| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z | AA | |
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2 | Priority (1 - 5) | Deadline | Completed | Category | Topic | Task | Purpose | Audience | In progress | ||||||||||||||||||
3 | 1 | Content | Existing Content | Content audit and catalogue production | Use previous content to form base of content library for lead gen | Prospects | |||||||||||||||||||||
4 | 1 | Content | Lazy Manifesto | Social promo, blogs, paid social, quiz, press release, GDN network, remarket, video (TBC) | Generate leads through gated report | Prospects | |||||||||||||||||||||
5 | 1 | 22/08/2017 | Email/Nurture | 118 - Industry Segments | Nurture flow with industry specific email content (see email/nurture sheet for segments) | Generate new business leads | Prospects | ||||||||||||||||||||
6 | 1 | 15/8/17 | 15/8/17 | Email/Nurture | HRO Upsell | HRO Migration: Upsell opportunity to get warm up email before call. Test with 50 and then roll out in batches | Generate upsell leads | Current Customers & Prospects | |||||||||||||||||||
7 | 1 | 13/9/17 | Email/Nurture | Newsletter | Newsletter: 2 versions (prospect and clients) with different CTAs | Generate engagement, upsell leads and new business leads | Current Customers & Prospects | ||||||||||||||||||||
8 | 1 | GA | GA | Audience in GA to exclude logged in customers | Ensure that we are not showing prospect PPC ads to current clients | Prospects | |||||||||||||||||||||
9 | 1 | PPC/Display | Ad Copy | Test ad copy with 'HR Software & Advice' messaging | Test messaging variations that can be applied across different mediums - increase engagement and conversion rate | Current Customers & Prospects | |||||||||||||||||||||
10 | 1 | 30/8/17 | 23/8/17 | PPC/Display | PPC Tracking | Update tracking templates across all cpc campaigns, test integration with AdWords | Reduce risk of tracking mistakes and optimise more accurately directly from AdWords interface | Current Customers | |||||||||||||||||||
11 | 1 | PPC/Display | Simply Personnel | Simply Personnel/Bright HR online comparison - PPC/SEO | Ensure that the Simply Personnel activity isn't having a detrimental effect on Bright performance | n/a | |||||||||||||||||||||
12 | 1 | PPC/Display | Target CPL | Work out customer lifetime value and work back to a target CPL | Ensure that PPC activity is profitable | Prospects | |||||||||||||||||||||
13 | 1 | 30/8/17 | 24/8/17 | PPC/Display | Comparison Sites | PPC on software comparison sites | Generate leads through an audience in-market for software | Prospects | |||||||||||||||||||
14 | 1 | PPC/Display | Comparison Sites | Build up reviews on GetApp and Capterra | Generate leads through an audience in-market for software | Currents Customers & Prospects | |||||||||||||||||||||
15 | 1 | PPC/Display | Remarketing | Display remarketing based on the areas of website that visitors hav epreviously visited | Generate demo requests | Prospects | |||||||||||||||||||||
16 | 1 | Press & PR | Alexa | Press release | Brand awareness of new feature | Prospects | |||||||||||||||||||||
17 | 1 | Press & PR | BrightHR | CXO Standpoint in "The 10 Most Valuable HR Technology Solution Providers 2017". | Promote Bright as HR Tech | n/a | |||||||||||||||||||||
18 | 1 | SEO | Target Keywords | Reassess target keyword list and cut down to fewer more valuable terms to focus on e.g. HR Software | Prioritise top keywords to drive relevant organic traffic | n/a | |||||||||||||||||||||
19 | 1 | Website | Alexa | Homepage banner & Alexa page | Announcement of new feature & demo request through comepetition | n/a | |||||||||||||||||||||
20 | 1 | Website | BrightBase | Forms and CTAs on page to increase conversion | Increase conversion rate and engagement | Prospects | |||||||||||||||||||||
21 | 1 | Website | BrightBase | Contextual links to relevant blogs and linked BrightBase topics | Increase conversion rate and engagement | Prospects | |||||||||||||||||||||
22 | 1 | 17/8/17 | 15/8/17 | Website | Forms | Add in way of segmenting current clients (employees) looking for demo of how to use the system | Decrease number of employees requesting a demo | Prospects | |||||||||||||||||||
23 | 1 | 18/8/17 | 18/8/17 | Website | Organic LP Audit | Audit of top organic landing pages - focus on commercialisation of these pages first | Prioritisation of focus | Prospects | |||||||||||||||||||
