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Integrated Marketing Communciation Plan for a Web Development Company
- 4. Situation Analysis: Market Analysis Information Technology $150B+ Market Consistent annual growth and demand Economic downturn increasing outsourcing New England region, 6 out of 8 for IT demand American Recovery and Reinvestment Act of 2009
- 5. Customer Analysis: Growth Opportunities Private Public IT • Professional Services • Biotech/healthcare • Healthcare/biosciences • Technology • High-tech • Financial Services • Staffing • Finance • High-tech • Construction • Manufacturing • Retail • Manufacturing • Education Boston Business Journal, 2009 Book of Lists
- 6. 1) Boston Web Design • Additional: email design marketing, flash animation (6 of 7) • Not Offered: Managed hosting 2) Pixel Bridge • Additional: ecommerce, extranet/internet, web portals, interactive marketing (6 of 7) • Not Offered: Integration services 3) Four Mangos • Additional: Print, market research (6 of 7) • Not Offered: Web support and maintenance 4) Dreaming Code • Additional: Creative marketing/branding (6 of 7) • Not Offered: Web consulting 5) Silverscape • Additional: Strategy and creative services (5 of 7) • Not Offered: Web consulting and Contact management
- 7. Strengths Weaknesses Transparency Only 7 practice areas Depth of expertise Limited institutionalized marketing Flexible, transparent pricing options. Branding and positioning Internal workflow Heavy on Microsoft Microsoft product integration Experiencing growing pains Established presence in Boston market High percentage of referrals – 90% Opportunities Threats Legal, Health, Technology, and Worsening economy could impact Marketing agencies strongest vertical IT spending during campaign period sectors Increasing influence of cost during Renewable Energy, Health, and IT client decision-making process growing thanks to Stimulus Bill Competitors that offer full range of Web 3.0 trends and technologies services Down economy increasing IT outsourcing
- 9. Legal Health Technology Agency
- 10. The Big Idea
- 11. IMC Objectives Increase brand awareness among target audience by 50% Increase website traffic by 40% Increase media hits in Boston market by 20% Increase new business referrals from existing customers by 30% Increase knowledge among current clients of Verndale's 7 practice areas by 50%
- 13. Creative Objectives Create a stronger brand identity Develop a clear understanding of quot;The Verndale Difference” Increase knowledge of 7 areas of expertise Position as an extension of the client
- 14. 4 Creative Concepts Client Testimonials Verndale Webinars SEM Tip Weekly Emails Value in a Weak Economy
- 15. Interactive Objectives Increase brand awareness through the innovative use of leading web properties and technologies Drive website traffic through strategically placed online advertising and through user driven content sharing Increase new business referrals by solidifying positioning Increase knowledge among current clients by optimizing and creating new channels
- 16. Interactive Strategies Expand advertising and SEM Leverage professional and social media networks Expand original educational offerings and introduce interactive channel assets Leverage emerging technologies Enhance site to route inbound traffic to optimized areas Enhance the Client Center Launch mobile version of site
- 17. Banner Ads Twitter Text Ads Facebook Microsites Original LinkedIn Content Interactive Email SEO Marketing Web Widgets Videos Verndale Client Mobile Center
- 25. Interactive: Original Content Online articles and beyond Distribute Repurpose User driven content sharing 03. Our Thinking 05. Who We Are Increase SEO
- 26. Interactive: Videos Webinars Promotional video Video podcasts Video blogs
- 27. Interactive: Enhanced Client Center
- 31. Interactive: Email Marketing Capture and “Verndale segment by vertical Difference” template Identifiable “Resource” & Click stream and “Invite” behavioral targeting User Preferences
- 32. Interactive: Online Community Optimization
- 33. Promotions Objectives Promote Verndale as leading Boston web development firm servicing targeted verticals Increase awareness of Verndale’s complete suite of services to current and potential clients Drive traffic to Verndale website, specifically to targeted vertical landing pages and micro sites Increase rate of “add-on” work by current clients Increase customer retention
- 34. Promotions Strategies Strengthen relationships with current and potential clients Leverage existing clients as means to attract new clients Provide incentives to stimulate new business from potential clients and additional work from current clients Leverage knowledge and expertise of founding partners
- 35. Client Referral Programs Consultation Direct Mail Promotions Enhanced Trade Collateral Premium
