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Marketing Update

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by

Erin Doherty

on 19 December 2012

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Transcript of Marketing Update

(hint: a lot) What's Happening in Marketing? HOTELS Marketing Share Update Worldwide - 4,286
US - 3,518
Outside US - 768

Before project sf showed 755 Marriott accounts
Currently in Salesforce - 3,519
https://na6.salesforce.com/01Z800000017h0w Conference/Convention Gaming Higher Education Healthcare Corporate Airports What's the Plan? How did we do? What Happened? Email Results

Hotel
Sent: 19,951
Opened: 10.8%
CTR: .88% (.64% unique)
Click to open ratio: 6.36%
Opportunities: 4

Gallery
Sent: 33,190
Opened: 16.34%
CTR: 2.52% (2.06% unique)
Click to open ratio: 12.59%
Opportunities: 1 (*new opp) Tip
(aka Marriott research) Real
Huge This is a huge mountain
(aka market share research) "The man on top of the mountain didn't fall there." - Vince Lombardi NEW PLAN

Kickoff Marriott calling campaign (via market share research)

Roadshow - Dallas (mid-October)

Q4 Trade Shows - CFRST (committed)
Identify brand specific shows for 2013

Finalize brand specific campaigns

Sept Emails - Hotel Specific (Mobile), Gallery Feature

Finalize JW Marriott case study

Update website content (final stages)

Identify targeted online advertising opportunities into industry publications and technology sites Results Total: 45
Email: 4
PPC: 11
Organic: 12
Trade Show: 18
Calling: 0

Totals YTD
Opps: 274 - 8% increase over 2011
Closed: $754,656 (31 opps) What was the plan? Email - MGM Video Case Study (completed)
JW Marriott Case Study (final editing stage)
Marriott database (completed)
Brand standard campaigns (in progress) What was the plan? Email - MGM Video Case Study (completed)
Email - Gallery (completed)
Colorado Convention Center Case Study (not approved)
Update website content (final editing stage)
Outbound calling to top 50 list (assigned to Dana - finalizing script - kick off today) NEW PLAN Calling campaign into top 50
Email - Mobile feature
Targeted online advertising to industry publications and technology sites
Identify a trade show for 2013
Identify the appropriate association
Case studies - Long Beach Convention Center, Henry B. Gonzalez
Updated website content Results Total: 6
Email: 2
Paid: 3
Organic: 1
Trade Shows: 1
Calls: 0

Totals YTD
Opps: 36 (17% increase over 2011)
Closed: $163,022 (5 opps) New
Plan G2E
Con't outbound calling campaign to set suite meetings
Finalize all details and logistics for suite and on-floor presence
GSA press release (sent out yesterday)
GSA thought-leader article
Crown press release
Scioto Downs press release
Q4 Road Shows (planning after G2E)
Updated Website content
Targeted online advertising to industry publications
Identify tribal gaming list What was the Plan? Email - MGM Video Case Study (completed)
Email - Gallery Update (completed)
G2E Suite Meetings (in progress)
Tribal database (not started)
Revel press release (not approved to move forward) Results Total: 18
Email: 0
Paid: 1
Organic: 3
Trade Shows: 13
Calls: 0
Other: 1

Totals YTD
Opps: 157 (64% increase over 2011)
Closed: $979,302 (13 opps) G2E 2012 Suite
Meetings: https://docs.google.com/spreadsheet/ccc?key=0AoZGMh45r8xwdFVKV2t0TG1JbTNqYUVRNDI1TGFvUlE#gid=0
Layout: http://www.venetian.com/Las-Vegas-Accommodations/Suites/Piazza-Suite/
Content: https://docs.google.com/file/d/0B4ZGMh45r8xweG5Cc0Z4VlZKVFk/edit

JCM Booth
IGT Booth What was the plan? Email - touchscreen apps (completed)
CA Webinar (completed)
Con't planning for Educause (in progress)
FWiU Higher Ed Event (8/9)
Identify Road Show locations for Q4
New case study development (in progress) BIG THINGS WEBSITE

INT'L SITES

VIDEO CASE STUDIES

PPC BUDGET REALLOCATION

NEW HIRES

PINTEREST
https://pinterest.com/fwidigitalsigns/

YOUTUBE
http://www.youtube.com/user/fwidigitalsigns?feature=guide Results Total: 4
Email: 0
Paid: 1
Organic: 1
Trade Shows: 1
Calls: 1

Totals YTD
Opps: 93 (1063% increase over 2011) What was the plan? Results Total: 37
Email: 5
Paid: 10
Organic: 11
Trade Shows: 1
Calls: 8

Totals YTD: 414
Closed: $1,071,605 Results Total: 37
Email: 5
Paid: 10
Organic: 16
Trade Shows: 0
Calls: 5

Totals YTD
Opps: 409 (49% increase over 2011)
Closed: $369,411 Results Total: 198
Email: 4
Organic: 85
Paid: 91
Trade Show: 21

