Design Review
Transcript: M Product Expert design consultation, design review and training Design Review Integrated Marketing Plan Marketing objectives Timescales I'd be happy to answer any questions you may have Place Online Web submissions Industry / relevant events Brief service outline USP's Marketing objectives - outline of key objective Target audience, segmentation Marketing mix - integrated marketing communications Resources and tools required Timescales Measuring, monitoring and control Once product awareness increases, and greater brand recognition, we will then use stronger / targeted messages and communication techniques for pull strategy Online database tracking system QR Code (no cost involved) Direct mail design and print Budget for advertising, online and print Budget for event attendance and showcasing services Email marketing system with tracking, reporting and links to website Social media tracking, e.g. hootsuite, hashtracking, etc. Market segmentation Geographical location: National Long term objectives: Duration - over a 12 month timeline Price: £1,000 for a day’s session Further costs depend on what client needs Results based on: EOI submission forms completed via online portal QR code click throughs on marketing material Click throughs via email campaign Click throughs to page on site/microsite Database collation of customer details via analytics tools for website Social media mentions and hashtag use (Derived from client needs, purchasing power, and competitor analysis) Marketing Mix Immediate: Increase review leads by 20% over the next 6 months Build an industry leading stand-alone brand, with enhanced market presence and profile Offer an enhanced service to target audience, through new marketing tools and continued communications Long term: Grow current applications portfolio by 20% to 696 by 2014 end. (Based on Annual Report 2011-12, 580 applications received for 250 places) Developers Design Review Design Council Design Review Outcomes and Results 20% increase in 6 months R Resources and Tools Key audience: Promotional Campaign for reaching key objective, and work towards delivering long term objectives: Tools: Digital campaigns - in form of emails and quarterly newsletters (with spotlight review) Print and design QR codes on marketing collateral Web submission forms for more information / EOI's via Design Council website Websites - external, e.g. banner advertising Social media Video Print media, i.e. design journal PR Key messages: Tailored based on audience and USP's With a targeted, personalised, customer-orientated approach Clear CTA's across all channels Channels: Email marketing system Direct marketing material QR codes Twitter (hashtag), facebook, Linkedin, YouTube Website / Microsite / Mobile site Web tracking and monitoring tool, e.g. url link ID, click throughs, views, page visits, downloads, EOI's Design Review is an independent and impartial evaluation process in which a panel of experts assess the design of a proposal. R Initial 3 month push strategy to build profile and client relationship, and modifications made where applicable through with weekly analysis Customer Analysis A Key Objective R T S Market research, target market analysis and industry analysis has taken place Looking to build Design Review as a stand-alone brand Looking to open up to new markets, e.g. local authority planning teams Introduce new communication tools and build on current methods Immediate objectives: Duration - over a 6 month timeline Built environment People, places, potential. Tracking: Weekly tracking Monthly reporting on results Offers best independent advice on design quality Free of political influence Saves client time and money; assessing design based on environmental and societal factors at early stages Offers a service which is specifically highlighted in the National Planning Policy Framework Challenges design - supports and encourages good design and innovative proposals Market analysis will identify and derive: Customer buyer behaviour Attitudes to brand and service Key purchase / interest drivers Better segmentation and audience drill down In turn creating stronger market positioning Measurable Assumptions Increase warm leads for Design Review service by 20% over the next 6 months Design Review USP's Thank you for listening After 6 month duration 20% increase in warm leads achieved Ongoing mix modifications based on results: Adaptation: Key messages Promotional tools based on success Advertising based on return