Marketing & Business Development Strategy

*Sample of Work

Outline
Enhancing Public Image.Slides 3-8 - Website - Photos - Marketing Materials - Branding - Office Increasing Company Exposure.....Slides 9-11 - Online Optimization - Media Outreach Business Development Activities.............................Slides 12-18 - Current Client Relations - New Client Outreach - Marketing Campaigns - Competitive Analysis - Market Research - LinkedIn Networking

Enhancing Public Image

Website
Work with a web designer to improve overall look / feel of website (colors used, graphic images, layout & design, navigation, etc.) Examples of issues include: - The large blank space in the middle of the Home Page could be better utilized to more effectively sell the company - In many sections (such as the Online Articles) the type font used and their small size makes the text extremely difficult to read - The websites colors and fonts need to be made more cohesive throughout to achieve a more unified look / feel - The Our Team tab needs to be completely revamped so that it shows only an organizational chart or an organizational chart with static photos rather than having to hover your mouse over a photo for it to show - Navigation within the site needs to be made easier / more intuitive Revamp website text and imaging. Examples of issues include: - Current verbiage does not effectively sell the company and should be made more compelling - Grammatical errors need to be corrected on The About Us tab and various other sections of the website - There are no photos of company engineers working on site or in the office - Current Home Page graphics are low quality and do not represent the companys service offerings well
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Photos
Work with a photographer to get professional shots of the following for use on website and in marketing materials: - Engineers working on site

- Staff working in the office

- Professional head-and-shoulders shots of employees for the online organizational chart either all or just management - Professional group photo for the Contact Us page of the website Work with engineers and other office staff to collect all electronic work-related photos currently in house Create a photo archive for all in-house photos and those taken by the photographer above Create a filing system within the photo archive so that all photos are filed into their proper categories for easier retrieval in the future Establish a naming convention so that all photos are properly labeled for easier reference down the road 5

Marketing Materials
Create compelling, impactful marketing materials in both English and Arabic to win additional business from current clients and new business from potential clients, to include:
Generic company brochure (ideally a glossy, four-color tri-fold) outlining the companys core competencies and market niche One-page fact sheet describing the specific services the company can offer prospective clients; also a more sector-focused fact sheet for each market segment the company intends to go after Technical white paper outlining the regulatory environment and operational issues specific to the UAE and what the company brings to the table in addressing these issues, to include why the company should be preferred over competitors offering the same service "Client spotlight(s)" (one page each) illustrating how the company has successfully supported various customers in the UAE

Press releases or "good news stories" that the company has released regarding new or ongoing projects / activities, if applicable
Favorable news stories on the company by local / national / international media outlets, if applicable Customer testimonials (if available)

CD (cased within a clear floppy sleeve and branded if possible) containing PDF versions of all of the above, plus any company PowerPoint presentations suitable for public release as well as public versions of company Quarterly Reports, Annual Reports, etc.
Folder (branded if possible) to contain the above items, ideally with a slotted area on one inside pocket to hold a business card and a slotted area on the other inside pocket to hold the CD

Folders containing the above should be collated and stored in bulk so that they are on hand 6 and readily available for any staff interfacing with clients or potential clients.

Branding
Utilize marking & branding standardization methodologies to ensure a more professional / unified look, to include: Improve the company email signature block and ensure use by all employees. Issues include: - No website address included - Blurry / pixelated image - Email address is a dead link rather than a hyperlink

Create an official company PowerPoint template for use by employees wishing to make client presentations
Ensure all outgoing correspondence, presentations, etc. meets branding guidelines (colors, fonts, logo usage, etc.)

Creation and enforcement of the above will ensure that the company presents a unified, cohesive face to customers and potential clients, and presents a more professional image overall.
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Office
Ensure office represents the company well to current and potential clients, to include: Reception area should have marketing materials and business cards attractively displayed and available as takeaways for visitors Conference room should ideally have appropriate electronics such as projector and drop-down screen for presentations, laser pointer for presenters, white board and accessories, speaker phone for group conference calls, an electronic display screen on the wall for face-toface teleconferences / presentations / training, etc. There should be appropriate signage throughout all common areas attractively displaying the company name / logo / tag line Common areas and manager offices should be attractive / uncluttered / inviting, with furniture and decorations well-selected and properly arranged; bathrooms should be well-stocked and kept immaculate at all times Water / coffee / tea and simple snack items such as biscuits should be kept on hand for visitors and served in attractive / matching dishware
*All of the above are, of course, nonessential expenditures and would be based on available company budget -- if any -- for these type items
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Increasing Company Exposure

