Omnichannel Branding Strategy | LinkedIn Sales Navigator
Kate Kao
Omnichannel Branding Strategy for LinkedIn's sales tool -- Sales Navigator
Led the creation of a global multichannel branding strategy for the LinkedIn Sales Navigator, tasked with conducting audience research, formulating a strategy, and delivering a seven-minute pitch.
Overview
Communication Objective: To educate consumers on how modern sales has changed and moved to more of a virtual selling process versus face to face traditional approach.
Target Audience: Entrepreneurs & Corporate employees, Age group 24 - 50, Socially active, Charismatic, Go-getter, Tech Savvy
Target Markets & Audience Persona:
Target Markets & Top Markets
Audience Persona
Research and Brand Building Idea:
Conducted in-depth research to understand the target audience, market trends, and LinkedIn Sales Navigator's unique selling points.
Leveraging this research, formulated a brand-building idea centered around positioning LinkedIn Sales Navigator as the "ultimate tool for sales and lead generation".
Created detailed audience personas to tailor the messaging strategy effectively.
Market Wise Budget & Strategy Split:
Communication Strategy:
Communication Strategy
Channel Selection and Budget Allocation:
By applying integrated marketing frameworks and concepts learned in my courses, my research guided the selection of various digital channels, including Google Search Ads, LinkedIn Marketing Solutions, and programmatic campaigns, to maximize digital presence.
I split the budget allocation based on priority regions, ensuring a balanced approach that accounted for mature and semi-mature markets.
I created a detailed budget plan to allocate resources effectively for brand building and sales activation campaigns.
Branding Idea
Mock-ups were created to bring the channel and creative strategy to life, showcasing both digital and offline approaches.
Creative Mockups and Execution:
Created all the mockups utilising my Adobe Photoshop, Canva and Figma expertise.
Developed creative mockups and ad copies for different channels, including Google Ads, LinkedIn sponsored content, and social media ads.
Mockups included visually appealing designs and engaging content that highlighted the benefits of LinkedIn Sales Navigator.
For offline channels like OOH (Out of Home), I designed eye-catching billboards featuring actor Simon Pegg to grab attention.
Strategised the use of video ads, leveraging Simon Pegg's presence as the campaign spokesperson.
Video ad storyboards:
Social Media Ads:
Podcast, Audio ads:
Display Ads, Google Ads, Search SEO:
Email Marketing:
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Posted Sep 26, 2023
Identified target audiences and market opportunities for LinkedIn Sales Navigator. Developed an IMC strategy, designed mock-up campaigns, and pitched proposal.
