Introduction: The Nawras Technology is made up of creative young minds that put a twist on the every-day appeal. Nawras is dedicated to helping our clients accomplish their goals. The promotional tactics that we use put a spin on the ordinary while presenting them in a professional manner. The Nawras Technology, consisting of Caroline Birgmann, Elizabeth Maglio, Meaghan Patoux, and Nancy Powell, specifically caters to each of their clients needs in order to successfully guide them to reach their goals.

The goal of Nawras’s campaign is to increase awareness of Ironworks Consulting among healthcare insurance corporations by acquiring two new clients in the next year. This is accomplished by using various forms of promotion such as print media, interactive media, trade shows, and public relations aimed at the healthcare insurance market.

The Situation Analysis: • The Communication Opportunity – There are many communication opportunities for Ironworks Consulting. Currently, Ironworks is obtaining clients by mostly word-of-mouth. Ironworks has the opportunity to create awareness among healthcare insurance companies in the Mid-Atlantic region, through both emotional and rational appeals.

• Analysis of Competitive Environment – There are three types of competition. Larger companies are their biggest competition. They have larger budgets and have been established longer. Second, the increasing amount of regional and national technology firms. Finally, Ironworks Consulting has the opportunity to create brand awareness in such a competitive environment.

• Summary of Research Done – The research done for this promotional campaign pertains to potential clients of Ironworks in the healthcare insurance market. This information can be found in the campaign strategy and on the Ironworks website. Where can this be found/explained?

• Description of the Target Market – The description of the target market includes: o Revenues of $500 million + o Healthcare insurance companies along the East Coast

The Campaign Strategy: • Campaign Objective – The objective of the Ironworks Consulting campaign is to increase awareness among healthcare insurance corporations by acquiring two new clients in the next year.

• Message –Ironworks is the final link between your business and the technological world. The message of the Ironworks Consulting campaign is to bridge the gap between

information technology and their clients. Ironworks’ goal is to inform simply, efficiently, and effectively to potential clients on the three services offered by not using technical jargon. Therefore, Ironworks clients can depend upon them to use technology to ultimately help their business and final consumer.

• Theme – “Ironworks, Bridging the Technological Gap.” In order to effectively convey the message to their target market an informative play on words is used. It conveys the message that their services and employees can be the final link between the business and the technological world. Bridging the gap also connects the company name, Iron, to a slogan and an idea.

• Appeal – The appeals used throughout the campaign are emotional and rational, with more of a focus on rational. The emotional appeal is conveyed through the annual golf charity tournament. The rational appeal is also important because it reaches their target audience and branches out to others who are looking for business solutions.

• Execution – Nawras implements this campaign by using various forms of execution: testimonial, straight sell, demonstration, and emotional appeal. Ironworks can incorporate testimonials through the use of press releases and media kits explaining the advantages of using their company. Straight sell is used through print and the use of the internet by providing information pertaining to company services that are provided by Ironworks. Ironworks can use demonstration through trade shows to showcase their capabilities to potential clients. The emotional appeal is executed by Ironworks participating in a fundraising event for a non-profit organization.

Media Strategy: o Media Kit – A media kit is a collection of educational information on a company which includes: news articles, case studies, a letter from the president, and various other types of documents explaining the benefits for using a company. It is beneficial for Ironworks to use a media kit because it can not only create awareness but also educate potential clients about the various services that they offer. Through Ironworks’ media kit the company can create a need for information technology solutions and business consulting.

o Direct Mail – Direct mail is an easy and inexpensive way to reach past and potential clients. Nawras recommends Ironworks distribute brochures that contain information and briefly state the company’s objectives. This raises awareness of the company itself and the services they provide. Ironworks’ contact information is included in the brochure. If the potential client is interested, and replies to the brochure, Ironworks then follows up with a media kit that is directly related to that company’s needs.

o Trade Shows – A trade show is a venue for companies to display who they are, what they

do, and why they are important. Often trade shows are broken down into separate industries. It would benefit Ironworks to attend a trade show specifically for the medical insurance industry or the information technology industry. Examples are America’s Health Insurance Plans trade show and the 36th Annual JP Morgan Technology Conference. At these conferences Ironworks can strengthen their brand image and gain attention of others by using both pop displays and video displays.

o Magazines – Advertising in magazines is an effective way to reach Ironworks’ target market and create awareness among those potential clients that have not heard about them through word-of-mouth. Placing ads in magazines would be ideal for Ironworks to convey their message of IT consulting through quality images and the ability to relay a vast amount of information. Nawras suggests Ironworks place ads in American Executive and Virginia Business magazines.

