Proposed Marketing & Communications Plan

PAGE 3

Proposed Marketing & Communications Planfor

Technology Resource Center

Submitted by

Performance Solutions Advocates, Inc.

October 21, 2009

I. BACKGROUND

This Phase integrates the entire Review & Analysis Phase that was covered by the Analysis Report, and moves the Project onto the 2nd important step bridging the current state and the desired future state of TRCs Marketing & Communications. As envisioned in the Projects Terms of Reference (TOR) and the Project Proposal, it involves a two (2)-step process :

1. The implementing group for TRCs Marketing and Communications activities will, together with the PSAInc. Consulting Team, develop a two (2)-year Integrated Marketing & Communications Plan (MarComm Plan) during a MarComm Planning Workshop.

The MarComm Planning Workshop shall encompass the :

1.1 Identification and prioritization of critical products and services

1.2 Identification of target markets1.3 Development or refinement of product brands so as to create a unique market niche for each 1.4 Conceptualization and development of appropriate, innovative multimedia and multi-technology marketing methods and kits, including creatives and collaterals, public relations and advertising campaigns, events and trade fairs1.5 Exploration of the creation and development of:

a] An in-house Press Office and an ad hoc Speakers

b] Exploration of the creation and development of an in-house Production Unit for broadcast requirements.

1.6 Exploration of other innovative marketing tools and strategies as may be identified during the Workshop

1.7 Proposals for the skills upgrading and/or tooling of the various TRC units and staff involved in its MarComm activities.

The new Integrated MarComm Plan will be the Workshop output. It will be presented to the TRC Management Committee for comment and approval.

2. Action Planning

Upon its approval, the broad strokes of the MarComm Plan, as outlined, will be fleshed out for roll-out and prioritized for implementation over the remaining duration of the Project, according to the Project TOR.a] Action Planning will detail the budgets, creative directions and, where necessary, the actual production requirements of each component of the new/approved MarComm Plan.

b] These Action Planning activities will be undertaken together with assigned MarComm staff, so that the mentoring and coaching can be done immediately and the staff trained hands-on style every step of the way.

c] Individual budgets and execution plans for the various MarComm Plan components as presented to, and approved by, TRCs Management Committee, shall be presented for separate approval prior to their actual implementation.

II. PROJECT ADJUSTMENTS AND RATIONALEWhat surfaced in the course of Phase 1 of the MarComm Project -- in interviews with the top Management of the Center (Director General, Deputy Director General, and the Group General Managers) and in the course of various studies during the Analysis Phase -- are the following points :1. There are no dedicated staff at the present time who attend to TRCs Marketing & Communications needs;

2. The Center has currently has no Marketing & Communications Office, department or unit;3. Presently, there are very few qualified personnel to do Marketing & Communications functions, and these few are already fielded to the operating groups with designated functions related to the delivery of their Groups work;4. There is really no budget allotted for MarComm activities or projects other than from the operations budgets of TUCSG and TLIDSG.Furthermore, and very significantly, we wish to highlight the following concerns which we mentioned in the Analysis Report dated August 15, 2009 :1. TRCs Current State is complicated and fraught with operational problems -- which are many, varied, interconnected, and often historically rooted in the Centers 2006 rationalization and the systemic limitations of government. Consequently, the Groups tasked with revenue generation for TRC cannot process and convert the earning opportunities to profitability or income because operationally, they have a very difficult time processing their current work. This very important Current State scenario in effect presents serious problems for the MarComm Project.2. The remaining limited tenure of the Centers top leadership due to the forthcoming May 2010 national elections, and with the MarComm Project duration to end in June 2010, does not give sufficient working time to effectively implement an integrated MarComm Plan as planned.3. MarComm is a strategic concern intertwined with TRCs operational current state. The lack of resources that can be committed to it -- in terms of time, staffing and budget -- therefore calls for adjustments in the MarComm Project.Given the situation abovementioned, and recent developments in the Center vis--vis its 33rd Anniversary activities in Februrary 2010, the MarComm Project has been adjusted towards one singular activity that will rally the Center -- collectively as an institution and its staff as individual contributors, to its image and survival.

