The document outlines a marketing communications plan for SmartDev LLC, a Swiss offshore IT company based in Vietnam that specializes in agile software development. It highlights the company's challenges, including a lack of brand identity and market focus, while providing strategies for improving company culture, online presence, and business development efforts. Key suggestions include enhancing the website, utilizing social media, and fostering partnerships to expand their market reach.

1. +
A MARCOM Plan
March 2016
By William Do

2. +
Agenda
1) Introduction
2) Business Foundations
3) Marketing Planning
4) PR/Events
5) Business Development
6) Conclusion

3. +
1. Introduction
SmartDev Analysis – Company, key facts, development leads

4. + “(…)We hire smart people so they can tell
us what to do”
Steve Jobs

5. +
1.1 SmarDev LLC.
 SWISS offshore company based in Da Nang,Vietnam
 SERVICES
- Agile offshore development (90% of the business)
- Agile project management
- Agile Training and Coaching
 EXPERTISE
- QR Codes
- Turnkey Prepaid Debit Card Services
- Near-Field-Communication
- IBeacon
 PCI DSS certified by the international Security Standards Council
An Agile IT development company

6. +
 LOGO
- Colors: Polo blue, Royal blue and White (space)
- Hexagon shape containing a capital ‘S’
- 3D view: looks like a “box”, connector head
 STAFF (+/- 80 people)
- Mainly developers, coders, testers
- Coaches, project managers
- Diverse administrators
Tech staff appears to master the latest IT technologies
 MANAGEMENT STRUCTURE
- Flat
- Staff supervised by appointed leaders
 OTHER
- 30-40% cheaper than offshore companies based in China or India
(According to the CEO)

7. +
1.2 Additional Insights
 SmartDev is privately funded; no partner is involved in the
management of the company
 Business is centered around its CEO, Alexander Cuva - Past and
current clients come from his past career
 Lack of brand identity; no defined company culture
 No specific market focus nor clear target market
 Lack of strategic decisions; no sales team
 Poor professional image (online); website structure is unbalanced,
inadequate phrasing, grammar errors, poor quality video, etc

8. +
1.3 Key Business Facts
 A company culture is given by the founder personality
“(…)worldwide business leaders identified corporate culture to be as
important as corporate strategy for business success” (Bain &
Company,2007)
 Who you know > What you know
 Most people only care about what you can give them
 “Don’t tell me, SHOW me” – business motto
 Satisfied customers = Best company advocates (CRM)
 Competition = Clients = Opportunities (to do better)
Development leads

9. +
2. Business Foundations
Internal Marketing => External Marketing

10. + “People don’t buy what you do,
they buy why you do it”
Simon Sinek

11. +
2.1 Creating a Company Culture
 VALUES (Our philosophy)
Innovation, Simplicity,Transparency, Flexibility, Passion, Continuous
improvement, Courage, Rapid Execution, Embrace Change, Cooperation
 MISSION (Our code)
AAA
Aware – We see.We hear.We feel.We are deeply connected to the world.We
stay relevant by staying aware.
Agile – We are quick to detect and seize opportunities. Our proven
methodologies has made us expert in processing information, exploiting
latest technologies and developing innovative solutions
Achieve – We believe that execution is Everything.We achieve and deliver in
a timely manner
 VISION (Our motto)
To be the company that best provides IT solutions to businesses which plan
to leave their mark on the world
Tagline: Aware. Agile. Achieve

12. +
DRIVE CREATIVITY
ACHIEVE BUSINESS GOALS
BOOST PRODUCTIVITY
PROVIDE MORE VALUE TO
CUSTOMERS
 AGILE METHODOLOGIES (Our ritual)
Why Agile?

13. +Since pictures speak louder than words…
Aware. Agile. Achieve.

14. +
Aware
Ready to take on a challenge

15. +
Agile
Quick to make a decision and act

16. +
Achieve
Set high goals and exceed them

17. +
Stay humble
Just don’t forget to win

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2.2 Website
 An IT company cannot do without an OUSTANDING web portal
 A B2BWEBSITE FRIENDLY SHOULD BE
- Straightforward; Show upfront what you do
- Beautiful and functional (custom design)
- Content optimized; SEO - Keywords
- Marketing automation software/CRM system integrated
- Mobile friendly
- Using videos to communicate
- Internally linked; connecting pages of the website together
 NEVER DONE
A website should never be viewed as finished
 LESS IS MORE
Global trend: clean and neat look
A opened window onto the world

19. +
 HEXAGON
Found in the formation of
honeycomb it is associated
with bees and their co-
operative, hard-working
natures
 SIX
Communication, Interfacing,
Balance, Union, Harmony,
Equality, Perfection,
Integration, Conjoining,
Reliability, Dependability
 UNIQUEWEB DESIGN
Logo hexagon shape => Website framework (Consistency)

