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Swank Motion Pictures go!-report

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Info goBRANDgo

on 20 April 2018

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Transcript of Swank Motion Pictures go!-report

Successfully launch new product into a new market for Swank Motion Pictures
Learn market expectations and needs to further develop offering as needed
1000 K-12 schools licensing streaming service by December of 2019
Build brand in K-12 market for providing Hollywood licensed content and support
$1 million annual revenue in 2020
Experience in working with similar size/type of clients
Knowledge of the distribution and K-12 markets
Based in St. Louis
Similar cultural values and focus
Process and research based marketing approach
Systematic website and marketing process
Have the ability to bring in and collaborate with strategic partners
Strong online capabilities with "in-house" staff to execute
Marketing with sales expertise and background
Experience collaborating and co-managing projects with internal experts
K-12 Schools in United States
School Superintendents
School Principals
School Teachers
K-12 Teacher Associations
Sole provider of licensed content
Ease of use and access
Ease of implementation and maintenance
Value for service offering
Requested by students
Requested by teachers
Support for teachers
Additional value add to students
Don't know about Swank
Don't know services that Swank provides exist
Don't see or understand value
Current solution is "good enough"
Fear of cost
No clear call to action or explanation of how service works in marketing
Clear go to market message across all marketing assets for K-12 market
1000 schools under license by December of 2019
Traction and recognition in K-12 market space
Simple online marketing strategy that pulls prospects in and completely automates sign up and delivery of service
: teachers continue to use Amazon, Netflix, etc. Potential competitors gain licensing rights and develop model to serve the market.
Hire a "Consultant" or Freelancer
: consultants are great at telling you "what" to do, but not "how" to do it. They also don't execute, just direct. Freelancers are a great lower cost alternative, but you have to lead and direct them. With freelancers you have to have a good internal quarterback who can ensure every deliverable is on brand and consistent.
Creative Shop
: can often take a design-first approach as opposed to working backwards from business goals, which can lead to a very pretty, but strategically ineffective marketing campaign
Handle Internally
: pulling resources away from non-core competency work; vendor vetting & management has a large learning curve and is very expensive
Spread among current staff
: nobody’s job to focus on your growth goals reduces accountability and priority which leads to things being halfway done at best
Hire employee to “run” marketing
: take on additional non-core competency overhead expense - soft costs of time distraction from ownership/management to hire, train, manage with the risk of wrong hire or turnover and having to do it again, coupled with hard costs of salary, taxes, benefits, equipment, space, etc.

Starting Salaries
- Entry-Level: $45,000; Mid-Experienced: $70,000; Experienced: $120,000+
Tradeshow strategy
Public speaking and industry presentations
Direct "Bulky" mail campaign
PR - be seen as a thought leader in the industry
Blog posts and submitted articles
Social media engagement strategy
Ads on "alternative" platforms
Strategic Consulting
Project Management
Social Media
Written content creation
Website Development
Google and online listings expert
Media Pitching
Retargeting Platform
Find out if we have a good handle on your business and goals and are on the right track with our budget and ideas.
Traditional & Online PR
Email Marketing
Marketing Automation Software
Event Planning
Graphic Design
Survey Design and implementation
Trade Show Planning
Why We're Here...
1) Your Overall Needs, Objectives, & Goals:
2) goBRANDgo! was invited because we fit
3) Today, to see if we're the right fit...
Why They Buy:
Why They Don't Buy:
Success Looks Like:
Cost of Alternatives:
Our Approach
Brand Platform
Company & Customer Focused Research and Plan
Strategy & Execution
Project Management, Tweak & Repeat, Vendor Management
Graphic Design Online/Offline
Establish Brand Platform
Awareness & Acquisition of Q^2 Leads
Nurture & Convert Prospects
Repeat/Retain/Refer Clients
Vendor List to Execute:
Next Steps:
1. Did we prove ourselves?
2. What concerns do you currently have?
3. Do we look like a good fit so far?

some/part of your buying criteria which is:
Free trial marketing automation followup emails
Anonymous visitor tracking
Teacher Testimonial Videos
Sample lesson plans
Submit lesson plans and collaborate with other teachers
Quarterly and Yearly reporting and PowerPoint presentations for buyers/customers on usage
Center of Influence referral campaigns
Submit schools for awards for innovative uses
Co-Author articles with teachers on changes in their industries
User path mapping on website
Case studies of schools
Infographic of Implementation Process
Free trial process
Ad retargeting
Beta program signup for new features
Updated website- SEO relevant content
Updated marketing collateral
Outbound Email Campaigns
Paid search campaigns
Industry referral groups
Ads in industry email newsletters
Focus groups with school administrators
Linkedin Group Management
Relationship development with other software providers to K-12 market
Brand Messaging Exercise
Competitor Analysis
Ideal Client Personas
Brand Message and go to Market Strategy
Product Name and Logo-?
Value of a New Customer:
Current Closing %:
Growth Goals:
New Client- +/-$900
Lifetime Value- ??
Visit to inquiry- TBD
Inquiry to Quote- TBD
Quote to Capture- TBD
Nationwide Presence
Revenue- $1 million by 2020
EBITDA for this market- ?
# of schools- 1000
Closing Ratio +
# of Opps =
Customers w/
Cost of Acquisition =
Revenue & Profit
Full transcript