An overall Marketing Toolkit

MARKETING

ADVANCING THE GLOBAL IT INDUSTRY

www.comptia.org

TOOLKIT

YOUR KEYS TO THE MEDIA KINGDOM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

MARKETING PLANS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Sample marketing plan 1 – thought leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Sample marketing plan 2 – lead generat ion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

CHARACTERISTICS OF DIFFERENT MEDIA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Newspapers.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Trade.Magazine. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Television.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Radio. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Billboards.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Transit.Media.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Web.Site.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

BUILDING A MEDIA RESOURCE GUIDE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Obtaining.Media.Contacts.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

PREPARING INFORMATION FOR THE MEDIA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

DELIVERING YOUR STORY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Press.Releases.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Sample preSS releaSe 1 – product or Serv ice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38Sample preSS releaSe 2 – personnel announcement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Sample preSS releaSe 3 – technology Cert i f icat ion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

Suggested.Press.Release.Topics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44pHOtO releaSe FOrm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Bylined.Stories.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45Submitting.Your.Bylined.Stories.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Sample BYline artiCle 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48Sample BYline artiCle 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Bylined.Article.Topics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52Pitch.Letters.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53

Sample pitCH letter 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54Sample pitCH letter 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Pitch.Letter.Announcements.For.A.Press.Release.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56Media.Alerts.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

Sample meDia alert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Securing.Case.Studies/Customer.Testimonials.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58

Sample CaSe StUDY reQUeSt letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62The.Media.Interview.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63Before.The.Interview.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64The.Interview.Itself.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66Corporate.Responsibility/Community.Service.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67Using.The.“Ask.The.Expert”.Advertorials.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68How.To.Place.Your.Advertorial. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69

Sample aSk tHe eXpert aDVertOrial COpY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70“Ask.The.Computer.Experts”.Topics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71

USING THE CompTIA MARKETING TOOL KIT BROCHURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72How.To.Produce.Your.Brochure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Sample printing SpeC SHeet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76

USING AN AD SLICK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78Sample aD SliCk COpY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

BUILDING YOUR WEB SITE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82Tips.For.Creating.A.Killer.Web.Site.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84If.You.Build.And.Promote.It,.They.Will.Come.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86Become.An.Instant.Online.Expert.By.Blogging.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88Let.Your.Voice.Be.Heard.With.Podcasts.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90

PUBLICITY LINKS: INTEGRATING MERCHANDISING AND MARKETING COMMUNICATIONS .........92

EVALUATING THE EFFECTIVENESS OF YOUR COMMUNICATIONS CAMPAIGN . . . . . . . . . . . . . . . . . . 94

Table of Contents

your keys to the kingdom

YOUR KEYS TO THE KINGDOM

Much.has.changed.in.the.world.since.CompTIA.developed.its.first.Marketing.

Toolkit..But.one.thing.hasn’t;.the.need.for.members.to.market.themselves.

effectively.in.order.to.compete.

In.fact,.if.anything.the.need.has.grown..Competition.is.fierce,.as.delineations.between.the.types.of.organizations.

members.will.target.becoming.increasingly.blurred..Certainly.no.one.in.our.industry.needs.to.be.told.that.today.

every.dollar.is.intensely.scrutinized.before.being.spent..All.of.this.points.to.the.pressing.need.for.members.to.have.

their.stories.told.–.and.to.make.sure.those.stories.stand.out.from.the.competition.when.they.do.appear.

The.CompTIA.Marketing.Tool.Kit.is.designed.to.help.you.accomplish.these.dual.goals..It.contains.the.information.you.

need.to.craft.communications.and.secure.placements.with.the.traditional.media,.while.also.showing.how.so-called.

“new.media”.techniques.can.help.establish.you.as.an.expert.in.your.field.

The.enclosed.guideline.explains.the.policies.and.needs.of.the.media,.updated.to.reflect.the.reality.of.the.24.x.7.

machine.the.media.has.become..It.also.offers.suggestions.on.how.to.approach.the.media.to.get.your.message.

placed,.how.to.do.an.effective.interview,.and.how.to.analyze.a.media.outlet’s.audience.to.determine.whether.it.is.

appropriate.for.your.business..Written.samples.of.easily.personalized.news.releases,.pitch.letters,.and.newsletter.

articles.are.also.enclosed..We.also.encourage.you.to.review.articles.posted.on.the.CompTIA.Web.site.as.additional.

examples.of.successful.media.placements.

An.expanded.“Characteristics.of.the.Media”.section.offers.helpful.tips.on.selecting.the.right.media.(or.combination.

of.media).for.your.message..You’ll.also.find.tips.on.developing.a.communications.budget.

The.CompTIA.Marketing.Toolkit.is.filled.with.information.and.templates.to.help.you.build.the.perfect.strategy.and.

tactics.for.promoting.your.business..With.easy.navigation.and.sample.letters,.press.releases,.marketing.plans.and.

much.more,.you.are.on.your.way.to.launching.your.business.to.a.new.level..Congratulations!

Regards,

Todd.Thibodeaux

CompTIA.President.and.CEO

ADVANCING.THE.GLOBAL.IT. INDUSTRY. 3

Marketing PlansSITUATION OVERVIEW a.general.

look.at.the.business.landscape.that.

includes:

a. Current market conditions (strong/weak

economy, key products/services you offer,

how you are perceived by customers and

prospects, any recent issues or concerns

that have appeared, etc.).

b. Competitive analysis (be sure to include

companies that may not be a direct

competitor but can encroach on your

business).

c. SWOT (strengths, weaknesses,

opportunities, threats) analysis.

OBjECTIVES FOR THE PROGRAM

ideally.these.should.be.statements.

whose.outcomes.can.be.measured,.e.g..

increase.sales.leads.by.15.percent.or.

generate.four.byline.article.placements.

in.the.next.year.

While marketing plan specifics

can vary greatly, the following

outline provides a good format

to use in building one for your

business. When filling in the

sections it is important to be

as honest and objective as

you can – particularly when

looking at opportunities and

the competitive situation.

Just as an Army wouldn’t

think about going into battle

without a battle plan, before

you begin using the tools in

this toolkit you really need

to have a solid marketing

plan. Doing so will help you

determine where you’re

headed, what the risks are,

how you should proceed,

where you should make

changes, and ultimately

whether the money you’ve

spent has generated the

results you were looking for

when you started the program.


STRATEGY this.is.more.of.a.big.picture.view.of.how.you.plan.to.

approach.your.objectives..Often.strategies.and.tactics.are.confused..Saying.

you.will.use.an.expert.campaign.to.help.demonstrate.your.firm’s.knowledge.

in.a.particular.area.is.a.strategy..Saying.you.will.write.a.byline.article.on.

storage.is.a.tactic..Your.strategy.should.include:

TACTICAL PLAN specific.tactics/tools.you.will.use.to.execute.the.

strategy..For.example,.if.your.strategy.is.to.establish.an.expert.campaign,.

tactics.might.include.writing.byline.articles,.speaking.at.local.events,.creating.

an.“ask.the.expert”.column.in.the.local.newspaper,.and.creating.customer.

case.studies..If.you.are.trying.to.raise.general.visibility,.you.might.include.

direct.mail,.advertising,.e-mail.banners,.and.press.releases.in.your.program.

SUCCESS MEASURES making.a.plan.is.not.enough..You.need.to.know.

how.you.will.know.if.the.strategy.and.tactics.worked..In.some.cases,.success.

measures.will.be.tied.into.the.strategy.metrics.you.listed.initially..In.others,.

they.will.be.tied.to.creating.a.more.specific.measurement,.such.as.“issue.15.

press.releases”.or.“receive.a.combined.total.of.100.leads.”

.

BUDGET you.should.start.with.how.much.you’re.willing.to.spend.on.

marketing.overall,.then.assign.the.dollars.to.each.activity..If.you.have.more.

activities.than.you.have.budget,.you.will.either.need.to.increase.the.expenditure.

or.decide.which.activities.to.trim..As.a.rule.of.thumb,.expect.to.spend.between.

3.and.10.percent.of.sales.on.marketing.

marketing plans

Storage.has.become.a.serious.issue.in.the.IT.market..Where.previously.companies.

viewed.it.as.a.commodity.that.was.easily.added.and.managed,.the.sheer.volume.of.

data.has.forced.a.change.in.strategy..Both.large.enterprises.and.SMEs.are.looking.

to.approach.basic.storage.more.intelligently.and.improve.their.data.backup.and.

business.continuity.plans.

In.the.[CITY].area,.there.are.more.than.X,XXX.businesses.that.can.be.classified.as.

large.enterprise.or.SME..These.businesses.are.either.now.facing.a.storage.crisis.or.

likely.will.be.facing.one.within.the.next.year..They.will.be.looking.for.a.partner.that.

can.provide.a.strategic.plan.for.managing.their.current.storage.needs.that.also.

accommodates.exponential.future.growth,.and.one.that.can.help.them.keep.their.

systems.operational.in.the.event.of.an.unplanned.outage.

The.first.place.many.of.these.organizations.will.look.is.to.the.large.players,.such.as.

[NAMES]..They.are.purchasing.other.equipment.and.services.from.them,.so.there.

is.already.a.relationship.established..In.order.to.break.through.this.mindset,.[YOUR.

COMPANY].needs.to.make.these.prospects.aware.of.our.offering,.and.demonstrate.

a.level.of.knowledge.and.service.that.makes.them.re-think.their.decision..We.also.

have.to.convince.them.that.their.safest.investment.is.in.a.smaller.local.firm.rather.

than.one.of.the.mega-service.companies..Following.is.a.SWOT.analysis.of.our.

strengths,.weaknesses,.opportunities,.and.threats,.along.with.those.of.[NUMBER].

key.competitors:

Company Strengths Weaknesses Opportunities Threats

Although.each.of.these.competitors.is.larger.overall,.[YOUR.COMPANY]’s.local.

presence.is.superior..In.addition,.we.offer.a.broader.line.of.products,.giving.

prospects.more.choices.to.tailor.the.solution.to.their.needs.rather.than.pushing..

a.“one.size.fits.all”.solution.

Another.strategic.asset.is.the.presence.of.[NAME].on.our.staff..His.work.with.

[GOVERNMENT.OR.OTHER.ORGANIZATION].has.helped.set.many.of.the.standards.

for.storage,.allowing.[YOUR.COMPANY].to.provide.in-person.counsel.that.may.not.

be.available.on.a.regular.basis.from.the.competition.

Sample marketing plan 1 – thought leadership

Situation overview


It.is.our.intention.to.leverage.these.and.other.assets.in.order.to.demonstrate.to.

prospects.why.[YOUR.COMPANY].is.the.safest.choice.for.their.data..The.following.

marketing.plan.details.how.we.will.do.it.

OBjECTIVES

• Create three touchpoints each month with customers and prospects

• Increase Web traffic by 20 percent

• Increase sales by a minimum of 10 percent in the first two quarters (over the previous year)

STRATEGIES

• Develop an expert campaign featuring [NAME] as an expert in storage

• Pulse the market with monthly press releases on storage topics

• Develop a bank of e-mails on storage-related topics that can be sent directly to customers

and prospects

• Support above initiatives with advertising in storage-related services in local publications that

reach business and IT decision-makers

• Meet customers and prospects face-to-face at events

TACTICS

• Research

£Create a list of the top 20 vertical industries in our coverage area

£Create or purchase an e-mail mailing list

£Review the top IT and storage publications to see which topics are being written about regularly

£Research editorial calendars (if available)

£Develop list of targeted local media for contributed articles and advertising

£Look at event calendars and organizations to find speaking opportunities

£Check out venues where we might hold our own event

£Review competitor messaging to see how they are attacking the market

• Messaging

£Develop three key messages we want to use to reach out to decision-makers, e.g. [YOUR

COMPANY] sells more brands of storage products than all our competitors combined

£Create a messaging guide to be sure at least one key message appears in every ad, press

release, and piece of collateral

marketing plans | .sample.marketing.plan.1

• Research

£Introduce [NAME] to local media reporters as an expert who can help with storage-

related stories

ôSend e-mail introduction

ôFollow up by phone, try to set up face-to-face meetings

£Contact editors that accept outside contributions, offer expert article

ôCreate article abstract

ôSend abstract and pitch via e-mail

ôFollow up by phone

£Create and submit speaker abstracts for local events

£Develop press releases to announce news

• Direct Marketing

£Develop e-mail campaign around storage concepts/themes

ôCreate list of themes

ôDevelop three simple HTML e-mails to carry the theme

ôSend to mailing list

£Repeat four times (once per quarter)

• Advertising

£Create artwork for two print ads

ôOne [SIZE] for newspaper

ôOne [SIZE/COLORS] for magazines

• Place ads

ôNewspaper: Every Saturday from March – May, September – November in

business section

ôMagazine: March, April, September, October

£Create TV spot for cable TV business show [NAME]

£Run spot in three-week flights twice to test

£Create and run banner ads in business/technology section of local newspaper Web site

• Misc. Online

£Develop blog for [EXPERT]

ôCommit to updating a minimum of twice a week

ôAdd second author if necessary after two months

ôHave blogger contribute to other blogs to drive traffic

ôAnnounce blog to local community as part of e-mail campaign and via press release

• Budget


The.local.market.for.IT.services.has.grown.exponentially.in.the.past.few.years..

The.opening.of.the.technology.corridor,.along.with.the.area.expansion.of.other.

technology.intensive.enterprises.such.as.[NAMES].has.given.the.[AREA].area.

much.more.market.potential.than.it.has.enjoyed.in.the.past.

An.analysis.by.[YOUR.COMPANY].personnel.estimates.the.number.of.potential.

customers.within.a.50-mile.radius.at.X,XXX.and.growing..The.needs.of.these.

prospects.vary,.from.off-hour.IT.support.to.help.with.specialty.projects.to.training.

on.applications.to.fully.managed.IT.services..As.such,.it.presents.a.target-rich.

environment.for.[YOUR.COMPANY].

With.so.much.new.development.in.the.area,.it.is.likely.that.many.of.these.

prospects.will.be.looking.for.new,.local.suppliers.of.IT.products.and.services..

Given.the.typical.patterns,.once.they.have.entered.an.agreement.it.will.be.a.

minimum.of.one.to.three.years.before.the.incumbent.can.be.dislodged.(assuming.

there.are.no.major.problems.in.the.interim)..As.such,.it.is.important.that.[YOUR.

COMPANY].generate.as.many.opportunities.to.state.our.case.and.demonstrate.

our.capabilities.now,.before.decisions.are.made.

The.number.of.competitors.likely.to.go.after.this.business.are.few,.but.the.

competition.itself.is.expected.to.be.fierce..Following.is.a.SWOT.analysis.of.our.

strengths,.weaknesses,.opportunities,.and.threats,.along.with.those.of.[NUMBER].

key.competitors:.

Company Strengths Weaknesses Opportunities Threats

We.must.keep.in.mind,.however,.that.from.the.outside.we.and.our.competitors.

will.appear.quite.similar..Therefore,.it.is.important.that.we.both.build.brand.

recognition.and.differentiate.ourselves.as.much.and.as.often.as.possible.by.

creating.a.brand.position.and.then.hammering.it.home.with.a.sledgehammer.

The.following.marketing.plan.describes.how.[YOUR.COMPANY].can.create.a.

strong.presence.in.the.marketplace.while.using.marketing.dollar.judiciously.

to.help.drive.sales.leads.and.capture.a.larger.share.of.the.market.than.can.be.

expected.via.word-of-mouth.or.other.means.

Sample marketing plan 2 – lead generation

Situation overview


OBjECTIVES

• Increase the number of inbound qualified leads by XX percent

• Increase the number of sales calls made by sales staff by XX percent

• Close one out of X qualified lead opportunities

STRATEGIES

• Use a mixed media approach to build name brand recognition

• Focus marketing efforts around X six-week periods throughout the year

• Use an offer of some sort to stimulate responses

TACTICS

• Research

£Create or purchase a list of local companies with a minimum of 100 employees; include

key contact information

£Gather advertising rates for local print and broadcast media

£Check if media runs technology-specific content on specific days

£Review competitor messaging to see how they are attacking the market

• Messaging

£Develop three key messages we want to use to reach out to decision makers, e.g.

[YOUR COMPANY] offers full-service technology consulting and installation services,

or [YOUR COMPANY]’s list of local customers includes X, Y and Z

£Create a messaging guide to be sure at least one key message appears in every ad,

press release, and piece of collateral

• Advertising

£Create artwork for a series of print ads

ô[NUMBER, SIZE] for newspaper

ôTwo [SIZE/COLORS] for magazines

£Place ads

ôNewspaper: In technology or business section each [DAYS] for X six week periods

beginning mid-January

ôMagazine: March, April, September, October

£Create radio ads for business show [NAME]

£Run spot in three week flights twice to test

£Create and run banner ads in business/technology section of local newspaper Web site


• Direct Marketing

£Develop e-mail campaign around various services

ôCreate list of themes

ôDevelop three simple HTML e-mails to carry the theme

ôSend to mailing list

£Repeat four times (once per quarter)

• Public Relations

£Introduce [NAME] to local media reporters as an expert who can help with technology-

related stories

ôSend e-mail introduction

ôFollow up by phone, try to set up face-to-face meetings

£Create and submit speaker abstracts for local events

£Develop press releases to announce news

• Misc. Online

£Develop blog for [EXPERT]

ôCommit to updating a minimum of twice a week

ôAdd second author if necessary after two months

ôHave blogger contribute to other blogs to drive traffic

ôAnnounce blog to local community as part of e-mail campaign and via press release

• Budget


The various types of media

have different needs, and reach

different types of audiences.

The following guide spells out

these differences to help you

choose the outlets that are

right for your message and

your communications goals.

newspapersNewspapers are still a

common feature of daily life

in many households. This

wide acceptance holds several

advantages for members who

use newspapers.

ADVANTAGES

Broad acceptance by consumers.

Newspapers.are.so.prevalent.that..

many.consumers.turn.to.them.first.when.

looking.for.information.on.products.to.

buy..Newspapers.are.still.one.of.the..

only.advertising.and.public.relations.

vehicles.delivered.each.day.to.the.

consumer’s.doorstep.

High readership rates in large

population areas..Newspaper.readership.

increases.with.population.density..This.

feature.means.that.newspapers.can.be.a.

very.effective.way.to.target.large.groups.

of.potential.customers.at.an.economical.

price..One.basic.ad.or.article.can.reach.a.

great.many.people.

High readership rates among college

graduates..The.decision-makers.at.

customers.and.prospects.have.a.high.

probability.of.being.college.graduates..

Newspapers.are.a.good.way.to.

communicate.with.this.group.

Readership rates increase as personal

income increases..Simply.put,.the.more.

money.someone.makes,.the.more.likely.

they.are.to.read.a.newspaper..This.is.

true.whether.or.not.the.reader.is.a.

college.graduate.

