Download 139978_14 Sep presentation

Quarterly Marketing Plan
September 14, 2004
Presented by Jim Warren
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Table of Contents
Marketing Overview
Current Products
Phase I Product/Marketing
Phase II Product/Marketing
Phase III Product/Marketing
Phase IV Product/Marketing
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Situation Overview
What does marketing mean for Stratfor?
• Acquire customers
• Generate revenue
• Build Stratfor brand
• Ongoing interrelated processes
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Current Offerings
Product
Services
Basic website: $199
Premium website: $449
Terrorism website with
daily email: $149
Weekly intelligence report: $14
DC terrorism: $79
Terrorism newsletter: $79
Text briefings
Strategic Intelligence and
Analysis
Threat opportunity assessment
Customer security threat
analysis
Gardner
Historical
papers/
reports
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Product/Marketing
Overview
Product definition along with marketing
of these products will follow a 4
phase plan that gradually shifts from
product emphasis to marketing. Each
phase will last approximately 8 weeks.
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase I: Product
• Define product
• Define Stratfor brand
• Sep 04-Nov 04
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
New Offerings
Stratfor Informational Services
Premium website
Enhanced website
“Anxious American”
website
Free weekly analysis
Terrorism product
One daily email to each
customer
Stratfor Professional Services
Intelligence briefs
Strategic Intelligence and
Analysis
Threat and Opportunity
Assessment
Gardner
Historical
papers/
reports
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase I: Marketing
• Define marketing strategies
• Begin marketing strategies
• Sep 04-Nov 04
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase I: Marketing
Tom Hargis will continue budget goals
and previously committed marketing
tactics through Phase I
• Target 25,000 to 30,000 individuals
• 30 Emails
• 40 to 45 Days
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase I: Marketing
Identify customer base from 125,000 original free subscribers
1%
0% 2%
16%
39%
6%
0%
36%
Basic
Basic/Terrorism
Premuim
Trial Period
Terrorism
No conversion
Bad email?
Unaccounted for
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase I: Marketing
Define Unique Selling Point for all products
1.What does Stratfor offer?
2.What is the call to action?
3.What is the Unique Selling Point?
4.How do we hook the customer?
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase II: Product
• Deploy premium/enhanced
• Develop “Anxious American” product
• Dec 04-Jan 05
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase II: Product
• Premium/Enhanced websites launched
• Build “Anxious American” website
• Website for Americans that are
increasingly concerned about world
affairs/terrorism but have no expertise
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase II: Marketing
• Finalize marketing plan
• Launch direct to consumer
marketing for informational services
• Build collateral for services
• Dec 04-Jan05
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase II: Marketing
• Completed corporate marketing plan
• Begin consumer direct marketing for
Stratfor Informational Services
• Build consumer base for Stratfor
Professional Services
• Search engine optimization
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase III: Product
• Launch Stratfor Professional Services
• Launch “Anxious American” Product
• Feb 05-Mar 05
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase III: Product
• Stratfor Professional Services are
Designed
Priced
Ready to sell
• Launch and sell “Anxious American”
website
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase III: Marketing
• Test and measure newly launched
products/services
• Begin building strategic brand partners
• Feb 05- Mar05
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase III: Marketing
• Test and measure existing Stratfor
Informational Services
• Build strategic brand partners to
increase visibility
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Phase IV: Product/Marketing
To be determined
Apr 05-May 05
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.
700 Lavaca St., Suite 405
Austin, TX 78701 (512) 744-4300
www.stratfor.com
Strategic Forecasting, Inc.
Strategic Forecasting, Inc.