Need By Sunday at 830pm Assignment 2: Client Marketing Plan Outline (Portfolio Competency)

Be sure to assign each question to a category. Suggested categories are listed 1-7 below, but feel free to add, remove, or modify any categories as necessary.

1. Social Media

2. Workflow (who and how, esp for social media)

3. Business Operations (what’s currently happening; resources)

4. Demographics (for marketplace or target market)

5. Results (or goals, objectives)

6. Market (for competition, pricing, etc.)

7. Product / Service (to better understand what we’re promoting)

Type in your categories and questions here. You may add a new category as needed:

1. Social Media -

How often do you post content across your social media platforms?

When your audience is online(all sites) will determine when you should post. Be sure to check your Facebook Insights. I find it best to post before 6:30am Pacific, or after 8:30pm. I would post 2–3 times per week.

2. Workflow (For social media) -

Has social media contributed to the growth of your company? How do people typically hear about you?

Social media usage is not very important, client hear about the company through word of mouth and conferences.

Let me give you some facts on social media. Here are some tips for your businesses getting started with social media. Choose Channels Wisely, Integrate Social Media into PR and Marketing Programs, Maintain a Consistent Brand Voice.

By following these tips, you can leverage social media for business growth and maximize your impact. It’s important to track and measure the results of your social media initiatives to make improvements down the road. By monitoring website traffic from social media channels and engagement levels on each post, you can adjust your social media strategy to further improve ROI.

3. Business Operations

What resources does your budget include?

Once your business is operational, it's essential to plan and tightly manage its financial performance. Creating a budgeting process is the most effective way to keep your business - and its finances - on track. Structured planning can make all the difference to the growth of your business. It will enable you to concentrate resources on improving profits, reducing costs and increasing returns on investment.

How many employees does your company have?

“The number of people you have in your company at any time is a very important part of getting the company building process right,” Too many and you will slow things down, burning through too much cash, and increase management overhead for no real benefit. Too few and you will be resource-constrained and unable to grow as fast as you’d like.” In many cases, figuring out the perfect number of employees is easier said than done. So how many employees do you need, and when should you hire them.

How long does it take to get work done for each client?

4. Demographics- (Target Market descriptions)

Describe your typical client?

5. Results (or Goals, Objectives)

How often will this service be used?

What are you trying to accomplish? How can we help you do that?

6. Market (for competition, pricing, etc.)

What are some marketing tactics that you’ve used in the past that have been unsuccessful?

Pay Per Click campaigns, direct mailers, flyers for live webinars, (drip campaign) no new acquisitions.

Potential clients for CUR find them through push button

Social campaigns are a problem: less than a 1000 people across the country. (opportunity)

Tell us about the firms that are considered your biggest competitors?

Push Button: radio ranch, oink inc.

7. Product / Service (to better understand what we’re promoting)

This what I’ve gathered from your website; Credit Union Radio produces commercials and creative audio, much like what you do but for financial institutions. Tell me more about them.

8. Competitors

Tell us about the firms that are considered your biggest competitors?

9. Situation Questions

Who are your most important clients ?

10. Problem Questions- what challenges are you facing

Tell us about any issues that Push Button or Credit Union Radio may have that your consultant team doesn’t know about.

BA group

Financial Banking solutions- nashville

The Pod Advertising -tallahassee.

Strum- Seattle

Locate more agencies and find them organically

11. Implication Questions

How do these issues affect your company?

12. Needs/Payoff Questions

How do you visualize the company after overcoming these challenges?

Typically the industry works in project based work. Credit Union Radio the clients under contract. After producing 2 times, once successful, and the clients understand the process, Credit Union Radio will offer to work with the client under contract moving forward. -Wants substantial recurring clients, goal in 2020: 5 credit unions in a year under contract : Keep under 10% of losing contracts

-2017 renewal rates 93%

Market to target

400 within the market

Conferences

Increase 2-3 month on website

Why leads aren’t converting on the website? (Credit Union)

Trade shows?

added podcasting services

13. Interview Notes

· Credit Union Radio is Business to Business (B2B), not Business to Consumer (B2C)

· Push button content posts are active. Credit union posts are not active.

· Social media: Not the focus of their interaction with clients.

