TechMarcom Marketing Communications for Emerging Technologies

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TechMarcom Marketing Communications for Emerging Technologies

  1. 1. Project-based Public Relations and Marketing Communications Marcom Outsource
  2. 2. Business Realities and Challenges <ul><li>PR and marketing communications (marcom) remain essential to maintaining market presence, building brands, and driving sales </li></ul><ul><li>Cost containment is still critical </li></ul><ul><li>How do you meet your marcom needs without making costly, long-term commitments to agencies or new hires? </li></ul><ul><li>How do you get the job done without burning out your remaining staff? </li></ul>
  3. 3. Today’s Businesses Demand… <ul><li>Communications professionals that charge for services on an as-used basis. No long-term fixed retainers, no needless markups </li></ul><ul><li>Top management that actually works on your account, without charging you for inexperienced junior players </li></ul><ul><li>A track record of proven results – not someone recently downsized by an agency and doing interim freelancing </li></ul><ul><li>Billing for actual work – not the view from your agency’s conference room </li></ul>
  4. 4. … Marketing Communications for Today’s Business World <ul><li>The expertise and business acumen of veteran consultants and the affordability and competitiveness of independent practitioners </li></ul><ul><li>A full menu of marketing communications and PR services on a project or “a la carte” basis </li></ul><ul><li>Flexible monthly retainers based on actual work scheduled – not arbitrary agency profit targets </li></ul><ul><li>A network of senior professionals who can scale up or down based on projects and budgets </li></ul>
  5. 5. <ul><ul><li>Over 15 years of PR and marketing communications expertise </li></ul></ul><ul><ul><li>Independent consultancy/agency (TechMarcom, Inc.) since 1999 </li></ul></ul><ul><ul><ul><ul><li>Producing results for consumer electronics, hospitality, wireless, voice recognition, telecom, e-commerce, healthcare, electronic signature, enterprise software, managed security services, and computer hardware companies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Serves as primary client and media/analyst contact for all accounts </li></ul></ul></ul></ul>Jon Boroshok, president
  6. 6. (continued) <ul><ul><li>Accomplished strategist, writer, and journalist </li></ul></ul><ul><ul><ul><ul><li>Articles/columns have appeared in The Boston Globe, Crain Communications, The Los Angeles Times, The Christian Science Monitor, Direct Marketing Magazine, TechLiving Magazine, ZDNet, CMP Publications, Tech Target, Mass High Tech, DM News, and more </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Ghost-written” articles and white papers on behalf of company executives </li></ul></ul></ul></ul><ul><ul><li>MBA - Marketing; BS - Communications </li></ul></ul><ul><ul><li>Adjunct Instructor at Emerson College in Boston and Bentley College in Waltham, MA </li></ul></ul>Jon Boroshok
  7. 7. <ul><li>Executing PR campaigns </li></ul><ul><li>Conducting media & analyst relations </li></ul><ul><li>Developing marketing communications plans </li></ul><ul><li>Launching new products and services </li></ul><ul><li>Copywriting and creating collateral (brochures, datasheets, etc.) </li></ul>Services
  8. 8. <ul><li>Writing byline articles, success stories, case studies, and white papers </li></ul><ul><li>Training executives for media interviews </li></ul><ul><li>Preparing company newsletters and reports </li></ul><ul><li>Organizing and running special events </li></ul><ul><li>Providing trade show support and establishing speakers bureaus </li></ul>Services
  9. 9. <ul><li>Marcom Outsource researched and wrote a white paper for Tyco International ( TYC - NYSE) on the use of speech intelligibility to help make buildings safer and emergency instructions audible and comprehensible. </li></ul><ul><li>By interviewing industry experts, customers, regulators, and company personnel, the paper helped solidify the SimplexGrinnell division’s status as the industry leader in fire safety. The paper appeared as an article in the Summer 2003 edition of NEC Digest, the official publication of the National Fire Protection Association </li></ul>Clients
  10. 10. <ul><li>Marcom Outsource provided PR and marketing communications counsel for the grand opening of Smiles By Design (www.smilesbydesign.info), an upscale, state-of-the-art cosmetic dentistry practice in Lexington, MA. </li></ul><ul><li>Services included media planning, strategic messaging, copywriting, and helping the practice select a direct mail vendor and graphic artist. </li></ul>Clients
  11. 11. <ul><li>Digital security and preventing cyber-terrorism grow in importance, and Marcom Outsource helps the experts communicate. We counseled the launch of the Institute for Digital Forensic Studies, a digital forensics and investigation think tank in Alpharetta, GA and Auburn Hills, MI. IIDFS: </li></ul><ul><li>  Promotes the application of rigorous scientific methods to research and practice in digital forensic science, tool development, and digital investigation </li></ul><ul><li>Collaborates with government, business and academia to advance the state of digital forensic practice through research, education, standardization and consultation </li></ul><ul><li>Provides applied research and development in sophisticated aspects of digital forensic science focused upon court testimony, anomaly resolution, forensic readiness (security event management) and incident post mortem analysis </li></ul>Clients
  12. 12. <ul><ul><li>Via TechMarcom, we serve as agency of record, providing strategic PR counsel, crafting key messages, and providing media and analyst relations for MobileWise. </li></ul></ul><ul><ul><li>MobileWise is creating the first safe wire-free electric power technology, solving the &quot;Last Wire Problem&quot; - the need to regularly plug a mobile computing device to a power source. </li></ul></ul>Clients