20. +  POSSIBLE LOOKS
Here some design references using hexagons

21. +
2.3 Video(s)
 MESSAGE
To promote SmartDev services in a dynamic and catching way
 CONTENT
The storytelling is centered on aVovinam martial artist who walks
into a dojo; as he passes the entrance he becomes aware something
is about to happen.He quickly detects several enemies hidden in the
shadows.In turn successive opponents attack our fighter; very agile
he defeats each one of them using different techniques.After
defeating the last opponent he finally achieves his goal; being the
last man standing at the center of the dojo.
PS:The video would use slow motion scenes,screen captions and an
English speaking voice-over
 OTHERVIDEOS
Storyme(URL) does great corporate videos using Motion Design
SmartDev website promotional video

22. +
2.4 Website references
The following companies have made a great use of
graphics/icons/Videos - They are also Agile

23. +
Rootstrap (URL)
• Easy browsing
• Well balanced
• Clean look
• Dynamic interface
• Use of icons
• Videos
• Mobile friendly

24. +
Adnenom (URL)
- Eyes-catching
- Unique images
- One-of-kind look
- Clear message
- Intuitive navigation
- Data friendly: charts
- “Strong personality” vibe

25. +
3. Marketing Planning
On/offline strategies

26. + “Learn how to see. Realize than everything
connects to everything else”
Leonardo DaVinci

27. +
3.1 Online marketing
 CONSISTENCY
Keep a clear message through all channels
 CONTENT IS KING
Create relevant content or share influencers’ thoughts
 VIDEOS
After 10 years of business,Youtube is more popular than ever
 EMAIL MARKETING
Cold emails: Give before asking
E.g Attach a video in the email, a client endorsement, etc.
 Social media - SEM/SEO (See following pages)
 Value proposition – sell services pack (E.g. App + Website)
Marketing focus should first be online

28. +
3.1.1 SEO/SEM
 Good Content + Adequate Keywords = Build an audience
 PublishYour Content on Quality Sources
 Create image tags and name image files with keywords
E.g “sidebar-image.jpg” =>“java-solution-infographic.jpg
 Use SEO-friendly URLs and title tags for your website and blog
page
E.g <www.smartdev.vn/blog/?p=123> =>
<www.smartdev.vn/blog/how-to-be-agile>
 EXTERNAL LINKS
Post links to content posts on social media, leave quality comments
on reputable sites
Digital marketing

29. +
How to fish a fish?
 FINANCIAL COMPANIES
- SEO
- Email marketing
- Outbound Calling
 TECH COMPANIES
- Content Marketing
- Conference/Trade show
- SEO
SEO is in the Top 3 of both
industries
Good Marketing = Online + Offline

30. +
3.1.2 Social media rule (and rules)
 Product quality content
 Be open and engaging
 Focus a on specific niche
 Use social media to build the
business, vice versa
 Embrace each social
network’s unique culture
 Don’t be everywhere

31. +
Use LinkedIn to
 Find Qualified Leads – New
prospect
 Apply B2B Inbound
Marketing – Blog,articles
 Build long term Relationships
with Customers – CRM,Show
that you care
 Communicate with visuals –
Graphics,Charts,Videos
 Build Professional Authority –
Share New Ideas (CreateValue)

32. +
Use Twitter to
 Use Twitter for business
(Paid service)
 Engage with people – Get
personal
 Capitalize on current #events
to communicate to the mass
 Increase online traffic
 Launch visual marketing
campaigns – Get retwitted
 Another place to share videos

33. +
Use Facebook to
 Should not be used as the
main B2B medium
 Show the company culture –
share company #stories
 Create visual people want to
share – quotes,branded
images
 Connect through videos
 Ask a question – get answers,
new MQL
 Create events

34. +
3.2 Additional Insights and Leads
 Consistency is the key
 Neither Google+ nor
Instagram should be used
 Consider other corporate
social network; Xing,Viadeo
 Create a series of YouTube
videos to promote SmartDev
services and Agile
E.g. Addactis (URL)
 Pay-per-click; relevance to be
confirmed

35. +
3.3 Offline marketing
 Sales collateral: Brochures, flyers – Add non informative collateral
such as pens, playing cards, Rubik's cube, etc. (Brand reminder)
 Airlines advertising (Business class)
 Advocate marketing (See PR/Events section)
 Mobile (Non-digital) Marketing; relevance to be confirmed
Secondary yet useful for event marketing

36. +
4. PR/Events
Content: CRM, Network marketing, Social Marketing

37. + “(…)people will never forget how you made
them feel”
Maya Angelou

38. +
4.1 Event Marketing
It is all about the experience
 CONTENT IS STILL KING
Know your audience; talk in their “language”
Deliver a clear and memorable message
 EXTRAORDINARY
Touch your audience, engage on an emotional level
 GET OUT THERE
Try different approaches, experiment and take notes
Mainstream is not always the way to go
 DIGITAL CONNECTION
Start the conversation online, continue IRL
 Events are the original Social Marketing