This activity -- tentatively dubbed the 1st TECHNO-PARTNERING FORUM -- willExternally,

Give a much-needed sense of breakthrough, drawing the spotlight to the Center, its mandate and activities; Highlight its role in the countrys Technology Development Agenda and the nations economic recovery efforts;

And internally,

Allow TRC to pull together to attain some cumulative building through a high-profile event that will maximize Marketing and Communications opportunities to promote the Center; Provide a scenario for Marketing and Communications activities to be undertaken and funded -- that will call for the operating Groups to support a common cause and help to create a blueprint for TRC in the period post-elections 2010; and Give TRC Management an opportunity to demonstrate pro-active leadership and encourage continuous improvement within the limited time left.As the Centers partner in the MarComm Project, therefore, Performance Solutions Advocates, Inc. has thus adjusted its own efforts to support this new directive. The TRC staff to be assigned to this special project, it is hoped, will be those who are expected to continue the work of the Center beyond May 2010.III. PROJECT ObjectivesThe MarComm Plan herein submitted is thus intended to1. Revitalize TRC by re-launching its brand and renewing its core messaging, thus setting the Centers blueprints for 2009 and onwards for at least two (2) years;2. Support the Centers re-launch through a focal activity that will rally its full resources towards the TRC Brand and serve as the platform to communicate its brand and core messages; and,3. Re-engineer the Centers branding strategies and action plan according to its Brand and Core Message.IV. TRCS Core PositioningBranding is one of the most important aspects of any organization, large or small, retail or B2B. An effective brand strategy gives the enterprise a major edge in increasingly competitive markets.One needs only to re-visit TRCs Mission/Core Function, Mandate/Purpose and Vision to define its brand (keyword messages in boldface) :

Proposed Branding Campaign Tagline

The tagline The WHAT and WHEN( captures in a nutshell the Technology Mantra of TRC -- (TechBiz, technology for business) and highlights its major come-on -- Profitable technology, the new TechBuzzandThe WHO( commnicating to its main target market -- business enterprises in search of knowledge-based opportunities -- and

The HOW that TRC is the acknowledged specialist in technology commercialization -- TRC shows how. V. Proposed BRAND-BUILDING StrategiesA.Corporate

1. Smart partnerships with industries and niche sectors, such as teachers and cooperatives, to tailor-fit TRCs products and services with tech-based business opportunities, particularly from TechCenter locator firms and Open TBI incubatees2. Increase the number of twinning arrangements with academic institutions to encourage students to explore tech-preneurship as a career option, as well as give TRC a halo effect from the reputation already secured by these state and private educational centers;3. Develop a TRC alumni relations program, in order to tap into the built-in resource of TRCs graduates to tell the TRC story as eyewitnesses to the effectiveness of its course offerings;4. Annual staging of the TECHNO-PARTNERING FORUM in order to institutionalize the event, closely identify it with TRC as its anchor annual activity, and thus give the Center the opportunity every year to make positive noise and call attention to its efforts and contributions in technology commercialization.B.Media

5. Secure editorial share of voice in leading publications, broadcast media and other below-the-line channels6. Gain top-of-mind recall with editorial media and ultimately, with the target audience7. Establish deep relationships with key media, such that support for TRC stories will be consistent and inclusion of TRC in publication-initiated technology and business stories are automatic.

VI. Target AudienceAll MarComm efforts and activities will be directed to reaching these markets for TRCs products and services :

A.Primary 1. Seed and venture funds, economic developers, angel or seed investors, venture capitalists

2. Industrial corporations

3. Students and young entrepreneurs

4. OFWs and other investor communities

5. Banking and finance institutions

B.Secondary Audiences6. Academic institutions and the engineering and science education community7. Non-profit research institutes

8. Government support agencies.VII. MarComm Action Plan/ CAMPAIGN COMPONENTSWe recommend the following MUST do and CAN do items : 1st TECHNO-PARTNERING FORUM

As conceptualized, one of this events objectives is to highlight the countrys numerous resources in technology commercialization and management, and raise the visibility of TRCs expertise to encourage and nurture techno-preneurs and leaders of the future.

The Techno Partnering Forum is also designed as the hands-on implementation of TRC's MarComm, as it can potentially fulfill all the MarComm objectives as stated in this marcomm Plan (see page 4). Furthermore, it will give TRC the opportunity

to relaunch its brand and key messages in an anchor activity that will be high-profile and multi-component so that the event is able to hit several birds with one stone; to raise much-needed funds through a win-win event for both paying sponsors and exhibitors and TRC as event proponent;

to stage an event that will be a rallying point for the Centers workforce wand a chance for the present TRC leadership to redirect its staffs focus and efforts to the one singular direction of technology commercialization.OTHER MarComm ACTIVITIES/TOOLSA.Media Relations

The role of media relations is to maximize publicity for TRCs efforts and is measured by :

quantity of media coverage

proliferation of key messages

This can be achieved through :

1. Regular press release distribution

2. On-site visits by media

3. Regular informal get-togethers with select personnel (section editors and reporters, and columnists) to feed news stories or give information for column items 4. Establish key TRC executives as the TRC Speakers Bureau

5. Develop in-house feature stories for leading publications6. Advertorials

7. Close associations with leading industry players and professional organizations

8. Features and mentions in vertical media (industry publications, corporate newsletters, etc.).As and when opportunity arises, tactical recommendations will be made. Examples of tactical activities are:

9. Media briefings or launchings for significant developments

10. Exclusives granted to selected media to cover particular areas; personality interviews in high-rated talk shows in television and radio11. Press and photo releases, post-event/s

12. Feature stories in selected publications; feature documentary in a top-rated magazine-format program

13. Use of quotes from TRC key personnel or graduates as established experts in the field.

B.Advertising

The use of paid advertising to generate widespread awareness for TRC is also recommended. This can take the form of print, broadcast and outdoor advertising and will be particularly effective in reaching a national audience.

