Campaign Book - FIU

Table of contents
Executive Summary …………………………………………………………………1
Research Section…………………………………………………………………......2
Introduction…………………………………………………………………...3
Problem Statement…………………………………………………………….3
Problems and Opportunities (SWOT)……………………………………….11
Strategy Section …………………………………………………………………….12
Target Market Profile………………………………………………………....13
Marketing Goal………………………………………………………………13
IMC Objectives………………………………………………………………14
IMC Strategies………………………………………………………………..16
Creative Brief…………………………………………………………………18
IMC Tactics Section ………………………………………………………………..22
Advertising/Public Relations/Sales Promotion, Merchandising and Point of
Sale/Direct Marketing/Event Marketing Recommendations.……………....26
Implementation section ……………………………………………………………30
Budget…………………………………………………………………...........31
Implementation Schedule……………………………………………………32
Human Resource Considerations……………………………………………33
Evaluation Section ……..…………………………………………………………...34
Evaluation………………………………………………………………….....35
Appendix Section……………………………………………………………….......39
Appendix…………………………………………………………………......40
Student Bios………………………………………………………………….44

1
Executive Summary:

NextPointe is a telecommunications company that brings quality equipment
and exceptional customer service to the forefront of telecommunications. These
unique qualities have allowed the company a great deal of success. Nextpointe’s
owner, Gabriel Ruiz, is seeking to increase revenue by 20%. Due to a lack of
marketing and advertising, the company is looking to not just increase sales, but to
also have itself known to a larger targeted market. In order to decide what direction
to head in, my team and I came up with various solutions to not just excel in
advertising, but to also increase the company’s revenue.
To start we conducted a survey in order to reinforce our ideas to ensure
maximum payoff. We sought after basic demographics and then dove into the
specifics of the clients’ needs. Due to time constraints and a small survey pool our
results were inconclusive. Fortunately, our secondary research was able to shed light
on one of our target markets, the “succeeders.”
Our goals are the following: Increase engagement rates, name recognition
and brand awareness. These three key elements will aid the campaign in its success.
Increasing engagement rates will allow a larger conversion of any potential
customer into a new customer. Name recognition is crucial within digital and print
media. By reinforcing name recognition, with the use of digital and print
advertising, NextPointe will be known by businesses and possibly the general
masses. Brand awareness can be achieved through the use of social media. The
focus on LinkedIn is relevant due to its focus on business.
Focusing on customer relations, the use of NextPointe’s account executives
will be crucial. The company’s executives will have to meet with potential clients to
create that customer service bond and convert the customer. This is called direct
selling and will work symbiotically with email marketing, social media marketing,
sponsorship and print marketing.
With a new presence of marketing and advertising, NextPointe will be able to
reach its goals and expand. Working with local publications and charities will help
with traditional exposure, while working with larger publications will focus mainly
on print advertising and social media advertising. All digital media advertising has
to be established to increase brand awareness and will be conducted in the
necessary social media outlets. Expanding in this manner will draw new customers
to NextPointe and have its presence be a force to be reckoned with.

3
 
Client Brief
Our client is NextPointe Inc., which is an office communications
company that provides various communication abilities such as messaging,
calling, video conferencing, etc. NextPointe values customer satisfaction. It
strives to provide the best quality tailored customer service for a superior
product in a market that is not common. NextPointe’s owners Gabriel Ruiz,
Pedro Cabarga and Luis Perez, have been working on Collaboration technologies
as early as 2001. Back then, they were the pioneering on-premise solution on the
Small and Medium business market. Building on their reputation for good
quality work and reliability, they decide to leave their current jobs and start their
new Value Added Reseller (VAR) Business called ITPointe where they could
continue to provide the same great solutions to the existing market.
In 2013, based on market transitions they incorporated NextPointe with the new
focus on Cloud-Based Collaboration Technologies. NextPointe continues to
expand today by adding new products and offerings to their cloud portfolio, as
well as adding new territories and verticals.
Problem Statement
NextPointe faces a marketing and advertising issue. The next step towards
creating a larger stage will be through marketing and it will allow the company
to increase exposure, along with increase in revenue. The competition will be an
issue, due to prominent companies within the industry, such as Vonage and
RingCentral. In order to compete, NextPointe must have a solid marketing
strategy and increase its digital media presence.
Introduction

4
Secondary Research
Objectives and Methodology
We want to find unique selling points for NextPointe apart from other
telecommunication softwares. We want to know what customers look for in a
telecommunications softwares and programs. What problems do they face with
other programs? Can NextPointe fix these issues? We need to consult with IT
departments from both law firms (to understand the needs of a firm) and non-legal
businesses (to understand a broader scope of what people expect from a
telecommunications software). FIU’s IT department is an immediate source to
consult. Emailing these companies would be the most convenient, but direct calls
and visitations would be the most effective.
Company analysis
Our client is NextPointe Inc., which is an office communications company
that provides various communication abilities such as messaging, calling, video
conferencing, etc. Our strengths are that it’s affordable, offers various planned
packages, doesn’t rely on outsourcing services, and has highly trained and certified
staff. Its weaknesses are that it currently hasn’t been very successful in marketing
and has poor, non-interactive media accounts. NextPointe values customer
satisfaction. It strives to provide the best quality tailored customer service for a
superior product in a market that is not common.
Situation Analysis

