2. Objectives
• Improve information level of former/future clients
– WWW development
• usability test;
– Direct marketing;
• Meetings/Events with key persons
– E-mail marketing
• e-newsletter (unsubscribe, interesting information, editorial group, statistic)
• using properly database;
– Web marketing (SmartAd, Clickit);
• Need for Web marketing agency;
– Adwords Google search SEO;
– Social media marketing (NB! Private companies);
• 100 posts per year means 500 euros for minimum;
– Salome needs additional help to manage all these tasks
3. Objectives
• Improve information level of general publics
– Strategy to become opinion leader;
• Media relations (experts in media, actively monitor and talk);
• News about legislation avoid focus only about selling content;
• Media tours;
• Open courses for different target groups;
• Competition between journalists
– Two step communication;
• Firstly inform coworkers, clients and partners, than general public
– Cross marketing;
• Find friends working in the same field and conduct marketing
activities (example events, materials) together
– Campaigns socially responsible;
• Social campaigns are much cheaper, you can do it together and it
helps you to become opinion leader/expert
4. Website development- Leader Salome 3 months
• Usability test- June
– Additional info: http://www.usability.gov/how-to-and-tools/methods/running-usability-
tests.html
• Kick off meeting with plan based on first mission report and usability test-
Beginning of July
• Web Application Development Process- Until October
– 1. Roadmap Document: Defining Web Application, Purpose, Goals and Direction
– 2. Researching and Defining Audience Scope and Security Documents
– 3. Creating Functional Specifications or Feature Summary Document
– 4. Third Party Vendors Identification, Analysis and Selection
– 5. Technology Selection, Technical Specifications, Web Application Structure and Timelines
– 6. Application Visual Guide, Design Layout, Interface Design, Wire framing
– 7. Web Application Development
– 8. Beta Testing and Bug Fixing
• More information from: http://www.comentum.com/web-application-
development-process.html
• Usability test with new respondents- October
5. Direct marketing
• Direct selling
– Direct selling is the marketing and selling of products directly to
consumers away from a fixed retail location. Peddling is the oldest
form of direct selling. Modern direct selling includes sales made
through the party plan, one-on-one demonstrations, and other
personal contact arrangements as well as internet sales. A textbook
definition is: "The direct personal presentation, demonstration, and
sale of products and services to consumers, usually in their homes or
at their jobs."
• Advertising mail
– Advertising mail, also known as direct mail (by its senders), junk mail
(by its recipients), or admail, is the delivery of advertising material to
recipients of postal mail. The delivery of advertising mail forms a large
and growing service for many postal services, and direct-mail
marketing forms a significant portion of the direct marketing industry.
6. Direct marketing- Leader Ekaterina
• Kick off meeting with plan based on target group
segmentation- June
• Plan for activities: Target group; Time; Place
(channel); 3 important questions (technique of
lobbying) ; Message; Responsible person- July
• Communication- Ongoing
• Evaluation, answers for questions- Ongoing
• New plan based on evaluation and new target
group segmentation- Ongoing
7. Newsletter- Leader Nino
• Establish the board of Newsletter, after development of existing website
– 1) Figure out your newsletter's goal.
– 2) Gather your content.
– 3) Design your template.
– 4) Add in body content.
– 5) Add in personalization tokens and smart content.
– 6) Choose your subject line and sender name.
– 7) Tidy up loose strings.
– 8) Make sure you're legally compliant.
– 9) Test different browsers and email providers.
– 10) Send.
– 11) Analyze and iterate.
– More info: http://blog.hubspot.com/marketing/how-to-create-email-
newsletters-ht
8. Training
• Convincing speech;
• Feedback;
• Tips and hints from Humanikaconsulting;
• Core messages and listening;
• Feedback, future activities;
