I originally wrote this plan to scale BIASIT’s market presence and increase new leads. The marketing approach includes proactive tactics like LinkedIn outreach, brochures, and direct engagement, alongside reactive strategies using advanced SEO, Google Ads, and YouTube marketing.

I’ve also introduced a membership-based pricing model and a tactic to enhance sales by leveraging "Mimetic Desire".

This is the slideshow used to talk through my plan for marketing BIAS IT Ltd. The slideshow outlines strategies for IT consultancy and managed services, targeting SMEs and public sector organisations. I’m using the graphics in the presentation to illustrate how to scale BIASIT’s market presence while optimising Ad spend for maximum ROI.

It took about 50 mins to go through the entire show and about 25 mins of questions after.

This brief marketing proposal aims to expand BIASIT Ltd.'s client base to 300 clients and boost sales of IT services and NETGEAR hardware. It outlines strategies for leveraging digital marketing channels like Google Ads, SEO, YouTube, and LinkedIn to dominate the IT consultancy and network installation market.

The proposal emphasizes the potential for significant revenue growth through targeted campaigns, detailed expenditure plans, and collaboration with NETGEAR and Synology to enhance brand visibility and sales.

I designed this strategy to maximize BIASIT's growth and NETGEAR's revenue with a limited budget. By leveraging cost-effective Google Ads and advanced SEO, we can maintain strong visibility while reducing costs from £63,000 to £10,000 per month. The "landing zone" web ecosystem ensures high-value traffic is directed to relevant content, enhancing engagement and conversions. This multi-channel approach, including YouTube and LinkedIn, optimizes our digital presence, making BIASIT the most relevant search result and driving significant revenue growth for NETGEAR.

This document is a very quick ROI report for the first quarter of BIASIT’s marketing of Synology products. In summary, at a cost of £6k to Synology my campaign resulted in over 250,000 online engagements and £180K in product sales. This was 90% of their low-end annual target achieved in just 3 months.

The campaign outperformed Synology’s own YouTube marketing by 3-fold. However, "IT support" keywords attracted low-quality leads, prompting me to shift towards high-value searches like "network attached storage." for the Q2.

With over 11m engaged website users, a 250k newsletter subscription base and an extremely powerful social media presence, I saw an untapped opportunity. This led me to write a plan for the creation of a self-funding marketing division. The idea being we would self-fund through advertising & promotional exchanges.

This meant utilizing the real-estate value of the website, newsletter and the extraordinary influencers we had in our Social Network. All of which led to me creating this rather cool looking media pack.

I had consulted for SAP, United Stationers & VOS with regards to developing industry leading eCommerce solutions. This led me to Austin, Texas and a week-long meet with a eCommerce solution provider called Red Cheetah. Red Cheetah was turning over $500m and had 6.2m shoppers hitting their eCommerce platform. I saw an opportunity to design and integrate a customer loyalty feature for brands to advertise in.

I designed this customer loyalty media kit for the Brands, it illustrates my idea from the point of view of their marketing department.

This marketing plan was so much fun to create, it’s got all the usual tactics but I’ve also introduced a membership system and an eWaste certification program. The plan is written in an academic style, which I really never do that often. As you can see, I’ve used frameworks like the 7P’s and other marketing standards.

I don’t usually present marketing strategies in this format, I much prefer to focus on the opportunities, ideas and tactics.

This is a recently written marketing strategy; I’ve used a simplified academic format. The plan focuses on the idea of generating income using free digital marketing tactics and resources. The strategy worked in getting ‘First-in-Search’ & ‘Knowledge Panel’ positions in Google.

My main focus in this plan is to engage the customer at every stage of their journey. To help achieve this, I have introduced a customer retentions system, reward point incentives and CMS tactics for the sales function to use in LinkedIn.

VOS had thousands of old clients that over the years had drifted away. My idea was to win them back using a system I called TAPS. In the first month of running TAPS we won back 400 clients. The idea grew to include games, competitions, email marketing, all sorts of freebie and Brand sponsorship incentives.

Regrettably I can’t find the original marketing plan that supports this PowerPoint presentation. However, this slideshow illustrates the change in the website UX and the overall idea.

