webinar marketing plan

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Webinar Marketing Plan A PUBLICATION OF SALES OFFICE: 2126 MCFARLAND BLVD | TUSCALOOSA, AL 35404 | PHONE 205.345.0477 | WWW.PUMP-ZONECOM

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Page 1: Webinar Marketing Plan

Webinar Marketing Plan

A PUBLICATION OF

SALES OFFICE: 2126 MCFARLAND BLVD | TUSCALOOSA, AL 35404 | PHONE 205.345.0477 | WWW.PUMP-ZONECOM

Page 2: Webinar Marketing Plan

Primary Benefits of Sponsorship

Opportuni ty to share edi tor ia l message wi th target audience

Brand exposure through pr in t , web, e-mai l market ing and t radeshow dis t r ibut ion

Ownership of leads generated

Marketing Plan Includes:   One full-page ad in Pumps & Systems to 40,000 subscribers promoting the Webinar with sponsor logo

placement

  Prominent real-estate on website homepage

  E-mail signature promotion

  Tradeshow Coverage

  National Press Releases

  Promotion on social networking sites, including Facebook, LinkedIn and Twitter

  PR in all monthly e-newsletters

  Six direct e-mail blasts to more than 30,000 email subscribers

  Copy and design of all e-mail promos, slicks, house ads, etc., provided by Pumps & Systems

  Sponsor will receive names and contact information of all registered Webinar participants from initial live

Webinar. Contact information for downloads of archived Webinar will be provided to the sponsor for one

month after the live event.

Exclusive Sponsorship Fee $15,000 Net

Shared Sponsorship Fee $8,500 Net Sponsorship fee will be invoiced on the date the first marketing piece promoting the webinar is delivered.

Schedule of Webinar

• Introduction of webinar and speaker(s) by editorial staff 60-90 sec

• Technical Presentation (provided by sponsor) 40 min

• Questions from Audience 15 min

• Concluding Message 60-90 sec

Page 3: Webinar Marketing Plan

Testimonials

"The timing was excellent. The attendance was outstanding, exceeding our expectations. This was most certainly a highly successful effort and we look

forward to many others as part of our Association's Partnering Agreement with the magazine.“

‐‐Chuck Stolberg, Executive Director, SWPA

“The Pumps & Systems Webinar program has delivered great brand exposure for E/One Sewer Systems while providing important introductory content

regarding grinder pumps in pressure sewers to the attendees. We are continuing to get more requests for the presentation and further info regarding E/One’s

offerings. And we’re looking forward to future sponsorship opportunities.” ‐‐George A. Vorsheim, Jr., Director, Marketing

Communications, Environment One Corporation

Generated 616 leads for sponsors during LIVE

presentation.

More leads produced via online archive access.

249 people participated

in the LIVE event.

At least 105 others viewed the archived presentation within three weeks after the event.

Grinder Pumps in Pressure Sewers Dec. 11, 2008

“Newsletters, email campaigns, ad space, presence at industry shows . . . The sheer comprehensiveness of the Pumps & Systems Webinar marketing

campaign made sure that Simerics was ahead of the game before the Webinar event even started. The webinar campaign was a great method to expose our software to an exclusive audience of real leads. My only regret is not allowing

Pumps & Systems to do this for us sooner. “They did everything they said they would.”

‐Tom Colbey Sales & Marketing Simerics, Inc.

Generated 606 direct leads for sponsors during marketing

campaign.

More leads produced via online archive access.

232 people participated

in the LIVE event.

Advances in Simulation of Pumps & Cavitation June 25, 2009

Participant Feedback

“Great presentation! Good info. Q&A session very informative.”

“Worth the time.”

“I found the information to be very relevant and insightful.”

“Provided a good overview . . . I appreciate the presentation.”

Page 4: Webinar Marketing Plan

Sample Promotional Materials

Sample E-Mail Signature Promotion

Michelle Segrest, Editor Pumps & Systems Magazine Cahaba Media Group 1900 28th Avenue South, Suite 110 Birmingham, AL 35209 205-314-8279, [email protected] www.pump-zone.com Click here to read my PumpBlog! Join our NEW PumpConnect network!