- 39. Promotions: Direct Mail First Class Letter Branded USB Hub
- 41. Public Relations Objectives Increase media hits among targeted publications in the Boston market Increase brand awareness among targeted verticals Position Verndale as leading web development firm servicing targeted verticals in Boston market Tell the story of “The Verndale Difference” Increase knowledge of Verndale’s suite of services among current clients Drive traffic to the Verndale website, specifically to targetedmicrosites
- 42. Public Relations Strategy Place informational/promotional news in targeted vertical publications Establish presence at events and trade shows Leverage existing Verndale Leverage knowledge and expertise of founding partners Cultivate relationships with influential bloggers
- 43. Target Publications Article Sponsorships Marketing Trade Shows PR Blogger Relations Client Events Testimonials Networking
- 44. TARGET PUBLICATIONS ALL VERTICALS LEGAL HEALTH TECHNOLOGY MARKETING Boston Globe Massachusetts Bar Managed Mass High Tech - Marketing Sherpa Boston Business Association Healthcare The Journal of New AMA – Marketing Journal Strategies: The Executive England Management ProfNet as issue Journal of Legal Med Ad News Technology B2B – The experts Marketing Business Insurance BtoB: Inside Magazine for Law.com Modern Healthcare Technology Marketing Legal Marketing HealthLeaders Marketing Strategies Association (LMA) Medical Marketing TMC: Technology Service Provider & Media Marketing Center Directory American Chief Marketer Law Technology Marketing AMA – Directory of News Magazine Association (AMA) Interactive LMA national and – Marketing Health Marketing and NE regional Services Software Services websites Healthcare Boston.com – Executive technology/busines Pharmaceutical s pages Executive Managed Care Magazine PharmaVOICE Boston.com: healthcare/busines s pages
- 45. Article Blogging Client Marketing Testimonials
- 46. NETWORKING OPPORTUNITIES (business associations) All Verticals Boston Chamber of Commerce Networking Group International Association for Business Communicators, Yankee Chapter (IABC) Legal Legal Marketing Association of New England (LMA/NE) Health Massachusetts BioTech Council Annual Meeting Massachusetts Hospital Association Technology MITX: Massachusetts Innovation & Technology Exchange Marketing Boston Chapter of American Marketing Association (AMA) Boston Interactive Media Association (BIMA)
- 47. Events Trade Shows Sponsorships
- 48. Email Communities Site Promotions Online Advertising Measurement Evaluation Measurement PR Objectives
- 50. Campaign Budget $99, 942 Public Interactive Relations 43% 45% Promotions 12%
- 51. Interactive Budget $44, 558 Promotional video 16% WebEx online webinar service Boston Business 2% Journal online advertising 37% LinkedIn online advertising 23% Boston Chamber of Commerce online advertising 22%
- 52. Promotions Direct Mail Budget 2% Trade Show booth $12, 978 8% Trade Premium give- away 2% Client Referral Program 43% Branded USB Hubs 44% Brochure for USB hub mailing 1%
- 53. Public Enhanced Collateral Relations 2% Budget 4 Verticals 7% $42, 406 Legal 14% Marketing Agencies 26% Health 21% Technology 30%
Editor's Notes
- Sarah
- Sarah
- BREOur team has spent the last 4 months learning about Verndale, your competitors, and the Boston market, then translating that knowledge into a realistic marketing communication plan that will help to take your business to the next level. That’s what’s in the box.- The Verndale Company has been serving the web development needs of emerging and mid-sized businesses from a variety of industries in the Greater Boston area“Verndale Difference,” the principles include business transparency, practice area expertise, measured results, client-focused leadership and superb valueready to expandDeveloped a one-year Integrated Marketing Communications plan that builds on Verndale’s success and is focused on achieving deeper penetration into the Greater Boston business communityBy year-end, What’s In The Box? Communications projects that through this targeted, tailored approach, Verndale will have achieved greater brand awareness and a stronger brand identity, enabling the company to achieve deeper penetration into the Greater Boston market and emerge as the leader in its field.
- BREIT is an enormous market but there are also 35,000 companies fighting for their share within their segment of the industry.There has been consistent increases in demand fueling industry growth.The economic downturn creates an opportunity for niche companies that can extend the capabilities of clients without increasing their headcountResearch indicates that while demand may not be strongest here, Boston is a good market to be in. Local research backs this up.It stands to gain 170,000 new jobs from the stimulus bill.
