Marketing

Put Humanity Back into Digital Marketing

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Marketing is more complex than ever. The old models, partnerships and expectations don’t work. Your business success is too important to miss key connections and run media without an actionable and measurable integrated strategy. Technology, Data and Marketing industries are converging, and those who will come through the next 3 years as winners will know how to put these assets together for the ultimate goal: authentic human connection.
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  • 1. Putting Humanity Back into Marketing @centrallyhuman CentrallyHuman.com
  • 2. We’ve Come a Long Way in 10 Years!
  • 3. We Finally Have All the Supplies to Reach our Customers • Technology has advanced • Creative storytelling is at its peak • Media placement is tailored to refined, niche audience • Data availability at an abundance • Consumers are comfortable with great marketing • Talent is yearning to build great marketing programs
  • 4. Complexity is Keeping You from Your Customer Overwhelming amount of data and information Data becoming more of a burden than a benefit Increased complexity has increased silos Software partners overpromised that they could every problem Trusted agency partners are being less transparent Fraud and waste are eating up the majority of marketing budgets Your customers are expectations are higher now more than ever
  • 5. Marketing: Reach People The connection between your brand and a group of individuals to drive emotional & business results Technology: Your Tool A powerful asset to drive solutions as good as the people and plans powering it Data: Smart Decision-Making Your most powerful asset appears infinitely complex but is actually beautifully simple when you have a translator Lacks Real Insight & Purpose Meaningful but Not Scalable Scale & Speed Without Direction REAL HUMAN CONNECTION
  • 6. Centrally Human Helps Marketers Connect with People in Deeper, More Meaningful & Profitable Ways
  • 7. • Independent Marketing Consulting Firm • Born from Digital Experience & Designed Specifically for Marketers • Human-Centric Strategic Planning & Implementation • Proprietary Process that’s Integrated, Data-Driven, Digital, Actionable, Measurable and Built Around Your Customer • And 12+ Years of Real Experience • 5 core digital channels mastered • $1 billion in media managed • 50+ clients across all major verticals • 20 cross-functional employees managed 800+ marketing strategies created • 8 sales strategies designed and executed • 2 business divisions reimagined Let Us Introduce Ourselves!
  • 8. What It Means to be Human-Centric Data Comprehension and Translation Continuity at Every Plan Level Empower Your Greatest Asset • Data are proxies to people • Act as your a universal translator • Listen, translate, connect, put to use • Data analytics, technology, marketing = complex plans • Ensure all plans are aligned around the key goal • Make sure everyone’s compass is pointing in same direction • Coach people running programs to understand goals and vision
  • 9. STRATEGIZE EXECUTESELECTAUDIT EMPOWER Integrated blueprint that maps business goals to action plan Know what you have and what you need Secure your ideal partners and assets Ensure the best laid plans are managed successfully Harness the power of your human capital and talent How We Do It
  • 10. Centrally Human In-House Specialty Firms Mega Consulting Firms Agency Teams Technology Providers Hands-on Experience Neutrality Advocacy Connections Focus Efficiency Transparency We’re Different; We’re Designed for You
  • 11. Business Development Success Stories • Mediated and translated digital-first plan between creative and marketing agencies, resulting in successful brand awareness campaign • Designed partnership organization for data company looking to enter digital marketing industry and sell to publishers and agencies, resulting in division being highest grossing at corporation for first 2 years running • Reorganized North American business division for SaaS company caused by new product launch and focus • Re-booted 3 client relationships for marketing agencies and built teams around new digital techniques and best practices, resulting in 40% revenue growth • Advised 5 SaaS technology partners on agency partnership best practices and integration/relevancy in digital marketing, resulting in repeat business and significant revenue growth
  • 12. Case Study | High-Tech • Challenge: New Product Launch Client launching a new product that had a different price point, function, business model and customer than their previous offerings. The product existed and market research was completed, and they needed a complete go-to-market strategy to ensure success. • Solution: Go-to-Market Strategy Designed and lead implementation of strategic plan over the course of 3 months that connected the dots between the marketplace, product features and end buyer. Included reframing product features and reengineering pricing strategy, marketing, sales structure, legal contracts and operational flow to create a cohesive, meaningful, profitable and in- demand product that every functional team understood and supported. • Results: Sales pipeline grew 300% and 3 global clients were reviewing $500,000+ contracts within a month of project completion.