Characteristics Of Different Media


Short closing times for submissions (pertains to

advertising only)..This.means.that.advertising.copy.

can.be.submitted.on.very.short.notice.–.in.many.

cases.24.hours.(although.different.papers.have.

different.policies)..Nonetheless,.members.have.great.

flexibility.in.designing.their.messages..Messages.

can.be.tailored.to.coincide.with.specific.days.of.the.

week.if.those.days.represent.a.particular.shopping.

cycle.in.your.market.

Geographic Targeting..Newspapers.“dial.in”.on.their.readership.by.

covering.local.issues..Members.automatically.know.the.geographical.

dispersion.of.their.message.simply.by.knowing.what.cities.or.towns.

the.newspaper.covers..Also,.special.suburban.editions.of.city.

newspapers.are.on.the.rise,.giving.members.a.better.chance.of.

reaching.a.specific.target.audience.

Archives..Many.newspapers.archive.their.stories.so.that.when.people.

run.searches.via.the.internet,.key.words.can.pull.up.a.story..Therefore,.

the.audience.you.could.be.reaching.increases.dramatically.

Inherent Advantages of Print..Reading.is.a.personally.involving.

process.and.consumers.tend.to.remember.more.of.what.they.

read.than.what.they.only.hear..Plus,.the.printed.word.still.enjoys.a.

greater.sense.of.credibility.among.many.people.

Portability..Newspapers.are.inexpensive.and.lightweight..They.don’t.

take.up.much.space..They.can.be.purchased.at.a.variety.of.outlets..

People.can.and.do.read.newspapers.almost.anywhere.

characterist ics of different media

DISADVANTAGES

Short Life..No.one.saves.newspapers.for.long..This.means.that.your.message.will.

probably.been.seen.only.once,.unless.it.is.run.in.successive.issues..Most.other.media.

share.this.disadvantage.

Poor “Pass-Along.”.Your.newspaper.message.will.probably.speak.to.one.person.(or.

household).only..Few.newspapers.are.shared.with.other.people..Plus,.newspapers.

are.almost.never.read.twice.by.the.same.person.

Reproduction Quality..Although.many.advances.have.been.made.in.newspaper.

printing,.some.graphic.limitations.still.exist..Very.fine,.detailed.reproduction.is.not.

usually.possible..These.limitations.are.most.important.for.graphic.messages.than.

text.messages.

MESSAGING STRATEGY

Advertising..Keep.ads.clean.and.easy.to.read..You.are.fighting.for.attention.with.

ads.from.the.local.car.dealers,.stock.advisory.services,.department.stores,.and.many.

other.businesses..Be.sure.the.headline.helps.the.audience.identify.that.the.ad.is.for.

them..Don’t.try.to.say.everything.in.the.ad;.give.just.enough.to.entice.readers.to.

want.to.know.more.

Public relations..If.you.are.speaking.to.the.newspaper.as.part.of.an.article.they.

are.preparing,.be.prepared.to.answer.questions.simply.and.succinctly..Don’t.get.

too.technical.or.you.will.lose.the.readers..Also.be.prepared.to.“bridge”.from.the.

question.to.your.message..With.this.technique.you.answer.the.question.first,.then.

bridge.to.how.your.company.has.solved.similar.problems.using.its.expertise.

If.you.are.proposing.a.new.article.about.your.company.(or.some.aspect.of.it),.again.

keep.in.mind.that.the.newspaper.has.a.general.audience.readership..Ask.yourself.

whether.your.grandmother.would.be.interested.in.the.story.if.she.didn’t.know.it.was.

about.you..If.so,.you.have.the.type.of.story.that.should.interest.the.newspaper..If.

not,.see.if.you.can.bring.it.down.to.a.more.universal.level.

You.can.also.submit.press.releases.to.the.newspaper..Many.newspapers.have.an.

editor.who.handles.actual.news,.and.other.staffers.to.handle.announcements.such.

as.events.and.personnel.additions.


ADVANTAGES

Broad acceptance by consumers. Newspapers.are.so.prevalent.that.many.

consumers.turn.to.them.first.when.looking.for.information.on.products.to.buy..

Newspapers.are.still.one.of.the.only.advertising.and.public.relations.vehicles.

delivered.each.day.to.the.consumer’s.doorstep.:

High Selectivity..Magazines.do.a.good.job.of.targeting.an.audience.along.specific.

horizontal.(job-oriented).or.vertical.(industry-oriented).lines..There.is.a.magazine.

for.every.market.niche.or.industry,.no.matter.how.small.or.esoteric.

Committed and Receptive Audience..Magazine.readers.want.to.be.reading.that.

particular.publication..Their.steady.reading.habits.demonstrate.their.commitment.

to.the.magazine.subject.matter..Magazine.readers.tend.to.pay.more.attention.to.

messages.in.the.magazine,.especially.if.the.publication.is.highly.targeted.

Greater Depth..Magazines.can.delve.more.deeply.into.a.particular.topic.than.

general.interest.newspapers..Technical.and.trade.journals.can.go.very.deep.into.

the.technologies.

Long Life and Portability..Like.newspapers,.magazines.are.easy.to.carry.and.can.

be.read.nearly.anywhere..Unlike.newspapers,.magazines.are.made.from.a.higher.

quality.paper.and.last.longer..This.paper.also.has.better.color.reproduction.for.

photographs.and.graphic.elements..Magazines.are.also.“passed.along,”.and..

offer.the.benefit.of.delivering.your.message.repeatedly.to.more.than.one.person.

or.household.

DISADVANTAGES

Unobtrusive..Magazine.messages.are.passive..They.also.tend.to.be.published.

at.longer.intervals.(monthly,.bi-weekly).and.thus.have.less.of.a.sense.of.urgency..

As.a.result,.readers.may.not.see.your.message.when.you.want.them.to.see.it...

A.magazine.can.get.lost.or.ignored.since.it.makes.little.demand.that.the.reader.

pick.it.up.until.the.reader.is.ready.

Fragmentation..Magazine.markets.may.be.too.fragmented.to.be.an.economical.

advertising.vehicle..The.audience.may.be.too.specialized.or.too.general..Too.many.

uninterested.people.may.be.hearing.your.message.in.a.more.general.interest.

magazine,.while.too.few.may.hear.it.if.the.magazine.market.is.too.narrow..Measure.

it.by.cost.per.targeted.thousand.–divide.the.number.of.targeted.readers.by.1,000,.

and.then.divide.that.number.into.the.cost.of.the.ad..You.will.then.have.a.good.

measure.of.its.actual.cost.to.you.

traDe magaZineS

characterist ics of different media | . trade.magazines

MESSAGING STRATEGY

Advertising. Because.you.have.a.more.involved.(and.presumably.more.targeted).

audience,.magazine.ads.can.be.built.differently.than.newspaper.ads..You.can.

include.more.copy.if.required.to.tell.the.story,.and.get.into.more.specific.information.

than.you.can.with.a.newspaper..If.possible,.you.will.want.to.use.color.to.help.draw.

attention.to.your.ad..If.the.copy.is.longer.than.a.few.sentences,.use.subheads.to.

break.it.up;.try.to.make.sure.the.headline.and.subheads.tell.the.story,.even.if.the.

reader.doesn’t.get.beyond.them.

Public relations..Pitch.your.expertise.to.help.with.stories.the.publication.is.creating;.

many.magazines.have.editorial.calendars.that.tell.you.when.a.story.on.a.particular.

topic.will.run..Contact.the.editor.or.appropriate.reporter.at.least.two.months.before.

the.story.is.scheduled.to.run..(Some.publications.have.even.longer.lead.times,.so.be.

sure.you.know.the.appropriate.time.to.contact.them.)

Many.magazines.also.accept.contributed.articles,.so.check.the.Web.site.to.

see.if.you.can.suggest.an.article.you.will.write.for.them..Generally,.you.are.

not.allowed.to.mention.your.company.within.the.article.–.it.has.to.be.what.

they.call.“vendor.neutral”.–.but.you.can.include.a.mention.and.your.contact.

information.in.the.“About.the.author”.section.at.the.end..

Finally,.magazines.(and.their.Web.sites).are.great.targets.for.news.releases..

Many.are.constantly.posting.news.on.their.sites,.and.welcome.contributions.

from.businesses.in.their.area.of.coverage.


characterist ics of different media | . televis ion

Television.is.usually.thought.of.as.an.effective.but.very.expensive.way.to.reach.

mass.audiences..And.on.the.national.level,.that’s.true..But.there.are.two.other.

options.that.are.both.more.local.and.economical:.“Spot”.commercials.on.local.

broadcast.or.cable.TV.outlets..For.broadcast,.spot.time.is.purchased.directly.

from.the.local.station..Typically,.the.spot.runs.during.a.specific.range.of.hours.

during.the.day.(referred.to.in.the.industry.as.a.“daypart”),.and.the.member.buys.

whatever.time.spot.(or.slot).meets.the.objectives.of.the.communications.plan...

To.lower.costs.even.further,.you.can.also.choose.ROS.(run.of.station),.which.

means.your.spot.appears.whenever.they.have.a.place.available.

Cable.TV.spots.can.be.even.more.economical.and.targeted..The.cable.company.

will.generally.divide.its.coverage.area.into.zones;.you.can.purchase.spots.in.

one.or.more.zones.during.various.day.parts..You.can.also.select.the.channel.on.

which.you.would.like.the.spot.to.appear,.e.g..ESPN,.Comedy.Central,.SpikeTV,.

GolfTV,.etc..Costs.will.vary.by.popularity.of.the.channel/program,.but.even.in.

major.metropolitan.area.you.can.find.opportunities.for.less.than.$10.per.spot..

ROS.is.also.an.option.here..In.addition,.local.cable.TV.spots.do.not.require.high.

production.values;.a.good.digital.video.camera.and.computer-based.editing.

software.can.be.used.to.create.the.content.

ADVANTAGES

Sight with Sound..This.is.an.advantage.of.all.televised.messages..Combining.sight.

with.sound.gets.maximum.audience.participation.through.increased.stimulation..

Messages.often.have.great.staying.power.because.they.may.increase.the.

emotional.involvement.of.the.viewer.

Precision targeting..Slotting.your.message.into.a.good.time.spot.or.a.favorable.

channel/program.increases.the.chance.your.message.will.be.seen.by.the.right.

people..Zone.purchasing.with.cable.allows.you.to.restrict.the.geographic.area.

(and.cost).even.further.if.required..The.viewer.is.a.“captive.audience”.which.

increases.your.likelihood.of.exposure.

Local Access..This.is.especially.true.of.locally.produced,.“public.interest”.

programming.often.found.on.cable.television..You.and.your.firm.are.an.item..

of.local.interest.

teleViSiOn

DISADVANTAGES

Difficult to Purchase..Spot.time.may.be.difficult.to.purchase..The.most.desirable.

time.slots.could.be.hard.to.obtain.since.those.will.go.first..Even.identifying.the.

best.slot.for.your.message.can.be.difficult.without.good.information,.such.as.the.

audience.demographics.at.various.times..Rates.may.vary.for.no.apparent.reason,.

making.comparisons.between.stations.difficult..In.a.smaller.market,.there.may.be.

only.one.relevant.outlet,.which.limits.your.choice.

Cost..Television.messages.require.production.values..The.degree.of.production.can.

be.expensive.depending.upon.the.type.of.message.you.need.to.send..Standard.

broadcast.stations.generally.require.spots.that.have.been.produced.on.commercial-

level.equipment,.which.means.you.will.need.to.hire.a.production.company..Cable.

TV.can.accept.less.expensive.production.methods,.but.the.spots.still.must.appear.

professional..You.may.still.need.to.hire.a.writer,.director,.and.other.assistance..Poor.

production.values.will.project.a.negative.image.of.you.and.your.firm.

Uncertain Viewership..Viewers.may.get.up.and.leave.during.programming.breaks,.

or.start.channel.surfing,.at.exactly.the.time.your.message.is.aired..If.your.interview.is.

airing.on.a.local.cable.channel,.potential.customers.may.not.know.of.the.broadcast..

This.last.point.is.a.good.example.of.why.you.need.to.mix.your.media.outlets..A.well-

timed.press.release.or.e-mail.announcement.could.help.solve.this.problem.

Clutter..A.great.deal.of.message.competition.exists..Although.this.is.true.of.all.media,.

television.messages.are.very.susceptible.to.being.ignored.by.viewers.since.they.are.

usually.presented.in.blocks..Your.message,.even.if.aired.at.the.right.time.and.seen.

by.the.right.audience,.can.still.fail.to.make.an.impact.because.of.message.clutter.

and.competition.

MESSAGING STRATEGY

Advertising..Select.one.message.and.make.sure.it.comes.across.clearly.throughout.

the.spot..TV.watchers.are.passive,.and.have.notoriously.short.attention.spans..If.you’re.

attempting.to.generate.responses,.be.sure.you.have.phone.and.Web.site.information.

displayed.prominently,.both.visually.and.audibly..Keep.in.mind.that.television.is.a.

visual.medium,.so.take.great.care.to.make.your.spot.visually.appealing.


Public Relations..Generally.speaking.there.are.not.

a.lot.of.PR.opportunities.in.local.television..The.

larger.the.market,.the.fewer.there.are.likely.to.be..

If.you.have.an.important.event,.such.as.a.state.or.

Federal-level.politician.coming.to.your.facility.to.make.a.presentation,.you.can.

notify.the.local.news.channels..Don’t.be.surprised,.however,.if.the.story.is.mostly.

about.the.politician..You.can.try.offering.your.expertise.to.put.a.local.spin.on.a.

major.event..For.example,.if.you.have.expertise.in.security.and.there.is.a.major.

virus.outbreak,.you.can.offer.to.comment.on.the.topic,.or.how.your.firm.has.been.

reacting.to.it..If.there.is.a.program.spotlighting.local.businesses,.definitely.target.

it.with.a.story.that.ties.in.to.either.local.or.national.trends..If.you.are.accepted.as.

a.guest,.again.keep.your.message.simple.and.straightforward.

ADVANTAGES

Ubiquity..Radio.is.everywhere..Practically.every.car.has.one;.most.homes.have.

several..Radio.is.extremely.portable,.and.can.be.left.on.in.the.background.during.

other.activities..Most.markets,.no.matter.how.small,.are.often.served.by.at.least.

two.radio.stations.

Cost..Radio.messages.are.economical.to.create.since.they.use.only.sound..Or,.

you.can.choose.to.have.a.program.host.do.a.live.read,.which.has.no.production.

costs.(although.you.have.no.control.over.the.read.either)..Time.slots.for.radio.

also.tend.to.be.very.economical.compared.to.other.broadcast.media..Pricing.is.

based.on.the.length.of.the.spot.(10.seconds,.30.seconds,.and.60.seconds.are.

the.norm)..It.is.also.based.on.dayparts,.i.e..drive.time,.mid-days,.etc..ROS.(run.of.

station).spots.(where.your.commercial.is.used.to.fill.any.available.slot).are.also.

available,.further.driving.down.costs.

Speed..Radio.messages.can.in.most.cases.be.accepted.by.the.broadcaster.

right.up.until.air.time..This.allows.you.maximum.flexibility.in.creating,.tailoring,.

and.changing.the.message.as.needed.

Loyalty..Many.people.tend.to.latch.on.to.a.particular.program.or.station.and.stay.

with.it.

Targeting..Radio.formats.are.designed.to.cater.to.consumers.along.relatively.

narrow.demographic.or.other.segmenting.criteria..You.have.a.good.idea.who.will.

be.hearing.your.message.before.it.is.aired.

raDiO

Radio has many of the same

advantages as newspapers

on the advertising side. Public

relations opportunities are

much more limited.

characterist ics of different media | . radio

DISADVANTAGES

Radio’s.disadvantages.mirror.those.of.using.spot.television.

Clutter..Radio.messages.come.in.waves..Listeners.may.tune.

out.or.become.“button.pushers”.when.your.message.is.aired,.

particularly.those.listening.in.vehicles.

Difficult to Purchase..Spot.rates.are.nonstandard,.so.cost.

comparisons.on.the.basis.of.effectiveness.may.be.hard.to.

make..Reaching.an.audience.of.sufficient.size.to.achieve.your.

goals.could.be.difficult.since.so.many.stations.exist.and.their.

markets.may.overlap.to.a.degree.

No Visual..Radio.is.sound.only..Messages.that.could.benefit.

from.a.visual.component.will.be.less.effective..Because.radio.

tends.to.be.used.as.“background,”.particularly.in.the.home.of.

office,.it.may.get.only.casual.attention.from.the.listener..Also,.

your.message.is.fleeting.–.if.it.isn’t.heard.properly.the.first.

time,.it.evaporates.into.thin.air.

MESSAGING STRATEGY

Advertising..Focus.on.one.key.message.at.a.time..Radio.is.relatively.inexpensive,.

so.if.you.have.more.than.one.message.you.can.place.spots.in.rotation.and.still.

get.the.repetition.required.for.the.messages.to.get.through..Stay.with.simple,.

straightforward.messages.rather.than.complex.concepts..Have.a.clear.call.to.action..

If.you.want.a.listener.to.contact.you.via.phone.or.the.Web,.be.sure.to.repeat.the.

contact.information.at.least.three.times.during.the.spot.

Public Relations..There.are.very.few.public.relations.opportunities.on.radio..If.there.

is.a.business.or.technology.program.you.can.try.to.get.on.there,.either.as.a.guest.

on.an.interview.type.show.or.as.an.expert.who.can.comment.on.technology.news..

If.successful,.your.messaging.will.need.to.be.subtle.rather.than.a.blatant.plug.for.

the.business..For.example,.if.you.are.asked.a.question.about.a.particular.technology,.

you.can.respond.to.the.effect.of,.“In.our.XX.practice,.we.often.face.concerns.about.

that..Here’s.how.we.usually.deal.with.them.”.One.other.idea.is.to.find.program.hosts.

who.like.to.talk.about.technology.from.time.to.time,.and.call.in.to.the.show.when.

they.are.looking.for.answers.


characterist ics of different media | .bi l lboards

ADVANTAGES

High-Spot Exposure..Outdoor.messages.often.(but.not.always).benefit.from.

a.significant.lack.of.other.message.competition..The.can.literally.“tower”.over.

message.clutter..Everyone.who.drives.by.that.location.will.see.your.message.

sooner.or.later.

High-Repeat Exposure..This.is.especially.true.in.higher.population.areas.where.

commuting.is.a.way.of.life..Your.message.can.be.received.by.the.same.person.time.

and.time.again..This.repetition.increases.the.chance.your.message.is.retained.

DISADVANTAGES

Mobile Viewers..Drivers.may.have.other.things.on.their.minds.besides.billboard.

messages..Traffic.conditions.may.interfere.with.the.driver.seeing.your.message..

Many.distractions.exist.which.may.draw.attention.away.from.your.message.

Message Limitations..Your.message.has.to.be.simple.and.powerful.in.order.to.

be.absorbed.by.someone.actively.driving..What.you.need.to.say.may.not.fit.the.

inherent.limitations.of.billboards..Effective.billboards.usually.have.strong.graphics.

to.draw.the.eye.