Online Optimization
Ensure the company has an online presence in various forms of social media, to include: - LinkedIn

- FaceBook
- Utube - Twitter

Increase internet exposure by using search engine optimization methodologies to boost online visibility, hide unwanted links, and fix Google results
Conduct online reputation research and management to ensure that external posts (articles, photos, videos, comments, etc.) are accurate and present the company in a positive light

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Media Outreach
Increase company exposure by creation & output of the following: Press releases

Success stories
Stand-alone photos with captions Videos of work in progress or training activities Target audiences would be: Local / national / international media (print, TV, radio & web outlets)

Industry / Trade periodicals

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Business Development Activities

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Current Client Relations

Warm call current clients and set appointments / meetings to find out what the company is doing right / wrong in order to determine strengths & weaknesses and ensure there isnt a risk of clients being lured away by competitors

Establish close relationships with current clients through a combination of emails, phone calls and face-to-face meetings in order to determine their:
- Requirements (i.e., what services they need) - Needs (find ways for the company to meet client budgetary ceilings & be cost effective while still providing the same quality of service so that the company is competitive with other companies operating in the same market niche) Provide current clients with a copy of all newly-developed marketing materials & determine if theres a potential for winning additional business

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New Client Outreach

Identify the most important sectors for the companys service set, then categorize & prioritize companies within these sectors Cold call and make appointments / meetings with the most desirable companies to find out who their current service provider is (if any), find out why they like / dislike their provider, then give the company sales pitch and hopefully win business away from competitors not savvy enough to closely monitor their market space and stay on top of issues that impact customer satisfaction Attend industry trade shows and sector-specific conferences to make contact with potential clients When possible, have a booth with handouts and an SME on hand to answer questions Attend local networking forums such as InterNations, A Small World (ASW), and various other professional business associations to make new contacts and attract business
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Marketing Campaigns
Email and / or mail marketing materials to current clients and potential clients within the UAE via the following: - Contact info for companies in various sectors of the UAE should be available through local chambers of commerce and may also be available for purchase online - I have the email & mail contact list for the 400+ exhibitors that attended the International Oil & Gas Conference in Basra, Iraq in Nov 2011 - I have the email & mail contact list for the 1,000+ exhibitors that attended the Intersec Security Expo in Dubai, UAE in Jan 2012

- I will soon have the email & mail contact list for the 1,000+ exhibitors that are participating in the Iraq Gas & Refinery 2012 Conference (downstream sector) scheduled to take place in London, UK on 17 Apr

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Competitive Analysis
Determine the companys top five competitors and provide a competitive analysis regarding their strengths / weaknesses in order that the company can better position itself to compete in the market niche Determine pricing and service offerings of competitors going after the same market segment

Find out what the companys competitors' current contracts are and assess the likelihood of being able to win that business away
Come up with a list of contracts currently under protest that might be able to be taken from competitors

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Market Research
Research the companys current contracts / clients as well as open bids in order to better position the company to win ongoing and future business through more customized proposals Research contracts won by companies in the UAE that the company can do a joint venture with or subcontract to Research contracts out for bid whose scope of work matches the companys core competencies Research contracts under protest Research websites where the company can bid for tender

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One of the ways I would do business development is utilize my network of 910+ UAE-based LinkedIn contacts to connect with potential clients, look for possible new lines of business / joint ventures / subcontracting opportunities, and increase company exposure. UAE sectors & companies that I have a substantial number of contacts with include, but are not limited to, the following:
UAE Contacts: Sectors - Oil & Energy (210) - Staffing and Recruiting (49) - Security and Investigations (45) - Human Resources (38) - Information Technology (36) - Construction (32) - Management Consulting (22) - Telecommunications (20) - Logistics & Supply Chain Mgt (20) - Financial Services (16) UAE Contacts: Seniority Levels - VP (87) - Director (83) - CXO (40) - Owner (39) - Partner (16) UAE Contacts: Companies - Shell (12) - Schlumberger (12) - Weatherford (12) - Olive Group (8) - Control Risks (8) - Baker Hughes (7) - Petrofac (6) - ExxonMobil (5) - Saipem (5) - Shell Oil Company (4) - ADCO (4) UAE Contacts: Company Size - 1-10 (30) - 11-50 (51) - 51-200 (52) - 201-500 (67) - 501-1000 (33) - 1001-5000 (76) - 5001-10000 (19) - 10000+ (148)

LinkedIn Networking

UAE Contacts: Fortune 1000 - Fortune 50 (8) - Fortune 51-100 (2) - Fortune 101-250 (18) - Fortune 251-500 (3) - Fortune 501-1000 (6)
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Questions?