A confidential proposal for the PATHFINDER team | Shared September 2020
Marketing for (the right kind of) growth.
Telling the pathfinder story
these Ideas and thoughts shared to support the PATHFINDER team as they explore ways to build a meaningful and actionable marketing plan that aligns with their B Corp values.
Project Goals
Help the PATHFINDER team clearly articulate their marketing priorities over the next 12 - 18 months and guide relationship building efforts in person, on paper and on screen.
A list of specific needs and goals to allow for accurate quoting and time allocation from external marketing companies like Pearl Street.
the pearl street Approach
Rather than quoting on a full marketing approach for PATHFINDER’s success at this initial stage, Pearl Street is suggesting we host a virtual 2-3 hour strategic thinking session where ideas, needs and business goals can be explored and defined. With that input, Pearl Street can help the PATHFINDER team articulate their needs so when they approach external supports like Pearl Street, they have a clear and concise list of needs and wants. This will give PATHFINDER greater control over outcomes, timing and budgets when working with external partners.
Based on our conversation with Jessica and after some reflection, we are wondering if PATHFINDER ‘marketing’ should be focused on supporting customer success, not just selling specific skills or services. PATHFINDER is a partner and co-learner in the success of clients, not just external consultants joining projects with all the answers. We think this collaborative approach could be a strong foundation for future relationship building. This approach is something we can explore more in our session.
Steps to Success
Step 1: Plan the Plan
Completed within 1 week
Consider this step a success when: PATHFINDER is feeling excited and confident about working with Pearl Street and has clarity on the facilitation plan and a clear definition of success.
STEP 2. Clarify Marketing Needs
Completed within 2 weeks
Consider this step a success when: PATHFINDER can articulate what they need to be communicating and to whom
STEP 3. Summarize Next Steps
Completed within 1 week
Consider this step a success when: PATHFINDER has enough clarity on their marketing needs to ask for a detailed quote from Pearl Street or tackle the work internally.
What it looks like:
A final quick call to confirm project goals and times. We will also finalize contract logistics, timing and terms.
What it looks like:
Team Pearl Street will facilitate a session with the PATHFINDER team to think about the ‘why’ of marketing and ensure that the creation of any new tools and messaging aligns with business goals.
Pearl Street will design, facilitate and take notes during this process. Our conversation will include:
The ‘why’ of pathfinder
A deeper understanding of the type of clients PATHFINDER wants to connect with
The impact of COVID on clients and the PATHFINDER business model
What marketing PATHFINDER wants to do internally vs asking for external support
Thinking about measurable goals including brand building, sales targets and internal tools
The type of messaging PATHFINDER needs to connect with clients and what specific thought leadership it wants to share
An exploration of traditional and non tradition ways PATHFINDER can keep its sales pipeline filled with enough but not too many prospects.
What it looks like:
Based on conversations from Step Two and our past experiences, Pearl Street will summarize the conversation into a simple and ready to use doc that clearly articulates next step needs for PATHFINDER marketing. Based on past work done (including the current communications plan) this doc will include initial messaging ideas, high level goals, initial strategic direction and a prioritized list of tactics. This doc could be the foundation for future work with Pearl Street and or next steps for the PATHFINDER team to start work on.
Our suggested work for this project ends here. We are sharing these other possible steps as examples of what might (and often does!) come out of our brainstorming session in Step 2. Pearl Street will be happy to share time and costing for each of these after after completing Step 2.
STEP FOUR | Build Messaging
Based on input from Step 2 and based on current messaging, Pearl Street will write high-level messaging that tells the PATHFINDER story in COVID world. The specific language will be for needs identified as priority. As an example, web copy or writing a client engagement process that could serve as the foundation for a “What to expect when working with PATHFINDER” document.
This content will help us articulate the PATHFINDER voice and tone we want to engage clients with. Content will be used for paper and online documentation.
