1. Podcast Marketing Plan
July 2017

2. Executive Summary – Podcast Pilot & Project Management Professionals
As the world shifts towards increased mobile consumption, podcasts represent a form of mobile-first content that engages with audiences in a unique way that other mediums have not been able to. Podcasts have substantial potential as an audience engagement tool that can diversify content, add value to our brand, and generate enthusiasm for the project management profession. This marketing plan is a detailed overview of how our pilot program will help increase PMI brand awareness through podcast listening and deliver heightened consumer awareness.
Podcast Marketing Plan

3. Podcast Pilot Overview
Attendees at Global Conference
LIM community
Online Project Management Community
PM Community
Who
8-10 Podcast Episodes of in depth interviews focusing on the most recent thought leadership affecting Project Management
What
Launching 10/28/17 at the PMI Global Conference
When
iTunes and Google Play
Where
Brand Awareness
New Customers
Why
Why?
First, podcasts allow consumers to expand their vision of a brand, thanks to the very personal nature of podcasts and the immediacy of the human voice.
Second, podcasting offers a level of engagement with audiences that is incomparable with other digital media – b/c of captive audience
As a mobile medium, podcasts have an advantage over text and video:
They can be consumed in the moments when visual media consumption is inconvenient or impossible, like driving, commuting, exercising, doing housework, etc.
Podcast Marketing Plan

4. Situation analysis
Podcast Marketing Plan

5. SWOT Ease of Access with Device Drivers for Audience Growth
Reach New PMI Audience
Tap into Internal Talent
Diversify Content
Industry Standards & Metrics Available
Heightened Consumer Awareness
Raise overall Profile of Live Event
Strengths
Weakness
Threats
Opportunities
67 million people listen to podcasts at least once a month
51% of podcast listeners typically listen to episodes at home within 24 hours of release
69% listen to podcasts on a smartphone, tablet, or portable device.
Podcast ads certainly offer an intriguing alternative to advertisers hoping to reach and engage with digital, mobile consumers. They could represent a paradigm shift in the way we conceptualize advertising in the 21st century.
Live Show can build audience and host community
Millennials aren’t jaded about marketing, they just have high expectations for authenticity and customization
Podcast Marketing Plan

6. Marketing plan
Podcast Marketing Plan

7. Comprehensive Podcast Marketing Strategy
Marketing Channels
Comprehensive Podcast Marketing Strategy
Earned Media
Paid Media
Owned Media
Podcast Marketing Plan

8. Overarching Strategy:
Engage target audience at key touchpoints
Drive traffic to podcast series on iTunes, Google Play or PMI.org/podcast
Offer seamless listening experience
Consistent Branding, Messaging, Imagery
Encourage audience to listen to entire podcast series, learn more information about podcast topics on PMI.org, to rate/review podcast to earn more noteworthy rankings
Increase Consumer Brand Awareness of PMI as an industry leader via diversified content and enthusiasm for the project management profession
Attract new listener base, acquire new customers and/or engage with current customers in a new meaningful way
Presentation Title

9. Owned Media Strategy – Web Properties
Podcast Landing Page
Marketing
Social Media
PMI.org
PM.com
Corporate Partnerships
69% listen to podcasts on a smartphone, tablet, or portable device
Podcast Landing Page,
Offer seamless listening experience
Mobile Optimized
PMI.org Homepage presence:
2 weeks Post Launch, Hero Image to feature Podcast
Leverage the ~800k monthly visits to PMI.org
Marketing
Tailored/Targeted Campaign in conjunction with current marketing efforts
PMI Social Media Channels
Generate more “buzz” online, leading up to launch of podcast
Work closely with Social Team to tie into current campaigns
Corporate Partnerships
Podcast Marketing Plan