Expensive to Produce..Depending.on.the.content.you.design.it.can.be.expensive.

to.produce.an.attractive.billboard.on.a.large.scale.

Limited geography..Your.message.is.only.exposed.to.those.drivers.who.pass.

it..There’s.no.way.to.know.absolutely.that.those.drivers.are.your.target.

audience.unless.the.billboard.is.just.outside.an.area.with.a.high.concentration.of.

prospects/customers.

MESSAGING STRATEGY

Advertising..Use.billboards.to.build.general.name.and.positioning.recognition..

“ABC.member,.the.company.that.does.X,”.with.X.being.your.primary.business.or.

business.advantage.

Public Relations..None.

BillBOarDS

Used properly, billboards can

be very effective at reaching a

large number of people with a

very simple message.

ADVANTAGES

Timely Exposure..Many.business.people.in.metropolitan.areas.use.mass.transit.to.

get.to.work..Messages.placed.on.the.bus.or.subway.thus.have.the.potential.to.reach.

many.prospects.or.customers.who.are.in.a.business.state.of.mind.

Geographic Targeting..A.mass.transit.system.is.purely.local..Your.message.dollars.

are.spent.exactly.in.the.geographic.area.you.have.targeted.

Economical..Given.the.number.of.people.who.may.use.mass.transit.in.a.metropolitan.

area,.transit.media.may.be.very.economical.when.cost.is.considered.from.the.

standpoint.of.number.of.impressions.

DISADVANTAGES

Message Limitation..The.physical.space.available.for.messages.is.usually.fairly.small..

Your.message.must.be.simple.in.order.to.be.conveyed.effectively.

Missing Audiences..Customers.who.don’t.use.mass.transit.miss.your.message.

entirely.if.it.is.located.inside.the.vehicle..Message.on.the.outside.of.the.vehicle.are.

in.motion.and.may.be.hard.to.read..Transit.media.are.always.an.ancillary.way.of.

sending.your.message..It.needs.to.be.used.with.some.other.media.(newspaper,.

radio).so.that.non-transit.using.consumers.are.targeted.

MESSAGING STRATEGY

Advertising..Use.transit.media.to.build.general.name.and.positioning.recognition..

“ABC.member,.the.company.that.does.X,”.with.X.being.your.primary.business.or.

business.advantage.

Public Relations..None.

ADVANTAGES

Ubiquity..Anyone.you.want.to.reach.has.computers,.and.online.search.is.now.the.#1.

way.businesspeople.find.new.products.and.services..There.is.an.expectation.that.

any.company.worth.working.with.has.a.Web.site.at.the.minimum.

Searchability..Search.engines.and.search.engine.optimization.have.made.it.much.

easier.for.prospects.to.find.you..They.don’t.even.have.to.know.you.exist..The.right.

search.criteria.will.put.you.in.front.of.them.

Cost..Costs.for.a.Web.site.are.easily.controllable..The.site.itself.can.be.as.simple.

or.as.complex.as.you.need.it.to.be..The.more.pages.and.functionality.you.add,.the.

higher.the.cost..Still,.whether.your.site.is.active.or.passive.it.is.extremely.cost-efficient.

WeB Site

tranSit meDia

This type of outdoor media

can be thought of as a “rolling

billboard.” Transit media utilize

the space available on public

transit vehicles.


Depth of Message..You.can.add.as.many.pages.as.you.need.to.tell.your.story..

The.challenge.is.making.it.is.well-organized.so.visitors.can.navigate.easily.and.

find.what.they.need.quickly.

Control..You.are.basically.responsible.for.the.content.and.broadcasting.of.your.

Internet.messages..No.third.person.exerts.any.editorial.decision.over.your.material.

Real-Time Sales..Electronic.commerce.allows.visitors.to.complete.a.sales.

transaction.at.the.point.of.message.viewing.rather.than.moving.from.one.medium.

to.another.(e.g..from.a.radio.ad.to.the.phone)..This.is.one.of.the.great.advantages.

of.the.Internet,.and.one.which.CompTIA.is.deeply.committed.to.through.its.

industry-wide.Electronic.Commerce.and.EDI.initiatives..

Tracking..You.can.track.who.is.visiting.your.website.through.a.variety.of.means..

Web.traffic.reports,.offers.for.white.papers.or.promotions,.or.even.a.simple.

“submit.a.question”.mechanism.with.an.e-mail.address,.can.help.you.identify.

those.who.are.interested.in.your.company.

Analytics..With.Web.analytics.software.or.partner.you.can.do.even.more,.such.as.

determine.how.visitors.enter.and.use.your.site.and.the.order.in.which.they.view.

various.pages..You.can.also.see.where.they.leave.the.site,.allowing.you.to.tweak..

it.or.adjust.requests.for.information.to.increase.site.“stickiness.”.You.can.see.

which.vendors.your.best.and.greatest.number.of.leads.are.coming.from,.and.even.

see.which.pages.are.never.visited.so.you.can.remove.them.safely.from.the.site..

No.sense.in.paying.for.pages.no.one.views.

DISADVANTAGES

The.rule.of.thumb.is.you.need.to.appear.on.the.first.two.pages.of.results.on.the.

top.search.engines.to.maximize.your.effectiveness.

Maintenance..The.Web.site.is.literally.all.yours..You.need.to.maintain.it.and.keep

.it.fresh,.otherwise.it’s.unlikely.browsers.will.visit.more.than.once..The.days.of.

simple.and.static.sites.are.pretty.much.over..Sites.today.require.a.high.degree.of.

graphic.style,.or.some.form.of.interactivity.in.order.to.keep.browsers.engaged..

Continually.creating.and.changing.message.content.can.become.a.drain.on.time.

and.energy.if.you.don’t.have.one.or.more.people.dedicated.to.it..Costs.can.

escalate.if.you.eventually.sub-contract.this.task.

characterist ics of different media | . transit .media

The process of “selling” your

message to a media outlet

is very similar to how you sell

computer products and

services. In both cases you

identify your prospects, zero

in on a customer need, provide

a product or service that

fulfills that need, and follow

up with an evaluation of your

relative success.

First you need to create a list of the media in your area that

could be interested in reporting about your organization,

services, and activities. Step one is researching media outlets

that cover the types of stories you want to place. Think about

what kind of story you’d like to see, then look through/watch/

listen to the media outlets to see if they cover that area. For

example, a local weekly shopper might be well targeted in terms

of geographic coverage, but if they don’t currently run business

or back office technology stories they’re unlikely to be receptive

to your pitch. It’s just not their thing.

Building A Media Resource Guide


Here.are.some.suggestions.of.the.types.of.outlets.to.research:

• newspapersDaily, Weekly, Bi-weekly. Don’t forget specialized “shopping” publications that are

often distributed without charge throughout a community.

• magazinesLocal, regional, monthly. If you have customers concentrated in a certain industry,

or feel you could sell an industry segment profitably, try the trade journals for those

industries. Consider any business-to-business publications, including Chamber of

Commerce publications..

• Wire ServicesAssociated Press (AP), Reuters, and United Press International (UPI) are just three of

the biggest traditional newswires. PR Newswire and Business Wire are two services

that specialize in handling press releases. Always find out if the distribution service

is done at a charge to you and if it includes Internet distribution as well as print

distribution. PR Newswire’s phone number is (800) 682-9599. Business Wire’s phone

number is (800) 227-0845.

• talk ShowsThis includes radio and television. Check out your local network affiliate or cable

television access station.

• news programming Again, this includes television and radio news shows. Don’t forget business talk shows.

building a media resource guide

Once.you.know.which.outlets.to.target,.the.next.step.is.to.gather.the.names.of.

reporters,.editors,.and.producers.who.report.on.those.stories..Building.this.list.now.

will.save.you.time.when.you.have.a.time-sensitive.message.you.want.to.place.

There.are.a.number.of.ways.to.gather.contact.information.for.your.targets,.including:

• publication masthead Print publications generally have a page somewhere with general contact information; some

even have special phone numbers or e-mail addresses where you can send “news tips.”

• media Outlet Web Site Both print and broadcast outlets are likely to have an online version of some sort, and often

they have a “contact us” or “about us” section that provides basic contact information. In

addition, many will provide the reporter’s e-mail address at the top or bottom of the story;

sometimes it shows up as a link on the byline. Bloggers usually have an e-mail address

somewhere on the blog’s main page, generally in a side column.

• White pages The media outlet should appear in both print and online phone books.

• Yellow pages Local media outlets will likely have their phone numbers listed in the Yellow Pages as well.

• media Directories Usually available at public libraries, publications such as Cision’s Media Directories provide

addresses, phone numbers, fax numbers, and reports’/editors’ names for newspapers,

magazines, radio and television in every state. If you don’t see books, check with the library

to determine if they have an online service you can access.

Once.you.are.equipped.with.the.name,.address,.and.phone.number.of.your.

outlet,.you.need.to.get.the.name.of.the.right.contact.person..Having.the.right.

contact.at.the.media.outlet.greatly.increases.your.chance.of.successfully.placing.

your.message.

Media.outlets.have.established.“beats”.for.computer.technology.stories..Some.

large.news.organizations.have.reporters.that.cover.only.these.areas..Smaller.

media.or.general.news.organizations.may.have.one.editor.who.assigns.stories.

to.the.staff.at.random..You.will.have.to.discover.who.handles.the.technology,.

computer.or.business.beat.for.each.media.outlet.on.your.list..Look.in.the.

directory.or.masthead;.if.it’s.not.there,.call.the.media.outlet.and.ask.

In.addition,.if.you.sponsor.any.type.of.events.–.seminars,.classes,.special.openings,.

etc..–.be.sure.to.ask.for.the.calendar/events.section.editor’s.name.for.your.

Resource.Guide..The.calendar.section.is.a.great.way.to.get.publicity.for.your.

company,.particularly.if.you.are.in.a.heavily.populated.area.where.you.are.vying.

for.the.same.news.space.with.larger.companies.

Finally,.if.you.plan.to.run.larger.or.more.accessible.events,.get.the.name.of.the.

photo.editor.at.various.newspapers..Sometimes.the.paper.doesn’t.have.the.

resources.for.a.full.story,.but.they.will.always.be.on.the.lookout.for.interesting.

visuals.that.can.run.with.a.caption.

• newspapers“Can I have the name and spelling of the reporter who covers computer technology?”

(If your research has turned up that reporter’s name already, ask for contact information.)

If the paper does not have a dedicated computer writer, then computer technology issues

will probably be covered by someone in the business section. You can also ask for contact

information for the business editor. “To whom should I send information regarding the

computer technology industry?”

building a media resource guide | .obtaining.media.contacts

OBtaining meDia COntaCtS


• magazines“Can I have the name of your managing editor? And is managing

editor his/her proper title?” (These titles vary by publication.)

• Wire Services“Do you have anyone in your bureau who covers computer/

technology issues?” (Most likely you will send information to the

bureau chief.) Wire service reporters tend to segment by geography

now rather than “beat,” so don’t be discouraged if there isn’t a local

technology writer. Position your story as a local one instead of a

technology story.

• radio talk ShowsFirst listen to the station and determine if there is a program where

your story will fit. If so, ask “May I have the contact information

for the producer of the XYZ Show?” The producer is usually the

gatekeeper for stories and guests. Know before you call whether

the show has guests; if so, think through why the listening audience

would be interested in what you have to say.

• radio news programming“May I have the name of the assignment editor?”

• television news Shows“Do you have a reporter who covers computer technology issues?” or “May I have the name

and number/extension of the assignment editor?”

Get.the.full.names.of.media.contacts,.along.with.titles,.addresses,.phone.numbers,.

fax.numbers,.and.e-mail.addresses..And.with.the.local/regional.magazines,.be.

sure.to.ask.for.their.editorial.calendar,.which.is.a.schedule.that.indicates.when.a.

publication.will.cover.specific.topics..Many.business-oriented.magazines.devote.

coverage.to.computers.and.information.technology.at.special.times.in.the.

course.of.a.year..If.you.know.this.schedule.in.advance.you.can.better.plan.your.

communications.campaign.

building a media resource guide | .obtaining.media.contacts


Your goal in message

preparation is to make it as

easy as possible for the media

outlet to use your message.

It is virtually impossible to

overdo this. The more work

you do for the media outlet,

the greater your chance of

successful message placement.

Think about it – isn’t it usually true that the more you anticipate

your customers’ needs, the greater the likelihood they’ll buy

from you?

The media need information; with the 24 x 7 news cycle in play

today that is true more than ever. You have information. The

better you prepare it, the greater chance it will get used. The

enclosed templates, which are based on CompTIA’s experience

in gaining visibility for technology issues, are designed to take

the work out of message preparation for both the member and

the media outlet.

Preparing Information For The Media


preparing information for the media

CompTIA’s.media.relations.experience.has.shown.that.most.information.is.

provided.to.the.media.using.one.or.more.of.the.following.formats:

• news releases News releases are the most common form of news dissemination. They are designed

to present the facts in an interesting, objective way. News releases usually contain a

quotation from an appropriate spokesperson. Posting a news release on a service such as

BusinessWire or PRNewswire helps you broaden your audience reach and improve search

rankings. Understand, however, that these services will do little to get your news published

in local outlets. You will still need to send releases directly to the right reporters.

• Bylined articles These are informative stories that focus on one particular topic. Bylined articles can

appear as a feature story or they can be used as newsletter articles. Unless you were

going to write the article anyway, you will want to submit an abstract first to be sure

the targeted media is interested in your topic.

• Case Studies Stories about how you helped a customer solve a problem that many organizations

have are always welcome, particularly if the customer is willing to be interviewed in

relation to the story.

• media alerts These brief announcements alert the press to an impending event.

• personal interviews You could be interviewed about your business operations in general, or you could be

sought out by editors as an expert/opinion leader on technology issues. In the latter

capacity you may be asked to comment on a recent news event in the computer industry.

• advertorials These articles are similar to bylined stories except they are forms of paid advertising.

They look like editorials, but run with a disclaimer to indicate that they are paid

communications. To run an advertorial you will contact the advertising department,

not reporters.

preparing information for the media

Whatever.format.you.use.to.send.your.message,.remember.that.message.timeliness.

is.relative..Some.information.is.very.timely.and.must.be.sent.prior.to.the.specific.event..

Examples.include:

• New business or office openings

• New hires, promotions

• Seminars your company is sponsoring for local businesses and consumers

• Contract awards

Other.information.is.not.as.time.sensitive.and.is.called.“evergreen”.in.media.jargon..

Media.outlets.do.not.generally.consider.the.following.examples.as.breaking.news:

• Bylined feature articles

• Feature articles about business aspects of the company

• Customer case studies

• New product/service offerings

However,.to.you,.all.these.examples.do.have.some.timeliness.about.them..Don’t.let.

your.information.get.stale..A.new.product.announcement.hardly.qualifies.as.such..

six.months.after.the.fact..When.you.have.something.to.communicate,.do.it.quickly...

A.steady.stream.of.timely.messages.helps.you.create.a.vibrant.and.exciting.image.

for.your.business.

Samples.of.press.releases,.bylined.articles,.media.alerts,.and.advertorials.are.all.

included.in.this.CompTIA.Marketing.Tool.Kit..CompTIA,.working.with.media.

professionals,.has.designed.these.easy-to-personalize.templates.to.standard.media.

configurations..The.templates,.once.filled.in.with.pertinent.information.about.your.

firm,.are.ready.for.distribution.to.your.chosen.media.outlet.


The following publicity tools

are included in this section:

• Press releases

• Bylined stories

• Pitch letters

• Media alerts

• Case studies

• The media interview

• Corporate responsibility/

community involvement

• Advertorials

• Brochures

• Ad slicks

These tools are provided to

you in template form. Slots

where you can customize

the template are indicated

by square brackets [ ]. The

information you should insert

is named within the brackets.

In some cases you have

been provided with specific

suggestions about what to

use when customizing. Some

templates may have several

choices listed in the brackets.

These are meant as a guide, so

feel free to edit any of these

materials in any way that suits

your needs. We have tried to

provide you with the most

typical format available.

Remember,.if.you.are.going.to.use.

printed.copies.of.these.publicity.tools.

they.should.always.be.printed.on.your.

company’s.letterhead,.not.plain.paper..

Also,.proofread.everything.you.send..

to.the.media..The.media.do.not.like..

to.receive.false.facts,.wrong.dates,.or.

misspelled.names..The.less.work.they.

have.to.do.assuring.accuracy.in.your.

material,.the.greater.chance.you.have..

of.it.being.placed..One.careless.mistake.

can.cause.problems.with.placing.

future.submissions.

If.you.are.sending.via.e-mail,.do.not.

send.anything.with.an.attachment.

unless.the.reporter.has.given.you.

permission.ahead.of.time..The.media.is.

very.virus-averse,.and.most.reporters.

won’t.open.an.e-mail.that.shows.an.

attachment.(including.a.v-card.or.an.

embedded.logo)..Instead,.cut.and.paste.

the.text.into.the.body.of.the.e-mail.

Delivering Your Story

preSS releaSeS Press.releases,.also.called.news.releases,.are.a.common.format.for.sending.messages.

to.the.news.media..An.effective.press.release.is.short.(no.more.than.1.5.pages.

including.the.“About.XYZ.Company”.section),.direct,.and.sticks.to.communicating.

facts..Quotations.from.spokespersons.are.nearly.always.used..Press.releases.are.

meant.to.draw.attention.to.an.event.or.business.activity..A.press.release.may.be.

printed.verbatim,.or.it.may.spark.an.editor’s.or.reporter’s.interest.in.writing.a.more.

in-depth.story.about.your.activities.or.the.computer.technology.industry.in.general..

An.excerpt.may.also.be.used.in.“news.in.brief”.sections..No.matter.how.it.is.used,.

you.have.succeeded.in.gaining.valuable.publicity.for.your.firm.

The.press.releases.in.this.CompTIA.Marketing.Tool.Kit.have.been.created.in.a.standard.

format.recognizable.and.acceptable.to.all.media..Simply.fill.in.the.blanks.with.

information.pertinent.to.your.firm.and.print.the.release.on.your.company.letterhead.

ALWAYS.include.a.contact.name.and.telephone.number.so.that.media.who.want.

more.information.can.reach.someone.knowledgeable..Choose.a.secondary.media.

contact.person.as.a.back-up.in.case.the.primary.contact.is.traveling.or.otherwise.

unavailable..Switchboard.or.receptionist.personnel.should.be.instructed.how.to.

route.calls.from.the.media..It.is.critical.to.solidify.your.media.connection.when.they.

approach.you.by.responding.in.a.professional.and.timely.manner.

The.sample.press.release.has.a.quotation.and.a.place.to.insert.a.spokesperson’s.

name..This.person.is.typically.a.senior-level.manager.such.as.the.general.manager.

or.company.president..Regardless.of.whom.you.designate,.that.person.should.be.

prepared.and.available.to.respond.to.inquiries.from.the.media.

