Monday, April 10, 2023 Thread Marketing Group 1

Marketing Strategy and SupportMobile Meals of Toledo

March 21, 2012

Who?

A full service, customer-focusedmarketing communications agency offering

strategic, integrated solutions.

25+ years experience, staff of nearly 20, strong company belief in helping our community

succeed through volunteerism/community service.

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What?

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Integrated MarCom Agency

How?

We think strategically. We’re creative.And we understand technology…

We’re that rare breed that combines left and right brain thinking!

Strategic solutions. Measurable results.

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Thread Approach…“Plan the Work and then Work the Plan”

Our process ensures that we understand and address the “big picture” before delving into tactical solutions.

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The Plan for Mobile Meals

• Discover: Discuss your marketing prioritiesand unique brand challenges

• Plan: Develop recommendations for a strategic brand and integrated marketing communications

• Produce: Create tactical solutions for brand identity and marketing communications

• Manage: Measure and evaluate success on an ongoing basis

Development Plan Benefits

• Aligns the agency and client with a focused, unified mission

• Offers custom solutions developed for your unique organization

• Connects great strategy with great creativity – not just cool graphics

• Provides an effective solution for less cost

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Brand Strategy

Brand Strategy - Situation Analysis

• Mobile Meals is the leading provider of home delivery meals in our region – helping clients sustain independence/improve quality of life

• Nearly 50 years of positive equity behind your organization

• Yet, the brand suffers on both a recognition and awareness level

Brand Strategy:More than a Logo/Identity

• Brand is the point of truth between:– What you really are– What you want to become– How you are perceived

• Brand is an accurate

reflection of your

personality

Brand Strategy:Getting it Right From the Beginning…

• Brand is reinforced every time there is an interaction with your organization

– Important to understand organization’s core values/benefits to the customer

– Important to plan, build, and manage how you’re perceived in marketplace

– Important to effectively communicate key benefits to your target audience

Strong Brands are not Complicated

• Begins with Brand Identity – “how you visually represent yourself”

• Continues with Brand Awareness – “how you consistently tell your story”

• Resonates with Brand Promise – “how you live your brand”

Strong brands keep existing customers coming back with minimal marketing expenditure

Mobile Meals Brand:Why isn’t it resonating with the public?

• Brand confusion with Meals on Wheels – Not enough differentiation/explanation of providers

• Visually unappealing to your prime target – Women make 80% of healthcare decisions for family

– Need stronger connection - Softer, friendlier, value-driven

• Mark supports negative perceptions in the market:– Limited service – not available in my area

– Only serves the elderly or physically disabled

– Meals are neither nutritional or palatable

– Not viewed as a resource – instead as a last resort

Mobile Meals Brand: The Opportunity

• New or enhanced logo mark can serve as an education/communication tool – dispel myths

• Emotional & intellectual connection – helps me understand value and choice becomes easy

• Branding is tribal in nature – people want to be associated with quality, popularity, cause-marketing

Mobile Meals Brand: The Opportunity

• Create a recognizable, highly-regarded brand in the community

• Make Mobile Meals the provider of choice for home delivery of meals – use emotional & intellectual connection – helps me understand your value and my choice becomes easy

• Improve communication channels and reach

• Increase revenue streams

Brand EnhancementsBuild your brand from the inside out – not outside in

•Misuse of color and harsh graphics – cold and unwelcoming•New ID represents what they do – serving people and animals•Interaction, color and whimsy nonverbally communicate their message – “where happy endings begin”

Brand EnhancementsAccurately display your brand personality and

consistently apply it

•Logo mark no longer represents resorts image/offerings•Complete renovation with added amenities•New ownership – no longer just a waterpark•Trying to attract a more upscale family as well as couples, friends getaways

Brand EnhancementsBrand perception/impressions build over time

•Similar to issues facing Mobile Meals•Outdated typeface and graphic treatment•New logo is stylish, more upscale•Appropriate color, but weak execution

