MARKETING STRATEGY

2020

INTRODUCTION

WHAT’S BREWING?

Agenda:

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• Marketing’s Mission
• Situational Analysis
• Target Sales Revenue
• New Buying Behavior
• Aligning Objectives
• Strategic Marketing Goals
• Marketing Plan
• Execution Plan
• Budget Proposal

MISSION

INTRODUCTION

WHAT IS OUR MISSION?

OUR MISSION IS TO EFFECTIVELY DELIVER OUR BRAND PERSONA AND POSITIONING TO OUR TARGET AUDIENCE ACROSS INDUSTRIES IN APAC, EUROPE, AND USA REGIONS.

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IT ALSO OUR MISSION TO ESTABLISH, GROW, AND MAINTAIN POSITIVE RELATIONS WITH OUR CLIENTS USING ALL CHANNELS AVAILABLE, AT ALL TIMES.

INTRODUCTION

WHAT’S BREWING?

Establishing of Rockbird Media as a B2B company

Rockbird Media focuses on B2B Events and Business Development Services.

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The BIG Idea

Premium Events and Business Solutions for the C-Level

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Elevator Pitch

Rockbird Media offers premium events and business solutions designed for C-level executives--the most influential members of an organization--to facilitate powerful interactions, benchmark strategies, and unlock innovation.

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REVIEW OF CURRENT SITUATION

INTRODUCTION

SITUATIONAL ANALYSIS: SALES AND MARKETING

• NO CLEAR METRICS & KPI FOR MARKETING
• Internally, there was no clear direction as to what marketing team must achieve.
• Role was limited to supporting sales and production.
• MINIMAL ALIGNMENT BETWEEN SALES AND MARKETING (Sometimes, even with Prod Team)
• Sales and marketing teams don’t communicate well when it comes to their combined goals, which is to grow the company’s revenue.
• Marketing is not fully aware of what the sales team does and vice versa.
• Changes or updates are usually not being communicated to marketing in a timely manner.
• TARGET SALES QUOTA AND LEADS NOT BEING MET
• So far, the sales team is not able to meet certain sales and leads quota. As uploaded in Bitrix, it’s only at 4,089
• Rebooking also is a current problem.
• BRAND POSITION IS NOT CLEAR
• As a new company (started June 2019), Rockbird Media hasn’t established its branding and positioning in the market yet.

INTRODUCTION

NEW BUYING BEHAVIOR

INTRODUCTION

NEW BUYING BEHAVIOR

SALES PROCESS

B2B LEAD GENERATION CHALLENGES

SALES PROCESS

DIFFERENCE BETWEEN B2C AND B2B MARKETING

ALIGNING OBJECTIVES

TARGET SALES REVENUE 2020

SALES PROCESS

SALES OBJECTIVES:

4-6 MONTHS

ALIGNING OBJECTIVES

SALES OBJECTIVE: NO. OF LEADS

ALIGNING OBJECTIVES

SALES OBJECTIVES: TARGET SALES REVENUE

STRATEGIC MARKETING GOALS

MARKETING OBJECTIVES

MARKETING ROLES

SEO

DHIAN

CONTENT

NELLA, LANCE, DASS

SOCIAL MEDIA

ELLA

PARTNERSHIPS

REM

EMAIL

DIA

DESIGN

JOY & JR

WEBSITE

BRYAN, DYANN, SIR VINCE

MARKETING

&

PUBLIC RELATIONS

SETH

MARKETING OBJECTIVES

MARKETING GOALS

PHASE 1 ( JANUARY - JUNE 2020)

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• BRAND AWARENESS

Increased website traffic and performance

Increased social media followers�

• LEAD GENERATION
• Overall: Increased no. of quality leads with the right job description and industry

Increased newsletter subscriptions

Increased no. of association, media, and x-deal partnerships

Increased organic search marketing

Increased reach and engagement on social media

Increased no. of optimized content/blogs

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• CONVERSION
• Increased sign-up form submission via social media ads
• Increased goal conversion rate via Google ads
• Identification of touchpoints of registration/agenda request
• Increased inbound inquiries

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MARKETING OBJECTIVES

MARKETING GOALS

PHASE 2 (JULY - DECEMBER 2020)

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• THOUGHT LEADERSHIP

Increased content amplification (social media, content, blog)

Increased share of voice

Increased organic media mileage

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• MARKETING REVENUE
• Sponsorship Packages
• X-deal

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MARKETING OBJECTIVES

SEO METRICS

NOV 2019 MAR 2020 JUN 2020

Overall web: 1.3K 40K 100K

Organic Search: 308/mo 2k/mo 4k/mo

Social Media: 100/mo 2k/mo 4k/mo

Email Marketing: 0/mo 2k/mo 4k/mo

Referral: 40/mo 2k/mo 4k/mo

Direct: 403/mo 2k/mo 4k/mo

Average Duration: 1:44 mins 2-3mins 2-3 mins

Bounce rate: 68% 50% 30%

Goal Conversion: 3.22% 10% 10%

MARKETING OBJECTIVES

SOCIAL MEDIA METRICS

Awareness

Includes Reach and CPM.

