cxp marketing plan development
TRANSCRIPT
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MARKETING PLAN FOR THE NEW
COLOCATION CENTER AT BAYMEADOWS
WAY
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August 31, 2013
TABLE OF CONTENTS
1.0 Executive Summary 3
Current Market Conditions
2.0 Situational Analysis 4
2.1 Competition 5
Marketing Strategy
3.0 CxP Overall Marketing Strategy 6
3.1 Messaging Platform and Website Content 6
3.1.1 Tours 18
3.2 CXP MS Mission and Marketing Objectives 19
3.3 Dependencies 24
3.4 Audience Segmentation 25
3.5 Message Platform 26
3.6 Positioning and Value Proposition 27
3.7 Marketing Mix 28
3.7.1 Social Marketing Strategy 28
3.7.2 Public Relations Strategy 29
3.7.3 Publicity Strategy 29
3.7.4 Sales Strategy and Training 32
3.7.5 Email Marketing Plan 37
Performance Indicators
4.0 Brand Governance 38
5.0 CXP Tactical Plans and Timelines 40
5.1 Financial considerations 2013-2014 Budget 42
5.2 Objective and Target Audience 43
5.3 Implementation of the Marketing Plan 45
5.4 Full Development of the Marketing Plan 46
5.5 Closing 49
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1.0 Executive Summary
Today, CxP is on the threshold of developing the largest Colocation Center in the
Northeast Florida area that will springboard into revenue streams from different business
venture segments. To accomplish this vision, we are developing marketing strategies
that;
TrueTo
CXP Vision
DistinctiveIn CXP
Landscape
MeaningfulTo CXP
Constituency
Through the continued use of effective media communication, web and social media
development and direct interaction with IT companies who are providers in cities and
communities in the Southeast region, CxP will facilitate the activation of new business
development due to CxP TS LLC formed through;
Franchisers and reverse franchisers
Selling and maximizing its current Colocation center
Acquisitions, Mergers and Partnerships with other IT companies
“I like thinking big. If you're going to be thinking anything, you might as well
think big.” Donald Trump
CxP‟s Marketing plan envisions a business development strategy that answers the
questions;
How big can CxP grow and become?
How do we best serve our existing clients?
How do we sell and develop our aspirational constituents?
The Marketing plan will position CxP in the Southeast Region to;
Achieve its annual growth goals by attracting and selling new clients to its
Colocation Center.
Develop CxP MS as an LLC and Open new partnerships within the IT community
of businesses through acquisitions, mergers, and franchisers.
2.0 Situational Analysis
• Are True to CxP‟s vision for the future
growth and development
• Are Meaningful to our desired target
constituent in the Southeast region
• Are Distinctive in the collocation landscape
in becoming a dominant force in the space
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Business Review
In 2012, CxP and its business partners purchased a 121,000 square foot facility on
Baymeadows Way that served as a banking center for one of the leading banks in
Jacksonville. Construction is currently on the way to create a state of the art Colocation
facility. Estimated opening is October 1. Amenities will include a gym, cafeteria, office
space, access to conference rooms, customer service and more.
CxP is a Colocation company selling space in its new 121,000 square foot building that
also provides managed services through a newly formed CxP TS LLC which helps a
business manage some or all of its IT assets. The equipment that‟s being managed
belongs to the business.
Pure colocation is placing a server in CxP‟s data center. An aspirational IT company
would be renting shelf space in our data center that provides security and environmental
controls that provide a safety net reducing any downtime. In this respect, it is the primary
objective to sign new clients to Colocation.
A second objective is to develop a secondary company called CxP MS which can develop
and provide a managed services company to our customers which will include
monitoring, troubleshooting, and resolving someone‟s equipment or software located at
the Colocation Center initially but also includes those in other Colocation Centers.
There are basically four different types of managed services that CxP is willing to
provide;
• Network Management which looks after routers, switches, and load balancers
which when functioning properly keep a network running smoothly.
• Systems Management which makes sure that an operating system whether Lynux
or another are operating efficiently.
• Data Management which relates to all issues centered around any storage and
backup of information.
• Security Management which can include anything from simple firewall
management to threat protection.
While cloud adoption is growing, colocation will remain a critical IT Infrastructure
solution for organizations that desire to retain ownership and control of computing,
storage and network equipment.
2.1 Market Competition
CxP Colo5 Peak10 GoRack ColoCSX
Alexa Global Rank (000) 1,672 6,654 41 950 n/a
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Does your website show an increase in traffic trend?
Using social media to build brand awareness, engagement and traffic?
1 4 4 1 1
Effective us of the company Twitter account?
5 1
Effective us of a Facebook page? 1 5 1 1 1
Effective use of a company LinkedIn page?
3 5 1 5
Monitoring social media for mentions of your brand name, important keywords and competitors?
4 4
Has a blog/newsletter
5 4
Effective communication with target audience and ideal clients
3 5 5 5 5
Website designed to capture leads?
4 5 4 5
Effective use of video online
3 5 3
Offers (ebooks, whitepapers, webinars) on the website
5
Generating leads through paid search strategies (web advertising PPC)
5 5
Harvesting leads via their social media profiles on Twitter, LinkedIn & Facebook?
4 3
Tracking social media follower counts / reach on Twitter, Linkedin, Facebook, Youtube?
4 4
Do you track comments, inbound links and page views for each individual blog post you publish?
4 4
Utilizing video in product demonstration
3 4
Utilizing testimonials 2
5
3.0 Overall Marketing Strategy
The overall marketing strategy is designed to accomplish two main objectives:
1. Sell the available floor space in the new facility
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2. Develop a conglomeration of companies through mergers, franchises, partnerships.
CxP asked for a limited marketing plan focused on the following criteria and is intended as a
launch strategy that will need a sustainable budget and plan fully developed in all areas of
marketing.
3.1 Messaging Platform and Website Content
Our communication strategy is built upon nine key messages that convey the essence of who
CXP is and what CXP is becoming.
We will communicate the following nine key messages illustrated in the story boards
below and will have these slogans displayed throughout the facility.
In addition, these messages will consist of the essence of our website content pages and
will be uploaded to the website architecture.
We will use these concepts in our development of sales materials which can be used to
share with potential companies who may want to partner with CXP.
More importantly, we will use these messages as our video content and upon completion
will be uploaded in our video library on the website.