Sample Web Home Page Peel Down Ad

Sample Full-Page Ad

Page 5: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants/Direct Leads

Weeks 1-2 10/13-10/31

Promoted with Color Slicks at ISA and WEFTEC Posted Leaderboard on pump-zone.com home page

Created Signature Ads for all CMG employees and sponsors

60

Week 3 11/3 – 11/7

Reader Newsletter promo Full Page ad appeared in Nov. P&S

214

Week 4 11/10 – 11/14

OEM Newsletter promo PR Web Release

245

Week 5 11/17 – 11/21

Email Invitation Run Through with Sponsors and Presenter

346

Week 6 11/24 – 11/28

Email Invitation 445

Week 7 12/1 – 12/5

Rehearsal with Sponsors and Presenter Promo Slicks at Power-Gen

Email Invitation Full Page ad appeared in Dec. P&S

518

Week 8 12/8 – 12/11

Email Invitation Email Reminder

Live Event (actually attended 249)

616

As of 3/31/09 Playbacks on Website Archive 161

Webinar Marketing Track Grinder Pumps in Pressure Sewers – Dec. 11, 2008

Page 6: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants/Direct Leads

Week 1 1/15 – 1/23

PR Web Release Posted Peel-Down Ad on pump-zone.com home page

Reader Newsletter Promo Email Invitation

Created Signature Ads for all CMG employees and sponsors

83

Week 2 1/26 – 1/30

OEM Newsletter Promo Email Invitation

Posted Ad on PumpConnect home page

143

Week 3 2/2 – 2/6

Full Page Ad appeared in Feb. P&S

178

Week 4 2/9 – 2/13

Email Invitation Reader Newsletter Promotion

Run Through with Sponsors and Presenters Posted Rotator Promo on pump-zone.com home page

227

Week 5 2/16 – 2/20

Email Invitation OEM Newsletter Promotion

Final Rehearsal with Sponsors and Presenters

286

Week 6 2/23 – 2/26

Promo Slicks at Pump Symposium Email Invitation, Email Reminder Live Event (actually attended 166)

400 As of 3/31/09 Playbacks on Website Archive 39

Webinar Marketing Track Vector Drives in Rotary PD Pumps – Feb. 26, 2009

Page 7: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants/Direct Leads

Weeks 1-2 4/30 – 5/15

Posted Registration on pump-zone.com Distribute 4-color promo slicks at OTC in Houston

Created Signature Ads for all CMG employees and sponsors Posted Event on PumpConnect, LinkedIn and Twitter Posted Peel-Down Ad on pump-zone.com home page

National PR and Industrial PR Web Releases May Reader Newsletter

Posted Ad on PumpConnect home page Post on Simerics Website

43

Week 3 5/18 – 5/22

May OEM Newsletter LinkedIn and Twitter Posts

Simerics Email Blast

69

Week 4 5/25 – 5/29

Email Invitation Full Page Ad appears in June 2009 P&S

VibrAlign ad with promo in June 2009 P&S LinkedIn and Twitter Posts

183

Week 5 6/1 – 6/5

Email Invitation LinkedIn and Twitter Posts Simerics Distributor Blast

304

Week 6 6/8 – 6/12

June Reader Newsletter LinkedIn and Twitter Posts

Simerics Press Release and Email Blast

361

Week 7 6/15 – 6/19

Email Invitation June OEM Newsletter

Run Through with Speakers/Sponsors LinkedIn and Twitter Posts Simerics Distributor Blast

462

Week 8 6/22 – 6/25

Email Invitation Last Chance Email Reminder

LinkedIn and Twitter Posts Simerics Email Blast

Live Event (actually attended 232)

606

As of 9/22/09 Playbacks on Website Archive 110

Webinar Marketing Track Advances in Simulation of Pumps & Cavitation – June 25, 2009

Page 8: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants/Direct Leads

Weeks 1-2 1/18 – 1/29

Post Registration on pump-zone.com (1/23) Create Signature Ads for all CMG employees and sponsors (1/25)

Post Event on PumpConnect, Facebook, LinkedIn and Twitter (1/25) Post Peel-Down Ad on pump-zone.com home page (1/25)

National PR and Industrial PR Web Releases (1/25) Jan. OEM Newsletter (1/20)

Post Ad on PumpConnect home page (1/26) Post on Simerics Website

Email Invitation (1/28)

53

Week 3 2/1 – 2/5

Email Invitation (2/4) Full Page Ad appears in Feb. 2010 P&S

LinkedIn and Twitter Posts, PumpConnect Simerics Email Blast

111

Week 4 2/8 – 2/12

Feb. Reader Newsletter (2/10) LinkedIn, PumpConnect and Twitter Posts

141

Week 5 2/15 – 2/19

Feb. OEM Newsletter (2/17) LinkedIn, PumpConnect and Twitter Posts

152

Week 6 2/22 – 2/26

Email Invitation (2/23) LinkedIn, PumpConnect and Twitter Posts Simerics Press Release and Email Blast

