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Website DevelopmentWORDPRESS CMS SOLUTION

& MANAGING CONTENT Brand Management & Online Marketing Online PR &

Publicity Social Media Campaigns Online Marketing & Business

Development Community Engagement Marketing Leadership/Staff

Consulting

Presented byJeremy Broekman

BROEKMAN communicationsSeptember 2013

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• 15+ years in Marketing, Brand Management & PR• Founded in August 2000 (after 2 year stint / 48 feature film

promotions with Universal Television PPV/VOD)• Marketing + Social Media + Creative + Consultant in ONE• Services include:

Brand Management & Corporate Identity Campaigns Website Development / Content Management Systems In-Bound Marketing / Business Development Search Engine Optimization {SEO} Social Media Campaigns & Moderation Online Advertising + Google/Bing/Facebook Pay-Per-Click Community Engagement Marketing Leadership & Board Consulting

Experience.

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By launching a new website, YOU will be in a better position to:

•Capture greater market share with a site that compliments YOUR brand and enhances YOUR brand equity•Provide opportunity for improved client/community engagement, enables social media interaction, and puts you on the map of 2013/2014; •Distinguish you from your competition by Developing an AMAZING brand that doesn’t fall flat; •Promote your unpublicized success and capitalize/leverage experience; •“Tell The Story” more effectively to clients and media as well as Garner greater coverage of key news stories; •Showcase prominent staff and leadership as thought leaders in the Industry; •Engage prospective clients in more targeted promotions; and, •Enhance referral sources, partner relationships and collaborate in a more meaningful way for mutual publicity.

Interest to take Brand to next level.

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Enhancing Your Brand.

We have features for every step of the way

DevelopDevelop& Launch& Launch

New New WebsiteWebsite

MeasureMeasureROI with ROI with visitor visitor tracking tracking &feedback&feedback

Moderate Moderate Website.Website.LaunchLaunchCampaignCampaigns& s& update!update!

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Case Study: Pierpoint

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• Pierpoint launched brand in 2003 with dated site and no CMS platform, little to no design, no SEO, no social media integration, no online PR tools, and no opportunity to add functionality or features.

• Migrated all content and developed new brand making identity fresh & new

• Used Wordpress as content management system to empower multiple offices to manage area-specific marketing and local jobs. Used existing Wordpress theme (aka template) to give foundation and structure

• Responsible for ALL Design and Art Direction using only 50% of theme’s functionality. Without custom programming, made feature & functionality advancements with plugin/widgets/minimal hardcoding

• Managed everything from site map to overseeing extensive copywriting experience

• Achieved aggressive 30-day re-branding schedule and launched earlier in 2013

• Trained marketing department how to independently manage through a series of online screen-sharing conference calls and 2 face-to-face meetings (transparency + empowerment)

Pierpoint: The Highlights

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• HTML/ASP.net custom sites and Drupal/Joomla-based environments make framework changes more complicated, but with WordPress we are 100% flexible.

• Ability to create new portals and evolve old websites to be warmer, more inviting, dynamic and interactive is ENDLESS.

• Staff empowered to easily make changes on current website and are reliant on busy & backed-up IT department

• Create platform for future expansion including blast email integration, salesforce/CRM integration, SEO and other desirable / needed modules

• Raise profile and enhance site design; more dynamic content; restructure home page; header sliders; and more

• Effectively brand website as a community home to make current clients proud of association; improve retention

• Promote company services more effectively for prospective clients and business development purposes. A secure, easy-to-use CMS system will help with marketing & communication to prospective clients leading to increased engagements

The Solution.

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• Migrate current SMCI site from self-hosted to open source content management system (CMS) - WordPress.

• WordPress started as just a blogging system, but has evolved tobe used as full CMS and so much more through the thousands of plugins and widgets and themes, WordPress is limitless

• WordPress powers more than 17% of the web - a figure that rises every day. Everything from simple websites, to blogs, to complex portals and enterprise websites, and even applications, are built with WordPress.

• WordPress combines simplicity for users and publishers with under-the-hood complexity for developers. This makes it flexible while still being easy-to-use.

• We migrate hosting to a PHP-based cloud-based server with benchmark uptime, security, customer service and reliability –GoDaddy or equivalent.

Secure, Easy & Tech Driven Solution.

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• With WordPress, we can create and integrate just about anything

• Take our corporate business website front-end and….

• ADD ON: plugins for EVERY desired feature and function (i.e. calendars, forms, newsletters, etc.)

• ADD ON: site tracking, social media integration advertising modules, SEO modules, etc.

• ADD ON: Customer Relationship Management tools

• ADD ON: Integrated blast email and newsletter programs with email harvesting

• ADD ON: online community forums and industry boards making your site a resource for the industry

Flexibility.

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• When the head of Google's web spam team says that WordPress is a great choice, taking care of 80-90% of the mechanics of search engine optimization for you, you know you're on to a good thing.

• For more fine-grained SEO control, there are plenty of SEO plugins to take care of that for you.

• Spam protection — Out of the box WordPress comes with very robust tools such as an integrated blacklist and open proxy checker to manage and eliminate comment spam on your blog, and there is also a rich array of plugins that can take this functionality a step further.

Search Engine Optimized.

