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TCS Interpreting go!-Report

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Info goBRANDgo

on 12 July 2018

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Transcript of TCS Interpreting go!-Report

Grow values based organization to serve target niche nationwide and internationally
Build brand that stands out "like no other company"
Attract more commercial contracts both inside and out of Washington DC
Serve companies looking to improve their workplace inclusion strategies
Attract passionate employees to join the TCS Interpreting team
Experience in working with similar size/type of clients
Similar cultural values and focus
Referred by trusted source
Systematic, brand, marketing, and website process
Have the ability to bring in and collaborate with strategic partners
Strong online capabilities with "in-house" staff to execute
Process driven marketing approach
Marketing with sales expertise and background
Experience collaborating and co-managing projects with internal experts
Experience serving the hard of hearing community
Focus on efficiency without sacrificing quality
US Federal Government Agencies
Large Corporations
Non-profit Associations
HR Associations
New Employees: Interpreters seeking Full Time employment
Deaf Community Partnerships
Government Requirement
Legal Accessibility requirement
Want to be able to communicate to entire audience
Investing in employee inclusion initiatives
Few providers in marketplace with expertise
GSA contract provider
Referred by trusted source
Been using TCS for years
Suite of services provided
Don't know about TCS Interpreting services (services beyond interpreting)
Not interested in workplace inclusion
Cost/Don't understand value
Don't want to spend money on interpreting services
Reputation: had bad past experience
Growth in commercial contracts
"Wow, I want to join this company" emotions by prospective employees
Become nationwide with offices in other cities
Steady revenue growth
Solid Partnerships
: competitors stake claim to your targeted expansion markets and you have to spend 2x-3x more later to unseat the incumbent with lower odds of success
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
Customer submissions for presentations
Scheduled meetings at show
Public speaking and industry presentations
Direct "Bulky" mail campaign
PR - be seen as a thought leader in the industry
Search Engine Optimization
Blog posts and submitted articles
Social media engagement strategy
Strategic Consulting
Project Management
Social Media
Written content creation
Website Development
Google and online listings expert
Media Pitching
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 & Employees
Nurture & Convert Prospects & Employees
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:
Whitepapers with marketing automation
Anonymous visitor tracking
Cultural videos
Employee Engagement Events
Online self-help download resources
Quarterly and Yearly reporting and PowerPoint presentations for buyers/customers
Customer/Employee appreciation campaigns
Center of Influence referral campaigns
Trade show engagement process
Non-profit support and advertising around company
User path mapping on website
Case studies of clients/projects
Infographic of process
Video of culture and team
Customer testimonials
Online proactive chat
Updated website look and calls to action
Updated marketing collateral
Outbound email campaigns
Paid search campaigns
Industry referral groups
Ads in industry email newsletters
Industry association engagement
Linkedin/facebook group management
Interactive quote builder
Brand Messaging Exercise
Competitor Analysis
Ideal Client Personas
Value of a New Customer:
Current Closing %:
Growth Goals:
New Commercial Client- $???
New Government Client- $???
Lifetime value of each- $???
Visit to inquiry- ?
Inquiry to Quote- ?
Quote to Capture- ?
??% Top Line Revenue
??% Net Margin
XX new corporate contracts
XX new employees
XX new partnerships
Closing Ratio +
# of Opps =
Customers w/
Cost of Acquisition =
Revenue & Profit
Unique Selling Proposition
Brand look (website, ads, print, etc)
Marketing plan
Full transcript