Strategic Marketing Plan + Rebranding - Boise Phil

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SUMMARY

The Boise Phil, a 150+ member philharmonic orchestra, sought to increase ticket sales and engage a new audience base to grow and fund programming and musicians. Through the development of a strategic marketing plan and pairing that with a refreshed brand and suite of branded assets, the Boise Phil was able to move into the 2019 season with a clear vision for success.  

  • Review of Materials                   

  • Marketing Plan

  • Rebranding                 

DELIVERABLES

Development of a robust marketing plan for implementation in the 2019 Boise Philharmonic season, with phased implementation of marketing activities as deemed possible by Project team. 

Review of Materials

Using information from the Project’s internal strategic planning, Blue Bike:

  • Review final strategic plan document

  • Review strategic planning input to shape marketing goals and objectives

  • Research and justification for target audience focus, based on strategic planning focus groups and best practice

  • Review of at least one previous years’ full marketing activities

  • Integration of developed strategic elements

Marketing Plan

Creation of a comprehensive marketing plan to align strategic objectives, budget, and tactics to reach stated goals. 

  • Goals

  • Primary audiences

  • Key messages

  • Strategies and tactics 

  • Evaluative recommendations

  • Budget outline

Rebranding

Using the strategic marketing plan and strategic plan, our team developed a new visual brand (logo, color palette, etc.). During the logo design process, the team did a UX/best practice study on the Boise Phil website and worked with the in-house and our own developers to create a new, responsive website incorporating both the visual and written brand elements.

 Working Plan Implementation

Refinement of marketing plan that aligns with the 2019 programming. Consultation with Boise Philharmonic board and staff to prioritize strategies and tactics and incorporate additional ideas/strategies/tactics to align plan with 2019 programming, organizational needs, budget, and resources. Will include detailed information on marketing tactics, social media strategy and tools, and other promotional development details. 

Rebranding - Engineering Firm

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SUMMARY

A partner-owned private engineering firm looked to our team to refresh its brand identity, developing a new logo, mission, vision, and value statements to prepare the organization for the next phase of growth.  

  • Background and Materiality Assessment                        

  • Corporate Identity Recommendations                                           

Background & Materiality Assessment

Creation of and consultation on delivering branding workshop to corporate leadership based on feedback from employees.  

  • Develop and distribute employee engagement survey

  • Develop branding workshop for management/high-potential employees

  • Interview senior leadership

  • Interview (4) clients

Corporate Identity Recommendations

Creation of corporate identity recommendations based on feedback from employees, clients, and executive leaders.  

  • Logo options + tagline options

  • Visual branding guideline recommendations (colors, fonts, etc.)

  • Written persona/voice recommendations

  • Mission, Vision, Values statements

  • Target audience identification + positioning statements

  • Recommendations for next steps

Digital Media Library - Political Campaign

SUMMARY

The campaign of Michael Galbraith (D), a candidate in the 2016 Congressional race for Ohio’s 2nd district, contracted with our team to develop a digital content library and four-week social media advertising campaign for the final six weeks of his 2018 race.  

  • Photography & Videography                        

  • Visual Media Editing & Library Creation      

  • Approved Content Library Development      

  • Analytics                                                      

DELIVERABLES

Photography & Videography Deliverables

  • Content Capture Plan

  • Scripting and Coordination with Campaign Manager

  • 3-day photo shoot (2 shooters) 

  • Completed photo/video releases

Visual Media Editing & Library Creation Deliverables

  •  Library of 50 edited still photographs, labeled by location/activity

  •  Library of hours of unedited B-roll and interviews for use in future marketing activities

  •  (2) 90 second edited videos

    •  Bio Video

    • Opponent-Focused Video

  • (3) 15-30 second edited videos

    • Issues Statements 

    • Testimonial Video (KAY)

    • Testimonial Video (SHELLY)

APPROVED CONTENT LIBRARY DEVELOPMENT DELIVERABLES

  SOCIAL MEDIA

  •  Influencer/Media List

  •  (50) Social Media Posts (Facebook and Twitter)

PAID DIGITAL ADVERTISING ($2,500 Budget)

  •   (5) Target Audiences created in Facebook Business Manager

  •   (5) Facebook/Instagram advertising campaigns 

  •  (14) Individual ads created 

  •  (19) Boosted Posts

ANALYTICS

  •  Bi-weekly updates on progress toward goals

Content Marketing - Foodservice Industry

SUMMARY

A global food distributor to the foodservice industry contracted with our team to develop, implement, and manage the company’s “everyday” branded social media campaign on a monthly basis. Beginning with social strategy basics and plan development, and ending with ongoing management of a full social-media editorial program. This social media marketing effort, led by Holly Harper, was billed as follows. The company provided the photography and videography, digital assets, links, and editorial calendar.

