It should be noted that items herein are subject to change.
Any links provided, including all forms and items that IT will provide, are to be bookmarked and put into appropriate folders when applicable.
Fast Start Hat
Director of Promo & Marketing
Senior: VP of Sales & Marketing
PURPOSE (The reason why the position exists):
Primary: To be the person who knows what our product is and how to get people to buy it. You will never have to sell the system directly to a person, but through the various means of promotion and marketing you should have created the system for someone to be fully closed on our products. Your product is then people who are fully informed and ready to buy our products and services. Understanding your target audience is key.
Secondary: To provide requested marketing materials from Div 6 Public Division, Div 1 HR, Software, Div 4, Div 5, Etc. Common requested materials may include: graphic design, promotional materials, project management, CRM maintenance, site maintenance, IT assistance, newsletter drafting/design and mass delivery, etc.
VIEWPOINT (The viewpoint that an employee should have, to be successful at their job):
That you know better than anyone our public and our products and services. You have a full conceptual knowledge of what we do/don’t do and are therefore able to come up with marketing plans to achieve those goals. You don’t need help from anyone to get the purpose done, you are the cause point. Your viewpoint towards Equity & Help is it is the best option for investing, it helps people and improves communities while giving a great handsfree return. It is vital that everyone knows about the company and how it can help them, whether that be as a family, as an investor, as an agent or someone looking for work.
COMPUTER SKILLS REQUIRED:
Marketing systems, Graphic design, CRM, Social media, Email campaigning, Ad campaigning, Funnel Software, Adobe Photoshop, Adobe Illustrator, Adobe Premiere, Adobe Acrobat, WordPress, Basic coding, Facebook PPC, Google PPC, Surveying, Form submissions, Microsoft Office and general PC computer knowledge.
SKILLS REQUIRED:
Excellent Writing Skills, Graphic Design, Basic Videography, Project management, Excellent communication, Survey Tech, WordPress knowledge, Social Media, Content writing (newsletter, etc.) High aptitude for quickly understanding plugins and programs you are unfamiliar with. The ability to work independently and deliver regular deliverables, plus managing additional projects often.
RESPONSIBILITIES OF THE POSITION:
Manage, create on and run the complex and full marketing strategy for the company
Conceptualize content and promotional materials (ads, flyers, videos, graphics)
Do tasks yourself or utilize contractors to create the concepts created and approved from above.
Get surveys done so we can know our staff and target audience.
Get approval on materials prior to sending it out.
Create and send out weekly approved newsletters to both families and investors
Keep the website updated and running
Generate leads for Investors
Ensure all leads reach the correct terminal in the company
Ensure there are blogs and other articles on the company
Maintain a strong social media presence
Maintain the brand of the company to establish a strong concise message
Find new ways to promote the company
Only take orders from your command line
WEEKLY ACTIONS:
Complete Promotional Material
Liaison with all of the contractors working on marketing
Check on and run all funnels and ads
Send out the E&H Newsletter
Report your stats
SEO/Site maintenance
DAILY ACTIONS AND QUANTITIES or EXPECTATIONS:
Work on finalizing promotional material
Post to Social Media – at least 1 site per day
STATISTICS:
Marketing points (VFP)
Investor Leads
Newsletter clicks
E&H Sphere of Influence
Website Visits (via Sendible/Google Analytics)
Subscribers receiving newsletter
Content Created
Social Media Followers
Valuable Final Product: Qualified clients who are aware of Equity & Help Inc, and EasyHomes and are interested in the purchase of homes and services through our companies. This is your main statistic for all-staff meetings (every Friday at 5pm).
Written by:
Austin Kerr
SVP Admin E&H
Updated by:
Tim Anderson
Director of Marketing
October 2023
Your Responsibilities in this Post
First and foremost, the VFP of Marketing is to further legitimize E&H- since we are a viable option to our investors (as they continue to reinvest), we would also like that assurance transposed to new prospective investors. It is just as important to preserve our legitimacy to our current investors as it is to acquire new ones.
As the person in charge of marketing, you will need to know what our company is, and what our company is not- if you don’t know these facts then you won’t be able to effectively market to who we need to. This is in regard to the acquisition of new and prospective investors. Also applicable to our public appearance and representation.
We are not: a real estate investment company. This seems contradictory since we do specialize in an investment backed by real estate- it’s easy to confuse the two, but it is easily explainable. Watch the onboarding videos here: 10 minute explainer 3 minute explainer
You may have to watch the videos a few times to really nail it down, just keep in mind what our company is not.
Coming up with a marketing strategy is vital to the role of your post. Something to think about is working backwards- what is the desired outcome by putting out a certain communication or promotion? For example, let’s say you want the prospective lead to schedule a 15 minute discovery call. How will this be accomplished? Who is your target audience? What is the process to get them into the call?
Items you absolutely need on your first day
The items in the directory are things you will use to operate every single day. HR and IT will brief you on what you should be doing for onboarding, but to reiterate why you need these, look at the list below- these should be bookmarked when set up.
Daily Report: Everyday you will input what tasks you completed that shift, as well as your plans for the following day. This will be forwarded to your senior and head of department every time.
