Laura Kinoshita
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This document outlines an agency's approach to developing and implementing marketing campaigns for mental health providers to improve existing procedures and adopt trauma-sensitive practices. The agency uses sophisticated communication strategies, rigorous measurement of outcomes, and over 20 years of experience. They help build engagement, expand networks, and ensure high return on investment. Campaigns are based on detailed profiles of target mental health providers and include integrated tactics like websites, email, social media, videos and public relations. The agency's 8-step process includes defining clear messages, setting goals and objectives, and measuring results to improve over time. They offer expertise in various areas and have a team led by an experienced founder with a track record of success.
Laura Kinoshita
- 2. Our Approach: Persuading mental health providers to improve existing procedures and/or take the necessary steps required of a trauma-sensitive environment will require sophisticated communication strategies. We also understand the ultimate measure of effectiveness is whether you meet your goals. That’s why we rigorously measure campaign outputs, outgrowths and outcomes in areas including awareness, engagement, influence and behavior. Our award-winning campaigns are based on decades of marketing and communications research and more than 20 years of personal experience. We help: • Get the right influencers talking about your issues • Grow and expand provider relationships, networks and online discussion forums • Build an active, engaged community around topics associated with trauma-centered care • Ensure you get the highest return-on-investment for each marketing dollar spent 1
- 3. How We Work: We will begin with a half-day messaging session to ensure the messages we deliver are appropriate, persuasive, compelling and authentic. • Our approach engages mental health treatment and service providers in highly effective, meaningful and compelling ways. That’s because we begin with one or more highly detailed “marketing persona(s)” or ideal mental health provider “avatar(s)” that provides clear direction to campaign efforts. • You get real-time campaign data: We give you a single dashboard to monitor how your campaign is performing on a daily basis. No more jumping from one system to another. Everything you need to monitor the health of your campaign is at your fingertips. Data from your social media accounts, email newsletter, campaign landing pages, SEO keywords and more is integrated all in one place, so you can see what’s working – and why. Accounts are managed by a senior marketing professional with 10 years or more of relevant industry experience. We put service first and provide an upbeat, positive attitude in everything we do. We use service plans to exceed expectations in areas such as professionalism, communication, availability, responsiveness, quality, value, timeliness and expertise. 2
- 4. We use a proven, 8-step process to ensure success of campaign objectives: Who are the most important people you need to persuade? • What problems and pain points are you helping to solve? • What value – expertise, resources, guidance and tools – can you bring to mental health providers and to the centers and clinics they work in? How are you improving or saving lives? • What is going to make mental health service providers listen to you? • What are the 3 greatest strengths of your campaign? • What are 3 greatest weaknesses? • What are the greatest opportunities for the future? • Why should mental health service providers listen to vou? • Who else is talking about these issues? • How do you express your message in words, images and actions? • What are you doing to be truly innovative and move trauma-sensitive care forward? • What words and keyword phrases are people using to learn about this issue? (actual) • What keyword phrases do we WANT people to use to learn about 3 What do you stand for, in 160 characters or less? • We will educate, inform and persuade mental health providers via an integrated blend of communication tactics, including website, email lead nurturing, social media activity, short videos, sponsorships and public relations. The campaign’s ability to inform and persuade will be affected by campaign and project staff, as well as mental health service provider experiences and perceptions throughout the campaign. We will help you define: • • Step 1: Clearly define and distinguish the message this issue? (desired)
- 5. We use a proven, 8-step process to ensure success of campaign objectives: Step 2: Design and deploy a content-driven website Step Step 3: Set Meaningful Goals Step 4: Set Specific and Measurable Objectives Step5:BuildanIntegratedCampaignFueledbytheFourCoreMarketing Strategies: Step6:SetDynamicBudgetsthatCanBeShiftedBasedonPerformance Connect marketing projects (“Epics”) to the audiences and metrics that matter most. Prioritize activities based on greatest return-on-investment potential. Sample Monthly Gameplan 4
- 6. We use a proven, 8-step process to ensure success of campaign objectives: Step 8: Measure and Improve Sample Scorecard 5
