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 with, 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, always remembering that today’s business environment is truly global in nature
• Identify key audiences
• Plan marketing programs and messaging
• Develop communication plan and tactics based on marketing objectives
• Identify appropriate tools for executing the tactics, from media relations to advertising, and using the Web 2.0 environment for everything from Webcasts, Webinars, podcasts and educasts to leveraging social networks
• Execute the plan

Public Relations

Public relations is a process, not an event, and requires the regular dissemination of information to maintain company visibility within the editorial community that is the primary means of reaching target audiences. Cayenne works with you to develop a comprehensive PR strategy in line with your marketing goals and objectives. Focused on reaching all audiences – from customer executive management to potential new employees – with the right message at the right time, Cayenne can:

• Plan and execute company and product launches and other corporate announcements to create a consistent flow of information
• Conduct “soft-sounding” audits to determine current knowledge of the company in the editorial community
• Manage the news release process, including ensuring that the releases are search-engine optimized
• Organize press tours and other events
• Create press materials
• Maintain regular contact with editors of key trade and business publications, industry analysts and bloggers to ensure their on-going exposure to the company name, products, messages, etc.
• Manage the writing and placement process of technical articles, success stories, case studies, opinion pieces and other articles
• Research, plan and manage speaking engagements and panel participation

Advertising and Direct Marketing

Cayenne can work with you 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
• Develop and coordinate direct marketing programs