24 | 1 | Website | PPC Landing Pages | Roll out of PPC landing pages across all non brand PPC campaigns | Increase conversion rate for paid traffic | Current Customers | |||||||||||||||||||||
25 | 5 | Website | Blog | Update structure so that it is better categorized and not just chronological | Improve customer experience and generate leads through cross promotion of features & gated content | Prospects | |||||||||||||||||||||
26 | 2 | Competitor | Competitors | Competitor analysis - product/bolt-ons/demo/trial/price/message/website | Visibility on competitors | Prospects | |||||||||||||||||||||
27 | 2 | Content | Existing content rework | Planning for unplanned absence; HR Fibs; BrightBase articles; Play and productivity - It pays to play; Better relationships, better business; Mental health in the workplace; The New Workforce | Generate engagement and new business leads | Prospects | |||||||||||||||||||||
28 | 2 | Content | Lead Gen | Infographics and shareable bite size chunks of BrightHR and HRO data that can be shared on social, but link to a larger gated content pieces | Generate engagement through smaller pieces and leads through linked gated content | Prospects | |||||||||||||||||||||
29 | 2 | Email/Nurture | Free Trials | Free Trial NSO data - check when it has last been touched and nurture with content with new features | Update on new features to generate new business leads | n/a | |||||||||||||||||||||
30 | 2 | Email/Nurture | Peninsula Upsell | Once all data has been called, add in to nurture flow - content TBC | Generate upsell leads | Prospects | |||||||||||||||||||||
31 | 2 | Email/Nurture | Recommend A Business | Email to current customers (ensure no overlap with upsell activity) | Generate new business leads | Prospects | |||||||||||||||||||||
32 | 2 | Peninsula | Website X Promotion | BrightHR page on Peninsula webiste with backlink | Generate upsell leads from current members and new business leads from Peninsula prospect traffic | Prospects | |||||||||||||||||||||
33 | 2 | PPC/Display | Peninsula Upsell | Display ads on GDN targeting Peninsula customers w/o Bright | Generate upsell leads | Prospects | |||||||||||||||||||||
34 | 2 | PPC/Display | Peninsula Upsell | Upload current Peninsula customers w/o Bright as custom list in AdWords and deliver different ad copy to them when searching for Bright related search terms | Make ad copy more relevant and compelling to specific audience | Prospects | |||||||||||||||||||||
35 | 2 | PPC/Display | Recommend A Business | Display on GDN to audience of current customers (ensure no overlap with upsell activity) | Generate leads through current customer recommendations | Prospects | |||||||||||||||||||||
36 | 2 | SEO | Content sites | HR news style sites (1-5 pages) with backlinks to Peninsula group websites | Generate backlinks and traffic | Prospects | |||||||||||||||||||||
37 | 2 | Social | Build Connections | Connect with target customers (SME owners) on LinkedIn | Increase numbers of prospects receiving organic updates of brand | Prospects | |||||||||||||||||||||
38 | 2 | Social | LinkedIn activity | Lead gen activity with Al Brown | Generate new business leads | Prospects | |||||||||||||||||||||
39 | 2 | Social | Newsletter Signup | Lead gen campaigns on Facebook and LinkedIn to opt in for newsletter | Increase numbers of prospects opting in to receive newsletter content | Prospects | |||||||||||||||||||||
40 | 2 | Social | Peninsula Upsell | Facebook: Target Peninsula customers w/o Bright with display ads | Generate upsell leads | Prospects | |||||||||||||||||||||
41 | 2 | Social | Peninsula Upsell | LinkedIn: Target Peninsula customers w/o Bright with display ads | Generate upsell leads | Current Customers | |||||||||||||||||||||
42 | 2 | Social | Recommend A Business | Recommend a Business: social (LinkedIn & Facebook) to audience of current customers (ensure no overlap with upsell activity) | Generate leads through current customer recommendations | Current customers | |||||||||||||||||||||
43 | 2 | Website | Blog | Focus on topics for business owners rather than employees and workplace in general - link to product and current news | Increase conversion rate and engagement | Current Customers | |||||||||||||||||||||
44 | 2 | Website | Blog | Intersperse planned content with reactive topics | Increase engagement | Prospects | |||||||||||||||||||||
