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Persona: ICON
Wants to Expand
Influence and Leadership
Persona Archetype: ICON
•  Inspires people to live a
better life through improved
health and personal growth.
•  Acts as a...
•  Business owner serving a specific community.
•  Independent, visionary, and excited to be in business.
•  Leans towards ...
•  Yoga teacher of teachers with a following
•  Personal Trainer
•  Lifestyle / Business Coach
•  Physical therapist
•  Sp...
Support the growth of network,
sales, and career advancement
by refining and promoting
brand identity to the
appropriate ma...
4
3
2
1 Long-Term Goals
Marketing Needs
Marketing Solutions
Success Indicators
ICON In-Depth Needs
1
ICON Long-Term Goals
•  To keep growing financially
•  To be recognized as a thought leader in their
field
•  To be recogn...
2
ICON Marketing Needs
•  Keeping to a consistent marketing plan with
measureable goals
•  Maintaining consistent visual i...
2
ICON Marketing Needs
•  Effective blog copy leading to better SEO
•  Building and maintaining quality
relationships with...
3
ICON Marketing Solutions
•  Regular workflow structure in place supported
by regular consulting and check-ins
•  Developm...
3
ICON Marketing Solutions
•  Development of branded digital and print
marketing collateral
•  Improved content for SEO
• ...
4
ICON Success Indicators
•  Sales Increases
•  Increases in New Customers
•  Increases in Reactivated Customers
•  Websit...
Consistent
Growth of Loyal
Audience
Long-Term Value to ICON
The appropriate outreach strategy, based on a firm
brand founda...
Real World Client Success
Dr. Goldi Jacques-Maynes, DC
Owner, Golden Chiropractic
 
“I was ready for a new brand when I
decided to move my office and
expand my practice. Dawn consulted
with me every step ...
Client: Dr. Goldi
•  Inspires people to live a
better life through lifestyle
changes and self-care.
•  Acts as a role mode...
•  Brand Development
•  Manage Visual Identity
•  Manage Brand Voice
•  Develop Marketing Strategy
•  Hire and Manage Outs...
Sales Increases
Quarter 1, 2016
•  29 new customers monthly on average
•  12 returning customers monthly on average
•  28%...
Website Visit Increases
Quarter 1, 2016
•  56% monthly average increase in blog visits
•  28% monthly average increase in ...
Social Engagement Increases
Quarter 1, 2016
•  32% monthly average increase in Referrals to
Website
•  12% monthly average...
4
3
2
1 The Brand & Industry
Marketing Solutions
Plan Implementation & Process
Results
The Golden Chiropractic Story
1
Desired Positioning:
Golden Chiropractic is YOUR Health Clinic
•  Dr. Goldi wanted to work with families, children, and ...
1
Desired Positioning:
Golden Chiropractic: Not New Age Woo Woo Science
•  Dr. Goldi wanted to focus on differentiating ba...
2
Marketing Solutions
•  Rebrand
•  Announce brand and location changes
•  Develop new brand collateral
•  Develop outreac...
The Rebrand 
StaffInterviews
Patient base
What’s working
What isn’t
TargetMarketIdentification
Patient base
Who you want to...
PLAN
PUBLISH
MESSAGE DEVELOPMENT
CONTENT HIERARCHY
PRODUCT
PERSONA
RHETORICAL DEVICE
VALUE
EVIDENCE
COMPANY
PRODUCT
Unique...
The Announcement 
DirectMail
toAll
Contacts
AddAll
Contactsto
EmailList
CreateNew
Branded
Email
Template
Schedule
Press
Re...
Outreach Plan 
EVENT
EMAIL
APPT
REFERRAL
REACTIVATION
SOCIAL
MEDIA
Quarterly Check-Ins
Q 3 Recommendations
Begin:
•  Promoting upcoming events through content:
•  Second Harvest Food Bank
•...
3
Implementation & Process
Understanding the Target Market
•  I was an active athlete used to pain and injury, and that is...
3Implementation & Process
E- Newsletter
•  Targeted
•  Personalized
•  On-Brand
Targeted Events
•  Go to the
Target Market...
4
Dr. Goldi is ECSTATIC!
“You might be pleased to know that my I pretty much
reached my 2015 year-end visit and new patien...
We’re getting people to come back and
spend money again with us.
Quarter 2, 2016
Number of Reactivated Patients
10	
  
