Post on 27-Dec-2015
2014 - 2015 Marketing Initiatives
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Objectives: Establish media presence – build foundation Initiate share of voice/presence Increase direct response efforts to build sales leads Lay foundation for expansion into user-specific messaging/programs Define core messaging for content creation
2014 Program Objectives
3
2014 Program Activities
Strategic Initiatives: Messaging/Content Development
Tactical Execution: Public Relations
Press Releases Thought Leadership Articles Case Histories and Testimonials
Print Media Placements Electronic Media Placements E-Blasts Sales Promotion Materials Newsletter
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Notable Placements: Security Products: Training Focus byline Security eNewsletter: Access Control byline Security eNewsletter: Security ROI byline SecurityInfoWatch.com: Bigger vs. Smaller
Companies byline Security Sales & Integration: Building Your
Business byline Security Dealer & Integration: Helping
Dealers byline
Public Relations Results - Quarter 1
21 Overall Hits
5
Notable Placements: Business Solutions: IT Integrators Guide to
Security article input Security-Today.com: Bring More Value to
Business with Access Control byline Business Solutions: Partner Program article
input SDM: State of the Market: Access Control
article input GSN: DIACAP byline Security Magazine: ORNL Credit Union
article input Source Security: Training topic byline
24 Overall Hits
Public Relations Results - Quarter 2
6
Notable Placements: SDM: DIACAP byline SSN Gulf: Event coverage
14 Overall Hits
Public Relations Results - Quarter 3
7
Notable Placements to Date: Press Releases Product placements
8 Overall Hits
Public Relations Results - Quarter 4
8
2014 Media Plan
Print media: Security Middle East Cygnus A&E Supplement
eMedia: SecurityMiddleEast.com SourceSecurity.com SecurityInfoWatch.com SecurityMagazine.com SSNGulf.com
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2014 Projected Impressions
Total Impressions: 2,982,983
Impressions: Print Media: 97,000 eMedia/banners 1,775,983 eBlasts 240,000 Public Relations 850,000 (approximated)
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Objectives: Continue to build media presence using earned, paid and owned media Refine core messaging for content creation Increase share of voice/presence in domestic and foreign markets Increase direct response/transactional efforts to build sales leads Lay foundation for social media component Fully develop owned media properties
Website content Lead database management Eblast content/frequency
2015 Program Objectives
11
2015 Program ActivitiesStrategic Initiatives:
Evolve Branding Messaging/Content Development
Tactical Execution: Public Relations
Press Releases Thought Leadership Articles Case Histories and Testimonials
Print Media Placements Electronic Media Placements E-Blasts Sales Promotion Materials Newsletters
12
2015 Media Plan
Print media: Security Systems News SSN Gulf
eMedia: SecurityMiddleEast.com SecurityManagement.com SecurityInfoWatch.com SecurityMagazine.com SSNGulf.com
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2015 Targeted Impressions
Total Impressions: 4,619,418
Impressions: Print Media: 38,100 eMedia/banners 2,781,318 eBlasts 600,000 Public Relations 1,200,000
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How? Case study development
Installer and/or user contacts Input from the field:
Successful sales strategies / strengths Sales pain points Technical challenges and solutions
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