Staff Meeting Form: Every Friday you will use this to report your weekly condition based on your stats. You put your stats in a module in The Matrix.
Humanagement: Make sure you use this for punching in/out. There is a list of shortcuts on the interface that you can look through and use when applicable.
Odoo (The Matrix)/Wiseman: Your stats are here, the Pipeline (where you keep track of leads), Trusts, a list of investors, etc.
Time Correction Form: Send a chat to HR containing time you missed or missed punches
Shared Google Drive: You have all your important folders in here: all of your marketing items that you save, the Central Properties folder to see any good before/after pics of homes, etc. Just go to the Div 2 Sales_Marketing tab, that’s all for you.
Your email: Self explanatory
Zoom: Typically used for meeting with contractors and outside organizations
Gather: Every morning at 9:00 we hold our morning muster and every Friday at 5:00pm we have our weekly meeting. Both of these are located in the meeting room (below our div building). Div meeting is every Friday at 2:30pm located at the dining table inside our building. Be sure to always have your camera on (during your shift) and ready to communicate with your team when needed.
Submit an IT ticket: Use this for IT help, and make sure you are very, extremely detailed with what you put in your ticket. The Knowledge Base is attached to it (look for Solutions and click)
Talent LMS: Make sure that the Marketing course is assigned to you from DAY ONE. Reference this as you need to for all questions regarding stable data, policy and hatting. It’s usually here. If not, ASK. If you think something needs to be added, ASK. Your senior will help you with that, or he may direct you to Frank who is in charge of the LMS.
Google chat: Everyone uses this everyday. Make sure when you message people to give them some time to respond. Email is preferred for non-urgent communications.
Vendor Contacts- add to your email.
Cam (Motion State Media): Videography. He has done an investor testimonial in-house shoot for us. Very nice guy. His email is contact@motionstatemedia.com
Forrest: Also videography. His email is fc@courtlandcreative.com We have used him a lot for investor shoots. He is very reasonably priced, but hard to reach, always worth a shot though.
Design Lab (Mike and Kelly): They created our EasyHomes video series and are great to work with. Mike@designlab.live and kelly@designlab.live
TPM people: They manage our website. They handle a few other things too, but mostly analysis. James: support@targetpublic.com Mike: mikeb@targetpublic.com and George: george@targetpublic.com They also track and analyze traffic on our site, and will let you know what communication or media they need. CC them as well as your direct senior on any communication that you send to them. You likely won’t need to contact them for anything, but if you do, or if they reach out to you, send it over to Berger to clarify anything.
Wilson Print Marketing: Xmas cards and other printed needs: kelsi@wilsonprintingusa.com
Minuteman Press: business cards etc. largo@minutemanpress.com
Freelancers
Fiverr use the lastpass
Upwork: uses lastpass login
Fiverr is good for if you have small projects that don’t take a lot of time to complete, and that are more simple. If you need translations in an SRT file to put into YouTube, go to Fiverr!
Upwork is best for your more complicated projects. If you need an article written, someone to optimize your ads, need a video edited, go to Upwork. This is where building a good rapport with your vendor will be beneficial since you should think about working with someone a lot if you like them and if they do good work for you.
Finding a good freelancer takes time. For Fiverr less so, but someone on Upwork will take like 2 hours in order to find a quality person who fits your needs. You get more bang for your buck if you’re willing to put in the time to research your best options.
Chrome Extensions
Lastpass: Holds all of your and everyone else’s passwords. You’ll use this for everything that requires a password, just make sure IT sets you up with it your first few days here. You will be able to find the logins for what you need in the lastpass vault, just search in the search bar the site you need the password for.
E&H Website
Wordpress login: akerr@equityandhelp.com password: Mtj9x9GTIEK14mij(8j^iwwF
Keep yourself logged in to wordpress to access the back end of the website. We use Elementor to edit and update the site as needed.
Calendly links for PIC’s: https://calendly.com/event_types/user/me
How to edit pages in Wordpress hat: Found in TalentLMS Marketing Course under Wordpress.
SEO duties:
It is imperative that marketing regularly maintains the site’s SEO, responsiveness and performability. At minimum, once a week checkups with resources such as: ahrefs.com, pagespeedinsights.com and within Wordpress itself.
The goal being every category rated 90+ reflects a functioning website. Wordpress also makes suggestions for SEO that should be heavily considered. The longer you go without maintenance, the lower the sites will perform.
A great free resource for better understanding SEO is YouTube. Here’s a good introduction course on the subject.
Mailchimp
Mailchimp login: admin@equityandhelp.com password: SuperHelp2016#
You will use this each week to send out the newsletter in both english and spanish- for spanish, have someone on staff translate and apply to Stripo template and blog. Send it as a test email to yourself. Get approved by Div head before sending.
How to create campaigns in Mailchimp hat KB article: Here
Social Media Items
I would bookmark a folder, and then have all of these sites bookmarked within it.
Sendible: login: equityandhelp1 password: sendingsendible
This site allows you to queue and send social media posts to places like FB and Facebook pages, Instagram, Twitter, LinkedIn, and Youtube. You also find some of your stats on here, just go to the Measure tab and click on Reports Hub.