- 7. Areas of Expertise • • • • • • • • Branding and Competitive Strategy Web Design & Development Search Engine Optimization PPC Campaigns Reviews & Testimonials Metrics & ROI Analysis Graphic Design and Illustration Policies & Governance • • • Print/Radio/Online Advertising Mobile Optimization Email Marketing & Lead Nurturing • Social Media Management • Online Reputation Management • Mobile Apps • Blogging & Inbound Marketing Search Engine Optimization To attract quality traffic to your site, you will need to rank well for the words and phrases your ideal customer is searching for. We will give you that competitive analysis and provide you with a keyword strategy that you can then use to build your content inventory. We will analyze keywords, increase rankings and calculate the return-on-investment. We’ll also track competitors’ rankings and target those keywords. Once rankings improve for a given keyword, we’ll track the number of leads generated by that term so you can better understand which keywords are impacting your business most. You’ll know exactly which keywords are generating the most leads and customers. Email Marketing & Lead Nurturing We’ll help you design emails that make impact. Sadly, most email newsletter add clutter. We work with you to develop email messages your customers look forward to, open and act on. We will: • • • • • • Set up templates, signup forms, thank-you pages and confirmation pages Organize, research and write content Manage subscribers Review performance Provide email analytics & reports Advise on topics and content strategy PPC Campaigns We help you manage your paid search traffic with top-notch consulting. We develop effective campaigns based on the strategic business goals of your company and your marketing opportunities. Creating the perfect campaign is not only about knowing where to place the online ads, but also the technical details of getting highly ranked and properly following search engine protocols for high quality and relevancy scores. We manage this important aspect of your business for you. 6
- 8. Areas of Expertise Blogging & Inbound Marketing Fresh, linkworthy pages are the best way to attract new prospects to your website. If you don’t have a website, we will build one for you using the most robust, reliable and flexible content management system on the market. Businesses that have an optimized website and add content on a regular business average 55% more website visitors than those that don’t. We will work with your team to install a website that seamlessly ties into your keyword and search engine optimization efforts while allowing you to: • • • • • • • • • Create posts easily with a simple editing interface Get keyword and search engine optimization strategies and tips as you type Automatically include social sharing icons for each post Automatically post to multiple social media profiles and platforms at once Easily put calls to action (CTAs) in your blog posts and turn your readers into new business prospects Track subscribers, page views, comments and inbound links Trigger email newsletter workflows Integrate into your customer relationship management (CRM) system Keep all your data all in one place, so you can see at a glance what’s working and why Policies & Governance In a world where anyone has the ability to speak about the company, it’s essential for frontline employees to be able to carry the message of your company forward. Customer-facing employees carry the most credibility with consumers. As part of this effort we will identify qualified individuals at your company, including management, service staff, sales associates, support personnel, etc. We will also help you develop appropriate social media governance policies, working with your Human Resources and Legal teams to review and update existing policies that may affect your marketing efforts. Social Media Management People are going to be increasingly talking about you on Facebook, Twitter, TripAdvisor, Pinterest, Yelp and more. We will help you direct the conversation to establish a presence that is authentic, accessible and interesting. We will build your community of believers and raving fans. That means we will support and build your brand, listen to and talk with your customers, join industry-specific communities and conversations, monitor your reputation and your competition and actively seek out opportunities for you to start conversations online. As professional social media managers, we build trust and create contagious enthusiasm for your brand. You get: • • • • • • • • • • Two-way conversations with customers A team monitoring and listening to social media conversations on your behalf An account manager to foreword “need action” items to your team for review Position your company as a thought leader in the field; break out from the pack Actively seek out and start conversations about your brand Support across 3 social media channels (Facebook/Twitter/Instagram) Two Travel/Review Recommendation sites (Yelp! / TripAdvisor) Etiquette postings (thanks for @mentions, comments, remove spam) Recommended responses & strategic counsel for negative feedback or criticism Monthly insight report and recommendations 7
- 9. Meet the team: Laura Kinoshita As founder of Kinoshita Communications LLC, Laura leads a small team of creative professionals who are selfmotivated and consistently deliver exceptional results. As team lead, Laura will provide senior strategic counsel for the development and implementation of all campaign activities. Laura’s work has earned the 2012 PRSA Koa Anvil Award for Integrated Communications, a Creativity in Public Relations Award for best product launch and a Silver Telly award for best educational video. Additionally, Laura Kinoshita was named 2013 Women in Business Champion at the Small Business Administration in January. Before founding Kinoshita Communications, Laura was Public Information Officer at the W. M. Keck Observatory where she directed all media relations, visitor services, science communications and public outreach for NASA, Caltech and the University of