Target:

• Reach specified target market
• Low CPM (lower CPM, the better)

Audience Growth

Increase of following per month.

Target:

• 30% increase of the existing followers per month per platform

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Subjective Engagement

Descriptive analysis of engagements.

Target:

• Positive Engagements and fast response rate

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Objective Engagement

Includes Engagement, Leads, CTR

Target:

• Engagement per post: 100% of the �existing followers*
• Minimum of 200 Leads per month
• 2.5-2.8% CTR per Ad

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Client Conversion

Conversion from Leads.

Target:

• 20% of the final number of event attendees

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MARKETING OBJECTIVES

PARTNERSHIP METRICS

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MARKETING OBJECTIVES

EMAIL METRICS

• Open rate
• open rate tracks how many subscribers opened the email you sent

*Target: 30% of existing leads per campaign

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• CTR
• measures how many people clicked on the links in your email

*Target: 50% of campaign open rate per campaign

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• Conversion rate
• assess how many people clicked on the link and then completed a specific action

*Target: 25 agenda request per event per month

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• List growth rate (Dia to provide per event database)
• metric to track the rate at which your list is growing
• (You can calculate this by taking the number of new subscribers minus the number of unsubscribes, then divide that by the total number of email addresses on your list, and then multiply it by 100)
• Client Conversion
• Conversion from Leads
• Target: 20% of the final number of event attendees by end of every campaign

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MARKETING OBJECTIVES

EMAIL METRICS

Email Marketing Package (Per event)

MARKETING OBJECTIVES

PARTNERSHIP METRICS

Media Partnership Opportunities

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A media partnership is the ideal platform to further the reach of publication or association. The partnership gives them access to our delegates through a range of pre-event and on-site branding opportunities, as well as giving them a targeted platform to drive their membership or subscriber acquisition campaigns.

Benefit of Media:

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• Gain direct exposure of your brand to C-level Executives from various industries
• Increased brand awareness by inclusion in pre, during and post conference marketing efforts
• Enhance the profile of your brand by association with our premium industry events
• Get access to our premium event with complimentary press passes
• Benefit from having your logo promoted on key event materials and on event website
• Generate quality content for editorials at our Executive Meetings
• Secure the opportunity to distribute their publications at our events
• Exclusive event discounts and offers for their members

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MARKETING OBJECTIVES

PARTNERSHIP METRICS

Media Brand Activation

• Listing Media Partner on all marketing collaterals related to [name of event]
• Logo with dedicated link to our company website
• Event mailers
• Signage at the venue
• Advertisement in the official event brochure
• Complimentary insertion (one-page flyer) in all attendee bags
• Recognition during event and on the social media websites we have a presence

Role of Media Partner

• Commitment of media coverage of [name of event] before, during and after the event
• Listing of [event name] on all the social media networks where they have a presence
• Dedicated mass mail blasts to their organization database
• Placing the [name of event] e-banner on the company website and other related websites
• Increasing the media exposure of [event name] in all media channels and outlets associated with their organization to promote decision-makers’ attendance
• Co-promotion on other partner/sister portals.

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MARKETING OBJECTIVES

PARTNERSHIP METRICS

X-deal Partnership Opportunities

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An X-deal partnership is the ideal platform to further the reach of their product/ service. the partnership gives them access to our delegates through a range of pre-event and on-site branding opportunities, as well as giving them a targeted platform to drive their brand recall campaigns.

Benefit of X-deal Partner:

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• Gain direct exposure of your brand to C-level Executives from various industries
• Increased brand awareness by inclusion in pre, during and post conference marketing efforts
• Enhance the profile of your brand by association with our premium industry events
• A chance to showcase product/ service with booth on-site.
• Benefit from having your logo promoted on key event materials and on event website

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MARKETING OBJECTIVES

PARTNERSHIP METRICS

X-Deal’s Brand Activation

• Listing X-Deal Partner on all marketing collaterals related to [name of event]
• Logo with dedicated link to our company website
• Event mailers
• Booth with signage at the venue
• Advertisement in the official event brochure
• Complimentary insertion (one-page flyer) in all attendee bags
• Recognition during event and on the social media websites we have a presence

Role of X-Deal Partner

• Commitment of x-deal to give items/gift vouchers for raffle for attendees
• Listing of [event name] on all the social media networks where they have a presence
• Dedicated mass mail blasts to their organization database
• Placing the [name of event] e-banner on the company website and other related websites
• Co-promotion on other partner/sister portals.

