The document discusses long term planning and measurement for marketing strategies. It provides an overview of short term versus long term marketing and tips for long term success. Specifically, it outlines Weight Watchers' mission, business and department goals, proposed social media goals, tactics, and metrics for measuring long term success across sales and marketing, customer service, HR, and research. The key focus is on customer retention, experience, and feedback to help more people lose weight sustainably through program innovation.

1. The Big Picture
Planning and Measurement over the
Long Term

4. Long Term

5. Agenda
• Short-term vs. long-term marketing
• Social media strategy for long term success
• Tips for long term success

7. Marketing Short Term
• Sales driven promotions
– Coupons
– Discounts
• Campaigns to increase subscribers

8. Marketing Long Term
• Brand
– Brand equity; value of brand assets
– Brand awareness
• Customer attitudes
• Industry relationships
• Customer Experience – the Weight watchers 360
plan. How will they know if this resonates?
– Membership sign ups
– Number of renewals
– Number of success stories

10. Social Media Strategy
LONG TERM SUCCESS

11. Social Media Strategy for Long Term
Success

12. Weight Watchers Mission
Help people lose weight in a sustainable way
by helping them adapt a healthier lifestyle
and a healthier relationship with food and
activity.
-CEO David Kirschhoff

13. Business Goals
Through innovation, find new ways to help more
members and subscribers. Recent examples
of such innovation include:

14. Look at department goals
• Sales and marketing – customer retention
• HR – reduce recruiting costs
• Customer service – reduce number of phone
calls
• Research – gain customer feedback to
improve program

15. Social Media Goals
• Sales and Marketing – motivate customers to
stay on track and stick with the program
• HR – connect career opportunities to target
employees online
• Customer Service – handle all feedback in a
professional way and minimize negative
feedback
• Research – learn what members like or don’t
like about the program

16. Social Media Tactics
• Sales and Marketing – create a promotion
that celebrates customer successes
• HR – establish career section on FB and
publish jobs on LinkedIn
• Customer Service – hire someone to monitor
all platforms and respond in a timely way
• Research – execute a survey to gain customer
feedback

19. Measures of Success
• Sales and marketing
– Number of new members
– Positive mentions, shares and engagement growth
– Retention
• Customer service
– Number of calls to customer service
– Number of complaints handled online
– Results of a customer satisfaction survey compared to previous years
• HR
– Leads acquired to number of hires
– Reduction in employee acquisition costs
• Research
– Number of surveys completed
– Ideas shared for improvement

20. Sales and Marketing
• Mission - Help people lose weight in a sustainable way
• Goals – through innovation, help more members and
subscribers
• Department goal – customer retention
• Social media goal – motivate customers to stay on
track
• Social media tactic – create a promotion to celebrate
customer successes
• Social Media Metric – Number of submissions, positive
mentions, shares and engagement growth

21. Achieve Long Term Success
• What does your customer want?
• Trial and error – be flexible!
• Have a brand attitude
• And…

22. Think Big Picture
Analyze all of your strategies together and
how results tie back to your mission, goals and
overall business objectives.

23. Kathryn Gritzmacher
Strategist, WestmorelandFlint
Kathryn.Gritzmacher@WestmorelandFlint.com
THANK YOU!