Communication Strategy

1. C O M M U N I C A T I O N C A M P A I G N
Stellar Phoenix Photo Recovery
Software v7.0

2. About Stellar Data Recovery
 Founded in Gurgaon, India, in 1993, Stellar Data Recovery is a pioneer in offering cost-
effective and comprehensive data recovery, data migration, and data erasure software
solutions.
 Till date; it has served more than 2 million customers across 190 countries.

3. About Photo Recovery Software
 A comprehensive Do-It-Yourself Photo recovery software to restore photos, music &
video files lost from accidental deletion, corruption, or formatting.

4. New Features-Photo Recovery Software v7.0
 Enhanced User Interface and Customizable options.
 RAW Recovery.
 Works smoothly with large sized storage devices > 2TB.
 Reinstate deleted pictures with their original date-time shipping, camera
model/name and/or file names.
 Easily recovers photos and media from more than 100 files types.
 Recovery of Unicode files.
 MXF movies recovery.
 Preview support for corrupted file in safe mode.
 Advanced preferences for Add/Edit header.

5. Objectives
 To maximize Photo Recovery v7.0 software awareness.
 To reach the target market as fully as possible.
 To gain the third part credibility needed for the brand awareness.
 Improved visibility and media coverage.
 Increased web traffic.
 Generate lead scores.
 Ultimately communications drive Stellar’s revenue, and improved consumer base in the
USA.

6. Target Market
 Primary Audience- Existing and Prospective clients; The media; Experts and Influencers
in the technology field (journalists, bloggers, expert technology product reviewers);
Photography professionals; Camera companies; External PR agencies
 Secondary Audience- Information Seekers
 Age Group- Both Male and females between the age group of 15 to 55 years old
 Engagement through multi-media channels
 Activity by region in the USA
 Phased Approach- Pre and Post Product launch
 Timing and Budget

7. Communication Mix
 A buyers centric multiple channel communications model to reach new audiences.
 To engage Industry Advocates/Enthused Technology Activists- speakers at industry events, commenting in
forums, publishing a blog.
 Targeting Niche Enthusiasts- Passionate bloggers, avid technology non- professionals, sharing on social
channels, online reviews, discussions forums, real- world events, and so on.
 Collaterals- Press Release; Presentations, Website upgradation, Product Brochures and so on.
 Online News coverage- Publications/Magazines/Industry News websites.
 Traditional/offline Media channels- US National distribution- reaching major media outlets and websites
across the country; Press Release distribution; Press kits, and so on.
 Social Media Engagement- Tech Blog posts (promoting the product demo); articles; Social media forum posts
to reach followers of technology news.
 Multimedia News Release Channel.
 Multimedia to share videos.
 Industry micro lists to target journalists/writers covering technology news and product reviews.
 Online Advertising/Paid Digital/SEO/Tags.
 Organic Search.
 Direct Mail- Newsletter.

8. Target-Web Presence
 Stellar’s website as a customer ‘application’ rather than just for information.
 Full responsive to all user’s devices- desktop, laptop, mobile, or tablet.
 Content designed and embedded with the most relevant keywords, and visual elements-
Product Brochure; Product Video Update; User Guide; Blog site etc.
 SEO and tag building.
 Social Media Engagement- Facebook; Twitter page.

9. Target-Tech Online
 PC Magazine
 CNET
 Wired
 IDG News Service- CIO, TechHive, Macworld, Tech Advisor
 Info World
 PC World
 PC Advisor
 G2 Crowd
 Tom’s Guide
 TopTen Reviews- PURCH
 Theverge.com
 The NextWeb
 Photographylife.com
 Photographycorner.com
 FinancesOnline
 Lifewire
 Download.com
 Sensors Tech Forum
 Tucows Downloads
 The WindowsClub
 Gizmofacts
 Know Your Mobile
 1kindphotography
 Digitaltrends.com
 Techradar.com
 Tech2
 Information Week

10. Target-Tech Blogs
 Bits (The New York Times)
 All Things Digital (The Wall Street Journal)
 InformationWeek’s Security Weblog
 Pogue’s Posts (The New York Times)
 Digits (The Wall Street Journal)
 Engadget
 Lifehack.org
 Photographyblog.com
 MIT Tech Review
 Worth Magazine
 Discover Magazine
 Draggon Blogger
 SQLblog.com
 Online Tech Tip
 Know Techie
 Tech Paparazzi
 http://gizmoworld.com/
 Softpedia
 Mac Trast

11. Target-Experts
 Stacey Higginbotham
 Michael Arrington
 Scott Stienberg
 David Pogue

12. Target-Media Sites focusing Technology
 Business Insider
 The Verge
 TechCrunch
 Mashable
 GigaOm
 PaidContent
 Gizmodo
 VentureBeat
 The Next Web
 Wired
 Tech World

13. Targeted Tech Print Publication
 Peer to Peer Magazine
 Legaltech News
 Bloomberg BNA: Digital Discovery & e-Evidence
 Legal IT Insider
 Security Intelligence
 CIO Review
 The Wall Street Journal
 The New York Times
 Financial Times
 Forbes
 Bloomberg BusinessWeek

14. Online Advertising
 With Publications and Sites such as Mashable, New York Times etc.
 Email Marketing
 SEO and tag building
 Keywords Targeting
 Google AdWords/Analytics
 Yahoo/Bling
 News Feed Ads- Facebook and Twitter ads
 Banner ads

15. Multimedia News Release Channels
 PR Newswire
 Business Wire
 Reuters
 MultiVu

16. Conclusion
 Recommended a communication strategy that makes the best use of advertising, PR,
news media, and direct mail.
 Successful implementation would lead to improved customer base, and Stellar’s revenue
generation.