Here are the nine messages relating to the Colocation Center that will be used in the
website as content:
These nine messages form the basis of the content throughout the website and will be
highlighted points in our press releases, emails, newsletters, communication papers, social media
platforms and all other media communication.
1. What happens in a major disaster?...our “bunker” reduces down time
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Hardened purpose build datacenter facility
Why is a hardened build datacenter facility important? Is the area prone to disaster? Are you
trying to avoid downtime? If the answer is yes to those two questions than protecting your
critical data is dependent upon your data center‟s ability to withstand man-made events, natural
disasters and acts of terrorism. We use the term “hardened purpose build data center” to
describe our computer room facilities ability to survive these catastrophes.
The best type is a reinforced concrete structure which offers the best protection against
hurricanes, the most common natural disaster in the Florida. Our hardened data center can be
used as either a primary data center facilities or as backup or even a disaster recovery site. Our
facility minimizes service interruptions to 99.995% or only 44 minutes per year.
60,000 square feet of Business dedicated or shared resumption flex space
can be customized data center space to include secure cabinets, racks, cages & dedicated private
suites. We have 120,000 total square feet of space that allows you to grow and offers to you
many pay as you grow options.
The ability to adapt to mobile recover with datacenter back-haul
Mobile data recovery services are available to facilitate operational recovery. They can include
computers, workstations, telephones, electrical power, office equipment and supplies, CxP can
provide what is called a "transportable operating environment", CxP has a mobile support team
that can coordinate the launching of the mobile recovery team once it arrives on site.
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Disaster Recovery and Business Continuity Planning
CxP provides replication in the event of the need for disaster recovery. It is the concept of
copying data as it is changing over to another site. So as you change a file these are sent
incrementally over to another system that then overwrites the same blocks on the target system.
So, you continually have an updated copy of what you have on one site, living on another site.
CxP provides different ways to replicate, whether it's storage array replication, hardware in the
SAN replication or software on the host replication.
Physical and Virtual Recovery options
Some organizations with more than one location choose remote data replication for disaster
recovery. CxP‟s Colocation data center is an alternative to setting up your own disaster recovery
site in a our location. Our Colocation facilities offer a data center in which organizations can set
up their own network, servers and storage. Our colocation data center is secure and in the right
location here in North Florida. While ensuring that the IT infrastructure is up and running is a
crucial part of disaster recovery, you still need to provide users with the ability to work.
Therefore, CxP‟s workforce continuity provides a “bunker” as part of your disaster recovery
plan.
2. Efficiency, Comfort, and amenities…wait till you see our floor plan!
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Café and lounge areas for customers
Our modern café and lounge area will be approximately 4,000 square feet of beautiful space
complete with areas to work, sip coffee, congregate and hold informal meetings. Our café will
enable you to have a place for meet and greet your customers, or just lounge and relax if you
want to get away from it all.
Four customer conference rooms
Our conference rooms are equipped to show presentations and close business. We offer four
different size conference rooms ranging from 240 to 400 square feet.
Free WiFi throughout facility
Our Colocation center has over 3,000 square feet of staging area for Dedicated and
Shared technical configuration
We have over 10,000 square feet of Temporary warehouse storage available
Over 500 Free parking spaces
3. If security is your concern…let us put your mind at ease!
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24x7x365 Security Staff
One full-time rotating in 8 hour shifts a 24 hour security guard
The facility has 25 state of the art IP camera systems that communicate to a central
security area and personnel who are monitoring each 24/7x365.
Two factor badge and biometric access control systems
The process of entry is a card reader at the external entrance of the front door. Upon entrance
a biometric fingerprint reader and a card reader will be utilized to access the man trap
turnstile. At that point you can access the data center.
Cage and rack badge and biometric options
Cages and racks can be fitted with either card readers or fingerprint readers or both in order
to access individual cages and rack space allowing you to monitor access.
Bunker building with no exterior windows
In case of disaster we have concrete bunker facility that is a hardened complex.
4. Do you want to enter into 21stcentury technology…this facility is state of the art!
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Cold-Isle Containment Systems
In our facility the Cold Aisle Air Containment panels we use create a barrier that permits
the internal cooled air supply to collect inside a contained space and stay restricted inside
the aisle near server cabinets. The cold air delivered from air conditioning units forms a
barrier from the top down to the floor in order to contain the cold air. Air conditioning is
used to disperse and move the heat off the servers that are placed in the rack aisles. Our
cold Aisle Panels also eliminate „hot spots‟ that can form at the top of the server racks
when there is an uneven movement of air to provide a more even distribution.
Granular access control systems to the rack level.
How much data should a particular user see? Access control is the ability to create a
barrier of portions of the database to the rack level so that access to the data is limited.
The granularity of access control is the degree to which data access can be differentiated.
Building automation measuring power, cooling, and environmental
CxP constantly monitors the power consumption because once this is known, the
cooling requirements can be estimated with high accuracy. When these rack level values
are inside the boundaries of the capacity plan, no additional information is needed to
ensure that the power and cooling systems can meet the demand.
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Advanced FE 227 and VESTA fire suppression systems
Modular build as we grow approach
5. Are you in a growth mode?...we have all the space you need for expansion!
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CxP is the largest datacenter facility in Northeast Florida with 121,000 square feet of
space and 50,000 square feet alone of critical datacenter space available.
Our modular approach to expansion gives us just in time capabilities
CxP is setting aside 20,000 for future growth unlike our competitors
We have set aside an additional 20,000 square feet
CxP has the ability to double power, cooling, and space within our current facility to
offer a true high density enterprise facility.
6. Power, Power, and more Power…no one in Jacksonville has more!
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4.5 Mega Watts of Total Power
Why physical Data Center Space is Secondary to power densities. CXP will offer 100 watts/ft when it opens, and we have the ability to triple this with existing JEA feeds.
An IT organization has determined it needs 1,000 square feet of colocation space. They have also recognized that they need 100kW (100,000 Watts). If CxP offers a higher-density data center delivering 150W/sq. ft., then the IT organization only needs 667 square feet (100,000W / 150W/sq. ft.) The difference in power densities between facilities is the fundamental reason why physical space should be secondary to power availability as a purchasing criterion…therefore
3.5 Mega Watts of Critical Power
Dual diversified power feeds from separate substations
True A and B power to the rack, cage, or suite
Fully automated redundancy and fail-over
7. There is redundancy and then there’s REDUNDANCY...we have the latter
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3.5 Mega Watts of Critical Power
Dual diversified power feeds from separate substations
True A and B power to the rack, cage, or suite
Fully automated redundancy and fail-over
N+1 closed loop chilled water systems
Enterprise UPS multi-string battery systems
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8. Do you have a contingency planning “expert” in case of disaster…ours provided the
safety net for the Pentagon!