A limited-period, but intensive, campaign will be very effective, especially if it can be undertaken over a 3-4 month period prior to the 1st TECHNO-PARTNERING FORUM.In advertorial style, semi-editorial in approach : Creative Concept : (To be drawn up in collaboration with an advertising agency) Media plan : (Specifics to be drawn up upon approval of Plan)1.Technology, Small Business/Entrepreneurship, OFW, Training, Business sections,or weekend issues of top-3 national broadsheets (Inquirer, Bulletin and Star) and/or 2.Selected niche magazines such as Technology, Small Business or Entrepreneurshp, Agribusiness, or other specialty magazines Frequency : 2 - 3X every other week over at least two (2) months from opening date of the 1st TECHNO-PARTNERING FORUM.C.Public Relations

PR activities can garner good media coverage for TRC as well, and some of these are :

1. Techno-Partnership Caravan - to the provinces and special markets such as overseas Filipinos

2. Sponsorship of high-profile government activities, such as anniversary celebrations3. Co-sponsorship of activities with major corporations and professional organizations, such as skills competitions and inventions fairs4. Expert opinion on burning national issues by key TRC officers, through participation in public and media-covered fora

5. Student activities that can impact the Centers overall reputation, such as inter-school competitions and socio-civic activities

6. Participation in relevant trade fairs and road shows/exhibitions in commercial and high-traffic areas such as malls

7. Participation of TRC experts in academic activities and alliances with other reputable institutions of higher learning

8. Student features on participation in R&D projects, inventions fairs, and apprenticeship programs

9. Alliances with venture capitalist firms in support of the Centers techno-preneurship activities10. TRC TechBuzz! Bulletin, a regular publication that can be distributed free-of-charge to selected outlets such as banks, exercise gyms and spas, cafes/bars/ restaurants11. Special presentations - Tools : PowerPoint presentation

FAQ FrequentlyAskedQuestions handout

12. Collateral materials - Product flyers/brochures/posters.D.Web MarketingTechnology is almost always associated with information technology and it will be almost inexcusable for TRC to trumpet itself as the countrys tech commercialization proponent without using the tools of cyberspace. Special internet marketing strategies and search engine optimization activities can be designed in order to TRC to maximize this very effective and pervasive modern-day new- media tool. Website content, press release articles, e-mail blasts, newsletters, and blogs can all be utilized to deliver TRCs key messages to an even wider audience. The objective : to turn online visitors into customers and prospective techno-preneurs. Among the MarComm tools that can be harnessed to promote TRCs key messages and make it top-of-mind among its target audiences :1.Website - While this will contain the same content as TRCs product brochures/

flyers and FAQs, but effective online writing can transform the TRC website. A Message Board for comments/questions and Techno-preneur Chat Room to increase its interactive nature and make the website more dynamic.2.Blogs - There are many links that TRC should tap for a wider reach among niche markets such as techies, Overseas Filipino Workers (OFWs), etc. Some would charge for the link-ups, while others may be tapped under ex-deal or free-of-charge arrangements. 3.Social Networking - The popularity of social networking sites can no longer be ignored. Net marketers have effectively used FaceBook, Multiply, MySpace Twitter, and many other such sites to promote their causes, products and services to a multitude of potential customers.As a closing note, we reiterate our final statement in the Phase 1 Analysis Report submitted for this project :

The marketing environment in which TRC operates and must survive in; the institutional, as well as the product/services, branding and messaging policies that will underlie TRCs entire Marketing and Communications efforts; the strategies and tactics the Center must design and employ; the communications and services to match these products and services to generate revenues -- these will all flow from whichever road the CentersManagement wishes to take.

Submitted by : DIDI GUANZON-LUCINDODirector & Senior Consultant

THE TRC BRAND

As the countrys leading government technology resource institution, TRC is the primary source of, and promotions arm for,

(Technology breakthroughs of indigenous resources and

appropriate technologies

as well as

Technology-based products for livelihood and enterprise development

that would

hasten and enhance social and economic progress in the

country

(through self-reliance and improved efficiency.

The TechBuzz in TechBiz.

Profitable technology for business enterprises.

TRC shows how.

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