Flexibility.is.the.key.here..Reporters.are.often.on.deadline,.and.thus.need.immediate.

answers..If.you’re.sending.out.a.news.release.and.a.reporter.calls.to.follow.up,.your.

spokesperson.needs.to.make.him/herself.available.on.the.reporter’s.schedule..If.

he/she.isn’t.willing.to.stop.what.they’re.doing.or.get.back.to.the.reporter.quickly,..

it’s.unlikely.your.news.will.appear.and.your.efforts.will.be.wasted.

The.slots.you.should.customize.within.the.release.are.noted.with.square.brackets.[.]..

The.press.release.offers.you.examples.of.information.already.in.the.brackets..If.these.

examples.meet.your.needs,.then.use.them..If.more.than.one.example.is.offered,.

simply.select.what.applies.to.your.news..If.you.fill.in.your.own.information.and.name.

other.firms.or.products,.be.careful.about.using.the.Trademark.(™).and.Registered.

(®).symbols..When.in.doubt,.find.out.from.the.company.whose.name.you.intend.to.

use.as.to.the.correct.use.of.these.marks.

delivering your story | .press.releases

When.you.have.filled.in.all.the.blanks.with.the.appropriate.information,.double-check.

these.elements.before.sending.out.your.press.release:

• Spelling – Especially the editor’s or reporter’s name and address.

• Factual accuracy.

• Quotations and mentions – Don’t quote or mention your customers without their authorization.

For larger enterprises, be sure the spokesperson is cleared to be mentioned by the company’s

corporate communications department.

• Photography – If you are sending via e-mail, do not send a photo right away. Offer a photo in

the pitcher letter and allow the publication to specify the format and size. Always offer a photo

caption in the e-mail that describes the content and context of the photo. If you are offering a

photo of someone who does not work for your company, you should have them sign a Photo

Release Form.

• Send your releases to the appropriate editors and reporters. Your Resource Guide should have

this information.


Sample preSS releaSe 1 – product or Service

[Your.company.name]. NEWS

For.Immediate.Release.. MEDIA.CONTACT:

. [Your.name]

. [Your.phone.#]

[COMPANY.NAME].Introduces.New.[PRODUCT.OR.SERVICE]

New.offering.helps.organizations.[LIST.ONE.OR.MORE.BUSINESS.BENEFITS].

[Your.City,.State]..[Date].–.With.the.rapid.pace.of.business.today,.many.organizations.

are.finding.it.difficult.to.[DESCRIBE.A.CHALLENGE.THE.PRODUCT.OR.SERVICE.

WILL.SOLVE]..Recognizing.this.challenge,.[Your.Company],.[SHORT.DESCRIPTION.

OF.COMPANY.OR.BUSINESS.MESSAGE],.today.announced.that.it.is.now.offering.

[PRODUCT.OR.SERVICE].to.[CLASS.OF.BUSINESS,.SUCH.AS.ENTERPRISE,.SMALL.

BUSINESS].to.help.them.[LIST.ONE.OR.MORE.BUSINESS.BENEFITS].

By.incorporating.features.such.[LIST.THREE.FEATURES],.the.[PRODUCT.OR.

SERVICE].enables.organizations.to.work.better.and.more.efficiently..The.[MOST.

IMPORTANT.FEATURE].in.particular.helps.them.[KEY.BENEFIT]..“This.[PRODUCT.

OR.SERVICE].makes.it.easier.for.organizations.to.achieve.[BUSINESS.GOAL],”.said.

[SPOKESPERSON].of.[YOUR.COMPANY].“It.is.ideal.for.[CLASS.OF.BUSINESS].that.

want.to.maximize.the.effectiveness.of.their.IT.budgets.while.staying.ahead.of.the.

technology.curve.”

The.[PRODUCT.OR.SERVICE].is.available.immediately..Pricing.starts.at.[PRICE,.ADD.

QUALIFIERS.IF.NECESSARY]..For.more.information,.go.to.www.[WEBADDRESS].

About.[YOUR.COMPANY]


del ivering your story | .sample.press.release.1

(Use this closing paragraph only if you are an A+ Authorized Service Center)

[Your.company].is.a.CompTIA.A+.Authorized.Service.Center™,.a.designation.the.

Better.Business.Bureau.recommends.consumers.use.to.determine.a.reseller’s.level.

of.commitment.to.computer.service.quality..To.date,.more.than.180,000.technicians.

have.become.CompTIA.A+™.Certified.and.more.than.1,800.firms.have.become.

CompTIA.A+.Authorized.Service.Centers™..The.designation.is.awarded.by.CompTIA,.

the.Computing.Technology.Industry.Association™,.the.voice.of.the.world’s.$3.trillion.

information.technology.industry..CompTIA.membership.extends.into.more.than.

100.countries.and.includes.companies.at.the.forefront.of.innovation;.the.channel.

partners.and.solution.providers.they.rely.on.to.bring.their.products.to.market;.and.

the.professionals.responsible.for.maximizing.the.benefits.organizations.receive.from.

their.technology.investments..[Your.Company],.a.member.of.CompTIA,.is.located.at.

[Your.address].and.can.be.reached.at.[Your.phone.#].

(Use this closing paragraph if you are not an CompTIA A+ Authorized Service Center)

[Your.Company],.an.established.dealer.of.computers,.software.and.peripherals,.is.a.

member.of.CompTIA,.the.Computing.Technology.Industry.Association™,.the.voice.

of.the.world’s.$3.trillion.information.technology.industry..CompTIA.membership.

extends.into.more.than.100.countries.and.includes.companies.at.the.forefront.of.

innovation;.the.channel.partners.and.solution.providers.they.rely.on.to.bring.their.

products.to.market;.and.the.professionals.responsible.for.maximizing.the.benefits.

organizations.receive.from.their.technology.investments..

[Your.Company].is.located.at.[Your.address].and.can.be.reached.at.[Your.phone.#].

Sample preSS releaSe 2 – personnel announcement



. [Your.name]

. [Your.phone.#]

[PERSON’S.NAME].Joins.[COMPANY.NAME]

New.[TITLE].will.help.reseller.[SHORT.DESCRIPTION.OF.ROLE].

[Your.City,.State]..[Date].–.[YOUR.COMPANY],.a.leading.provider.of.technology.

products.and.services.for.businesses.in.the.{LOCATION].area,.today.announced.

that.[NAME].has.joined.the.firm.as.[TITLE]..In.this.role,.[he/she].will.be.responsible.

for.[RESPONSIBILITIES]..[NAME].joins.[YOUR.COMPANY].after.successfully.serving.

as.[TITLE].at.[PREVIOUS.COMPANY].for.[NUMBER.OF.YEARS,.IF.SIGNIFICANT]..

During.that.time,.[HE/.SHE].[BRIEF.LIST.OF.DUTIES.FROM.RESUME]..[NAME].

[LIST.OF.SIGNIFICANT.ACCOMPLISHMENTS].

Prior.to.joining.[PREVIOUS.COMPANY],.[NAME].was.a.[TITLE].with.[COMPANY]..

[HE/SHE].also.[LIST.PRIOR.EMPLOYMENT.EXPERIENCE/ACCOMPLISHMENTS]..

“The.addition.of.[NAME].to.the.[YOUR.COMPANY].team.is.an.important.one.for.

our.customers,”.said.[SPOKESPERSON].of.[YOUR.COMPANY].“[HIS/HER].expertise.

allows.us.to.upgrade.our.[SPECIFICS].offering.and.break.new.ground.in.that.area..

We.are.pleased.to.have.[HIM/HER].on.board.and.available.for.our.customers.”




(Use this closing paragraph only if you are a A+ Authorized Service Center)











their.technology.investments..

[Your.Company],.a.member.of.CompTIA,.is.located.at.[Your.address].and.can.be.

reached.at.[Your.phone.#].

(Use this closing paragraph if you are not a CompTIA A+ Authorized Service Center)







organizations.receive.from.their.technology.investments.


Sample preSS releaSe 3 – technology Certification



. [Your.name]

. [Your.phone.#]

[COMPANY.NAME].Is.Now.[TECHNOLOGY]-Certified

Latest.certification.assures.reseller.is.up.on.all.the.latest.information.for.[SPECIFICS.

OF.TECHNOLOGY]..

[Your.City,.State]..[Date].–.[TECHNOLOGY].has.been.touted.in.the.media.as.a.means.

to.[PRIMARY.BENEFITS]..But.along.with.those.benefits.comes.some.significant.

challenges..As.part.of.its.commitment.to.its.customers,.[YOUR.COMPANY].today.

announced.that.it.has.received.[SPECIFIC.CERTIFICATION].through.CompTIA™.

(Computing.Technology.Industry.Association),.the.voice.of.the.world’s.$3.trillion.

technology.industry.

Achieving.[SPECIFIC.CERTIFICATION].has.been.no.small.feet..Personnel.from.

[YOUR.COMPANY].had.to.successfully.complete.training.in.several.areas.related.to.

[TECHNOLOGY,.including.[LIST.AREAS]..The.entire.process.took.place.over.a.period.

of.several.months..Now,.however,.company.personnel.are.thoroughly.qualified.to.

help.their.customers.with.all.aspects.of.the.technology,.including.[ASPECTS].

“Many.of.our.customers.have.been.looking.for.help.with.[TECHNOLOGY].for.some.

time,”.said.[SPOKESPERSON].of.[YOUR.COMPANY].“While.we.have.been.able.to.

work.with.it,.we.always.want.to.be.sure.that.we’re.providing.our.customers.with.the.

best.advice.and.assistance.available..By.investing.in.{SPECIFIC.CERTIFICATION].

certification.we.are.now.better.prepared.to.fulfill.that.promise,.and.help.our.customers.

achieve.[BUSINESS.GOALS].”




(Use this closing paragraph only if you are an A+ Authorized Service Center)











their.technology.investments..

[Your.Company],.a.member.of.CompTIA,.is.located.at.[Your.address].and.can.be.

reached.at.[Your.phone.#].

(Use this closing paragraph if you are not a CompTIA A+ Authorized Service Center)









SUggeSteD preSS releaSe tOpiCS

• [Your Company] Has New [Product or Service] Immediately Available

• [Your Company] Achieves A+ Authorized Service Center™ status

• [Your Company] Announces Expanded Technical Services and Customer Training

• Capabilities

• [Your Company] Awarded [Contract]

• [Your Company] Announces Seminar for [Purpose]

• [Your Company] Announced As Recipient of [Award]

• [Your Company] Opens in [Location]

• [Your Company] Appoints [Name] to [Position]

Date

I.hereby.grant.[YOUR.COMPANY].permission.to.use.my.likeness.in.photograph(s)/.

video.in.any.and.all.publications.and.in.any.and.all.other.media,.whether.now.known.

or.hereafter.existing,.in.perpetuity..I.will.make.no.monetary.or.other.claim.against.

[YOUR.COMPANY].for.the.use.of.said.photograph(s)/video.

Name.(print.full.name)

Signature

Address

City,.State,.Zip.code

Telephone

Requested.by

pHOtO releaSe FOrm


del ivering your story | .byl ined.stories

BYlineD StOrieS Bylined.articles.offer.an.opportunity.to.demonstrate.your.expertise.or.express.your.

opinion.on.a.topic.that.is.important.to.both.you.and.the.readership..They.also.

help.build.your.credentials.and.credibility,.since.the.act.of.running.an.article.you.

wrote.implies.a.level.of.endorsement.by.the.publication.in.which.it.runs.

The.term.“byline”.is.very.literal;.it.refers.to.the.section.just.under.the.headline.that.

says.“By.[Your.Name].”.This.prominent.placement.helps.build.name.recognition.for.

you.and.your.firm,.as.does.the.“About.the.author”.slug.at.the.end.

Prospective.customers.are.much.more.likely.to.be.receptive.to.doing.business.

with.your.firm.if.their.image.of.you.has.been.formed.in.part.through.bylined.articles..

These.articles.provide.an.insight.into.your.level.of.knowledge.and.ability.to.help.

customers.solve.business.and.technology.problems..Your.business.image.can.be.

enhanced.a.great.deal.by.successful.placement.of.bylined.stories..They.can.be.

difficult.to.place.at.times,.but.that.is.also.one.of.the.main.reasons.they.are.such.

effective.image.builders.

Bylined.articles.are.used.mainly.in.print.media:.newspapers,.newsletters,.magazines,.

and.special.advertising.circulars..Remember.to.consider.publications.that.focus.

on.your.local.community.or.region..Chamber.of.Commerce.publications.or.general.

trade.publications.are.also.good.targets.for.your.articles.

Many.industries.have.a.trade.association.newsletter..If.the.newsletter.is.focused.

on.providing.practicable.information.to.its.members,.and.you.have.knowledge.

and.experience.specific.to.that.industry,.then.it.may.be.a.good.prospect.for.your.

article..Bear.in.mind.that.the.rate.of.change.in.technology.is.so.swift.that.other.

industries.are.often.scrambling.to.keep.up.with.the.latest.computing.solutions.to.

business.problems..As.a.value-added.member,.this.is.your.greatest.advantage.

Publications.have.different.guidelines.on.accepting.bylined.stories..Some.have.

strict.limitations.on.length.or.topic..In.all.cases,.the.article.must.provide.some.

practicable.information.of.interest.to.the.publication’s.readers,.and.cannot.be.

blatant.promotional.pieces.for.your.business..In.fact,.most.times.the.only.place.

you.can.mention.your.own.company.is.in.the.“About.the.author”.section.at.the.

end..Typically,.this.information.is.presented.in.a.“how-to”.or.a.“problem-solution”.

format..The.bylined.articles.in.this.member.kit.follow.these.formats..For.example,.

“How.to.Choose.a.Computer.Reseller”.is.an.obvious.“how-to”.story.as.the.title.

shows..“Upgrading.Your.Computer”.takes.a.problem-solution.approach.

SUBmitting YOUr BYlineD StOrY

Regardless.of.your.article.topic,.successful.placement.will.depend.upon.routing.your.

piece.to.the.correct.person.at.the.media.outlet.you.choose..In.this.respect,.bylined.

articles.are.similar.to.press.releases..If.you.have.properly.built.your.Media.Resource.

Guide.(see.BUILDING.A.MEDIA.RESOURCE.GUIDE.on.page.24),.finding.the.right.

person.should.not.be.difficult..Note.however,.that.industry-specific.publications.

may.have.rotating.editorships..This.is.especially.true.of.state-level.association.

newsletters,.where.the.person.responsible.for.specific.areas.of.content.may.change.

monthly..In.this.case,.telephone.the.association’s.office.in.your.state.and.find.out.

who.the.editor.is..Say.you.have.a.short.article.about.computing.technology.that.you.

think.would.be.of.interest.to.the.association’s.members..Then,.call.the.editor.and.

verify.that.he/she.is.responsible.for.the.publication’s.content..It.will.take.extra.effort.

and.phone.calls.to.find.the.right.person.in.this.circumstance,.but.it.can.be.worth.it..

Often,.that.person.is.a.business.principal.like.yourself,.which.will.make.him/her.more.

receptive.to.your.article.

1. Review your Media Resource Guide. Target publications you think would be receptive to your

article. Remember to think in terms of how your information would benefit the reader. Your

first goal is to offer something useful. Be sure you are familiar with the publication and who

receives it, especially with trade publications. When dealing with business prospects, you

want to be sure your information is going to a decision-maker or someone who influences

technology-buying decisions. Develop a list of media contacts to contact.

2. E-mail the contacts on your list with an abstract. This is a short piece (usually a paragraph or

two) that describes the story’s topic and how the information in the story will benefit the readers.

3. If you don’t receive a response from the contact within seven working days, make a follow-up

call to your contacts. Ask about their interest in the story. If they are not interested, politely

ask why. Perhaps only minor changes in direction are needed.

4. If your abstract is accepted, ask how the publication wants the story submitted. Is e-mail

preferred? (Most will ask for an electronic copy via e-mail these days.) Find out what format

they want. (Most will request it in Microsoft Word, but it never hurts to ask.) The easier you

make it for them to publish, the greater your chance of success.

5. Send biographical information with the article as a matter of course. Each of the enclosed

bylined articles has a generic “bio” format at the end of the story for you to customize. Be sure

to keep it short – brevity increases the likelihood of publication. Ask if the publication wants a

photograph, and what specs they need.


del ivering your story | .submitt ing.your.byl ined.story

6. Be sure to ask if they have an idea of when the story will be printed. Don’t be surprised

if they are not sure. Also, don’t be disappointed if the story isn’t published when it was

scheduled – it could have been bumped for a recently developed story. Publication times

vary widely and depend on the schedule of the publication itself. You may have to wait a

month or two to see your story in print. If this is the case, be sure you do not lose track of

the time.

7. The publication may ask you to sign an “author’s agreement” before publishing your article.

Normally these are simple documents that state the article is your original work (i.e. it was

not plagiarized) and that you release all rights to them. Some also stipulate that you won’t

submit the same article to another publication. Often they are only concerned with direct

competitors, but you should check to be sure. If they want complete exclusivity you can

always change the article around (use a different theme, examples, etc.) to give to another,

non-competitive publication.

You.may.be.able.to.tie.other.publicity.or.promotional.events.to.the.publication.

of.your.story.(see.PUBLICITY.LINKS.on.page.92)..If.your.article.will.be.published,.

ask.about.acquiring.extra.copies.of.the.publication.for.your.promotional.uses..

Follow.up.on.this.after.the.finished.article.is.printed..If.you.want.more.than.a.half.

dozen.copies.the.publication.may.require.you.to.purchase.reprints..These.are.not.

inexpensive.so.be.prepared..Finally,.realize.that.the.publication.may.edit.your.

article.without.contacting.you..This.is.often.done.for.space.considerations.

Bylined.articles.can.be.difficult.to.place..Finding.suitable.media.outlets.requires.

some.research.and.telephone.calls..However,.bylined.articles.are.one.of.the.print.

media’s.most.credible.ways.to.convey.the.message.you.want.your.customers.and.

potential.customers.to.see.

Sample BYline artiCle 1

Getting Full Value From Your Computer Supplier

By: [Your name]

Computers.have.become.as.much.a.part.of.the.business.landscape.as.telephones.

and.the.coffee.maker..And.not.just.in.traditional.white.collar.jobs.either..Even.

the.workers.who.get.their.hands.dirty.in.large,.noisy.rooms.today.use.complex.

technologies.in.their.jobs.on.a.daily.basis.

At.its.core,.the.purpose.of.installing.all.that.technology.is.to.improve.productivity..

Yet.achieving.that.goal.requires.more.than.signing.the.check.for.hardware.and.

software..Someone.still.has.to.install.it.properly,.optimize.it.to.fit.your.business,.

work.through.any.conflicts.with.other.systems,.and.perhaps.even.train.your.people.

on.how.to.operate.it..That’s.where.it.pays.to.work.with.a.value-added.computer.reseller.

