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An integrated marketing communication (IMC) plan for a web development company created for Emerson College's MA in IMC Capstone class. This plan was selected by the client, Verndale, as the winning project.
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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