marketing andr6catalyst.com/wp-content/uploads/2017/01/03-NJDOT_SSP_Marketing_Part2.pdfJan 03, 2017...

marketing andstrategic communications

CONFIDENTIAL – For Use by NJ DOT SSP-DBE Participants OnlyCopyright © 2017 r6catalyst LLC. All Rights Reserved.

NJ DOT BRIDGE TO SUCCESS SUPPORTIVE SERVICES PROGRAM

NJ DOT DIVISION OF CIVIL RIGHTS AND AFFIRMATIVE ACTION SUPPORTIVE SERVICES PROGRAM FOR DBES R6CATALYST

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Tagline and Pitch

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NJ DOT BRIDGE TO SUCCESS SUPPORTIVE SERVICES PROGRAM


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4CURRENT STATUS

Yes No Yes No

Website30%

Social Media25%

Yes No

Directories30%


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STEP 1

Create a Style Guide• Determine fonts and typography• Consistency in Colors (Print / Digital)• Logo Usage / Variations• Email Signatures• PPT slide deck• Image and Illustration Guidelines• Commonality across different mediums

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THE TOOLBOX

Identify and attract the right audience

Website

Statement of Qualifications

Identity Elements

Certifications

Social Media

Events / Shows

Organizations

Directories

Postcards

Brochure

Awareness ConsiderationTurn prospects

into opportunities.

DecisionConvert to a customer

Website

Statement of Qualifications

Identity Elements

Certifications

Social Media

Events / Shows

Organizations

Directories

Postcards

Brochure


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DIRECTORIES

Target directories that meet your identified client demographic.

In example

• Blue Book for contractors

• Angie’s List for residential / small business

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AWARENESS CONSIDERATION


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NEWSLETTERS / BLOGS / POSTCARDS

Monthly to Quarterly – news about the company; projects completed, etc.

Can [possibly] be replaced with social media

Create in• Constant Contact• MailChimp

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AWARENESS CONSIDERATION DECISION


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EVENTS / SHOWS

Events work twofold:• Create awareness to target prospects• Learn of new opportunities

Networking is key – build relationships

Have business cards and some material with you

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Identity elements…


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IDENTITY

Business Cards

Email Signatures

Should include• All relevant contact information• Social Media and Website• Qualifications / Certifications• Corporate Logo and Color Scheme

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AWARENESS


statement of qualifications…


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STATEMENT OF QUALIFICATIONS

Purpose• Describe the capability and culture of a company• Target another organization for possible

partnership.

Create a PowerPoint version • Keep it on your tablet• Make it more visually intensive

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STATEMENT OF QUALIFICATIONS

Key Elements• Company profile• Services or Products• Contact Info• Qualifications / Certifications• Key Personnel• Reference Projects

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the web…


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WHY HAVE A WEBSITE 16


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WEBSITE

Site can be simple one pager or fairly elaborate …

But you need a website!

Should replicate and then expand on the pertinent information from the brochure

Ideally focus on at least a few projects.

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WEBSITE – HOW DO I BUILD MY SITE?? 18

Pros Cons

HTMLCodingDreamweaver

• Greatest flexibility • Uses the most resources (time and/or money)

• Need to know how to code or hire a coder

• Takes time to develop; more in depth process

CMS WordPress / Joomla / Bootstrap

• Significant flexibility• Fairly easy to use for basic

sites

• Some learning curve, especially when working with plugins or PHP

Website BuildersWix, SiteBuilder, Web.com

• Very easy to use• Generally up and running

in a day

• Less flexibility• More generic in look and

feel


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WEBSITE – KEY CONSIDERATIONS 19

Content• About the company• Services (or Products)• Projects / References• Contact Info (!!)• Consider a Call to Action• Graphics! Graphics! Graphics!

Tell your Story • Focus on storytelling (factual)• Follow the 7 Cs • Keep content dynamic


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Images / Media• Make the site image intensive• Make images relevant• Consider a “hero image”• Tried to avoid “cheesy” images• Resolution and Quality are key• Be Proactive – take pictures at the job site• Make sure all (stock) images are licensed or you have suitable permissions• Consider videos (project or testimonial)


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WEBSITE – HOW A PERSON VIEWS YOUR SITE 21


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Navigation• Make it simple – use standard terminology• Stick with standards vertical or horizontal bar or

hamburger

Footer• The footer is a great place to summarize your

information• Contact information is key• Add social media links


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Mobile Friendly• Site should be

“responsive”• Test the site on different

browsers and platforms• http://quirktools.com/

screenfly/• https://www.browserlin

g.com/

http://quirktools.com/screenfly/

https://www.browserling.com/


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EXAMPLES 24


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SEO (Search Engine Optimization)• Use backlinks – connect to other sites and seek

reciprocity• Create dynamic content• Optimize your website content’s title and

headings• Insert keywords into body content• Create a schema (or use a sitebuilder or plugin)• Use analytics (i.e. Google analytics)


brochures…


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PRINTED MATERIALS - BROCHURES

Brochures include printed material, digital versions (PDFs), as well as other digital collateral, presentations, etc.

Key Elements• Corporate Brochure• Capabilities / Qualifications• Case Studies / Past Performance

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Start with services or productsMake your tagline and identity elements prominentFocus on projects and past performanceCreate infographics or relevant statsHighlight the company’s values and cultureShowcase differentiatorsUse images strategically

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Determine format first• Trifold• Folder• Booklet

Focus on Whitespace

Limit number of fonts

Consider professional printing

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SAMPLES 30


social media…


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SOCIAL MEDIA

Why Social Media• Build Brand Awareness• Connect with Customers and Prospects• Increase Customer Retention

Work with the basics:• LinkedIn• Twitter• Facebook

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SOCIAL MEDIA

Post often• Find relevant topics• Post often• Post images and videos • Join Groups (LinkedIn)• Follow key target customers (Twitter / LinkedIn)

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SOCIAL MEDIA

Create a social media plan prior to starting• Target audience• Objectives

Research your competition / partners

Balance content sharing and social engagement

Create an editorial checklist:• 2 to 3 tweets per week• 1 LinkedIn post per week• 1 image or video on LinkedIn

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GOOGLE ANALYTICS


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CUSTOMER ACQUISITION COST

Divide cost of marketing, sales, promotion by new customer acquisition

More detailed:• A second method is take the customer

cost and analyze based on average sale• Analyze customer acquisition based on

each channel and corresponding expense

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