5
Product, brand, and/or service analysis
Vision: “To provide enterprise-class collaboration solutions for small and
medium businesses, using the best available technologies to allow them to be more
competitive in today’s business landscape. These solutions will be provided with the
best customer service experience, combined with top industry partnerships and in
the most financially sustainable manner for our shareholders and employees.”
(NextPointe)

History: “NextPointe’s owners Gabriel Ruiz, Pedro Cabarga and Luis Perez,
have been working on Collaboration technologies as early as 2001. Back then they
were the pioneering on-premise solution on the Small and Medium business
market. Building on their reputation for good quality work and reliability, they
decide to leave their current jobs and start their new Value Added Reseller (VAR)
Business called ITPointe, where they could continue to provide the same great
solutions to the existing market. In 2013, based on market transitions they
incorporated NextPointe with the new focus on Cloud-Based Collaboration
Technologies. NextPointe continues to expand today adding new products and
offerings to their cloud portfolio as well as adding new territories and verticals.”
(NextPointe)
Historical Sales: Hosted business agency growth numbers increased from the
following:
2016 - 195% over 2015
2017 - 133% over 2016

6
Analysis of existing markets/buyer behavior/current consumer
evaluation
Males or females between the ages of 26 and 65. This is generally the age group
of people who have graduated law school and are working in the field. Practicing
attorneys who own their own firms are more likely to use print media (specifically
BAR publications or magazines) and online media. Large urban and metropolitan
areas are more dense locations for law firms. Office managers and supervisors are
more likely to be attracted to a telecommunication product, so lawyers are not the
only targets. Office managers are generally between 25 and 65.
Our target audience are the “succeeders.” They are individuals who want
organization and a good maintenance over the office space. These are businessmen
and women with a strong work ethic. He or she spends long hours working to ensure
that his or her work is of the best quality, and appreciates high tech office equipment
to aid in communication with business partners and/or coworkers. The target
audience is highly motivated and driven in their field, and they also want control
over their working space. They believe in a focused and streamlined work ethic and
teamwork. He or she is motivated by succeeding in their job and climbing the
corporate ladder.

7
Competitive analysis (competitive sales, competitive media)
The competitors are companies Vonage and RingCentral. What differentiates
NextPointe Inc. from them is that it’s more focused on customer service, rather than
trying to draw people in with cheap prices. They’re better because they’re aware of
the fact of who specifically they want to attract: small business, yet offer them the
same service as their competition yet with more customization.
Vonage Business has an estimated revenue of $632.2 million. On social media,
they have Twitter (with 9,000 followers), Facebook (with 103,000 likes) and
Instagram (with 176 followers).
RingCentral has over 350,000 clients. Media includes social media platforms
like Facebook (with 35,000 likes), Instagram (with 997 followers) and Twitter (with
43,000 followers). Their revenue is an estimated $465.5 million
Pricing analysis
Our competitors Vonage charge $29.99 to $39.99 per month and RingCentral
charges $19.99 to $49.99. NextPointe is very similar to RingCentral in terms of
pricing with the basic package costing $19 and the most popular (Professional)
costing $39 (RingCentral equivalent, “Premium,” costs $34.99). RingCentral offers
a few additional services for their premium package such as 24/7 support, internet
faxing, call log reports etc.
RingCentral: https://www.ringcentral.com/office/plansandpricing.html
NextPointe: http://nextpointe.com/pricing/
Vonage: https://www.vonage.com/business/what-we-do/products/essentials/plans/

8
Analysis of past marketing and communications efforts
Past marketing relied mostly on word-of-mouth and connections with existing
clientele. NextPointe has harly any precense on social media channels.
Market and environmental analysis
The market tends to depend on two different demographics: those who
prefer traditional communication and those who are open to additional technology.
Based on those who were consulted, offices are more reluctant to switch
telecommunication providers if they do not plan on using additional methods.
Pricing and customer service would be the main motivator here to influence
customers. For those that are looking to include additional technologies in their
communication, the motivation to switch providers is higher.

9
Objectives and Methodology
How to increase our brand awareness using marketing campaigns as well as how to
appeal more to customers:
Increasing social media presence and gaining a potential client list through
networking events that are common for law firms within South Florida. Increasing
charity sponsorships in order to make advertising more cost-effective through a tax
deduction. Attend special events from the Doral Chamber of Commerce and
advertise NextPointe’s unique vision, product and services.
With the mention of a tailored customer experience, understanding the appeal and
meaning of that on the consumers is also necessary:

Implementing advertising with an angle of tailored customer service will
entice new customers.
How would our strategies and tailored customer experience translate into consumers
switching their current telecommunications software?

Our strategies would allow NextPointe to branch out in a new and effective
manner. With use of mailers, print and digital advertising, NextPointe will be able to
reach a larger audience and have itself known.
What is the budget for this strategy? What mediums would be utilized for the best
results?