A.true.value-added.computer.reseller.(VAR).offers.a.variety.of.support.services.

that.other.suppliers.(such.as.simple.computer.retailers).do.not.offer..Rather.than.

seeing.its.job.as.ending.when.the.technology.crosses.your.threshold,.a.VAR’s.goal.is.

to.build.a.relationship.with.you.that.has.lasting.value.for.both.parties..The.VAR.will.

seek.to.understand.your.industry,.your.business,.and.your.specific.operation,.advise.

you.on.technologies.you.need,.and.most.importantly.provide.ongoing.support.

to.make.sure.you.maximize.the.value.of.your.investment..By.acting.as.a.partner.

rather.than.a.simple.vendor,.the.VAR.will.also.help.you.make.sure.your.company’s.

technology.remains.up.to.date.so.you.can.remain.competitive..Remember.that.

technology.is.changing.and.improving.every.day..If.you.fall.behind,.your.business.

will.likely.get.left.behind..So.how.do.you.establish.this.relationship.and.get.the.most.

bang.for.your.buck?.A.three-step.process.is.the.key.

Step One.–.Be.sure.you.think.of.your.relationship.with.your.computer.reseller.as.a.

partnership.too..Help.your.VAR.understand.your.computing.needs..What.do.you.

hope.the.technology.will.do.for.you?.Discuss.how.you.want.the.technology.to.

make.your.business.more.efficient.and.productive..Review.your.current.system’s.

problems.and.shortcomings..An.open.dialogue.with.your.reseller.can.help.them.to.

devise.custom.(rather.than.canned).solutions.for.you..Determine.how.the.reseller.

organization.communicates.with.other.customers..Are.workshops,.training,.or.

seminars.offered.regularly?.Ask.if.the.reseller.offers.customer.training.after.the.sale,.

and.if.you.have.a.service.representative.assigned.to.your.account.


Step Two.–.Know.how.much.technical.equipment.your.system.requires..Will.you.

need.on-going.technical.assistance.or.just.periodic.check-ups?.Make.sure.you.

understand.your.reseller’s.service.capabilities.and.agree.on.an.after-sales.support.

program.that.meets.your.needs..Also,.develop.an.emergency.plan.with.your.reseller.

You.want.to.know.in.advance.what.you.can.count.on.in.an.emergency.

Step Three.–.Tap.the.reseller’s.expertise..For.instance,.if.you.have.a.single-outlet.

clothing.store,.ask.what.the.VAR.has.done.to.help.other.retailers.with.similar.business.

challenges..Ask.about.other.industries,.too..Sometimes.concepts.are.applicable.

across.businesses,.even.though.the.final.solution.may.be.highly.customized.

Ask.your.reseller..Initiate.the.

partnership..Make.sure.your.

reseller.understands.why.they.were.

selected.for.your.business,.and.

what.you.expect.as.a.customer..The.

investment.you.make.in.your.reseller.

will.complement.your.system’s.ability.

to.pay.dividends.throughout.its.

useful.service.life.

[Author’s.name].is.[title].of.[company].

based.in.[city],.[state]..For.further.

information.about.the.services.

computer.resellers.provide,.call.

[author’s.name].at.[phone.number].

delivering your story | .sample.byl ine.art ic le.1

Sample BYline artiCle 2

Are You Ready for VoIP?

By: [Your name]

One.of.the.toughest.decisions.an.organization.has.to.make.is.which.technology.

bandwagons.to.jump.on..It’s.a.lot.like.rolling.the.dice..The.new.technology.could.

wind.up.being.e-mail.–.something.everyone.wonders.how.they.ever.lived.without..

Or.it.could.be.any.of.a.myriad.of.bygone.technologies.that.sounded.good.at.the.

time.but.have.since.slipped.into.obscurity.

One.of.the.current.bandwagons.organizations.are.looking.at.in.a.big.way.is.Voice.

over.IP,.or.VoIP..It.certainly.sounds.good.in.theory..Moving.from.plain.old.telephone.

service.(POTS).to.VoIP.would.seemingly.provide.several.benefits,.not.the.least.of.

which.is.eliminating.the.monthly.phone.bill..It.also.serves.as.the.base.technology.

for.unified.communications,.which.allows.you.to.receive.all.your.calls,.e-mails,.faxes,.

instant.messages,.etc..on.a.single.device.

At.first.glance.it’s.hard.to.believe.there.would.be.any.hesitation..It.seems.like.there.

is.a.lot.to.be.gained.by.making.the.switch..But.as.many.organizations.have.learned.

over.the.years,.every.great.new.innovation.has.its.downside..After.all,.while.e-mail.

brought.us.quick.and.easy.communications,.it.also.brought.us.viruses,.spyware,.and.

spam..That’s.why.it’s.important.to.understand.the.full.impact.VoIP.can.make.on.the.

organization.–.good.and.bad.–.and.to.work.with.a.trusted.reseller.who.can.help.you.

avoid.some.of.the.pitfalls.

Here,.in.no.particular.order,.are.some.things.to.consider.

Is this thing on?.One.of.the.goals.of.any.communications.technology.(such.as.

Internet.service.providers).is.to.offer.dialtone.reliability..What.they.mean.is.when.

you.pick.up.your.phone.using.POTS,.you.expect.it.to.work..That.may.not.be.the.

case.with.VoIP,.at.least.for.the.immediate.future..Can.you.accept.being.without.

phone.service.at.times.in.order.to.gain.longer-term.benefits?.One.solution.is.to.

move.VoIP.into.noncritical.or.non-customer-facing.areas.until.you.get.the.bugs.

worked.out,.then.roll.it.out.to.areas.such.as.sales.(and.the.CEO).

Growing pains..Voice.traffic.requires.a.lot.more.bandwidth.than.data.traffic..Without.

getting.into.all.the.technical.details,.adding.VoIP.to.a.network.designed.strictly.

for.data.could.quickly.bring.the.whole.thing.to.a.halt..At.that.point,.not.only.are.

your.VoIP.users.unhappy,.your.data.users.are.too..Before.you.start.moving.VoIP.


technology.in,.be.sure.to.upgrade.the.network.as.necessary.to.accept.it..It’s.like.a.

developer.putting.in.storm.sewers.before.building.the.houses..If.the.infrastructure.

can’t.handle.the.traffic,.the.rest.can.get.washed.away.

Clearly speaking..Again.without.getting.too.technical,.the.way.data.travels.through.the.

network.is.in.small.packets..These.packets.break.up.the.information,.send.it.through.

the.lines,.then.reassemble.it.on.the.other.side..If.data.packets.arrive.out.of.order.it’s.

no.big.deal.–.the.system.can.wait.until.it’s.all.there.then.present.it..With.voice.traffic,.

packets.arriving.out.of.order.can.make.the.message.sound.as.though.it’s.being.

scrambled.on.one.of.those.devices.in.a.Tom.Clancy.movie..To.avoid.this,.the.system.

has.to.be.tuned.and.tweaked.by.experts..Even.then,.a.packet.may.get.dropped.or.

placed.out.of.order.occasionally,.but.it.should.reduce.the.“huhs?”.to.a.minimum.

Vive le resistance..As.you.well.know,.some.people.are.more.resistant.to.change.than.

others..They.may.not.be.willing.to.give.up.their.POTS.telephone.until.you.pry.it…well,.

you.get.the.picture..It.may.take.working.around.that.person,.or.that.department,.to.

get.a.VoIP.program.implemented..Once.they.see.the.value,.and.perhaps.see.what.

they’re.missing,.those.people.are.more.likely.to.accept.the.change.

Can you handle success?.For.all.its.risks.and.downside,.many.users.who.move.to.

VoIP.and.unified.communications.love.it.–.once.they.get.used.to.it..This.fact.can.

create.a.demand.that.turns.into.a.political.football.within.the.organization,.especially.

if.you’re.doing.a.staged.rollout..Making.sure.you.have.a.good.plan.in.place,.including.

a.rationale.for.priorities,.will.go.a.long.way.toward.keeping.the.office.politics.out.of.

what.should.otherwise.be.an.orderly.transition.

Find the right partner..There.are.many.nuances.to.replacing.POTS.with.VoIP..As.a.

result,.it.doesn’t.make.a.lot.of.economic.sense.to.devote.too.many.IT.resources.to.

learning.something.the.organization.only.plans.to.do.once..Finding.the.right.partner.

that.already.has.the.knowledge.and.skills.in.place.will.help.make.the.project.go.a.

great.deal.smoother.–.and.can.help.turn.a.potential.nightmare.into.a.big.win.for.

the.entire.organization..Value.added.resellers.(VARs).can.help.you.choose.the.right.

equipment.for.your.needs,.develop.the.plan,.install.your.VoIP.system.and.support.it.

24x7..It’s.definitely.worth.considering.

[Author’s.name].is.[title].of.[company].based.in.[city],.[state]..For.further.

information.about.the.services.computer.resellers.provide,.call.[author’s.name].at.

[phone.number].

delivering your story | .sample.byl ine.art ic le.2

BYlineD artiCle tOpiCS

• The ABCs of SOAs

• Managed Services: The Keys to Doing More with Less

• Keeping RFID Projects on Track

• Going Green Doesn’t Have to Cost You Green

• Separating Fact from Fiction in Certification

• Keeping a Lid on Rogue Wireless Networks

• I Told You I Don’t Want Any Spam!

• Preparing Your Organization for Web 2.0


pitCH letterS Pitch.letters.are.designed.to.create.media.interest.in.your.story..They.provide.

journalists.background.and.context.information.not.contained.in.your.press.

release.or.bylined.story..In.other.words,.they’re.designed.to.help.“sell”.your.story.

to.journalists.before.they.get.into.the.actual.news.

Pitch.letters.also.provide.an.opportunity.to.let.journalists.know.what.your.

qualifications.are,.and.show.how.you.and.your.firm.could.be.a.valuable.

information.resource.on.computer.technology.issues.

There.are.all.types.of.pitch.letters,.depending.on.what.you’re.trying.to.promote.

to.the.journalist..The.one.thing.they.all.share.in.common.is.the.ability.to.show.

journalists.why.their.readers.will.be.interested.in.the.story.you’re.pitching..You.

always.want.to.look.at.what’s.in.it.for.the.publication.and.the.reader.rather.than.

what’s.in.it.for.you.

A.sample.that.can.be.used.for.a.news.release.is.included.in.this.member.kit..

Simply.customize.it.with.your.individual.information.and.you.are.ready.to.submit.

your.publicity.piece..Be.sure.to.use.your.Media.Resource.Guide.to.develop.your.

media.targets.

Almost.all.pitch.letters.these.days.are.delivered.via.e-mail..Reporters.are.

notoriously.busy.people.who.receive.a.lot.of.e-mail.each.day,.so.you’ll.need.

to.make.sure.your.pitch.letter.stands.out..Begin.with.a.clever.subject.line.to.

capture.attention.and.encourage.the.reporter.to.open.your.e-mail..Clearly.state.

your.premise.in.the.first.paragraph,.along.with.what.you.want..The.following.

paragraph(s).can.then.add.detail..Try.to.keep.the.entire.pitch.to.three.or.four.

short.paragraphs..Be.sure.to.include.your.phone.number.at.the.end.in.case.the.

reporter.wants.to.call.you..If.the.pitch.letter.is.for.a.press.release,.cut.and.paste.

the.text.of.the.release.into.the.e-mail,.after.your.signature.

Pitch.letters.are.very.useful.in.attracting.attention.to.your.news,.but.do.not.rely.

on.them.to.automatically.motivate.reporters.or.editors.to.action..Phone.calls.

are.often.necessary..You.should.always.be.cultivating.a.relationship.with.media.

professionals..That.way,.your.name.or.your.firm’s.name.will.stand.out.when.your.

story.comes.in.“over.the.transom.”

delivering your story | .pitch. letters

Sample pitCH letter 1

Pitch Letter for a Press Release Announcing Expanded Technical

Service or Training Capabilities

Subject.line:.New.training.program.helps.local.companies.keep.up.with.tech.changes

Dear.[Editor’s.Name]:

Computers.are.supposed.to.make.our.lives.easier..But.often.they’re.so.complex.they.

seem.to.do.the.opposite..That’s.why.I.thought.your.readers.might.be.interested.in.a.

new.series.of.training.classes.being.offered.by.[YOUR.COMPANY].

These.classes.give.students.the.opportunity.to.learn.about.[TOPIC].from.our.expert.

trainers..Included.will.be.[KEY.POINTS.TO.BE.COVERED]..Classes.are.being.offered.

on.[DAY/DATE,.TIME,.FREQUENCY.INFORMATION]..Interested.parties.can.sign.up.

at.[WEB.ADDRESS].

The.press.release.below.contains.more.details.about.the.new.training.program..

If.you.have.questions,.or.would.like.to.speak.with.[COMPANY.SPOKESPERSON].

about.the.program,.please.call.me.at.[PHONE.NUMBER].or.send.me.a.return.e-mail.

and.I.will.arranged.it.at.your.convenience..Thank.you.for.your.time.

Sincerely,

[Your.name]


del ivering your story | .sample.pitch. letter.2

Sample pitCH letter 2

Pitch Letter for a Customer Case Study

Subject.line:.Case.study.–.[CUSTOMER].keeps.tires.rolling.with.RFID.program

Dear.[Editor’s.Name]:

One.of.the.first.things.any.student.is.taught.about.business.is.the.law.of.supply.

and.demand..And.because.it’s.the.first.thing,.everyone.assumes.it’s.an.easy.thing.

But.in.these.days.of.“just.in.time”.delivery,.making.sure.inventory.is.in.the.right.

place.at.the.right.time.has.become.a.huge.challenge..That’s.certainly.the.way.

it.was.for.[CUSTOMER]..They.were.finding.that.[CHALLENGE]..With.customer.

satisfaction.on.the.line,.they.knew.they.had.to.do.something.about.it.

That’s.when.they.called.in.[YOUR.COMPANY].to.improve.the.flow.of.goods,.and.

make.sure.it.was.where.it.needed.to.be..[YOUR.COMPANY].recommended.that.

[CUSTOMER].instituted.a.radio.frequency.identification.(RFID).program.

RFID.itself.is.nothing.new..Large.retailers.such.as.Wal-Mart.have.been.using.it.for.

years.to.track.inventory.coming.from.suppliers.through.their.warehouses.and.into.

the.stores..But.for.a.company.the.size.of.[CUSTOMER].it.seemed.like.a.radical.step..

But.fearing.the.loss.of.business.if.they.didn’t.do.something,.they.plunged.ahead.

The.results.have.been.outstanding.–.“better.than.we.hoped.for.in.our.wildest.

dreams”.according.to.CEO.[NAME]..Since.instituting.the.RFID.program,.

[DESCRIBE.THE.RESULTS.–.BE.AS.SPECIFIC.AS.POSSIBLE]..They.have.also.been.

able.to.increase.their.ability.to.service.customers.by.X.percent.without.having.

to.add.staff.or.facilities..It’s.a.real.success.story.that.demonstrates.the.value.of.a.

leading.edge.technology.

If.you.would.like.to.speak.to.[NAME,.TITLE].at.[CUSTOMER].about.the.difference.

this.program.has.made,.and.how.it.has.helped.this.local.company.grow,.please.

call.me.at.[CONTACT.INFORMATION]..Thank.you.for.your.consideration.

Sincerely,

[NAME]

pitCH letter annOUnCementS FOr a preSS releaSe

• CompTIA A+ Authorized Service Center™ Status

• Availability of a New Software Product

• Availability of a New Hardware Product

• Training Seminar

• Receipt of an Award

• New Office Location

• Significant Personnel Appointment

• Case Study on a Successful Installation/New Technology Approach

Media.alerts.are.sent.to.reporters.or.editors.to.spark.their.interest.in.an.upcoming.

event.you.are.planning..They.are.basic.“invitations”.to.your.event..Media.alerts.

provide.the.editor,.reporter,.or.electronic.media.producer.with.the.“who,.what,.

when,.where,.and.why”.of.your.event..In.a.media.alert.you.are.asking.a.news.outlet.

to.devote.some.of.their.resources.to.reporting.your.event.

Media.alerts.contain.no.other.information.–.just.the.factual.data.about.your.event..

Typically,.media.alerts.are.e-mailed.or.faxed.to.the.media.outlet..You.should.check.

in.advance.how.each.outlet.on.your.target.list.prefers.to.receive.such.information..

You.will.also.want.to.post.this.information.on.your.Web.site’s.home.page,.of.course.

An.established.relationship.with.a.media.outlet.offers.you.the.best.chance.of.

successful.placement..As.always,.getting.your.material.to.a.person.you.have.spoken.

with.or.met.with.in.the.past.increases.your.chance.of.success..However,.some.

news.outlets.process.media.alerts.differently.than.other.news.items..For.radio.and.

television.stations,.the.“Assignment.Desk”.should.receive.a.copy..For.print.media.

such.as.newspapers.and.magazines,.alert.the.“Photo.Assignment.Desk”.as.well.as.

the.appropriate.reporter.if.your.event.has.a.strong.visual.element.

A.single.template.you.can.customize.is.included.in.this.CompTIA.Marketing.Tool.Kit..

Media.alerts.contain.the.same.basic.information.with.no.embellishments..However,.feel.

free.to.vary.the.order.in.which.the.information.is.presented..For.example,.if.a.high-

profile.personality.is.attending,.then.place.your.“WHO”.information.second..That.will.

also.get.the.attention.of.your.media.contact.and.increase.your.chance.of.success.

meDia alertS


del ivering your story | .sample.media.alert

Sample meDia alert

[BASIC STATEMENT OF WHAT THE EVENT IS]

WHAT:.[Briefly.describe.the.event]

WHEN:.[Date.and.time]

WHERE:.[Location]

WHO:.[Who.will.attend]

WHY:.[The.purpose.of.the.event..Also,.why.certain.people.may.be.attending}

Media Contact:

[Your.name]

[Phone]

[e-mail]

[Internet.address]

SeCUring CaSe StUDieS/CUStOmer teStimOnialS

Customer.case.studies.are.some.of.the.most.powerful.types.of.stories.you.can.pitch.

to.the.media..They’re.valued.by.the.media.almost.everyone.is.interested.in.learning.

how.other.organizations.have.solved.problems.similar.to.their.own..And.they’re.

valuable.to.you.because.they.provide.an.opportunity.to.showcase.your.knowledge.

and.expertise.

Good.case.studies.follow.a.classic.storytelling.arc..They.begin.with.a.simply.stated.

problem.–.XYZ.Company.had.noticed.that.they.were.losing.productivity.and.were.

seeking.an.answer..Then.they.describe.the.solution.–.that’s.when.XYZ.company.turned.

to.your.organization.to.help.them..They.conclude.with.the.results.that.were.attained.

–.proof.that.the.solution.was.a.good.one,.and.yielded.the.outcome.they.desired.

