BraveMatters Strategic Platform

7/31/2019 BraveMatters Strategic Platform

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Platform

Acquire customers & amplify your message

A smart, strategic and systematic marketing solution,

designed to acquire and engage customers at every relationship stage.


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2012 BraveMatters | Platform 20722 www.bravematters.com < 2 >

8 GUIDELINESA strategic marketing solution or any size company, designed to deliver results at every level o investment.

1. Smart. A marketing solution ocused on value and outcomes.

2. Strategic. Aligned with organizational priorities and consumer insights.

3. Diferentiated. Designed to maximize opportunities in crowded categories.

4. Systematic. A process o activating your market at each relationship stage.

5. Measurable. Designed with outcomes and metrics in mind.

6. Integrated. Branding, customer acquisition, social business, public relations.

7. Flexible. A solution or every client and investment level.

8. Brave. For high-growth companies, ready or new direction and momentum.


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Strategic Foundation

Who are tomorrows customers?

How can we maximize our prots?

How do our customers perceive us?

How can we dierentiate ourselves?

How do we create value or our customers?

What are our strategic priorities?

What can we learn rom our competition?

Brand Platorm

What messaging helps improve our position?

What visual assets support our brand?

How do customers interact with us online?

How does our sales process work?

How can we leverage technologies to improve our sales.

Campaigns

How will we reach all o the stakeholders in our brand?

Platorm to advance stakeholders at every stage.

Specic measures and metrics.

Aligned communications.

Search, Social, Public Relations.

BUILD A PLATFORM

BraveMatters provides a oundation

o marketing insight and strategic

communications, designed to engage

and activate customers and inuencers at

every relationship stage.

Our goals are simple. Our entire platorm

is optimized to deliver value that, without

question, advances our proft, loyalty, and

amplifes your story.

Successul brands are relevant to customers

at multiple connection points; deepening

relationships so that leads are transormed

into customers and customers, transormed

into loyal advocates and valued partners.

Our program provides transparency and

exibility or any size budget, any category,anywhere in the world.


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BE ALIGNEDSituation: When your marketing eorts arent aligned eectively

Benefts o Improved Alignment

Consistency in messaging

Ecient use o investment

Reinorcement o consistent position

Repetition - multiple opportunities

Improved measurement and optimization

Insight - better opportunities or customer-eedback

Long-term ocus on every relationship stage

Multiple-channels to better reach and activate consumers

When a marketing program lacks alignment

Increased cost and ineciency

Dicult to measure

Short-term ocus


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BE RELEVANTThe astest way to dierentiate your brand and expand your market.

The value o trust and relevance in your brand.

Relevance

Where your values and those o your

customers intersect. This is the basis

o your conversation. Its the reason

that your brand will be remembered,shared, and loved.

Customer Values

Has wants and needs and problemsthat you can solve. Theyll buy rom

you when your value proposition is

conirmed under the scrutiny o other

choices. Theyll remember you when

you oer them value, knowledge and

comort beyond the transaction.

Inluencers and Advocates

Customers trust riends, reviewers

and journalists or inormation about

solutions to their needs. When your

brand and your oerings are relevant

to trusted publishers, your visibility

and loyalty can improve dramatically.

Your values

You sell a product or provide a service

that your customer values; however,

that is oten not enough to urther aconversation beyond the transaction.

Where can you connect?


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FOCUS ON THE JOURNEYDevelop a marketing solution that is ocused on winning critical touch-points at every stage o the customers experience.

Awareness & Consideration

Evaluation

What else should I consider?

What criteria is important?

Customer Journey: McKinsey & Company

LOYALTY LOOPTransorm customers into

partners and advocates

PURCHASING JOURNEY

Experience

How does it meet my wants and

needs and preerences?

Purchase

Bond

Share

Enjoy


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STAGESPlatorm ollows a structured, systematic process, designed to maximize prot and provide an ecient approach to your market.

STRATEGIC FOUNDATION

Consumer Insights Research

Strategic Factor Analysis

Competitive Analysis

Market Selection

Value Proposition Development

Product Selection & Conguration

BRAND PLATFORM

Messaging Development

Corporate Identity & Branding Guidelines

Website Development

Collateral & Communications Design

Sales process design & CRM conguration

CAMPAIGN PLATFORM

Personas & customer journeys

Concepts and brand messaging

SocialValue plan

Public relations plan

Organic seo with 1st page guarantee

PPC advertising

Display network advertising & retargeting

List procurement

Quarterly campaign plan

Media kit development

PROGRAM MANAGEMENT

Dene metrics and develop dashboards

Online client management center

Monthly perormance review

Quarterly steering review

CONTENT DEVELOPMENT

Blogging

Press releases

Surveys

Case Studies

Email campaigns

SEO Page Optimization

ONGOING CAMPAIGN EXECUTION

Media relations

Copy writing and content creation

Social Engagement

Website updates

SEO Optimization

Landing page development

Online Advertising & PPC optimization

Art direction, graphic design

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OVERVIEWLAUNCH PILOT PRO ALL INCLUSIVE

OVERVIEW $3,000 Month

1 YR Commitment

$5,000 Month

6M Commitment

$10,000 Month

90D Commitment

$2,500 to $12,000 Month

1YR commitment

STRATEGIC FOUNDATION Research, conrmation, analysis and strategic marketing planning.

Market research required to evaluate new & existing markets and conrm assumptions about customer

perceptions, competitive landscape, and develop specic value propositions. Depending on the depth o research

required and alignment o existing strategies, this may require additional investment.

Custom program, congured

or the unique requirements o

each client, ocused 100% on

outcomes and objectives.

