Integrated Marketing Planning and Analysis
A healthy marketing plan integrates traditional marketing with conversational or Internet marketing efforts together in order to build brand recognition, drive website traffic/visitors and ultimately convert those visitors into loyal supporters. Your organization’s online marketing strategy must accomplish three things:
- Attract people to the website
- Solicit involvement in order to create friends
- Convert friends into supports and ultimately cheerleaders for your efforts
We recommend the right mix of traditional and e-marketing tactics in order to generate a self-sustaining Internet program. In addition, we can perform an internal audit of your current marketing and communication strategy in order to integrate online efforts creating synergy, which will bolster your Internet presence.
Once we’ve been successful at attracting visitors to the company website, having an understanding of where people like to go and what specific channels of a site are most visited is critical. A comprehensive marketing strategy has a solid customer relations management application in place that tracks and measure these kinds of statistics. Having reliable analytical data that allows you to measure marketing results will ensure a refined and effective marketing program.
- Natural Search Engine Optimization
- Google AdWords Listings
- Banner ad development
- Content Creation
- Site architecture
12 Month Strategic Online Marketing Plan
Many times, organizations will neglect updating the content of their Web site for months or make changes based on last minute decisions. In order to establish clear and meaningful online campaigns, Genesis will help you develop a full 12 month Internet Strategy Marketing Plan. Genesis consultants will meet with your team to understand your current online needs and to establish specific goals for your organization – such as acquiring e-mail addresses, growing your online donor file, increasing site usage or engaging volunteers. We will then craft an online marketing plan outlining specific site changes that will have the biggest impact toward your strategic priorities so you may reach those goals.
Deliverables include: Integrated Strategy Recommendation, Internet objectives tied to your organization’s strategic priorities, phased set of recommendations by objective, comparable organization analysis, assessment of organizational skills and capacity, proposed goals and metrics, educational best practices presentation, interview guide(s), 8-10 interviews during 2 day onsite visit, consolidated “before” benchmark fact sheet.