MARKETING PLAN

• Webinar
• Breakfast series
• Marketing Strategies
 WEBINARS

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 WEBINARS
• Presentation
Content • Storytelling
• Interaction

• Convenient time
Timing • Duration – 60mins (15mins Q/A)

• Prepare short video

Preparation • Effective advertising
• Practice (record, reharse)

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 Strategies for webinars
• To partner with influencers – adds value and reach
Thought Leadership
• Focusing on particular concepts having the greatest
Blockbuster Content pull
• Rule of seven – consistent communication with
Touchpoint Consistency potential audience
• Personal touch has more value for the audience
Personal Network
• Creating on-demand version, EBooks, blogs, videos,
Extensibility slide shares, etc.

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 BREAKFAST SERIES
Digital Breakfast
• Influential speakers / Leader of a unit
• Panelists for debate/answering questions
• For potential clients, not existing clients

Herald Talks
• Digital reach
• Increasing brand value
• Reaching future potential clients

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 MARKETING STRATEGIES

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 MARKETING STRATEGIES
Email Marketing
• Appropriate time and day – according to a study, between 8am-9am on Wednesday or Thursday is the best time for email marketing.

• Personalized approach – adding personal value by using personal name instead of company’s (using personal name increases open rates by 35%).

• Value adders – attaching successful client case studies, industry articles, company brochures, videos, etc.

• Data base segmentation on basis of industry and company size to target and optimize effectively.

• Platform friendly – Emails sent should be friendly to most device platforms, especially mobile (From 27% of mails opened on mobile in 2012 to 54% in 2018).

• Timely engagement – one email should be sent every 25 days approx. to keep the audience engaged most effectively (according to a study from SuperOffice)

• Email approaches - ..\Documents\Email templates.docx

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MARKETING STRATEGIES
Social Media Marketing
• Generate targeted leads by leveraging paid ads.

• Social video content helps generate the most leads.

• Drive traffic to the website by attaching website links wherever possible.

• Analyze competitors – their strategies, platforms employed, reach.

• Employee advocacy – Making it easier for employees to share about the brand and their posts, tools
like Bambu can be used.

• Use social media metrics to constantly track and measure social media progress. (Google Analytics)

• Best time to post according to a hubspot study : Facebook (Thursday-Sunday – 9am, 1pm, 3pm),
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Twitter (Wednesday – 12pm, 3pm, 5-6pm), LinkedIn (Tuesday-Thursday – 7-8am, 12pm, 5-6pm).
 MARKETING STRATEGIES
A/B testing
• Setting up of two variations for one campaign and sending them a small percentage of recipients. Half of them are sent A version

the and other half sent B version.

• The result, measured by most opens or clicks, determines the winning version and is sent to the remaining recipients.

• Tests can be done on the basis of Address, Statement vs Question in your subject line, Long vs Short email.

• Tests can be measures on the basis of open rate, reply rate, click rate.

• This was highly used by Obama email campaigning in 2012 to get donations for presidential campaign. Poorest subject line was

expected to generate $403,603 while best subject line was expected to generate $2,540,866. The best subject line in the end

outperformed the expectations and generated $2,673,278.

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 MARKETING STRATEGIES
Cross/Up Selling
• Start with your best clients – what they think of the service, how it will impact their business, what
they’d be willing to pay for it. Feedback can be used while approaching other clients.

• Perform quarterly business review – understanding clients needs will help position additional service,
discuss business pain points and desires in QBR to plan for next quarter.

• Create client case study – send successful stories to other similar clients, if cannot get full case study
then try and get quote or reference form the client.

• Write blog post on the topic – writing blogs like “why every banking company needs RPA”, offer a
case study as a follow up action.
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 MARKETING STRATEGIES
Talent Acquisition
• Expanding sourcing strategy – determining where the most successful employees come from (specialized professional groups,

academic programs, job boards)

• Conducting candidate experience audits – understanding overall application, assessment, phone screen, live interview,

dispositioning of offers and feedback.

• Making ‘a day in life’ video of a certain employee to help attract talent by showing them the culture and environment.

• Talking to current employees to understand why they like working here, what drew them here, what would attract them to new

roles and where would they find a new role.

• Evaluating applicant tracking system (ATS) to see if you are missing out on key functionalities that would make it easier to

recruit
PwC top talent.