The Plan

In today's Web 2.0 world, the medium is no longer the message--the content is. However, with so many ways to communicate and share information, the new mediums must all be mastered if the content is to be effectively delivered. This is where defero comes in. By helping companies utilize new communication tools to deliver their content and corporate "message," defero can establish itself as an important entity and powerful force in this brave, new business environment. To accomplish all this, an appropriate marketing strategy must be developed and implemented that will utilize and take advantage of the very communication tools that defero hopes to champion. This is where I come in.

Obviously, I do not need to sell you on the business need for the services you plan on providing. You are already well aware of the value they can create for businesses. My goal is to map out how you can get from "here" to "there." The crucial concept is that defero must become a "product of its own product." That is, you must use these online communication tools (website, blog, social networking) to establish a corporate identity and deliver your company's "message." By exhibiting a mastery of the mediums, defero will be inherently selling itself.

I have envisioned a four-step plan for the successful launching of defero, as illustrated here:

An ad campaign targeting both old and new media will reach out to the appropriate audience groups and establish defero's identity and brand image. The end result of this campaign will be to drive potential customers to the company web site. This web site will further solidify the defero brand and illustrate the company's mastery of online technology. The web site will then have a two-pronged effect of driving customers to both the corporate blog and to the social networking accounts. The blog will establish defero as a "thought leader" in the field of online communication and will increase its web presence and viability. The social networking accounts will continue this saturation. Eventually, all this will lead to direct contact to the "sales team." This does not necessarily mean an actual sales rep, but rather any defero executive or decision maker who would be in a position to create a paying business relationship with a customer. This, of course, is the end goal of any good business strategy.