This document outlines a marketing and business development strategy consisting of three main sections: 1) Enhancing public image through improving the company website, obtaining professional photos, creating branded marketing materials, and ensuring the office represents the company well. 2) Increasing company exposure by optimizing its online presence on social media and search engines, conducting media outreach, and developing press releases and success stories. 3) Engaging in business development activities such as strengthening relationships with current clients, pursuing new clients through outreach, implementing marketing campaigns, analyzing competitors, and conducting market research.

1. Marketing &
Business Development
Strategy
*Sample of Work

2. Enhancing Public Image………………………………………….…Slides 3-8
- Website
- Photos
- Marketing Materials
- Branding
- Office
Increasing Company Exposure…………………………….....Slides 9-11
- Online Optimization
- Media Outreach
Business Development Activities.............................Slides 12-18
- Current Client Relations
- New Client Outreach
- Marketing Campaigns
- Competitive Analysis
- Market Research
- LinkedIn Networking
Outline

3. Enhancing Public Image
3

4. Website
• Work with a web designer to improve overall look / feel of website (colors used,
graphic images, layout & design, navigation, etc.) Examples of issues include:
- The large blank space in the middle of the “Home Page” could be better
utilized to more effectively “sell” the company
- In many sections (such as the “Online Articles”) the type font used and
their small size makes the text extremely difficult to read
- The website’s colors and fonts need to be made more cohesive throughout
to achieve a more unified look / feel
- The “Our Team” tab needs to be completely revamped so that it shows
only an organizational chart or an organizational chart with static photos
rather than having to hover your mouse over a photo for it to show
- Navigation within the site needs to be made easier / more intuitive
• Revamp website text and imaging. Examples of issues include:
- Current verbiage does not effectively “sell” the company and should be
made more compelling
- Grammatical errors need to be corrected on The “About Us” tab and
various other sections of the website
- There are no photos of company engineers working on site or in the office
- Current “Home Page” graphics are low quality and do not represent the
company’s service offerings well
4

5. Photos
• Work with a photographer to get professional shots of the following
for use on website and in marketing materials:
- Engineers working on site
- Staff working in the office
- Professional head-and-shoulders shots of employees for the
online organizational chart – either all or just management
- Professional group photo for the “Contact Us” page of the
website
• Work with engineers and other office staff to collect all electronic
work-related photos currently in house
• Create a photo archive for all in-house photos and those taken by the
photographer above
• Create a filing system within the photo archive so that all photos are
filed into their proper categories for easier retrieval in the future
• Establish a naming convention so that all photos are properly labeled
for easier reference down the road 5

6. Marketing Materials
6
Create compelling, impactful marketing materials in both English and Arabic to win
additional business from current clients and new business from potential clients, to include:
• Generic company brochure (ideally a glossy, four-color tri-fold) outlining the company’s core
competencies and market niche
• One-page fact sheet describing the specific services the company can offer prospective clients;
also a more sector-focused fact sheet for each market segment the company intends to go after
• Technical white paper outlining the regulatory environment and operational issues specific to
the UAE and what the company brings to the table in addressing these issues, to include why the
company should be preferred over competitors offering the same service
• "Client spotlight(s)" (one page each) illustrating how the company has successfully supported
various customers in the UAE
• Press releases or "good news stories" that the company has released regarding new or ongoing
projects / activities, if applicable
• Favorable news stories on the company by local / national / international media outlets, if
applicable
• Customer testimonials (if available)
• CD (cased within a clear floppy sleeve and branded if possible) containing PDF versions of all of
the above, plus any company PowerPoint presentations suitable for public release as well as
public versions of company Quarterly Reports, Annual Reports, etc.
• Folder (branded if possible) to contain the above items, ideally with a slotted area on one inside
pocket to hold a business card and a slotted area on the other inside pocket to hold the CD
Folders containing the above should be collated and stored in bulk so that they are on hand
and readily available for any staff interfacing with clients or potential clients.

7. Branding
Utilize marking & branding standardization methodologies to ensure a
more professional / unified look, to include:
• Improve the company email signature block and ensure use by all
employees. Issues include:
- No website address included
- Blurry / pixelated image
- Email address is a dead link rather than a hyperlink
• Create an official company PowerPoint template for use by
employees wishing to make client presentations
• Ensure all outgoing correspondence, presentations, etc. meets
branding guidelines (colors, fonts, logo usage, etc.)
Creation and enforcement of the above will ensure that the company
presents a unified, cohesive face to customers and potential clients,
and presents a more professional image overall.
7

8. Office
Ensure office represents the company well to current and potential
clients, to include:
• Reception area should have marketing materials and business cards
attractively displayed and available as takeaways for visitors
• Conference room should ideally have appropriate electronics such as
projector and drop-down screen for presentations, laser pointer for
presenters, white board and accessories, speaker phone for group
conference calls, an electronic display screen on the wall for face-to-
face teleconferences / presentations / training, etc.
• There should be appropriate signage throughout all common areas
attractively displaying the company name / logo / tag line
• Common areas and manager offices should be attractive /
uncluttered / inviting, with furniture and decorations well-selected
and properly arranged; bathrooms should be well-stocked and kept
immaculate at all times
• Water / coffee / tea and simple snack items such as biscuits should
be kept on hand for visitors and served in attractive / matching
dishware
*All of the above are, of course, nonessential expenditures and would be based on
available company budget -- if any -- for these type items 8

