The document provides information on the marketing plan for Smart Cities Week in Washington DC. The goals of the event are to gather smart cities experts, inspire city leaders with real-life smart cities projects, and provide a networking platform. The 5 pillars that reflect the objectives are: re-imagining transportation, data for civic good, starting smart, capacity building, and enlightened financing. The marketing priorities are developing content proactively, enhancing the digital experience, ensuring on-site engagement, and mobilizing influencers. The 7-part marketing strategy covers advertising, multipliers, content development, promotions, PR, on-site engagement, and post-show marketing.

1. MARKETING PLAN
Smart Cities Week

2. OUR GOALS – Aims & Objectives of Smart Cities
Week Washington DC
- The basic premise behind establishment of Smart Cities Week Washington DC is to:
- Gather experts from around the globe, with experience of implementing
Smart Cities Project.
- To inspire cities and city leaders with real life examples of cities smart projects
- To provide a platform for networking and and expertise to help cities to
become more liveable; workable and sustainable
- Our 5-Pillars reflect upon our objectives, which are:
- Re-Imagining Transportation.
- Enlightened Financing.
- Capacity Building.
- Data For Civic Good.
- Starting Smart.

3. 01 Re-Imagining
Transportation
Data For
Civic Good
04 Capacity
Building
Starting
Smart
05 Enlightened
Financing
5 PILLARS of Smart Cities Week Washington DC
03
02
01
04
05

4. 01
Discover how collaboration between
cities, counties, ports, transit operators,
nonprofits and other public and private
sector stakeholders can deliver smart and
equitable transportation solutions vital to
economic growth and shared prosperity.
Re-Imagining
Transportation
5 PILLARS of Smart Cities Week Washington DC

5. 02
Data For
Civic Good
Learn how data analytics provide
heightened awareness of city systems in real
time, helping operators make informed
decisions on maintaining and optimizing
everything from water supply and traffic
flow to police and emergency response.
5 PILLARS of Smart Cities Week Washington DC

6. 03
Get advice from city leaders and industry
experts on smartening infrastructure -- one
project at a time. It may be a collaboration
between a city and the local electric utility to
install smart street lighting, or a smart policing
project in a particularly crime-prone
neighborhood.
Starting
Smart
5 PILLARS of Smart Cities Week Washington DC

7. 04
Hear about promising options, such as partnering
with local colleges, private businesses, unions or
professional groups on training initiatives and
internships and providing incentives for
employees who take relevant licensing exams or
continuing education courses.
Capacity
Building
5 PILLARS of Smart Cities Week Washington DC

8. 05 Enlightened
Financing
Learn how future-forward jurisdictions are
moving beyond traditional, tax-based
financing to more creative and collaborative
alternatives – public-private partnerships,
demand aggregation and cooperative
purchasing, performance-based revenue
models, pooled bond financing and
infrastructure sharing among them.
5 PILLARS of Smart Cities Week Washington DC

9. 05 Enlightened
Financing
Learn how future-forward jurisdictions are
moving beyond traditional, tax-based
financing to more creative and collaborative
alternatives – public-private partnerships,
demand aggregation and cooperative
purchasing, performance-based revenue
models, pooled bond financing and
infrastructure sharing among them.
What Is Unique About Smart Cities Week

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2015 2017
2016 2018
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What Is Unique About Smart Cities Week
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11. What Is Unique About Smart Cities Week
2015 2016 2017 2018

12. Instating Pro-active approach
towards developing marketing
content
Enhancing users digital
experience.
Ensuring users On-site
engagement, and enhancing
their experience
Mobilizing the multipliers,
ambassadors and influencers
01
03
0204
Marketing Assessment
OUR
PRIORITIES

13. Instating pro-active approach towards developing
marketing content
01
03
0204
Marketing Assessment
OUR
PRIORITIES
Our main priority is to ensure a pro-active approach towards preparing
marketing content.
- This will enable us to carry on our Eblast Campaign, online
and direct marketing at a faster pace.
- Creation of content in a timely manner would ensure us to
analyse these are aligned with SCWDC aims and objectives.

14. Ensuring users On-site engagement, and enhancing their
experience
01
03
0204
Marketing Assessment
OUR
PRIORITIES
Our another priority is to ensure on-site engagement, because:
- This will act as post conference marketing, which will enable
us to increase the traffic of viewers and attendees to our future
events.
- This will also aid in participants to network and collaborate,
and eventually derive possible solutions to real life problems.

