The document proposes a new digital marketing strategy for Caribbean News Media Group (CNMG) to move away from its current pull strategy using traditional outlets. The proposed strategy focuses on brand development, data analysis and measurability, training journalists in new technologies, and developing a new website, social media presence, and mobile/web applications to engage local and international audiences. If implemented, this strategy would help CNMG transition to producing and distributing compelling multimedia content in real-time from any location using mobile devices and technologies.

3. a new way
Mobile and Web Marketing Proposal
Caribbean News Media Group
Presented by: Maria O’Brien

4. Current Marketing Strategy
Pull Strategy, Traditional Outlets
Basic Web Presentation

6. Marketing Components
• Traditional Media- Television, Radio
• Static Web Distribution and Promotion
• Existing Facebook , Twitter and Digg Accounts-
Basic updating, no promotional coding or
development

7. Based on its current marketing strategy,
CNMG is putting in all of the effort to create the
user interaction.
The goal should be to create enough compelling
content so that users do all of the work to
interact with the company and its products.

8. The proposed Marketing Strategy is to focus on
a short and long term Digital Marketing
Campaign that enforces the CNMG Brand and
engages an expanded and significant digital local
and international audience.

9. Proposed Marketing Strategy
• Brand Image Development
• Data Analysis, Measurability and ROI Reporting
• Education and Training of CNMG Team
• Technical Innovation for Journalists
• Event Hosting for Technology and Development Leaders
• Sector Profiling and Engagement

10. Proposed Marketing Strategy
Components
• Branding Guide distribution
• A new dynamically driven website
• Youtube and Vimeo Station
• Facebook, Twitter and Digg RSS generators on local and
international sites
• Google Plus Community Development
• Public Relations development with the local online developer
community
• Mobile and Social Application Development

11. Social Television
Media
Radio
Applicatio
ns
Mobile
Online
Applicatio
Visitors
ns
Using the
proposed
Podcasts Radio
elements will
increase traffic CNMG
and the consumer Live
Events
Facebook
base for the
company. Google
Twitter
Plus
Vimeo Digg
Youtube Journalist
Station Blogs

12. However, providing the mechanisms to deliver
the content is only the infrastructure of the
campaign.
The outlets must be populated with relevant
and visually compelling content.

13. The content writers and producers in this
scenario are the Journalists and the entire
Journalism team.
The writers, producers, photographers and
videographers should then be enabled with
devices and technology that helps them to
produce content of the highest quality in a real
time fashion.

14. With the innovations in
mobile and online
technology, international
and commercial
journalists are now
producing live online
content keeping the eye
of the audience engaged
and watching…at all
times.

15. Mobile Reporting and
Production is a thing of the
Present.
Journalists can now produce,
edit and broadcast media from
any location, anywhere in the
world.
It is an important factor in the
modern image development
and population of the new
infrastructure.

16. The development of Online and Mobile Applications
that distribute and track the news is a strong element
in the new face of broadcasting here in Trinidad and
Tobago.

17. Utilizing global
frameworks
such as Google
Maps, CNMG
can help
produce a
timeline and
map of Trinidad
and Tobago as it
is now.

18. Imagine a local media circuit that allowed journalists to report
live, producers to edit live, and for users to view this content
and respond to journalists in an immediate, exciting fashion.
The user will now be able to do this from their desks, their
phones or their smart devices.

19. Measurability and Tracking
The second element of the proposed Marketing Strategy is Data
Collection and Tracking of Marketing Efforts and ROI.
How this is done is through the integration of measuring tools
into all of the digital ports and output material. This includes the
digital articles, Social Media pages, Video and Photography.

20. Real Reporting and Profiling
Using the data collected, CNMG will then be able to develop
reports on different segments as well as produce realistic
projections of audience expectation and participation on their
various digital outlets.
The value of these digital audience profiles is undefinable. It
enables Sales Teams to produce real numbers when it comes to
online advertising and co branding efforts.

21. Using these profiles and numbers, Sales teams can assist
retailers and promoters in finding the right audience for
their product, and with perfect timing, produce reports on
the performance and visibility of their ad.

22. Social Engagement
CNMG will have to identify itself as a technology facilitator and
leader. In order to do this, the Public Relations efforts of the
company will have to extend to the Social Media and Developer
community. By hosting events and supporting the launches and
innovations coming out of the regional and local community, the
relevance of the company’s efforts are sure to be noted,
promoted and congratulated as the community continues to try
to forge the country into the digital age.

23. Timing?

24. Team Building
Its true. Rome was not built in a day. But with the right
contractors…maybe a week?
Change is hard, and requires a consistent team effort
between the leadership and the production team of
the company. Which is why education and training
workshops are an important element of the success of
the campaign.

25. Conclusion
As the National Media Station and Network, CNMG has
not only the rights, but the responsibility to stay
current as it serves the public.
Through a powerfully branded digital marketing
campaign, the network can be certain of increased
audiences and a positive return on investment.

26. Thank You