Download Neverendless Marketing Dept

NEVERENDLESS
Marketing Component Concept
February 2011 – Chris M. Brewer (Crescendo/Spout)
“I stopped doing it years ago; I’ve been living it ever since.”
- Anonymous
MARKETING COMPONENT
PURPOSE
To promote community growth and increase revenue by establishing a singular, positive Brand identity;
implementing new promotional and revenue opportunities; and, developing Departments to continually
secure revenue, promote Neverendless, and liaison with the community.
OVERVIEW
The Marketing Component will be an distinct extension of the Neverendless community that ensures the
identity of the Brand and promotes the community in a positive manner. It will be comprised of service
agents, salespeople, analysts, and designers – forward-thinking people that support the Neverendless
community – and managed by a Director of Marketing.
The Component will be responsible for:
 Analyzing and reporting current market trends, advertising possibilities, and user activity.
 Establishing Brand standards and developing its identity across all outlets.
 Designing marketing programs, advertising campaigns, and other promotional features.
 Developing a variety of advertisements, sites, and programs that promote the Brand.
 Promoting customer and community growth through a variety of creative methods.
 Generating a positive satisfaction-centric experience for members and staff.
 Gathering community feedback and monitoring member perception.
DEPARTMENT PRODUCTIVITY SCHEDULE
Marketing Department
The Marketing Department will perform the following, subject to change as necessary:
 Develop and schedule at least one new marketing program or initiative per month.
 Develop and monitor an advertisement rotation/impression system.
 Produce at least two new advertising campaigns per month.
 Utilize all exterior social networks and communities every day.
 Produce and deliver at least one promotional email every two weeks.
 Implement all scheduled marketing roll-outs on time.
 Research, analyze, and report community feedback and activity per month.
 Increase Brand visibility on at least one new platform per month.
 Develop at least two promotional sales strategies per month.
Community Relations Department
The Community Relations Department will perform the following, subject to change as necessary:
 Utilize community and/or public polling at least two times per month.
 Conduct open community panels once per week.
 Follow-up on at least 25 service-related situations per week.
 Interview at least three community members per week.
 Gather service evaluations and ratings for analysis and reporting.
 Analyze research and determine Brand, service, and experience satisfaction each month.
 Provide at least one announcement per month regarding attention to the community voice.
 Direct all members to the appropriate resources for timely service.
 Assist all staff members to quickly and accurately resolve all members issues.
Sales Department
The Marketing Department will perform the following, subject to change as necessary:
 Utilize promotional strategies to upsell products and packages.
 Secure regular advertisement and package sales.
 Deliver donation promotions on schedule.
 Secure at least 70% advertising fulfillment per month.
 Fulfill at least two outgoing advertisements per month.
 Acquire at least eight new customers per month.
 Acquire at least three new subscriptions per month.
 Track, analyze, and report all sales and advertising figures each month.
 Resolve all customer issues quickly and efficiently.
FORECASTED GOALS AND MILESTONES
Marketing Department
Some of the goals and milestones the Marketing Department should anticipate in the first twelve months:
 5000+ daily active members across all community outlets.
 A complete, efficient ad-rotation/impression system.
 A proven track record of successful marketing through dozens of programs and initiatives.
 Highly-active internal and external community networks.
 Heightened member- and public-awareness of community features.
Community Relations Department
Some of the goals and milestones the Community Relations Department should anticipate in the first
twelve months:
 90%+ staff and member satisfaction rating.
 Less than 25% complaint level.
 A complete, accurate Frequently Asked Questions public resource.
 Highly-active community panels that provide feedback and encourage member involvement.
 Less than 15% staff turnover rating.
Sales Department
Some of the goals and milestones the Sales Department should anticipate in the first twelve months:
 85% advertisement fulfillment across all community outlets.
 Greater than 25% subscription customer base.
 A proven track record of successful sales through packages and customized programs.
 Highly-effective outgoing advertisements.
 100% increase in donation levels.
ORGANIZATIONAL STRUCTURE
Executive Management
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Director of Marketing
Assistant Director of Marketing
Marketing Department
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Marketing Manager
Marketing Specialist
Community Relations Department
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Community Relations Manager
Community Relations Specialist
Sales Department
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Sales Manager
Sales Agent
Organizational Outline
Owner
Director of
Operations
Director of
Marketing
Administrators
Assistant
Director of
Marketing
Department
Heads
Marketing
Manager
Community
Relations
Manager
Sales Manager
Staff Members
Marketing
Coordinators
Community
Relations
Specialists
Sales Agents
COMPONENT RESOURCES
Component Management will manage all Component resources and delegate access to each
Department, as necessary. The Component will require the following resources and capabilities, subject
to change, as necessary:
Authority
The Component will need authority to operate in a number of functions:
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Governance of the Component, its Staff, its assigned resources, and its responsibilities.