45 | 2 | Website | Blog | Include new blogs/update old blogs to include more search queries in the titles | Increase SEO opportunities | Prospects | |||||||||||||||||||||
46 | 2 | Website | Newsletter Signup | Newsletter signup popup | Increase no. of people receiving regular updates of brand and improve acquisition opportunity | Prospects | |||||||||||||||||||||
47 | 2 | Website | VHE Launch | Add to website as part of the Shifts and Rotas features section | Ensure product descriptions are up to date | Prospects | |||||||||||||||||||||
48 | 2 | Website | VHE Launch | Blog post with example of use of VHE in system | Increase brand awareness of features | Prospects | |||||||||||||||||||||
49 | 3 | Content | Sharing Buttons | Add social sharing buttons at the top of all content onsite | Increase organic distribution | Prospects | |||||||||||||||||||||
50 | 3 | CRO | CRO Plan | Ongoing testing plan across the website and PPC landing pages to make incremental increases in conversion rate | Increase conversion rate and engagement | Prospects | |||||||||||||||||||||
51 | 3 | Email/Nurture | Peninsula Sat Not Sold | Once all data has been called, add in to nurture flow - content TBC | Generate new business leads | Prospects | |||||||||||||||||||||
52 | 3 | Peninsula | Newsletter X Promotion | Promotion of Bright in 'In The Loop' newsletter | Generate upsell leads | Prospects | |||||||||||||||||||||
53 | 3 | Peninsula | Website X Promotion | Promotion of Bright on relevant Peninsula website pages e.g. absence/holiday entitlement | Generate upsell leads from current members and new business leads from Peninsula prospect traffic | Prospects | |||||||||||||||||||||
54 | 3 | PPC/Display | App Ads | In app ads - can we target other HR Software with a switching message? | Generate leads through an audience using or in-market for HR software | Current Customers & Prospects | |||||||||||||||||||||
55 | 3 | Website | Blog | Introduce a featured blog (most popular or most relevant at that time) | Increase engagement by pushing best content and increase SEO opportunity | Prospects | |||||||||||||||||||||
56 | 3 | Website | Case Studies | Move the industry to the front page intro section | Makes it more obvious to visitors to find relevant testimonials that are in line with their industry | Prospects | |||||||||||||||||||||
57 | 3 | Website | Download Centre | Launch a 'Download Centre' with all reports - mix of gated and nongated content | Increase conversion rate and engagement | Prospects | |||||||||||||||||||||
58 | 3 | Website | Features | Update page to be of more of a hub of features leading to more in depth content with clearer CTAs - collect data to support hypothesis | Increase conversion rate overall and prioritise correct pages for SEO ranking | Currents Customers & Prospects | |||||||||||||||||||||
59 | 3 | Website | Download Centre | Add template docs (tesaers) in to download centre with upsell message of full set of templates (x, y & z) are provided to Bright customers | Generate leads | Prospects | |||||||||||||||||||||
60 | 3 | Website | Innovation | Innovation at Bright' page - include Alexa, QR codes etc. | Promote the market innovator message | Prospects | |||||||||||||||||||||
61 | 4 | Content | Industry Specific Tech | Thought leadership/tech docs for different industries | Increase engagement | Current Customers | |||||||||||||||||||||
62 | 4 | Content | Potential new content | Health and absence in the workplace; Give them a break - absence minded; Protect your business; Get the best out of your staff; The New Workforce; The good practice guide; Templates; Product handouts | Generate engagement and new business leads | Current subscriptions | |||||||||||||||||||||
63 | 4 | Email/Nurture | Newsletter | Segment client newsletter to those on subscription v contract. In subscription push add-ons and contract discounts | Generate upsell leads | Current subscriptions | |||||||||||||||||||||
64 | 4 | PPC/Display | Subscription Upsell | Display ads on GDN to current customers segmented by upsell opportunities - EAP/Advice/contract | Generate upsell leads | Current Customers & Prospects | |||||||||||||||||||||
65 | 4 | Social | Subscription Upsell | Facebook: Audience of current subscription clients to deliver creative promoting add ons and contract discounts | Generate upsell leads | Prospects | |||||||||||||||||||||
