Download TechMarcom Marketing Communications for Emerging Technologies

Project-based Public Relations
and Marketing Communications
Business Realities and Challenges
 PR and marketing communications (marcom) remain
essential to maintaining market presence, building
brands, and driving sales
 Cost containment is still critical
 How do you meet your marcom needs without making
costly, long-term commitments to agencies or new hires?
 How do you get the job done without burning out your
remaining staff?
.
2
Today’s Businesses Demand…
 Communications professionals that charge for services on
an as-used basis. No long-term fixed retainers, no needless
markups
 Top management that actually works on your account,
without charging you for inexperienced junior players
 A track record of proven results – not someone recently
downsized by an agency and doing interim freelancing
 Billing for actual work – not the view from your agency’s
conference room
.
3
… Marketing Communications for
Today’s Business World
 The expertise and business acumen of veteran
consultants and the affordability and competitiveness
of independent practitioners
 A full menu of marketing communications and PR
services on a project or “a la carte” basis
 Flexible monthly retainers based on actual work
scheduled – not arbitrary agency profit targets
 A network of senior professionals who can scale up or
down based on projects and budgets
.
4
Over 15 years of PR and marketing
communications expertise
 Independent consultancy/agency
(TechMarcom, Inc.) since 1999
Producing results for consumer electronics,
hospitality, wireless, voice recognition, telecom,
e-commerce, healthcare, electronic signature,
enterprise software, managed security services,
and computer hardware companies
Serves as primary client and media/analyst
contact for all accounts
.
5
(continued)
 Accomplished strategist, writer, and journalist
 Articles/columns have appeared in The Boston Globe,
Crain Communications, The Los Angeles Times, The
Christian Science Monitor, Direct Marketing Magazine,
TechLiving Magazine, ZDNet, CMP Publications, Tech
Target, Mass High Tech, DM News, and more
 “Ghost-written” articles and white papers on behalf of
company executives
 MBA - Marketing; BS - Communications
 Adjunct Instructor at Emerson College in Boston and
Bentley College in Waltham, MA
.
6
 Executing PR campaigns
 Conducting media & analyst relations
 Developing marketing communications plans
 Launching new products and services
 Copywriting and creating collateral
(brochures, datasheets, etc.)
.
7
 Writing byline articles, success stories, case
studies, and white papers
 Training executives for media interviews
 Preparing company newsletters and reports
 Organizing and running special events
 Providing trade show support and
establishing speakers bureaus
.
8
Marcom Outsource researched and wrote a white paper for
Tyco International (TYC - NYSE) on the use of speech
intelligibility to help make buildings safer and emergency
instructions audible and comprehensible.
By interviewing industry experts, customers, regulators, and
company personnel, the paper helped solidify the
SimplexGrinnell division’s status as the industry leader in fire
safety. The paper appeared as an article in the Summer 2003
edition of NEC Digest, the official publication of the National
Fire Protection Association
.
9
Marcom Outsource provided PR and marketing
communications counsel for the grand opening of Smiles By
Design (www.smilesbydesign.info), an upscale, state-of-theart cosmetic dentistry practice in Lexington, MA.
Services included media planning, strategic messaging,
copywriting, and helping the practice select a direct mail
vendor and graphic artist.
.
10
Digital security and preventing cyber-terrorism grow in importance, and
Marcom Outsource helps the experts communicate. We counseled the
launch of the Institute for Digital Forensic Studies, a digital forensics and
investigation think tank in Alpharetta, GA and Auburn Hills, MI. IIDFS:
 Promotes the application of rigorous scientific methods to research and practice in
digital forensic science, tool development, and digital investigation
 Collaborates with government, business and academia to advance the state of digital
forensic practice through research, education, standardization and consultation
 Provides applied research and development in sophisticated aspects of digital
forensic science focused upon court testimony, anomaly resolution, forensic readiness
(security event management) and incident post mortem analysis
.
11
Via TechMarcom, we serve as
agency of record, providing strategic
PR counsel, crafting key messages,
and providing media and analyst
relations for MobileWise.
MobileWise is creating the first safe
wire-free electric power technology,
solving the "Last Wire Problem" - the
need to regularly plug a mobile
computing device to a power source.
.
12
Headquartered in Minneapolis, the
National Mail Order Association (NMOA) is
a membership-supported organization
founded in 1972 to help small to midsize
businesses and entrepreneurs involved in
mail order marketing. NMOA provides
education, information, and business
contacts worldwide.