10. Owned Media – Tactics Landing Page: Email Campaign: Teaser email
Strategy
Touch Point
Audience Type
PMI Bubble?
Tactic
Engage with Targeted Audiences with in our PMI Database
Marketing
Targeted Segments based on Current Certification and/or Membership Type, PM Practitioners
YES
Teaser 1 week before launch
Kickoff when Podcast Series launches at Global Conference
Wrap up after entire Series is released.
Ensure Podcast URL is featured
Encourage Listenership and to Rate/Review/Share Podcast Series
Owned Social Media:
Facebook
Twitter
Instagram
LinkedIn
Online Project Management Community that follow PMI social channels
Teaser Posts about upcoming podcast launch
Kickoff Posts when Podcast Series launches at Global Conference
Lead Industry based Tweet chats/Facebook Posts, encouraging influencers to join in
Engage PMI Online Audience with Diversified Content
PMI.org
Online PMI Community, Project Management Practitioners
Dedicated homepage presence – hero image for 2 weeks
Mobile Optimized
Attract New Listeners with Diversified Content
PM.com
Online PMI Community, Project Management Practitioners,
Add to Education > Podcasts
Add to Community & Events > Live Events
Extend Reach and Drive Audience Growth
Corporate Partnership
PMI Account Executives to share with key Corporate Partnerships (ie IBM, DXC, TD Bank, SAP)
Encourage Account Executives to share Podcast 1-Sheeter with key Partnerships
Add Information about Podcast on Key Accounts Intranets, Events Pages, Newsletters
Hero image on pmi.org 2 weeks post launch: October 28 – November 11, 2017
Landing page to be mobile optimized so that its viewable on a mobile device
Landing Page:
Campaign:
Teaser
Launch Day
1 week post launch
Social Media Campaign:
Curate content to be distributed
Facebook, Instagram, LinkedIn, Twitter
PMI.org Presence
PM.com Presence
Podcast Marketing Plan

11. Paid Media Strategy – Advertising
iTunes & Google Play
PPC
Display
Social Media
Re Targeting
Live Event
Paid Media Plan to include:
SEM
Display Banners
Social – Facebook, LinkedIn, Instagram, Twitter
Featured Podcast in iTunes
Podcast Marketing Plan

12. Paid Media – Tactics Racepoint
Strategy
Touch Point
Audience Type
PMI Bubble?
Tactic
Attract New Listeners, Drive Traffic
SEM
Practitioner searching for relevant Podcast
Online PM Community
TBD
Run PPC text ads based on pre defined keywords and phrases that are targeted to specific demographics, locations, interests
Display
Run Online Banner Advertising, Targeted to specific interests, geos, on display networks
Use Strong CTA and direct users to visit Podcast landing page to listen to series
Encourage to Listen then Rate/Review/Share Podcast Series
Paid Social:
Facebook
Twitter
Instagram
LinkedIn
Online Project Management Community that share similar interests as the PMI social pages
Run Social Ads based around similar interests
Re Engage Audience that left PMI.org with Podcast Series as CTA, Drive Traffic
Re Targeting
PMI website users
YES
Run Online Banner Advertising targeted to users that have visited PMI.org and left
Raise overall profile of Global Conference and Podcast Launch
Live Event
Attendees at Global Conference ~2500 people
Attendees at LIM
~1500 people
Giveaways to coordinate with Launch of Podcast and Global Conference
Live Podcast Recording
Leverage Exhibit Hall to get the most foot traffic
Quick Questions prepared for “Interview “Like member podcast
Racepoint
Paid Media Plan to include:
SEM
Display Banners
Social – Facebook, LinkedIn, Instagram, Twitter
Featured Podcast in iTunes
How do we leverage RT. If that's code, dev work? We need to know now?
Podcast Marketing Plan

13. Earned Media Strategy – Sharing
Reviews
SEO
Social Shares
Podcast Rankings
Thought Leadership Mentions
Podcast Marketing Plan

14. Earned Media – Tactics Optimize RSS Fee Leverage Website
Strategy
Touch Point
Audience Type
PMI Bubble?
Tactic
Attract New Listeners and Increase Exposure to Podcast
SEO
PM Online Community, Practitioners
Podcast Listeners
TBD
Include Episode Descriptions, Recaps and/or Transcripts
Use Imagery
Meta Descriptions
Active Social Media Accounts
Link Sharing
Attract New Listeners
Social Shares
New Podcast Listeners
New PM Practitioners NO
Encourage brand advocates to endorse, rate, review the podcast and mention on their social accounts
Amplification of Podcast Across iTunes and Google Play
Podcast Rankings
Encourage listeners to endorse Podcast via Reviews and Ratings
Leverage Trusted Industry Sources to Endorse Podcast
Thought Leadership Mentions, Reposts or Social Shares
PMI Account Executives to share with key Corporate Partnerships (ie IBM, DXC, TD Bank, SAP)
YES
Encourage Account Executives to share Podcast 1-Sheeter with key Partnerships
Add Information about Podcast on Key Accounts Intranets, Events Pages, Newsletters
How do we generate virality?
SEO – Website
episode description or recap
show notes with timestamps
transcript
key takeaways
episode art
Link Building?
YouTube?
Optimize RSS Fee
Leverage Website
Amplify Podcast Rankings
List Rankings
Search Rankings
Popularity with Thought Leadership
Podcast Marketing Plan