Twitter: Login and pass is in Lastpass
Instagram: Login and pass is in Lastpass
LinkedIn: Login and pass is in Lastpass
How to post in Sendible hat KB article: Here
Power BI
You use this to look at sample investor reports and to find most of your information to update the Tear Sheet and Case Studies. Tear Sheets and Case Studies get updated quarterly, Investor Reports get sent monthly on the 30th.
Case Study hat KB article: Here
Computer apps
Adobe Illustrator: You’ll use this to update the tear sheet, case studies, or other materials. Often used for many graphic design needs.
Adobe Photoshop: photo editing. Also used for many graphic design needs.
Adobe Premiere Pro: when you have to edit videos/upload SRT’s
login: mynewcomp@mail.com password: SuperHelp2018#
ee. Adobe Acrobat: used frequently to convert file types.
Zapier Use Austin’s login information. For any action that you would like automated, use Zapier. IT is happy to help set up these automated actions as well.
Zapier for marketing quick start KB article: Here
Social Media/Stock Creatives
Canva uses the admin account to log in, or Lastpass. Easy social media posts or creatives for ads can be made here.
Envato uses Austin’s log in. This is perfect for stock footage, licensed music, etc. We use it a lot for B-roll in videos.
How to create media in Canva hat: Here
Google Analytics
Google Analytics KB article: Here
How to tabulate your stats
Your stats will be found in a bunch of different places- update your stats in the Matrix and Wiseman (bookmarks will be provided for both) every Friday before 2:30.
Finding your stats KB article: Here
Your regular schedule
You should template out your weekly schedule ahead of time- I used to do this every Friday after I input my stats so that way I knew what my week looks like, and so that I can plan for it. It is crucial to be able to plan ahead and follow your personal schedule.
Below is a list of items you will regularly encounter. There is more to this post than that since there is always something that needs to be updated, but this is the skeleton. There may be times when you must film a testimonial shoot, create a postcard or magazine ad, create a commercial or video promo. As mentioned, below is what you will need to confront and accomplish regularly.
Yearly deliverables:
Testimonials from Investors: We want at least a couple 3 minute long videos of glowing reviews from our current investors
E&H Bday: This can be a simple newsletter and social media post about us and how far we've come as a company
EasyHomes Contest: Every year, we set up a home renovation contest for our families to participate in, the winner gets their mortgage paid. This provides us with a lot of photos and video to use, so we would want a 1.5 to 3 minute video from the families plus a newsletter and social media post.
Quarterly deliverables:
Tear sheet: This is a white paper that will be printed, posted in social media, and made into a newsletter
Case studies: We have several investor portfolios we create into case studies- these compare the market to our own investment and showcases how well the portfolio is doing. Also to be used as a print and put into the newsletter
Infographic (wheel): this one will have minor updates to it, looks nice, needs to be printed
Folder: We have a folder on the website and physical that contains all the above, and then a few other pieces that would be updated. You would be in charge of updating the website with the new info as well
Monthly deliverables:
Upcoming events: A calendar of all our events, presentations, etc sent as a newsletter
Month in review: This would come out before the investor reports at the end of the month, also in a newsletter
2 Family wins or 2 Internal News stories: either or in a newsletter
Weekly Deliverables:
Social media posts: Create, queue and post 5 to 15 per week, depending on what you have going on
Website Maintenance: Make sure everything functions well and looks good- update employee section, upload newsletters into their own pages
You are free to use outsourcing for some of these- like for the videos, if you can edit them to look professionally done in a timely manner, all yours! If not, hire someone using the contacts I provided in the vendor contacts section.
Holidays:
Christmas cards to families and investors (plan to start this project in September)
Gifts to investors (plan to start this project in May)
Purchase Orders:
You will have to make recurring purchases in this post. You’ll have in your Talent LMS a comprehensive course on Purchase Orders to help guide you through the process. This will help you determine which type of purchase order you need to put in prior to paying for something. Anything you outsource will require payment.
Maria Nelly handles all payments. She will pay for things as long as there is proper documentation of what needs to be paid, like invoices and dates the bill is due are important bits of information that she needs. If you have any questions that couldn’t be answered from the LMS course, see your senior.
I would get together with your senior to discuss your allotted budget for your department and then set a schedule for what gets paid and when it gets paid.
Monthly EPO/PO KB article: Here
The Matrix/Wiseman
The Matrix is our company's CRM.
In the Matrix, you are able to find your sick days and PTO time, as well as Trust information, who our investors are, etc.
We use the pipeline to determine where a lead comes from and what stages they are in. There are notes within the contact that can help determine which salesperson is talking to the lead, or determine any other pertinent information about the lead.
When working from your established funnels, keep in mind the stages a lead goes through. You’ll be able to set automatic triggers as a lead moves along the pipeline, or set a drip campaign if they do not. Using Zapier will help set those triggers, but seeing the pipeline and then visualizing the journey lead takes to get to the end result you have in mind will help the pieces all come together. Many of our leads come from Ivan or outside sources. That is good we have leads coming into the pipeline, however there does need to be an established plan for what the desired outcome for that lead is.