BROEKMAN communications proudly presents a "brief" overview of using Wordpress as our new content management system.

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Website Development
WORDPRESS CMS SOLUTION
& MANAGING CONTENT
 Brand Management & Online Marketing  Online PR & Publicity
 Social Media Campaigns  Online Marketing & Business Development
 Community Engagement Marketing  Leadership/Staff Consulting
Presented to
Software Management Consultants, Inc.
by Jeremy Broekman
BROEKMAN communications
September 2013

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• 15+ years in Marketing, Brand Management & PR
• Founded in August 2000 (after 2 year stint / 48 feature film promotions
with Universal Television PPV/VOD)
• Marketing + Social Media + Creative + Consultant in ONE
• Services include:
 Brand Management & Corporate Identity Campaigns
 Website Development / Content Management Systems
 In-Bound Marketing / Business Development
 Search Engine Optimization {SEO}
 Social Media Campaigns & Moderation
 Online Advertising + Google/Bing/Facebook Pay-Per-Click
 Community Engagement Marketing
 Leadership & Board Consulting
Experience.

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By launching a new website, SMCI will be in a better position
to:
•Capture greater market share with a site that compliments their 20-year old
brand and enhances their brand equity; HAPPY ANNIVERSARY GUYS!
•Provide opportunity for improved client/community engagement, enables
social media interaction, and puts you on the map of 2013;
•Distinguish you from your competition by Developing an AMAZING brand
that doesn’t fall flat;
•Promote your unpublicized success and capitalize/leverage experience;
•“Tell The Story” more effectively to clients and media as well as Garner
greater coverage of key news stories;
•Showcase prominent staff and leadership as thought leaders in the Industry;
•Engage prospective clients in more targeted promotions; and,
•Enhance referral sources, partner relationships and collaborate in a more
meaningful way for mutual publicity.
Interest to take Brand to next level.

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Enhancing Your Brand.
We have features for every step of the way
DevelopDevelop
& Launch& Launch
NewNew
WebsiteWebsite
Execute &Execute &
ModerateModerate
Modify asModify as
we go!we go!
MeasureMeasure
ROI withROI with
visitorvisitor
trackingtracking
&feedback&feedback

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Case Study: Pierpoint

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• Pierpoint launched brand in 2003 with dated html-based site, no CMS platform,
little to no design, no SEO, no social media integration, no online PR tools, and no
opportunity to add functionality or features.
• Migrated 60+ pages of content and developed new brand
• Created 2013 version of logo to make corporate identity fresh/new
• Used Wordpress as content management system to empower four different offices
to manage area-specific marketing and local jobs. Used existing Wordpress theme
(aka template) to give foundation and structure
• Responsible for ALL Design and Art Direction using only 50% of theme’s
functionality. Rest is custom programming or plugin/widget driven
• Managed everything from site map to overseeing extensive copywriting experience
• Achieved aggressive 30-day re-branding schedule to launch before 3 trade shows
earlier this year
• Trained marketing department how to independently manage through a series of
online screen-sharing conference calls and 2 face-to-face meetings (transparency +
empowerment)
Pierpoint: The Highlights

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• Staff not empowered to easily make changes on
current website and are reliant on busy IT
department
• With an HTML/ASP-based environment, making
framework changes more complicated.
• Ability to expand site’s functionality with key
features limited
• Design of website does not make us as
competitive in today’s landscape; Dramatic room
for enhancing our brand.
The Challenge.
• Site navigation can be improved / strategic
• Site is not in position to be optimized with SEO to achieve natural organic
placement for basic searches like “IT staffing los angeles”, “project solutions leader”
“IT project solutions leader, or “assignment based contract personnel”

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• Create new portal / evolve SMCI’s website – warmer,
more inviting, dynamic and interactive.
• Create platform for future expansion including
Job Search platform, CRM, SEO and
other desirable / needed modules
• Raise profile and enhance site design; more dynamic
content; restructure home page; header sliders; silos!
• Effectively brand SMCI as a community and home to
make current clients proud of association; improve
retention
• Promote SMCI services more effectively for prospective
clients and business development purposes
• A secure, easy-to-use CMS system will help SMCI with
marketing & communication to prospective clients
leading to increased engagements
The Solution.

