Life of a Campaign

What is missing here is the COST associated to each system.

Life of a Campaign: Feb 2013

We're running a campaign every two to three weeks with no overlap.

Charity Acquisition

01/01/2013 - 02/15/2013

This represents the cycle of on-boarding a non profit. Making first contact by email, phone call, or referral from past charity.

Issues we run in to frequently:
-charity wants to run a campaign during a specific time before/after other asks (months out).
-charity has many levels of red tape to get through before the real decision maker has his/her eyes on the proposal.
-Strung along for a while with no foreseeable signed contract date.

This takes about 40% of Danny's time.

Design

02/15/2013 - 03/04/2013

Design is inconsistent in look & feel as well as process & timing because we do not work with the same designer for every campaign (or at least every other).

Issues:
This, being the most critical piece of the company at the moment, is predicated on each non profit that we onboard. The power is in the hands of the charity for one main reason, we simply cannot say that we aren't going to give them any control because we don't have the community to back that decision up. Also, we don't have a very consistent look & feel that we can incorporate in to the offering when onboarding a charity.

This is why the next and most crucial piece of Selfless is to hire a full time lead designer for all products, marketing material, and brand content.

This takes about 20% of Josh's time.

Campaign Prep

03/04/2013 - 03/11/2013

Deliverable assets include:
-All digital mockups with the design on models for high quality looking images to be placed on our website, the site of the non-profit, used in email blasts, and social channels.

-Building of the page; developing copy for the website and the creation of the live page with all of the assets required from the designer (mock ups), charity (copy), and the apparel designer (more copy).

Make any adjustments if necessary.

This takes about 15% of Danny's time.
This takes about 20% of Josh's time.

Marketing and Retention

03/11/2013 - 03/28/2013

The majority of the marketing efforts that lead to purchases take place during the two week campaign.

There are three weeks here because of the opportunity we have to retain a customer after the purchase and develop long term Selfless community members.

Marketing is heavy from our charity partner, they're responsible for driving most of the traffic we get to the campaign. By design, it is high quality traffic with the intention to buy and/or share the campaign while it is happening. Danny is responsible for making sure we exhaust the charities capabilities and willingness to market for the benefit of the campaign.

Selfless uses its social channels; FB, twitter, and email as its main sources of broadcast. We haven't spent any money in marketing (outside of time), no outbound marketing, SEO, tracking, testing etc.

This takes up 10-15% of Danny's time.

Operations

03/25/2013 - 04/01/2013

Our goal here is to get the customer their order as quickly as possible.

The process, although done with high quality when working with the correct suppliers, can be painstakingly slow.

Josh will add to what our issues are here. It starts with our website and setting very clear expectations with when a customer can expect their product and then having the systems in place that overachieve in delivering on those expectations.

This takes about 30% of Josh's time.

Life of a Campaign: July 2013

Assumption; we’re running a campaign a week that lasts for two weeks.

Design

12/31/2012 - 01/04/2013

Designs for each campaign will be completed independent of the charity.

They will still be inspired by the categories of charities we work with, meaning that the visuals will project that they're changing lives and be infused with our brand -- characterized with Selflessness.

A full time designer on the Selfless staff will be responsible for creating each design and all the marketing assets that accompany it along with brand visuals for each social channel.

Marketing and Retention

12/31/2012 - 01/14/2013

(Grow Substantially)

Outbound marketing budget and in operation.
SEO, tracking, testing that influences front end adjustments.

Communicating with Business Dev team to increase quality of traffic.

This is two weeks to demonstrate that we're operating here independent of any campaign and that it will be our primary focus all year.

Influencer Acquisition

01/01/2013 - 01/08/2013

Change:

-Power shift will occur so that Selfless would reach a much shorter acquisition cycle, timing of when campaigns would launch (so we're more prepared for each), and we'd control all decisions for design**.

-We will receive a spike in inbound leads, referrals, and repeat charities running campaigns with Selfless.

-Charities will join a pool of many* Influencers that will market the campaign. These include: Affiliates, Partnerships created with owners of large social followings on each social channel, creative agreements to drive traffic/matching donations/etc.

3 will be a bigger focus as we grow the team and be completely focused on driving more traffic to our site. This piece will be split responsibilities with full time campaign manager and the new business development role with Danny.

Campaign Prep

01/04/2013 - 01/11/2013

Will grow with added marketing efforts and production:

-videos (scripted and edited)
-images of cause to impact
-photoshoot of lifestyle & web
-copy for social
-meaning of design

(Assumption, we’re running a campaign a week that lasts for two weeks)
Every week our responsibilities will be to properly prepare for a campaign.

Go Live Campaign

01/07/2013 - 01/21/2013

(Assumption, we're running a campaign a week that lasts for two weeks)

Operations

01/18/2013 - 01/23/2013

Occurs in preparation of the campaign ending and executions take place immediately.

-Product development will see an increase of responsibility to match the needs of our customers and increase the margins on purchases.

-Responsibilities will decrease with the supply chain, but increase with customer support with orders.