66 | 4 | Social | Subscription Upsell | LinkedIn: Audience of current subscription clients to deliver creative promoting add ons and contract discounts | Generate upsell leads | Prospects | |||||||||||||||||||||
67 | 4 | Website | Pricing Question Popup | Inactivity popup form on pricing page - 'do you have a question about pricing that we can help with?' | Increase no. pricing quotes | Current Customers | |||||||||||||||||||||
68 | 4 | Website | Web Personalisation | Personalisation of landing page content dependant on the user's previous interaction with Bright | Increase conversion rate and engagement | Prospects | |||||||||||||||||||||
69 | 5 | Affiliates | - | Get agencies in to pitch for affiliate marketing | Prospects | ||||||||||||||||||||||
70 | 5 | Content | Statistics | Use of HRO and BrightHR data to form content and stats for comms | Generate engagement | Current Customers & Prospects | |||||||||||||||||||||
71 | 5 | Email/Nurture | Newsletter | Newsletter: enable people to sign up to a personalised newsletter based on the previous pages of BrightBase and Blog that they have engaged with | Generate engagement, upsell leads and new business leads | Current customers | |||||||||||||||||||||
72 | 5 | Email/Nurture | Own Account Data | Personalised emails using data from their account e.g this time last year you had high absence rate etc. | Generate customer engagement | Prospects | |||||||||||||||||||||
73 | 5 | Email/Nurture | Onboarding | Work with Ellie and Jenny to create schedule of more regular emails to peninsula customers to ensure that they are onboarded and using product | Increase onboarding & useage | Current Customers & Prospects | |||||||||||||||||||||
74 | 5 | Website | BrightBase | More advice topics/update content to include advice topics/need for Bright | Increase SEO visibility for related topics | Prospects: HR Managers | |||||||||||||||||||||
75 | 5 | Website | Calculators | Onsite calculator - e.g. 'how do you stack up against the average BrightHR customer?' or holiday entitlement | Increase engagement onsite and opportunity to push demo requests | Prospects | |||||||||||||||||||||
76 | 5 | Website | Demo for current clients | Page with webinar for current clients of how to use? / Detailed instructions? | Increase customer satisfaction/decrease employees requesting demos | Prospects | |||||||||||||||||||||
77 | 5 | Website | HR Event Countdown | Countdowns to major HR events e.g. GDPR / Minimum Wage Increase etc. - message 'are you ready' 'get your HR docs in order' 'store data safely etc. | Increase demo requests through pushing of urgency message | Current Customers | |||||||||||||||||||||
78 | 5 | Website | HR Timeline | HR timeline of events | Increase engagement | Prospects | |||||||||||||||||||||
79 | 5 | Website | Peninsula Group | Add 'Part of the Peninsula Group' to website to enforce trust (particularly for advice) aspect ? | Increase trust aspect when talking about employment law topics/advice | Current Customers & Prospects | |||||||||||||||||||||
80 | 5 | Website | Switching to BrightHR | Addition of 'Switching to BrightHR' page onsite | Educate prospects on ease of switching - increase leads | Prospects | |||||||||||||||||||||
81 | 5 | Website | Testimonials | Add testimonial to .com of franchise client | Increase franchise ops | Current Customers & Prospects | |||||||||||||||||||||
82 | 5 | Website | Feefo | Incorporate Feefo reviews on website? | Increase engagement & trust | Prospects | |||||||||||||||||||||
83 | - | Content | BrightHR video | TBC | TBC | Prospects | |||||||||||||||||||||
84 | - | Social | All Nurture Campaigns | Corresponding Facebook ads to engaged/not engaged audiences in nurture funnels | Generate leads | Prospects | |||||||||||||||||||||
85 | Affiliates/SEO | HR news type website with backlinks to all Peninsula Group websites | Prospects | ||||||||||||||||||||||||
86 | 1 | Website | Tracking | GA Goal for demo request completeed on PPC landing page | - | - | |||||||||||||||||||||
87 | 2 | Website | Tracking | Salesforce import for AdWords implementation | - | - | |||||||||||||||||||||
88 | Website | Tracking | Install gtag on site (AdWords & GA tag) | - | - | ||||||||||||||||||||||
89 | GDPR Campaign Page - countdown timer, blog articles, downloads, quiz | - | - | ||||||||||||||||||||||||
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