Expanding Business – Growing Africa
Dear Hiring Team,
Thank you for allowing me another chance to highlight my public affairs’ acumen.
The campaign is scheduled for 100 days and preparation begins two months before launch. Please review the information below and let me know if you have questions. I gathered facts and figures from www.sba.gov and www.trade.gov.
Continuously increase registrations and improve lead conversion on a weekly basis using an integrated marketing campaign. Media mentions, web page visits and lead generating programs serve as primary vehicles for measuring conversion rates against registrations.
Registration/Attendance – Final Step (Determines Success)
Create Media Buzz – Attract media, get media mentions, build awareness. Press releases and content creation are integral aspects of of building awareness and attracting media interest. Pitching stories to the media and publishing stories via digital and social mediums allows USEAC to control messages and deliver unique selling points.
Mentions = Awareness
Interviews = Selling Opportunity
Increase Event Page Visits – Driving traffic to the webpage is central to the campaigns success. A combination of traditional and online strategies will contribute to the success of Trade Winds – Africa.
A store without a customer does not make a sale.
Generate Leads – Traffic and lead generation work together; however, determining whether or not a lead is qualified often requires the collection of data. A qualified leads is defined as registrations that meet requirements or as a candidate who meets the requirements and submits a request for more information. The latter will inform this scenario.
Mentions – 20
Accepted Stories – 10
Subject Matter Expert Interviews – 10
Reach SMEs (new to Africa exports) – 269,000
Website Traffic – 5380/day
Target conversion rate – 2.5%
Qualified Leads – 134/day
* Important Note * Press Kit – Developing a complete press kit is an important first step. Press kits allow organizations to work with media outlets cohesively and efficiently. While the kit is a continuously evolving entity, its initial preparation is imperative to a campaign’s launch. Timeline: Needed ASAP
(Combination and Crossover)
Brand Ambassadors – Creating a tribe of dedicated promoters is a continuous effort; however, while promotion for Trade Winds – Africa is in progress is a great time to capitalize on the awareness efforts. As people become more aware of the organization and the many benefits it provides, the greater chance for recommendations and positive reviews.
Develop Electronic Press kit.
Create Content Plan
Setup Advertising Channels
5-Jun: Campaign Launch/Press Releases
7-Jun: Implement Content Plan
10-Jun: Launch Promo 1
14-Jun: 1st Event (Direct or Online)
21-Jun: Continuing Content Plan
28-Jun: Analyze Audience, Impact, Conversions, make adjustments and Pivot if necessary
1-Jul: Implement adjustments – Continue Content Plan
5-Jul: 2nd Event (Direct or Online)
8-Jul: Launch Promo 2
12-Jul: Continuing Content Plan
19-Jul: Announce Culminating Event
26-Jul: Analyze Audience, Impact, Conversions, make adjustments and Pivot if necessary
1-Aug: Implement adjustments – Continue Content Plan
5-Aug: Launch Promo 3
9-Aug: Monitor Progress, adjust/pivot – Continue Content Plan
16-Aug: Monitor Progress adjust/pivot – Continue Content Plan
23-Aug: Culminating Event (Direct)
30-Aug: Monitor Progress, adjust/pivot – Continue Content Plan
6-Sep: Annouce Last call