The budget is a maximum of $36 thousand per year and the mediums utilized
will be print and digital media.
Primary Research

10
Research findings, observations, and implications
With the division of generations of attorneys and the preferences in
telecommunications, it seems that the strategy will have to accommodate for both
of these. Consultations on using the system should be pushed on clients with little
experience in more advanced telecommunications, and emphasis on how effective
NextPointe can be should be the focus on the younger or more technologically
experienced firms.

Customers who are satisfied with their current provider tend to also be
dismissive of new programs. This shows two key implications: the difficulty of
convincing established clients to move to NextPointe, and the need to appeal to
younger attorneys, or even law students, to gain new clients.

Research was conducted in the form of a survey to gather quantitative and
qualitative data. Due to the limitations of the project, the research conducted gave
inconclusive results due to time restrictions. A pool of 250 subjects were tested but
in order to get accurate results a larger pool must be used (adequate range: 35,000-
75,000 subjects.)

Research also pointed towards exploring the route of partnering with legal
publications like the Daily Business Review or Florida Bar News. Meetings and events
within the legal community are another good avenue with little to no costs. The
Attorney Breakfast Club, Cuban American Bar Association and other societies
occasionally host networking events or fundraisers that could be beneficial to
NextPointe in spreading their brand. Visiting law school events as well for student
clubs could also foster a client base once those students graduate and begin their own
practice, which several do. By contacting these groups and simply asking for
upcoming public events would be a potential start to developing a working
relationship.

11
Problems and Opportunities: SWOT
Strengths Weaknesses
-Tailored customer service
-Referral system
-Bringing high-end products to smaller
businesses at affordable rates.
-Current referral system
-No social media or marketing presence
and a lack of overall advertising of any
medium.
Opportunities Threats
-Expanding the referral system is essential
and to do this a list of potential clients must
be formed to distribute mailers through
mail and email.
-Expanding advertising to LinkedIn is also
essential to increase social media presence
(already has a clean slate with social
media).
-Competitive pricing from other companies
such as Vonage and RingCentral.

13
Target Market Profile
Our target audience are “succeeders.” They are individuals who want
organization and a good maintenance over the office space. These are business men
and women with a strong work ethic. He or she spends long hours working to
ensure that his or her work is of the best quality, and appreciates high tech office
equipment to aid in communication with business partners and/or coworkers.
Target audience is highly motivated and driven in their field, and they also want
control over their working space. They believe in a focused and streamlined work
ethic and team work. He or she is motivated by succeeding in their job and
climbing the
corporate ladder.
Overall demographic includes large urban areas and coastal cities. Miami and
Fort Lauderdale in particular are great examples as they both have a large number
of big and small firms.
Marketing Goal
NextPointe’s marketing goals are to increase brand awareness, name
recognition and engagement rates. Our consumers are searching for the right
solutions to their telecommunication problems. Our job is to show our audience
how we can implement our services to increase their productivity and reliability.
One of the main goals to strive for is increased presence on the social media
channels. Instagram, Facebook, and Twitter are great tools for a successful business,
if used correctly.

14
IMC Objectives
1. Increase Engagement Rates

Our goal is to make sure that every click that looks at NextPointe turns into a
conversion. We increase our engagement rates by creating content that is
resonating with customers. Therefore, the greater the frequency of potential
customers to our site and social media channels, the higher the organic online
visibility on Google and other search engines.
One way NextPointe can accomplish this is by increasing the website traffic
by at least 10% each month. The website traffic can be increased by constantly
updating the content and placing the right search keywords that will generate
exposure to our intended audience.
Another way NextPointe can accomplish increase in engagement is by adding
a automatic chat on their website to keep future customers engaged and informed.
One great system is Smartsapp, which is a live chat solution. It has unlimited chat
and unlimited agents included in its forever free plan. It’s average user rate is 4.87
out of 5.
2. Name Recognition

NextPointe needs to build name recognition by engaging the small businesses
in South Florida and abroad. This can be done by contacting chambers of
commerce, building relationships via LinkedIn connections and contacting small
businesses in Coral Gables, South Beach, Brickell, and Doral to offer promotions
and presentations of our client. Networking with other local businesses is
important because it can lead to referrals to both parties.
We can also build name recognition by being consistently active on social
media, especially LinkedIn. This will show consumers that the company is reliable
and is constantly finding innovative solutions to improve their business. A custom
hashtag can be created to use on all social media channels. A custom hashtag will
increase brand awareness and name recognition in our local market.

15
3. Brand Awareness
As mentioned in before, search engine optimization is a key component when
building brand awareness. Including the correct keywords into our content will assist
the company with generate the right exposure and sale leads.
Since our president’s main goal is to increase the company’s revenue, but not base it
off of customers, we have to make NextPointe more public in addition to the
personalized service presentations and LinkedIn activity. NextPointe would benefit
from Facebook ads. The average CPC on Facebook is anywhere between $0.20-0.80.
We can be strategic on when the ad will run and what type of ad that will run to
bring the cost even lower.
The average person spends a total of one hour on Facebook per day. The more
NextPointe is circulated and constantly seen by the intended audience, the more
interest generated by the public.
Nextpointe could also benefit from LinkedIn ads. While the average CPC is
about $6.50, with LinkedIn you can reach a better demographic. Practicing
attorneys who own their own firms are more likely to be using LinkedIn when trying
to connect with other professionals. Nextpointe would be gathering the right people
to their page.
Another way to boost awareness is by purchasing ads on Google search.
Keywords searched can have people all over South Florida looking up websites like
Nextpointe, having an ad would put Nextpointe at the top of the list. The average
CPC being $1.50.