Business Continuity Planning
Communication and Coordination Planning
Emergency Response Actions
Test Planning and Success Metrics
BCP/DRP Coordination Plans
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9. Do you have the most up to date “cloud” services?...we do!
Proven Industry Leader in Virtual Desktop Deployments
CxP offers both dedicated and shared VM/VPS technologies
Cloud Back-up and Replication technologies
Dedicated and Shared SaaS solutions
Managed private/public cloud
]
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3.1.1 Tours
We are estimating an October 1st grand opening however we will be organizing events
that will promote and open the doors to the facility and allow prospective customers and
clients to access the facility and see our progress as we move forward to completion.
We encourage the sales team to be vigorous and systematic in its sales approach and in being
aggressive in creating a sales funnel by utilizing the following slogan…and to memorize the
bullet points below and all nine marketing messages from the boards.
With CxP you have the alternative of using us as a back up or primary facility.
Southeast Regional Data Center Features:
Four customer conference rooms ranging from 240 to 400 square feet.
Free WiFi throughout facility
Our Colocation center has over 3,000 square feet of staging area for Dedicated and Shared
technical configuration
We have over 10,000 square feet of Temporary warehouse storage available
Over 500 Free parking spaces
Café and lounge areas for customers
Jacksonville Data Center Features:
Building is fully secured 24/7 by live guards
29th Floor will have limited access to authorized personnel only
Three levels of security to enter Data Center
Three 1000KW Standby Generators
Two Independent Building Power Feeds
N+1 Chilled Water Cooling Systems
Custom Cage Areas from 50sq.ft.
Private Space from 100sq.ft. to 2000sq.ft.
Full Customization Available
10 Gigabytes to Terabyte Packages starting at $25.00
10GB metered to 100Mbps fixed port speeds
Multi-homed BGP4 Redundant High Speed Internet
Carrier Neutral Facility
Building Height 30 Stories (+/-) 447ft
Roof Top Access Available
Wireless Antennas Available
3.2 CXP MS Mission and Marketing Objectives
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Business Plan for CxP MS (Technical Services)
A detailed business plan has been developed for this segment of the overall business of CxP. In
this document we will highlight the critical success factors to build this segment and refer you to
the larger document for details relating to
CxP MS Mission
Our mission is to grow a national services organization to provide consolidated back
office to include; accounting, purchasing, sales, and senior management. The CxP MS team will
also provide a senior IT Pre-Sales Consulting division to resell via the channel market as well
as the back office support to deliver products and services sold within the CxP MS System
brand.
CxP MS will attempt to reinvent how businesses distribute and manage computing,
providing a proprietary “Computing as a Service” bundle. Our new products will give
current customers a strategic upgrade path to the cloud.
As CxP MS roles out its cloud services, we will also create a wholesale division to seek
out and create a national network of MSP’s and VAR’s to sell our products around the country.
CxP MS Value Proposition
The managed cloud offering will reduce the overhead of maintaining an independent
Managed Services company and allow them to focus on providing consistence service and value
to their local clients. Secondary to that model; CxP MS will provide a centralized
consulting/integration, product, and a helpdesk division to both the system and to
MSP/VAR’s.
CxP MS Services
CxP MS Services is centered on five opportunities:
Security - Managed Security of Firewall, IDS, and Virus and Malware systems.
ServiceDesk – Staffed 24x7 365 ServiceDesk to respond to helpdesk and automated
ticket generation.
Managed Services – Managed Services of both local and hosted systems with access
to our 24x7 ServiceDesk for instant problem resolution and support.
SaaS – Software as a Service
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Microsoft Office Professional 2007 Suite (Word, Excel, PowerPoint,
Outlook, Access)
Intuit QuickBooks Enterprise
Sugar CRM
Dynamics CRM
SharePoint
Blackberry Enterprise Server, Exchange ActiveSync, Email Archiving
My Cloud Desktop hosted DaaS - provides a comprehensive cloud experience
Windows 7 Desktop
Windows 2008 Server Terminal Server
Backup/Disaster Recovery/Business Continuity
Business Opportunity- Managed Services
CxP MS Monthly Retainer Program
Managed Services Motto “We have the ability to take care of everything”
Our Managed Services Retainer Program is Ideal for small businesses who want total IT Support
for one monthly cost.
It goes beyond the traditional Help desk – it is a fully managed Service offering support,
a Help Desk, 24x7x365 system monitoring. Our team of dedicated engineers, account
managers and administrative staff provide a comprehensive service that goes beyond
reactive „fix it when its broke‟ to proactive monitoring, monthly reporting, and visits
from our team of experienced engineers to configure your IT infrastructure as your
business needs change and grow.
Included in this monthly retainer is unlimited remote and on-site support. Our unique
systems monitor 24/7.
CxP MS can be configured for Terminal Services, Citrix, SQL based applications, remote
backup, disaster recovery, and more. Our servers are stored in a secure world class 121,000
square foot data center in Jacksonville, Florida.
CxP MS Features include:
Fully redundant infrastructure that is reliable, scalable and secure.
Available in a variety of platforms.
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Can support user bases and bandwidth requirements for small, medium, or large
businesses.
CxP MS Benefits include:
Small monthly payment versus a large initial capital outlay.
Support options for remotely maintaining the network and shadowing users.
Proven disaster recovery services.
Integration & Installation
Network Upgrades & Enhancements: We recommend those upgrades that will keep you
competitive and profitable; from new routing and switching solutions, new server, storage,
processing, and access solutions. We provide the utmost in project planning, implementation and
the installation, implementation, and integration of new functionality into your environment.
Technical Support
We support your corporation both On-Site or via Remote Network Support on a per hour basis.
In addition our 24x7x365 Help Desk services are always available.
The Solutions
We have an expert who managed the Pentagon‟s existing Business Continuity Plan. We provide
customized Crisis Management Processes and Tools to be implemented throughout your
organization as part of your overall Business Continuity.
We develop customized Business Continuity Processes and Tools to be implemented throughout
your organization as part of your overall Business Continuity Management Program.
