The document outlines a marketing strategy and campaign for an unnamed service. It involves using social media, industry associations, websites and search engine optimization to reach the target audience before and after an event. Content will be distributed through online press releases, emails, banners and videos to generate awareness, participation in the event, and leads for the service. Campaign performance will be measured using analytics from social media, websites and content sharing platforms.

1. NGRTGS

2.  Objective
 Rationale
 Strategy
 Campaigns
 Speculations
 Measurables

3.  Reach out to target audience through social media and influence them to
buy service.
 Reach out to target audience through visibility campaigns across
industry specific associations, websites and portals
 Search engine optimize content specifically for the target audience
through video and power point presentation media.
 Distribute content through online press releases to enable search engine
marketing and EDM reach.
 Use the internet media to create the campaign as a “property” and
building a propaganda for future participation of the audience in
different chapters.
 Create leads through landing them on enquiry page.

4.  With internet forming an integral part of our
lives, majority of our target audience is present
on social channels like Linkedin & Facebook and
access information on industry specific verticals.
 The idea is to reach out to them and deliver the
content collated through offline events for being
a part of the experience thus, enable informed
buying.

5. Target
Audience
Push Content Pull Content
Press Search
Social Media Emails
Releases Engine

6.  Campaigns
 Pre Event – Drive participation & Awareness
 Post Event – Content Distribution, Advertisement
& Lead generation

7.  Pre Event:
 Channel: Social Media & Industry specific
associations & websites
 Plan:
▪ Create web banner
▪ Promote event on the banner for participation
▪ Create a web link for participation entry
▪ Create surveys & poll to engage target audience and
drive them to the participation weblink
▪ Access association member base to send them
participation EDM

8.  Channel: Search engine
 Plan:
▪ Paid: Position the aforementioned weblink for
participation to searches on google, bing and yahoo.
▪ Press Release: Create content for online press
distribution to appear in searches by relevant audience.
▪ Earned: Create content around the agenda on blogs,
slideshare and youtube to appear in searches conducted
by the relevant audience.

9.  Post Event
 Channels: Social Media, Industry specific associations & websites
 Plan:
▪ Create content around the event participants, interview them, record their
experiences and views and broadcast it through channels mentioned above
drive it to go viral and reach more target audience further.
▪ Create web banners and post integrated messaging around the event and
service offered to build an experience
▪ Create a web banner explaining about the service and drive audience to service
registration lead form on the web. (Lead generation)
▪ EDM blasts to member database across industry associations with service
promotion and links to event experience.

10.  Channel : Search engine
 Plan:
▪ Create event success content and post it to blogs, slide
share, video share and drive it viral to further reach out
to more audience searching for relevant “keywords”.
▪ Distribute event experience to online press release to
enable content appearing on relevant searches.

11.  My audience is very specific, how can I reach them
though this?
 Earned media: All contents are optimized for individual that
will search on the internet using the specific keywords, this
directly means that people searching with the specific keyword
are the same people who would want to use the service or in
some way relate to the service.
 Paid Media: The beauty of social media is that all information
of the user is available, imagine signing up for a social media
account, it ask you about every thing from your job designation
to where have you worked. We will position the contents and
advertisements specifically to our target audience.

12.  How can social media and content sharing
help?
 1. Every individual attending the event must have
friends / colleagues / relative in the same domain,
enabling content keeping the attendee as the
center of information and sharing though social
network would enable optimum reach
 2. Stories distributed online keeping user
experience intact can majorly influence buyer
sentiments.

13. ONLINE AGGREGATION
 How can the PROPRIETARY REACH
(TRADES)
PUSH
online press NEWS AGENCIES SOCIAL MEDIA
release help
over physical TRANSLATION PR NEWSWIRE PULL
CONTENT &
Content
press release? distribution
DISTRIBUTION
network
NETWORK
EQUITY TERMINALS
REPORTING
NEWS RELEASE WEBSITE
PRNJ
(TRADES)

14. Press Releases delivered through news agencies
Client sends release directly to media
Client Release Journalist Screen
Reach is restricted to own contacts; emails can fail due to spam filters and
journalists may be suspicious of unknown senders
News Agency
Client Release Journalist Screen
Client sends release directly to News Agency
Unsolicited copy is highly unlikely to be carried to media due to editorial
values; Client loses control of the message – releases could be negatively
edited by news agency
Client Release News Agency Journalist Screen
Client sends release via Synergy MarCom
Guaranteed delivery to editorial systems through the news agency; Releases are
issued verbatim so client stays in control of the message

15.  Channel: Social Media Posts
 Page insight enables to exactly track how many
individuals have seen posted content

16.  Channel: Social media, industry specific
association and website – Banners
 Every click is recorded. Hence a final campaign
report denoting total clicks / impressions etc is
recorded for analysis.

17.  Channel: Video Share, Slide share and blogs
 All media listed above generates accurate reports
about the view or downloads the content posted
through them has been accessed.

18.  Social Media:
 Linkedin & facebook
 Content Sharing
 Youtube & Slide Share
 E-Press Release
 Moneylife.in
 Bankingfrontier
 Banktek India
 Money Control (India)
 SME Times
 Stockforgains
 Newstkr.com
 ADVFN India
 ValueNotes

19. Mumbai Office:
Sales & Marketing:
123, V Mall,
Above Royal Enfield,
W.E Highway, Kandivili - East
Mumbai – 400 101
Telephone : 022 – 40660777
Fax : 022 – 6645 9329
Email : info@synergymarcom.in
Website : www.synergymarcom.in