STEP FIVE | Build a strategic work plan
Pearl Street can build a work plan for PATHFINDER to guide social media content, in person and on paper marketing. Focused on what tactics PATHFINDER wants to handle in house vs using external supports, this will be a hands-on plan ready for execution. Sections will likely include:
Goals and success measurements
Key messaging
Audiences
Tools needed
A monthly work plan to guide tool development and follow up
STEP SIX | Create other tools as needed
Based on the input in Step 2 and the specific needs identified in Step 5, Pearl Street will write and design other support tools as needed. These could include:
Ensuring the PATHFINDER logos have a style guide that includes font, colour and photo guidance
Content and design support of an updated web site
A format and distribution plan for future white papers
A virtual and physical leave behind for session attendee’s
Investment
We are strategic marketing professionals who have managed budgets of all sizes. Our team will work with you to keep track of time and materials being invested into your project. Our commitment: no money surprises at the end of the contract. Just a job well done.
Our fees for Steps 1 - 3 will be $1,750 CDN plus HST. HST and agreed to out of pocket expenses not included. Payments terms net 30. This estimate is based on project scope as we understand it now. Details can be further clarified after the conversations in Step 1. Click here to book a time with Curt to talk about next steps.
Similar change making Work we have done
When thinking about how best we could support the Pathfinder team, we were reminded of these past projects and how they are similar in process and deliverables.
Regional Internal Auditors: Building A New Brand and Story
The mission of the Regional Internal Audit Team (RIAT) (funded by the Ministry of Education) is to provide independent and objective assurance and consulting services, designed to add value and improve school boards’ operations across the Province. Their team assists school boards by bringing a systematic, disciplined approach to evaluate and improve the effectiveness of risk management, control and governance processes.
Needing a brand for their team, the RIAT leadership asked Pearl Street to help build both a brand and an organizational story. After consultation with leadership and face-to-face meetings with RIAT team members, Pearl Street developed a logo and brand story for the RIAT team to use. We also built a suite of internal marketing materials that they are using with clients and their funder.
South West Transformation Project: Branding A New Collective
Pearl Street walked alongside a collective of Ontario community legal clinics as they examined how they deliver services and collaborate with community partners. Brought in at the start of the project, we have helped this enthusiastic team develop messaging, a logo and a website to start telling their complex story to their staff, governing boards and funder. After building a 12-month Communication Plan, Pearl Street lead the execution of the plan with tools for online, on paper and in-person engagement for both internal and external audiences.
Visit swtransformation.ca to see how this branding translated into online communications with a WordPress site designed in partnership with our friends from Barking Dog Studios.
Our Vision A world that demands and is strengthened by meaningful marketing and communications.
Our Mission We passionately tell the stories of engaged organizations through kick-ass marketing and communications.
We Value Boldness | Passion | Clarity
References
We have the skills and passions to help PATHFINDER build a successful marketing plan. But don’t just take our word for it! Our references will be happy to share their experiences working with Team Pearl Street. They can tell you about our mad marketing skills and how much fun we really are.
Will Mactaggart | The Oak Tree Project | oaktreeproject.ca
Portfolio Manager & Investment Advisor
c 519.993.2860 | Will.Mactaggart@icloud.com
Pearl Street has been a partner of Will and his Oak Tree Project for over 6 years. We have shared our strategic thinking, facilitation and marketing plan writing skills with the OTP, helping it grow year over year in reach and recognition. Our creative drives OTP social, earned media, speeches and marketing collateral. Will can speak to our creative skills and ability to build and execute effective marketing plans with few resources.
Wayne Toms | ECNO | ecno.org
Executive Director, Education Computing Network of Ontario (ECNO)
c 705.872.8910 | ed@ecnoconnect.org
Pearl Street has been supporting ECNO for over 4 years, through a number of organizational changes including a complete rebranding, a complicated divesture of IP and building a visionary and actionable 3-year strategic plan. Wayne can speak to our ability to adapt to change, our strong writing and design skills and how our long term relationship has supported ECNO through good and challenging times.
Thank you team pathfinder
Jessica and Shivani, we are grateful for the opportunity to share this proposal with you. We are excited about working on a project that aligns with our passions for branding and storytelling, especially with a fellow BCorp! #BusinessForGood
I will be happy to connect after you have had time to give this a read. You can reach me at:
Curt Hammond, Chief Listening Officer
22 York St. West, Elora ON N0B 1S0 | c 519.580.9725
curt@pearlstreet.ca | @PearlStreetInc | pearlstreet.ca
Click here to book a time to connect with me or use the form on the right to chat about these ideas. #LotsOfWaysToConnect