Embedded Files
eMarketing Goals
eMarketing Goals
Improve marketing support capabilities and efficiency through standardized
processes and training.
Define strategy and plan implementation for new marketing products / services
Goal is to grow margin opportunities by positioning Florist as a holistic digital marketing provider.
Optimize existing services to improve shop penetration, shop retention, and margin.
Meet the budget 2023B margin, orders, and shop count targets for ODS (OSM, Review Mgr, Yelp, Social). Stretch +5%
Implement a comprehensive management plan for Google Business Profiles (internal mgmt./visibility and new business model)
Launch new triggered email campaigns to drive incremental orders for eFlorists
Improve our review managmer offering by partnering with a new vendor (incl transition mgmt.)
Optimize customer support to maximize basic marketing capability within eFlorist
Validate prioritized work for eMarketing team based on impact to business
Bolster our support when onboarding new shops to ensure solid start when transitioning site to florist
Manager Goals
Manager Goals
Retain ODS customer base
Retain ODS customer base
Manage to the controllable cancel rate for ODS as outlined in 2023B (60% of projected cancels)
Manage to the controllable cancel rate for ODS as outlined in 2023B (60% of projected cancels)
· Yelp: -352 shops / -25% of ending balance
· Yelp: -352 shops / -25% of ending balance
· OSM: -240 shops / -16% of ending balance
· OSM: -240 shops / -16% of ending balance
· Review Mgr: -60 shops /- 13% of ending balance
· Review Mgr: -60 shops /- 13% of ending balance
Improve Marketing Team’s Customer Service and Processes
Improve Marketing Team’s Customer Service and Processes
Standardize eMarketing Processes
Standardize eMarketing Processes
· Standardize weekly and monthly eMarketing processes, starting in March
· Standardize weekly and monthly eMarketing processes, starting in March
· Optimize new and at least 2 existing processes across eFlorist to maximize efficiency and capacity for basic marketing support
· Optimize new and at least 2 existing processes across eFlorist to maximize efficiency and capacity for basic marketing support
· Implement tracking mechanisms for process maintenance and ensure all standards are adhered to once implemented (zero exceptions)
· Implement tracking mechanisms for process maintenance and ensure all standards are adhered to once implemented (zero exceptions)
Drive growth in ODS
Drive growth in ODS
Build a business case for GMB mgmt. service offering, with validated cost structure and launch by Q3
Build a business case for GMB mgmt. service offering, with validated cost structure and launch by Q3
· Finalize GBP pilots and summarize findings
· Finalize GBP pilots and summarize findings
· Partner with Marketing Director to determine ideal target shop base and revenue stream
· Partner with Marketing Director to determine ideal target shop base and revenue stream
· Develop applicable SOPs and results reporting as part of the program implementation
· Develop applicable SOPs and results reporting as part of the program implementation
Validate prioritized work for eMarketing team based on impact to business
Validate prioritized work for eMarketing team based on impact to business
· Audit current workload via comprehensive reporting to optimize staffing and appropriateness for the team
· Audit current workload via comprehensive reporting to optimize staffing and appropriateness for the team
· Rescope approach to advising Key shops in decline to ensure our diagnostic efforts drive changes to the site
· Rescope approach to advising Key shops in decline to ensure our diagnostic efforts drive changes to the site
· Confirm impact from shifting to implementing SEO improvements identified and determine overarching use case
· Confirm impact from shifting to implementing SEO improvements identified and determine overarching use case
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