16
IMC Strategies
When a possible customer does come in contact with Nextpointe’s ads on
websites such as Facebook and Linkedin they may ask “what’s in it for me?”. Our
website and ads should clearly show how we differ from the rest. We focus more on
customer service rather than trying to draw people in with cheap prices. We need to
show that as our focal point. Providing a sense of attentiveness and proving it with
customer service would give the brand an upperhand. The customer will also be able
to feel secure and focused on their business as NextPointe is openly available should
any problems arise. We need to be able to show this the first second a future client
comes in contact with our website and ad. We can come in contact with the possi-
ble client with clear information on the site and if they may have any questions a live
chat pop up for more assurance.

One of our main objectives for NextPointe is to build name recognition.
Therefore, our strategy for this is to increase social media presence as well as build
relationships with potential clients.

NextPointe will stand out from its competition by having exceptional and
approachable customer service from the moment an individual inquiries about our
services. Our services run on the cloud, which cut the cost on running an expensive
PBX system and bi-monthly maintenances. This allows us to take the middleman out
of the process.

The company will also capitalize on the advantage of having the latest Cisco
equipment, which delivers the highest quality of voice communications and
collaboration. We need to obsess over our client’s experience with NextPointe. Our
job is to improve their communication experience, provide them with latest
technology, save them money and solve any problems they may encounter. We must
satisfy our consumer’s needs. This will allow us to build name recognition and
generate brand loyalty.

17
Image and Reputation
We want the brand to feel genuine. There is no shortage of companies who
claim that they are loyal to their customers, so making the message of NextPointe
genuine is critical. Being attentive and having in-depth discussions with clients will
help provide credibility. One of the most common complaints with third party
providers in offices is the delayed response to issues and questions. Providing a sense
of attentiveness and proving it with customer service would give the brand an
upperhand. The customer will also be able to feel secure and focused on their
business as NextPointe is openly available should any problems arise.
To increase customer satisfaction and positive customer sentiment, we
propose that NextPointe increases its brand presence through the world of social
media. Below is an image showing the “mock Instagram” we created for NextPointe,
under the handle “@NextPointe”. In the image are some examples of posts
NextPointe can make to create an aesthetically pleasing instagram feed that helps
increase brand awareness. NextPointe can address customer concerns via comments
and the direct messaging feature. Instagram is a great place to post short and simple
ads, and by linking websites to them, traffic is driven to NextPointe’s website.

18
Creative Brief
Background Summary
Our client is NextPointe Inc., which is an Office communications company that
provides various communication abilities such as messaging, calling, Video
Conferencing, etc. Our strengths isare that it’s incredibly affordable, offers various
planned packages, doesn’t rely on outsourcing services, and has highly qualified,
trained, and certified staff. It’s weaknesses are it currently hasn’t been very successful
in marketing, and has poor, non interactive media accounts. NextPointe Inc. values
customer satisfaction. It strives to provide the best quality tailored customer service
for a superior product in a market that is not common.
Overview
We are creating a media strategy to better market and inform the public of
the company. Some challenges that the business faces is that it’s competing with big
companies and hasn’t really advertised themselves yet. However, this may also be a
benefit because this still gives us the chance to create something that the business can
associate itself with. As Mr. Ruiz stated, he is interested in selecting keywords that
people can search for that will represent the company when they are googling things.
This is a great opportunity to be creative, yet decide what is the most promising
thing to choose. We will also be creating ads for NextPointe specifically to be shared
on various social channels, like Facebook and Instagram. With the amount of people
on social media growing day by day, NextPointe would benefit by social media ads
and a Facebook page that people can “like” and leave comments on. They will gain
exposure and increase brand awareness, and the company can have better
communication with their customers to ensure they are providing the best quality
customer care.
Drivers
• Persuade the small businesses that they can receive the same services big
companies offer at a more affordable rate
• Promote tailored customer service
• To publicly educate public on what exactly they are receiving so consumers are
aware of what they’re paying for.

19
Audience

Small businesses. Specifically, we’d like to target young to middle aged
business men and women in who work for a small business. This service becomes
more appealing to small businesses when they have the chance to become more
aware of what they are actually paying for. Rather than dealing with basic customer
service recordings, they’ll be able to be focused on more individually.
Demographics

Males or females between the ages of 26 and 65. This is generally the age group
of people who have graduated law school and are working in the field. Practicing
attorneys who own their own firms are more likely to use print media (specifically
BAR publications or magazines) and online media. Large urban and metropolitan
areas are more dense locations for law firms. Office managers and supervisors are
more likely to be attracted to a telecommunication product, so lawyers are not the
only targets. Office managers are generally between 25 and 65.
Psychographics

Our target audience are “succeeders.” They are individuals who want
organization and a good maintenance over the office space. These are business men
and women with a strong work ethic. He or she spends long hours working to ensure
that his or her work is of the best quality, and appreciates high tech office equipment
to aid in communication with business partners and/or coworkers. Target audience
is highly motivated and driven in their field, and they also want control over their
working space. They believe in a focused and streamlined work ethic and team work.
He or she is motivated by succeeding in their job and climbing the corporate ladder.