Techbuyer is a fantastic British born ITAD company, they started in a garage and expanded to three different continents. I had written a marketing plan for Techbuyer that used a 3-pronged (Trident) Internet based strategy. Effectively, the Trident marketing plan was focused on generating reactive leads and proactively seeking out new business opportunities via; Search Engine, Publications and Social Media Marketing.

I can’t show you the entire strategy but here’s a little example.

I was invited by the owner of Digital Combat Simulator (DCS) to provide an advanced SEO strategy to promote their flight simulator game in Google. I can’t show you the document I created (other than the intro) but the strategy included some of the most advanced tactics in the world, including AI training.

Ultimately, this work led to me recommending that DCS starts a 360 media division to manage all aspects of their marketing.

Most CEO’s and topflight business executives don’t have time to read a 70-page marketing plan and they are far from interested in reading about the 7p’s or any other academic interpretation. Most just want a very simple, executive summary or graphical overview.

This document is designed to explain what we’ve done and what we are going to do in terms of search engine marketing, social media and CMS marketing. The plan is explained in short bullet points and big graphics, it’s what I call “the Janet & John version”.

Obviously, some marketing plans just require a brief 9 to 10-page executive summary that outlines the mission, implementation dates and cost. I wrote this document to provide the executive team with a very clear idea of what they were buying.

I’ve had to cut the document from page 4 for confidentiality reasons, however I’ve left in the basic pitch. Most marketing plans do not include any detail when it comes to tactics. However, I disagree with this approach and usually detail tactics even in basic plans like this.

I created this report to compare the business pre and post the period of my TAPS marketing campaign. As you can see in the report, TAPS had resulted in a 400% improvement in email marketing, a 300% growth in new account generation, a $600k sales growth and a phenomenal level of customer retention.

It was the Google Analytics data that really caught my attention, such as the incredibly low bounce rates and the high volumes of returning shoppers.

As part of my marketing consultancy for DCS I tested their customer journey process. Testing included everything from finding and purchasing their products, to playing the actual game. During this process it became very clear that the business had a massive untapped potential for sales growth.

Obviously, I’ve not included the full report but I have encompassed some of the gaming experiences, along with graphics. I’m not a game player but I found the realism of the aircraft to be mind-blowing and really enjoyed the work.

I produced this document to bring my employer up to speed on the results of my “A/B” email marketing tests. I didn’t just test content marketing, I also tested spam filters, database quality, personality profiles and even the UX of landing pages.

I always aim to make email marketing as non-invasive as possible. Bombarding your clients with emails can do more damage than good sometimes. With that in mind, working out what each client responds best to, was a great way of keeping everyone happy.

These designs are a bit dated now but are still fun to look at. I should mention that when designing emails most graphics are blocked and therefore the creative impact is often lost. That doesn’t mean you shouldn’t design graphic intensive messages. If your email is known and trusted by the recipient more often than not your design will get through. To build trust the tactic requires in-depth, long-term scripts that start with personal exchanges through social media and eventually a move to email exchanges before promotional campaigning can begin in earnest.

Even as a marketing director you still have to pitch content ideas to the CEO, company president or business owners. This fact of life is never truer when producing an email newsletter and online newsroom feature. With this company I had a great boss, who often encouraged content that was extremely creative.

The man and his cat both adorning tin foil hats was one of the most enjoyable articles I’ve created in my career thus far.

Village Office Supplies (VOS) had invited me to manage and market their ecommerce site. I redesigned the UX and added a custom-built banner Ad, related products (sponsored) and first in search system. On average, VOS generated over $60m a year, which was enough for us to sell Ad space & sponsorship deals on the site, hence this media kit.

My strategy was so successful that it covered all my marketing costs and the cost of a website software development team.

Some might say that B2B message marketing is best done on LinkedIn and B2C Facebook. I would say that whatever channels you use, message marketing is all about the story, conciseness and the journey. Perhaps most importantly, the journey needs to start with a personal trigger.

This type of direct marketing crosses over into the sales function and thusly often relies on personality driven adaptations to obtain conversions. That said, it’s so deeply scripted and predicted that you can easily set KPI’s in an RMS to gauge success at every stage.