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MARKETING OBJECTIVES

PARTNERSHIP METRICS

Association Partnership

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An Association partnership is the ideal platform to further the reach of association. The partnership gives them access to our delegates through a range of pre-event and on-site branding opportunities, as well as giving them a targeted platform to drive their membership or subscriber acquisition campaigns.

Benefit of Partner:

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• Gain direct exposure of your Association to C-level Executives from various industries
• Increased brand awareness by inclusion in pre, during and post conference marketing efforts
• Enhance the profile of your association by engaging to our premium industry events
• Get access to our premium event with complimentary VIP passes
• Benefit from having your logo promoted on key event materials and on event website
• Exclusive event discounts and offers for their members

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• Revenue through partners
• Number of deal registrations
• Partner engagement
• Partner satisfaction

MARKETING OBJECTIVES

PARTNERSHIP METRICS

Association Brand Activation

• Listing of Association Partner logo on all marketing collaterals related to [name of event]
• Logo with dedicated link to our company website
• Event mailers
• Signage at the venue
• Advertisement in the official event brochure
• Recognition during event and on the social media websites we have a presence

Role of Association Partner

• Commitment of Association to post article about the [name of event] before, during and after the event on their website.
• Listing of [event name] on all the social media networks where they have a presence
• Dedicated mass mail blasts to their organization database
• Placing the [name of event] e-banner on the company website and other related websites
• Increasing the exposure of [event name] in all outlets associated with their organization to promote decision-makers’ attendance
• Co-promotion on other partner/sister portals.

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MARKETING PLAN

MARKETING PLAN

WHAT NEEDS TO BE DONE

WHAT NEEDS TO BE DONE

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SEO METRICS

JUNE - NOV 2019

Overall web: 1.3K

Organic Search: 308/mo

Social Media: 100/mo

Email Marketing: 100/mo

Referral: 40/mo

Direct: 403/mo

Average Duration: 1:44 mins

Bounce rate: 68%

Goal Conversion: 3.22%

Increase Rockbird Media website and event websites’ overall performance

SOCIAL MEDIA METRICS

Awareness

Includes Reach and CPM.

Target:

• Reach specified target market
• Low CPM (lower CPM, the better)

Audience Growth

Increase of following per month.

Target:

• Increase of the existing followers per month per platform

​

Subjective Engagement

Descriptive analysis of engagements.

Target:

• Positive Engagements and fast response rate

​

Objective Engagement

Includes Engagement, Leads, CTR

Target:

• Engagement per post: 100% of the �existing followers*
• Increased number of Leads per month
• CTR per Ad

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Client Conversion

Conversion from Leads.

Target:

• Converted final number of event attendees

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Insert overall goal

WHAT NEEDS TO BE DONE

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EMAIL METRICS

• Open rate
• open rate tracks how many subscribers opened the email you sent

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• CTR
• measures how many people clicked on the links in your email

​

• Conversion rate
• assess how many people clicked on the link and then completed a specific action

​

• List growth rate
• metric to track the rate at which your list is growing�(You can calculate this by taking the number of new subscribers minus the number of unsubscribes, then divide that by the total number of email addresses on your list, and then multiply it by 100)
• Client Conversion
• Conversion from Leads

Insert overall goal

WHAT NEEDS TO BE DONE

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PARTNERSHIP METRICS

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• Number of media, association, and x-deal partners
• Partners’ engagement and participation
• Partners’ satisfaction
• Revenue from partners
• Conversion from partners

Insert overall goal

WHAT NEEDS TO BE DONE

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CONTENT METRICS

• Landing page new contacts
• This will give you a sense of how many unique visitors your content attracts.
• Keyword performance
• As the building blocks of great content, it's imperative to analyze your keywords to identify which ones generate a positive ROI.
• Content conversion rate
• Determine which content pieces on your site are best at securing conversions, whether that be basic inquiries, email newsletter sign-ups or a download.

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Insert overall goal

WHAT NEEDS TO BE DONE

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BUYER PERSONA

BUYER PERSONA

DEFINITION

A buyer persona (a.k.a. “customer avatar”) is a fictional person who represents a particular company’s ideal customer.

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The purpose of creating a buyer persona is to get crystal clear on the individuals who you are marketing to. Until you nail this down, you can’t really be sure that your offerings and your marketing messages are going to be successful. That’s why the buyer persona is often based on real customers, and/or extensive research.