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Tracking The Results:o Site Analytics. Traffic visitation statistics. Core visitors

(uniques vs. returning), Bounce rate. Length of visit. Page view depth. Popular pages. Referring links. Entry/exit links. Keywords. Search engine programs. GOOGLE ANALYTICS plus STATCOUNTER = free.

o Blast Email Tracking. Visitation track core statistics of delivery, bounces/errors, opens, click thrus, specific call to action links, etc.

o SEM Tracking. o SEO Tracking.o Online Marketing Analysis. Collaboration between Web

Development, SEO and Social Media Manager. o Create Baseline Report. Provide weekly/monthly updates

on use of website and the above!

ALL THE WHILE WITH THE GOAL OF MEASURING YOUR RETURN ON INVESTMENT - YOUR ROI!!!

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• Every piece of WordPress generated code is in full compliance with the standards set by the W3C.

• This means that your website will work in today's browser, while maintaining forward compatibility with the next generation of browser.

• This goes hand in hand with responsive themes and how your site looks on mobile browsers and tablets. Recent visitor statistic tracking will dictate WHO is on your site using WHAT device!

Full Standards Compliance

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• WordPress makes it easy for you to manage your content.

• You can create Posts and Pages, format them easily, insert media, and with the click of a button your content is live and on the web.

• Create drafts, schedule publication, and look at your post revisions.

• Make your content public or private, and secure posts and pages with a password.

• No rebuilding — Changes you make to your templates or entries are reflected immediately on your site, with no need for regenerating static pages.

Publish with Ease

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• Not everyone requires the same access to your website.

• Administrators manage the site, editors work with content, authors and contributors write that content, and subscribers have a profile that they can manage.

• This lets you have a variety of contributors to your website, and let others simply be part of your community.

• Workflow — You can have types of users that can only post drafts, not publish to the front page.

User Management. Workflow.

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• They say a picture says a thousand words, which is why it's important for you to be able to quickly and easily upload images and media to WordPress.

• Drag and drop your media into the uploader to add it to your website.

• Add alt text, captions, and titles, and insert images and galleries into your content.

• We've even added a few image editing tools you can have fun with.

Media Management.

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• Using WordPress means no one has access to your content.

• Own your data, all of it - your website, your content, your data.

Own Your Data.

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• WordPress avoids places where you already have breaks and block-level HTML tags, so you can leave it on without worrying about it breaking your code.

• Typographical niceties — WordPress converts plain ASCII into typographically correct XHTML entities

Intelligent text formatting.

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• Situation Assessment: Dialogue with strategic leadership and staff. Submit 1-3 website URLs as examples for design aesthetics, functionality and features to help establish priorities. Submit "Creative Brief" with desires, wants, wishes and needs.

• Scope of Work: Asset & content acquisition; Site back-end / front-end situation assessment; Site statistics analysis; and Migration strategy discussion including hosting.

• Site Map Development:Navigation and Table of Contents

• Creative Platform: BROEKMAN to provide theme examples from ThemeForest (www.ThemeForest.net) as the base foundation. This will allow us to focus attention on features, functionality and content. These are highly customizable and provide much structure for us! 

• Content / Asset Repository:Asset & content acquisition including all copy, images, marketing, PR, brochures, logo eps, etc. Define method for sharing content including use of DROPBOX versus intranet.

• Hosting Set-up, Acquisition and Installation of ThemeGetting access to domain/DNS, hosting cPanel. Managing installation of Wordpress/setting up dbase, etc.

• Production phases – Beta test, Soft-launch, hard launch• Training• Tracking visitors/intelligence gathering, DNA Analysis of

customer/stakeholders, marketing, advertising, PR, SEO

Next Steps.

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• BROEKMAN will Design, Brand, Package and Produce a completely new website from scratch using Wordpress as our Content Management System (CMS).  

• Manage all production of the website, including programming and coding • Direct website look and feel phase; make recommendations on themes

we can acquire through ThemeForest.net to serve as framework.  • Develop navigation and site map with you.  Build your website outline

document for content, structure and features together. Make recommendations to enhance the user experience. 

• Incorporate your existing logo and utilize “approved” style guide creative. • Manage incorporation of stock photography, cool vector art throughout the

site, header slideshow, savvy fonts, etc. throughout the site to enhance the organization’s branding. 

• Introduce savvier fonts and typography to make site more visually competitive and leapfrog ahead of other franchise network competitive websites.

• Assist with modest copywriting. While I’ll rely on YOU to provide initial copy, I will help on punching up marketing wise.

• Manage transfer of any marketing collateral or existing online profiles. • Incorporate social media plugins to enable users to SHARE our site with their

accounts. Lastly, we will include the creation of a Constant Contact account and embed the "JOIN OUR NEWSLETTER" or "SIGN UP FOR NEWS" function to the site.  

Production deliverables.

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BROEKMAN communications = your partner.

o Advisory role online to senior staff, IT, admin and marketingo Be a soundboard to ideas and act as an advisor to marketing teamo Play role of Creative Director or Brand Manager to help punch up collateral development, powerpoint presentations, DVD/movie presentations, websites, etc.o Provide brainstorming and marketing plan development ideas to department heads

Partnership approach.

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WORDPRESS BACKEND OVERVIEW

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THANK YOU FOR YOUR CONSIDERATION

JEREMY BROEKMANCreative/Marketing Director

☎ (818) 212-9201 ♔ jeremy@broekmancomm.com

☆ www.broekmancomm.com