Components include:
Business Recovery Exercises
Business Impact Analysis
Business Recovery Plans and Strategies
Disaster Recovery
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We provide documented recovery strategies, plans and procedures for all technology required to
support each business function. These documents are sufficiently detailed to enable company
personnel to know and to understand what is expected of them and how they should complete
their responsibilities during an event.
Business Resumption
We develop customized Business Resumption Processes and Tools to be implemented
throughout your organization as part of your overall Business Continuity Management Program.
Components include:
Relocation and Logistical Coordination
Restoration of Damaged Sites
Returning Back to Home Site
Security
We take you through a complete SWOT analysis (Strengths, Weaknesses, Opportunities,
Threats). We analyze each security level, showing you your strengths and weaknesses and how
to solve for each exposure and protect from anti-virus, to anti-spam to proactive testing and
monitoring of firewalls and other protective systems providing the complete security solution.
We help secure your computer infrastructure up to the task of thwarting the virus authors,
hackers and people who want to see what you want kept private?
We provide Internet firewalls, at the desktop and server level and security policies for internal
computer usage.
Product Development
Discounted Cloud Services from CxP
Co-location Services
Hosted Virtual Services
VDI or Virtual Desktops
Hosted Connectwise PSA
VoIP Solutions
Hosted or Pooled Managed Services Systems
Application Publishing via Citrix XenApps
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Website Hosting
Professional Services:
Helpdesk for Cloud Customers
Helpdesk for MSP
VoIP Helpdesk support
Level 2 Server Support
Onsite consulting
Website creation
Security Support
VoIP solutions:
Managed and Pooled VoIP Hosting providers
Pre and Post Sales support
3.3 Dependencies
The marketing plan will have a number of CXP internal dependencies to maximize
effectiveness and those areas will include:
3.3.1 Content Development and Publishing
We would like to see CxP develop a team of leaders who can publish content that can be
disseminated back into the IT environment.
3.3.2 Print and Media Procurement
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A budget needs to be allocated in order to properly develop what can and cannot
realistically be accomplished.
3.3.3 Product Development
New products need to be consistently in the pipeline and provide sales personnel with
the latest opportunities to up sell and upgrade CxP MS offerings.
3.3.4 Staff Development
This depends on the desired growth of the company.
3.3.5 CxP MS TARGET MILESTONES
1. Grow revenue to $2 Million+ in 12 months
a. Increase the number of active Channel Partners
b. Increase the number of orders per Channel Partner
c. Increase the average MRC per order
2. Improve Gross Profit Margin by 30% by end of YEAR 1
a. Enhance the number of application offerings within our product bundle
b. Reduce installation time of each new order (at current set-up charges)
c. Consistency in the network to reduce the amount of support
d. Work towards implementation automation
e. Rock-solid training process for new Channel Partners (reducing ongoing
support costs)
3. “Top-grade” the sales efforts of the organization by end of 2014 (YR 1)
a. Ensure sales resources have adequate training to perform at maximum
results
b. Hire and retain only “A” players
c. Move toward hiring and “A” player Director of Channel Sales
d. Any sales reps not achieving quota for two quarters will be dismissed
4. Empower our Technical Staff
a. Implementation of Management-By-Objective program
b. Utilize team approach to build process management tools
c. Encourage continued education
d. Empower and encourage foresight and accountability to deliverables and
technical performance
e. Deploy “Cases” in Connectwise for adequate documentation
5. Deliver Monthly forecasts that are at least 90% Accurate
a. Enhance knowledge and use of Connectwise
b. More practical activity reports
c. Design forecast practices that ensure realistic, attainable projections
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3.4 Audience Segmentation
Segmentation will follow two specific but synergistic methodologies that form a
smaller and larger concentric circle
PRIMARY AUDIENCES
IT Companies within four hours of driving time to Jacksonville
Regional Banks
SECONDARY AUDIENCES
IT Companies within the following states; Florida, Georgia, South Carolina,
North Carolina, Alabama
Small banks and credit unions
CxP has a database of CIO and CTO‟s phone numbers and email addresses that can be accessed
to reach through either a call center or email campaign or both.
3.5 Messaging Platform
CXP OVERARCHING MESSAGE:
While the nine tour board messages are central to the marketing messages there is also a
need to have a foundation from which those nine messages flow from. In this section we
look at the foundation.
The differentiator between CxP and other collocation centers in the Northeast Florida
area are the following:
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KEY MESSAGES:
CxP is the new “beast of the Northeast” Jacksonville’s True Data Center
(a) We have more power than anyone else! 4.5 Mega Watts of Total Power
3.5 Mega Watts of Critical Power
Dual diversified power feeds from separate substations
(b) We have more space than anyone else!
new 121,000 square foot building
Additional Jacksonville facility
(c) We have more amenities than anyone else!
Café and lounge areas for customers
Four customer conference rooms
Free WiFi throughout facility
3,000 square feet of staging area
10,000 square feet of Temporary warehouse storage
Over 500 Free parking spaces
(d) We have more security than anyone else!
24x7x365 Security Staff
The facility has 25 state of the art IP camera systems
A central security area
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Personnel who are monitoring everything 24/7x365.
Two factor badge and biometric access control systems
A card reader at the external entrance of the front door.
A biometric fingerprint reader and a
A card reader will be utilized to access the man trap turnstile.
Cage and rack badge and biometric options
Bunker building with no exterior windows
(e) We have more cloud options at better prices than anyone else!
Proven Industry Leader in Virtual Desktop Deployments
CxP offers both dedicated and shared VM/VPS technologies
Cloud Back-up and Replication technologies
Dedicated and Shared SaaS solutions
Managed private/public cloud
3.6 Positioning and Value Proposition
Value Proposition
The managed cloud offering will reduce the overhead of maintaining an
independent Managed Services company.
Allow companies to focus on providing consistent service and value to their local
clients.
CxP will provide a centralized consulting/integration, product
A help desk division to both the system and to MSP/VAR‟s.
To SMB End-Clients: Provide firms with 15-300 users
An improved infrastructure at 30% savings over traditional computing.
To Resellers: Offer thousands of IT resellers an additional recurring revenue stream
without additional headcount or support.
To Customers: The customers will get a enterprise class infrastructure that is always
available, secure, and pays for only the amount of services they need. Not only do they
get the safety of having their servers in the datacenter, but their desktop as well with our
MyCloud Desktop Solutions.