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BUYER PERSONA

TARGET CUSTOMER 1

Ajay Kumar

Regional Managing Director, APAC - Gemalto

Focus: Fintech, Digital Transformation, Cyber Security, Data Privacy

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• Has been in the same company for 7 years
• Has been promoted in the 3 times in various management positions
• Has worked in different companies (same industry) in the past
• Has a family with 3 adult children

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• MALE , 55 - 60 years old
• 6,000 USD (or 305,000 PHP) monthly income

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• Calm demeanor but direct to the point
• Has an assistant that screens calls
• Prefers face to face meetings, checks email but disregards ads
• In charge of overall performance and strategies

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BUYER PERSONA

TARGET CUSTOMER 2

Kevin McCaffrey

VP for Revenue - ADP

Focus: Grow revenue and partnerships in EMEA

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• Relatively new in the company (2 years)
• Was poached by President from another company
• Started his career as sales executive at Lenovo, selling laptops
• Has a family with 1 child

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• MALE, 35 - 40 years old
• 4,500 USD (230,000 PHP) Monthly income

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• Aggressive, charming, stereotypical salesperson
• Great in small talk
• Checks email and phone all the time
• Eager to grow the company in a compressed amount of time

BUYER PERSONA

TARGET CUSTOMER 3

Tina Wong

Senior Regional Marketing Director, APJ

Personal Branding: Global Marketing Leader, Business Strategist, CyberSecurity AI Advocate

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• Has been in the company for 5 years (previously 6 years)
• Seasoned marketer, started as Head of Marketing
• In charge of multiple teams across the region
• Single mom with 2 children

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• FEMALE, 40 - 45 years old
• 7,000 USD (350k PHP) Monthly income

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• Has strong personality
• Goal-oriented and direct to the point
• Works 12 hours a day on average
• Always gets the job done, whatever it takes

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BUYER PERSONA

TARGET CUSTOMER 4

Leslie Berland

Chief Marketing Officer

Focus: Field Marketing

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• Has been in the company for 3 years
• Conscious about brand reputation and internal communications
• Started as a PR associate
• Single

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• FEMALE, 35 - 40 years old
• 3,000 USD (150k PHP) Monthly income

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• Charming, people person, good speaker
• Reachable and modern
• Checks trends and open to new tactics
• Tries out new avenues to grow customer base

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BUYER PERSONA

TARGET CUSTOMER 4

Margaret Cheng

Chief Human Resource Officer

Focus: Rewards and Compensation

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• Has been in the company for 7 years
• Started as a talent acquisition specialist in different industries
• Mother of 2 successful professionals

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• FEMALE, 45 - 50 years old
• 2,000 USD (120k PHP) Monthly income

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• Talkative
• Close with her employees
• Well traveled
• Values work-life balance
• Looks after employee welfare

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BUYER PERSONA

TARGET CUSTOMER 4

Edwin Gomez

Chief Transformation Officer

Focus: Strategic Digital Transformation and Inclusion

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• Has been in the company for 3 years
• Known in the industry and is usually being poached by big companies
• Started as an IT professional in a local tech distributor

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• MALE, 40 - 45 years old
• 3,000 USD (160k PHP) Monthly income

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• Down to earth, charismatic, and friendly
• Serious when it comes to work, patiently teaches subordinates
• Looks after succession
• Prioritizes strategies more than technology

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VALUE PROPOSITION & MESSAGING

MESSAGING

WHAT MAKES US STAND OUT

Unique Selling Point (USP)

Rockbird Media’s flagship service is its PREMIUM EXPERIENCE inclusive of Executive Meetings, One-to-One Meetings, Personalized Agenda, and Networking specifically designed for each industry and delegate needs.

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Value Proposition

Rockbird Media is not just an events company, we are a trusted international event company who provide premium business solutions through unique and customized events crafted for each industry’s needs.

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Rockbird Media connects world leaders, experts, and decision-makers to disrupt the status quo of the industry and create new trends that will challenge them to innovate even further.

Point of Difference

Rockbird Media caters to pre-qualified C-Level executives to make sure that all delegates and sponsors will get the most out of their experience.

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Point of Parity

Rockbird Media is an international event company that produces industry-specific events that bring world leaders and experts together.

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Brand Mantra

Provide premium events & business solutions to C-Level Executives

ORGANIZATION

ALIGNMENT FLOW

Production

Marketing

Website

Social Media

Email Marketing

Content Production

SMS Marketing

PR

1

2

3

4

5

5

5

6

Sales

2

EXECUTION PLAN

BUDGET AND RESOURCES PROPOSAL

MARKETING OBJECTIVES

TRENDS IN MARKETING BUDGET

MARKETING OBJECTIVES

BUDGET PROPOSAL

THANK YOU