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• Migrate current SMCI site from self-hosted to open source
content management system (CMS) - WordPress.
• WordPress started as just a blogging system, but has evolved to
be used as full CMS and so much more through the thousands
of plugins and widgets and themes, WordPress is limitless
• WordPress powers more than 17% of the web - a figure that
rises every day. Everything from simple websites, to blogs, to complex portals and
enterprise websites, and even applications, are built with WordPress.
• WordPress combines simplicity for users and publishers with under-the-hood
complexity for developers. This makes it flexible while still being easy-to-use.
• We migrate hosting to a PHP-based cloud-based server with benchmark uptime,
security, customer service and reliability –GoDaddy or equivalent.
• We enable staff to maintain the site and gain content publishing and management
power.
Secure, Easy & Tech Driven Solution.

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• Simplicity makes it possible for you to get online and get publishing, quickly.
• Nothing should get in the way of you getting your website up and your content out
there.
• WordPress
is built to
make that
happen.
Simplicity.

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• With WordPress, we can create and integrate just
about anything
• Take our corporate business website front-end
and….
• ADD ON: an online job search magazine or SMCI
news blog
• ADD ON: career search engine for internal and
external stakeholders including job applicants,
recruiters, internal staff, etc.
• ADD ON: blast email / CRM engagement program
• ADD ON: online community making SMCI the #1
resource site for the industry
• ADD ON: plugins for EVERY desired feature and
function (i.e. calendars, forms, newsletters, etc.)
• ADD ON: site tracking, social media integration
advertising modules, SEO modules, etc.
Flexibility.

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• WordPress makes it easy for you to
manage your content.
• You can create Posts and Pages,
format them easily, insert media, and
with the click of a button your
content is live and on the web.
• Create drafts, schedule publication,
and look at your post revisions.
• Make your content public or private,
and secure posts and pages with a
password.
• No rebuilding — Changes you make
to your templates or entries are
reflected immediately on your site,
with no need for regenerating static
pages.
Publish with Ease

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• Not everyone requires the
same access to your website.
• Administrators manage the
site, editors work with
content, authors and
contributors write that
content, and subscribers
have a profile that they can
manage.
• This lets you have a variety
of contributors to your
website, and let others
simply be part of your
community.
• Workflow — You can have
types of users that can only
post drafts, not publish to
the front page.
User Management. Workflow.

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• They say a picture says a thousand
words, which is why it's important
for you to be able to quickly and
easily upload images and media to
WordPress.
• Drag and drop your media into the
uploader to add it to your website.
• Add alt text, captions, and titles, and
insert images and galleries into your
content.
• We've even added a few image
editing tools you can have fun with.
Media Management.

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• Every piece of WordPress
generated code is in full
compliance with the standards
set by the W3C.
• This means that your website
will work in today's browser,
while maintaining forward
compatibility with the next
generation of browser.
• This goes hand in hand with
responsive themes and how
your site looks on mobile
browsers and tablets. Recent
visitor statistic tracking will
dictate WHO is on your site
using WHAT device!
Full Standards Compliance

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• When the head of Google's web spam
team says that WordPress is a great
choice, taking care of 80-90% of the
mechanics of search engine optimization
for you, you know you're on to a good
thing.
• For more fine-grained SEO control, there
are plenty of SEO plugins to take care of
that for you.
• Spam protection — Out of the box
WordPress comes with very robust tools
such as an integrated blacklist and open
proxy checker to manage and eliminate
comment spam on your blog, and there is
also a rich array of plugins that can take
this functionality a step further.
Search Engine Optimized.

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• Using WordPress
means no one has
access to your
content.
• Own your data, all of
it - your website,
your content, your
data.
Own Your Data.

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• WordPress avoids places where you already have breaks and block-level HTML
tags, so you can leave it on without worrying about it breaking your code.
• Typographical niceties — WordPress converts plain ASCII into
typographically correct XHTML entities
Intelligent text formatting.

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• Situation Assessment:
Dialogue with strategic leadership and staff. Submit 1-3 website URLs as examples for design aesthetics, functionality and
features to help establish priorities. Submit "Creative Brief" with desires, wants, wishes and needs.
By Monday September 15, 2013
• Scope of Work:
Asset & content acquisition; Site back-end / front-end situation assessment; Site statistics analysis; and Migration strategy
discussion including hosting.
By Monday September 15, 2013
• Site Map Development:
Navigation and Table of Contents
By Wednesday September 15, 2013
• Creative Platform:
BROEKMAN to provide theme examples from ThemeForest (www.ThemeForest.net) as the base foundation. This will allow
us to focus attention on features, functionality and content. These are highly customizable and provide much structure for
us! By Friday September 17, 2013
• Content / Asset Repository:
Asset & content acquisition including all copy, images, marketing, PR, brochures, logo eps, etc. Define method for sharing
content including use of DROPBOX versus intranet.
By Wednesday September 15, 2013
• Hosting Set-up, Acquisition and Installation of Theme
Getting access to domain/DNS, hosting cPanel. Managing installation of Wordpress/setting up dbase, etc.
• Production phases – Beta test, Soft-launch, hard launch
• Training
Next Steps.