· Word of mouth is the best way to reach people. Ex: Google ads. This is because only 15% have the budget to do services with the company.

· Credit union radio: marketing

· Biggest competitor for Credit Union Radio: 0

· Push Button have creative audio competitors. Talent casting, develop creative only for audio. With their audio executors they have side competitions, because other company have cast and produce. They create and develop only.

· Radios stations, ex: Oic inc (ny), and Podcast producers are competitors

· Many locations that do pitches and show their work.

· Trade shows: how they collect clients or how do they sell their content: by ideal clients: a client that recognize the need for an audio.

· Unsuccessful business they did: direct mailers (mails sent repeatedly), social campaigns.

·

· After solving the problems, they give the clients 2 opportunities to work with the company, so they have to do a contract, in order to become a member, if the client decide to keep doing it so, which is their goal. So, If 5 contracts are made per year, this means they had a good year.

· 93% of contracts are renewed

· Credit union radio: since 2010

· Push button: since 2006

·

· Ad agencies helped a lot, they were hired by them.

· Auto motors jingles was the only one they’ve lost.

· 3 Ad agencies they work: BA GROUP, FINANCIAL SOLUTIONS, Pod advertising (POD) - to promote the credit union.

· Push button is consider boutique. (Small Niche) HIgh quality productions. CUR hires professional voice actors.

· Clients are usually satisfied with their job. They want clients that know what they want because they want the job done. They call, send email…

· Shareholders own banks and banks are beholden to them first, not the borrower or depositor. Credit Unions goal is to see money in the customer’s account.

· Credit Union Radio blog was made as secondary research tool to evaluate the company. As well as social channel.

· The more narrow idea the audio client has the better, because dealing with a general idea (target market as everybody) is the worse and it’s not their focus.

Producers work on 1-2 projects at a time, higher end, more experience, more time. As opposed to the 15 that a radio station will be producing every day (lower quality). Credit Union Radio has product knowledge. Required Legal Disclosures are known so the credit unions don’t have to run around taking care of that. CUR understands the messaging strategy and how to attract customers that are ready to deposit their money today.

300-600, potential clients, targeting 300-600, chief marketing officers. How do we get them? Also might want to take a look at the website and study why credit union leads aren’t converting.

Employes 9-10, as well as freelancers, 2 musicians Nashville (full sail grad).

Banking in general is closed off, they work by reference, Credit Union Radio needs recognition, client awareness, conferences are a great opportunity. 10’x10’ Booth space: Next year CUR will be doing the National Assoc of Credit Unions Trade Show

0 competitors

Radio stations are considered to be competition, however they offer entry-level production while PPD offers high-end production.

Currently getting 3-5 credit unions a year. Would like to get 2-3 new leads a month and have them be high quality leads (deep into the sales funnel- already know the value of audio production and have the budget for it)

Goal for 2020: add 5 contracts.

Push Button gets leads on social media. Credit Union Radio does not.

Promote the credit union agency without impeding on other audio companies.

Interested in connecting with VP of Marketing. Credit unions hire from within.

Push Button coaches on marketing for Credit Unions since they have huge blindspots in regard to broadcasting and radio.

State credit union trade shows and conferences. Vendor booths, guest lectures, to show themselves as industry experts. Marketing components of a trade show, visual display, what could CUR give away? How to get people to connect with them organically and without showing themselves to be pushy. It’s marketing to people.

Since CUR is B2B, trade shows are incredibly important. Could be an opportunity to bring awareness to other core services in the CUR product line such as podcasting, which is not on the website yet. CUR also develops music and does creative writing and development. CUR can do almost anything they want in that 10’x10’ booth space. So what is a really cool idea for visitor engagement at these trade shows.

Fairwinds is an example of a local credit union. Regional (smaller) banks that are not credit unions are also potential clients for Credit Union Radio.

Open membership: means credit unions are looking for most anyone to do business with them, thanks to deregulation in the 90s. Some credit unions are very closed though, such as teachers’ credit unions. If you’re not a teacher, forget it. Credit Unions with open memberships need to advertise.

How does CUR find its target market? VP Marketing. Chief Marketing Officer has to understand the Credit Union Centric mission. Typically female 40-60, internally promoted. These people are very community oriented and support their local communities in many ways.