20
Geographics
Large urban areas and cities tend to lie on the coasts. Miami and Fort
Lauderdale in particular are great examples as they both have a large number of big
and small firms.
Competitors
The competition are companies Vonage and RingCentral. What differentiates
NextPointe Inc. from them is that it’s focused more on customer service rather than
trying to draw people in with cheap prices. They’re better because they’re aware of
the fact of who specifically they want to attract: small business, yet offer them the
same service as their competition yet with more customization.
Tone
NextPointe is more focused on smaller businesses and a tailored experience.
The tone should relate to this more attentive and dedicated brand. Dedicated, loyalty,
tailor, streamlined and team.
Message
We want the brand to feel genuine. There is no shortage of companies who
claim that they are loyal to their customers, so making the message of NextPointe
genuine is vital. Being attentive and having in-depth discussions with clients will
help provide credibility. One of the most common complaints with third party
providers in offices is the delayed response to issues and questions. Providing a sense
of attentiveness and proving it with customer service would give the brand an
upperhand. The customer will also be able to feel secure and focused on their
business as NextPointe is openly available should any problems arise.

21
Visuals
We are picking up existing visuals since our current mission is to inform the
public more on the brand and creating a larger online presence.Because of this goal
to inform and spread the band, infographics may be particularly useful in providing
a quick and easy run down of the company, benefits and packages provided. Posts
should generally be quick to digest but professional and clean, as we want to appeal
to office spaces and companies as a reliable provider. Colors should consist of a base
shade of light colors or shades like white, mint green,light blue, grey and black.
Below are screenshots of an alternative website design we created for NextPointe.
Project Details
Keywords for search engine searches will be one factor of the campaign and
a social media presence (largely on Facebook). We are requesting a schedule for a
mid-April deadline. Considering the largely online campaign, our budget would be
focused on software for online content creation and a Search Engine Optimization
retainer. This retainer can be between $750 to $1500 a month.

23
Advertising/Public Relations,/Sales Promotion,
Merchandising and Point of Sale/Direct Market-
ing/Event Marketing Recommendations
Strategy

Advertising tactics
Facebook, Linkedin and Google search; Ads - competing with competitor.
The focal point is to make the brand feel genuine. There is no shortage of companies
who claim that they are loyal to their customers, so making the message of
NextPointe genuine is critical.
PR tactics
Each tactic should help answer the question, “what is the next step will need
to take to achieve our goal?” Once an ad is seen by a potential customer, they will
click on our website to find information on our services. There they can read on and
contact Nextpointe by phone or right away on the new live chat, where they can be
answered in just seconds. This is the first step in showing a future customer how we
really mean customer service is #1. We plan to release positive press releases and
inverted pyramid style features about NextPointe and the services offered.
As previously mentioned, NextPointe should check social media regularly and
see what is being said about the company. Just by typing “NextPointe” into the search
bar on Twitter, Facebook and Instagram, all the times NextPointe was mentioned
on those channels will appear. By regulalry checking social media, NextPointe will
be able to manage their online reputation and respond to the concerns, compaints,
comments or questions of customers or potential customers.
On the next page, you will find a sample press release for NextPointe.

24
Sample Press Releases
MEDIA RELEASE
April 8, 2018
FOR IMMEDIATE RELEASE
Next Pointe, Inc. To Sponsor Autism Speak Event
MIAMI, FL – April 8th, 2018 – Charity Autism Speaks has excitedly announced it will be
hosting its annual event “Walk to Save Lives” on May 6th, 2018 as it teams up with Next Pointe,
Inc. The event will be open to all individual’s eager to participate in a walk to raise money and
awareness for victims dealing with autism. Next Pointe has expressed its passion to helping
those in need and is proud to contribute to a life changing event.
“As a company that has been established on helping people live more efficient lifestyles››››››,
it’s only appropriate that we sponsor Autism Speaks’ “Walk to Save Lives” event. We look
forward to the amazing contribution this event will create,” CEO of Next Pointe insists.
The event will begin at 8 AM, on May 6th. It will be located at Doral Central Park.
Previous walks have had over 20,000 participating individuals and have raised hundreds of thou-
sands of dollars. Children and adults of all ages are welcome to participate.
“We are so excited that this will be our first year collaborating with Next Pointe, Inc. They’ve
already contributed to our event so much and are so proud of their commitment to helping us
find a cure to this powerful disease,” an Autism Speaks representative has explained.
About Next Pointe Inc.
Next Pointe Inc. is a telecommunication company that provides world class Cisco equipment,
the latest technology, messaging, hardware, and much more. Through Next Pointe Inc, firms can
create office communications and integration for low price rates.
For more information call (877) 734-1382 or visit Nextpointe.com