Brand Promise
Our Guarantee is that you will Never loose and application or critical document again
if your computer crashes or is lost.
3.7 Marketing Mix
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Objectives
In order to launch an internal, external and targeted marketing campaign you will need a
Chief Marketing Officer (CMO) and an Advertising agency reporting to the CMO to
strategize, develop, implement, monitor, and execute the marketing strategy.
3.7.1 Social Marketing Strategy
More emphasis should be placed on utilizing Social Media to increase consumer
“sneezing and sharing” which can deliver new eyes to our content. An email
campaign to drive CTO‟s CIO‟s to the social media page will allow conversation with a
sales staff and communication.
Facebook Monetization activity will be accelerated of the next few years, as the
Facebook eco-system develops it will become more difficult to gain free attention on
this medium, due to the bombardment of overall activity and noise. It is important to
utilize it now but also to keep the eyes on the Horizon.
Adding more “Brief” Conversational and provocative statements as conversation
starters to produce more comments.
Utilize Facebook survey tools and question tools
Like and share incentive campaigns
Do Campaign driven image post to facilitate greater activity
An Example would be an image of the new collocation center and a 3 months free button
that goes to the website.
3.7.2 Public Relations Strategy
Over the next few months several important marketing activities need development:
Media contact and list refinement – needs to be developed
Press materials/kit –needs to be developed
Email system- needs to be developed
3.7.3 Publicity Strategy
Publicity in the media (both traditional and online publications) can be extremely valuable in
building credibility and awareness for CxP.
Why is publicity important? A legitimate news story is an endorsement that can reach a wide
audience for very little cost beyond our own creativity and time.
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We can use publicity to generate traffic to our website, raise our profile, and position our CxP as
a leader and innovator in Colocation services. Generating publicity online can lift our search
engine rankings on a day-to-day basis, even when we aren‟t running a publicity campaign.
The CMO and advertising agency should coordinate to create a publicity strategy.
The internet has become a critical news and information source for potential customers.
CxP goals:
o Build CxP brand and product profile
o Rank higher in search engine results
o Drive direct traffic to our website
o Generate new customers
Press Releases
Press releases need to follow in September to maximize the full page article placed in the
Jacksonville Business Journal and need to go out immediately.
Distribution Process
Email and fax the press release to the remaining contacts on the contact list.
When sending via email:
Post the optimized version of the press release on the CxP website.
Consider changing the headline and angle of the optimized version and then send it out a
week later on PRWeb which feeds many of the major search engine news areas.
Track results
Media Kit
Outline Media Kit Elements
A media kit contains all the information anyone would need to quickly build a story about CxP.
How can we use a media kit?
Send it to IT magazines, television networks, radio stations sharing the vision and
mission of CxP and its new collocation center initiative.
Send it to journalists who write in IT magazines or online editors
Send them an updated media kit once a year
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Distribution Process
Email and fax the press release to the remaining contacts. Post the optimized version of
the press release on the CxP website. Consider changing the headline and angle of the
optimized version and then send it out a week later on PRWeb which feeds many of the
major search engine news areas. Of course, track results.
Kit Elements
Include items that are relevant for the occasion.
Item Objectives
Folder The media kit folder conveys a lot about CxP. If it‟s a custom-printed,
high-quality folder, it carries more authority.The folde must convey the
brand message?
Current press
releases
Provide a short, but clear, picture of what has been happening in recent
months.
Company fact
sheet
Educate people about the CxP history. Focus on facts: key people,
milestones, and significant numbers.
Contact sheet Provide all names, phone numbers, emails for personnel with whom
people can have direct information to.
Product Private Suites – A data center within a data center. Providing an extra
level of privacy, security and efficiency for your business’ virtual data
center space.
Cages – In this cordoned-off area, our secure cages are custom-
configured and accessible to you and only you, customized to your
specifications providing more than ample space to meet your expansion
needs.
Shared Rack Space – Shared racks are ideal if you have a small amount
of equipment. Co-location is available by the “U”, third, half and full
locking cabinets.
Shared or Dedicated Bandwidth – We will work with you to customize
your specific needs. Weather it is performance or compliance
requirements our team can give you the guidance to make the process
easier.
Bios of key
executives
We need to establish the executives as experts who can be called on to
discuss a variety of topics. Include important achievements as well as
interesting personal information that presents a human angle.
Frequently-asked
questions
Provide answers to the most common questions regarding collocation
and cloud services
High-quality
photos with
captions
Include color photos of executives, the collocation center and other
relevant information like amenities and facility upgrades.
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3.7.4 Sales Strategy and Training
Note: This sales section contains
excerpts from a book currently being
written by Daniel so please use with
discretion.
Building Bridges
A successful sales person will navigate each Customer through the sales cycle below. A manager
will need to develop and equip sales people with the tools and knowledge necessary to
strengthen the business relationship of the Customer and the Company.
I Understand the Sales Cycle that each
customer is currently at with the product.
II Use all forms of Sales Communication
tools available in order to sell yourself,
your product and your company.
III An effective Sales Person is perceived
as a winner capable of delivering results.
IV Know your Sales Product’s strengths
and weaknesses.
V Be aware of the Sales Conditions
surrounding your product.
VI Build bridges during your Sales
Presentations so your customer can
crossover objections to your product.
VII Answer each Sales Stall with a
solution that is verifiable with correct data.
VIII Apply Sales closing techniques that fit
the customer needs.
IX Share accurate projections of the
products expected performance during
Sales Delivery of the product to promote a
clear understanding of the realistic return
on their investment.
X Exceed the Sales Requirements of your
direct report with higher expectations you
place upon yourself.
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Sales- The Person, the Pitch, and the Plan
In baseball there are different types of pitchers who are equally effective in getting hitters out.
Strike out or power pitchers attempt to intimidate their opponents firing fastballs past the hitter
who cannot catch up to the speed of the ball coming at them at one hundred miles per hour.
Finesse pitchers try to place the ball in hard to hit areas of the strike zone, changing speeds with
different pitches, “mixing it up” to outfox the hitter into swinging at bad pitches. There are rare
pitchers who can do both and they are some of the best pitchers the game has ever known.
In sales there are different types of Sales “Pitch” that are equally effective in closing sales. In
our section on closing sales I will discuss the various types of pitches one can use to effectively
close sales.