Typically inclusive o all hours.

BRAND PLATFORM: Development o key visual brand assets and media.

Sales collateral, visual identity systems, conguration o customer-relationship-management (CRM) systems,

website development or other brand inrastructure required to execute your specic program.

In most cases, requires additional investment, unique to each client.

CAMPAIGN PLATFORM Always all-inclusive strategic campaign planning solution.Integrating content marketing, brand messaging, public relations, search marketing, social marketing, permission-

based communications, direct mail and other advertising channels as they are specically related to the clients

campaign. Your campaign platorm is designed to generate leads, create demand, and oster advocacy or your

products and your brand.

PROGRAM MANAGEMENT Comprehensive program management.

Fixed investment, all-inclusive management, monitoring, and continuous optimization o your program.

Monthly reporting and review o the key metrics that drive unique success in each clients business.

CAMPAIGN COMPONENT CREDITS

All inclusive credits toward the development o strategic

content and campaign components o your program.

Inclusive o all hours required.

4 per month 8 per month 12 per month

CAMPAIGN IMPLEMENTATION HOURS

Variable, fexible hours allocated to your campaign

platorm or execution and necessary agility in the

implementation o your ongoing campaign.

up to 16 per month up to 24 per month up to 40 per month


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CAMPAIGNSLAUNCH PILOT PRO

MONTHLY INVESTMENT $3,000 $5,000 $10,000

CAMPAIGN PLATFORM

Personas & customer journeys x x x

Brand messaging x x x

SocialValue plan x x x

Public relations plan x x

Organic seo with 1st page guarantee x x x

PPC advertising x x x

Display network advertising & retargeting x x x

List procurement x x x

Quarterly campaign plan x x x

Media kit development x x

PROGRAM MANAGEMENT

Dene metrics and develop dashboards x x x

Online client management center x x x

Monthly perormance review x x x

Quarterly steering review x x x

COMPONENT CREDITS (max available per month) 4 8 12

SEO Optimized blog (credits req. / max per month) 1/4 1/4 1/4

Press releases 4/1 4/2 4/3

Surveys 4/1 4/1 4/2

Case Studies 6/1 6/2

Email campaigns 4/1 4/1 4/2

SEO Page Optimization 2/2 2/4 2/6

CAMPAIGN IMPLEMENTATION HOURS (UP-TO) 16 24 40

Media relations x x x

Copy writing and content creation x x x

Social Engagement x x x

Website updates x x x

SEO Optimization x x x

Landing page development x x x

Online Advertising & PPC optimization x x x

Art direction, graphic design x x x

Blocks o Additional Engagement Hours 4/$500 4/$500 4/$500

About Campaigns

Campaigns are time-based programs consisting o aligned activities designed to

increase awareness, inspire advocacy, and create demand or your products and

services. Most programs are based on a 12-month engagement, so that results can be

suciently developed and optimized. Our goal is to deliver positive nancial outcomes;

measurement, deeper insights, and tactical improvements are critical to the success o

every campaign.

Campaign Platorm

Once your brand oundation is in place, we plan, measure, and execute an integrated

customer acquisition, and strategic communications program.

Program Management

Most campaign planning services are included in your investment, so theres never a meter

running to discuss your program or provide you a report. Our online project-management

services oer access to real-time inormation about your programs progress.

Component Credits

At each campaign level, monthly credits are allocated towards creating content

components or your campaign. The table identies the number o monthly credits

available at each campaign level and below, the number o credits required or each

component and the maximum components that can be used per month, e.g. (x/x).

Example, a typical 300 word blog post requires 1 credit and 4 may be implemented per

month.

Campaign Implementation Hours

Implementation hours provide additional fexibility in the execution o your program.

Hours can be used or any o the identied items, provided that they are aligned with

your campaign plan. In most cases, we allow 2-3 hours o overages to account or a wide

range o variables with no additional investment required on behal o the client. You may

also request a custom or xed investment campaign to ensure objectives are executed no

matter how many hours are required.


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1. Discover, listen and analyze

2. Brand concepts and options

3. Understand customer journeys

4. Select strategic priorities

5. Awareness through advertising

6. Awareness through Public Relations

7. Sales processes, CRM and sales tools

8. Search marketing (SEO)

9. Social channels

10. Permission-based channels

11. Tele-prospecting

12. Test content

13. Evaluate customer eedback

14. Optimize online conversions

15. Retargeting warm leads

16. Online analytics

17. Shopping cart optimization

18. Evaluate program metrics

19. Insights and refnement

CUSTOMER ACQUISITIONAn eective customer acquisition strategy depends on clarity and alignment at every stage.

START WITH INSIGHTS

Understanding your customer and category

CREATE DEMAND

Creating awareness, value, and loyalty

CONVERT SALES

Transorming warm leads into sales


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ADVOCACY & AMPLIFICATIONCreating loyalty and awareness through social infuencers and earned media.

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1. Discovery and readiness evaluation

2. Key communication objectives

3. Understand social journeys

4. Defne outcome measures

5. Social listening

6. ID social stakeholders

7. Content creation

8. Stakeholder engagement

9. Content syndication

10. Social search optimization

11. Overall outcome measures

12. Insights and refnement

13. Communications monitoring

14. Campaign creation

15. Media list development

16. Media relations

17. Speaking opportunit ies

18. Media measures

PUBLIC RELATIONS

Building awareness and loyalty

STRATEGY & LISTENING

Audience insights and strategies or

social value creation

SOCIAL ACTIVATION

Improving customer experiences and

creating advocacy or your brand


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START MARKETING

www.bravematters.com888.236.8829

BraveMatters Strategic Platform

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