25
FOR IMMEDIATE RELEASE
Philip H. Geier Jr., Autism Speaks, Director Emeritus
(888) 288-4762 familyservices@autismspeaks.org
Autism Speaks Has Partnered With NextPointe
Miami, Fla. Jan. 16, 2018 – Autism Speaks is pleased to announce its partnership with NextPointe.
NextPointe will donate 5% of their annual profits to Autism Speaks foundation. These funds will support
the individuals and families that suffer from autism by promoting solutions through advocacy and
support.
In return for NextPointe partnership Autism Speaks has agreed to have their team develop and customize
programs to help NextPointe reach their marketing and philanthropist goals. This will promote a positive
corporate image and engage consumers in a global health agenda.
“NextPointe is committed to bringing quality communication to every business and organization,” said
Gabriel Ruiz. “By expanding our relationship with Autism Speak we are ensuring premium quality office
communication with Cisco that allows users to feel as though they are in the same room while using
video and remote collaboration even when they are worlds apart.”
“We at Autism Speaks would like to thank NextPointe for their tremendous donation and joining our
corporate partnerships. NextPoint will be featured on our website along with our other partners who play
a vital role in helping the individuals and their families affected by autism,” said Cuong Do, Executive
Vice President.
Autism is one of the fastest- growing developmental disorders in the U.S. Autism currently affects 1 and
68 children and 1 and 42 boys. Boys are five times more likely to than girls to have autism. This disorder
can cost a family on average 60,000 a year. There are no medical cure or detection for Autism.
###
About NextPointe
NextPointe provides the largest and most advance Cisco hardware and software solutions. NextPointe
runs from the Cloud so no hardware cost or IT maintenance and your information is in a very secure
location. NextPointe offers crystal clear voice, voicemail everywhere, hunt groups, music on hold, HD
video conferencing, collaboration tools, mobile office and centralized management. For more
information, visit www.nextpointe.com

26

Sales promotion, merchandising and point-of-purchase tactics
NextPointe’s main objective is to increase its revenue. An increase in revenue is
directly proportional to an increase in sales. Therefore, an important sales
performance measure is to make at least one sale every day. One can generate a sale
on the phone or through a scheduled appointment with the potential client. You
could make a goal for your account executives of meeting 20 clients per week. This
amounts to an average of four appointments per day in a five-day workweek.
Another sales goal can be to make 50 sales calls every week.
Although a sale depends on the ratio by which calls are converted to
appointments and ultimately to sales, much of NextPointe’s long-term sales success
can depend on how many potential clients your account executives can meet with in
person of or speak to on a regular basis. This will require more of your account
executive. Therefore, you can establish a competitive commission rate in addition
to the base salary. This can motivate your account executives to push harder to beat
their personal sales goals.
It is important to maintain the relationship with a client once a sale is made.
Clients are good sources of referrals and may lead to repeat business. An example of
such a goal could be to maintain a 95 percent retention ratio, meaning the number
of clients maintained over a period of time. Customer-relationship management can
help achieve this tactic.

27
Sales Promotions:
Free Gifts:
We can offer a free gift to a new sign up once they contract our devices and
services. We may offer one on one trainings for businesses. This free training will
allow our new customers to be fully knowledgeable about our cloud communication
system.
Free Trial:
By providing a free trial to our potential clients, regardless of whether they
choose our services, this encourage our customers to purchase our cloud
communication system even if they may not have considered before.
Discounted Prices:
Everybody loves a deal. We can use holidays and business events in our
advantage by having sales or specials for our services.
Vouchers and Coupons:
These are offered via all of our social media channels and online ads. We can
also offer vouchers and coupons via email to your email list or as a thank you when
people subscribe to NextPointe’s website.
Social Media Contests and Giveaways:
We can offer a Facebook, Instagram or LinkedIn giveaway to get new
customers interested in NextPointe.
Customer Loyalty or Referral Programs:
NextPointe’s customer loyalty program would be tailored to benefit our
customer and reinforce our brand and brand value. NextPointe is built around
exceptional customer service and guaranteeing the lowest price. Therefore, our
loyalty program would be money driven and consist of discounts, credits towards
future purchases, and complimentary company trainings.

28
Grassroots Marketing:
NextPointe can send a small thank you gift to all existing customers to let them
know they appreciate their loyalty. To follow up with each company, NextPointe
would send an email which would include a link to our corporate website or Yelp
page where customers can leave reviews. Good reviews lead to more business and a
stronger presence on social media.
To bring back previous customers to use our services, we can offer an exclusive
deal. An email would be sent highlighting the exclusivity and special offer. By doing
this, NextPointe will be generating leads to reach potential users through referrals of
this offer.
In addition, we can demonstrate how our product work and services work in
the business market. We would take every opportunity we have to showcase the
versatility and excellence of what we have to offer. This would allow potential clients
to discover our brand and follow up with a trial for their company.
Personalized Invitations:
We can have a mail campaign of handmade cards to past clients with a photo
in the front of the product and services we offer. The photo will remind them of how
our services enhanced their business’s productivity and inside the card we would
offer a special discount if they choose to us as their provider.

