Objectives & Marketing Strategy

Help AFP generate awareness, engagement and leads with a segmented marketing campaign  targeting approximately 10 distinct industry verticals.

Marketing Strategy:

Since AFP sells primarily commoditized products, adding value by demonstrating expertise and consultative capabilities as to which products best fit specific needs and are most likely to cut costs or improve the overall end-user experience is the key ingredient to the success.

As a result, creating content, communications and ads that are highly relevant to the target audience is the best way to engage them and demonstrate the consultative capabilities of APF. Green Dot suggests segmenting each audience by industry and creating content focused on the specific needs of each group.

This strategy hinges on well crafted brand touch points including the website, email communications, ads and content – all created specifically for each audience segment. Green Dot recommends initially targeting two (2) audiences, then testing and fine-tuning the tactics and messaging prior to developing a comprehensive new website for AFP that is designed and developed to support this strategy.

Initially, Green Dot will develop two (2) custom landing pages for target audience segments selected by the client, along with an email drip campaign and digital marketing campaign designed to engage and convert prospects among these segments. Over a period of 3-4 months, we will optimize the campaign and confirm the strategy prior to developing the new website for AFP.

The new site will feature landing pages and content for all ten (10) audience segments. The plan calls for scaling the digital marketing campaign and generating awareness and leads among all segments to support the company’s sales team.

A secondary goal is to grow AFP’s social media audience and email lists and nurture customers with insightful content they find relevant and useful to keep AFP top-of-mind and distinct from competitors. This insulates AFP against competitive threats and reduces customer churn.

Once confirmed and established, this strategy will also support AFP’s growth as the company expands operations into Northern Florida and beyond. This marketing methodology allows management strategically penetrate new geographic pockets of opportunity with proven communications strategies in advance of the sales team prospecting the area, ensuring awareness and pent-up demand in advance.