15	
  
13	
  
0	
  
2	
  
4	
  
6	
  
8	
  
10	
  
12	
  
14	
  
16	...
We’re seeing about one new patient a
day.
Quarter 2, 2016
Number of Referred Patients
 
26	
  
32	
  
30	
  
0	
  
5	
  
10	
  
15	
  
20	
  
25	
  
30	
  
35	
  
A...
We’ve got our presence and reach in
multiple places.
Quarter 2, 2016
Referral Sources 
0	
  
2	
  
4	
  
6	
  
8	
  
10	
  
12	
  
April	
  
May	
  
June	
  
We know when to pay for more reach.
Quarter 2, 2016
Facebook Top 5 Posts:
Message, Paid or Organic
 Post Message Type
Lifetime Post Total
Reach
Lifetime Engag...
Our network likes to visit our website
from our emails and our social media
posts.
Quarter 2, 2016
Inbound Marketing Website Referrals
0	
  
5	
  
10	
  
15	
  
20	
  
25	
  
30	
  
35	
  
40	
  
1st	
  Ju...
We’re keeping track of what they love
to read about us.
Quarter 2, 2016
Top 5 Blog Posts by Visit
0	
  
10	
  
20	
  
30	
  
40	
  
50	
  
60	
  
Ma:ress	
  Blog	
  Series	
   De...
4
3
2
1 Brand Development
Brand Management
Marketing Strategy
Community Management
Services In-Depth
1
Brand Development
•  Manage logo design
•  Manage development of primary brand colors
•  Develop secondary brand colors
...
2
Brand Management
•  Develop social media content
•  Develop print collateral
o  Banners
o  Rackcards
o  Coupons
o  Occas...
3
Marketing Strategy
•  Develop CTAs
•  Develop workflows for sales funnel
•  Consult on marketing platform selection
•  Co...
4
Community Management
•  Manage web content quality and placement
•  Manage tech support
•  Manage print vendors
•  Manag...
Consistent
Growth of Loyal
Audience & Loyal
Patient Base
Long-Term Value to Golden Chiropractic
•  Developing a strong and...
About Me & What I Can Do:
Work Behind the Scenes
I Have a Crucial Local Network:
•  Broadcast Advertisers
•  Digital Advertisers
•  Graphic Designer...
Increase Network and Funding
Nonprofit fundraising campaign
management for Firelight
Foundation:
•  Increased the number of...
Grow Awareness & Engagement
The numbers keep getting bigger:
•  For Golden Chiropractic:
•  28% increase in monthly
referr...
I Can Do It and Hire for It
•  Custom Database Development
•  Fundraising Event Management
•  Email Marketing
•  Graphic D...
People Say:
I Make It Easy to Produce Quality
Content
Dawnissuperbwhenitcomestomarketingand
branding.Shehasaknackforvisualizingthebigpicture
andensuringallthepieceslineuptomake...
People Say:
I Make It Easy to Line Up the
Right Details
DawnWeathersbeehasanamazingtalentforworkingwithboth
smallandlargecompaniestohelpdevelopacohesivebrandingand
marketingguide...
People Say:
Their Brand and Their Success are
Important to Me
Weneededavisualidentityforaneco-friendlylipbalmthat
workedwithourbiodegradablepackaging.
WechoseDawntohelpdevelopthelabell...
People Say:
I Understand Their Target Markets
IreachedouttoDawnforhelpdevelopingsocialmedia
contentformyKickstartercampaign.
Dawnhelpedmyfashionlabeldeterminecontenttha...
People Say:
I’m a Team Player
Dawn'senthusiasmandpassiontohelpothersallowshertoexcelat
anyjobsheundertakes.
Whileworkingwithherwithonvarioussmallandafew...
Thanks for Considering Me!
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persona I use for my own business development and sales.