The.perpetual.challenge.with.case.studies.is.getting.customers.to.agree.to.do.them.

in.the.first.place..The.larger.(and.more.desirable).the.customer.is,.the.more.difficult.

it.usually.is.to.obtain.the.permission.you.need.

If.you.want.to.build.a.case.study.or.obtain.a.testimonial,.the.place.to.start.is.with.

your.key.contact..Make.sure.he/she.is.willing.to.participate;.then.ask.who.at.the.

company.would.need.to.be.involved.in.the.approval.process..If.you.can.enlist.your.

contact.as.an.ally,.he/she.will.help.walk.it.through.the.process.

Larger.organizations.will.likely.have.a.marketing.communications.manager,.director.

of.corporate.communications,.public.relations.manager,.VP.of.Marketing,.or.other.

such.person..It.is.important.to.get.this.marketing.person’s.agreement.to.do.the.case.

study..Otherwise,.you.could.put.in.a.lot.of.work.only.to.find.out.at.the.last.minute.that.

your.key.contact.was.not.authorized.to.speak.on.behalf.of.the.company..See.the.

end.of.this.section.for.a.sample.letter/e-mail.requesting.permission.to.do.a.case.study.

The.best.time.to.approach.a.customer.for.a.case.study.or.testimonial.is.within.three.

months.of.completion.of.the.project..The.program.will.still.have.the.afterglow.of.

success,.and.should.also.be.showing.some.measurable.results.


There.are.many.reasons.a.customer.won’t.agree.to.participate.in.a.case.study,.or.

even.provide.a.one-paragraph.testimonial.for.you.to.use.in.marketing.materials.and.

on.your.Web.site..Some.of.the.most.common.are:

• They don’t want anyone to know they had this problem.

• They consider the solution a competitive advantage.

• “Corporate” won’t let them.

• They don’t talk about (or on behalf of) suppliers.

• They don’t see a benefit to investing the time.

Some.of.these.objections.can.be.overcome,.while.others.cannot..If.corporate.really.

does.have.a.rule.against.participating.in.a.supplier’s.case.study.you.could.do.more.

harm.than.good.by.trying.to.pursue.one..Here.are.some.things.you.can.do.to.

increase.your.chances.of.getting.a.case.study.or.testimonial:

1. Write participation in a case study/testimonial into the contract. Add language stating that

once the project is completed to satisfaction, the customer agrees to participate in a case

study and provide a testimonial quote. It may get knocked out during negotiations, but if it

doesn’t you’ll have a better chance of securing participation.

2. Show the customer what’s in it for them. For very little work on their part, they will receive

free publicity that shows them as a forward-thinking company. Explain how you plan to use it,

and how it will help them drive business as well.

3. Offer a discount on a product or service in exchange. How much you offer depends on how

desirable the case study/testimonial is, but customers are generally more willing to help you

out if they feel they’re getting something tangible in return.

4. Address any concerns. Explain to the customer what you will need from them in terms of

a time commitment. Usually it’s an hour or so for the initial interview with your writer, then

perhaps a half hour or so for the rest. Promise that the customer will have a chance to review

and edit the case study before it goes out, then follow through on that promise. If they’re worried

about the amount of time media interviews might take, set a limit on how many are acceptable.

Ultimately, you goal is to demonstrate that the process will be rewarding and beneficial.

delivering your story | .case.studies/customer.test imonials

Once.you’ve.secured.agreement.to.participate.in.a.case.study,.you.will.need.to.

put.the.story.together..The.outline.at.the.end.of.this.section.provides.a.basic.case.

study.format.

Start.by.thinking.of.what.story.you.want.to.tell..Is.there.a.special.service.you.want.to.

promote,.or.an.expertise.with.a.particular.product?.Did.you.do.something.innovative.

that.your.competitors.can’t?

When.you.have.that,.it’s.time.to.begin.the.interview.process..You.can.either.do.it.

yourself,.or.hire.a.professional.writer.to.do.it..Either.way,.develop.a.list.of.questions.

about.the.company.and.project.to.use.as.a.guide.during.the.interview.process..Then.

set.up.an.appointment.to.speak.with.the.key.contact.at.the.customer..(Never.just.call.

up.and.launch.into.the.questions.without.giving.the.contact.adequate.time.to.prepare.)

When.you.have.the.answers.you.need,.develop.the.story.and.run.it.through.any.

internal.review.process.first..When.your.team.is.happy,.pass.it.to.the.customer.for.

approval..Once.you.have.the.customer’s.final.approval.the.case.study.is.ready..You.

can.either.leave.it.as.a.standard.word.processing.document,.or.create.a.special.format.

for.case.studies.that.can.be.used.as.promotional.literature..If.you.are.creating.a.

special.document,.add.in.graphics.as.appropriate..If.the.graphics.include.photographs.

of.the.customer,.have.him/her.sign.the.photo.release.form.found.on.page.44.

For.testimonials,.the.process.is.simpler..Your.best.bet.for.getting.what.you.need.is.

to.write.the.testimonial.yourself,.then.ask.the.customer.to.edit.and/or.approve.it..

Just.remember.to.be.realistic.in.what.you.want,.and.write.it.from.the.customer’s.

point.of.view.

Following.is.a.sample.case.study.format,.along.with.some.examples.of.case.studies.

CompTIA.has.developed.for.its.own.use.


THE CUSTOMER Provide.a.brief.description.of.the.customer..Include.details.such.

as.when.the.company.was.founded,.their.industry,.what.their.core.business.is,.size.of.

the.business.(if.that.is.public.knowledge),.any.well-known.brands.they.offer..Most.of.

this.information.can.be.found.on.the.customer’s.Web.site.

THE CHALLENGE Describe.what.the.primary.challenge.was..If.it’s.something.

that.the.customer’s.entire.industry.has.trouble.with,.include.that.as.well..Describe.the.

effect.that.the.challenge.was.having.on.the.business.–.loss.of.productivity,.unable.to.

meet.deadlines,.too.much.time.being.spent.on.certain.tasks,.etc..If.the.customer.

tried.other.steps.to.remediate.the.problem,.mention.that.as.well..Build.to.a.decision.

point.–.the.customer.knew.something.had.to.be.done.fast.and.started.looking.for.a.

partner.that.could.do.it.

THE SOLUTION This.is.where.you.come.in..Describe.how.the.customer.engaged.

your.firm,.then.set.out.the.steps.that.were.taken.to.develop.a.solution,.starting.with.

the.most.important.issue.and.working.your.way.down..For.example,.if.there.were.

hardware.concerns,.describe.how.you.tested.performance.or.simulated.a.failure,.

gathered.data,.provided.an.analysis,.then.implemented.a.solution..Include.one.or.

more.quotes.from.the.customer.about.how.well.thought-out.the.solution.was.and/or.

how.well.you.worked..Also,.be.sure.to.include.the.customer’s.personnel.as.being.part.

of.the.solution.–.that.often.helps.speed.the.approval.process..If.timing.was.a.factor.

be.sure.this.section.reflects.it,.e.g..normally.what.you.did.takes.three.months.but.the.

project.had.to.be.completed.in.a.month.and.a.half.due.to.a.legal.requirement..Finish.

with.a.statement.about.how.the.project.was.successfully.implemented.and.all.goals.

were.met.

THE RESULTS Describe.any.results.that.have.been.documented..Hard.evidence.

is.always.more.effective.than.soft..For.example,.being.able.to.say.that.man-hours.of.

labor.were.decreased.by.20.percent.is.more.effective.than.saying.productivity.was.

improved.noticeably..Dollar.savings.(if.that.was.the.goal).is.always.good,.as.is.

throughput..If.you.don’t.have.quantifiable.data.to.show,.describe.the.effect.the.

project.has.had.on.the.business..Anything.to.show.that.the.project.was.successful,.

and.met.or.exceeded.its.goals..A.final.quote.from.the.customer.in.this.section.may.

also.serve.as.both.a.pull-out.(highlighted).quote.for.the.case.study.and.as.a.

testimonial.for.the.Web.site.

delivering your story | .case.studies/customer.test imonials

Sample CaSe StUDY reQUeSt letter

Dear.[DECISION-MAKER],

Recently,.[YOUR.COMPANY].completed.a.project.to.[PROJECT.DETAILS].with.

[CUSTOMER.COMPANY]..It.is.my.understanding.from.[YOUR.KEY.CONTACT].that.

the.project.has.been.successful,.and.is.already.providing.outstanding.results.

We.would.like.to.feature.the.work.we.performed.for.[CUSTOMER.COMPANY].

in.a.case.study.we.are.developing..In.addition.to.showcasing.the.work.we.did,.

we.believe.it.will.show.[CUSTOMER.COMPANY].as.a.progressive.leader.that.is.

concerned.with.[BENEFITS.TO.CUSTOMER.COMPANY’S.CUSTOMERS]..It.will.also.

look.good.to.your.customers.and.prospects.to.see.a.positive.story.about.your.

company,.extending.your.own.public.relations.efforts.at.no.cost.to.you.

Please.understand.that.we.will.perform.the.bulk.of.the.work.to.create.the.case.

study..The.only.impositions.we.will.make.on.your.organization.initially.are.for.an.

hour.or.so.to.interview.[KEY.CONTACT].regarding.the.project.and.its.background,.

and.some.time.once.it’s.written.for.you.to.review.and.approve.the.final.version.

Once.the.case.study.is.approved.we.plan.to.pitch.it.to.[TYPE.OF.MEDIA.OUTLET]..

They.may.ask.to.speak.with.someone.at.[CUSTOMER.COMPANY].regarding.the.

story..Should.that.occur.we.will.come.to.you.for.permission.for.a.spokesperson.to.

speak.before.agreeing.to.a.story.

Please.let.me.know.if.all.of.this.is.agreeable..We.are.excited.to.tell.your.story..Thank.you.

in.advance.for.your.help.

Sincerely,

[YOUR.NAME]

[YOUR.TITLE]


del ivering your story | . the.media. interview

tHe meDia interVieW

Few.media.interactions.can.affect.you.and.your.firm’s.image.as.much.as.the.

interview..Properly.conducted,.an.interview.can.build.your.reputation.by.increasing.

your.credibility.as.an.expert..It.can.also.help.you.become.the.“go-to”.person.

for.the.reporter’s.stories.in.the.future..Technology.reporters.especially.need.a.

database.of.knowledgeable.experts.they.can.turn.to.when.a.news.story.breaks.

Links.to.articles.where.you’re.quoted.should.be.posted.immediately.to.your.Web.

site..This.is.called.“remerchandising.the.placement,”.and.it.assures.that.customers.

and.prospects.can.see.what.you.had.to.say.on.the.subject.long.after.the.original.

placement.occurs.

Quotations.from.the.interview.often.furnish.terrific.material.for.you.to.include.in.

other.written.pieces.such.as.bylined.stories..If.one.reporter.is.interested.in.a.topic,.

others.may.be.as.well.

Your.overall.goal.in.the.interview.is.to.tell.your.story.to.the.audience..The.reporter’s.

goal.is.to.create.news.items.of.interest.to.the.reader.or.viewer..These.two.goals.

may.or.may.not.be.entirely.compatible.

Realize.that.the.outcome.of.the.interview.is.a.“manufactured”.product..Your.

words.are.edited,.filtered.and.shaped.by.the.process.of.reporting..The.final.news.

product.is.the.result.of.many.practical.decisions.by.the.reporter.and.the.media.

outlet..Chiefly,.the.media.outlet.has.to.select.what.will.be.presented..The.two.

major.criteria.they.use.for.this.selection.are.time.and.audience.interest..That.is,.

how.much.time.(or.space).can.the.media.outlet.devote.to.your.interview,.and.

what.aspects.of.the.story.will.interest.their.audience.most.

This.selection.and.editing.process.is.inherent.to.all.news,.but.the.process.could.

end.up.changing.the.message.you.sent.or.thought.you.sent.during.the.interview..

There.is.also.a.risk.that.you.could.spend.time.being.interviewed.but.not.appear.

in.the.final.article..The.higher.profile.the.media.outlet.is.the.bigger.that.risk.since.

they.will.likely.have.more.sources.from.which.to.choose..That’s.why.it’s.important.

to.prepare.ahead.of.time.and.be.sure.you’re.spot-on.with.both.what.you.say.and.

the.way.you.say.it.

BeFOre tHe interVieW

The following information is

intended to help you minimize

the possibility of your message

being garbled or cut. To be

prepared, you need to focus

on the entire interview

situation. Here are some

things to consider.

Consider.these.factors.before.the.interview..It.will.probably.not.be.possible.to.

identify.all.these.factors.in.advance,.but.the.more.you.know.before.the.interview,.

the.greater.your.chance.of.success.

• Your messageBear in mind that you may have little or no control over the final interview product. This

means your communication objectives must be very basic. Pick two, or at most, three points

about your business that you want the interview audience to remember. For example, the

advantages of using an CompTIA A+ Authorized Service Center™, or the range of value-added

services provided by members, may be appropriate. Whatever you choose, always keep those

ideas in mind and try to weave them into your responses as much as possible. This message

management technique, called “bridging” by the professionals, is practiced superbly by most

politicians, who sometimes appear to be answering a question entirely different from the one

they were asked! You should not have to go that far, but try to focus on your basic messages

as much as possible.

Two other points to keep in mind. One is to envision the headline you’d like to see, and make

that your major point of emphasis. You may not get it, but it will help you stay focused. The

other is to “start with the punchline,” then tell the story. In other words, begin with the point

you want to make when answering a question, then explain what it means.

• Subject matterYou will no doubt discuss the topic with the reporter at the time the interview is scheduled.

But what you need to know is how wide or narrow the scope of the interview will be. What

is the reporter looking for? Interviews can cover narrow technology topics (how to buy a

computer) or broad industry topics (distribution or profitability issues). In what capacity are

you being interviewed?

Three possible roles are: Industry spokesperson, local business owner, technology expert.

A combination of roles is also possible. This is not the same as acting! The reporter has a

perception of who you are and what kind of information you can share with the audience.

You are trying to discover what the reporter’s perceptions and expectations are. Be certain

of the exact nature of the subject matter and who the reporter expects you to be during

the interview.


• FormatKnow whether the interview will be conducted face-to-face, by telephone or via e-mail. Ask

if you can get any of the questions in advance before the interview, stating you want to be

sure you’re properly prepared to help the reporter out. This will help you prepare, although

the reporter may be unable to grant your request. Nail down all the details up front. For live

broadcast interviews, ask if listeners or viewers will call in with questions.

• toneWhat kind of reception are your messages and information likely to get? How are they likely to

be communicated by the reporter and the media outlet? Read or view some of the reporter’s

previous work. The reporter’s style of questioning may be neutral or abrasive. Study the

publication or previous editions of the broadcast program. You want to know if the interview

might take a critical stance, be totally objective, or totally sympathetic to your message.

• time and deadlinesAsk how much time the reporter will need, and what his/her deadline is. If the reporter does

pieces of varying lengths, ask whether this will be one of the short blurbs or a more in-depth

article. This will help you set the proper expectations for the outcome.

delivering your story | .before.the. interview

tHe interVieW itSelF

Here.are.some.points.to.keep.in.mind.during.the.interview..In.broadcast.interviews.

you.want.to.project.a.relaxed.and.confident.image..The.best.way.to.do.this.is.by.

thorough.preparation.–.including.practicing.with.a.video.camera.(for.television.and.

vidcasts).or.audio.recorder.(for.radio.and.podcasts)..Always.remember.that.your.

responses.are.the.substance.of.the.interview..There.is.no.such.thing.as.speaking..

“off.the.record.”.If.you.don’t.want.something.reported,.then.don’t.mention.it.

• Honesty If you don’t know the answer to a question, say so. Defer it to another source or offer to

follow up with an accurate answer later. Don’t let the reporter put words in your mouth or

assist you in speculating outside your area of expertise. Never lie. If you can’t answer a

particular question, then politely, simply, and briefly state your reason. Don’t indulge in

long explanations.

• Credibility Credibility is created by giving clear answers to questions. Use active language. Say that

something “is,” not that it “seems to be.” Phrases such as “customers want,” or “the market

wants” are more effective than using “I think.” Be sure you are really answering the question

that was asked, not just hammering out your own message goals. Also, in live interviews,

never read prepared responses. You can have notes handy, but speak conversationally. Use the

right words for the right audience. Techies expect jargon – many consumers hate it. Also, the

reporter may not fully understand technical talk.

• Brevity Rambling answers to questions can be misunderstood and affect your credibility. State the

important information first when framing your answer. Do not volunteer information; let the

reporter do his or her job by asking you the follow-up questions. Keep your responses simple.

Occasionally ask, “Does that make sense?,” or, “Is this what you’re looking for?” to make sure

your answers are tracking with the reporter’s needs. If the interview is on the telephone, be sure

to listen well ask you speak in case the reporter wants to ask a question.

• errors and misconceptions You must correct any misconceptions the reporter mentions. Briefly and courteously refute

the error. You can say things such as, “That’s certainly the conventional assumption.” or, “A lot

of people seem to think that.” Then give the reporter the correct information, but don’t dwell

on it. If you make an error, correct it when you can, but don’t indulge in explanations about

what you were thinking about and how you might have made the mistake in the first place.

Remember,.everyone.involved.wants.the.interview.to.go.well..You,.because.it.will.

generate.positive.publicity;.and.the.media.outlet,.because.it.means.a.better.quality.

news.product.


del ivering your story | . responsibi l i ty/community.service

COrpOrate reSpOnSiBilitY/COmmUnitY SerViCe

Becoming.involved.in.various.social.and.charitable.endeavors.in.your.local.

community.is.a.great.way.to.build.both.visibility.and.your.organization’s.

reputation.as.a.good.company..It.can.also.be.a.productive.way.to.build.contacts.

among.important.business.leaders.in.your.area..And,.of.course,.it’s.the.right.thing.

for.a.successful.company.to.do.–.giving.back.to.the.community.that.supports.it.

Corporate.responsibility.programs.can.take.many.forms..Here.are.some.examples:

• Commit to cleaning up a section of road in an “Adopt a Highway” program.

• Become a major or minor sponsor of a 5K or 10K race.

• Donate your services to help a local homeless shelter, church organization, or other

charitable group.

• Become a corporate sponsor of “Character Counts” or a similar youth development program.

• Sponsor local youth sports teams or leagues.

• Become involved with local environmental efforts, or start one yourself; work with local

disposal companies or governments on recycling technology products.

• Sponsor local festivals and/or groups devoted to the arts.

• Work with local schools (elementary, middle school, high schools) on programs that

encourage students to pursue jobs in the technology field.

• Establish a program to help senior citizens learn how to use computers/the Internet; offer

training at community senior centers as well as assisted living facilities.

Each.of.these.programs.offers.an.opportunity.to.get.your.business’.name.out.

in.the.community,.and.have.you.associated.with.something.positive..Some.

lend.themselves.more.to.additional.publicity.opportunities.(such.as.a.photo.

in.the.local.newspaper).than.others..But.all.will.help.you.build.goodwill.in.the.

community.to.further.your.business.goals.

