Reaching Emergency Managers and First Responders Online Marketing 101: Praetorian Group, Inc. 200 Green St., Ste. 200 San Francisco, CA 94111 (415) 962-8324

Who’s The Praetorian Group? Online marketing solutions for public safety companies Network of more than 15 Web sites 10 years in the first responder market Mission: To provide resources and cutting edge information that help first responders stay safer, become better informed and more effectively protect their communities.

Online marketing solutions for public safety companies

Network of more than 15 Web sites

10 years in the first responder market

Mission: To provide resources and cutting edge information that help first responders stay safer, become better informed and more effectively protect their communities.

Our Network and Homeland1.com 1.7 millions unique network visits per month More than 400,000 registered members Online video community sites: BLUtube.com, FlashoverTV.com and ParamedicTV.com More than 50 industry expert columnists

1.7 millions unique network visits per month

More than 400,000 registered members

Online video community sites: BLUtube.com, FlashoverTV.com and ParamedicTV.com

More than 50 industry expert columnists

Emergency Managers and First Responders : Moving Online

Will it Blend?

More People Online than Ever People are online 71.4 %of the U.S. population is now online 126 % growth since 2000 Researching and buying product? More than 50% of U.S. consumers have bought a product online 60% of U.S. consumers use the Internet to do product research More and more companies are online $140 billion spent online in 2007

People are online

71.4 %of the U.S. population is now online

126 % growth since 2000

Researching and buying product?

More than 50% of U.S. consumers have bought a product online

60% of U.S. consumers use the Internet to do product research

More and more companies are online

$140 billion spent online in 2007

Your Customers are Moving Online Estimated 72% of first responders are online Public safety market Web sites receive an estimated 2.75 million unique visitors per month Looking for technically specified products, current events, mission critical information Pre-existing media channels unable to deliver depth, interactivity or timeliness

Estimated 72% of first responders are online

Public safety market Web sites receive an estimated 2.75 million unique visitors per month

Looking for technically specified products, current events, mission critical information

What First Responders are Doing Online: Share Information/Best Practices Networking Community Interaction Product specifications/ advice Find Manufacturers/ Distributors Product Research Training/ Research Stay Informed News/latest industry events Video Analysis of current events Tips, training materials lesson plans Research topics/issues

Share Information/Best Practices

Networking

Product specifications/ advice

Find Manufacturers/ Distributors

News/latest industry events

Video

Analysis of current events

Tips, training materials lesson plans

Research topics/issues

A step by step guide to match your marketing objectives with online solutions Seizing the Online Opportunity:

Step 1: Identify Your Marketing Objectives Brand Building Thought Leadership Interacting with Your Customers Driving Traffic, Leads or Sales Launching/Differentiating Your Products Gathering Market Research Educating the Market

Brand Building

Thought Leadership

Interacting with Your Customers

Driving Traffic, Leads or Sales

Launching/Differentiating Your Products

Gathering Market Research

Educating the Market

Step 2: What You Can Do on Your Own Search Engine Optimization (SEO) Write Press Releases and Contribute Articles Create your own Newsletter Purchase Cost per Click ads

Search Engine Optimization (SEO)

Write Press Releases and Contribute Articles

Create your own Newsletter

Purchase Cost per Click ads

Search Engine Optimization (SEO): Search engine optimization (SEO) simply refers to taking steps to make sure your site appears high in non-paid search results on Google, Yahoo and MSN Objectives Addressed  Driving Traffic, Sales or Leads

Search engine optimization (SEO) simply refers to taking steps to make sure your site appears high in non-paid search results on Google, Yahoo and MSN

Objectives Addressed  Driving Traffic, Sales or Leads

SEO Framework Page Structure External Linking Underlying Technology Content

Top 5 SEO Tips Browser Titles Matter: “Homeland1” vs. “Homeland Products” Use keywords in your URLs – www.Homeland1.com/homeland-products/apparel Search engines don’t index flash or picture – Be careful of using text in either Use Google Webmaster Tools – submit sitemaps, view inbound link statistics, content analysis - www.google.com /webmasters/tools/dashboard Reciprocal Linking – Get listed in directories & authoritative sites

Browser Titles Matter: “Homeland1” vs. “Homeland Products”

Use keywords in your URLs – www.Homeland1.com/homeland-products/apparel

Search engines don’t index flash or picture – Be careful of using text in either

Use Google Webmaster Tools – submit sitemaps, view inbound link statistics, content analysis - www.google.com /webmasters/tools/dashboard

Reciprocal Linking – Get listed in directories & authoritative sites

Press Releases/Contributed Articles Press Releases Write and distribute press releases whenever you have news Many media entities will post for FREE Include your URL Communicates news and also generates search engine value Contributed articles These don’t mention your product specifically Demonstrate expertise in a subject relevant to your product Positions your company as an authority Objectives Addressed  Thought Leadership, Product Launches, Educate the Market

Press Releases

Write and distribute press releases whenever you have news

Many media entities will post for FREE

Include your URL

Communicates news and also generates search engine value

Contributed articles

These don’t mention your product specifically

Demonstrate expertise in a subject relevant to your product

Positions your company as an authority

Objectives Addressed  Thought Leadership, Product Launches, Educate the Market

Email Newsletters Create your own company newsletter Collect customer emails (you should be), and you have the foundation Fosters loyalty and brand engagement Engages your customers with the latest company information and drives conversion Objectives Addressed  Interacting with Customers, Market/Customer Research, Launching New Products, Driving Traffic, Sales and Leads

