Generate Awareness

• Clarify targeted market segments
• Decide on marketing strategies for each segment
• Plan viral expansion strategies into the business model and product
• Use growth hacking principles to expand awareness
• Decide on tactics to accomplish each strategy
• Create a marketing calendar that identifies when each marketing campaign/piece is deployed as well as who is responsible for the deployment of each
• Document all decisions and approaches in a marketing plan
• Place the marketing plan online and give access to anyone contributing to or affected by the plan
• Update the plan at least monthly with new plans and lessons learned

• Target percentage of ideal market is aware of the company’s name
• Target percentage of ideal market can identify your company by the logo or unique design element
• Target percentage of ideal market is aware of at least one of your offerings
• Target percentage of ideal market is aware of all of your offerings
• Number of media mentions in targeted media outlets
• Number of positive media mentions in targeted media outlets
• Number of negative media mentions in targeted media outlets
• Accuracy of media coverage
• Reach of media coverage
• Reach of awareness generation strategies
• Unique relevant visitors to website who viewed x number of pages
• Increase in traffic after a marketing piece is deployed
• Click-through rate on advertising
• Percentage of people engaging with content in the connect phase who are from your target market segment(s) (high potential prospects)

• Marketing planning/strategy development
• Track marketing effectiveness at generating awareness
• Implement marketing campaigns/programs
• Perform a brand audit
• Conduct interviews/surveys to determine market’s awareness

Example Processes (there are many more)

• Event production
• Advertising
• Social media posting and management
• Public Relations (getting media mentions, etc.)
• Media content analysis to determine subjects of interest
• Editorial survey to determine the media’s understanding of your company
• A-B split testing different messages and message elements

Systems

• Mass email system
• Online survey tools
• Online advertising platforms, such as Google AdWords