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  1. 1. Persona: ICON Wants to Expand Influence and Leadership
  2. 2. Persona Archetype: ICON •  Inspires people to live a better life through improved health and personal growth. •  Acts as a role model for leading a more satisfying life. •  Serves those looking for health, guidance, positive life changes, or relief from suffering.
  3. 3. •  Business owner serving a specific community. •  Independent, visionary, and excited to be in business. •  Leans towards do-it-yourself over letting others do it for them. •  Has the ability to delegate process steps to others while being involved in defining the outcome. •  Is charismatic and well-liked in the community for the most part. •  Work may require specific education and some sort of licensure. •  Has been established in their field for 3-5 years. •  Able to invest a minimum of $1000 per month in a marketing plan and its implementation.   Overview Archetype: ICON
  4. 4. •  Yoga teacher of teachers with a following •  Personal Trainer •  Lifestyle / Business Coach •  Physical therapist •  Spa owner •  Doctor in private practice •  Civic Leader •  Community Leader •  Alternative medicine clinic owner •  Psychotherapist Possible Professions Archetype: ICON
  5. 5. Support the growth of network, sales, and career advancement by refining and promoting brand identity to the appropriate markets through the appropriate channels.   My Key Function Archetype: ICON
  6. 6. 4 3 2 1 Long-Term Goals Marketing Needs Marketing Solutions Success Indicators ICON In-Depth Needs
  7. 7. 1 ICON Long-Term Goals •  To keep growing financially •  To be recognized as a thought leader in their field •  To be recognized as a lifestyle guide in their community
  8. 8. 2 ICON Marketing Needs •  Keeping to a consistent marketing plan with measureable goals •  Maintaining consistent visual identity on marketing platforms: from social media imagery to website: needs cohesive, consistent look
  9. 9. 2 ICON Marketing Needs •  Effective blog copy leading to better SEO •  Building and maintaining quality relationships with their customers •  Identifying their target markets
  10. 10. 3 ICON Marketing Solutions •  Regular workflow structure in place supported by regular consulting and check-ins •  Development of visual identity •  Development of a brand guide to keep communications consistent
  11. 11. 3 ICON Marketing Solutions •  Development of branded digital and print marketing collateral •  Improved content for SEO •  Regular blog schedule kept •  Guidelines for social media posts •  Cross-platform content strategy
  12. 12. 4 ICON Success Indicators •  Sales Increases •  Increases in New Customers •  Increases in Reactivated Customers •  Website Visit Increases •  Social Media Engagement Increases
  13. 13. Consistent Growth of Loyal Audience Long-Term Value to ICON The appropriate outreach strategy, based on a firm brand foundation built on market research, is the most direct path to growing an audience and a following.
  14. 14. Real World Client Success Dr. Goldi Jacques-Maynes, DC Owner, Golden Chiropractic
  15. 15.   “I was ready for a new brand when I decided to move my office and expand my practice. Dawn consulted with me every step of the way, and now the Golden Chiropractic brand is tight, focused, and bringing in more patients than ever before.” ~Dr. Goldi Jacques-Maynes  
  16. 16. Client: Dr. Goldi •  Inspires people to live a better life through lifestyle changes and self-care. •  Acts as a role model for leading a less stressful, more active and balanced life. •  Serves athletes, families, and those seeking non- pharmaceutical solutions to pain management.  
  17. 17. •  Brand Development •  Manage Visual Identity •  Manage Brand Voice •  Develop Marketing Strategy •  Hire and Manage Outside Vendors   Overview of Services Golden Chiropractic
