Handraiser Lead Nurturing Strategy Project

Pre-vetted Early Assumptions

TBD

Learnings

Lead Classification will Impact Relationships No current rubric for classifying pre-launch lead types.

Incomplete Tracking Mechanisms. All online properties with pre-launch lead form do NOT have unique campaign tracking codes assigned--making it impoissible to gain deeper insights into referral sources to determine psychographics

Absent Content/Engagement Strategy. Currently, there is not a CRM content strategy in place that tiers leads by temperature to provide pertinent communication that aligns with interests.

Communications Activity needs to Sync. There currently is NOT a resource or strategy in place to coordinate marketing activity from sister departments (PR, Social, Events, etc.) and partner efforts.

Partnership Opportunities Have Been Missed. Promotional activity has not been communicated to TDA resulting in ongoing missed opportunities for maximizing corporate/local campaign impact, reach and endorsement.

The Data Management Process Needs to be Resolved. Currently, conversations are in place to determine next steps with TMS' main catch-all data house for managing and nurturing pre-launch leads. RAPP is the current resource.

An Activation Strategy Needs to be Present. Currently, model pre-launch forms and online forms are typically deployed on TCOM and other relatd properties 3-6 months prior to going to market.

Deeper Intelligence Will Guide Ongoing Strategy. Currently, the analytics report only quantifies leads that are triaged to ELMS for registration. Without a.) deeper tracking at the beginning of the workflow and b.) qualitative analysis we're not maximizing ROI on our marketing expenditures.

Wish List

Product "Front-end"

A/B Testing of Form. Produce an effective UX that aligns best user's preference of form input and content.

Social Integration. Integrate social sharing channels directly on handraiser form as a post-input call-to-action. Recommended channels include FB, TW, Pinterst,
USE CASE: User inputs data and hits submit > Post transaction message appears "Thank You" along with the secondary call-to-action for users to "Tell a friend" with social sharing buttons below---user clicks > Dialog box appears with pre-written message---user shares.

Post-transaction Messaging or Email. Currently, when you successfuly complete and submit the form, you only see "Request Sent." If the desire is to limit communication until RAPP disseminates their first direct piece, should we add additional message directly on the form that makes it clear?

Experiential-centric UX. Currently, users have a limited

Data Managment "Back-end"

Campaign Code Assignments. Assign unique campaign codes to all properties that present pre-launch forms

Pre-launch Lead Analytics Strategy. Strategy document that classifies leads in a tiered system with a rubric that based on referral source (including social and QR, time on site, and indication of timeframe to purchase.

Confirmed Data-Housing Resource. Currently, there is pending termination of the current data housing RAPP. Recommendation: I'd recommend the new partner selection criteria should be based on data exchange compatibility between TMS' database platforms, scalability, reporting capability and collaboration strategy.

Business

Maximize ROI on sales-
related marketing
expenditures

Develop effective lead qualification
and nurturing program with deeply-
rooted qualitative indicators

Evaluate, identify areas for
improvements and streamline
backend data management system.

Subtopic

Incorporate robust tracking
mechanisms to yield advanced
analytics.

Marketing

Be armed with the
intelligence when quick
decisions are necessary---
to remain agile in strategy.

Develop enhanced lead
reporting program (dashboard)

Subtopic

Strategies

Business

Subtopic

Supporting Tactic(s)

Subtopic

Subtopic

Marketing

Subtopic

Supporting Tactic(s)

Subtopic

Subtopic