Webinar Planning Canvas
Topic: Customer Experience Mapping
Webinar Date / Time: November 12, 2014 (11:00am EST)
Engagement Goals
Registrations Goal:
60 registrations, 20% attrition to no-show (50 attendees total).
Lead Goal:
5
Microconversions Goal:
25% microconversion rate (12 unique behavioural indicators)
Related Business Objective:
Primary – Driving Q2/2015 booked sales of structured short-term training
engagements in existing MNC client base.
Secondary – Soft-promoting long-term consulting engagements for transition to agile
marketing practices.
Target Audience
Senior Marketing Managers, Senior Product Managers in Fortune 500. Marketing
Directors in Fortune 5000.
Value proposition for target:
CX Mapping constructs a holistic picture of customer touchpoints in your sales and
marketing system. Gives critical insight into problem areas and suggests how to
smooth them over using design thinking.
Content Objective
Introduce audience to user experience practice concept and research
methodology. Introduce design thinking, automation planning, data collection
techniques, and illustrate how to integrate topic areas into a holistic review of
customer experience. Present case study to discuss execution of findings from
mapping phase.
Promotions
4 Weeks Prior:


Begin content marketing: syndicate value prop through Linkedin / Twitter 2x
weekly.
Homepage promotional art (design concept 1, target Fortune 500
psychographic)
tel: (613) 219.4410
web: menear.ca/gowebinar
twitter: @PWAMenear
3 Weeks Prior:



Invitation email to existing opt-ins: create 3 A/B sets, send weekly.
Prepare and submit guest blog post for UX Monthly, Smashing Mag.
Prepare and submit blog post on CX Mapping for Linkedin Pulse, Medium.
2 Weeks Prior:




Refresh homepage promotional art (design concept 2, target Fortune 5000
psychographic)
LinkedIn ad campaign (PPC bids, awareness focus).
Define behavioural patterns, launch AdWords display campaign (remarketing
only).
Evaluate registration numbers, purchase additional paid placements if
needed (Forbes).
1 Week Prior:


Begin reminder email loop to registrants.
Registration link syndicated via social media channels, 3x weekly.
Week Of:


Release ‘teaser’ content via social media channels.
Continue reminder email loop to registrants.
Resources
Estimated Labour Hours:
60
Cash Budget (Media):
$500
Cash Budget (Design):
$1,000
Channels:
Menear.ca, Twitter (syndication), Linkedin (syndication), Linkedin (PPC + Sponsored
Content), Google AdWords (Paid / Display), DoubleClick (Paid / Display), Existing
Email Lists, uxwkly.com, smashingmag.com, medium.com.
tel: (613) 219.4410
web: menear.ca/gowebinar
twitter: @PWAMenear