Inbound Marketing Capabilities

Inbound Marketing Capabilities

www.

kinoshita-communications.com

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KINOSHITA COMMUNICATIONS

Our Approach We understand the ultimate measure of success 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 research and more than 20 years of practical experience.

Our campaigns: • Get the right influencers talking about your organization • Grow and expand business relationships, networks and online forums • Build an active, engaged community around topics associated with your industry • Ensure you get the highest returnon-investment for each marketing dollar spent

How We Work We begin with a half-day messaging session to ensure the messages we deliver are appropriate, persuasive, compelling and authentic. • You get a detailed “buyer persona” or ideal “customer avatar” to provide clear direction to campaign efforts. • 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 campaigns, sales pages, SEO keywords and more is integrated all in one place, so you can see what’s working – and why. 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.


We use a proven, 8-step process to ensure success:

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Step 1: Clearly define and distinguish the message We will educate, inform and persuade your target audiences via an integrated blend of communication tactics, including optimized website built for search, email marketing campaigns, sales pages, social media marketing, public relations and media outreach and more. We will help you define: • What do you stand for, in 160 characters or less? • 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 your target audience? • How are you improving lives? • What is going to make your target audience 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 your target audience listen to vou? • Who else is talking about your issues? • How do you express your message in words, images and actions? • What are you doing to be truly innovative and move your industry forward? • What words and keyword phrases are people using to learn about your industry, products and services? • What keyword phrases do you WANT people to use to learn about your industry, products and services?

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Step 2: Design and deploy a content-driven website We use industry standard content management systems (CMS) such as Wordpress and HubSpot to build highly effective web pages and marketing automated solutions.

Step 3: Set Meaningful Goals What does success look like? How will you know your campaign is working? We work with you to build traffic and budget calculators so you can adjust the program based on your goals and timeline.

Step 4: Set Specific and Measurable Objectives Each campaign objectives is written in specific, measurable and action-related terms. Dashboards map results back to your key performance indicators (KPIs).

Step 5: Build an Integrated Campaign Fueled by the Four Core Marketing Strategies: Search, Content, Social and PR

Search Marketing

Content Marketing

Social Media

Public Relations

Get Found by the Right Prospects

Fresh, Link-Worthy Content

Sales Cycle Touch Points

Relationships

• Keyword analysis

• Webinars

• Community Relations

• Headers/Page Titles / HTML Anchor text

• Opinions & Analysis

• Increase “Know, Like & Trust Factors” • Turn “Strangers” into “Acquaintances”

• Media Relations

• “Acquaintances” into “Friends”

• Speaking opportunities

• Paid Search • Reviews & Recommendations • Referral traffic

• Customer success stories • Photo sharing • Surveys • Infographics • Podcasts • Talk-story sessions • Sponsorships

Step 6: Set Dynamic Budgets that Can Be Shifted Based on Performance

Sample Monthly Gameplan

• “Friends” into “Advocates” • “Advocates” into “Referrals” and Engagement

Step 7: Define Campaign Timelines with Milestones, Tasks and Responsibilities

• Client relationships • Press Releases

• Internal employee communications • Company Culture


Step 8: Measure and Improve

Sample Scorecard

Areas of Expertise • Branding and Competitive Strategy

• Reviews & Testimonials

• Print/Radio/Online Advertising

• Online Reputation Management

• Web Design & Development

• Metrics & ROI Analysis

• Mobile Optimization

• Mobile Apps

• Search Engine Optimization

• Graphic Design and Illustration

• Email Marketing & Lead Nurturing

• Blogging & Inbound Marketing

• PPC Campaigns

• Policies & Governance

• Social Media Management

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SEARCH ENGINE OPTIMIZATION

“A detail-oriented project manager who operates successfully under difficult conditions... great integrity and professionalism at all times”

- Janet Na, Kamehameha Schools Strategic Planning & Implementation Division

To attract quality traffic to your site, you will need to rank well for the words and phrases your audience is searching for. Kinoshita Communications provides competitive analysis and a keyword strategy that will help you use your own content for a strategic advantage.

target audiences will actually look forward to opening. We: • Set up email templates, signup forms and thank-you pages • Organize, research and write all content • Manage subscribers • Review analytics and optimized for performance

We will analyze keywords, increase rankings and calculate your returnon-investment.

• Provide email reports you can share internally

We’ll also track the engagement generated by specific campaign activities so you’ll know which activities are benefiting your campaign most.

PPC CAMPAIGNS

EMAIL MARKETING & LEAD NURTURING We work with you to develop email templates and campaigns your

• Advise on editorial topics We help you manage your paid search traffic with top-notch PPC consulting. It’s about knowing where to place the ads and the technical details of earning high quality and relevancy scores. We manage this important aspect of your campaign for you.

KINOSHITA COMMUNICATIONS BLOGGING & INBOUND MARKETING Fresh, linkworthy pages are the best way to attract new prospects to your website. 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 campaign 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

SOCIAL MEDIA MANAGEMENT

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 brand forward.

We will help you establish a social media presence that is authentic, accessible and interesting.

As part of this effort we will help you develop social media policies, working with your Human Resources and Legal teams to review and update any existing policies. We work with qualified lawyers experienced in online privacy and social media regulations.