  18. 18. Sales Increases Quarter 1, 2016 •  29 new customers monthly on average •  12 returning customers monthly on average •  28% monthly average increase in referrals Success Indicators Golden Chiropractic
  19. 19. Website Visit Increases Quarter 1, 2016 •  56% monthly average increase in blog visits •  28% monthly average increase in content- driven website visits •  10% monthly average increase in website visits overall Success Indicators Golden Chiropractic
  20. 20. Social Engagement Increases Quarter 1, 2016 •  32% monthly average increase in Referrals to Website •  12% monthly average increase in Average Daily Reach •  41% monthly average increase in Likes •  29% monthly average increase in Comments •  34% monthly average increase in Shares Success Indicators Golden Chiropractic
  21. 21. 4 3 2 1 The Brand & Industry Marketing Solutions Plan Implementation & Process Results The Golden Chiropractic Story
  22. 22. 1 Desired Positioning: Golden Chiropractic is YOUR Health Clinic •  Dr. Goldi wanted to work with families, children, and athletes •  Dr. Goldi wanted people to know she has a background in molecular biology •  Dr. Goldi’s goal is to be a lifestyle influencer •  Dr. Goldi wanted to focus on attracting patients who believed in her philosophy and would spread the word
  23. 23. 1 Desired Positioning: Golden Chiropractic: Not New Age Woo Woo Science •  Dr. Goldi wanted to focus on differentiating based on being practical and patient-centered •  Dr. Goldi wants to succeed by changing behaviors to change lives •  Intelligent, educated, comfortably affluent target markets desired
  24. 24. 2 Marketing Solutions •  Rebrand •  Announce brand and location changes •  Develop new brand collateral •  Develop outreach plan •  Quarterly check-ins to assess strategies and identify new markets
  25. 25. The Rebrand  StaffInterviews Patient base What’s working What isn’t TargetMarketIdentification Patient base Who you want to attract Who is currently coming in repeatedly CoreValues Personality Voice Messaging VisualIdentityDevelopment Logo Fonts Brand Colors Imagery Guidelines Collateral Development Copy Graphics Templates
  26. 26. PLAN PUBLISH MESSAGE DEVELOPMENT CONTENT HIERARCHY PRODUCT PERSONA RHETORICAL DEVICE VALUE EVIDENCE COMPANY PRODUCT Unique Value Proposition Reciprocity Social Proof Commitment Liking Authority Scarcity UnityMatch Rhetoric to Persona Offer as Solution What it is How it works Data Testimonial Who we are We’re a good fit
  27. 27. The Announcement  DirectMail toAll Contacts AddAll Contactsto EmailList CreateNew Branded Email Template Schedule Press Release
  28. 28. Outreach Plan  EVENT EMAIL APPT REFERRAL REACTIVATION SOCIAL MEDIA
  29. 29. Quarterly Check-Ins Q 3 Recommendations Begin: •  Promoting upcoming events through content: •  Second Harvest Food Bank •  RockTape •  Foam Rolling •  Athletic events involving GC to promote athletic wear line •  Developing content for the newly identified market of older, active retired adults
  30. 30. 3 Implementation & Process Understanding the Target Market •  I was an active athlete used to pain and injury, and that is one of her key markets •  There was an abundance of reviews on Yelp and Facebook. Patients were explicitly stating what they loved about Dr. Goldi and her practice •  I also had an assessment and treatment with Dr. Goldi in order to understand her methodology
  31. 31. 3Implementation & Process E- Newsletter •  Targeted •  Personalized •  On-Brand Targeted Events •  Go to the Target Market •  Co-Promotion Social Media •  Blog •  Events •  Patient Success •  Philosophy •  Co-Promotion Local SEO •  Local Places Mentioned •  Targeted Content •  Address Present on All Search Engines Blog •  Events •  Patient Success •  Philosophy •  Co-Promotion All Interactions Tracked with ThriveHive and Managed in TH’s CRM