USing tHe “aSk tHe eXpert” aDVertOrialS

Advertorials.are.designed.to.look.like.a.publication’s.editorial.column..An.

advertorial.has.a.bylined.author.and.provides.readers.with.detailed.information,.

much.as.a.bylined.article.does..However,.an.advertorial.carries.a.disclaimer.from.

the.publication.indicating.that.the.information.is.a.form.of.paid.advertising..When.

printed,.the.advertorial.closely.resembles.an.editorial.column.

Because.they.are.essentially.paid.advertisements,.advertorials.can.be.much.easier.

to.place.than.other.publicity.pieces..Choosing.the.proper.print.media.is.the.most.

important.aspect.of.using.your.advertorial..Nearly.any.publication.will.be.glad.to.

take.advertorials.since.they.are.paid.advertising,.so.be.certain.that.your.selected.

media.outlet.reaches.your.customer.base..Consult.your.MEDIA.RESOURCE.GUIDE.

and.the.CHARACTERISTICS.OF.MEDIA.section.in.this.CompTIA.Marketing.Tool.Kit.

to.help.you.select.your.media.outlets.

An.“Ask.the.Expert”.advertorial.is.included..Plan.a.campaign.and.run.advertorials.in.

selected.media.outlets.at.regular.intervals..Some.likely.outlets.for.your.advertorial.

are:.daily.newspapers,.weekly.newspapers,.and.regional.magazines..These.outlets.

all.have.placement.costs.that.could.differ.significantly,.so.be.sure.to.monitor.your.

budget..As.you.develop.the.text.you.should.keep.it.fairly.neutral.as.opposed.to.

making.it.a.blatant.promotional.piece.for.your.company..Otherwise,.you.might.

lose.the.audience.–.they.will.abandon.the.piece.if.they.feel.they’ve.been.deceived.

and.there’s.nothing.of.value.in.there.for.them..It.is.ok,.however,.to.mention.your.

company.using.phrases.such.as.“[YOUR.COMPANY].has.found”.or.“Most.companies.

[YOUR.COMPANY].works.with.prefer.”.Here.are.some.other.factors.to.consider.

when.choosing.an.outlet.for.your.advertorial.

• audience

You should research the publication’s readership before you place your advertorial.

This includes data such as circulation numbers, geographic distribution, and audience

demographics if available. The larger the publication, the more detailed this information will

be. You should also ask yourself some basic questions as well. Do you read the publication?

Do your peers or competitors? Are computer technology issues featured often or seldom in

the publication? Also, consider the publication’s image and whether it’s consistent with the

image you want to project for your business. Do you compete on service or price? Which do

you think the publication’s readers will be more interested in? As always, study the media

outlet carefully to make sure it is a good “fit” with your firm.


del ivering your story | .how.to.place.your.advertorial

HOW tO plaCe YOUr aDVertOrial

• CostPlacement costs will probably vary considerably among different types of publications.

However, costs within a single publication may also differ. Actual page positioning may

affect costs. That is, whether your advertorial ends up on a left-handed or a right-hand

page, and where exactly on that page it is placed. Different days of the week may have

different placement costs. Some publications publish special technology editions with

special placement rates. In general, try and think in terms of reach, which is how many

people will see your advertorial, and frequency, which is how many times people will see it.

Most placement costs are a function of the relationship between reach and frequency. This

relationship will vary from publication to publication and is true of advertising costs

in general.

1. Contact the advertising sales representative at the publications you have targeted. Explain

the “Ask the Expert” advertorial campaign you want to run. Ask about frequency discounts

since your campaign consists of more than one placement. Find out what the mechanical

specs are, i.e. what do you need to furnish to the publication. Do they want finished art,

or are they willing to take text you furnish and format it for you? If they want a finished

product, you may need to get a graphic artist involved for layout and preparation purposes,

which will add to the cost.

2. Get a written contract from your ad representative stipulating the publication conditions of

your advertorials. Be sure you understand your deadline obligations.

3. Submit your advertorial to your ad representative in the agreed-upon format. Be sure to

meet your deadlines! If a photo will run with the article, and you are not supplying finished

art, submit it now.

4. If the publication is putting the ad together for you, ask your ad representative for a

typeset proof layout copy of your advertorial. This is your chance to check for errors before

it is published.

Remember,.with.an.advertorial,.you.are.paying.to.have.your.message.published..

Make.sure.that.things.are.the.way.you.want.them.to.be.before.publication.

Sample aSk tHe eXpert aDVertOrial COpY

Ask the Computer Expert“Does it make a difference where I buy my computers?”

By:.[Your.name]

Although.it.may.seem.at.first.that.a.computer.is.a.computer.is.a.computer,.the.truth.

is.they.are.still.very.complex.machines.full.of.nuances.and.quirks..Which.means.at.

some.point.you.will.need.some.sort.of.technical.support..That’s.the.point.where.you.

made.the.purchase.will.make.a.huge.difference.

There.are.two.broad.categories.of.sales.outlets.for.computers:.mass.merchandisers.

and.local.computer.resellers..Mass.merchandisers.include.“big.box”.electronics.stores,.

computer.superstores,.warehouse.clubs,.office.supply.stores,.department.stores,.

mail.order.firms,.department.stores,.and.appliance.stores..Their.focus.is.generally.on.

selling.equipment;.they.may.or.may.not.offer.after-sales.service..Computer.resellers.

are.local.companies.with.expertise.in.design,.installation,.maintenance.and.service.of.

technology.products;.the.hardware.and.software.itself.is.a.small.part.of.their.business.

These.sales.outlets.provide.different.levels.of.product.choice.and.technical.support.

for.customers,.so.consider.your.own.needs.carefully.before.you.buy..Realistically.

assess.your.own.level.of.technical.ability.and.how.much.time.you.are.willing.to.

devote.to.maintenance..What.software.applications.will.you.run?.Will.you.be.setting.

up.a.full.network.with.clients.and.servers?.How.much.can.you.spend?.How.much.do.

you.really.know.about.computers?.As.with.most.things.in.life,.computer.purchasing.

is.a.series.of.trade-offs,.and.the.right.selection.of.sales.outlet.can.help.you.balance.

those.choices.

If.you.work.in.a.home.office,.or.an.office.with.two.or.three.people,.your.technology.

needs.are.probably.fairly.simple..If.you.have.a.good.understanding.of.technology.

and.have.the.time.to.perform.your.own.service,.you.can.usually.save.money.by.

going.to.a.mass.merchandiser.Some.have.knowledgeable.salespeople.who.can.

help.you.pick.out.the.products.you.need..If.you.require.tech.support.to.set.it.up,.

however,.you.will.either.need.to.pay.for.it.in.addition.to.the.products.or.contact.

the.manufacturer’s.support.center..If.problems.crop.up.beyond.your.capabilities.

later.on,.you.will.also.need.to.find.someone.to.help.you..You.may.want.to.set.up.a.

contract.so.you.have.someone.“on-call”.as-needed.


del ivering your story | .“ask.the.computer.experts”.topics

“aSk tHe COmpUter eXpertS” tOpiCS

Local.resellers.often.charge.a.little.more.for.the.products,.but.they.also.offer.a.

variety.of.value-added.services.that.help.you.save.time.and.money.in.the.long.

run..These.reseller.services.can.include.training,.consulting,.and.system.design..If.

you.require.a.full-function.network,.use.complex.applications.(such.as.an.online.

store.or.CRM.software).to.operate.your.business,.or.have.a.“virtual”.office.rather.

than.one.central.location,.a.reseller.is.the.right.choice..They.are.also.more.likely.

to.service.your.products.on-site.rather.than.making.you.bring.the.products.to.

them..When.comparing.prices,.make.sure.you.understand.what.product.support.

services.are.bundled.with.each.computer.purchase—different.resellers.may.have.

a.different.“mix”.of.services.they.provide.

One.indication.of.service.orientation.is.the.CompTIA.A+.Authorized.Service.

Center™.medallion..This.designation.is.awarded.by.CompTIA,.the.Computing.

Technology.Industry.Association™,.and.is.recommended.by.the.Better.

Business.Bureau.as.one.way.in.which.computer.users.may.gauge.the.reseller’s.

commitment.to.computer.service.quality..In.order.to.achieve.A+™.Certification,.

at.least.50.percent.of.the.reseller’s.technicians.must.pass.rigorous.tests.designed.

by.CompTIA.in.conjunction.with.leading.software.and.hardware.manufacturers..

To.date,.more.than.180,000.technicians.have.become.A+™.Certified.and.more.

than.1,800.firms.have.become.A+.Authorized.Service.Centers..This.certification.

assures.you.the.sales.outlet.is.serious.about.providing.great.service.

So.when.shopping.for.a.computer.system,.keep.your.own.after-sales.service.

needs.in.mind..Equipment.installation,.on-going.technical.support,.and.equipment.

maintenance.are.all.issues.that.keep.affecting.your.computing.ease.long.after.the.

initial.purchase.is.past.

[Your.name].is.the.[your.title].of.[your.company],.located.at.[your.address,.phone.

number,.Internet.address].

• “How do I compare prices when shopping for a computer?”

• “What exactly is a Value-Added Reseller?”

• “What is needed to set up a network for five or more people?”

• “How can I make sure my technology investments today will still be good two years from now?”

• “What services can I expect from my computer retailer?”

• “How do I care for my new computer?”

Using The CompTIAMarketing Tool Kit Brochure

Brochures are one of the most

popular ways to build the

image of a business. They can

range from elaborate, multiple-

page, full-color documents

down to simple “tri-fold”

pieces – an 8½" x 11" piece of

paper folded twice. Brochures

are the classic “leave-behind”

of marketing communications.

Your brochure should emphasize the strongest features of your

business. If you have a strong focus on after-sales service and

are an CompTIA A+ Authorized Service Center™, then stress

that. If you specialize in on-site service or integrated solutions

for business, focus on that. You should still operate from your

communications platform, and make sure your brochure sends

the messages about your business that are consistent with your

other publicity efforts. Keep your brochure focused on the two

or three services that are the strength of our firm. Don’t ask your

brochure to do too much. For example, telling the whole history

of your firm, explaining all your services, and introducing all your

employees may be a lot of information for one, tri-fold piece of

paper to carry. You may want to consider creating a folder with

several one-page sheets that tell those separate stories instead.

Consider what you want the brochure to accomplish. Think

carefully about how you will use it. Will a salesperson personally

leave it with a prospective customer after a meeting, or will you

use it as a direct-mail piece? These are two different functions. In

the first instance, you are using the brochure to solidify an image

and reinforce the messages sent during the personal sales call.

The brochure is a supporting piece. In the direct-mail situation,

the brochure is the sales call; it introduces your firm and tries to

create a message, not merely reinforce one.


Here.are.some.suggestions.of.what.to.include.in.your.brochure:

• A short history of your business including the background/experience of senior

level management.

• A list and short explanation/description of services/products you offer.

• Quotes from previous satisfied customers.

• Company mission statement.

• Store/office hours (including branch offices).

• Full contact information and directions to store/office location(s).

• Awards or recognition you have received.

If you are a CompTIA A+ Authorized Service Center™, you can include the

following paragraph in your brochure:

[Your.company].is.a.CompTIA.A+.Authorized.Service.Center™,.a.designation.

the.Better.Business.Bureau.recommends.consumers.use.to.determine.a.

member’s.level.of.commitment.to.computer.service.quality..To.date,.more.

than.180,000.technicians.have.become.CompTIA.A+™.Certified.and.more.

than.1,800.firms.have.become.CompTIA.A+.Authorized.Service.Centers™..

The.designation.is.awarded.by.CompTIA,.the.Computing.Technology.

Industry.Association™,.the.voice.of.the.world’s.$3.trillion.information.

technology.industry..CompTIA.membership.extends.into.more.than.100.

countries.and.includes.companies.at.the.forefront.of.innovation;.the.channel.

partners.and.solution.providers.they.rely.on.to.bring.their.products.to.

market;.and.the.professionals.responsible.for.maximizing.the.benefits.


using the compTIA brochure

HOW tO prODUCe YOUr BrOCHUre

(Use this paragraph if you are not a CompTIA A+ Authorized Service Center)








You.can.design.and.print.the.brochure.yourself.if.you.have.the.proper.equipment.

and.an.eye.for.graphics..Otherwise,.you’ll.need.to.engage.a.full-service.graphics.or.

marketing.firm..Remember.that.your.brochure.will.give.customers.and.prospects.

an.impression.of.your.company.by.the.way.it.looks,.reads,.and.feels..You.want.to.be.

sure.that.impression.is.a.good.one..It.may.be.a.very.wise.investment.to.have.your.

brochure.produced.by.a.professional.firm,.especially.if.your.skills.tend.more.to.the.

technical.side.

Once.the.copy.and.layout.are.approved,.printing.is.the.last.phase.of.your.brochure.

production..Simple.tri-fold.or.single-sheet.brochures.can.be.self-printed.on.a.high-

quality.laser.or.inkjet.printer..You.should.use.high-quality.paper.(rather.than.typical.

all-purpose.copier/printer.paper).to.give.it.a.better.look..More.elaborate.pieces.

should.be.produced.on.a.professional.printing.press.

Included.in.this.section.is.a.sample.“SPEC.SHEET”.that.contains.the.typical.

information.that.a.printer.needs.to.know.in.order.to.produce.your.brochure..After.

your.service.bureau.or.graphics.firm.has.customized.the.brochure,.you.can.either.

have.them.provide.you.with.disks.or.upload.the.files.to.the.printer’s.FTP.site..If.you.

have.never.worked.with.a.printer.before,.here.are.some.things.to.keep.in.mind:


• paper There are varied types of paper stocks to choose from. Virtually any color, texture, and weight

is available; the costs for these will vary. A bright white stock is typical. If you use the brochure

for direct-mail, make sure the paper you select is rugged enough for that purpose, and that

both the paper and the size meet U.S. Postal Service regulations.

• Quotes Get all quotes in writing. Make sure the quantities meet your needs. Remember that much

of the cost is in the initial set-up for the print run. Two thousand copies will not cost twice as

much as 1,000 copies. Typical price breaks come at 500; 1,000; 2,500; and 5,000 copies. Also,

costs go up with the number of colors you use. One- and two-color pieces are printed on one

type of press. If you use three colors it will go up to a four-color press; at that point it probably

won’t cost much more to produce a full color brochure. Ask for quotes both ways.

• Overruns A printer may consider any order complete when 10 percent over or under the specified

amount has been completed. The final invoice may reflect this difference, so discuss the

printer’s overrun policy in advance.

• Shipping Printers do not always include this cost in their estimates, so be sure you know about this

in advance.

• gang printing Sometimes you can save money on printing costs by allowing the printer to print your

brochure at the same time, and on the same press, as others. You don’t get as much control

over things like color – generally you have to accept however they set up the run. The trade-

off, however, may be getting a full color piece at a price well below the norm. If exact color

matches aren’t important to you, gang printing is worth considering.

.

One.of.the.other.benefits.to.using.a.graphics.or.marketing.agency.is.they.can.handle.

all.aspects.of.printing.for.you,.from.selecting.paper.stocks.to.managing.the.printing.

process..Just.as.the.right.reseller.can.make.a.computer.installation.work.a.lot.smoother,.

the.right.agency.can.make.the.process.of.producing.your.brochure.a.lot.more.painless.

using the compTIA brochure | .how.to. .produce.your.brochure

Sample printing SpeC SHeet

Description: . three-panel,.self-mailing.brochure

Quantity:. ______________________________

Size:.. 11".x.8½".flat/trim,.3⅔".x.8.½".folded

Stock: . ______________________________

Ink: . 2/2.(two.over.two),.black.and.PANTONE™.*185.RED

Art: . .camera-ready.on.disk

One.halftone.(illustration.on.front.cover).provided.tight.registration,.

no.bleeds

Proofs:.. .blueline.(silverprint.or.dylux)

Color.proof.(optional)

Bindery: . .score.(optional,.depending.on.weight.of.stock)

Fold

Delivery:.. .carton.quantities

Contact.name/address

*PANTONE™.is.a.registered.trademark.of.Pantone,.Inc.


using the compTIA brochure | .sample.print ing.spec.sheet

Using An Ad SlickAn ad slick is a camera-ready

advertisement sent to print

publications. It can either be

on paper or in electronic form.

Advertising is a paid form of

communication, but, unlike the

advertorial, its purpose is more

clear-cut. The ad broadcasts

your business presence so that

potential customers can use

your services.

Publications have editorial

staffs and advertising staffs. To

place your ad slick, you’ll need

to speak with an advertising

sales representative. This

is a little different process

than pitching a story idea or

offering to be a resource for a

reporter. It’s also simpler, since

paying to have the ad slick

printed in the publication is a

basic sales transaction.

Consider.the.following.steps.when.

purchasing.print.advertising.space:

1. Identify the best publications for your

message. As always, use your MEDIA

RESOURCE GUIDE.

2. Call your media targets and ask to speak

with an advertising sales representative.

3. Discuss what ad sizes are available such

as full page, half page, or quarter page.

Rates will vary. Discuss what section of the

publication you want to appear in, when,

and how often. These selections may have

different rates as well.

4. Weigh cost considerations. Smaller weekly

papers and local magazines are usually

less costly than larger daily newspapers.

They may also target your audience better.

Be sure your ad will be appropriate to

that publication.


5. Get a written copy of your agreement. Find out what the publication’s policy is on

errors. If a mistake occurs, the publication will typically rerun your ad without charge

or refund some portion of your payment.

6. Personalize the ad slick, then send it to your sales representative’s attention.

7. Always check your ad when it runs! Check for errors. Make sure it runs on the day you

specify. Also check the ad’s location in the publication and make sure it meets your

specifications. Be ready to discuss any mistakes with your ad representative.

Advertising.departments.at.newspapers.and.magazines.are.good.sources.

of.information.about.reader.demographics.and.buying.habits..The.larger.

the.publications,.the.more.of.this.information.they.will.have..Don’t.forget.to.

coordinate.your.advertising,.when.possible,.with.publicity.events.

using an ad sl ick

Sample aD SliCk COpY

Technology.change.is.swift..But.computers.aren’t.your.business,.they’re.your.tools.

for.business..With.so.many.new.technology.products.and.places.to.buy.them,.how.

do.you.keep.up?.What.is.the.right.solution.for.your.computing.needs?

Today,.you.need.a.smart.partner.to.help.you.create.successful.solutions.and.manage.

technology.change..That’s.where.we.fit.in..[Company.name].specializes.in.forming.

partnerships.with.our.customers.to.recommend.computer.solutions.that.are.right.

for.them.

Call.or.visit..You’ll.find.a.staff.of.computer.experts.who.know.how.to.listen,.

understand.your.needs,.and.cut.through.the.clutter.to.a.solution.for.your.computing.

problems..Make.the.right.connection.today:.[company.name,.address,.telephone].

