS to effective positioning: 1. distinctive

FOUR ESSENTIALS to effective positioning: 1. distinctive 2. relevant

FOUR ESSENTIALS to effective positioning: 1. distinctive 2. relevant 3. frequent

FOUR ESSENTIALS to effective positioning: 1. 2. 3. 4.

distinctive relevant frequent consistent

2

positioning lead generation conversion

outbound marketing can be targeted and effective.

outbound marketing can be targeted and effective. (and often expensive.)

outbound marketing: PUSH advertising direct mail online media public relations

INbound marketing is being there when they bite.

INbound marketing: PULL search marketing social media blogs content sharing word-of-mouth (referrals)

three essentials of effective lead generation: 1. strategic planning 2. actionable tactics 3. call-to-action

3

positioning lead generation conversion

LEADS to SALES to ADVOCATES.

THREE ESSENTIALS to successful conversion: 1. sales support 2. automated prospect management 3. goals, tracking & reporting

call tracking

marketing reporting

eblast reporting

web analytics

1

2

3

positioning lead generation conversion

so, what WORKS TODAY?

RELATIONSHIPS

RELATIONSHIPS both online and off

they start with TRUST

your OFFLINE community is watching you.

OFFLINE COMMUNITY trust: 1. get considered 2. be followed 3. create advocates

what does RESEARCH TELL US?

17,000 29 16-54

people

countries

ages

"When did we star t trusting strangers?" McCann Worldwide, Research 11.08

82% will trust the recommendations of a stranger online before believing claims in your paid advertising

58% actively participate in social media

55% post and share personal photographs

your ONLINE community

ONLINE COMMUNITY trust: 1. 2. 3. 4. 5.

be be be be be

seen current transparent interactive sticky

are you STICKY?

if not, is it time to JOIN THE CONVERSATION?

WHERE do you begin?

begin with DIGITAL PRESENCE

YOU.COM

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DIGITAL PRESENCE is about more than a Web site.

CMS

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OPEN SOURCE

SUPPORT

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EOS

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DESIGN

PR

DESIGN

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DEVELOPMENT

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DIGITAL PRESENCE is about content sharing.

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OPEN SOURCE

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EOS

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PUB

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DESIGN

PR

DESIGN

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DARS

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SUPPORT

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CONTENT SHARING

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CONTENT

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SH AR IN G

DESIGN

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ADMIN

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CURRENT CONTENT

DIGITAL PRESENCE is about driving more search traffic.

CS

PI

HTML

CONTENT

EOS

VID CMS

DB

GUI

KEYWORD SEARCH

YOU.COM

PUB

LIS

OPEN SOURCE

FLASH

DESIGN

DESIGN

DEVELOPMENT

S

DARS

CLIENT ACCESS

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SUPPORT

PR

&

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W

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CONTENT SHARING

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CURRENT CONTENT

ADMIN

OUR BELIEFS today: 4. budgets are not monopoly money

OUR BELIEFS today: 3. e xperience, not expirements.

OUR BELIEFS today: 2. s uccess is a cocktail, not a formula

OUR BELIEFS today: 1. There is a silver bullet:

OUR BELIEFS today: 1. There is a silver bullet: be seen and be relevant

do you need MARKETING RELEVANCE?

let us help you.

FIVE simple TAKE-AWAYS*: 1. know your battle cry 2. know your audience 3. help them find you 4. create relevance 5. earn their trust

FIVE simple TAKE-AWAYS*: 1. know your battle cry 2. know your audience 3. help them find you 4. create relevance 5. earn their trust

*be seen and be relevant.

This was our

marketing

presentation.



M A RKE TIN G RELE VA N C E .



chris hill chris @hillmullikin.com 864.505.9556 www.hillmullikin.com