California. Laura Kinoshita Before Keck, Laura was Managing Supervisor at Fleishman-Hillard, a world-leading international communications firm with 70 offices worldwide. Laura’s responsibilities included the management of U.S. and European public relations campaigns for clients such as Excite, Hewlett-Packard, IBM, Seagate, Vicinity Corporation, Websense, Yahoo! and many others. Laura earned her Bachelor’s degree in public relations from the College of Communications at California State University, Fullerton, one of the largest and top-performing programs in the nation. She moved to Hawaii in 2001 to become PIO at W. M. Keck Observatory. Laura is now board member of Social Media Club, Hawaii chapter, a non-profit organization that connects media makers from around the world to promote media literacy, industry standards and ethical standards. She is also an instructor at University of Hawaii Manoa Outreach College, as well as a certified HubSpot Marketing Professional and Inbound Educator. She was voted one of Hawaii’s Top 15 Social Media Personalities by Emerging New Media at the 2012 Social Media Awards. 8
- 10. Meet the team: Jillyn Dillon, MBA Jillyn is a Hawaii-based software developer and business process expert focused on Web design and development. Jillyn holds an MBA in Finance and Marketing and completed most of her coursework toward her Master’s of Science in Systems Engineering at the Naval Postgraduate School in Monterey, California. Jillyn spent her entire career at Northrop Grumman, until recently. She worked for them for just over a decade in a diverse array of roles including software development, project engineering, systems engineering, competitive intelligence, and international business development. Jillyn Dillon Jillyn is an analyst at heart. It’s what made her great at Northrop and it’s the reason she’s an excellent Web developer. Because she’s an analyst, she really looks at what her clients want, what the company does, and how their Web presence can help bridge that gap. Content matters. Structure matters. And she’s an expert at guiding clients toward the best decisions on content and structure for their sites. 9
- 11. Meet the team: Deann Ginoza Deann is the team’s functional hub, keeping projects organized and helping to respond to client demands quickly and efficiently. She is responsible for activities that require research and decision-making skills to support client initiatives across many industries and markets. Deann researches and writes client materials, builds and maintains editorial calendars and media lists, monitors client mentions, researches keyword data, compiles monthly dashboards and much more. Before working with Kinoshita Communications, Deann oversaw the day-to-day operations and management of The Shops at Mauna Lani on the Kohala Coast as well as managed close interactions with all tenants. She worked hand-in-hand with the property manager to assist in any and all aspects of property management, including all special activities and entertainment. Deann Ginoza Deann holds a bachelor’s degree from University of Hawaii at Hilo with a major in Japanese Studies and a minor in Business Administration. 10
- 12. Portfolio We enjoy working with passionate and committed clients who are ready to move forward in bold and innovative ways 3-Year Agency Revenue Growth 11
- 13. Portfolio: Implemented the C.O.P.P.S. Social Media Method 12
- 14. Portfolio 3-Year Agency Revenue Growth 13
- 15. Portfolio 3-Year Agency Revenue Growth 14
- 16. Portfolio: Branding and Social Channels 15
- 17. Notable Projects: 2012-Present: Honolulu Police Department: Online Community Engagement and Social Media Training Agency Profile: Established: 2007 Number of Current Active Clients: 12 Number of Account Staff: 5 2012 Billings: Under $200,000 2011: Shops at Mauna Lani: Turning Digital Communities into In-Store Traffic 2008-2010: Early Learning Council: Act 259: Keiki First Steps 2009: Na Honua Mauli Ola: Hawaiian Cultural Guidelines 2nd Edition 2007-2009: Kamehameha Schools Strategic Planning and Implementation 7
- 18. Awards: 2013 SBA Award 2012 PRSA Koa Anvil, Integrated Marketing 2012 Top 15 Social Media Influencer 2012 Hermes Creative Gold Award 7
- 19. Increase Leads: PPC Return-on-Investment 18
- 20. Increase Leads: PPC Return-on-Investment 19
- 21. Clients Current engagements are marked with an asterisk: EDUCATION »» Bilinsky Educational Services »» Alzheimer’s Care Consultants »» Good Beginnings Alliance REAL ESTATE & PROPERTY MANAGEMENT HEALTHCARE & FITNESS »» Dr. John D. Stover, DDS Maxillofacial and Cosmetic Centers of Hawaii »» Hawaii Dept. of Education | Early Learning Council »» Kamehame Schools Strategic Planning & Implementation »» Augustine Realty, Inc. »» Hawaii Resort Homes* »» Lava Rock Realty »» Le`ale`a Fitness Center* »» MacArthur & Company | Sotheby’s International* LAW ENFORCEMENT »» Honolulu Police Department* RETAIL FOOD & BEVERAGE »» Hana Hou Island Treasures »» Bite Me Fishmarket & Grill* PROFESSIONAL SERVICES »» The Shops at Mauna Lani »» JetWay Beverages »» Kamuela Holistic Retreat »» Monettes at Mauna Kea Beach Hote »» Kona-Kohala Chamber of Commerce »» Maui Pacifica dba Maui Christmas »» Ultimate Burger HAWAIIAN CULTURE »» Na Lau Lama »» Na Honua Mauli Ola,Uiversity of Hawaii | Hawaiian Language College »» Nonie Toledo & Associates* VISITOR & TRAVEL »» Payday Workforce Solutions* »» ActivityRez* »» Social Media Club of Hawaii* »» Bite Me Sportfishing* EVENTS »» The Shops at Mauna Lani »» Mauna Kea Visitor Information Station, W. M. Keck Observatory
- 22. Kohala Coast, Hawaii, 96743 www.laura-kinoshita.com (877) 239-3067 [email protected] @lkinoshita