Information technology shops are notorious for developing web applications and declaring victory with the release of the new software. They seldom market the software or service, but just assume that people will hear about it somehow. What a louzy assumption! Now web content managers have to put on their marketing cap, especially at government agencies and non-profits.
Why Web Content Managers have to learn marketing?
Web content managers have to learn marketing because:
a) Most IT departments don't feel that marketing is their responsiblity,
b) The organization's website is viewed as another marketing channel by senior management, and
c) Senior management can reward or punish the web content management group and the web for content and IT applications that don't bear fruit.
It really comes down to benefits and dollars and avoiding budget reductions to operate your website. Any IT project these days has to show that it is not only cost effective, but that it produces tangible benefits. Today, government agencies have to prepare extensive business cases to get their projects funded by the Office of Management & Budget. If an IT project is not used, it's not going to produce the benefits hoped for. That spells disaster for most agencies and private sector firms as well.
Private sector marketing deparments advertise and try to sell the product and services. If they fail, they can go out of business. In government, there is no marketing department. If an e-government application or service is not used, the agency is not going to go out of business.
Marketing- Keep It Simple ......
Most web content managers don't have the training, money or time to prepare a detailed marketing plan. However, what they lack in marketing expertise is overshadowed by their passion to serve customers and use the web to further their organization's business objectives. When it's budget time, it helps to be able show what the web has done for the organization in very concrete terms.
Now it's time to look at the one page marketing plan. We want you to do exactly what is implied in the above title, i.e. keep it very simple. So begin by answering the following questions using only one or two sentences:
1. What is the purpose of the plan?
2. What are the benefits to target audiences?
3. Who are the target audiences?
4. List the marketing methods that will be used.
5. What is our niche in marketing this service?
6. Put into a single statement what you want to convey to your targeted audience.
7. What is the budget?
Resist the temptation to blow this into a 20 page plan that no one will read. You are seeking a one page marketing paln in 12 pt font that almost anyone can read. Remember, you are doing this to produce results not to impress your boss with your writng ability.
Why One Page Marketing Plans make sense
A one page marketing plan has the following benefits:
a) Forces you to be very specific about your desired outcomes,
b) Keeps those outcomes and the ways you're going to achieve them in front of everyone,
c) Allows you to devise a portfolio of online and offline ways that you'll reach your target audiences,
d) It's action oriented or shows what you have to do,
e) Prevents you from using the preparation of a long and detailed marketing plan as a proxy for actual success, and f) Forces you to think how you will measure your success.
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Two Examples of a One Page Marketing Plan
In my earlier life as the Web Content Manager for FERC, I actually prepared and implemented several one-page marketing plans. The first was used to market a terrific e-government application called eSubscription. The software allows users who follow specific cases to subscribe and automatically receive emails every time correspondence was received or issued by FERC. Users just click on the link contained in the email and are able to view the correspondence.
When the It staff at FERC first developed this, they had a little over 200 users. That was pretty sad. FERC staff alone numbered about 1,200 and they really needed to keep track of cases. So why weren't people using it? Obviously, no one knew or understood about eSubscription. And no one had promoted or marketed it either.
Marketing an eSubscription Application
I prepared the One Page Marketing Plan for eSubscription and began to market it. Note, the approaches in this plan ranged from printing laminated business cards on both sides with a hook (phrase to get ones attention) and a simple URL on the other side to sign up for the free service. Download the One Page eSubscription Marketing Plan.
Within three weeks, we had doubled the number of subscribers from 223 to 446. I guess we were a bit conservative in our one plan. By the sixth week, the number reached almost 1,000 subscribers as our online and ffline marketing actions were implemented. It is important to continue to execute your marketing plan for some time to allow it to work. We continued to market eSubscription and noticed that the rate of increase in subscribers started to level off. Just then we asked our Chairman to discuss the eSubscription service at Commission meetings and our numbers increased again. Ultimately, the number of subscribers reached 1,238 at that time.
Marketing Free Webcasts
We also marketed FERC's decision to offer free webcasts of open meetings and technical conferences. We
prepared a one page marketing plan and implemented that too. Before the free webcasts, approximately 200
subscribers paid a fee to view the webcasts of Commission meetings and technical conferences. Download the One Page Free Webcasts Marketing Plan.
Before and after implementing the free webcasts, we began our marketing efforts. The results were not as spectacular as they were with eSubscription. Most of the paid subscribers merely took advantage of the free service. In fact our numbers were the same as before. We anticipated that this was expected since the majority of viewers make their living dealing with the agency. The financial community, State Public Utility Commissions and citizens may also be taking advantage of the fact that the webcasts are archived for three months. This is especially relevant for west Coast users who won't get up at 7:00 am to watch a live webcast when they can view it later.
Good luck in marketing your content.
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