Spring training for the baseball season allows you to prepare yourself for the vigors of the
season. Training, conditioning, and practice are necessary to build muscle or arm strength,
running develops leg strength needed to pitch and the stamina to last a full game or pitch “deep”
into a game. The warm up session prior to the game gets your arm ready to throw that first pitch.
Brand Awareness
“Sales Presentation”
Brand Re-awareness Brand Acceptance
“Renewal” “Receive”
“Up sell” “Close the sale”
Brand Spokesperson
Brand Advocate “You” Brand Assimilation
“Referral” “Company” “Research”
“New Clients” “Customer” “Test Stage”
“Media”
“Products”
Brand Affiliation Brand Affirmation
“Relationship” “Return ROI”
“New Products”
Brand Alliance
“Results”
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In sales the preparation of the “Person” prior to the presentation is a crucial element to our
success. The continued education in new sales techniques, product presentations and delivery
are all essential to the growth of the sales person and the preparation needed to be successful.
Warm up sessions or practice sessions are good role playing exercises that prepare you for the
real game.
The day before a game the pitching coaches and pitcher and catcher get together on a game plan
to approach each hitter. The decide which pitches they want to throw at them based on
information they have received from scouts who have learned the opposing hitters weaknesses
and strengths.
In sales each customer must be approached individually. A game “Plan” needs to be developed
that involves knowing the needs of the customer the strengths and weaknesses of their company
and the products we provide that can strengthen and meet those needs. “Readiness” is a sales
term used to describe the sales person who is prepared and ready to pitch their product to this
particular prospect. Knowledge of the hitters gives you the resources to know which pitch to
throw in each situation. The start of the game comes down to execution of the game plan.
Execution is a key element to successful sales.
I Understand the Sales Cycle each customer is currently at with your product.
People who look at sales often match the product to the buyer but rather it‟s the matching of the
seller (sales person) to the buyer.
Sales have a simulation process it just does not stop at the “sale” the process that you left off
with the client where it began for the buyer. But yet it‟s really the beginning of the process for
the buyer that we have to bring them through. If you fail at the sales cycle you will fail when we
want to renew. Every time you have a break in the link you are going to lose the sale.
Sales are always about timing, it‟s all about communications and you have to listen to what they
are saying. Sales is about forming the correct feedback and listening to that feed back and
coming back with the correct way of selling. It‟s looking at where you are in agreement.
Every customer or potential IT company is somewhere in the eight branding cycles.
II Use all forms of Sales Communication tools available in order to sell
yourself, your product and your company.
Non Verbal
Psychological
Verbal
Intellectual
Psychological – emotional content
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Data, Information, Presentation
Passion
Sense the thoughts and makeup of the buyer.
Verbal – Clarity, linguistics, cultural relevance, volume, pause, tone and non- verbal
gestures.
Clarity and pronunciation- ask the customer to reiterate what you are saying to clarify.
Linguistics- use a thesaurus to communicate so that you use other words to
describe the thought in another way. Educate yourself by expanding your vocabulary.
Volume- how you make the point
Pause- I love to use pause and have them hanging on words and waiting on me to
make the next statement. “Um” as a pause is not in the vocabulary but it is the # 1 word
used. “Um” communicates I do not know what I want to say next or know what to say next
so I‟m pausing to gather my thoughts on what I need to say next. “Um” communicates to the
listener I have a question on my brain right now. “Um” being the pause instead of an effective
pause has no affect on the sales presentation itself. Try to eliminate the “um” from your
vocabulary, and instead attempt to bring in thoughts and connections by the proper use of
the pause.
Tone – How we talk to people. I‟m going to share with him the merits of the
product. Be a nut cracker; open the communication line.
Non verbal - pause, gestures, postures (the most important communication in a
presentation). This area here is a study in sales, the great closers use this to the
maximum.
III An effective Sales Person is perceived as a winner capable of delivering results.
Attitude
Personality
Preparation
Perception
Attitude – “Your attitude determines your altitude” there is a book by John
Maxwell called “The Winning Attitude”. The attitude of the sales person will change
the entire sales process. Hopefully you as a positive person are bringing a positive attitude and
increase the level on the organization.
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Personality – this is a tough one, people have to like you. When you walk into a
meeting they have to enjoy the time, #1 bring value to the individual #2 have the type of
personality that they want to be around.
Preparation – understanding the data, knowledge, ROI, what we put back in to
business for their benefit what do we reinvest back in to them so that they understand
that we are into the business of making them successful.
Perception – is everything. In most people they get the wrong picture the first time
around so stay with them. What I love to do is to try and listen more.
I want you to talk about these four quadrants and how they relate to them as sales
people.
IV Know your Sales Product‟s strengths and weaknesses.
Product
Product Competencies
Improvements/Deficiencies
Incompetencies
Product Delivery/Non Delivery
Product Effectiveness/Ineffectiveness
V Be aware of the Sales Conditions surrounding your product.
Product
Market Conditions
Competition
Business Conditions
Product affects sales process if you have a perceived inferior product. You have to be
able to agree with their objections the buyer brings up objections about either the product
itself, the price of that product and the delivery of that product. What happens is that the
sales person responds back to the objections, that‟s the wrong thing to do.
NO MEANS NOT NOW
VI Build bridges during your Sales Presentations so your customer can
crossover objections to your product.
VII Answer each Sales Stall with a solution that is verifiable with correct data.
VIII Apply Sales closing techniques that fit the customer needs.
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IX Share accurate projections of the expected performance during Sales
Delivery of the product to promote a clear understanding of the realistic return on
their investment.
X Exceed the Sales Requirements of your overseers with higher expectations
you place upon yourself.
3.7.6 Email Marketing Plan
Items in a effective email campaign:
Weekly outbound email setup, testing, and delivery (includes copy/art approval).
Weekly landing page creation (front end design and backend infrastructure).
Weekly product page creation (front end design and backend infrastructure).
Weekly web site updates promotions and news changes
Art and copy workflow management and scheduling
List Management
Graphic alterations and art requests
Social Media Management (Twitter, YouTube, and Facebook) customized sites which
needed to be set up and managed.
Email Strategy development and schedule.
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4.0 Brand Governance
The writing of the marketing plan is step one to developing a successful marketing
campaign. Small companies are then thrust into deciding who will govern the marketing
plan and be the “keeper of the brand”. A chief marketing officer in conjunction with an
advertising agency provides the best alternative to ensuring the execution is followed and
creates an accountability person and organization with whom the whole company can
depend on to provide the messaging and tools needed to continue to grow the sales.