Management of Brand identity, Brand reputation, customer experience, and community
perception of Staff.
Power to design and establish Brand components; implement advertisement campaigns; develop
marketing promotions; gather and utilize community input; and, acquire and manage customers.
Decisions in issue resolution, customer service, and quality control.
Accounts
The Component will need to have accounts for involvement in regular and externals channels:
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Forum, TeamSpeak, IRC, and in-game accounts for announcement of promotions, analysis of
activity, and moderation of Staff.
External social and public networks including, but not limited to:
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Facebook
MySpace
Twitter
YouTube
Google
Yahoo
DailyMotion
WordPress
LinkedIn
Bing
Craigslist
Other websites and media locations, as available.
Access
The Component will need access to public community and private staff areas:
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Forum sections and TeamSpeak rooms for Component communication, resource sharing, Staff
training, and perception analysis.
Access to Staff forums, TeamSpeak rooms, and IRC rooms.
Accountability
The Component will need paths to remain accountable for all decisions and activity:
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Reports of all changes in resource delegation and requirements.
Open operation before Owner and Administrative staff.
Major changes reviewed and approved by Owner; and, if necessary, Director of Operations or
other Administrative staff, as applicable.
Record and regular review of all Component activities.
DEPARTMENT EVALUATION AND IMPROVEMENT
All Departments
Each staff member of all departments will undergo productivity evaluation and improvement challenges at
the end of each calendar month:
 Evaluations will analyze goal achievement, time management, teamwork, contributions,
attendance, accuracy of reporting, service provision, and personal growth.
 Coaching will be put into effect if evaluation is not depicting growth and motivation.
 Improvement challenges will be issued if evaluation does not meet expectations.
 Monthly rewards may be withheld and corrective action may be taken if evaluation is far below
expectations.
DEPARTMENT REWARD SYSTEM
Monthly Custom Item
As per normal Staff Rewards, Component staff members will receive one Custom Item per month,
dependent upon work performance and attendance. The provision of this reward will be determined by
the performance level in monthly evaluations.
Additional Department Rewards
Additionally, based on goal achievement, personal activity, and Department productivity, each
Component Staff member will receive an amount of points to spend in a virtual store for in-game items,
based on performance level in monthly evaluations.
Point Provisions
Each Department staff member can gain points based on the following personal and departmental
achievements each month (all point bonuses are cumulative):
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Goal
Employed
30 days
90 days
6 months
1 year
Each additional 6 months
100% Abuse-Free Environment
Attendance
Daily Shifts
Weekly Meetings
Personal Goals
Achieved
Doubled
Tripled
Department Goals
Achieved
Doubled
Tripled
Department Milestone Achieved
100% Monthly Evaluation
Purchasable Goods Pricing
 Most available items (Listed)
 Special packages and unique items
 Re-Custom Item
 Custom Item (Additional)
Complete
Incomplete
Base: 100 points
+10% base points
+15% base points
+20% base points
+15% base points
+25% points
Base: 10 points
N/A
N/A
N/A
N/A
No point gain this month
+15% points
+15% points
-50% all points this month
-50% all points this month
+50% points
+100% points
+200% points
-50% all points this month
N/A
N/A
+50% points
+100% points
+150% points
+250% points
+100% points
-25% all points this month
N/A
N/A
N/A
Minus perc. less of 100.
1-50 points per item/stack
50-300 points per package/item
150 points
500-750 points
COMPONENT MANAGEMENT
DIRECTOR OF MARKETING
Objective
The Director of Marketing is responsible for the overall direction, coordination, implementation, and
control of the Brand and its identity; direct advertising and donation sales; development of sales initiatives
and programs; oversight and development of strategic marketing programs; promotion of Brand image;
staff training in Brand identity and promotion techniques; and, management of the Marketing, Community
Relations, and Sales Departments.
Responsibilities
The Director of Marketing is directly responsible to perform the following tasks:
Establish and Develop the Brand
 Develop a singular identity for the Brand that promotes the Neverendless vision and environment
in a positive, attractive manner.
 Polish critical components of Brand identity across version, seasonal, and community demands.
 Implement the Brand across all outlets and Components of Neverendless.
 Ensure all staff are trained on representing and promoting the Brand.
 Redevelop the Brand as trends change to represent the most current vision and mission of
Neverendless.
Conduct Market Research and Analysis
 Research and review market conditions, potential promotional opportunities, existing marketing
activities, perception hazards, and competitor information.
 Determine and monitor the marketing budget and required resources.
 Analyze current user base according to various factors that may affect monetary and recreational
involvement, including locale, language, age, and tenure.
 Poll and interview community members on their experience; and, analyze results by popular
trends.
 Monitor, review, and report all marketing activity and results.