  32. 32. 4 Dr. Goldi is ECSTATIC! “You might be pleased to know that my I pretty much reached my 2015 year-end visit and new patient numbers by Sept 1st 2016. Woo hoo! That's significant growth. Thanks for keeping me on-track.” ~ Dr. Goldi
  33. 33. We’re getting people to come back and spend money again with us.
  34. 34. Quarter 2, 2016 Number of Reactivated Patients 10   15   13   0   2   4   6   8   10   12   14   16   April   May   June  
  35. 35. We’re seeing about one new patient a day.
  36. 36. Quarter 2, 2016 Number of Referred Patients   26   32   30   0   5   10   15   20   25   30   35   April   May   June  
  37. 37. We’ve got our presence and reach in multiple places.
  38. 38. Quarter 2, 2016 Referral Sources  0   2   4   6   8   10   12   April   May   June  
  39. 39. We know when to pay for more reach.
  40. 40. Quarter 2, 2016 Facebook Top 5 Posts: Message, Paid or Organic  Post Message Type Lifetime Post Total Reach Lifetime Engaged Users Lifetime Post Paid Reach Stress Reduction Photo 5256 286 3907 Text Neck Photo 1129 21 1021 21 Day Detox Link 837 64 0 Announcing Acupuncture Staff Link 762 42 0 Get Motivated, Even When You Don't Feel Like It SharedVideo 543 31 0
  41. 41. Our network likes to visit our website from our emails and our social media posts.
  42. 42. Quarter 2, 2016 Inbound Marketing Website Referrals 0   5   10   15   20   25   30   35   40   1st  June   Newsle:er   1st  May   Newle:er   2nd  June   Newsle:er   2nd  May   Newsle:er   April  2   Newsle:er   Happy  Birthday   Email  MAY   Health  Expo   Email   Social  Media   Tracking   Welcome  Email    
  43. 43. We’re keeping track of what they love to read about us.
  44. 44. Quarter 2, 2016 Top 5 Blog Posts by Visit 0   10   20   30   40   50   60   Ma:ress  Blog  Series   Detox   Belly  BreaKng   Acupunturists  AddiKons   Team  Store  
  45. 45. 4 3 2 1 Brand Development Brand Management Marketing Strategy Community Management Services In-Depth
  46. 46. 1 Brand Development •  Manage logo design •  Manage development of primary brand colors •  Develop secondary brand colors •  Design custom graphics for print collateral •  Develop brand personality •  Develop brand voice •  Develop image guidelines
  47. 47. 2 Brand Management •  Develop social media content •  Develop print collateral o  Banners o  Rackcards o  Coupons o  Occasion cards o  Business cards o  Stickers •  Acquire stock images •  Customize company images •  Develop custom brand memes •  Design master slide deck •  Edit photos •  Develop blog topics •  Edit blogs for brand voice •  Edit blogs for SEO •  Develop web content •  Develop newsletter content •  Write press releases •  Design brand memes •  Edit presentations for content and voice •  Write and edit direct mail •  Write job descriptions
  48. 48. 3 Marketing Strategy •  Develop CTAs •  Develop workflows for sales funnel •  Consult on marketing platform selection •  Consult on criteria for CRM selection •  Develop strategy for use of autoresponder and lead forms •  Oversee and develop specific voice and specific appeals for specific audiences •  Develop slide decks and presentations content
  49. 49. 4 Community Management •  Manage web content quality and placement •  Manage tech support •  Manage print vendors •  Manage employee marketing workflows •  Manage communications with lateral partners
  50. 50. Consistent Growth of Loyal Audience & Loyal Patient Base Long-Term Value to Golden Chiropractic •  Developing a strong and trusted reputation in her immediate community. •  Attracting and keeping her target customer base. •  Growing her income while reaching more people.
  51. 51. About Me & What I Can Do:
