hedgehog
In today’s online marketplace, new products and brands emerge daily. Our passion is positioning our clients to win in a highly competitive space. We do this by using a combination of thorough research, brand and marketing strategy, and tactical execution. There is no magic pill to marketing. The key to success is implementing a plan rooted in research—together with you, we will plan our work and work our plan to reach your goals.
“A goal without a plan is nothing more than a wish.”
-Napoleon Hill
OUR APPROACH
We believe in diving deep into what makes each of our clients’ businesses unique, the specific problems their products or services solve, and most importantly, understanding who their target audience is, in order to develop the most efficient messaging possible.
We develop marketing strategies within a framework created by our team called the P5 formula. Our P5 formula specifies how your business, product, or service will be found, how the prospect will understand your product, identify with it, come to trust it, make a purchase from you, and then share their experience with others.
We believe that branding and marketing have a symbiotic relationship and we have great experience in executing both practices concurrently or independently as each situation warrants.
OUR TEAM
JOHN SMIDDY
Founder/Marketing Consultant
As a specialist in market planning, persuasive writing, advertising, copywriting, and buying habits, John has helped market and scale over 200 companies in various industries over the past 10 years. He is the Founder and President at LeadPlan Marketing, the host of “The Marketing Fundamentals Podcast” and the creator of the “P5 Marketing Formula” used at LeadPlan.
MIKE HARDY
Brand Strategist/Creative Director
An award-winning brand strategist with more than 20 years of experience in roles ranging from print production to high-end creative direction, Mike prides himself on understanding how to motivate audiences to take a desired action. Over the years, Mike has amassed numerous accolades, including more than 50 Addy Awards, while working with global brands such as Starbucks, Duracell, Harley-Davidson, Procter & Gamble, MillerCoors, Kroger, Ace Hardware, and Polaris.
beth barbaglia
Project Manager
Often referring to details as her “love language,” Beth utilizes her keen organization skills to champion project management for our clients. With her passion for helping others to bring their strategic goals to life, Beth brings a level of genuine excitement and optimism to each project. Her witty personality and off-the-cuff humor makes her a joy to work with on our team.
AJ Anderson
Account Coordinator
AJ is our lovable Account Coordinator, making sure our clients’ needs are always heard and expectations are met. AJ will become your main point of contact once your project is in motion, delivering all reporting and KPI metrics, as well as fielding all client communication.
OUR PROCESS
DISCOVERY
Just like our clients, every discovery we conduct is different. A discovery can consist of a kick off meeting, customer surveys, employee interviews, S.W.O.T analysis, workshops and market research.
STRATEGY
We develop a plan that is based on our P5 formula. Each plan is laid out in detail and is designed to impact your prospect all the way through the buyers’ journey.
Build
Once your plan is complete, we are ready to build it out. We will establish a project plan with milestones and action items. Your assets are built both in-house as well as through carefully vetted partners.
LAUNCH
All the research, planning, exploration, and collaboration yields a marketing strategy that is unique to you and is built around your customers. Our team will manage this plan and the budget associated with it.
SECRET WEAPONS
P5 Marketing strategy
We have developed a strategy process that we call “P5”. This formula ensures we examine each step of your buyer’s journey. These pillars address how your customers will:
- Find you
- Know you
- Trust you
- Buy from you
- Talk about you
Brand Storytelling
Our strategies are built on the principle that the most effective way to reach an audience is not by simply telling them your story, but inviting them to play the key role in that story. This process positions your customer to play the hero’s role, allowing you to play the guide that helps them to solve their unique problem. This approach weaves logical reasoning with emotion to create a connection with your audience. The result is that your leads will evaluate your product or service on value rather than cost.
PROJECT OVERVIEW + OBJECTIVES
Overview
Hedgehog is a new brand seeking a marketing partner to establish a strategic plan to launch their product. This strategy will be implemented across multiple platforms including digital advertising, website content, and social media engagements.
Project Phases:
Phase 1 – Discovery
Our inclusive process will help us to align the project goals and determine the key milestones and deadlines.
- Conduct discovery session (2 hrs)
- Conduct field research (audience surveys, polls, etc.)
- Competitive SWOT analysis of the learning technology market
- Keyword research
- Record all findings within the discovery brief
Phase 2 – Strategy
Armed with thorough research, we will create a strategy within our P5 Formula that utilizes a unique brand voice that speaks directly to your customer.