Brand EnhancementsDecision is not whether or not to brand – decision is to have a strong or weak brand

Brand Strategy Development

Next Steps/Recommendations

• Discover Session

• Brand Strategy/Identity Development• Identity Development• Key Messaging

• Comprehensive Communications Plan• Internal Plan (brand communication to key constituents)• External Plan (brand communication to public)

Comprehensive Communications Plan

• Consistently communicatethru all materials/venues

• Equally important to takeyour message to where people are consuming content

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Digital Communications

Digital Communications

• Today’s consumer is savvy to digital communications, and uses it almost exclusively to research information, gauge opinion and make decisions• Facebook• Google AdWords• Banner Ads• QR Codes• Mobile• Geo-targeting• Pre-roll video Ads

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Needs: - Updated Design- Directional Content- Optimized- Promotion

Mobile Meals Current Website

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Needs:- Integrated Branding- Robust Content- Engagement- Promotion

Mobile Meals Current Facebook Page

Influencing Visitor Satisfaction

• Brand Identity and Messaging: Visual design and tone

• Content: Current, accurate and relevant

• Site Architecture: Concise, logical and easy-to-use navigation

• Site Accessibility: Based on accepted usability standards

• Reliable and secure programming that is search engine friendly

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Optimizing Your Site with SEO

• On-going analysis site structure for potential issues that would block SEO

• Title meta tag analysis

• On-going analysis of page description relevancy to keywords

• Content/Keyword research

• Content/Keyword density analysis

• On-going evaluation of Robots Meta tag

• On-going site submission and indexing

• On-going cross linking research and analysis

• PR Optimization

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Promoting Your Site with SEM

• Pay Per Click Program (PPC)• Google AdWords, Yahoo, etc.

• Permission Based Email Program (PBE)• Behavioral Targeting Program• Blogs, Forums, etc. • Online Goal Measurement• Facebook Ads

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Public Relations

Telling the Story

• PR is much more than a Press Release• Media Relations/News• Community Event Presence• Internal Activities• Social Media• Digital Media Content• Grass Roots Efforts• Collaboration

Integrating Public Relations

• To be recognized as thought leaders in the industry• Become top-of-mind as experts for resource quote,

or content for a feature story • Build relationships with media, targeted groups

beyond the media, directly with your customer• Educate the public on your services• Integrated into all activities that comprise and

convey your brand (traditional, digital, and social media)

Share the Message - Spread the News

• Beyond news, events, items of interest– Reacquaint the media with Mobile Meals– Community event presence/promotion– Internal promotion (volunteers, staff & board)– Integrated key messages/cross promotion– “Grass roots” efforts (guest speaking, testimonials)– Community collaboration (sponsors)

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Social Media

• Communication (Blogs, Facebook, LinkedIn, Twitter, MySpace, Pinterest)

• Collaboration & Authority building (Wikipedia, Digg)• Multimedia (Flickr, YouTube)• Reviews/opinions (Blogs, TripAdvisor, eHow)• Entertainment (Online gaming, The Sims online)• Brand monitoring (Radian 6)

Social Media Categories

• Selecting the best channel(s) for your message• Set expectations for engagement (determine your

goals for ROE)• Have an editorial plan for content • Cross promote with other traditional marketing and

promotional tactics• Keep current, be relevant, stay engaged• Monitor activity

Social Media Best Practices

• Editorial calendar development (a content plan)• Foster engagement (links to video, online content)• Create awareness (FB ad campaigns)• Integrated promotion (brand building across all

marketing tactics)• Viral promotion (pass along the MM vision)• Online contests• Video tells a powerful story• Reputation management (monitoring)

Creating a Presence Through Engagement

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Conclusion

By integrating all of the tools available to build your brand strategy – visual design, digital

communications, public relations, and social media– we help you create and manage a highly-focused marketing communications

plan to enhance your current brand reputation.

That’s how we tie it all together.

Questions ?

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