187

Week 7 3/1 – 3/5

Email Invitation (3/2) Run Through with Speakers/Sponsors (3/4 – 1 p.m. Eastern)

Full page ad appears in March 2010 P&S PumpConnect, Facebook, LinkedIn and Twitter Posts

Simerics Distributor Blast

237

Week 8 3/8 – 3/11

Last chance Email Invitation (3/9) Final Email Reminder (3/10) LinkedIn and Twitter Posts

Simerics Email Blast Live Event (March 11, 2010 – 1 p.m. Eastern)

315 registrants 143 attendees

Webinar Marketing Track Integrated CAE Pump Design and Testing with CFturbo & PumpLinx – March 11, 2010

Page 9: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants / Direct Leads

Preliminary Marketing materials due from sponsor 3/1 (Received 3/3) Promo designed, approved and printed for distribution at

Pump Symposium (3/12)

Week 1 3/15 – 3/19

Post Registration on pump-zone.com (3/15) Distribute Promo Slicks at Pump Symposium (3/15 – 3/18)

3

Week 2 3/22 – 3/26

March OEM Newsletter (3/25) NREC Email Blast to customer list

36

Week 3 3/29 – 4/2

National PR and Industrial PR Web Releases (4/1) Post on NREC Website with link to Registration (4/1)

Post Event on PumpConnect, Facebook, LinkedIn and Twitter (4/2)

39

Week 4 4/5 – 4/9

Email Invitation (4/6) Post Ad on PumpConnect home page (4/7)

Create Signature Ads for all CMG employees and sponsors (4/7) Post Peel-Down Ad on pump-zone.com home page (4/9)

Full Page Ad promoting Webinar appears in April 2010 P&S Facebook, PumpConnect, LinkedIn and Twitter Posts

115

Week 5 4/12 – 4/16

April Reader Newsletter (4/15) Facebook, LinkedIn, PumpConnect and Twitter Posts

193

Week 6 4/19 – 4/23

April OEM Newsletter (4/22) Facebook, LinkedIn, PumpConnect and Twitter Posts

NREC Email Blast to customer list

219

Week 7 4/26 – 4/30

Email Invitation (4/27) Run Through Rehearsal with Speakers/Sponsors (4/26 – 3 p.m. Eastern)

Full page ad appears in Upstream Pumping Solutions PumpConnect, LinkedIn and Twitter Posts

274

Week 8 5/3 – 5/7

Email Invitation (5/4) Promo Slick Distribution at OTC (4/3 – 4/6)

Full Page Ad promoting Webinar appears in May 2010 issue of P&S

332

Week 9 5/10 – 5/13

Last chance Email Invitation (5/11) and Final Email Reminder (5/12) NREC Email Blast to customer list

Live Event (May 13, 2010 – 1 p.m. Eastern)

412 registrants 162 attendees

Webinar Marketing Track Pump Technology Advancements: Meeting the Requirements of Modern Applications - May 13, 2010

Page 10: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants / Direct Leads

Preliminary Marketing materials due from sponsor 5/12/11 Promo Slick, Magazine Ad, web ads, email sigs designed and approved

Registration Set-up and Posted on pump-zone.com Post on Sponsor’s Website with link to Registration

Promo runs in Pump Users Digest e-newsletter (5/12/11)

Week 1 5/16 – 5/20

National PR Release (5/13/11) Promote on Social Networking Sites

3

Week 2 5/23 – 5/27

Email Blast to Pumps & Systems reader list (5/24/11) Hitachi & Hydroflo to forward blast to customer list

Promo runs in OEM e-newsletter (5/26/11) Promote on Social Networking Sites Post Web Ads on pump-zone.com

80

Week 3 5/30 – 6/3

Email Blast to Pumps & Systems reader list (5/24/11) Hitachi & Hydroflo to forward blast to customer list

Pumps & Systems Editor Michelle Segrest posts blog about webinar Full Page Ad runs in June 2011 Issue of Pumps & Systems

Promote on Social Networking Sites

143

Week 4 6/6 – 6/10

Promo runs in Pump Users Digest e-newsletter (6/9/11) Promote on Social Networking Sites

153

Week 5 6/13 – 6/17

Email Blast to Pumps & Systems reader list (6/14/11) Hitachi & Hydroflo to forward blast to customer list

Promo Slicks distributed at AWWA ACE11 in Washington DC Hitachi & Hydroflo delivers PowerPoint presentation to Pumps & Systems

for approval (6/17/11) Promote on Social Networking Sites

214

Week 6 6/20 – 6/24

Email Blast to Pumps & Systems reader list (6/21/11) Hitachi & Hydroflo forward blast to customer list