- Develop a P5 marketing strategy, which will include a plan for:
- How prospects will find you
- How prospects will know you
- How prospects will trust you
- How customers will buy into you
- How customers served will talk about you
- Create a story-centric messaging strategy from which we will develop:
- A powerful, emotionally charged narrative for Hedgehog that clearly establishes:
- Why the viewer should care by determining the internal and philosophical problems you solve for them
- How you are the guide that will help your customer in solving their problems
- Why you are the right choice for them
- The steps your customer needs to take and specific language that will get them to take action
- Headlines, taglines, and calls-to-action for use within marketing strategy
- A unique, authentic brand voice that distinguishes Hedgehog from other learning technology brands
- Website wireframe with a conversion strategy – how to get people to your website and motivate them to buy
- Foundation for ongoing content within websites, advertising, and other marketing
- A powerful, emotionally charged narrative for Hedgehog that clearly establishes:
- Establish the tactics and deliverables needed to meet core objectives
- Create a project plan to organize all tactics and establish timeline expectations
- Create a media plan with proposed budget allocations
Phase 3 – Asset Creation
We will use the project plan to outline deadlines and tasks for all design and development of the tactics required to execute the marketing strategy such as:
- Website design with conversion strategy
- Search Engine Marketing
- Copywriting (website content, advertising, etc.)
- Advertisement creation (print, digital, online, video)
- Media buying and negotiating
- Updated or new brand assets
- Print and digital materials
Phase 4 – IMPLEMENTATION
Your assigned Project Manager will keep the project on track while we execute the tactics for this project.
- Ongoing project management, ensuring tactics are being delivered on time according to the proposed project plan
- 3 – 6 month implementation of the new strategy in coordination with Hedgehog
- Ongoing status updates and regroups (frequency TBD)
EXAMPLES OF RELATED WORK
Brand Platform Case Study: Workshop Brewing Company
Click image to enlarge
CREATIVE TEAM AWARDS
Your Title Goes Here
2014
• Hermes Creative Award Gold Winner – Wilbanks Energy Logistics Logo Design
• Hermes Creative Award Gold Winner – Wilbanks Energy Logistics Website Design
2009
2008
• NDAC Denver 50 – Green Caps for Green Energy; for Silk/Whitewave Foods
• NDAC Denver 50 – Museum of the Obvious; website for Duracell/Proctor & Gamble
2005
• District 15 Addy Awards – Gold Award for Direct Mail Marketing
• Central Coast Addy Awards – 33 Awards including Gold Awards for Direct Mail Marketing, Corporate Identity and Industrial Self Promotion
2004
• PIA Awards of Southern California – 4 awards including the People’s Choice Award for Advertising Excellence
CLIENT REFERENCES
Project Estimate:
Discovery
- Discovery session
- SWOT and competitive analysis
- Keyword research
- Discovery brief
$4,000
Marketing Strategy
- P5 marketing strategy
- Brand storytelling strategy
- Unique selling proposition
- Establish tactics for strategy execution
- Project plan to keep tactics organized and on course
- Media plan with proposed budget allocations
$5,000
Asset Creation
- Create new assets as required to execute upon marketing strategy
TBD
Your Title Goes Here
Ballpark Pricing Structures:
Total Marketing Budget:
Local Impact State-wide Regional National
< $25k—————————————-$50k—————————————-$75k—————————————-$100k+ >
Website Budget: Strategy, design & dev, content (text & stock photos)
Brochure site (info only) Conversion Optimized E-Commerce
< $8k—————————————————————$15k——————————————————————$20k+ >
Video Creation: Create script, select & hire talent, direct, shoot, edit
:30 spot :60 spot 3:00+ spot
< $4k——————————————————————$8k——————————————————————$10k+ >
Logo Execution: Strategy, design, print and digital files, style guide
Local Business State-wide Regional National
< $5k——————————————$10k—————————————–$15k—————————————–$20k+ >
*Prices based on implementation within full marketing strategy
IMPLEMENTATION & PROJECT MANAGEMENT
- Project plan to manage implementation of tactics
- 3 – 6 month rollout
- Project management
- Scheduled check-ins and updates
TBD
TOTAL
$9,000
Are you Ready?
Let’s Get Started!
SHOWTIME!
From all of us here at LeadPlan Marketing, we want to thank you for your consideration.