15. Branding – Podcast Music
Electronic, Option 1
Groovy piece featuring a heavy Trip Hop feel and quirky synth textures that creates a powerful / respected mood.
RPG to provide creative for first round of review: Monday, 8/14
PMI to provide feedback: Tuesday, 8/15
Second round of review: Thursday, 8/24
PMI to provide feedback: Friday, 8/25
Final review and approval: Thursday 8/31
Presentation Title

16. Roadmap JUN JUL AUG SEP OCT NOV Develop Concept and Recruit Talent
Finalize Content and Record Interviews
Establish Marketing Strategy & Finalize Paid Media
Weekly Touch Base
Production of Podcast Episodes
Technical Integration
Approve Final Creative & Order Live Event Giveaways
Launch: Paid Media, Corporate Partnership & Live Event
Monitor Performance & Provide Podcast Analysis
Podcast Marketing Plan

17. Measurement
Presentation Title

18. iTunes Connect – Apple Podcast App Libsyn – Hosting Company
Core Metrics
iTunes Connect – Apple Podcast App
Available iOS 11, Fall 2017
Aggregated, Anonymized Performance Data
General Listening Behavior
Libsyn – Hosting Company
Real-Time Basic Stats
Downloads by day, geo area, referrers, traffic sources
Dig into individual episodes, which content is driving popularity
PMI
Adobe Analytics, Site Core – Web Traffic
Silverpop –
Brightcove – Streaming on PMI
The ruling metric of the podcast industry is the “unique download” of an episode. 
By measuring downloads, we’re expecting the podcast to establish or maintain PMI’s thought leadership. (Popularity)
Even though thought leadership is a huge benefit, it’s not a benefit we’ll reap immediately.
It takes time to develop a listener base...it doesn’t happen overnight.
Podcast Marketing Plan

19. Branding Metrics SOCIAL MENTIONS WEB TRAFFIC
Increases in social mentions and discussions are strong indicators of branding campaign success.
Increase in landing page visits is another good indicator that listeners are engaging with the PMI brand and/or the Project Management Industry. Even with our custom podcast landing page, we still need to observe overall site traffic, since listeners may only remember the main PMI.org URL or use Google to find a our site, which won’t be directly trackable.
Social Mentions - look for an overall increase in mentions during the time that our campaign runs, adding a few weeks after it ends to account for listeners who don’t listen to episodes right when they’re released.
Website Visits - look for increases during a campaign period, plus a few weeks.
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20. PODCAST EPISODES
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21. Talent & Topics Transformation and the Project Manager Role
Kevin Murphy of Bain & Co.
AGILE and what PMs need to know about working in Agile environments
Lauri Bingham, T-Mobile PMO Director
Creativity in the Process Oriented Project Manager World
Scott Berkun, Speaker, Author and Former Microsoft Project Manager
Talent Development: Building Relationships and Finding a Leadership Style
Jackie Van Pelt, NextPert with BAE Systems
PM role in Digital Transformation
Anand Swaminathan, Senior Partner at McKinsey and Author Digital At Scale
Managing Complexity: From Resources to Governance to Risk
Tony Gayter, VP of DXC Technology
How Artificial Intelligence Could Impact the Project World
Michael Chui, Partner at McKinsey & Co.
Developing the Skills of Persuasion and Influence
Oren Klaff, Managing Director at Intersection Capital and Best Selling Author Pitch Anything
Perfect Examples of how this podcast is diversifying content and adding value to PMI Brand
Presentation Title

22. Sneak Peek
RECORDED: Kevin Murphy, from Bain & Co. discuss Transformation and the Project Manager role. 
Podcast Marketing Plan

23. Branding – Podcast Naming Options
Working Title, “The Future State of Project Management”
Proposed Titles: Group 1
Behind the Projects
Signed, Sealed, Project Managed
Project Compass
Future Talk
Project Management: Beyond Tomorrow
The Evolution Solution
Proposed Titles: Group 2
PMI Projection Lab
The Prepared Project Manager
Indispensable
Project GPS
Let’s Talk About Tomorrow
MVPm
Iceberg Ahead
Unfazed
Forward Vibes
Projecting What’s Next
Destination Transformation
Future Googles
Managing the Future Target
Plotting Tomorrow
Projext
Projected
RPG to provide creative for first round of review: Monday, 8/14
PMI to provide feedback: Tuesday, 8/15
Second round of review: Thursday, 8/24
PMI to provide feedback: Friday, 8/25
Final review and approval: Thursday 8/31
Presentation Title