- SARAHAccording to the Boston Business Journal (BBJ), the fastest growing private companies in Massachusetts are comprised of the following industries…The industries that make up the fastest growing public companies are… within the technology industry the BBJ identifies the following industries as the largest clients among IT Consulting firms…
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- SATCHTo maximize the return on investment for this campaign, What’s In the Box? Communications (WIBC) recommends that Verndale focus on their current clientele and four highly defined market segments.This campaign will seek to assist Verndale in institutionalizing their marketing while effectively channeling resources on the most promising and profitable client segments to establish positioning and increase awareness.A truly successful IMC campaign will need to focus on the areas that will be most receptive to the messaging and also the most meaningful to Verndale’s long-term business goals.
- SATCHTo ensure the highest level of return possible on this campaign, four key verticals will be targeted. These verticals were selected based on a number of factors, including: previous experience, ability to leverage current client referrals, and industry growth potential within the market.By limiting this campaign to a few key verticals, the plan can focus on verticals within which Verndale has strong experience and client relationships that can be leveraged to grow new business. This also will allow the IMC plan to be much more effective than trying to reach out to the entirety of emerging and mid-size businesses within the Greater Boston market
- BREVerndale is currently well positioned for further growth.After closely examining Verndale, analyzing the interactive services market, and taking into consideration the current economic conditions, we recommens a twelve-month integrated marketing communications campaign focused on existing clients and emerging to mid-size businesses within four key verticals. Given the uncertainty of the economy and the opportunity to grow the business locally, we recommend Verndale concentrate on new business within the New England region, specifically focusing on the Greater Boston-Route 495 market.
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- KRISTENKnown as the “Verndale Difference,” the principles include business transparency, practice area expertise, measured results, client-focused leadership and superb value. This campaign demonstrates Verndale’s expertise and references its vertical and practice area experience through a tailored and integrated marketing mix. However, WIBC also wants current and prospective clients to think that while Verndale has extensive vertical knowledge, it also understands that each client has unique needs and that Verndale is the best-suited company to provide solutions. Verndale’s greatest assets are its people and its approach. Therein lies, “The Verndale Difference” and is the theme integrated throughout the creative strategy. \"The Verndale Difference\" is conveyed throughout the deliverables created for each targeted vertical that details various business challenges, demonstrates Verndale’s vertical knowledge and how the company provided solutions through its people and its approach.
- – ” Client Testimonials “That’s the Verndale Difference.Verndale Webinars – “Our Expertise Delivered to Your Desktop. That’s the Verndale Difference.”SEM Tip Weekly Emails – “Today’s Technology Delivered. That’s the Verndale Difference.”Value in a Weak Economy – “Extending your capabilities without extending your headcount. That’s the Verndale Difference.”
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- BREWIBC recommends an expanded online advertising presence that capitalizes on the growth of hyper-targeted niche media channels to maximize return by minimizing advertising waste. We recommend placing banner ads on the websites of the Boston Chamber of Commerce and the Boston Business Journal so Verndale can capitalize on the hyper-audience targeting allowed by these sites. While search engine marketing is powerful (and has a place in this campaign), its contextual-based targeting does not reach those that may not be in the active process of searching for information about a web consulting company in Boston. Yet there are decision-makers in our target audience who may not be the one’s searching on Google or Yahoo or who have not yet started their search.
- KRISTENWIBC recommends that Verndale focus on five key themes for the banner advertising strategy. This will help ensure that the messaging is fresh and timely throughout the 12-month campaign. All advertisements will have a similar look and feel and convey the story of the “Verndale Difference.”
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- BREWIBC recommends that Verndale add two types of text .These two types of text advertisements will continue to focus on hyper-targeting. Verndale should purchase text ads on LinkedIn. Using the advanced targeting tools, an audience can be selected based on:Geography Industry Job function Using these targeting tools and the campaign audience profiles, there are approximately 23,237 Verndale should leverage its current Google AdWords campaign to focus text advertising on the target verticals by extending its current keyword list. By including keywords relevant to the vertical audiences, Verndale can further increase awareness to a highly specific audience of potential clients.
