• Articles in key local outlets
• Pursue strategic partners
• Explore opportunities with local business (products and/or services)
Define Strategy and
Goals
• Identify influencers
• Representative of target market
• Incentives for signing on new clients
• Scale through referrals
• Local social presence / campaigns
• Instagram and YouTube contests
• Flyer distribution
• Email marketing
• Investment in digital marketing
• Launch event
• Invite key individuals to attract consumers and business partners
• Sponsors
• Become active in local community
Mobilize
Monitor Results
Execute Marketing Awareness & Customer Acquisition Strategy
• Create integrated launch plan
• Leverage successes in other cities and add localized traditional and social marketing, partners, and promotions
Plan Approach
• Define goals
• Review strategy and localize as needed
• Identify target customers
• Collect marketing materials
• Promotion samples
• Aim to increase awareness and trial
• Invest in high impact traditional media
• Grow buzz and increase WOM
• Gather metrics
• Identify additional metric analyses to pursue
• Adjust campaigns and strategies accordingly
• Progress vs. goals
Develop Marketing
Plan & Materials
Gather Brand
Ambass-adors
Promotions &
Traditional Media
Partnerships &
Press
Digital, Social & Guerilla
Marketing
Events &
Sponsorship
Track Progress
& Adjust
Approach
Timeline
Activity 0-30 Days 30-60 Days 60-90 Days
Mobilize
Gather Brand Ambassadors
Develop Marketing Plan & Materials
Promotions & Traditional Media
Partnerships & Press
Digital, Social & Guerilla Marketing
Events & Sponsorship
Track Progress & Adjust
Mobilize
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
Define Goals
Develop Strategy
Identify Target Customer Segments
Gather Marketing Materials
The 90 Day plan will leverage successful practices and launch strategies from other geographies, while localizing the approach to the Toronto market using a high-touch model aimed to drive awareness and trial among target consumers.
Students
Moms
Young Professionals (“HENRYS”)
Home Improvement
Guru’s
• U of T, York, Ryerson, Western/Queens recent alumni• Targeted through campus LinkedIn groups and career sites
• Targeted through day care’s, gyms, and grocery stores• Begin with personal network/WOM and expand through
satisfied first-time users
• Target large corporations with Canadian offices; start with professional services
• Office managers used as entry point
• Invest in reputable endorsements (e.g. Property Brothers)• Potential for fixed fee or partnership opportunities for
endorsement rather than commission
Ambassadors will be identified and offered commissions on customer sign-ups, which can be gathered when convenient for the ambassador given the minimum monthly quota is met. Branded material (t-shirts, flyers) and email templates will be provided. Brand ambassadors will also be leveraged for Guerilla Marketing initiatives.
Gather Brand Ambassadors
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
PartnershipsDigital Marketing/Media
Social Media
Guerilla Marketing
Event Marketing & Sponsorship
Promotions Traditional Media
Brand Ambassadors
PR / Press
Develop Integrated Launch Plan
Toronto
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
Promotions & Traditional MediaPr
omoti
ons First Time Customer Promo:
Give us a try! 50% off for first time customers & satisfaction
guaranteed or your money back! Why not?
Refer a Friend Promo: Get 20% off your next booking
when you refer a friend!
Bundle Promo:The more you book, the less you
pay! See details.
Public Transportation Ads
Ads in Popular Local Publications
Radio Ads
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
Partnerships & PressProspect, Form & Maintain Strategic Partnerships
• Leverage personal network• Reach out to potential partners through referrals, emails, phone calls, or
personal visits • Visit direct channel partners: property managers and real estate
agencies• Other potential partners include: start-ups, gyms, child care centres, pet
care centres, established wealth management brokers, credit card/loyalty management companies, schools/universities, reality TV (e.g. Property Brothers)• Offer monetary incentives (commissions) on sales generated from
respective business referrals
Create Strong PR Image
• Reviews/articles/interviews in respected publications such as The Globe & Mail, Toronto Star, Huffington Post Toronto, Toronto Sun, and Metronews• Generate buzz – invite editors to launch event
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
Leveraging Internet & Guerilla Marketing
Digital & Social
Marketing
Blogs
- “Get to Know a Start-up” series on BlogTO
- Tumblr presence
Mobile
- Location based
marketing via Yellow Media
Digital Advertising & Other
- Digital advertising on popular online local media - Digital Marketing (SEM)
- E-mail Marketing- Customer feedback loop
Create Strong Local Social Media Presence
- #HandybookToronto - Create monthly Instagram
image contest- Create Handybook
Youtube Toronto channel - Microblogs on Twitter
Direct Contact• Hand out flyers or free innovative
cleaning supplies (e.g., microfiber rag) at busy locations such as MLSE Square, the PATH and Yonge & Dundas Square
• Form ambassador teams of 5-10 (each wearing HB gear) to enter condo buildings around the city and offer to clean residents’ apartments at random - document on YouTube and other social media as well as local news like CP24 to generate buzz
Other• Chalk Art in trendy neighborhoods• Projection Billboards in highly visible
places
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
Events & Sponsorship
• Consider partnership with local event planning start-up
• Source a recognized venue (e.g. TIFF lightbox)
• Plan for local media coverage/presence• Have a team of brand ambassadors
present• Hire photographer• Give away free promotions, Handybook
gear• Contest(s) with winning ticket(s) • Handybook features, ads, or
promotions highly visible• Food and drink provided
GOALS: Increase Brand Awareness & Trial
• Local community events
• Sports teams, clubs or tournaments
• Child care services
• Marathons & other sporting events for charity
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
Launch Event Sponsorship
Track Progress & Adjust
Define Strategy and
Goals
Monitor Results
Execute Marketing Awareness & Customer Acquisition StrategyPlan Approach
Track Basic Metrics
Make Observatio
ns
Analyze
Take Action
How are we faring? • New customers (gained per
day/week/month)
• Referrals from consumers (word of mouth)
• Growth rate (month by month)
• Referrals/Sales from partnerships
• Referral Conversion
• % of sales from repeat customers
• % of one-time users (customer churn/attrition)
• Customer feedback metrics (sales from funded advertising, social marketing, press etc.)
• Cost per acquisition
Learn & Observe• Cohort Based Reports
(growth % by various markets/demographics)
• Split Testing (offer different promotions to different markets)
Analyze Data• Spot trends • What’s working?• Ask pertinent questions
(e.g. What market segment should we be penetrating/focusing on?)
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