Transcript Telecom Computers

Telecom Computer
Digital Marketing Plan
November 22nd, 2016
AGENDA
O Business Overview
O SWOT
O Key Target Market
O Marketing Objectives
O Marketing Strategy
O Action Plan
O Web Site
O E-Mail Design & Call to Action
OVERVIEW
O Celebrates over 30 years of providing Tier-1 based solutions to clients
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(B2B).
Supports networking and system integration services, project-based
network and technical support outsourcing, operating system
migrations and more.
Provides best-of-breed sSolutions in partnership with Apple, Axis,
Citrix, Fujitsu, HP, Lenovo, Microsoft, Symantec, Toshiba and Vmware
Prides itself on investing in their engineering and technical teams,
ensuring that they always carry the proper training and manufacturercertified competencies.
Invests in engineering allowing them to plan, implement and manage
robust manufacturer-certified solutions for their clients.
OVERVIEW cont’d
O The two main revenue drivers in Telecom Computer are a
combination of project and service revenues.
O SCS Team proposes to evaluate the company’s web presence
and to set up a digital marketing plan that will further enhance
current business strategies.
O SCS Team conducted:
O an in depth SWOT analysis,
O examination of Telecom Computer Solutions’ web presence,
O analysis of website structure, content analysis, search
results, social media presence, blog and link testing, and
the online store.
OVERVIEW cont’d
To meet these goals, SCS Team has prepared the following objectives:
1. Increase brand awareness of the specialized value of Telecom
Computers
2. Increase strength of relationship with its existing market
3. Increase sales of products and services among smaller
businesses
4. Increase awareness among college and university market
segments
To understand our approach to these objectives, we need to
understand the basics of our evaluation.
Let us start with the SWOT!
SWOT ANALYSIS
INTERNAL ANALYSIS
Strengths
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Credentials – ICT, Top Tier 1
manufacturer certified, #24 CND
Top 100 Solutions Provider ranking
Strong partner base – Microsoft,
Apple, Toshiba, etc
Longevity - 30 years in business
Diversity in offerings - products &
services
Servicing a growing niche market
Specialized & highly skilled staff
Weaknesses
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Cloud computing infrastructure
solutions – open up
Complex website – simplify
navigation
Content optimization – Google vs
Yahoo! ranking
Low profile social media presence Twitter in online shop
Career page – Linked In &
prominence
Online Store – prominence
EXTERNAL ANALYSIS
Opportunities
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Enliven web site presence
Growing market – constant
changing landscape
Big labour market of IT specialists
in their area – focused talent
Supporting smaller
businesses/companies - niche
Engagement tools on web site –
can offer more diversity
Scholarships – engage next
generation of staff & clients
Threats
Telecom Computer's agreements
with the Tier-1 manufacturers
preclude from selling products to
consumers and home-based
businesses
O Competitors web appearance –
Technically Speaking
O International ICT corporations
moving into industry
O Focus on strategy of services
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KEY TARGET MARKET
KEY TARGET MARKET
O Primary: Small businesses/companies
KEY TARGET MARKET cont’d
O Secondary: IT Students
(future IT, engineering professionals & business owners)
MARKETING OBJECTIVES
KEY OBJECTIVES
1) Increase strength of relationship with its existing
market
2) Increase sales of products and services among
smaller businesses
3) Increase awareness among college and university
market segments.
