What I do

I create and execute customer acquisition and retention campaigns according to a 12-month rolling marketing plan agreed at the start. The basic goal is to deliver ROI of 4x-12x for a budget starting at £3000/month and always below £120,000/year.

  First task is to agree a marketing plan for the budget you assign to me. That marketing plan will be a series of communications across one or more media, sent to prospects and customers according to demographic and psychographic information, with volumes and schedules determined by your budget and response rates. Your marketing plan may also include strategic analysis, database design, and sales forecasting.

  That done, I create marketing communications - letters, emails, ad campaigns, PPC flights - that deliver agreed messages to different segments, each with an individually-keyed tracking code (offer codes, passwords, clickable URLs) that tell us who responded and what they responded to. They'll be creative concepts - I'm an award-winning copywriter - but creativity is driven by strategy; it all starts with your business, not my idea.

  Every month, the results get analysed and the creative work tuned to increase the conversion rate and other statistics. If a certain group of prospects responded, we concentrate more closely on prospects with the same attributes (and find more of them to market to.) Or if (when!) something isn't working we change it. That's how your marketing plan works: monthly analysis, insight, and actions that contribute to a rising sales curve.

  The tools I use include Google Analytics, AdWords, Salesforce.com, Force.com applications, and a set of methods cherrypicked from b-school texts and the latest strategic thinking. But it all starts with the words: I'm a copywriter at heart.
  And that's what Redpump does. Here's how I do it.