7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Prepared by:
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Introductions…
SpeakerBox Communications is a B2B technology PR firm
(Competes with subwoofers and the Bud Light Speaker Box tailgate toy).
Elizabeth Shea: President & CEO of SpeakerBox, founded in 1997
(Competes with Elizabeth Shea, country-western singer, for first page ranking)
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
SpeakerBox Fast Facts
Founded: 1997Employees: 17
Specialties: B2B Tech and TelcoOffice: McLean, VA
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Why Are We Here?
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
What Is the CCA?
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
The CCA: New Messaging
The Cloud Communications Alliance (CCA) is an industry peer
association dedicated to fostering the growth of cloud
communications – hosted communications services that
offer enterprises the best in voice and data
communications and storage while at the same time
reducing costs.
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
CCA: New Messaging/Goals
Promote awareness and advance the adoption and understanding of cloud communications services and their benefits
Educate businesses about the ways to build, deploy and scale enterprise communications systems
Provide a forum where industry leaders can come together to discuss key topics and goals – and give them the infrastructure to collectively share solutions that will help them (and the industry) achieve those goals
Create and adopt standards for cloud communications technologies
Present and promote the best in class companies to the public
Ensure the public of high standards in all dealings with CCA members by pledging to adhere to an Ethical Code of Conduct
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
2013 CCA Marketing Goals
Membership Goal: 6-8 New Members
2 New Vendor Members (Sponsors)
Be Recognized as the Gold Seal of Approval by customers, providing third party credibility for its
members.
Be seen as a thought leader for the industry
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
2012 Highlights: Website Changes
Website Changes:
Written to showcase CCA benefits to customers, members.
New messaging reflects association focus
Calls to action more obvious to drive membership
Vendor members represented as sponsors
Next Up:
Personalize with pictures, clean up logos.
Photo roll from events showcasing past meetings.
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
2012 Highlights: Conference Support
ITEXPO Media Coverage/Interviews
New Collateral
ITEXPO Podcasts– Sean Burke, Telovations– Dave Gilbert, SimpleSignal– Dean Parker, Callis– Evin Hunt, Shango – Jim Kaiser, J-Curve– Mike Timar, Alteva
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
WIIFM? (What’s In It For Me?)
Higher/deeper membership represents greater networking, greater strength as an organization (and
better quarterly meetings!)
Opportunity to leverage CCA infrastructure for member benefit in marketing, sales and support.
Affiliation with a world-class organization that represents the best of the best.
Did we mention the great quarterly meetings?
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
How We’ll Reach Our Goal
Membership Drive
Social Media
Initiatives
Email Campaigns
Promote CCA
Members
Media Relations
White Paper Call to Action
Refresh CCA messaging: “Association” Versus “Alliance” Enhance Thought Leadership of CCA
Aggressive Outreach to Industry:
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Association Versus Alliance
Promote Board of Directors as Steering Committee for CCA Mission. Opportunities for Members to Participate in BOD over time. Volunteer positions.
Still the Cloud Communications Alliance (CCA): but referred to as non-profit association.
Vendor Members Become “Sponsors” which signifies support for the membership base.
Promote image of advocacy-based, forward-thinking membership organization rather than a buying entity or strictly a teaming arrangement.
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Case in Point
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Leverage The CCA For Your Business!
Send your company news to CCA and we’ll promote on the Cloud Communications News Portal blog, TelecomReseller and other social media channels.
Byline a blog post on a topic on cloud communications and we’ll publish it on the TelecomReseller blog and Cloud Communications blog.
Participate in a podcast for TelecomReseller, leverage links to your site.
Follow @cloudnewsportal on Twitter, we’ll follow you back.
Send us your blog address and we’ll include on the CCA website.
Leverage the CCA media list for telecom and cloud communications reporters, analysts and influencers. Put your marketing person in touch with CCA.
The CCA will manage a speaking database of opportunities; leverage for your own company!
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Let’s Build Our Community
Support other members by subscribing to their blog and social media channels (Facebook, Twitter, YouTube channels).
Add the CCA Membership Seal to your website to signify inclusion in the CCA.
Include the CCA on your media list for news, upcoming announcements, speaking engagements, awards.
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Member Resources
Joe Marion, President, Executive [email protected]
www.cloudcommunications.com
Doug GreenTelecomReseller
Larry LisserEmbrase
Elizabeth SheaSpeakerBox Communications
[email protected]@speakerboxpr.com
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Brainstorm
What do YOU want to see?
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Appendix: Tactical Marketing Plan
Tactic Q1 Q2 Q3 Q4Website Add BOD page,
more call to action pages
Add Resources Page; build out member data
White Paper Write cloud communications white paper
Pitch to media outlets for publication
Call-to-action campaign for customers
CCA Media relations
Proactive pitching on trends, CCA thought leadership
Issue one press release per month
Issue one press release per month
Issue one press release per month
Member Media Relations
Promote and pitch member news as needed
Promote and pitch member news as needed
Promote and pitch member news as needed
Promote and pitch member news as needed
Blogging 1 post per month 1 post per month
1 post per month
1 post per month
Podcasts Coordinate 1 podcast/month with members
Coordinate 1 podcast/month with members
Coordinate 1 podcast/month with members
Coordinate 1 podcast/month with members
7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com
Appendix: Tactical Marketing Plan
Tactic Q1 Q2 Q3 Q4Email Campaign
Add BOD page, more call to action pages
Add Resources Page; build out member data
Capture inbound data
Social Media Write cloud communications white paper
Pitch to media outlets for publication
Call-to-action campaign for customers
Member Case Studies
Promote member case studies to media
Promote member case studies to media
Promote member case studies to media
Promote member case studies to media
Trade Shows TBD: Discussion TBD: Discussion TBD: Discussion TBD: Discussion
Member Materials
Revise with new messaging