CCA Marketing Presentation

Prepared by:

7900 Westpark Drive > Suite T410 > McLean, VA 22102 > www.speakerboxpr.com

Introductions…

Elizabeth Shea: President & CEO
of SpeakerBox, founded in 1997
(Competes with Elizabeth Shea,
country-western singer, for first page ranking)

 SpeakerBox Communications is a B2B
technology PR firm
(Competes with subwoofers and the Bud
Light Speaker Box tailgate toy).


SpeakerBox Fast Facts

Founded: 1997
Employees: 17
Specialties: B2B Tech and Telco
Office: McLean, VA


Why Are We Here?


What Is the CCA?


The CCA: New Messaging

The Cloud Communications Alliance (CCA) is an industry peer
association dedicated to fostering the growth of cloud
communications – hosted communications services that offer
enterprises the best in voice and data
communications and storage while at the same time reducing costs.


CCA: New Messaging/Goals

 Promote awareness and advance the adoption and understanding of cloud
communications services and their benefits

 Educate businesses about the ways to build, deploy and scale enterprise
communications systems

 Provide a forum where industry leaders can come together to discuss key
topics and goals – and give them the infrastructure to collectively share
solutions that will help them (and the industry) achieve those goals

 Create and adopt standards for cloud communications technologies

 Present and promote the best in class companies to the public

 Ensure the public of high standards in all dealings with CCA members by
pledging to adhere to an Ethical Code of Conduct


2013 CCA Marketing Goals

Membership Goal:
6-8 New Members
2 New Vendor Members (Sponsors)

Be Recognized as the Gold Seal of Approval by customers,
providing third party credibility for its members.

Be seen as a thought leader for the industry


2012 Highlights: Website Changes
Website Changes:
 Written to showcase
CCA benefits to
customers, members.

 New messaging
reflects association
focus

 Calls to action more Next Up:
obvious to drive
membership  Personalize with
 Vendor members pictures, clean up
represented as logos.
sponsors  Photo roll from
events showcasing
past meetings.


2012 Highlights: Conference Support

 ITEXPO Media Coverage/Interviews

 New Collateral

 ITEXPO Podcasts
– Sean Burke, Telovations
– Dave Gilbert, SimpleSignal
– Dean Parker, Callis
– Evin Hunt, Shango
– Jim Kaiser, J-Curve
– Mike Timar, Alteva


WIIFM? (What’s In It For Me?)

Higher/deeper membership represents greater networking,
greater strength as an organization (and better quarterly
meetings!)

Opportunity to leverage CCA infrastructure for member
benefit in marketing, sales and support.

Affiliation with a world-class organization that represents the
best of the best.

Did we mention the great quarterly meetings?


How We’ll Reach Our Goal
 Refresh CCA messaging: “Association” Versus “Alliance”
 Enhance Thought Leadership of CCA
Aggressive Outreach to Industry:

Membership
Drive

Promote CCA Media
Members Relations

Social Media Email
Initiatives Campaigns

White Paper Call
to Action


Association Versus Alliance

 Promote Board of Directors as Steering Committee for CCA Mission.
Opportunities for Members to Participate in BOD over time. Volunteer
positions.

 Still the Cloud Communications Alliance (CCA): but referred to as non-profit
association.

 Vendor Members Become “Sponsors” which signifies support for the
membership base.

 Promote image of advocacy-based, forward-thinking membership organization
rather than a buying entity or strictly a teaming arrangement.


Case in Point


Leverage The CCA For Your Business!

 Send your company news to CCA and we’ll promote on the Cloud Communications
News Portal blog, TelecomReseller and other social media channels.

 Byline a blog post on a topic on cloud communications and we’ll publish it on the
TelecomReseller blog and Cloud Communications blog.

 Participate in a podcast for TelecomReseller, leverage links to your site.

 Follow @cloudnewsportal on Twitter, we’ll follow you back.

 Send us your blog address and we’ll include on the CCA website.

 Leverage the CCA media list for telecom and cloud communications reporters,
analysts and influencers. Put your marketing person in touch with CCA.

 The CCA will manage a speaking database of opportunities; leverage for your own
company!


Let’s Build Our Community
 Support other members
by subscribing to their
blog and social media
channels (Facebook,
Twitter, YouTube
channels).

 Add the CCA Membership
Seal to your website to
signify inclusion in the
CCA.

 Include the CCA on your
media list for news,
upcoming
announcements, speaking
engagements, awards.


Member Resources

Joe Marion, President, Executive Director
jmarion@cloudcommunications.com
www.cloudcommunications.com

Doug Green
TelecomReseller
publisher@usernews.com
www.telecomreseller.com

Larry Lisser
Embrase
Larry.lisser@embrase.com
www.embrase.com

Elizabeth Shea
SpeakerBox Communications
eshea@speakerboxpr.com
cca@speakerboxpr.com


Brainstorm

What do YOU want to
see?


Appendix: Tactical Marketing Plan

Tactic Q1 Q2 Q3 Q4
Website Add BOD page, more Add Resources
call to action pages Page; build out
member data
White Paper Write cloud Pitch to media Call-to-action
communications white outlets for campaign for
paper publication customers
CCA Media Proactive pitching on Issue one press Issue one press Issue one press
relations trends, CCA thought release per month release per month release per month
leadership
Member Media Promote and pitch Promote and pitch Promote and pitch Promote and pitch
Relations member news as member news as member news as member news as
needed needed needed needed
Blogging 1 post per month 1 post per month 1 post per month 1 post per month

Podcasts Coordinate 1 Coordinate 1 Coordinate 1 Coordinate 1
podcast/month with podcast/month podcast/month podcast/month
members with members with members with members


Appendix: Tactical Marketing Plan

Tactic Q1 Q2 Q3 Q4
Email Add BOD page, more Add Resources Capture inbound
Campaign call to action pages Page; build out data
member data
Social Media Write cloud Pitch to media Call-to-action
communications white outlets for campaign for
paper publication customers
Member Case Promote member Promote member Promote member Promote member
Studies case studies to media case studies to case studies to case studies to
media media media
Trade Shows TBD: Discussion TBD: Discussion TBD: Discussion TBD: Discussion

Member Revise with new
Materials messaging


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