IMPACT STRATEGIC COMMUNICATIONS PLAN RACHEL HARKNESS-FELIX TODAY'S - PowerPoint PPT Presentation

EFFICIENCY FOR IMPACT STRATEGIC COMMUNICATIONS PLAN RACHEL HARKNESS-FELIX

TODAY'S PRESENTATION DISCUSSION POINTS Formative Research Strategy Tactics Evaluation

HOW DO WE CREATE RELATIONSHIPS WITH INDIVIDUALS IN AN ORGANIZATION MOST LIKELY TO DISCOVER, PITCH, AND DESIRE NEW SOFTWARE SOLUTIONS?

OVERCOME An undefined niche, and limited monetary and human resources. LEVERAGE A strong solution, goodwill from satisfied customers, and the strategic intelligence of a highly-knowledgeable team.

CAPITALIZE On changing B2B purchasing demographics, increasing preference for thought leaders, growing market for Enterprise Content Management tools in North America. MITIGATE Large, well-established competitors with significant recognition in the industry, like OpenText.

THE AVERAGE B2B BUYER IS CHANGING Average buying committee has grown to 6.8 people in 2017 81% of non-C-suite employees have some influence in corporate purchasing decisions

WHO ARE THEY? BIASES Purchase from Leaders, not Salespeople Trust is Built Through Content and Reviews EXPECTATIONS Independent Research Before Sales Searchability Within General Niche NEEDS Content Targeted to Them MEDIA HABITS Highly Social Defined Content Preferences Engaged with Trade Publications

65% OF ALL B2B SOFTWARE PURCHASES ARE MADE OUTSIDE THE IT DEPARTMENT - AND IT'S ESTIMATED TO GROW TO 80%.

AUDIENCES FUNCTIONAL STAFF IT LEADERS CURRENT CLIENTS AND LEADERS Primary Audience - Actors Secondary Audience - Influencers/Enablers Secondary Audience - Influencer/Enabler Further divided into HR and SCM groups Able to encourage or prevent relationships Opinions of this group are highly for targeted messaging with Functional Staff and Leaders persuasive to Functional Staff and Leaders

GOAL Build relationships with Functional Staff and Leaders in HR and SCM and create a reliable channel for future communication with them - giving IntellaQuest the foundation for future sales and marketing initiatives while creating opportunities for client growth.

OBJECTIVES FUNCTIONAL STAFF IT LEADERS CURRENT CLIENTS AND LEADERS Secondary Audience - Influencers/Enablers Secondary Audience - Influencers/Enablers Primary Audience - Actors Record a 75% understanding of Increase IntellaQuest’s monthly unique Convert 25% of selected current clients campaign key messages in the website sessions by 130% over 8 into PR program participants over 2 evaluative research survey completed months (August 2019 - March 2020) months (May - June 2019). in April 2020. Gain 50 new subscribers for IntellaQuest’s email list over 8 months (August 2019 - March 2020) Record a 75% understanding of campaign key messages in the evaluative research survey completed in April 2020.

STRATEGY MIRROR ENGAGE BUILD

EFFICIENCY FOR IMPACT

TARGETED COMMUNICATIONS TACTICS CLIENT OUTREACH PROGRAM THOUGHT LEADERSHIP CONTENT STRATEGY

TACTICS CLIENT OUTREACH THOUGHT LEADERSHIP TARGETED PROGRAM CONTENT STRATEGY COMMUNICATIONS Review Placement Introduce Audience-Specific Targeted Blog Posts Client Ranking Index Messages Exclusive Case Studies Client Proposals LinkedIn Ads and Organic Posts Media Query Submission Advertorials/Sponsored Content in Trade Publications

TARGETED COMMUNICATIONS INTRODUCE AUDIENCE- SPECIFIC MESSAGES Updating the IntellaQuest Website and LinkedIn to include more audience-specific key messages, niche identification, and visual communication. Work Sample Available

CLIENT OUTREACH PROGRAM REVIEW PLACEMENT Sign up for a free account on Q2 Crowd so current clients have the ability to leave a review where 1.5 million potential customers are already searching for software.

CLIENT OUTREACH PROGRAM CLIENT RANKING INDEX Rank existing clients based on their suitability to participate in the PR program (function addressed, IntellaQuest solutions used, success rate with them, and their perceived happiness with the program)

CLIENT OUTREACH PROGRAM CLIENT PROPOSALS Based on ranking, ask suitable clients to participate in the PR program during their bi-weekly or monthly check in meeting, then follow up over email. First ask to review on G2 Crowd, then if they review, follow up with a request to ask to participate in the case study. Work Sample Available

THOUGHT LEADERSHIP CONTENT STRATEGY EXCLUSIVE CASE STUDIES Using stories gained from Client Proposals, craft exclusive case studies (one per functional group) that are only available to those who sign up for IntellaQuest's email list. Work Sample Available

THOUGHT LEADERSHIP CONTENT STRATEGY TARGETED BLOG POSTS Write long-form blog posts once a week, alternating between HR and SCM, with thought leadership content on topics related to the case study. Include multiple calls-to-action to download related case study.

THOUGHT LEADERSHIP CONTENT STRATEGY LINKEDIN NATIVE ADS Share blog posts as native ads on LinkedIn in a CPC campaign optimized for link clicks, targeting ads based on functional group (showing HR blog posts to individuals in the HR industry).

THOUGHT LEADERSHIP CONTENT STRATEGY MEDIA QUERY SUBMISSION Subscribe to Cision's free service, Help a Report Out, and connect with reporters looking for industry experts and pitch IntellaQuest spokespeople to be featured.

THOUGHT LEADERSHIP CONTENT STRATEGY ADVERTORIALS Purchase advertorials in trade publications, one for HR and one for SCM, in strategic issues.

BUDGET: $11,981.00 APPENDIX E

PREPARATION MAY - JULY 2019 SCHEDULE ACTIVE COMMUNICATION AUGUST 2019 - MARCH 2020 APPENDIX E EVALUATION APRIL 2020

EVALUATION FUNCTIONAL STAFF IT LEADERS CURRENT CLIENTS AND LEADERS Secondary Audience - Influencers/Enablers Secondary Audience - Influencers/Enablers Primary Audience - Actors Record a 75% understanding of Increase IntellaQuest’s monthly unique Convert 25% of selected current clients campaign key messages in the website sessions by 130% over 8 into PR program participants over 2 evaluative research survey completed months (August 2019 - March 2020) months (May - June 2019). in April 2020. Gain 50 new subscribers for IntellaQuest’s email list over 8 months (August 2019 - March 2020) Record a 75% understanding of campaign key messages in the evaluative research survey completed in April 2020.

SINCERE THANKS!