There are eight brand cycles important to the sales process and marketing efforts.
BRAND AWARENESS- Sales Presentation
Brand Awareness
“Sales Presentation”
Brand Re-awareness Brand Acceptance
“Renewal Upsell” “Receive the customer”
“Close the sale”
Brand Spokesperson
Brand Advocate “You” Brand Assimilation
“Referral” “Company” “Research”
“New Clients “Customer“ “Test Stage”
“Media”
“Products”
Brand Affiliation Brand Affirmation “Relationship” “Return ROI”
“New Products”
Brand Alliance
“Results”
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Presentation of the product through name branding, product displays, signage, media
outlets will build brand awareness.
How do you connect with the IT company you are trying to reach, and
connect them to the product? The customer provides the feedback
necessary to improve the product, the delivery vehicle of the product to
the consumer, and the overall effectiveness.
Delivery – brand identification, brand information, brand presentation,
brand results.
Goal: Top of mind awareness of your product and company.
Six major media outlets, TV, Radio, Newspapers, Magazines, internet,
social media
Three sub outlets: direct mail, billboards, telemarketing
TV = Expensive and best used to introduce new products ideas or re-
enforce a known brand or product.
Radio = Establish radio partnerships with local radio stations 30-36
spots per month. FCC requires every station to place a certain number
of community service announcements. Get free advertising on these
radio stations by offering community service announcements. What is
the message that we want to convey? Some very basics, who we are,
where you can connect to the product. Radio is guided by Arbitron.
1.0 to 1.6 ratings are between $50. and $100. per spot, ratings below
1.0 are sometimes $5 and there are those stations that are not on
Arbitron that you might get 100 spots per week at a low cost.
Newspaper = Press releases for exposure, news articles.
Magazines = IT magazines
Internet = the website and SEO and SEM programs
Social Media- see social media section
BRAND ACCEPTANCE : “Receive the Customer”
The close of the sale is actually the start of the sales process. We have way too many
sales people who end at the sale. The sale starts the assimilation for the buyer, by doing old
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fashioned things like note cards, personal contact, follow up. Send a hand written thank
you note to every new customer; send a thank you.
Problems handled early on often avoid cancellations later.
BRAND ASSIMILATION “Research; Test stage”
BRAND AFFIRMATION “Return; ROI”
BRAND ALLIANCE “PARTNERSHIP”
Partnerships are business relationships that are established. There is a lot of activity
from the close of the sale to really gaining that partnership. Hand written letters, training,
consulting with the customer. Sales people who stop here fail to retain the customer. At
what point do we start to up sell the customer to more business. Brand Affiliation develops
because they are already a convinced buyer, there is no question; they have actually made a
conscious decision to retain you so it‟s at this level that you have the best chance to
upgrade the client. In sales, timing is everything and I would rather put a seed in
something that is already watered, prepared and ready to grow rather some of the previous
stages that are “hard as a rock”.
BRAND AFFILIATION “RETENTION”
When they retain their location, they‟ve already made the decision to renew. They
already affiliate themselves with the collocation center.
BRAND ADVOCATE “REFERRAL”
Multiplication always works better than addition; the impact of the sales cycle is
enormous at this point. Ask for their friends business!
BRAND RE-AWARENESS “RENEWAL”
Most sales people fail here because they assume the buyer bought into all of these
cycles.
5.0 CxP Tactical Plans and Timelines
Internal Channels
Newsletter:
Create a monthly newsletter to be distributed to IT companies and potential customers
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Web-site Overhaul:
Completed September 1
Brand Awareness & Engagement Campaign:
Email Campaign:Launch September 25
Create an email campaign schedule and email content to be distributed on a once per
week, then three times per month, then twice per month and then the once per month,
cycle goes back to once per week and so on…The reason is to spread out the emails and
not to inundate and get opt outs.
Name Job # Writer
Resource
Due Copy Due
Approved Copy
Art Submitted
Final Art Approval Send date Time Segmentation
Tour 09.25.13 DANIEL 12-Sep
14-Sep 19-Sep 19-Sep 21-Sep 25-Sep 10am
EM Active file;
Tour 10.01.13 DANIEL 19-Sep
21-Sep 26-Sep 26-Sep 28-Sep 1-Oct 10am
EM Active file;
Tour 10.08.13 DANIEL 26-Sep
28-Sep 3-Oct 3-Oct 5-Oct 8-Oct 10am
EM Active file;
Newsletter and Email 10.15.13 DANIEL 3-Oct 5-Oct 10-Oct 10-Oct 12-Oct 15-Oct 10am
EM Active file;
Tour 11.01.13 DANIEL 19-Oct
21-Oct 26-Oct 26-Oct 28-Oct 1-Nov 10am
EM Active file;
Grand Opening 11.08.13 DANIEL 26-Oct
28-Oct 3-Nov 3-Nov 5-Nov 8-Nov 10am
EM Active file;
Newsletter and Email 11.15.13 DANIEL 3-Nov 5-Nov 10-Nov 10-Nov 12-Nov 15-Nov 10am
EM Active file;
Grand Opening 12.08.13 DANIEL 26-Nov
28-Nov 3-Dec 3-Dec 5-Dec 8-Dec 10am
EM Active file;
Grand Opening 12.15.13 DANIEL 3-Dec 5-Dec 10-Dec 10-Dec 12-Dec 15-Dec 10am
EM Active file;
External Channels
Create a once per quarter direct mail campaign
Direct Mail
Create a once per quarter direct mail campaign
CxP
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Job # Project Writer 1st Draft
Copy Due Final
Copy Due Drop Date
NLT201309 09.21IP September Direct Mail Daniel 9/14/2013 9/21/2013 9/14/2013
NLT201310 11.20 HF October Direct Mail Daniel 10/14/2013 10/21/2013 10/14/2013
NLT201311 11.20 IP November Direct Mail Daniel 11/14/2013 11/21/2013 11/14/2013
NLT201312 11.20 IP December Direct Mail Daniel 12/14/2013 12/21/2013 12/14/2013
Website advertising
SEO/SEM
Media buying
Social Media development
5.1 Financial considerations and Budget
Financial considerations for Marketing plan execution:
Monthly Retainer Agency (2500 per month) $30,000
Online Advertising $10,000
SEO/SEM $ 6,000
Media Buying for brand awareness $25,000
Ad Design $ 1,000
Direct Mail $12,000
First year budget $84,000
Note: These are approximate figures and depend on frequency and current market rates
5.1.2 Financial Objectives
Financial Review
CxP‟s Colocation Center has three phases of development; The total annual revenue upon
completion of all three phases should total approximately 17 million dollars.