  52. 52. Work Behind the Scenes I Have a Crucial Local Network: •  Broadcast Advertisers •  Digital Advertisers •  Graphic Designers •  Copywriters •  Social Media Strategists •  Crowdfunding Specialists   Virtual Marketing Officer I have great working relationships with all marketing service providers and hire the best labor for your project’s budget.
  53. 53. Increase Network and Funding Nonprofit fundraising campaign management for Firelight Foundation: •  Increased the number of grassroots donors by over 350% in one year •  Raised individual donations by a whopping 75% between year- end campaigns   “Dawn'stalentatFirelight Foundationwastolocate, create,anddelivertheright contenttoencourage donations. Dawnisgreatatbringing peopletogether,hasastrong workethic,andisapersuasive communicator.” ~JoopRubens,Senior DirectorofDevelopment  
  54. 54. Grow Awareness & Engagement The numbers keep getting bigger: •  For Golden Chiropractic: •  28% increase in monthly referrals •  56% growth in blog traffic •  For Hat Ranch Winery: •  60% surge in content sharing •  55% improvement in overall engagement   “Youmightbepleasedtoknow thatmyIprettymuch reachedmy2015year-end visitandnewpatientnumbers bySept1st2016.Woohoo! That'ssignificantgrowth. Thanksforkeepingme on-track.” ~Dr.GoldiJacques-Maynes  
  55. 55. I Can Do It and Hire for It •  Custom Database Development •  Fundraising Event Management •  Email Marketing •  Graphic Design •  Copywriting •  Branding •  Prospect Research •  Persona Development •  Market Research •  Digital Campaign Design & Implementation Acquaintance with all things marketing makes the perfect campaign manager.
  56. 56. People Say: I Make It Easy to Produce Quality Content
  57. 57. Dawnissuperbwhenitcomestomarketingand branding.Shehasaknackforvisualizingthebigpicture andensuringallthepieceslineuptomakethings happen. Sheprovidescleardirections,hasexcellent communicationskillsand(bestofall)isatruepleasure toworkwith. Highlyrecommended! ~RyanDouglas,PotentWriting
  58. 58. People Say: I Make It Easy to Line Up the Right Details
  59. 59. DawnWeathersbeehasanamazingtalentforworkingwithboth smallandlargecompaniestohelpdevelopacohesivebrandingand marketingguide. Sheworkedwithmetogetalloftheimportantdetailsofour companyandproductsaswellaslearningwhoourcustomersare. Fromthisshewasabletocreateabrandingguidethatwassecond tonone.Anycompanywe'veworkedwithsincehasbeenhugely impressedwiththeguideandhowmuchittellsthemaboutFlying EyesOpticsanditsbrand,styleandidealcustomers. ~DeanSiracusa,SummerHawkOptics
  60. 60. People Say: Their Brand and Their Success are Important to Me
  61. 61. Weneededavisualidentityforaneco-friendlylipbalmthat workedwithourbiodegradablepackaging. WechoseDawntohelpdevelopthelabellookandmessaging wewantedforourbrandbecausesheunderstoodour companymissionandthemarketweweretryingtoreach rightaway. Dawnisalsoveryeasytoworkwith,enjoysseeingherclients succeed,andaddsvaluetoanythingsheisinvolvedwith. ~BrianPeterson,EastsideIndustries
  62. 62. People Say: I Understand Their Target Markets
  63. 63. IreachedouttoDawnforhelpdevelopingsocialmedia contentformyKickstartercampaign. Dawnhelpedmyfashionlabeldeterminecontentthat wasofvaluetoourcustomersandinturndrive engagementandeventuallysales. OurKickstaterwasasuccess,andmynewlinewas manufacturedasaresult. ~DianaMitchell,FashionDesigner
  64. 64. People Say: I’m a Team Player
  65. 65. Dawn'senthusiasmandpassiontohelpothersallowshertoexcelat anyjobsheundertakes. Whileworkingwithherwithonvarioussmallandafewlarger projects,Ialwaysknewshewoulddothejobwell,ontime,and collaboratively. WorkingwiththeDirectorofDevelopment,shewasabletotake Firelight'sfundraisingandoutreacheffortstoalevelIhadnever seenbeforeinmyfouryearsofworkthere. WorkingwithDawnwasatreat! ~ScottPietka,CustomerSuccessManager
  66. 66. Thanks for Considering Me!

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