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SCORE NATIONAL MARKETING STRATEGY

SCORE NATIONAL MARKETING STRATEGY. Grow the number of small businesses using SCORE. Bridget Weston Pollack. FY14 Marketing Strategy. Grow the number of clients using SCORE by: Increasing client leads and cross-selling services Assisting chapters with their marketing efforts

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SCORE NATIONAL MARKETING STRATEGY

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  1. SCORE NATIONAL MARKETING STRATEGY Grow the number of small businesses using SCORE Bridget Weston Pollack

  2. FY14 Marketing Strategy • Grow the number of clients using SCORE by: • Increasing client leads and cross-selling services • Assisting chapters with their marketing efforts • Positioning SCORE as the premiere small business expert • Expanding brand awareness

  3. FY14 Marketing Initiatives • Content Enrichment & Sharing Program • Website Redesign • Media & Influencer Proactive Outreach • Email Strategy Overhaul • Volunteer Marketing Assessment & Support • 50th Anniversary

  4. Content Enrichment & Sharing Program • Goal: Increased traffic to www.score.orgby 10% • Develop current, relevant content to live on www.score.org to drive traffic via quality SEO results for quality client leads • Engage sponsors to develop Centers of Excellence on business topics proven to relate to those searching for assistance • Share SCORE-developed content with third-party influencers to generate referral traffic

  5. Website Redesign • Goal: Increased time on site and conversion from visitor to mentoring request or online workshop (Conversion goal 30%) • Improve navigation based on user research • Prominently display and cross-sell mentoring opportunities (both face-to-face and online) • Update home page and videos monthly to increase engagement

  6. Media & Influencer Proactive Outreach • Goal: Increase social media reach and traffic to www.score.org through increased awareness • Reach out to known influencers for small business and engage them by sharing relevant content, promoting their information, and being a resource for their stories • Actively pursue guest blogging for highly-trafficked sites • Pitch stories with a “hook” to the media on a quarterly basis

  7. Email Strategy Overhaul • Goal: Increase subscribers; Improve open and click-thru rates • Subscribers Goal: 210,000 • Open Rate Goal: 25% • Click-Thru Rate Goal: 25% • Research best practices and redesign content, format and process for email strategy • A/B test and build more targeted lists based on subscribers’ preferences

  8. Volunteer Marketing Assessment & Support • Outreach with focused marketing assistance to increase new F2F clients through: • Conversion from Workshops • Referral Building • Email Marketing/Online Marketing • Develop Marketing Assessment to help guide chapters in prioritizing their marketing efforts • Currently waiting on potential sponsor

  9. 50th Anniversary • Objectives • Celebrate our achievements • Build national awareness of SCORE • Keep anniversary top-of-mind year-round • Provide ample support for chapters • Engage and influence our supporters • Timeline • Kick-off: SCORE Awards (August 2013) • Goal: Year-round celebration/focus • Official Anniversary Date: October 2014

  10. Initiatives • Media PR Campaign • 50 Finest (One Strong Nationwide SCORE) Video Series • 52 for You Email and Social Media Campaign • Chapter Toolkits for Celebrating 50 years • Small Business Makeover Video Contest • SCORE Awards Celebration 2014

  11. Media PR Campaign (No Funding) • Scale back to Top 14 Markets • Goal: 2 stories/6 months (TV and Radio) • Focus on Success Stories and SCORE volunteers in those areas • Three focused outreach periods: • Small Business Saturday (November 2013) • Small Business Week 2014 • Labor Day 2014

  12. 50 Finest (One, Strong, Nationwide SCORE) • Weekly video highlighting one mentor & connecting SCORE volunteers across the country • Goal: Increased recruitment and recognition of SCORE volunteers • Distributed to partners, clients and volunteers weekly • Hosted on YouTube and www.score.org • Video submission year-round, starting at NLC

  13. 52 for You Email & Social Media Campaign • Weekly notes inspiring small business owners with motivational quotes, images and facts to help them stay focused on the long-term picture • Goal: Increased email subscribers, increased social media engagement, and increased visibility in “trending” channels (i.e. Pinterest) • Potential for sponsorship opportunities by month/quarter (or as a value-add)

  14. Chapter Toolkits for Celebrating 50 Years • One-stop shop for all initiatives a chapter can do to celebrate 50 years of SCORE. • Goal: Increase local chapter outreach to potential clients, existing clients, potential volunteers, existing volunteers, and community partners • Provides them with step-by-step instructions, best practices and resources to accomplish the ideas presented

  15. Small Business Makeover Video Contest • Two campaigns for small businesses to share their story and win a business makeover. • Goal: Engage new audiences with SCORE’s brand and connect each participant with a mentor • Solicit for submissions (1-2) minutes, then public votes on top 50, all participants receive nominal gift, top three recognized at SCORE Awards, winner gets makeover • SPONSORED ONLY

  16. SCORE Awards Celebration 2014 • Culmination of year-long celebration of SCORE’s 50th anniversary. • Goal: Host in Washington, D.C. with White House presence and engage media to cover event • NEED COMMITMENT OF TIME/DATE and VENUE TO START TO ENGAGE WHITE HOUSE

  17. Comments or Questions? • Contact the Marketing Team at • (800)634-0245 • Chapter Marketing Support: marketing@score.org • PR Assistance: media@score.org

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