  • Social Media Strategy Guide                             

  • Approved Content Library Development (monthly retainer)

DELIVERABLES

Social Media Strategy Guide & Editorial Calendar Deliverables

Integration 

  • Understanding of current efforts, coordination with advertising agency, internal content creators, and other digital programs that will work in parallel with the “everyday content” strategy

  •  Integration with the company’s collateral, resources, and file sharing tools

  • Access to Sprout Social as a team member or via the corporate account 

  • Discussions of results on past performance, ideas in the queue, and ideal outcomes for next steps

Marketing Planning 

Develop, refine and build out the an “Everyday Content” Social Media Marketing Plan based on customer retention, information capture to database, and clicks-to-website/landing pages. Implementation to begin immediately and content creation and data collection to be scheduled and managed on an ongoing monthly basis. The plan will include all marketing channels: 

  • Background

  • Audience overview and possible target build in Facebook/Twitter

  • Key message types + Calls to Action + Metrics to track

  • Development of a social editorial calendar

Monthly Content Library Deliverables

Under the umbrella of identified key messages, content will be produced and implemented to test message resonance and relevance, test audience interest and engagement, capture new prospects, and track click-through-to-website.

Content Production

  • Editing a social editorial calendar

  • (30) social media post drafts

Sprout Social 

  • Tailored drafts into (90) individual social media posts per month on Facebook, Twitter, Instagram, and Pinterest

  • Scheduling and recommending boosts for best performing content

Analysis 

  • Quarterly summary report with recommendations 

Social Media Strategy + Content Marketing + Digital Content Library - Travel Company

SUMMARY

The client hired our team to develop, implement, manage, and demonstrate a social media campaign over a period of 4 months. Beginning with social strategy basics, website UX recommendations, and content capture via 7-day photo/video shoot, and ending with the development of full social media, email marketing, and SEO (blog) development. This full-scope digital marketing effort, led by Holly Harper, was billed as follows.

  •  Social Media Strategy Guide                                       

  • Visual Media Library Creation                

  • Approved Content Library Development                

  • Management, Training, Publishing          

  • Paid advertising                                                                  

  • Analytics

    The company provided an additional three part-time writers, an in-house marketing coordinator, and a digital marketing advertising budget of $15,000. 

DELIVERABLES

Social Media Strategy Guide & Editorial Calendar Deliverables

  • Discovery

  • Understanding the strategic goals of the company

  • Understanding the captured target audience and any segmentation

  • Understanding all existing marketing and engagement efforts

  • Development of the company’s Social Media Strategy Guide to include: 

    • Social media editorial planning overview

    • Resource management and key skills for social media managers

    • Recommended digital marketing platforms

    • Guidelines for effective management of a social media campaign

    • Current best practices for recommended platforms

    • Editorial Calendar Development (2-3 weeks)

    • Definition of target audiences

    • Program goals, objectives, and appropriate metrics

    • Social media editorial content recommendations

    • Sample social media campaigns / topics for three months of social media marketing efforts        

PHOTOGRAPHY & VIDEOGRAPHY DELIVERABLES*

  • Content Capture Plan

  • 7-day photo shoot (2 shooters) 

VISUAL MEDIA EDITING & LIBRARY CREATION DELIVERABLES

  • Library of 400 edited still photographs, labeled by location/activity

  • Library of hours of unedited B-roll and interviews for use in future marketing activities

  • (1) 90 second edited video

  • (12) 15-30 second edited videos

APPROVED CONTENT LIBRARY DEVELOPMENT DELIVERABLES

SEO

  • SEO Keyword Analysis 

  • Media List

  • Spreadsheet with (60) potential blog ideas

  • (20) Edited blogs paired with photos

EMAIL MARKETING

  • Editorial Calendar for “The Wave” Branded email newsletter 

  • Visual branded template for “The Wave” email newsletter

  • (8) DRAFT “The Wave” email newsletters with graphic design assets

SOCIAL MEDIA

  • Influencer List

  • Library of 52 edited Tweets/Instagram posts with paired with photographs/videos/links

  • 60 Social Media Post Drafts 

  • Approximately 5 posts per platform per week over a period of 12 weeks on Facebook, Instagram and Twitter

PAID DIGITAL ADVERTISING

  • (5) Target Audiences created in Facebook Business Manager

  • (6) Facebook/Instagram advertising campaigns resulting in 5 unique target audience

  • (106) Individual ads created 

Management Training and Publishing Deliverables

  • Management of the interns, in-house staff, subcontractors, and process to complete the above library

  • Management of the production and scheduling / editing of the assets in the recommended calendar(s)

  • Training calls and meetings

Analytics

  • Monthly updates on progress toward goals

  • Full quarterly reporting on performances and recommendations regarding of results on performance, suggestions, and next steps

*Photography and videography was conducted by a team of the client’s choosing.