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Mobile Marketing Strategy Scorecard

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Mobile Marketing Strategy Scorecard

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  1. Mobile Marketing Strategy Scorecard Mobile Marketing Strategy ScorecardObjective 1 - Gain Approval for Mobile MarketingPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsAssess Mobile Marketing Readiness Complete Mobile Marketing Readiness Assessment Assessment Complete by end of Q2 2012Investigate Mobile Marketing Mediums and Evaluate fit # of Mobile Marketing Mediums Selected 3 Mobile Marketing Mediums Selected by end of Q2 2012Create Business Case for Mobile Marketing Business Case Approval Approval Obtained by end of Q2 2012Objective 2 - Formalize Mobile Marketing Plan, Establish Policies and Provide Adequate TrainingPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsCreate a Mobile Marketing Plan Mobile Marketing Plan Approval Approval Obtained by end of Q4 2012Supporting Documentation (Policy, Terms of Use, etc.) Supporting Documentation Approval Approval Obtained by end of Q1 2012Provide Training to Employees # of Employees Trained All Employees Trained by end of Q2 2013Objective 3 - Integrate Mobile Marketing Mediums into Existing Marketing MixPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsUpdate Existing Website to Ensure its Mobile Ready Launch Mobile Ready Website Mobile Ready Website Launched by end of Q4 2013Enhance User Experience with our Brand # of Channels Selected per Prospect/Customer Ave. 3 Channels per Prospect/Customer by Q1 2014Add QR Codes to POS Display Ads # of Scans to Landing Page Views 20,000 Scans to Landing Page Views by end of Q1 2014Build Mobile Application with Real Time Company Updates # of Mobile Application Installs 10,000 Mobile Application Installs by end of Q1 2014

  2. Send SMS Alerts to Opt-In List for New Product Launch # of Subscribers that Visited the Landing Page/Message 25,000 Subscribers visit the Page per Text by Q2 2014Objective 4 - Measure Mobile Marketing PerformancePrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsIdentify Top Lead Sources Reduce Cost Per Lead ($) 35% Reduction in Cost Per Lead by Q2 2014Implement Mobile Marketing Program Dashboard # of Metrics Being Tracked Per Campaign 5 Metrics Tracked Per Medium by Q2 2014 Send SMS Alerts to Opt-In List for New Product Launch # of Subscribers that Visited the Landing Page/Message 25,000 Subscribers visit the Page per Text by Q2 2014Objective 4 - Measure Mobile Marketing PerformancePrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsIdentify Top Lead Sources Reduce Cost Per Lead ($) 35% Reduction in Cost Per Lead by Q2 2014Implement Mobile Marketing Program Dashboard # of Metrics Being Tracked Per Campaign 5 Metrics Tracked Per Medium by Q2 2014

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