  • 13. Case Study | Hospitality • Challenge: Drive Loyalty Program Membership Low brand awareness and lack of high reach marketing budget was resulting in low sign-ups for hotel brands new loyalty program. • Solution: Integrated Digital Strategy Custom-designed integrated digital strategy leveraging display, search and social across 2 agency partners. Strategy designed from business objective to creative alignment, tactical implementation and monitoring of optimizations. • Results: Met loyalty registration goal, drove 28% increase in brand awareness and gained new insights for future integrated channel and integrated agency programs.
  • 14. • Challenge: Disconnected Digital Marketing Digital program was lacking efficiency and results had plateaued. Client needed to identify what wasn’t working, how to fix it along with support in implementation. • Solution: Digital Strategy Restructure Full audit of digital, search and social efforts by marketing agency. This included both the digital marketing plan structures as well as the team dynamic supporting them. Found misalignment on needs, redundancy in work, and missed opportunities. Tactical recommendation to restructure the digital buying were presented and implemented by agency with full client support. • Results: 330% increase in ROI within 3 months of restructure. Case Study | Insurance
  • 15. • Challenge: Non-Integrated Media Planning Each quarter, planning happened in a marketing channel silo without any cohesiveness to each other. There was no transparency into effectiveness, consistent measurement or clear understanding of what was being chosen, how it was implemented and what worked. A customer would have a different brand experience depending on the medium they were using. • Solution: Integrated Strategic Planning Blueprint Bespoke architecture for the brand and marketing strategy built around the customer journey that functioned as blueprint for client’s B-to-C and B-to-B plans. Blueprint used as guide for all planning, ensuring transparency into spending and alignment on goals and results. Technology integrations that linked online and offline customer touchpoints for improved customer service and insights. Improved team morale and working relationships. • Results: Smarter optimizations resulted in 200% increase in agency partner efficiency. Coherent branding across channels resulted in 100% increase in customer satisfaction scores. Case Study | Insurance
  • 16. • Challenge: Data, Tech and Marketing Silos Grocery retailer had good results in each of their marketing disciplines (digital marketing, analytics and DM) but was struggling to bridge the silos to gain greater customer understanding, improve their marketing strategy and better measure results. • Solution: Customer-Centered Digital Campaign High-touch alignment of multi-stakeholder group followed by bespoke strategy built around a pilot campaign. The strategy connected online and offline data sources for targeting and measurement. Work included multi-team brainstorm sessions and buy-in, asset review and partner selection. Deliverable was a final strategy with tactical instructions and clear KPIs for client and agency partner. • Results: Strategic work was successful in getting a clear, defined and scalable plan for client supported by all parties and in-market. Actual campaign results pending. Case Study | Retail
  • 17. • Challenge: New to Digital Apparel retailer was losing ground to massive and high-spending competition. They needed to modernize their marketing from basic branding the results-driving digital without braking the bank. • Solution: Simple, Clear & Measurable Plan Consultative and strategic planning to define business goals, challenges, assets available and budget. Created strategic digital plan that leveraged both online and offline data to drive traffic to website and stores. Worked with marketing agency to translate plan into live digital campaign. • Results: Highly-targeted addressable campaign with comparable costs to non-targeted digital. Client reviewing results and 2017 strategic marketing recommendations. Case Study | Retail
  • 18. • Challenge: Efficient Lead Generation Highly competitive industry for online university programs (associate, bachelor and master programs) presented the challenge of standing out and connecting with quality prospective students while maintaining low cost per lead. • Solution: Digital-First Program Developed national digital marketing program with clear strategic alignment to other marketing efforts that was transparent, measurable and ease to optimize to maximize business results based on market fluctuations. • Results: Cross-functional marketing program, resulting in 300% increase in conversions with only 15% increase in cost per lead. Case Study | Higher Education
  • 19. • Challenge: Crossover into Digital University was looking to scale a business division into the digital space, but they didn’t know where to start or if it would work. • Solution: Detailed Brand Roadmap Created strategic plan that outlined the specific adjustments that would need to be made to bring business into the digital space along with the tactical plan outlining each step with timeline. • Results: Actionable strategic plan that addressed the end-user needs and how the business could adapt and grow profitability. Client successfully implemented plan. Case Study | Higher Education
  • 20. Our Clients Talk to Us When They Are: • Beginning Annual Strategic Planning • Going through Big Change, Product Launch or Tent-Pole Campaign • Rebooting Agency or Tech Relationship • Optimizing In-Market Strategy to Boost Effectiveness and ROI • Looking to Increase Results & Transparency while Reducing Waste & Fraud • Taking Ownership and Control of Marketing Assets or Functions • Empowering Talent to Succeed in a Digital-First World
  • 21. How Can We Help You?
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