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• BROEKMAN will Design, Brand, Package and Produce a completely new website from scratch
using Wordpress as our Content Management System (CMS).
• Manage all production of the website, including programming and coding
• Direct website look and feel phase; make recommendations on themes we can acquire
through ThemeForest.net to serve as framework.
• Develop navigation and site map with you. Build your website outline document for
content, structure and features together. Make recommendations to enhance the user
experience.
• Incorporate your existing logo and utilize “approved” style guide creative.
• Manage incorporation of stock photography, cool vector art throughout the site, header
slideshow, savvy fonts, etc. throughout the site to enhance the organization’s branding.
• Introduce savvier fonts and typography to make site more visually competitive and leapfrog
ahead of other franchise network competitive websites.
• Assist with modest copywriting. While I’ll rely on SMCI to provide initial copy, I will help on
punching up marketing wise.
• Manage transfer of any marketing collateral or existing online profiles.
• Incorporate social media plugins to enable users to SHARE our site with their accounts. Lastly,
we will include the creation of a Constant Contact account and embed the "JOIN OUR
NEWSLETTER" or "SIGN UP FOR NEWS" function to the site.
Production deliverables.

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Tracking The Results:
o Site Analytics. Traffic visitation statistics. Core visitors (uniques vs.
returning), Bounce rate. Length of visit. Page view depth. Popular pages.
Referring links. Entry/exit links. Keywords. Search engine programs.
o Blast Email Tracking. Visitation track core statistics of delivery,
bounces/errors, opens, click thrus, specific call to action links, etc.
o SEM Tracking.
o SEO Tracking.
o Online Marketing Analysis. Collaboration between Web Development,
SEO and Social Media Manager.
o Create Baseline Report. Provide weekly/monthly updates on use of
website and the above!
ALL THE WHILE WITH THE GOAL OF MEASURING
YOUR RETURN ON INVESTMENT - YOUR ROI!!!

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Terms of Collaboration
BROEKMAN communications would love to be your partner.
Short term & long term engagement approaches.
Training Department, Team or One-on-one approach.
Asset to Senior Staff, Admin & Marketing
o Advisory role online (unless otherwise requested)
o Be a soundboard to ideas and act as an advisor to marketing team
o Play role of Creative Director or Brand Manager to help punch up collateral
development, powerpoint presentations, DVD/movie presentations, websites, etc.
o Provide brainstorming and marketing plan
development ideas to department heads
o Adjacent to PR Manager or
external agencies as soundboard

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Coaching & Training leads to empowerment!
The More Participation, The Better the Engagement.
Train staff on how to manage website
Empower staff to get training and get involved as success of social media is ALWAYS the sum of the
parts of engagement across the company
Example of how we can utilize internal staff for small pieces of the pie.
CEO - Thought leader on blog
VPs - Facebook, Linkedin,
Marketing – Website content, landing pages, blast email
PR Manager - Online Press Optimization
Marketing Coordinator – Social Media, Profiles

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Optional: Website Management
o On-going Reconnaissance missions about SMCI (Company History, Competitive Analysis,
Products, Sales, PR, Style Guides, Annual Reports, Brochures, Marketing Collateral, etc.). SWOT
analysis. Present Findings.
- Make recommendations and Oversee home page improvement including links to social
media, new blog, reviews, etc.
- Add on to our new key CALL TO ACTION buttons and install more social networking
tools!!
- Manage website content development to help us improve site
- See potential role to evaluate improvements to website and potential help you make design
changes and improvements over time.
- Review what's currently being employed from our list of organic SEO options
- Potential role to help SEO Manager to take to next level. Review what's currently being
employed from our list of organic SEO options.
- Make recommendations including links to social media, new blog, reviews, etc. Content
Management System optimization, SEO plug-ins, offline software, etc.
- Create subdomain webpages for breakout campaigns
- Evaluate and make recommendations to SEO company

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THANK YOU FOR YOUR CONSIDERATION

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PIERPOINT WORDPRESS
BACK END OVERVIEW

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