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Key Strategic Marketing and Communications Plan Overview

Key Strategic Marketing and Communications Plan Overview. September 23, 2009 Prepared by Christine Martin. 2009/2010 Key Strategic Marketing/Communication Plan. Audience: Existing customers, Air Force/Navy/USMC, National Agencies (CIA)…later Border Patrol, HLS

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Key Strategic Marketing and Communications Plan Overview

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  1. Key Strategic Marketing and Communications Plan Overview September 23, 2009 Prepared by Christine Martin

  2. 2009/2010 Key Strategic Marketing/Communication Plan • Audience: • Existing customers, Air Force/Navy/USMC, National Agencies (CIA)…later Border Patrol, HLS • Marketing/Communications Mission: • The Overwatch Marketing and Communications Department develops and implements communication plans that inform, engage, and influence internal and external audiences. It facilitates the company in meeting its business objectives by helping manage the company’s reputation and providing highly visible communications and marketing services by strategically integrating our capabilities so that clients perceive us as a value-added partner in their success • Marketing/Communications Objectives: • Develop tools to increase brand awareness, i.e. online community forums, social networking site, collateral materials (electronic & print) • Cultivate image building through press releases and targeted messaging • Create lead generation subscription login on external website • In collaboration, support individual business areas through provision of copywriting, design, publications and events • Assist in integration of geospatial operation with Austin operation

  3. 2009/2010 Strategic Communications

  4. 2009 Communication Accomplishments Internal • eNewsletter • Office of GM messages • SharePoint site • eMail Blasts • Qtrly Reports by GM • Monthly Reports • ERIC website External • Press Releases • Articles • Advertising • Website • Designed new eNewsletter for employee engagement • Office of GM messages • New SharePoint intranet site development and testing • Generate monthly reports to GM from business areas • Learned Fat Wire software to enable ERIC website updates for Overwatch • 17 external press releases and 2 internal press releases • 3 trade publication articles • 3 advertising placements • C4ISR Magazine • Year In Defense Magazine • ViaSat Magazine • Began eMail campaign for Technical Services Dept • Website redesign (external) • Media Kit Update • CSLM survey • Plasma Screen Announcements

  5. 2009/2010 Strategic Marketing

  6. 2009 Marketing Accomplishments • Events • Trade Shows • Demos • Creative Design Support • Product Packaging Design • Brochure Design • Video Creation • Advertising • Collaborated in planning and execution of 14 trade show events with TSC • Design of 10 new posters • Redesign marketing collateral for 6 brochures • Developed new product packaging for AXP, VIPER, CACTiS, and Scout • Design of technical services eMail Campaign to existing customers • Created new video for demonstrations • Corporate membership management • AFCEA • AUSA • PRSA • AUSTIN BUSINESS JOURNAL • AUSTIN CHAMBER OF COMMERCE Corporate Partner • AOC • AMERICAN MARKETING ASSOCATION

  7. 2009/2010 Strategic Performance Planning

  8. Proposed Promotion Vehicles • Online Community: This online forum provides a place where industry trends, systems and models can be shared. The majority of the site is accessible by login only. New users submit their contact information and are requested to subscribe to news updates via eMail. • Drive traffic to website • RSS feeds: Goal is to communicate on regular basis about our capabilities and brand ourselves as experts in the field of intelligence. This involves the production of content-only, viewable by users who subscribe to our web feed • Podcasts • Animated skyscraper ads promoting our products on our website • Interactive Demos downloadable from our website • Sales and Distribution Systems: Online sales for commercial products • Events: Two customer events/yr. (One in late Spring and one in early Nov.) • Customer Appreciation Event • At Ft. Monmouth, NJ • Product Launch Event (Exclusive invitation for potential customers) • Plasmas: Web software implementation for one source messaging to multiple sites (push information from TSC)

  9. Proposed Promotion Vehicles(continued) • Expand OWS’ community profile • Sponsorships: • Army Ten-Miler proceeds benefit Army Morale, Welfare and Recreation programs, a comprehensive network of support and leisure services designed to enhance the lives of Soldiers and their Families. SUPPORTING SPONSOR (October at 8:00 AM in Washington, DC at the Pentagon) http://www.armytenmiler.com/Info/FAQs.cfm?publicationID=16#sponsor • Marine Corp Marathon (MCM Sponsorship/Marketing Manager at 703-784-2113 or marc.goldman@usmc.mil.) - http://www.marinemarathon.com/sponsors/Interested_in_Sponsoring_the_Marine_Corps_Marathon_.htm • Local area sponsorships • Long Center • Ballet Austin • The Austin Symphony •  Public Relations • Identify opportunities • Develop consistent messaging • Speaking engagements • VA sponsorship opportunities  

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