15. Mobilizing the multipliers, ambassadors and
influencers
01
03
0204
Marketing Assessment
OUR
PRIORITIES
Our ambassadors, influencers and multipliers needs to be mobilized,
because:
- In order to market our up-coming flagship event in Washington
DC, we would require our Multipliers to market our event
effectively.
- They would be provided with content to market as well, this is
to ensure that the content marketed is aligned to our
objectives.

16. Enhancing users digital experience.01
03
0204
Marketing Assessment
OUR
PRIORITIES
We need to redesign and redevelop our websites and mobile
applications, because:
- This will allow users to engage with the activities of SCWDC
24/7.
- They would have a platform which would answer their queries
regards to our events 24/7.
- Furthermore, these platforms would also act as marketing tool
for a section of Blog post which will market our events.

17. WEAKNESSES
Strong and efficient
Data Base System
Marketing Assessment
STRENGTHS
Pool of Qualified
Writers
Smart Cities Experts
Deriving New Solutions
Program Develops at a
Slower Pace

18. Marketing Assessment
OPPORTUNITIES Hiring US based PR Expert to promote
and develop Press Releases
Ensuring timely announcements of
upcoming events
Maintaining Press releases on
Website and Other platforms
On-Site Press Releases to Promote
Upcoming events

19. Marketing Assessment
OPPORTUNITIES – Website Upgrade
Website would be utilize
to post news about
upcoming events.
Each user would be
notified of updates, news
and feed, posted by
SCWDC.
Search Engine Optimization would
be performed on the website. This
will allow targeting potential
stakeholders and participants.
When users will visit the
SCWDC website they would be
able to communicate with our
representatives.

20. Marketing Strategy Overview

21. Post Show
Marketing
Advertising
Multipliers
Content
Development
Promotional
Strategies
PR
(US Based)
Onsite
Engagement
- Google AdWords
- Social Media
7 - Marketing Protocols of Smart Cities
Week Washington DC
Marketing
Strategies
- Recruiting Speakers
- Exhibitors
- SCC Partners
- Media Partners
- Developing Marketing
Content (E-Mail, Blogs,
Press Release, Keynote
Speech’s)
- Email Marketing
- Digital Marketing (Social
Media & Website
Marketing)
- Brand Promotion
- Press Releases (On-Site,
Social Media, Website)
- Press Conference
- Live Chat (Website, App, E-mail)
- Networking & Matchmaking
- Evaluation & Post Show
Reports
- Photo Galleries on Website
and Social Media
- Integrating new members &
attendee to SCW Database

22. 1. Advertising
- Utilizing Google AdWords Pay-Per-Click
service, will allow us to bid on keywords,
related to SCWDC.
- These Keywords would be related to
SCWDC and its website content.
- This will increase the chances of views
on our websites, articles, or blogs and
direct traffic towards SCWDC.
- This will aid in increasing the reach and
would enable us to target audience
irrespective of their region.
- Another possible way to market our flagship
event, is by using the platforms of LinkedIn and
Twitter.
- Our target audience includes city leaders and
other personnel on city council.
- In order to attract these individuals ad
campaigns would be run in form of tweets and
links to our website would presented.
- On LinkedIn we would be able to promote our
event, by publishing articles and event details
on the platform.
- On LinkedIn we can target audience in
accordance to their job titles as well.
- Social Media platforms (Instagram,
YouTube, Snapchat, Twitch) also acts
similar to FacebookAds.
- We would be able to target individuals in
accordance to their interests, demographics
and online behavior.
- These would allow us to be both tech savvy
and use financial resources efficiently.
- Twitter articles/ podcasts, can be used to
market our press releases in Tweets and E-
Mail.

