Background

Dax Patton is a tried and true marketing maverick in the Austin, Texas tech community. After 10+ years of sales planning, experiential marketing, and web development experience, he has shifted his career focus to starting his own agency: Dax Patton LLC. The digital agency has three areas of specialization: Web and App Development, Business Consulting Services, and Innovation. 

My Responsibilities 

Project Management 

Brand Strategy  

Primary Research

Media Planning 

Ask 

Prepare Dax Patton for a full-scale launch by defining his target audience, developing a client acquisition process, a media channel plam, and brand identity elements. 

Mindcotine 

Research 

Dax speculated that start-up businesses would be his agency's target, but my team and I dug a bit deeper into the category to determine the segment with the greatest need for his agency's services. 

1

The top 3 leading causes of failure for start-up businesses are limited staffing, funding, and a lack of market demand. 

2

Start-up teams can spend up to 40% of the time on non-income generating activities.

3

80% of start-ups survive their first year.  

On average, 62% survive in years 2-5

These findings led our team to identify middle-stage startups (in years 2-5 of operation) as Dax Patton's Target Audience 

Insight

“Working with Dax was like adding another member to our team. He was flexible, calm, and extremely knowledgeable."

-Heather Wilson, The Integrity Project and former Dax Patton LLC Client

Brand Strategy

Be the helping hand by helping them plan for their next round of operation and funding. 

Media Planning 

The Process  

After identifying mid-stage start-ups as his target, my team and I developed a 3-step process to help Dax identify the most effective media channels to drive agency growth. 

STEP 1

Goal Setting

STEP 2

Channel Selection &

KPI Setting

STEP 3

Channel Phasing and  Implementation 

Goal Setting

The goal-setting process was real we helped Dax set three high-level business goals: increase agency awareness, earn two clients in the agency's first year of operation and begin to establish thought leadership in the digital marketing category.

Channel Selection 

Next, we determined potential channels to help his agency expand  its reach and generate business leads 

Considering the agency's start-up status, we recommend the following channels as efficient, yet cost-effective methods to achieve the previously establish business goals.  

  • Facebook
  • Instagram
  • LinkedIn
  • Facebook
  • Instagram
  • LinkedIn

Social Media

The agency will spark awareness by leveraging the founder's extensive entrepreneurial following on his personal social media channels. 

Newsletter

A quarterly newsletter will drive loyalty from past clients by keeping them connected with the agencies updates. Additionally, the agency can offer legacy pricing future projects as a token of appreciation for seeking the business out in its infancy. 

Website Blog

Consistent blogging positions the agency to drive client consideration by creating pillar content around the agency's three areas of service. 

Podcast

Daily podcasting will give the agency a go-to method to continue growing brand awareness and begin establishing a thought leadership position in the digital marketing category. 

Email Marketing 

Given Email's remarkable ROI, we recommended that the agency emphasize its unique value proposition and incentivize conversions by offering free 30-minute consultation calls. 

E-Book

Implementing a quick-hitting daily podcast will give the agency a go-to method to continue growing brand awareness and begin establishing thought leadership position in the digital marketing category. 

Trade Shows

Implementing a quick-hitting daily podcast will give the agency a go-to method to continue growing brand awareness and begin establishing thought leadership position in the digital marketing category. 

Channel Integration 

Phase 1 (Mo1. - Mo4.)

Avenir Light is a clean and stylish font favored by designers. It's easy on the eyes and a great go to font for titles, paragraphs & more.

Social

Blog  

E-Mail  

Phase 2 (Mo5. - Mo8.) 

Avenir Light is a clean and stylish font favored by designers. It's easy on the eyes and a great go to font for titles, paragraphs & more.

Newsletter

Podcast  

Phase 3 (Mo9. - Mo12.)

Avenir Light is a clean and stylish font favored by designers. It's easy on the eyes and a great go to font for titles, paragraphs & more.

E-Book

Trade   Shows  

Leon Brewington

Brand Manager