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We handcraft messages, listen to your supporters, identify any issues, join industry-related conversations, monitor your reputation and actively seek out opportunities for you to build your visibility online. As certified social media managers, we can train you to build trust and contagious enthusiasm for your brand.

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Social Media Management Programs provide:

Meet the Team

• Authentic, Two-way conversations with target audiences • 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

Laura Kinoshita

• Proactive positioning of your spokespeople as thought leaders in the field; help you break out from the pack • Multi-channel support across 3 or more social channels • Recommended responses & strategic counsel for negative feedback or criticism • Monthly insight report with recommendations for next steps

As president and client services director for Kinoshita Communications, Laura leads a team of creative professionals who are self-motivated and consistently deliver exceptional results. Laura provides 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 by the Small Business Administration in 2013. Before establishing Kinoshita Communications in 2008, Laura served as Public Information Officer on behalf of NASA, Caltech and the University of California at the W. M. Keck Observatory in Hawaii. While there, she managed worldwide marketing, public relations and visitor services for the observatory housing the largest twin telescopes in the world. Prior to that, Laura was Managing Supervisor at FleishmanHillard International Communicaitons, a world-leading public relations agency with 70 offices worldwide. Laura earned her Bachelor’s degree in public relations from California State University, Fullerton, one of the largest and topperforming communication programs in the nation. Laura has served as board member of Social Media Club, Hawaii chapter and is a certified Inbound Marketing Professional. In 2012 Laura was named as one of Hawaii’s Top 15 Social Media Personalities.


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 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.

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Keith Pillow, MBA, APR

Keith is an accomplished marketing and communications executive with 20 years of corporate and agency experience. Pillow specializes in devising high-impact, cohesive external and internal communications strategies. He has worked for a wide range of firms, from startups to major Fortune 500 brands in the financial services, consumer products, professional services, technology, travel and hospitality, aerospace and defense sectors. Keith’s professional experience includes serving as global PR manager for the entertainment services division of Technicolor (NYSE: TCH), where he oversaw worldwide internal and external communications programs for the $3.5 billion business unit. Keith also held a number of senior positions at two of the largest PR firms in the world, Fleishman-Hillard and Shandwick International. Pillow holds B.S. degrees in marketing and international business from the University of Colorado and a MBA from Pepperdine University. Pillow teaches public relations writing and is a frequent lecturer and panelist at Ventura College, Santa Barbara City College, California State University Northridge, Pepperdine University, University of California at Los Angeles (UCLA) Extension and the Annenberg School for Communication at University of Southern California (USC).

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Agency Profile Incorporated: 2008 Number of Active Clients: 6 Number of Account Staff: 2.0 FTE 2013 Billings: Under $250,000

Notable Projects

2014: Brookfield Homes 2014: Brilliant Studios Caribbean Photography 2013: Alzheimer’s Care Consultants 2013: PAYDAY Workforce Solutions: HRIS and Affordable Care Act 2012: Honolulu PD: Online Community Engagement 2008-2010: Early Learning Council - Act 259: Keiki First Steps

Awards 2014: Double Platinum, MarCom Awards 2013 SBA Award 2012 PRSA Koa Anvil 2012 Top 15 Social Media Personality 2012 Hermes Creative Gold Award

A Strong Future Strong market demand for integrated marketing communications benefiting from technical marketing skills and automation

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Portfolio We enjoy working with passionate and committed clients who are ready to move forward in bold and innovative ways.

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Increase Leads and PPC Return-on-Investment


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Clients EDUCATION

PROFESSIONAL SERVICES

Bilinsky Educational Services

Kamuela Holistic Retreat

Good Beginnings Alliance

Kona-Kohala Chamber of Commerce

Hawaii Dept. of Education | Early Learning Council

Nonie Toledo & Associates

Kamehameha Schools Strategic Planning & Implementation FOOD & BEVERAGE Bite Me Fishmarket & Grill JetWay Beverages Monettes at Mauna Kea Beach Hote Ultimate Burger HEALTHCARE & FITNESS Alzheimer’s Care Consultants Dr. John D. Stover, DDS Maxillofacial and Cosmetic Centers of Hawaii Leàleà Fitness Center LAW ENFORCEMENT Honolulu Police Department NON-PROFIT Kona-Kohala Chamber of Commerce

Brilliant Studios PAYDAY Workforce Solutions Social Media Club Visionary Video REAL ESTATE Augustine Realty, Inc. Brookfield Homes County of Kauaì, Lima Ola Workforce Housing Project Hawaii Resort Homes Lava Rock Realty MacArthur & Company | Sotheby’s International RETAIL Hana Hou Island Treasures The Shops at Mauna Lani Maui Pacifica dba Maui Christmas VISITOR & TRAVEL ActivityRez Bite Me Sportfishing Mauna Kea Visitor Information Station

Ready to Get Started? Let’s Connect Kinoshita Communications LLC (808) 447-0072 direct (877) 239-3067 toll free http://kinoshita-communications.com

©2013-2014 Kinoshita Communications – All Rights Reserved.

www.kinoshita-communications.com • (808) 447-0072 • Toll Free (877) 239-3067