Promo runs in OEM e‐newsletter (6/23/11) Run Through Rehearsal with Speakers/Sponsors/Pumps & Systems

Team (6/23/11, 1 p.m. eastern)

238

Week 7 6/27 – 6/30

Promo Slicks distributed at EASA Promote on Social Networking Sites

Last chance Email Invitation (6/28/11) and Final Email Reminder (6/29/11) Live Event (June 30, 2011 – 1 p.m. Eastern)

290 registrants 111 attendees

Webinar Marketing Track Advanced VFD Technology Drive Modern Irrigation Control - June 30, 2011

Page 11: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants / Direct Leads

Weeks 1 - 3 9/26 – 10/14

Receive marketing materials from sponsor (9/19/11) – actual 10/11/11 Promo Slick, Mag Ad, web ads, email sigs designed and approved

Registration Set-up and Posted on pump-zone.com Post on Sponsor’s Website with link to Registration

PR Web Release (10/13/11) Promote on Social Networking Sites

Promo runs in Pump Users Digest e-newsletter (10/13/11)

6

Week 4 10/17 – 10/21

Email Blast to Pumps & Systems reader list (10/18/11) ITT Goulds forward blast to customer list

Post Web Ads on pump-zone.com Promo slicks distributed at WEFTEC – Los Angeles

Promote on Social Networking Sites

89

Week 5 10/24 – 10/28

Email Blast to Pumps & Systems reader list (10/25/11) ITT Goulds forward blast to customer list

Promo runs in OEM e-newsletter (10/27/11) Full Page Ad runs in November 2011 Issue of Pumps & Systems

Pumps & Systems Editor Michelle Segrest posts blog about Webinar ITT Goulds delivers PowerPoint presentation to Pumps & Systems for

approval (10/27/11) Promote on Social Networking Sites

190

Week 6 10/31 – 11/4

Email Blast to Pumps & Systems reader list (11/1/11) ITT Goulds forward blast to customer list

263

Week 7 4/26 – 4/30

Run Through Rehearsal with Speakers/Sponsors/Pumps & Systems Team (11/7/11, 1 p.m. eastern)

Promote on Social Networking Sites Last chance Email Blast to Pumps & Systems reader list (11/8/11)

ITT Goulds forward blast to customer list Final Email Reminder (11/19/11)

Live Event (May 13, 2010 – 1 p.m. Eastern)

387registrants 166 attendees

Webinar Marketing Track Redefining Repair as a Failure of Maintenance - November 10, 2011

Page 12: Webinar Marketing Plan

Samples of Marketing Tracks

Marketing Activity Registrants / Direct Leads

Weeks 1 - 3 9/3 – 9/21

Coming Soon Promo runs in Pump Users Digest e-newsletter (9/6/12) Promo Slick, Mag Ad, web ads, email sigs designed and approved

Registration Set-up and Posted on pump-zone.com Post on Sponsor’s Website with link to Registration

Post Web Ads on pump-zone.com National PR and Industrial PR Web Releases Email Blast to Pumps & Systems reader list

Sponsor may forward blast to their customer list Promote on Social Networking Sites

Promo runs in The Well e-newsletter (9/13/12) Pumps & Systems Editor Michelle Segrest posts blog about Webinar

Email Blast to Pumps & Systems reader list Sponsor may forward blast to their customer list

Promote on Social Networking Sites Promo runs in Pump Industry Insider e-newsletter (9/20/12)

Promo slicks distributed at MinEXPO Promo slicks distributed at Pump Sympoium

Sponsor delivers PowerPoint presentation to Pumps & Systems

411

Week 4 9/24 – 9/28

Full Page Ad runs in October 2012 Issue of Pumps & Systems Email Blast to Pumps & Systems reader list

Sponsor may forward blast to their customer list Promote on Social Networking Sites

Run Through Rehearsal with Speakers/Sponsors/Pumps & Systems

365

Week 5 10/1 – 10/5

Email Blast to Pumps & Systems reader list Sponsor may forward blast to their customer list

Promo slicks distributed at WEFTEC Promote on Social Networking Sites

475

Week 6

10/8 – 10/11

Email Blast to Pumps & Systems reader list Sponsor may forward blast to their customer list

Promote on Social Networking Sites Promo runs in Pump Users Digest e-newsletter

Email Blast - Last chance Email Invitation

717

Live Event (October 11, 2012 – 1 p.m. Eastern)

717 registrants 187 attendees

Webinar Marketing Track Optimize Your Maintenance Budget - October 11, 2012