Develop Marketing Initiatives and Programs
 Work closely with Owner, Director of Operations, and Administrative Staff to determine best
standards, the Neverendless vision, and deliverables.
 Capture the Brand in promotional programs and features that promote community growth, drive
donation awareness, and increase a positive reputation among players.
 Increase public visibility of the Neverendless community and its polished features to drive traffic
and generate income.
 Refine Search Engine Optimization (SEO) for all Neverendless websites; draft targeted
advertising on high-traffic websites, such as Google and Facebook.
 Develop promotional features that increase community involvement, reward member recruitment,
and challenge members to get involved in promoting Neverendless.
 Use social networks, such as Facebook and Twitter, to increase Neverendless visibility to the
public.
 Increase the visibility and promotion of beneficial and polished features to the existing
Neverendless community for increased experience satisfaction and community development.
 Develop pricing and promotional strategies that utilize research to achieve sales- and populationgoals.
 Plan and coordinate activities for Sales and Marketing Departments to collect the best return on
time invested.
Develop Advertising Programs
 Develop donation-based programs for banner ads and strategic advertising in outlets of
Neverendless that rely on strategic sales initiatives.
 Organize an advertisement rotation system to achieve required number of impressions and
volume for each advertisement.
 Develop sales initiatives that increase the flow of revenue through paid advertising and a
competitive limited-placement structure on Neverendless sites.
 Design textual, email, and graphical advertisements to publish to visitors, subscribers, and
advertising networks to increase traffic and drive revenue.
Drive Sales Volume and Interest
 Promote donation, advertising, and other paid programs to increase volume of sales.
 Set projections for sales volume; develop quota for Sales Department; and, analyze current and
projected trends to determine capabilities.
 Work with Sales Department to monitor goal progression, sales trends, and Department
productivity.
 Direct Sales methods and standards to secure paid advertising, increase donations, and build
feature awareness.
Develop and Train New Departments
 Set forth expectations, guidelines, training procedures, organizational structure, and reward
systems for two new Departments: Sales Department and Marketing Department.
 Hire and train Department members according to structure and standards, setting expectations
and equipping for success in their field.
 Oversee progress of each Department and refine as necessary.
Lead and Train Staff in Brand Promotion
 Work with Administrative Staff and Component Heads to ensure all staff represents Neverendless
in a positive, professional manner.
 Publish regular training on new Brand and marketing features as they are developed to keep staff
informed.
Resolve Customer and Staff Issues
 Monitor Sales- and Marketing-related issues and work with Component Heads to resolve all
issues as quickly as possible.
 Enforce satisfaction policies as appropriate through all resolutions to ensure the best possible
Neverendless reputation and experience.
 Communicate with staff regularly to ensure positive moral and high productivity.
 Handle hires, terminations, leaves, and other employment status situations.
 Reprimand, re-train, and direct staff members through the appropriate means, as necessary.
 Communicate with community and customers to ensure satisfaction levels and promote feedback
opportunities.
The Director of Operations is responsible to oversee the Marketing Component, which is comprised of the
Marketing, Community Relations, and Sales Departments:
Expectations and Deliverables
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Fulfill all listed responsibilities and deliver accurate, effective results.
Communicate with Staff regarding marketing activities, promotions, and Brand standards.
Monitor and record productivity and progress of Sales Department and Marketing Department.
Continually innovate new ways to generate revenue, increase community growth, polish Brand
identity, and improve Brand reputation.
Report to Owner and Director of Operations with weekly Component activity and results.
Forecast community activity, goals, and production rates each month.
Continually deliver marketing activity within timeframe and budget.
Liaison with Administrative Staff and Department Heads to determine features and promotional
points of each Component and ensure Brand identity across all Neverendless outlets.
Analyze and report monthly promotional, sales, and recruitment activity.
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Resolve and record all issues to fullest extent, quickly and professionally.
Remain active and accessible for staff and community communication daily.
Attend all required meetings and appointments.
ASSISTANT DIRECTOR OF MARKETING
Objective
The Assistant Director of Marketing is responsible for assisting the Director of Marketing in all aspects of
direction, coordination, implementation, and control of the Brand and its identity; direct advertising and
donation sales; development of sales initiatives and programs; oversight and development of strategic
marketing programs; promotion of Brand image; staff training in Brand identity and promotion techniques;
and, management of the Marketing, Community Relations, and Sales Departments.
Responsibilities
In addition to assisting the Director, the Assistant Director of Marketing is directly responsible to perform
the following tasks:
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Communicate with the Component Departments on a regular basis to affirm moral, ensure
productivity, and resolve issues.
Coach and evaluate all Department Managers on a regular and ongoing basis.
Liaison with Administrative Staff and Department Heads to ensure open communication, regular
updates on promotional features, and awareness of promotional programs.