If you decide to hire an outside firm, you should

• Get addresses of sites they have created. They should give you more than one and

they should not look similar. Visit the sites on your own computer to get a feel for

their ease-of-use.

• Meet the Webmaster in person. You or your employees may be spending

considerable time with him/her and you will want to establish a rapport.

• Ask if they have designed Web sites for similar businesses. It’s useful if they

understand what you do.

• Find out about site maintenance after you go on-line.

• Get references! Ask other clients: Was the site completed on time and within budget?

Are they satisfied with the site’s effectiveness? Would they use this consultant again?

Your Web site is one of your

most important business tools.

As such, it is important that

you get the most out of it.

Following are some tips that

will help guide you in building

a site that works for both

prospects and customers.

Start with an honest evaluation

• Look at your current Web site. Does it look fresh and new, or tired and dated?

• Look at your direct competitors, or other members you think do a good job. How does

your site compare to them, both in looks and ease of navigation? Do you look like a

market leader?

• Think about what people will look for when they come to your site. What do they most

want to know? If you can look at your company through your customers’ and prospects’

eyes you’ll have a better idea of what your site should look like.

Understand your goals

• Determine whether you want to sell customers directly from the site, or get them to

contact you for more information.

• Decide if you want to feature products and services prominently or your company and

its abilities/accomplishments.

Create a budget

• Know how much you are willing to spend before you start designing.

• Map out the number of pages you will need

• Know whether the competitive landscape requires special, more expensive techniques

such as Flash or video.

• Don’t forget hosting fees and maintenance costs.

Building Your Web Site


bui lding your web site

tipS FOr Creating a killer WeB Site

Although.the.technical.mechanics.behind.them.are.essentially.the.same,.there.is.a.

vast.difference.in.the.effectiveness.of.various.Web.sites..Here.are.some.things.to.

keep.in.mind.to.make.sure.you.maximize.the.return.on.your.Web.investment.

• Keep your home page clean and simple, and make it easy to navigate from there to the

specific information visitors seek.

• If you’re going to use animation or video on your home page, be sure it will load in no more

than 30 to 45 seconds.

• Use your keywords in page headings, and one to five times in the copy (depending on length).

Search engine crawlers use these keywords to return search results; your use of them helps

the crawlers know you have text relevant to those keywords.

• Be sure it’s easy for visitors to find the answers to these questions:

> What does your company do – what products and services do you offer?

> Who do you do it for – current customers?

> What makes you different/special/unique?

> Do you have examples/case studies of things you’ve done for others?

> What have others (i.e. customers and the press) said about you?

• Make it easy for visitors to find out how to contact your for more information. At the same

time, don’t ask for a lot of information from them in return or you risk scaring them off. An

option to provide you with an e-mail or phone number is all you need to start the relationship.

• Avoid making your site too cumbersome. Start simple, and then expand it out as you find

a need. Tracking visitor traffic via a Web analytics program will show you which pages are

important to visitors – and which are not.

• Review your service level agreement with your hosting provider at least once a year, and hold

them to the standards set there. In today’s world, you can’t afford not to be visible on the Web.

• Include a site map. When Google (and other search engines) crawl the Web, a site map helps

confirm that the pages on your site relate to your keywords.

• Include a privacy statement. Privacy is a huge concern, especially on e-commerce sites or any

that ask for contact information, so let visitors know what your policy is.

iF YOU BUilD anD prOmOte it, tHeY Will COme

With.thousands.of.Web.sites.being.created.everyday,.it.is.easy.for.your.site.to.get.

lost.in.cyberspace..The.key.to.having.a.successful.Web.site.is.not.just.creating.it,.but.

promoting.it.aggressively..In.other.words,.you.need.to.make.it.easy.to.find.both.for.

customers.and.prospects.who.know.you.and.those.who.don’t.

Having.an.intuitive.URL.is.a.start..That.will.help.the.people.who.are.already.familiar.

with.your.company.find.you..Following.are.some.ideas.for.the.rest.

SEARCH ENGINES

In.virtually.every.survey,.online.search.through.a.search.engine.is.the.top.way.both.

consumers.and.business.people.find.new.products,.services,.and.partners..Google,.

of.course,.is.the.800.lb..gorilla.in.that.space,.but.there.are.many.other.search.

engines.in.use.as.well.

Most.search.engines.are.constantly.crawling.the.Web.and.adding.new.sites.to.their.

search.indexes..If.you.want.to.enhance.your.chances.of.being.listed.with.search.

engines.(making.your.site.easier.to.find),.you.can.register.your.site’s.address.with.

each.engine..Some.of.the.most.popular.are:

Google.(www.google.com)

Yahoo!.(www.yahoo.com)

Ask.(www.ask.com)

AOL.Netfind.(http://search.aol.com)

HotBot.(www.hotbot.com)

Alta.Vista.(www.altavista.com)

Gigablast.(www.gigablast.com)

LookSmart.(www.looksmart.com)

Lycos.(www.lycos.com)

MSN.(www.msn.com)

Netscape.(http://search.netscape.com)

WebCrawler.(www.webcrawler.com)

Dogpile.(www.dogpile.com)

Each.search.engine.should.have.a.mechanism.you.can.use.to.register/submit.your.

site.address..This.may.take.some.searching.on.your.own.since.most.rely.primarily.

on.automated.“bots”.to.find.and.index.sites..If.you.do.choose.to.submit.your.site.

manually,.make.sure.you.take.the.time.to.read.the.directions.carefully..Search.

engines.receive.thousands.of.submissions.a.day..If.you.do.not.follow.their.directions,.

they.will.not.list.your.site.


Periodically.you.will.want.to.perform.a.search.using.your.company’s.name.and.

your.most.important.keywords.to.how.early.your.site.appears.in.the.results..You.

should.do.this.on.several.search.engines..You.can.also.enter.your.Web.address.on.

www.alexa.com.to.get.traffic.statistics.and.see.where.you.rank.on.the.Web..You.

should.register.the.site.there.for.best.results..

If.you.are.not.showing.up.in.the.first.two.pages.on.a.Web.search,.there.are.dozens.of.

tactics.you.can.employ,.as.well.as.a.software.and.services.you.can.purchase,.to.achieve.

higher.rankings.with.search.engines..Search.the.Web.or.your.local.bookstore.using.

the.term.search.engine.optimization.(SEO).for.more.information.on.working.with.

search.engines.

DISPLAYING THE SITE ADDRESS

Display.your.Web.site.address.on.every.marketing.material.you.generate..This.includes.

stationary,.business.cards,.brochures,.in-store.displays,.as.well.as.your.news.releases,.

media.alerts,.bylined.articles,.advertorials,.ads,.etc.

PAID ADS

Adwords.(sponsored.links)

LINK TRADING

Google.(improved).search.ratings

building your web site | . i f .you.bui ld.and.promote. it.

BeCOme an inStant Online eXpert BY BlOgging

Blogging.has.become.one.of.the.fastest.and.least.expensive.ways.for.individuals.

to.establish.their.knowledge/credentials.as.an.expert..Having.a.blog.allows.you.the.

opportunity.to.offer.your.thoughts,.opinions,.and.experience.on.a.variety.of.topics..

It.also.provides.a.way.to.connect.with.prospects.and.customers.on.a.personal,.one-

to-one.level.through.visitor.comments..The.key.to.blogging.is.simplicity..You.don’t.

have.to.be.a.prolific.writer..If.you.can.send.an.e-mail,.you.can.create.and.maintain.

a.blog..The.“blogosphere”.generally.prefers.short,.frequent.posts.over.lengthy,.

involved.ones..Possible.topics.for.your.blog.are:

• Your thoughts on a new product from a vendor

• A new discovery you made about a particular technology

• Results of an installation at a customer location A comment on an announcement from a

technology supplier

• A link to good information you read somewhere else

If.you.can.be.entertaining,.or.you’re.not.afraid.to.be.controversial,.you.can.help.

drive.more.traffic.to.the.blog..The.important.thing.is.to.be.genuine..Give.your.true.

thoughts.and.feelings;.if.you.don’t.want.to.make.those.public.on.a.particular.topic,.

then.don’t.blog.on.it.

There.are.several.services.that.will.allow.you.to.establish.your.blog.for.little.or.no.

money..Among.them.are:

• Blogger (www.blogger.com)

• Wordpress (www.wordpress.com)

• Typepad (www.typepad.com)

• GoDaddy (www.godaddy.com)

Before.you.start.your.own.blog,.you.may.want.to.first.go.out.to.other.blogs.that.

cover.the.same.subject.matter.you.want.to.cover.and.add.comments.to.the.posts.

there..It’s.a.good.way.to.ease.into.it.(and.find.out.if.it’s.for.you)..It’s.also.a.good.

way.to.start.building.your.own.visibility,.as.readers.of.that.blog.are.potentially.your.

readers.as.well.


When.you’re.ready.to.start.your.own,.simply.sign.up.for.an.account,.select.a.clever.

name.for.your.blog,.and.begin.blogging..The.free.version.will.generally.provide.a.

limited.number.of.templates.and.tools.for.you.to.use..If.you.want.more.options,.

such.as.a.fancier.design.or.the.ability.to.track.traffic.on.your.posts,.you.will.need.to.

upgrade.to.the.paid.version.

Your.best.bet.is.to.start.simply,.then.add.to.it.as.you.go.along..Also,.be.sure.to.

include.a.link.from.your.Web.site.to.the.blog,.and.vice.versa..The.more.interchanging.

you.can.do.the.better..Continue.posting.at.other.blogs,.but.this.time.with.a.reference.

to.your.own.

Register.your.blog.with.sites.such.as.Technorati.and.Feedburner,.and.add.buttons.or.

links.to.services.such.as.Digg.and.deli.cio.us..All.of.these.will.help.your.blog.reach.a.

wider.audience.

One.final.word:.the.blog.doesn’t.have.to.rest.solely.on.one.person’s.shoulders..

Blogging.services.often.allow.multiple.authors.on.a.single.blog..Get.all.your.key.

people.involved.and.let.customers.and.prospects.really.get.to.know.the.company.

building your web site | .become.an. instant.onl ine.expert

let YOUr VOiCe Be HearD WitH pODCaStS

Another.way.to.personalize.your.communications.and.enhance.your.Web.site.

is.through.the.use.of.podcasts..Think.of.them.as.mini.radio.broadcasts.that.you.

control..If.you’re.comfortable.in.front.of.a.microphone.and.have.something.to.say,.

podcasts.(sound-only).and.vidcasts.(sight.and.sound).can.again.help.you.establish.

your.expertise.

To.get.started,.you.will.most.likely.need.to.purchase.a.microphone,.recorder,.editing.

software.and.audio.mixer.of.some.sort..There.are.many.podcast.starter.packages.

available.that.provide.all.the.equipment.you.need.

Before.you.begin.creating.your.own.podcasts,.check.out.others.to.get.the.feel..Most.

technology.publications.include.podcasts.of.some.sort..You.can.also.go.to.iTunes.

(www.itunes.com).to.hear.podcasts.on.almost.any.subject.imaginable.

You.will.also.want.to.do.a.couple.of.samples.before.you.commit.to.posting.your.

podcast.so.you.can.become.familiar.with.the.equipment.and.make.sure.you’re.putting.

your.best.foot.forward..Listen.critically.to.your.podcast.when.you.do.it..Ask.yourself:

• Do I sound comfortable and relaxed, or nervous? The former makes you credible; the latter

makes you sound like you’re trying to hide something.

• How is the pace? Does it sound rushed, or am I speaking conversationally?

• You should sound as though you are speaking face-to-face to a customer or prospect.

• Am I enunciating clearly? Many people are surprised to find they don’t speak as clearly as

they think?

• Is my voice varying in tone, or is a droning monotone? You may be the world’s foremost

authority on a topic, but if you’re boring to listen to people will tune out.


The.more.you.can.make.your.podcast.sound.like.you’re.enjoying.the.opportunity.to.speak.on.a.

topic.you.know.well,.the.more.likely.people.are.to.hear.your.message.

Here.are.a.few.other.considerations:

• Keep your podcast under five minutes in length, at least at the start. It’s easier to download, and easier to

listen to at work.

• Add a little music at the beginning and end to create a little more excitement and distinguish your

podcast. But don’t use copyrighted music, such as tunes from your favorite Van Halen CD. There is plenty

of music available for download that does not violate copyright laws.

• Bring in guests from time to time. Having two people speaking is often livelier than a single person, no

matter how good that person is.

• Make it available on your Web site, and at other sites as well. iTunes is one place to go. If you are using

video, sites like YouTube will allow you to upload your vidcast for free.

building your web site | . let .your.voice.be.heard.

Publicity Links: Integrating Merchandising And Marketing Communications

The successful placement of

a few press releases does not

make a successful Marketing

Communications campaign.

Each media event or contact

should dovetail with another;

and all your communications

should support your broad

business goals. This section

will pull the individual pieces

addressed so far in the

CompTIA Marketing Tool

Kit together into suggested

campaign “tactics.” Then,

suggestions on how to

integrate merchandising

efforts with your tactics will

be offered. Remember, these

are only suggestions – mix and

match tactics to achieve your

own individual goals.

INTERVIEWS Interviews should be big

news. If the interview is on a broadcast outlet,

send e-mails to customers and prospects to let

them know when you will be appearing. Let

your suppliers know about your interview as

well, especially if you will be mentioning them.

Once the interview has appeared either on

broadcast, the Internet, or in print, let

customers and prospects know where they can

see it. Post a summary on your Web site, along

with a link to the article. Save a copy and use it

as a handout.

BYLINED ARTICLES Get copies of the

publication where the article appears and send

them to customers and prospects. If it’s online,

e-mail a link to them. Include product

information if a product or service was cited in

your article. Have copies of the article

prominently displayed in your office. Use

reprints as leave-behinds on outside sales calls.

Your tactic here is to keep the story alive long

past the publication where it originally

appeared. The day the article appears should

be the beginning, not the end, of your

merchandising efforts.


NEWS RELEASES AND MEDIA ALERTS Something must be happening or you

wouldn’t be notifying everyone! Contact existing and potential customers directly about

these events. Use your home page and/or e-mail to contact these groups. If your news is

about a new product, offer demonstrations. If it’s about new software, tout any training

programs or seminars you offer. If your news is about a new office or an expansion,

throw a party and run a raffle. Make equipment or training donations for charity. Your

tactic here is to surround your event with as much excitement as possible. The more

activity that whirls around an event, the bigger “news” story it becomes.

.

THE INTERNET If.and.when.you.establish.a.blog.or.regular.podcast,.

announce.it.using.traditional.media.contact.pieces.such.as.press.releases...

In.fact,.anything.you.do.on.the.Internet.should.be.promoted.through.

traditional.media;.and.anything.you.do.in.print.or.broadcast.media.should.

be.promoted.on.your.Web.site..The.two.venues,.the.Internet.and.traditional.

media,.are.not.mutually.exclusive..The.Internet.also.offers.opportunities.to.

create.links.to.the.home.pages.of.your.suppliers..You.can.benefit.from.their.

marketing.muscle.and.information.while.they.benefit.from.your.targeted,.

localized.promotional.efforts..Your.tactic.here.is.to.integrate.all.your.

communications.into.a.cohesive.set.of.messages,.regardless.of.the.type..

of.media.you.use.

The.whole.point.of.integration.is.to.get.maximum.publicity.from.each.media.

piece.by.multiplying.its.effect.many.times..Your.objective.is.to.be.in.front.

of.your.customer’s.eyes.and.ears.as.much.as.possible..You.want.a.dynamic.

image.that.embraces.high-service,.high-quality,.and.full.value-added.

benefits.that.only.a.professional.computer.reseller.can.offer..As.always,.you.

want.to.stand.apart.from.the.crowd..Integrating.your.communications.and.

merchandising.offers.a.powerful.way.to.achieve.that.effect.

publicity l inks

Evaluating The Effectiveness Of Your Communications CampaignIt can be difficult to know

what effect your Marketing

Communications Campaign has

had unless you have a method

for evaluation. Increased sales

or Web traffic may not be a

clear enough indicator. Every

new customer should be asked

how they heard about your

company or service. Specifically,

you want to know if they heard

of you from:

• A press release

• A bylined article

• An advertorial

• A brochure

• An interview

• A news story

• A referral from an existing

customer or friend

• An advertisement

• The Internet

Find.out.when.the.customer.learned.

about.your.company.or.service..

Sometimes,.people.will.store.information.

until.they.need.it..A.bylined.article.that.

ran.two.months.ago.may.be.the.reason.

someone.contacts.you.today..Don’t.

lose.track.of.what.communications.

you.have.run.and.when..The.efficiency.

and.effectiveness.of.your.campaign.

will.only.become.clear.over.time..Buy.

a.special.calendar.and.dedicate.it.to.

tracking.the.dates.and.publications.of.

your.publicity.efforts..That.way.you.

can.match.actual.sales.performance.

to.communications.events..However,.

don’t.expect.to.see.exact.relationships,.

since.Marketing.Communications.have.a.

cumulative.effect..Your.business.image.

and.communications.platform.will.need.

some.time.to.get.established.in.the.

public.mind.


Two.exceptions.to.that.rule.are.direct.mail.and.Web.hits.coming.off.of.

outside.links..Both.are.easy.to.track.with.the.right.tools.(such.as.a.Web.

analytics.application),.and.can.provide.valuable.information.on.which.

campaigns.or.story.subjects.are.working.best.for.you.

As.the.evaluation.process.continues,.make.sure.you.return.to.your.MEDIA.

RESOURCE.GUIDE.and.update.it.as.necessary..Expect.some.of.your.

contacts.to.change..Compare.closely.the.relative.costs.of.one.media.over.

another..If.your.new.customers.were.referred,.or.didn’t.seem.to.encounter.

your.firm.through.your.communications.efforts,.do.a.little.off-the-cuff.

market.research.and.find.out.where.they.go.for.technology.information..If.

you.don’t.have.a.mailing.list.of.customers,.create.one.and.keep.it.current.

Finally,.don’t.hesitate.to.ask.your.own.customers.for.advice..Ask.them.what.

they.are.reading.or.watching..Have.their.habits.changed?.This.is.also.a.

great.excuse,.in.case.you.need.one,.to.keep.in.constant.contact.with.your.

established.customers..Remember,.just.as.your.customers.depend.on.you.

for.technology.solutions,.you.can.depend.on.them.for.marketing.solutions!.

That’s.a.partnership.in.every.sense.of.the.word.

evaluating the effectiveness of your campaign

ADVANCING THE GLOBAL IT INDUSTRY

www.comptia.org

©2010 The Computing Technology Industry Association, Inc. All rights reserved. Reproduction or dissemination prohibited without written consent of CompTIA.01-1816-Sep10

CompTIA Worldwide Headquarters1815 S. Meyers RoadSuite 300Oakbrook Terrace, IL 60181-5228

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An overall Marketing Toolkit

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