29
Direct marketing tactics

When first getting in contact with a possible client, getting their information is
key. Not only to send them information but also to continually let them know about
upcoming offers and promotions.
Email Marketing: Email marketing is a simple, cost-effective and measurable way of
reaching your customers. It can include e-newsletters, promotional emails to
generate new leads or offers for existing customers, or ads that can appear in other
business’ emails.
Social Media Marketing: Social media can be used effectively as a marketing tool for
business as it gives you the opportunity to interact directly with your customers and
regularly share relevant product or service information. Social media platforms also
make it very easy for your customers to share your content with their entire network,
increasing your reach exponentially. The image below is a sample Twitter ad we
created for NextPointe:
Direct Selling: It is an effective way to grow our business. Direct selling involves an
independent salesperson selling products or services directly to customers.
Traditional direct selling methods include door-to-door sales, party plans and
network marketing. One idea can be business expos.

31
Budget
Budget: $750 to $1500 a month
Facebook ads: $70 weekly
Linkedin ads: $70 weekly
Facebook post boosts: $30 weekly
Instagram posts: Free
Google Search ads: $105 weekly
Agency: $95 an hour
APRIL:
Facebook: $210
Linkedin: $140
Facebook boost: $150
Instagram: Free
Google: $525
TOTAL: $1025
MAY:
Facebook: $210
Linkedin: $70
Instagram: Free
Google: -
TOTAL: $430
JUNE:
Facebook: $210
Linkedin: $70
Instagram: Free
Google: $525
TOTAL: $955
JULY:
Facebook: $210
Linkedin: $140
Instagram: Free
Google: -
TOTAL: $500

33
Human Resource Considerations
A few human resource considerations include employment training,
analyzing necessary skill requirements, provide needed staffing, create work
distribution, and determine the necessary means for business expansion. Such
expansion in global locations may require diversity or new market awareness,
while expansion in technology might require more educated and informed staff.
In addition to this, competition may also limit hiring opportunities.

35
Evaluation
Preparation Implementation
• Discuss options with the client
• Determine target market
• Conduct survey
• Review Data
• Move forward with IMC plan
• Ads
• Promotion
• Sponsorship
• Increasing social media presences
• Account executive meetings with poten-
tial clients
Impact Evaluation:
• Generate awareness of brand with social media platforms
• Emphasize tailored customer service
• Increase revenue from $80 thousand to $100 thousand per year
• Target: “succeeders” and males and females of the ages between 25-65
Preparation, Implementation and Impact Evaluation

36
Methods Pre/Post Testing
• Increasing engagement rates will allow a
larger conversion of any potential cus-
tomer into a new customer.
• Name recognition is crucial within
digital and print media. By reinforcing
name recognition, with the use of digital
and print advertising, NextPointe will be
known by businesses and possibly the
general masses.
• Brand awareness can be achieved
through the use of social media. The
focus on LinkedIn is relevant due to its
focus on business.
Pre-testing
• Gather focus group of businessmen and
women
• Conduct study to find how they want to
be approached by companies
• Also, allow enough time to conduct an
online survey that needs to be taken by a
minimum of 35 thousand people.
Post-testing
• Conduct a new focus group that is much
larger and consists of a greater variation
• Implement data gathered to determine
which advertising angle will be the most
successful
Costs: $750 to $1500 a month
• Facebook ads: $70 weekly
• Linkedin ads: $70 weekly
• Facebook post boosts: $30 weekly
• Instagram posts: Free
• Google Search ads: $105 weekly
Total: $36,000 per year
Methods, Pre/Post Testing and Costs
36

37
Limitations
Multiple obstacles created difficulties when obtaining feedback for pro-
gression throughout the campaign. To begin with, survey results were crucial
to determining data regarding clients. Questions were constructed to help de-
termine client demographics, service preferences, and cost proclivity. Due to an
inefficient pool size of personals taking the survey and survey distribution, the
results were not as effective.
Secondly, the next most crucial obstacle was time constraint. Lack of time
and the ability to acquire all the information needed to execute the best strategy
was an issue.

38
Bibliography
Color Wheel Pro - See Color Theory in Action. (n.d.). Retrieved November
14, 2016, from http://www.color-wheel-pro.com/color-meaning.html
NextPointe, nextpointe.com/.
Suburban Stats. (n.d.). Population Information and Statistics From Every
City, State and County in the US. Retrieved November 2, 2016, from https://
suburbanstats.org/

40
Appendix
Facebook Ad:
Experience the Next Generation of Office Communications
Contact
Phone: (877) 734-1382
Twitter: @NextPointe
Premium VoIP Phone, Messaging,
Videoconferencing, remote office, and
mobile integration from the cloud
for less money.
PLANS START AT 29.99
Twitter Ad:

41
Instagram Layout:
Website Layout:
Full layout available at: https://rebeccapalacios222.wixsite.com/nextpointesitede-
sign

44
Student Bios
Account Executive: Alexander T. Ballester

Alexander Ballester is a senior at Florida International Univeristy and is
graduating in May 2018 with a dual degree in Public Relations and Fine Art.
Ballester will be pursuing a career in fashion public relations. Ballester has had the
privlege to work with artists localy and nationally such as photographers Chris
Verene and Peggy Nolan. Ballester is currently freelancing as a photographer/
makeup artist and uses his experiences to aid him in his artwork. His extensive
portfolio includes self-curated photoshoots and avant-garde style clothing which is
handmade. His portfolio can be found at aball031.wix.com/ballesterdesignsa and it
features local models, singers, and upcoming actresses such as Oriana Paola.
Ballester is currently working on taking new clients for his freelancing business and
hopes to have been an established name in Miami by 2020. To contact Alexander
Ballester please email aball031@fiu.edu or call 786-930-8458.