Totals YTD
Opps: 1,806 (15% increase over 2011) NEW
PLAN What was the plan? Email: Wayfinding (completed)
Case Study: Swedish Medical Center (TechImage working to secure interview) What was the plan? Email
Leo Burnett (completed/Sept)
Financial (edits made - slated for this week)
Case Studies
Leo Burnett (approved)
Pacific Dental (final editing stage)
Calling Campaign -
Fortune 100 (DJ has provided his list of top companies to focus on and Dana has started researching) Email - McCarran (hold for September - delay in client approval)
McCarran Press Release (completed)
Trade Shows:
ACI-NA (completed)
FTE (completed) New
Plan McCarran Case Study
ACI Airport Exchange - Amsterdam
FTE International Shows
Targeted calling campaign
Email:
McCarran feature (waiting on client approval)
Small to mid-sized airports feature
General arrival/departure application feature
ACI-NA and FTE follow-up
Add Website Content Jan Feb Mar Apr May June July Aug Sept Total $327,516 $539,986 $769,565 $428,165 $1,301,629 $1,397,668 $1,251,636 $723,875 $190,597 $6,930,631 (36%) 17 25 42 20 43 43 31 45 17 283 $1,151,085 Oct Nov Dec $1,617,664 $2,083,385 $3,480,989 $8,338,125 $852,971 $975,972 $930,093 $1,100,530 $3,385,973 636 633 676 681 530 508 720 662 338 5,384 Email Jan - 53
Feb - 79
Mar - 77
Apr - 67
May - 29
June - 22
July - 98
Aug - 31
Sept - 8
Oct
Nov
Dec
Total - 463 Paid Search Jan - 194
Feb - 198
Mar - 160
Apr - 177
May - 68
June - 117
July - 203
Aug - 219
Sept - 114
Oct
Nov
Dec
Total - 1,450 Organic Jan - 286
Feb - 250
Mar - 230
Apr - 226
May - 267
June - 234
July - 241
Aug - 236
Sept - 156
Oct
Nov
Dec
Total - 2,127 Trade Shows Jan - 34
Feb - 52
Mar - 138
Apr - 150
May - 88
June - 47
July - 111
Aug - 87
Sept - 22
Oct
Nov
Dec
Total - 729 Calling Jan - 64
Feb - 44
Mar - 50
Apr - 53
May - 53
June - 57
July - 54
Aug - 68
Sept - 32
Oct
Nov
Dec
Total - 476 9% of total opportunities 13% of total opportunities 40% of total opportunities 27% of total opportunities 9% of total opportunities $2,320,913 - factored - 39% of total
$7,550,801 - unfactored - 34% of total $916,635 - factored - 16% of total
$2,804,889 - unfactored - 12% of total $933,712 - factored - 16% of total
$3,853,729 - unfactored - 17% of total Total Factored - $5,902,942
Total Unfactored - $22,530,316
Total Closed: $2,346,730
5,384 Opportunities Created
140 Opportunities Closed
2.6% Conversion $583,093 - factored - 10% of total
$2,126,697 - unfactored - 9% of total $947,603 - factored - 16% of total
$5,285,497 - unfactored - 23% of total $986,175 - Closed - 14% of total
58 Opportunities - 26% of total
Avg Deal: $17,003 $2,007,012 - Closed - 29% of total
49 Opportunities - 22% of total
Avg. Deal: $40,959 $1,549,044 - Closed - 22% of total
82 Opportunities - 37% of total
Avg Deal: $18,890 $910,633 - Closed - 13% of total
57 Opportunities - 26% of total
Avg Deal: $15,976 $1,211,206 - Closed - 17% of total
25 Opportunities - 11% of total
Avg Deal: $48,448 Email Results Sent: 1,707
Opened: 11.72%
CTR: 2.05% (1.52% unique)
Click to open ratio: 13%
Opportunities: 2 Email Results Sent: 4,985
Opened: 11.53%
CTR: 2.41% (1.85% unique)
Click to open ratio: 16%
Opportunities: 0 Email Results Sent: 73,005
Opened: 8.63%
CTR: .63% (.53% unique)
Click to open ratio: 6.12%
Opportunities: 9 EDUCAUSE Calling Campaign
Trade Shows: Educause (show, user conf, cocktail party) and Dean Evans
Q4 Webinars
Start planning Q1 Road Shows
Finalize new case studies (DePaul, Fluno Center)
Email: Emergency Messaging, Educause and Dean Evans pre-show
Targeted emails based on university size and budget calendars (planning for 2013)
List Refresh Email Results Sent: 36,897
Opened: 5.66%
CTR: .63% (.53% unique)
Click to open ratio: 6.04%
Opportunities: 5 NEW
PLAN Swedish Medical Center Case Study
Email Feature - Internal Communication
Market Share Research - Hospitals
Healthcare Calling Campaign (con't)
Updated website content
Collateral refresh
Targeted online advertising into industry publications (he hired temps and interns) Opportunities Created in 2012 Calling Details Meetings Set
Joe - 83
Brittany - 69
Jon - 24

Completed Tasks
Joe - 1,220 (53/day)
Brittany - 2,323 (101/day)
Jon - 155 (7/day) Meetings Executed
Vince - 5
2 healthcare
1 corporate
2 K-12

Dana - 4
1 airport
3 healthcare

Completed Rounds
Vince - 1,539 (67/day)
Dana - 1,298 (57/day) Email Results

Sent: 128,754
Opened: 9.71%
CTR: .73% (.53% unique)
Click to open ratio: 5.48%
Opportunities: 4 NEW PLAN Email - Financial and Employee Comm (manufacturing)
Focus on manufacturing
Clean up corporate list
Pacific Dental Case Study
Calling Campaign - Fortune 100
Updated website content
Targeted online advertising (manufacturing and by title) INBOUND OUTBOUND
Full transcript