9. Increasing Company Exposure
9

10. Online Optimization
• Ensure the company has an online presence in various forms of social
media, to include:
- LinkedIn
- FaceBook
- Utube
- Twitter
• Increase internet exposure by using search engine optimization
methodologies to boost online visibility, hide unwanted links, and fix
Google results
• Conduct online reputation research and management to ensure that
external posts (articles, photos, videos, comments, etc.) are accurate
and present the company in a positive light
10

11. Media Outreach
Increase company exposure by creation & output of the following:
• Press releases
• Success stories
• Stand-alone photos with captions
• Videos of work in progress or training activities
Target audiences would be:
• Local / national / international media (print, TV, radio & web
outlets)
• Industry / Trade periodicals
11

12. Business Development Activities
12

13. Current Client Relations
• “Warm call” current clients and set appointments / meetings to
find out what the company is doing right / wrong in order to
determine strengths & weaknesses and ensure there isn’t a
risk of clients being lured away by competitors
• Establish close relationships with current clients through a
combination of emails, phone calls and face-to-face meetings
in order to determine their:
- Requirements (i.e., what services they need)
- Needs (find ways for the company to meet client
budgetary ceilings & be cost effective while still providing
the same quality of service so that the company is
competitive with other companies operating in the same
market niche)
• Provide current clients with a copy of all newly-developed
marketing materials & determine if there’s a potential for
winning additional business 13

14. New Client Outreach
• Identify the most important sectors for the company’s service
set, then categorize & prioritize companies within these sectors
• Cold call and make appointments / meetings with the most
desirable companies to find out who their current service
provider is (if any), find out why they like / dislike their
provider, then give the company sales pitch and hopefully win
business away from competitors not savvy enough to closely
monitor their market space and stay on top of issues that
impact customer satisfaction
• Attend industry trade shows and sector-specific conferences to
make contact with potential clients – When possible, have a
booth with handouts and an SME on hand to answer questions
• Attend local networking forums such as InterNations, A Small
World (ASW), and various other professional business
associations to make new contacts and attract business
14

15. Marketing Campaigns
Email and / or mail marketing materials to current clients and
potential clients within the UAE via the following:
- Contact info for companies in various sectors of the UAE
should be available through local chambers of commerce
and may also be available for purchase online
- I have the email & mail contact list for the 400+
exhibitors that attended the International Oil & Gas
Conference in Basra, Iraq in Nov 2011
- I have the email & mail contact list for the 1,000+
exhibitors that attended the Intersec Security Expo in
Dubai, UAE in Jan 2012
- I will soon have the email & mail contact list for the
1,000+ exhibitors that are participating in the Iraq Gas &
Refinery 2012 Conference (downstream sector)
scheduled to take place in London, UK on 17 Apr
15

16. Competitive Analysis
• Determine the company’s top five competitors and provide a
competitive analysis regarding their strengths / weaknesses in
order that the company can better position itself to compete in
the market niche
• Determine pricing and service offerings of competitors going
after the same market segment
• Find out what the company’s competitors' current contracts
are and assess the likelihood of being able to win that business
away
• Come up with a list of contracts currently under protest that
might be able to be taken from competitors
16

17. Market Research
• Research the company’s current contracts / clients as well as
open bids in order to better position the company to win
ongoing and future business through more customized
proposals
• Research contracts won by companies in the UAE that the
company can do a joint venture with or subcontract to
• Research contracts out for bid whose scope of work matches
the company’s core competencies
• Research contracts under protest
• Research websites where the company can bid for tender
17

18. LinkedIn Networking
One of the ways I would do business development is utilize my network of
910+ UAE-based LinkedIn contacts to connect with potential clients, look for
possible new lines of business / joint ventures / subcontracting
opportunities, and increase company exposure.
UAE sectors & companies that I have a substantial number of contacts with
include, but are not limited to, the following:
18
UAE Contacts:
Sectors
- Oil & Energy (210)
- Staffing and Recruiting (49)
- Security and Investigations (45)
- Human Resources (38)
- Information Technology (36)
- Construction (32)
- Management Consulting (22)
- Telecommunications (20)
- Logistics & Supply Chain Mgt (20)
- Financial Services (16)
UAE Contacts:
Companies
- Shell (12)
- Schlumberger (12)
- Weatherford (12)
- Olive Group (8)
- Control Risks (8)
- Baker Hughes (7)
- Petrofac (6)
- ExxonMobil (5)
- Saipem (5)
- Shell Oil Company (4)
- ADCO (4)
UAE Contacts:
Company Size
- 1-10 (30)
- 11-50 (51)
- 51-200 (52)
- 201-500 (67)
- 501-1000 (33)
- 1001-5000 (76)
- 5001-10000 (19)
- 10000+ (148)
UAE Contacts:
Fortune 1000
- Fortune 50 (8)
- Fortune 51-100 (2)
- Fortune 101-250 (18)
- Fortune 251-500 (3)
- Fortune 501-1000 (6)
UAE Contacts:
Seniority Levels
- VP (87)
- Director (83)
- CXO (40)
- Owner (39)
- Partner (16)

19. Questions?