Marcom Outsource provided PR counsel
to NMOA for the launch of their “Made in
America Hot Products Contest.”
.
13
Marcom Outsource provides PR
counsel, media and analyst relations,
developed marketing communications
materials, and has ghost-written and
placed byline articles for Netspoke.
Companies are looking for costefficient and safe alternatives to
business travel. Netspoke provides
businesses with virtual meeting
solutions, such as reservationless
teleconferencing and Web
conferencing.
.
14
Marcom Outsource’s project work for Perle Systems
(NASDAQ: PERL) includes press releases and case
studies.
Perle Systems is a developer, manufacturer and vendor of
award-winning networking products. These products are
used to connect remote users reliably and securely to
central servers for a wide variety of e-business and
general business applications. Perle products include
routers, remote access servers, serial servers, multi-port
serial cards and network controllers.
.
15
Our wireless expertise helped
Bonita Software on a project
basis to provide business and
vertical/trade media and analyst
relations.
Bonita develops Java-based
client-server technology and
telematics applications to
wireless service providers and
device manufacturers, including
BMW and Motorola.
.
16
Marcom Outsource worked with PTC (Nasdaq: PMTC) to help
place case studies and success stories in vertical/trade
media. This was a coordinated effort with their agency of
record.
PTC develops, markets, and supports software solutions that
help manufacturers get superior products to market before
their competitors. PTC is the world's largest software
company with a total commitment to product development.
The company services more than 30,000 customers
worldwide.
.
17
When Omtool, Ltd. (NASDAQ: OMTL)
launched Genidocs, a confirmed
messaging/electronic signature
application, Marcom Outsource’s Jon
Boroshok developed and executed
the marcom plan, including
messaging strategies, and providing
media relations.
Electronic signature legislation (esign) fueled a demand for products
and services that deliver signed
documents securely. To meet this
demand, Omtool introduced
Genidocs.
.
18
We provided Bloodhound Software
– a healthcare application service
provider (ASP) - with a PR services
on a project basis, including press
releases, media relations, and
general counsel.
Bloodhound specializes in claims
overpayment protection services
and advanced data modeling. Their
ClaimsGuard service guards
healthcare organizations and
insurers from duplicate claims and
erroneous overpayment.
.
19
As PR agency for the launch
of iWant.com’s nextgeneration online marketing
services and products, we
wrote byline articles, and
provided media and analyst
relations, as well as
messaging strategies and
marcom materials.
iWant.com introduced the
“instant Opt-In,” a powerful
direct marketing tool.
.
20
For the launch, of Livineasy, Inc.,
we developed messaging
strategies, developed marcom
materials, and providing media
and analyst relations.
Livineasy ‘s first product an
Internet portal - provided free,
training, guidance, and nurturing
to the "newbie" Internet user,
featuring helpful articles and
services for the age 50+ computer
users. It earned the seal of the
Better Business Bureau Online.
.
21
Working on a project basis, we
assisted the Cognos Corporation
(NASDAQ:COGN) in
vertical/trade media relations,
specializing in the development
and placement of case studies
and success stories.
Cognos provides enterprises
with Business Intelligence
software that helps them
increase productivity and
achieve competitive advantage.
.
22
We helped Kryptonite Corp. launch
a complete line of portable security
products for notebook computers.
We provided Kryptonite with media
and analyst relations, strategic
planning, and trade show support.
Kryptonite is a leading provider of
security protection products and
has been the authority on bicycle
and motorcycle security since
1971.
.
23
We developed new case studies
and career advice columns for
Monster.com, the Internet’s largest
career portal.
Sub-contracted through their
agency of record, we wrote a byline
article about the future of
telematics and satellite
communications for Motorola.
.
24
We provided United States media
relations for the launch of Magex,
a joint e-commerce initiative from
NatWest Group and InterTrust.
Magex provides effective online
copyright protection and
simplifies micropayments for
digital products such as music,
books, games, and business
reports.
.
25
Jon Boroshok - Previous Experience
Jon Boroshok serves as primary contact for all accounts and produced the
work/coverage highlighted in this presentation. Before starting
TechMarcom and Marcom Outsource in 1999, he achieved results for:
.
26
Contact Jon Boroshok
P.O. Box 994
Westford, MA 01886
Web: www.MarcomOutsource.com
Phone: 978-502-1055
E-mail: [email protected]
.
27