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View Source Businses Advising Campaign GTM Outline/Framework
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Launch DateMilestonePersona FocusChannelAssets/DeliverablesWhat's neededDetails
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5/15/2024Refreshed Source Website launchesNAN/ASource refreshed site live for Business Advising page and Homepage
Light touch on News page

Small Business Week post		BED approval on UX design - TLAS to send mobile UX

Any website edits to News page (i.e. remove content) can be completed by May 1 - submit website edits via the request form		 Homepage
Swap out homepage hero
Swap out impact stories
Footer will change across website
New banner photos across website

BA Page will launch

Further refresh development to be phased throughout Spring/Summer.

What is the Small Business Week post here? In honor of National Small Business week, The Source is getting a refresh! Check out our new Business Advising page to learn about … (what’s the hook? Might recommend we feature the past impact stories if they are ready and linking to the blog.)
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5/15/2024May Newsletter & Social PushPersona 1 & 2 (Greg grant money and Nathan new biz)Source Owned Newsletter
Social		Deploy newsletter targeting Persona 2 (New Clients) highlighting new BA page, CTA to sign up for advising.

Newsletter includes new look and feel

Social promoting new BA website

HOLD ON VIDEO until June Newsletter - use in social and targeted campaigns until then. Will provide in 5/23 BSO toolkit		BED to provide to TLAS by 5/1 with newsletter design comments

BA design - use uplifted graphics for new look with tagline (not using blue and yellow design)

TLAS will provide social image
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5/8/2024Press ReleaseNASource Owned Newsletter
Social		Press Release
Links to website, BA page, and explainer video?		Launch in tandem with BA campaign + link to website - discuss timing/appetite with BED
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5/15/2024Segmented Campaign EblastPersona 1 (Greg Grant money)Source Owned
Eblast		Targeted eblast to grantees featuring explainer video, CTA to sign up and websiteCreate unique template for Eblsts for BA segmented emails (TLAS to create)
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5/16/2024Interested List Segmented Campaign EblastPersona 2 (assuming this will just fold into this persona?)Source Owned
Eblast		Eblast featuring explainer video, CTA to sign up and websiteTLAS to provide list on WednesdayTargeted BA eblast to Persona 2 – “interested” list TLAS has been cultivating from clicks in our emails plus BSO communications. Ensure there is no overlap between this audience and other audiences

TLAS could pull past 6 months could be ~500 - TLAS to provide data and will determine if campaign is needed or if SMBs are captured within other Personas
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5/23/2024VideoAllVideoVideo needs to be ready by 5/23 in person. Post on website once receivedMersadi to add in social campaign around video
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5/23/2024Share BSO Tool-kit at in-person (Phase 1)Persona 1 & 2 (Greg grant money and Nathan new biz)BSO Owned
Social, email, website, etc.		BSO Toolkit - targeting Persona 2 (evergreen campaign materials)
Social posts (plug and play) and reels
Email copy
Explainer video
Website link
Press release
Images
all in refreshed Source branding		one pager how to use/where to find - with links (like grantee toolkit)
Include guidance around posting cadence
TLAS to remove old assets/Grant assets		Target Persona 2 through partner channels and gather additional information from BSOs to better inform Persona 3 – Re-engaged Client
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6/4/2024Launch email segmented campaign (Persona 2)Persona 3 (Engaged Emily)Source Owned
Eblast		Eblast to previous clients (Persona 3) featuring explainer video, CTA to sign up and websitePush back to allow more time to unpack messaging from 5/23
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6/12/2024June e-Newsletter LaunchPersona 2 & 3 (Nathan new biz and nathan new biz)Source Owned
Eblast
Social?		Newsletter links to website, CTA to sign up, explainer video and integrates messaging for Persona 3 captured at in-person meeting

Announce new video		Target Persona 2 & 3

Social
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6/14/2024Share update to BSO Tool-kit (Phase 2)Persona 3 (Engaged Emily)BSO Owned
Email		Copy for email for BSOs to send targeted outreach to previous clients (Persona 3)
Outreach lists for BSOs		Email copy + image for re-engagement emailTarget Persona 3 through partner channels (engaged clients)
Integrate messaging captured at 5/23 in-person
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6/14/2024Segmented Campaign Eblast #2Persona 1 (Greg Grant Money)Source Owned
Eblast		Eblast to awardees (Persona 1)
featuring explainer video, CTA to sign up and website		Conduct analysis to see identify SMBs that have still not engaged in advising for targeted send
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6/17/2024Launch paid programmatic and SEM adsPersona 2 (Nathan New Biz)TBDTiming seems feasible (TLAS)
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9/30/2024Perform a complete assessment of BA CampaignAllThis should happen on a monthly basis - let's discuss
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June-SeptemberContinue to send Eblasts (BSOs) monthlyAssets might shift - new assets might be developed (meet your advisors, new impact stories, etc.)
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June-SeptemberContinue to send Eblasts (Source) monthlyAssets might shift - new assets might be developed (meet your advisors, new impact stories, etc.)
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June-SeptemberContinue to send Newsletter (Source) monthlyAssets might shift - new assets might be developed (meet your advisors, new impact stories, etc.)
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