- KRISTENWIBC recommends a number of enhancements that we believe will build upon the current user experience and help to achieve the campaign objectives. The new microsites will engage the target audience by addressing their specific needs while demonstrating Verndale’s expertise in the respective sector. The proposed microsites will enhance search engine optimization
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- SATCHthe creation and distribution of original content is a powerful way to promote Verndale’s expertise and services through a more subtle and organic dissemination process. Thought leadership and subject matter expertise should be the central theme behind these new messaging channels. To optimize the additional content, WIBC recommends Verndale reorganize the “03. Our Thinking” and “05. Who We Are / News / SEM Tips,” pages of Verndale.com. To reach the target audiences, Verndale needs to expand its current search engine optimization strategy to increase the number of mentions of the four key verticals in original content like blog posts and online articles.
- SATCHWIBC recommends Verndale launch a video strategy that incorporates several different types of videos to be deployed on Verndale.com and the Client Center. A scan of Verndale’s competitors reveals that most do not have video, but the few that do are beginning to use it wisely. WIBC suggests Verndale begin hosting monthly webinars on current trends and technologies. monthly webinars on the latest trends in web marketing targeted at potential agency partners, or webinars featuring various services current clients are not utilizing but might be interested in. The key with webinars will be to provide valuable content and focus on a soft sell. By demonstrating expertise alone, Verndale will see tremendous returns for a small cost outlay.
- KRISTENAdvertise Verndale services on the Client Center to increase client knowledge about all seven services.Create a “Resource Center” page organize all of this content by practice area
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- SATCHA key strategy to raising awareness and driving traffic is email marketingThe overarching email strategy for the four verticals hinges on segmentation and relevant messagingLeverage the proposed microsites, landing pages and new original content as a way to capture and segment email addresses by verticalEnsure that the target verticals can be easily isolated within Verndale’s email databaseTrack the clickstream and behavior data from Verndale.com, the enhanced Client Center, and microsites to better segment and customize email campaignsCreate email campaign templates that are consistent with the “Verndale Difference” campaign, creative in design, and also highly targeted to the vertical based on the above tacticsTest email campaigns by distributing different creative to smaller sample groups and launch with the more effective creativeExpand existing email campaigns to include webinar invites, Verndale events, and vertical specific industry trends and reports
- SATCHLINKEDIN: Respond to technology questions in the web development area of the “Answers” sectionJoin more LinkedIn groups that relate to the four targeted verticals and participate in “discussions.” Verndale’s blog posts and SEM tips can be cross-linked in this area (see appendix for a sample group list)Post “SlideShare” slide shows on Verndale LinkedIn page to showcase Verndale’s best practices and other original contentPost original content and communicate with Facebook members on the Verndale page in the “Discussions” tabPost announcements about new business wins and client site launches Repurpose Verndale blog by adding an RSS feed in the “Notes” box in the left navigation Post upcoming Verndale events like webinars in the “Events” tabPost graphical ads focused on verticals as well as services with links to Verndale microsites and landing pages in the “Useful Links” sectionPost promotional video and other useful videos by adding a “Video” box in the left navigationPost select pictures from Verndale events in the “Photos” tabPost staff profile photos with links back to their blogs in the “Photos” tabPost the Widget for fans to downloadLaunch Verndale Twitter accounts for Joe Zarret and Chris PisapiaPosition senior Verndale executives as thought leaders on TwitterTweet about Verndale news, announcements and events like webinarsRepurpose blog posts and SEM tips with links back to Verndale.comTweet with links to Verndale videosTweet about media mentions/hitsTweet about interesting articles and new web trends
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- BreWhat’s In the Box? Communications is recommending Verndale attend, sponsor and/or exhibit at several vertical events throughout the year. Therefore, WIBC suggests Verndale offer a premium give-away at various events that would help draw attention to the Verndale booth and serve as a method of collecting contact information that can then be culled for qualified leads. WIBC suggests a drawing for a free iPod Touch that is pre-loaded with Verndale webinars, podcasts and applications. To register to win, visitors would need to take a quick survey on a computer at Verndale’s booth. Questions will cover the seven practice areas and be phrased in a light and fun way but the answers would enable Verndale to determine how qualified a lead each entry is.
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- Here’s what was in the box!!! This is a Wordle of the plans book!