23. 2. Multipliers & Social Media Influencers
- In order to market our up-coming flagship event in Washington
DC, we would require our multipliers to market our event
effectively.
- Multipliers would be mobilize and provided with digital and text-
based content to market to our target audience.
- In addition, different multipliers with different audience would be
recruited to ensure greater reach and in accordance to the
scope of our event.
- Marketing content and Toolkits would be provided to multipliers
to ensure that the, content is aligned with SCWDC’s goals and
objectives

24. 2. Multipliers & Social Media Influencers
- Our media partnership will enable us to derive audience from
several platforms, as they would handle our social media
promotional activities, with content provided to them.
- These influencer are able to connect with their audience on several
social media platforms and have cumulative reach to world wide
audience in billions.
- Similar to multipliers, these influencers would be provided with
toolkits and content to ensure that the delivered message across
several platforms aligns with SCWDC goals.

25. 3. Content Development & Marketing
- Pro-Active approach would be undertaken to develop
marketing content.
- Upon completions would be published, and distributed
amongst the ambassadors, influencers, and marketing
team.
- Pro-Active approach will ensure that the marketing
process would be conducted at faster pace, ensuring
wider reach to the audience before the event takes place.

26. 4. Promotional Strategies
The target audience to attend
our SCWDC event are the cities
and city leader. These
individuals have the authority to
incorporate changes to our
cities.
First Step would be to identify
the target audience which will
aid in devising strategies more
effectively.
Marketing Content would be utilized
for direct and E-mail marketing. This
will provide feeling of valued
customers to our potential attendee.
Our marketing content will illustrate
strategies and potential plans for
cities. This will ensure attendees that
our events will deliver practical
solutions for their cities.
Our events would provide solutions
for real-life problems faced by cities.
This will provide long-term growth to
our events and attendees at the
same time.
Promotional strategies would
continue after the event to
maintain our Brand presence.

27. 4.1. Website
- Website would be designed to promote the events and
activities associated with it.
- These platforms will include:
- Online Registration & Event Schedules.
- Newsfeed to keep the members and audience updated
of upcoming and past events & speakers presenting.
- Blogs & Articles platform to illustrate solutions delivered
in past events and problems which will be addressed in
the future ones.
- Live Chat Option, to keep the online engagement high
and ensuring maximum satisfaction of visitors and
audience.

28. 4.2. Brand Promotion
- Peer-to-Peer marketing would be instating by
providing discounted entrance/ registration for
individuals who are referring other individuals to
our events.
- To maintain our brand presence, our past
attendees would also be given similar discounts.
- Peer referencing have been identified as the
major source of gathering attendees.
- E-mail notifications would be sent to them with
promotional codes to ensure their satisfaction and
our brand presence.

29. 5. Public Relation
- Teams would be deployed who would ensure that the
US based PR is handled effectively and in timely
manner.
- The PR agency will promote the event via:
- Editorial coverage on websites, newspapers,
magazines, blogs etc. Write and distribute press
releases, speech writing, write pitches, conducting
Interviews with cities/city influencers etc.
- Attendance and sponsoring at events
- Social media promotions

30. 6. On-Site Engagement
- During the event, our team must remain prepared to answer to
any queries which attendee might incur.
- Hence, the pro-active approach to content development is a
necessity, because it would enable us to resolve any query
promptly.
- This will increase the audience’s confidence, and would ensure
increase in number of attendee, as positive marketing is always
beneficial for any organization.
- In addition, there would be photo booth, for individuals to take
memorable photos.

31. 6.1. Networking & Engagement
- Another vital reason for individuals to attend our events is that, they are able to network
and engage with others during our flagship event.
- The Smart Cities Week Washington DC flagship event would also provide similar
platform to numerous influencers, with potential to bring definite change to our society.
- Our platform would also provide influencers with opportunities to engage and
collaborate with one another, and derive creative solutions to our real-life situation.
- The premise behind SCWDC is to foster an overall learning environment for individuals
from different walk of life, working together to attain sustainability.

32. 7. Post Show Marketing
- Feedback forms would be shared on our
event application to all the attendee to
evaluate the event and ensure necessary
changes for future events.
- The evaluation form would also be utilize to
understand the attendees satisfaction levels
and future expectations.
- The success of any event ensures
strengthening the brand presence and
illustrate success of future events.

33. 7. Post Show Marketing
- Social Media platforms such as, Facebook, Twitter
and LinkedIn would be used to post photo galleries of
our events.
- This will act as post show marketing, and would allow
viewers to comprehend the success of our event.
- These platforms can also be utilized to gather
attendees feedback, in terms of online polls.
- Their tweets and retweets would further market our
events and activities and would result in increase
attendee for future events.