Strategic Communications plan for CPS & IDS

Challenges:

1) Creating unity throughout the 2 websites while to insuring that the consumer understands that they are all umbrellaed in one central location with one staff, but differentiating what each of the companies offer

2) Modernizing each of the individual websites to create a simple and easy to understand navigation process for consumers

3) Develop a social media campaign to generate more online traffic to each of the websites to increase sales

Goals:

The overall goal of this campaign and redesign would be to strengthen our current customer base and to introduce our products and services to new consumers.

Objectives:

1) Simplify how both companies are one ownership, but to highlight the differences in the products and services that are offered

2) Generate more sales through various marketing techniques, i.e. social media advertising, print advertising, online advertising, email blasts, etc.

3) Grow and strengthen customer base and brand awareness

Strategies:

Differentiate each of the websites and their services while still establishing that they are all one company

o Creating one webpage that explains what CPS, IDS and DPS are with links to each of the websites

This website will have one main video (2 ½ -5 minutes in length) showing and explaining our facilities and the history of the company

There will be an individual page giving the backstory and a main quick list of services offered by each of the companies with links to each of the websites

o Each of the websites will have the same theme and similar navigation routes This will help the consumer to remember that each are all related to

each other and create more unity with the companies Create webpages on various social media platforms to increase website traffic and

brand recognitiono Create profiles on Facebook, Twitter, LinkedIn

When these profiles are created send an email blast out to current customers to notify them that these pages have been made and to begin to create online traffic to the these websites

With our current customer base being aware and directed to our social media it will become more simple to update them on what is going on in the company that can also direct them to our other marketing efforts, i.e. tradeshows we will be attending and different publications that we are featured in and advertise in

With each of the social media platforms use promotional and analytical tools to boost and track the success of our posts

o Since 2014 online advertisement budgets have more than doubled around the world from $16 billion then to now more than $31 billion in 2016 and in the US social media budgets are expected to increase by $17.34 billion by 2019

o Facebook Advertising: Tools:

Targeted Advertisements based on location, demographics, interests and connections

Boosted Posts that guarantee that our posts will show up in people’s newsfeeds and of the newsfeeds of the consumers that like our page

Each of these tools can be used to inform consumers when we have new products in or to educate them on services we currently have that they were unware of

Statistics: There are 1.4 billion people on Facebook with 900 million that

visit everyday 92% of social marketers use Facebook advertising Companies that have used Facebook advertising have seen:

o 23% increase in engagement with postso 20% increase in click throughs to websiteso 13% increase in page likeso 5% increase in views on posted videoso 8.1x users will click through on an ado 42% of marketers say Facebook is important to their

company Costs:

Advertisements and Boosted Posts cost $5-$20 each post

o Twitter Advertising: Tools:

Click Campaigns to create an increase to site visits and sales Follower Campaigns to increase audience Engagement Campaigns to increase brand awareness

Statistics: 66% of Twitter users have discovered small business

through tweets 94% of these Twitter users planned purchases after these

discoveries 85% of Twitter users believe that Twitter promotional tools

helped them to discover these small businesses Costs:

$0.50-$2 per promoted Tweet with the average price being $1.35

o LinkedIn Advertising: Tools:

Targeted Advertising to connect our company to people that work in the industries that we want to reach

Sponsored Content would get our message out to more people and attract new people to follow our information

Text Ads choose the exact professional that we would want to attract

Statistics: .3% click through increase on each advertisement

Costs: $2-$5 per advertisement

o Future Social Media Platform Advertising for after the basic social media platform

Pinterest- have examples of our products on Pinterest so that consumers are able to visually see what we are capable of

YouTube- we currently have a channel but this would just extend into YouTube advertisement videos

Online Advertisingo Google AdWords

Tools: Search Ads- advertisement appears next to search results on

Google

Display Ads- text and ad banners that can go around Gmail and other targeted websites

Statistics: 3.16% click through rate with ads 70% of mobile searches call a business directly from Google

Searches 54% effective in generating leads for companies

Costs Average cost is about $5 per day

Print Advertisingo To establish how each of the 3 companies are separate there should be

separate advertisements, but to reminds consumers that they are all the same company to have each advertisement laid out in the same way

With each of the publications that I looked into there was also advertising space for their online websites, so that is an avenue that we can also explore with these publications

o Magazines to Advertise in Plastics Decorating- Reaches over 10,000 plastic businesses Specialist Printing Worldwide- (requested media kit) Printing Industries of America- Premier Print Awards 2017 opens on

February 2017 American Printer- More than 2,900 print readers and 35,000 email

subscribers Print Week- 8,300+ subscribers Printing News- 72% of their readers visited advertisers websites after

seeing ad Package Printing- 23,000+ subscribers with each issue Packaging Digest- Community of 66,000+ Packaging World Magazine- 400,000+ in their community PRINT Magazine- (requested media kit) High Volume Printing- In Plant Printer- deals with the non-printing side of things

Website Designo Based on how consumers intake information on the internet, the content of

the website should shift from lengthy informational paragraphs to concise bullet points with the most important information about the product and more videos and other visual representations to show customers what we are capable of

70% of marketers are increasing their video advertisements next year with a 50% increase in video advertising on YouTube, so we

should begin to create more online videos to put on our websites and various social media pages

o There should be happy consumer testimonials to showcase successful client relationships that we have, include stories and pictures of products if they are available

Trade Showso To further showcase our products to people in our industry or people

looking for superior products in our industryo Upcoming Trade Shows:

InPrint Show 2017 PLASTEC Minneapolis 2017: November 8-9

*Standard booth pricing rates for PLASTEC Minneapolis start at $48.25 per square ft.

PLASTEC New York 2017: June 13-15 SGIA Expo 2017: October 10-12, New Orleans

“Leading imaging professionals from every sector of the imaging industry: Sign making, digital imaging, commercial printing and garment decoration will flood the Expo floor in search of your products, methodologies and innovative applications”

Booths100 – 399 square feet  $28.00400 - 799 square feet     $27.58800 - 3499 square feet $25.90Over 3500 square feet    $23.80

Other ways to retain and gain new customers through discounts and promotionso Offer a discount on customer’s next orders if they refer a client that orders

something from uso Discounts if people share our Facebook posts or Re-Tweet one of our Tweets

This will help us gain a stronger following on social media with our posts being shared with more people

o Before Trade Show and other events that we attend send out an email with a discounted offer on a product that we will be showing there but the offer is only valid if the customer stops by our booth with a print out of the email

Exhibits:

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