Expertise

Marketing and Public Relations

Strategic Marketing Planning

A strategic marketing plan sets your marketing goals and defines how the various marketing functions work together for your company’s success. We can help you ensure that your marketing plan sets clear goals for and integrates sales, product management, communications, business development, advertising, etc. Cayenne will work with you to:

• Outline what a strategic marketing plan needs
• Define differentiators
• Set realistic goals and positioning
• Plan marketing goals and strategies
• Identify key audiences
• Plan marketing programs and messaging
• Develop communication plan and tactics based on marketing objectives
• Brainstorm on all sections of the plan
• Edit the plan

Public Relations

We work with clients to develop a comprehensive PR strategy in line with your marketing goals and objectives. Focused on reaching all audiences with the right message at the right time, Cayenne can:

• Plan and execute company and product launches and other corporate announcements
• Manage the news release process
• Organize press tours
• Create press materials
• Maintain regular contact with editors of key trade and business publications to identify opportunities for customer or client-authored technical articles, opinion pieces, and client interviews
• Manage the writing and placement process
• Research and plan speaking engagements
• Manage the writing of success stories

Advertising and Direct Marketing

Cayenne can work with clients to create an overall advertising and/or direct marketing plan or help you with advertising on a project basis. We:

• Develop identity or promotion advertisements – electronic or print
• Identify best placement options
• Work with vendors to develop measurement programs
• Negotiate pricing and placement with media
• Manage the placement and development process

Competitive and Marketing Analysis

Cayenne firmly believes that every successful company must begin by knowing what its prospects want. Not what its founders or executive management or R&D group thinks prospects want, but what they actually want enough to pay for, and to buy from you rather than from competition. Cayenne can help you:

• Define your business vision, mission and values
• Analyze and size market opportunity
• Assess competitors strengths and weaknesses
• Perform an audit to assess current market perception of your company and/ or existing products
• Identify market needs that your product can fill

Technical and Editorial Writing

Technical writing: Technical writing (aka Information Development) exists to communicate and disseminate useful information.

Technical and editorial writing translates technical ideas into words that a specific audience will understand. Communication requires quality content, language, format, and more. To present the appropriate content, it is imperative to understand one’s audience and writing purpose. Cayenne starts off by working with their clients to determine what type of document is required — whitepaper, success story, technical backgrounder, etc.

Once the type of document is known, Cayenne’s writer works with the client in the following areas:

Technical Writing:

• Determine opportunities
• Define technical direction and focus of the piece being written
• Interview in-house staff and/or customers to gather information
• Write and edit articles, case studies, design briefs, product literature, whitepapers, technical presentations, and website content
• Manage placement of the final piece written

Editorial Writing:

• Determine opportunities
• Conduct interviews
• Write or edit articles and viewpoints, success stories, presentations, corporate literature, sales collateral, and press announcements

Tradeshows and Events

Cayenne approaches each tradeshow and event strategically and executes seamlessly while keeping track of the event’s key objectives. Our approach relieves clients of the infinite details and ensures that tradeshows and/or events go off without a hitch. We can:

• Plan measurable event objectives
• Defining themes and key messages — working with clients to develop a theme that contributes to corporate identity and builds presence in the market
• Develop a budget
• Develop promotional plans — working with clients to develop the best methods, drawing from an assortment of successful tactics
• Manage logistics — including every detail from pre-show to on-site support
• Oversee booth property and creative development

Cayenne’s experience in event planning includes:

• Tradeshows
• Seminars and training sessions
• Webinars
• User Group meetings (developing, planning and execution)

Web Site Development

Having a strong web presence demonstrates and communicates to current and potential customers your company image, your product offering, your credibility and your technical expertise. Cayenne supports high tech clients in developing a professional web presence that communicates the company’s brand and assures consistent messaging with your other communication vehicles. Cayenne can help you:

• Design initial sites or redesigns existing sites
• Develop website content
• Develop site architecture
• Perform ongoing site maintenance

Perception Audits – Measure Your Communication

A perception audit is a survey done of a relevant audience to answer a strategic need. It is useful to see how your target market or customer base currently perceives your company, existing product line, positioning within the market and against competition, or messaging. Results can be used as a base line to build future marketing programs or change current programs. A perception audit is useful tool to set measurable goals for your marketing and PR programs. Cayenne works with you to:

• Develop a questionnaire
• Identify individuals and organizations to be surveyed (customers, industry leaders, etc.)
• Perform telephone and in-person interviews
• Summarize the results
• Analyze and present results
• Suggest next steps for marketing and public relation programs based on audit report