o Public Relations – The use of public relations benefits Ironworks Consulting by portraying them in a positive way. This is an ideal form of promotion because it increases their credibility through testimonials written by people outside the company. This gives their company a sense of trustworthiness and increases goodwill. Through the use of press releases dealing with specific cases that Ironworks has been part of, positive awareness is gained.

o Online Advertising – Through the growth of the internet, advertising online has become an effective way to reach many consumers as well as Ironworks’ target market. Through the use of scrolling banners and introductory ads on business websites such as Forbes and The Wall Street Journal, Ironworks can target the educated business executive effectively in a non-intrusive manner.

o Fundraising Event – Ironworks has the opportunity to give back to the community while creating awareness through hosting an annual golf tournament for potential clients and business executives throughout the community. Teaming up with a non-profit organization, such as “I have a Dream” foundation in Richmond benefits Ironworks and all proceeds donated to the non-profit of choice.

o Updating Website – To carryover the theme of innovative IT solutions without technical jargon, updating Ironworks’ website displays their talent and abilities. The website conveys the image of the company and reflects the caliber of work that they do.

o Personal Selling – This benefits Ironworks by retaining previous clients and building relationships with potential clients. Ironworks personally contacts companies of interest, and then follows up with a personal meeting such as a luncheon if requested. Personal selling incurs minor expenses including luncheons, travel expenses, and any other tools

needed to create a relationship with the client.

o Logo Restructuring: In order to clarify what Ironworks does, Nawras suggests Ironworks add the word “Consulting” to the bottom of their logo. This clears up any confusion potential clients may have when initially learning about Ironworks.

Budget Information: o Our main focus is generating awareness through different types of media in the most cost effective way. Press releases and personal selling will cost theoretically nothing. Nawras has allotted additional funds for selling materials such as press kits and other informational materials. Redesigning the website will cost nothing but the time it takes to finish the task. It is $1,800 for a trade show vender booth at the Greater Richmond Convention Center. Prices for the booth displays including the two lola pop-up displays and the retractable banner this information was gathered from the Trade Show Supermarket website. The modular custom video display was found on the Downing Displays website. These display features are an excellent tool in showing Ironworks capabilities to a large amount of people.

o A one-third page color ad runs in Virginia Business magazine six times over the next twelve months at a cost of $20,520 and a half-page color ad in American Executive two times over the next 12 months at a cost of $4,495. Direct mail brochures circulated twice per year to potential and existing clients cost $1.00 each. This includes the brochure and postage for a total of $600.00. Advertising on Forbes.com is an inexpensive and effective way to reach the target market. A welcome ad on the opening page of Forbes website is $196.00 and a banner ad costs $120.00. The website redevelopment is free of cost and can be done by website technicians at Ironworks.

o Ironworks can not only give back to the community, but create a positive brand image and awareness by sponsoring an annual golf tournament. The events coordinator at Kenlock Golf Club quoted that an event of this size and magnitude would cost Ironworks approximately $25,000.00 for everything. The making of media kits are also a tool for personal selling. Including a multimedia CD, the media kit cost $6.00 each, with two different kinds; one for the medical insurance field and one geared toward general business for a total of $1,200.00. Finally, personal selling expenses are the remainder of the budget. This includes luncheons, travel expenses, and any other tools needed to create a relationship with the client.

Budget Table

Trade Show Lola Pop-Up Display 10’ …………………………………………………………….$2,556

Lola Pop-Up Display 8’ …………………………………………………………….$2,216

Retractable Banner Display ………………………………………………………..$600

Modular Custom Video Display ………………………………………………….$15,000

Trade Show Vender Booth Fee …………………………………………………..$1,800 Print Media American Executive Half Page- landscape ………………………………..$4,495

Direct Mail Brochures (600 at $1 each) ……………………………………….$600

1/3 pg. ad in Virginia Business (6 times at $3,420) ……………………………………………………………….$20,520

Logo Restructuring ………………………………………………………………….FREE

Interactive Media Forbes.com Welcome Ad …………………………………………………………….$196.00

Forbes.com Skyscraper Ad …………………………………………………………$120.00

Website Redevelopment ………………………………………………………………..FREE

Public Relations Charity Golf Tournament …………………………………………………………….$25,000

Media Kits (600 at $6 each) ………………………………………………………..$1,200

Personal Selling Expenses …………………………………………………………....$5,697

Total ………………………………………………………………………$80,000

Evaluation: The results for Ironworks’ promotional campaign are measured by the amount of increased awareness and the acquiring of two new clients in the healthcare insurance field in one year.

Summary/Conclusion:

In conclusion, Ironworks has the budget to use various forms of advertising to obtain their target market’s attention. Through the use of advertising in business magazines, online, direct mail, trade shows, annual fundraising events, public relations, and press kits, Ironworks has the ability to reach out and increase awareness effectively in their target market.