Phase One annual revenue at 100% occupancy is estimated at 5.5 million
Phase Two is estimated at 8.5 million
Phase Three is estimated at 3.0 million
Phase Four is to purchase other collocation centers throughout the US in other
regions.
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CxP‟s MS a subsidiary company will seek to handle the managed services through the
acquisition of IT companies that provide such services.
5.2 Objective and Target Audience
There are four primary objectives that advertising needs to focus on future campaigns:
Generate new sales leads
Generate direct sales
Raise CxP‟s visibility/branding during opening
Drive general website traffic
In Driving traffic to the website there will be 8 Offers or Calls to Action
Call today for an assessment
For a limited time only
For more information
Call our 800#
Call for three months free
Take a tour at our new Southeast regional facility
Request a quote
To Learn more about our cloud
Quantitative Goal and Measurement Method:
In addition to tracking goals, here are some important “metrics” to track:
Page views or impressions- The number of times an ad is served up to visitors
Clicks or click-throughs- Number of clicks on our ad
Click-through rate (CTS)-Of the impressions, the click-through rate is the % of
impressions that result in a click (it is also called a conversion rate)
Cost per lead-he cost of our entire campaign divided by the number of leads we
generated
Fulfillment
How will we follow up on the marketing campaign? Great fulfillment is crucial for any
marketing campaign. If we don't follow up and deliver what they expect, we risk losing the
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investment spent to get them interested. Quality sales and service teams and efficient process is
crucial to its success.
Run Dates
We then need to select the run dates for our marketing campaign.
When will our campaign start? October 1
How long will it run? 15 months October 2013-December 2014
Tips for Creating a Good Ad
How do we know whether an ad is good? It‟s good if it accomplishes our goals.
What can we do to make sure our ad design is strong? Here are some tips for the creative
process:
Make sure the ad has a strong headline and call-to-action.
Provide just enough information for the audience to respond.
Know our target audience and what will appeal to them. Does the copy, headline and
design speak to our audience we want to reach?
Advertising Agency- is needed to implement the marketing directives and
monitor and track ROI to ensure the Agency is reaching the metrics set out by
whoever is leading the marketing department.
5.3 Implementation of the Marketing plan
The marketing plan depends on two things:
Money
People
The budget presented is intended for the Jacksonville market only and is geared toward the tour,
grand opening and develop sales for 15 months. A company that spends money on a marketing
plan and does not budget to implement just wasted money.
Several items need to be developed immediately:
1. Sales decks
2. Video presentations
3. Sales presentations for email format
4. Sales presentations for video format
5. Sales presentations for in person format
6. Sales presentations for direct mail format
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7. Full marketing plan that includes more detail in the following areas:
Website
Social media
Print media
Video media
5.4 Full development of the Marketing plan
We were tasked to create a new website and develop a partial marketing plan but not a full
one therefore certain areas need inclusion or greater detail and development and they
include:
CxP Positioning
Market Size, Market Characteristics, Trends
SWOT Analysis
Competitive Positioning and strategy
Potential New Markets
Brand Strategy
Brand Pillars
Brand Experience Customer Analysis
Marketing Plan Goals
Numeric Goals
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Product and Pricing
Sales client Retention
Marketing Plan Management
Marketing Campaigns
Media Plan
Fulfillment Plan
Business Development
Major Partners Analysis
Partner Relations Plan
Distribution Channels
Establish Distribution Goals
Channel Partner Management Plan
Channel Management Plan
Channel Measurement and ROI
New Distribution Channels
Website
SEO
-Search Marketing Strategy
-Keyword List
-Inbound Link Generation
-SEO Plan and Budget
SEM
-Paid Search Marketing Strategy
-Paid Search Campaign Plan
-SEM Campaign Budget
-Paid Search Campaign Improvement
-Vendor Selection
Social Media
Metrics and Campaign Goals
Social Media Budget
Telemarketing
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Telemarketing Strategy
Script Development
Telemarketing Training
Reporting Requirements
Telemarketing Performance Improvements
Telemarketing Campaign Results
Email Marketing
Email Testing Plan
Response Rate Metrics
Direct Mail
Direct Mail Strategy
Direct Mail Campaign Plan
Direct Mail Response Rate
Direct Mail Creative Guidelines
Direct Mail Testing Plan
Direct Mail Campaign Results
XII Traditional Media
Print Media Plan
Television Media Plan
Radio Media Plan
Online Media Plan
Alternative Media Plan
XIII CxP Name
Brand Name Damage
Evaluation of Corporate Identity
Messaging
COMPLETED( MESSAGING STRATEGY FROM PAGE 6-26)
XV Sales Literature and Tools
Current Material Review
Company Brochure
Slide Deck Presentation
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Fact/ Data Sheets
Newsletter
Pricing
Pricing Strategy
Profitability Targets
Pricing Analysis
Sales Process (This is critical therefore a section is devoted on pages32-36)
Current Selling Effectiveness
Current Sales Process
Sales Funnel
Sales Process Improvement
Detailed Publicity Campaign
Publicity Strategy
Press Releases and Media Kit
Press Release Distribution
Press Conferences and Briefings
Community Events
Event Strategy
Event Plan
Webinar Plan
Live Webcast Plan
Event Promotional Plan
Event Results
Customer Relationship Management
CRM Analysis
CRM Implementation Plan
Customer Retention
Customer Service Strategy
Attrition Report
Account Management Team evaluation
Customer Service Improvement
Customer Loyalty Measurement
Account Maximization Plan
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Revenue Analysis
Current Income by Category
Income by Category Analysis
New Revenue Streams
Return on Investment
Marketing ROI Threshold
Marketing Campaign Revenue Tracking
Life Time Value of our Current Customer (LTV)
5.5 Closing
Direct Leadership and Direct Management are needed to directly oversee and to implement the
plan. In order for the marketing plan to be successful it will require the kind of detail requiring
minute attention to detail in order to be successful. It is not a role someone currently in the
organization can handle given the resources, time and expertise that it demands.