Marketing Overview 2015 ADi Group

Industry Overview ADi Group Overview Marketing Strategy Timeline Contents

Industry Overview

theadigroup.net Target Market Mid-level companies that communicate to their internal and external audiences through print products Industry Financial, technology, communication, healthcare, manufacturers, distributors

Client Types ADi has two customer types; Project clients and Program clients. Project Clients Project clients come to ADi because they have a problem that they need solved Program Clients Program clients realize that customer service and product knowledge takes a precedence over price theadigroup.net

Competitors National Print Facilities Local Print Facilities Small Promotional Facilities theadigroup.net

ADi Overview ADi is dedicated to helping businesses obtain the products and services they need

Situation Analysis Strengths Consistent, timely, and accurate expertise and information to fulfill the client's printing needs. Offer one-stop-shopping with competitive pricing for the quality of products and services offered. Build long-term relations with clients to develop a loyal repeat customer base. Challenges The ideal multi-office client poses multiple challenges including: multiple decision makers slow communication process theadigroup.net

Product Portfolio ADi offers a comprehensive selection of products. Iprint Iprint is ADi’s online ordering site. E- procurement enables ultimate efficiency for our clients in print and communication collateral. The system is specifically designed for management of print, and distribution of branded promotional items. Promotional ADi offers a comprehensive selection of corporate specialty and promotional items. The company represents several national vendors with thousands of items, from cups and coolers to pens and office items to bracelets, electronics, golf balls, and more. Warehouse Inventory ADi is helps businesses by providing timely, flexible, and cost-effective fulfillment solutions. They can manage any fulfillment project, from full-pallet distribution or single- carton shipping to sell-sheet mailing, iprint store hosting, handwork and custom assembly, print on demand and much more. Printing ADi is a full service agency that sells printing and related services. Products such as business cards, letterhead, envelopes, brochures, booklets, business forms, posters, catalogues and labels are manufactured and delivered on a timely and cost effective basis. theadigroup.net

Our Value Proposition: Exceptional Customer Service Our value proposition has to be different from the competitors in our industry. We offer our clients a vendor who is an ally, who is going to work for them and with them to obtain the product and service they want. Our confidence and ability translates into confidence for the consumer and a starting point towards developing long- term relationships and trust. theadigroup.net

Past Marketing

Marketing Strategy

Goals Strive to reach gross profit margin above 30% by the end of 2015 Support 2015 revenue goals through the acquisition and development of 20 new, qualified leads by the end of the year Develop and promote brand recognition and increase awareness of our products and services to Des Moines area businesses Build and execute a cross-sell, up-sell program that contributes to relationship growth with new and existing clients theadigroup.net

Strive to reach gross profit margin above 30% by the end of 2015 Margin Strategy & Tactics Strategy: Strive to reach gross profit margin above 30% by the end of 2015 Tactics: Promote products and services in such a way that the customer perceives added value Create communication campaigns/collateral individualized to the customer’s relationship with ADi and their particular interests Better promote the “big picture” and how various products and services work together theadigroup.net

Support 2015 revenue goals through the acquisition and development of 20 new, qualified leads by the end of the year. Lead Generation Strategy & Tactics Strategy: Offer free, targeted content to specific audiences in exchange for their contact information so we can nurture the relationship and pass qualified leads Tactics: Develop premium content offerings to generate leads and educate our audiences Whitepapers Social Media Blog articles (promotional & educational) Testimonials Case studies Develop landing pages on ADi website for content offerings to capture lead information Webinars Develop lead nurturing campaigns theadigroup.net

Build and execute a cross-sell, up-sell program that contributes to relationship growth with new and existing clients Cross-sell/Up-sell Strategy & Tactics Strategy: Develop effective cross-sell and upsell campaigns to current customers, resulting in higher ROI Tactics: Identify a product category with well-known product adjacencies and manually create offers relevant to the category (e.g. sell iprint solution customer warehouse storage services) and measure success Bundle multiple products that are relevant in offering at a special packaged price Develop, implement and manage loyalty programs to reward customers, gain insight and increase customer lifetime value theadigroup.net

Develop and promote brand recognition and increase awareness of our products and services to Des Moines area businesses Increase Awareness Strategy & Tactics Strategy: Develop and promote brand recognition and increase awareness of our products and services to Des Moines area businesses Tactics: Improve digital outreach with redesigned business website, digital marketing methods & social media efforts Be more involved in local business organizations and networking groups Increase content output theadigroup.net