Create your own company newsletter

Collect customer emails (you should be), and you have the foundation

Fosters loyalty and brand engagement

Engages your customers with the latest company information and drives conversion

Step 3: Working with a Media Partner Online Video Email Blasts Product Content Sponsorships Banners

Online Video

Email Blasts

Product Content Sponsorships

Banners

Online Video Target users in a way that traditional TV can’t Shortens distance between impulse and purchase Types: Commercial Product Demo/Virtual Tradeshow Viral Marketing Video Testimonial Objectives Addressed  Brand Building, Product Launches, Product Differentiation, Interacting with Customers, Educate the Market

Target users in a way that traditional TV can’t

Shortens distance between impulse and purchase

Types:

Commercial

Product Demo/Virtual Tradeshow

Viral Marketing Video

Testimonial

Objectives Addressed  Brand Building, Product Launches, Product Differentiation, Interacting with Customers, Educate the Market

Where to Distribute? YouTube Company email footer Industry focused sites Your company Web site Your trade show booth Free Fee Media partners* DVD for customers

YouTube

Company email footer

Industry focused sites

Your company Web site

Your trade show booth

Media partners*

DVD for customers

Email Blasts Great way to reach a wide audience directly Achieve the “big splash” effect with an announcement, promotion or product launch Important: Make sure to ask about number of recipients and tracking Objectives Addressed  Driving Traffic, Sales or Leads, Product Launches, Gathering Market/Customer Research

Great way to reach a wide audience directly

Achieve the “big splash” effect with an announcement, promotion or product launch

Important: Make sure to ask about number of recipients and tracking

Objectives Addressed  Driving Traffic, Sales or Leads, Product Launches, Gathering Market/Customer Research

Creating an Effective E-Blast Create clear concise subject line Include a border around the entire message for a cleaner look and use vibrant colors Include core message early in the E-Blast and keep it simple Include multiple links including; focus placement at the top of the E-Blast Include a call to action such as “Learn More” or “Find out How.” Avoid words like “Sale” or “Free” Include a Toll Free phone number DO NOT send it yourself

Create clear concise subject line

Include a border around the entire message for a cleaner look and use vibrant colors

Include core message early in the E-Blast and keep it simple

Include multiple links including; focus placement at the top of the E-Blast

Include a call to action such as “Learn More” or “Find out How.” Avoid words like “Sale” or “Free”

Include a Toll Free phone number

DO NOT send it yourself

Product Content Sponsorship Presence in a product research section connect the dots between a product need and a product solution Provides highly targeted exposure : People are genuinely interested in purchasing or researching the product in these sections Associates your brand with the products people are interested in Objectives Addressed  Product Launches, Differentiating Your Products, Driving Traffic

Presence in a product research section connect the dots between a product need and a product solution

Provides highly targeted exposure : People are genuinely interested in purchasing or researching the product in these sections

Associates your brand with the products people are interested in

Objectives Addressed  Product Launches, Differentiating Your Products, Driving Traffic

Banners Billboards of the online world Quickly created Easily deployed Can be targeted to specific customer segments Objectives Addressed  Brand Building, Product Launches, Product Differentiation

Billboards of the online world

Quickly created

Easily deployed

Can be targeted to specific customer segments

Objectives Addressed  Brand Building, Product Launches, Product Differentiation

Step 4: Evaluating Your Online Marketing Strategy Unique Visitor: A count of how many different people access a Web site over a given period Impression : Number of times a Web site visitor is exposed to your message, brand or company Click Through Rate: The number of users who clicked on an ad on a web page divided by the number of times the ad was delivered Conversion Rate: The number or percentage of visitors who convert content views or visits into desired actions

Unique Visitor: A count of how many different people access a Web site over a given period

Impression : Number of times a Web site visitor is exposed to your message, brand or company

Click Through Rate: The number of users who clicked on an ad on a web page divided by the number of times the ad was delivered

Conversion Rate: The number or percentage of visitors who convert content views or visits into desired actions

The Bigger Picture of Online Marketing

Microsites Narrowly focused Web site that addresses a specific business problem and offers specialized information Potential to reach customers in a unique, engaging way with specific content that reinforces your marketing objectives Objectives Addressed  Microsites are so flexible, they can address any objective; particularly well suited for Thought Leadership, Product Differentiation, Educating the Market and Brand Building

Narrowly focused Web site that addresses a specific business problem and offers specialized information

Potential to reach customers in a unique, engaging way with specific content that reinforces your marketing objectives

Objectives Addressed  Microsites are so flexible, they can address any objective; particularly well suited for Thought Leadership, Product Differentiation, Educating the Market and Brand Building

Best in Class Marketing FireRehab.com

Solving Business Problems FireRehab.com FireGrantsHelp.com $10 Million in grant requests this year alone

Key Concepts Emergency Managers, Homeland Security and First Responders have moved online Accessing mission critical content, training information and researching products Online marketing as part of a broader sales and marketing strategy Sophisticated marketers are taking advantage of the dynamic nature of the internet as a tool to improve their business and drive sales Solve business problems

Emergency Managers, Homeland Security and First Responders have moved online

Accessing mission critical content, training information and researching products

Online marketing as part of a broader sales and marketing strategy

Sophisticated marketers are taking advantage of the dynamic nature of the internet as a tool to improve their business and drive sales

Solve business problems

Q&A