CommonConnect: Connecting your Business with the Commonwealth


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I was assigned a simple task to market a training program of the Commonwealth of MA that is offered to its business associates: SMBs including minority and women owner businesses and large corporates. One of the problems was that since the training was being offered for free, the attendance and participation was low.

I created a brand property called CommonConnect to market Commonwealth's events including training programs. The idea was to position this training program as a networking opportunity for businesses and generated effective leads. I crafted value proposition and targeted messaging for each of the audiences. I also created a marketing campaign that received a lot of praise from the customer.

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  • This presentation is conceptualized, created,and presented by DeepaBuddhavarapu.Deepa has 9 years of Marketing Communications and Advertising experience. She has worked at leading technology companies such as Dell and Manhattan Associates. Deepa holds an MBA in Marketing and a Bachelor’s degree in Commerce and Economics.
  • What’s the communication objective of conducting a training program?
  • CommonConnect: Connecting your Business with the Commonwealth

    1. 1. Connecting your Businesswith the CommonwealthPresented by:Deepa BuddhavarapuOctober 19, 20111
    2. 2. Agenda• Communication Strategy• Communication Channels• Timeline• Marketing Materials2
    3. 3. Partner with the BusinessCommunity to achieve theCommonwealth’s goals for greatereconomic benefitCommunication Objective3
    4. 4. What’s in it for me?• Program Design & Positioning• Segmentation• Value PropositionBranding Opportunity4
    5. 5. Program Design and PositioningMarket it as a Business Networking Opportunity5
    6. 6. Segmentation and Value Proposition• Brand association with the Commonwealth• Corporate Social ResponsibilityLarge Businesses• Enhancing existing relationships• Finding new vistasState-Wide ContractHolders• Getting visibility• Establishing business links/Enabling success• Level playing fieldSmall BusinessesMinority/Women Owned6
    7. 7. Campaign ExecutionCreating Marketing Campaign based onvalue propositionSegmentSmall Business Owners, Minority/Women Owned Businesses or CertifiedDisadvantage Business Enterprises7
    8. 8. 8
    9. 9. 9
    10. 10. 10
    11. 11. 11
    12. 12. Campaign ExecutionGeneric campaign thattargets all business segments12
    13. 13. Campaign ExecutionTestimonialsFits in well with the program designand business networking concept13
    14. 14. 14
    15. 15. Campaign ExecutionDemystifying the complexityinvolved in doing businesswith the State15
    16. 16. 16
    17. 17. Campaign ExecutionBrand Association with the Commonwealth17
    18. 18. 18
    19. 19. CSR Campaign that targets Businesseswith CSR goalsCampaign Execution19
    20. 20. 20
    21. 21. Campaign ExecutionTimeline Communication Channel Marketing MaterialFirst Week of November OSD Website/Twitter/LinkedIn/You-Tube/Facebook/Electronic Display inthe lobby/OSD e-News/CraigslistSocial MediaUpdates/Electronic AdThird Week ofNovemberSocial Media updates/Comm-Pass User Email Blasts/ E-mailDatabase/Chamber ofCommerce/Pamphlets atOffice BuildingE-Mailers/Social MediaMessages/Power PointSlides/PamphletsSecond Week ofDecemberSocial Media updates/PublicAccess TV/WBN/LocalNewspapers Calendarsection/Craigslist/MBTASocial Media Updates/Power-Point Slides/PrintAd/Electronic Ad/Poster(optional)21
    22. 22. Campaign ExecutionTimeline Communication Channel Marketing MaterialThird Week of December Social Media Updates/PublicAccess TV/WBN/LocalNewspapers Calendar section/Craigslist/MBTAMessage/Power-PointSlides/Print Ad/ElectronicAd/Poster (optional)First Week of January Association Events/Chamberof Commerce/Twitter/ Comm-Pass User Blasts/OSD e-News/Lobby displaySocial Media Message/Power-Point Slides/PrintAd/Electronic AdSecond Week of January Twitter/Email-Database/LocalNewspapers/Public Access TVSocial Media Message/Power-Point Slides/PrintAd/Electronic Ad22
    23. 23. Thank You23