45
Public Relations Director: Dalneka R. Harper
Dalneka Harper is a senior at Florida International University and is grad-
uating Spring 2018 with a bachelor’s degree in Public Relations and a minor in
Psychology. Harper plans to pursue a master’s degree in Higher Education. Harp-
er has worked with students for over the past five years with the America Reads
program, her time with this company has equipped her with both managerial and
classroom experience. As the college wide coordinator for both Miami Dade Col-
lege and Florida International University she has managed a student staff of over
500. Harper has been trained to conduct interviews, hire and fire employees. She
has also acquired a level one clearance to tutor students in Miami Dade County
Public Schools. While working with the America Reads program she as obtained
professional connections with multiple elementary schools in Miami-Dade County
and six colleges and universities in Florida: Miami Dade College, Florida Interna-
tional University, University of Miami, Barry University, St. Thomas University and
University of Florida that offer America Reads on their campus. On her free time,
she enjoys writing, caring for her toddler son, traveling, dancing and spending time
with family and friends. Harper is currently working on opening an online women’s
clothing boutique that will launch Spring 2019. To contact Dalneka Harper, please
email dalneka.harper@gmail.com or call 786-350-6455.

46
Research Director/ Account Planner: Pablo Grijalva

Pablo Grijalva is a senior at Florida International University studying Pub-
lic Relations with a minor in Environmental Studies and graduating in May 2018.
Grijalva was the Vice-President of the Pre-Law Fraternity, Phi Alpha Delta, for
two years and served as their Public Relations Chairman for one year.. He has also
worked at the FIU Law Clinic for nearly 2 years as a Case Manager. Grijalva has
hopes of going to law school and becoming a practicing attorney, with particular
interests in criminal and environmental law. His interest includes writing, research,
fashion, philosophy, art and fishing. To contact Pablo Grijalva, please email dp-
grij001@fiu.edu or call 954-937-4811.

47
Ad Copy Director: Iman Ismail
Iman Ismail is a senior at Florida International and is graduating in Spring
2018. She is pursuing her bachelor’s degree in Public Relations, with an area of con-
centration in Hospitality. In addition she is also pursuing a license in Real Estate.
She has worked for a year on digital media, running various social media accounts
for different organizations. This experience included designing online campaigns,
monitoring social media presence, targeting different demographics, and recogniz-
ing areas of improvement. Some of her skills include photoshop, illustrator, profi-
ciency in writing, researching skills, and management. On her free time she enjoys
reading, exercising, and researching. She is bilingual in English and Arabic. To
contact her please email imansaraismail@gmail.com or call 352- 272- 9209.

48
Art Director: Rebecca Palacios

Rebecca Palacios is a fourth-year Honors student at Florida International
University and is graduating Spring 2018 with a bachelor’s degree in Public
Relations and a minor in Business Administration. Palacios plans to pursue a
master’s degree in social media marketing. Palacios has been designing for over 4
years now, using design applications like Photoshop and InDesign among others.
During her time at FIU, she has taken various design classes, learning the
significance of color, font, symmetry and placement on a design. Palacios will be
graduating through the Honors College and as a cum laude. On her free time, she
enjoys painting, creating short videos for YouTube, travelling, social media and
spending time with family and friends. Palacios is currently working on developing
her personal brand on Instagram and YouTube. Her brand is focused on
empowering women to be leaders and have confidence in themselves no matter
what. To contact Rebecca Palacios, please email rebeccapalacios222@gmail.com or
call 305-335-6867.

49
Media Director: Yesenia Calzada
Yesenia Calzada is a senior at Florida International University. She will be
graduating Spring of 2018 with a bachelor’s in advertising and a minor in market-
ing. She is working as the social media specialist for a small food service company
in Miami, FL and along with that, she is interning in a post editing audio agency.
She graduated from Miami Dade College with an associate’s degree in education.
During that time, Yesenia worked for Miami-Dade County Public Schools as the
assistant to the director of the after-school care program. She one day would like to
find a way to combine her two passions, working with children and advertising. If
you would like to get in contact with Yesenia you can email her at ycalz002@fiu.edu
or call her at 305-542-7009

50
Sales Promotion Director: Danielle Ruiz

Danielle Ruiz is a senior at Florida International University who is majoring
in Public Relations. She is a marketing and public relations coordinator with four
years of experience in social media and advertising campaigns. She has worked on
integrated campaigns for the campus life department at Florida International Uni-
versity, Metro Life Church and Aiko Luxury Linens. Danielle founded Flourishing
by Faith, a faith-based lifestyle blog that has allowed her to use her social media
expertise to engage millennials at a personal level. Danielle specializes in rolling
out campaigns and product launches from conception to completion. She is bilin-
gual in English and Spanish and proficient in Microsoft Office, Adobe, Photoshop,
InDesign, Illustrator, and Salesforce. She is currently finishing up her degree at FIU
while working on her blog and hopes to pursue new opportunities in public rela-
tions and advertising. To contact Danielle Ruiz, please email dani@flourishingby-
faith.com or call 305-799-7343.

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