Intervene and resolve issues with staff, members, and customers in a quick, effective manner, as
necessary.
Monitor and report on complaints, suggestions, developments, Department activities, community
changes, issue status, goal achievements, and staff evaluations.
Monitor, review, and report all Department statistics, sales, productivity, programs, initiatives, and
customers.
Continually innovate new ways to generate revenue, increase community growth, polish Brand
identity, and improve Brand reputation.
Report to the Director of Marketing on a daily basis.
Conduct meetings, interviews, hiring, terminations, and training when required.
Remain active and accessible for staff and community communication daily.
Attend all required meetings and appointments.
COMPONENT DEPARTMENTS
MARKETING DEPARTMENT
Department Responsibilities
The Marketing Department is responsible for the development and implementation of marketing initiatives
and advertising promotions.
Department Composition
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One Marketing Manager
One Assistant Marketing Manager.
Any necessary number of Marketing Coordinators that function in one or more roles: Marketing
Designer, Graphics Designer, Layout Specialist, Video Designer, Copy Writer, or Developer.
Marketing Manager Responsibilities
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Manage and coordinate all marketing, advertising, and promotional activities of the Department.
Analyze market trends, customer experience, community environment, website traffic patterns,
and marketing effectiveness.
Lead design staff in new promotions, features, and advertising campaigns.
Lead promotional staff in promoting the community, generating promotional opportunities, and
innovating attractive programs.
Monitor and report Department activities and productivity.
Perform assessment of results and evaluations of Department staff members.
Monitor each advertisement and the ad rotation system.
Assemble and train the Department.
Operate in various roles of the Department, as necessary.
Marketing Coordinator Responsibilities
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Operate in one or more specific roles to design and develop advertising campaigns, creative
marketing promotions, accents to community features, and assist the Marketing Manager.
Assist in the analysis and tracking of marketing programs and advertising campaigns.
Regularly assist in the development of new marketing programs, sales promotions, and
community outreach, as per role.
Regularly produce program descriptions, promotion standards, and advertisements, as per role.
Design graphic, textual, and video ads for use in community websites, in-game, over
TeamSpeak, over Radio, through public advertising, and other media outlets, as per role.
Develop attractive scripts and layouts for view on a variety of media types, such as computers
and mobile devices, as per role.
Design combinations of promotions, material, and media to convey a lively, attractive
environment within the community.
Assist in any other tasks, as directed by the Marketing Manager.
COMMUNITY RELATIONS DEPARTMENT
Department Responsibilities
The Community Relations Department is responsible for hearing the voice of the community; monitoring
and directing member perception; and, resolving issues quickly and efficiently.
Department Composition
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One Community Relations Manager.
One Assistant Community Relations Manager.
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Any necessary number of Community Relations Specialists.
Community Relations Manager Responsibilities
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Manage and implement programs, initiatives, goals, and activities for the Department.
Lead the utilization of polling, interviews, community panels, and other means to generate regular
community input and response.
Gather, analyze, and report service evaluations and ratings.
Analyze research and determine Brand, service, and experience satisfaction each month.
Direct all members to the appropriate resources for timely service.
Assist all staff members to quickly and accurately resolve all member issues.
Regularly perform assessment of results and evaluation of Department staff members.
Monitor and report Department activities and productivity.
Assemble and train the Department.
Operate as a Community Relations Specialist, as necessary.
Community Relations Specialist Responsibilities
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Generate polls and other means to promote regular community input and response.
Regularly conduct interviews, community panels, and follow-up on service situations.
Record member satisfaction ratings and experience perception.
Direct all members to the appropriate resources for timely service.
Assist all staff members to quickly and accurately resolve all members issues.
Assist in any other tasks, as directed by the Community Relations Manager.
SALES DEPARTMENT
Department Responsibilities
The Sales Department is responsible for the promotion of sales initiatives, acquisition of new customers,
and the processing of sales agreements.
Department Composition
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One Sales Manager.
One Assistant Sales Manager.
Any necessary number of Sales Agents.
Sales Manager Responsibilities
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Manage and implement programs, initiatives, goals, and activities for the Department.
Monitor and report sales goals, activities, and progress.
Assemble and coordinate Department.
Plan and schedule Department activities.
Perform assessment of results and provide evaluations of Department staff members.
Review and monitor all incoming advertisements and promotions.
Operate as a Sales Coordinator, as necessary.
Sales Agent Responsibilities
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Communicate with potential and existing customers to secure revenue, promote features that
meet customer needs, and ensure customer satisfaction through outstanding service.
Maintain awareness of community features and sales programs.
Aid customers in all sales-related issues as patiently and quickly as possible.
Achieve, monitor, and report personal sales goals.
Assist in any other tasks, as directed by Sales Manager.