Dana Todd

CMO AND DIGITAL MARKETING LEADER

CASE STUDIES AND BACKGROUNDER

“I knock down walls, create brand belief systems and design performance plans that deliver.”

CMO, former journalist, internet pioneer and entrepreneur, speaker, thought leader, executive

with vision and execution chops

Major Skills Overview

Strategic thinker, creative in execution

Charismatic leader and manager

Management style is “participative” but with high level of performance and excellence expectations

Integrated marketing approach, deep expertise in digital

Proven skills in search and performance marketing

Excellent communicator and public speaker

Diverse background: agency, startup and corporateRinging the NASDAQ bell on

Cyber Monday!

CASE STUDY: PERFORMICS

Situation: Agency repositioning from “just a search agency” to full service performance digital. In 2011, launched 18 global offices. Limited marketing during the prior 2 years had impacted brand awareness and ability to win global RFPs, marketing team reduced from 17 to 2 employees. Sales/BD was separate group. Very constrained marketing budget.

Strategy:

Rebuild sales and marketing as integrated teams, and coordinate efforts of global offices for cohesive brand and business building

Content-centric approach to build thought leadership reputation, press visibility and client retention

o Research & data

o Opinions & Trend forecasting

o Product innovation/reviews

Overhaul brand and assets, new logo and look/feel

Increase attention to digital marketing

Sample Tactics and Execution

Brand strategy and positioning sessions with full executive participation and global team collaboration

Thought leadership platform and cadence (multimedia, content, speakers, press outreach, Wall Street investor calls, client events, CEO book launch)

New brand change management and brand discipline including a unified global “creds deck” sales template, rollout and training for US and global teams

Targeted advertising investment in print and digital

SEO & mobile-friendly website (a good SEO firm should rank well!) with regional microsites for language and localization

Proactive outreach to industry influencers, including Forrester Research which publishes important “Wave” review of top tier service and technology companies

Website Overhaul

OLD SITE

NEW SITE & BRANDResponsive and SEO friendly design with

home-page “parallax” animation,

customized CMS with microsite

management capability for each office, language

support

Sample slides from sales deck

Business Outcomes

New site immediately jumped to #4 position for “search marketing agency”

Invited and competed in 12 major RFPs during my tenure, including 3 multi-office global pitches

Rated in top 4 “Leaders” in Forrester Wave 2012 review of billion-dollar search agencies

Press and speaker opportunities increased exponentially, built an expanded speaker and author bench from within staff

Earned over 318 million non-paid PR impressions through press pickups (2012)

30+ speaking engagements (2012)

CEO Daina Middleton featured on “Closing Bell” financial news TV program

Sample Global Press Coverage9

CASE STUDY: Aftermath Services

Aftermath, a national biohazard clean-up company, was in transition and crisis: multiple negative PR incidents, serious Google SEO penalties and competitive fragmented marketplace. A series of acquisitions and capital-raising events created additional complexity and demands. Revenue dependency on third party payers and law enforcement influencers, but we had limited ability to market to consumers (this is a crisis decision in most cases).

Brand strategy:

Focus on primary Aftermath brand as national breadwinner brand, minimize acquired brands over time except in limited regional areas or digital lead-gen

Position Aftermath as scientific expert and innovative market leader, but emphasize compassion and humanity of company and employees

o New tagline: “The Biohazard People”

o Sophisticated but accessible treatment of all visual assets, create a personal face to biohazard through local outreach

Diversify revenue streams to include more commercial and non-consumer sales, move away from dependence on “crime scene cleanup”

Sample Tactics and Execution

Proactive PR and content marketing strategy to build thought leadership reputation and SEO assets

Total revamp of website, collateral and trade show materials

o Site SEO focused on building local office visibility using white-hat SEO methods

o Community/trade “safety” campaign including workplace break room poster

Direct mail database cleanup, A/B testing & segmentation on mail drops

o Instituted “on demand” online forms for police and funeral homes to re-order free consumer handout materials

o Keep up the old school methods: promotional magnets were #1 driver

Increased investment in digital advertising and SEM

Establish better tracking and data collection, connect to CRM and call center

Re-establish industry visibility via 20+ trade shows and events

Build and roll out national field marketing program to leverage local service technicians

Leveraged PR agency, PPC agency and freelance writers to extend team

OLD BRAND

FRESH NEW LOOK

Collateral for print & field marketing -“Local Service, National Guarantee”

emphasizes brand differentiator: only national company (trust, scale) but with local service people (speed to situation,

local business /community member)

Trade and consumer PR help to push down negative SEO

results, drive awareness and build

brand as thought leader

Trade campaigns emphasize safety

Integration at Work

14

This infographic posted on social sites resulted in feature article on PoliceOne, a top site that reaches 300k officers/mo, and earned inbound link for SEO. The infographic was also used in print materials and in emails sent to police officers.

Business Outcomes

Stabilized market leadership, increased inbound leads 5% Y/Y

Fine tuned PPC campaigns to yield triple-digit ROAS every month

Personally got SEO penalties removed; new site ranks 1st page in Google for over 100 priority national terms, and dominates local

Significant press coverage: http://www.aftermath.com/news/

Field marketing program assisted in reducing field staff turnover through leadership and income opportunities

Crisis PR handling minimized TV and digital reputation damage, averted new negatives

Received hundreds of online collateral requests from police and funeral homes (referral partners), serving to create engagement, tracking and efficiency in print campaigns

Contact me to help YOUR organization!

DANA.TODD@GMAIL.COM

TWITTER: @DANATODD