Marketing Comms Roadmap

	A	B	C	D	E	F	G	H	I	J	K	L
1		Objective	Revenue stream	Main components	Desired go-live date	Notes	Project briefing doc sent to Neil?	Project added to Product backlog (Neil)?	Project briefed into biz/pre-planning session?	Project added to Sprint backlog (Neil)?	Ticket #

5	Unplanned Absence campaign: Upsell BST	Acquisition	Upsell BST	Marketo landing page, email	Jan	We've agreed that we'll send a one-off email blast from Peninsula's dotmailer account to the refreshed Upsell BST data. It will send people to the Unplanned Absence landing page (copy needs tweaking?) and Sales will follow up all hot leads. ** Chris Wareing and LT Wan are checking the data & Olwyn Smith is checking the email copy	Y	Y	Y	Y
7	Unplanned Absence campaign: pop-up overlay	Acquisition	New Business	Pop-up overlay for brighthr.com with integrated Marketo form	Jan	Brief can be found here.	Y	Y	Y	Y
10	Planned Absence campaign: generic copy update	Acquisition	Upsell BST	Landing page	Mar	SD to supply copy update to SG make the content ever-green.	Y	Y
11	Shift & Rotas: Bars campaign	Acquisition	New Business	TBC	Apr	Brief TBC.	Y
12	30-day FT automation refresh	Nurture	New Business	Email, plus any content required	Feb	Marketing to work with SysOps on reviewing and updating the current 30-day trial logic/content, to boost conversion to active paying.	Y	Y	Y	Y		Liv to speak to Dan
14	EAP email to managers	Retention	All active paying customers	Email, web page	on hold	Simon to work with Commercial to create initial email to all admin/managers letting them know that we're about to add Shift Planning to the product. If they want to opt out/hide it from their staff, they have until April.	N	N
15	The Future Workforce gated content with funnel	Acquisition	New Business	Marketo landing page, nurture flow	Mar	Host gated content with RFI linking to new business nurture funnel	Y	Y
16	Inactive Customers	Retention	All active paying customers	Email	Apr
17	NSO strategy
18	Peninsula resell - onboarding
19	Peninsula upsell - onboarding
20	New Biz contract - onboarding
21	Shift scheduling campaign: HRO migration	Acquisition	HRO migration	Marketo landing page, email	Apr	HRO customers who fit the shift scheduling profile
22	BrightBase restructure and redesign	Acquisition	New Business	Web	March	Revisit BB structure to accommodate rotas, EAP and any other L1s. Simon to work with Andy and CandidSky.
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24	New business nurture funnel (inc. 30-day free trial)	Nurture	New Business	Email, plus any content required	Feb	Marketing and Business Systems to scope out a new business nurture funnel, from lead acquisition through to free trial, through to purchase. New funnel to be planned and built using input from key staheholders around the business (e.g. marketing, sales, service).
25	Webinar plan	Acquisition	New Business	Marketo landing page, webinar, email	Mar	Monthly webinar. Topic TBC. Optimise based on previous month's webinar.
26	Shift scheduling campaign: Upsell BST	Acquisition	Upsell BST	Marketo landing page, email	Apr	Replicate Q4 Unplanned Absence campaign with new assets and copy. Applying any optimisation from the Q4 campaign. Re-run the segmentation (inc anyone from Q3 and Q4 we want to remail).
27	Recycling automation programme	Nurture	New Business	Email, plus any content required	TBC	SysOps to scope a 'recycling' nurture funnel and confirm content requirements to Marketing; then build, test and launch 'recycling' nurture funnel after being supplied the content from Marketing.
28	30-day FT automation for shift scheduling	Nurture	New Business	Email, plus any content required	TBC	Create version of the new 30-day automation cycle for FT conversions via shift scheduling comms
29	Retention comms strategy	Retention	Existing customers (all active paying)	Email, plus any content required	TBC	We'll need to have a think about what our retention comms strategy needs to look like, for all active paying customers
30	WorkLife ebook part 1	Acquisition	New Business	Marketo landing page, email	TBC	Host gated content with RFI linking to new business nurture funnel	??
31	WorkLife ebook parts 2-4	Acquisition	New Business	Marketo landing page, email	TBC	Create a schedule whereby we can serve parts 3 to 4 of the Work Life ebook series
32	Guru landing page	Acquisition	New Business	Landing page	Jan	As per Erika's brief	Y	Y
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36	Newsletter - what are we doing with it?
37	Webinar programme for product demos					Using Marketo's plug-in. Is it feasible to run a regular product demo, which people sigm up, and we can also drop them into nurture if they don't convert?
38	.com homepage
39	HRO customers who fit the shift scheduling profile
40	Reactivation					Is there a non-automation/campaign way that Marketing can support Services
41	Shifts to Peninsula BDM				April
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