  13. 13. <ul><ul><li>Headquartered in Minneapolis, the National Mail Order Association (NMOA) is a membership-supported organization founded in 1972 to help small to midsize businesses and entrepreneurs involved in mail order marketing. NMOA provides education, information, and business contacts worldwide. </li></ul></ul><ul><ul><li>Marcom Outsource provided PR counsel to NMOA for the launch of their “Made in America Hot Products Contest.” </li></ul></ul>Clients
  14. 14. <ul><ul><li>Marcom Outsource provides PR counsel, media and analyst relations, developed marketing communications materials, and has ghost-written and placed byline articles for Netspoke. </li></ul></ul><ul><ul><li>Companies are looking for cost-efficient and safe alternatives to business travel. Netspoke provides businesses with virtual meeting solutions, such as reservationless teleconferencing and Web conferencing. </li></ul></ul>Clients
  15. 15. <ul><ul><li>Marcom Outsource’s project work for Perle Systems (NASDAQ: PERL) includes press releases and case studies. </li></ul></ul><ul><ul><li>Perle Systems is a developer, manufacturer and vendor of award-winning networking products. These products are used to connect remote users reliably and securely to central servers for a wide variety of e-business and general business applications. Perle products include routers, remote access servers, serial servers, multi-port serial cards and network controllers . </li></ul></ul>Clients
  16. 16. <ul><ul><li>Our wireless expertise helped Bonita Software on a project basis to provide business and vertical/trade media and analyst relations. </li></ul></ul><ul><ul><li>Bonita develops Java-based client-server technology and telematics applications to wireless service providers and device manufacturers, including BMW and Motorola. </li></ul></ul>Clients
  17. 17. <ul><ul><li>Marcom Outsource worked with PTC (Nasdaq: PMTC) to help place case studies and success stories in vertical/trade media. This was a coordinated effort with their agency of record. </li></ul></ul><ul><ul><li>PTC develops, markets, and supports software solutions that help manufacturers get superior products to market before their competitors. PTC is the world's largest software company with a total commitment to product development. The company services more than 30,000 customers worldwide. </li></ul></ul>Clients
  18. 18. <ul><ul><li>When Omtool, Ltd. ( NASDAQ: OMTL) launched Genidocs, a confirmed messaging/electronic signature application, Marcom Outsource’s Jon Boroshok developed and executed the marcom plan, including messaging strategies, and providing media relations. </li></ul></ul><ul><ul><li>Electronic signature legislation (e-sign) fueled a demand for products and services that deliver signed documents securely. To meet this demand, Omtool introduced Genidocs. </li></ul></ul>Clients
  19. 19. <ul><ul><li>We provided Bloodhound Software – a healthcare application service provider (ASP) - with a PR services on a project basis, including press releases, media relations, and general counsel. </li></ul></ul><ul><ul><li>Bloodhound specializes in claims overpayment protection services and advanced data modeling. Their ClaimsGuard service guards healthcare organizations and insurers from duplicate claims and erroneous overpayment. </li></ul></ul>Clients
  20. 20. <ul><ul><li>As PR agency for the launch of iWant.com’s next-generation online marketing services and products, we wrote byline articles, and provided media and analyst relations, as well as messaging strategies and marcom materials. </li></ul></ul><ul><ul><li>iWant.com introduced the “instant Opt-In,” a powerful direct marketing tool. </li></ul></ul>Clients
  21. 21. <ul><ul><li>For the launch, of Livineasy, Inc., we developed messaging strategies, developed marcom materials, and providing media and analyst relations. </li></ul></ul><ul><ul><li>Livineasy ‘s first product an Internet portal - provided free, training, guidance, and nurturing to the &quot;newbie&quot; Internet user, featuring helpful articles and services for the age 50+ computer users. It earned the seal of the Better Business Bureau Online. </li></ul></ul>Clients
  22. 22. <ul><ul><li>Working on a project basis, we assisted the Cognos Corporation (NASDAQ:COGN) in vertical/trade media relations, specializing in the development and placement of case studies and success stories. </li></ul></ul><ul><ul><li>Cognos provides enterprises with Business Intelligence software that helps them increase productivity and achieve competitive advantage. </li></ul></ul>Clients
  23. 23. <ul><ul><li>We helped Kryptonite Corp. launch a complete line of portable security products for notebook computers. We provided Kryptonite with media and analyst relations, strategic planning, and trade show support. </li></ul></ul><ul><ul><li>Kryptonite is a leading provider of security protection products and has been the authority on bicycle and motorcycle security since 1971. </li></ul></ul>Clients
  24. 24. <ul><li>We developed new case studies and career advice columns for Monster.com, the Internet’s largest career portal. </li></ul><ul><li>Sub-contracted through their agency of record, we wrote a byline article about the future of telematics and satellite communications for Motorola. </li></ul>Clients
  25. 25. <ul><li>We provided United States media relations for the launch of Magex, a joint e-commerce initiative from NatWest Group and InterTrust. </li></ul><ul><li>Magex provides effective online copyright protection and simplifies micropayments for digital products such as music, books, games, and business reports. </li></ul>Clients
  26. 26. Jon Boroshok - Previous Experience <ul><li>Jon Boroshok serves as primary contact for all accounts and produced the work/coverage highlighted in this presentation. Before starting TechMarcom and Marcom Outsource in 1999, he achieved results for: </li></ul>
  27. 27. Contact Jon Boroshok <ul><li>P.O. Box 994 </li></ul><ul><li>Westford, MA 01886 </li></ul><ul><li>Web: www.MarcomOutsource.com </li></ul><ul><li>Phone: 978-502-1055 </li></ul><ul><li>E-mail: [email_address] </li></ul>Marcom Outsource

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