Page 8 - INNO4CHANGE_WP3_M7_Self-study session_EN

Content roadmaps in action

With the results of her Marketing Mix research, Irina decides to create a marketing strategy and

implement it through a content roadmap for each of the Ps that takes the mental position of her

audience to the position of stakeholders in her new veterinary service model. To do this, she sets

out a series of steps:

Step 1-Business offer awareness (face-to-face): Carry out a free visit promotion for all those who

register on her website and newsletter, allowing her to introduce herself and make a first general

presentation of what she intends to offer.

Step 2-Need awareness (content marketing): Promote awareness of the total cost of animal

health, including the costs arising from a lack of preventive monitoring, and assume this cost

individually and not as a collective.

Step 3-Viralisation (content marketing): Implement a peer-to-peer campaign based on

prescription, incentivised with low-cost veterinary services, from farmers who are already more

proactive in changing their service model.

Step 4-Customer development (content marketing): introduce the network already established to

the benefits of a joint supply (associated purchasing centre) and adapt the feed supplied to the

specific conditions of the livestock in the region.