4) Increase brand awareness of the specialized value
of Telecom Computers
MEASURABLE TARGETS
O Increase traffic to the website (3% per quarter)
O Increased in repeat visits, length of time per page
and per session on website (2% per quarter)
O Increase in referrals from existing customers
O Increase brand identity
O Achieve 1st page ranking on Google
O Increase in likes, shares within B2B community
MEASURABLE TARGETS cont’d
O IT Hiring - Vacant positions are filled quicker and
with highly qualified candidates
O Expansion in partner/stakeholder relations &
contract (5% increase in revenue per existing client)
O Increase overall in inquiries and client engagement
in post purchase service (5% annually)
O Increased growth in small business segments
(Additional 5 small business clients per year)
TIMING
TIMING
REQUIREMENT
Today
approval and feedback on proposal
2 Months
First view of live working site with social media
updated
3 Months
Review first month website analytics and record
noticeable changes
6 Months
Continue to make changes to TC’s website and
work out any gaps
1 Year
Follow up with TC and assess objectives and
targets
MARKETING STRATEGY
THE FOUR P’S
Product
Price
•Primary - IT solutions
•Secondary – IT Talent
•Inquiry based as it is customized
to suit each customer’s needs
Promotion
Place
•Website optimization, display and
affiliate advertising, social media
marketing, email marketing,
scholarships and partnerships
with specific post-secondary
schools
•Online purchase includes delivery
& set up; some packages carry
extended service offerings
E-MARKETING MIX
O Website Redesign
O Social Media Marketing
O Display Advertising
O Search Engine Optimization
O Email Marketing
O Scholarship Program
WEBSITE REDESIGN
O Goal is to make it more streamline, modern and easier to
navigate
O Current website is too complicated & complex
 Any customers lacking an IT background will be lost and
confused as there is an over use of IT Jargon
 Navigating the website is difficult, there is too much useless
information on the page
 Optimize the website for mobile devices
O These will result in less bounce-back and higher
customer engagement
O Strong focus will be on the careers sections; it currently
lacks information and has a very displeasing, we want to
attract IT talent
SOCIAL MEDIA MARKETING
O To create, monitor and maintain social media
accounts; Facebook & Twitter
O This creates brand awareness, either to promote
products, services or careers
DISPLAY ADVERTISING
O Have advertising with activities related to small
businesses, entrepreneurship, staffing and IT
products/services.
O These ads will be places in business websites like;
Canadian Businesses and Report on Business.
Also on social media sites. This will be tracked,
monitored and reviewed to ensure the best results
SEARCH ENGINE
OPTIMIZATION
O Searching generic keywords; “IT Solutions” & “Small
business IT”, Telecom Computer ranks very low
when searched in search engines, other than
Yahoo!
O Conducting keyword research and preforming A/B
testing to increase our ranking search
EMAIL MARKETING
O Maintain existing customer relations by
providing information on market trends and
activity, new products and services
SCHOLARSHIP PROGRAM
O Implementing a 2 year scholarship program for 2 Ontario
University/College students majoring in IT Programs. The
scholarship will have an out pay of $1000 per year,
granted the student must maintain a 3.0 GPA.
O The idea is to build a relationship with future IT talent
that we could hire, and create awareness of the
company.
O The ROI will not be seen immediately, will see in years to
come.
BASIC OFFER
“Telecom Computers offers end-to-end IT solutions for
small businesses. Ranging from hardware sales to
complete IT integration, setup, monitoring and
staffing Telecom Computers meets any small
business IT needs.”
VALUE PROPOSITION
“Telecom Computers partners with small business
owners to provide fully customizable IT solution
designed to fit the company's individual IT needs and
effectively scale their growing business at a
competitive price point.”
DISTRIBUTION/VALUE
CHAIN
O Target small businesses located within
100km of the existing Telecom Computer
Solutions offices
INTEGRATED
COMMUNICATION MIX
Horizontal
O Ensure company alignment on value proposition
and marketing strategy
O All departments follow communication strategy
Vertical
O All marketing and communication objectives
support corporate objectives and corporate
strategies
INTEGRATED
COMMUNICATION MIX cont
Internal
O Staff must be made aware and understand the
objectives of current advertising, key stakeholders,
and business models
External
O Ensure all external partners deliver a single
cohesive message
WEBSITE DESIGN
WEBSITE DESIGN
EMAIL DESIGN
EVALUATION
O Increase traffic to the website (3% per quarter)
O Increased in repeat visits, length of time per page and per session on
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website (2% per quarter)
Increase in referrals from existing customers
Increase brand identity (Search engine positioning, social media
connections)
 Achieve 1st page ranking on Google
 Increase in likes, shares within B2B community
IT Hiring - Vacant positions are filled quicker and with highly qualified
candidates (increase talent pool and shorter period of time to find
qualified candidate)
Expansion in partner/stakeholder relations & contract (5% increase in
revenue per existing client)
Increase overall in inquiries and client engagement in post purchase
service (5% annually)
Increased growth in small business segments (Additional 5 small
business clients per year)
CONCLUSION