Website Essential items that the ADi website needs in order to be successful Editable Design Quickly edit pre-defined areas on any web page Landing Pages Content should be original, well written and valuable Re-write Wording Multiple pages throughout the site to encourage download of content SEO Optimization Affecting the visibility of a website in a search engine's unpaid search results Collateral Develop landing pages on ADi website for content offerings to capture lead information Google Analytics No cost tracking solution

Social Media Promotion In use 46 Likes We will use Facebook to connect with colleagues, customers and professional groups. We will use Twitter to send 140 bursts of information to colleagues and customers. From one dashboard we will schedule Tweets and Facebook posts, monitor conversations, prove social ROI, and quickly create and customize ready-to- present analytics reports. Not in use We will use Linkedin to connect with colleagues, customers and professional groups.

Timeline 1-3 Months March 2015 Strategy Presentation Development of new website OR modification of existing website (landing pages, re-write content) Website Begin development of new branding documents (all-encompassing brochure + PPT) Collateral List development campaign set up Launch Campaign 1 Campaigns Write promotional and educational blog articles to further establish industry thought-leadership 1 Blog article per week Implement social media platforms (LinkedIn, Twitter, FB) publish posts once new brochure/article/blog post is finished. Social Media/Blog

Timeline 4-6 Months Post content and modify landing pages Website Continue to write promotional and educational blog articles to further establish industry thought- leadership 1 Blog article per week Support social media platforms with content (LinkedIn, Twitter, FB) Monitoring of social media Weekly updates/engagements Twitter – 5 posts per week Facebook – 5 posts per week Linkedin – 2 posts per week Social Media/Blog List development campaign set up Launch Campaign 2 Campaigns Create additional branding documents as needed: Whitepapers Case studies Testimonials Newsletter Collateral

Timeline 7-12 Months Website Continue to write promotional and educational blog articles to further establish industry thought- leadership 1 Blog article per week Support social media platforms with content (LinkedIn, Twitter, FB) Social Media/Blog List development campaign set up Launch Campaign 3 Campaigns Create additional branding documents as needed: Whitepapers Case studies Testimonials Newsletter Hosted Webinars Collateral Post content and modify landing pages

Success Measurement Campaigns Opens List Growth Social Media/Blog Website Google Analytics Content Number of content downloads from forms Engagement/Follower Increase theadigroup.net

Pricing theadigroup.net Website Modifications to website: Rewrite wording using SEO strategies Homepage This is the most important page of a website, and is often the most difficult to write. Fee Range: $450 to $600 Information Page An “information” page contains good relevant content such as a “How To” articles, product reviews and any other information your prospect might need as part of the decision process. The goal of an information page is not to directly sell something, but to move the sales process forward in some way. Fee Range: $250 to $750 Subscription Page Product description is minimal; the focus is more on the benefits the prospect will experience once they complete the transaction Fee Range: $100-$300 Sales Page A page that directly sells a product or service. These can range from a short product description page (similar to the ones you see on Amazon.com) to a full blown sales letter. Fee Range: $100-$300 Campaign Service Provider: Mailchimp Fewer than 2,000 subscribers, we can send up to 12,000 s per month at no cost Call to action strategy layout design Copywriting $250 per campaign Collateral Newsletters & internal communications: $500 First month’s newsletter (content + template) Up to 4 pages $450 Subsequent newsletters (content + layout) Up to 4 pages Promotional brochures & collateral: Design: 4-6 page brochure $1500 (Includes page layouts & content writing) Blog Blog set up & design (one time charge) $179 set up Unique, organic traffic-driving custom blog posts/month tailored to your audience. $75 per blog post Social Media Social Media strategy (Twitter, FB & LI) Set up of social media platforms (Twitter, FB & LI) including custom graphics & backgrounds $179 set up (one time charge) Monitoring of social media Weekly updates/engagements Twitter – 5 posts per week Facebook – 5 posts per week LinkedIn – 2 posts per week Monthly calendar outlining posts $400 per month

Typical Month of Work Month 1 2 Blog Articles $150 Blog Set up $179 Social Media Set Up $179 Monitoring of Social Media + 12 Posts $400 Continue website modifications $250 2 Blog Articles $150 $958/Month$1550/Month 2 Blog Articles $150 $1050/Month theadigroup.net Begin Website Modifications $ Campaign $250 Complete half new promotional brochure $750 Month 2Month 3 2 Blog Articles $150 $1300/Month Month 4 Monitoring of Social Media + 12 Posts $400 Monitoring of Social Media + 12 Posts $400 White paper $250 Complete half new promotional brochure $750

Thank You

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