Marketing Strategy

Marketing Strategy

Mission: To inspire families to connect and bond through the timeless act of sharing Bible stories.

Tagline: Build Memories with Stories that Matter

Elevator: LuvYa Reader lets you record your voice reading a Christian eStorybook and then email it to a child you love.

YOU

TUBE

LOCAL

CHURCHES

LINKED

IN

PINTEREST

SENIOR

COMMUNITIES

PROSPECT NURTURING:

• Users are driven to our blog through Content Marketing promotions (Ex: 5 Great Ways to Inspire Your Kids to Love the Bible)
• Encourage users subscribe to our email list once on the blog
• Offer users to try a book for free on LYR
• Users contribute ideas and feedback for our content, books, website

PROSPECT NURTURING:

• Maintain relationships with group leaders over phone/face-to-face
• Gather email addresses of attendees for engagement in our email list, blog and social media

TWITTER

GOALS:

• Capture positive reviews for the website
• Capture testimonials
• Gather user feedback for future product improvement
• Gain content for social sharing

REVIEWS

CHRISTIAN

MOTHER

GROUPS

PROSPECT ENGAGEMENT:

• Leverage current relationships to hosts groups of moms, grandmas and churches for presentation/feedback of the product
• Gather groups of folks that value the cause to see how we can generate a movement

FACEBOOK

PROSPECT ENGAGEMENT:

Interact with audience through:

• Content Marketing (educating about "the cause")
• Social contests
• engaging people to rally behind "the cause"
• promoting the uniqueness and uses of the product

DIRECTORIES

GOALS:

Generate brand awareness and gain market share in children's Christian eBook/book industry, Christian education industry and Christian grandparents(?)

PROSPECT ENGAGEMENT:

• Ask for reviews on the website
• Incorporate an automated email post-purchase requesting a review

CHANNELS:

TBD

GOALS:

• Generate intriguing content that educates visitors with solutions to the day in the life struggle to bond/educate children with the Bible
• Organic SEO
• Appeal to broad audience, specifically those not ready to buy
• Funnel users to website

GOALS:

• Leverage and build relationships in the Austin area to start a buzz about product and cause
• Receive feedback/insight regarding product use for each specific audience/channel

FACE

TO

FACE

PROSPECT NURTURING:

• Personally re-engage reviewers to encourage social sharing
• Capture video testimonials
• Incentivize reviewers with product discounts, gift cards and/or AD books

BLOG

SOCIAL

MEDIA

GOALS:

• Create brand awareness amongst
• moms
• grandmas
• churches
• nonprofits
• military nonprofits
• Relationship-based marketing
• Funnel prospects to subscribe to our email list and/or visit the blog and website

CHANNELS:

TBD

PROSPECT ENGAGEMENT:

Interact and engage users with blog posts about:

• "the cause", centered around educating and uniting the global Church to:
• inspire children to love the Bible
• connect generations together
• *Sprinkled with* Ways to use the product

PROSPECT NURTURING:

• Drive users to free book on website
• Drive users to subscribe to our list
• Users contribute content and feedback for our blog, books and website

LUVYAREADER.COM

PR

BLOGGERS

INFLUENCERS

GOALS:

Create brand awareness by finding like-minded, influential bloggers for Christian moms and grandmas that will do the following:

• Get PR from bloggers and local news/church associations regarding product launch
• Endorse LYR product
• Review product
• Discuss seasonal bundles
• Interviews w/ LYR or users of the product
• Own and/or support "the cause"
• Answer the question, "How can we unite moms (and others) in the Church to bring the Bible to life to children across the globe?"

PAID

MEDIA

GOALS:

• Increase brand awareness across Christian channels
• Gather email addresses of target audience for future email marketing and lead nurturing
• Drive traffic to LYR website and/or blog

PARTNERS

GOALS:

Engage our audience through the influence of organizations that value the increase of Bible literacy and the connection between families/generations

JEN HATMAKER

LISA TERKEURST

JAMES DOBSON

EMAIL

MARKETING

GOALS:

Move users in our Internal mailing list to action based on their location in the buying process (i.e. previous activity)

CHRISTIAN

MOMMY

BLOGGERS

(display ads

on beacon ad

network)

BLOGGER ENGAGEMENT:

• Focus group with local bloggers?
• Request guest posts
• Follow/engage on social media
• Follow/engage on their blog
• Advertise on their blog
• Repost archived blog articles on LYR blog

PROSPECT ENGAGEMENT:

Have ads that communicate the following:

• product/branding, direct selling approach to moms
• product/branding, direct selling approach to grandmas
• product sharing, indirect selling to grandma through moms
• promote "the cause" (eventually)
• content marketing to moms, soft sell approach that engages user with issues relevant to them (Ex: 5 Great Ways to Inspire Kids to Love the Bible)
• content marketing to grandmas, soft sell approach that engages user with issues relevant to them (Ex: 8 Ways to Engage Kids You're Far From)

FOCUS

ON THE

FAMILY

PARTNER ENGAGEMENT:

• Through relationship, make connections with these organizations discussing the cause behind LYR
• Potentially offer white label version of LYR for their channel
• Offer free trial of software to churches and/or channels, allowing influencer (i.e. author/CEO/pastor) to read books/send to children in their audience

ANN VOSKAMP

MARK BATTERSON

MAX LUCADO

CHUCK SWINDOL

CHRISTIAN

BOOMER

WOMEN

KRISTEN WELCH

ESTHER FADORICH

MIKE HUCKABEE

JOYCE MEYERS

WE ARE

THAT

FAMILY

PROSPECT NURTURING:

Engage clients and prospects segmented with CTAs/messaging driven by their activity on LYR

• Automated Emails based on Activity
• Email to user that signs up for our email list (promoting free book)
• Email to user that sends free book but doesn't purchase anything after 3 days (email promote purchase of a devotional and is personalized with the recipient's name of the free book)
• Email to user that abandoned cart at checkout (with image of product in email)
• Email series to user that has purchased but hasn't recorded (for first purchase only)
• Email series to user that has recorded but hasn't sent (reminding them to send it)
• Email series to recipient to remind them to open book
• Email to recipient to send a book back to sender
• Two Monthly Mass Emails to LYR Email List
• Seasonal Promo
• Content Marketing, Value Add

COURTNEY DEFAO

KAREN EHMAN

AD/BCM

EMAIL

LIST

LOCAL NEWS,

NON-PROFITS

CHURCH ASSN.

PR ENGAGEMENT:

• Create Press Releases announcing launch
• Tell the story of how LYR came to be
• *Discuss the non-profit LYR will benefit*

PROSPECT NURTURING:

• Funnel prospect through buying process, based on their entry point
• If campaign drives them to blog, point user to try free book via blog/social/email marketing
• If campaign drives them to LYR website and user tries free book, but does not purchase, engage user in short term automated email series to try next step (Ex: promote a paid devotional for that same recipient of the free book)
• Enroll all users in long term email marketing that promotes content marketing once a month and seasonal offers/bundles once a month

LOCAL

CHURCHES

AD

WORDS

• AMERICAN BIBLE SOCIETY
• THE SEED CO.
• CENTER FOR BIBLICAL STUDIES
• BIBLICAL LITERACY

AD

RETARGETING