Brand Awareness - To get potential prospects to be aware about‘Almabase’
Key Results
Higher open rates for marketing emails(because the emails are bound to provide value and not be salesy) - Target: 15%
Higher participation(likes & comments) from ICPs on our social media posts via Almabase Official Page(we have never measured this so I don’t yet know what target to set here)
EXPERIMENTAL: Questionnaires/survey responses on website(widgets), social media, emails
Higher email open rates when the SDRs reach out to anybody who has been nurtured by marketing - FOR LATER
Initiatives
1. Influencer Marketing
We’ve seen how influencers/leaders have helped us expand our social media presence in the past few months. Here’s what we can do:
Produce high-quality lists(blogs like Black Alumni Leaders) featuring influencers. 2 per month → 6 per quarter
Get those featured to endorse these posts. Currently the process is not happening the way it should be. Build a checklist with a marketing plan for each and every listicle.
Email the influencers right after the post is published. Just informing that they’ve been featured and ask if they’d like to share the post on their LinkedIn. Give them a template(make it easier).
Follow-up email: Tie in an incentive for them to post on social media/for those who have already posted, ask if they would want to share this with their mailing list?
Research the people who are a part of the Alumni Relations Professionals group on Fb & LinkedIn. Encourage these influencers to post on these groups.(Experimental: Also get them to post on CASE Communities)
Get them on our podcasts & roundtables - spread the word post that with their email list & social media
Testimonials?(Getting customers who are CASE Speakers like Joycelyn Blizzard & Ellie Barker to endorse us/our product directly)
2. Retargeting Ads - #1
Experiment with different kind of messaging for rest of database
Branding - #1 Alumni Management Software on G2 Crowd, The Most Alumni-Centric Solution For Your School/College/University
Lead Gen/Educational - Content Downloads(Eg: Want ideas to grow your annual fund? Download this quick guide)
Target pain points of specific buyers(Is outdated data leading to low alumni engagement? Here’s how Almabase helps) - Role based targeting - VP of Advancement, Director of Alumni Relations, Director of Annual Fund - a person who is charged with taking the call
Fundraising Director, Events Coordinator, Development Director, etc.(after the awareness stage)
A testimonial campaign. See example below:
text testimonials in advertising
For ABM Leads
Personalized messaging ads for different segments(K-12, liberal arts, public universities)
Personalized messaging targeting pain points for job roles(Alumni relations director, database development, fundraising, career services) ~(Challenge: Can we get relevant data for this?)
Testimonial campaign(like above but catered to the type of organization/job role. Eg: An events coordinator saying - Almabase made transitioning to a Virtual Homecoming for us smooth!)
3. Email Marketing 7-8 step drip campaign?
Here’s where we need to absolutely come across as thought leaders ~ Alumni Centricity
Tying back to the campaigns that are added above - The hook is still missing here & I will reach out to SDRs to help me with their insights on this. Need something that makes the receiver curious and engage.(A poll/survey perhaps)
Webinar, podcast, roundtable, spotlights information.(webinars - we’re doing a good job, the rest aren’t figured out yet)
Emails that target pain points of ICPs
Testimonial from influencers(Jocelyn Blizzard, Ellie Barker - frequent case speakers - how they love Almabase)
Stage 1: Brand Awareness
Objective:
Key Results
Initiatives
1. Influencer Marketing
2. Retargeting Ads - #1
3. Email Marketing 7-8 step drip campaign?