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Focus: Build a Community
Spread the word.
The success of Visibly will be growing and establishing a trusted community who experiences and understands the necessity our products. As we've begun re-establishing our brand in the marketplace, this phase will be focus on retaining our customers through additional engagement initiatives and cultivating a community that considers Visibly a necessity in their lifestyle.
Goals
Increase the number of customers taking acuity eye exams through govisibly.com by 10%.
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Acquire 5,000 new customers through purchasing contact lens by the end of the year.
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Partner with at least 1 external contact (blogger, doctor, etc.) to publish co-branded content.
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Create B2B onboarding content for new users and get feedback from 3 external partners.
Tactics
Expand Marketing Footprint
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Identify key marketing hires (full time and third party) to effectively scale and grow efforts
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SEO/SEM Specialist, Graphic Designer, Video Creator and Editor
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Connect with Public Relations Specialist and strategically expand brand messages within the industry
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Connect with influencers, corporate partners and evangelists to spread word of Visibly
Produce Organic Content
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Create a launch campaign announcing expansion into contact lens market
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Implement email marketing campaigns based off of existing customer data
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Examples:
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Reminder to renew prescription
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Inside look showing the ease our vision test
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How to take advantage of telehealth
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Create Collateral and Brand Materials
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Design standardized, branded collateral pieces that can be utilized to market Visibly
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One-pager
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B2B sales presentations per target audience for potential partners
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Grow through Optimization and Ads
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Implement advanced SEO and Google Adwords strategy with third party agency
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Initiate social media ads to increase engagement and awareness
Measure Marketing Tactics
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Utilize software to review the growth of social media accounts and effectiveness of published content
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Measure the effectiveness of CTAs on website to take vision exam through social media messaging and email marketing
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Analyze website bounce rates and particular pages that are seeing drop-offs
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Review partners' websites/portals and analyze how Visibly tests are presented
Continue to Update Website
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Implement new content to our website to be seen as a trusted and reliable resource
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Incorporate blog and resource library
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Feature evangelists and success stories from users (doctors, patients, and more)
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Create an exclusive portal for doctors to further nurture our relationships
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