39. +
 Generate positive PR
 Influence business decisions
 Be different to be
remembered
E.g use a distinguished slogan
to conclude a speech
Wear the same blue sparkly
shoes when you go on stage
 It is not about what you say
but how you say it
 Show your passion
 IMPORTANCE OF PERSONAL BRANDING
Speakers/CEO need to become a “Brand”

40. +
The event experience must be
UNFORGETTABLE

41. +
4.1.1 Outside events
To be present where it matters
 Trade shows
 Industry conventions
 Careers fairs
 School events
Apply 3.0 Management
precepts
Win the audience:
Reproducing the story of the
promotional video on stage
would give a WOW effect
=> Gain attention

42. +
4.1.2 In-house events
Host, sponsor, be the partner of an event
 Company event
To reinforce the bound
between employees and
between employees and
the company
E.g Exchange jobs with a
colleague for the day
 Public event
To associate SmartDev with
renowned partners would
drag attention onto the
company

43. +
5. Business Development
There is always room for improvement

44. + “You can’t do a good job,
if your job is all your do”
Katie Thurmes

45. +
5.1 Business Development
 Sales are the most important skills for a company leader (beside
its company expertise)
 Advocate marketing: Reconnect with old clients then prospect for
new clients
“The most valuable customers are not those who spend the most,but
those who tell their friends about the purchase”
- John Lunn
E.g. Can past projects be improved?
 Hire Professional salespeople to teach consultants about sales
(Hiring salespeoples will come after)
 New clients should be prospected among MNC operating in Asia
followed by Asian companies (once SmartDev reputation is made)
A sales development plan

46. +
5.1.1 SmartDev need salespeople
 Alexander Cuva
The CEO of SmartDev needs
to leverage his connections in
order to get contacts/clients
insights on the industry, share
his SmartDev work and sign
new deals with the cliens
Old clients > New clients
 Good salesmen are first
good consultants
Trung Hoang Nhac would be
a perfect candidate to lead the
future sales team

47. +
5.2 Product Development
Develop in-house softwares, apps
Why?
 Diversify revenue streams
 (Financial)Independence
 Take on a challenge
 Obtain new customers
from other industries
 Showcase company
expertise and talents
Zingpoll by Axon Active Vietnam

48. +
5.2.1 Possible leads
 Plug technology
E.g. Car – Smartphone
 QR + Money transfer = money
transfer through a picture?
 HR solutions
E.g. Find the right staff through
an algorithm
 Automatic subtitles finder for
VLC
 Future of shared economy?

49. +
 Connect 3D printing machine
with a smartphone app
 Ads blocker on mobile; kill it
 Virtual reality
E.g Extreme sport sensation
 Education
E.g learn online
 Wearable technology
 Software to write strategic
resumes/cover letters

50. +
5.3 Partnerships/Collaborations
 TPP was recently signed by Vietnam and 11 others countries.The
country will soon welcome new venture capitalists and MNC
 Strong investment waves from Japan and South Korea in Vietnam
will further lead to higher demand for Information Technology
and polytechnic specialists
 Emerging startups all over Asia; particularly in India
 Vietnam being at the center of East Asia, SmartDev is strategic
located to be actively work in nearshore outsourcing
 SmartDev could be the leader of an Asian Agile Association
exporting its expertise all over the continent
Insights and leads

51. +
5.3.1Concrete leads
 Very nearshore possibilities
FPT – They are also active in the
U.S
Netmarks,Manulife
 Invite IT/Marketing nomads
- New insights
- Boost energy at work
 Women in IT
Ruby girls workshops should
be prolonged
 Current partnerships; to be
confirmed

52. +
6. Conclusion
“Excellence is never an accident.It is always the result of high
intention,sincere effort,and intelligent execution;it represents the
wise choice of many alternatives - choice,not chance,determines
your destiny”- Aritotle

53. + “If you can’t explain it simply, you don’t
understand it well enough”
Albert Einstein

54. +
ROMI
 Raise of SmartDev Awareness
 Reinforce company culture: Boost productivity and employees
engagement
 Increase online traffic:Website, Social media page
 Founding the bases of a CRM – Customer relationship management
 Word-of-mouth marketing
 Reconnect with (old) clients and partners
Short-term Objectives

55. +
ROMI
 Position the company into the global market
 Build a professional reputation – B2B awareness
 Get access to new markets and customers
 Potential new partnership leads; bigger clients
 Increase job applications = Less time spent headhunting
 Becoming an important actor of Vietnam economy
 Turn MQL into SQL (= Raise revenues)
 Product development: Diversify revenue sources
Long-term Objectives