Integrated Marketing Communciation Plan for a Web Development Company

Information Technology $150B+ Market Consistent annual growth and demand Economic downturn increasing outsourcing New England region, 6 out of 8 for IT demand American Recovery and Reinvestment Act of 2009

Situation Analysis: Market Analysis

Customer Analysis: Growth Opportunities

Boston Business Journal, 2009 Book of Lists

Strengths Transparency Depth of expertise Flexible, transparent pricing options. Internal workflow Microsoft product integration Established presence in Boston

market High percentage of referrals – 90%

Weaknesses Only 7 practice areas Limited institutionalized marketing Branding and positioning Heavy on Microsoft Experiencing growing pains

Opportunities Legal, Health, Technology, and

Marketing agencies strongest vertical sectors

Renewable Energy, Health, and IT growing thanks to Stimulus Bill

Web 3.0 trends and technologies Down economy increasing IT

outsourcing

Threats Worsening economy could impact

IT spending during campaign period

Increasing influence of cost during client decision-making process

Competitors that offer full range of services

Legal

Technology

Health

Agency

The Big Idea

IMC Objectives

“The Verndale Difference”

Creative Objectives

Create a stronger brand identity

Develop a clear understanding of "The Verndale Difference”

Increase knowledge of 7 areas of expertise

Position as an extension of the client

4 Creative Concepts

Client Testimonials Verndale Webinars SEM Tip Weekly Emails Value in a Weak Economy

Interactive Objectives

Increase brand awareness through the innovative use of leading web properties and technologies

Drive website traffic through strategically placed online advertising and through user driven content sharing

Increase new business referrals by solidifying positioning

Increase knowledge among current clients by optimizing and creating new channels

Interactive Strategies

Expand advertising and SEM Leverage professional and social media networks Expand original educational offerings and introduce interactive

channel assets Leverage emerging technologies Enhance site to route inbound traffic to optimized areas Enhance the Client Center Launch mobile version of site

Online Advertising: Banner

Online Advertising: Text

Interactive: Original Content

Online articles and beyondDistributeRepurposeUser driven content sharing03. Our Thinking05. Who We Are Increase SEO

Interactive: Videos

WebinarsPromotional videoVideo podcastsVideo blogs

Interactive: Enhanced Client Center

Interactive: Email Marketing

Capture and segment by vertical

IdentifiableClick stream and

behavioral targeting

“Verndale Difference” template

“Resource” & “Invite”

User Preferences

Interactive: Online Community Optimization

Promotions Objectives

Promote Verndale as leading Boston web development firm servicing targeted verticals

Increase awareness of Verndale’s complete suite of services to current and potential clients

Drive traffic to Verndale website, specifically to targeted vertical landing pages and micro sites

Increase rate of “add-on” work by current clients

Increase customer retention

Promotions Strategies

Strengthen relationships with current and potential clients

Leverage existing clients as means to attract new clients

Provide incentives to stimulate new business from potential clients and additional work from current clients

Leverage knowledge and expertise of founding partners

Promotions: Enhanced Collateral

Promotions: Direct Mail

First Class LetterBranded USB Hub

Public Relations Objectives

Increase media hits among targeted publications in the Boston market

Increase brand awareness among targeted verticals

Position Verndale as leading web development firm servicing targeted verticals in Boston market

Tell the story of “The Verndale Difference”

Increase knowledge of Verndale’s suite of services among current clients

Drive traffic to the Verndale website, specifically to targeted microsites

Public Relations Strategy

 Place informational/promotional news in targeted vertical publications

 Establish presence at events and trade shows

 Leverage existing Verndale

 Leverage knowledge and expertise of founding partners  Cultivate relationships with influential bloggers

TARGET PUBLICATIONS

ALL VERTICALS

LEGAL HEALTH TECHNOLOGY

MARKETING

Boston Globe Boston Business

Journal ProfNet as issue

experts

Massachusetts Bar Association

Strategies: The Journal of Legal Marketing

Law.com Legal Marketing

Association (LMA) Service Provider Directory

Law Technology News Magazine

LMA national and NE regional websites

Managed Healthcare Executive

Med Ad News Business Insurance Modern Healthcare HealthLeaders Medical Marketing

& Media American

Marketing Association (AMA) – Marketing Health Services

Healthcare Executive

Pharmaceutical Executive

Managed Care Magazine

PharmaVOICE Boston.com:

healthcare/business pages

Mass High Tech - The Journal of New England Technology

BtoB: Inside Technology Marketing

TMC: Technology Marketing Center

Chief Marketer AMA – Directory of

Interactive Marketing and Software Services

Boston.com – technology/business pages

Marketing Sherpa AMA – Marketing

Management B2B – The

Magazine for Marketing Strategies

NETWORKING OPPORTUNITIES(business associations)

All Verticals Boston Chamber of Commerce Networking Group International Association for Business Communicators, Yankee

Chapter (IABC)

Legal Legal Marketing Association of New England (LMA/NE)

Health Massachusetts BioTech Council Annual Meeting Massachusetts Hospital Association

Technology MITX: Massachusetts Innovation & Technology Exchange

Marketing Boston Chapter of American Marketing Association (AMA) Boston Interactive Media Association (BIMA)

Objectives

Measurement

Measurement

Measu

remen

tM

easu

rem

ent

Measurement

Measurement

Public Relations45%

Promotions12%

Interactive43%

CampaignBudget

$99, 942

Boston Business Journal online adver-

tising 37%

Boston Chamber of Commerce online advertising

22%

LinkedIn online adver-tising23%

WebEx online webinar service

2%

Promotional video16%

InteractiveBudget

$44, 558

Direct Mail 2%

Trade Premium give-away2%

Trade Show booth

8%

Branded USB Hubs 44%

Brochure for USB hub mailing1%

Client Referral Program43%

PromotionsBudget

$12, 978

4 Verticals 7%

Legal 14%

Health 21%

Technology 30%

Marketing Agencies 26%

Enhanced Collateral 2%

Public Relations Budget

$42, 406